Film Marketing Analysis: The Gains and Losses of "Decisive Battle in Shama Town"

Battle of Chama Town is a crazy movie, not only the plot and the way of acting, but also the audience's reaction. Like it can make people laugh for 90 minutes, disgusted criticize it for being inexplicable and inexplicable. According to the author's observation, the attitude towards this film does not seem to be directly related to the audience's cultural level, moral cultivation and how much to watch the film. This is a work worthy of careful study by the production unit.

< strong > this article mainly combs the gains and losses of this film for you from the following aspects: < / strong >

1. As a new type of comedy film, the film seems to be overconfident and lack of awareness of cost control, resulting in greater pressure to recover the investment.

2, the lack of layout is caused by the fierce competition in schedule;

3. The scale of publicity is sufficient, but the publicity point is single, so it can not attract more public attention.

4. The influence of the World Cup on the film market and marketing by taking advantage of the opportunity.

< strong > the new type causes the high risk of word-of-mouth polarized investment < / strong >

there is an obvious phenomenon of two-level differentiation in the audience's reputation for "the decisive Battle of Chama Town". According to the author's observation, this phenomenon is different from other films, and it is not caused by such factors as regionality, educational level, viewing experience and age structure. So what caused this phenomenon?

the author believes that the unique type of film is one of the main reasons for the differentiation of word-of-mouth. The movie genre of "Battle of Chama Town" should be a western crazy comedy. This comedy film is obviously different from nonsense parody comedies such as "Panda Hero" and "Soul Dog inside", as well as parody comedies such as "Yueguang Treasure Box" and Ning Hao's multithreaded crazy comedy. The first type of orientation of this film is comedy, and the second type is madness. This madness is caused by some dislocation. For example, there are Ferris wheels, bars and Trojans in such a remote area. Lin Zhiling, a beautiful woman, has become a shrew with yellow teeth and a kitchen knife, and Sun Honglei, a tough guy on the screen, has become a village cadre with smooth rustic atmosphere, plus a group of supporting roles with distinctive characteristics. The plot of a group of farmers who have never seen the world beat a sophisticated transnational treasure gang equipped with advanced equipment. This kind of dislocation forms the crazy temperament of this film. The third type of positioning is westerns, in fact, this westerns and Hollywood westerns are not much similar, lack of heroes, two guns, horses, just want a long yellow sand scene. This is a new type of film in the domestic market, and the acceptance and adaptation of this type of film has led to different public praise of the audience.

such a new film genre, and the use of a new director who has no experience in feature-length filming, coupled with the scale of investment that can only return capital only after grossing 55 million at the box office, the film side of "decisive Battle of Shama Town" actually took a lot of investment risks. Looking back at the data of the past two years, there are several comedy films that have grossed more than 50 million at the box office:

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"if you are the one" claims to have invested 50 million yuan, but it has earned back its investment only through investment projects such as advertising. With the pair of Feng Xiaogang and Ge You as a box office guarantee, coupled with the Lunar New year holiday that Feng Xiaogang is best at, the risk is minimal. When "Crazy Racing" was released, Ning Hao gained a lot of popularity by relying on "Crazy Stone", and the investment was well controlled within 20 million. The Spring Festival release can greatly reduce the investment risk. The other three films are typical Hong Kong-style parody comedies, all laid the foundation for classic previous works and controlled by veteran commercial directors in the industry. The new director, new story, and new type of film, such as the decisive Battle of Chama Town, has a higher cost, so it is not easy to recover the investment. If there is a small surplus, it will be a victory.

< strong > the competitive schedule is not enough to guarantee the expected box office < / strong >

from the analysis table of this issue, we can see that the opening week of "decisive Battle of Chama Town" is not very ideal. The average number of daily shows per week refers to the average number of shows per day between the film and its competitors during the opening week of the decisive Battle of Chama Town. It can be seen that the layout of "decisive Battle of Chama Town" is lower than that of "Kung Fu Dream" released at the same time. Box office receipts are lower than those of Kung Fu Dream and Toy Story 3, as well as several strong competitors such as espionage and Ip Man prequel.

< center > < / center > < center > < strong > schedule Analysis Table < / strong > < / center >

as far as I know, the actual expected box office of the film is about 80 million. The following table is the average daily schedule of the first week of the film. It can be seen that it is very difficult for more than 3500 films in the first week to reach the expected box office of 80 million.

