Success of "Master of Breakups": three steps: marketing, challenging, and filming

From fighting with "Transformers 4" on the same day and being regarded as cannon fodder, to winning a lot with small and broad, the success of "Master breakup" from inside to outside the play is worth talking about.

since its release on June 27, Deng Chao's "Master of breakups" has grossed 570 million yuan at the box office as of July 13. From fighting with "Transformers 4" on the same day and being regarded as cannon fodder, to winning a lot with small and broad, the success of "Master breakup" from inside to outside the play is worth talking about.

< strong > success rule 1: stupid birds fly first < / strong >

any business can not lack shouting, not to mention the movie is not wine, hidden in the deep alley can only die, impossible to make a difference. The marketing of the "breakup master" both civil and military plays an important role.

the film itself is based on the play of the same name, which is the unique word-of-mouth advantage of "Master breakup". The blockbuster news of Yang Mi's pregnancy during filming also fully fermented and publicized the film early on, spreading its popularity from a small theater group to a small minority.

during the intensive publicity period in the early days of the film's release, Deng Chao's self-mocked "human flesh marketing" propaganda began to be staged. In addition to talking video shows and exclusive interviews from various portals, Deng Chao went to Happy Camp and Hi! 2014 "," here we go! "more than a dozen TV programs basically occupy all kinds of plane, network, and television propaganda media that can be spread. With the film's famous teasing dance and the popular song "Bobby Bobby", starting with the Sanlitun flash event, it was extended to square dances in major city squares. "Breakup Master" extended its promotional tentacles to the ground as far as possible, and the publicity effect was naturally remarkable-the creators' concert at Yonghegong Lamasery Candy Live in early July sold 1500 tickets, setting a record for the club.

in addition, starting from Fuzhou Station on June 15, Deng Chao led his team to 20 cities such as Shanghai, Hangzhou, Wuhan, Shenyang, Guangzhou, Nanchang, Tianjin, Shenzhen, Chengdu, Chongqing, Xi'an, Zhengzhou, Nanjing, Wuhan and Hefei for landing promotion in nearly a month. On average, each city visited more than 5 cinemas, finally at the cost of "less than four hours of sleep a night". Perfectly fill the whole propaganda corner.

< strong > success Rule 2: fight with "change 4" on the same day < / strong >

Deng Chao stressed countless times in promoting "Master of breakup", "We are the first national film in history that dares to be released on the same day as a Hollywood aircraft carrier blockbuster." Yes, at a time when everyone is avoiding the "change 4", the "breakup master" who announces the schedule in advance but does not change the gear, from now on, has earned it.

and "change 4" fight in the ring, at first glance, it is death, but in fact, there is another possibility of the same wealth. For example, lost in Thailand won nearly 1.3 billion yuan as a dark horse, and the zodiac, which was released almost at the same time, also quietly grossed 800 million yuan at the box office and made a fortune. Not all of us said wisely in the interview that "the Chinese film market is getting bigger and bigger, and we hope to win-win." Is it Donovan? In the end, only the practical "breakup master" had the last laugh.

of course, it is not easy to compete with "change 4", and many subjective and objective reasons have helped the "breakup master" a lot. First of all, summer students have a holiday to increase the capacity of the market. In the first week of July, the number of moviegoers nationwide reached 50% of that of March, and the weekly box office reached 1.09 billion, surpassing the box office for the whole of March, according to Yien data. The second is "change 4" word-of-mouth hit a new low in the series. On Douban, the film scored only 6.7 points, not only falling below 7 points for the first time, but also far below the average score of 7.6 for the first three films. Finally, due to the withdrawal of Chinese films, "Master breakup" easily grabbed the second place in the market, and the differences in the types of comedies also added a lot to its performance at the box office.

< strong > success rule 3: arranging a strong 2D counterattack < / strong >

in the final analysis, box office performance can only be guaranteed by connecting with cinema terminals. At this point, the approachable project of "breakup Master" has been put into practice. On the first day of fighting with "change 4", the screening rate of "breakup Master" was 23%, but climbed to 28% the next day, and exceeded 30% on the fourth day. In the next week of release, the film production ratio remained at 25%, and on the 13th day of release on July 9, it surprisingly rebounded to 27% again.

in addition to the strong and strong layout, the differential performance of "Master breakup" in 2D is also an important winner or loser. "change 4" is released in full 3D format, and even if it grabs 65% of the total number of screens, it is still impossible to completely strangle "breakup Master". What's more, the average film-to-screen ratio of the opening week of "change 4" is about 55%, and the extra 3D screen is about 10%, which can still be eaten by "breakup Master".

as of July 13, "breakup Master" received another 25 million a day, only narrowly losing to "Old Boy", which was released by a narrow margin of 3 million. According to the screen rate of July 14, its production ratio is still as high as 18.59%. It is conceivable that the "breakup Master", which has grossed 569 million yuan at the box office, has almost no suspense.

< strong > the harvest of success: Deng Chao made a profit at the box office early < / strong >

the box office of "Master of breakup" is very popular, and the biggest winners are naturally Ray and Deng Chao. According to the accepted saying in the circle, the investment cost of "Master breakup" is about 30 million. According to the current box office calculation of 570 million, the net profit of the producer has exceeded 160 million. No matter whether Deng Chao participates in the box office share or not, the main casting ray has won another big victory.

as for Deng Chao himself, he joined the 600 million club for the first time as a director, giving him a significant bonus to his future career in directing and acting. This is not, recently took advantage of the opportunity to join the "running Man", with reference to "where is Dad going?" (watching online) the recording cost of a hundred thousand episodes, this is a delicious dish for the first time.