Exclusive Movie Marketing Analysis: The acquisition and loss of the Battle of Ma

"Battle of the Horse" is a crazy movie, not only the story and the way the performance, the audience response is also insane. Like the big praise it can make people laugh for 90 minutes, disgust the grant of its inexplicable wonderful, unintelligible. According to the author observes, treats this film the attitude and the audience's cultural level, the morals tutelage, the observation image does not seem to have the direct relation.　　This is a work worthy of careful study by the production unit.　　This article mainly from the following aspects of the film for you to comb the acquisition and loss: 1, as a new type of comedy film, the film party seems to be overconfident, the lack of awareness of cost control caused by the pressure to recover the investment; 2, the schedule competition caused the lack of row, 3, the publicity scale is sufficient, but the propaganda point is single, cannot attract the bigger public attention degree;　　　　4, the impact of the World Cup on the film market and occasion marketing. "Decisive Battle of the horse" still new type of public praise polarized investment bold risk audience on the "decisive battle" of the word of mouth of the obvious two-level differentiation phenomenon. According to the author's observation, this phenomenon is different from other films, not by the regional, educational level, the experience of the shadow, age structure and other factors caused.　　What caused the phenomenon? The author believes that the unique type of film is one of the main causes of two grade differentiation of Word-of-mouth. "The Battle of the Town" of the film type should be the Western Madness comedy. This comedy movie and "Panda", "Secret Spy Ling Dog" This kind of nonsense comedy has a clear difference, but also different from the "Yue Guang box" This kind of parody parody comedy, and Ning of the multithread crazy comedy is also different. The first genre of the film is comedy, the second type of positioning is madness, this madness is caused by a number of dislocation, such as the town in the desert talk full of baoding words, so remote areas unexpectedly have Ferris wheel, bar, Trojan, big beauty Lin Chi-ling turned into a mouthful of teeth hand Knife of the Shrew, Screen tough honglei into a rustic and sleek village cadres, coupled with a group of highly distinctive supporting roles. A group of peasants who have not seen the Laoganjuhua beat the story of the transnational grab gang equipped with advanced equipment. This dislocation formed the madness of this film temperament. The third type of positioning is the western film, in fact, this western film and Hollywood western film is not too much similar to the lack of heroes, double guns, Steed, want only a long sand scene.　　This is a new type of film in the domestic market, the acceptance of this type of film and the degree of adaptation of the audience has caused a difference in Word-of-mouth. Such a new type of film, and the introduction of a completely no long film experience of the new Director, plus the box office 55 million to return to the size of the investment, "The Battle of the town of Ma" film side actually took a lot of investment risk. Looking back at the data for the past two years, the box office over 50 million of the comedy film has the following: "Non-interference" is claimed to invest 50 million, but only by the implantation of advertising and other investment projects have earned returns. There are Feng Xiaogang and GE this pair of partners as a box office guarantee, plus Feng Xiaogang's best at the lunar festival stalls, the risk is very small. "Crazy Car" on the release, Ning rely on "crazy stoneHead "accumulated popularity, investment and good control within 20 million. The Spring Festival file release, can greatly reduce the investment risk. The other three are typical Hong Kong-style parody comedy, which is a classic before the foundation, the industry's veteran business director control.　　"Decisive Battle" This new director, new story, new type of film, and have higher costs, can recover investment is not easy, can have a surplus, even if victory. [Page] The competition is not enough to guarantee the expected box office from the current Schedule analysis table can be seen, "the decisive battle" the first week of the show is not ideal. The average day of the week is in the "Battle of the Horse" in the week of the film and the average competitor per day. Can see "Decisive battle" of the row of the film to be lower than the same time release of "Kung Fu Dream."　　　　Box-office income is lower than "Kung Fu Dream" and "Toy Story 3", there are several strong competitors "Spy Sea", "Leaf asked prequel" and so on. Schedule Analysis Table According to the author understand that the film side of the actual expected box office is about 80 million, the following table is the author of the box office in the 60 million to 100 million film the first week of the average daily row sheet.　　　　It can be seen that more than 3,500 of the first week of filming is difficult to achieve 80 million expected box-office. "Decisive battle," the main reason for the small row of the film is more and more types, "the decisive Battle of the town" and no strength to occupy the leading position.　　