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the main reason for the small number of films in the decisive Battle of Chama Town is that there are many films in this period and there are various types of films, and the decisive Battle of Chama Town does not have the strength to occupy a dominant position. Finally, it becomes the second or third choice of the audience.

the author believes that if the film is really daring, it would be a good choice to release it a week after the Tangshan earthquake. This will certainly become the second choice for the audience, and the type is completely opposite to the "Tangshan earthquake". With the current market capacity, there is no problem to accommodate two blockbusters. Moreover, "decisive Battle Chama Town" has been holding the propaganda of "Tangshan earthquake" in the early stage. If you want to hug, you might as well hug to death. In this way, the attention can be greatly increased, and the publicity fees will be saved a lot. However, in the current domestic market environment, it is estimated that few people have changed the implementation of this talented and bold idea.

< strong > propaganda and analysis < / strong >

the propaganda of "decisive Battle of Chama Town" left a deep impression on the author. In the high cost of this film, publicity investment should account for a large proportion. In the recent release of the film, "decisive Battle of Chama Town" is the release of a larger scale. In addition to being hard and broad, the film's attitude towards publicity materials should be used for reference by later generations. In the past, posters of domestic films often could not escape the stereotype of imitation, and some were even naked plagiarism. Far away are "Chibi", "Love call transfer 2", near "different degree apartment", and "Beautiful woman Ghost" in production. In addition to two exquisite main posters, the single poster is more intelligent and original. Interested friends can look for a big picture of the Internet to enjoy it.

through the comparison of the publicity of comedy movies in recent years, we can take a look at the soft election of "decisive Battle of Chama Town". The number of news and reprints of this film is 4571, which is the highest of these films. The number of news and the average attention in the month before the screening were significantly higher than those of "people in China?" The way. It can be seen that the propaganda of "decisive Battle of Chama Town" has done more and invested more. But the highest attention is far lower than "people are here?" The way, which shows that the decisive Battle of Chama Town has failed to form a word-of-mouth effect after its release, has attracted more attention. Compared with the "Yueguang treasure box", the attention is obviously lower. This is one of the reasons why it can't reach the box office.

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from the publicity point of this film, it is mainly based on the traditional star propaganda. Focus on Lin Zhiling and Sun Honglei, with supporting roles such as Bao Bei'er, Gan Wei, Huang Haibo and Li Liqun. The propaganda point is too single and the concept is insufficient. The following are the 10 most influential news spots in the decisive Battle of Chama Town.

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but in the propaganda of "decisive Battle of Chama Town", the creativity and design of each event are worthy of recognition. For example, the design of the start-up press conference group performance to present treasures to the director; the tango dance between Lin Zhiling and Sun Honglei at the class visit conference; the award show at the trailer press conference; the big knife at the May war declaration press conference; and the opening ceremony of the summer camp in Chama Town at the Shanghai Film Festival. The news spots, climax points and photo spots of these activities are all designed with new ideas.

< strong > World Cup crisis and opportunity Marketing of the Film Industry < / strong >

as a sports event second only to the Olympic Games, the World Cup is bound to attract the attention of the world every four years. It is a rare opportunity for the football industry. But it is undoubtedly a crisis for the entertainment industry and other sports industries. The slump in the domestic film market during the 2008 Beijing Olympic Games is still fresh in my mind. Wimbledon and F1 went unnoticed during this year's World Cup. Crisis means danger, but it also includes opportunities. The 2008 film, for example, took advantage of other films to avoid the Olympic Games, which grossed 52.35 million at the box office. Later, Wang Yuelun concocted the "Panda Hero" of the same theme, but lost the opportunity and returned with a fiasco.

borrowing marketing is an effective way to make rational use of the crisis. During this World Cup, several films took advantage of the World Cup to carry out marketing activities, and achieved good results. The decisive Battle of Chama Town cast advertisements for wonderful video clips of the World Cup on the portal. When people watched the wonderful clips of the World Cup, they successfully promoted the film to people. The film King of the Gun, which is being released, appeared on the CCTV Sports Channel World Cup special "Giant Family Feast". When talking about football, it also promoted the film to the broad masses of fans. The film "Let the bullets fly" even supported the champion Spain in the way of cartoons, attracting countless eyeballs.

< strong > conclusion < / strong >

Battle of Chama Town, as a commercial film and the debut of a new director, can be said to be a success. However, there are many experiences and lessons to be summarized in the whole process of project operation. If the team's creation can continue and be able to lean over and look at the process of creation and marketing, there is reason to believe that they will achieve greater success.