Full analysis of the marketing secrets of "100,000 Cold Jokes"

The production cost of "100,000 Cold Jokes" is extremely low, and the promotion and marketing expenses are only 2.87 million yuan. However, it has become profitable within one and a half days of release. Summarizing the reasons, the film has clear positioning, deeply excavates the content attributes of Internet and comedy, integrates a large number of Internet resources, and gives full play to the comprehensive brand effect.

Recently,"100,000 Cold Jokes" has made a sudden appearance in domestic theaters. It won the second place in the New Year's Day box office during the three-day holiday filled with blockbusters, surpassing "Micro Love" starring Yang Ying and Chen He. According to Yien data, the film was released for four days, with a cumulative box office of 71.17 million yuan, becoming the first phenomenal film case in the domestic film market at the beginning of the year.

The reason why it is called phenomenal is that in previous domestic animations, this box office figure was surpassed only by "Pleasant Goat" and "Bear Infested", which have a large base of young TV audiences."Dragon Valley","Qin Shi Mingyue" and the third film "Kuiba" are hard to match. More than 60 million yuan was once regarded as a ceiling at the box office of domestic animated films, but now it has finally been broken by a small-cost, starless alternative second-dimensional animation. Not only did the film's box office numbers soar, but its reputation has also been booming. After the holiday, the box office growth remains strong, and the total box office has a high hope of exceeding 100 million.

What is worth discussing in the industry is that the production cost of "100,000 Cold Jokes" is extremely low, and the promotion and marketing expenses are only 2.87 million yuan, but it has achieved a profitable situation within a day and a half after its release. Summarizing the reasons, the film has clear positioning, deeply excavates the content attributes of Internet and comedy, integrates a large number of Internet resources, and gives full play to the comprehensive brand effect. At the same time, as Sina Entertainment's first co-produced film,"100,000 Cold Jokes" also benefited a lot from the all-round promotion of portal and micro blog.

71.17 million yuan in four days, becoming a black horse is no accident_

clear positioning, deep digging of content, integration of Internet resources, play brand effect

"100,000 cold jokes" four days box office 71.17 million yuan, according to the current trend, the total box office is expected to exceed 100 million yuan. For a low-cost film without star participation, especially for a domestic animated film, box office of more than 100 million yuan was originally something that could not be expected.

"We have never had too high expectations for the box office, such as how many hundreds of millions of Internet clicks and what percentage of box office conversion will be. We have never had such delusions," said Chen Hongwei, producer of "100,000 Cold Jokes"."We respect fans, but we will analyze fans 'feedback calmly and rationally. "Ten Cold" is suitable for teenagers, post-85s, and post-90s. It is an ethnic movie that is segmented into the crowd, but it is not a small circle of fan movies."

After having a clear early positioning, the filmmakers of "One Hundred Thousand Cold Jokes" began to explore the unique innate content attributes of the film: "We think this is an Internet-based comedy film, and animation is just a form of expression of this film, not It is not the key to content, so we will weaken the word 'animation' in promotion." Producer Chen Hongwei said.

Based on the above reasons, the film company of "One Hundred Thousand Cold Jokes" decided to control the publicity budget and integrate content resources with Internet attributes to conduct precise marketing. In addition to the three producers of Shanghai Xuandong, Wanda, and Youyao, the film also has the help of six major co-producers of Sina, Xiaomi, Guevara, Langang Interactive, Wanda Information, and iQiyi, who respectively provide portal resources for the film, Weibo resources, ticketing activities, mobile game development and other support. The clever placement of Weibo, Xiaomi and other companies has also exchanged for more communication resources for the movie. In the end, the film's marketing promotion only cost 2.87 million yuan, and the marketing resources leveraged exceeded 200 million yuan.

Dong Zhiling, co-founder of the producer Youyao, said that "100,000 Cold Jokes" is the first animation brand in China to have a complete ACG chain from comics to animation, to big movies, to derivatives. The first season's animation was viewed more than 1.7 billion online. Just before and after the movie was released, the second season of the animated version of "Ten Cold" ended, the game entered the second round of testing, the stage drama began to tour the country, and derivatives continued to maintain the development rate of three or four new products per month. These overall IP operations will undoubtedly contribute to the comprehensive brand effect.

