Comment on the dilemma of small-cost movie marketing from the time of God stealing

Week 18th (4.18--4.24) Focus: 1, the domestic small cost film lacks the clear marketing strategy and the localization, causes the financing difficulty, the propaganda is difficult and the profit is difficult; 2, "The time the God steals" the Continental schedule arrangement is relatively advantageous, how to guarantee the row piece is the small cost movie biggest difficulty; 3, lacks the propaganda budget, The propaganda of the small cost film needs the novelty, 4, "The Years of the Thief" marketing features are event marketing, Word-of-mouth marketing and regional marketing; "The Thief of the years" is a typical small cost non-commercial film, in Hong Kong to take a great success, the fate of the mainland is difficult to judge.　　Because, in recent years, some of the same good reputation of the small cost of films are drubbing, this article will discuss with you "Years of God steal" such a small cost of the marketing dilemma of the film. The overall strategy and positioning of the film: Most of the small cost of non-commercial films are difficult to find investment, the overall strategy and positioning of the film will not only allow investors to see the profit prospects.　　On the later stage of the system, hair, can play a guiding role. "Years of God Steal" can be filmed completed is not easy. Since the film is non-commercial and has not been found for many years, the final Zeng Jianxun, the US-Asia entertainment and the Hong Kong Film Development Fund will be able to implement the three-party investment.　　The lack of investment in such films has almost become the norm, and the Director of Cape Seventh, Weideshei, secured his own property before obtaining bank loans. Lack of access to investment in addition to the subject of non-commercial, the absence of overall marketing strategy is one of the main reasons. Excluding other, only consider business factors, film is a business, if the investors can not see the prospects for profit, others naturally unwilling to invest. Clear overall marketing strategy and positioning is to reduce investment risk and achieve profitability protection.　　"The Years of God steal" in this regard is done in the case of comparative in place. First of all, "the years of God steal" film positioning is a warm nostalgic film, film script to ensure the quality of the film.　　In recent years, nostalgic movies have gradually become a trend, both the box-office sales of Cape Seventh, there are a slight surplus of "Tin Shui Wai Day and Night", as well as this year's Spring Festival box office champion "72 tenants."　　Secondly, for the audience, the authentic Hong Kong flavor of the film, the past of Hong Kong in the 670 's and the real and moving storyline, have great appeal to Hong Kong audiences over the age of 30.　　Finally, the position of propaganda, the film party always adhere to warm, nostalgic Hong Kong film this bright theme. Zeng Jianxun has analysed: Hong Kong can get 5 million box-office, plus the potential of the mainland market and world markets, cost recovery is not a big problem. Finally, Chen Jianxun, the US-Asia Entertainment and Film Development Fund jointly invested in the film. Diversification has also significantly reduced risk.　　The success of the Hong Kong box-office also confirms the success of the film's overall strategy and positioning. Back to compare the reputation of a good domestic film "bullfighting." Apart from the domestic market and the immaturity of the audience, can you tell me what kind of film it is? I'm afraid most people find it difficult to tell the type immediately. What kind of crowd does its audience position? Age, occupation, the region seems to be unclear. What is the propaganda orientation of the movie? Reviewing the propaganda of bullfighting, the author finds that the propaganda is scattered and lacks the core and direction of propaganda.　　Such a type of positioning is not clear, the audience positioning is inaccurate, propaganda positioning of the film, although it is a good work, the box office is difficult to have outstanding performance. Second, the film schedule and the size of the release show: "The Years of God stealing" continental time is relatively favorable.　　The release on April 16 was a bit of a piece of thought. The release date for Hong Kong is March 10, 36 days ahead of the mainland. Rely on the strong word-of-mouth effect, in one months to take more than 20 million of the box office. For the mainland theaters do enough Word-of-mouth matting. Since the film has been nominated for the 6 Hong Kong Film Awards, the studios chose to show the mainland two days before the award. The strategy is to rely on the awards to stimulate the image, even if no award can enhance the attention. The end result is just as the film side wishes, the golden statue won a big victory. The release of the data sheet from the upper part of the table can be seen, and "The Years of the thief" in the same period, "Lala promotion", "the War of the Gods" and "solitary Fort Surprise." In several strong film under the attack can fight to 1608 of the row is not easy.　　The lower part of the table compared several similar films, and "Bullfighting", "Cape Seventh," The amount of the row is basically equal.　　The late will have the April 22 release of the "East Wind and Rain", if the film's excellent reputation in the mainland acclimatized, April 27, "leaf asked 2" will be the row of the film and the impact of the larger. From the "Thief of the years" can be seen that the timing of the release of the choice is very important, if there are related events, after the event released. Otherwise, it is also a choice after blockbuster, because the big slice will push up the consumption EMA and drive the movie consumption trend. For example, "Midnight Taxi" from "to be surrounded by the siege", "three Littleshenyang" and other large tracts of mouth gun got 1100 games a day screenings.　　