DMG advanced concept creates box office myth du Lala becomes a marketing model

du Lala's Promotion, produced by DMG Entertainment Media, received good news at the box office. Under the siege of Chinese and foreign strong films such as Battle of the Gods, Alice in Wonderland and East Wind and Rain, du Lala broke through the siege and earned 120 million at the box office, sending talented female director Xu Jinglei into the 100 million yuan club. At the same time, it also made people curious about the marketing model of the film's producer, DMG Entertainment Media. How on earth did this film recruit create the box office myth of du Lala?

strong > Hollywood mode: box office is not all / strong >

in the impression of the general domestic audience, the box office of a film directly determines the success or failure of the film. In fact, the box office is an exaggerated indicator. The success of a film depends on its return on investment. A film with an investment of tens of millions of dollars is likely to lose money even if it earns more than 100 million at the box office. Du Lala's Promotion has not only returned 120 million at the box office with a mere 20 million investment, but also completed the return of funds in the early days of its release, which can be called a commercial model for domestic films.

in Hollywood, where the film industry is developed, the box office is only a small part of a film's return on investment. Implanted advertising, derivatives, commercial sponsorship and other income can directly affect the film's cost control and final return. DMG Entertainment Media has achieved unprecedented success by introducing this advanced model into the operation of du Lala. In the film, including computers, mobile phones, cars, black tea, chocolate and other advertising brands, these brands are white-collar daily life and work can come into contact with, so it does not feel sudden. According to the person in charge of DMG, they will know the demands of advertisers in advance, and then make detailed advertising implantation plans according to the plot of the film. & ldquo;, such as the advertising placement of black tea in the film, meets the caring and warm demands of advertisers. & rdquo;

it has been revealed that the placement advertising revenue of du Lala's Promotion has exceeded the film cost, that is to say, the film's box office of more than 100 million can be regarded as ldquo; net profit & rdquo;, which is rare in domestic films.

strong > Integrated Marketing Communication: treat movies as items / strong >

DMG Entertainment Media introduced the concept of ldquo; Entertainment Integrated Marketing & rdquo; in the marketing of du Lala, that is, the film is regarded as a project, and the maximum market return is finally obtained through planned commercial operations from the early stage to the later stage. From identifying the main creator to shooting the film and then to the film release, every step of the film production process is permeated with the idea of ldquo; integrated marketing & rdquo;. Through event marketing, schedule marketing and word-of-mouth marketing, the film has been recognized by the market for the camp step by step.

at the beginning of the filming of du Lala, the choice of director and actor made entertainment headlines; during the filming, the affair between Xu Jinglei and Huang Lixing continued to heat up; after the release, gimmicks such as rdquo;, & ldquo; and rdquo;, the hidden rules of the ldquo; workplace, added topics to the film. According to the data provided by China Film Marketing, du Lala's Promotion is only in the early promotion of the film, the film-related news derived from these seven topics effectively covered more than 10 media channels, and more than 500 media reported the film. covering an effective audience of more than 300 million people. Among them, & ldquo; Xu Huang Love & rdquo; and & ldquo; implanted Advertising & rdquo; are the most successful planners. These two topics have won the highest media attention in the film landing activities in the future, and have repeatedly made headlines in the entertainment page.

DMG Entertainment Media is also far-sighted to let du Lala avoid the competitive prime time, but choose to occupy the 2D studio in April, which is less competitive, becoming the first choice for the film's target audience & mdash;— white-collar workers. It is precisely because of the advanced marketing concept that it is reasonable for du Lala to achieve a super high box office.