The era of movie marketing in the background of large data era

Chinese-made animated films from 2008 to 3, to 2013 24, in recent years, production growth is rapid, but by the end of 2013, the box office over billion movies only "pleasant Goat and gray Wolf" series, there are many movies "day" to become cannon fodder. January 17, 2014, animated film "Bear Haunt" in the country, the film is also the first Chinese film history to 2D, 3D, 4D, large screen multiple formats of domestic animated films, the first day after the movie Show box office 33 million, 3 days at the box office broken billion, The final total box office 250 million, refreshed all the records of domestic animation at the same time, the film also reached the top domestic animation film box office champion. And the same schedule of "pleasant Goat and gray wolf 7" box office 85 million, for the "Pleasant Goat" series of movies at the bottom of the box office second; "Ba La little Devil 2" movie box office 18.5 million, also far less than last year, the first, so the two-day situation, also let many studios feel confused, Where is the road to the future creation and marketing of Chinese animated films? To this end we went into the "Chinese animation film gold medal trader" cartoon pictures of the Company (hereinafter referred to as "Mr. Cartoon"), is also the "bear infestation" major film production side, listen to cartoon Mr. General manager Chen Yingjie Analysis of "Bear haunt", Decryption 250 million box office behind the creation and marketing.

"Bear Haunt" opens a new era of Chinese animated films

As the 12th chief producer of the movie "Pleasant Goat", Chen Yingjie that "pleasant goat" let Chinese animated film into the era of commercial film, but the 12th works more is the extension of television stories, production technology is also in the TV Flash animation on the basis of adding some CG scene "micro-innovation", more like a " "Big TV", and "bear haunt" let domestic animated movies into the "Big movie" era.

Chen Yingjie said, "Bear haunt" is the Hollywood story pattern comedy Road to pass through the subject of an attempt, especially for the youth groups, from the initial stage of the creation of the young audience to penetrate the needs of the role of the film, compared to overseas films, our content more grounded gas. Chinese animated film is now like a layer of window paper, happy Goat stabbed the commercial children's film this layer of paper, so that we can see a glimmer of hope, see a huge market for children. "Bear Haunt" opens is the Chinese Animation Movie 2.0 times, from the process is the story, the technology, the marketing, the distribution omni-directional promotion, lets the audience feel is the Chinese animation person's sincerity, is the creator to the audience's awe. From the result, really do not only "small hand pull big hand", there are "big hand pull small hand", "Big hand pull Big hand", which also contributed to the final box office 250 million results.

"Bear Haunt" uses the current international popular CG animation technology, through the presentation of 3D technology to make the work more expressive and deep, the current European and American, especially in Hollywood, many animated movies are basically 3D, because it will make the cartoon character of the performance and scene conversion more vivid, this is the trend of animation film development.

Mr. Cartoon and Shenzhen Huaqiang the launch of the animated film "Bear Haunt" is a true 3D, Huaqiang animation Company is the film production side, is China's "special film Father", for the 3D effect and use of very cautious and serious, all 3D is in line with the plot to unfold, the film butterfly, fireworks launch, Gift delivery of the bridge section of the 3D screen, so many viewers can not help the scene when the hand to capture and touch these virtual images. Chen Yingjie said that this is more like a three-dimensional technology performance, time, temperature need comprehensive consideration, this is also a new Chinese animation film challenges, its technology and performance can be said to be China's top, even in the international is also to take shots. To date, the film's overseas pre-sale has been very popular, hope that through the "bear haunt" movie out of the country, so that more overseas audiences and film dealers feel the charm of China's 3D animation.

Content customization behind "Big Data"

Since 2010, Mr. Cartoon has built a "bear haunt", "Purcell", "Locke Kingdom", "the bar of the Little Devil", "I love Gray wolf" and so on more than 10 original animated films, these films are almost "dark horse" posture to win a number of Animation movie box office title, in the industry is "victorious", Chen Yingjie that the secret behind the success is Mr. Cartoon's choice and discovery of film themes. His work is "treasure hunting", is based on market demand for product models, "Treasure hunt" is the essence of the large data system under the type of work of the market positioning.

Mr. Cartoon is mainly investing in children and family movies mainly, including animated movies and live movies in two parts. The first criterion in deciding whether to invest or issue a film is that the subject matter of this film is not the most interesting of contemporary children.

