Analysis: Marketing comparison between "Future Police" and "Beautiful Secret Order"

< strong > main points: < / strong >

"Future Police" and "Beautiful Secret order" two Wang Jing films were released on the same day. The two films are different in size, type, card and target audience, so what are the differences in their marketing techniques? This issue will compare the marketing promotion of the two films for you from the following aspects:

1. The overall marketing strategy of "Future Police" is improper. The experience of "Beautiful Secret order" can be used for reference by small films.

2. The Police of the Future is wise to change the schedule, but the short schedule is not the most important factor

3. The propaganda scale of "Future Police" is insufficient, and its track is similar to that of "Beautiful Secret order". But blockbuster propaganda is not desirable.

4, the quantity and use of materials in film publicity, compared with quantity and quality, it is most important to maximize the performance of materials.

it has just entered April (week 16: 4.5 movie mdash 4.10), and the film market seems to have entered the summer season. Four domestic films were released in the first week of April. "the Police of the Future" and "Beautiful Secret order", which was released on the same day, grossed 3000 and 14 million respectively in its first week at the box office.

< strong > I. overall strategy and positioning of the movie: < / strong >

the failure of the overall strategy and positioning of the Future Police is the main reason for its poor reputation and box office, while the strategy and positioning of Beautiful Secret order minimizes the risk of the film.

the selection and selection of the theme of "Future Police" and Wang Jing's control are worthy of reflection. Science fiction films have always been dominated by Hollywood, and there are few outstanding works in other countries. Chinese directors have also made several attempts, all of which ended in failure. The film side's development of new themes for domestic films is worth affirming. But as a commercial project, the risk is actually very high. As can be seen from the film itself, the film does not just want to use science fiction as a cover, but really wants to make achievements in science fiction and special effects. Investment also belongs to the upper-middle level. But Wang Jing's best theme is small and medium-cost comedies, and there is no precedent for successful commercial blockbusters or science fiction. The film side chose Wang Jing to control the theme and such a large-scale investment, which can be said to have taken a great risk.

on the contrary, "Beautiful Secret order" is a typical Hong Kong-style comedy with small investment, short cycle and simple production process. It is what Wang Jing is good at. The risk of this film is small, and the film's choice of Wang Jing is to avoid the risk. By contrast, a high verdict.

if you look at the positioning of the film, the original positioning of "the Police of the Future" is a science fiction action movie. The film also spent a lot of time and money on late-stage stunts. But with the progress of the production process, the positioning of the film has shifted, Liu Dehua once said that this is a romantic film. Later, in an exclusive interview, Wang Jing positioned it as a martial arts film. The uncertainty of positioning makes the following publicity lack of overall strategy, starting to promote special effects, then vigorously publicizing the emotional entanglement between Andy Lau and several leading actresses, and finally publicizing the action. Unable to accurately locate the moviegoers, resulting in a great reduction in the effectiveness of publicity.

Beautiful Secret order is positioned as a comedy, a standard Hong Kong-style comedy, simple and clear. Audience positioning is also very accurate, post-90s middle and high school girls and Guangdong audiences who like Hong Kong-style comedies. In this way, the propaganda can be distinguished from different aspects such as gender, age, region and so on. This can not only save the cost of publicity, but also improve the effect of publicity.

everything happens in the world for a reason, and the overall strategy and positioning of the film will greatly affect the ultimate fate of the film in the market.

< strong > II. Film schedule and release scale: < / strong >

it is wise to change the schedule of "Police of the Future" from the Spring Festival to March 30. As for small films like "Beautiful Secret order", no matter which period there is room for survival.

it is certain that the "police of the future" will undoubtedly become cannon fodder if they regret the Spring Festival. Because the quality is no better than any Spring Festival film. The scale, card and publicity of the film do not have an advantage. If the film is confident that it can break through the tight siege, it will not be rescheduled. In early April, it was in a dominant position compared with "full Moon Hennessy", "Fire Dragon" and "Beautiful Secret order" released in the same period. In the end, this advantage is also reflected in the layout. Then there was no blockbuster release until April 15, and it was not bad to set aside half a month. The shift not only avoids the competition with other blockbusters in the game, but also avoids the scuffle in propaganda. So that the propaganda can better highlight the voice of the "future police" in March.

for films with accurate audience positioning and low cost, such as "Beautiful Secret order", the schedule is not important. Do a good job in publicity in a down-to-earth manner, no matter which period there will be a relatively stable box office.

issue size, average daily number of first week

< strong > III. Scale and mode of film promotion < / strong >

"Future Police" is insufficient and the period is too long, so it belongs to split propaganda. The propaganda trajectory curve is similar to "Beautiful Secret order".

domestic movie promotion comparison table

from the data in the above table, we can see that the publicity scale of "Future Police" is similar to that of "Yueguang Treasure Box", but the attention index is low, but the publicity effect is far worse than that of "Yueguang Treasure Box". Due to the different scale of the film, Beautiful Secret order is not comparable.

"Future Police" has 3520 pieces of Baidu news. Excluding repetitive news, the actual number is 687. There are about 44 actual news spots. The number of news spots is less than 50 in Yueguang Treasure Box. According to past experience, the number of news spots is low. # p# subtitle # e# Let's look at the propaganda curve of "Beautiful Secret order" and "Future Police". The propaganda context of the film can be basically sorted out through two news volume distribution maps.

