"One Step Away" is the Waterloo of Jiang, O2O killed him

Relative to the "hurried that year" Low-cost and High box office, "one step Away" is Jiang encounter another Waterloo, the release of 18 days, the box office 504 million, and the 18th day of the box office only 1.11 million, the distance from the beginning of the 2 billion box-office has a big difference.

Public comments to join the issue, micro-letter film tickets, Archie Art in conjunction with 9.9 pre-sale ... Why repeatedly in the movie box office to achieve successful O2O, network media help, not only did not let "one step Away" box-office title, but the miserable Jiang.

Word-of-mouth management in the internet age

The success of a movie box office depends on two marketing: the first wave of fans and opinion leaders who have been "invited" into cinemas through a variety of marketing tools; the second wave is a steady stream of word-of-mouth-driven audiences, all of whom say well, to bring continuous consumption. In the former internet age, the film market is a movie critic's control market, which may be solved by money, while in the mobile internet age, everyone is from the media, everyone has a say, Kong, the audience's perception of the image directly affect the people around the decision. Therefore, the first wave was coaxed into the cinema audience Word-of-mouth directly determines the box-office trend.

"One step Away" of the marketing team for the first wave of the audience saved a super overall situation, built up momentum, nearly 3,000 viewers of the premiere of the elite people. However, the team of self-confidence too inflated unexpected is, the road Big V, fans read twists after the premiere of all dumbfounded, even the party invited to the VIP Ren Zhiqiang in micro broad call "don't understand"! Thousands of premiere of the audience have spit, after the "step away" official microblogging and Wanda Childe- The national husband constructed scold war even more make the movie lose a lot of points.

"One Step Away," a movie about the killing of public opinion was killed by public opinion. Confident, and lost in Word-of-mouth management "one step Away" lost in the starting line.

O2O, Jiang.

O2O that online to Offline, means to use the Internet online payment, offline consumption, is a new business model. "One Step Away" marketing team attaches great importance to O2O, before the release of the film, through the micro-letter film tickets, Archie Arts and other sites, such as the sale of millions of movie tickets, there are more than 2.2 million appointments, but 9.9 yuan fares equivalent to 10 percent-20 percent of the official fare, this one in the "step away" of the box office less than nearly 90 million. Single from the "One Step Away" audience number, is not a minority, but the 9.9 yuan too low "Taobao" fares, but eventually lost the box office and loss of Word-of-mouth.

In the traditional media era, public opinion not only can control, but also more easily affect and manipulate, as long as willing to invest in, build the momentum, will naturally pull people, and continuously poured into the cinema to pay. However, in the mobile internet age, everyone is from the media, become the export of thousands of spit. "A step Away" from O2O to attract the majority of the audience are Jiang mouth "blue collar", "cock silk", they figure is the fun, value is cheap, expect is hot, cool, not brain popcorn film products, not to see before you have to do homework before the burning brain works. More miserable is already full of all kinds of mystery "one step away" propaganda positioning of the focus is placed on the dance and entertainment blockbuster, for "burning brain" marketing has no prior plans, bedding and guidance. In fact, even if you do not understand can create high box office movies There are many, for example, "Interstellar Crossing" and "Inception" that is, "burning brain marketing" as the biggest selling point, so that "do not understand" into a game, think that do not understand is their IQ is not enough, but who will admit that their IQ problem? I can't read it again. I have to figure out how to blow a cow x with a friend.

O2O is not wrong, but the network audience more pursuit is inexpensive and sufficient, not all products are suitable.

Disdain to tell the story of the Jiang forget the nature of the film is still telling the story

To be fair, "one step Away" is not a mediocre work, a good burn of the brain, will see that it contains a lot of mystery and metaphor. In the face of the large wave of viewers who are attracted by the internet, the "can't read" question Jiang Mona Lisa made a metaphor, Mona Lisa you can not understand, but he is valuable, at first glance seems to be such a reason, but he forgot that the Mona Lisa can be placed in the Louvre for the eyes of the whole, and how he flattered his "work" will be pick in public praise after all.

After all, the film is popular art, Hollywood also never take the simple "do not understand" works to circle money, as the entertainment industry, Hollywood set up a perfect story model, all types of films form a complete psychological release, complex story simplification, simple content technology. Relative to the general public, "one step Away" This originally very simple story bearing a lot of things, Jiang hate not to let every lens contains a profound implication, no wonder the big guys are watching. See do not understand we do not read Bai, anyway, there are so many people, and happy large tracts are waving greetings, young people have to see "Outsmart Tiger".

Young, young or young

In the 2014, the population of the audience has accounted for more than half of China's entire film market, who can catch the winner who won the box office. In this regard, forums's uncle Ginger obviously did not keep up with the pace and also disdain this. "One step Away" the failure of the box office is not only the failure of Jiang personal art, the Jiang of the high school does not care about the Young's purport has undergone a major change, so the more marketing approach to them, the box office is farther away from them.

In the past two years, the big directors with international influence have suffered Waterloo, but Zhao Wei, who writes novels, Han and Guo have made pots full of money. Recently, the Internet style of "product manager" such a noun instead of "film director" frequently appear in front of us, in short, the Times have changed.

In fact, Jiang will also be made to earn Word-of-mouth and make money films, such as "Let Bullets Fly", just Jiang do not like, 20 years to make five films, only the one who earns a lot of money he does not want to see. Rengeyouzhi, art director Jiang Why do you have to go and make a movie to please the public?