ying is a marketing tool that many movies will be carried out before they are released. A good word-of-mouth reputation can provide a qualitative guarantee for movies, such as the joy and moving that appeared in "Green Book", as shown in "I am not the god of medicine" Realistic themes that come out can help the film find the most suitable "host".
The third film "Galaxy Tutorial" directed by Deng Chao and Yu Baimei started filming on July 4th. After a week, it created the largest number of screenings in history. The first round of
is from 7.13 to July 14 in the nationwide except Beijing, Shanghai, Guangzhou and Shenzhen, with about 18 people per person; the second round of
is between July 15 and July 17. The film was launched, and the location spread to the whole country, with an average of 23 people per person; as of the first day of release, the cumulative box office reached 150 million.
At first glance, this kind of operation is very similar to last year’s super word-of-mouth and box office "I’m not the God of Medicine". It can be seen that the movie party has worked hard with this movie and is full of confidence. However, The miracle of "Medicine God" is not so easy to replicate.
Is "Galactic Crambling School" a dark horse like "I'm not a Medicine God", or a "click to death" movie like "Journey to the West"? To understand this problem, you need to understand the meaning of dot mapping.
Screening ceremony before the release:
generally focuses on word-of-mouth marketing one month before and after the release, while the screening should refine the big concepts one by one, giving the media, audiences and critics who watch the movie in advance as one media.
For most audiences, the performance and box office results of a movie on the premiere day are all reference signs and references. On the eve of a movie’s release, many audiences have passed the trial screening, Screenings, internal viewings, road shows, spot screenings and other methods have had "initial contact" with the film.
In terms of concept, the film is similar to the public beta stage of the film. After the film has been produced and passed the review into the commercial screening system, the film owner has chosen to screen in some of these cities due to various factors. Including open to the media, film critics and related film staff, ordinary audiences can also buy tickets to watch, which is also a way for many fans to see the beauty in advance.
In the mainland of my country, in 2002, Zhang Yimou directed "Hero", in order to be nominated for Oss Best Foreign Language Film (Required films must be screened in a certain country from November 1st of last year to October 31st of next year ), a one-week advance screening was held in Shenzhen.
And this method has quickly been recognized by the industry, from "Promise" in 2005 to "Assembly Number" in 2008, from "Avatar" in 2009 to "People on the Road" in 2012, many movies The room has adopted a point-to-point method in order to attract more audiences.
For the early films, click-on screenings were mainly small-scale and small-scale. In recent years, the scale of click-on screenings has gradually increased, and the regional coverage has also changed from "one city" to "thousand cities". The movie box office has risen from tens of thousands to millions or even hundreds of millions.
In recent years, the two most successful screenings were "Unexpectedly" in 2015 and "I am not a medicine god" in 2018, which have almost become the representative of the unbroadcast. The former,
, was screened one week before the movie’s release, and the box office exceeded 110 million, creating a precedent for unbroadcasting;
and "I am not the God of Medicine" exceeded 100 million at the box office three days before the movie, and won the box office championship two consecutive days. And on the day of the premiere, it won 49.2% of the lineup and 160 million box office, accounting for 82% of the overall box office; the "double-edged sword" effect of
,
, can be seen from the success of these two films. The increase in the box office and word-of-mouth of the film has formed a relatively large advantage, but the premise is based on the film's good content and themes. That is to say, the click map is especially suitable for those word-of-mouth types that are not explosive in layout but need to be slowly developed film.
has important market guiding significance for the theater structure of the US market, and for some literary and artistic films ("Green Book"). However, it is not suitable for some movies.
For example, Marvel’s MCU movies have formed a powerful cosmic system across the country. They don’t need to be screened, and only the first day of release can quickly reach the box office.The effect of bursting. For example, "Reunion 4", without screening, also won an unprecedented box office of 500 million that day.
Not all movies are suitable for spot screening, spot screening is a double-edged sword, if not grasped well, it is easy to backfire.
For example, in 2018, "Journey to the West: Daughters of the Kingdom" was first screened on the first day of the Lunar New Year. As a result, the film was exposed in advance due to film quality issues. The film ranked second among the movies of the same period, allowing audiences and theaters to comment on this film. The information has been lost before it is released. The theater has greatly reduced the film output. The film output on the premiere day was only 16%, and it fell rapidly in the next few days. After the screening, it died before the broadcast! Dian Ying did not play its due role at all. Perhaps it was because the film crew was too confident in their own work, which led to the street shooting.
For the audience, fans and movie fans play the mainstay role of the screen. According to the analysis of the previous films, if the score of the film does not reach 8.8 points or more, there will be a certain word-of-mouth risk, because the first batch of seed audiences The praise will be much higher than the real result.
If word-of-mouth hits the street, then there will be errors in the film's judgment on the quality and quality of the film, overestimating the word-of-mouth of the film, and it will be a devastating blow to the publication of the film.
At the same time, there is also certain competition in the industry. In order to buy a large number of viewers, many propaganda parties use red envelopes or reimbursement of movie tickets to obtain higher ratings and word-of-mouth, resulting in the false evaluation of film screening. High situation.
"Galaxy Tutorial": Word-of-mouth quality determines everything.
"Galaxy Tutorial" because the film involves realist themes. Compared with Hollywood blockbusters, it obviously does not have the advantage and commercial effect of bursting out at the beginning. Its reputation needs a certain amount of time. To spread and ferment, so, for the film party, click-on has become the preparatory period for their word-of-mouth communication and fermentation, which is also the original intention of the producer. The method of
"Galactic Cram School" is very similar to last year's "The God of Medicine". In this kind of market data feedback, for theaters, seeing its industry value will only increase its film schedule; for audiences, their judging criteria are generally box office and rating, "Galaxy Tutorial" Occupying the prime time screening so far, the box office won 150 million box office barely pass.
However, the ratings of this movie on Douban and Maoyan showed a great deviation. As a professional website, Douban gave an evaluation of 6.3 points; while Maoyan gave 9.4 points. The reputation of the movie is still controversial.
And this number is based on a lot of iron fans and the first batch of seed audiences. There are falsely high elements. And how much moisture is, whether it is "I am not a medicine god" or "Journey to the West" ", we still need to judge by the audience's "sharp eyes" within a week of the screening.
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