[Global Network Cultural Comprehensive Report] On September 24, the movie "Only Green" started pre-sale. Relevant data shows that thanks to the in-depth linkage and resonant publicity of the "movie + performance" dual business scenarios of the producer and co-distributor Alibaba

[Global Network Cultural Comprehensive Report] On September 24, the movie " Only This Green " fully opened pre-sale. Relevant data shows that thanks to the in-depth linkage and resonant publicity of the "movie + performance" dual business scenarios of the producer and co-distributor Alibaba Pictures, the film currently ranks 2024 in terms of overall box office (including screenings and pre-sales) The new National Day film is at the top of the box office list, and the same IP offline dance drama "Only Green" also shows a continued rising box office trend. It is reported that this film is the first time that Damai, a subsidiary of Alibaba Pictures, has participated in a film project as a co-distributor. It is also the first time that the dual platforms of Taopiao Piao and Damai have carried out in-depth joint innovative promotions for the two major audience groups of movies and dance dramas.

Phenomenal IP debuts on National Day, "Green Wave" jumps from the stage to the screen

According to Beacon Professional Edition data, the movie "Only Green" started pre-sale on September 24, and the current comprehensive box office has exceeded 3.2 million, Taopiao The number of "Want to See" votes exceeded 105,000. As a cross-border extension of the hit dance drama, the movie "Only Green" has been highly anticipated by the audience since its official announcement. This has once again confirmed the cultural value and content appeal of hard-core IP.

In August 2021, the dance drama "Only Green" premiered at the National Center for the Performing Arts. With its beautiful stage presentation and cultural heritage, it quickly became a phenomenon-level cultural IP. At the beginning of 2022, excerpts from the play appeared on the CCTV Spring Festival Gala, reaching more than 8 billion viewers, triggering a nationwide "green wave". In the past three years, the play has toured more than 70 cities across the country and performed nearly 600 times. It has won many awards such as the 17th Wenhua Award and the 2022 China Copyright Gold Award. In this context, the movie "Only This Green" 》 also came into being.

The movie "Only Green" is produced by China Film Co., Ltd. and China Oriental Performing Arts Group Co., Ltd., and is co-directed by China Oriental Performing Arts Group's young director Zhou Liya and Han Zhen. Zhang Han, Meng Qingyang, Xie Suhao and other original stage cast members Starring Renma, the story revolves around a modern cultural relics researcher who, when "A Thousand Miles of Rivers and Mountains" is about to be exhibited, devotes himself to research and crosses nearly a thousand years of time and space to enter the heart of the painter Xi Meng, witnessing his painstaking and selfless creation, and joining hands with countless workers. The process of creating a picture scroll passed down from generation to generation. Using the main color "green" in the painting as a visual clue, the film connects the materials and tool production techniques such as seal script, silk, paint, pen, ink, etc. required to form the painting one by one, focusing on a number of Chinese intangible cultural heritage techniques and fully interpreting It reflects the unfading color of "Thousand Miles of Rivers and Mountains" for thousands of years, the ingenious creation of countless workers, and the continuous protection of generations of cultural relics protection workers.

In terms of artistic presentation, the film not only retains the essence of the original play, but also strives to show the refreshing oriental artistic conception and national customs frame by frame with a freer perspective, more brilliant light and shadow, and richer imagination. Through the ingenious integration of dance drama art and film narrative, the audience will also see a more fulfilling and three-dimensional aesthetic world on the big screen, and immersively experience the cultural connection that spans thousands of years of time and space.

"This is only green, this is very Chinese." The first batch of viewers also deeply resonated with the ultimate Chinese aesthetics and cultural connotation displayed in the film. It is reported that the film has been screened for multiple rounds and will be screened in 50 cities from September 28 to September 30. Audiences who have watched the film in advance have spoken highly of the film and certified it as "the most beautiful film of the year" and "cultural confidence has been crystallized at this moment." This shows that as a dance drama film with a unique type and novel theme, "Only Green" is also of great significance for further enriching the supply of high-quality content in the National Day film market, paying tribute to and popularizing China's excellent traditional culture, and conveying the energy of the Chinese spirit. This high-quality, word-of-mouth masterpiece also confirms the content values ​​of "little people, real heroes, big feelings, and positive energy" of the film's producer and co-distributor Alibaba Pictures and the brand mentality of "all good movies can be found in Taopiao Piao".

