"Flower Road" strong box office, behind the secret?

Guide: "Flower Road" in the national day file with more than last year's champion film 3 times times the strong momentum of the box office, and finally live up to the breakthrough of 1 billion yuan box office, screening 17 days cumulative 1.004 billion.
From the National day file leading the daily box office, "Flower Road" to maintain a gratifying box-office growth, early in the film to an average of 35% (premiere daily row rate of 46.64%) above the high row rate 9 days to set a 800 million red box office, the production side, Cat's eye film (exclusive network pre-sale platform), Matt Culture ( In charge of the whole case marketing media companies) unanimously to I Dark Horse said, the box office than the expected 6-800 million!

10 days after the movie is released, cumulative harvest 800 million at the box office, Wang Yibing told reporters, all film screenings with the digital copy in the production with a key, the term is generally 30 days, from the perspective of the movie, if one months after our film still has market demand, or there will be a small number of rows. According to the estimates at the time, despite the Hollywood blockbuster "Galaxy Convoy" on the line, with more than 40% of the rate of row-and-drop "Flower Road," the scheduling, but if you can maintain a daily 20%-25% of the row, and then add 200 million is not difficult. As the film party's official only pre-sale platform for cooperation, Cat's eye film director Xu Xian also expressed the same confidence: "We initially thought that the National Day box office may exceed the expected, so the results do not feel too surprised, because the Internet can create the possibility will continue to surprise us." ”

A successful Internet publicity experiment: "Film +O2O Electric Dealer"

Have to say that there is the electric business ticketing platform--cat's eye film to join the early publicity, it is true that the film after the release of a positive impact on the row, the "stones" of the attempt to create a box-office increase in the target vision, and ultimately exceed the expected to achieve the box-office growth. This "film +O2O" mode of success is mainly reflected in the advance point Map + pre-sale to the market to bring the positive word-of-mouth, stimulated the market demand, thus in the film after the official release stimulated the hospital line row confidence.

According to the "Flower Road," the only official website pre-sale cooperation platform, Cat's eye film provided to I Dark Horse data show: As of "Flower Road release" 30th before the release, Cat's Eye pre-sale box office is 110 million, and as of October 9, "Flower Road" Total box office total of 820 million, only the cat's eye output of the box office amounted to 400 million, accounted for the national total box office nearly half.

Facing the gratifying box-office results, film producer Wang Yi Bing told reporters: "At that time, our expectation is that the national day period can achieve 6-6 500 million of the box office, the result is more than 100 million." ”

Because the current Chinese film revenue is still the main Line box office, and the decision to film box office is the movie theater, and the impact of the movie theater is the biggest or the film itself quality, especially in the long line of the row to see. Usually, the film side through the early publicity and a variety of market means can affect the film on the line a few days before the row, more long-term row of the impact of the film is still relying on its own word-of-mouth and market response. For the hospital line row manager, the most intuitive is actually to use the theater of attendance to speak.

Reporters from the film side learned that the "Flower Road" in the national day during the average attendance has always remained above 35%, up to more than 40%, the average box office output accounted for the day of the national market percent, to more than 30 of the row rate output more than 60 of the box office accounted for, from this point of view, "Flower Road" Attendance is above average attendance.

"Flower Road," producer Wang Yibing to reporters: "Generally speaking, for cinemas, cinema revenue is a space and time." Theaters Open 14 hours a day and 10 halls, which film can produce more box office it is willing to arrange the film. Let's say the cinema is lined up with 10 games, each attendance is about 10%, which is obviously not happy for the theater. Who can create more box office efficiency in the unit time, the courtyard line is more willing for who row the number of matches. ”

So, "Flower Road put" why can keep high rate of row? In addition to benefiting from the traditional publishers (video distribution and the Ferris Wheel culture Media), the use of the Internet electric business platform is "icing on the cake." Take "Flower Road put" this project as an example, the most important highlight of the protection is through the advance point Map + pre-sale, in this connection, the Internet electric business platform in the film distribution advantage has been fully highlighted.