With the advent of the Internet era, browsing from the Internet, network booking, mobile phone inquiries, etc., you can say that everyone is a source of information, information at all times and imperceptibly passed, large data has been more and more industry attention, from the current film industry, through the data to predict products, custom products, marketing products, has become a phenomenon. The speed at which large data grew from Tb,pb,eb to ZB was alarming. A successful commercial animated film has many unknown data support behind it, book sales, audience, life habits, information channels, holiday preferences, Baidu search volume and other seemingly unrelated indirect data, can be said that the big data provided to us more is to change the angle of "the third eye" to see the film, Jump out sometimes we can see the essence of the product more easily through the data, "in Data We Trust". We are concerned about the vast amount of data can not be simple classification, need to filter, but also pay attention to the data behind the analysis, analysis of the audience's growth, change of interest, as well as viewing the content and demand changes, only so called large data to do its best. It can be said that large data can help us sum up experience and avoid some risk of venture.

2010 years, Mr. Cartoon invested in "The search for the Phoenix Beast", the film is based on the same name children's Community games adapted, Chen Yingjie said the reason to invest it, because the brand behind the 30 million users, children's online games are the most popular Chinese children's leisure and entertainment.

"Bear Infestation" is a new brand that was born in 2012, why invest in this film, because Chen Yingjie learned that this is a set of TV ratings, network demand rate, children's best-selling book Three Champions in one of the domestic animation, this is the data, is the product selection vane, a series of animated film TV, New Media, Books are also the best touchstone.

Most of the films that Mr. Cartoon invests in are custom-type movies. The so-called custom film is based on the needs of the audience to customize the product, is often selected after the type will find the cooperation of the Director and production company began to create. The movie is the product customization under the big data.

Integrated division of Business animation movies need "big marketing"

Over the years, referring to the differences between homemade and Hollywood animations, many people will use the concept of "low age" to describe the Hollywood animation can cater to a variety of age audience taste, but domestic animation is often only to trigger the interest of preschool children, helpless to accompany the process is more parents see as a torment. Over time, in the parents ' intentional "arrangement", the small audience also with the cinema gradually further away.

In the process of production and marketing of "bear haunt", Mr. Cartoon firmly put forward the concept of "big hand pulling small hand".

Chen Yingjie said that "bear infestation" when the file, already know that many of the Hollywood animation also chose winter stalls. In the minds of many parents, watching a Hollywood animation will be more value. Therefore, in the marketing process, "bear haunt" has been to convey to parents a concept: IQ, not naïve. Second, because the television version has suffered from "bad lines" "violent tendencies" of media reports, the film needs to change the work in the hearts of parents brand impression. Face Chen Yingjie Mouth This "marketing process must break the Bureau", Mr. Cartoon put forward the "mother of the film group" new concept, "We are on the January 17 release, 5th in the country to do 600 spots, 16th and did 2000." Each scene is invited to watch the mother, after the shadow of the vote, almost 0 of the difference, the film passed out of the family, friendship and universal view let them shock. Mothers can see and communicate with each other. Today has entered the media age, the mother will be through various channels to disseminate this information. So, even if there is "God steals milk Father 2" and "pleasant goat", many parents finally still chose us. "Chen Yingjie sigh," This is inseparable from the "mother of the film group." ”

Now, analyzing 250 million of the box office, Chen Yingjie that "small hand pull big hand" although still accounted for the majority, "about 50%." "Big hand pulls small hand" can have 30%. "And the remaining 20%, is another concept of Mr. Cartoon-" Big hand pull big hand, "This is the original intention that we pull into the music, they have mature adult propaganda channel, to ensure the adult audience for the" bear-infested "brand acceptance.

With the improvement of the quality of film products, Chinese-made animated films are also exploring a number of diversified "big marketing" mode, strong alliances, the complementary advantages of resource platform cooperation, will reduce the operation of animation film risk, and maximize the publicity effect.

The launch of the "bear infestation", the investment lineup more powerful, film has 8 investment distributors, including television, new media, as well as hospital lines and distribution companies, for the film marketing, cooperation in the beginning, Mr. Cartoon has carried out a division of labor deployment, the entire marketing including television advertising, new media publicity, hot topic spread, thousands of shadows of the city to push , from the television to the network, from the airport to the living room set-top box, from the kindergarten entrance to the cinema ticket, from the free video to the online pre-sale, "bear" joint production side of the use of social, full coverage of the three-dimensional large marketing. Chen Yingjie that the joint cooperation of resource channels is the trend of the future commercial animation films, open shop, big marketing, but also the market embodiment of product competitiveness.

Chen Yingjie said that the success of "bear haunt", let the Chinese animated film finally entered the "Big movie" era, I believe that there will be more production companies and investors will enter into such a big movie creation, big production, large data, big marketing, big box office, China Animation film Gold development period has come, we come together!

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