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, 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.
solidly supports the promotion and distribution of Spring Festival movies, stimulates the audience's enthusiasm for watching movies, leverages the Spring Festival movie market, effectively helps increase movie box office, and effectively creates a good atmosphere of "the movie market is booming".
Behind such an eye-catching achievement, it is inseparable from the dedicated creative work of the film’s creative team, as well as the matrix-style publicity and dissemination of the Spring Festival movie.
In fact, in recent years, audiences have gradually become desensitized to film promotion content that is too gimmicky and overly suspended. As a result, audiences have become increasingly cautious in purchasing movie tickets.
However, with the mature development of the film market and the improvement of the overall level of Spring Festival movies, audiences urgently need a trusted third-party organization to "remove the false and preserve the true" of the film content, or to conduct a more objective analysis and interpretation to help them choose to the highest quality. Watch videos of high quality and suitable for you. The
movie channel is managed by the State Film Administration and is the only national-level professional movie channel in mainland China. It can help viewers effectively integrate information and select their favorite movies.
During the Spring Festival, the Movie Channel Integrated Media Center also fulfilled its mission. Since January 29, it has launched a series of planning "New Year Movies Are Booming", with the construction of a film promotion platform as the core, coordinating integrated media live broadcasts, TV programs, Multi-channel, multi-platform, and multi-type communication resources such as short videos, movie viewing groups, graphic manuscripts, and film editing and broadcasting contribute to the promotion and distribution of Spring Festival movies.
In addition, the movie channel actively explores new communication channels, using popular communication network communication methods such as China Mobile Migu video ring tones and mobile newspapers, reaching a total of 52.1624 million users, and the movie promotion video ring tones have a cumulative play time of 190,129.32 seconds. Hour.
Through the above multiple content settings and arrangements, the film dissemination is interleaved and interspersed, generating rich topics, strengthening the recognition of the "family fun" characteristics of the Spring Festival, and showing the good appearance of Chinese films united and forge ahead.
Among them, the most impressive core publicity event was Jia Ling's choice of "Lan Yu Parlor" as her first appearance platform after the release of the movie "Hot and Spicy".
After a year of devilish training, after losing 100 pounds, Jia Ling met the audience for the first time in "Lan Yu Parlor", and her first greeting received 680,000 likes.
During the live broadcast, the host Lan Yu asked many heart-warming questions, "Are you still happy after successfully losing weight?" "Are you worried about your position in the film market in the future?" Jia Ling's first live broadcast The appearance is full of emotional value.
In addition, "Hot and Spicy" was labeled as "Jia Ling's Weight Loss Documentary" due to the previous spread of some social platform marketing accounts. This live broadcast also allowed many viewers to clear their minds about the movie "Hot and Spicy" Prejudices and misunderstandings, realize that the spiritual core of "Hot and Spicy" is not only about losing weight, but also about how people can win themselves and live for themselves. At the same time, it also helped "Hot and Spicy" to counterattack to the top of the single-day box office the day after its release.
In addition, the Film Channel Media Center was also deeply involved in the promotion and distribution of the movie "Article 20", accompanying the film crew across mountains, rivers, and lakes to various cities across the country.
In line with the movie theme of " I love my family ", the first batch of roadshow cities for "Article 20" chose the hometown cities of each leading actor. The leading actors returned to their hometowns with their new works during the Spring Festival to interact with the folks, and emerged There are many heart-warming "famous scenes".
During the live broadcast of the road show on the movie channel, the audience saw the lead actress Ma Li returning to the Northeast to make dumplings with the villagers, and was surrounded by the villagers shouting "daughter-in-law"; they also saw Zhao Liying return to Langfang and treat her father and fellow villagers They gathered together for a "family and friends reservation", and the cry "Cousin, I'm really proud of you" from my cousin also jumped out of the live broadcast room and spread on multiple social platforms.
uses in-depth interviews and roadshow live broadcasts as the starting point to increase the potential of film promotion
An overview of the film promotion and distribution of the Spring Festival movie channel can be said to serve the Spring Festival period with a leading position, exerting a cluster effect, linking key films and cross-media platforms , to stimulate the overall effectiveness of the Spring Festival stalls.
The highlight of the program "Lan Yu Living Room" is an in-depth interview program. In the current era when audiences are pursuing short, fast and sensory stimulation, it is actually a big challenge to use in-depth content as the main promotion force.
However, "Lan Yu Living Room" carefully arranges the interview subjects and videos, as well as the host Lan Yu's gentle and relaxed conversation style, so that in-depth conversations can be widely disseminated on multiple platforms in the form of a combination of long and short, maximizing activation. The value of the program adds fuel to the Spring Festival announcement.
At the same time, the interview focus of "Lan Yu Parlor" not only explores the inner stories behind the films and the starring actors on the screen, but also focuses on sorting out and classifying the Spring Festival movies, truly serving the audience, allowing the audience to "have stories to listen to, and have fun with." Watch the movie."
Impressive plots in "Lan Yu Parlor" include Wei Xiang and Shen Teng's sudden tears, recalling the difficult years they spent together in a rental house ten years ago; and Zhao Liying's revelation of " "Hao Xiuping" was not deaf-mute in the original script, but during the process of reading the script and discussing with the director, she proposed that it would be more touching for her and her children to be deaf-mute.
These contents are all originated from "Lan Yu Living Room" and spread to various media platforms. After a long period of emotional fermentation, these contents are truly output to the audience, forming a resonance and creating a circle-breaking effect. This is exactly the purpose of in-depth interviews. The charm.
Second, the movie channel insists on being audience-centered and closely combines road show documentation with word-of-mouth communication. The four-day "Roadshow Diary" series of integrated media live broadcasts focused on the word-of-mouth fermentation of the Spring Festival films, and specially planned sections such as "Evaluation by Hundreds of Audiences in 38 Cities across the Country", "Real-time Word-of-mouth Wall" and "Creator Reads Comments", which resonated with audiences across the country.
movie channel's 10 "m movie viewing group" activities also targeted recruiting "high-potential audiences" based on different film themes, looking for differentiated word-of-mouth fermentation opportunities, forming effective interactions with online programs and live broadcasts, and improving the overall publicity hair system.
Finally, as an out-and-out "national team player", the movie channel gives full play to its own advantages, integrates multiple resources, serves movies and the public, and demonstrates irreplaceable important value.
During the promotional road show for the movie "Flying Life 2", Shen Teng once said, "Everyone will go to cctv-6 to watch "Flying Life" on February 7th, and then come to the theater to watch "Flying Life 2". We will connect this matter ".
This "dream linkage" fully demonstrates that today, movie channels have fully adapted to the development of the times. From TV to mobile phones, from small screens to big screens, movie channels can fully exert their efforts and contribute to film promotion and film promotion. Indelible key value.
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.
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