Cracking the axes of film marketing in the Weibo era

Morning paper reporter Peng This August, Wang Xiao handsome producer Huang sent a select actor's microblog, two days, attracted nearly 4,000 comments and recommendations.　　This blog post, by netizens called "Micro Bo Select the first post." The use of micro-bo for film propaganda, "Westerly wind" may not be the first, but its aggressive "offensive" is the most powerful impact.　　press conference of the text live, the micro-Bo interaction, the director of real-time response, such as the overwhelming virus-type brush screen, make the wind, so that more and more film publicity, subconsciously regard Weibo as an indispensable position.　　December, "Laughing Lake", "Zhao's Orphan", "Let Bullets Fly" and other lunar year film No one not to the micro-bo hook ... The new microblog has become a favorite of the film campaign. So, the film Weibo marketing what kind of tricks? Can you really attract viewers to the cinema by relying on Weibo?　　The morning paper reporter for you to find out. Star Weibo, has been observed the standard "model", that is, "every day must send a good morning Bo (thank Sunshine and early morning);" Send a hard work of the Bo (with self-portrait), a life of the feeling of Bo (or bright or sad), turn a small animal care of the blog, and other celebrities interact with the message back to the page. So, how many axe can the micro-blog of the movie propaganda be able to whirl?　　A network marketing company in charge of Mr. Li told reporters, the network propaganda "navy", micro-Bo publicity also has, but the crisis PR, celebrity radiation, is a good stage of micro-broad. The first axe give me 180,000, gift your fan and reprint network "Vest", "the Navy", already is commonplace.　　Network marketing companies to help, Micro Bo quickly inherited this, to forwarding, comments, etc. as weapons, let the film in a circle of the network spread out, boarded the microblog "Hot Topic list." A network marketing company in charge of Mr. Li revealed that many films will be invited to special network marketing companies to create topics, such as public praise publicity, costs ranging from 30,000 to 180,000 yuan. Specific to micro-blogging, the general will register a microblog account and obtain certification, through micro-blogging activities in the short-term accumulation of official fan number, will also follow the "navy" approach, register some "vest" everywhere reprint, "Many people found that, as long as the film related to the microblog, will immediately have the same content to ' Sit on the couch, with a large number of 0 fans forwarded by users. It is the task to forward the praise of the club film and the bad comment of the rival movie. The second axe with the help of big star "stir up Trouble" another axe, it is the fan appeal of movie-making.　　For example, "westerly strong" when the number of director Gao book, and "not sincere don't disturb 2" there is a Feng Xiaogang. Tugging fan didn't can gold horse after a thing, Feng Xiaogang is a burst of mad, make the rumor that Feng Xiaogang is the new film "not Sincere don't disturb 2" bo propaganda.　　"Thorn Horse", Feng Xiaogang micro bo constantly, December 7 micro-blog issued "again to the film propaganda period", but also daily micro-blog, more than three a day. Zhang Wenber, who has operated "Jin Wei" and "westerly wind", said that the microblogging effect of celebrities is veryGood, "for example, before we to the film" guard "propaganda, at that time, we are concerned about a topic is Zhao Wei pregnant, but we and Zhao Wei's brokerage company, including her family to reach a tacit understanding, so the film company will not use ' Zhao Wei pregnant ' to hype. We are also aware of the public and media attention to this matter, so I defined the micro-blog as ' Private Media ', Zhao Wei this thing can be a personal way to express and transfer, such a way not to cause harm to the parties, nor against our agreement, at the same time to achieve the purpose of publicity films. A large number of Zhao Wei fans gathered quickly to my microblog, every day there will be dozens of people pay attention to, it is the arrival of these fans, the "guard" played a very good publicity role. "Third axe clarification, correction, immediate crisis PR and a life-saving axe, is the crisis of micro-blog pr."　　In order to avoid being taken out of context or to distort the original intention, through the microblogging response, has become an increasing number of parties to choose. Recently, "Zhao's orphan" and "laughing Lake" happened together "steal box office" incident, Bo friends enthusiastic video follow-up, film critics and other industry people have made a statement, and the two large side also without exception through micro-blog position, their argued innocence. Which, "Laughing Lake," the issue of Bo na film "fruit Pig" wrote: "If someone found in the theater to see ' Zhao Gu ' give a ' laugh ' ticket, please immediately to the local media, and call the film Bureau report, the phone number on the film bureau's official website. We are willing to accept the supervision of the audience and the media. "[Expert opinion] into also micro Bo, the loss of micro Bo Bo its Xing also Bo Yan, its death will be suddenly?"　　As a new and popular way of publicity, film marketing experts on this bright two different views. Pro faction: "The boat small Good turn" "westerly strong" the producer Guanyadi said, Micro Bo propaganda originally only this piece overall network marketing part, did not think later become the dominant, micro-Bo's high performance ratio is the key factor. "Westerly strong" small and medium cost production, the box office goal is too billion, the propaganda cost is relatively not rich. Compared with traditional media delivery, micro-blog promotion cost-effective, and ' ship small good turn '. For example, at that time, please make "westerly strong" poster posted on Weibo, inviting netizens to see the film, if you do offline activities, that would cost a lot of money ah. "Wang Xiao Shuai new film producer Huang introduced, select the angle to use micro bo propaganda, there are accidental factors," one afternoon I played in the home Micro Bo, whim, to the director of the phone, the director felt quite fun, sent the post, did not expect the first day to fry simmer. "　　He said that before the director of the selection of actors for the public is a very mysterious process, through the micro-blog to expose these processes in front of the public, improve the public participation, but also the early publicity of the film played a good role. Opposition: not easy to do, bad things are not difficult at the same time, many people have a cool attitude to Weibo.　　"Let Bullets Fly" producer marks "Weibo useless theory" attracted reflection, is quite accepted. A few days ago, in an interview with a weekly, "Let Bullets Fly" producer Marks said that the realUseful publicity for the box office, but also to take the traditional route, "You want the box office high, the most important is the number of visitors, the increase in the number of visitors is not depend on us, can only rely on daily subway, bus, doctors, students, lawyers, office staff ... Their behavior logic and we are completely different, this can not rely on self-deception, such as hair microblogging, official website what, useless. Depending on what, or rely on a large number of traditional media, television, road signs these hard advertising is necessary.　　"This remark was summed up as" microblogging useless theory ", get a lot of manpower quite. Zhang Wenber that Weibo propaganda, "it is not easy to do things, it is not difficult to rely on it." A person in the industry said, micro-blog propaganda because of film and different, "the size of the film, what kind of intensity." Small and medium cost of the film, online broadcast, with a good micro Bo can play a role, such as "Let Bullets fly" such scale, micro bo effect is not really. "Micro-Blog publicity to grasp the good degree," Weibo is a double-edged sword. All publicity at the beginning must be ' Wang Po sell melon ', using the user's herd mentality, but also be careful to be used. Like "The West Wind", high group of Books Weibo said it is ' God ', refers to the ' nervous XI XI, temperament unique ', after comments, forwarding almost interpreted into a ' bullish ', is tantamount to their own rack to a high up, the audience can not avoid the feeling of being cheated. Grasp this degree, too delicate! ”