What marketing tactics created a box office of 5.49 billion yuan in July?

the competition in this summer is unusually fierce. If you want to get a share of the box office in the competition with the films released in the same period, it is inseparable from certain marketing and publicity means and strategies.

the Chinese film market, which has been commercialized for so many years, is no longer a period in which the smell of wine is not afraid of the depth of the alley.

in the current state of vigorous development of China's film market, if we want to be recognized and accepted by more audiences, and want to get a share of the box office in the competition with films released in the same period covetously, it must be inseparable from certain marketing and publicity means and strategies.

Film is an art, while marketing is a means. The simple "poster + ticket window" model in the past is obviously no longer suitable for the current environment of Internet prosperity. The Internet plays an important role in the promotion and distribution of traditional films. a large number of those easily over 100 million films with fresh memories come from the works of the new generation of cross-border directors, who rely on fan economy, Internet marketing, and so on, so that more filmmakers pay more and more attention to the importance of using the Internet.

Summer season is the fiercest competition, the longest span and the largest space for development of mainland Chinese films except for the New year. Naturally, it has become a white-hot period for many films to compete for market share at the box office. While we were still amazed at the fact that Monster Hunt, released during the summer, easily broke the high box office of 1.3 billion of lost in Thailand, the monthly box office of mainland films in July was 5.49 billion, the highest monthly box office in history, except for a "phenomenal summer". In addition to Monster Hunt, the 700 million yuan of return of the Great Saints and the 900 million box office of Pancake Man also make people wonder, what is the force behind driving the box office to soar? The following titanium media editor takes the films released in the summer of 2015 as an example to integrate the representative marketing and promotion methods of all kinds of films.

< strong > 1.

< strong > < / strong >

A Journey to the West

< strong > 1. "the return of the Great Saints": "Tap Water"

< 1.

< 1.

< 1. < return of the Great Saints

< return of the Great Saints

The show is still successful at the box office without high-cost publicity, and the magic weapon to win is word-of-mouth marketing, which is not common in film marketing.

in this word-of-mouth marketing, although there is no large-scale publicity for "the return of the Great Saints", most of the shows still maintain a very high attendance rate after the crucial national screening, and countless audiences are moved by the excellent quality of the film. They volunteered to join the ranks of "running Water" and become the free propagandists of the film.

at least Douban movie is a driving force that can not be ignored in this film's popularity. Douban's "Movie" channel has a very large fan community and database, and the score of each film has increasingly become a standard for many audiences to measure good and bad films. "the return of the Great Saints" scored as high as 8.8 at the beginning of the promotion and marketing of Douban film, and established a strong word-of-mouth "advertisement" for its acclaimed film reviews. On the other hand, there is a manuscript called "the return of the Great Sage!" It's amazing! The article spread widely through Wechat official account and WeChat moments, and was reprinted on more than 300 official accounts, including People's Daily. This article has won 3 million readings, and promoting the return of the Great Saints has become a hot topic among the whole people.

< / p movie tickets > Wechat movie tickets have also promoted the film. Immediately after the film's release, Wechat movie ticket platform promoted a full range of activities, such as film materials, evaluation, and movie guides, which promoted the continuous fermentation and expansion of word-of-mouth again and again. Through sustained and stable word-of-mouth marketing activities, the love and enthusiasm of netizens who call themselves "tap water" for this film has become an irresistible torrent.

< strong > 2. "Pancake Man": IP < / strong >

as a film of the Internet generation, the film narrative strategy and the integration of content and the Internet make this film deeply imprinted with network culture, so it is expected to use the Internet and new media for marketing.

with Dapeng, the popular online drama of "Loser Man", he has accumulated a large number of online audiences. According to statistics, the number of hits of "Loser Man" online drama has exceeded 3 billion. Since the launch of "Loser Man 4" in the video of Sohu on May 20, through the promotion of "Pancake Man" directly at the beginning and end of the film, and the soft implantation of the film into hidden plot content, it has also spared no effort to promote and promote "Pancake Man".

the story of "Pancake Man" itself comes from "Loser Man". Both of them strengthen the comedy effect through nonsense, "loser counterattack", hero reversal and other ways, and both have a tonality in line with the characteristics of the times and taste. attracting a large number of people who are deeply influenced by the culture of the Internet generation.

