Disclosed are an automatic film application mechanism and method. The film application mechanism comprises a film absorption unit (1), a protective film photographing unit (2) and a film application station photographing unit (3), wherein the film absorption unit (1) can move in three directions, i.e. an X-axis, a Y-axis and a Z-axis, between a film pick-up station and a film application station; the protective film photographing unit (2) is mounted below a moving path of the film absorption unit (1); the film application station photographing unit (3) is located above the film application station; and the film absorption unit (1) can control an angle by which an absorption surface thereof horizontally rotates so as to drive a protective film on the absorption surface to rotate, ensuring that the protective film directly faces the film application station during film application. The automatic film application mechanism and method can be applied to the film application of a single-layer or multi-layer protective film. No bubbles are formed between the protective film and an element awaiting film application. The accuracy of the film application position is high. The effect and acceptability rate of film application are improved, and a high degree of automation is realized, greatly improving the efficiency of film application, and achieving a good application prospect.