The film marketing decision for the first weekend box office results

The box office is not good, marketing is crucial, this is the consensus of the film Circle. "The marketing of the film has created a prior reputation.　　"The film critic Liming told reporters," it can at least be fooled into the first audience admission "according to the first two weeks of the box-office success of the market rules, the number of viewers enough to protect the film's basic box office revenue. This shows that the movie box office battle is largely a movie marketing war. Especially in more than 50 films in the same battle of the Lunar Festival file, this battle is bound to be unusually tragic. "Zhao's orphan" to the art film packaging out of the ancient costume, "Let the Bullets fly" smashed 50 million yuan to do publicity, "Laughing Lake" flagship North Market, "non-Prudential Don't Disturb 2" will Feng brand played to the extreme.　　Four large in the marketing of their respective big fuss, at the box office also earnings quite abundant-"laughter" two weeks over billion, "Zhao Orphan" two weeks 180 million yuan, "bullets" 11 days over 400 million, "not sincere don't disturb 2" a week to 200 million yuan. The marketing effort is in direct proportion to the film box office, which is already a recognized fact. But the industry generally believe that the domestic film marketing tools are still in the initial stage, there is no integrated marketing concept, the most is to learn the fur of Hollywood.　　One of its strange images is the film's propaganda investment to a large extent determines the trend of the box office, but the latter sometimes with Word-of-mouth, quality is not very related. "Bullet" hard, "Zhao Gu" soft October, from the "bullet" release still have two months, Beijing-Shanghai subway, bus station billboard on the front of the tree has been "Jiang, GE, Chow Yun-Fat three-actor with the scene" of the Sea Bulletin.　　Open the newspapers and magazines, turn on the television, "bullets" advertising overwhelming, omnipresent. "To sell well at the box office, the film must have a certain degree of recognition." "Bullet" producer marks in an interview with this newspaper. Make the marketing strategy before, he calculate a account, "bullets" to recover costs, at least 20 million people buy tickets to watch, according to the 10% conversion rate, there will be 200 million people's advertising coverage. "Like Jiang's films, the marketing of bullets is strongly," he said. Earlier this year, Marks announced the film will be released on December 16 news, early set the "crisis" of the lunar year file.　　In the 6-month promotional cycle, the "bullet" propaganda means all the mainstream media, including networks, television, newspapers and magazines, radio and so on, to achieve a true sense of "advertising." In fact, the scale of such a large-scale publicity, smashing is real gold and silver. Marks admits that the "bullet" propaganda costs as much as 50 million yuan, accounting for the film 150 million Yuan investment One-third, opened a domestic film precedent. "No 400 million of the box office, the cost is not back." "Before the film was released, Liming feared that the full coverage of the bullets was a bit risky." "In Hollywood, propaganda accounts for One-third is a normal thing," he said.　　But at home, a 100 million yuan production fee film, publicity costs up to 20 million or 30 million yuan. "Bullet" has its own weakness, Jiang the popularity of the public is not enough. "Marks soExplain why the high density advertising strategy is being pushed. Liming further examples: "Jiang although a good reputation, but has transformed the director, Chow Yun-fat, but not necessarily the city to summon power, and GE in the Lunar festival file even the fight, already can not calculate the selling point." "Bullets" is not a sequel, the story has no foundation, not to say the head, is the most difficult to marketing.　　"Thus, the bullets of the marketing method can only be smashed money, paving, for recognition." Compared with the "bullet", the lunar novel three other blockbuster marketing strategy to be easy and "soft" many. In Liming's view, they each have a clever place. "Laughing Lake" selling point is Zhao Benshan and small Shenyang, the market positioning clear. It chooses with Chen Kaige "Zhao's orphan" the same stage, forms a kind of altogether wins the situation. "Liming Frankly, these two films a sad one XI contrast very big, the style is complementary." Like Chen Kaige will not necessarily like Zhao Benshan, the two films do not have a positive conflict. "Laughter" If with the "Non-interference 2" together, certainly conflict, because the comedy, the audience will struggle. Besides, the way of laughing is worth pondering. It's the only blockbuster that doesn't have a film critic. "The word of mouth is in the hands of a few elite, the film critic is certainly not the audience of" laughing ", but will form a negative publicity. Liming said, in contrast, "Orphan of Zhao" is a lot of film critics have come out. "Zhao's Orphan" will originally scheduled on December 18 of the release period to December 4, to avoid "homogeneous" "Bullets" touch, and the choice and "laughter" lei, is also a brilliant place. As for the "Non-interference 2", "its marketing can be said to be the most relaxed, because Feng comedy has become a brand effect."　　