Explain in detail the "routine" of photosynthetic mapping film: cross media, Internet and value-added services are indispensable

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It is reported that "immortal Xia world" wanted to invite boxing champion Tyson to speak for the game. Photosynthetic mapping combined with the image of Tyson in the public's mind, and used Tyson's microblog to set up a Chinese Chengguan, which attracted a large number of netizens and media to actively report, and became the hottest topic on the Internet at that time.

Photoshop is the first enterprise in the industry to put forward the concept of marketing ecosystem. It takes the marketing product route, establishes business groups around various marketing value-added links of film and television, ensures the profitability of the project, launches upstream, midstream and downstream products, and cooperates with the film makers to do brand management

Original title: photosynthetic mapping transfer Book exposure: how to build momentum for the film originally it was all routine

I'm not familiar with several routines, so I'm embarrassed to go out. In this market where entertainment spirit is paramount, the subdivisions that build momentum for film and television dramas in advance are also becoming more and more prominent. Photoshop mapping, which just threw out the public transfer specification on June 1, is one of them. The reporter noted that photopic has successively participated in the marketing of film and television dramas such as expendables 2, cook and Playboy ruffians, assassin Nie yinniang and ghost blowing lamp dragon searching formula, and its "foreplay" routine has also been exposed

< Strong> companies that do "foreplay" for movies < /p > According to the public transfer instructions of photosynthetic mapping, the company was established in July 2010 with a registered capital of 4.644 million yuan and its legal representative is Chen Guojin. The main business of the company is to provide full case marketing and promotion services for films, TV dramas, stars and TV programs. In 2014, 2015 and the first quarter of 2016, the operating revenue was 17.9457 million yuan, 26.9338 million yuan and 1.7642 million yuan respectively, and the net profits attributable to the shareholders of the company applying for listing were 2.308 million yuan, 2.046 million yuan and 130200 yuan respectively

According to Photoshop pictures, at present, the total box office of the film marketing projects planned by the company has exceeded 5billion yuan, The company has led or participated in the marketing of more than 30 films, including "close enemies", "singles and men", "expendables 2", "my early girlfriend", "cook Playboy ruffian", "daytime fireworks", "magic police", "all my life", "golden age", "there is a place only we know", "equator", "Assassin Nie yinniang" and "ghost blowing the lamp: Dragon searching formula". The company is actively expanding its business in the upper and middle reaches of the industrial chain, such as business development and integration, brand entertainment marketing, project development and investment

According to the reporter, Photoshop is the first enterprise in the industry to put forward the concept of marketing ecosystem. It takes the marketing product route, establishes a business group around various marketing value-added links of film and television, ensures the profitability of the project, launches upstream, midstream and downstream products, and cooperates with the film makers to do brand management. Of course, the company has many competitors. In this field, the first tier companies include Beijing infinite free culture media Co., Ltd., Dongyang Bole film and Television Service Co., Ltd., Beijing yingxingtianxia Culture Communication Co., Ltd., and bigmorway Culture Communication Co., Ltd., involving a series of familiar plays such as "go away! Tumor king", "pancake man", "where's dad going", "Superman: the body of steel", "blind detective" and "mission impossible 4"

< Strong> planned a fight with boxing champion Tyson < /p > The method of counting photosynthetic mapping is still very eye opening. The reporter saw in the public transfer Manual of photosynthetic mapping that photosynthetic mapping has three service routes

One is integrated marketing based on cross media narration. The classic case is "ghost blows the lamp: Dragon searching formula". It is reported that Photoshop Image conveys the concept of "tomb robbing world view" and "authentic touch gold fan" to the audience by means of "cross media narration", such as the Internet variety show "practice ghost blowing lamp", the "ten years of our ghost blowing lamp" launched by linking major FM channels, the press conference and interactive games using VR technology, and the launch of exclusive coffee with the word "dragon searching formula" by linking brands. In addition, for the 2014 film "a lifetime" starring Nicholas Tse and Gao Yuanyuan, photosynthetic mapping plays a heart wandering card. In the first stage, on the eve of Chinese Valentine's day, we jointly carried out the "1314 seat grabbing" activity with Wanda film life and Wanda cinema, and specially invited Director Zou Yu to shoot the promotional film of the activity; In the second stage, in cooperation with the boutique shopping guide, the 7500 square meter sky curtain of the world trade platform was wrapped on the day of the Tanabata Festival to plan the "couple proposal" event for the winning audience of the "seat grabbing 1314" activity. From online solicitation to offline holding, film publicity is carried out throughout the whole activity cycle. Although the characteristics of each channel are different, the content produced not only conforms to the theme of the film, but also has a very good communication effect. Through a series of film marketing actions, the total box office of "a lifetime" reached 228million yuan, which greatly exceeded the film's expectations

Second, Internet thinking and creative marketing. The case of Tyson Yuejia urban management is quite typical. It is reported that "immortal Xia world" wanted to invite boxing champion Tyson to speak for the game. Photosynthetic mapping combined with the image of Tyson in the public's mind, and used Tyson's microblog to set up a Chinese Chengguan, which attracted a large number of netizens and media to actively report, and became the hottest topic on the Internet at that time. While creating a large amount of exposure, it has greatly shortened the distance between Tyson and domestic netizens, laying the groundwork for the publicity of Xianxia world. In addition, in the marketing stage of "my early girlfriend", Photosynthetics used the hot spot of Zhou Xun's marriage to buy a full page advertisement in the Beijing News, substituting Tong Dawei's role "Yuan Xiaoou" in the film, challenging the groom Gao Shengyuan and arousing the gossip mood of the public, which not only greatly increased the exposure of the film, but also made Tong Dawei's image of "warm man" in the marketing positioning popular

Third, marketing value-added services. According to photosynthetic mapping, in the mature system, the box office revenue accounts for only 30% of the industrial chain, while in China, it reaches 90%. In other words, there is much room for domestic value-added services. Photosynthetic mapping has established cooperation intentions with many first-line companies, directors, producers and actors. In addition, the shares of Hongli Pegasus and the film and television investment fund established by Wuxi Photoshop pictures can help the company form a film value-added industrial chain faster

editor: Yvette