Exclusive Movie Marketing Analysis: The success cheats of the king of guns

"King of the Gun King" poster This article points: no two comrades after painstaking thinking and refining, the Chinese film box office decisive factor summed up into a theorem. We'll name it the box office theorem. Now that the theorem has a prototype, it can basically reveal the movie box office and some active and controllable determinants of the relationship. This article on the basis of this formula, "King of Guns", "Fire Dragon Duel" as an example, for everyone to simply analyze the success or failure of several films reasons.　　Of course, this formula also needs in research, data accumulation on the basis of continuous enrichment and improvement, our ultimate desire is to form a scientific, computable box office theory.　　The main content of this article is divided into several parts: The movie box office formula is the elaboration; from the direction of film market quality analysis "King of Gun King", analysis "King of Gun King" and "Fire Dragon Duel" distribution strategy; analysis of "King of Gun King" marketing scale and characteristics, data reveal "Fire Dragon Duel" failure reasons With the deepening of the film Marketization, the Chinese film People's marketing consciousness is more and more strong. But compared with the U.S. film marketing, our marketing is actually targeted at the narrow box office marketing. Hollywood's film marketing infiltration from film shooting, promotional, release, peripheral product development, DVD rental, image licensing to copyright sales and other links, is the real all-round marketing. This phenomenon is the film development stage and national conditions of both countries caused, this is not the focus of discussion.　　Since our marketing is mainly aimed at the box office, we will take a look at the Chinese film market which is put forward by us: the box office theorem.　　The formula of the box office and its elaboration the box office theorem of the movie: the main formula: Movie box office = Film Market Quality * Marketing promotion * distribution strategy; child formula: 1, Film market quality = story + clip rhythm + screen + Star performance + connotation topic + special effects 2, issuance strategy = Schedule Holiday * Competition film * launch scale; 3, marketing promotion = essence extraction * Launch promotion; Here to explain the essence of extraction, extract extract: is based on the market characteristics of the film to fully understand the basis of extraction, refining the ordinary people, the general audience understanding and human nature of cognition,　　Choose or create the most attractive, most can arouse the most extensive attention and expectations of the idea or content, and implement to the specific future for the promotion of marketing materials, a full range of creative design and production. Extracts include: The name of the film design, poster design, trailer production, official website production, media caliber, media news points, film stills, position propaganda design and so on a series of related, can become marketing material entity.　　This is the most important way for a potential audience to get to know the movie and the most overlooked part of the movie marketing. "King of the Gun King" of the film market quality for the film to obtain a high box office laid the foundation as of July 25, "King of Guns," the box office for 123.5 million. More than the 09 summer of the "eavesdropping", ranked incenseThe king of the box-office police of the bandits. The movie box office theorem, Film Market quality = story + clip rhythm + screen + Star performance + content topic + special effects The film market quality of the various factors for the additive relationship, so the strength of individual factors can not determine the overall quality of the film market.　　This is why the star lineup, the storyline, the content of the topic these factors can not determine a movie box office reasons. From the quality analysis of the film market, this film is a typical Hong Kong police bandit type film. This type is one of the most mature types in Hong Kong movies. This maturity in the film investment scale, production flow, clip rhythm, screen presentation, star performance, audience groups are reflected in these aspects. We compare to find that "eavesdropping", "Dragon Duel" and "King of Gun King" several films in these areas there is no significant difference. "King of the Gun King" story complete, the clip smooth, the cast has a strong mass base. Slightly less obvious is that the film took the first to reveal the role in the play and gradually solve the mystery of the case, but the case itself is not tortuous, the director tried to introduce the concept of criminal psychology is not thorough enough.　　　　Make the plot slightly flat, the climax is insufficient. [Page] "King of the Gun King" distribution strategy the layout of the road is fully protected and then look at the second formula of the box office issue policy: Issuance strategy = Schedule Holiday * Competition Movie * Launch scale. The timing of the film has a big impact on the final box office, and some occasional movies are viewed as life. For example, this year's Spring Festival file "Flower field 2010", "Wealth to", Valentine's Day file, "The whole city in love" and so on.　　