muscle actor

Chapter 405 New Trend

"This time there are penguins in the lead, so let's push the waves." Yaozai said relaxedly to Ding Cheng: "Big Mac is powerful."

With the finalization of Venom, there will be at least three or four months in the later stage, and the work of the remaining actors and directors is basically completed, and it all depends on spending money and fighting for publicity.

Colombia is not stupid. It wants Penguin to invest just to promote the country. With the entertainment overlord here, I wonder how much money it can save?
Nowadays, everything is done to attract the audience's attention.

Last month, the shocking kneeling of Fang Li, the producer of Bai Niao Zhao Feng, actually created a miracle of 8000 million box office?

I keep complaining that film marketing is more difficult than film production, and the effort, including creativity and wisdom, is five to ten times that of making a film...

As Hollywood, which has the highest degree of marketization in the world, its investment in publicity and distribution can be described as costly compared with domestic ones, accounting for an average of 30% to 50% of the total cost.

For super blockbuster films such as "Iron Man 3" and "Avengers" with a total investment of more than 50 million US dollars and released to the global film market, the cost of publicity and distribution generally accounts for [-]% of the total cost.

Although it is bloody and brutal, considering the overall size of the overseas market and the global box office returns of super blockbusters, it is easy to understand where the confidence and motivation of Hollywood manufacturers to spend a lot of money on publicity and marketing come from.

In front of the global box office of "Iron Man 3" of 12 billion US dollars, what is the announcement of more than 1 million US dollars?
I can't bear to let the child catch the wolf!
This is the second work, and it can be regarded as a deep understanding of the huge difference in publicity and distribution between the two countries. According to the data collected by Yaozai, 34% of the overall domestic publicity and distribution costs are used for theater promotion and related theater activities, and 20% for Hard advertising.

In Hollywood, only 11% of the cost is spent on broadcasting, but in traditional media investment, Hollywood’s investment accounts for nearly half, which is nearly five times that of domestic films.

This makes a difference.

I don’t know why Hollywood has spared no effort in investing in TV commercials. More than 70% of its overall advertising costs will be put on TV commercials.Although over the years, all kinds of bad-mouthing theories of traditional media have been heard endlessly, and predictions that TV advertising investment will decline can be found everywhere, but such predictions seem to have no signs of being fulfilled.

According to a feature in Variety magazine, 67 films spent $25 billion in traditional media last year.Talking about this issue with Wen Ziren, he also said helplessly: You can't use your precious marketing budget to experiment with some new gadgets, can you?
Who still watches TV in the country?

Of course, their publicity plan also includes marketing activities that are rarely used in domestic films, such as audience positioning research, trailer testing research, audience awareness tracking survey, etc.

These professional studies and surveys provide a lot of important reference data for the overall film promotion activities, and are also typical manifestations of film industrialization.

In addition to the conventional hard advertising, soft advertising, actors participating in variety shows and starring in popular TV dramas, all opportunities and resources that can increase the exposure of the film will not be missed.

Even the leading actors can participate in live hosting of popular programs, or conduct lottery draws.Some movies also feature lines or actors in popular TV series or weekly sitcoms.

For example, "Memoirs of a Geisha", a big butcher blockbuster once sold by International Zhang, used "Spiritual Medium" to carry out implant promotion, buy one get one free.

This is also the information that I need to sort out, take it back and share it with all colleagues, is it useful?

Different people have different opinions.

Regarding the rise of new media, Ding Cheng is happy to enjoy the benefits.Since it is an irreversible general trend, accept it with peace of mind.

Because of the well-developed Internet platform tools, there can be many transformations in form. Now many people try to use live broadcasts to do online roadshows. For example, Lao Hu went to the live broadcast room of the lipstick brother to sell tickets.

Every time the leading actor runs a road show, he is really exhausted. After going to more than a dozen cities, he will definitely peel off a layer of skin.

It seems to communicate face-to-face with the audience, but in fact the effect is still very low, wasting a lot of energy and time, it is better to shoot better works.

"The last time I went to participate in the industry sharing, I heard Li Jie, the president of Taopiaopiao, said that now there is a new routine for publicity, called Sanding!"

Holding a cup of coffee, Yao Zai leaned comfortably beside Ding Cheng, enjoying himself, "Determine the person, set the file, and set the tone."

"Through the observation of the big data market, we can find that it is no longer applicable to define the target audience of a film by gender and age in the past. Secondly, the complex characteristics of film types are becoming more and more prominent, and there is no longer a specific crowd positioning."

"It can analyze the evaluation of the target group positioning and slogan evaluation of the pre-film, and lock the direction of the crowd that the film may correspond to. Through repeated inspections in the later stage, the accuracy of the crowd positioning is checked to see if it is in line with the film crew's expectations. The core crowd circle is locked for the film crew through user data. map to prevent misplacement of marketing audiences."

"For example, the high-reputation film "Why Home" is an example. During the introduction process of the work, Ali Pictures, based on the data about the preferences and needs of domestic audiences, made a comprehensive review of the film's poster design, easter egg production, and title setting. Localization adjustments to establish the core audience positioning of young women, drama lovers, and word-of-mouth movie lovers."

"Then it's time to set the file, enter the test schedule, and use the schedule calendar tool to help the film studio check the overlap with competing products in the market and adjust the schedule flexibly."

"Through the one-stop service of the high-tech platform, you only need to simply input the target film schedule in different regions, and the platform can efficiently and reasonably split the schedule, estimate the number and quantity of available screenings, the situation of competing products, and track the scheduled schedule in real time. , which greatly saves the complicated manual list process.”

"Before "Why Home" was released, it actually collided with "Avengers 4". As a result, big data analysis showed that the two films showed a strong complementarity in terms of audience groups, and finally chose the same schedule to be strong, and the result was not bad. ?”

Ding Cheng listened with gusto, saying that the Internet in China is better than Hollywood.

"The third is to set the tone. The material of the movie trailer needs to achieve three major functions of arousing viewing, informing the content of the movie, and increasing the impulse to buy tickets when it enhances the interest in watching movies. It is subdivided into three corresponding index data, which are Exposure, completion rate, and want-to-watch conversion."

"As the pioneer of science fiction films, the trailer of "The Wandering Earth" was also the one that retained the most viewers. It showed a highly structured feature: a large number of macro shots in the first ten seconds showed disaster scenes in areas familiar to the audience, setting the scene. Set a clear, strong tone.”

"In the middle, the information of the core characters was released one after another. In the second half of the film, the word cards were released to explain important plot information. Then the crisis situations of the film were released one after another; at the end, the schedule information was presented. It was really awesome in brewing audience emotions and creating topics before the screening. "

(End of this chapter)