Weibo has become a new front for film promotion, marketing experts have different views

In August this year, Wang Xiaoshuai's producer Huang Bin posted a Weibo post soliciting actors, which attracted nearly 4000 comments and recommendations within two days. This blog post was called the first post in Weibo casting.

"West Wind Lie" may not be the first time to use Weibo to promote movies, but its fierce offensive is the strongest impact. The live graphics and text of the press conference, various Weibo interactions, and the director's immediate response were so overwhelming that more and more movie promotions subconsciously regarded Weibo as an indispensable position.

In December, all New Year films such as "Laughing the Jianghu","Orphans of Zhao" and "Let the Bullets Fly" were linked to Weibo……

The newborn Weibo has become the new favorite of film promotion. So, what are the tactics for movie Weibo marketing? Can relying on Weibo really attract audiences to movie theaters? The Morning News reporter will find out for you.

Some people have observed standard models on celebrity Weibo, that is, a blog saying good morning must be posted every day (thanks to the sun and early morning); a blog saying hard work (with a selfie); a blog saying life insights (either bright or sad); turn a blog saying love small animals; and reply messages about interacting with other celebrities to the page. So, how many axes can the movie promotion Weibo wield? Mr. Li, the person in charge of an online marketing company, told reporters that there are also microblogs for online publicity; but crisis public relations, celebrity radiation, etc. are good stages for microblogs to use their skills.

Give me 180,000 yuan for the first time and give you fans and reposts

It is commonplace to have vests and water troops on the Internet. With the help of online marketing companies, Weibo quickly inherited this point, using retweets, comments, etc. as weapons to spread the film in one circle at a time on the Internet and appear on the Weibo hot topic list.

Mr. Li, the person in charge of an online marketing company, revealed that many films invite specialized online marketing companies to create topics, exaggerate word-of-mouth and other publicity, and the cost ranges from 30,000 to 180,000 yuan. When it comes to Weibo, they usually register a Weibo account first and obtain authentication. Through Weibo activities, they will accumulate official fans in a short period of time. They will also follow the practice of water soldiers and register some avics to repost posts everywhere. Many people find that as long as they post on Weibo related to movies, the same content will immediately come to the sofa, and a large number of users with no fans will forward it. It is a task to forward good reviews of your own movie and bad reviews of your opponent's movie.& rdquo;

The second axe uses big stars to make trouble”

Another big axe is the fan appeal of the film's creator. For example,"West Wind Lie" is the director Gao Qunshu, while "If You Are the One 2" has Feng Xiaogang.

Feng Xiaogang was very angry about Xu Fan's failure to seal the throne, which led to doubts that Feng Xiaogang was promoting the new film "If You Are the One 2". ldquo; After stabbing the horse, Feng Xiaogang kept Weibo. On December 7, he posted a post on Weibo saying that after the film promotion period, he continued to Weibo every day, with three posts a day.

Zhang Wenbo, who has operated the Weibo promotion of "Royal Guards" and "West Wind Lie", said that the Weibo effect of celebrities is very good. For example, when we promoted the movie "Royal Guards" before, one of the topics that everyone paid attention to at that time was Zhao Wei's pregnancy. However, we reached a tacit understanding with Zhao Wei's management company, including her family, so the film company would not use Zhao Wei's pregnancy to hype up it. We are also very aware of the public and the media's attention to this matter, so I defined Weibo as a private media. Zhao Wei's matter can be expressed and conveyed in a personal way through Weibo. This way will neither harm the person involved nor violate the agreement between us, and at the same time achieve the purpose of promoting the movie. A large number of Zhao Wei's fans quickly gathered on my Weibo, and dozens of people paid attention every day. It was the arrival of these fans that played a very good role in promoting "Royal Guards". rdquo;

The third step is to clarify and correct, and immediate crisis public relations

Another lifesaver is Weibo's crisis public relations. In order to avoid being taken out of context or distorting the original intention, responding through Weibo has become the choice of more and more parties involved.

A few days ago,"The Orphan of Zhao" and "Laughing the Jianghu" had a box office theft incident. Bloggers were enthusiastic about making videos to follow up. Film critics and other industry insiders expressed their opinions one after another. The two blockbusters also expressed their opinions through Weibo without exception, each proving their innocence. Among them, Bona Pictures, publisher of "Laughing Jianghu", wrote: If anyone finds out that Zhao Gu gave a ticket for Laughing in the theater, please immediately report it to the local media and call the Film Bureau to report it. The phone number is available on the official website of the Film Bureau. We are willing to accept supervision from the audience and the media.& rdquo;

[Expert opinion]

Success also Weibo, failure also Weibo

Weibo is booming, but will its demise be ignored? As an emerging and popular publicity method, film marketing experts have shown two completely different views on this.

Those in favor: The boat is small and makes it easy to turn around”

Guan Yadi, producer of "West Wind Lie", said that Weibo promotion was originally only part of the overall online marketing of the film, but did not expect it to become the dominant one. Weibo's high cost performance was a key factor. ldquo;"The West Wind" is produced at small and medium-sized costs, with a box office goal of over 100 million yuan, and the promotion cost is relatively low. Compared with traditional media, Weibo promotion is cost-effective and easy to turn around. For example, at that time, netizens were invited to make a poster of "West Wind Lie" and post it on Weibo, and netizens were invited to watch the movie. If this was an offline activity, how much would it cost?" rdquo;

Huang Bin, the producer of Wang Xiaoshuai's new film, said that there was an accidental factor when casting selection came to mind using Weibo to promote it. One afternoon, I was playing Weibo at home and had an idea and called the director. The director thought it was quite fun, so he posted that post. Unexpectedly, it exploded on the first day. He said that in the past, the selection of actors by directors was a very mysterious process for the public. Through Weibo, these processes were exposed to the public, which improved public participation and also played a good role in the early promotion of the film.

Opposition: It is not easy to get things done, but it is not difficult to do bad things

At the same time, many people are calm about Weibo. Ma Ke, the producer of "Let the Bullets Fly", has attracted reflection and is quite recognized.

A few days ago, in an interview with a weekly magazine, Ma Ke, producer of "Let the Bullets Fly", said that the promotion that is truly useful for the box office still has to follow the traditional route. If you want a high box office, the most important thing is the number of people watching movies. The increase in the number of people watching movies does not depend on us. It can only rely on those who take the subway and buses every day. The behavioral logic of doctors, students, lawyers, and office staff is completely different from ours. We cannot rely on self-deception, such as posting Weibo, official website, etc., useless. What should we rely on? We still have to rely on a large number of traditional media. Hard advertisements such as TV and street signs are necessary." rdquo; This statement was summarized as the theory that Weibo is useless and received support from many people.

Zhang Wenbo believes that it is not easy to rely on Weibo publicity to achieve things, but not difficult to rely on it to do things bad. An industry insider said that Weibo promotion varies from film to film, and the scale of the film depends on the intensity that should be used. Small and medium-cost films, which are broadcast online, can be effective by using Weibo well; for films of the scale of "Let the Bullets Fly", Weibo is really not effective. rdquo; Weibo promotion must be carried out well. Weibo is a double-edged sword. At the beginning, all publicity must be about Wang Po selling melons, taking advantage of netizens 'herd mentality, but one must also be careful about being used. For example,"The West Wind Fierce", Gao Qunshu said on Weibo that it was a masterpiece, referring to the neurotic and unique temperament. The subsequent comments and retweets were almost interpreted as bullsh, which was equivalent to putting himself to a high position and unable to get down. The audience inevitably felt cheated. Grasping this degree is too subtle!& rdquo;