Film changed into TV series: bundled marketing of film and television based on the Tangshan earthquake

The movie "Tangshan Earthquake" has not yet been released, and preparations have begun for the TV drama version. Recently, Wang Zhongjun, chairman of Huayi Brothers, revealed when attending a TV drama forum in Shanghai that Feng Xiaogang's film "Tangshan Earthquake" will be produced as a TV drama version. From "The Hidden Sentinel in Yangcheng","Blue Files","Myth" to "The Wind" and "Founding of the Country", adapting popular movies has obviously become a new way to make money in the TV drama industry.

Indeed, adapting popular movies saves costs for TV series filming. Especially for large-scale productions like "Tang", props and scenes save a lot of money, make it easier and faster to operate, and you can reap the benefits with almost zero cost investment in marketing. This is a clear account. Wang Zhongjun gave an example that "Tangshan Earthquake" will be released in July. According to his estimation, the box office will be around 400 million yuan. Before the movie's heat has passed, the TV series version will be almost completed, and it will be freshly released after post-production, which can be used to get hotter again with the momentum of the movie. In this way, not only will it be no problem to sell copyrights, but ratings and popularity will also be guaranteed.

It seems that saving marketing costs and production costs and striking while the iron is hot is the biggest temptation for investors. Therefore, the impatience is understandable, but investors need to grasp several principles.

First of all, the film director is the key. Feng Xiaogang's movies are all very popular, and each one is more popular than the last. Wang Zhongjun understands this very well, so the TV series started before the "Tang" movie was released. This is word of mouth and brand effect.

Secondly, the script is a test. Extending the two-hour movie script to more than 20 hours of a TV series seems to be the screenwriter adding new content to the existing framework. However, Hai Yan admitted that the difficulty of adapting still depends on the gold content and influence of the movie itself. Power also depends on the level of the recreator. Because when adding flesh and blood, we still have to try to ensure that no water is injected, which may be the most difficult part. rdquo;

Once again, word of mouth is a guarantee. An investment of 30 million yuan will not make 100 million yuan at the box office, and an investment of 100 million yuan will not make 300 million yuan at the box office. It is also difficult to form widespread communication and influence. When the parent brand (movie) has not yet formed a widespread reputation, it is very dangerous to launch a sub-brand.

Fourth, democratic decision-making is a process. The director is good, the actors are good, the script is fine, and the investment is in place, but market risks still exist. Therefore, when making decisions, the main participants in each link need to vote democratically. Everyone evaluates the risks based on their own experience and finally decides whether to go up or not. "Tang" drama was done very well on this point, and the actors, directors, and screenwriters all voted in favor.

In addition, investors also need to be risk aware. No matter how good the plan is, there are still risks. How to reduce marketing costs as much as possible? How to maximize profits? I still need to do some homework.

The first is to carry out bundled marketing to the end. The movie is mainly promoted during advertising, and the TV series of the same name is promoted during news dissemination. At this time, the purpose of marketing communication is to let the audience know when the movie will be released, which is the core of communication; at the same time, there are TV series, which will be released after the movie is screened. Of course, we must also make it clear that the purpose of early advertising is to disseminate relevant information about the release of the movie, and not to put in too much content to simplify communication.

The second is the combination of online and offline promotion. Information about TV series is not enough just news reports. Three tasks need to be done: First, during the premiere ceremony, introduce the relationship, highlights and selling points between the movie and the TV series; second, when the movie is released, insert the broadcast information of the TV series in the print and video advertisements of major theaters; third, select some theaters and give coupons with purchase tickets. This coupon is sponsored by merchants, and the show can be promoted by advertisements on the back. The purpose of this stage of publicity is to associate movies with TV series and highlight the differences between TV series.

Third, advertising placement is carried out in advance. The advertising development of the show started with movies, telling merchants that your ads can not only be implanted in movies, but will also be implanted more perfectly in TV series. Pack two implants and charge a discount.

Of course, TV dramas have the advantage of length and are easy to solve the number and depth of implants. Here, it is recommended to stick to the storyline when placing advertisements rather than rigidly, otherwise it will affect the perception. The Spring Festival Gala sketch "Donation" is a lesson from the past.

Fourth, derivative products followed closely. Products such as books, CDs, music, games, clothing and travel must be developed after filming. When the movie hits, related products are put on the market. We must seize the opportunity. According to the different attributes of each product, the promotion methods and methods will also vary. For example, experience tours and ruins parks can be opened to the public at the same time as movies and TV series are released. Lucky viewers can be selected to receive free experience tours during the TV premiere.

Adapting popular movies into TV series, or adapting popular TV series into movies will become more common in the future, indicating that the development of film and television dramas is more market-oriented and pays more attention to the double harvest of audience tastes and market effects.

The film's word of mouth brings accumulation and improvement of brand value to directors, actors, screenwriters, producers, etc. It will also amplify the cultural brand value, extend products, and extend the life cycle of the film and television brand. Finally, I wish that the "Tangshan Earthquake" will exceed 400 million yuan, and I hope that our film, television and entertainment brands will develop to a higher level.