"This time, there are penguins leading the way, so let's just add fuel to the fire. Yao Zai said to Ding Cheng easily: "Big Mac is powerful." ”

With the completion of Venom, at least three or four months in the later stage, the work of the remaining actors and directors is basically completed, and it is all up to spending money to publicize it.

Colombia is not stupid, pulling Penguin to invest is to promote the country, there is an entertainment overlord, I don't know how much money I can save?

Now in order to attract the attention of the audience, it can be said that everything is done.

Last month, the shocking kneeling of producer Fang Li actually created a box office miracle of 80 million?

I keep complaining that film marketing is more difficult than film production, and the effort required to make a movie, including creativity and wisdom, is five to ten times more than making a movie......

As Hollywood, which has the highest degree of marketization in the world, the investment in publicity and distribution can be said to be sparing no expense compared with that in China, accounting for an average of 30% to 50% of the total cost.

"Iron Man 3" and "The Avengers", which have a total investment of more than 200 million US dollars and are distributed to the global film market, generally account for 50% of the total cost of publicity and distribution.

Although it is bloody and brutal, considering the overall scale of the overseas market and the global box office returns of super blockbusters, it is easy to understand where the confidence and motivation of Hollywood manufacturers to spend a lot of money on publicity and marketing come from.

In front of the $1.2 billion global box office of "Iron Man 3", more than $100 million is a fart?

I can't bear to let the child trap the wolf!

According to the data collected by Yao Zai, 34% of the overall domestic publicity and distribution costs are used for cinema publicity and related cinema activities, and 20% is used for hard advertising.

In Hollywood, the cost of hard advertising is only 11%, but in the traditional media investment, Hollywood's investment accounts for nearly half, which is nearly 5 times the investment of similar domestic films.

This is very different.

I don't know why Hollywood has been sparing no effort in investing in TV advertising, and more than 70% of its overall advertising cost will be spent on TV advertising. Although there have been many rumors of a decline in traditional media and predictions that TV advertising will decline, there seems to be no sign of such predictions coming true.

According to a feature in Variety magazine, $2.5 billion was invested in traditional media for 67 films last year. After talking to Wen Ziren about this problem, he also reluctantly said: You can't use your precious marketing budget to experiment with some new things, right?

Who still watches TV in China?

Of course, the people's publicity plan also includes marketing activities that are rarely used by domestic films, such as audience positioning research, trailer testing research, audience awareness tracking survey, etc.

These professional research and investigations provide a lot of important reference data for the overall film publicity activities, and are also typical manifestations of film industrialization.

In addition to the regular hard advertising, soft advertising, actors participate in variety shows, star in hit TV series, but all opportunities and resources that can improve the exposure of the film will not be missed.

Even let the leading actors participate in live hosting in popular shows, or conduct lucky draws. Some movies are also implanted in popular series or weekly sitcoms with lines or actors.

For example, International Zhang's former meat-selling blockbuster "Memoirs of a Geisha" was implanted and promoted through "Psychic Medium", buy one get one free.

This is also the information that I need to sort out, take it back and share it with all my peers, as for whether it is useful?

Let's see what happens.

For the rise of new media, Ding Cheng is happy to enjoy it. Since it is an irreversible trend, then accept it with peace of mind.

Because there are developed Internet platform tools, there can be a lot of transformation in form, and now many people try to use live broadcast to do online roadshows, such as Lao Hu went to the live broadcast room of the lipstick brother to sell tickets.

Every time the leading actor runs a roadshow, he is really tired, and more than a dozen cities come down, and he definitely takes off a layer of skin.

It seems that you have to communicate face-to-face with the audience, but in fact, the effect is still very low, and it is a waste of energy and time, so it is better to shoot better works.

"Last time I went to participate in the industry sharing, I heard Li Jie, the president of Taopiaopiao, say that now there is a new routine for publicity, called Sanding!"

Yao Zai held the coffee, leaned comfortably beside Ding Cheng, and enjoyed: "Set people, set files, and set the tone." ”

"Through the observation of the big data market, it can be found that the target audience of a film is no longer applicable to define a film by gender and age in the past, and secondly, the composite characteristics of the film genre are becoming increasingly prominent, and there is no longer a specific group positioning. ”

"You can analyze the target group positioning evaluation and slogan evaluation of the pre-film, lock the direction of the crowd that the film may correspond to, and check the accuracy of the crowd positioning through repeated inspections in the later stage, and whether it is consistent with the filmmaker's expectations. Through user data, the core group circle map is locked for the filmmaker to prevent the misalignment of the marketing audience. ”

For example, in the process of introducing the work, Alibaba Pictures made localized adjustments to the film's poster design, easter egg production, and title setting based on data on the preferences and needs of domestic audiences, so as to establish the core audience positioning of young women, feature film lovers, and word-of-mouth movie lovers. ”

Then it is time to finalize the file, enter the test schedule, and use the schedule calendar tool to help the filmmaker check the overlap with competing products in the market and flexibly adjust the schedule. ”

"Through the one-stop service of the high-tech platform, the platform can efficiently and reasonably split the schedule, estimate the number and quantity of scheduled sessions, compete with competitors, and track the scheduled schedules in real time, greatly saving the complicated manual listing process. ”

"Before the release of "What is Home", it actually collided with "Avengers 4", and as a result, big data analysis showed strong complementarity between the two films in terms of wanting to see the audience, and finally chose the same schedule to be tough, and the result turned out to be good?"

Ding Cheng listened to it with relish, and it should be said that the domestic Internet is more slippery than Hollywood.

"The third is to set the tone, the movie trailer is a material that needs to be realized to arouse viewing, inform the content of the film, and enhance the impulse to buy tickets. ”

"As the pioneer of science fiction films, the trailer of "The Wandering Earth" is also the highest trailer to retain the audience, showing a highly structured feature: a large number of macro shots in the first ten seconds show the disaster scene in the area familiar to the audience, setting a clear and strong tone. ”

The information of the core characters was released in the middle, and the film word card was released in the second half to explain the important plot information. Later, the crisis situation of the film was released one after another, and the schedule information was presented at the end, which was really awesome in terms of the audience's emotional brewing and topic creation before the screening. ”