Multi-mode perfect film eco-circle, large data advantage to improve marketing precision

In a slightly quiet 2014 years of the lunar year file, Youku Potato Group high profile into the production upstream of the film, exerting Force movie Network Marketing. In the joint production of "Storm" "Wind" after, January 9, Youku and the United Music, Confucianism and Italy film announced, will launch the domestic first Internet movie "Old boy of the dragon over the river." "Youku potatoes are dedicated to creating a one-stop movie ecosystem that can be advertised from the front to the audience and then to the ticketing." "Youku Potato Group Senior vice President Zhu Huirong said. 2013, the National Movie box office income Innovation High, reached 21.769 billion yuan. With the advent of the triple-net integration and multi-screen era, the film marketing model has undergone great changes, once the film marketing "troika" poster, trailer, TV advertising gradually reduced to a supporting role, high-quality content and social media effective integration of the film Network marketing is brilliant. From "Ted" "to us will eventually die of youth" "Small Time" to "Storm" "Private customization", everywhere visible network marketing figure. Art Consulting released the "Chinese film Network marketing white paper" shows that, with the video site users to improve the scale, and film viewers highly coincident, coupled with the gradual improvement of their own platform, video site has increasingly become a film marketing important position. 2013, China's film network marketing costs amounted to 350 million yuan, the effect of the promotion of unprecedented potential. But compared with the United States Hollywood, China's film network marketing has just started, how to increase capital investment and reasonable distribution for the film content to bring accurate and effective publicity, causing the industry to pay attention.

Perfecting the film Ecological circle by pluralistic mode

The 3D movie "The Storm" at the box office more than 300 million yuan, refreshes the Chinese cop many box-office records, but its movie marketing method also quite has the typical. Zhu Huirong Introduction, the film before release, Youku, potato dual platform for its exclusive trailer, trailer has focused on the promotion to obtain "eye" effect, in the film when the official release, provide all-round, three-dimensional communication support. It is reported that in the Youku and potato platform, the "Storm" trailer, trailer volume nearly million. At the same time, Youku, potatoes use their own advantages to enhance the interaction between the film and the audience, invited the film to visit the star movie talk show "Star", and the marriage of electronic commerce, through the purchase of tickets, speed up the audience online purchase, offline service consumption rhythm, expand the film marketing channels, improve marketing efficiency. In the movie "Wait for the Wind to" marketing, in addition to the above various modes, Youku potatoes also deliberately create a movie prequel-Micro-film "Night Shop Small Reunion", will be micro-film and film in the content of the first in-depth cooperation, the innovation of large-scale film and micro-film linkage promotion model. And "Old boy's Dragon over River" is rooted in Youku 5 years ago launched the micro-film "old boy" and defined it as an Internet movie. Youku's president, Wei, explained to reporters: "The film is the first attempt by the film industry to hold hands with the Internet in the big data age." "Old boy" has 80 million fans, over the past 5 years, our fans of the emotional insights and behavioral analysis to guide the big film content creation, and profoundly affect the film's publicity strategy. "According to the introduction, Youku not only participate in the production of the film, but also with the music as a common network marketing, from the front of the film publicity, brand column recommendations, to online ticketing, online fee watch, etc., to provide full chain support."

Art Consulting Senior analyst Yang Shuting in an interview with reporters, at present, the domestic film network marketing video sites mainly have Youku potatoes, music, Sohu, Tencent, and so on, they have found a mature marketing strategy, such as the launch trailer, film related video; The creation of behind-the-scenes stories and other supporting original content, intervention in E-commerce, online watch the trailer after the purchase of tickets, watch after the completion of evaluation and feedback, and word-of-mouth evaluation, including social sharing and dissemination, network scoring and film review. She says the film has won multiple marketing channels and unlimited creativity through the Internet.

