As the online ticketing business continues to expand, future movie fares will continue to lower

As I mentioned in a few days ago, with the continued expansion of the online ticketing business and the strong presence of non-film capital on film and television, future movie fares will continue to fall. The article entitled "How far are we from the movie 10 yuan to buy the ticket age", it involves the O2O movie marketing problem. I received several questions from my microblog public about a few friends who loved film marketing, and asked whether the future would be to expand the amount of O2O marketing before and during the release of the film. In response to these problems, I plain to say a few words to everyone.

The first one, O2O movie marketing How to play?

Said direct and simple, Tencent micro-letter, Sina Weibo, Taobao film, CHE, time network, such as online ticketing website, will flow into the online pay tickets, buy the net ticket fans hold the exchange code to the cinema to take the ticket viewing. This sentence does not say "marketing" flavor. Many movies in order to increase the first day or the first attendance, will be with the net ticket Web site cooperation, a low price to sell a portion of movie tickets. In this way, there are at least two benefits. The first, to increase the opening and opening of the box office, do a beautiful figure out, so that can send publicity news, create a hot scene, so that more fans continue to enter the next day. The second is to use this kind of hot scene to urge the major cinemas in the next row of the film, more rows reflected in the film. The more you do, the more you can get at the box office.

Second, what is the successful precedent for O2O movie marketing?

I can remember the first successful precedent, is "lovelorn 33 days." The film, released on November 8, 2011, was Tuesday. The first three days total box office is 56.9 million. Wait until Friday, that is, November 11, we commonly known as Singles Day Schedule, the film box office output more than 55 million. And the film with the schedule, is two Hollywood blockbuster, one is "armored steel fist", one is "the rise of the ape ball." These two films, in The Bachelor day is basically reduced to cannon fodder.

At that time, "lovelorn 33 days" through the newly arisen group buying website, to 19.9 yuan of ultra-low prices to the outgoing ticket. In 2011, to be able to 19.9 yuan to see the film, is the lowest price. This kind of discount promotion behavior, all of a sudden detonated the box office market, 2011 Singles Day Schedule, the market capacity is limited, two of Hollywood movies were crushed alive. Notice, the "Ape Ball Rise 2" in 2014 years but the creation of 711 million good results, the quality is decidedly inferior. "lovelorn 33 days" discount promotions, dragged down Hollywood, and eventually led to the film boom, and achieved 340 million of the box office results.

The third item, O2O movie marketing loses miserably is which two?

The most miserable loser, the first is the "Golden Age", which was directed by the teacher Xu-hua. The film was estimated at 200 million at the box office by Internet data, while the actual box office output was less than 50 million. The second, nature is Jiang Director's "One Step Away", the film according to the network out of the ticket situation estimated 2 billion, eventually in 500 million to stop. They are overvalued by four times times and are worth studying. These two films, in the O2O marketing, have adopted less than 10 yuan pre-sale activities of ultra-low prices. "Golden Age" even if there is such early pre-sale, also did not open the popular market, in 11 gold stalls desolate. "One step Away" is through the pre-sale to a door color, the first day of the box office performance billion. But then, a nosedive, a day.

Through the ultra-low pre-sale pull popular practice, in these two films, unexpectedly did not play a positive force, on the contrary, but more or less have the function of defeating. These two blockbuster O2O marketing failures are worth analyzing.

Fourth, which films are suitable for O2O marketing and which are decidedly unsuitable?

If say 2011 years of O2O Marketing, still just to pull popularity, make news, make movie theater more row, that 2014 years, the time has changed quietly. 2014, the official entry of everyone is from the media era. In particular, the internal circle of friends to share the exchange of the increased function. Therefore, whether the first audience to enter the cinema, is the film's welcome crowd, it is particularly important.

O2O marketing, relying on a low-cost strategy. This strategy, pull into the first group of audience, is a group of people like greedy for petty gain. That's a bit excessive. But we should pay attention to this group of people's Consumption psychology and aesthetic appeal. In the face of ultra-low prices, this group of people, want, not literary or profound, but cheerful, lively, fun.

"Golden Age" of the ultra low pre-sale marketing, sent to himself, unexpectedly is necessarily tired of their own films of the audience. Therefore, the film in the first time out of the Word-of-mouth, is very bad. Although the film side tries to influence public opinion through various ways, but the huge audience that the ultra-low price brings, has played the power of Wang Yang from the media.

"One Step Away" ultra low price pre-sale, brings, is also such audience crowd. Like the low price, do not like the deep value of the film, as long as not lively, doomed to be a bad review.

So, you can draw a basic conclusion: comedy and farce, suitable for the use of ultra-low price of love to take advantage of fans, do not go brain only take kidney, out of nature to praise, but also let them have discussed the topic, because after all, is the most superficial like "Flower road put" the same thing, these people love to show off, birds of a feather, see others show off, Friends also have to see, will show not only you. In this way, the value of O2O is realized.

High-cold film, to achieve maximum profit, the beginning should not be super low price pre-sale, not let this batch of fans low price admission. On the contrary, such films as "One Step away", if according to the summer file "Transformers 4" the same high price to sell, the real emphasis on the film taste of people to see, may lose less miserable.

Therefore, O2O's movie marketing, still has the knowledge, is not sells out the ultra low price shadow ticket more is better.