905 Film Network Special Article As of December 14, the pre-sale box office of "Twinkle Twinkle Star" exceeded 200 million yuan, making it the highest-grossing film of the month; at the same time, it broke three film history records and became the highest-grossing film in the past three years. Ranked first in the pre-sale box office of Lunar New Year films, romance films, and fantasy films.
This achievement made "Twinkle Twinkle Twinkle Star" attract much attention during this Lunar New Year season. It far surpassed other films in the same period in terms of popularity and pre-sale results. The screening arrangement of "Snowy Field" also gave Movie promotion brings new directions, and what kind of marketing thinking is behind this?
What kind of "snow resort" is it?
The movie "Twinkle Twinkle Star" is a spin-off of the 2022 TV series of the same name. It is created by the original cast of the TV series. Qu Chuxiao and Zhang Jianing play the male and female protagonists Zhang Wansen and Lin Beixing respectively.
The TV series tells the story of the heroine Lin Beixing who frequently time travels back to high school because she accidentally deleted the text messages in her old mobile phone. After several explorations, she discovered that the key to time travel was related to Zhang Wansen's "suicide", so she decided to save Zhang Wansen and started a fantasy love story. The movie version starts from the perspective of the actor Zhang Wansen who has a "secret love for the ceiling" and tells the story of Zhang Wansen constantly restarting that tragic summer in order to protect Lin Beixing, and this time the protection is no longer unknown.
In the TV series, Lin Beixing softly said "Zhang Wansen, it's snowing, I miss you" in the snow. It is a classic scene in the TV series. It is precisely because of this line that it became the movie version of "A Flash". The origin of the idea of "A Shining Star" "Snow Field".
On December 4, the film studio announced that it had organized 1,314 theaters to bring a surprise snow scene at 13:14 on December 30. The theater staff prepared snow cans for the "snow" session to create a romantic viewing experience for the audience. Experience the movie atmosphere and go on a snowy date together.
Pre-sale began on December 5, and the film’s pre-sale box office exceeded 70 million in one fell swoop, surpassing “Detective Chinatown 3” and becoming the box office champion on the first day of pre-sale in Chinese film history. And currently on all major ticketing platforms, the "snowfield" of "Twinkle Twinkle Star" is almost full, making it difficult to get a ticket.
Subverting traditional marketing brings new opportunities
For the popularity of "Twinkle Twinkle Star", the subversive marketing strategy of "Snow Field" is indispensable.
First of all, "Twinkle Twinkle Star" is a popular online drama in 2022, and the popularity of its drama version has also helped to ferment the popularity of the movie version. On the one hand, the open ending in the drama version’s finale sets up suspense for the development of the plot and is closely related to the upcoming movie. On the other hand, the short interval between the drama and the movie has created a highly sticky core audience group. , which allows the movie version to get a wave of "tap water" very well.
Furthermore, the "snowing", "sense of ritual", "secret love confession", "New Year's Eve", etc. marketed by the movie all accurately hit the psychology of young people. So "Twinkle Twinkle Star" started with the classic scenes of the series, made the classic line "Zhang Wansen, it's snowing" the focus of marketing, and arranged a "snowing field".
Even the film crew launched a roadshow event with the topic "Love Echoes", which is decided by you, allowing the audience to vote for the roadshow city, which not only enhanced fan interaction, but also brought a considerable publicity effect.
The filmmakers integrated the core selling point of the film "Zhang Wansen, it's snowing" with the "real snowing" in the theater. The combination of film and reality brings an unprecedented viewing experience to the audience. This subversive innovation It not only stimulates the desire of a large number of viewers to enter, but also serves as a topical point to promote the film's popularity.
Although there have been some doubts after the film's marketing topic became popular, and some theaters have canceled their original "snow resort" plans due to fire safety reasons, it is undeniable that "Twinkle Shine" has such momentum. "Star" has already occupied a place in the Lunar New Year stalls.
Can "Special Field" become a marketing template?
The popularity of "Twinkle Twinkle Star" has also stirred up the competition for Lunar New Year movies in advance.Other Lunar New Year films were inspired by this and launched special scenes based on their own characteristics.
The comedy movie "The Annual Party Can't Stop!" 》Introducing a "beer court" where visitors can receive a free bottle of beer and watch the movie while having a drink; there are also arrangements for special events such as "lottery court" and "hot pot court".
Such fancy marketing actually pays attention to the atmosphere and social needs of the audience when watching movies. In the past, movie theaters only played a role of screening, but now, whether it is snowing while watching a movie, or watching a movie while drinking beer, it is increasing the interaction and stickiness with the audience, improving the audience's viewing experience. Experience brings the icing on the cake to the film.
But what is worth thinking about is whether all videos are suitable for this kind of marketing method. If the special "surprise" prepared is not closely related to the content of the film, then whether this specialness is still meaningful. Otherwise, putting the cart before the horse and blindly exaggerating marketing will easily lead to another wave of emotional counterattack. Therefore, different films need to choose the most suitable marketing strategy.
There are still more than ten days until the official release of "Twinkle Twinkle Star". After the release, the quality and reputation of the film have yet to be reviewed by the audience. But what cannot be ignored is that it breaks through traditional marketing methods and also brings new industry signals to the film market!