There is a unique marketing trick behind success: only 2.87 million yuan was used, and every money was spent on the cutting edge to

give up hard and wide. Trailers, posters, and new media materials were few but excellent.

"100,000 Cold Jokes" boldly gave up the traditional outdoor hard and wide release without a street sign advertisement. So, where was the only 2.87 million yuan spent?

1. Invite a professional trailer studio to produce a trailer. The trailer is well-made. Invite American dubbing and commentary. The slogan fits the funny temperament of "Ten Cold". In the end, Weibo alone covered 7.82 million people;

2. Invite the top poster design team to produce posters, and only released two movie posters, the pilot version and the final version, seeking quality not quantity. The producer revealed that some viewers responded that the poster was good and bought tickets. After sitting in the projection hall, they realized that it was an animated movie, but after watching it, they felt that it was funnier and more beautiful than a live-action movie. In this way, the purpose of the poster was achieved;

3. "Ten Cold" also uses more than three video creative teams to produce video materials such as funny street photography, which is a relatively rare large-scale move in the marketing of animated films and is completely the operation method of commercial films;

4. There are also three new media creative teams with a total of nearly 100 people also participate, responsible for creating hot topics and time chicken emoticons.

All of the above exert a collective wisdom effect. It can be seen from the large-scale spontaneous dissemination of Shi Guang Ji's expression on Weibo that making great efforts to do Internet marketing is fruitful for the promotion of this Internet-based comedy. As for what other movies commonly used, such as overwhelming hard media releases and even celebrity gossip hype, the film companies have chosen to give up decisively because "every penny must be spent on the cutting edge."

Sina Entertainment's first co-produced movie, teamed up with Xiaomi to cover more than 50 million fans on

Weibo planning, ticket grabbing, viewing, and commenting..."Ten Cold" has appeared on the Weibo hot list.

Chen Hongwei, producer of "One Hundred Thousand Cold Jokes", also pointed out that the post-90s generation is an important target audience for movies, and Weibo is their main activity position on the Internet. Therefore,"100,000 Cold Jokes", a movie with natural Internet genes, naturally came together with Weibo.

"100,000 Cold Jokes" is the first co-produced film by Sina Entertainment. The dual platforms of the portal and Weibo have been fully mobilized to strongly boost film marketing. In addition, Sina also teamed up with Xiaomi to promote the pre-release promotion and post-release reviews of "Ten Cold".

In terms of Sina's portal, it accurately disseminates it to the audience from the aspects of industry, news, and entertainment interests, from the interesting interpretation of the first trailer in the early stage, to the exclusive interview of "Time Chicken", the biography of the characters of "Ten Colds", and the over-interpretation of "Opening Your Brain: Avengers Play Crossing to Save the Earth" and other directly hit netizens high points;

on Weibo, a series of interesting planning, ticket grabbing, collection of screenings, and award-winning review activities promoted "Ten Colds" to the hot list. It is worth mentioning that Sina Entertainment also teamed up with Xiaomi, which is superb in playing the "fan economy", and jointly promoted it on Weibo and Xiaomi Forum, boosting reviews and reaching more than 50 million fans.

The average Weibo hot discussion index of "Ten Colds" in December reached 18,000, while in the same period, the romantic comedy "Micro Love is Getting Better" directed by Gu Changwei [Weibo] and the 3D visual blockbuster "Taking Tiger Mountain by Wisdom" directed by Tsui Hark were 32,000 and 28,000 respectively. As a small-budget and focused movie,"Ten Cold" has attracted attention.

