Jia Ling’s first live broadcast appearance after losing weight, over 1 hour of in-depth conversation, 15+ hot searches on Weibo, more than 200 million views of a single issue, New Year’s Day movie channel dialogue with Jia Ling, special program released, Jia Ling live broadcast, Jia Ling It's really shocking, Jia Ling is so beautiful and other topics instantly ignited public opinion. Amid the heated discussion among the people, a number of films represented by "Hot" have triggered a movie-watching craze among the public. The excitement of the Spring Festival is finally long overdue.
Both the film producers and industry practitioners have somewhat relieved their hanging hearts. This year’s Spring Festival is a tough battle. Under the general environment, the number of moviegoers is decreasing year by year, the public’s decision-making on ticket purchase is lagging behind, and the wait-and-see attitude of word-of-mouth is obvious. The film studio’s communication and marketing actions are also more cautious. Even in the large-scale ticket replenishment, in the early stage The pre-sale results were not ideal either.
But everything has changed since the beginning of the new year: the long-lost Jia Ling, the highly topical "Hot and Spicy", as the leading movies have been announced to have more horsepower, "Flying Life 2", "Article 20" and other contents It also shows the differentiated viewing skills under the cloak of comedy. The topic's top students took the lead in sparking heated discussions, and a number of film producers and media opened the film one after another, which jointly promoted the continued increase in attention to the Spring Festival film and successfully ignited the public's enthusiasm for watching movies.
As of the time of writing today, the Spring Festival movie market has exceeded 7.55 billion yuan, and the number of moviegoers has reached 152 million, which has completely surpassed last year’s Spring Festival movie. Behind this is not only the comprehensive evolution in quality of multi-theme content, but also the hard work of a group of marketers. In-depth interviews with the main creators such as Lan Yu Living Room + 9 38-hour integrated media live broadcasts, multi-city road show tracking from the first to the fourth day of the Lunar New Year, 24 TV special programs, and word-of-mouth fermentation among movie theater groups. Among the film marketing teams, the movie channel New Year movies are booming The help of the fire series planning attracted the attention of Entertainment Capital.
As a member who officially joined the film and television promotion army last year (Media Commentary | Attack the Rock after Conferred God, How the Six Princesses Became a New Force in Film Marketing), after more than half a year of exploration, the film channel has gradually found its own differentiated positioning: no It does not serve a single film company, but serves the schedule and the public. It not only creates high-quality content to provide a large amount of ammunition for the film producers, but also continuously provides a large amount of material to the entire social media.
What’s even more valuable is that the movie channel’s design of content issues and planning ideas during this Spring Festival period is also a clear statement: abandon excessive entertainment-oriented publicity and crude gimmicks, do not engage in routine work, and return to movies The content itself impresses the audience with sincere attitude and solid communication.
To some extent, the actions of the national team players have also brought a new trend to the current film marketing industry.
1 hours + in-depth conversation, why does the movie channel create a reception room for the Spring Festival?
Looking at the New Year planning of the movie channel, the highlight is the cultural talk show Lan Yu Living Room. The fully upgraded studio was moved to the Gujian Bookstore, and the project creators of "Flying Life 2", "Bear Infested Reversing Time and Space", "Article 20", "Mr. Red Carpet", "Let's Shake the Sun Together" and "Hot Hot" successively Come to the venue and have an in-depth communication with the host for more than 1 hour. Although the conversation was full of fun and laughter, the entire conversation focused more on creative insights, character analysis, and performance thinking, which significantly weakened the entertainment attribute.
This move is not without risks. In the past, when talking about the marketing of large-scale movies, especially comedy-type movies, the subconscious reaction was to focus on various short video materials that focus on fun, variety shows, fun and liveliness. Contents such as on-site interactions at road shows, PKs of main creative games, and follow-up videos of hot songs and memes are relatively lightweight and easy to create topical marketing ammunition. They are also in line with the audience’s entertainment mentality and fragmented viewing habits during the Chinese New Year.
Why did the movie channel do the opposite this time?