In the case of low screen size, the choice of the small film schedule needs to be more cautious. Third, the film publicity scale and publicity way "The Years of God steal" propaganda scale is small, the propaganda way also to press the manuscript and so on soft Xuan mainly. It is worth learning that it makes full use of several related events, so that the volume of news and attention reached the level of small commercial films. Domestic Film publicity comparison table can be seen from the table, "The years of God stealing" the number of news, when the monthly average of attention and "beautiful" is equivalent. This is on the one hand with the film side efforts to publicize the results, on the other hand, the release of the mainland also laid a good foundation for publicity.　　The highest level of concern is the promotion of Word-of-mouth and award-winning. "The Years of God steal" the mainland propaganda positioning and Hong Kong the same, the main line of pure Hong Kong, nostalgia, warmth of this thread. Once again, this position is confronted with two different principles of decentralization and centralization. The author thinks that if the principle of decentralization is adopted, the propaganda orientation of Pure Harbor film and nostalgia may make many viewers who do not have Hong Kong feelings or Hong Kong film complex stay away from this film. Finally, the film party chose the principle of centralization, increased the depth of the potential audience and narrowed the breadth. If the film side can take the principle of centralizationAlienation publicity, such as highlighting the positioning of Lingnan culture, to seize the Cantonese audience, and then the North market effect is certainly better. Compare the "bullfight" and "We see in the sky," the two of the pure domestic film propaganda. "Bullfighting" because of the overall positioning of the lack of propaganda has no core and propaganda points scattered. The number of news articles is less than 1000, the highest concern is less than 15,000, regardless of the scale and effectiveness of publicity are inadequate. "We see in the sky" film positioning and the audience positioning to clear. But it is puzzling that the film has little publicity and attention, which not only caused the audience completely unfamiliar with the film, but also caused the first week of the national Day row less than 100 of the dilemma. And the propaganda appeared again "Qingming Festival let us take parents see" We see in the sky "this ironic propaganda language.　　Although the two films are better quality than their counterparts in the same period, the weak publicity has become one of the reasons for the dismal box office. Iv. marketing propaganda means and characteristics the marketing propaganda of the "Years of God stealing" is characterized by the full use of event marketing, attracting public attention and saving publicity funds. Time-sharing and non-synchronized release has created conditions for the spread of Word-of-mouth.　　A clear geographical position protects the basic revenue of Hong Kong's box office. The propaganda and marketing process of "The Thief of the Years" is a series of three events. One is the February finalists Berlin Film Festival, and won the Crystal Bear Award, the second is in March, the public launched the protection of film Studios wing Lee Street demand, and the Government responded positively, the old street style was preserved; third, April Hong Kong Film Awards received six nominations, and finally won four awards.　　The success of these three events attracted the attention of the media and the public, and led to the heat of the film. The biggest difficulty in marketing of small-cost non-commercial films is the lack of propaganda points and the low investment in publicity. For example, "Iron Man", "College Entrance Examination 1977" and other films, due to the lack of attraction, late publicity is difficult to attract attention. and "bullfighting", "we see in the sky," the propaganda efforts are obviously insufficient, which has much to do with the investment of publicity funds.　　Making full use of event marketing is one of the marketing ideas of this kind of film. The simultaneous release of the mainland and Hong Kong has allowed ample time for the spread of the film's reputation in Hong Kong. Impact on the choice of mainland viewers and the layout of the film.　　Before many high-quality small films because there is no time difference, the word of mouth effect has not yet been forced to the next film. With the increase of the national market capacity, the regional marketing conditions of the film have matured. "Years of God steal" authentic Hong Kong film positioning so that the box office has a certain guarantee. It turns out that Hong Kong's box-office costs have been recovered. In contrast to "we see in the sky", I do not know why the director must put the story in Bengbu so an Anhui town.　　The author thinks that if we consider the regional marketing, put the story in Beijing, Shanghai, Guangdong, Chengdu and other film box office High-yield areas, at least it will arouse the attention and resonance of the local audience and media, the box office is not so miserable. Thinking for small-cost movies, film positioning, audience positioning, publicity and positioning should be more accurate. In the marketing campaign to make full use of event marketing, creative marketing and regional marketing. Highlight the voice of the propagandaTo gain the attention of viewers and projection terminals. Our market capacity is expanding rapidly, and viewers ' viewing tastes are changing gradually. If the small cost of film can put low posture, intensive cultivation of the market, will eventually break out of their own world.