Yesterday, November 11 was the annual carnival of e-commerce, and everyone ignored the movie and went shopping. We can't help but sigh, when will our film industry have such a national carnival festival?
yesterday, November 11th was the annual carnival of e-commerce. Everyone ignored the movie and went shopping. We can't help but sigh, when will our film industry have such a national carnival festival?
after Singles Day, it's time for the Lunar New year! The New year Festival is not only a major holiday for businesses, but also a grand festival for the film market, and it is a time for blockbusters to gather together, and fans can feast their eyes on it. strong > E-commerce can make a holiday, and the film industry can also make a holiday. / strong > do you remember when "Avatar" was released, it was like buying train tickets for Spring Festival travel? people queued for more than an hour to buy tickets. 11.11 every year on the Internet is also a festival of collective collusion by e-commerce, and if the film industry wants to be bigger and stronger in the future, it must have its own man-made carnival festival like e-commerce. This is not the concept of celebrating the Lunar New year or Spring Festival for several days in a row, but that a blockbuster should be a holiday, just like this year's Transformers 4. strong > "Transformers 4" is the embryonic form of the movie blockbuster festival / strong > this year's "Transformers 4" model, is the embryonic form of the future domestic blockbuster carnival festival. It is implanted by more than 10 Chinese merchants and does collective integrated marketing before and after its release. Turn on the TV and the Internet for a while, and all the media are the Transformers. "Transformers 4" is actually a large-scale festival such as the Olympic Games and the World Cup conspired by Chinese manufacturers. Can be called a festival blockbuster, there must be a number of mainstream businesses to participate, consumers also regard as a grand event. Otherwise, no matter how high the box office is, it cannot be regarded as a holiday. For example, "one step away" may break the record for domestic films, but since there are few brand implants in the operas of the Republic of China, it is not a holiday. and the release of "Forever" is a music festival similar to that of literary youth, and "tiny Times" is like a large-scale Korean idol concert. When Ang Lee's Brokeback Mountain was released, gay groups around the United States organized to watch, advertise, party, and help publicize, becoming a gay holiday. Future movie festivals can be such as summer holidays, National Day festivals, or Spring Festival festivals, just like everyone takes to the streets to drink beer at Oktoberfest. In fact, last year's Spring Festival festival can also be regarded as the embryonic form of a festival. people from third-and fourth-tier cities go to the cinema to watch movies, "wreaking havoc in Heaven" and "where is Dad going?" just like a family having a New year's Eve dinner together. The most important thing is that there will be super-social phenomenon-level blockbusters, a blockbuster is a holiday! strong > A blockbuster is a holiday / strong > the Hero of Zhang Yimou at that time has the feeling that a blockbuster is a holiday. It did a pretty good job in marketing a series of events that year. In the future, the blockbuster that can become a festival must be performed by many first-tier stars and sponsored by more than 10 first-tier advertisers. And these more than 10 advertising sponsors in marketing with the way of ticket promotion, on the one hand to help the film joint promotion, on the other hand jointly sell tickets. A major event in which many businesses conspired with movies, media and fans. merchants subsidize movie tickets to send their users, which will become the main form of film marketing. For a super blockbuster, each businessman can subsidize more than 100 million tickets, which is more than 1 billion at the box office. Then add in the spontaneous box office formation of the market, and a blockbuster over 2 billion will become a common thing. after the deep integration of movies and advertisements, there may even be a cooperation way for advertisers to sponsor and buy out the package market. At this time, the movie ticket money may go directly to the film side, instead of having to go to the national account for a few months and then distribute it to the film side. And some old films also have value, because the boss of a certain brand likes an old film, and because it is similar to his own brand values, so the brand will sponsor the re-release of these old films. In fact, Sing Yeh's "A Chinese Odyssey" is most suitable for some brands that focus on nostalgia. strong > Movie ads will replace TV commercials and become the first choice for high-end images. TV has become a low-end advertising platform / strong > for businesses, traditional hard advertising has become a negative image like spam among post-90s young people. For this new group, there is an urgent need for new forms of soft advertising that can spread spontaneously. Brands and movies need to collude to become a new form. TV commercials have been shrinking and being eroded by the Internet. In the past, television was the most authoritative and high-end platform, but now TV advertising has become a traditional aging image in the minds of young people, for the elderly and for housewives. In the past, when television was still a mainstream advertising group, CCTV played high-end, while satellite TV did coverage. The general way of launching a brand was to play the high-end image of the brand on CCTV, and the brand must be tall and trustworthy. Then satellite TV mainly does coverage. after that, the movie advertisement will replace the TV advertisement and become the highest image advertisement. Then brands cooperate with the Internet and television to do traffic and coverage. TV has stepped down to play the same role of coverage as the Internet, and even more and more marginalized. but after all, the film is a minority media, covering only two to three million people a day on average, which does not have comprehensiveness and unity. So movies need to be like television, where explosive materials continue to appear, such as the Olympic Games, the World Cup, news broadcasts, The Voice of China and other strong social phenomenon-level programs. The same is true of movies. If you want to attract people's attention from televisions and computers, you must create social phenomenon-level blockbusters such as Transformers 4 and Avatar to become a festival and a trend event. And these explosives are weapons that attract people's attention from competitors to their own screens. with the popularity of cinema chains in third -, fourth-and fifth-tier cities, movies have changed from a minority elite media to a popular, popular, and national media like television. More and more have some of the attributes of the original television, so in front of it is how to break the convention, create explosives, create festivals, create social phenomenon-level blockbusters, in order to improve their own image and prolong their own life cycle. article source: make a movie together, Wechat official account: yiqipaidianying