After the red envelopes, the film market becomes another payment battlefield for internet companies

After the red envelopes, the film market becomes another payment battleground for internet companies.

From the National Film special Funds Office data show, from lunar to the beginning of five, the National box office cumulative income of 1.491 billion yuan, breaking last year's 7-day movie box office total 1.41 billion yuan.

The Super high box office is inseparable from the credit of the Internet company, by the public comment on the joint issue of the "Macau 2" and by the United States Group of the Eye of the joint issue of the "Day will Lions" occupy the entire box office about 50%. February 22, "Macau 2" of the day box-office sales more than the "days will lions." As of February 26 19:30, "Macau 2" cumulative box office 540 million Yuan, "days will lions" cumulative box office 530 million.

During the Spring Festival, the public comments, the United States Group of eyes led by the Internet company launched a variety of 9.9 yuan, 19.9 yuan special film tickets directly connected to stimulate the box office. Among them, "Macau 2" in advance by the "Days will lions" suppression of the situation in the later implementation of the overtake, and "days will be Lions" trend of the obvious decline of the curve, "Macau 2" out of a rising Yang line.

In the back of the two curves, is the public comments and the United States Group of Cat's eye on the online ticketing market different thinking.

Mass comment on the double pole of the American group online movie business

According to people familiar with the matter, only the public comments on the film business investment in the subsidy budget of about 200 million yuan, of which more than half of the film can enjoy 9.9 yuan fares, the other half can give users more than 30 yuan subsidy concessions.

And the United States Regiment also comparable more let, "the sky descending the lion" full 15 yuan, other film 19.9 Yuan. It is understood that its Spring festival file input subsidy also in 200 million yuan up and down.

Huge subsidies bring a dazzling number, only lunar that day, the public comments announced the sale of 700,000 movie tickets, its online sales market share has exceeded the national box-office total of 10%. And the United States Group Cat's eye is also announced later, Lunar hit a single day sales box-office breakthrough 100 million Yuan record.

Public comments and the United States, once again in the new line of business head-on confrontation, have cited huge sums of money to hit the film market, the public comments and the United States Group signed the "Macau 2" and "Days will lions." These two-step films happen to be the top two movies of the year. The competition between cat's eye and public comment slowly evolved to compete between the two poles. As a joint issuer, the two sides in the Spring Festival schedule their respective betting, and mobilize resources to promote the film and the final box office play a pivotal role.

And this industry is very likely to reproduce the case of taxi software, that is, the eldest brother and the second between the war led to old, old four death.

Public comments: Eat and drink big closed loop to do incremental market

From the public comment on the establishment of the beginning, its main business is based on beer and skittles, from the earliest attempts to help users through the text message to find a place to eat and drink, to the current mobile internet era of a new wave of eruption, the public comments have not deviated from the original intention of the establishment. In 2014 the latest foray into the film business is the product of this strategy, but according to the public comment on the latest data show that 50% of users after the movie will go to eat or leisure entertainment.

The coincidence degree of the two is so high that the public comments began to select the business in 2014. As of the end of 2014, the public comments covered more than 90% of the national 300 cities in the box office.

In this business logic, the film business is to be cut down a piece of business, it is a necessary to eat and drink a closed loop, so the Spring festival during the investment of huge money circle users appear to follow.

The explosion effect of the subsidy campaign looks very beautiful, but an indisputable fact is that users follow the content.

Huling, the new British sports vice president who bought up the Chinese 6 years of copyright in the Barclays Premier League, said to the media, "this thing in the Premier League is now in the hands of New Britain, but this is a more than who money to who, so, the new English to rely on the copyright 6 years to do something, otherwise the future who would spend more money, New Britain will not exist. ”

Borrow here, if such as the cat's eye exclusive buy all the high-quality chip source, the public reviews of the film business will no longer exist.

Also with the Spring Festival stalls "Macau 2" and "Days will lions" as an example, "Macau 2" of the row rate in lunar (February 19) premiere, although not outstanding, far behind the row rate of about 25% of the "Days will be Lions", but since then is the way up, February 22, "Macau 2" one-day box office sales more than "Days will be Lions", the February 23 row rate more than "days will be Lions", February 24, "Macau 2" to about 22% of the row rate high ranked top.

The main reason lies in the public comments help the film side constantly in the box office increment market, and constantly put 200 million of the platform to eat and drink users into film users, therefore, "Macau 2" after the premiere of the film or box-office sales rose.

With the help of beer and skittles, the public comment on the existence of a premium with the source side of the space, thus, the public comments in the rear can ensure that the situation, began to spend heavily hit the film market, continue to improve its closed-loop effect.

American group: Post-group buying era from vertical integration to find the way

Comments with the public the use of closed-loop and incremental market to provide to the source side of the premium is different, the United States Group to go is another way.

Including last year's aggressively "Outsmart Tiger 3D" and the spring Festival during the "Days will be Lions", the United States Regiment is one of the joint issuers, and last year, the success of the "elated", the United States Group is also the joint production side.

According to media reports, last year Wang had communicated with a number of filmmakers, hoping to continue to force the upper reaches of the film industry chain.

The United States to choose such an angle with the United States Group of potential genes, the United States group began to start from group buying, to the three or four-line city as the foothold, and eventually from the Thousand-group war from the breakthrough, but the business model of group buying is fatal.

Therefore, the United States began to start from each subdivision of the vertical dimension, will each subdivision of a single point, parallel junction is the United States is now the grand strategy of the group, on the basis of films, hotels and so are in the implementation of this strategy.

Therefore, the American regiment in the movie ballot business to hit the most basic purpose of the heavy sums to obtain the halo effect, thus cut into the film's various dimensions, to achieve this strategy.

But the question is that a large number of internet companies are involved in this aspect, and the company invested more money, such as Alibaba acquisition of Cultural China and renamed Ali Industry, Baidu Archie Arts and China Policy set up a joint venture and so on. And competition is just one thing, and the more important two is that one is that the United States will still not be able to change the content-oriented fundamental issues, and the second is to the producers, the United States are now doing the user is still a potential target users, the potential target users to do low fares is the producers do not want to see.

"Days will Lions" and "Macau 2" compared to the reason why the slide curve is the cat's eye film has been only to attract users, in the early days of the discount seriously overdrawn the box office, rather than do incremental market, so in the rush to the peak after the rapid decline, whether in the row or box office sales continued to lower.

According to professional forecasts, the "Day will Lions" the overall box office has lagged behind the continuous force of the "Macau 2."

Even so, it is undeniable that the United States is now big, it proves that the road can also be successful, but full of blood.

According to state news and publication Sarft, 2014 Chinese film total box office amounted to 29.639 billion yuan, annual increase of about 30%, the United States and comments will play an important role in this process.

Today, the movie online business from the United States and the group of the two oligarchs and complementary to each other, the road between the two sides are different, are the use of the film business to achieve their own different purposes, but the film election business can certainly become the 2015 O2O direction of the new battlefield.