Six Tips to Teach You to Play Internet Movie and TV Marketing

Six tricks to teach you to play the Internet film and television marketing__Data Analyst Exam

Marketing is an important part of the film industry. There is a saying circulating in the movie circle: the quality of the movie determines how far the movie can fly, while the marketing determines how high the movie can fly.

Posters, trailers and TV commercials are the traditional ways of marketing a movie. With the advent of the digital age, they have gradually been relegated to a supporting role. Survey data shows that China's movie audience and Internet audience have a high degree of overlap in the population structure, so movie marketing is bound to choose the Internet as a marketing position.

The Internet industry is developing at a fast pace, and the Internet products that are currently used for movie marketing include social networks, portals, video websites, ticketing platforms, e-commerce companies, music playback platforms, and community websites (such as Douban and Zhihu). Which Internet product to choose to do movie marketing, marketing what content, need to be analyzed in conjunction with the specific circumstances of the film planning.

Generally speaking, there are several ways of Internet movie marketing:

Social media marketing

Social media marketing is divided into two categories, one is the topic of hype, and the other is opinion leader-led.

Topic hype has been a regular tactic since the beginning of China's movie marketization. As the Internet develops towards mobile and socialization, topic marketing has gradually fragmented and emphasized interaction. For example, movie highlights, posters, promos, etc. can be released through the official accounts of movies, directors, actors and other related people to attract the attention of fans, and you can also pay attention to the hot topics of public opinion and follow the hype topics.

For example, Han Han created a lot of hot topics on Weibo during the filming and release of the movie "Afterlife", such as releasing his daughter's photo, creating the trend of "national father-in-law"; announcing the movie's line, "I've heard a lot of truths, but I still can't live a good life! The movie line "I have heard a lot of truth, but still can't live this life well" has become a hot phrase on the Internet. So much so that later, Han Han casually send microblogging, can easily hit the hit list. As a microblogging V, Han Han understands the law of network communication, he released microblogging, successfully provoked netizens to watch and participate in the interest, so that the folk masters for his marketing to add bricks and mortar.

Vicky Zhao's "To Youth" is a good example of opinion leader-led marketing. Behind the movie's 720 million box office is 400 million followers on nearly 20 Weibo V accounts. During the publicity and distribution of the movie, the creators Zhao Wei, Han Geng, Tong Liya, Zhao Yuting, Han Hong and Zheng Kai, plus more than 20 microblogging Vs such as He Gui, Yang Lan, Han Han, Huang Xiaoming, Xu Zheng, Xiaoshenyang, Wang Fei, Wang Changtian and so on, have been actively waving the flag for the movie. Their fans add up*** to 400 million. With these 400 million fans, even if only 1 out of every 20 people walks into the theater, the final movie-going crowd will be 20 million, and at China's average movie ticket price of 36 yuan, the box office will be at least 720 million, which is just equal to the real box office.

Video marketing

In addition to mobile and socialization, another trend in media is video. Therefore video marketing has also become an important channel for movie marketing. The content of video marketing mainly includes viral video, online drama implantation and online video interviews.

The 2014 hit movie Hypnotist launched viral videos such as "Hypnosis Files" and "Xu Zheng Showing Hypnosis" before its release, which not only carefully described the global popularity of hypnosis, but also the importance of the movie. The video not only carefully describes "hypnosis", a globally popular and slightly mysterious behavior, but also cleverly connects the film clips in the video, comparing Xu Zheng's role as the "internationally renowned hypnosis instructor Xu Ruining" with that of a world-class hypnosis master, which strengthens the sense of immersion in the video, and at the same time creates a fantastical and suspenseful atmosphere for the film. The film is rich in fantasy and suspense, triggering strong curiosity in the audience.

Directed by Deng Chao, "The Master of Breakup" was warmed up in advance through the web drama of the same name, creating word-of-mouth and forming movie-viewing expectations. In addition, before the release of the movie, "Master of Breakup" film creators began to accept video site interviews, such as Tencent video's "Premiere" column. Video site traffic is large, sharing degree is high, in a period of time to focus on participating in video site interviews in a short period of time to form the attention and sharing hotspot, to strengthen the image of the movie in the hearts of the audience, in order to improve the box office to do the sprint.

Theme Song Marketing

Nowadays, theme song marketing has become an essential part of the movie industry. A good song that fits the movie will not only help the movie to convey the emotion and impress the audience when it is released, but also may increase the promotion and dissemination of the movie and then boost the box office.

If we were to choose the most influential song in China's singing scene in 2014, "Little Apple" would be a serious contender. As a theme song for a movie, it not only made it to the Spring Festival Gala, but also the two lead actors made it to the stage of the National Music Awards. From a movie marketing point of view, the song's popularity is a very successful marketing.

