Rhino Entertainment Original
Article｜Xiao Fu Editor｜Piao Fang
One announcement and one release are two key tasks throughout the film release cycle.
The National Day file is about to kick off. In order to help the filmmakers better win this announcement and release war in the ever-changing competitive landscape, Maoyan Professional Edition has upgraded the original real-time want to watch channel to a real-time announcement channel with real-time The four functions of hot search, real-time battle report, comparison of the same schedule and film arrangement diagnosis (only open to some cooperating filmmakers of the National Day file) are four functions that empower the National Day file.
Movie promotion needs "real-time"
The essence of publicity is marketing communication, especially for movies, which require the audience to buy tickets to enter the venue, they need to work hard on publicity. Therefore, in the past, the promotion span of a theatrical film may have exceeded a year, and even before the filming started, the schedule was planned and the momentum started. From about a month before the film is released to about half a month after the film is released, it is a fixed cycle in which the film party intensively invests in publicity.
In the new environment where the audience's decision-making is behind the movie viewing, the cycle of publicity is shortened, and the difficulty of publicity will be further increased if multiple new films are scheduled to be released at the same time. The amount of information that the audience can receive in the same time period is limited, and all projects flood into the market at the same time, and it is naturally more difficult to stand out due to intensive publicity on the same platform.
In conclusion, there are two prominent difficulties in film promotion at this stage: the first is how to improve the execution efficiency to outperform the projects in the same period, and the second is how to ensure the accuracy and effectiveness of the promotion direction.
In the eyes of Rhino, cat's eye 's real-time hot search products are born for this.
It is understood that this product is the first list in the industry to focus on the real-time hot search trends of movies. Publicity staff can intuitively understand the hot search situation of movies on various platforms through real-time hot search, including but not limited to hot search ranking, hot search time on the list and other information, which is expected to solve the inefficiency, limited information, and high errors of previous publicity personnel manually focusing on relevant information. rate, etc.
Due to the fact that publicity work has been further concentrated on the Internet, the tight time requires the publicity personnel to plan both accurately and efficiently. This also shows the value of Maoyan's original real-time hot search product.
can see that, on the one hand, real-time hot search can help relevant personnel to understand the publicity effect of their own videos in time and adjust the focus of publicity; on the other hand, they can also monitor the popularity of competing products at any time to assist decision-making. It is equivalent to using digital advantages to make up for the weak points of the publicity cycle and increase the efficiency of publicity as much as possible.
and Maoyan, also relying on keen insight to create new and original products, once again ran at the forefront of the entire industry.
In addition, the upgraded version of the real-time battle report can also continue to assist in publicity-related work.
In the past two years, the schedule real-time battle report has become an essential tool for publicity related personnel. From wanting to see data to box office growth, the real-time battle report of the schedule is helpful to help practitioners quickly understand the schedule from a macro perspective.
and Maoyan has upgraded it to "graphics and text live broadcast" this time. In addition to the original data, it also makes a special summary of the current situation of the schedule competition process and important moments through graphics and key summary information. It is equivalent to more intuitively conveying the key data of the schedule. Whether it is the film party or the media personnel like us, we can obtain higher viewing, analysis and sharing efficiency.
"visualized" release to overcome traditional pain points
So what is the release in the context of the new market?
In the eyes of Rhino, it is theoretically possible for the release to be pre-released. For example, when the project is basically finalized, it starts to communicate with the theater line in advance to plan the film arrangement, and distributes theater materials one after another. As for the key hard disk source distribution, the actual time required is not much.
However, there is also a new problem with film distribution at this stage, that is, the time for decision-making and adjustment after finalizing and pre-sale is greatly shortened. At this time, the disadvantages of poor information and delayed decision-making in traditional issuance are highlighted. The
cat's eye has been optimized and upgraded for the comparison products of the same period, but it has a role to play.
Click on this page of the Maoyan Professional APP, we can intuitively see the three data of "want to watch, pre-sale, and box office". Regional distribution and time period distribution of pre-sale and box office to compare films of the same period in real time.
According to the detailed want to see and the box office situation, the distributors can more easily understand the schedule competition, and timely communicate with theaters and theaters to adjust the schedule. You don't need to stare at the computer all the time, you can also get effective work data on the mobile terminal. In addition, the publicity side can also obtain the effective data of the film more efficiently to help the publicity decision-making.
It is worth mentioning that the film layout diagnostic tool for the internal testing of some films of the United Nations Celebration Archives is expected to use Maoyan's real-time publicity and distribution methods in the future to help the distributors to promote the implementation work more targetedly.
and its supporting "big data doctor" real-time "screening and physical examination" product can provide advice to distributors based on current film-related data. It is equivalent to using the power of digital to achieve the work that the filmmakers had to rely on manual sorting and analysis in the past. Especially in this year's environment of late-setting and rushing to publicize, the improvement in efficiency can be more than a star and a half.
"visualized" release to overcome traditional pain points Significant positive effect.
In addition to the core project filmmakers and publicity personnel, there are also personnel in various film production links such as the media, theater chains, and theaters, who can benefit from it, follow up the project progress more quickly and efficiently, and keep up with the film publicity. fast pace.
For the entire industry, Maoyan stands in the perspective of a service role, and continues to provide effective assistance to the film industry in terms of digital development.
This is naturally inseparable from the practical experience that Maoyan has accumulated over the years through participating in the promotion of the film, relying on a series of in-depth insights and data accumulation carried out on the Internet data platform, as well as keeping pace with the times and taking the healthy development of the industry as the first priority strong product capabilities.
In the future, the industry may develop for the better, gradually recovering to the state before the epidemic, and new difficulties may also appear. In the face of the unpredictable market environment, in addition to making full use of data tools, filmmakers still have to rely on their own capabilities and project quality to defeat their opponents.
Judging from Maoyan's strong acuity and high product fit at the current stage, Chinese film is still full of pathfinders who are devoted to research and innovation. We also believe that with the efforts of more filmmakers who have the courage to break the status quo and continue to innovate, the film industry can continue to move forward no matter what the market may be.
