"People in the way": a model for successful marketing of small-cost films

"People in the Way" stills "2 million of business by you made 10 million!" This is a classic line in Crazy stone. This low cost, high box office miracle has become a classic case of Chinese film history. Ning is directly by the shadow fancy, promotion billion Yuan club. "Crazy Stone" the success of many not enough to imitate the film, and even each claimed their own comedy degree comparable to "crazy stone", such a powerless to yell and then want to circumstance means no success.　　In addition, under the trend of the film, a number of Shanzhai comedy rampage made the movie also dirty. After 4 years, the domestic film market changes, the Chinese film industry into a preliminary stage of film marketing. When the topic and experience of film manufacture becomes a kind of special market driving force and is successfully operated by the enterprise, it will create great market value by adopting appropriate marketing method. Since then countless films have been a frequent, you sing my debut. Film Marketing in the past few years seems to be more eye-catching than the content of the film itself. From the distribution company, hospital line to the cinema, all kinds of films at different levels are frequently resorted to marketing, unfortunately, some people are happy to worry, "People in the road" become the box office black, is a small cost of the marketing success of a typical case, even said this case is no less than 4 years ago, "crazy stone. We're going to have to talk a little bit down the road. Marketing Ideas: Types and types of films there are three standard types of films to be divided: scene, mood, form. The scene refers to the place where the film takes place. Emotion refers to the emotional stimuli conveyed by the whole film. A movie may also use a specific device or render it in a specific style, that is, a form. The concept of genre film is more delicate, so it is abstract, specifically, for example: Science fiction film is a genre, because there are many of these films, to discuss the space-time staggered type of film, this should be genre movies.　　Because he's a special kind of sci-fi movie. "People in the way" after the rough Cut, the film's marketing team is not satisfied with the film, the original style is only a partial comedy, then please to several well-known domestic directors to provide guidance, re-editing, become a standard type of film, clear and clear type positioning: Road comedy. As a type of film, China's road comedy has not been marked by the works, "leaves" is only a short-lived, known as China's first road film "Over the World", the box-office reputation and "go to the end" the same fiasco. "People in the way" to do a good job, the continuation of a type of film good head.　　Think about the big north-South migration during the annual spring Festival, which has no point worth telling. Transmission rate strong virus marketing is the country's first film release, "Uncle Bento" video online rumors, "Zhang Yimou has no eggs, also useless", "director of the eggs, Baoqiang eggs, Xiaolu eggs, you want to", "you are not an egg thing?" You're going to die with one less egg. Horizontal's classic dialogue plus the two characters do not scratch the style makes this video quickly red, the main video siteEach click is close to 50 million. The background of the video is a "people in the road," the words of the cast car, also often with the cast name of the shirt flashed, the intention is obvious.　　In fact, in the film by netizens as "egg brother" People are also the film's another screenwriter Xu Yuanfung. Even many foreign websites and media are concerned about the report. But at that time very few people thought this is a hype, the video has extremely real candid camera effect, scene, camera, murmur, anyway will not think this is a "premeditated" shooting. Viral marketing has become the most unique means of network marketing, by more and more businesses and Web sites successfully utilized.　　But appeared in the domestic movie marketing, also planned so successful, still is the first. The focus of publicity is accurate enough, Word-of-mouth marketing is timely and clearly the film's marketing team know this film is a small cost film, in addition, during the film release, the same period of large and medium sized films as many as 26, can not spend a great effort to complete one or two of the current news hot spots and focus of the topic, so the four dials the heavy use of two focus propaganda, One is viral marketing, the other is the use of the internet popular word "embarrassing", the continuation of popular words. "Embarrassing" is the original meaning of "light". Now become a popular expression symbol, become a network chat, forum, blog One of the most frequently used words, and was given "depressed, sad, helpless" meaning. "Embarrassed" word is "21st century most popular one Chinese character". The film is playing "people in the Way" banner, to create a popular new vocabulary, it is obvious that the name of the story is the road to meet the embarrassing things. After the release of the film, the awkward way to become a hot new word, "people in the Awkward Road, Tang June still live Wonderful", "Samsung Q230 notebook frivolous companion life without a bad way", "rainy season and more dangerous ESP so you do not have to" car in the road "...　　Nowadays, the hot news has used the "awkward way" to describe the road and situation in which it is more embarrassing. "People in the way" in major cities, through the local media invited viewers to watch with some online film critics, the quality of their films is good, more coincidentally, it appeared in more than 20 films produced "aesthetic fatigue", like a gust of wind scraping. I see. These online audiences include the current blog, forum, a small and most active group of people, forming a discourse offensive. Everyone knows that "people in the way" is just a laughing and dripping comedy film, and the film is full of wisdom, black humor, irony. Word of mouth, the audience into the cinema, the film city naturally add more and more games, the box office of Natural breakthroughs, and even later in the film release of the "Swing de marriage" and other films, the game is still lost in this film, and finally get 50 million box office.　　In addition, the film marketing team to launch a "decompression", "Advertising 0 into" and so on with the momentum, Word-of-mouth marketing is indeed timely enough. Although the quality of the film is also one of the reasons for the success of marketing, but June released 27 films at the box office and the expected difference is far. In this competition, "Robin Hood", "Spy Sea" and other big production film Miserable, "deserve you single", "Ocean Heaven", "Daleitai", "Zhi Ming and Spring Jiao"And so small costs almost fall, and "decisive battle", "Swing de marriage" and some of the size of the movie box office is not directly proportional to the propaganda, but the small cost of the "people in the road" but in the competition occupied the opportunity. This is no coincidence. I think this should be the current release of the "Unmanned", "Lotus" These small and medium-sized films why the loss, the study of marketing and explore the marketing place.