author/Yuzhong
"All girls, 3, 2, 1, start!" On the evening of December 4, in Li Jiaqi's Taobao live broadcast room, Hu Ge and Gui Lunmei followed him to countdown.
"Let me see how many copies are left, only 60,000, 40,000, okay, no more." The 255,000 coupons for "The Party at Southern Station" ran out in 6 seconds, sitting in Li Jiaqi Gui Lunmei opened his mouth wide and showed a surprised expression.
This is the second time that Alibaba Pictures’ publicity platform Beacon has tried to cooperate with Taobao Live after the starring Dapeng and Liu Yan of "The Beneficiary" have been guests in the Weiya live broadcast room. It is sold in the form of "movie creator + Taobao anchor" movie ticket. In addition to the fact that
has sold 255,000 movie coupons, the number of viewers in the live broadcast room that night reached 6.36 million, and the live broadcast interactive volume exceeded 35 million. On the second day, topics such as "Hu Ge, Wuhan Dialect" appeared on Weibo hot searches.
On the same day, Alibaba Pictures Group officially announced the launch of the product "Impact Broadcast" at the Hainan International Film Festival. This product can not only help filmmakers sell tickets through Taobao live broadcasts through the "main creator* anchor", but also plan interactive topics in the early stage. Help the film to warm up, live broadcast and carry out movie watching group activities to promote word-of-mouth fermentation, and finally use hot topics for secondary dissemination to continue to build momentum for the film.
For Ali, this "content e-commerce + movie announcement" product has opened up the lighthouse, Taoticket, Taobao live broadcast, and linked the ecological resources within the group; for the movie producer, it adds a more precise, A more efficient and cheaper way of publicity.
From Crab-Eating "Beneficiaries" to "Southern Station Gathering"
Beacon has always had the idea of combining content e-commerce and film business. A month ago, when they were about to prepare, they encountered the first initiative. Find someone who wants to "try crabs." Before the release of the
film "The Beneficiary", the announcement became a major problem. Because Liu Yan plays the role of a female anchor in the film. In real life, Liu Yan happens to be the top star-carrying anchor in Kuaishou. The film’s promotion Fang Bole had an idea, why not innovate outside of traditional propaganda methods and take advantage of the current popularity. The live broadcast of the East, combined with movie promotion?
They contacted Kuaishou, Tmall, Youku and other platforms to discuss the matter, but the answer was that virtual products could not be broadcast live, and sales could not be realized.
When things turned around, it was November 2nd. Dapeng and Liu Yan were rushing from Anyang to Zhengzhou on the day of roadshows. At the same time, the people in the lighthouse heard Bole's idea of selling movie tickets live, and the two parties hit it off and decided to join forces.
However, what marketing strategy should be prepared? What kind of anchor does it match? What time do you set for the live broadcast? What is the format of the live broadcast? After multiple considerations,
quickly decided to let the film starring Dapeng and Liu Yan airborne the live broadcast of "Taobao Live One Sister" Wei Ya at ten o'clock in the evening to sell movie tickets together. If you sell tickets directly, buyers cannot select seats in the Taobao live broadcast environment. This is contrary to everyone's usual consumption habits and will inevitably reduce everyone's desire to buy. After intense discussions inside the lighthouse, it was decided to sell only 0.1 yuan worth of "viewing qualification coupons" in the live broadcast room, and the buyers would use this to buy tickets before the second day of the movie (November 9). Redeem a real movie ticket worth 19.9 yuan. Since
has no experience to learn from, the initial price of 0.1 yuan was set more to become a gimmick to attract everyone's attention. This tentative strategy did not really start to work.
