As user-generated content increasingly proliferates through social networking sites, our lives are bombarded with ever more information, which has in turn has inspired the rapid evolution of new technologies and tools to process these vast amounts of data. Semantic and sentiment analysis of these social multimedia have become key research topics in many areas in society, e.g., in shopping malls to help policymakers predict market trends and discover potential customers. In this light, this study proposes a novel method to analyze the emotional aspects of Chinese vocabulary and then to assess the mass comments of the movie reviews. The experiment results show that our method 1. can improve the machine learning model by providing more refined emotional information to enhance the effectiveness of movie recommendation systems, and 2. performs significantly better than the other commonly used methods of emotional analysis.