How "Little Times" got together?

In 2013, it was an extraordinary year for the Chinese film and television industry. After a period of settling down and accumulating, the Chinese film finally ushered in an explosion. After being swept over by large foreign films for many years, small and medium-sized movies have become the mainstream slowly and often create the big box office miracle. From the beginning of the "Journey to the West" before the fiery "Little Times", the box office dark horse one after another to kill. Break the billion, in the original was called the incredible figures now become the minimum standard. Of course, behind the box office boom, the impact of big data and the shift in marketing can not be ignored.

Big data in movies

Big data is one of the hottest terms to talk about right now. Large amounts of data, numerous data types, low value density, high commercial value, and fast processing are the most important features. In the financial, securities, IT and other fields, big data analysis has been widely used. Today, this technology has quietly infiltrated its influence into the film industry.

Speaking of the combination of big data and TV drama, one of the most classic case is the United States play "House of cards." US video site Netflix use of big data analysis, mastered the massive user information, created the drama business miracle. As early as June, Google announced a research result - the movie box office prediction model. The model predicts the box office receipts for the first week of the movie a month in advance, with an accuracy of 94%.

Recently, QQ space released a "big data in the movie" information map, from the movie box office, viewing the city, viewing crowd, word of mouth effect and other dimensions of the popular movie in 2013 were analyzed and discussed. After the study of big data found that the city, age, education, gender differences will directly affect the movie box office. Among the many popular films, "Journey to the West" features the 1.2 billion box office at the box office of over 90 million at QQ, winning the box office crown in 2013. And people have been more than Tucao "Little Times", referred to in the QQ space over 80 million, more than 800 million at the box office. The infographic also analyzes a movie's transmission phase in QQ space, visually revealing the relationship between movies and big data.

Chinese movies on the use of big data, the most successful was the "era" of the. According to the statistics of the publisher of the film, the search volume of Sina Weibo alone reached 33 million before the release of "Little Era". Through further analysis of the data, it was found that the proportion of women who referred to "Little Times" and "GJM" accounted for more than 70%. In the "Little Times" in the positive evaluation, after 90 is the main force. This provides a true and reliable basis for the film publisher to timely adjust the marketing strategy, followed by a series of online and offline activities for the post-90s women, triggering the enthusiasm of this group of viewers.

From the above data analysis we can see that the conclusions drawn from the QQ space and the official conclusion is basically the same.

Movie Marketing in the Big Data Era

It is no luxury for people to go to the cinema to watch movies. Instead, it has gradually become the most common form of entertainment for shopping and eating. Posters, Trailers, TV Commercials, Movie Marketing The Troika was hardly able to fully assume the cinema marketing and promotion responsibilities. How to make movies attractive to consumers has to "have to look at", the integration of high-quality content and social media is the most important. And how to choose social media to promote? Undoubtedly the film producers most need to consider. From the infographic, I saw some mystery and mystery.

First, "saliva" is the last word. Box office is not necessarily high in the mouth of a good film children, bad film children also exist in the truth. Good film bad film, the public have the final say. As can be seen from the information map, "101 marriages" mentioned in the QQ space rate of about 10 million, nearly 200 million at the box office. The "era" to more than 80 million in the QQ space "saliva", easily fishing 800 million gold. This is enough to prove the power of "saliva." Therefore, whether it is a profound professional film and television reviews, positive feedback, or a curse director is a silly x Tucao, are unwittingly make a contribution to the box office. Like those stars who are getting out of the entertainment circle, GJM will not make any money because you're unhappy with the Little Times.

Second, get the social platform at the box office. Social platform how much magic? QQ space came up with such data. The more discussions a movie has in QQ space, the higher its box office. In the QQ space, a large sense of concept, as little as a talk, will affect 98 friends. Resulting in a split-cell transmission rate and scale that affects thousands of people. You may not realize that you have such a powerful force, but also the magic of social networking is here.

Third, make rational use of social media. The author believes that the film's social media marketing should make full and rational use of all available media forms. Such as QQ space is based on the acquaintance relationship chain social platform, you can talk, pictures, logs, topics and other forms of communication between friends to achieve word of mouth, marketing purposes. Weibo is currently the most commonly used social marketing platform for movies. Encouraging audiences to make movie reviews, scoring, and setting up official micro-blogs on micro-blogs is one of the more common ways to attract micro-blog bigs to participate in interaction and forwarding. In addition, WeChat in the circle of friends, subscription number, in the movie marketing have to be tapped.

However, the combination of film marketing and social media should not only be a combination of "content" and "platform," but should be a sincere cooperation and sharing of core resources with complementary advantages. The core resources of social networking sites are users, and large users also bring enough data to social networking sites. Through the effective analysis of the data, so that the film's core resources - content, matching to the user. In such a model, users and content will be more closely linked, the advantages of this model will become increasingly apparent.

Original link http://www.huxiu.com/article/21952/1.html

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