Film marketing case review Du Lala's "value"

strong > key points: / strong >

1. The overall strategy and positioning of the film greatly reduce the risk of investment and creation, and ensure the income and quality of the film.

2. The release scale is absolutely dominant, and the consumption average remains high, which ensures the box office in the first week.

3, the way of propaganda has distinct characteristics, which makes the number of news create a new high;

4. Film advertising marketing will become the marketing direction of domestic films in the future.

du Lala's Promotion is quite special among the domestic films released this year, not only because its modern urban theme is relatively rare, but also because of its publicity and advertising marketing. It is of great value in combing and analyzing.

strong > I. overall strategy and positioning of the film: / strong >

the overall strategy of du Lala Promotion has successfully reduced the project risk and laid a solid foundation for cost recovery. And the accurate positioning ensures the future box office revenue. The success of strategic marketing is a necessary and sufficient condition for the final success of the project.

first of all, the film type of urban love leaves a lot of room for the integration of business resources. The film side realized this advantage a long time ago, and took the integration of commercial resources as the main direction of the film's marketing and resolutely implemented it. In the end, most of the investment costs are recovered by commercial sponsorship, which reduces the risk of the project. This is the greatest success of the film's strategic marketing.

the second is the choice of film positioning. Viewers who have read the original novel know that the novel tells an inspirational story in the workplace. And the film is positioned as a workplace romance. There has been a lot of debate about which position is better. The author believes that the orientation of motivational films in the workplace belongs to the principle of centralization, which makes the films more targeted and can arouse the resonance of white-collar workers in the workplace and college students who are about to enter the society. The loyalty of potential audiences will increase. However, this theme requires a lot of creators, and it is more difficult to tell a wonderful and conflicting story in two hours. The potential audience base will be smaller, making it riskier. The love theme is easier to control and will resonate with more people, but the disadvantage is that it weakens the positioning depth and reduces the loyalty of the relevant people. Compared with the two, the film finally chose the latter, which not only reduces the investment risk but also reduces the creative risk, which is understandable.

if you do not have a clear understanding of the overall strategy and positioning of the film project or do not pay enough attention to it, it is easy to make the mistake of slapping your head to make a decision, which is one of the reasons why many domestic films cannot recover their costs in recent years.

strong > II. Film schedule and release scale: / strong >

The correct schedule ensures the release and screening scale of du Lala's Promotion. The consumption average has remained high this week, and there is no doubt that the number of votes exceeded 100 million in the end.

the schedule of du Lala's Promotion is very favorable. There are no blockbusters before the 15th. It has left a lot of space for screening. The blockbuster Battle of the Gods released at the same time has only a 3-D version, and there is no conflict between the two. However, the scale of publicity and release of "God of the years" and "Lonely Castle surprise" can not be compared with it.

the "East Wind and Rain" on April 22 will have a certain impact on it. But it wasn't until April 29 that the release of Ip Man 2 would have a big impact on its screenings. There are two full weeks of money left for du Lala's promotion.

it can be seen from the above table that the release scale of du Lala's Promotion is obviously superior to that of the same film. The number of screenings in this year's domestic films is also second only to "Jin Yiwei" and "Yueguang Treasure Box," which have already grossed 100 million at the box office. This week's box office average was 160 million, a marked rebound from the week before. The box office of 44 million yuan in the first weekend is expected, driven by a good reputation, the final box office will easily exceed 100 million, which is bound to become another classic case of high-return domestic films.

strong > III. Scale and mode of film promotion / strong >

The publicity scale of

"du Lala's Promotion" is much larger than the investment scale. due to effective marketing, it has greatly saved publicity costs and achieved twice the result with half the effort.

domestic movie promotion comparison table

summarizes the publicity of du Lala's Promotion, which has the following characteristics:

1. Group propaganda, the 7990 news items in du Lala's Promotion are not only about movies, but also about TV dramas, dramas and novels. Here, the reason why the author did not eliminate it is that these sounds do not belong to noise. The publicity of novels and plays has enhanced the popularity of the film, and the publicity of the film has laid a good foundation for the promotion of TV dramas. Although this way of publicity is not planned by the film, it objectively has the effect of keeping warm together.

another topic extends here, that is, group marketing. Jackie Chan's film "Myth" (the movie version of the TV version) was a great success in 2005, while the TV version of "Myth" was not released until five years later. In recent years, the industry has gradually realized that group marketing can not only expand the industrial scale and extend the industrial chain, but also greatly save production and publicity costs, and the way of attracting investment will be more flexible. The TV version of the Wind has been completed immediately after the film, and it is said that the Tangshan earthquake will also be filmed. # p# subtitle # e# 2, integrated publicity, "du Lala's Promotion" is also a bright spot in the integration of publicity media. Give priority to network publicity, rely on newspapers, magazines and other traditional print media, and then assist with hard and wide delivery. These propaganda methods do not just stay in the publicity program, but really achieve round-the-clock seamless publicity.

