NetUniversity's "Jianghu College" won the box office championship in one month after being launched, high-quality content and accurate publicity are the key

Iqiyi announced on the 11th the total box office list of iQiyi Internet movies in April 2017. Relying on its unique IP advantages, it was produced by Qishu Youyu, Siping City Youth Culture Media, Jingying Media, and "Erlong Lake Hao Ge's Jianghu College" co-produced by Xiaoyao Pictures, Hongpeng Media, and Wanwei Culture became the box office champion of the month.

Iqiyi announced on the 11th the total box office list of iQiyi Internet movies in April 2017. Relying on its unique IP advantage,"Erlong Lake Hao Ge's Jianghu College" was produced by Qishu Youyu, Siping City Youth Culture Media, Jingying Media, and co-produced by Xiaoyao Pictures, Hongpeng Media, and Wanwei Culture became the box office champion of the month,(hereinafter referred to as "Jianghu College"). So far, the film has been launched for one month, with 44.36 million clicks and a box office share of 10.67 million, making it a strong winner. So what is the charm of this popular Internet IP movie?

The typical Northeast comedy style content is Wang

Dongbei's comedy style is people-friendly and very lively. It has the broadest mass base and acceptance due to its own "laugh point" advantage. In the field of Internet, Northeast comedy is a particularly popular and popular theme.

As a classic Internet University IP, in the 2016 Internet University annual box office list,"Erlong Lake Hao Ge" occupied 3 seats. As a series of movies with its own fan effect,"Erlong Lake Hao Ge's Jianghu College" has an advantage in genre and themes, supplemented by high-production and refined plots, and ranks first among many Internet universities.

As one of the "Erlong Lake Hao Ge" series of films,"Jianghu College" is more breakthrough in content. The addition of Boss Fu in "Remains of Crime" breaks the previous story pattern. This time, Brother Hao "can seduce girls and fight against Lao Fu", which makes old fans shout out their surprises and new fans continue to join in. The momentum of online movies in 2017 is still fierce, and grasping the high-quality content is the key to the success of the works.

Precise channel investment creates an all-round publicity system

as a unique tree and fish for the film publicity and distribution party, and carries out all-round promotion and marketing targeting precise groups of people. Whether it is social marketing, fan channels, offline activities, hard and broad investment, etc., it allows the film to continue to ferment and maintain its popularity since it was launched.

For the people in Northeast China, Qishu Youyu has invested a large number of outdoor large-screen advertisements in many cities in Northeast China. The hard and wide distribution is biased towards the vertical field, directly approaching the scale of theaters.

Outdoor large-screen advertising

Outdoor large-screen advertising

In order to increase the stickiness and interactivity of fans, Qishu Youyu held a special movie viewing session for Northeast youth in Beijing. At the grand premiere of the film held in Changchun on the day it was launched, director Zhou Ge, Hao Ge and other main creators interacted closely with fans on the spot to more intuitively promote the film.

The entire lineup of the special movie viewing party

participated in the Changchun premiere, interacting with fans on the spot

and coordinating with the marketing rhythm of the film. The Weixin Official Accounts Dacihua and Northeast Dayu Duodao, which have absolute influence among the Northeast people, all carried out extensive publicity on "Jianghu College", with more than 100,000 readings of a single article and directly reaching millions of fans.

It is worth mentioning that Qishu Youyu was more innovative in creating the "Sanlitun Pig Walking Incident". The novel offline activities attracted a large number of viewers and directly guided the film. The videos at the event site will be promoted twice online to make the overall content richer and more diverse and increase the popularity of discussions among netizens and fans.

Sanlitun Pig Walking

Event

In order to coordinate with the promotion of the film, Qishu Youyu produced a large number of viral videos, pictures, topics and other diversified content and materials, which not only increased the topicality, but also achieved effective communication of the film information., but also transformed vertical publicity into fan traffic.

Advertisements in 2000 stores across the country

, ranging from offline pre-release screening to multi-channel dissemination after release, not only expanded the publicity influence of the film, but also kept the work's follow-up popularity.

The precise matching of various online and offline channels has formed an all-round three-dimensional communication, attracting more platform users 'attention to the film, and also stimulating users' enthusiasm for paying for viewing.

Through high-quality content to meet the audience's movie-watching needs, attract them to choose to watch "Erlong Lake Hao Ge's Jianghu College", combined with the precise marketing strategy created by strange trees and fish, we finally created a super online movie with both reputation and box office. The sequel "Erlong Lake Hao Ge's Jianghu College 2" will also be available to you in June, which is worth looking forward to.

Editor: Nancy