2024 The Spring Festival season has come to an end, and the national movie box office has exceeded 8 billion, breaking a record. As a cooperative promotion and distribution platform for Spring Festival films, the popularity of Spring Festival content on Douyin has reached a new high. As of February 23, the total exposure of content related to Douyin's Spring Festival movies exceeded 50.1 billion, and related search exposures reached 2.3 billion, driving audiences into theaters for consumption and adding fuel to the strong recovery of the film market.
The official Douyin account of the movie " is hot and hot " has released multiple videos with millions of likes.
Douyin uses short videos, live broadcasts, announcement programs, interactive film reviews and other forms of content to inspire users to participate in co-creation and promote the film. Douyin provides a new model of "content cultivation" and makes Douyin one of the important channels for film promotion and distribution.
has opened and operated official accounts on Douyin for the Spring Festival movies released this year. The continuously updated behind-the-scenes and road show clips allow the audience to understand the details and highlights of the film from multiple angles and shorten the emotional distance with the film. Among the videos released by these official accounts, a total of 120 videos had over a million likes; on the day "Hot and Spicy" was released, its official account received an additional 20 million likes. Many Douyin creators have interpreted and created original videos around the movie, helping the film break through the circle and reach more audiences.
The popularity of movies cannot be separated from the driving force of celebrity creators. They use Douyin to deeply interact with the audience, further igniting the audience's enthusiasm for watching movies. Multiple crews appeared in the Douyin live broadcast room, and the number of viewers of the 22 live broadcasts exceeded 230 million, with a cumulative viewing volume of 1.28 billion.
Douyin also launched the first publicity announcement program "The Big Hit is Coming", inviting the crews of the Spring Festival films " Speeding Life 2" and " Article 20 " to participate in fun games and question-answering challenges, and share their works with the audience. The story behind the scenes, the two episodes were watched by more than 85 million people. It is reported that "The Big Hit Is Coming" is a weekly program hosted by five people from the "Big Hot Family" Deng Enxi, Du Haitao, Wang Yaoqing, Xie Nan, Zhang Yanqi. Each episode invites a film and television creative team to participate The program is recorded and broadcast weekly on Douyin and Jiangsu Satellite TV.
In addition, 759,000 Douyin users marked their interest in the film using the "Want to Watch" function, while 117,000 film reviews recorded the audience's true viewing experience. The Douyin film review area attracted interaction between film official accounts and celebrity creators. Shen Teng, the star of the movie "Flying Life 2", left a message to reply to the audience's questions about the plot details.
The 2024 film market has made a good start. Many Spring Festival films are still in theaters, and the topic of related films on Douyin continues to rise. In the future, Douyin will continue to support the film market through in-depth cooperation with film producers and content promotion and ticketing, so that more high-quality film works can be seen.
