The box office of the Spring Festival stalls in the Year of the Dragon has broken 8 billion, creating a new history!
Uncle is not a film critic, he can be regarded as a brand publicist + half a marketer, let's talk about movie publicity (or "film marketing").
Uncle found several sets of data related to the promotion and release of 4 Spring Festival movies from a total of 5 platforms on Weibo, WeChat, Douyin, Xiaohongshu and Douban, and analyzed them as a horizontal and vertical analysis according to the two time dimensions of the warm-up period (before February 10th) and the release period (February 10th-14th), trying to show the performance of the films "Hot and Hot", "Flying Life 2", "Article 20" and "Mr. Red Carpet".
As for whether these "publicity performances" are "causal" or "causal" with the box office of the movie, you are welcome to express your opinions in the message area, and you are also welcome to share this article with the circle of friends and communities for discussion.
The latest news: "Mr. Red Carpet", "Shake the Sun Together" and other 3 movies, announced their withdrawal from the Spring Festival file!
Full text 6 + thousand words, ** fortune)
1. WeChat
WeChat's current monthly active activity is 132.7 billion,Although it seems that there are fewer people who give out red envelopes this year than in previous years, in fact, the statistical caliber is not correct. In particular, it is important to emphasizeWeChat is still the largest traffic pool on the whole network, surpassing Douyin
Data from the WeChat index in the past 30 days shows that during the warm-up period (before February 10), only "Flying Life 2" (light blue line) showed its head slightly and maintained a slight lead, and "Bear Infested" (red line) was more popular than "Hot and Hot".
But in fact, this is a delusion, how to say it? Because Jia Ling first announced "Hot and Hot" on January 11,**The topic of 100 catties exploded at the time, but this announcement was more than 40 days ago.
Jia Ling's entire publicity strategy, the most powerful move, can be seen from the WeChat index, that is, "holding", that is:
What the public wants to see most is what she looks like after 100 pounds, I began to disappear in all public places 1 year in advance, including but not limited to the Spring Festival Gala, and then the movie publicity began to enter the warm-up period, I began to adjust your appetite 40 days in advance, and then, you go to the cinema to see me by yourself!
In order to see how the 100-pound Jia Ling has lost weight, I am willing to go into the theater, not to mention anything else (no spoilers).
After all the movies briefly "rested" on the night of the Spring Festival Gala on February 9, Chinese New Year's Eve, February 10 (the first day of the new year) became a watershed of real significance, and Jia Ling's "holding" strategy, boom, exploded!
From February 10th and 11th to 13th, from the first day of the Lunar New Year to the third day of the Lunar New Year, the WeChat index of "Hot and Hot" broke 1 billion every day for three consecutive days, what is the concept? Among other movies, "Article 12", which ranks second in the WeChat index, is only 5400 million, the amount of data is only half of the first place, and "Flying Life" is the highest 4500 million, and "Mr. Red Carpet" has been "pressed" on the floor and "rubbed", a fiasco!
Although Jia Ling said that this is not a movie about "**", from the perspective of publicity (marketing), it is precisely **100 catties, which has become the most popular propaganda "material". (Highlight the key points below).
It can be seen from the WeChat index that the three keywords of "Jia Ling + hot and hot + ** began to take off on February 10 (the first day of the Lunar New Year), and ushered in the "three highs" on the second day of the Lunar New Year, both of which hit the highest value in the past 30 days"Jia Ling"'s WeChat index broke 3 billion.
2. Douyin
What happened on the second day of the Lunar New Year?
It turned out that on the night of the first day of the Lunar New Year, Xinhua News Agency, People's ** and CCTV 6 sets, the three major central media interviewed Jia Ling's **, which was released on platforms such as Douyin and **.
Jia Ling finally "appeared"!
The uncle specially flipped through the Douyin accounts of Xinhua News Agency and People's **, and both data were amazing. In just a few days, the Douyin account of "Xinhua News Agency Daily Telegraph" has successively posted 9 short ** related to Jia Ling, that's right, it's 9!
There is 1Although the Douyin account of "People**" with 700 million followers has only posted 2 posts, the data is amazing, with 8.69 million and 7.34 million likes respectively.
Interestingly, the data released by Xinhua News Agency and People's ** on WeChat ** is much inferior to that of the Douyin platform. What is remarkable is Jia Ling's ** strategy, with the help of the "endorsement of the three major central media" to achieve "** debut".
