Countdown, selling around, rubbing IP, and N ways to attract "eyes" to watch domestic movies

In addition to its own themes and star lineups, marketing has undoubtedly become the backbone of box office attraction. So what are the "eye-catching" strategies for film marketing in 2015

Breaking through the circle of friends, occupying the topic list, marrying tens of millions of audiences and reaching the peak of the box office... It is the dream of almost all film producers and film marketers

According to the box office data, as of December 3, 2015, the national film box office exceeded the 40 billion yuan mark for the first time, an increase of 47.4% over the same period last year, of which 59.2% was created by domestic films

domestic films have unprecedented super gold absorption ability. In addition to their own themes and star lineups, marketing has undoubtedly become the backbone to attract box office. So what are the" eye catching "methods of film marketing in 2015? Pay attention to Lenovo's brand marketing methods. < /p >

< strong > first, new media posters, all major films have strange tricks < /p >

posters are the most basic material for film publicity. In 2015, domestic films almost got rid of the tradition of copying Hollywood movie posters in the past. Combined with the hot spots on the Internet and the needs of the new generation, they have been renovated and highlighted frequently. It has been said that a successful Poster of domestic blockbusters can bring 20 million yuan at the box office. A professional data analysis and research team found that at the beginning of this year," lost orphans " Baidu Index soared from more than 30000 points to more than 40000 points after the poster was released on March 14. It was swiped in wechat circle of friends and was forwarded tens of thousands of times in a few hours

" lost orphan "poster copy: because the world is very round, you will eventually meet

" a spoon "crisis public relations poster: life is helpless, learn well and return (metaphor for the drug-related incident starring Wang Xuebing) < /p >

among this year's new media posters, the countdown poster is undoubtedly the highlight of the highlights. The countdown poster of" growth of all things "released in April this year has been released since 10 days before its release. The strong natural color, coupled with the classic text" we love each other, is to eliminate harm for the people ", indicates that this film has broken through the little fresh love, and is more sincere than other youth films in recent years.

the" Hong Kong lost "released in September has taken the" countdown POSTER "to the extreme. It has been made for 30 days, one poster a day, and it is all GIF. It is full of the content of director Xu Zheng changing tricks and self mischievous. It's crazy! Dare you ask which film dares to fight for the countdown after" Hong Kong lost "?

however, the latest release of" dragon searching formula "has taken the countdown to a new level. According to incomplete statistics, the film official has released at least two months of yellow calendar countdown posters. The overall picture of the old yellow calendar, which pays attention to the auspicious day of the zodiac and the taboo, gives people a sense of historical dust, and the elements of tomb theft are fully displayed.

< strong > Second, viral music, preempt your ears

in addition to serious trailers, many films also spend a lot of time on making viral music and videos. Last year, little apple, an old boy's Dragon crossing the river, brainwashed the whole people. This year, Faye Wong's" in a hurry "made tears and dinner paper fly, and the pancake man's" song of the five rings "was popular in small videos. Small age 4 asked Zhang Huimei to customize a song called" the end of the soul "and" Charlotte troubles "asked Na Ying to sing "It's not easy to find someone who loves you" and "never thought of it" were sung by Jia Nailiang and Tian Xin, "the king asked me to patrol the mountains"... Fight for contacts, resources and creativity, in order to occupy your ears before you see the film

< strong > III. participatory topic marketing and enhanced interaction < /p >

even for strong IP movies, there are only some loyal fans. If you want to achieve high box office, you have to think about how to maximize the" road to fans ". Since Chinese movies began to be market-oriented, topic hype has always been a conventional means. Like brand marketing, with the development of the Internet to mobile and social, topic marketing has gradually fragmented, emphasizing interaction.

before and after the release of pancake man, ROC went to Lanxiang and spread pancakes. Super loser didi went to the broad masses of the people, that is, to make the film slot into the object of discussion and roast of the whole people, supplemented by the promotion of microblogging with the help of large-scale microblogging, which triggered the participation of target groups and formed a wide spread. Then there was # the young man # rushed to the topic list, setting off a wave of nostalgia. And the above-mentioned brainwashing Divine Song "The song of the five rings" formed an interesting imitation boom in the second shooting and the little coffee show. It was called "Hey" when it was played. To be honest, Nene ran to the cinema after listening to this divine song

however, most of the domestic participatory film marketing still stays in social interaction based on attention and sharing. Here is a case of foreign participatory marketing film: the horror film" ghost record "released in the United States in 2009 The trailer of this movie is a video that captures the on-site reaction of the theater audience's fear, and then puts it on the Fecebook for promotion. It also conducts an online survey to collect the opinions of fans, formulate a screening plan based on the feedback, and let fans vote to decide where they want the film to be released, and announced that if more than 1million people want to see this film, it will expand the scope of the film

it is conceivable that this participatory marketing method is as uncontrollable as a snowball. The whole process is like the popular" crowdfunding ". Before the product is launched, let everyone directly participate in the role of master, and pay for the products they support when crying!

< strong > IV. associate scenes and seamlessly connect life experience < /p >

taking the consumer as the core and the consumption scene as the platform, finding the target audience and accurately pushing, and integrating online and offline life is a performance of film marketing this year, and it is also the development trend in the future.

one of the important performances is the addition of mobile e-commerce platforms. From the perspective of target groups, there is a great intersection and strong consumption correlation between diners and movie audiences, and they are all young people who like to use the Internet, so the gradual blurring of industrial boundaries is also an inevitable trend.

the most typical is public comment. From the \nine steps away \ , replace the real image of father and son with the zodiac, reduce the threshold of participation, and let users feel a different atmosphere of fatherly love. Finally, the appearance of the image of lost orphan also gave users a very strong emotional experience and film viewing expectations

little age 4, which was released in July this year, teamed up with Baidu mobile assistant to stage a" time sister tear up war "in the circle of friends. The interesting H5 form also triggered various participation and forwarding, and implemented the ticket grabbing.

< strong > v. sell cute surroundings and capture a young heart

some people say that the box office of" demon catching "is sold by Hu Ba, the" cute "owner of the Wulin. According to the visual inspection of this year's cinema films, there are really a lot of cute main brands. From the production and marketing of the film content, Tang monk in big white, little yellow man, Hu Ba and the return of the great sage, all are optimistic about the huge economic benefits brought by" cute selling ". And around the periphery of the film, it is often able to poke everyone's" cute " Point, play a good publicity effect

in addition, it is understood that in Hollywood, only 30% - 40% of the revenue of a film comes from the box office of the film, and the rest comes from the revenue from derivatives and copyright sales around the film. In China, a film's