/ Jiaqi
Two days ago, Wu Jing teased after the "Climber" filming, "Now people say that our worst is marketing. (So) the biggest theme today is me and Zhang Yi coming out of the closet. "
Of course, things did not develop as he expected. Later, the hot search came out, but "Wu Jing told Zhang Yi, I will not go anywhere", which was called "Yiwaijingxi" by netizens. The other two films are not to be outdone, such as "Zhu Yilong Seeing Ge You's Eyes" and "Yuan Quan Gentle" and other topics related to the film are highly searched.
—You chase me and don’t give in to each other, the heat is far higher than last year.
—This year's big screen is a sea of red.
—The type difference is not great, and the overall pre-sale is better than last year.
Speaking of the overall feelings of this year's National Day films, the three cinema managers from Nanjing, Shandong and Chongqing seem to have the same views. Compared to last year's "Aunt of Li Cha", which was a standout before the screenings, to the dark horse debut of "Wu Shuang", this year's National Day file can be described as the top three competition, obviously much more lively.
So far, the first-day pre-sale box office of "Me and My Motherland" has reached 137 million, "Climber" has exceeded 90 million, and "Captain China" has nearly 75 million. It is not difficult to find that "My Country and Me" is in a slightly leading position. In fact, about a week ago, the three pre-sales were still in a state of stalemate. Today, the ability to gradually widen the gap is not unrelated to the role of marketing.
From the current index of the three films on each platform, you can also see their differences. Among them, the number of people who want to watch "The Climber" has exceeded 510,000, followed by "Captain of China"; and "My Motherland and Me" WeChat index and Weibo topic level far exceed those of the other two films.
However, in view of the particularity of the gifts of the three films, on the whole, the marketing strategy this time is not too special. Most of them are combined with films to highlight their own characteristics. For example, "The Climber", which contains the most "Jing", features the "Jing" card; "Captain of China" is a high-level fuss, and "My Motherland and Me" is With the help of the song's singing degree, bombing in all directions.
seeks bright spots in conventional routines
sells cute, Faye Wong enters the battle
Just yesterday, "My Motherland and Me" released an ultimate trailer. And this is already its tenth teaser released. As a blockbuster gift film made by the seven directors of this National Day file, in terms of material distribution, "My Motherland and Me" has embarked on an all-out route. Some viewers described it as being bombarded.
Here, Mr. Intelligence also counted the actions of the three films "The Climber", "Captain of China", and "My Country and Me" within the scope of regular marketing such as materials and offline activities.
As can be seen from the above table, on the whole, from the preview, the special feature, the poster to the music marketing, from the premiere, the press conference to the road show, the three films all follow the basic steps of general film publicity.
Among them, "The Climber" seems to be relatively weak overall. The materials it releases are especially film specials, which are based on Wu Jing, and the hardships of filming have moved the audience emotionally. In terms of offline activities, it is the least among the three films. Compared with the premiere ceremony, the shutdown ceremony of the Everest Base Camp on April 22 triggered the first wave of attention about the film.
However, "Climber" has also taken advantage of its own theme. Starting from the 50-day countdown, it has adopted the theme of "A tribute to every climber, a dream chaser" and selected Yuan Longping, Tu Youyou, Li Ning, Dozens of "climbers" leaders from all walks of life, including Ma Yun and Mo Yan, serve as countdown posters.
The most obvious marketing effect was on September 13, when it released the "Reunion Edition" poster, and Maoyan increased its number of people to 20,389 that day. It is worth mentioning that the materials of "Climbers" have also taken the "Moe" line this time. There are not only Q version posters starring Wu Jing and Zhang Ziyi, but also released a version of "Climbers Lianmeng Edition" on September 20. "Poster; Then, on September 21, the climber Lianmeng's WeChat emoji package was also launched. It can be said to be the most personal of these three films. Although
"Chinese Captain" did not release much in terms of trailers, posters and other materials, it also created a small hit. For example, on August 30th it released aThe 95-second "hypoxic version" preview has not only caused heated discussion on Weibo, but the number of people who want to see Maoyan has also changed significantly, adding 23,640 people, and the Baidu search index at the time also ushered in a small peak, reaching 41170 .
Of course, the biggest gimmick of "Captain China" was its premiere at a high altitude on September 20th. This is also the first time that a domestically produced film has held a premiere on an airplane, which not only perfectly fits the theme of the film, but also enhances the topic of the film. As the manager of a certain movie theater said, “Flying from Beijing to Chongqing is a very good (propaganda) gimmick.”
