Super high praise!

This is the audience evaluation feedback that "My Sassy Girlfriend" received on the first day of release.

Whether it is the hilarious and touching plot, or the performances of the male and female protagonists, or even the concept of "sassy girlfriend", it is almost one-sided praise.

If it is a hero based on word-of-mouth, "My Sassy Girlfriend" is a well-deserved champion of the National Day file.

However, the box office of "My Sassy Girlfriend" of 17 million on the first day of release could only rank fifth on the box office list on that day.

This coincides with the fact that it is also ranked fifth.

However, with its explosive audience reputation and visible take-off potential with the naked eye, this box office is obviously low.

At this time, someone in the industry came out to analyze: "Dunhuang's publicity strategy has made a mistake, but if Dunhuang's publicity and distribution investment can be half of the scale of the box office champion "Nine Layers of Purgatory", this film can at least sit on two and look at one." ”

But now, it's late.

The official National Day file is only seven days, and at the current media communication speed, when the word-of-mouth of "My Sassy Girlfriend" is fermented on a large scale, the National Day file will definitely pass.

Some people are heartbroken, Dunhuang still lacks the experience of fighting for the National Day file, so that such a dark horse missed the opportunity to break out in vain;

Some people gloat, so that Dunhuang has always been content to spend a little money to do big things, and now it suffers;

Some people also said sourly that the box office of 17 million on the first day is already very high, and I don't look at how much it costs to make, according to its current reputation, it is a high probability event that the National Day file breaks 100 million, which is quite successful.

That's right.

It's just that because of the new star Wang Wei, it is not surprising that everyone's expectations for "My Sassy Girlfriend" are a little higher.

Especially after watching the finished film, many filmmakers, especially some veterans in publicity and distribution, think that if the publicity is in place, the box office of this film will be at least 150 million yuan.

This time there is a decrease of nearly 50 million estimated box office, and the psychological gap is not small.

Just when many people regretted or ridiculed "My Sassy Girlfriend", on the National Day, this film received 20.5 million.

In the case that there is not much change in the film schedule, the box office has increased inexplicably, which only means that the attendance rate has increased, and it also means that the word-of-mouth has been initially fermented.

How is this possible?

But the numbers don't lie.

On the second day of the National Day file, "My Sassy Girlfriend" reported 22.9 million; On the third day, it closed at 26 million, rising steadily every day.

In addition, many people can see the "sassy girlfriend" culture prevailing around them.

This is enough to show that the reputation of "My Sassy Girlfriend" has fermented.

Why is this happening?

How did Dunhuang do it?

This has become a unanimous question for many people in the industry.

……

"This is the power of Internet marketing for the first time!"

In the general manager's office in Dunhuang, Wang Chuanqi looked at the box office report of "My Savage Girlfriend" and couldn't help but sigh.

"I really didn't expect it to work so well the first time." Wang Wei shook his head, and he was also a little in a trance about this result.

Since he proposed the plan of using the Internet for film marketing, a month before the release of "My Sassy Girlfriend", the newly formed Internet publicity team has been exploring.

Wang Wei directly took out the routines of advertorial propaganda and community storytelling propaganda in later generations.

Then, probably too mature, simple netizens have not noticed at all these years, this is actually a means of propaganda.

For example—

"What is it like to have a brutal girlfriend?

My girlfriend has a very strong personality, but later I found out that girls with strong personalities are more or less healing themselves with sharp wounds in their hearts.

I met her, surrounded her with love, and she finally opened her heart, let go of the past, and accepted me......"

- Many young people just see a lot of "my girlfriend is too savage" alternative dog food on the Internet, and they think it's funny.

In this case, the release of "My Sassy Girlfriend", which is also a similar theme, will naturally arouse their interest.

This is just the first step.

On the day of the release of "My Sassy Girlfriend", one related film review after another sprung up on the Internet - this is probably the earliest batch of water armies on the Internet.

Some of these "film reviews" are complaining: "After watching this movie, my girlfriend became savage, making me love and hate ......"

Some are complaining: "If my girlfriend is as beautiful and refined as the heroine of the movie, I will admit that she is savage, now?" Divide the ......"

Some are from the perspective of a girl: "My personality is also very hot and straightforward, my boyfriend has been picking on me, and now I know, I'm just because I haven't met a good man who can tolerate like the male protagonist, does this dog boyfriend stay for the New Year regardless of it......"

