Following "Literary Family Search", "Walking with Hui" directed by Dong Yuhui has once again become a hot search topic - recently, actor Andy Lau and director Ning Hao appeared in a live broadcast room to talk with Dong Yuhui and share the new film "Mr. Red Carpet " "The story of creation. That night, more than one million netizens entered the live broadcast room to watch, and 600,000 movie vouchers and 300,000 movie tickets were quickly sold out. The results of "live broadcast ticketing" are staggering. "Mr. Red Carpet" is not an isolated case. In recent years, live e-commerce has increasingly become an important stage for film promotions and has performed well. The
publicity and distribution platform is an important bridge that helps movies connect with audiences. The innovation of the publicity and distribution model has always attracted attention in the industry. At present, many movies have entered the Spring Festival, bringing together well-known directors such as Zhang Yimou, Ning Hao, Han Han, Jia Ling, and many powerful actors. In addition to the works, the film promotion war is also quietly going on. In the past, Xuanfa was still in a more traditional model, mainly promoting through various major platforms such as theater roadshows, traditional media, and self-media. Live streaming e-commerce was more involved in the "commercial market" of movies as a ticket sales platform.
With the deep involvement of the Internet, some new marketing paradigms are being generated. Short video marketing has now become a common paradigm for film promotions. Filmmakers usually put highlights or clips from the movie on short video platforms, and invite actors to shoot short video works to match the plot, catering to the audience's interests and needs, helping the movie gain popularity and convert it into box office. For example, the topics of " disappeared, " and ", in the octagonal cage" received huge readings. The short video platform fermented and the topic went out of the circle, laying the foundation for the high box office of these movies. From the popular short video to today's live e-commerce,
has essentially taken the path of leveraging traffic to drive box office. It is a win-win situation for all parties. The conversation between Dong Yuhui and the creator of "Mr. Red Carpet" fully proves that live streaming e-commerce is no longer limited to simply selling goods. Previously, movies such as " The Wandering Earth 2", "Fengshen Part 1: Chaoge Fengyun", "The Gathering at Southern Station" have been promoted in Internet celebrity live broadcast rooms. The advantages of this form are also obvious. Through live interviews, the selling points of the film are brought out, providing a better experience environment for the audience, using high-quality content to establish in-depth connections between products and consumers, and better integrating the film's Bring connotation and charm to a wider group of people.
can see that movie promotion has gradually formed a combination of offline roadshows, short video promotions, live broadcasts and ticketing. In the attention economy, the fragrance of wine is also afraid of the deep alley. For some good movies, large traffic support is certainly effective. If it is a movie of substandard quality, high traffic is like a sharp knife that stings the audience. As a cultural product, movies still focus on content value, and publicity and distribution help expand channels before release. What really impresses the audience is still the content and reputation. In the early stage, you can use fancy publicity to drive the box office, but if it is a bad film, it will not look good if it makes a high-profile appearance and then exits in embarrassment. Therefore, although live broadcast ticketing is popular, adhering to the mentality of being responsible for the audience, the live broadcast room should carefully select products, pay attention to "after-sales", and make reasonable adjustments, otherwise the trust of the audience will be overdrawn. (Popular News Client Zhu Ziyu)
