Bad "change 4", bad Chinese marketing

On Friday afternoon, I read Transformers 4 almost half awake. And in the midst of the movie show, I see constant retreat from the audience. I guess many people, including Black Marko, are actually suffering from such a so-called Hollywood blockbuster.

When I read this movie, I did not even have the desire to procrastinate. It can be said that this is a typical Hollywood movies, clutter of the story, piecing together the plot, as well as Li Bibing jiao Biao, coupled with the far-fetched Chinese elements that ubiquitous ads implanted. It can be said that this is a typical Hollywood film production line produced bad film. So Americans do not buy it that is normal, on the 27th, the film released simultaneously worldwide, while in North America zero box office was $ 8,750,000, the data and "Transformers 3," compared to $ 13.5 million is simply Great landslide. As for the viewing evaluation, as of the 28th of Eastern part of the United States, only 18% of the freshness remains on Rotten Tomatoes. Obviously North American viewers are determined not to buy the film.

However, it is such a typical good and bad films, but in China's box office gains across the board gains. Since June 27 "Transformers 4" since the zero release, the film a little bit of the spot even 20.5 million yuan achievements of the "Iron Man 3" 13 million yuan record, as of press time at press time on the 28th, "deformation King Kong 4 "released in mainland China for two days, the box office has exceeded 500 million yuan, becoming the fastest in Chinese movie history exceeded 500 million box office movie.

Of course, the biggest attraction of this movie is the accumulation of Chinese elements and the impractical placement of ads. Is it right? The movie box office is good, does that mean that the movie inside the advertising success? I read the movie back, check the online "change 4" implanted brand, only to find that so many Chinese brands are changing 4 In the advertising implanted, but most of the brand is just "flash", the audience a little impression, it is hard to say that such advertising is successful implantation. From the "change 4" implanted in this movie ads, you can see the Chinese brand in film marketing experience in the lack of implants, Chinese brands in the movie ads implanted there are three main weaknesses:

First, the general lack of self-confidence of Chinese brands

The "Transformers 4" in the Chinese brand implantation, to the point of "frenzied". Yili, Ipoh, China Construction Bank, Guangzhou Automobile, WeChat, music as, and even eight weeks can not beat the week black duck. After all, in the face of Hollywood movies, the Chinese brand is still lack of confidence in advertising when implanted there is a "climbed relatives with the emperor daughter," the feeling, as long as the exposure of a face in the movie, regardless of the exposure time, how the exposure will do . It is precisely because of this immature idea, it created a "change 4" hole opened, the Chinese brand flocked to the final lead to out of control.

Second, the lack of brand implantation scene

Compared with some international brands, the Chinese brand in the film is simply implanted in the exposure, the lack of film implantation scene, implantation is very hard, not only let everyone remember, even the audience disgusted. Movie implanted ads, after all, not advertising, the scene is the most important, because everyone in the movie who do not want to be disturbed by stiff ads.

In the "change 4" advertising implants, Chevrolet is worth learning Chinese brands. In the "change 4" quasi-son-in-law driving the car is a Chevrolet Genkaku models, crazy crazy speeding car in the process, the car markings continue to emerge, the audience will be curious about this car in the end who? Contrastly the Chinese brand of plant Into, then simply blunted "appearance", with no relevance to the movie plot, this does not make sense implant, will make people feel baffling, or even aversion.

Third, the lack of assessment of the effect of implantation

In Chapman's starring "vulgar comedy", one scene is that Chapman advertised to advertisers, eventually the brand into the play into a negative publicity, and ultimately we broke up. So, a good brand advertising implants can make the brand extra points, and bad implants are likely to trigger the exclusion of the audience, or even become a crisis. Therefore, if a brand wants to advertise, the most important thing is to evaluate the movie. Even if you can not judge the movie's box office and word-of-mouth, you can always evaluate how many movies are implanted. Since there are already so many brands to get together to implant, you still join in the fun, you say it is not lacking?

In short, for the "Transformers 4" such a commercial blockbuster, the pursuit of commercial interests of others is a reasonable thing, and for the Chinese brand, the use of "change 4" such a way of implantable marketing is indeed a good The choice, can let the international audience quickly know you. However, Chinese brands must not be discourteous at the time of implantable marketing. They should always stand in front of the Hollywood production team. In addition, the implant effect must be scientifically assessed before implantation, can not rush to join the fun. More importantly, when the brand is being built, it's time to build a scene that integrates with the movie, and marketing is done in a silent process. Since spent money, let the money hit a noise come!