Exclusive Movie Marketing Analysis: "How to train Dragon Master" how to vertical and horizontal market

This article points: In recent years, in the local government's vigorous support, a cartoon park has sprung up. A total of 170,000 minutes of animation was completed in 2009, but few of the works are truly remembered. No good works, no economic benefits.　　 This week, the author of "Taming the Dragon Master" as a primer, with you to discuss the marketing of animated movies.　　The main contents of this period are as follows: 1, animated film is not just for children to see the film, 2, the main audience to accept the animation film, good works have market space; 3, the holiday animation film's impact is greater, publicity to keep up. "Training Dragon Master" poster correct understanding of animated movies, good audience positioning "Training Dragon Master" of the subtitle has been almost finished, I still immersed in the beautiful picture, melodious music and lovely role can not be drawn away. The author turns to ask a friend: Do you think the child can understand?　　Friend said: "Under 10 years old do not understand it, you did not see, this is not a child!" Analysis of Hollywood's many years of animated film Works we found: American animation film audience, not positioned in children, but positioned in the family to watch. For example, last year's film "Flying House Ring Travels" is a movie full of love and dreams, adults can resonate with the theme of the film, children can also find magical animals and magnificent scenes in the play. The year before last movie "Robot Story" is a talk about the end of the movie and love, adults will be inspired and moved, children will see fantasy outer space and cute robot.　　"Kung Fu Panda" "Shrek" "Finding Nemo" is not the case. Analysis of Japanese animation film We found that, as the animation power, the Japanese animation audience positioning more subdivision. "Machine Cat", "crayon small new" and so on positioning for low children, "up to", "light of the United States Girl" positioning for children, "sea Thief King", "Detective Conan," The positioning of the youth, Hayao Miyazaki's "Tomb of Fireflies", "the fairy tales of the years" and other positioning for adulthood, there are many of the pursuit of violence, terror,　　Erotic animated movies are not suitable for children. Anti-Chinese animation film, in addition to the young positioning of the "Radiant and gray wolf" outside. From the 2005 "Magic Ring", to the 2009 "Malan", "Elf Girl Chouma", "Elk King", and then to the 2010 "Rainbow Cat Blue Rabbit Fire Phoenix" and the upcoming "Super Frog Warrior", these movie audience positioning is who? If the audience positioning age is too large, the content of the works and screen can meet the needs of the target audience? These are the problems that filmmakers must solve at the beginning of the project operation. [Page] The Chinese people do not reject animated movies, good works will be accepted by the market now the main movie market in China is the group of the audience.　　This part of the people who grew up watching cartoons, they are fully accepted for animated films. Animation movie box Office data table can be seen from the table, the most popular domestic is the American animated film. Summary of the above American animated films have the following characteristics: 1, the audience more widely positioned, regardless of adult children can enjoy the fun of the family-style film, but the positioning of the film itself is very high demand, theme selection, storyline, screen, music, role set to take into account the dual needs of children and adults.　　Once done poorly, there may be situations in which adults and children do not like it. 2, produced well, most of the Hollywood animated movies are 3D movies or CG movies. The production of exquisite, colorful, scene fantasy, and domestic animation film, in addition to the film "Astro Boy", there is no technical level to reach or close to Hollywood level. So the technical choice must avoid weaknesses, the most successful domestic animated film "Pleasant Goat and gray Wolf 2", "mcdull resounding" are not using CG and 3D technology. If in order to pursue the trend use these technologies, and do not good words, the cottage sense will be greeted, greatly reduce the film's animations.　　A typical negative example is the police of the future, a film that costs a lot of money to do stunts, and the last stunt has become the most popular criticism of the audience. 3, cultural identity, "Kung Fu Panda" success has caused a great sensation in the country, everyone is analyzing why this film is so popular. It's not complicated to think about. "Kung Fu Panda" is the addition of Chinese elements of the "training Dragon Master."　　Americans know the importance of cultural identity, they take the panda and Kung Fu, the two most representative of China's elements, and then into a traditional Hollywood growth inspirational story, coupled with exquisite production and excellent music, has achieved great success. 4, the brand effect, animation film is a kind of very special film, in the absence of brand-building effect, the risk is great. The domestic animated film finally succeeded is rarer. If there is a brand effect, the risk is very small, whether Hollywood, Japan or China, the sequel of the brand animation rarely misses. So the establishment of the brand for animated movies and its importance. So the American animated film has many famous brands, such as: Toy Story series, Shrek category, Ice Age series.　　Two relatively successful domestic animation film "Radiant and gray Wolf 2" and "McDull resounding" is also the result of brand effect, they landed in the big screen before the relevant cartoons and cartoons have been launched for many years, has a profound mass base, has formed a brand effect. Animation movie schedule is very important, publicity to keep up with us from the Animation movie box Office data table can be seen, the top 10 of the movie theater has 7 slots in the student holidays. The top 5 are all on holiday.　　　　It can be seen that holidays are vital to animated movies. The propaganda contrast chart through the propaganda comparison table we found that the animation movie propaganda is generally missing. Animated film before the largest number of news is "Kung Fu Panda" is only 2430, compared to the "leaf ask 2", "lala promotion" These medium-scale films have a big gap. "Dragon Tamer", "Ice Age 3" only 500 of the news volume, this kind of propaganda scale for non-animation-type domestic film is too low to imagine. As far as I know, "mcdull big" propaganda inputIs relatively large, the news volume is only 600, most of the input to the television and hard wide and so on.　　Upcoming release of the domestic CG animation "Super Frog Warrior" News volume only 437, the highest day of concern for 704, the average monthly concern is only 369, such publicity scale and attention, doomed to the film will become another failure case of animation film. Chinese animation film has the audience's cultural identity, the government's policy tilt, the rapid development of the film market, China's unique color and painting style, such as the advantages of people not lack of creativity.　　Chinese film people should not be pessimistic, not pessimistic, as soon as possible to establish a professional animation film investment team, management team, creative team, technical team, so that people who really know animated movies to do animated movies, I believe that the Chinese animation film Bright Road in front. Tencent Entertainment Exclusive manuscript, reprint must indicate the source, violators must investigate!