"People are there? Road ": A model for successful marketing of small-budget films

A business worth 2 million yuan was completed by you for 10 million yuan!& rdquo; This is a classic line from "Crazy Stone". This low-cost, high-box office miracle has become a classic case in the history of China's film. Ning Hao was directly favored by China Film Corporation and promoted to the Hundred Million Yuan Club. The success of "Crazy Rock" has caused many unqualified films to follow suit. They even claim that their laughter level is comparable to "Crazy Rock". None of them succeed in trying to borrow the east wind when they are unable to shout. In addition, following the trend of following the film, a number of copycat comedies were rampant, which once made the film industry filthy.

Four years later, the domestic film market changed, and China's film industry entered a preliminary stage of film marketing. When the topic and experience of film manufacturing becomes a special market driving force and is successfully operated by enterprises, then adopting appropriate marketing methods will create huge market value. Since then, countless films have come up with new tricks, and you sing and I appear. Film marketing seems to be more eye-catching in recent years than the film content itself. From distribution companies, theaters to theaters, various films frequently use new marketing tactics at different levels. Unfortunately, some people are happy and others are worried. "Road" has become a dark horse at the box office, which is a typical case of successful marketing of a small-budget film. It is even no less than "Crazy Stone" four years ago. Next, we talk about "People Are There?" A few in-place marketing ideas for "Way":

Clear positioning of film types and genre films

There are three commonly used criteria for classifying film types: scene, mood, and form. Scene refers to the place where the film takes place. Emotions refer to the emotional stimulation conveyed throughout the film. Movies may also be filmed using specific equipment or presented in a specific style, or form. The concept of genre movies is more delicate, which sounds very abstract to put it like this. For specific examples: movies with science fiction themes are a movie genre, because there are many such films, and if we want to discuss movies with the intersection of time and space, this should be genre movies. Because he is a special kind of science fiction movies.

"People are there? After the rough cut of "The Way" was completed, the marketing team of the film was not satisfied with the film. At first, the style was only comedy. Later, several well-known domestic directors were invited to provide guidance and re-edit it to become a standard genre film. A clear and clear genre positioning: road comedy. As a genre film, China has not yet produced a landmark work in road comedy."Falling Leaves to the Roots" is just a flash in the pan. It is known as China's first road film "Crossing the Line" and has a box office reputation as a fiasco as "Going to the Bottom". "People are there? "Road" is very reliable and continues the good start of a genre film. Think about the people migrating from north to south during the Spring Festival every year. Which one has no stories worth telling.

Viral marketing with strong transmission rate is the first in the country

Before the movie was released, it was widely rumored on the Internet that Zhang Yimou had no eggs, and it was useless. The director's eggs, Wang Baoqiang's eggs, and Li Xiaolu's eggs. Isn't it just a matter of whether you want them or not? You'll die if you lose one egg. The classic dialogue of Beijing Opera and the unyielding style of the two protagonists made this video quickly popular on the Internet, with nearly 50 million clicks on the film on all major video websites. The background of the video is a car with "Is there anyone? In the crew car with the words "Road", there are often T-shirts with the crew name flashing during the car, which is very obvious. In fact, the person who is regarded as an egg boy by netizens is also another screenwriter of the film, Xu Yuanfeng.

Even many foreign websites and media are paying attention to this report. But at that time, few people thought that this was a hype. The video had extremely realistic sneak shots, scenes, cameras, and noises. No matter what, they would never have thought that this was a premeditated shooting. Viral marketing has become the most unique method of online marketing and is successfully used by more and more merchants and websites. However, this is the first time that it has appeared in domestic film marketing and is planned so successfully.

Focus publicity is accurate enough, word-of-mouth marketing is timely enough

Obviously, the marketing team of this film knows that this film is a low-cost film. In addition, during the release of the film, there were as many as 26 large, medium and large films during the same period. It was impossible to spend great efforts to create one or two topics that became hot topics and focuses in the current news. Therefore, they used two focus publicity points, one is viral marketing, and the other is the use of Internet hot words?& rdquo;, Continue popular words.& ldquo;?& rdquo; The original meaning is light. Nowadays, emoticons have become a popular one, one of the most frequently used words in online chats, forums, and blogs, and are given the meaning of depression, sadness, and helplessness. ldquo;?& rdquo; is one of the most popular Chinese characters in the 21st century. Is the movie targeting people? Under the banner of the road, creating popular new words, it is obvious that the meaning of the title is what you encounter on the road? People? things. After the release of this film? Tao has suddenly become a popular new word, is there anyone? Tu Tangjun still lives a wonderful life, and the Samsung Q230 notebook is light and thin to accompany him in life? Is ESP so dangerous that you don't have to drive? Are hot news being used nowadays? Journey is to describe being on a relatively difficult journey or situation.

"People are there? When "The Way" was released in major cities, it invited audiences to watch it simultaneously with some online film critics through local media. The quality of the film itself was good. What's more, it appeared after more than 20 films developed aesthetic fatigue, like a breeze blowing past. What I saw was coming. These online audiences include the most active group of people on blogs, forums, and Weibo at present, forming a verbal offensive. Does everyone know that people are there? "Road" is just a comedy movie that makes people laugh and is full of wisdom, dark humor, and satire. According to word of mouth, audiences flocked to cinemas, and the studios naturally added more screenings, which naturally made box office breakthroughs repeatedly, even later than the release of films such as "Swing de Marriage". They still lost to this film in terms of screenings and ultimately won 50 million yuan. In addition, the film's marketing team will launch cooperation such as decompression and zero-placement of advertisements from time to time, and word-of-mouth marketing is indeed timely.

Although the film's excellent quality is also one of the reasons for its successful marketing, the box office of the 27 films released in June is far from expectations. In this competition, large-budget films such as "Robin Hood" and "The Spy Sea" are suffering, and small-budget films such as "You deserve to be single","Ocean Paradise","Fighting the Stand", and "Chi Ming and Chunjiao" are almost wiped out. The box office of some large-scale films such as "The Battle of Shama Town" and "Swing de Betrothal" are not in direct proportion to the publicity, except the small-budget film "The Man Is? However, Tao "took the lead in the competition. This is no coincidence. I think this should also be the place to learn and discuss marketing why small and medium-sized films such as "Driverless" and "Hibiscus Out of the Water" that are currently being released have failed.