1905 movie network news Even though it is the fourth working day after the long holiday, the workshop is still obsessed with the "strongest National Day file in history" that has just passed.
As of October 11th, the winner of the one-day box office was still firmly in the post-National Day file. The "Mr. Key" of the film — — Liu Chuanjian, the prototype of the hero captain, also officially certified Weibo on October 9, adding a hot search to The Captain’s brilliant continuation after the National Day file.
Captain hero pays attention.
In the film, when Sichuan Airlines 3U8633, which was in danger, flew over a snowy mountain in Tibetan areas, a group of heavily armed climbers clearly appeared in the mountains. Sharp-eyed netizens exclaimed in succession: The Captain actually implanted his "opponent" in the same period!
It is not surprising that such an "unexpected" angle spontaneously produced by the audience appears at the moment when the concept of publicity is changing with each passing day.
01 Traditional means of publicity or finalization
In fact, the word "announcement" includes the two big businesses of publicity and distribution. How to get the audience into the cinema to buy tickets? How to make your own films occupy a larger market share? As the back end of a film industry line, Xuanfa needs to solve these two simple but life-and-death problems.
The smell of wine is also afraid of the deep alley. No matter how well the play is filmed, it is even more futile for no one to hear your shouting. Cinema, starting from its essential attributes, is a commodity, and the marketing procedures of general commodities such as advertising packaging, store layout, promotion and word-of-mouth maintenance are also indispensable.
Posters are probably the earliest form of film propaganda. The old editor still remembers that in front of local cinemas in the 1990s, hand-painted posters or curtains still kept this most traditional propaganda form.
Also in those days, distributors had to carry one film copy after another around the country, seeking sales opportunities among local cinemas in order to get more exposure opportunities for films.
With the advent of the internet age, this era of earning money by coolies has quickly turned over. Posters have been degraded from the only propaganda way to one of the materials, and online media such as Weibo and Douban have become virtual but practical propaganda main battlefields. With the development of digitalization, selling copies has directly evolved into competing for arranging films. At the same time, roadshows and other offline promotional activities provide reference for the consideration of arranging films in cinemas with popularity and word-of-mouth feedback.
Roadshow scene
Even though the era of ticket replacement, which used to be everywhere, has gone, online ticket purchase has remained as the most basic mode of watching movies.
Just like online ticket purchase, the basic means of publicity and development controlled by Internet companies such as Weibo, Cat’s Eye and Taobao Film have been finalized and are still playing a basic role today. According to statistics, the National Day box office champion won 54 Weibo hot searches in seven days, so the conventional "traditional" propaganda method is still an intuitive embodiment of the film’s popularity.
Self-service ticket pick-up machine with more than manual window in cinema
However, in the rapid transition of the era of publicity and development, the focus of absolute market share has tilted to new ways of thinking.
02 Short video thinking leads the "new publicity era"
What is "new" in the era of new publicity and development is short video socialization, which has become one of the lifestyles of contemporary people.
With one or more mobile phones and a convenient network under the call of 5G, a new type of Internet relationship for everyone to interact with each other provides infinite vitality. Contemporary people who don’t know each other every day and are separated from Wan Li, break through the fast-paced squeeze through short online videos, and seek beautiful resonance from the life fragments shared by each other.
In the meantime, the business opportunities that can be seen clearly have opened the door to a new world for film marketing, while the goods brought by online celebrity people are being carried forward.
Talking about this change in consciousness of film marketing, Shadan, a film critic who is a guest of Today’s Film Review tonight, pointed out that compared with the early obvious and passive publicity mode, the marketing means carried by short video communication are more subtle and pervasive, and with the help of big data on the Internet, the process of audience accepting marketing information becomes more active and accurate.
On the New Year’s Eve of 2017-2018, the episode "Decent" became the hottest BGM (background sound) in Tik Tok. Together with other topics such as "Eating Mango", "Breaking up should be decent/no one should say sorry" was sung on the whole network for hundreds of millions of times.
A year later, on the New Year’s Eve node, the romantic slogan of "one kiss for the New Year" was played, and the related content of Tik Tok was played more than 30 million times.
The Island and others also made Tik Tok’s popularity into super-high box office movies with short videos, making 2018 the first year of film marketing in Tik Tok.
Image source: Making a movie together
This year’s big explosion of the National Day file "Big Three" also has wonderful short video marketing performance.