First of all, entertainment content seems light, but a blockbuster hit material often means a lot of preliminary preparation work, which requires a high degree of cooperation from the creative team in terms of content openness and time.But this year, during the pre-sale stage, most of the film studios stayed put, and the overall content was highly mysterious. It was extremely difficult to create content that was interesting, non-spoiler, and accessible to the audience. At the same time, most of the core actors in this year's Spring Festival Gala participated in the Spring Festival Gala recording, and the show also took up a lot of the main creator's time, further squeezing the space for film promotion and production work.
In addition, it is undeniable that since last summer, excessively entertaining movie marketing materials have faced a lot of doubts. Dances that have nothing to do with the content of the film and overly exaggerated viewing effects all make the audience feel aesthetic fatigue. After looking at the fun content, is it really effective or just fun? Many people have questions in their minds.
Especially during this year’s Spring Festival, in the early promotion stage, "Hot and Furious", "Flying Life 2", "Article 20" and "Mr. Red Carpet" all had clear comedy labels, and they also fell into homogeneous competition. The lack of further perception of the film's content also exacerbates the wait-and-see mentality. Under this circumstance, if the traditional entertainment style is copied, it will still be difficult for the various film studios gathered in the studio to create differentiated perceptions.
In contrast, in-depth interviews make it easier to dig out the content value of the film. Take "Article 20" as an example. The filming techniques similar to those in a TV series and the dense dialogue between parents are the superficial look and feel of the film. But behind the scenes, the improvisation of the main creators such as Ma Li and Zhang Yi, Zhao Liying's independent creation of the character's deaf-mute characteristics, and Zhang Yimou's return to nature in his shooting techniques were all revealed one by one in Lan Yu's living room with the help of a round-table dialogue. It not only clarified the highlights of the film, but also created countless extended topic directions for subsequent dissemination.
What's more, in the current omni-media context, long and short content are not in opposition to each other, but are interdependent and mutually reinforcing. On the one hand, long content will breed more exciting short videos. With the support of a large number of pre-embedded questions, short videos with clear topic derivation and interruption communication value will be fermented in various channels on the entire network simultaneously with long live broadcasts. On the other hand, with the overall publicity and distribution being delayed, the capacity of high-quality long-form content is sufficient. As more and more users enter theaters to watch movies, live broadcast materials will be valuable materials for Spring Festival movies for a long time. Library, attracting people to watch again and again, generating new rounds of topics, replenishing ammunition for long-tail fermentation.
The feedback from the audience is enough to prove the value of in-depth interviews. Take the special conversation that Jia Ling had when she was a guest at Lan Yu’s living room on the first day of the Lunar New Year as an example. As Jia Ling’s first live broadcast after the film was released, this conversation had more than 20 million reservation users on Weibo alone, creating a large number of people. Hot search. And on the night after the live broadcast ended, a large number of dialogue clips became popular on Douyin. A simple short video of Jia Ling saying hello had more than 680,000 likes, which shows the enthusiasm of the audience.
It is reported that the current content has more than 200 million views on the entire network, and it is still rising. More importantly, as soon as this interview came out, the topics centered on Jia Ling and "Hot and Spicy" instantly made the Spring Festival film a hotly discussed keyword among the public. Under the catfish effect, major film studios have clear reference points. They have changed from the more cautious and restrained style in the early stage and are vying to start marketing involution. This has helped the topic of Spring Festival films become the core of public opinion discussions, directly detonating the popularity of the film and driving the popularity of the film. The entire market rose rapidly.
roadshow log focuses on word-of-mouth communication. How to create a differentiated starting point for high-quality films?
In the process of driving a large number of audiences into the theater, the rapidly fermenting reputation has become an important starting point. This is also another key direction in the movie channel’s New Year planning this year.
