A total of 10 films will be released during this year's New Year's Eve, excluding "If You Are the Truth 3" and "Your Wedding", which are released separately, the remaining 8 have the most box office potential, and fans generally believe that they are "Twinkle Twinkle Twinkle Star" and "Annual Meeting Can't Stop!".and Stealth.
The annual meeting can't be stopped!and "Sneaking" have high-level faces such as Dapeng and Andy Lau joining, while "Twinkle Twinkle Twinkle Star" is a low-budget romance film without the participation of big names and filmed for less than three months. But this film has won the pre-sale of 300 million yuan at the box office, and this is still when the plot of the film has not been released, the premiere has not been held, and the word of mouth has not spread.
In fact, the box office of "Twinkle Twinkle Twinkle Star" exceeded 70 million on the first day of pre-sale, breaking the record of 59.55 million yuan on the first day of pre-sale of "Detective Chinatown 3", becoming the highest-grossing Chinese film on the first day of pre-sale. Up to now, its Maoyan wants to see new additions in a single day has set a number of records, and the number of Douyin-related topics** is close to 2 billion, and it has become the most watched hit film in the New Year's Eve file.
The domestic romance movies released this year have hit the streets, and many people classify "Twinkle Twinkle Twinkle Star" as the same as other domestic romance films, and don't understand why it didn't explode first. In fact, "Twinkle Twinkle Twinkle Star" is a spin-off movie of the same name, and it already has a lot of loyal audiences when the series is on the air.
Nowadays, film promotion is inseparable from fancy work, and the film version of "Twinkle Twinkle Twinkle Star" can receive so much attention, to a large extent, because the filmmaker has achieved a two-way rush with fans in terms of ritual marketing.
The two most out of the circle in the film are the "snow field" and "special time scenes". At the beginning of the pre-sale, the official blog of "Twinkle Twinkle Twinkle Star" launched an "exclusive confession" scene at 13:14 in the afternoon, as well as a "I like you" scene at 15:20 and 17:20. The most suitable time for confession and dating is the handover of the old and the new, according to the data of Taopiao, these times are pre-sale favorites, and many cinemas have been fully booked at these times.
The ritual sense of watching movies at special times first originated from the "One Kiss New Year's Eve" marketing for couples at the zero point of "The Last Night on Earth", and has often appeared in the publicity and distribution of various types of movies since then. In this New Year's Eve file, the crime film "Goldfinger" starring Andy Lau and Tony Leung also designed many special time scenes, such as the 16:18 "All the Way Dafa" scene to deal with homophony, and the 17:18 "Asking for Money" scene, all of which are very compatible with the theme of making money in the movie.
Of course, the most popular thing about "Twinkle Twinkle Twinkle Star" is the "snow field" that focuses on the romantic atmosphere: the theater prepares snow machines or snow spray cans in advance, and the OST sounds at the end of the film, and the theater begins to snow at the moment when the lights are turned on. This interactive way of creating a sense of atmosphere through physical objects is very attractive to fans and couples. Therefore, as soon as the "snow resort" went on sale, it was robbed like crazy, and even gave birth to scalper tickets with a second price increase.
However, the "snow field" that broke the circle also brought a new problem - "refund rate". Some viewers found out that it was not a "snow resort" after buying the tickets and chose to refund the ticketsSome theaters have directly canceled the "snow field" due to safety issues. For example, Vientiane Cinema, which has 46 theaters across the country, decided to cancel the special snow event of "Twinkle Twinkle Twinkle Star", which will be released from December 30 to 31, "in order to effectively protect the personal and property safety of audiences". However, the vast majority of audiences and theaters still chose to "go to the appointment" on time. According to the author's observation, on the day of the event, the tickets for the "snow resorts" across the country were sold out.
The success of "Snow Field" has attracted other New Year's Eve films to launch their own physical interactive fields. The annual meeting can't be stopped!"opened the "beer field" after the workers, "Goldfinger" launched the "zero lottery field" containing the creator's New Year's Eve blessings, and "If You Are Honest Do Not Disturb 3" followed by the "orange field" ...... to watch movies and send orangesI have to say that this year's New Year's Eve theater activities are more lively than the stores.
Although the filmmakers and theaters have the best enthusiasm, the special scenes of other movies do not seem to be as enthusiastic as the "snow field".
In fact, the "snow" of "Twinkle Twinkle Twinkle Star" is not a simple work, but also a deep linkage with the plot. The original drama of "Twinkle Twinkle Twinkle Star" tells the story of Lin Beixing (played by Zhang Jianing) who traveled through time and space many times and found his old friend Zhang Wansen (played by Qu Chuxiao) silently guarding and paying behind her.
The original play is an open-ended ending full of regrets, Zhang Wansen fell from the lighthouse to protect Lin Beixing, and his life and death are unknown. "Watching the first snow" is the common wish of Lin Beixing and Zhang Wansen after they were together, but Lin Beixing failed to realize it several times. At the end of episode 24, Lin Beixing returned to reality, looked at the snowflakes on the street, and said the sentence "Zhang Wansen, it's snowing".
This line later became the uneasiness of many drama fans, and it continued to ferment on Douyin after the end of the episode, and now you can still see "Zhang Wansen" and other plot-related messages below the short ** related to the first snow, and later this line was even derived into popular stalks such as "Zhang Wansen, the avalanche" and "Zhang Wansen, no tickets" are even combined with current events.
Therefore, what "Snow Field" gives fans of the drama is not only the atmosphere, but also the meaning of "making up for regrets with Wanxing CP". This is also why when the "snow field" was full and was questioned about water injection, many drama fans stood up angrily and retorted, "I don't understand the lethality of the snow field to drama fans who haven't watched the drama, and I don't understand the adolescent crush and Zhang Wansen!."”
Maoyan Pro shows that "Twinkle Twinkle Twinkle Star" wants to see users under the age of 24.
Women are the main women in third- and fourth-tier cities, which is also the core audience of the drama version. This kind of audience is highly active on social **, has strong krypton ability, and is a "data fan" liked by many artists and filmmakers. Fans of core dramas will eventually pay for it regardless of whether they are on the snow field or not, which is why the pre-sale box office of "Twinkle Twinkle Twinkle Star" can continue to climb.
Therefore, "Twinkle Twinkle Twinkle Star" can be said to have its own traffic, and its marketing method should also be viewed separately from other films in the New Year's Eve file. The annual meeting can't be stopped!"Stealth" and "If You Are Honest Do Not Disturb 3" are all original movies, the audience has no expectations for the plot and style of the film, beer, lottery tickets, and oranges are more like souvenirs attached to the film, which cannot be comforted at the psychological level, and are not deeply related to the plot, so it is difficult to have a strong attraction to the audience like the snow resort.
However, beer and lottery envelopes are very film-oriented, suitable for the secondary dissemination of movie watching, and the audience uploads the scene of the end of the movie to social platforms, which is also helpful for the fermentation of box office and word of mouth.
Whether it is artificial snow to create an atmosphere, or to send drinks and fruits, or to commemorate ticket stubs and peripherals, the essence is to enhance the viewing experience and the sense of group participation, and marketing at the content and material level can become the reason for the audience to run to the theater in the cold weather, which is much more effective than forcing the main creator to jump "subject three" on the roadshow.
However, the role of ritual marketing is mainly before the release, and the long-term trend of the box office ultimately depends on whether the overall quality of the movie is excellent.
Text: Kwai Chung].