The appreciation of "Du Lala": A step-by-step film marketing model

The movie "Du Lala's Promotion" originated from the best-selling novel of the same name recommended by Zhang Yibai to Xu Jinglei. Zhang Yibai said that the entire marketing process of "Du Lala's Promotion" is like a start-up enterprise, constantly diluting the equity of the original investors and constantly introducing larger investments.

The movie "Du Lala's Promotion" originated from the best-selling novel of the same name recommended by Zhang Yibai to Xu Jinglei. Although Xu Jinglei transformed into business for the first time, it seems that she has long understood the art of commercial films. In conjunction with the overall marketing strategy of producer Zhang Yibai and producer Jiao Aimin, the three of them 'strategies and the talented women's charge, the box office of "Du Lala" exceeded 100 million yuan two weeks after its release. The huge surplus and ubiquitous advertising made many film investors envious. How did its behind-the-scenes team make this film grow from scratch and then to the brand to appreciate step by step? This newspaper will explain the mysteries for you one by one.

Early stage: Focus on marketing + professionals

Zhang Yibai is one of the few directors in the circle with marketing ideas and a concept of resource integration. In 2008, he came into contact with the novel "Du Lala's Promotion" and determined that it was a thing that could make a difference in business. So he found Jiao Aimin, who had advertising experience. Next, they conducted two rounds of marketing in the corporate and fashion circles. First, they invited 13 human resources directors and executives from Fortune 500 companies to serve as honorary editors of the film, and then they invited Patricia Field, the stylist of "Sex and the City", to join. After two actions, China Film Group and DMG Entertainment Media began to intervene, and the integration of resources from several parties made the road to business development smoother and smoother. Zhang Yibai said that the entire marketing process of "Du Lala's Promotion" is like a start-up company, constantly diluting the equity of the original investors and constantly introducing larger investments. rdquo;

Mid-term: Old friends + dare to try

According to statistics, 23 units of "Du Lala's Promotion" have cooperated with the brand, respectively from DMG channels and Xu Jinglei's endorsement customers. Liang Dong, director of entertainment business of DMG, said that five years ago, when I was still the general manager of Guangchuan Entertainment, I collaborated with Lao Xu on "Dreams Shines into Reality" to embed Baihe's advertisements into it. This time, we cooperated more tacitly. DMG became the largest investor in "Du Lala". We also used Hollywood's business model to build the most smooth platform for brands and films. It can be said that we are trying to figure out how many brands a movie can cooperate with. rdquo; It was revealed that the final revenue from the film's placement advertising reached 20 million yuan, and the cost of the film was also more than 15 million yuan, which means that the film had basically achieved profit before its release.

Summary: Good story + great fame

What is the charm of "Du Lala" and why is it favored by so many advertisers? Jiao Aimin, the producer of the film, believes that two points are particularly important. First, this film is a workplace film, mainly about white-collar workers, so the audience is consistent with the target consumer groups of these advertisers; second, we also have two strong brands, Lao Xu and Du Lala. Box office expert Liu Jia believes that the significance of "Du Lala's Promotion" to the brand is not simply to throw products and brands to the audience, but to use the lifestyle led by the film to convey brand culture to consumers. When consumers accept the brand and then experience the consumer experience due to the film, the appreciation of the film and the brand is realized. rdquo;