As a new advertising medium, cinema screen advertising is enjoying sound growth momentum in the world. Since the 1970s and 1980s, the United States with highly developed film industry has begun to study the film industry and obtained rapidly increasing revenue each year in filming advertising; British Film Advertising Association reported that in 2001 the UK reached such advertising revenue of 1.6 billion and 40 million pounds. In the background of the rapid development of Chinese film, the majority of media practitioners and business owners are hoping to take advantage of the film media for product promotion and marketing. Although the media advantage of cinema screen advertising is partially recognized by business owners, there is still no comprehensive description of the large-scale and systematic use of this medium. China’s cinema screen advertising is accompanied by the growth of Chinese film market all the way of its development. In 1993, China’s film launched system reform, starting to move on industrial development path. In 2002, SARFT conducted further implementation of the liberalization policy, allowing private capital to enter the domestic film distribution division and foreign capital to participate in cinema building in the form of shares. At the same time, cinema system reform began. From 2002 to 2014, the number of theaters increased from 1019 to 4216, and the number of screens increased from 1834 to 21229.
Back in the 1950s, before playing the movie theaters would show slides such as "No Smoking" and "Do not make much noise", which was the prototype of film advertising. With the establishment and development of professional advertising agencies, film media was gradually understand and used by advertisers. In 1995, the 3-D advertising company of Beijing CCTV (the predecessor of CCTV 3-D Media Group) produced the film advertising for the film "Fugitive" of Kentucky. In 1998, when the movie “Titanic” was introduced, more than 800 cinemas in China played it for more than 70 days. As a result, Lang Jelly Pudding enhanced its brand awareness and reputation along with the playing times. In 2001, China Film organized “Adverts Bid for Top Ten Famous Films”, not only launching a full advertising product, but aiming to become a starter of after-film development. Compared to the West, most of our attention focused on film broadcasting and saved cost by ticket office receipts alone, resulting in a single mode of operation. As a result, the form of cinema screen advertising was born. The film "Hero" in 2002 reached a peak of 20 million Yuan of film adverts. At the end of 2006, the film advertising durations of " Curse of the Golden Flower" directed by Yimou Zhang was soaring to the price of 10 million Yuan, this film also received sponsorship from various industries including automotive, telecommunications, apparel , financial services and many other well-known enterprises. With the recovery of Chinese film industry, cinema screen advertising also got rapid development in the twenty -first century. The spreading effect of local cinema screen advertising is gradually recognized used for advertising by advertisers. In recent years, along with introduction of superior industrial policies, Chinese cinema screen industry has got unprecedented progress and development and the quality of films gradually rises. Cinema building also highlights the scale effect, leading to increasing number of theaters and screens. Cinema screen advertising has also achieved explosive growth. From food, consumer goods to automobiles and digital products, all products utilize film advertising for product publicity and promotion.
Back in the 1950s, before playing the movie theaters would show slides such as "No Smoking" and "Do not make much noise", which was the prototype of film advertising. With the establishment and development of professional advertising agencies, film media was gradually understand and used by advertisers. In 1995, the 3-D advertising company of Beijing CCTV (the predecessor of CCTV 3-D Media Group) produced the film advertising for the film "Fugitive" of Kentucky. In 1998, when the movie “Titanic” was introduced, more than 800 cinemas in China played it for more than 70 days. As a result, Lang Jelly Pudding enhanced its brand awareness and reputation along with the playing times. In 2001, China Film organized “Adverts Bid for Top Ten Famous Films”, not only launching a full advertising product, but aiming to become a starter of after-film development. Compared to the West, most of our attention focused on film broadcasting and saved cost by ticket office receipts alone, resulting in a single mode of operation. As a result, the form of cinema screen advertising was born. The film "Hero" in 2002 reached a peak of 20 million Yuan of film adverts. At the end of 2006, the film advertising durations of " Curse of the Golden Flower" directed by Yimou Zhang was soaring to the price of 10 million Yuan, this film also received sponsorship from various industries including automotive, telecommunications, apparel , financial services and many other well-known enterprises. With the recovery of Chinese film industry, cinema screen advertising also got rapid development in the twenty -first century. The spreading effect of local cinema screen advertising is gradually recognized used for advertising by advertisers. In recent years, along with introduction of superior industrial policies, Chinese cinema screen industry has got unprecedented progress and development and the quality of films gradually rises. Cinema building also highlights the scale effect, leading to increasing number of theaters and screens. Cinema screen advertising has also achieved explosive growth. From food, consumer goods to automobiles and digital products, all products utilize film advertising for product publicity and promotion.