In addition, "Captain of China" is also the first film to be screened in full among the three films. Starting from September 20, it has successively conducted road shows in universities in Chongqing, Chengdu, Beijing and other places, and also held several movie-watching groups. "The quality of the films produced by Bona is generally guaranteed, which also shows their confidence in the film." said a studio manager.
is not only that, including Zhang Hanyu, Yuan Quan and other creators, as well as theme song singer Mao Amin, etc., have also been promoted on "Everyday Upward". From the hot searches such as "Li Qin Diving Sleeve Dance to Raise Wang Yibo", "Zhang Hanyu Talks about Actor Dubbing Cannot Appraise Awards" and other hot searches, you can also see its publicity effect.
"My Motherland and Me" is the latest publicity of the three films and the most aggressive one. In the interview with Jun Zhijun, many people in the industry said that in fact, "My Motherland and Me" was not very popular in the early days. It was not until the intensive distribution of trailers and other materials that the propaganda momentum gradually increased and was "unstoppable."
This point is most obvious from the Baidu Index. Compared with the other two films showing a band-like upward trend, "My Motherland and Me" has risen all the way, from only about 30,000 in August to more than 380,000 a month later, an increase of more than tenfold.
Among them, in terms of trailers, the "Return" version released on August 22 has the most obvious effect. At that time, Maoyan added 17,391 people who wanted to watch it, ushering in the first wave of small propaganda peaks. The re-interpretation of "My Motherland and Me" released on September 24 by Faye Wong not only refreshed the circle of friends, but also topped Weibo's hot search list.
In fact, of the three films, "My Country and Me" is the most impressive in terms of music marketing. Not only is Faye Wong's own hot search body, but the song itself is popular among the people. As a passer-by audience said, "It's too top." And the film obviously did not let go of this unique advantage, creating a sense of all-round envelopment with the intensive propaganda rhythm.
brand joint marketing:
"Chinese Captain" 220 companies cover all aspects of
"motherland" social resources
If we say, the three National Day gift films are quite satisfactory in terms of conventional materials, music and other marketing aspects, and there are no shortage of bright spots. So, in terms of brand marketing, it seems that the three films are slightly lower-key than other films in previous years. Of course, judging from the battle, it is still not small. However, in response to a special time node, it also presents different characteristics.
On the whole, the cooperative brands of the three films cover almost all aspects of clothing, food, housing and transportation. Among them, the number of "Chinese Captain" is the largest. According to data released by its official microblog, a total of 220 brands participated in joint marketing this time. For example, Huawei Honor Mobile is the exclusive mobile phone partner of "Captain of China". In the previous "Aloft Premiere", the selfie phones held by Liu Weiqiang and others were glory.
Compared with the other two films, the most unique feature of "Chinese Captain" is the linkage and cooperation with aviation stewards and major airports across the country. Since its content originated from the real adventures of Sichuan Airlines last year, everything related to the airport has become its most natural publicity window.
Especially recently, Nanyuan Airport, which has been in operation for a century, was closed, and Beijing Daxing Airport was officially put into operation. "Captain of China" also seized this rare opportunity and became the first film to enter.
"Climber" is not as ambitious as its scale, but it can be regarded as capturing the characteristics. Most of the brands it cooperates with are mainly outdoor and climbing elements, such as Ford Territory in the automotive field and Outdoor Equipment Pathfinder. In the field of e-commerce, JD.com has become its exclusive cooperation platform. Some netizens have seen JD.com and The billboard of "The Climber" also said with a smile, "Jingdong Red and mountaineering clothes are quite similar."
In addition, the filmThe film also cooperated with the official WeChat account of the People's Daily to launch the "Everyone is a climber, climbing energy packs are waiting for you" activity. It also caused a small wave of reposting on Weibo.
"Me and My Motherland" takes the most special route. It also revolves around the theme song in joint marketing, and has a unique advantage in social public resources. For example, Didi’s party members and drivers sang a version of "My Motherland and Me" as a gift, and the "China Youth Daily" also recorded a version of "My Motherland and Me" youth edition. In addition, there are special edition MVs recorded by celebrities.
At the same time, in order to celebrate the birthday of the motherland, the "My Motherland and Me" series of pop-up activities have been launched everywhere, and even Hanfu pop-ups appeared on the streets of Australia, which can be said to be a good public opinion for "My Motherland and Me" Build momentum.
In terms of derivatives development, the characteristics of "Climber" are the most obvious. It inherits the "cute" line of the people-friendly route of the previous materials, and is at the forefront of the trend. It has cooperated with Teddy Collection in Climber's Blind Box. The little man is very popular among players; at the same time, he also cooperated with loz to develop the surrounding building blocks of "The Climber".
"Captain of China", as Bona’s main control film, takes advantage of Bona’s resources. Bona’s official authorized brand "Bona Youpin" has launched a series of co-branded derivatives, such as Picasso pens and Belle shoes. , Kingston 70th anniversary gift box, etc. The most special feature of "My Country and Me" is the collection of customized laptops co-launched with Lenovo. The shells are all customized images exclusively authorized by the film.
