"Jingcheng No. 81" passes 300 million yuan in 9 days and enters the era of small screens

According to statistics from the EBOT Art Day box office think tank, as of July 30, the cumulative box office of "Jingcheng No. 81" reached 364 million yuan, easily winning the title of domestic thriller.

According to statistics from the EBOT Art Day box office think tank, as of July 30, the cumulative box office of "Jingcheng No. 81" reached 364 million yuan, easily winning the title of domestic thriller. On the second day of its release, the share of screenings increased from 18.34% on the first day to 25.72%, and it showed a reverse growth trend for five consecutive days. Such a movie-watching craze for thrillers is closely related to the simultaneous launch of nearly 30 popular app applications on mobile to promote "Jingcheng 81". The mobile marketing strategy has won audience recognition and market space for "Jingcheng 81" during the summer period, and has also promoted film marketing gradually into the era of small screens.

"Jingcheng 81" shows advantages in mobile marketing. The small-screen era is here.

Compared with "Tiny Times 3" released in the same period,"Jingcheng 81" has no way of promoting "Jingcheng 81" in traditional media, Weibo and other new media exposure. However, using the mobile Internet to carry out entertainment film and television marketing has made "Jingcheng 81" a box office myth for Chinese thrillers.

Jellyfish Interactive is the first publicity company in the industry to focus on mobile marketing and use Internet thinking to serve movies. It has served more than 60 works so far, including "Transformers 4","The Five Years Stolen","Hunger Games 2" and many other popular movies. As the mobile promotion agency of "Jingcheng 81", Jellyfish Interactive has carried out mobile marketing planning for "Jingcheng 81" since December 2013, integrating nearly 30 apps to promote "Jingcheng 81", and the online promotion campaign has covered a total of 400 million people.(Including repeated coverage of people), and comprehensive three-dimensional marketing promotion is carried out through various methods such as opening special posts for discussion, online and offline interactive ticket grabbing, on-screen displays and news push, so that the news of the movie's release fills every mobile phone. corner.

A month and a half before the film was released, Jellyfish Interactive began to increase the exposure of the film through app promotion."Jingcheng 81" can be seen in various software such as Today's Headline, Domi Music, and PPS. Appears to the public in various forms such as press releases, screen-opening, and online ticket grabbing. On July 12 and 13, a week before the film was released,"Jingcheng 81" conducted intensive marketing on the app, and it can be seen on more than 5 app platforms every day. Through activities conducted on different online platforms,"Jingcheng 81" will reach the target audience of the film.

Through audience research and analysis, we can see that the main audience for thrillers is young people aged 25 to 30. They already have a considerable financial foundation, and they love new things and like to pursue excitement. This characteristic coincides with the user population of the app client launched by Jellyfish Interactive. Whether it is the age distribution or the gender ratio, these 29 apps perfectly cover the potential audience of thrillers.

Five types of apps have covered a total of 400 million people . Baidu searches have surpassed "Tiny Times 3"

. During the promotion period of "Jingcheng No. 81", Jellyfish Interactive integrated a total of 29 apps to open screens on mobile phones, download related themes and wallpaper, online ticket grabbing and press releases. The movie was promoted on the mobile side through various channels such as push. The total number of people covered has reached 400 million (including duplicate coverage).

Jellyfish Interactive not only provides comprehensive coverage on the channel, but also classifies mobile apps into five categories, analyzing and matching the mainstream audience of this film with the app's users. The user analysis of these five types of apps helps "Jingcheng 81" accurately locate the ticket buyers of mobile users, greatly increasing the audience's awareness of the film, which translates into ticket purchase expectations.

Social communication: Under the age of 30 are the main users, and monthly income is mainly distributed in the two ranges of 1,000 to 3,000 yuan and more than 5000 yuan. White collar groups and student groups are all covered. It belongs to the category of universal application.

Learning reading: male audience accounts for about 70%, and the monthly income of users is mainly above RMB 5000 yuan. Generally speaking, users are mainly white collar workers.

Mobile phone tools: The monthly salary of users is between 1,000 and 3,000 yuan. More than 60% of users are under the age of 30. Young users are the main ones.

Multimedia: The distribution of users is mainly post-90s college students under the age of 24, with monthly incomes mostly between 1,000 and 3,000 yuan. Male users account for 60%, becoming the dominant player.

Life services: Among the group aged 30-35, compared with the other four types of apps, the number of people using life service apps is larger, covering white-collar and management groups with high education levels. Three days before the film was released, Jellyfish Interactive focused on six popular apps to increase the exposure of "Jingcheng 81" by online ticket grabbing for the film and opening mobile phones. There was even a translation of "One sentence of the Day" on the front page of the dictionary in Chinese and English to promote "Jingcheng 81". Therefore, on the day the film was released, the mobile search index climbed to 453,400. This data also enabled "Jingcheng 81" to surpass the contemporaneous movie "Tiny Times 3" in the attention of mobile users, becoming the domestic movie with the highest attention in the mobile segment.

Yi En analysis believes that a movie uses a mobile app platform to cover every mobile phone user and conducts content-oriented movie entertainment marketing, which has an increasingly important impact on box office results. In an era when the advantages of mobile Internet are becoming more and more obvious, movies need to use mobile platforms to cover the marketing channels of movies, understand the characteristics of different channels, and accurately match the movie audience to increase box office capacity. How small screen marketing under the giant screen can cover a wider audience is a new topic that mobile marketing companies such as Jellyfish Interactive have begun to study.