On July 3, the "want to watch" data for the movie " reverse position " showed exponential growth, soaring to the top three in the "want to watch" daily increase list. The rapid improvement of data performance is a direct reflection of the effectiveness of publicity and distribution. Behind this, it also benefits from the innovative exploration of Alibaba Pictures' "movie + performance" business from content layout to platform integration to in-depth linkage of publicity and distribution. This move creates the first new publicity and distribution model in the entertainment industry that achieves full-link cross-border linkage from the content, platform, product, and operation sides.
Digging into the promotional potential of the main creator of "Duoqi", the number of "want to see" jumped
The movie "Reversal" is written and directed by Zhang Yudi, written by Huo Xueying and Zhang Yudi, starring Bian Cheng and Zhou Meijun, Zhangchi , Chen Shaoxi, Xu Shixin starring, Liu Jun made a special appearance, and Song Xiaochuan made a friendly appearance. The film tells the youth growth story of sensitive teenagers who move forward despite setbacks, run hard on the road to pursue their dreams, and strive to become the protagonists of their own lives.
On the morning of the same day, the film released an emotional trailer and a relationship poster. The teenagers stood in the youth of midsummer and looked at the adult world. In the evening, taking one of the leading actors Chen Shaoxi's identity as a "singer + actor" in the summer season as a fulcrum, Damai and Taopiaopiao launched "Reversal" for the "Hehuo people" who have "ten days of hard work". ” and “movie watching” interactive welfare activities. This move accurately stimulated the interest of Damai users who like "Ten Qintian" in the film, and helped the film's "want to watch" data jump to the second place in real time that day.
The effectiveness of this publicity and distribution linkage has been verified many times. It is reported that on June 6, Damai launched the " Customs Front " promotion campaign for the "Jacky Cheung 60+ Tour Concert" Zhengzhou station extra concert ticket grabbers, completing the precise screening of movie fans from the Jacky Cheung fans. Efficient conversion. According to data from Beacon Professional Edition, on the day of the event, the number of new people who "want to watch" "Customs Front" reached the highest level in the past month.
Alibaba Pictures IP linkage advancement: from diversified content development to incremental exploration of publicity and distribution
In terms of diversified development of IP content, Alibaba Pictures has achieved high-quality linkage development of movies, musicals, dramas, and exhibitions .
In 2020, Alibaba Pictures produced and distributed the film " I'm Waiting for You at the End of Time " with a box office of over 500 million. Subsequently, Alibaba Pictures announced that the IP musical with the same name has started development. In 2022, the high-quality musical "I'm Waiting for You at the End of Time" will be on stage as scheduled.
During the Spring Festival of 2024, the drama series "Flying Life and Love" and the movie " Flying Life 2" will meet the audience at the same time. The two competition elements complement each other, the material library is shared, and the promotion ends resonate. This is the success of Alibaba Pictures' film-drama linkage. practice.
In April 2024, Hayao Miyazaki's new film " What kind of life do you want to live ", introduced by China Film Group and promoted by Alibaba Pictures, was released. The Studio Ghibli Story immersive art exhibition will be held simultaneously during this period. The popularity of the film helped build up the popularity of the exhibition, and the immersive exhibition greatly extended the audience's leaving feeling. This "film festival" linkage not only reflects each other's content, but also achieves promotion resonance.
In the 2024 summer season, through large-scale platform alliances and refined crowd operations, the upgraded in-depth linkage has achieved very impressive and efficient conversions. In the future, how will this in-depth linkage bring more directional exploration to the audience and the industry in terms of content and publicity? Looking forward to more innovation and increment in the summer season.
