Implicit Factors Affecting the Marketing of Chinese Animated Films: Perspectives from Industry Specialists

This study aims to examine and identify the implicit factors influencing the marketing of Chinese animated films and to investigate their impact. This study employed semi-structured interviews to select 18 experienced professionals from the Chinese animated film industry for the research objective. Eight themes emerged from the data analysis, which integrated inductive thematic analysis and grounded theory: Audience Antagonism, Online Nationalism, Nationalistic self-aggrandizement, National Economic Decline, Narrative Strategy, Cultural Identity, Cultural Censorship, and Official Discourse Guidance. The findings indicate that Official Discourse Guidance and National Economic Decline exacerbate the negative impacts of Online Nationalism, leading to increased hostility among the audience. The marketing of Chinese animated films may gain from the Nationalistic self-aggrandizement stemming from Online Nationalism; however, this trend requires cautious management. Cultural Censorship restricts the diversity of Narrative Strategy, jeopardizing the marketing of Chinese animated films. Cultural Identity is a vital element in improving the marketing of Chinese animated films, attainable through the refinement of Narrative Strategy. This study provides new insights and recommendations for further research by analyzing concealed influences from a macro perspective of the political, cultural, and economic landscape. Comprehending these factors in the swiftly changing market landscape is particularly essential for addressing the developmental requirements of the industry.