Hello, I'm Uncle Qi!
The Lantern Festival is over, how many movies have you watched during the Spring Festival?
The current Spring Festival box office is close to 9 billion, and the number of moviegoers is 1600 million, both breaking historical records.
But there have always been a few happy and a few sad.
This year's Spring Festival movies were originally very lively, with a total of 8 films. But within a few days, the box office was completely divided.
On the one hand, the 4 films "Hot and Hot", "Flying Life 2", "Article 20" and "Bear Infested" are flying all the way with a box office of more than 1 billion, and the other 4 have announced their withdrawal one after another.
They are "Mr. Red Carpet", "Let's Shake the Sun Together" and two cartoons "Eight Rings: Canopy Nether" and "God of Wealth Cat".
Among them, "Mr. Red Carpet" is directed by Ning Hao and starring Andy Lau, no matter how you look at it, it is a hit, and I never imagined that the box office would be frustrated.
It is said that the production cost of this film is as high as 200 million, and it needs at least about 800 million box office to make a profit, but the Spring Festival stalls only sold 80 million.
The management saw that it was not good, so they hurriedly withdrew the file on the last day of the Spring Festival and postponed the rebroadcast.
In fact, this is the second time this movie has changed gears, it was originally set for Double Eleven, then changed to January, and finally set for the Spring Festival.
Who knew that it was at the bottom of the box office after 5 days of release, and finally had to announce a shift again.
Is it useful to "run if you can't beat it"?
What signal does the withdrawal of these four movies send? Didn't Liu Tianwang's charm work? Can't such a large amount of traffic be exchanged for the box office?
Aside from the two animated movies that originally had a low sense of existence, "Mr. Red Carpet" and "Let's Shake the Sun Together" both have stars.
Especially "Mr. Red Carpet", at that time in Dong Yuhui's live broadcast room, 300,000 movie tickets were almost instantaneous.
And in order to announce this movie, Liu Tianwang once again showed the spirit of a model worker and used the power of the wilderness.
Not to mention going to Dong Yuhui's live broadcast room to talk about movies, not only took the initiative to break the news of the hidden marriage history, but also took the initiative to break the story of how illegitimate fans sneaked into his room and hid under the bed all night.
It shows great sincerity and the style of the model worker is consistent.
This movie is actually Ning Hao's work of gratitude to Andy Lau - Ning Hao was able to shoot "Crazy Stone" back then, thanks to Andy Lau's funding, Ning Hao was able to become a dark horse in the film industry and achieve the "crazy" series later.
After having achievements, it is natural to repay the original benefactor. It is said that Liu Tianwang plays himself in this movie, a big star, while Ning Hao makes a cameo appearance as a director in the film, each of them is released, and the shooting is very deep.
Propaganda says that this movie is a joke and mockery of various phenomena in the entertainment industry:
For example, a satirical actor who plays a farmer for an award, but has never actually been to the countryside at all;
satirical director - coerced by capital, has to bow his head, and behaves more honestly than verbally;
Satirizing the capital - if you bring capital into the group, you want to stuff the actors, and if you don't have a product, you have to implant a big logo....
It stands to reason that there should be a topic for the topic, and there should be depth and depth. But the audience said: The movie is very boring, I can't understand it, and the Douban score is only 59 points.
That's the root of the problemThe threshold for movies is too high, and ordinary audiences can't get the points to be ironic at all, and only industry insiders can fully understand and laugh.
Another reason is the grasp of the marketing topic when promoting:
On the other hand, those movies that lead the box office, because they were released during the Spring Festival, did not highlight joy and family carnival as the biggest theme.
The popular "Hot and Hot" and "Flying Life 2" are both movies customized for the Spring Festival, and the comedy characters of Jia Ling and Shen Teng stand there so brightly.
"Bear Infested" is a regular card for the Spring Festival, and it has formed a habit of watching movies, as long as the chain is not dropped, a large number of child audiences will bring the whole family every year**.
What's more, a month ago, the publicity of "Jia Ling**100" was overwhelming, firmly occupying the mental setting of countless girls about "** after winter".
Even "Article 20", which later counterattacked the crown of the day, although the background color is the popularization of the law, social criticism, and case adaptation, but in order to match the atmosphere of the Spring Festival file, it is also packaged as much as possible"I Love My Family".
However, the packaging was thought of, but when it was actually announced, it focused on releasing the bitter scenes of the deaf and dumb mother played by Zhao Liying, which led to the audience not wanting to take the family to watch the bitter drama during the Chinese New Year, which led to the bottom of the film schedule and box office at the beginning.
It wasn't until after the end of the holiday that the box office counterattack was realized, and the counter-surpass was achieved with the real word-of-mouth of "word of mouth", and was promoted to the daily crown.
What inspires us?
1.Don't be obsessed with large traffic, the traffic that can't be monetized is actually just a number;
This is especially true for ordinary amateurs, if you do self-a**, don't work hard for the number of daily readings and likes, and make yourself physically and mentally exhausted;
What's more important is the continuous action, and the design of the back-end to undertake monetization - because the matter of making money has changed from a flare mode to a spotlight mode.
The flare mode means that as long as the signal I emit is big and bright enough, everyone will naturally be attracted to it - whoever is famous and has more fans will have the advantage.
But not anymore - you need to seize a specific time, a specific group of people, a specific scene, fine operation, little by little to unite the audience, diffusion effect.
For example, Jia Ling focuses on inspirational women who want to become beautiful, Shen Teng focuses on middle-aged men who are a little sad but still retain their love and dreams, and "Article 20" almost kills the actors in "The Long Season" and "Hurricane", and then because of the "realistic care" in the content, relying on the recommendation of ordinary people in the circle of friends, he forced the situation back.
2.This brings us to the key decision: the choice of topics.
Speaking of topic selection, Uncle Qi wants to sacrifice that customized system diagram again:
The premise of choosing the right topic is that your positioning should be accurate, and your own positioning comes from the positioning of customers.
Only on the basis of accurate customer positioning, can you extract targeted customer pain points and needs, and then find effective topics for the right taste and the right way to achieve the goals you want.
For example, Uncle Qi's positioning demand analysis is for your reference.
3.If the topic is right, it depends on the content and refined operation.
It's like a *** article, the title determines how many people click on it, and the content determines how many people**.
is similar to "Article 20" this time, first at the bottom of the box office, and then counterattacked and turned over, as well as the former "Fengshen".
Fengshen was not favored before its release, so the box office on the first day of release was only 50 million, and if this momentum continues, the maximum box office will only be 500 million yuan.
However, the investment in the "Fengshen" trilogy is as high as 3 billion, with an average of 1 billion per part, if it is only 500 million yuan in revenue, the cost cannot be recovered, and the latter two parts are even more hopeless.
How does "Gods" do it? They rely on refined operations - 40 days, one roadshow at a time in 29 cities, an average of 5-7 in each city, a total of 200.
relied on this kind of stupid kung fu to call the audience back, and the final box office exceeded 2 billion.
This is also another expression of the spotlight mode mentioned earlier: concentrate firepower, force a hole, and vigorously produce miracles.
Therefore, for ordinary people, the first key to traffic lies in the selection of topics, and more important than the selection of topics is the fineness of operations and the scarcity of solutions after monetization.
For example, Uncle Qi's dual-domain closed-loop can accurately track customer behavior and ensure that the most effective time is given to the most potential customers. At the same time, the actual combat circle launched 26 practical operation plans, which were rolled up in the whole network.
To practice the above revelations is an opportunity for ordinary people. Welcome to contact Uncle Qi to take you to experience the complete layout and landing plan.
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