Grand Protector: light media may change the publicity and distribution routine of domestic animated films
Since the success of the return of the great sage, ray seems to have identified the same animation film publicity mode: National roadshow + word-of-mouth marketing + crowdfunding derivatives + three-dimensional star participation. The publicity mode of later "big fish Begonia", "your name" and recently "big Dharma protector" is similar. In the same period, another distinctive publicity strategy of the Dharma protector was linked with the return of the great sage, the big fish Begonia and yesterday's blue sky, which launched publicity posters and won the
Since the success of the return of the great sage, ray seems to have identified a set of animation film publicity mode: National roadshow + word-of-mouth marketing + crowdfunding derivatives + three-dimensional star participation. Now the situation seems different
Original title: 20million box office in three days. Watching the promotion of animated films from the great protector of the law, can the same routine work when used for the fourth time
Previously, there was a little yellow man who pushed all the films in the summer. At the same time, Wukong Zhuan, which had a strong IP and strong lineup, quickly attracted gold. The number of films arranged for the great protector of the law was very small, only about 13% on the first day of release, and less than 9% after the release of the second day of "meow star man"
Under such pressure, as of today, the grand protector has recorded 20million yuan in three days after its release. The comparison between the box office and public praise is really embarrassing, and the online discussion is also very limited. As for the content of the great protector of the law, this article will not start, but just look at the routines of animated films from the perspective of its publicity, and whether these routines can work now
Since the success of the return of the great sage, ray seems to have identified the same animation film publicity mode: National roadshow + word-of-mouth marketing + crowdfunding derivatives + three-dimensional star participation. The publicity mode of later "big fish Begonia", "your name" and recently "big Dharma protector" is similar. If it was worth 950 million box office two years ago, now it seems that it is not so easy for the audience to pay for the roadshow and storytelling with the main creative team across the country
< Strong> rely on the director's previous works and crowdfunding to attract core fans < /p > In 2015, busifan began to prepare for the great protector of the law. In January of the same year, he launched an official microblog and launched a crowdfunding project led by Haochuan animation on KickStarter, an American crowdfunding website, which received a total of US $20000 in support Like the return of the great sage and the big fish Begonia, the crowdfunding of the great protector is an important way of its publicity. Posters, character settings and some scene pictures have been released on the international stage. Producer Hagrid mentioned that the first fans of the great protector began to pay attention to this work from the crowdfunding at that time. At the same time, relying on the mature promotion channels of KickStarter, "Da Hu Fa" has mastered the market feedback of the work at the initial stage through crowdfunding response, and flexibly adjusted the subsequent creation At this stage, the Dharma protector attracts core fans. In 2016, the grand protector of the law also held several small roadshows for professionals in the animation industry. Until April this year, the film began to enter a period of intensive publicity for the public < Strong> national roadshow, key strategies young college students < /p > By June, the grand protector of the law had begun its roadshow nationwide. The first round of roadshow went through colleges and universities in Shenyang, Chengdu, Yunnan, Guangzhou, Shanghai, Wuhan, Xi'an and Jinan, and then premiered in Hangzhou, Beijing and other places, with nearly 10000 viewers participating. This is similar to the national roadshows of "the return of the great sage", "big fish Begonia" and "your name". Both directors and creative teams communicate with the audience at the event site At the event site, the grand protector will release some new publicity materials every time, such as releasing new theme songs, publishing new publicity PV, releasing new posters, etc. In addition to the main creators, the event will also invite local well-known animation producers to participate in the publicity After that, the official of the great protector of the law will make the photos of the on-site activities and the comments of the audience into a collective long picture, hoping to form a word-of-mouth effect and spontaneously spread among the audience However, as a result, it may be that it has been immune to the routine of roadshow marketing and monument building, and it may be that the publicity audience of roadshow activities has limitations. In short, it is far less popular than the pageant of full microblogging when "the return of the great sage" and the heated discussion after the release of "big fish and Begonia". Except for the communication between a few participating audiences, the law was not disseminated to a wider audience < Strong> crowdfunding of film derivatives, linked with works such as return of the great sage In terms of sales, in the Taobao flagship store of ray e-commerce, the best-selling money cans and plush toys of Da Hu FA have a monthly sales volume of about 600, while the sales of other mobile phone cases, door curtains, notebooks, etc. are only