Special feature of 1905 film network It has been released for 7 weeks, and the box office has broken 900 million, becoming a "dark horse" in the film market in 2021. Throughout the process of meeting the audience, it is not difficult to find that there are many eclectic places in the film’s creation type, schedule selection and marketing and distribution strategy. Is this an accidental phenomenon or careful planning? How did the "dark horse" make a name for itself successfully "break the circle"?
In order to resume the dark horse road of "Make a name for yourself", 1905 Film Network sorted out the public information of the film "Make a name for yourself" and interviewed the publicity team of Maoyan Entertainment.
Heima password No.1
Excellent content+ingenuity, word of mouth helps new types of films break the "ceiling"
As a relatively new film type in the domestic film market, the ceiling of the historical box office of film works telling stories in a closed space is not high.
Make a name for yourself gives the market and the audience a new understanding: a good enough story, with effective publicity, can effectively raise the box office ceiling.
The creative team composed of,,, etc. all belong to the pioneers of the network short film 1.0 era from the "Report Boss" period. With the participation of young creators such as producer and screenwriter, as well as highly-respected "elder brother", "little menstruation", "Lv Xiucai", "popular Wang Zhiyi of Deyun Society", "old drama bone" and "little child star", young audiences have a high awareness and recognition of the cast of "Make a name for themselves".
Such a young creative team has a deep understanding of the aesthetic taste of the current audience. The online creators headed by the director, who watched the barrage and all kinds of internet craze along the way, paid special attention to the audience’s ideas and comments on some bridges of the film. This creative team, which was very close to the audience, laid a solid foundation for this story.
The first name of "Make a Famous Name" was "The Birth of a Movie". It took the creative team more than a year to constantly polish the script, constantly adjust and iterate the story structure, characters, lines, etc., and finally it was such a touching story for the audience.
In plot creation, "Make a name for yourself" conveys the positive values of "seeking goodness and truth" with a suspense story, and successfully achieves that comedy is not farce and humor is not sensational. Based on the current situation of literary and art workers, through the thinking of various "little people" about themselves and the industry, the audience is aroused to think about the theme of the film.
Universal values+suspense reasoning stories+just the right embellishment jokes are one of the reasons for the film’s circle.
In recent years, reasoning and decryption and related games have both become popular online and offline, which are deeply loved by young audiences. The story of the film is just like this. The complicated and tortuous story meets the audience’s demand for reasoning and solving puzzles, and comedy is the most popular genre film at present. The jokes, black humor and many "stalks" that young audiences feel the same also make the audience feel very strong.
The plot is reversed in layers, accompanied by the excitement like a roller coaster. The affectionate ending also made many viewers’ emotions completely penetrated, bringing the audience a sense of departure beyond ff. Based on the above multiple factors, it is no accident that the word-of-mouth of movies is bursting.
Heima password No.2
Publicity+distribution+platform trinity, fine publicity and output good results
The refined operation of film announcement has increasingly become a major trend in the industry. In the dark horse road of "Make a Famous Name", Cat’s Eye’s announcement team boldly used many operations different from traditional cognition, giving full play to the value of refined and intelligent announcement.
If a film can be successful, the film itself is "1", and all publicity strategies are followed by "0". However, if we put aside the film itself and only focus on the announcement strategy, the schedule will be "1" and other announcement actions will be "0" later. The choice of schedule, which is famous, is the key to its success.
Based on the analysis of Cat’s Eye Research Institute, the Thursday of November 11th was chosen for "Make a Name for Yourself". There are two considerations behind this: First, the publication of non-popular schedule and the competitive environment are relatively friendly to small and medium-sized films, and the schedule characteristics mean that "blockbusters" will not come, which can buy time for word-of-mouth fermentation.
Secondly, letting the most accurate audience of a film enter the movie in the first batch can release its selling points and highlights as soon as possible, forming a positive Matthew effect — — Most people who choose to go to the cinema to watch such a movie on Thursday night and on the day of the Double Eleven Shopping Festival are just-needed audiences attracted by this type. This is the first batch of seed users of "Make a Famous Name", who have a greater chance to release a good reputation and further influence more "passers-by" to make movie-watching decisions on Friday.
The selection of the schedule of "Make a name for yourself" can inspire the industry: it may be more advantageous for word-of-mouth films to enter the unpopular schedule. When the team has enough confidence in the work, it is not necessary to seize the most golden Friday and Saturday to make the premiere day. Appropriate pre-positioning can also bring unexpected results.
Another highlight of the publication of "Make a name for yourself" is the emphasis on the second week.
For a long time, the most important thing in cinema film distribution is the box office on the first weekend. However, based on the in-depth analysis of the film itself and the judgment of the word-of-mouth trend, the Cat’s Eye Publicity Team made a decisive decision, not only to make a good announcement on the first weekend, but also to make a good decision on the following weekends. In the end, the box office of "Make a name for yourself" exceeded the first weekend, which laid a solid foundation for the "long-distance running" of the box office.
If the decision to do the second week well is based on industry research and insight, then the ability to do the second week well stems from the infrastructure and methodology of "publicity+distribution+platform integration" accumulated by Cat’s Eye for a long time.
According to the data provided by Cat’s Eye Research Institute, most suspense films with high word-of-mouth are bigger than the first week. Therefore, while continuing to release the positive guidance of word-of-mouth, the team has formed a joint force from three levels: publicity, distribution and platform, focusing on promoting the small climax of watching movies in the next week.
For example, November 20th is the second Saturday of the film’s release, and the team found that "1120" can be homophonic with "I love you for one generation and one generation", and then it is related to the guardian relationship between the protagonists in the film. Based on the above ideas, the team began to pave the way and render the "guardian" mood one week in advance at the propaganda level, helping the audience to establish a sense of ceremony for watching movies on November 20; At the distribution level, promote cinemas to arrange films at 11:20, 20:20 and other homophonic times; On the platform support level, we set up "buy one get one free" activities for the above-mentioned sessions, and used product functions such as seat selection special effects and creating red envelopes to attract users’ attention. In this way, the linkage of publicity+distribution+platform three-in-one effectively promoted the pre-sale and film arrangement of the day, and achieved the result that the box office of the second weekend was higher than that of the first weekend.
Maoyan Entertainment, Senior Vice President, once summed up the methodology of cat’s eye publicity with key words such as "integration of publicity-publicity-platform", "operational research", "subtraction strategy" and "intelligence and refinement".
"The announcement work is actually an operational research in essence. It needs to be iterated and optimized according to the dynamic changes of the competitive environment, especially for long-distance running projects. The decision-making system should be flexible enough to support high-frequency iteration and improve system efficiency. The integration of cat’s eye announcement-launch-platform has brought multiplication effect to the announcement of movies, not just addition and superposition, which will undoubtedly bring more incremental box office to cinema films and achieve the expected breakthrough. "
In addition, she also stressed that "the publicity measures should not be greedy, not the more the better". In the case of limited budget, it is very important to recognize and choose the value of resources and actions. With the support of data capabilities, Cat’s Eye has continuously precipitated its announcement capability into a platform function of Cat’s Eye, providing more and more valuable services for industry partners, thus promoting the intelligence and refinement of industry announcement.
