The 2024 Spring Festival period will reap over 8 billion yuan in box office results, setting a record high and ushering in a "good start" for the film market in the new year.
Since January 29, the Film Channel Integrated Media Center has launched the "New Year Movies are Booming" series of planning, with the construction of a film promotion platform as the core, through the coordination of integrated media live broadcasts, TV programs, short videos, movie viewing groups, and pictures. It provides multi-channel, multi-platform and multi-type communication resources such as documents, film editing and broadcasting. Taking the film culture interview section "Lan Yu Living Room" and "Road Show Diary" series of integrated media live broadcasts as the starting point, 9 sessions totaling 38 hours of integrated media were launched. Media live broadcasts, 24 TV special programs, 10 offline movie viewing groups in 9 cities across the country and other activities have been disseminated to hundreds of media platforms, with more than 420 million live broadcast views across the entire network, and more than 1,000 short videos launched, with views It has been viewed more than 1.2 billion times, creating 106 hot topics on the Internet for Spring Festival movies, and has been read 4.8 billion times. The movie channel gave full play to the important role of the national team as a "tone-setting information source", effectively boosting the popularity of Spring Festival movies and playing a leading role in box office growth.
"Lan Yu Living Room" impresses the audience with its sincere attitude and solid communication
"Lan Yu Living Room" introduces the high-quality program model of "round table discussion". The host Lan Yu sits surrounded by the main creators and talks about the creative story in depth. Discover cultural values and analyze creative thinking. In particular, the "Conversation with Jia Ling " program was launched on the first day of the new year. As Jia Ling's first appearance through the media after the release of " Hot Hot ", it triggered a hot topic across the Internet and heated discussions among the people. Spring Festival stalls. The number of views of a single live broadcast exceeded 200 million, and the number of topic reads reached 2.7 billion. The live broadcast continued to top the list of hot searches on Weibo, and was followed by 15 hot topics, effectively boosting the film's popularity on the second day. It became the box-office champion and quickly became the topic of national attention after the "Spring Festival Gala", and produced a "catfish effect", driving major film studios to rush to start marketing "involution", continuously strengthening the promotion and marketing enthusiasm, and helping the Spring Festival film become a topic of public opinion The core of the discussion has driven the rapid rise of the entire market.
closely combines roadshow documentation with word-of-mouth communication.
's "Roadshow Diary" series of integrated media live broadcasts focuses on the word-of-mouth fermentation of Spring Festival films and launches the "New Year's Day " Article 20 " nationwide premiere in 6 cities" and "New Year's Eve" On the second day of the Lunar New Year, " Flying Life 2", "Article 20" Two-City Roadshow", "On the third day of the Lunar New Year, "Hot and Spicy" Jia Ling met the audience face to face for the first time", "On the fourth day of the Lunar New Year, " Let's Shake the Sun Together " gained good reputation again Fermentation" and other themed live broadcasts, and specially planned sections such as "100 audience evaluations in 38 cities across the country", "Real-time word-of-mouth wall", and "Creator Reading Reviews", which successively helped "Hot and Spicy" become the box office champion, and "Article 20" continued for many days The box office reversed the decline, and the box office of "Flying Life 2" grew steadily, which amplified the positive comments from the audience and aroused unanimous resonance from audiences across the country.
10 "m movie viewing group" activities targeted different movie themes to recruit "high-potential audiences" to find differentiated opportunities for word-of-mouth fermentation.
In addition, "China Film Report" and "Today's Film Criticism" have launched 20 special programs, which review the film from multiple dimensions such as the film's front and backstage, film critics' analysis of highlights, the main creator's talk about creative thinking, special audiences' talk about the film's resonance, etc., and deeply explore the film. Charm and mass connection point.
stimulates the overall effectiveness of the Spring Festival schedule through linkage with key films and cross-media platforms.
Movie Channel domestic film promotion platform plays a unique leading role. It does not serve a single film company, but serves the schedule and the public. It not only creates high-quality content to provide film companies with a large amount of " Ammunition", and also continuously provide a large amount of material to the entire social media.
uses a variety of content settings and arrangements to interweave and intersperse the dissemination of films, generate rich topics, strengthen the recognition of the "family fun" characteristics of the Spring Festival, and show the good appearance of Chinese films united and forge ahead. From the perspective of content planning and dissemination, we will play a leading role in fully cooperating with national media such as People's Daily, Xinhua News Agency, and China Central Radio and Television, and effectively connect key film dissemination platforms such as Weibo, Douyin, Maoyan, and Taopiaopiao. Break down platform barriers and effectively stimulate communication effectiveness.Actively exploring new channels, using popular communication network communication methods such as China Mobile Migu video ring tones and mobile newspapers, it has reached a total of 52.1624 million users, and the movie promotional video ring tones have been played for a total of 190,129.32 hours.
In the future, while doing a good job in promoting key schedules, the movie channel will further consolidate the marketing style of "returning to the content itself" for the Spring Festival schedule, pay more attention to daily schedules, and strive to promote the audience to return to normal movie-watching habits and help "hype" The weekend slot will promote the further recovery and development of the film market, making the film channel's contribution to strengthening confidence in Chinese films, gathering people's hearts and promoting development.
Text/Beijing Youth Daily reporter Xiao Yang
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