Film Marketing case Comments Lala Sheng "value" record

(Week 17th 4.11-4.17) Focus: 1, the overall strategy and positioning of the film has greatly reduced the investment and creative risk, to ensure that the film's revenue and quality; 2, the release of the scale of the absolute advantage, the consumption average continued high, to ensure the first week box office, 3, the characteristics of publicity, so that the number of news to create　　, film advertising marketing will become the future of domestic film marketing direction. "Lala Promotion" in this year's release of the domestic film appears to be more special, not only because of its modern urban theme is relatively rare, its publicity and advertising marketing is also very distinctive.　　The value of combing analysis. The overall strategy and positioning of the film: the overall strategy of "Lala promotion" has successfully reduced the project risk and laid a solid foundation for cost recovery. and accurate positioning to protect the future box office revenue.　　The success of strategic marketing is a necessary and sufficient condition for the final success of the project. First of all, urban love this type of film for business resource integration left a lot of space, the film side very early aware of this advantage, and the integration of commercial resources as the main direction of marketing, resolutely implemented. Ultimately, commercial sponsorship has taken back most of the investment costs and reduced the risk of the project.　　This is the film's strategic marketing the greatest success. The second is the selection of the film location. People who have read the original novels know that the novel is about a career inspiring story. And the location of the film is the workplace Love film. For which positioning is better, caused a lot of controversy. The author's point of view is that: the position of the workplace inspirational film belongs to the principle of centralization, positioning centralized to make the film works more targeted, more can arouse white-collar workers and will enter the Society of college students sympathetic. The loyalty of the potential audience will increase. But this subject is highly demanding for creators, and it is more difficult to tell a wonderful, conflicting story in two hours. The potential audience size becomes smaller, making the risk even greater. and love subject matter easier to control, will cause more people's resonance, the disadvantage is to weaken the positioning depth, will reduce the loyalty of the relevant people.　　Compared with each other, the film side finally chooses the latter, which reduces both the investment risk and the creative risk.　　If the overall strategy and positioning of the film project is not clear or pay attention to not enough, it is easy to make a decision on the head of the mistake, which is a large number of domestic films in recent years can not recover the cost of one of the reasons. Second, the film schedule and distribution of the scale: the correct time to ensure that the "Lala promotion" of the release of the show scale.　　This week's consumption averages remain high, and the final vote is no surprise. The schedule of the Lala promotion is very favorable. There is no strong film before 15th. Left a lot of space for the mapping. The "War of the Gods", which was released in the same period, was only 3 D, and there was no conflict.　　And "Years of God Steal", "solitary fort Surprise" regardless of publicity scale and the size of the screening can not be compared with it. The April 22 "East wind and Rain" will have a certain impact on it. But until April 29, "leaves ask 2" the release will have a big impact on its matches. Left to the Lala promotionThe circle of money has a full two weeks. The release of the show data sheet from the above table can be seen, compared with the schedule film, the "Lala Promotion" of the exhibition scale accounted for the obvious advantage. Pai Ying in this year's domestic film, but also after the box office has been too billion "Wei" and "Yue Guang box." This week's box-office average of 160 million, a notable rebound from last week. The first weekend 44 million of the box office in the expected, in a good word-of-mouth led by the final box office will be easy over billion, will become a high return to domestic movies another classic case. [Page] Three, the film propaganda scale and the propaganda way "lala promotion" the propaganda scale is bigger than the investment scale, because the marketing is effective, greatly saves the propaganda cost, has achieved the multiplier effect. Domestic Film publicity comparison table from the above table data can be seen, "lala promotion" of the Baidu News volume of 7,990. Excluding duplicate news, actually 887, the actual news point is about 98. The number of news points is much higher than the earlier "Yue Guang Box" and "future police". There are more news articles than any other domestic movies of the year.　　The concern index is also second only to the "Yue Guang box". Summing up the promotion of Lala, there are several characteristics: 1, the group-type publicity, "Lala Promotion" 7,990 news is not only the news of the film, but also includes TV dramas, plays, novels News. Here, the reason why I did not remove it is because these voices do not belong to the noise. The publicity of the novel and the drama promoted the popularity of the film, and the Propaganda of the film played a good foundation for the propaganda of the TV series.　　Although they do not plan the propaganda, but objectively played the effect of holding a group of heating. Here is another topic, which is the marketing of the group. The 05 Jackie Chan movie "Myth" (film version of the television version) was a success, and the drama version of the "myth" after 5 years to release. In recent years, the industry has gradually realized that the group marketing can not only expand the size of the industry, extend the industrial chain, can greatly save production and publicity costs, investment way will be more flexible.　　"Wind" of the TV series after the film has been completed, it is said that "aftershock" will also be filmed TV version. 