Film Marketing Analysis: "Are People There?" Tao "wins in genre + reputation

The arrival of the World Cup suddenly disrupted people's lives and the normal development trajectory of the box office in recent weeks. In an environment where the box office continues to be sluggish, it is difficult for several domestic short films to make a difference, but the small-budget road comedy movie "People Are There? Road "demonstrates its tenacious vitality and has become one of the few highlights.

The meaning of genre films is not to classify films

Recently, I often chat about movies with my friends and find that the concept of genre films is becoming more and more popular among the people. However, when asked a friend what the genre was, he replied that it was a summary classification of different films. In fact, this is just one of the functions of genre films. Under the influence of the modern production system (i.e. Hollywood), film creation is no longer a personal behavior. The standardized production system makes film production a batch, assembly-style standardized process, from screenplay creation, director direction, actor performance, and even marketing publicity, distribution and release all follow a certain pattern. The determination of fixed models can improve efficiency, reduce costs, control risks, and also ensure quality and cultivate a fixed audience. In turn, different genres can also meet certain psychological or emotional needs of the audience. This is the essence of genre films.

"People are there? Road "is a standard genre film with a clear and clear genre positioning: a road comedy film.

Movie genre cannot be equated with movie selling points

Clear genre positioning can provide direction and ideas for film creation and publicity distribution, and identify audience groups, but the differences of film works are often more selling points and more attractive to audiences. Therefore, in order to achieve commercial success, in addition to clear genre positioning, the film also needs to have a clear selling point.

Take Du Lala Promotion as an example, its genre positioning is urban workplace love film. This provided the tone for its creation and promotion, and also identified the largest group of urban white-collar workers in the film. However, its biggest selling point is fashion, so its clothing, props, music, and editing are full of fashion. Other selling points include: the film presentation of the original novel, Du Lala created by Lao Xu, and dozens of brands worth tens of millions of advertising. These selling points reflect differentiation based on the audience, which is the main factor in attracting the audience to make movie viewing decisions. "People are there? "Journey" is much weaker in terms of selling points. Except for the combination of Xu Zheng and Wang Baoqiang, which can be used as selling points, comedy films and road films are difficult to use as selling points.

Therefore, in the initial preparation stage of a film project, in addition to determining the type of film, film marketers should also clarify the selling points of the film to reflect the differentiation of the film works. Film selling points are an important part of film marketing strategy decisions. If insufficient work is done in this area in the early stage, it will be difficult to remedy it in the later stage.

"People are there? A new model of script creation in the studio "Tu"

After the author finished reading "People Are There? After the movie "Road", a big question arose. Director Ye Weimin is an authentic Hong Kong native, and screenwriter Wen Jun was also born and raised in Hong Kong. How can such a team create a grassroots story that is completely divorced from the reality of their lives? Moreover, this story also contains the hottest social issues in contemporary mainland China, such as: Spring Festival travel, third parties, migrant workers 'wages, etc.

Later, the author learned that the script for this movie was written by a three-person team called Temple Studio. Mr. Wen Jun only signed the screenwriter and did not participate in the specific writing. Shengtang Studio is a professional screenwriting agency specializing in the creation of film and television scripts. "People are there? "Road" is their first film work.

Professional screenwriter agencies like this are still relatively rare in mainland China. Compared with traditional screenwriters, this kind of professional screenwriter agency has many advantages. The first is that script creation is more market-oriented. Professional screenwriters need to survive and make profits, so their works cannot be too self-centered, but need to be more commercial and popular with the public. Secondly, script creation is more professional. Most of the members of the organization are composed of people majoring in screenwriting in art schools, and the script creation is completed collectively in the form of projects. The quality of the script can be guaranteed. Finally, the projects of this kind of professional organization are more sustainable, screenwriters can focus all their energy on creation, and the logistics work is handled by the organization.

