muscle actor

Chapter 406 Small but Beautiful
Ding Cheng has a deep understanding of this. Under the general trend of Internet + movies, the publicity link is undoubtedly the most closely integrated movie and the Internet, and it is also the easiest link to get through.

Especially under the special background of the rapid development of the domestic Internet industry, the field of film publicity and distribution has gradually developed its own unique ecology, which not only gives the publicity and distribution market a relatively independent development opportunity from the limited film industry level, but also allows the publicity and distribution link to penetrate into the film industry. All links in the industrial chain force the reshuffle and innovation of the entire industry to promote the healthy development of the industry.

In the past, the box office of movies was not only related to the content quality of the movie itself, but also closely related to the effective scheduling of movies in theaters.Audiences tend to passively choose the works of big directors, big stars and big investment.

With the increasing transparency and openness of network information, the tap water in the circle of friends has become more and more powerful, and the audience's selection criteria have also undergone tremendous changes. It is naturally easier for works with high ratings and high reputation to stand out.

Forcing the theater to follow, lowering the once proud head, kneeling and licking the lords of the audience.

"Last year's Spring Festival stalls had a box office of 58 billion. I took into account some of the leaks. Then the number of people who often or occasionally go to movie theaters in China is about 80 million. That is to say, more than [-]% of Chinese people almost never go to movie theaters. This is The biggest difference between us and the old American film market.”

Yao Zai analyzed: "Only 30% of people in the United States hardly watch movies, and in China, especially people over the age of 50, very few watch movies. Not to mention that the average per capita disposable income of the whole society is more than 2000, and it costs 40 yuan to go to the cinema. Money to watch movies is actually a luxury consumption for more than half of the people in the country.”

"Then continue to divide those who watch movies occasionally and those who often watch movies. According to the example of the girl at the front desk of the company, she watches more than 30 movies a year and contributes close to 4000 box office. The national box office is equivalent to [-] million viewers like her. .”

"For example, the Avengers series and our Neptune series, almost all the people who often watch movies will enter the theater. But there are also a large number of people who occasionally enter the theater, so the number of core audiences is actually far less than 5000 to [-] million people. "

"So the characteristic of the domestic film market is that the number of people who watch movies regularly is about 2000 million every month, and those who come in occasionally, for example, watch two, three, four or five movies a year, at most no more than 2 million."

"The remaining more than 10 billion people seldom or almost never go to the cinema. The first group assumes that each person spends an average of 1000 yuan a year to watch movies, which contributes about one-third of the total box office, and the latter group contributes nearly two-thirds. Box office, this is the basic sketch of the Chinese film market."

Ding Cheng stroked Yaozai's hand. It was young people in their 20s who were really willing to spend money and time, especially in first-tier cities. Since they could not afford a house for a lifetime, what money should they save?

"Using the analysis of Neptune and Avengers series, today's extremely mature commercial films under the film industry system have a box office of 25 billion, and it is difficult to go up."

"I am ambitious to think of a super hit, for example, the box office exceeds 30 billion, and then touches 40 billion to 50 billion. What should I do to announce it?"

"Or which crowd should I target? The core moviegoers buy a ticket, and those who occasionally go to the cinema to watch movies are also a ticket. Even those who hardly watch movies are still a card to enter. These three tickets will not be because of It makes a difference who buys the ticket, right?"

"The biggest difference is how to attract people who usually watch movies occasionally or even rarely go to the cinema to spend money?"

"Under the current social environment, the most convenient way to attract people below the waist of the pyramid is to build a patriotic context. Do you know what the reality is at the grassroots level?"

"Drink Hongmao wine, buy health care products, buy p2p thunderstorms, and then go to the streets!"

"This is the reality at the grassroots level of our country. As long as the announcement successfully introduces the film into a patriotic context and arouses public opinion resonance, it will immediately hit the G-spot of most of the population. The movie crowd, this huge base group is the target of publicity and distribution."

"For example, the case of Jingcheng Culture's publicity and distribution team operating on the Wandering Earth was very successful. The goal was clear, the means were precise, and the expected goal was basically achieved."

"However, I heard that the box office did not meet the highest expectations of those people. Judging from the stock price, the funding side is not satisfied with the box office of more than 40 billion. Maybe the original goal was to be close to Wolf Warrior 2, but the result..."

Ding Cheng nodded. I was not a savior back then, but I also had the shadow of the capital culture. In the past few years, there have been blockbusters every year, and it is known as a blockbuster maker in the circle.

Needless to say, I'm not the savior and Wandering Earth, as well as last year's Nobody, Ren Suxi's acting skills once again attracted countless fans.

It includes both commercial highlights and human pain points to create a dark horse feeling; at the same time, starting from the cast, the spring of starring good actors is coming, and the spring of introducing good movies is also coming.

In terms of material production, not only the highlights of the feature film were released in advance, such as the special episodes of "Honest Bandits VS Shrews", "Bridge City Gangsters" specials, Ren Suxi cursing, etc., which not only established a comedy image, but also attracted audiences;
Even made Ren Suxi sing?
Weibo, circle of friends, eight groups, forums, post bars, little red book...

Various social platforms exploded in a short period of time, Weibo and WeChat large accounts all liked and recommended, social networks were hotly discussed on the whole network, and a large wave of tap water collectively assisted.

To control the word-of-mouth of the film to a short-term detonation one week before the release, Douban chose it as one of the main positions, and opened a large number of small-field viewing activities before the screening for core film critics and fans, and also cooperated with Douban to target movie fans.film
After word-of-mouth became rich among some people, heated discussions broke out on a larger scale.In fact, there are certain risks in such a strategy, because for "The Unknown", the battle of life and death is such a battle, the king loses the king.

The tragic core wrapped in the comedy shell,
The feeling of watching a movie while laughing and crying,

Little people have dignity too.

From the voices of seniors in the film and television industry, to paying tribute to the working people in ordinary jobs, to visiting rare professionals...

Topics have risen layer by layer, and the circle has gradually expanded. Among them, there is a progressive communication path from the industry to the core fan circle and then to the general public.

I have to say that I was very attentive.

Chairman Song Ge has repeatedly pretended: We did not deliberately pursue blockbusters, but only have a set of selection criteria, which are divided into three levels: strong stimulation, strong resonance, and strong empathy.

A movie with "strong stimulation" entertainment is the standard of passing, but just passing is not enough to win. Going forward is to seek resonance. The film must be able to reflect the times and make the audience feel a sense of solidarity.

It is not enough to have a sense of substitution, but also to be able to touch their hearts. This is the highest requirement-empathy.

In all fairness, I must go to Bona's indiscriminate bombing. I appreciate this kind of small and beautiful delicacy more, but it doesn't matter now.

Done.

(End of this chapter)