Put the most effective content on the most appropriate channel, the marketing effect will be maximized. At present, the mobile terminal is the most important way for the main movie watching groups to receive information, so we must pay attention to this channel and tap the possibility of mobile marketing.
when there is no concept of "marketing" in the Chinese film market, film companies usually let directors create content first, and then ask propagandists to "sell" films by issuing press releases, writing film reviews, organizing press conferences, and so on. But 33 days, the dark horse that grossed $350 million at the box office, changed this publicity model. From the film shooting period began to intervene in the promotion of marketing ideas, making this small-budget film a great success. The marketing plan for this film is planned by Zhang Wenbo, who is now the CEO of Bole Marketing. On September 16, at the Fifth Annual meeting of the Culture and Entertainment Industry, Zhang Wenbo accepted an exclusive interview with the reporter.
when discussing the topic of marketing involvement in film production, Zhang Wenbo told reporters that movies have both work attributes and commodity attributes. Under the traditional marketing method, there is a certain dislocation between the film and the market, which makes the film pay more attention to the work attribute rather than the commodity attribute. Zhang Wenbo further explained: "if you think of a film as a product that needs to be consumed by consumers in the market in exchange for financial returns and profits, it has the characteristic of fixed production by sales." Because the film has the attribute of commodity, it determines that the filmmaker should judge how to create the film according to the needs of the target consumers. As the distribution company or publicity company that knows the needs of consumers best in the whole film industry chain, participating in the development stage of the film can help the film to adjust the relationship with the target consumers to the greatest extent. Zhang Wenbo believes that among all types of films, the attribute of literary films is stronger. In the process of creation, literary films pay more attention to the relationship with the creator than to the audience, which is against the law of the market from this level. As for how to plan the marketing plan for this type of film, Zhang Wenbo told the China Economic Network Cultural Industry Channel reporter, "it is still necessary to return to the market and use some means that have become regular to create topics." Zhang Wenbo believes that although the marketing of literary films will be more difficult than other types of commercial blockbusters, there will still be a good starting point. He used the marketing plan of "return" to give an example to a reporter from the Cultural Industry Channel of China Economic Network: he said that "return" first has a star effect, and the actors and directors are well known to the public; second, the film is about the experience of his parents' generation, and the proposal of "taking Mom and Dad to the movies" creates a topic with a sense of participation. Due to the accuracy of the marketing strategy, "return" has set a new box office record for literary films in the mainland Chinese film market. several films "Topics" have emerged one after another this summer, and the phenomenon of drooling and box office flying is also common in the mainland film market. For the sake of "curiosity", many audiences even choose to watch films with poor reputation, resulting in "bad reviews". In response, Zhang Wenbo told the Cultural Industry Information Department of the China Economic Network that the fundamental motivation for creating topics is to let the audience participate in the discussion and make the relationship between the film and the audience a step closer. "as for praising it or scolding it, it is better than no one to pay attention to it." However, Zhang Wenbo does not approve of bad film marketing, he believes that a good marketing team will always find a good, positive publicity point in a film. A reporter from the Cultural Industry Channel of China Economic Network found that Bole's marketing business is mainly focused on domestic films. In this regard, Zhang Wenbo said that effective marketing is to intervene at an earlier stage, but for Hollywood films, domestic marketing companies do not have such conditions, so the role they play is very limited. "under such circumstances, we are more willing to devote our time and energy to domestic films, so that more audiences can see them in cinemas. This is also our responsibility." Zhang Wenbo said. for some film marketing companies that have sprung up in recent years, Zhang Wenbo said that it is everyone's common goal to tap the needs of market users, enlarge the market and increase the box office, so these companies do not have much impact on Bole's marketing business. Zhang Wenbo told reporters that marketing has to solve two things, one is content, that is creativity, and the second is channel. Put the most effective content on the most appropriate channel, the marketing effect will be maximized. At present, the mobile terminal is the most important way for the main movie watching groups to receive information, so we must pay attention to this channel and tap the possibility of mobile marketing.