Let's take a look at the Future Police. The film began filming in October 2008 and adopted an open publicity strategy. A number of class visits were organized during the three-month shooting period from November to January 2009. The advantage of this strategy is that it can attract a lot of media attention and achieve the publicity effect quickly. The disadvantage is that the over-exposure makes the film lose its mystery, the film can not accurately grasp the propaganda content, and the exposure time of news points is difficult to control.

picture shows that the media has paid a lot of attention in the past three months. according to incomplete statistics, a total of 29 news points have been exposed. As the film entered a later stage in January 2009, the publicity was completely at a standstill. Until December 2009, there was almost no media attention for 10 months. This is a very abnormal phenomenon. The author speculates that, on the one hand, the film schedule is not fixed, unable to draw up a publicity plan, on the other hand, the film production cycle is out of control also has a great impact on the publicity work.

December 2009, the film side resumed the promotion. It can be seen that the amount of news increased rapidly in December. When the propaganda was carried out in an orderly way, it was suddenly decided to postpone the schedule. Once again upset the pace of propaganda. This led to a sharp drop in the volume of news in January 2010, and fatal negative news such as the end of the film was exposed in February. It was not until the film was released on March 30 that the publicity work was back on track.

"Beautiful Secret order" is very similar to that of "Future Police", except that "Beautiful Secret order" has a short period of 6 months, which looks more like a reduced version of the propaganda track of "Future Police".

although the above two films are not distributed by a single company, they are deeply marked with the brand of Wang Jing in publicity.

< strong > the promotional summary of the two films is as follows: < / strong >

at the beginning of filming, a large number of class visits were organized to make the film hot and leave a mark in the hearts of the audience. The propaganda content does not pay attention to the film itself, but uses a lot of gossip, controversy, social hot spots, ambiguous words and so on to attract people's attention. Do not pay attention to the continuity of publicity, the promotion after the film is suspended, 1-2 months before the release of the film, restart the promotion.

the author thinks that with different film scale, type, positioning and schedule, the propaganda track is different. For small commercial films such as "Beautiful Secret order" with small card size, few publicity points and short cycle, the above publicity methods are beyond reproach. For large and medium-sized films such as the Police of the Future, the propaganda curve should not be fragmented. Even in the later stage of the film, there should be scheduled news points to be released in turn to maintain the popularity of the film. In terms of content, we can't just attract attention and ignore the film itself. The author really does not agree with the propaganda of "Future Police".

< strong > Marketing promotion methods and features < / strong >

the promotion of a movie, materials are essential content. Without considering the cost, it is natural that the more the better. However, the author believes that materials should not only consider quantity, quality and functional play is the most important.

comparison table of publicity materials

the above table shows a comparison between several typical domestic films and Transformers 2 promotional materials (data from the Internet). Even October siege, which is considered to be the best advertised, is a far cry from Transformers 2. Of course, the main reason is the different size of the film. However, the author believes that only with sufficient materials can we lay a good foundation for the later propaganda and pay more attention to the film itself rather than controversy and gossip.

Let's go back to "the Police of the Future". There are about 44 publicity points throughout the publicity process. Due to the use of open publicity strategy in the early stage, 29 of the 44 news spots were used during filming, resulting in only 15 news spots left for large-scale publicity before the screening. The preparation of materials is obviously insufficient. In the end, we can only use stars and old news spots repeatedly. Some of the content was completely copied many times during the three peak periods of publicity. The lack of news points and materials makes the propaganda lack of novelty and strength. Pay too much attention to the stars and ignore the publicity of the film itself.

for materials, we can't just focus on quantity, in fact, quality is more important. The posters and trailers of many domestic films are shoddy and even blatantly plagiarized. Some people say it's because of cost, but I think the biggest reason is attitude. There is no need to say much about the importance of a beautifully made, innovative and well-defined trailer and poster.

for materials, what is more important than quality is to exert their functionality. Many people know that the function of the material is to promote the film, but how to give full play to its function is poorly understood. Many domestic films even regard the promotion of materials as an assignment and publicity gimmick. This is actually throwing watermelons to pick up sesame seeds.

Let's take a look at Hollywood movies. Hollywood blockbusters are often shot in a closed manner at the beginning of shooting. In the later stage, the pilot posters will be released first, and then trailers, clips, tidbits and other materials will be released one after another. Because of the mystery of the film, every release of material will arouse great interest from the media and the audience. The media will speculate and interpret the news specifically for a certain material, and there will also be circulation and discussion among the public. The best examples are Avatar and Transformers. In order to make the material more attractive to the audience, some films have added a lot of ideas to the material, such as the dynamic poster of Terminator 4. Viral posters of Iron Man 2, etc.

"Future Police" is worth affirming in terms of quantity. But in terms of quality, material homogenization is serious, lack of innovation and attractiveness, can not cause concern and topic. More sadly, after the first trailer of the Police of the Future was released, netizens commented that the stunt was too fake. Not only failed to enhance the loyalty of the audience, but played a negative publicity. In the most important aspect of functional play, due to the use of open publicity in the early stage, the mystery of the film is broken, and the story is not strong, so that the functional play of later materials can not attract the public and the media. And lost its greatest value.

as a matter of fact, there are many articles to be done on materials. In the near future, the film team will also launch works on materials. I will tell you in detail about those things about materials.

< strong > think < / strong >

this article mainly combs the publicity strategy and track of Wang Jing's two films this year. It is hoped that in the future, domestic films should pay attention to the formulation of publicity strategies, do a good job in the positioning of films and audiences, grasp the propaganda rhythm, and be good at using publicity materials.

compared with Hollywood, our gap is not only in money, management, technology, creativity, but also in details. As front-line staff, we can not change the environment, but can grasp their own work. Start with yourself, start with the details.