"For the film Eco-circle, the Internet is an indispensable platform for publicity, but also to speed up the movie box office to become an important channel." Youku Potato Group Film Center through the publicity, brand column recommended, online charges to watch, free to watch the film industry chain upstream and downstream, and through the ticketing and other products to achieve from ' camp ' to ' sell ' one-stop film eco-circle. Zhu Huirong said the group will also explore more cooperation models with more film companies.

Large data advantage improves marketing accuracy

Video site has a huge user base and mass video content, movie Network marketing is accurate, based on its user behavior data analysis. Zhu Huirong introduced, in the "Storm" marketing, Youku Potato platform based on mass video user behavior data analysis, through crazy ads, app open maps, patches and other forms for the film to provide precision marketing. Through the analysis of Youku index, it is found that the mainstream movie audiences mainly focus on Beijing, Shanghai and other domestic ten ticket warehouse city, therefore, "storm" propaganda and promotion is mainly concentrated in the top ten ticket warehouse City, "star Ying Words" of the storm show the highest number of 10 cities also with the top ten ticket warehouse City height match. The film's focus on video marketing has partly boosted the film's box-office performance. "Old boy's Dragon over the river" can reflect the big data advantage. "We are doing precision marketing to turn these 80 million fans into movie viewers," says Wei. According to the introduction, in the Youku potato "China Network Video Index", not only can see "old boy" fan's age, sex, occupation and geographical composition, know its likes and dislikes of content points, in order to delineate film audiences and carry out content planning, but also to 80 million of fans online video watching behavior and preferences for analysis, Direct the trailer to watch, comment on interactive and online ticketing. "Youku potatoes and other video sites have a huge database, you can analyze the user's preferences, so that precision marketing, which will become a future development trend." But at present, there are many video website database analysis ability to be improved, there is still a lot of work to explore. "Yang Shuting said.

Confucianism and Italy film has led the planning and jointly produced the "to us will eventually die of youth", participated in the planning of the "small era." "The Internet has become the best platform for film marketing," said Coliming, a producer of the film's online marketing. The future, the film to really reflect this era, inseparable from the Internet platform, I hope to have more in-depth cooperation with the Internet platform. ”

Two factors restrict marketing network

In our country, the network increasingly replaces the traditional television, the cinema, becomes the audience to contact the movie propaganda content the first choice way, the audience's media contact habit is changing. However, overall, China's overall level of film marketing investment is low, film marketing and the audience media contact habits dislocation.

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Chinese film online marketing white paper shows that a highly invested Hollywood film costs 30 million to 50 million dollars for marketing in North America, accounting for about half of total investment, with Network marketing accounting for 5% of total marketing costs. In China, the total cost of film marketing of 2013 years amounted to 2.8 billion yuan, accounting for about 10% of the overall size of the film industry, of which the investment in Network marketing for 350 million yuan, network marketing overall investment and the United States still have a big gap. At the same time, the arts consulting research data show that nearly 70% of the domestic audience through the Internet to contact the content of the film, and 2012 into the Internet film marketing costs accounted for only 8% of the total marketing costs, outdoor advertising in the audience choice accounted for only 17.1%, and its input is as high as 65%. Yang Shuting analysis that, at present, China's film marketing and the audience's actual media contact habits there is a certain dislocation, which will undoubtedly have a direct impact on the effect of film marketing. The precision of film marketing is not only reflected in the precise positioning of audience demand, but also in the precision of media and resource allocation. It is limited by the overall level of film marketing costs and the development of scale, China's film Network marketing is still in the initial stage. Yang Shuting pointed out that the future, with the Internet intervention and the needs of the film itself, will stimulate the film marketing activities to the network, the direction of precision change. Network includes virus marketing, Word-of-mouth marketing, topic marketing, experience interaction, precision including strategy formulation, media selection, consumer demand and target positioning. This process still needs to evolve and upgrade, not only need to increase the proportion of network marketing resources, rational distribution of film marketing input, but also need to achieve breakthroughs in marketing strategies and skills, so as to maximize the audience, improve marketing effectiveness, to meet the future film from positioning to the precision of marketing needs.