"Small Time" is the full meaning of Internet products

Absrtact: Sinorama reporter Ma Yi Editor _ Wang this year at the end of January, le View film CEO Zhang is the company's annual meeting rehearsal program, publicity general manager Chen Su and vice president of the distribution department Purple Yan he pulled out from the rehearsal field. The issue of which film was finalized was always a

Article _ Sinorama reporter Ma Yi editor _ Wang

At the end of January this year, Zhang, the CEO of Le Vision, is rehearsing the program for the company's annual meeting, promoting general manager Chen Su and vice president of distribution Purple Yan to pull him out of the rehearsal field together. To finalize the issue of which film has always been Zhang work, but two of the right-hand man uncharacteristically, the initiative to ask the company must win a film publicity and distribution rights. The film was the "small time" of the best-selling author Guo's first directing tube.

6 months later, "little time" data has not been repeated, since the June 26 since the beginning of the movie, it is the absolute protagonist of the cinema. It is said that Changchun Wanda first day row rate of 45%, the next day was intended to row 100%, but the boss felt too conspicuous, changed to 90%, but the third day did not resist, or changed to 100%.

The dominance of cinemas naturally raises questions, especially when there are many viewers comparing the quality of the film with the Fuchun. Filmmaker Zhu Sanwei Weibo said: "The first week of the film, the film party spend money in many cinemas to buy a large number of tickets Chang, cinema row to 40% to the theater a point, 45% to the theater two points." Can you behave yourself? Whether the film is good or bad can not be a normal walk in the market? ”

Zhang: "He doesn't understand movies!" Its own film distribution is a return to business. "Zhang to the" small time "of the ultra-high rate of film, publishers, distributors and projection party" in advance publicity of a conspiracy. " In Zhang's view, le-see film can successfully persuade the hospital line, to give the "small time" high row, relying on the first half of this year at two National Hospital Line conference.

The first time to the hospital line propaganda "small Time", is in the early April in Zhengzhou, held in the National Hospital line meeting, there are only two convincing figures from le-video, one of which is a fan of the film's creative staff and more than 100 million, and the second is "in the past 5 years, 24437000 people have read" small time books. Zhang put forward "two movie 500 million box office" goal, many people think is Arabian Nights, even Guo himself are not enough confidence. The bosses who attended the meeting expressed "moral support" for Zhang, but most of them did not express their views or vague opinions on the key rate of PAI.

Not to mention the hospital line boss, even music film inside feel that this goal too ambitious. Before the meeting, in early April, the whole le-vision group for "Small Time" opened a day of mobilization, in the meeting, Zhang just put this figure, the meeting rang a cry: "Down the boss, down Zhang!" "In addition to the Chen Su and yellow Purple Yan and other marketing distribution programs are very high, most people think this is an impossible task."

At the second National Academy meeting held in Hengdian on June 3, all the questions and worries surrounding the small time were away.

The June film market, compared to the beginning of the year, the temperature straight up, "the West Swim down the Devil", "to us will eventually die of youth" and so on 5 domestic film box-office more than 500 million yuan. As of June 15, the 2013 Mainland movie box office has exceeded 10 billion yuan, the annual Chinese film box office is expected to reach 22 billion yuan, in accordance with the annual growth of 20% to 30%, 2018 is expected to break through 60 billion yuan, and North America, even more likely than.

The rapid expansion of the film market, so that the hospital line on the "small time" of the box-office expectations of a sudden rise, they gave the music video to the last meeting. Special treatment: Other companies are in the conference room, the time is only half an hour, and "small time" was arranged in the screening hall, time enough for two hours. Finally tamping the confidence of the hospital line, is the music video in the hospital line conference to come up with the marketing program. To be exact, large data.

In the hospital line meeting, is responsible for the Propaganda music Film Distribution department vice President Purple Yan "all takes the data to speak, has not mentioned the movie itself the thing." ”

The data include:

"Twilight" Four books add up sales of about 10 million volumes, "Hunger Games" sales volume of 5 million, and "small time" sales of more than 24 million volumes.

"Small time" leading notice in Sina Weibo, Tencent Weibo forwarding volume over 250,000, video clicks more than 5 million times.

In the Sina Entertainment hot word list and Sina micro-blog movie Hot word list, "The small Time" all ranked 1th. In the movie list, the search index is 36,870, the 8th place. On Sina Weibo, #时代宣言 # The total number of microblogs reached 100多万条.

The Carnival dog grab ticket activities, only 10000 tickets, but the number of bookings reached 230,000, just 1 hours, all tickets on the sold.

......

These figures make the hospital line bosses more daring than Zhang, "Shinkansen Mister Zhaojun the first to speak, said your plan to do very well, I see" Small Time "box office more than 500 million, should have 600 million," Huang Zi Yan recalls, "Other hospital line bosses have expressed dissatisfaction, some say there are 800 million, there are said to be 1 billion. ”

At that meeting, let Zhang the deepest impression, is Zhao June's one word: "I did not think you really did an internet age film company." ”

2011, Zhang gave up the upcoming light Media equity, came to the music video. At the beginning of his tenure, he identified the development of le-Vision, a film distribution company in the internet age. A year ago, Zhang once received an interview with our reporter (see "Chinese entrepreneur" 2012 09 "" "Road Workers" Zhang), the ambitious to portray his jiangle as the film to create the internet Era Movie Channel King Blueprint. The emergence of the "small time", let le video film has a chance to verify their own ideas.

