Rhino Entertainment Original
Text: Xiaofu, Editor: Pu Fang
The limelight of the entire Lunar New Year file may have been stolen by "Twinkle Twinkle Twinkle Star".
The popularity of "Snow Field" made this fantasy romance film slay, which is about to be released on New Year's Eve, crush the crowd ahead of other projects in the same period in terms of popularity and pre-sale box office figures. And the groundbreaking publicity strategy of this film has also become another benchmark case in the industry.
Regarding the rapid popularity of "Twinkle Twinkle Twinkle Star", we can easily draw the conclusion that it will be promoted.
However, the point is that the popularity of "Twinkle Twinkle Twinkle Star" is really just a trick of "snow field"?
Publicity, ritual sense of long-distance running
First of all, it needs to be emphasized that although "Twinkle Twinkle Twinkle Star" is not a well-known national film and television IP, it still has a competitive basic disk.
As the champion of account-sharing dramas in 2022, "Twinkle Twinkle Twinkle Star" has already accumulated a group of highly sticky core audiences, with a limited number of scales but strong conversion power.
On the one hand, the open ending of the drama version sets up suspense for the development of the plot, which is closely connected with the upcoming film versionOn the other hand, the interval between the drama version and the film version of "Twinkle Twinkle Twinkle Star" is shorter, less than two years, which can also allow the film version to better inherit the popularity base of fans of the drama version.
Of course, the main impetus that can stimulate the popularity is due to the multiple publicity actions of this movie. Similar to many ritual marketing film strategies, "Twinkle Twinkle Twinkle Star" also chose the main position of this marketing on the Douyin platform.
In the process of advancing, there are two key actions that are the most important.
One is that the film version and the drama version share the official shake account.
Whether it is a drama or a film drama, the close connection of content can only enhance the stickiness of the core audience to a certain extent, while the combination of official shakes can really accurately lock the audience in terms of propaganda caliber. Therefore, the drama and film co-use of "Twinkle Twinkle Twinkle Twinkle Star" is actually a key action in the pre-screening popularity.
Compared with the hardships of accumulating popularity step by step from scratch for more films, "Twinkle Twinkle Twinkle Star" "seamlessly" connects the film version promotion under the condition of a certain user base.
The second is the precise selection of marketing points.
In the ending of the drama version of "Twinkle Twinkle Twinkle Star", the "Zhang Wansen, it's snowing" section can be described as the finishing touch and has become a classic passage of this work. In the process of promoting and distributing the film version, the filmmaker also established the marketing point of "Zhang Wansen, it's snowing" at the beginning, and at the same time gave full play to the potential selling point of a romance film, and focused on the marketing of topics related to the New Year's Eve ritual after the New Year's Eve file was finalized.
The accurate selection of marketing points and the proper publicity and distribution strategy have avoided the detours of "Twinkle Twinkle Twinkle Star" in the publicity and distribution stage, and helped this film naturally become one of the few popular hits in the Chinese New Year file.
Of course, it cannot be ignored that Weibo, which is also the main publicity and distribution platform for the film, has also played a strong auxiliary role in the publicity and distribution stage of the "Twinkle Twinkle Twinkle Star" project.
It can be seen that this time, the filmmaker combined with the platform positioning characteristics of Weibo, on the one hand, continued to make efforts in star, topic, and hot marketing, and took advantage of the topic to send this film to the hot search list several times, which is conducive to maintaining the online popularity of the film for a longer period of time during the pre-sale period.
On the other hand, a number of innovative activities are also planned.
For example, the roadshow city poll that attracted us was a very rare interactive announcement in the market. The filmmaker will refer to the results of the spontaneous voting of netizens to decide the roadshow city of "Twinkle Twinkle Twinkle Star". Compared with the pre-research screening roadshow cities of more films, "Twinkle Twinkle Twinkle Star" more fully absorbs the real opinions of the audience and can also enhance the audience's stickiness.
With an audience base and just the right strategic escort, the publicity and release of "Twinkle Twinkle Twinkle Star" makes it difficult to find mistakes.
Defending the first position on the Internet, "Twinkle Twinkle Twinkle Star" is half the success.
Release, innovation that breaks the space
There is no doubt that the key blow to the sublimation of this ritual sense of New Year's Eve comes from the release side.
Since the 2018 New Year's Eve file "The Last Night on Earth" became famous with "One Kiss New Year's Eve", ritual marketing has spread all over the market in recent years, especially romance films. From all kinds of Valentine's Day artificial schedules to a variety of special field settings, the ceremonial marketing that once dazzled the audience's eyes has also begun to enter the involution, and the homogenization is becoming more and more serious.
However, this time, "Twinkle Twinkle Twinkle Star" has achieved gameplay innovation that breaks the habitual thinking.
The filmmaker will integrate the core slogan of the film "Zhang Wansen, it is snowing" with the theater "snowing", which will provide the audience with an unprecedented viewing experience. This kind of subversive innovation not only stimulated the desire of a large number of core audiences and ordinary audiences to enter, but also fed back the popularity of the film as a topic and helped the film to further go out of the circle.
Therefore, it is not difficult to find that after the pre-sale was officially opened, with the marketing of the special scene, the popularity and pre-sale of the film rose rapidly in a short period of time, which is entirely due to the pre-marketing of the film and the marketing of the "snow field" to ignite the emotions of the mainstream audience. Although after the film became popular, there were also some remarks on the Internet that questioned the popularity and authenticity of the pre-sale box office, and some theaters canceled the plan for the snow resort for fire safety reasons, but it is certain that such a powerful "Twinkle Twinkle Star" has been difficult to beat.
However, the reason why the "snow field" marketing of "Twinkle Twinkle Twinkle Star" can be so successful is also due to the addition of two attributes.
The first one is the qualifying property.
The official snow special scene of "Twinkle Twinkle Twinkle Star" is limited to 1314 performances nationwide, considering that the film itself has a strong audience base, a small number of limited screenings can more quickly raise the audience's mood at the supply and demand level, creating a special scene in short supply.
It can be seen that at the stage of the film's pre-sale skyrocketing, there are also some **scalper tickets on second-hand platforms. The scalper's active entry bet is also a manifestation of the success of the film distribution strategy.
The second is the precedence attribute.
In this New Year's Eve file where many films are in a scuffle, "Twinkle Twinkle Twinkle Star" became the first film in the same project to open pre-sale, more than 20 days ahead of schedule. Aside from all kinds of marketing bonuses, just looking at the pre-sale is enough to more fully gain the attention of the audience and seize the opportunity in the same schedule.
Moreover, this film was originally the most popular pre-screening movie in the entire Chinese New Year file, and the popularity of pre-sale is reasonable.
Conclusion:
Perhaps in the eyes of many viewers who don't know much about this film, "Twinkle Twinkle Twinkle Star" became too popular, so fast that it became bizarre, and even with those beautiful Internet popularity and pre-sale figures, it became less "real". However, after dismantling it, we realized that this film was not a simple hit, but more like an outbreak that the drama and the filmmaker had been planning for a long time.
The ceremonial marketing of this film is so successful, not only thanks to the innovative planning of the "snow field" that breaks the space, but also inseparable from a set of long-term publicity and distribution combination punches that have been "foreshadowed" for more than a year.
Therefore, even in 2023, when film promotion and distribution have gradually become "work", there are still many new stories to be told in film marketing. A good story, a good schedule, and a team that understands the audience make a little "ingenuity", and the seemingly unattainable four or two thousand pounds can easily become a reality.