New Year's product placement and cross-industry marketing battle

in 1998, the mainland's first New year film, "never break up," was unveiled, starting a 10-year trip to attract money for New year's films. In 2008, nearly 20 films were released during the Lunar New year, spanning as long as two months, and the box office receipts of hundreds of millions of yuan that we expected have already become a reality. In the past 10 years, the continuous upgrading of the marketing strategy of Chinese New year films has strongly promoted the industrialization of Chinese films.

A mature brand can win by relying on excellent publicity strategy, and movies are no exception. In recent years, the mainland film marketing has accumulated a lot of experience, multi-faceted, multi-angle, three-dimensional, three-dimensional marketing has become a weather vane affecting the film market, and the particularly crowded New year year is the opposite of the marketing strategy.

with the rise of the New year film war in 2008, all kinds of heroes went to great lengths to win the final victory at the box office.

< strong > Movie poster: star offensive remains unabated < / strong >

movies originating from commercial activities must aim to maximize commercial returns. In today's film market, the appeal of stars is an important factor that can not be ignored. Every year, not a small number of audiences enter the cinema because of watching stars. Since 2002, when stars appeared in the poster of Hero with absolute visual dominance, the production of movie posters has become more and more prominent. For example, in 2008 "Chibi" and "Mei Lanfang", it is difficult to remember the faces of giant stars.

in casting, Mei Lanfang has recruited Zhang Ziyi, an A-list actress with international influence, and Liming is also the most suitable candidate for A-list male stars to play Mei Lanfang. Wang Xuecheng, Sun Honglei and other powerful actors are willing to be green leaves. It is also a point of interest. Feng Xiaogang's "if you are the one", as always, plays GE you card, coupled with Shu Qi, whose acting skills are recognized, and takes out the scene of Hokkaido, which will certainly increase the audience on the basis of the inherent support crowd. After the Golden Horse Award ceremony, "Red Cliff" (part two) satisfied everyone's appetite, the stars sparkled, and the momentum did not weaken at all. Zhou Xun, Gui Lun mg and Zhang Yuqi in "Women are not Bad", Donnie yen in "Ip Man", Lin Jiaxin and 12 male stars in "Love call transfer 2", and so on, these stars are the producers' bargaining chips to attract the audience.

although stars are not the absolute criterion for winning, it is rare to see movies without stars to make a lot of money at the box office.

< strong > Placement: it still needs to be improved < / strong >

in the past two years, implantable movie advertising has become a tacit thing. Moviegoers can always see the sponsorship of so-and-so brand through the protagonist's clothing, food, shelter and transportation, but some are obvious and some are hidden. Viewers may still remember Nokia, China Mobile and BMW in "there are no thieves," or Coca-Cola and Benny Road in "Crazy Stone." In 2008 New year's films, this trend continues unabated. Feng Xiaogang even said publicly that "if you are the one" is a bit & ldquo; is sorry to the audience & rdquo;. But this kind of recessive-ldquo; brand attack-rdquo; can bring convenience to the financial operation of the film.

for Chinese New year films like those directed by Feng Xiaogang, product advertisements are implanted in the films. On the one hand, they can enhance the image of the products and expand the consumption of products. On the other hand, they can withdraw part of the funds to ensure the return on investment of the films and reduce investment risks. This is another important strategy for film marketing.

of course, there are many ways of advertising marketing, such as costume dramas, war scenes and other themes are not suitable to add modern product placement in the film, how to better improve the product placement, and then upgrade the advertising marketing strategy, this is still a key topic in film marketing.

< strong > Integrated resources: cross-industry marketing < / strong >

the extension of nepotism outside the film brings about the integration of resources among industries. The reason why John Woo's "Red Cliff" (part I) is so popular in Japan is that apart from the three Kingdoms themes that the Japanese are particularly familiar with and are keen on, the promotion and marketing of the film is also remarkable. Products around the film, such as theme songs, commemorative stamps, online and handheld games, have been launched. Before the film was released, the publicity of "Red Cliff" (part I) had already covered all the audiences who might enter the audience, especially the young audience who were the main consumers.

New year's film Ip Man is also different from other films in its publicity strategy. As the only kung fu New year film, there is nothing new to speak of, but the production side launched the & ldquo; campus trip & rdquo; program, which enables martial arts superstar Donnie yen to communicate closely with students, which not only conveys the humanistic flavor of the film, but also mobilizes people's enthusiasm for watching the film early. Some blockbusters held their premiere for publicity, invited guests from all sides, and the media swarmed to the premiere, and the second day was full of film reports, all for the sale of the film. Traditional posters and advertisements are no longer fresh, outdoor advertisements such as car television, building television and subway advertisements are dense, and multi-channel information release methods such as newspapers, magazines, radio, television, mobile phones and so on have been very well developed. the network is used more frequently, from wallpaper desktops to official websites, viewers can find any movie they want to see. The integration of resources in these aspects has become an important factor in the commercial success of the film. In addition, with the release of the film, the successive release of soundtrack music albums, original novel scripts and even audio-visual products is also another important part of film marketing.

in short, different types of films with different themes have different operation methods and propaganda ideas. to some extent, in order to cater to the audience, any method of publicity and promotion can be adopted. The Hollywood model of the integration of production, marketing and promotion fully illustrates that film marketing is an important part of winning the box office.