347: I Am Serious About Creating Hype (1)
[Recite the URL silently three times. Do you remember it? If you don’t remember, I’ll ask again in the next chapter. It’s best to share it on Facebook for me]
How much to schedule for a movie is basically a purely commercial act. The only criterion for each theater is probably to make money.
The factors that affect film arrangement include the following:
1. Pre-publicity of the film. If the pre-publicity is in place, the film will become popular before it is released. Naturally, it will be difficult to get a ticket. Since the supply exceeds demand, will the theater miss this opportunity to make money? Naturally, more schedules will be given.
2. The factor of third-party ticket subsidy. If the third party provides ticket subsidy, then as a theater, as long as it makes money, it will arrange movies.
3. The reputation of the film. If the film is of high quality, then even if it does not have the above two points, it can still quickly recover the disadvantage and win more films from theaters one day after its official release.
However, in the face of absolute strength, any conspiracy is futile. Only when the strength is similar, off-board tricks will work.
For this year’s Spring Festival, the first tier of “Swordsman: The Unbeaten East”, “Return to 1997 to Be a Singer”, “Fengshen 2” and the second tier of “Private Production”, “The King of Kung Fu Enters Du” will be released. "Bye", "The Jungle King: The Bear and the Sheep", all six movies were fully publicized and hyped before their release, and they shared 90% of the film schedule.
Among them, the film with the highest ranking is Django's "The Swordsman", with 5%, and is the only film with a ranking of more than 0%.
It can be seen that Django has become a "golden brand" in the film industry. The scripts he wrote and the movies he made are the guarantee of word-of-mouth!
"Django is still stable, the only one."
"Firstly, he has just won 22 awards in the music, film and TV drama circles and is so popular. Secondly, the cast of this movie is unprecedentedly strong. Thirdly, he is most familiar with the martial arts theme."
"'The Fast and the Furious: Tokyo Drift' is so good. It has a domestic box office of 1.4 billion. The money-making ability is there. It would be stupid for theaters not to schedule the film."
"But this year's Spring Festival is even scarier than last year. There are word-of-mouth monsters, marketing monsters, and hype monsters. It's really a fight between gods and gods."
"It just depends on who can break through the siege and win the box office championship."
"The reputation on the first day is very important. Once it collapses, even if it's just a small one, it will be snatched away by other films."
…
As the release date approaches on New Year's Day, discussions on the Internet have become increasingly lively.
"The Open Sesame team's "Back to 1997: Be a Singer" and "Feng Shen 2" both have good reputation support from their predecessors. This is a tough battle." Zhou Lingwei analyzed.
"It's quite tough." Jiang Ge nodded in agreement, especially the comedy movie of the Open Sesame team, which has won the Spring Festival box office championship for three consecutive years, which shows its strength. "It seems that we have to make the final sprint in publicity. , raise the popularity and attention even more! ”
Zhou Lingwei was confused. She had done everything she needed to do, such as meeting fans in 28 cities, GG signs at bus stations and subway stations, self-media video platform promotion, etc., and what other tricks were there? Then he asked curiously: "How to promote it?"
Jiang Ge licked his lips and expressed his thoughts: "It is to announce this year's film and TV series shooting plans to draw everyone's attention back to us."
Zhou Lingwei protracted "Hmm" and said thoughtfully: "It's a good idea, but I think it should be linked to the song you gave to Sister Mei. Didn't you say that "As Long as I Have You" corresponds to "Youth Bag" Do "Blue Sky" and "Walking on the Road of Life" correspond to "A Chinese Ghost Story"?
When I first chose these two songs, I wanted to link them with movies and TV series. Jiang Ge thought about how to implement them. After a while, he said: "Just announcing and interacting on the official blog is a little less interesting, so why not do a thread?" "New Year's Concert to Give Back to Fans".
Zhou Lingwei clapped her hands and applauded, saying: "This will not only increase the popularity and attention, but also bring the relationship closer to the fans."
That's what Jiang Ge thought, and then he made a plan, saying: "I will first go to the WeChat group to ask everyone's opinions, and then confirm whether they can connect to the microphone at home, and whether NetEase Cloud Music can provide technical support ”
Just do it and immediately x-on: everyone in the [Superstar] WeChat group and tell the story.
Xu Chenyi: "It's fun, I'll join."
Guan Yansi: "I will participate."
Lin Yu: "Take me with you."
Qin Shiyue: "I have no problem."
Gu Yao: "I have no problem either."
Gong Li: "I can."
Zhang Jun: "I can do that too."
Mei Manlu: "I asked my son to help me get the equipment. He often watches the live broadcast."
Song Ge: "I can't sing."
Shen Yang: "I can't sing either."
Chen Lei: "I applied to join the cheerleading team."
Huang Tao: "Cheerleaders +1!"
Zhu Ping: "+2!"
Zhou Ran: "+3!"
…
Except for Liu Xuexin, who was not included in the group for the time being, everyone responded. The group was divided into two groups, one that can sing and the other that cannot.
It's not mandatory, you can sing whatever you want, it's just a small activity.
Jiang Ge sent a simple process to the group, who sang first and who sang last, and who sang which song.
On the other side, the person in charge of NetEase Cloud Music Live Broadcasting immediately reported the incident after answering the call.
Because this matter is so important, Huafeng artists rarely live broadcast. Firstly, it is difficult to hire, and secondly, it is very expensive. Now there are eight of them at once.
"Hurry up and arrange a live broadcast room. If they need live broadcast equipment and live broadcast personnel, provide them."
"Okay."
"You work harder and take charge of this matter personally."
"Okay."
"I will notify the operations department and promote it immediately."
"Okay."
...
NetEase Cloud Music's headquarters is in Hangzhou. Jiang Ge, Qin Shiyue, and Gu Yao's live broadcast equipment arrived in an hour. Others are in other cities and can only use their mobile phones to broadcast live.
And a message that "Jiang Ge will lead Huafeng Media's artists to live broadcast on NetEase Cloud Music from 1 to 2 pm on New Year's Eve" is spreading rapidly on the Internet.
"Is it true?"
"It's true. Huafeng's official Weibo and the artists' Weibo have all forwarded it. It's an online concert to give back to fans!"
"Will Qin Shiyue go?"
"Yes, all the artists will go."
"Then you must watch it!"
"You are too slow. I have already taken a good seat in the live broadcast room!"
...
Jiang Ge is like this. He is vigorous and resolute. The ideas that came up in the morning were implemented at noon.
The speed of Internet communication is not "one to ten", but "one to ten thousand". In just two or three hours, the traffic of NetEase Cloud Music increased by millions, including fans and passers-by.
Finally.
At 1:00 p.m., the live broadcast room had a picture, divided into 15 small screens, Jiang Ge was in the middle, surrounded by Huafeng artists.
"I wish you all a happy new year, good luck in the Year of the Dragon, and a strong spirit!"
[Do you remember that you were asked to recite it three times at the beginning of the chapter? Share it on Facebook and there may be a surprise]