dozens. Compared with "big fish Begonia", which has been released for a year, its monthly sales of mobile phone shells can still reach 300 Some insiders believe that this is because the great protector law has not made enough efforts in derivatives, especially mobile phone cases, door curtains and other daily-use products, whose appearance is not bright enough, color matching and pattern design are not considered, so it has a great impact on sales in the same period, another distinctive publicity strategy of the Dharma protector was to launch publicity posters in conjunction with the return of the great sage, big fish Begonia and yesterday's blue sky, and also received the support of popular national animation based on Star travels, Kuiba, tea ah No. 2 middle school and so on. this series of publicity is the climax of the publicity and distribution of the great protector of the law, which has aroused the memories of many animation lovers about domestic excellent animation, and sold their feelings to the extreme under the signboard of" continuing large-scale domestic animation films ". < strong > publicity has never broken through the secondary meta user < /p > the biggest problem in the publicity of the great protector of the law is that it has never broken through the range of secondary users. Of course, this is also related to the subject matter and content. The return of the great sage is an age-old family animation, and big fish Begonia and your name are youth love stories loved by young women, which are suitable for wide dissemination. however, from the perspective of publicity strategies and practical effects, the law of the great protector does lack a three-dimensional audience base, and the number of people who want to see it displayed on the ticket purchase platform is not ideal, which is far from other topic films. for example, from the list of invited singers," return of the great sage "invited Wang Feng and Chen Jieyi, and" big fish and Begonia "invited Eason Chan, Xu Jiaying and Zhou Shen. Except that Zhou Shen is a singer mainly for secondary users, the others are all big stars in the pop music world who are familiar to the audience of the third dimension, and have a high recognition. And for" big Dharma protector " Although Dai Quan, Cai Qin and Guan Xiaotong, who performed songs, are also three-dimensional stars, their appeal among young people is still limited, and their collocation with animated films really makes fans feel a little against it Roadshow activities are the same. Although they are aimed at colleges and universities across the country, on the one hand, the students participating in the roadshow, such as Zhongchuan students and Qingbei two-dimensional film viewing group, are all animation lovers. Although they have laid the foundation for the film's reputation, their publicity scope and reputation influence are very limited; On the other hand, although the Dharma protector is in the form of animation, its core is still relatively profound. It is self Rated PG-13. Some viewers believe that pg-18 should be mentioned. The Dharma protector replicates Ray's previous experience in the promotion and distribution of animated films, and does a lot of publicity among young students, who may not necessarily match the works The online publicity, whether it is the linkage poster publicity with the return of the great sage and the big fish Begonia, or the support of domestic animation official blogs such as tea ah No. 2 middle school and Kuiba, as well as the support of senior practitioners such as Lu Hengyu and Yan Kai, including the support of Weibo v-man authors such as Shi Tuzi, inhuman and ghost, is like mutual encouragement and support within the circle At the Beijing Premiere of the great protector of the law, even if film and television celebrities such as Zhang Jiajia, the author of "passing by the world from you", Lu Yang, the director of "embroidered spring knife", and Yu Baimei, the director and screenwriter of "breaking up master", were invited on site, the great protector of the law failed to make effective use of these resources, and their personal accounts were hardly seen on social platforms to do any publicity for the film Of course, it needs to be emphasized that the failure of the box office of the great protector of the law is not just due to insufficient publicity, nor is there a major defect in quality. The main reason is that the theme is too small to arouse popularity among the public. It is neither a family friendly movie for young and old, nor a love theme favored by young audiences, but an obscure political fable, which undoubtedly greatly improves the threshold of film viewing In addition, there are other reasons. For example, although there is a ticket subsidy for the cat's eye platform, there is no cooperation in the cinema, and the amount of film arrangement is very limited; While the content is not commercial enough, its artistry is not well conveyed in the publicity, and so on After the box office failure two days before its release, from yesterday to today, we media such as Sir films, visual chronicles, independent fish films have spoken for them. Whether they are running water or part of the publicity and distribution of the great protector of the law, they have at least had a certain effect "Da Hu Fa" truly represents the new possibilities of Chinese animation - new visual style, new theme, new core. The box office is just one of the manifestations of the commercial value of a film. The reporter expects that there will be more Chinese animation that dare to try in the future, not all popcorn movies editor: Xiongwei
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