Unlike those that make people see at a glance that they are promoting movies, there are many "movie reviews" that are written with ups and downs, and the click-through rate is very high.

The response speed of the major portals is certainly the fastest among all the media, and many popular posts are put on the homepage by the website editors within hours of publication, further expanding their influence.

How can the first generation of netizens withstand this kind of premeditated intensive bombardment, this time, so many people have watched this movie, if I don't watch it, will it be outdated?

According to Wang Wei's original estimate, the number of domestic Internet users will only exceed 50 million this year, and the conversion rate of Internet marketing will not be much higher.

However, he ignored one point, the current netizens are basically distributed in the first- and second-tier ticket warehouses, in other words, the identities of netizens and fans overlap very much.

This led to an unexpectedly high conversion rate for the first large-scale internet marketing.

"What's more, the image of women with personality is very novel now, and the audience is really tired of seeing the traditional forbearance, gentle and watery ladylike characters, and the sudden appearance of a completely different style of girl stimulates their freshness."

——This is the summary of the Internet publicity team.

In addition, most of the people who go online now are young people, and young people's acceptance of new things is very high, and the character of "savage girlfriend" became popular on the Internet, and then became popular in reality.

The box office explosion of "My Sassy Girlfriend" is just one of them.

According to the media reports of good things, there is another very intuitive change - the "savage girlfriend" character of the marriage agency has suddenly changed from no one to fragrant and sweet.

Well, Wang Wei can actually accept it.

In the real Internet era, it often only takes one night for a concept to explode across the country.

It's now the fourth day, and even with the foreshadowing of the previous month, the speed at which the "savage girlfriend" set fire is average.

But in the eyes of filmmakers who have not experienced the information age, or even have no concept of it, this is truly a miracle.

- "My Sassy Girlfriend" has a low film scheduling rate, and there are also reasons for this.

The quality of the movies scheduled for this year's National Day is good, at this time, the theater will schedule the films, don't you just look at the momentum?

"My Sassy Girlfriend" Internet Marketing?

Let's not say that Dunhuang can't be hyped up, and even if it does, they will only say - what kind of thing, I've never heard of it, let's go to the back row.

"But now it's okay, our attendance rate is already the highest level, as long as the theater is not stupid, we will find a way to increase our film schedule no matter what." Lao Wang is confident.

That's for sure.

Moreover, although Dunhuang has focused on Internet marketing this wave, it has not completely abandoned traditional media channels.

For example, Dunhuang's "brain hole" propaganda plan in the newspaper -

"The mystery of the flying saucer, the mystery of the frog, the mystery of the strange old man, etc., which we deliberately released, should have been noticed by many people now, right?" Wang Weimo rubbed his chin and said.

The so-called "mystery" is the "play within a play" that "My Sassy Girlfriend" is talked about.

Some keen fans may have noticed it themselves, but most fans won't pay much attention to it the first time, and many details can't be strung together.

Dunhuang took the initiative to use this as a propaganda point, naturally in order to attract fans to watch it again.

The effect should still be there, which can be seen from the sudden increase in the interpretation of "My Sassy Girlfriend" in the newspaper.

Lao Wang admired: "Even if you kid doesn't make movies, with these ghost ideas, you are also a pretty good producer." ”

……

Their predictions were correct, although the theater side didn't know how "My Sassy Girlfriend" became popular in just a few days, without being bombarded with TV advertisements and without large-scale publicity in newspapers.

But they know that this question is not the most important thing to think about at this time.

The most important thing to think about is, of course, how to transfer more screen resources to "My Sassy Girlfriend"!

So, on October 5, the film scheduling rate of "My Sassy Girlfriend" rose to third place, and the real outbreak appeared.

"My Sassy Girlfriend" received 36 million on the same day, ranking second in the box office list.

In the next two days, "My Sassy Girlfriend" basically maintained a daily box office of 35 million+, although it is not a single-day box office champion, but it can be regarded as one of the biggest winners of this year's National Day file.

In fact, "My Sassy Girlfriend" was released for eight days, and the cumulative box office reached 190 million, which looks even more fierce than "Genius Gunman", and everyone in the industry is stupid.

The box office success of "My Sassy Girlfriend" is predictable, but the success to this extent is a little unimaginable.

How exactly did it take off?

……

Two more to ~

(End of chapter)