Three spots: Positive Word-of-mouth publicity, stimulating market demand

"Flower Road" in the official release before the three large-scale mapping, respectively, September 17, the first spot: 300, September 21 second scene: More than 800, September 27 third scene: 16,000. Wang Yibing said that such a large scale is the first time in the history of Chinese cinema. Before the two sides also considered whether a large scale will affect the show after the box office, but the fact is, precisely through the rounds of the spread of a large number of the positive word-of-mouth, to the cinema a huge slice of confidence.

Wang Yibing said that when the film in the national average attendance reached more than 75%, in the northeast, north China and other areas of the average attendance even more than 90%. According to public data, September 27, the national 15:00-19:00, the National 3000 cinemas participated in the row, the film real-time attendance as high as 54.88%, a single theater of the highest attendance reached 93%, in only 4 hours to harvest 28.5 million box office. "Within 4 hours, the country to" Flower Road "row 16,000, the day the National box office market is more than 80 million, we accounted for the total box office 30%. In general, the film produced at the point of the box-office average of millions of. ”

"Flower Road put" 36 million points at the box office is equivalent to 10% of the pomp and output of the day 30% of the box office, which is a phenomenon level, so these early market test water data to the theater to bring a huge row of film to encourage.

Pre-sale: For the theater to create 110 million yuan in advance box office, while locking the attendance, stimulated the late row of the film

For cinemas, it is a good thing for them to create the box office ahead of time. Suppose a studio 200 seats, if advance pre-sale sold 100, the theater is on the base of 100 to sell tickets, for the theater, in advance with the box office protection they are more willing to film follow-up in the row of overweight.

Through the pre-sale, in addition to the cinema in advance to create box office revenue, the benefits are also reflected in the use of the Internet platform to provide data in advance to the opening of the interval to do further precision directional marketing, feed the traditional offline propaganda and the work of the issuer. And the cat's eye out of advance pre-sale 15 days is also the industry precedent, which also for the film side for more publicity cycle. Cat's eye through the mapping and pre-sale activities to precipitate a large number of user data, this data clearly reflects the various regions of the market acceptance.

"We found that the pre-sale situation in Jiangsu, Zhejiang and Shanghai is not good north, central China (Wuhan) region is particularly good, with Wuhan as an example, the city accounted for the entire market 60%. We will give these effective basis to our promotional companies, they will be based on data to do some precision publicity, strengthen the promotion. In fact, we are in Tencent, Youku, Sina and other media have fixed investment, which regions and cities accept very high, we will take a fixed vote, increase the amount of advertising in this area, while allowing our distribution to push the team to the region specific cities and cinemas to do one-on-one communication, with the theater to do offline activities and publicity. To the implementation of the link, it is the traditional issue of the important work. ”

The process of Internet of traditional propaganda

Prior to that, there is the view of the industry, the future film distribution of the internet trend is that the film will choose the following mode to operate, that is, select a financing platform + electronic platform (online ticketing) + video site model. The author also discusses this problem to Wang Yibing, he said that in doing "Flower Road" this project, indeed according to the layout of the consideration, "we have with the financial platform---entertainment treasure early communication, but because the financial platform involved in the project will often involve the allocation of equity, The intersection of the time nodes based on the discussion of cooperation finally failed to promote cooperation. In addition, we also with Youku Exclusive network copyright cooperation, and the cat's eye is the exclusive official pre-sale cooperation platform. ”

From this view, as the net ticket platform more in-depth participation in the production and distribution of the film industry, the electronic business of the net ticket platform to the box-office contribution will continue to be overweight. Earlier, the industry agreed that by the end of this year, the online ticketing platform for the box office will be more than 50% of the national total box office. By what means? For example, the United Film and Hospital lines to establish new rules of the game, and based on the O2O line under the user interaction, the future can be better to fan operations, derivative products, advertising sponsorship together, play the imagination space is still very large.

How can traditional propaganda be icing on the cake?