"Therefore, Feng Xiaogang's marketing can be very soft, just implanted ads to recover the cost of 60 million yuan." Only sales, no marketing "the marketing of the film determines the results of the first weekend box office." Marks bluntly.　　Although the quality of the film and Word-of-mouth rebound determines the film 4th to 6th weeks of the overall box office trend, this is a film can be defined as "super box-office" key, but based on the first two weeks at the box office to determine the success of the market rules, marketing strategy will not change. The reputation is good, the box office fiasco examples abound. "Zhi Ming and Chun Jiao", "I am a vegetable," the film is not bad, they are failure to understand marketing, or no marketing. "Liming explained that these films have not yet been able to form a word-of-mouth effect, often because the first weekend at the box office was forced to advance the line. This year, the most widely recognized failure of marketing examples to the number of John Woo's "Sword Rain." At the beginning, the film emphasized John Woo's work, and it was too late to emphasize that Su Zhaobin was the real director.　　The most fatal thing is that it chooses the same time as "the Hawthorn Tree", "Inception Space", "Detective Dee's Empire of Babel", and the splendor is covered up early. Since the Chinese film market, the producers have been gradually aware of the importance of marketing, which is also drawing on the Hollywood industrialization model of a great progress. How to promote the film well, this is the film in addition to the production of the most basicProposition。 But there is no denying that "Chinese films and marketing strategies are at an early stage."　　Marks said. "Compared with Hollywood, the domestic propaganda is to find the point type, the hands of a few cards around its publicity." "Liming Frankly, the domestic blockbuster propaganda effect, to a large extent, from the media's hot, rather than marketing means caused." Hollywood is just the opposite, the media are generally such a good reputation to follow up the report.　　So Hollywood's marketing should be more mature and more diversified. "It can be said that Hollywood's film marketing has entered the network 2.0 times." "The Dark Knight" uses a virtual and realistic interactive website marketing platform, Liming. Warner Bros. has designed nearly 30 sites related to movie plots, including Gotham's police station, railroad companies, taxi companies, banks, churches, newspapers, television stations and so on, covering all aspects of urban life. "Virtual" the Gothic cable news station even around the Batman, "Clown" and other film characters to produce talk shows, the degree of realism surprising. And the small cost of the film "Witch Blair" is also the success of the network through the successful marketing case.　　It packaged itself into a documentary film, using People's curiosity, deliberately confusing the virtual with reality, through the creation of hot topics, to 1 million of dollars in low-cost access to a broken billion box office. Chinese movies are now only learning the fur of Hollywood marketing. In the case of media resources too concentrated in one or several films, the negative effects of large-scale and large-scale bombing marketing can not be neglected. "A blockbuster's reputation and box-office often disproportionate," the film critic Bi Chenggong in the interview with this newspaper, take last year's lunar festival blockbuster example, "the" "Three Littleshenyang" and "the box office, respectively, 290 million yuan and 240 million yuan." In the promotion of the basic equivalence of the situation, Word-of-mouth is good or bad, the maximum number of box office total Take-off and landing 10%.　　According to this logic, the former is only tens of millions of more than the latter's box office is not difficult to understand. "In fact, the marketing and film quality for the box-office contribution, I think the latter still accounted for the bulk." The quality of the film determines the profit of the later stage. Marks told reporters. Liming also agree that marketing is really important, but Word-of-mouth is the king of the box office.