On the evening of November 5th, Dapeng and Liu Yan, who had just finished the roadshow in Hangzhou during the day, came to Weiya’s live broadcast room. At a time, nearly 8 million viewers poured in and sold 111666 copies of "viewing qualifications" in more than 10 seconds. Coupon". The achievement of
shocked the staff inside the lighthouse and the practitioners in the industry. "Because I am also doing this for the first time, I don't know if I can sell, how much I can sell, and how much efficiency I can achieve. Everything is unknown. In this case, I think clearly. , That’s why we want to do this, is to make marketing cross-industry and break the circle." said Wei Xiaolei, producer of "Beneficiary". In addition to selling movie tickets,
's live broadcast also increased the want-to-view index and popcorn index of the film on Taopiao tickets by 30%. The beneficiary topic also ranked 45th in the hot search on Weibo that night.
z0Wei Xiaolei believes that the effect of selling movie tickets live has actually been achieved. Because from the data before the live broadcast, there are more men in the crowd who want to watch "Beneficiaries", and most of the live broadcast audiences are women. Through this event, these women who did not intend to enter the theater also become the audience of this movie. ."If a film party considers using this method, you have to consider clearly what is the core user of your movie? Who are the core fans of the film? What is the core fan base of the Internet celebrity anchor you use? How these three groups of people can effectively expand and extend is actually very helpful for us to do film marketing." Wei Xiaolei gained some experience through the review of this event.
For the lighthouse, this successful attempt to cooperate with the lighthouse *Tao Piao Piao *Taobao live broadcast has made them even more interested in exploring whether live ticket selling can become a regular method for movie announcements.
They are aiming at the upcoming film and want to try again. Because "The Beneficiary" is a typical commercial film, they decided to find a film that is more of a literary and artistic film. "The Gathering at South Station", which was selected in the main competition unit of Cannes this year, became the best choice.
has the first practical experience precipitation. This live broadcast ticket sales has an established model to learn from. In addition to the lighthouse, it also adds some new gameplay. For example, linking the live broadcast with the movie-watching group to jointly promote the formation of a good reputation before the screening; and through technical upgrades, directly inserting a "small red envelope" into the audience watching the live broadcast to snap up the "moving qualification coupon" After the audience clicks on the icon, they can directly purchase tickets and select seats.
In the end, the live ticket sales event of "The Gathering at Southern Station" sold a total of 255,000 "viewing qualification coupons". The number of viewers in the live broadcast room reached 6.36 million that night, and the live broadcast interaction volume exceeded 35 million. Topics such as "Wuhan dialect" appeared on Weibo hot searches. The two successful experiments of
made Beacon more confident in live sales. They carefully designed it into a product called "Impact Broadcast" and officially launched it.
Beacon "Impact Broadcast" makes the roadshow go online.
On the evening of December 5, the second day of the "Southern Station Party" live ticket sales event, Ali Pictures announced the launch of the product "Impact Broadcast" at the Hainan International Film Festival. Lighthouse also reached a strategic cooperation with Taobao Live MCN agency. Representatives of many Taobao live MCN agencies including Qianxun, Jitao, Nas, Gomei, and Fanwei attended the product launch. In the future, Taobao Live will fully enter the "Impact Broadcast" publicity and distribution platform, which also marks the full connection of Lighthouse×Taobao Live. Yuan Juan, general manager of
lighthouse platform, told Entertainment Capital (id: yulezibenlun) that they believe that the impact broadcast can be called "topic creation + precise user reach + pre-sale driving + word-of-mouth diffusion" effect four in one, not only can help to buy tickets The Piao×Youku dual platform has become the country's largest publicity and distribution platform, and it has also created an online publicity and distribution channel of "combination of product and efficiency".
Indeed, whether it is Wei Ya and Li Jiaqi's single-game millions of traffic, or the repeated hot searches of "The Beneficiary" and "Southern", it has proved the ability of this matter to guide the topic setting. Why does
say that these users are accurate users? First of all, 60% of the audience of e-commerce live broadcasts are post-90s, and their average "hands" on Taobao live broadcasts is 2,400 yuan, which means that they are post-90s with certain spending power; Let's return to the movie market. The post-90s generation has become the main force for ticket purchasers, with a box office contribution of more than 57%. The live broadcast e-commerce corresponds to women born in the post-90s sinking market, and they are precisely the core audience of current movies. Lighthouse data shows that as of December 7, the current box office in third-tier cities was 9.65 billion, and the box office in fourth-tier cities was 13.91 billion, accounting for nearly 40%, much higher than last year.