The studio of "Oldboy's Dragon Crossing" initially had a headache in promoting the movie because the lead actors were not very famous and it was hard for them to make headlines on the entertainment pages. So, they took the sword and focused their marketing on the promotion of the theme song, hence "Little Apple". After the song was launched on the internet, the movie makers launched more than 40 "viral" lead videos shot in advance to create an explosive spread. When Old Boy's Dragon Crossing was released a month and a half later, more than 90% of the audience said they had heard of "Little Apple". In the end, this small-budget movie with an investment of only more than 30 million yuan swept through the country's major theaters, and the box office exceeded 100 million yuan in four days after its release.

In addition to this, popular movies such as "Rush Hour," "Afterlife," "Wolf Totem," and "Left Ear" all chose to release theme songs performed by popular singers before the movie's release to attract consumers' attention.

The reason why movie producers pay so much attention to the theme songs is mainly because of their great contribution to the pre-marketing warm-up of the movie. Take "Wolf Totem" as an example, according to the statistics provided by the studio, three days after the release of the movie theme song, the Baidu hot search index increased three times, and the microblogging hot word search index increased 10 times. The theme song for the attention and influence of the movie has such a significant marketing, it is no wonder that the film producers of the movie to mention it highly.

Cooperation with ticketing websites and e-commerce companies

Ticketing websites and e-commerce companies have only been a phenomenon in the last two or three years. Since 2011, online ticketing has slowly become the main channel for moviegoers to purchase tickets. 40% of the total box office of 29.639 billion in 2014 was purchased by viewers through mobile apps or computer websites, compared with only 25% the year before. The proportion of website ticket purchases in the total box office will further expand in the future. Online movie ticketing websites include: Meituan Cat's Eye, Baidu Nuomi, Dianping, Guevara, Time.com, WeChat, and the online movie ordering platforms of Wanda Cinema and Jinyi Cinema.

At present, the main modes of cooperation between films and websites are event movie tickets, low-priced tickets and second tickets.

Women's Day in 2015, originally not considered a movie slot, but due to the addition of e-commerce single-day box office to 120 million, which is twice the 60 million yuan of March 8, 2014, becoming the first box office broke 100 million "March 8 slot". A few months before the 8th of March, Taobao finalized with a number of theaters, chartered nearly 300 theaters in 8 major cities, invited users to watch movies. Subsequently, NetEase Mall and Baidu Nuomi also joined the fray, offering 3.7% off movie tickets and other discounts. The addition of e-commerce has made movie marketing more flexible and diverse. From the target group, the user group of e-commerce and the main consumer of today's movie market are young people who like to use the Internet, so the gradual blurring of industrial boundaries is also an inevitable trend.

Movie-themed related APP marketing

In the era of mobile Internet, all kinds of APPs have attracted some user groups through segmentation respectively. According to the relevance, if the movie can cooperate with some famous APP in depth, it can realize ****win.

For example, Zhao Wei's "To Youth" cooperates with the game APP "Find Your Sister" to launch "Find Your Sister to Youth", which realizes the cross-border cooperation between the movie and the hand game by launching a special level of the game "Find Your Sister", which is tightly fused with the elements of the movie in the process of making the level -- the level character The "director" is holding the playing board, triggering users' nostalgia for the youthful time, and at the same time diverting game users to the movie theater.

Crowdfunding Marketing

Alibaba and Baidu launched Entertainment Treasure and Baifa Youtai respectively in 2014, cutting into the movie industry from the perspective of financial crowdfunding. The essence of this model is to allow netizens to participate in movie production through financial crowdfunding, and at the same time obtain entertainment rights and benefits, such as crew visits, celebrity meet-and-greets, and movie peripherals.

Looks like Entertainment Treasure and Baifa have drama are innovative products of Internet finance, but their essence is a movie marketing tool. The first is that the movie industry is really not short of money, especially good movies; the second is that the movie crowdfunding funds launched by Entertainment Treasure and Bafa Youshu are too small; and the last is that the movie consumers brought through crowdfunding marketing are actually rather limited.

"Entertainment treasure" each movie project financing amount of about 10 million, only 5-10% of a movie, for the cost of the movie cost often hundreds of millions of dollars for a drop in the bucket. A user's maximum investment of 1,000 yuan, a year's return of only 70 yuan, from the point of view of income, is also not very meaningful. The number of investors in the whole project is at most 100,000, and the audience they can bring is only 200,000-300,000, a small amount for a movie.

But from the perspective of fan marketing, if a user pays great attention to one of the movie's lead stars, or the movie IP itself, he will have a strong will to be motivated to gain entertainment revenue by investing in crowdfunding products. In addition, he can also get a strong sense of participation from it.

So, in terms of the real significance of the box office, the marketing value of the movie through the cooperation with "Baifa Yuxiang" and "Entertainment Treasure" is more than the actual value.

All in all, the new marketing tactics are designed to create a reason for consumers to come into the movie theater, and they play the "icing on the cake" effect. To ensure high box office, a movie can't rely entirely on marketing, but on quality.

The above is what I share with you about the six strokes to teach you to play the Internet film and television marketing content, more information can be concerned about the Global Green Ivy to share more dry goods