How to do creative marketing by watching movies

Li, Fan Bingbing and Fang, a guide to a producer, from the "Apple" "Kwan-Yin Shan" again to the "two exposure", has become a special Chinese film industry, a group of "Iron Triangle." Li's film is not popular, and last year's "Kwan-Yin Mountain" to the box-office black horse's potential nearly broken billion, really stunning in the industry, Rare is, as starring Fan Bingbing in the propaganda period did not become the usual "topic queen", but to do with the film as a whole, from this point of view, "Guanyin Mountain" marketing is not known as "miracle", is one of the models in recent years.

"Two exposures": http://www.aliyun.com/zixun/aggregation/9683.html "the Comprehensive test water of > Innovation Marketing

This year, Li's new book "Two Exposure" schedule in the September 29 National Day file, the competition is indeed more intense than last year's spring, film marketing pressure naturally. "Two exposure" in the beginning of the publicity, Fang threw out the so-called "creative marketing" of the argument, "to create the attitude of marketing, and no longer the marketing as a ' cheat ' the way of the audience ..." Fang said this, indeed have the clout, "two exposure" marketing really put a lot of effort.

From the weird trailers of the two-style "silent painting" and "Audio without painting", to the design of a strong series of posters, from the Zhangbei Grassland Music Festival Cross-border Cooperation, with the Wanda Film Network, "the National Hundreds Pre-sale": "Two exposure" does the movie marketing to make some fresh meaning, unlike many domestic films, Turning marketing into a dog-blood romance drama about actor gossip.

However, if the "two exposure" of "creative marketing" or "innovation marketing" ahead of domestic counterparts, it is not appropriate. In recent years, the "innovation marketing" of Chinese films has few "good chapters", but "couplets" is quite a lot. Summer of 2010, Black Horse, Xu and Baoqiang starring in the road comedy "people in Transit" before the release, "Lunch box uncle" video circulated network, the crew in charge of the meal whenever uncle because of a staff of the workers did not obey the rules quarreled. This "suspected" candid camera video on the major video sites on the high rate, and video background of a "people in transit" crew with cars and in front of the camera shuttle staff dressed in the "people in transit" overalls, but also let many netizens remember this "movie." The so-called "Uncle Bento" is also the film marketing team a successful viral marketing.

and "Two exposure" more positive significance, is the marketing team to "innovative marketing" the concept of more thorough, more methodical, a variety of novel marketing forms can be spread out rhythmically, trying to create a domestic film marketing "good chapter."

Reinventing Marketing

However, "two exposure" will be "innovative marketing" as a propaganda point of the film, is supposed to be hidden behind the marketing concept, but throughout the promotional period was constantly stressed, strange but not surprising. "Two exposures" pushed the creative team behind the marketing to the front desk, including director Li, British composer Harvey and the design firm that created the independent film website. The reason behind this is to create a creative team in front of the audience, a bit to tell everyone, "Hey, you see how hard we are!" "Meaning. It would seem strange to be in Hollywood. At home, this way also reveals some of the creators of helplessness, too much inferior mediocre marketing, more and more in the film before the destruction of the audience's appetite, and reshape the image of marketing itself has become the same as the film marketing itself as important.

In Hollywood, the so-called "innovation marketing" or "creative marketing" is a normal mode. At the end of August, just introduced the domestic science fiction epic "Prometheus", in the film before the official release, the launch of trailers, production of special features and virus video up to dozens of, the way and platform is also very many. It is noteworthy that the "Prometheus" virus video production, content independent of the positive story, become a positive annotation, this marketing is stronger than most of the domestic film marketing. With the introduction of the "Batman: The Rise of the Dark Knight", in the film in North America before the release of a "nuclear war, the CIA confidential file outflow" news widely circulated online. Then, a number of sites said to receive a mysterious package, which has a roll of Gotham map, there are red pen annotated route diagram, but also a number of key areas, as well as a film printed in the big villain "poison" head T-shirt. Of course, the audience will not take these files seriously, but these "real" marketing means, in fact, the film's fictional plot into the reality of the audience, not only in cinemas, but throughout the community to create "viewing space."

Movie marketing How to penetrate to the audience's daily life, domestic counterparts means or not, of course, most of the domestic film itself is lack of creativity, if only rely on marketing upset, it really is in the "fool" audience.

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