Guohan five major marketing PK: Han Cold "all weigh" small four "very single-minded"

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Guide: On the whole, Han in the propaganda of a lot of tricks, seemingly lifting, all of them than the Wen Qing fan imagine to be heavy, while the small four focus on the promotion of "male + male + male color", seemingly simple and rough, but strokes directly hit the small time powder heart.

Now the small four and Han, has not "Shanghai never Love" that small four and Han cold, but "small time 3" and "After Life" of a box office and propaganda war, still the two name firmly tied together. Back then "you participate in the composition contest I also participate in the composition contest", "you write novel I also write novel", To Now "you make movies I also make movies", it seems that everything is doomed to a harder.

However, aside from the "small Time" and "after the period" of the film itself does not talk about, even in the film in different periods of publicity, can also find Shi and Han cold rivalry point, as well as reflect the two people different personality marketing means. On the whole, Han in the propaganda of a lot of tricks, seemingly lifting, all of them than the Wen Qing fan imagine to be heavy, while the small four focus on the promotion of "male + male + male color", seemingly simple and rough, but strokes directly hit the small time powder heart.

Step1. Layout period PK

Guo: I'm out of Chen Xudong Han: I'm out of town

Speaking of the first topic of the film "Little Times", one of the key actors in the movie: Chen Xudong. I wonder if anyone remembers that Chen Xudong was originally a TV drama version of "The Little Times" actor, in the play of his role is a lot less gu rather than Zhou Chongguang, September 2012, the drama version of "Small Time" director Guo Youning in micro-bo burst material Chen Xudong "Suddenly abandoned", will be directed at Guo, suggesting that he directed the film version of the Small time, paving the road, Chen Xudong to the TV version of resignation. Guo is back to Guo Youning, refers to his novel by his adaptation to unrecognizable, in the selection of the angle of their own also have no right to speak, announced and the TV version of the relationship, and then led a curse war.

Now look back at this war, on the one hand, the film version of the "small era" began to surface, so that on the one hand, Chen Xudong suddenly became the focus of news, and then as a major role of "Zhou Chongguang" into the film version of the cast. As for the television version of the "Small time", once disappeared, the recent sudden appearance of the network drama, its lineup and production have been many spit trough.

Compared to that year's curse war incident, to the Han began in micro-blog for "after" to do marketing layout, the method used is more sophisticated, and more lethal. Han's early image on Weibo was more orthodox, not stick to the article is to talk about the car, to last year Singles Day, Han uncharacteristically in micro Bo issued a photo of daughter Ono, his explanation is that because there is a reporter secretly photographed to the car scene of the Han Xiaono, feel more want to secrecy more easily disturbed, simply open. However, the photo is out of hand, flirting with the sound of a wave, and soon, this was originally some of the high cold literary youth was dubbed the "country father-in-law" title. In January this year, "after the will" announced the boot, then, photos also constantly in Korea humble Bo appeared.

Perhaps some people think that "country name father-in-law" is just an unintentional propaganda, but when seen in the "after the" after the release, a newspaper full version of the "After the" show ads, on the Big red font written on the "Korean film sold well, small wild dowry," "The National son-in-law Wish" after the box office swept " In the words, this marketing card has become quite "red fruit".

Step2. Select the Angle PK

Guo: by Yang Xiang Suspense han: Hunger marketing

In the year that broke up with the "Small time" television version of The curse after the war Two months, Guo in Taiwan, "the mother of Gold idol drama" Chai Escort, announced the filming of the film "Small Time", and at the time announced the new popular Queen Yang, as well as the "those years, we chase the girl" burst Red Ko Jindong joined, The remaining actors were soon announced, including Amber, Guo Biting, Sheilin (Hold). In a breath released after the main actress, as an important role of "Zhou Chongguang" is announced by Chen Xudong starred, Phoenix Kei and other actors also released in turn, belong to the normal mode of operation.