Eventually become the audience's second or third choice. I think that if the film side really have courage, put in the "aftershock" a week after the release of a choice. This will certainly become the audience's second choice, the type and the "Aftershock earthquake" completely opposite. Now the market capacity, to accommodate two of large tracts are no problem. Besides, "The Battle of the Horse" in the early period has been holding the "Aftershock earthquake" publicity. To hold a dead center. Such attention can be greatly increased, publicity fees will be saved a lot.　　However, in the current domestic market environment, such genius and bold ideas are estimated that few people to change. [Page] Propaganda and analysis of "decisive Battle of the horse" propaganda to the author left a deep impression. In the higher cost of the film, the proportion of promotional inputs should be large. In the recent release of the film, "The Battle of the Horse" of the hard wide is to put a larger scale. In addition to the hard wide, the film side of the attitude towards publicity materials worthy of reference. Before the poster of domestic films, often jump off the imitation of the rut, and some even naked plagiarism. Far from the "Chibi", "Love Call Transfer 2", near the "ectopic apartment", as well as the production of "Qian Female ghosts." "Battle of the Horse" in addition to the two exquisite main poster, single poster more intelligent and original.　　Interested friends can find a large network map to enjoy. Through the recent comedy movie propaganda contrast, we can look at "decisive battle" soft Xuanxian. This piece of news and reprint volume is 4,571, is the highest. The number of news, the average monthly attention is significantly higher than "people in the road." See "Decisive Battle"Propaganda to do more, more investment. But the highest degree of concern is far lower than the "people in the Road", the "decisive Battle of the Horse" in theaters did not form a word-of-mouth effect, causing more people's attention. Compared with the "Yue Guang Box", the attention is more obvious on the low side.　　　　This is also its box office can not achieve the "Yue Guang Box" one of the reasons. From the point of view of the film, or to the traditional star publicity-oriented. Focus on Lin Chi-ling and Honglei these two starring body, and then attached to Baubert, Gan Micro, Haibo, Chun and other supporting roles. The propaganda point is too single, the concept is insufficient.　　　　The following is the most influential 10 news points in the Battle of the town. But in the "Battle of the Horse" propaganda, the creative and design of each activity is worth affirming. For example, the launch of the Conference group to the Director of the design of the show, the class launch of Lin Chi-ling and Honglei Big Tango, Trailer Conference awards show, the May declaration of war in the scene of the Battle Broadsword, Shanghai Film Festival launch of the town of the summer camp camp ceremony.　　The news points, the climatic points and the photographic spots of these activities are all very innovative. [Page] The film industry's World Cup crisis and occasion marketing World Cup as a sporting event after the Olympic Games, every four years must attract the eyes of the world. For the football industry, is a rare opportunity. But for the entertainment industry and other sports industry is undoubtedly a crisis. The 2008 Beijing Olympic Games during the domestic film market is a depression still vivid. Wimbledon and F1 during this year's World Cup were almost unnoticed. Crisis means danger, but it also includes opportunity. The 2008 "Shiquan Nine Beauty" is an example, while other films have to avoid the Olympic Games, the film won 52.35 million of the box office.　　　　Later Wang Yuelen has concocted the same theme of "Panda Warrior", but lost the opportunity to defeat and return. Occasion marketing is an effective way to use crisis rationally. During the World Cup, there are several films to take the World Cup to carry out marketing activities, and achieved better results. "Battle of the Horse" cast the portal site of the World Cup video clips ads. When people watch the wonderful clips of the World Cup, they successfully publicize the film. The movie "King of the Gun King", on the CCTV Sports Channel World Cup special program "Giants Feast", when talking about football, also to the vast number of fans to promote the film.　　"Let Bullets Fly," the film side is the way to support the cartoon in the form of Spain, attracted countless eyeballs. The conclusion of "the decisive battle" as a commercial type of film, as a new director of the debut, can be said to have been successful. But the whole project operation process has a lot of experience and lessons need to comb summary.　　If the team's creation is sustainable and can bend over to see the process of creation and marketing, there is reason to believe that they will achieve greater success. Tencent Entertainment Exclusive manuscript, reprint must indicate the source, violators must investigate!