Even though people are there? The script of "Road" still has some tough flaws, but from the perspective of road films, the script fully has the basic elements of this genre of films. A large number of humorous baggage are also properly designed, and collective creation ensures the richness of content. The flaws don't hide the flaws,"Are you here?" The Way is one of the better comedy films in recent years.

"People are there? "Road" publicity strategy: relying on word-of-mouth communication

"People are there? Mr. Wen Jun, the producer of "The Way", once criticized the film's promotion problems during the Shanghai Film Festival. Let's use data to analyze how the film's promotion is.

As you can see from the above table,"Are people here?" There is a clear gap between the promotion of "Road" and "Future Police" and "Su Qier", which ultimately grossed more than 50 million yuan. The number of news stories is only half that of "Future Police", and the highest attention before the release is also very low. Compared with several films with poor publicity such as "The Secret Order of Beauty","East Wind Rain","Full Moon Hennessy", and "The Steal of the Time","People Are There? "Road" also has the lowest number of news, and its highest attention before the release was only higher than "Moon Full Hennessy". Does this data explain how people are there? The promotion volume and effectiveness of "Road" are not ideal.# p# Subtitle # e# The amount of publicity is not only related to the promotion budget of the film, but also the promotion point (content) is crucial. If the content is done well, the media will be happy to reprint and pay attention to it even if there is no cost. The following is "People Are?" A comparison between the top ten publicity spots of "Road" and the two most successful publicity spots of "Du Lala's Promotion", the publicity volume refers to the amount of news generated by the same publicity spot. Can you see that people are there? There are relatively few publicity spots for "Road" and lack of appeal. There is no publicity spot that can be thoroughly, familiarized, and made into a topic.

"People are there? One thing about the promotion of "The Way" is worthy of recognition, that is, the film's cycle is very short, the promotion rhythm is relatively good, and the promotion is continuous. Ensure the effect of early publicity. The innovation of certain publicity methods is also worthy of recognition. For example, the video virus marketing of "Uncle Ben Box" has attracted a lot of attention.

As of June 20, is there anyone? "Road" has already achieved nearly 40 million yuan in box office, which is a very ideal result. The reason is that word of mouth has become the main force driving the box office of the film. "People are there? The attention of "Road" has taken a very strange curve. Usually, the attention of a movie peaks three days after its release, and then drops day by day. But people are there? However, Road "followed the following trajectory:

As can be seen from the above figure, due to good word-of-mouth communication, the film's attention continued to rise, and it did not show a downward trend until June 20, the third week after its release.

Let's see "People Are There? The movie schedule trend of "Road","Is there anyone? The main competitors in the first week of "Journey" are "Prince of Persia","Apartment of the Alien","High Doubt" and "Special Special Mission". The filming is not dominant, it is the same as "The Different Apartment". However, with the continuous spread of word of mouth, the number of screenings has shown a rapid growth trend. Until June 11, when "Robin Hood","Jingwumen 2","31 ° North Latitude Video","Swinging Engagement", and "Serves You to Be Single" were released, the filming was slightly diluted. On the weekend of the third week, several strong films such as "Toy Story 3","Ocean Paradise","The Sea of Spy", and "Chi Minh and Chun Jiao" were released, and the number of games per day was still maintained at 1800, which is quite remarkable.

"People are there? The box office trend of "Road" can be confirmed by the attention curve and schedule curve. The author realizes that genre films and reputation are undoubtedly the biggest success of this film.

conclusion

We should realize that in modern society, movies are no longer an art that is out of reach. The production methods and management methods of modern industrialized assembly lines can still be used in film creation. Genre films are the product of this creative method, which represents the advanced productivity of the film industry. The division of labor in the film industry is becoming more and more detailed and professional. In the future, there will be a large number of screenwriter teams, film music creation teams, poster design teams, trailer production teams, script doctors, investment promotion teams, etc. As creative and marketing personnel, only by fully adapting to advanced productive forces and making reasonable use of industrial division of labor can we keep up with the pace of market development.