Box office success is of far-reaching significance: breaking the curse of domestic animation box office:

the Internet, Tucao culture, post-90s generation, and the second yuan... the pioneering themes inspired later generations

. In the past, except for the "Pleasant Goat" series, which were only suitable for young children and had a huge TV audience base. In addition to "Bear Infested", most domestic animated films ended dismal after entering theaters. Even well-produced and well-received "Qin Shi Mingyue" and "Dragon Valley" cannot exceed the "ceiling" of 60 million yuan at the box office. "Kuiba" insisted on shooting until the third installment, but the box office was still in short supply of more than 20 million yuan, which was no longer viable. The success of "100,000 Cold Jokes" has broken the curse of domestic non-young animation for the first time, and will bring new hope to latecomers.

The box office success of "100,000 Cold Jokes" also marks a victory for the pioneering work of the domestic animated film genre. At a time when the culture of complaints is spread all over the domestic Internet, even the screen has been invited into the movie screening process. However, it was not until the emergence of "Ten Cold" that the culture of complaints was officially moved to the big screen for the first time. Tucao represents a spirit of entertainment, self-ridicule, and self-deconstructing. For latecomers to film production, the success of "Ten Cold" will give them some confidence to try new era themes with freedom.

The "entry into the house" of Tucu culture once again proves that the Internet has begun to have a further impact on the upstream of the film industry-content production. Gao Xiaohu, senior investment manager of the Innovation Factory, who once invested in directors Lu Hengyu and Li Shujie of "Ten Cold", commented: "The most distinctive feature of this work is that it contains a deep Internet imprint in the subject matter, fans, production, and even the director's blood. This work is a microcosm of the comprehensive invasion of the film industry by the combination of the Internet, fan economy, and secondary culture." Kai-Fu Lee forwarded the Weibo account and said,"He told me that the aesthetic and joke points of different ages are becoming more and more different."

Ning Caishen, who claimed to have sold Weibo to Hecaitou, wrote coquettishly on Weibo: "As a post-90s generation, I think the box office of 100,000 yuan will exceed 500 million yuan. Nowadays, directors, screenwriters and uncles are too old. Their films are trying their best to please their grandparents born in the 1970s, but they are not good at all. I hope there are more movies from our post-90s generation in the movie theater. Movies nowadays are tired and not funny." Although it is only half joking,"Ten Cold" is a movie that is very suitable for the tastes of the current domestic mainstream movie-watching group-the post-90s generation. This is true. As we can see from the failure of "Taiping Wheel" this year, traditional blockbusters with outdated concepts and regular rules are no longer favored.

As producer Chen Hongwei said,"Ten Cold" is a film that divides ethnic groups. Some people may be confused by what they see, but some people laugh and fall back and forth. The ones who like "Ten Cold" most are probably people who have a high acceptance of secondary culture and can easily identify with anime games. "Second-dimensional people" are a potentially large group of people, and "Ten Cold" activates their sense of presence in the China film market. These are all unique features of "Ten Cold" and will bring thinking to latecomers from all aspects.

Summary: Internet marketing has begun to play a decisive role."It is no longer difficult to base

itself on the most fundamental factor in the box office breakthrough of" Ten Cold ", producer Chen Hongwei and co-founder Dong Zhiling answered unanimously-" content ". Starting from the content of the product itself and deeply exploring the unique attributes of each film is the basis and prerequisite for all publicity and marketing. "When doing marketing and publicity, it's impossible to stick to old concepts. If this project is played like this, there will be a new way to play the next project. Every project is non-replicable, and innovation must be made every time." Chen Hongwei said.

For "100,000 Cold Jokes", its content attributes happen to be one of the most fashionable ones nowadays, namely "movies with Internet genes." Therefore, Internet marketing played a decisive role in this film. The traditional hard and broad theories were rarely abandoned completely, and it was no longer possible for "hard and broad theories" to establish a foothold. As the only portal and social platform among co-producers, Sina Entertainment has created a detailed promotion plan for the film that has been achieved immediately.

0 yuan in hard and wide investment, 2.87 million yuan in publicity and distribution, and 71.17 million yuan in 4 days. This record is still being refreshed, and its summary and reference can continue to be discussed.