From the first to the fourth day of the Lunar New Year, the movie channel launched a special road show live broadcast series for four consecutive days, taking public feedback as the core content, whether it was evaluation by hundreds of viewers in 38 cities across the country, real-time word-of-mouth wall, creators reading comments and other sections, or M Movie Group holds 10 offline movie viewing events in 9 cities across the country, all focusing on word-of-mouth fermentation. At the same time, "Today's Film Criticism" has also launched 16 special programs, which explore the resonance between the film and the public from three dimensions: film critics analyze the highlights, the main creator talks about creative thinking, and special audiences talk about the resonance of the film.
In a sense, this also demonstrates the professional media attributes of the Six Princesses. In recent years, users’ willingness to make impulsive purchases at large movie theaters has subsided, and they have gradually become desensitized to fancy movie marketing. Watching high-quality content and paying for your favorite movies have become the mainstream emotions. On the other hand, the current level of domestic film creation has improved, especially the films that dare to bet on large-scale releases, which are generally of good quality and have unique skills. Therefore, in a wait-and-see mood, both film producers and users urgently need professional third-party media perspectives to present the differentiated value of different films.
At this time, it is far from enough to rely solely on the original platform ratings and reviews from people around you. In an era where everyone has different eyes, high-quality projects need to complete word-of-mouth development, that is, find matching audiences, and establish emotional resonance and reality reflection with them. Attract like-minded people and achieve more targeted and refined word-of-mouth fermentation.
In this process, real feedback and public voices have become core keywords. Take "Hot and Spicy" as an example. On the New Year's Day, the topic took off simultaneously with many voices of doubt on the Internet. Is this a film focusing on weight loss? Besides losing weight, what else is there to see? Under all kinds of doubts, the voices from the front lines of theaters, audiences of different ages and cities became the best response.
After the conversation between Lan Yu and Jia Ling, the movie channel promptly followed up on the live viewing feedback of "Hot and Spicy" from users in many cities across the country on New Year's Day, eliminating doubts surrounding the movie: in addition to weight loss, self-salvation is the film The true meaning of the story is that in the age of peace, the frustrated people who are about to be crushed want to fight and win once. The theme of struggle always has the power to move people's hearts. During on-site interviews, "Hot" received overwhelming praise. These instant presentations to front-line audiences also allowed a large number of Internet users to put aside their worries and enter the theater. The ten offline movie viewing activities of the
M movie viewing group have the same value. It is reported that after the eleventh movie, the movie channel has set up a team to specialize in offline movie viewing activities to recruit movie-loving audiences from all over the country. Different from movie viewing groups whose core purpose is to create short video communication materials, movie channel viewing groups cooperate with local film bureaus and artists associations to recruit high-potential audiences based on different film themes and focus on word-of-mouth communication.
The so-called high potential energy lies in the fact that they can not only express professional opinions and generate high-quality topics, but also use real evaluations to drive word-of-mouth fermentation around them and arouse local enthusiasm for watching movies.
Taking this Spring Festival as an example, the movie channel organized a post-screening event for the "Let's Shake the Sun Together" viewing group. The communication time was as long as 50 minutes, which resulted in a lot of in-depth content discussions. There were even family members of uremia patients on-site to comment on the film. Highly praised for its authenticity and emotional points. This word-of-mouth fermentation ground is also a content position created by the movie channel that breaks away from the restrictions of the film studio and relies on the interaction between high-quality audiences and the film itself, helping the birth of more online communication materials.
It is with this idea in mind that the movie channel has helped four leading films in the Spring Festival to find differentiation. "Hot and Spicy" has a more feminine temperament and calls on everyone to love themselves; "Flying Life 2" targets men and tells the story. A story about burning young people; "Article 20" presents social justice; "Let's Shake the Sun Together" focuses on emotional healing. Under the guise of comedy, although the protagonists are all in difficult moments, the four films show different ways of coping. I also found word-of-mouth fermentation cuts in different directions, and completed high-fives from the air again and again with the matching crowd.
Focusing on all channels and all people, returning to the content itself, the movie channel explores new marketing trends
Now, the Spring Festival holiday is coming to an end, and the planning of the popular New Year movie series will also come to an end. In addition to the ingenuity in content design, the movie channel is in full media The operational capabilities in the channel have also become increasingly prominent.
