Behind the 1 billion popular styles is the film studio's determination to adhere to accurate marketing.
throughout the Chinese film market in the first half of 2018, the Spring Festival domestic films show a "blowout" trend, while imported films are proud in April, May and June. Among them, there is an imported film, the well-known Super IP, which still grossed 1 billion yuan at the box office. It is "Berserker." In order to explore the marketing logic behind its success, it is impossible to ignore its marketing service company-Shadow World. as the most senior film marketing company in China, it has become famous in the industry with successful cases such as "lovelorn for 33 days" and "Beijing Love Story", which brings a lot of influence and inspiration to Chinese film marketing. In recent years, in the cooperation and promotion with Hollywood films, we continue to explore new models and new ways of Hollywood film marketing, so as to contribute experience to the localization of imported blockbusters. At the same time, under the background of big data's development, the studio sized up the situation, became the high-quality agent of Jinri Toutiao's entire range of products in the entertainment industry, and opened up Weibo, Tencent, Baidu, Ali and other multi-channel channels. The service experience across China and the West and the concept of "talking with data" make the film industry at the forefront of Chinese film marketing all the time. Since its establishment 9 years ago, the film studio has served more than 120 film marketing projects, with a total box office of more than 23 billion yuan, and the number of cases and box office output are among the best in marketing. among the top 10 imported films in 2017, "King Kong: skull Island", "biochemical Evil: the final Chapter" and "Spider-Man: the return of Heroes" occupied three seats. The company's "fury" and "Pacific Rim: Thunder rise again" were also in the top 10 at the box office for imported films in the first half of this year. Among them, "King Kong: skull Island", "biochemical Evil: the final Chapter" and "Berserker" broke through the $1 billion mark at the box office and became phenomenal films at that time. as a senior full-case marketing company at the forefront of the industry, Shadow summed up the previous experience, combined with the development of the times, summed up that the future marketing model will be "good content + accurate channels", and achieve to make "people who like me like me more like me", and then influence more incremental audiences in the middle. The film studio world takes this as the principle, and uses big data's technical support to practice this logic, and becomes the leader of precision marketing in the industry. Shadow World also permeates this concept into all aspects of corporate culture. In its recently released new title logo of the company, an eye-catching round target shines brightly, while the bull's-eye in the middle confirms the concept of accurate marketing in Shadow World: where the target (user) is, our bullets (content) will hit. br/ > customize quality content for the audience official materials as the direct presentation of the film publicity, naturally become the top priority. The film studio will launch appropriate publicity materials according to the characteristics of the film and the cognition of the audience, and strive to be "accurate" in content. Ordinary Chinese audiences generally have a low awareness of European and American actors, so "code head" posters can not directly convey the selling points of the film. During the period of serving "biochemical Evil: final Chapter", the film studio followed this principle, abandoned the poster style of overseas markets, and replanned and produced the "Zombie besieged City" poster and the ultimate poster, which directly conveyed the hot and exciting action scene of the film. including zombies, monsters and other elements, successfully attracted the attention of the public. in addition to official materials, how to get closer to the audience and attract increased audience attention on social platforms is becoming more and more important. Especially for overseas projects, there is a natural cultural gap with the Chinese audience, so it is imperative to break through the cultural barriers. In the process of promoting the localization of imported films, the film studio chooses the local culture which is closely related to the ordinary audience and has a high awareness as a starting point to enhance the interest of the audience. For example, landmarks are skillfully integrated into the film elements in projects such as "Spider-Man: the return of Heroes", "Pacific Rim: the Thunder" and "fury Giants". "biochemical crisis: final Chapter", "Ace 2: Golden Circle" and other projects carry the Spring Festival and National Day festivals, which resonate with the audience through the display of playing mahjong, traffic jams and queuing to see scenic spots.
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