A comparative analysis of marketing points of "the Youth" "Iron Man 3"

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The May is a fiery day, and the May movie marketing is also hot. Zhao Wei's director of the film "to us will eventually die of youth" (the following niche for short "to Youth") and Hollywood blockbuster "Iron Man 3" really can be said to earn enough attention. Only the box office record is estimated to have made the light media and dmg two companies smile, but the two films before and after the release of the marketing work is unusually intense. So the niche is to compare and analyze these two movies in the mainland so box-office some marketing points.

Let's take a look at the brilliant record of the two films:

"Iron Man 3": On the first day of the debut will even create 4 of the mainland Film and television box office record ——— first-day box office title (before the "Transformers 3" 110 million), the Wednesday box office title (before the "Ted" 39 million), a single day box office title (before the "West of the Devil" 123 million), the Midnight Box office title (Before the " Transformers 3 "12.5 million").

Not only is it popular in mainland China, Iron Man 3 is also the new darling of the global film market, and all the "Iron Man 3" theaters have broken the region's box-office record. Ranked second in the first week of the U.S. box-office.

May 1 Zero release, as of May 5, 51 Labor Day before the release of Hollywood summer blockbuster more than 390 million yuan, close to 400 million yuan!

"To Youth": on the third day of release, the film set a daily box-office record. For a week, the box office broke 500 million and the box office soared. This for domestic films, especially a new director's debut, the record can be said to be very brilliant.

April 26, as of May 6, the box office has broken 500 million.

Investor Side comparison

DMG Entertainment media: "Iron Man 3" Chinese investors, known as China's largest integrated marketing advertising and communications agencies, to provide the best quality integrated marketing services to Cross-border culture, strategy and creativity, so as to customer brand communication, product sales success has the most important impact. It may not be as familiar to the name as Huayi Brothers, but "the founding of the Nation", "Lala Promotion", "Shadow Lover" and other box-office films must know that DMG has investment.

Light Media: "To youth" investment side. If you have not known the media group before, the light is definitely a hot part of the entertainment circle. Not to mention that he built some of the influential programs, just this year's most fiery comedy "People again awkward way", not only the light market rose, also let the light is well-known. According to reliable data, May 2 of the stock market, the market capitalisation of light media has surpassed the industry's most well-known Huayi brothers, currently temporarily into the film "one brother."

Both of the strength are needless to doubt, to create a film box office is a natural manifestation of its ability. So "Iron Man 3" and "to youth" two films are born of noble family, naturally to the film plus points.

Publicity before the release

"Iron Man 3" in the publicity of this point, from overseas "Iron Man 3" is significantly inferior to the local "youth". Maybe Iron Man 3 is a Hollywood blockbuster, international Superstar starring, 3D, Chinese elements and so on, the birth of "noble" large tracts disdain to do too much marketing and momentum, because there are beads in the former, "Iron Man" the first two are already very good proof.

"To Youth" is Zhao Wei, the new director of the debut, the absolute domestic film, from the film before the release began to do a variety of marketing for its momentum. Star effect, topic Marketing, micro-blog marketing and other means, whether online or offline is absolutely propaganda in place, the natural box office to higher.

Movie Selling point

Iron Man 3: The previous overseas evaluation of the film, called "the most beautiful superhero movie in history", creating a heroic complex; in order to curry favor with Chinese audiences, inject a lot of Chinese elements (Xueqi, Fan Bingbing), deliberately made "international" and "China Special Edition" two versions; divided into 2D, 3D and IMAX Three versions. Large, big scene, big Bowl, advanced technology, well-made this point than "to youth" high.

"To Youth": Before the release, it has been in micro-Bo and network to create a "nostalgic" and "youth" of the Heat, Han Geng, Zhao Youting and other male stars "handsome effect", plus Zhao Wei Director, Faye Wong to sing and other appeal. Star effect Plus "youth" "nostalgia" this big environment, aroused a lot of 80, the Echo, this point than "Iron Man 3" invisible between a layer of warmth, softness.