We all know that word-of-mouth spread is more determined by the quality of the film itself and the resonance of the spread. That is to say, if the quality of the movie is not good, it will definitely not work. This is also why the lighthouse chooses "The Beneficiary" and laughs and cries comedy movies, and "The Party at South Station" at the beginning of the high literary value movie. reason.
On the other hand, especially in the point-of-show stage, the spread of the core circle is more important for the spread of movies. At this point, whether it is the re-clicking of "Wandering Earth" for sci-fi fans or the rippling spread of "Green Book" to movie fans, it is a classic case.
The female audience born in the 90s targeted by the e-commerce live broadcastFortunately, it is the group most willing to share the viewing experience: Alibaba Pictures Lighthouse data shows that the penetration rate of the post-90s generation after viewing movies has increased from 24% to 66% within two years. What do you mean, they not only love to watch movies, but also to evaluate movies, so they are particularly conducive to the spread of movie announcements.
As for the pre-sale drive, perhaps the most important part of the film distribution company. And this link is precisely the biggest advantage of the lighthouse. "Let the world have no difficult publicity", the beacon behind this vision was launched within one and a half years, and quickly established brand awareness in the Internet publicity market. In "want to watch/appointment", ratings, comments, trailers The scale of user viewing decision data, such as the amount of broadcast, is far ahead. Data from
shows that since the launch of the lighthouse, eight big data tools such as octopus, popcorn, and ten thousand points have been used to build a publicity strategy, linking Taopiao, Taobao, Youku, Tmall, Alipay, Hema and other domain resources and services There are more than 300 movies, and more than 100 online movies/dramas and variety shows. The total box office of cooperative films is 52.3 billion, accounting for 65% of the overall box office market, helping movie producers reduce their advertising budget by 18%. And the current impact broadcast has fundamentally reduced the manpower consumption, time cost, car and hotel expenses of offline roadshows, etc. Some film promoters told Entertainment Capital: "Now offline roadshows are often started in 20 cities. These millions of costs can often account for more than 20% of the entire issuance cost." Can online discount tickets on
really turn into actual movie box office? Cheap is definitely a very important aspect. The overall cost of 20 yuan is nearly half cheaper than the average movie ticket of 35 yuan. At the moment when the ticket replenishment era is drifting away, discounts are rare; the timing of the impact broadcast is also good. It is often the free time during the week of the same week that the movie is released. After watching the live broadcast, users will buy it immediately, and they will be able to decide where to watch the movie this weekend; more importantly, this link is clear and people who can watch Taobao live broadcasts, There must be Alipay and Taobao, they can easily convert tickets on Taobao. This is also a service link that is difficult for other live broadcast platforms to provide.
"We are constantly judging the user's decision to buy this movie ticket in what scene, and by comparing the shopping decision paths of Taobao users, we can judge where the new incremental users will come from." Yuan Juan told Xiaoyu " The optimization method behind the launch of "Impact Broadcast".
Of course, more money is spent, and more importantly depends on the effect. According to the data, in the current two cases, 8 million people watched the live broadcast of "The Beneficiary", 110,000 discount tickets were emptied within ten seconds, the exposure of preheated materials exceeded 200 million, and the first day of the film reached 23.8%; On the first day of "South Station", the box office reached 31.88 million, and the lineup reached 27.5%. Douban scored 7.8 points, the highest reputation in the same period, and the box office was second only to "Game of the Brave 2: Fighting the Peak". people". The cooperation between
and Taobao Live is a brand new attempt by Alibaba Entertainment Resources to closely cooperate with the group ecology. Beginning with the live ticket sales of "Beneficiaries" and "The Gathering at Southern Station", Ali Entertainment has created an online publicity channel of "combination of quality and efficiency". With the integration of resources and the opening up of the ecology, Ali Entertainment, which "turns fingers into punches", will be able to hold more co-marketing "gatherings" through innovative platforms, allowing more film parties to become "beneficiaries."