Anyone can think of this ** strategy, but the difficulty is in execution, how to say it? After all, they are the top central media, you are just a movie publicity, and you are not a red-themed movie, so how many resources can the top central media match requires strong communication skills.
In addition to leveraging the external **, the main position of film marketing is placed on the operation of the official account of Douyin.
Uncle specially from the Douyin data analysis platform - archaeology plus, pulled a set of data (the last 30 days), I will "Hot and Hot", "Flying Life 2", "Article 20" and "Mr. Red Carpet" Douyin official account operation data, directly compare as follows:
Uncle also added the popular short ** of the whole platform of Douyin through archaeology, in the "Weekly List" (February 5-February 11), ranked according to the number of likes, among the top 30**, "Hot and Hot" accounted for 8, of which, the top three are all "Hot and Hot"!
The so-called no comparison, there is no "harm", such a comparison, should be seen very clearly:
1, "Hot and Hot" is far ahead in all data, only slightly inferior in release** and live broadcast;Uncle saw that "Mr. Red Carpet" attaches great importance to live broadcasts, and the day before the official live broadcast on Douyin (February 1), Andy Lau and Ning Hao also walked into Dong Yuhui's live broadcast room to promote this movie in person. Data shows that 40 million people at the same time**, liked 700 million times, and 600,000 movie tickets were sold out. Andy Lau also sang "Congratulations on making a fortune".2. In terms of the two data of "** sharing", "Hot and Hot" is far ahead, which shows that it has stimulated users' strong desire to share;
3, "Mr. Red Carpet" only rushed to the live broadcast once, and the only one took the lead, and all other data "collapsed".
As a result, on February 2, Dong Yuhui's live broadcast room ushered in Zhang Yimou again, and it is said that 800,000 "Article 20" 1 yuan and 15 yuan vouchers were all sold out.
Comparing the two live broadcasts, Andy Lau's ability to create topics is not as good as Zhang Yimou, the former can only rub a "Andy Lau and Dong Yuhui in the same frame", and the latter also rubbed a "Zhang Yimou wants to find Dong Yuhui to act".
Lack of live broadcast with explosive content, if it can't be out of the circle and secondary dissemination, no matter how strong the IP is, it's useless! The value of selling tickets in the live broadcast room has changed, after all, the "space" for pre-selling movie tickets in the live broadcast room is too limited.
attaches great importance to finding big anchors to "sell tickets", but does not pay attention to the operation of short ** content and the creation of out-of-the-circle topics, which may be one of the reasons why "Mr. Red Carpet" lost so badly. Director Ning Hao has not competed in the Lunar New Year file for 5 years, and whether the movie is good or not is another thing to say (no spoilers, I actually didn't watch it), obviously it is "hand-born" in publicity.
There is one more detail, which is simply incredible. As the first brother of Douyin and Brother Xiao Yang who has just met Xingye, it is said that he also wants to be "in the same frame" as Andy Lau, but he was politely rejected by the king for some reason. As a result, Brother Xiao Yang posted a short ** with Xing Ye for a group photo of dinner in January, with 12.32 million likes alone, close to the sum of 168**likes posted by the official account of "Mr. Red Carpet" in the past 30 days.
Ning Hao made such a black humorous movie, but he was not humorous at all in publicity, did not dare to blacken himself, and also found an anchor who was good at literature and art to do the hot search of "Wishing you prosperity", uncle thinks, either the film publicity team is stupid, or Liu Tianwang is too confident?
What's more interesting is that in fact, Dong Yuhui originally wanted to invite Jia Ling to his live broadcast room, but in the end, they directly refused, because they wanted to implement the strategy mentioned above by the uncle - "hold back", the so-called "create a sense of mystery".
Dong Yuhui himself publicly mentioned this matter in his live broadcast on January 18, saying, "Jia Ling can only appear after the first day of the Lunar New Year." ”Jia Ling asked if she could move it to after the first day of the Lunar New Year, but Dong Yuhui replied: "We will have a holiday on the twenty-seventh day of the lunar month." ”
Therefore, compared with Andy Lau, Jia Ling was able to win this time, is it not pure accident?
3. Weibo
After talking about WeChat and Douyin, let's talk about the place where Chinese New Year movies must compete - Weibo hot search!