"Movie + Performance" is deeply linked, and differentiated publicity drives online and offline growth

's wide IP influence and excellent content quality have laid an important foundation for "Only Green" to appear on the screen. At the same time, based on The full-link resonance promotion strategy of Alibaba Pictures and Damai's "movie + performance" dual business scenarios has also brought significant data effects to the film's user reach and word-of-mouth success.

It is understood that since the official announcement of the film’s National Day release in early August, Alibaba Pictures’ film-actor linkage strategy has been throughout all stages of the promotion period of “Only Green”. First of all, from August 19th to August 21st, the targeted targeting of users who had purchased and viewed the Damaiduan dance drama performance, as well as the "want to watch and be polite" actions of Taopiaopiao and Damai dual-end users, successfully drove the film Taopiaopiao. The significant increase in "Want to Watch" data exceeded 10,000, helping the film quickly reach the top of the "Want to Watch" list of pending films. In addition, during the Mid-Autumn Festival, Taopiao Piao's promotional product "Want to Watch" nameplate was launched beautifully, fully focusing on the content of the film and inviting the audience to participate in the painting to stimulate enthusiasm for watching the film, further boosting the cumulative "want to see" data of the film to exceed 100,000; secondly, to celebrate the dance drama A specially held offline event to celebrate the third anniversary of the film "Only Green" was held in advance to celebrate the third anniversary of its premiere, which accurately reached the core audience of the IP. The first round of word-of-mouth released by Taomai VIP members and loyal IP fans who participated in the event on social platforms after watching the movie helped the film complete the precipitation and spread of word-of-mouth in the core user circle.

In addition, the film has been screened for multiple rounds. The dance drama performance data of "Only Green" accumulated on the Damai platform has also become an important reference for the selection of cities for each round of screening. The success of this strategy is not only reflected in the movie's venues. Data such as average attendance and Taopiao Piao's "want to see" continued to grow, which also coincided with the continued release of word-of-mouth reviews, further radiating to large audiences in relevant cities; not only that, all Damai's "Only Green" performances The details page also has a movie ticket purchase entrance. Users can directly purchase movie tickets by clicking on the corresponding page.

With the support of a series of film-actor linkage actions, not only the movie "Only Green" achieved excellent data performance, but offline dance drama performances also experienced significant growth. Damai data shows that since the film was officially announced on August 2, the box office sales of the dance drama "Only Green" have increased in multiple city stations. The sales rate in Shanghai, Guangzhou, Tianjin and other cities has increased steadily recently. , the upcoming performances in Wuhan during the National Day are also continuing to sell well. The popularity of IP movies and dramas is also expected to trigger a new round of national "green wave" and may become a new landscape of National Day cultural consumption. In addition, "Only Green" was also promoted on the live broadcast room with Hui on the evening of September 21. 50,000 movie tickets were sold out that night, and 3,000 dance drama performance tickets in 4 cities were on sale simultaneously. The live broadcast room has the highest number of simultaneous online The number of people exceeds 250,000. It is reported that this is also the first time that a film and a dance drama of the same IP are sold at the same venue in the Super Live Broadcast Room.

From the cross-border content development of " I'm Waiting for You at the End of Time " from the movie screen to the stage of musicals, to the linkage of the drama series "Flying Life with Love" and the movie "Flying Life " series of IPs, Then there is the content linkage and publicity resonance between Miyazaki Hayao's new film " What kind of life do you want to live " and the world's first stop of Studio Ghibli's Story immersive art exhibition at the same time, Alibaba Pictures is in IP content The level of film-acting linkage has been explored for a long time.

Nowadays, Alibaba Pictures has established a full-link film and performance linkage paradigm that covers multiple capabilities such as diversified content development, product tool sharing, platform data interoperability, operational gameplay innovation, and in-depth linkage of publicity and distribution. With this as an anchor, Alibaba Pictures not only effectively activates the value superposition effect of high-quality IP and continues to bring more high-quality cultural content to the market, but also relies on the differentiated publicity and distribution capabilities of film-actor linkage to further develop Establish the platform’s advantage in competition.