The Chinese film industry has gone through more than 20 years from empiricism to big data blessing.
In 1994, "Destiny's End" became the first international blockbuster introduced in mainland China, opening the beginning of the promotion of modern domestic films.
With the improvement of the level of film industrialization and the continuous innovation of marketing methods, the rate of increase in the box office has been increasing year by year: from 2003 to 2010, the domestic box office for the whole year exceeded 10 billion from 1 billion, and exceeded 20 billion in 2013. , Exceeded 60 billion. China has become the world's second largest box office market.
In December 2019, the Hainan Island International Film Festival opened. As the "Official Data Support Partner" of this film festival, Wisconsin was invited to participate in the H! The Market Exhibition has released a new signal to the entire film and television industry-big data, which is increasingly affecting the development of the film and television industry.
H!Market is the first comprehensive international and effective industrial platform created by the Hainan International Film Festival. With the framework of market exhibitions, market forums, and market activities, it invites production and development companies, publicity and distribution companies, marketing companies, and sales agents. Joining of companies, post- and technology-related companies, cross-industry related companies (investment and financing, education, law, cultural and creative), film festival agencies, and government agencies. As a leading company in the field of media big data, Wisconsin was invited to communicate with more than 200 companies and social organizations such as Tencent, Youku, Mango TV, Maoyan Entertainment, Netease Literature, and Happy Media to discuss the development trend of China's film and television industry .
Accurate big data can assist the whole process of film and television production. From film production, publicity and distribution, to effect monitoring. The factors that affect the final box office are complex and complicated. Creating and upgrading popular models, increasing exposure, ensuring word-of-mouth and box office, etc., are the common goals pursued by film and television practitioners in the era of big data.
Take the marketing promotion link as an example, content and channels are the most critical factors. Find the most potential audience and spread the high-quality content they are interested in. The announcement of the movie can stimulate the greatest potential, so as to achieve the double benefit of box office and word of mouth.
delineate the audience's selected content
The rapid development of the Internet has brought about an explosion of information volume. The information that the audience is exposed to is no longer "big and complete", but emphasizes "small and beautiful". The public is more willing to contribute to the content that they care about flow. This feature of
is reflected in the film marketing link. It is necessary for publicity personnel to capture user portraits, lock core audiences in advance, and study the content that this potential audience cares about. The use of big data can greatly liberate manpower, expand the scope of data analysis and sampling, and accurate final results.
In addition to locking the target audience's preferred content in advance, big data technology can also be used to guide users' expectations of watching movies, avoid misplaced expectations, and adjust the content of communication in a timely manner based on audience real-time feedback and sentiment analysis.
Preferred Channels Accurately reach news platforms such as
headlines and Sohu, gather comprehensive information, community channels such as Douban and Hupu, focusing on life and interest circles; social platforms such as Weibo and QQ have a younger audience. Which channel is the main force for marketing a movie? How to allocate publicity channels reasonably? Big data often knows the answer earlier. In
movie marketing, the amount of exposure is often proportional to the box office. Through big data to locate the exposed content, real-time monitoring of voices on various social media, tracking the operating performance of specific accounts, and conducting movie word-of-mouth analysis to lock the core and potential audience groups. Knowing content preferences and accurately reaching them through channels can save unnecessary costs and optimize marketing effects.
The importance of big data to the film and television industry is constantly being refreshed. For investors, big data helps risk assessment and control; for producers, big data can effectively guide content planning and the selection of the main creative team; for publicity parties, big data can optimize publicity strategies and precise marketing; for projection terminals, through word of mouth With big data, you can adjust the plan in time.
Huike Xunye was invited to participate in the Hainan Island International Film Festival, providing one-stop marketing data platform services and million-level data for the film festival, marking the integration of the film industry and big data, which has become the consensus of the entire industry. In the future, the demand for big data services from the film and television industry will increase day by day, and Wise Technology will continue to make digital marketing and its methodology truly used in every aspect of the film and television industry, bringing more precise marketing communications.Broadcasting direction and effect evaluation, based on media big data, combined with artificial intelligence integration and analysis, will bring stronger support for the digital marketing transformation and development of the film and television industry.
-
-
-
-
-
-
-
-
-
-