【吆鸡】
Recently, the news that "Farewell My Concubine" will be re-screened in South Korea has spread throughout the movie fandom. According to South Korean media reports, the re-screening schedule of "Farewell My Concubine" has been adjusted from March 25 to April 1, which is also the 17th anniversary of Leslie Cheung's death.
For the audience, the re-screening of classic movies is no longer a rare event. Since 2009, "Evil and West Toxin Ultimate Edition" was re-released after high-standard restoration, the film industry has started a wave of classic movies. In the past ten years, "Evil East and West Toxic", "Havoc in Heaven", "Titanic", "Spirited Away", "Jurassic Park", "The Grand Master", "The Great Sage of Journey to the West", "My Neighbor Totoro", "Thousand" With Spirited Away, "Sea Pianist", and "Beautiful Life", a series of movies entrenched in major "must-see" lists have moved from online to offline, from VCD to high-definition 4K, bringing a show for many fans Another visual feast.
However, not all classic movie re-screening can be achieved. The Oscar high-scoring film "A Beautiful Life" was cold in the beginning of 2020. It was released for 5 days and the box office was less than 30 million.
and "The Pianist on the Sea", which was rescreened as a literary film not long ago, won 140 million box office in one fell swoop.
The disparity at the box office between the two can't help but make many people start thinking about how to do a good job in the secondary marketing of classic and good films as the re-screening of old films becomes more and more normalized?
finds accurate positioning, subdivides the population, and precision marketing. The re-screening of old films cannot rely solely on the secondary marketing of
classic movies. Good positioning is very important. For example, "The Pianist on the Sea" and "Life is Beautiful", both of which are literary films, although the former seems to have a wider audience than the latter, they have made a clearer positioning of the audience on the film side, thus gaining more box office.
This highly acclaimed China commemorative poster was designed by the top designer Huang Hai himself. It neither highlights Hollywood stars nor emphasizes the story, but uses a simple composition to convey the poetic core of the film, which hits instantly. The hearts of fans. It can be seen that under the big vocabulary of "literary and artistic", the film crew of "Sea Pianist" has made a more detailed division of the audience, directing the audience to the romantic youth among the art lovers.
In addition to positioning and segmenting the audience, the "new" marketing of old movies is also important.
is also a movie to commemorate Leslie Cheung. At the beginning of the re-screening, "Evil and West Poison" did not abuse the "Rong Fan" card, but continued to add "new skills" to the movie.
Compared with the original film, "Evil West Toxin Ultimate Edition" continuously emphasizes "high standard repair" and "director re-editing" to empower the film. Coincidentally, in 2012, the 100th anniversary of the sinking of the Titanic, the world-famous and well-known classic movie "Titanic" sank into theaters in the way of "3D restoration", raking in 987 million box office, and so far no one can beat it. I believe that with the popularity of "Titanic" and the appeal of the young little plum "ball grass", even if you don't play the banner of "3D repair", you can attract countless gold. However, the film crew still chose to re-screen through the time-consuming, labor-intensive and cost-intensive “3D repair” method. In addition to “dedication”, the feedback and respect for the fans is truly perceivable.
After this, high-definition restoration and 3D conversion were made as standard equipment for the re-screening of the old film. There is also the movie "The Great Journey to the West: Marriage", and the "unexposed fragment" "extended commemorative version" new gameplay was played. In line with the topical marketing of "Everyone owes a movie ticket to Master Xing", "A Journey to the West: The Great Sage Gets Married" earned 178 million box office in 2017.
Through the above-mentioned successful cases, we can see that marketers must figure out which "traffic" is paying for the second release of old movies.
In addition, there is also a kind of borrowing marketing that has to be mentioned.
In 2009, the doomsday catastrophe film "2012", which became popular with the help of "Mayan prophecy" and "Chinese elements", returned to theaters again through the 2012 "fable time" in the film, full of humor and mischievous "history" "Echoing" plus "3D dictatorship" made "2012" a small box office, with a final revenue of 137 million.
The old version of "A Chinese Ghost Story" was re-screened again with the help of Liu Yifei's "A Chinese Ghost Story". The new and old alternated topics..
Through the above various cases, it is not difficult for us to summarize what kind of "flow" the classic movie re-screening comes with-they are both a generation that grew up in the vague VCD quality, and also a love of Douban high-scoring movies By. Word of mouth, director and new technology are the "keywords" that most attract them to enter the theater to explore movies. Art, quality and feelings are also their "viewing background". These descriptions are just some labels for them as experienced film lovers, but they are not enough to summarize their entire interests.
The new marketing of old movies, in addition to playing a good "feeling card", must also find out the combination of "old" and "new", consolidate the "self-contained traffic", attract new audiences, and give the movie Yes, add points to the classics.
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