Dharma protector: light Media may want to change the propaganda routine of domestic animated films.

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From the success of "the return of the Great Saints", the light seems to have identified the same animated film distribution model: national roadshow + word-of-mouth marketing + crowdfunding derivatives + three-dimensional star participation. Later "Big Fish Begonia", "your name" and the recent "Dharma Protection", the publicity model is more or less the same. Another characteristic propaganda strategy of Dharma Protection in the same period is to join forces with "the return of the Great Saints", "Big Fish Begonia" and "yesterday's Blue Sky" to launch publicity posters and get "."

since the success of the return of the Great Saints, Lightning seems to have identified a model for the promotion of animated movies: national roadshow + word-of-mouth marketing + crowdfunding derivatives + three-dimensional star participation. Now the situation seems different.

original title: $20 million at the box office in three days. Can the same routine work for the fourth time after watching the animated movie Dharma Dharma?

in the past, Xiao Huang beat all the summer films, and the Legend of Wukong, which had a strong IP lineup in the same period, quickly attracted a lot of money. The number of screenings of "Great Protection" was very small, only about 13% on its first day of release, and less than 9% on the second day after the release of "Cat."

under such pressure, "Dharma" has grossed 20 million yuan in its three days of release, the comparison between box office and word-of-mouth is really embarrassing, and the online discussion is very limited. With regard to the content of the Great Protection Dharma, this article will not be carried out, but only from the perspective of its dissemination to see what routines animated films have, and whether these routines can be effective now.

from the success of "the return of the Great Saints", Xuan seems to have identified the same animated film distribution model: national roadshow, word-of-mouth marketing, crowdfunding derivatives + three-dimensional star participation, and later "Big Fish Begonia", "your name" and the recent "Dharma", the publicity model is more or less the same. If sentiment was worth $950 million at the box office two years ago, it seems that it is no longer so easy for the audience to pay for it now that the light takes the creative team to perform and tell stories across the country.

rely on the director's previous works and crowdfunding to attract core fans

in 2015, Bu Sifan began to prepare for the Great Protective Law. In January of the same year, he launched an official Weibo and launched a crowdfunding project on the US crowdfunding site Kickstarter, led by Haoxuan Animation, with a total support of US $20, 000.

at this stage, Dharma Dharma attracts core fans. In 2016, Dharma Dharma also held several small roadshows aimed at professionals in the animation industry, and until April this year, the film began to enter a period of intensive publicity for the public.

National roadshow, focus on young college students

since April, Daiquan, Zhou Shen, Cai Qin and Guan Xiaotong have been invited to sing.

in June, "Great Protection Law" began to perform across the country, the first round of which went through colleges and universities in Shenyang, Chengdu, Yunnan, Guangzhou, Shanghai, Wuhan, Xi'an and Jinan, and then premiered in Hangzhou, Beijing and other places, with nearly 10,000 audiences participating. This is similar to the national roadshows of "the return of the Great Saints", "Big Fish Begonia" and "your name", in which the director and creative team communicate with the audience at the event scene.

at the event site, Dharma Dharma will release some new promotional materials every time, such as releasing new theme songs, announcing new publicity PV, releasing new posters, and so on. In addition to the main creator, well-known local animators will also be invited to participate in the promotion.

after the end, the Dharma official will make a long picture of the live event photos and the evaluation of the participating audience, hoping to form a word-of-mouth effect to spread spontaneously among the audience.

but in the end, maybe it's immune to the word-of-mouth routine of the roadshow, or it's because the roadshow's publicity audience is limited, which is far less popular on Weibo like "the Great Holy return" or the heated discussion after the release of "Big Fish and Begonia." Apart from communicating with a small number of participating audiences, Dharma has not been disseminated to a wider audience.

Film Derivatives crowdfunding, linked with works such as "the return of the Great Saints"

from the point of view of sales, in light e-commerce's Taobao flagship store, the best-selling piggy bank and plush toys sell about 600 yuan a month, while other mobile phone cases, door curtains, notebooks, and so on, sell only a few dozen copies. Compared with Big Fish and Begonia, which has been in theaters for a year, its monthly sales of mobile phone shells can still reach 300.

some industry insiders believe that this is because "Great Protection Law" has not made enough efforts in derivatives, especially for daily necessities such as mobile phone cases and door curtains, the appearance is not bright enough, and color matching and pattern design are not considered, so it has a great impact on sales volume.

this series of publicity is the most wonderful part of "Dharma Protection", which evokes many animation lovers' memories of excellent domestic animation, and sells their feelings to the extreme under the sign of "continuing domestic animation films with big brands".

propaganda has always failed to break through the binary user

but from the perspective of publicity strategy and actual effect, Dharma really lacks a three-dimensional audience base, and the number of people who want to see it on the ticket purchase platform is not ideal, and the gap between Dharma and other feature films is very large.

for example, from the lineup of singers invited, "return of the Great Sage" invited Wang Feng and Chen Jieyi, and "Big Fish Haitang" invited Eason Chan, Xu Jiaying and Zhou Shen. Except that Zhou Shen is a singer who is mainly oriented to second-dimensional users, the others are all well-known pop stars known to the three-dimensional audience with a high degree of recognition. Dai Quan, Cai Qin and Guan Xiaotong, who sang for the Great Protection of the Dharma, although they are also three-dimensional stars, their appeal among young people is still limited, and their matching with animated films really makes fans feel a little out of tune.

roadshow is the same. Although it is aimed at colleges and universities across the country, on the one hand, the students who take part in the roadshow and the Qingbei two-dimensional cinema troupe are all animation enthusiasts. Although they have laid the foundation for the film's word-of-mouth, their publicity scope and influence are very limited. On the other hand, although Dharma is a form of animation, its core is still quite profound. Some audiences think that PG-18 should be mentioned. Dharma imitates the experience of previous animated films and does a lot of publicity among young students. These moviegoers do not necessarily match the works.

and the online promotion, whether it is the promotion of linkage posters with "the return of the Great Saints" and "Big Fish and Begonia", or the official blogs of domestic animation such as "Tea ah" and "Kuiba", and the support of senior practitioners such as Lu Hengyu and Yan Kai, including the solidarity of Weibo writers such as Apostles, non-human beings, ghosts, etc., all seem to be mutual encouragement and support within the circle.

of course, it should be emphasized that the box office failure of Dharma Dharma is not only due to insufficient publicity, nor is it a major flaw in quality, but mainly because the subject matter is too small to stir up popularity among the public. It is not a family movie suitable for young and old, nor is it a love theme favored by young audiences, but an obscure political fable, which undoubtedly greatly raises the threshold for watching movies.

in addition, there are other reasons, for example, although there is a ticket subsidy for Maoyan platform, there is no cooperation among cinemas, and the production volume is very limited; while the content is not commercial, its artistry cannot be well conveyed in publicity, and so on.

after the box office failure in the first two days of its release, from yesterday to today, self-media such as Sir movies, visual records, independent fish movies and other self-media have spoken for them, no matter whether they are tap water or part of the promotion of Dharma Dharma, at least to a certain extent.

"Dharma" really represents the new possibility of Chinese animation-new visual style, new theme, new core. The box office is only one of the manifestations of the commercial value of a film, and the reporter expects that there will be more Chinese animations that dare to try in the future, not all out-and-out popcorn movies.

Edit: xiongwei