"300,000 movie tickets are gone! It's gone, do you want to add more? ”
In the live broadcast room with Hui, the 300,000 movie tickets on the shopping cart were sold out instantly. Andy Lau and Ning Hao in front of the camera cast surprised eyes, but Dong Yuhui said: "Director, you underestimated the appeal of your movie. ”
After Andy Lau, this evening, Zhang Yimou will also bring his new film to the live broadcast room. In recent years, "live broadcast with tickets" has become an important position for film promotion, and Dong Yuhui has also led the entire Spring Festival file with his own strength.
Dong Yuhui brings Andy Lau's new movie.
600,000 tickets were sold in one hour.
On the evening of January 31, director Ning Hao and actor Andy Lau brought the movie "Mr. Red Carpet" to the live broadcast room of "Walking with Hui", and talked with Dong Yuhui about the creation and shooting story of the new film "Mr. Red Carpet".
The movie tickets sold in the live broadcast room that night were 199 yuan instead of 50 yuan voucher. The 300,000 movie tickets on the shelves for the first time were sold out within 8 minutes, and many viewers still shouted "continue to be on the ticket" in the comment area. 50 minutes later, the shopping cart was online again, and 300,000 tickets were sold out in an instant.
In this way, in an hour, Dong Yuhui sold 600,000 movie tickets for Andy Lau and Ning Hao.
Feigua data shows that on the night of the live broadcast, the audience of "Walking with Hui" exceeded 1.7 million, and the total number of live broadcasts exceeded 23 million, and it received more than 600 million likes, ranking first on the popularity list of the Douyin live broadcast room.
After the live broadcast, the account with Hui increased by more than 500,000 fans, and even Ning Hao sighed: "I really didn't expect it to be so powerful." ”
"Mr. Red Carpet" will be released on the first day of the Lunar New Year, and the current pre-sale box office is 7 million, ranking fourth on the Spring Festival pre-sale list with the help of Dong Yuhui.
Celebrity directors poured into the live broadcast room with Hui.
Dong Yuhui saves the Spring Festival stalls.
Starting yesterday, the 8-day pre-sale of the 2024 Spring Festival film officially kicked off.
There are currently 8 Spring Festival films scheduled for this year, namely "Hot and Hot" directed and acted by Jia Ling, "Let's Shake the Sun Together" directed by Han Yan, "Flying Life 2" directed by Han Han, "Mr. Red Carpet" directed by Ning Hao, and "Article 20" directed by Zhang Yimou. In addition, during the Spring Festival, the animated film "Bear Infested· Reversing Time and Space", "Huang Pi: The God of Wealth Cat Descended from the Sky", and "The Next Canopy of the Eight Rings".
Judging from the pre-sale ranking, "Flying Life 2" leads with a pre-sale of 29.44 million, followed by "Hot and Hot", "Article 20", "Mr. Red Carpet", "Let's Shake the Sun Together", "Bear Infested· Reversal of Time and Space" and so on.
It is worth noting that this evening, director Zhang Yimou will also bring the new Spring Festival film "Article 20" to the live broadcast room with Hui, and after this announcement, the pre-sale ranking may change again.
In addition to "Mr. Red Carpet" and "Article 20", Dong Yuhui was originally ready to invite Jia Ling and her new Spring Festival film "Hot and Hot" to be guests in the live broadcast room, according to Dong Yuhui, because Jia Ling did a good job of confidentiality, so she couldn't come.
A month has passed since the "small composition turmoil", and Dong Yuhui, who "flew solo", proved with his strength that after leaving the Dongfang Selection live broadcast room, he could exert greater influence.
On the first day of the broadcast, it received 5 hot searches, 1.3 billion likes, 100 million GMVs, and 3.3 million fans.
Although they both belong to the New Oriental banner, they are walking with Hui and Oriental Selection on two completely different paths. Deeply cultivating the ** chain, Dongfang Selection, which focuses on self-operated products, takes the product route, while walking with Hui takes the Internet celebrity route of personal IP.
There is no doubt that Walking with Hui has become a hot live broadcast room on the Douyin platform, and a string of dazzling numbers vividly reflects Dong Yuhui's personal IP value.
From Andy Lau, Ning Hao to Zhang Yimou, many famous directors and movie stars have poured into the live broadcast room with Hui in the past few days, which once again proves Dong Yuhui's influence, affected by the popularity of "Mr. Red Carpet", before the festival, there may be more new films for the Spring Festival to ask Dong Yuhui to help sell tickets.
Why do more and more movies choose to "sell tickets live"?
The model of live broadcast with tickets first originated in 2019, when "Beneficiary" starring Dapeng and Liu Yan entered Wei Ya's live broadcast room to promote a new movie, which was also the first case in the entire film industry.
But the result was unexpected, and the data showed that more than 110,000 movie coupons were sold in the live broadcast. After announcing the "second space", Dapeng sighed: "This is an important moment in the film industry. Because there has never been a movie that has ever chosen to do live ticketing on the platform. ”
As Dapeng said, after this announcement, the live broadcast with tickets became out of control.
Before the Spring Festival in 2020, the literary film "The Party at the Southern Station" was a guest in Li Jiaqi's live broadcast room, and 255,000 tickets were sold in 6 seconds; Before the Spring Festival in 2021, the starring team of "Tang Detective 3" was a guest in Wei Ya's live broadcast room, and 1.05 million movie tickets were sold out; Before the Spring Festival in 2023, Guo Fan, the director of the movie "The Wandering Earth 2", and Wu Jing, the starring actor, were guests in the live broadcast room of Oriental Selection, and they had an exchange and interview with the top anchor Dong Yuhui.......
According to the Beacon report, in 2020, live ticket sales will pull a quarter of new moviegoers, and 8 of the 10 highest-grossing films will use the channel of live ticket sales.
Dai Lu, a practitioner in the film industry, told the Blue Whale reporter that live ticket sales can be said to be a microcosm of the innovation of the film publicity and distribution model.
Compared with the general way of film promotion, live broadcast can better allow the main creative team of the film to interact with the audience, and this interactivity can improve the audience's sense of participation and stickiness. During the live broadcast, the main creative team and the anchor answered the audience's questions together and introduced the plot and features of the movie, which helped the audience better understand the movie and improve the audience's willingness to buy.
In addition, compared with the high-cost roadshow that often runs more than a dozen cities, the online roadshow mode of live ticket sales can allow the film to sink to a wider range of lower-tier cities and quickly increase the popularity of the film.
But there are also many problems with online ticket sales. Dai Lu took the box office conversion problem as an example, saying that 600,000 movie tickets were sold in the live broadcast room with Hui last night, and if it is calculated at 20 yuan each, the box office should reach 12 million yuan, but the current pre-sale box office of "Mr. Red Carpet" is 7 million. This is because the movie tickets sold in the live broadcast room are 199 yuan instead of 50 yuan voucher, the audience needs to use the voucher to redeem the movie ticket within the specified time. At that time, in the live broadcast room, the audience may impulsively place orders due to a variety of factors, but whether this can be effectively converted into the box office still needs to be marked with a question mark.
In addition to the problem of box office conversion, there are also platform orders for live ticket sales.
1. The scarcity of head anchors and many other problems. It is undeniable that in recent years, "live broadcast with tickets" has become an important channel for movie promotion, but the anchors who sell tickets are different every year, in the past, it was Wei Ya, Li Jiaqi, Luo Yonghao, Xiao Yang, this time it may be Dong Yuhui's turn to save the Spring Festival stalls.