"never thought of", originally scheduled for release on December 18, skillfully raised the weekend screening rate to 30%, eventually grossing 120 million at the box office, making it the first domestic film in history to hit a box office record of more than 100 million before its public release.
towards the end of 2015, Huayi Brothers, Wanda Pictures and Light Media formed a dotted alliance to jointly promote "Old Gun er", "Dragon Formula" and "villains and Angels". The film, originally scheduled for release on December 18, skillfully raised the weekend screening rate to 30%, eventually grossing 120 million at the box office, making it the first domestic film in history to hit a box office record of over 100 million before its release.
in the fierce fighting during the Lunar New year festival, "never expected" to eat the meat ahead of time by adjusting the screening strategy and "digging a thousand pounds" in advance. In the online movie ticket market, Baidu Nuomi Pictures also used the Lunar New year stall to rise to the top quickly. The reporter investigated and learned that cat's eye movies, Baidu Nuomi, Ali Pictures, and Weipiaoer are all co-producers of "never thought of". So far, only Baidu Nuomi has posted tens of millions of hits at the box office, accounting for as high as 25%. This is equivalent to one in four viewers buying tickets with Baidu Nuomi. nowadays, the film makers pay more and more attention to word-of-mouth marketing, and the box office on the first day and weekend has become particularly important. If the momentum of advance release is good, it will give cinema managers more confidence, and it will also give the film more screenings when it is released. Early release has increasingly become a shortcut for high-quality films to overtake around the corner. Behind the box office of "never expected", Baidu glutinous rice has become a "golden partner" of its word-of-mouth marketing and box office sales. Xu Yongming, general manager of Baidu Nuomi Pictures, said in an interview: "as a big Internet movie developed by the online drama IP, it has a large number of fans but is relatively scattered. What Baidu glutinous rice needs to do is to accurately target this part of the audience through big data analysis, and carry out accurate marketing according to the preferences of the audience, so as to maximize the box office effect. Moreover, through Baidu Nuomi's unique user portrait function, we can directly obtain the age characteristics of the film's target audience, male-to-female ratio and constellation, region, public opinion and other different dimensions of data, to provide a clear direction for the promotion of the film. " 
figure:" never expected "Baidu Nuomi Movie user Portrait according to Xu Yongming, based on the characteristics of the target population shown by Baidu big data's analysis, the conversion rate of accurate marketing information is higher than that of blind marketing. According to the actual ticket sales of Baidu glutinous rice, Jiangsu, Anhui, Sichuan, Liaoning and other provinces are among the best, which is very consistent with the portrait data of Baidu glutinous rice users.
with a massive and accurate target audience base, how to turn its expected value into box office and word-of-mouth has become the ultimate goal of film promotion. It is understood that as a joint marketing platform for the special film "never thought of", Baidu Nuomi meticulously created a "Baidu Nuomi movie super premiere" before the film was released. At the premiere, Su Tan, general manager of Baidu Nuomi Cinema and distribution business, also sent a box office consisting of ten thousand movie tickets and a bunch of barley to the creator, indicating that the box office was a blockbuster. Based on the user portraits of Baidu Nuomi Movie, 500 million deep fans were invited from Baidu Nuomi members to participate in the premiere and interact with the creative team, which laid a good foundation for the film's word-of-mouth. 
Su Tan (first from left) presents" box office "gift" to Yi Xiaoxing, Bai Ke, Liu Xunzi Mo and Zhao Yingjun. In addition, Baidu Nuomi has opened a 10 million film pre-sale channel as early as early December to meet users' expectations for tens of millions of films and lay a solid foundation for the box office pre-sale of "never expected".
some industry insiders pointed out that the cooperation between Baidu Nuomi and "never expected" not only demonstrated its leading analytical ability of big data, but also reflected its resource advantage and integrated marketing experience in film promotion. Baidu Nuomi has geometrically magnified the fan effect of "never imagined" through precision marketing, and transformed users into a real box office through the landing of the products. This kind of film promotion and play full of Baidu glutinous rice characteristics will certainly help more films to achieve good results at the box office. Edit: queenie
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