A detailed explanation of the "routine" of photosynthetic mapping film: cross-media, Internet and value-added services are indispensable.

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According to the company's own introduction, at present, the total box office of the film marketing projects planned by the company has exceeded 5 billion yuan. The company has successively led or participated in the marketing of more than 30 films, such as "close enemy", "single man and woman", "death squad 2", "my morning girlfriend", "cook and play riffraff", "day fireworks", "magic police", "life after life", "golden age", "there is only one place we know", "the equator", "the assassin Nie Yin Niang", "ghost blowing lantern hunting dragon formula" and so on. According to the reporter.

photosynthetic reflection painting is the first enterprise in the industry to put forward the concept of marketing ecological circle, taking the route of marketing production, establishing business groups around various marketing value-added links of film and television, ensuring the profitability of the project and launching upstream, middle and downstream products at the same time. Cooperate with the film side to do brand management.

original title: the transfer of photosynthesis painting is exposed: how to create momentum for the movie is full of routines

is not familiar with several routines, are embarrassed to go out. In this entertainment spirit supreme market, the segment of creating momentum for movies and TV dramas in advance is also becoming more and more prominent. Photosynthetic reflection, which just threw out a public transfer manual on June 1, is one of them. The reporter noticed that the photosynthetic reflection painting had successively participated in the marketing of film and TV dramas such as "Expendables 2", "Kitchen and riffraff", "Assassin Nie Yinniang" and "the Dragon Formula of Ghost blowing Lantern", and its "foreplay" routine was also exposed.

< strong > the company that does "foreplay" for the film < / strong >

shows that the company was founded in July 2010 with a registered capital of 4.644 million yuan and the legal representative is Chen Guojin. The company's main business is to provide whole-case marketing and promotion services for movies, TV dramas, stars and TV programs. In 2014, 2015 and the first quarter of 2016, the operating income was 17.9457 million yuan, 26.9338 million yuan and 1.7642 million yuan respectively, and the net profits attributed to the shareholders of the company applying for listing were 2.1308 million yuan, 2.046 million yuan and 13,200 yuan respectively.

according to the reporter's understanding, photosynthetic reflection painting is the first enterprise in the industry to put forward the concept of marketing ecological circle, take the route of marketing production, establish business groups around various marketing value-added links of film and television, ensure the profitability of the project while launching upstream, middle and downstream products, and work with the film side to do brand management. Of course, the company also has a lot of competitors. In this field, the first echelon companies are Beijing Infinite Free Culture Media Co., Ltd., Dongyang Bole Film and Television Service Co., Ltd., Beijing Film Company World Culture Communication Co., Ltd., Beagle Mowe Culture Communication Co., Ltd., involving cases such as "get out!" Tumor Man, Pancake Man, where's Dad going, Superman: the Man of Steel, Blind Detective, Mission impossible 4, and a series of familiar plays.

< strong > planned the boxing champion Tyson to set up the city management < / strong >

the means of detailing the photographic reflection is quite an eye-opener. The reporter saw in the public transfer manual of photosynthetic painting that there are three service routes for photosynthetic painting.

one is integrated marketing based on cross-media narrative. The classic case is "the Dragon Formula of the Ghost blowing the Lantern". It is reported that photosynthetic reflection painting conveys the concept of "tomb robbing world outlook" and "authentic golden model" to the audience, relying on "cross-media narration", such as the Internet variety show "practice Ghost blowing Lamp", "our Ghost blowing Lamp for Ten years" launched by various major FM channels, press conferences and interactive games using VR technology, and joint brand launch of exclusive coffee with the word "Dragon search Formula". In addition, for the 2014 film "Life after Life" starring Nicholas Tse and Gao Yuanyuan, photosynthetic reflection plays the mind-wandering card. In the first stage, Qixi Festival jointly launched the "1314 seat grab" activity with Wanda Film Life and Wanda cinema on the eve of the festival, and specially invited director Zou to shoot the activity promotional film; in the second stage, in cooperation with the boutique shopping guide, the Qixi Festival covered 7500 square meters of the skyline of the World Trade Center, and planned the "couple proposal" event for the winning audience of the "seat grab 1314" event. From online solicitation to offline holding, the film promotion throughout the entire activity cycle, although the characteristics of each channel are different, but the content is not only consistent with the film theme, but also has a very good communication effect. Through a series of film marketing actions, "A Life" grossed a total of 228 million yuan, greatly exceeding the film's expectations.

the second is Internet thinking creative marketing. The case of Tyson setting up chengguan is quite typical. It is reported that "Fairy World" wants to invite boxing champion Tyson to endorse the game. Photosynthetic projection painting combines Tyson's best fighting image in the eyes of the public, using Tyson Weibo to set up China's chengguan, attracting a large number of netizens to watch and media reports on their own initiative. it became the hottest topic on the Internet at that time. While creating a large amount of exposure, it has greatly narrowed the gap between Tyson and domestic netizens, laying the groundwork for the promotion of "fairy world". In addition, in the marketing stage of "my Morning girlfriend", photosynthetic Pictures took advantage of the hot spots of Zhou Xun's marriage to buy a full-page advertisement in the Beijing News, replacing Tong Dawei's role in the film with "Yuan Xiaoou", challenging the groom Gao Shengyuan and arousing public gossip, which not only greatly enhanced the exposure of the film, but also made the image of "warm man" in marketing positioning deeply rooted in the hearts of the people.

third, marketing product value-added services. According to photosynthetic painting, in a mature system, box office revenue accounts for only 30% of the industrial chain, while the domestic box office accounts for 90%. In other words, there is a lot of room for domestic value-added services. Photosynthetic reflection has established a cooperative intention with many first-tier companies, directors, producers and actors. In addition, the investment of Hongli Pegasus and the film and television investment fund set up by Wuxi photosynthesis can help the company form a film value-added industry chain more quickly.

Edit: yvette