摘要：目前传媒广告业的竞争日趋激烈，媒体广告的形式层出不穷。而伴随着电影市场的兴起，院线广告以其独特的广告展现环境和方式开始受到广告主的青睐。本文根据目前国内院线广告的发展现状，首先介绍了院线广告的概念、院线广告市场的发展情况、院线广告的发展前景，包括电影产业发展带动院线广告增收，运营商各抱地势使得院线成为影院广告的优势资源，同时，市场上的竞争与局限使得影院广告面临着挑战。因此，院线广告必须谨防消费者权益，要针对性的来选择投放广告，并且结合影院的环境来选择广告创意，以此来解决目前所面临的问题。80138

关键词：媒体广告，院线广告，市场营销

Abstract：The media advertising industry is becoming more competitive, endless form of media advertising。 Coupled with rising film market, cinema advertising to show its unique advertising environment and the way favored by advertisers。 According to the current development status of domestic cinema advertising, cinema advertising is first introduced the concept, the cinema advertising market development, cinema advertising prospects, including the film industry leading cinema advertising income, operators hold terrain making cinema the cinema advertising the advantages of resources and of competition and limitations of the cinema advertising market faces challenges。 Therefore, the cinema advertisement must be on guard against the interests of consumers, pointed to select advertising and cinema environment to select advertising, in order to solve the problems currently faced。

Keywords：Media advertising, cinema advertising，marketing

目  录

一、前言…………………………………………………………………………4

二、院线广告的概述……………………………………………………………4

（一）院线广告的概念…………………………………………………4

（二）院线广告的特点………………………………………………4

三、院线广告的现状…………………………………………………………5

（一）电影产业发展带动影院广告增收……………………………………5

（二）运营商各抱地势，院线成为影院广告优势资源……………………5

（三）竞争与局限使影院广告面临挑战……………………………………6

四、影院的广告媒体价值……………………………………………………6

（一）可利用的影院资源丰富………………………………………………6

    （二）目标对象更具针对性,覆盖城市中的优质消费群体，有利于高端产品的销售………6

（三）超大屏幕产生震撼性效果……………………………………………7