Scientific marketing of "The More Light Box" "Parody movie"

3.29--4.4 main points: "Yue Guang Box" sold more than the industry expected, an article for you comb high box office reasons. "Avatar" expended has passed, the lunar festival file smoke dispersed. In the batch of film, box office deserted March, does not Liu the originator of the spoof of the Big "Yue Guang box" just as a sound exploding Spring thunder, breaking the calm of the springtime stalls. The film is a lot of netizens and insiders known as "Heaven Thunder Fire", let people scold can not be scolded. Can be just two weeks at the box office over billions of facts, but also surprised, indescribable. Have lamented: China's film market, do not understand, do not understand ... the "Yue Guang box" of the big sale is a piece side luck? Is it accidental? I do not see it. Then why is it that such a movie can get billions of dollars in the box office? And look at the following analysis: "Avatar" poster film positioning and overall strategy characteristics: I have a friend said, after reading this piece was the thunder of the outside Coke tender, crying and cry. But the time net and Douban's net friend rating is not very bad, according to the film Group's duty to brief the member's feedback, has 55% the audience to have the positive appraisal.　　It can be seen that this kind of nonsense spoof film is a large audience group. Spoof film is a unique type of film, the past successful film of the famous bridge to reconstruct the structure and humor, and then form a complete story. Hollywood has a series of films such as epic movies and surprise laughs. Our Director Forrest Gump has a fresh try. This kind of film often does not pursue artistic, social, educational, but emphasizes the amusement and the commodity. This can be understood by many fans of the "Yue Guang box," the tolerant attitude.　　In the fast modern society, everyone is under a lot of pressure, can have a movie let us have nothing to think, silly music one hours, very good! "Yue Guang Box" in the early stage of filming has a clear clear positioning, that is: Do not seek classic, only to spoof, comedy, shocking. In the future publicity, always adhere to the main line, through posters, promotional films, stills, exploration classes, text reports, interviews ... and other promotional means to continuously strengthen this positioning.　　Finally, the above elements played to the extreme, so many of the film dissatisfied viewers also have no words to scold. "Yue Guang Box" poster film clear audience positioning is the same. The audience is also now viewing the subject, they have almost seen the "Dahua West Tour." That year, countless teenage boys and girls by the supreme treasure and purple Xia Fairy's poignant love moved to tears. The propaganda party grasps this nostalgic complex of the audience tightly, very good turn the attention degree to become to "Yue Guang box" loyalty. Get more people into the cinema. [Page] The size of the film's schedule and release: The change in the "More Light box" is a laudable and sensible move. Originally this movie is scheduled to be the Spring Festival file. But from February 1 to February 14 This short two weeks to squeeze in 7 movies, "Soldier Teenager", "the whole city is in love", "flower field Happiness", "Wei", "Su beggar son" ... Every decent. Now it seems, "Yue Guang box" if the hard to regret this schedule, not only can not raise the consumption EMA,And they'll thin out everyone's cake. In the case of no guarantee, and "flower field Happiness", "72 tenants" and other Hong Kong-style comedy competition, even if not miserably, there will be no oil and water can be fished. and March This schedule, the lunar year file smoke dispersed, with the competition is a lot of quality general, and no publicity of the batch film. Later on, "Alice in Wonderland" is different types, and the main class, and it can not produce a direct conflict. "Yue Guang Box" is accounted for fine. Although the March EMA is a bit lower, it has a great advantage in the row. The publicity noise is small, can highlight the momentum.　　It can be seen that the schedule is not good and bad, only right and wrong. The first Sunday row comparison table from the above table, because of the schedule, "Yue Guang box" in the first Sunday row of the second after the "Wei", than "three", "Littleshenyang" is also high. "Yue Guang Box," the release of the show scale and the "guard", "guard siege" belongs to a magnitude.　　Such a large screening scale, objectively created a high box office. So, for those not super blockbusters, the choice of schedule is crucial. Sometimes the four gold stalls may not be able to circle the money, March, November such a deserted period is not necessarily no money to earn.　　In short, the schedule is risky, the choice should be cautious.　　[Page] Film publicity and publicity in terms of the scale and publicity in the form of publicity, "Yue Guang box" propaganda and no too many bright spots and scale advantages. Domestic Film publicity comparison table from the above table can be seen: "Yue Guang Box" Baidu News volume of 3,680. Excluding duplicate news, actually 672. There are about 50 actual news points for these 672 news stories.　　But "the whole city is in love" The news quantity is 4,570, "the Guard" is 5,790, "the Guard siege" has reached the astonishing 10,500.　　Publicity through the Baidu index of concern reflected, "Yue Guang box" the highest degree of attention is 104,427 points, after the lunar three "Avatar" and "Littleshenyang", "The siege" of the highest concern only 64,483 points.　　"Yue Guang box" can use a small amount of news, but get a lot of attention, can be attributed to bead Jade in the front, the audience awareness of high. This kind of film audience awareness is very important, "big secret spy that Spirit Dog", "Yue Guang box" of the front is Stephen Chow's classic comedy, "Dahua West Tour" is revered as postmodernism classics, Liu was revered as "postmodern master" and "the originator of nonsense."　　That's the biggest capital of all.　　Special propaganda means and characteristics of "Yue Guang box" propaganda although there is no special means, but its rational use of promotional resources and the thrust of the propaganda of the two aspects worthy of our learning and reference. "Yue Guang Box" The use of many stars in the play, gossip, controversy and other news points moderate hype, to maintain the film's exposure, but not distracting. For example, in the film's filming period, promotional period, release period have used Gillian this resource, coupled with Sun, Cheng their own gossip, maintain a high degree of concern. Valuable is theYue Guang Box does not indulge in speculation gossip and controversy, but return to the film, the film to attract viewers. Excessive hype gossip and controversy is a domestic film used to make mistakes, thought that there will be exposure and attention to the high box office. They just ignore the two concepts of audience awareness and audience loyalty. The result tends to be to override the film itself.　　For example, last year's "Mulan" put the main focus on the hype Zhao Wei gossip. The card division has a strong lineup, claiming to have assembled 58 Chinese comedy stars. Not only by the South's favorite Tsang, Cheng, but also in the north famous Guo, Yu, but also has yellow Bohai, sun such a strong rise of the film new forces, making this movie successfully crossed the regional barrier, really do the North and south. Regional is a Chinese film is not open an obstacle, the lunar month file "three Littleshenyang", "Poker King", "Flower Field Happiness 2010", "72 tenants" in the north-south cultural differences are drubbing and return. Feng Xiaogang's films have repeatedly fail Mai in Hong Kong, so much so that Hong Kong viewers are saying that they discriminate against mainland films. But why Hollywood movies can do to the world, so that different races, cultures, religious beliefs, ideology of the audience to be fascinated, flocking.　　This is the problem that Chinese film people really want to study, and it has nothing to do with discrimination. "Yue Guang box" can achieve such a box office, it is not accidental. Perhaps a lot of people, even the film side did not anticipate this result.　　However, all things in the world will have fruit, there will be a cause, but we lack insight into the opportunity of the eye. There are reasons to think about the existence of parody movies, and a mature film market can have several films of the same type each year. And this kind of film has its own pattern, parody is not fooling around. But looking back last year. Full of all the screen is a mess, rotten slices and slabs of brick qi, cannon fodder a total of tears color. At this time, I hope the investors and the production side can have a sober understanding, not only by the "Yue Guang box," the box office confused. If the next brain of the film, then this type of failure is not far away.