In fact, the above is missing:
On the night of the first day of the Lunar New Year, Jia Ling appeared in an interview with Xinhua News Agency, People** and CCTV**, and she started the rhythm of the hot search three days before the Spring Festival, really, not an exaggeration at all!
Of course, Jia Ling officially announced the movie and **100 catties on January 11, which was also first published on Weibo, which fully illustrates one point:
The ability of Weibo hot search to ignite **, especially the "vibration force" of the topic from Weibo to WeChat, Douyin, Xiaohongshu and other platforms to achieve resonance, no one is equal!
After satisfying the public's appetite for more than 40 days, Jia Ling, whether it is her first appearance online or her first public appearance offline, every time she appears, she is a hot search!
I have to admit that this trick is really "ruthless"!
But the data from the micro index shows that it slapped the uncle in the face, "Hot and Hot" (blue line) actually "lost" to "Article 20" (green line) on February 10 (the first day of the Lunar New Year), and during the warm-up period (before February 10), "Flying Life 2" (red line) is also ahead of "Hot and Hot"!
What the hell is going on?
Uncle clicked on the relevant data of the micro index to go back, and only then did he understand why "Hot and Hot" "lost" on Weibo. It turns out that Zhao Liying and Fan Chengcheng, who have a large number of fans on Weibo, have the strength of their fans, which is the main reason for the "lead" of the above data.
It's a pity, in fact, there is also a star with huge fans on Weibo in "Hot and Hot", so I don't know what I haven't done.
But in fact, it's not a pity, because Jia Ling wins, which is equivalent to winning the movie, after all, she is the director + starring, and all the hot search topics and traffic will lead to the movie!
Uncle respectively used "Jia Ling" (blue line), "Zhao Liying" (red line), and "Fan Chengcheng" (green line) to search for micro indexes and saw that this time the "data" finally matched the box office, and Jia Ling was far ahead!
On the other hand, "Article 20" and "Flying Life 2" are looking for Zhao Liying and Fan Chengcheng for the sake of "traffic" and "fans", and the strategy is definitely right, but how to cooperate with the movie, characters and publicity is a topic.
After all, if you want to fight for a box office of more than 1 billion, only the purchasing power of fans is far from enough, and you need to empathize with a wider range, and it is even more impossible for communication to "gather wool" around fans.
Uncle must boast about Weibo. Micro index this product, the past experience was very poor, especially after the WeChat index came out, the micro index did regression, uncle this experience, unexpectedly found that the product is iterating.
4. Little Red Book
As the first platform for "planting grass", the uncle saw that Xiaohongshu also very much wanted to cut the "cake" of online marketing of Chinese New Year movies this year. During this year's Spring Festival, Xiaohongshu specially launched a special page of "I will comment on Spring Festival movies", and you can also participate in sharing film reviews, but obviously the systematization of the entire marketing tool is not enough.
Uncle also made a **, which counted the number of posts and topics of several movies on Xiaohongshu, as follows:
Xiaohongshu has more than 7 percent of young female users, and the data of the four movies on Xiaohongshu can basically show that the female movie-watching group has a perception of these four movies.
"Hot and Hot", which has women as the protagonist and tells the theme of women's self-growth, is far ahead in Xiaohongshu, and the uncle is not surprised at all. In addition, "Flying Life 2" is slightly inferior to the performance of "Article 20" in Xiaohongshu, which is in line with the platform attributes, after all, a theme based on racing is too masculine.
Of course, don't think that "Hot and Hot" is about boxing, and don't think that boxing can be **. As a person who has twice **20 pounds +, the uncle kindly reminds that keeping his mouth shut is far greater than opening his legs.
5. Douban
Finally, take a look at Douban.
Douban Movie shows the ratings of these movies on the homepage, which are:
Hot and piping hot (80 points), Flying Life (79 points), Article 20 (78 points), Mr. Red Carpet (68 points), bear infestation (71 point), we bask in the sun together (79 points).
The score didn't even pull away, the uncle thinks it's probably because several movies have their own controversies, such as: Jia Ling is surrounded by bad guys, the plot *** Han Han is no longer that Han Han, Zhang Yimou shouts too many stars, ......Wait a minute.
From the perspective of communication, no controversy is not disseminated, controversy is not necessarily a bad thing, the key point of controversy is whether it can continue to attract more people to the cinema.
