The following article is from Hegu Film and Television Archives Author Spring Break
Author | Spring Break
The film industry in the first half of December was particularly lively. The snow had not yet fallen at that time, but it was already covered by the snow scene of the movie "Twinkle Twinkle Star" Screen. The film's pre-sales broke box office records one after another, surpassing "Detective Chinatown 3" to become the first-day pre-sales of Chinese films. On December 16, it won the 23rd pre-sales box office champion, and "Twinkle, Twinkle, Shining Star" became The top horse in the Lunar New Year stalls became an instant hit.
This year’s New Year’s Eve festival is really surprisingly lively. The victory of the snow field has led to the film’s marketing strategy, and the “Beer Field” of “The Annual Party Can’t Stop” and the “Lottery Field” of “Sneak” followed closely behind.
Yesterday, the official blog of "Twinkle Twinkle Star" took the initiative to make jokes and interacted with films that had special screenings. The three films collaborated to continue to increase their popularity. One company alone is not as good as the others. Only by knowing how to cooperate can stimulate the market. Consumption.
This afternoon, "If You Are the One 3" also announced that it would set up a special viewing area. Some sources said that "watching the movie will give you oranges."
Filmmakers use elements from movies to carry out "ritual marketing". This method is not new, but many films in the same period have used this marketing strategy to enhance the "ritual sense" of watching movies, which is unprecedentedly lively.
With the help of this snow, movie marketing has found another point to make a fuss about, completing the evolution together with cinemas, and returning the necessity of cinemas.
Ritual marketing works again: pre-sales broke records, spawning ticket scalpers
This is not the first time that movie marketing focuses on the "ritual sense" of watching movies. The milestone of marketing fraud "The Last Night on Earth" used the next day's box office to reduce 96%. The cliff-like data shows the cost of this move. It’s just that this time the “ceremonial sense” is different from before. Not only did the pre-sales break the record, but it also spawned scalpers selling tickets for 200 yuan each. The “snowing resort” also closely follows the content of the film, exaggerating the original nihilistic New Year’s Eve ritual sense. It turns into a scene of snow.
"Twinkle Twinkle Shining Star" is adapted from the web drama of the same name. At that time, it broke iQiyi's record with a box office of 68 million. This IP has a stable fan base, and the phrase "Zhang Wansen, it's snowing" has become an Internet meme Spread extremely widely. Even in other film and television works, if there is a snowy scene, some netizens will post "Zhang Wansen, it's snowing" in the barrage.
"The Last Night on Earth" is just a spontaneous act of "making love with a kiss", providing an opportunity for the audience to indulge in their own fantasies. Many viewers went to the theater for the love element and wanted a movie with stable quality. For a New Year's Eve romance movie, I didn't expect to see a literary suspense movie, and I was instantly dumbfounded. "Twinkle Twinkle Star" directly turns fantasy into reality, linking with important scenes in the series, and has the series as a proof. It gives the audience an expectation, while attracting couples, it also provides fans with a romantic snowfall.
(from the official blog of "Harper's Bazaar")
Fans are emotional, couples are looking for the atmosphere, and passersby are joining in the fun. With the help of many parties, "Twinkle Twinkle Star" has climbed to the third place in the box office of the 2023 Lunar New Year before it was released. The pre-sales total of 263 million is more than the total box office of most movies currently in theaters.
"The Annual Party Can't Stop" defines itself as a beer comedy. The operation of delivering beer at the screening is logical. It is originally about telling the story of migrant workers. The atmosphere brought by the beer is like working overtime until late at night, finding a small stall, and meeting with colleagues. The pleasure of drinking till you get drunk. The sense of ceremony here emphasizes refreshment and happiness, the audience gains taste, the film and the brand gain word-of-mouth and publicity, and the triple-win operation truly achieves happiness.
Embodiment emotional marketing and convert it into tangible material, which is more practical and effective.
(Screenshot of the movie "Stealth" event)
No one will refuse the surprise of airborne, especially if it is free. The birth of "Lottery Field" is purely for luck. It aims at the opportunity of blessing at the New Year's Eve and exchanges love for money. It does not compete for the market of romance films, but instead has a wider audience.
The value added by sceneization is far more important than the experience. Beer and lottery tickets are still used as souvenirs, and their use value is relatively fixed. However, for "snow resorts", the biggest enemy of this good idea is also "snow" itself.
