Snowflakes are finally falling in the cinema today, which was unimaginable in the past. However, Twinkle Twinkle Twinkle Star does just that. The last episode of the TV series is about to **, "Zhang Wansen, it's snowing!."This classic line unexpectedly became a golden sentence and quickly became popular on the short ** platform.
With the popularity of the TV series, the film version of "Shining Star" is highly anticipated, and even showed the courage to surpass "Tang Detective 3" in the pre-sale 28 days in advance. On December 3, the pre-sale box office chased 78 million yuan, far exceeding the record of 60 million yuan set by "Tang Detective 3". In less than a week, the advance box office of "Shining Star" has exceeded 200 million, and the total box office has increased from the initial 500 million** to 1.02 billion.
The movie's attention on the Maoyan Want to Watch list has reached 1.72 million people, and it continues to climb. There are three main reasons why this film has attracted such a high level of attention. First of all, the foundation of the TV series lays a solid foundation. In 2022, "Twinkle Twinkle Twinkle Star" will be broadcast on iQiyi, and as a platform account-sharing drama, it will successfully come out of the circle with amazing popularity.
Accounts sharing dramas that appear on the platform rarely attract a lot of traffic, but "Shining Star" has become a special case. The show was launched in the form of a one-time release of the whole episode, and the popularity reached 9290 at its peak18。This campus pure love drama has a total of 24 episodes, setting a new record for iQiyi's account-sharing drama and becoming the first account-sharing drama to break through 100 million-level **.
Due to its unexpected popularity, this IP has attracted much attention from the market and has received a lot of blessings in the process of film production. The ending of the TV series left a cliffhanger, so the audience was especially looking forward to seeing pure love consummated, which laid a solid foundation for the success of the film version. Secondly, the charm of the infinite stream theme has become a highlight.
A simple campus sweet pet drama is obviously not enough to attract audiences, but once you add the setting of suspense and time loop, the effect is completely different. "I Want to See You", "The Beginning", and "Love is Delicious" are all dramas with infinite streaming themes, and the meaning of infinite streaming lies in infinite loops. It generally refers to a unique space created by unknown technology or abilities in the present world, summoning the present people to the past and sending them to the virtual space for training. To put it simply, it's crossing.
The protagonist has to face unknown problems every time he crosses, and in the process of crossing, he looks for clues to solve problems, and finally reaches consummation. The popular Taiwanese drama "I Want to See You" in 2019 relied on this theme to become popular in China, and was even introduced by South Korea for remake. At the beginning, the popularity of the drama version of "I Want to See You" was only 8685 at its peak57, far less than "Shining Star".
Although both TV series launched movie versions, the number of people who wanted to see "I Want to See You" at that time far exceeded "Shining Star", and the final box office was only 40.4 billion. In contrast, the box office of "Shining Star" exceeded 200 million in only 6 days of pre-sale, and it is not a problem for the total box office to surpass "I Want to See You". In the end, the marketing strategy of the snow resort became the highlight. "Shining Star" has set up a "snow field" with an opening time of 13:14 in 1,314 theaters across the country.
Visitors who purchase the snow resort will receive 1 bottle of hand-held snow cans and a small card limited to the characters in the film. It is conceivable that at the end of the movie, when the classic line "Zhang Wansen is snowing" appears, the snowflakes falling in the cinema must be very romantic. As the promotional slogan of "Shining Star" says, declare love in your mouth and make the reunion more meaningful. At present, the ticket price of the snow resort varies from region to region, and is roughly between 59 yuan and 89 yuan.
Due to the limited number of snow resorts, almost all of the theaters were sold out soon after they went on sale, leaving many audiences off. In order to buy tickets, some scalpers also began to get involved, resulting in the first day of the movie tickets in the secondary market soared to 200 yuan. Many large cinemas have also actively responded to the needs of audiences, some have prepared artificial snow tanks, while others have purchased snow guns.
In order to create a picture of snowfall, the active publicity and hype inside and outside the theater further stimulated the audience's herd mentality. The setting of "Snow Field" once again caters to the sense of movie-watching rituals such as "New Year's Eve with a Kiss" and "Embracing New Year's Eve" launched by other movies in recent years. The ability to cater to the audience's preferences and use publicity and distribution to accurately target the target audience is the most powerful feature of "Shining Star". Its success out of the circle also puts forward another point of view for other films, if you want to get the audience into the cinema, you must innovate in form. Special performances, gifts, gifts, etc., as long as they can attract the audience, it is not impossible to change their thinking.