Rhino Entertainment Original
Article｜Editor by Xiaofu｜Piao Fang
In the blink of an eye, there are less than five days left until the Mid-Autumn Festival.
is one of the few schedules that can be described as "crowded" this year. Although some films have withdrawn from the battlefield in recent days, as of September 6, there are still more than ten films that have decided to stay in the Mid-Autumn Festival. Although there are no large-scale projects with heads, there are still many small and medium-sized movies that sell well. The large number of videos in
enriches the types of videos in this Mid-Autumn Festival. The films to be screened cover a variety of themes such as family, love, comedy, action, and stories.
But objectively speaking, the Mid-Autumn Festival itself is a small period with limited market capacity. In addition, the local epidemic situation in various places has recently been on the rise, and the operating rate of theaters nationwide is only 67%+. Such market conditions will definitely form a new test for this year's Mid-Autumn Festival.
In the post-epidemic era, the supply of top blockbusters is insufficient and the local epidemic will come back at any time. .
is also because of this. With so many new films brought together, this year's Mid-Autumn Festival movie announcement is more valuable to discuss.
announced and released the gameplay, "full"
In this article, we decided to conduct an incomplete analysis of the new Mid-Autumn Festival films according to the film announcement strategy.
The first one is the most direct word-of-mouth publicity route.
Starting from the summer season this year, there are many projects that choose to go to the word-of-mouth route in advance, and the Mid-Autumn Festival file includes "I Still Think You Are the Best" and "Mom!" "The three films of "Wolf Pack" have adopted the point screening strategy.
Among them, the Hong Kong-made romance film "I Still Think You're the Best" has a high reputation of 9.5 on Taobaopin and 8.0 on Douban, followed by the Lianrui family film "Mom! " also received unanimous praise, and the two are expected to compete for the best word-of-mouth position in the schedule.
In comparison, the screening of the war action film "Wolfpack" is somewhat weak. The film was screened in 48 cities on September 3, but due to the limited basic disk of the film and insufficient publicity in the early stage, the screening failed to successfully build momentum.
The second one is topic marketing.
At the moment when short video marketing is popular, a good topic with a foundation of resonance is the best way to attract short video users, so topic marketing is also an indispensable means for every schedule.
We also observed in previous articles that the most prominent feature of this year's Mid-Autumn Festival new films is the strong female color. For example, directed by three female directors Zhang Aijia , Li Shaohong , Chen Chong , and brought together Zhou Xun , Zheng Xiuwen , Yi Yang Qianxi and many other well-known actors " has her in the world ", just Promotion from a female perspective. Coincidentally, the mother-themed family film "Mom! ” also continues Lianrui’s always emotional play, and the short video materials basically focus on keywords such as mother’s love and tear-jerking.
The third type, different types are announced.
This type of marketing is mainly aimed at the audience. When the film itself does not have a good promotion point, use the most prominent genre differences to attract target audiencescrowd.
, for example, the upcoming "Wolf Pack" has a promotional label of "the only cool mid-autumn action movie". There are not many projects of this type in the cinema market this year, and there is only one "Wolf Pack" in the Mid-Autumn Festival. Therefore, at this time, it may be possible to gain the favor of the target audience to a greater extent by focusing on the selling point of differentiated types.
The fourth type, a sense of schedule ceremony was announced.
The Mid-Autumn Festival file itself does not have a strong sense of schedule ceremony, but when it came to September 9, the Mid-Autumn Festival file had a sense of schedule ceremony. Speaking of which, the source of this sense of ritual is the low-cost romance film " with you for a long time ", which was released on this day last year. Relying only on the concept of watching movies with a sense of ritual, the sluggish market successfully counterattacked into a small one. dark horse.
So this year, many films have followed suit and started to promote September 9th as a special ceremony period. In particular, "I want to be with you", one of the few romantic films in the schedule, aimed at this schedule early, and set up a number of special time screenings in the collaborative distribution link to strengthen the audience's cognition.
Although it is reported that considering the fierce competition in the Mid-Autumn Festival, the film may be shifted to the next week, but September 9 was finally reserved as the day of , which shows the importance attached to the ceremonial schedule.
The fifth type, "proclaimed by image".
This may be a unique publicity strategy in the extreme publicity period. "Hello, Brother", which was announced for the airborne Mid-Autumn Festival only a few days ago, once again performed an extreme finale for everyone. With a publicity cycle of less than a week, it is doomed that this film does not have much time to do basic-oriented publicity.
However, considering that the film has already accumulated a certain amount of popularity when it was first scheduled for May 1st, and has the luxury creative team of Happy Twist , so after the airborne, the popularity still quickly jumped to the top of the schedule, and it was firmly seated as the number one seed in the Mid-Autumn Festival. Location.
Therefore, we can see that the pre-sale of "Hello, Brother" is basically seamless after the file is set, and then materials are released step by step. Fast-forward to the movie release stage. The "extreme" box-office conversion is exchanged for the ultimate announcement of "Ying Ying Dai Xuan". In addition to
, there are several films that are relatively conservative in their announcements, and the situations are diverse. Like "the end of the sea is the grassland ", as a small and medium-sized theme film, the box office upper limit is not high, so it is relatively conservative in terms of publicity. And ", please don't believe her, " has almost no announcements in the near future, and there is a high probability that it will choose to withdraw from the schedule competition.
New answer sheet
In general, most of the films in this year's Mid-Autumn Festival have come up with a diversified publicity strategy, which is more conducive to laying a good foundation for the project's early popularity. But we still need to be cautiously optimistic - after all, most of these films are limited in size, and there is a lot of pressure to break the schedule capacity limit of the Mid-Autumn Festival.
According to the pre-screening popularity at this stage, the luxurious "There's Her in the World" with the main creative lineup easily leads the number of people who want to watch, "Hello, Brother", which is the latest to be released, followed closely, and the third "Mom!" ” is also a project with certain advantages in terms of cast or early word of mouth. And these three films are also the top three in the pre-sale box office list on the first day of the current schedule.
(data as of 18:00 on September 6)
movie announcements are always cruel, and many times, the attraction of a well-known creator is far awayIt far exceeds the effect of the Xuanfa gameplay that I racked my brains for, and this year's Mid-Autumn Festival is no exception.
However, in our opinion, the current announcements of these projects may not be enough to completely change the project's life, but the more positive value is that we can see how small and medium-sized films should deal with it in the period of extreme finalization and extreme publicity. Law.
Relatively speaking, most of the limit announcements in the summer season are medium to large or large-scale projects, while the mid-autumn season brings together more small and medium-sized projects. Small and medium-sized films constitute the vast majority of the current film market.
Compared with head films with a sufficient budget, the Mid-Autumn Festival films with limited volume and limited budget generally pay more attention to subtraction. That is, to give up the large-scale rollout and identify the main selling point of the film in order to achieve the most efficient publicity effect. In this way, even in a passive environment with a tight publicity cycle and limited publicity investment, the expected goal can be achieved to the greatest extent possible.
Of course, this also requires sufficient pre-judgment. Just like this "invalid screening" of "Wolf Pack", in the period of extreme publicity, once the film's starting point is wrongly judged, there is often no chance to turn the bow again, and may have to bear more serious market consequences.
After this lively Mid-Autumn Festival stall, the next highlight is still the National Day stall.
Although films such as " China Ping Pong ", " Deep Sea ", and " Nameless " have already started to warm up, there is still no official release for any film. A new wave of limit-setting and limit-announcement is already on the way.
practitioners still need to be nervous, think and act all the time.
