Ding Cheng has a deep understanding of this, under the general trend of Internet + movies, the publicity and distribution link is undoubtedly the most closely integrated between movies and the Internet, and it is also the easiest link to get through.

Especially under the special background of the rapid development of the domestic Internet industry, the field of film publicity and distribution has gradually bred a set of its own unique ecology, which not only gives the publicity and distribution market a development opportunity that is relatively independent of the limited level of the film industry, but also enables the publicity and distribution link to penetrate into all links of the industrial chain, forcing the reshuffle and innovation of the entire industry, and promoting the healthy development of the industry.

In the past, the box office of movies, in addition to the quality of the content of the film itself, was also closely related to the effective scheduling of the theater. The audience often passively chooses the works of big directors, big stars, and big investments, and there is no way, they don't watch it.

With the increasing transparency and openness of online information, the tap water in the circle of friends is becoming more and more awesome, and the audience's selection criteria have also changed dramatically, and works with high ratings and high reputation are naturally easier to stand out.

forced the theater to follow, lowered his once arrogant head, and knelt and licked the audience.

"Last year's Spring Festival stalls were 5.8 billion box office, and I took into account that there was a part of the leakage, so the number of people who often or occasionally enter the cinema in China is about 200 million, which means that more than 80 people almost never enter the cinema, which is the biggest difference between us and the old American film market. ”

Yao Zai analyzed: "There are only 30 people in the United States who hardly watch movies, and there are very few people in China, especially those over 50 years old, who watch movies, not to mention the average per capita disposable income of the whole society is more than 2,000. ”

According to the example of the little girl at the front desk of the company, she watched more than 30 movies a year, contributing nearly 2,000 box office, and the national box office was equivalent to 40 million viewers like her. ”

"For example, the Avengers series and our Aquaman's hits, almost all the people who often watch movies will enter the venue. But there are also a large number of occasional attendees, so the number of core moviegoers is actually far less than 40 or 50 million. ”

"Therefore, the characteristics of the domestic film market are that people who often watch movies will watch about 20 million movies every month, and occasionally enter the market, for example, the maximum number of people who watch two, three, four, or five films a year does not exceed 200 million. ”

"The remaining more than 1 billion people rarely or almost do not enter the cinema, the first group assumes that each person spends an average of 1,000 yuan per year to watch movies, contributing about one-third of the total box office, and the latter group contributes nearly two-thirds of the box office, which is the basic sketch of the Chinese film market. ”

Ding Cheng touched Yao Zai's hand, the people who are really willing to spend money and time are still young people in their twenties, especially in first-tier cities, since they can't afford to buy a house for a lifetime, what money do they save?

"With the analysis of the Aquaman and Avengers series, the box office of the extremely mature commercial film under the film industry system is 2.5 billion, and it is difficult to rush up. ”

"Ambitious to think of a super hit, such as a box office of more than 3 billion, and then up to 4 billion 5 billion, what should I do to publicize it?"

"Or which group of people should be targeted? The core moviegoers buy a ticket, and the occasional movie ticket to the cinema is also a ticket, and even those who hardly watch a movie enter the theater with a card, and these three tickets will not be different depending on who buys the ticket, right?"

"The biggest difference is how to attract people who usually go to the movies occasionally or even hardly go to the cinema to spend money?"

"In the current social environment, the most convenient way to attract people on the pedestal below the waist of the pyramid is to build a patriotic Chinese environment, do you know what the grassroots reality is now?"

"Drink Hongmao wine, buy health care products, buy P2P thunderstorm and then go to the street!"

"This is the reality of our country's grassroots level, as long as the publicity and distribution successfully introduces the film into the Chinese language realm, triggering public opinion resonance, it can immediately hit most of the population points, compared to the 20 million people who contribute at most 1 billion daily moviegoers at the box office, this huge pedestal group is the object of publicity." ”

"For example, the case of the publicity and distribution team of Beijing Culture operating on the wandering earth is very successful, with clear goals and precise means, and basically achieving the expected goals. ”

"However, I heard that the box office did not meet the highest expectations of those people, and from the perspective of the stock price, the funders are not satisfied with the box office of more than 4 billion. Probably the original goal was to get close to Wolf Warrior 2, but the result was ......"

Ding Cheng nodded, I was not a savior back then, in fact, there was also the shadow of Beijing culture, there have been explosive models every year in recent years, and they are known as popular model makers in the circle.

Needless to say, I am not a savior and wandering the earth, and there are also last year's nobodies, Ren Suxi's acting skills have once again attracted countless fans.

It not only includes both commercial highlights and human pain points to create a dark horse feeling, but also starts from the cast, the spring of the main actors is coming, and the spring of introducing good movies is also coming.

In terms of material production, not only the highlight clips of the feature film were released in advance, such as the "Han Bandit vs Fierce Woman" special, "Bridge City Bandit" special, Ren Suxi scolding, etc., which not only established a comedic image, but also attracted the audience;

Even let Ren Suxi sing?

Weibo, Moments, Eight Groups, Forums, Tieba, Xiaohongshu......

Various social platforms broke out in a short period of time, Weibo and WeChat were liked and recommended together, social networks were hotly discussed on the whole network, and a large wave of tap water collectively assisted.

To control the word-of-mouth of the film in a short period of time before its release, Douban chose to be one of the main positions, specially opening a large number of small-scale viewing activities before the screening for core film critics and fans, and also cooperating with Douban to orient fans to the viewing field. shadow

After word-of-mouth became rich among some people, it broke out into a wider range of heated discussions. In fact, there is a certain risk in such a strategy, because for "Nobody", the battle of life and death is such a battle, winning the king and defeating the king.

The tragic core wrapped in a comedy shell,

The feeling of watching the movie with a smile and crying,

Little people also have dignity.

From the voices of the predecessors in the film and television industry, to paying tribute to the working people in ordinary work, to visiting rare professionals......

The topic is rising layer by layer, and the circle is gradually expanding, among which there is a progressive communication path from the industry to the core fan circle to the general public.

I have to say that I am very attentive.

Chairman Song Ge has pretended to force us many times that we are not deliberately pursuing popular models, but there is a set of film selection criteria, which are divided into three levels: strong stimulation, strong resonance, and strong empathy.

A film with 'strong stimulation' entertainment is the passing standard, but just passing can't win, going up is to seek resonance, the film must be able to reflect the times, so that the audience has a sense of relevance.

It is not enough to have a sense of substitution, but also to be able to touch their hearts, which is the highest requirement - empathy.

In all fairness, I must go to Bona's bombardment, and I appreciate this small but beautiful delicate intention more, but it doesn't matter now.

That's it.