Marketing Tools

"Iron Man 3" marketing is simple and practical, a recruit win million recruit-hunger marketing. Because there are already two of the top Word-of-mouth influence, have a large number of loyal fans have a heroic complex, "Iron Man 3," the release time changed again, the delay will not disclose the schedule, and finally suddenly announced the May 1, really hanging fans of the appetite, but also play the hunger marketing.

"To youth" in contrast, there is no congenital advantage, but in marketing means than "Iron Man 3" above.

First, the topic of marketing, in the film has not been advertised, the internet is crazy turn "there is a feeling called Zhao Wei Xiaoming", really touched a, about Zhao Wei, xiaoming topic also caused hot discussion. And then the viral marketing of Weibo, before the release of the micro-blog and the network to create a "nostalgic" and "youth" of the heat, almost every day to become a micro-bo heat word, from the movie release 10 days ago, the film side and announced the post of the theme song "Youth", a time to detonate the topic. Wang Feiliang Throat, the day micro-Bo forwarding as much as 13,000 times, comments nearly 6,000, "to youth" quickly preheat. After the release of the film, the first love of nostalgia and men's choice of topics, but also to the film's concern continued to rise. Then the star marketing, the use of film-making personnel appeal to arouse widespread concern, Zhao Wei, Han Geng, Zhao Youting, Faye Wong, Ying, etc. in micro-blog for the film publicity.

Micro-blog on the overwhelming "to youth", the topic of heat has three days occupy micro-Bo chief, fans use the "Brush screen" way, some negative evaluation submerged in the sea, in the film released at the beginning, to create a "0 difference evaluation" illusion.

Film Content

Two films are completely two different styles, "Iron Man 3" is full of heroic complex stiff Hollywood blockbuster, the scene atmosphere magnificent, fierce spectacular, "to youth" is full of nostalgia and youthful breath to tell the warmth of love, the heart of the emotional drama.

Word of mouth evaluation

At present, "Iron Man 3" in Time Network and watercress on the score of 8.2 and 8.1, "to youth" are 7.2, is expected to be the next increase in the number of the shadow.

Although the two film evaluation is not low, but still have been criticized place.

The most interesting is the "Chinese element" in Iron Man 3, dubbed the film's failure, in order to curry favor with the Chinese audience of Chinese elements is self-defeating, in the domestic major web site of the film review, this part of the additional Chinese element plot is also one-sided, CCTV microblogging ridicule, Xueqi and Fan Bingbing in the film like "wrong cast" like " Soy sauce ". Although the Chinese elements of the rote to provoke a lot of criticism, the "Iron Man 3" itself to emphasize the visual effect, three minutes of "special" part, although some abrupt but for up to 133 minutes of the film is still insignificant, and did not affect the overall effect of the film.

"To Youth," the word of mouth is also polarized, like people to the film as a "youth treasure", and not like the people think it is a contrived film, but from the film release a week's viewing situation, the overall effect and Word-of-mouth is still good.

Follow-up marketing

Iron Man 3 itself did not do follow-up marketing, but the film is driven by the relevant industrial chain, but also disguised as a film to do marketing; the reason to compare follow-up marketing, is because of "to youth" in contrast to do in this piece is in place, this is also a lot of domestic films should learn marketing way.

One is "to youth" and the current very popular mobile phone game "to find your sister" cooperation, the launch of "Youth" checkpoint, the addition of a number of film protagonist of the cartoon portrait, immediately become a hot topic.

Another is that there are college girls launching the "auction roommate" activities aroused concern. Recently, in Jiangsu University, a freshman in the film "to the Youth" in order to cherish the memory of youth time, launched the "auction roommate" activities, "auction roommate" creative by the attention of college students, the girl said the auction proceeds will be donated to the Yaan earthquake area, on the internet also caused hot discussion.

To tell the truth, the niche is a literary and artistic feelings of the people, as the Chinese nature is to support domestic films; But as a man, a little heroic and macho I, naturally also want to watch "Iron Man 3", entertainment Without Borders.

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