"Golden Age" is a lesson in positioning

National Day Golden Week keyword, in addition to "plugging", is "the Golden Age". The most luxurious lineup, the most internet marketing, the result is the box-office dismal, why is this?

"The Golden Age", the cast team luxurious incomparable, comparable to "the founding of the Great Cause", director of the Golden Statue Award for the best director Xu-hua, screenwriter Li Yu has won the Gold Horse Award, covering the Zhiwen, Chu Yaven, Huang Xuan, Sanle, Quan, Odawara, Ding Jiali, Qianyuan, Sha, Zu Feng, Zhang Translation, lei, Kang Wenkang, Chen, Pama Yi, Zhang Jia translation, More than 30 star actors, Wang Jingchun, Yang, Giogang, Zhang, Zhang Yao, Song Ning, Po, Custing, Tang Yixin, Zhang Lu, Wang, Biopo, Li, etc.

"Golden Age", the news dot too much, the former 21st Century newspaper department editor-in-chief Shen Yu Joint production, the propaganda song composes and sings by Luo, three hours long ...

"Golden Age", marketing is also a master class, is the most internet marketing. The reason for this, one is because Youku potatoes, Baidu, Tencent and many other Internet companies to join the film, is the most Internet products.

1. The Golden Age is the first joint production of the company of Youku, the Union of Unity Pictures. As a joint production side, the United film will join hands with the Star Academy of Fine Arts Line open "joint advance pre-sale", in the movie released a week ago, users can click on Youku, potato platform on the pre-sale topics into the Star Academy line to complete online ticketing.

2. "Golden Age" is the first project that Baidu has just launched the public-funded project "hundred-FA has a chance". September 21, Baidu joined hands with China Shadow Group, Citic Trust, Tak Heng Law firm announced the establishment of a "hundred-way" platform, as the first phase of the project, "Golden Age" to join the public, the pattern of novel. The public has adopted the "consumption + finance" model, the proceeds are based on the box office change of the Golden Age, and if the film is below 200 million yuan, it is compensated for no more than 8% of the annual interest rate; If the box office is 200 million to 600 million (excluding 600 million), each increase of 100 million box office yield is 1%; if the box office is more than 600 million ( Including 600 million, the yield is 16%.

3. The Golden Age is a key cooperative project of the micro-credit film ticketing platform. Micro-letter hopes to use the movie ticket platform to activate micro-credit payment, improve the consumer habits and stickiness of micro-users, so high hopes for the "golden Age." The hope is that through social functions, the future of mobile marketing can be a good combination of film marketing. By choosing a seat to socialize and then to promote, it ultimately creates an intelligent and open experience platform.

"Golden Age", said to be the most internet marketing, because of its bright blind "poster marketing." Posters are not new, they are more commonplace in movies, but the poster of the Golden Age is different. The film has launched four kinds of posters, respectively, the pilot, pen, edition and attitude version (because too much, attached, a total of 26). The first three versions were largely acclaimed, but the attitude version was the most controversial.

Around the key words "freedom", "Golden Age" attitude version of the poster with "Want XX, on XX," by several representatives of the film to express their understanding of freedom, forming a "golden age". For example, Lu Xun directly shouted "How to scold, how to scold!" And the one who "wants to get married, the husband is the" golden Age "of the famous" Duanmu "Duanmu Liang--in Xiao Hong's belly also pregnant with another man June child, this June bravely break through the limitations of the times and the man's instinct to marry her ...

"Golden Age" in the National Day Golden Week, everything is ready, but waiting for the box-office dismal. The first day of the box office only 10 million, four days box office only more than 20 million. By contrast, "Flower road" broken billion in a day.

Why is this? I think the problem is positioning. "Golden Age", a literary film, not targeting the target audience in the literary and artistic youth, but to positioning in the public, the final defeat is not suspense.

We see that "golden age" is always in the tangle, between the literary film and the popular film Tangle. When he used a large number of marketing techniques to attract the public to the cinema, but can not change the nature of the film, so we see the "cheat" to the theater of the public audience early exit, bad comments such as the tide, this kind of bad comment formed a bad reputation, and then created a vicious circle.

The controversy over the attitude version of the poster is such a tangled reflection. A literary film, is to have force lattice, but use so straightforward copy. Finally, let the literary and artistic youth disgusted, (some of my literary and artistic youth around the show that this group of posters seriously "tainted" the film's literary sense), but also let the public even to be fooled.

The Gold salon is also a reflection of this tangle. In February, the Golden Age wanted to hold a series of gold salons, inviting micro-broad v to participate in the discussion of the values in the Golden age and hoping to spark a discussion on Weibo. But a literary film must rise to the height of values, but also to some of the masses of the big V to spread the formation of popular hot, it is too pushy. Later, the gold salon did not cause any spread, it was a dead end.

Three hours of time, also let a person at a loss. For the general public, the acceptance of a literary film has withstood the test, not to mention a three-hour continuous reading of the art film, and so the various pins and needles in advance exit, resulting in large-scale negative to word-of-mouth spread.

The positioning of the Golden Age has always been a tangle between literary and artistic youth and the mass audience, and Durex's marketing cooperation is the same. A theatrical film, unexpectedly send the audience custom version of the Durex, the condom in the overall tone and product fonts with the "Golden Age" film posters, and the name of the "golden reality." Product cover is in eye-catching position marked out "wear, everything is free", and the film propaganda words echo. This movie, on the one hand, is talking about the freedom to play a tall arts and literature, on the other hand, to send condoms, really let the people surprised.

Positioning is the fundamental and foundation of all marketing and advertising. "Golden Age" is a lesson in positioning.