Matt Culture (hereinafter referred to as "Matt") is responsible for the "Flower Road," the whole case propaganda marketing company, Matt President Yueyo told reporters that they are officially involved in the film since July, this time, they did not participate in the film investment, but the role of public relations advocacy in charge of the whole project marketing. Matt's previous success stories have "to youth", "small Time" and so on, how they are through a complete set of industrialization planning, implementation process to complete the "Flower Road" this project?

Remove the basic promotional action, the project's publicity highlights in the specific crowd to do the delivery of materials.

Positioning: Male movies → family sharing movie (strong relationship movie)

Countless examples show that a film's crowd positioning almost determines the overall direction of publicity, and then to a certain extent indirectly affected the trend of the box office. This from the negative example of the year "Wait for the Wind" (literary label overweight) and the positive textbook "The Cook Actor Ruffian" (with a wider audience of three male starring as the main role, rather than the audience with a narrower director) feel one or two.

In general, the data for the three months before the film is released will guide the entire campaign. Marketing companies will be based on the data provided by the market data analysis first to make a whole of the film crowd positioning. At first, Matt had a tangle when he was positioning the film as a crowd. Matt President Yangyang said: "We think the best thing to do is ' strong relationship ' film, that the whole family can share." ”

And Matt got the data. Company analysis shows: First of all, Ning director of the population of 80% is mainly male audience, covered by the age of 25-40 years old, this group of people in the Internet attention is some, but not strong enough interaction. The reaction on the micro-blog performance is only to see not turn; second, the Ning, Xu, yellow bo Three people's fans overlap is very high, of which Xu because of the success of "Thai embarrassment" has more female audience margin; To this end, Matt's first step is to mobilize the attention of the female audience.

Mobilizing the attention of female viewers

In July, Matt put a female-focused trailer on the video site, and on July 20, in Beijing held a "female Flower man Love" conference, Ning with the film's eight female starring (Quan, Zhang Yi, Chou-Winter rain) in this "non-interference" activities, with the release of the "Flower Road put "The first exposure of the" Women's Area "trailer, the actress in the film" Avatar "," Kill Matt "," Broken eyebrow makeup "and other comic modelling of the combination of topics in the major media platform spread. "We advocate in the trailer, this is a ning" black humor "type of film, not only the male audience is worth the audience, the film has a lot of women's attention to the comedy elements and highlights. ”

For the film as a whole coverage of the 25-40-year-old crowd, Matt in the release of the ultimate trailer and Sina Entertainment cooperation, in micro-blog and major media platform for synchronous push video materials, based on this part of the weak interaction of the people do a traditional play, in a comprehensive coverage of the form of extensive channels.

Aiming at the Tencent space

Beginning in August, Matt will be all the propaganda focused on the third, in the country more than 10 cities to do roadshow, and Tencent space cooperation, combined with the topic of the label "three racing passengers." "Ning +s (following the" No-man's Land "," Huang Jinda robbery "after the upgrade version of the works), such as material delivery, directional push to all regions. "According to the Ning, Xu, yellow Bohai in the topic of concern, we do the corresponding material fixed cast, the effect is more accurate." "Yueyo said.

According to the data provided by Sina Weibo, after the July and August microblog marketing, 60% of women began to be mobilized, the film's focus on the line. By September, men and women had been largely flat-paid.

September began, Matt and Cat's eye and other ticketing platform to do the line under the film and pre-sale linkage. The main battlefield of the line is still the "movie Hot Search Words + topic" guidance and creative publicity activities. For example, in the original comedy positioning of the film added a cure for the label, absorbing more people around the film attention. At the same time, August 25, the cast occasion "good voice of China" to do propaganda in the momentum reached a climax.

In addition, at the mobile end, Matt in the 65 mobile end of the app to do the relevant materials advertising, including the public comments, drop a taxi, but also with the Professional game development team customized a film with the same name game. "We look at the mobile end of the product to the user's absorptive power, so we choose to work with some active app to cooperate, the effect is very good." ”

Generally, the film before the release of one months and after the release of mainly Word-of-mouth marketing. Yueyo that this time from the point of view, it should be a large concept of refinement, this part is mainly through watching the early point of the audience and media, film critics, etc. as a carrier.