Douyin: Wu Jing is not doing business, the captain of
is linked with internet celebrities, and the motherland continues to sing
Of course, as one of the most important channels for movie marketing nowadays, none of these three films has let go of the most fashionable short video of "Tik Tok" platform. Opening an official micro-account, creating hot topics, and interacting with netizens seems to have become an essential part of marketing now.
Judging from the current number of official and micro fans, "The Climber" has become the most one of them with over 900,000 fans. And the reason why it can have a certain degree of fan cohesion in a short period of time must have a certain relationship with Wu Jing. Yes, as a movie starring Wu Jing, Wu Jing is also a key "marketing target" on Douyin.
can see that the early stage of the content released by its official microblog is mostly based on the filming of the crew. And these contents can be referred to as "not Wu Zhengye's daily life". Either tricky Zhang Yi puts out bricks, or fights with Zhang Ziyi, or large-scale "rollover" scene, on the one hand, it can let the audience understand the various stories behind shooting a film, on the other hand, it also makes the film more It is grounded.
Of course, as star members in the film, such as Zhang Ziyi, Zhang Yi, Hu Ge, etc. are also marketing points. For example, "Zhang Yi's barefoot filming in the snow" and "Hu Ge noblewoman falls" have contracted the Douyin hot search for a period of time. After the later films began to premiere and watched the film, it was basically Wu Jing's post-screening talks. Fans also seem to buy it very much. Comments such as "Wu Jing is too skinny and look forward to "The Climber"" and other comments also boost the popularity of the film.
Relatively speaking, the fan base of "Captain China" is not that many, but the uniform temptation of handsome crew members and beautiful women can still capture the hearts of many netizens. A group of "crew, getting ready to board" video has more than 4 million likes, becoming the most popular one. When holding the premiere at the height of 10,000 miles, the film crew also invited a group of internet celebrities and kols to board the plane to participate in the event. Therefore, you can see on Douyin, such as "Seven Auntie", "Weiwei Ah", "Xiao Li Chaoye" and other Douyin kols have released micro-blogs related to the premiere of "Captain China" after the event. Bo, formed a good interaction with the premiere, which formed a linkage effect to increase the popularity of the film.
"My Motherland and Me" continues to use its "song" advantages on Douyin. In addition to regular film-related video releases, it also launched the "Sing of My Motherland" relay. Celebrities such as Xiao Zhan, Wang Yibo, Wu Yifan, Cai Xukun, etc. sang songs in a relay. At the same time, Internet celebrities and ordinary people participated. The volume of the topic exceeded 1.2 billion. It can be said that from celebrities, Internet celebrities to amateurs, it has triggered the national vibrato singing of the motherland. Carnival.
In fact, the three films are integrated in the three major aspects of material, music and other conventional marketing, brand joint marketing, and Douyin marketing.In terms of performance, it is not difficult to find that, as the three major gift films for the 70th anniversary of the National Day, there are no too "outstanding" propaganda actions, but it is precisely because of the particularity of the current time that the people’s patriotic enthusiasm is high, and they often There is the blessing effect of the right time and place.
And the three films also have consistent core elements in the above three marketing strategies. Among them, "The Climber" is probably the most "naughty" of the three major films, and it takes the easiest route in marketing play, and even uses "cute" play to create a sense of contrast. Of course, he will not easily let go of the trump card of "Wu Jing", and use his personal appeal to trigger hot topics.
"Captain of China", as a movie adapted from the real dangers of Sichuan Airlines last year, closely followed the "aircraft" enthusiasm, made a fuss about it, and hosted an ingenious premiere. At the same time, it was also the first to start roadshows in the three films, and promote the follow-up topics with film reputation.
"My Motherland and Me" took the all-round envelopment route, focusing on the overall atmosphere of marketing, seizing the popularity of the theme song of the same name, and the dense release materials also increased the super high exposure. As a movie studio manager said, "It feels like it is so powerful and all aspects are being promoted."
And in the interviews with many friends around (including industry practitioners and non-industry passersby audience), more than half of them People also said that they were most impressed with "My Motherland and Me", and some even said, "I went to the supermarket that day and played this song. I feel that this is also a task. (laugh)".
Of course, the popularity of the film that marketing highlights is one aspect, but the specific region has to be analyzed in detail. For example, judging from the overall box office of pre-sales, "My Motherland and Me" temporarily ranks first. In Shandong Jinan, Northeast and other places, its box office is indeed higher than the other two; However, in Chongqing, Southwest, Shenzhen and other places , "The Climber" and "Captain of China" are not weak.
On the whole, as we know, the various early marketing actions can only affect the film’s pre-sale and first-day box office. The endurance of the final box office depends on the film’s own reputation.