the film's publicity and distribution team is good at using the Internet to create topics, including setting up a stall in Dapeng to sell pancakes on the street of Zhongguancun, walking into Lanxiang and Dapeng leading its creators to swim in 35 cities. all of these activities have aroused many netizens to participate in online topic discussion and interaction on the Internet, and the topics of Pancake Man and Dapeng are among the most searched on Weibo. This kind of publicity activities have a relaxed, mocking Internet thinking, and through this close contact to accumulate a certain number of fans, it is easy to form a "consolidate impression" marketing publicity effect.

under the influence of Internet +, the Pancake Man team uses the idea of new media marketing to launch H5 Mini Game or mini animation on Wechat. For example, during the sandstorm hit Beijing, H5 Mini Game to "polish Beijing" was made, and netizens could start to "polish" the dust-shrouded Beijing. After the game spread on WeChat moments, it got 60, 000 hits, making the film promotion content more diverse, wider scope, better effect, and opening up a broader market for film promotion.

< strong > 3. Monster Hunt: join hands with the video website < / strong >

although producer Jiang Zhiqiang said that Monster Hunt cost 70 million more after Ke Zhendong changed roles after taking drugs, with a total investment of 350 million, but Monster Hunt is still unambiguous in publicity and distribution.

A number of Tencent Video's homemade programs have cooperated with the production of video promotion, and QQ.com portal channels such as Tencent Entertainment have also planned a lot of related content to comprehensively present and recommend Monster Hunt with the core and heaviest hard and wide resources. It is understood that on the day of the film release, Tencent Video App also sent a full amount of push tweets, and on that day, Monster Hunt album hit a record, setting a new one-day record for cinema trailers.

the second is to post film-related comments through Wechat and "Big V" on Weibo, and to raise the popularity of the film through stars, which has become a common means of film promotion. In online social media, the information faced by information receivers and communicators is more rapid and fragmented, as long as opinion leaders with a little "guidance", it will form a hot public opinion, and it is easy to spread the virus spontaneously, which is more effective than expensive advertising promotion.

< strong > 4. "Taoist priest down the mountain" and "I am a passer-by": relying on "words" < / strong >

the two films are analyzed together because their marketing features are similar, both with the help of text marketing. This seems to be out of place with today's "fast food culture", which happens to be a sharp weapon to attract the attention of the audience.

long before the release of "Taoist Priest Down the Mountain", director Chen Kaige wrote a long letter entitled "talking to you" to the film's creative team on Weibo, recalling his hardships in the filming process. Thank the main actors in the film for their efforts, and finally show his love to his wife Chen Hong. The article, which resembles a "love letter" and a film review, has become the fuse of a hot topic on the Internet. Many netizens and stars are retweeting the Weibo for director Chen Kaige's sincerity, and the article has been scanned countless times in moments. They are all calling on everyone to go into the cinema and watch Director Chen's work that takes three years.

as the protagonists in the movie "I am a passerby A" released in early July are all unknown "passersby A", it is difficult to play the star effect like "Taoist priest down the mountain", but its theme is novel and special. Even before the film is released, there is a film review written by Mr. Tony Leung Chaowei for marketing. This film review of recalling the past and sincere feelings makes "I am a passerby A" has not yet been released. With regard to the successful initiation of the topic about the film, many stars have forwarded it on Weibo, and the film review is still very popular among the film reviews of Douban film.

also soon after, Lin Qingxia published the title "passersby A" in Hong Kong's Ming Pao monthly. Who's watching? Er Dongsheng! The column has also caused an uproar on the Internet. No matter Tony Leung, Lin Qingxia and Shu Qi have written articles praising the film, telling their past stories and conveying their empathy to the outside world in words, which is much more warm and human than empty pictures and cold videos. In the era of visual bombardment by video pictures, reasonable and appropriate use of words can deepen the power of communication, and as a celebrity, the communication effect of words is naturally much better than that of ordinary people.

Today, with the rise of the Internet, with the advent of the digital age, we can no longer ignore the power of the rise of online dramas, and more and more movies begin to rely on the Internet for efficient marketing.

movies derived from online IP, such as "100, 000 Cold jokes" and "Old Boys", all make use of their well-known names on the Internet and a stable number of netizens, and have achieved good results at the box office. For the ever-expanding "Internet generation", how to adjust the integration of traditional films and modern online dramas, and how to explore the power of Internet users is a problem that any contemporary film should consider. Excellent story content, excellent production level and excellent network marketing team are the win-win guarantee of film word-of-mouth and box office in the Internet era. at the same time, the marketing team must use the correct marketing strategy to clearly understand the likes and needs of the audience.

Edit: yvonne