"Give me three reasons": the dilemma of film media advertising

when the Internet enters the mainstream media and even surpasses the traditional media, film is still a cultural product rather than a media in people's minds. In fact, advertisements based on movies have become mass media advertisements with equal emphasis on television, newspapers and periodicals in the United States, Europe, Japan, South America and other countries.

however, this does not affect the vision of the future for those who are already engaged in the film media industry. Indeed, the Internet has done it, why can't movies; indeed, foreign countries have done it, why can't China; indeed, the film box office has maintained rapid growth for many years, why not film advertising. Yes, why can't Chinese movies? The future is right in front of us. What are we waiting for?

because there are still difficulties in front of us, the dilemma that the film media have to face and solve. Understand the dilemma we face, find an effective solution, and finally try to solve it. This is a task that we have to accomplish before we look forward to a better future.

So what are our dilemmas? In which direction should we find a solution? How should we solve the problem?

strong > first dilemma: & ldquo; gives me a reason to put in & rdquo; / strong >

TV has ratings, newspapers have circulation, and the Internet has page views, and they can give you an expected benefit (even though these are only historical data, they still have rules to follow). However, it is difficult for movies to do this. After all, it is impossible to contact the box office of the next film from the box office of the previous film, and they are isolated and disconnected. So for the film media, there is no historical data for reference. In other words, every release of the film media is an adventure, whether it's placement ads or pre-release ads or anything else, no one can tell you how much box office the film will have and how many audiences it will have. In that case, why take the risk? As a result, there are two results: either no movie commercials or only popular movies. This leads to a phenomenon that we often see: blockbusters are stuffed with advertisements, while other films are ignored. This is not that other films lack media value, but in the absence of a frame of reference, advertisers have to measure each film from the perspective of an ordinary audience. The result is naturally like this.

strong > second dilemma: & ldquo; give me a reason to pay & rdquo; / strong >

Media advertising still adopts the pay-per-view standard. TV has daily broadcast records, newspapers have published pages, and the network has independent IP statistics. Advertisers can easily learn the situation of the launch, and they can pay the fee with peace of mind. However, for the film advertising (here refers to the film pre-release advertising or patch advertising), advertisers are very worried. Because unless they go to the cinema in person, they will never know whether their ads are being broadcast or not. What is more worrying, however, is that they cannot go to all the cinemas (unlike newspapers, cinemas can be uniform). Therefore, if you don't know how to put your own ads, how can you let the advertisers pay for it?

strong > third dilemma: & ldquo; gives me a reason to replay & rdquo; / strong >

Advertising needs to be effective. Advertisers also use a variety of methods to evaluate the effectiveness of traditional media advertising. For example, the analysis of product sales effect, the analysis of the change of market share, the analysis of the change of consumer attitude, and so on. No matter from the communication effect of advertising or the economic effect of advertising, we can always find a method of evaluation, or data analysis, or questionnaire survey. However, advertising in the film media is rarely able to provide advertisers with similar assessments. One of the reasons is that, after all, the film audience accounts for only a small portion of all consumers, and the method of taking advantage of changes in product sales data obviously does not work. This is also not the main purpose for advertisers to advertise movies. The communication effect produced by film advertising is what they really pay attention to. However, at present, there are very few professional film advertising effect research services, or advertisers are simply unwilling to invest a sum of money on the already small film media budget. Therefore, what can the film media take to retain advertisers?

the above three dilemmas seem to be difficult problems for advertisers, and it seems that advertisers rather than film media should be eager to solve the problem. In fact, these three are precisely the problems that the film media need to solve for advertisers. Their choices are diverse, and they can then choose other media. But what about the film media? Our future is behind this dilemma, and we must take action.