On the traditional TV side, during the Spring Festival, a time of high TV activation rate, CCTV-6's schedule of a large number of related films including "Man Jiang Hong" and "Flying Life" echo this year's Spring Festival projects. Lanyu Living Room and "Flying Life 2" During the conversation, Shen Teng laughed and welcomed the audience to watch the first part of "Flying Life" on the movie channel. A large amount of live movie content and word-of-mouth planning successfully covered users in new tier cities during the Chinese New Year, spreading the reach of Spring Festival movies to a broader national market and completing repeated access to TV users.
On the new media side, the movie channel presents a clear idea of Weibo as a topic and Douyin as a content. It is reported that as of now, the Spring Festival plan launched by the movie channel has covered hundreds of media, and has been viewed more than 400 million times across the entire network. Among them, there are more than 1,000 short videos for film promotion and media integration, and have been played more than 1.1 billion times. There are 105 hot search topics on the Internet created for the Spring Festival movies, and the number of views on related topics has reached 4 billion+. At the same time, the movie channel is also trying to build more diversified promotion positions on platforms such as Kuaishou, Xiaohongshu, and Bilibili.
Take Xiaohongshu as an example. At present, its official account has accumulated more than 270,000 fans, emoticons, light pictures and text, and a younger interactive video ecology. The movie channel is working hard to build a full-platform film marketing matrix to integrate strong media The moat of attributes and high-quality content distribution capabilities has been further strengthened.
What is gratifying is that such omni-channel high-quality content has also attracted the attention of brands. Entertainment Capitalism observed that Ping An of China has named the movie channel’s New Year special program. After the content of Jia Ling's conversation was released, Guoyuan Wine also joined the sponsorship in the middle, which is enough to show its recognition of the entire marketing plan.
To some extent, the introduction of commercial brands has also effectively solved the marketing cost problem that has plagued the film industry for many years. In the future, with the improvement of commercialization, the commercialization path will also become a way to promote further cooperation between brands and film studios and expand film content. The next stage of open source topics.
In 2024, the movie channel also has greater ambitions. First of all, in terms of content expansion, in addition to planning formats such as live roadshows and in-depth interviews, the movie channel is trying to combine movie content and customize more diversified high-quality content sections. The recently popular micro-short drama content is its thinking One of the marketing vehicles.
At the same time, in addition to major schedules such as summer, National Day, and Spring Festival, the movie channel will also further focus on daily schedules, and is committed to promoting the audience to return to normal movie-watching habits, and try to maximize weekend schedules to promote the further recovery of the market. develop.
Third, the movie channel is promoting research on the big data side, trying to use more scientific and advanced data methods to feed back movie communication, breaking through the limitations of the current single platform and new media channels, and creating content that is infinitely close to omni-channel and omni-thread users.
The most important thing is that in the next year, as the representative of the national team, the movie channel will also further consolidate the marketing style of returning to the content itself during the Spring Festival. In the past, behind the routine entertainment promotions and short gimmick videos was the lack of professional talents and the common mentality of laziness and work. When the video announcement is divided into different sections along the lines of word-of-mouth, topics, and data, most of the marketing teams involved only focus on the one-third of an acre of land in front of them. They regard the number of hot searches and the number of popular items as the final KPI, but ignore the high popularity. Under the topic, is it really pulling the audience into the theater or pushing users further and further away.
In this Spring Festival, the movie channel’s content strategy and omni-channel cooperation just prove the value of sincerity: in front of the huge market, solid content and careful communication can always impress the audience. Only by using the communication form for good content, Instead of being blindly kidnapped by data, only the millions of viewers can truly shift their attention to the content itself, pay attention to the light and shadow stories on the screen, and share the same frequency with every laughter and tears of the characters.
In the future, we also hope that this new trend in the industry will attract more people to join and become stronger. The film marketing industry can create more high-quality benchmark cases with a more sincere attitude, richer content, and more complete business logic.
