Exclusive Movie marketing Analysis: "People in the way" win in the Type + Word-of-mouth

"People in the way" still the arrival of the World Cup suddenly disrupted people's lives, but also disrupted the normal development trajectory of the box office in these weeks.　　In the movie box office continues to be depressed the big environment, several domestic small pieces are very difficult to make a difference, but the small cost road comedy movie "The person in the awkward path" has demonstrated its tenacious vitality, has become the few bright spots. The main contents of this period are as follows: 1, through the "people in the way", understand the concept and meaning of genre; 2, the movie selling point can not be equated with the movie type, must become the movie strategic plan part; 3, "People in the awkward Road," the new pattern of creation; 4, detailed analysis of the "People in the road" publicity and loss,　　The figures explain why the box office is so firm. The meaning of genre is not for the classification of the film recently often with friends to talk about the film, found that the concept of genre is more and more popular. But to ask a friend what a genre is, he says, is an inductive classification of different films. In fact, this is just one of the features of the genre. Under the influence of the modern production system (i.e. Hollywood), the film creation is no longer a kind of individual behavior, the standard production system makes the movie production become a batch, the pipelining standardization process, from the movie script creation, the director directing, the actor performance even is the marketing propaganda, releases the release to follow certain pattern.　　Fixed mode of determination can improve efficiency, reduce costs, control risk, but also to ensure quality and cultivate a fixed audience, in turn, different types of films can also meet the psychological or emotional needs of the audience, this is the essence of the genre.　　"People in the way" is a standard type of film, with clear and clear type of positioning: Road comedy movies. Film type can not be equated with the film selling point clear type positioning for the film's creative and promotional distribution to provide direction and ideas to identify the audience, but the difference in the film is often more selling points, more attractive to the audience.　　Therefore, in order to achieve commercial success, in addition to a clear type of positioning, the film also needs to have a clear selling point. Taking "lala promotion" as an example, its type positioning is the urban workplace love film. The creation and publicity provided the keynote, and the biggest group of the movie was the urban white-collar community. However, its biggest selling point is fashion, so its clothing, props, music, clips are full of fashion sense. Other selling points also: the original novel film, The Old Xu Lala, dozens of brand value tens of millions of ads implanted, these selling points on the basis of the audience and reflect the difference, which is to attract viewers to make the main factors of the decision-making.　　"People in the way" in the selling point of the establishment of a lot of weakness, in addition to Xu and Baoqiang This combination can be used as selling points, comedies and road films This type of film is difficult to sell. Therefore, in the initial preparatory stage of the film project, the film marketing staff in addition to determine the type of film, but also should be clear the selling point of the film to reflect the difference in the film works.　　The movie selling point is the film marketing strategic decision important content, if the early stage this aspect work is insufficient, later period is difficult to remedy. 《People in the way "studio script creation new mode" After I read the "People in the Road," the film, produced a big question. Director Ye Wei-min is an authentic Hong Kong person, and screenwriter Manfred is born in Hong Kong. How could such a team create a grassroots story that completely divorced from the reality of their lives?　　Besides, this story also contains the most hot social problems in the contemporary mainland, such as: Spring Festival, third party, peasant workers ' salary and so on. Later, the author learned that the film's script is a "Holy Hall Studio," The three-person team completed. Mr. Manfred was a signed screenwriter and did not take part in the specific writing. The Templar Studio is a professional screenwriter, specializing in the creation of film and television scripts.　　"People in the way" is their first film works. Such a professional writing agency is relatively rare in mainland China, which has many advantages over traditional writers. First, the script creation is more market-oriented. Professional writers are required to survive and profit, so their work can not be too personal, need more business, more popular. Secondly, the creation of the script is more professional. Most of the members of the Organization are composed of the writers of the art academies, and the script creations are completed collectively in the form of projects. can guarantee the quality of the script.　　Finally, the program is more sustainable, and the writers can devote all their energy to creation, and the logistical work is handled by the agency. Although there are still some mishap in the script of "the people in the way", the script is fully equipped with the basic elements of this type of film from the angle of the highway genre. A lot of humorous baggage is also designed properly, collective creation to ensure the richness of content.　　Flaws, "People in the way" is one of the better comedy movies in recent years.　　　　[Page] "People in the way" propaganda strategy: rely on Word-of-mouth transmission "people in the way" of the producer Mr. Manfred in the Shanghai Film Festival during the criticism of the film propaganda problems, the following data analysis of the film's propaganda in the end. Film publicity analysis of the comparison table can be seen from the table, "People in the way" propaganda and the final box office more than 50 million of the "future Police", "Su beggar son" compared to the obvious gap. The number of news is only half of the "future police", and the highest level of attention is low. With the beautiful book, "East Wind and Rain", "Full Moon Hennessy", "Years of God to steal" and several propaganda do bad film than, "People in the road," the number of news is also the least, before the highest concern only than "full Moon Hennessy" high.　　These figures show that "people in the road," the amount of publicity and results are not ideal. The size of the propaganda is related to the film's propaganda budget, and the propaganda point (content) is also critical. If the content is good, even if there is no cost, the media is happy to reprint and attention, the following is the "people in the road," the top ten propaganda points and "Lala promotion" two of the most successful propaganda points, the amount of publicity refers to the same point of the news produced by the number. It can be seen that "people in the road," the propaganda point is relatively small, and lack of attraction, no one to doThrough, do ripe, make the topic propaganda point. "People in the way" propaganda is worth affirming, that is the film cycle is very short, the propaganda rhythm is better, the promotion of continuity. Ensure the effect of early publicity.　　　　Some propaganda means of innovation is also worth affirming, such as "Uncle Bento" video virus marketing, has aroused great concern. Film propaganda frequency curve as of June 20, "People in the road" has made nearly 40 million yuan box office, this achievement is very ideal. The reason, Word-of-mouth became the main force to promote the film box office. The attention of the people in the way is a very strange curve. Usually the focus of the film is three days after the release peak, and then daily decline.　　But "people in the way" but walked the following trajectory: From the above figure can be seen, due to good word-of-mouth transmission, the film's concern is a continuous rise, until June 20, that is, after the release of the third weeks have a downward trend. [Page] again to see "People in the road," the Cinema row trend, "people in the road," the first week of the competition are mainly "Prince of Persia", "different apartments", "high Suspicion" and "special special task." Row and not the dominant, and "different apartments" the same. However, with the continuous spread of Word-of-mouth, the volume of Pai is growing rapidly. Until June 11, "Robin Hood", "Jing Wu 2", "Northern latitude 31-degree video", "Swinging marriage", "deserve you single" release, the row is diluted by a small amount.　　The third week Weekend "Toy Story 3", "Ocean Paradise", "Spy Sea", "Zhi Ming and Spring Jiao" and other strong films on the show, the day can still remain in 1800, has been quite remarkable. "People in the road," the box office trend can be confirmed by the focus of the curve and row.　　The author recognizes that genre and Word-of-mouth is undoubtedly the biggest success of the film. Conclusion we should realize that in the modern society, the film is no longer the kind of high and unreachable art. Modern industrial production lines and management methods can still be used in film creation. Genre is the product of this way of creation, which represents the advanced productivity of the film industry. The division of the film industry is becoming more and more refined and more specialized. In the future, there will be a large number of writers team, film music creation team, poster design team, trailer production team, script doctor, investment team and so on.　　As creative and marketing personnel, only fully adapt to advanced productivity, reasonable use of industrial division of Labor to keep pace with the market development. Tencent Entertainment Exclusive manuscript, reprint must indicate the source, violators must investigate!