Prior to joining the music video, Chen Su was responsible for the popular film "lovelorn 33 days" of the marketing work, "lovelorn 33 days" After the fire, Chen Su asked a friend back from the United States to do a data report, the theme of the report is "lovelorn 33 days" as an example, analysis of Sina Weibo and movie box office relationship. By analyzing a variety of data, the final conclusion is: and Twitter can push up the U.S. movie box office, Sina Weibo's search data and movie box office has a positive correlation.

The 28-year-old Chen Su originally to "small time" not to be complacent, "is not a fan of the film." He was surprised to learn that the small-time producer, after looking for a distribution company, went online and looked up the microblogging search for small times. At that time has been finalized on the release of "to our eventual death of youth," the number of Weibo search is 3.8 million; also has a wide range of popularity and influence of the new director, is also based on best-selling novel adaptation, the same youth theme, but "small time" of the micro-Bo search quantity unexpectedly is "to youth" 8 times times, reached 31 million.

Chen Su This data in front of the boss, Zhang immediately: "This movie we must do!" ”

"Small Time" is the full meaning of Internet products, "Chen Su points out that the reader (or fan) of the" little times "is mostly a generation, with a common name, the title of John Palfrie (vice dean of Harvard Law School, executive director of Harvard Law School Berkman Internet and Social center)- "Internet Aborigines".

The industry, which has been transformed by these "internet natives", apparently includes films. Public data show that the average age of Chinese film viewers has dropped from 25.7 years in 2009 to 2013 years of age 21.7. For the more and more younger the audience, Zhang the biggest feeling is not in doubt. "Unlike white-collar viewers, we have a concept in mind to understand this group and know what films are right for them," he said. For example, I know that Hollywood action movie audience is a male audience, I do "death squads" very clear the target audience's consumption habits, know how to communicate with them. ”

But young people, who dominate the film industry, have little knowledge of young people, do not know when they will enter the cinema or when they are not. In the eyes of Zhang, these "internet natives" have become "vagrants" of cinemas. He sees it as a chance to hold on to the younger generation. He hopes to be able to understand the consumer preferences of a new generation of fans through this operation, to dig up a fresh audience and fix these "vagrants".

Cooperation with the "little Times" soon settled down. Although there are some strong companies in the competition, but le-view film finally as a successor to win the PK, Chen Su that the key to victory lies in the program, "We think it must be targeted at the Internet, is targeted at the internet Aborigines." "In the scheme, le-view film, the" small era "as" the first Chinese youth phenomenon-class fan movie. "

le-View film for the "Small time" design of a series of marketing activities, "Carnival" is the play, but also the most embodiment of its open line, marketing integration, O2O ("online to Offline" shorthand, that is, "online to the offline") concept. From May 22 to June 19, le video film through the music of the film, and Sogou, 360, music Network and Renren cooperation, organized four rounds of fans online ticketing activities, "other films pre-sale only three days in advance," Chen Su said, "We advance two months." ”

June 26, "small time" will be in 60 cities in the country ahead of the release of 600, music and video film through the ground distribution staff, the theater into a stage, to encourage "small time" fans with cosplay and other ways to enjoy the film before the show. Through the carnival, le video film created a hot spot, gathered fans, but also promoted their own app products, the music of the three.

May 22, Sogou in 5 minutes to sell 5000 tickets, other rounds of tickets are sold in an hour. It is said that a website of the electric dealer rejected the offer of 15 million yuan box office, the result is now the intestines are regret green.

Chen Su The carnival O2O concept summed up to eight words: From camp to sales, from the Xuan to hair. This is a training in the business model of the music video. "All of our previous puzzles in the movie market worked out and our dreams came true." ”

A movie has a schedule of around five weeks, "little time" just over the first week, and the film-related numbers are constantly refreshing, and these numbers are mostly converted into data, into the video of the big Data system.

Some of this data comes from public information, some from research companies, Chen Su, the company's long-term collaboration with the data research firm, and some from the company's own statistics. Le-Video has set up its own data center, which currently employs six or seven people. At the same time, the development of the app music video film studios wholly-owned subsidiary music Video Network Information Co., Ltd. will also be responsible for a part of the data collection.

In the past, the Chinese film industry for the application of data, mostly like "lovelorn 33 days", used for hindsight, but in the "small time" in this case, large data in the decision-making process played an important role, and throughout the film's entire marketing process. The most obvious example is the "Time Declaration" campaign. This activity is to encourage users in the "Small Time" online poster PS pictures, plus their own views of the times, and then published on the microblog. So far, the "time Manifesto" Weibo is close to 1.4 million. "You do a topic, a trailer or something, you can use the Internet data, such as Baidu Search index to deduce whether this thing has any effect." Chen Su said, "We will constantly throw the topic, according to the feedback constantly adjust the publicity." ”

In fact, neither large data nor O2O can replace Guo's role in the marketing of "small times". Guo is the soul of the whole "little time" works. Chen Su said, "Small time" whether the production or Xuan hair, every detail, Guo will intervene. "The small Time" has 10 investors, but they all have to obey Guo's will, their idea must pass Guo to be able to be executed. Guo's great influence constituted the foundation of all the work in the small time. In Chongqing propaganda film, Guo accompanied Amber to see midnight, 1 o'clock in the morning, there are still teenage fans in the security drive under the wandering not to go. When the propaganda staff promised to find Guo's signature, the fan was thrilled to tears.

On the other hand, "small time" has stood in the forefront of the internet era, even the "girl God" such as Guo, also must follow the business logic of the Internet, such as the "Small Time" is scheduled for the Christmas season, or early to August to catch up with the summer's tail? In Zhang's view, no one said anything, "we are doing online research, through data analysis to make decisions: consumers say when, when." ”