Public comments and "hurried that year" "blending" front behind the scenes

Text/li public number: itlaoyou-com Source: Ground Song net "If the past is also worthy of attachment, not too soon to animosity." We owe each other a severed. With the release of the year in a hurry, many users recall their youth by film. Why say again, because last year there was a similar film "to the end of our youth." According to art consulting data, the youth idol drama "hurried that year" this year December 5, the first 3 days the box office reached 226 million yuan, 5 days after more than 300 million yuan. And last year's similar theme "to Youth" 3 days before the box office for 144 million. According to the view, "hurried that year" box office is expected to exceed the "youth" 718 million of the box office. Before the 3rd box office gap behind, in fact, there is not a thing for everyone to know, that is the public comments CEO Zhang is the "hurried that year" of the joint production, and the public comment on the platform is full participation in the "hurried that year" of the issue of publicity process. As we all know, the film industry is likened to the local life service industry "crown jewel", but before the local Life service platform can only through "buy" or "choose seat" to serve the film industry chain "periphery." Then how the public comments on how to enter the "hurried that year" inside, completed the film itself and movie ticket double marketing marketing task? December 11, the author of the interview to the public comment on the film business director Zhang Wenyue, he detailed description of the public comments and "hurried that year" production side of the media "blending" front behind the scenes. Why is the public comment? Talking about the film ticketing field, the public reviews this June only to set up a special service film ticketing team, and the use of the time Network, network and other Third-party platform access to data cooperation mode. It can be said that the public comments in the field of ticket work is still relatively short, that light media why choose to comment on cooperation with the public? A ticket O2O company vice-president revealed that before the public comments, the light media once and the cat's eye film docking, after all, the cat's eye film and "elated" the sales data is very good, but the In a hurry that year, the film side does not want to find a only sell movie ticket channel, but want to have more marketing demand, hope can do increment value. Of course, this is the demand of more producers. As we all know, the price of movie tickets is the "standard product" in the commodity, the cost price is very transparent, and many users are attracted. Therefore, movie tickets are often the local life service platform, credit cards, etc. as an important discount category, and these 5 yuan, 10 yuan and so far below the market price of film tickets, often can attract a large number of users in the short term. But the behavior of selling movie tickets at a low price is more for the platform to bring customer flow, for the film production, the issuer, basically can not bring value increment. And for the light of the media, do not want to find only a "movie ticket" Internet partners, "If you need to sell tickets to a low-cost, any channel can be, sales will not be bad." "It should be said that the light media would like to find a" media "properties of the platform to increase the" hurried that year "exposure, so that more usersTo know that there is a "hurried that year" the film to be released, this is a "youth" a bit like the youth movies, such as some information. And then affect the user's decision to see the movie. And for the public comment, Zhang also want to test one months active users more than 170 million platform from the propaganda point of view, can be with a movie sparks. Based on both sides of the trial demand, this cooperation in a very short period of time to be finalized online. Public comments and "hurried that year" how to "blending"? Public comments CEO Zhang as the film "hurried that year" joint production, in this and "hurried that year" cooperation is spared. Up to the present data statistics, the public comments help "hurried that year" completed more than 200 million of the touch of beer and skittles users. Meanwhile, in just a few days, a total of 7.5 million users received a movie coupon through the public comment. According to Zhang Wenyue Introduction, the public reviews this cooperation is not to the highest sales target, but to give full play to a media platform role, to increase the "hurried that year" movie information and the user's reach. For example, the public comments through the station information push platform to more than 200 million people who love to see the film recommended the film "hurried that year" information. During the activity period, as long as in the public comments to buy products, that is, "hurried that year" movie ticket purchase 20 Yuan voucher. And the reason why the choice of vouchers, more is to give users a kind of information to reach and choose the right, rather than directly with ultra-low price movie tickets to the original line of the box office cut to the line so simple. In addition, the public comments also focused on the advantages of advertising positions. For example, PC end of the public comment on the pull screen ads, mobile end of the splash screen advertising location, such as discount more than tens of millions of of the advertising position to the "hurried that year." Not only that, the public comments also use its QQ space, micro-letter diversion entrance propaganda "hurried that year" information, and it is revealed that the part of the information reached the user level of about tens of millions of. Of course, as a local life service platform, the public reviews in addition to the collection of advantage resources to "hurried that year" to do publicity, but also according to the "hurried that year" film itself, the content of the collection of other types of merchant resources, to watch the movie users to provide "party gift package." Since the time to stay in a hurry that year, after watching the film to get together with old friends, not only meet the needs of the user's scene, but also to the merchant to bring drainage. This is in line with the public comment on the "Open big platform" strategy. Public comments need to do is a local life service platform, and local services include catering, leisure and entertainment, beauty, hotel tourism and other fields. And film is a play in leisure and entertainment, not only to meet the needs of users, but also to drive the surrounding food, entertainment and other sales. It seems that this is indeed a beneficial collaboration, according to Zhang Wenyue, in the next film "one Step Away" in the public comment is the joint issue and the official network ticketing platform. There are, of course, some of the projects that are pending announcements. Public data show that the 2013 Chinese film box office reached 30 billion, this year there is hope to break through 35 billion yuan. But the author has previously communicated with a number of people in the industryUnderstand that the film industry's largest cost in production, its use in the publicity, the issue of the cost of only about 13%, but cinema line sales of movie tickets also have their own cost system. Therefore, the O2O platform to participate in the ticketing link, in fact, its own profit is very low, only about 3 of the service charge, and how the issue, publicity process to produce incremental value, should become a local life service platform to consider things. And this time not to sales as the ultimate goal of the public comments and "hurried that year" cooperation, is obviously a good way to try.