On December 5th, the second Hainan Island International Film Festival "Internet Film Day" was held at the Sanya Bay Mangrove International Conference Center. Gurry, co-founder and COO of Yingmei Media, was invited to participate in the Youku theme forum; at the forum, he interpreted the opportunities and challenges faced by online film marketing in the new era.
With the continuous development of the online film and television payment market, audiences have become increasingly strict with video content. Yingmei Media has always insisted on deepening the market, digging into users, understanding the core needs of different users, and matching their needs with appropriate types and resonant emotions. The same is true in marketing. Matching appropriate marketing strategies and media channels according to user characteristics and needs can truly improve the accuracy of the project to reach the crowd.
Gurry cited several cases of precision marketing by Yingmei Media. For example, the Lunar New Year comedy film "Tang Bohu Spots Autumn Fragrance 2019" produced by Wang Jing. According to its genre and schedule, Yingmei Media has tailored its accompanying marketing plan on the Spring Festival road, in high-speed rail stations, subway stations, and small towns in big cities. The publicity slogan "Bohu accompanies you to go home" was slogan. Precision marketing also includes matching channel selection. "What kind of marketing channel should the sweet pet content choose? Where can the military theme accurately reach the target audience, etc., these all require big data support and experience bonus." The content of
online movies is constantly upgraded, and the marketing strategy is natural. Also keep innovating. For example, through the attempts of two works, Yingmei Media took the lead in exploring a road of "music marketing" that conforms to the rules of online film dissemination, and used music to convey resonance emotions and empower the film. At the beginning of the year, the hip-hop propaganda song "Under the Huo Yuanjia" tailored for "Huo Yuanjia: The World of Martial Arts" was invited to perform by the popular hip-hop rapper GAI, bringing the movie’s high-burning family and country feelings through the same "burning" characteristics. The performance of the hip-hop music has become a highlight in film marketing. Another successful case of
in music marketing is the movie "East Journey". The popular singer Zhou Shenqing sang the theme song of the movie with the same name. Zhou Shen's distinctive personal characteristics perfectly match the tonality of the song and the movie. The final song "East Journey" not only reached the top of multiple charts on major music platforms, but also helped the movie to be on the hot search on iQiyi. For online movies, visual marketing is a very important link. Gurry said: "Our company attaches great importance to posters. The process of poster creation is very complicated. We will also consider many factors. In addition to the theme and content of the movie itself, one link that is not widely noticed is that we will Observe the time period when the project is going to go online, whether the other posters on the platform are light or dark. If most of the projects are dark, we will choose light tones, which will make the posters more attractive, in the dazzling selection of pages Grasp the user’s attention."
"The cost of online movies is increasing, the production is upgrading, and the entertainment methods of users are constantly changing. These all require our marketing strategy to be innovative and change. I believe there will be more in the future online movie field. We are also actively exploring more creative marketing methods," Gurry said at last.
In the evening’s new film recommendation session, Yingmei Media’s first Sino-Thai co-produced online film "Bangkok Mistakes" was unveiled at the Hainan Film Festival. The comic stories and style production of the film aroused enthusiastic response from the scene. It is reported that "Bangkok Tricky" is the first Thai IP film series tried by Yingmei Media. It is expected to be launched next year. Welcome everyone to pay more attention!