But by the time of the third episode, "Little Times" began to play up the suspense of the way the actors were published. Because Yang pregnant, Phoenix small Yue exit message, once triggered "exchange" speculation, Guo also early in the yard will change starring, but soon also confirm Phoenix Kei due to "schedule problem" exit, change Jolin Tsai boyfriend, mixed-race male model Jin Rong starred in Gong. However, last December Guo announced the "Small Age 3" in Rome when the boot, appeared "time Sister flower three missing one" situation, but also caused Yang is really because of the speculation of pregnancy, by the end of December, Lin Yu a corner of the final miss, Yang confirmed return. On the whole, in the announcement of the ring, Guo and the "Small Time" series of suspense effect in general.

Han's announcement of the "after" began filming, the release of the right to press in his own hands, basically through his personal micro-blog and film official micro-finished, no press conference, no research classes, the outside world almost without any additional information. From February 17 to 19th, Han cold like a tube of toothpaste, to a day of progress, announced the Chen Bailin, Jon, Feng Shao into the group, to March 19, announced the "small Sun" Zhonghanliang joined, the three men of God's lineup to be determined, but the main plot, the role of the background are no comment, play enough to hunger marketing.

By April 18, the fifth starring Quan Exposure, May 19, Han Han only announced the last female starring candidate for Dan. Interestingly, in the "small age 3" in the promotion of the horn, there have been "Dan replace Yang" Rumors, the achievement of an alternative intersection.

Step3. Shooting period PK

Guo: Male and sell-rot Han: the Coarse man laborer

Compared with Han during the filming of the plot, the role of secrecy, in the "Small time 3" production cycle, Guo constantly to the outside world to announce the progress of the project, posters, theme songs, trailers, and even behind the scenes of the decryption has reached more than 21, is a dense bombing. However, the bright spot in mass propaganda is still in the male color. Early in the campaign to determine the cast list, "Small time 3" has been the first release of two new characters Neil, Gu's bathrobe photo, mixed-blood American male Li Xianzai and Taiwanese new Ningoming dressed in bathrobe debut, but also for the film brothers ambiguous plot buried foreshadowing.

But the big strokes still in the back, on the launch of the day, the cast also issued a series of "Kiss poster", including Guyuan (Ko Jindong) and Zhou Chongguang (Chen Xudong), Neil (Li Xianzai) and Gu (Ningoming), Lin Yu (Yang) and mccully (amber) and other male and female kiss the "base" poster , so many small partners are stunned. In the late, Ko Jindong a rose modesty nude drama photo also became the focus of publicity, "Salute chopped Chili Fish Head" and other ridicule also played a very good topic effect. In the large-scale sale of male color this aspect, "small time 3" can be said to do so far the ultimate domestic film.

As opposed to Guo-lu unswervingly go the male-color vision line, Han is the opposite, holding a male God, but just don't play handsome-these days, the male God really is not a rare name. So in Han's transformation, Feng Shao, Chen Bailin, Zhonghanliang are present and the image of the past, bearded, with scars, squat roadside eat lunch and other photos, also triggered on the "migrant workers" new round of ridicule. As for Han's own incarnation as a joke hand, spoiled, selling Meng, self-deprecating jokes, with a variety of dirt from the black map, in the publicity is also quite entertaining effect.

Step4. Before the release PK

Han: I'm Wenqing Hackberry Guo: I'm a beautiful man again

On the eve of the release, a bit of an accident, "after the" and "small age 3" unexpectedly in the music also launched a round of PK, can be called both marketing means on the last round of "big strokes." Although there have been "East Polar Island song" and Deng Zi sing the same song of the film, but when Han invited 10 years ago that sang "Birch Forest", "Born Like Summer Flowers" of the park, with a "After Life" theme song "Ordinary Road" return, heavyweight has been self-evident. For a time, "ordinary road" aroused a lot of "Park tree Complex" of the enthusiastic pursuit of youth, youth, feelings, all kinds of emotional spread, virtually for the "after" to pick high expectations.