Fire safety issues that may be caused by snow spray cans have led some theaters to cancel their "snow resorts". Some cinema managers have released live videos of snowmaking machines, hoping to make audiences lower their expectations and watch movies with peace of mind, without all kinds of problems in front of them. Become a hindrance in marketing.
Romance movies aimed at being released during the New Year period generally have weak stamina, and most of the box office revenue comes from the first day and the holiday period. The box office trend of "Love in Years", which also focuses on love, is also a diving curve, with the box office shrinking by 60% on the second day. The box office of "Embracing You Through the Cold Winter" also dropped by 37% on the second day. For "Twinkle Shine Star", how to avoid this problem is the key to later marketing.
Putting aside the commercial attributes, will the audience still buy into the lack of ceremonial ceremony? Especially for those who put movie watching as a secondary purpose, the theater manager once mentioned on social media that the "snow resort" The effect may differ from the audience's expectations. After all, when artificial snow is made indoors, the snow spray machine is noisy, the radiation range of snow spray cans is limited, and there are fire safety hazards. There may be deviations in the execution of the theater.
Watching a movie is actually a pilgrimage to the movie itself. This act itself is full of ritual, especially for those avid movie fans, it is like going to a museum to worship those sparkling treasures, but the movie is not old, it is still exuding new energy.
The implementation of movie marketing in theaters has completed a closed loop. It gives a certain added value to movie watching without destroying the movie watching process, which is worthy of encouragement. After all, the marketing techniques used during production and distribution have made the audience a little tired. At this time, we focus on the screening end, which is clever but not obtrusive.
"Snow Field" and "Beer Field" let the public know that theaters can be more than just a place to show movies, they can also create a ceremonial atmosphere and fill it with more content.
Cinemas have been forced to complete an evolution during the self-rescue operations of the epidemic. Many cinemas have launched "side businesses" such as stage plays, concert live broadcasts, script production, talk shows, magic, etc. Some even directly transformed into catering to provide The best thing is to survive first and wait for the recovery of the film and television industry.
Diversified entertainment methods and repeated innovations in cultural consumption have allowed theaters to upgrade their movie consumption scenarios and create new effects.
The magic of vision - making posters move
Ideas alone are not enough, and big-character posters are also not enough. When creativity emerges, the visual upgrade of the film must also keep up.
Movies with special events such as "Twinkle Twinkle Star" and "The Annual Party Can't Stop" on the ticket purchasing software are equipped with exclusive frames and become part of the promotion.
The logos of ski resorts and beer parks are also indispensable. They are added directly under the time to distinguish them from other ordinary events. They are beautiful and can arouse the curiosity of the audience, and serve as a trigger for secondary communication.
"Goldfinger" has a name for each special scene, and the screening time also cleverly matches the film's promotional theme. "Getting rich and celebrating the New Year" is a good start, which is also closely related to the plot of the film. Gold is used as the theme color to highlight wealth and luxury.
"Twinkle Twinkle Stars" implements the element of "snow" to the end. The cool blue and white color scheme is like a clear stream among the black and red fonts, making it difficult to ignore; "The Annual Meeting Can't Stop" captures the point The positioning of comedy is that happiness is the most important, and the names of the shows are all related to laughter. This kind of naming behavior is to cooperate with publicity and add a little tail after more scenes.
Every marketing point is arranged visually, and the subtle and silent way allows the audience to perceive all changes and the good intentions of the film crew.The ticket purchase platform provides perfect supporting services for film producers, such as dynamic posters, red envelope barrage, super large fonts, special borders... There are countless ways to make a movie stand out in the mobile interface. If the publicity expenses are sufficient, then why not Use them all?
The attention grabbed through vision can also be converted into the audience's curiosity, achieving the purpose of publicity.
When the posters on the ticket purchasing platform become dynamic, they are full of fun without being tacky. When major movies were still making big-character posters, well-made materials with obvious themes were more palatable.
Whether it is big-character posters or dynamic posters, the key publicity channels are all on the ticket purchase platform, and Maotao has become a testing ground. If it works, then spread it. If it doesn't, just quietly change the strategy. Anyway, it won't have much impact. The innovation of film marketing cannot be completed overnight, and there will be new ways to capture the public's attention in the future.
Movie marketing is still the icing on the cake. All bonuses will be cleared after the release. It still needs to rely on the quality of the film itself to speak for itself. Whether it will die in the light of day or thrive will all depend on market performance. Everyone has a title in their hearts, which is a standard that has nothing to do with the work.
