"Break master" earn 450 million internet how to build box office black

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[Abstract] Building a hot topic with social networking to help push the movie box office marketing model has been used for many films, and has been successful.

Tencent Science and Technology (Han Yimin) This two weeks, "Transformers 4" and "Break up master" fully take over the film market, the former blow 1.4 billion yuan to create Chinese film history record, and Chao new film also suck gold more than 450 million yuan, become a new box office black Horse. In Hollywood Epic "Transformers 4" Under the shadow of "Break up master" to meet the difficult and achieved good results, meticulous network marketing is its success secret weapon.

Compared with the traditional way of holding a grand premiere and holding a press conference, the network marketing participation is good, the effect is obvious and the cost-performance is high. The use of social networks to create hot topics to help push movie box office marketing model has been used for many films, and has been successful.

The impact of the network on the film industry is not only to create a new marketing methods, the film industry has hundreds of years of history, with the upper and lower reaches of the entire industrial chain, each link has been the possibility of Internet transformation, in large data and internet finance, with the help of this may be slowly becoming a reality

New Way of movie marketing in internet age

"Break Up master" network marketing throughout the boot to the entire process, hot topics and event marketing combination, early through the hot topic to expand Visibility, later through the event marketing to enhance the influence, the two together to help "break the master" made the box-office success.

In the early stage, the main purpose of the film is to expand visibility, this phase of hot topic marketing, Micro Bo is the main position, the average monthly to create a new topic point, the pace of compact. For example, in November 2013, Yang released and Chao wedding photos, borrow force Yang public emotional status of the topic to preheat; 3721.html ">2014 year February, the combination of haze weather to create a micro-blog topic" Call the breakup master Dispel haze.

The topic of grounding gas has attracted the participation and interaction of netizens, and has accumulated a certain popularity for the "Breaking Up Master".

With a certain degree of visibility in the background, the film side began to video sites primarily for event marketing.

The first step is to use the Internet drama for in-depth marketing. May, "Break Up Master" the original class of the same name of the same network play began in Youku video playback, the network drama cycle long, spread widely, the formation of pre-warming, in the form of Word-of-mouth, after the continuation of long tail effect, for the film in-depth marketing.

The second step is to receive video site interviews. Starting from mid-June, the creative staff began to receive intensive video site interviews, video site traffic, high sharing, in a period of time to participate in video site interviews in a short period of time to form concerns and share hot spots, strengthen the "break up master" in the audience's heart image, to improve the box-office sprint.

From hot topics to event marketing, the "breakup Master" through the social network for viral transmission, through the video site to enhance the impact of film, the early accumulation of visibility into the movie box office, interlocking, forming a web-based marketing path.

Other pictures about movie + network

The impact of the Internet on movies is not the end of the marketing chain.

The big data impact extends to the entire film and television production process, and Netflix's card house is a classic example. The producer uses the large data to analyze the massive user information, grasps the user behavior accurately, these data directly affects the later advertisement launch, as well as the derivative material development. In this scene, the network is not only a marketing tool, but also become the whole stage of creation, development and marketing of the works.

The advent of Internet finance can even allow ordinary users to participate in the production of film and television play Investment link.

March 26 This year, Alibaba Digital Entertainment Group released "Entertainment Treasure", the Netizen invests 100 yuan to invest the popular movie and TV drama works, the entertainment treasure First stage project includes the movie "The Small Age 4", "The Wolf Totem", "the illegal operation", as well as the social game "the Model Institute" and so on 6 projects, June 10, the balance Treasure on-line second period , Phase Two project includes "Dew Beauty", "Life Escape", "Edge line", "Old boy" "Quebec pull Ⅲ" and other 5 films. The users who have invested in the entertainment treasure can enjoy such rights as the cast class, the meeting, the movie spots, the exclusive authorized electronic magazine, the star signature photo, the skin and the movie ticket and so on.

Unlike the ordinary network marketing, the entertainment treasure lets the user participate in the movie and TV production The upstream link, will play the interest and own benefit bundle, lets the user produce the unprecedented participation feeling. Although most people think that entertainment is only a gimmick, it is undeniable that the network is in other ways affecting the marketing path of the film.