Many stars sang My People，My Country in succession under the template of film title. In addition to the actors Zhu Yilong, Haoran Liu, Lei Jiayin, Song Jia, Peng Yuchang, etc., Sean Xiao, KUN, Wu Yifan, Yang Zi and other "flow" artists also participated in this activity, which easily led to the upsurge of national interaction.
The Captain, supported by the heroic prototype, has left "inexhaustible" materials through many screening activities, including the 10,000-meter high-altitude premiere and other creative ideas that are highly topical and closely related to the film.
Premiere at a height of 10,000 meters, the protagonist can play.
The Climbers, who climbs the peak bravely, sticks to the "local spirit" at the level of short video planning, and Jason Wu, who is needed by everyone in idolize, earns enough popularity for the film with a wave of love.
"Jing Bo Ran? Go away! "
Such intensive publicity efforts have also made many viewers have the marketing association of The Climbers implanted in The Captain mentioned at the beginning. Some netizens even posted a technical post with an accurate "archaeological" extension.
From the creative point of view, this extension is probably just a misunderstanding. However, it is precisely the integrated marketing consciousness of the whole media and even the whole industry in the new publicity era that makes the audience derive this kind of linkage thinking.
And this has far-reaching significance for the promotion of "super IP". From the popularity of the explosion in Guoman industry, to the prediction at the end of the film, and then to the emergence of the iceberg in Wu Ershan, it seems that the two major IP’s "Guoman" and "Romance of Gods" will both soar in the continuous mutual promotion of individuals.
03 The new era is a double-edged sword.
In the new era of publicity, film marketing is comparable to Huashan. The difference between success and failure is often only one idea.
In the past, the most troublesome thing for publishers was the art films with poor audience coverage. In recent years, our publishers, even film writers, have made amazing moves on the Huashan Road of art film announcement.
In this one of the most embarrassing scenes, from the famous producer Fang Li stunned. At 8 o’clock on the evening of May 12th, 2016, Fang Li, 63, suddenly bowed down to the camera during the live broadcast, in order that the cinema manager could give more weekend screenings to director Wu Tianming’s legacy.
This embarrassment eventually "changed" to 86.95 million box office. For a small-budget art film, this achievement is not easy. However, Fang Li’s "selling miserably" marketing of "kneeling for art" is still criticized by the public.
The theme of "The Last Night of the Earth" mentioned above, "One Kiss for New Year’s Eve", was met with word of mouth after winning a small box office victory. Chen Lizhi, CEO of Matt Culture, denounced the film as "selling artworks by selling health products". The audience who can’t get used to art movies turn the irrelevant topic of the film content and marketing gimmicks into the anger of crazy bad reviews.
Are you satisfied with this kiss?
If "The Earth"Ostia – La Notte FinaleIf the "selling dog meat by hanging sheep’s head" is still a victory from the marketing point of view, then the "suicide marketing" will completely smash the good hand.
Wang Xiaoshuai, the director of this acclaimed film, won the Best Actor and Actress Award at the Berlin International Film Festival at the same time, and chose to leave in person during the domestic publicity period. However, he was only interpreted by the majority of netizens as a "wretched" marketing copy, but after being widely circulated, he lost the original "road popularity" of the film.
Wang Xiaoshuai Friends Circle Marketing Copywriting
In fact, whether it is an art film or a commercial film, the core of publicity in creating a burst point should not be divorced from the content and temperament of the film itself. As an art film, Yu made a breakthrough at the box office. During the publicity period, he grasped the theme of faith and remembering, and successfully created a hot topic in society in combination with the quality of the film.
However, there is no wonderful victory in the coup? Jia Kechang, who is willful and jumping with Di, expressed dissatisfaction.
Jia Zhangke, who has been "loving" disco since the beginning, personally participated in the "advanced local flavor marketing" during the announcement period, which helped the film become his most popular director’s work in China.
Extending to his new work, which will play the leading role for the first time, will this wave of advance notice also yield miraculous results?
Zhang Miao, the general manager of Beijing Culture and Film Division, who created the miracle of box office champion in China film history, once discussed the role of Xuanfa in a film in an interview:
"Now in this era when content is king, I will never exaggerate the role of Xuanfa in a movie. Accurately speaking, Xuanfa plays the role of escort. The content determines the fate of the film. In this case, the announcement can make the film bloom more brilliantly, but it can’t decide whether it can bloom. "
The era of new publicity led by short video marketing can’t escape this truth.