Guo also always pay attention to the music card, and in the choice also has his "specificity", "Auld Syne" This song-Chi appears, Soda Green is also starting from the first set of cooperation singing theme song, yu can only sing "Time Boiled Rain" after two years of sung also counted people, just as everyone thought "small time 3" In the music marketing has no new ideas, Guo on the "ordinary Road" announced the same day, the film's last known killer-Wu Yifan.

The appeal of Wu Yifan among young fans must not be overlooked, he has since proposed the cancellation with the Korean SM company to return to the development, its every move has attracted the attention of the fans, the song "The Small Time 3" the song "Boiled Rain" the news once announced, immediately in its huge fan group caused the sensation effect. Even for objective reasons, Wu Yifan images cannot be seen on the screen, but even in order to hear his voice, a large number of fans are willing to buy tickets and sit at the last minute.

After the release of the film, many people were surprised to find that the theater appeared in the clothing should be dressed, hand-held fluorescent stick waiting for the Wu Yifan fans! Can say, Hackberry song may Give "ordinary road" bring propaganda value, but Wu Yifan "Time Boiled Rain" is real to "small time 3" added box-office.

Step5. After the release PK

Han: chongrubujing attitude Guo: from the black to the end

In the "Small Time" the first episode, there has been an episode, a Shanghai cinema has launched a "and Guo Yan pk height" of the preferential activities, said that general than Guo's low height of children's shoes can enjoy half-price concessions to watch "small times", once attracted a lot of controversy. After the protests by Guo, the cinemas withdrew the posters, and the film's propaganda staff said Guo was not complacent. Although this practice is discriminatory and speculation, but to some extent or for "small time" at that time the network spread played a role in promoting.

In the third episode, Guo has followed the trend, and has embarked on a "black" path in height. He was in a magazine interview, and Yang (micro bo) Crazy Black, Guo said Yang chest big wild, Yang is damaged Guo "small glutinous rice is taller than you", funny dialogue on the internet caused hot discussion.

However, on the topic of height, they can be used to black, but can not lend their opponents disorderly play. Just last week, "small time" Gumbo suddenly blasted "after life" of the official Bo, accusing the other party in the marketing involved in the personal attack on Guo, and bluntly "height can not affect the box office." Guo also responded to the press conference: "We can compete fairly, and personal attacks are not ethical." ”

The cause of the event is in a "father-in-law shout you to answer" question and answer app, there appeared a "Han Hambi xiaoming High How much" choice question, beside also attach Guohan stand together to form the comic picture of poor height. and "After the term" is said never through any channel to do such a thing, and finally responded that this is a ticket to make the so-called fun of the Web site, has asked the other party to modify, the two sides to promote the decorum of the storm to end.

In contrast to the controversial topic surrounding Guo, Han's topic on the film was not clear-cut. Like Guo, Han also ran the propaganda throughout the country, but in the face of the media, he appears a chongrubujing of calm. For the box office, Han Cold's attitude is: "I believe that this film box office will not be bad, but whether it is good or general, unexpected or to create a miracle, I and the media do not need to be too much to render, if anything is only the box office, the Chinese film may not be a particularly good thing. "And for the film to get audience acclaim, his response is that the film just came out of the score may not be accurate, one months later judged more objective." Han also admits that, in his view, once the film is released, the role of marketing assistance is not so big.

Summary：

Guo was primitive in his early marketing style, but after two years ' accumulation, "small time 3" to focus on the sale of male-dominated marketing methods, the results are extremely bright, but also make the film a sweep of the second episode when the box office decline; Han is a pro-civil licensing, from black, hunger marketing, Wenqing feelings of multiple-tube, seemingly lifting, Actually quite a bother.

According to statistics, "small time 3" the first day of the box office is 110 million, "after the term" for 76.5 million; at the box office at the end of the week, "the Small Time 3" received 310 million yuan, "after the period" of the weekend 284 million, all with Guo above. However, in view of the film's layout factors, attendance is Han Hanlio wins. It can be said that from the marketing approach, both sides have found their own audience groups. When you are in the tangle with friends "see" small time 3 or see "After", this is a problem ", in fact, has already been involved in the marketing campaign."