Abstract: As one of the cultural pillars that maintain long-term emotional interactions with the public,
public library should proactively and efficiently build connections with the general public. Against the
backdrop of prevalent Internet technology, public library is now facing the new challenges of image building
and innovative dissemination of information. Taking the publicity films of New York Public Library and
Boston Public Library as case studies, the paper discusses how libraries are aware of the public needs/
trends, how they integrate this public awareness into their publicity films, and the three characteristics of
such promotion production in the new era. The public library’s promotional film is no longer a one-way
“self-introduction” piece, but a visualized dialogue with the public.

Key words:  American public library, Publicity film, Concept expansion, Concretization, Multi-faceted, Instantaneity