Summer stalls is one of the most mature two, 2009 of the "eavesdropping" test of the summer file on the outstanding Hong Kong-style Police bandit film demand potential, "King of Guns" along the footsteps of predecessors to go down, the odds are quite large. Competition movie this item please look at the table below, if a movie wants to make a difference at the box office, must occupy certain superiority in the competition. Audience selection refers to the film of the total box office, which objectively reflects the audience's choice of the film in the same period. "King of Gun King" can get high box office because it is in the 1th Week, 2nd week is the audience's 1th choice, 3rd week is the 2nd choice. Eavesdropping is also the first two people to occupy viewers ' choice in the 1th and 2nd weeks of the release. and "Fire Dragon Duel" the box office is so low, is very unusual. In addition to the summer, the first week of its release is the audience's 6th choice, the 2nd postmenstrual audience 7th Choice, 3rd week is the top 10.　　　　Losing to rivals is one of the main reasons for its box-office fiasco. Look at the third launch scale. The size of the launch is the number of copies that the film party is expected to put on the box office. When deciding on the size of the launch, the film side should consider balancing the box office forecast and the distribution cost. Because each film copy probably needs 8000 yuan of cost. Digital copies are relatively inexpensive. The author is unable to verify the exact number of copies of the film, but from the first week of the number of rows can reflect the size of the film, distribution capacity andPropaganda effect. From the following table, "King of the Gun King" the first week of the average daily row and "Lala promotion" and "Yue Guang box" equivalent, the final box office of the three are also similar.　　　　The average day of the first week of "Fire Dragon Duel" is even lower than the "eavesdropping" of last summer, which is also the main reason for the poor box office. The marketing promotion strategy diversity has obtained the high attention effect the third formula of the box office theorem is: Marketing promotion = essence extraction * Launch promotion. The launch here is not just to send some news articles, do several landing propaganda and cast some hard ads.　　Launch promotion refers to the essence of extraction on the basis of the full integration of a variety of promotional platform for accurate positioning of the potential audience, according to the audience on the different stages of film awareness to do effective publicity. Let's take a look at the table, the "King of Guns," The number of news reprinted only 2,320, this volume for a medium-sized film is relatively small. But the film's highest concern and the previous average monthly concern with the "Yue Guang Box" and "Lala promotion" equivalent. Visible, the final propaganda effect is very ideal. The result tells us that the print press is not the decisive way to publicize the film. In the media more and more diverse today, the film's propaganda position is also expanding rapidly, publicity techniques need constant innovation. Some of the focus of the media is not only the channel of the film release, but the need to establish an in-depth partnership as soon as possible, so that the media to participate in the whole process of film publicity.　　　　According to the author understand, "King of the Gun King" film side and Baidu Qi Yi has such a deep cooperation. "King of the Gun king" of the Plane and network news volume is less, the quality of the film extract is also passable, can achieve such propaganda effect, hard to widely put and integrated platform propaganda work.　　With the Hunan Guardian "Happy Camp" cooperation accurately positioned to chase the stars of the boys and girls, with the Central 5 "big Club Feast" cooperation, occasion South Africa World Cup accurately positioned to like cop male audience, is the crowning touch of the pen. Look at the early release of the same theme "Fire Dragon Duel", the News reprint volume only 1040, or even less than many small films. The highest level of concern is 8770, reflecting an average monthly interest of 223, and propaganda has hardly played any role.　　According to the box office theorem: Movie Box office = Film Market Quality * Marketing promotion * Distribution strategy, "Fire Dragon Duel" marketing, distribution strategy, even if the film market quality is fair, also doomed its final box office tragedy. The conclusion of the previous days, the WTO ruled that China needs to open the cultural market to let some people excited abnormal, but also let some people worried. Whether it is joy or worry, the gradual opening of the film market is an irreversible fact. Faced with the armed, foreign companies, we can not aloof, not to belittle ourselves.　　Every practitioner should remember: Always keep a clear mind, do a good job of basic work, pay attention to the details, discard the false, do a reliable person, do more reliable things. 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