How to play "Virus Marketing" in "Inception"

"Taobao" on more than 100 yuan crazy grab the "top", a barrage of online discussions, "Inception" has become the hottest topic of the moment. Only two weeks after the release, it topped 200 million yuan at the box office in the mainland. Although "Inception" is not a strong propaganda campaign in the mainland, it has been in the North American region for nearly a year of crazy "viral" marketing (through the user's Word-of-mouth propaganda, the use of the Internet to make information like viruses spread and spread). As of September 5, the film has nearly 700 million dollars in the global box office. What are the tricks of "viral" marketing in Hollywood movies? which can be effectively absorbed by Chinese movies?　　Perhaps from this, the domestic film industry marketers can borrow "he mountain stone". Box-office results of the mainland two weeks broke 200 million yuan box because of the film does not understand the content, starring Leonardo is not very interested, "inception" when the first release, Miss Li in the theater chose to watch "informant." See the Forum "inception" the overwhelming discussion, coupled with the strong recommendation of friends, two days later, Miss Li again sat into the theater. Seeing the movie, she became the most active in the office's "inception" discussion group. "Inception" has even become a group of users to solve the puzzle of entertainment.　　Miss Li smiled and said. As of September 12, "Inception" landed in China only 12 days, its box office has exceeded 200 million yuan. In Zhang Yimou's "Hawthorn Tree Love" before the release, "Inception" to the overwhelming momentum of "domination" of the major cinemas row list. However, the current hot blockbuster in the mainland's opening show is slightly flat.　　Zero premiere of the film on September 1, because the early publicity is not much, 0-point field is not hot, the country's major city theaters are basically only opened a hall, attendance only 60%-70%. The bland did not last long. According to Baidu Bar statistics, the first day of the film in the country, "stolen dream space" it on the summit of the day "up the fastest paste", the daily average number of posts from zero soared to thousands of posts. For a time, the "Inception of space" in micro-blog, a variety of forums by the audience hot and discussed.　　With the spread of word-of-mouth effect, this propaganda offensive film in the first week has won billion of the box office. On a global scale, inception has long been a craze. July 16, "Inception" in the North American "dream-style" opening, 3,792 theaters, 7100 screen full release, the premiere of the weekend box-office as much as 62.8 million dollars. The box-office results easily won the runner-up for the non sequel science fiction film, after "Avatar" 's 77 million dollar box office. Since then, "Inception" has maintained a very excellent box office curve, the second week output box office 80 million U.S. dollars, the third week, 50.4 million U.S. dollar box office.　　In the end, Inception won a 270 million dollar box-office in North America. The success of North America, "Inception" the global market is equally brilliant, as if the virus as fast development spread. The first week of the film was small, with a total of about 1830 screens in 9 regions and 16.5 million dollars in box-office output. In the second week, the screening was increased to 38 regions,5650 screen, Overseas market box office has 85.7 million dollars. In the third week, the film was expanded to 51 regions, with more than 170 million U.S. dollars at the box-office in overseas markets.　　As of September 5, "Inception" the World's total box office has been close to 700 million U.S. dollars. Marketing strategy The balance tactic in viral marketing "Inception" investment up to 175 million U.S. dollars, this figure is close to 200 million U.S. dollars recycling "high risk line." As a result, the overall marketing of the film has naturally become the production of Fanghuana Brothers Company 2010 's top priority.　　It is rumored that the publicity cost of "Inception space" is close to billion dollars. and domestic mainly rely on media coverage and Word-of-mouth communication is different, "Inception" in North America in addition to the regular publicity mode, the director of the Nolan marketing team to use "viral" marketing methods to make people more impressive.　　In fact, Nolan started a "viral marketing" revolution as early as the 2008 Batman prequel 2: The Dark Knight. In fact, science fiction film dangerous coefficient is very high, too simple, directly easy to be relegated to "retarded", difficult to understand, difficult to understand also unavoidably be inquiry. The propaganda strategy of inception has cleverly circumvented these dilemmas, Warner Company began to publicize the main prominent mystery to the astonishing plot and image, such as the release of the date approaching, and then let it show a high IQ, thriller, epic characteristics, the audience was hanging full appetite, each step actively follow up, spontaneous join the "viral" marketing army,　　Various discussions on the Internet as the main media are on the up and down.　　The so-called "viral marketing", through the user's Word-of-mouth propaganda network to let information like viruses spread and spread, strictly speaking is artificially manufactured and promote word-of-mouth spread. "I think this is the most exciting way to make a movie, and it poses a huge challenge from the perspective of merchandising," he said. "On the one hand, you have to make the film mysterious, and on the other hand you have to give the audience enough information to make them interested in seeing the film," Nolan said. And I tried to strike a balance between the two. "Success of the road of Word-of-mouth Marketing + deliberately create the topic in addition to the" inception of the virus used in the site, suspense poster trailer, the reality of interaction and other ways, Hollywood movies, there are many successful viral marketing methods.　　