From this point of view, Jia Ling is undoubtedly the biggest winner, she is as brave, resourceful and executable in the marketing and promotion of this movie as she succeeded in **100 pounds.
Finally, Uncle will make a summary and talk about 3 points.
1. The role of Douyin in movie marketing has been excessively amplified.
In the past, social media was a supplement to tradition, because, in the era of portals, the news sources controlled by traditions were the key, and portals acted as secondary editors. Now, in the era of decentralized communication, social networking is a field of its own, but the traditional one needs to be parasitic on social networking to have the ability to spread.
To put it simply,Whether it is positive propaganda or crisis public opinion, it is: the resonance of communication materials on the platforms of Weibo + WeChat + Douyin + Xiaohongshu (or maybe Station B).
Uncle personally thinksThe role of Douyin in movie marketing has been over-amplified, although it is indeed important, but you need to consider WeChat and Weibo at the same time, the two micro are not "old", the decentralized communication power of WeChat private domain (community and circle of friends) is still the strongest, and the ability of Weibo hot search to create ** field is still the strongest.
Jia Ling seems to have won on Douyin's data, but in fact, people won first in the "holding" strategy and finding the platform according to the strategy, and Mr. Red Carpet is a typical negative case, it seems to attach great importance to "live broadcast", but in fact, it is the wrong force, especially the choice of whether to go, when to go, and how to go to Dong Yuhui's live broadcast room.
Of course, is Kuaishou a depression in terms of film marketing? I don't know, Uncle hasn't seen any successful cases.
2. Movie promotion must know how to create "hot search stalks".
The concept of "hot search stalks" was first proposed by the uncle when Luckin and Moutai jointly branded "Sauce Latte".
What does that mean? Judging from the Douban score, in fact, the gap between the four movies is not so obvious, on the other hand, the quality of several movies is not bad (whether it is suitable for watching during the Spring Festival is another matter), so what is it compared to? One of them:Your ability to occupy topics during the Spring Festival, hot searches are the largest traffic pool!
In this era of scarce attention, how to quickly attract attention in a short period of time is really an ability. Don't be superstitious about "relying only on word-of-mouth", because word-of-mouth itself is actually propaganda and out of the circle, and the order of magnitude of the movie-going crowd that you can quickly get involved in in the first wave determines the speed of this word-of-mouth spread. The so-called "word-of-mouth counterattack" movies, the uncle believes that they are all about seeking timely changes in publicity and distribution.
Jia Ling put her **100 pounds, the biggest eye-catcher, through a set of mature playing methods (creating a year's mystery + throwing out a weight loss of 100 pounds 40 days in advance + movie release on the first day of the Lunar New Year + public appearance), in order to keep creating hot search stalks during the Spring Festival!
3. The Chinese New Year should find the greatest common divisor that resonates with the society.
A little bit of a rise here, in fact, the reason is very simple.
Uncle believes that Jia Ling's "win" is standing on the shoulders of three "giants", respectively
The first "giant" is the original Japanese movie "100 Yuan Love";Adapted from a successful movie, it has also been modified according to China's current national conditions, talking about the theme of women's "growth", with ** as the greatest common divisor of empathy, "Hot and Hot" won in full line with the current communication elements and laws.The second "giant" is the female group, you can find it if you flip through the Little Red Book, the so-called "women's personal growth" track, how women can become better;
The third is the "** topic." If it is said that grabbing the female group has become a "box office guarantee", then, "* is a box office double insurance."
Uncle thinks that this is the best thing about director Jia Ling, and he knows that the most accessible thing for the public is "**100 pounds", which looks very cliché, but with this as the "base", you can add values and outlook on life, and even the director's will, anything, even if it is controversial. This "base" is the greatest common divisor of empathy, and it is also the sharpest part of this comedy.
The same thing, "Flying Life 2", "Flying 1" made a strong endorsement, the starring role was not replaced is a double insurance, middle-aged people pursue their dreams, it happens to be a male group not covered by "Hot and Hot", but unfortunately "racing" is not a topic of the greatest common divisor, but both movies have stewed a very thick and thick chicken soup, in the context of the Spring Festival and deflation, everyone wants to have a bowl!
The other two, Uncle hasn't seen it yet, but it's not in line with the logic of "finding the greatest common divisor that resonates with society during the New Year", welcome to chat in the message area.