After passing the recovery stage, the film market will start 2024 with new vitality. As of February 25, the total box office of the 4 films "Hot and Hot", "Flying Life 2", "Article 20" and "Bear Infested: Reversing Time and Space" during the Spring Festival in 2024 has exceeded 10 billion. Douyin has made good content widely seen, and the number of Spring Festival movies on Douyin is 501600 million+, Douyin** number 211640,000, 1,079 hotspots, and 23 related searches3.2 billion+.
During the Spring Festival, there were 120 million likes** on official Douyin, and it can be found in the high popularity** that the audience likes content that can convey the charm of the characters and emotional expressions that fit the movie itself. "Hot and Hot" official shake released a number of short ** that excavate the arc of the character, such as through the close-up editing of punching movements and eyes, fully showing the transformation of Jia Ling's role before and after, bringing emotional impact with content details, and the official shake received 20 million+ likes on the day of the film's release. Focusing on the ontology of movie content, finding the balance between the author's expression and the user's preference can trigger the user's active voice and participation.
Bear Infested [gf]2022[gf]Reversal of Time and Space" combines the children's theme of the film, and interacts with tens of millions of fans @瑶一瑶小肉包 in the air, narrowing the distance with the audience inside and outside the screen, and the talent ** has more than 14 million likes; "Article 20" linked up with prosecutors, lawyers, law students and other experts to carry out topic fermentation, close to the audience circle related to the role, and half of Douyin landed on the top 2 of the hot list for the topic of Article 20. It is found that content that the audience loves to watch and is related to the audience can mobilize the enthusiasm for watching and discussing the movie, and even attract the audience to create derivative content of the film.
Honest expression towards users can further drive content out of the loop. The topic golden sentence "Bayinbrook has no sea, only love" in "Flying Life 2" caused high repercussions among users, and "Flying Life 2" combined the topic golden sentences and the scene of the film to challenge and check in, actively responding to the enthusiasm of users, and punching in Bayinbrook in Flying Life 2 The topic reached the top 2 of the main list, and the topic of Bayin Brook has no sea and only love and climbed into the entertainment list TOP35.
Douyin users also gave real feedback during the Spring Festival, such as the new "want to see" feature launched on Douyin, which attracted 75 during the Spring Festival90,000+ people "want to watch" before watching the movie. In the Spring Festival movie comment area, Douyin users issued "The setting of the bear infestation seems to be overhead, but it is well combined with the real world", "Familiar actor formula, different hot and hot" and other voices, and the creators of the film also actively commented and replied, giving sincere responses to user feedback.
The content of the Spring Festival movie allows us to see that the core value of publicity and distribution is to impress users with real and sincere content, so that good content can be seen by more audiences, and users can express themselves spontaneously and give sincere feedback. From this, we observe that good movie publicity has the following characteristics:
Return to content: Focus on the content ontology of the work, start from the value of the work, and use the content to impress, communicate and resonate with users.
Close to the audience: Starting from the needs of the audience, pay attention to and embrace the audience, output content that the audience likes to see and is highly relevant to the audience, shorten the distance with the audience, and stimulate the user's expression.
Sincere expression: communicate with users sincerely, see users' feedback attentively, and respond to user needs in a timely manner.
Check the battle report below to unlock the panorama of the 2024 Spring Festival Douyin movie announcement!