2, integrated publicity, "Lala promotion" to the media integration is also a big bright spot. To network propaganda, relying on newspapers, magazines and other traditional print media, and then to support the hard wide launch. These promotional methods are not only in the propaganda program, but really do a round-the-clock seamless publicity. "Lala Promotion" publicity and cooperation media table 3, bundled propaganda "Lala promotions" such a high amount of news to remove the propaganda, there are a large number of sponsors bundled propaganda. For example, the horse from the Mazda sedan run with the film "Lala Promotion" held ten job quotes collection activities, attracted more than 2.8 million of people to participate. Generated a lot of attention.　　Of the 98 news points, 15 were created by bundled sponsorship. The following is the "Lala promotion" of the publicity curve and the concern curve. It can be seen that the media publicity of this filmThe basic normal curve is shown as the date of the release is approaching. Early publicity for the film's popularity has laid a good foundation, with the March 8 officially into the intensive publicity period, the news volume is in a straight-rising state. The degree of concern also increases with the increase in publicity efforts. [Page] Four, marketing propaganda means and characteristics with the "lala promotion" aggressively, advertising implantation has become a hot topic.　　Advertising marketing is the biggest feature of the film in marketing. As far as I know, "lala promotion" by advertising implantation has recovered two-thirds of the cost. And through the bundle of promotional and sponsorship, deepen the audience in the hearts of the positioning, greatly enhance the publicity momentum. The film's advertising marketing so successful, with the film's modern theme, fashion positioning is not unrelated, but the biggest credit or one of the production side DMG strong participation. DMG is a 4 A-level advertising company, is also one of the largest advertising companies.　　Has a strong customer base and a wealth of investment experience, well versed in the way of advertising marketing. Foreign advertising has been implanted for more than a century, and China's earliest film and television works have been implanted in the story of the editorial office of Feng Xiaogang in 1992. The advertising marketing of movie works has made great progress in recent years, but there is a certain gap compared with Hollywood, which is embodied in the following aspects: 1. Understanding of advertising marketing. A lot of people think that only in the film commercial brand can advertise marketing, this is actually a narrow view. "Avatar" as a science fiction film, which did not appear any brand, but with Coca-Cola, McDonald's, LG, Panasonic and other established a very deep marketing cooperation. Film is a special art, it has a natural eye-catching charm, with a high degree of concern and social influence. Nine city's Shen said: for the cooperation with the film, we attach importance to the process, not the final result of the film, nor is this film to the end can sell how much the box office, or the release of how many DVDs.　　In the process of cooperation, how to exert greater influence, the real test of mutual wisdom. As the film side to have confidence, no matter what genre of film can advertise marketing.　　As a sponsor, realize that the process of cooperation and creativity is more important than just staring at blockbusters because they are big and expensive. 2, the understanding of the implantation effect. Many sponsors believe that the more obvious the logo, the better, the longer the film appears. But according to CTR, an authoritative market research firm, the story-script implant works best, followed by General episode implantation, again with language-cue implants and product-presentation implants, with the worst shot close-up implants.　　"Non-interference" in the best implantation effect is undoubtedly Hokkaido scenery, "lala promotion" in the most impressive affirmation is the Thai Pattaya and Mazda cars. 3, the implantation of the control of skills, the placement of ads to emphasize soft and invisible. Soft refers to the plot is not abrupt, invisible refers to the picture is not prominent. We watch Hollywood movies, although occasionally we realize that the ads appear, but never affect the flow of the picture and the plot. The "Lala Promotion"Advertising implantation than the previous domestic film has made no small progress, but also lack of creativity and wisdom, some lenses appear simple and rough, which is also a cause for greater controversy. 4, the importance of the replacement of resources, "Lala promotion," the executive producer Zhang Bai said: We are not for nothing to pull ads. Not only for these products to advertise, I also use the product's advertising resources to promote my film publicity. Resource substitution is an important part of movie advertising marketing. "Avatar" originally for Coca-Cola, McDonald's, LG mobile phones, Panasonic TV and other brands have taken a number of ads related to the film content, the use of these well-known brands of propaganda channels, these ads in the film before the release of large quantities, not only promote these brands, but also promote the film. Last year's founding great cause posters all over the country, is the use of Red Bull propaganda positions.　　Greatly reduced the cost of publicity. Thinking for film marketers, every effort to reduce the risk of the project is the most important. In the great market environment of imperfect industrial chain, expanding the industrial chain and advertising marketing is an effective way to reduce the risk and promote the value. "Lala Promotion" to industry personnel said more is Lala appreciation. In the film market gradually open, rapid development today, domestic films will usher in the last chance of growth and prosperity. The author firmly believes that every link in the industry, as long as with a humble attitude towards the work, with scientific methods to guide work, active learning, good at summing up, domestic film will rise.