Internet how to create a box office dark horse

Tencent Technology News (Han Yimin) These two weeks, "Transformers 4" and "break up the master" take over the film market, the former Hsin 1.4 billion to create the Chinese film history record, and Deng Chao's new film also sucked gold more than 450 million yuan, a new Box office dark horse. Under the shadow of Hollywood giant "Transformers 4", "Breaking the Masters" made good progress against difficulties and meticulous network marketing was the secret weapon of its success.

Compared with the traditional way of holding a grand premiere and holding a press conference, network marketing participation is good, the effect is visible, and the cost performance is high. The marketing model that has helped to create a hot topic with social networks to boost cinema at the box office has been adopted and successful for many movies.

The impact of the Internet on the film industry is not limited to creating a new marketing mode. The film industry has a history of more than a hundred years. It has a complete industrial chain in the upper and lower reaches. Each link has the potential to be transformed by the Internet. With the help of big data and internet finance, Under this, this may be slowly becoming a reality.

New Era of Film Marketing in Internet

"Break Up Master" network marketing throughout the boot from the release of the whole process, the hot topic and event marketing combination of early hot topics to expand visibility, the latter part of the event through marketing to enhance influence, the two together to help "break up master" made the box office success.

In the early stage, the main purpose of the film side is to expand awareness, this stage to hot topic-based marketing, microblogging is the main front, an average of a month to create a new topic, fast paced. For example, in November 2013, Yang Mi and Deng Chao released the wedding photos, leveraging Yang Mi public feelings about the topic to warm up; February 2014, combined with the haze of the weather microblogging topic "call breaking up the master to disperse the haze."

These topics of grounded air have attracted the participation and interaction of netizens, and have accumulated a certain reputation for "breaking up masters."

In the background with a certain reputation, the chip side began to video site based event marketing.

The first step, using online drama for in-depth marketing. In May, the same name "Break Up Master" created by the same class men and women started the same name drama network Youku video broadcast, long period of network drama, wide spread, the formation of preheating Ying, Ying Yingzao reputation, Ying long continuation of the tail effect for the movie Depth marketing.

The second step, to accept video site interviews. From mid-June onwards, the creators began to intensively accept video site interviews, video site traffic, high degree of sharing, for a period of time to focus on video site interviews in a short time to form concern and share hot spots, strengthen the "breaking up master" in the audience Heart image, to improve the box office sprint.

From hot topics to event marketing, Breakout Gurus spread the virus through social networks, strengthened the influence of the movie through video websites, converted the pre-accumulated popularity into movie box office, and formed a web-based marketing channel .

Other imagination about movie + network

The impact of the Internet on the movie goes beyond marketing.

Big data impact extends to the entire production of video production, Netflix produced "House of cards" is a typical example. The producers make use of big data to analyze massive user information and accurately grasp the user's behavior. These data directly affect the post-delivery of advertisements and the development of derivative materials. In this scene, the network is not only marketing means, but also throughout the creation, development, marketing throughout the stage.

The emergence of Internet finance even allows ordinary users to participate in the film and television production investment links.

March 26 this year, Alibaba Digital Entertainment Group released "Entertainment Po", Internet users funded 100 yuan to invest in popular TV drama, entertainment Po first phase projects include the movie "Little 4", "Wolf Totem", "illegal Operation ", as well as social games," Model College "and other six projects, June 10, Yu balance on the line the second phase, the second phase of the project a total of" dew, "" Runaway "," edge line " Boy "" Quebec pull Ⅲ "and other five movies. Invest in the entertainment treasure users, you can enjoy, such as the crew to explore class, hit the meeting will be created, the film point of view tickets, the exclusive authorization of the issue of electronic magazines, celebrity signature photos, the skin between the film and tickets and so on.

Different from ordinary internet marketing, entertainment treasure allows users to participate in the upstream links of film and television drama production, and bundles the interests of the drama with their own interests so that users have an unprecedented sense of participation. Although most people think Entertainment is just a gimmick, it is undeniable that the Internet is using other ways to influence the movie's marketing path.