[TechWeb] News on September 18, yesterday evening, the box office of the movie "Zhu Xian I" exceeded 300 million, and it was released for 5 consecutive days and won the box office of the day, becoming the box office champion of the Mid-Autumn Festival.
The movie "Zhu Xian I" is produced by Xinli Media, a film and television production and distribution platform under the Reading Group. The reading also has the exclusive electronic copyright of the original novel. At present, the original version of "Zhu Xian" can be read by QQ Reading, Starting Point Reading, and Red Sleeve Reading. original. According to data from
, during the film's release period, the total revenue of QQ reading "Zhu Xian" novels on the whole platform increased by 11.7 times, and the reading volume increased by 11.7 times; the reading volume of the original book "Zhu Xian" increased by 8 times, and the income increased by more than 10 times; the red sleeve reading book "Zhu Xian" 》The number of clicks on the work has increased by 300% compared to the previous one. The "mutual fanning" process between
film and television works and the original works is the wonderful effect of the linkage of book, video and audio. It is understood that combined with the hot movie screenings, the Reading Group's multiple reading platforms combined with Xinli to activate IP fans through a variety of interactive gameplay, resulting in a significant increase in the reading volume and income of works.
Linkage of books, audio and video to extend the IP life cycle
"Zhu Xian" has been serialized for more than 10 years, and it has a very good popularity. The book has more than 100 million hits on the whole network and is called "the martial arts bible of the post-Jin Yong era". 》The collection of novels exceeded 2.31 million, with over 100,000 rewards. The original book on the starting point reading APP also received 2.37 million recommended votes. The influence of the "Zhu Xian" IP is evident. The
movie "Zhu Xian I" has a good audience base, and the core audience of the movie is highly matched with the original audience. According to the data of Maoyan Professional Edition, audiences aged 25 to 34 are the main viewers of "Zhu Xian I", accounting for 46.4%, and male audiences account for more than half of all film users. These characteristics are similar to the original book "Zhu Xian" The matching of the pink portraits is very high. It can be said that fans of the original book are the backbone of the box office of the movie "Zhu Xian I".
Through the popular form of film, "Zhu Xian" IP not only has the first generation of fans, but also realizes the consolidation of the influence of "Generation Z", awakening the first generation of fans through the linkage of book, audio and video scenes And consolidate, and also gain the love of more young people and movie fans.
During the film release, the reading platform of China Reading Group launched a series of operational activities: QQ Reading aggregated the classic content of the original works, set up prize activities to activate the attention of book fans, and guide the popularity of the film; starting point reading and red sleeve reading were launched and the original content The in-depth integrated answering interactive game encourages users to win movie tickets and movie surroundings. In addition, through QQ Reading, Starting Point Reading, Red Sleeve Reading to actively interact with the film official microblog, tens of millions of exposures were obtained.
At the same time, with the help of the influence of the movie star's main creative, QQ Read conducted an exclusive interview with the young actor Xiao Zhan who played "Zhang Xiaofan", and further guided the return of the original work through celebrities talking about the original work. At present, the total exposure of QQ reading related Weibo topics has exceeded 25 million, and a single official Weibo reposted nearly 600,000.
It is understood that this case of book-video-audio linkage is not the first practice of reading articles. Take the movie "Wandering Earth" released at the beginning of the year as an example, the box office champion "Wandering Earth" in the Spring Festival stall also drove the original fire. According to QQ reading data, the number of clicks on the original novel of "Wandering Earth" on the QQ reading platform has increased 12 times compared with the previous one, and the number of readers has increased rapidly. In terms of revenue, on the first day of the movie's release, the revenue of the original novel on the QQ reading platform "Wandering Earth" has increased by nearly 400% compared with the previous day.
reading also designed a series of combined gameplay for hit movies and TV series. Starting Point Chinese Network launched a week-long "Wandering Earth" 50% off reading activity in conjunction with the movie release. During the event, the reading page of "Wandering Earth" increased by nearly four times, the number of works collection increased by more than 6 times, and the subscription amount and number of subscribers increased About 7 times. In fact, when IP dramas such as "Jiangye", "Fights Break Sphere" and "Phoenix Power" became popular, the popularity of the original works increased significantly.
extends from the word-of-mouth effect of film and television works to literary content. It can not only match more users in the circle, but also increase the sense of interaction between the platform and users, cultivate usage habits, and promote new activities for the platform. Popular novels have been adapted into film and television dramas, driving a large number of readers to become audiences, and the popularity of film and television dramas has turned a group of audiences into readers. Drive film and television with literature, film and television feed back online literature, and complement each other with original worksComplement each other, let the popular IP form a more complete industrial chain.