The cost of only 15,000 U.S. dollars "ghost record" will make full use of the interactive way netizens have won billion dollars in the box office. "Ghost record" in only one week time to complete the film, and then only arranged for a number of small-scale screenings. Subsequently, the propaganda party began to conduct an online survey, collecting fans ' opinions, and based on feedback to draw up a film screening program, by the fans vote to determine where the film in the area. The response was stunning, and in the first week the site received requests from fans across the United States.　　Soon, "ghost record" will be expanded to 159 theaters. On this basis, the issuer continues to carry out the crazy network marketing. They set up forums on websites such as Twitter and eventful, giving fans a chance to express their differences. In successive weeks, the "ghost record" becameA hot topic on Twitter, with more than 47,000 fans uploading videos at the same time on Facebook to express their views on the film. Traditional marketing is top-down, and viral marketing is from the bottom up, spreading from the grassroots, the essence of which is the influence of the audience, not the propaganda side, says a beijing-based staff member.　　At present, many domestic films have taken to join the net, Micro-blog and other ways to interact with netizens, so as to carry out viral marketing, such as "guard", "Ye asked 2" and so on. Through Hollywood's successful viral marketing case, whether it is the mainstream companies high-cost production of the "Dark Knight", "Inception", or independent companies produced by the very low cost of "Blair Witch", "ghost record", whether it is a horror film, comedy, or science fiction films, cartoons,　　Viral marketing does not have too many restrictions on the size and type of movies. "Film quality is the most basic element of viral marketing success." The staff said that viral marketing is mainly by word of mouth, if the film itself is not high quality, can only fool the audience for a while, can not form a lasting word-of-mouth effect. "Crazy Stone" is a domestic film Word-of-mouth marketing success stories.　　Relevant media statistics, into the cinema to see "crazy stone" audience, 50% because relatives and friends recommended, 30% is because of "stone" in the online super popularity. In addition, have a certain topic sex is also a major factor of viral marketing.　　There will be people concerned about the topic, then there will be media follow-up reports, after the media amplification, there will be more people to pay attention to the formation of a virtuous circle of propaganda effect. Moves a mysterious virus site for the movie with the secretive atmosphere, the issuer is a big game suspense. When inception was just beginning to be filmed, people could hardly find a trace of the plot and the cast of the film, which covered the film with a veil of mystery. In 2009, Warner Bros. launched the official inception website. But on the homepage of the website, there is only one spinning gyro. What is the relationship between the gyro and the plot? What does the title "Inception" mean?　　For these questions, the film is not published. The original "debut" of the film began with a strange t-shirt. At the WonderCon Fair in San Francisco in April this year, some viewers got a T-shirt: The front of the T-shirt was a strange machine with a QR two-dimensional code on the back. In fact, T-shirts are printed on the front of the core props-can allow users to share dreams with others "dream Machine", and the back of the two-dimensional code is a URL, it points people to a viral marketing site pasivdevice.org.　　This site is actually a "dream machine" instructions. Meanwhile, some journalists and film practitioners have received mysterious gifts: small iron boxes with a gyroscope and a U disk. U-Disk has a preview of the film, the QR two-dimensional code on the box points to another electricShadow site mind-crime.com. This site is divided into 4 promotional stages, each stage will have new content to provide, such as posters, trailers and so on, but if users want to see these content, you need to complete the maze of small tasks such as games. The poster is hidden in a mini game called "Psychological crime" on the website of the inception movie, said the American journalist who blew up the first concept poster for inception.　　Participants need to design a complex maze of games as required before they can complete the game and get the poster. "Inception" also has a virus site, its address hidden in some street posters, this site is called "What is Dream Share."　　The site in the form of anonymous blog, introduced the Dream Machine source and theoretical basis, trying to uncover the so-called "stolen dream" conspiracy. Moves two popularize the science of the dream since then the film propaganda did not start from the plot, but around the core of the film "Dream Machine Technology", "consciousness crime" and so on, popularize the Dream science knowledge.　　In this way, the audience before the movie has a preliminary understanding of the film, but also to this unique creative curiosity. It is understood that the propaganda staff specifically filmed a section of director Nolan interview dream Scientists video, explore the dream science, the principle of crime of consciousness video. This short film has achieved good results, and many netizens are interested in the prospect of the dream science depicted in the film, and begin to think whether the technology can be realized in the future.　　Some media also took the opportunity to do some popular science propaganda, this topic together with the film fried hot. Move three let marketing go to the street next, the film propaganda from the network to the line. A few weeks before the film's release, marketers hung giant posters on two buildings on the streets of New York, one of which was curling on the façade of the building, revealing the inside floor, and the other from the top windows of the building. The two posters are realistic enough to be true.　　The giant poster, which highlights the visual features of the film, is very much in line with the "The Dream is real", and has also succeeded in attracting people's attention to make a further contribution to the film's hype. Nearly a year of viral marketing, but also to "Inception" in the one months before the release of the United States spike television issued the "most expect the film" award. Commercial newspaper reporter Li