"Avatar" China Marketing trilogy follows a scientific and market-oriented principle

&http://www.aliyun.com/zixun/aggregation/37954.html ">nbsp; When "Avatar" was introduced into the Chinese market, its marketing also followed the scientific and commercial style.

"The Chinese market is different from the United States, import films can only be issued through the China Shadow and Huaxia, so the film companies do not master the right to issue more Word-of-mouth marketing law." For example, many films from filming began to do the press conference, and then the class, song promotion and so on, and Cameron such a big director is absolutely charismatic and word-of-mouth, he himself has been a best marketing. "Shanghai Union and Hospital line deputy general manager Wu Hexing told the first financial daily."

Sure enough, the 55-Year-old Cameron appeared in China with a black suit, a blue shirt and unkempt white hair, personally advocating for avatar.

At the same time, the "Avatar" in the Chinese market before the release, in mid-November, Fox and China Professional film promotion website Time Network signed an official extension of the relevant agreement. From late November, the time network began a "trilogy marketing drama" Tailored for Avatar.

First step

"We are not simply throwing money at advertising, but marketing it with scientific and market-based rules," he said. The first step is to let people know what is "Avatar", is to catch the eye, to recognize the film. "Time Network film promotion vice President Xiangming told the first financial daily," director Cameron personally to China propaganda, its once directed "Titanic" and other classic films such as Word-of-mouth has been to let Chinese consumers understand "Avatar" the beginning.

The time network has launched a very interesting first-round marketing campaign after a simple launch of some ads in the media and with Fox's own propaganda.

"We are a professional film promotion website, own 3 million members, many of which are active users, we specially produced the" Avatar "promotional Web page, set to when the click rate of more than 10 million, the page will automatically open, so many fans in order to see the Web page and among friends competing spread and crazy click, Each click is an awareness of the film. "Xiangming said.

It turns out that Cameron's appeal and the attractiveness of the movie are much greater than the time network's imagination, which is expected to take 2 weeks to open the Web page, under the enthusiasm of Chinese fans only 8 days to open.

Second Step

So the time net for "Avatar" marketing into the second stage-seize the consumer.

On the web, the time network in addition to introducing the storyline and behind-the-scenes tidbits, but also set a large number of 3D pictures and 3D video, so that more users intuitive understanding of special effects, so that people realize that to really appreciate the film, must go to the cinema rather than at home to see the disc.

"Similar to the way to open the Web page, we also set a group of users to spell, when enough users to participate in a designated Cameron film picture, that will appear" Avatar "poster, this interactive marketing has again increased the dissemination of people marketing. "Xiangming revealed.

Third Step

The third step into the market is also the ultimate goal of marketing, the conversion of these netizens into effective customers-to the cinema to watch "Avatar" audience.

The time network deliberately introduced an irrevocable form of impartial review and real-time video, which prompted people to buy movie tickets. In addition, the time Network has also launched its numerous hospital lines in the country's cooperation force, the launch of the weekend 3D version of "Avatar" national major cinema network grab ticket activities, that is, within the specified time, users can log on to their website, and then book seats.

"It's impossible to imagine that when the booking started, in just a few seconds, thousands of tickets were snapped in an instant." Xiangming recalls the excitement of booking a few days ago.

Attracted a large number of members and netizens go to the cinema to watch "Avatar", marketing is not over yet, the time network based on the plot of the interactive game, through the game, will inspire people to further spread the "Avatar" effect-have not seen the film may be so into the cinema, There are many fans have been stimulated two consumption desire, that is, after reading the normal 2D version of the 3D version or IMAX 3D version.

According to the time network, there are about more than 10 million people who have visited the website of the official outreach centre of Avatar, and a considerable part of it has participated in interactive activities. Because the 3D version of the ticket is more expensive, usually in the 60 yuan ~80 yuan, some even more than 100 yuan, and time network marketing objects are mostly effective viewers, so even if not all the viewers went to the cinema to watch "Avatar", and do not calculate repeated access to the movie theater to watch the Fever-level fans, Estimated through the time network marketing, about "Avatar" in the Chinese market has contributed billions of dollars in the box office income.