"du Lala's Promotion" publicity Cooperative Media Table

strong > 3, bundled publicity / strong >

"du Lala's Promotion" such a high volume of news is not only group publicity, but also a considerable part of the bundled publicity of sponsors. For example, the top ten workplace quotations held by Mazda Ruiyi sedan with the help of the movie du Lala's Promotion attracted more than 2.8 million people. Generated a lot of attention. Fifteen of the 98 news outlets were bundled with promotions by sponsors.

the following is the promotional graph and attention graph of du Lala's Promotion. It can be seen that the media publicity of this film shows a basic normal curve with the approach of the release date. The early publicity laid a good foundation for the popularity of the film, and as it officially entered the intensive publicity period on March 8, the volume of news increased in a straight line. The attention also increases with the increase of publicity.

Film Marketing case Review of du Lala rising "value" record "src=" https://imgs.vrbeing.com/2014/0914/20140914014911835.jpg" / >

strong > IV. Marketing methods and features / strong >

with the hit release of du Lala's Promotion, ad placement has become a hot topic. Advertising marketing is the most important feature of this film in marketing.

as far as I know, du Lala's Promotion has recovered 2/3 of its cost through advertising placement. And through the bundled publicity with sponsors, it deepens the position in the hearts of the audience and greatly enhances the publicity momentum. The reason why the advertising marketing of this film is so successful has something to do with the film's modern theme and fashion positioning, but the greatest contribution is the strong participation of one of the producers, DMG. DMG is a 4A advertising company and one of the largest advertising companies in China. Has a strong customer base and rich investment experience, well-versed in advertising marketing.

Foreign advertisements have been implanted for more than a century, while the earliest implanted advertisements for film and television works in China appeared in "the Story of the editorial Department" written by Feng Xiaogang in 1992. The advertising marketing of film works has made great progress in recent years, but there is still a certain gap compared with Hollywood, which is reflected in the following aspects:

1. Understanding of advertising marketing. Many people think that only commercial brands in movies can do advertising and marketing, which is actually a narrow view. As a science fiction film, Avatar does not have any brands, but it has established a very deep marketing cooperation with Coca-Cola, McDonald's, LG, Panasonic and so on. Film is a special art, it has a natural eye-catching charm, has a high degree of attention and social influence. Shen Guoding of Nine cities said: for the cooperation with the film, we attach importance to the process, not the final result of the film, nor how much box office the film can be sold in the end, or how many DVD will be released. How to exert greater influence in the process of cooperation can really test the wisdom of both sides.

as a film owner, we should be confident that movies of any subject matter and type can be advertised. As a sponsor, you should realize that the collaborative process and creativity are more important, and don't just focus on blockbusters, because the films are big and costly.

2. Understanding of the effect of implantation. Many sponsors believe that the more obvious the logo appears in the film, the better, and the longer the time, the better. However, according to the authoritative market research company CTR, the story script implantation is the best, followed by general plot implantation, language prompt implantation and product presentation implantation, and the worst close-up implantation. The most effective implant in if you are the one is undoubtedly the scenery of Hokkaido, and the most impressive ones in du Lala's promotion are Pattaya and Mazda in Thailand.

3. For the control of implantation skills, implantation advertisements should be soft and invisible. Soft refers to the plot is not abrupt, invisible refers to the picture is not prominent. When we watch Hollywood movies, although we are occasionally aware of the emergence of advertisements, it will never affect the fluency of the picture and plot. The advertising placement of du Lala's Promotion has made great progress compared with previous domestic films, but it still lacks creativity and wisdom, and some scenes appear simple and rough, which is also the cause of great controversy.

4. With regard to the importance of resource replacement, Zhang Yibai, the executive producer of du Lala's Promotion, said: we are not advertising for no reason. Not only to promote these products, but also to use the advertising resources of the products to promote my film promotion. Resource replacement is an important part of film advertising marketing. "Avatar" shot a number of film content-related advertisements for Coca-Cola, McDonald's, LG mobile phones, Panasonic TV and other brands. Using the publicity channels of these famous brands, these advertisements were placed in large quantities before the film was released, promoting not only these brands, but also the film. Posters of the great cause of the founding of the people's Republic of China were spread all over the country last year, taking advantage of the propaganda position of Red Bull. The cost of publicity has been greatly reduced.

strong > think / strong >

for film marketers, it is most important to do everything possible to reduce project risk. In the large market environment where the industrial chain is extremely imperfect, expanding the industrial chain and advertising marketing is an effective way to reduce risk and enhance value. Du Lala's Promotion is a record of du Lala's appreciation to the industry. Today, with the gradual opening up and rapid development of the film market, domestic films will usher in the last opportunity for growth and prosperity. The author firmly believes that all aspects of the industry, as long as with a humble attitude towards work, scientific methods to guide the work, active learning, good at summing up, domestic films will rise.