Huayu started as a substitute director

Chapter 618: One Step Ahead

Social fission is different from traditional advertising bombardment. It relies on spontaneous dissemination by users, has lower costs and more direct effects.

This thing was spread through social circles of acquaintances, and many later products and platform promotions were done in this way.

The method and approach are just right for movies, because movies rely on word of mouth, but if it is a bad movie, it may backfire.

The quality of the animated film "The Monkey King: Hero is Back" is still acceptable, and the creators are also confident.

After all, they had all seen this animated film before it came out.

After Chen Zhixi understood what social fission was, he questioned: "This plan won't work, right? How are you going to deliver it?"

"Is it difficult to deliver?" Fang Hong said.

"It's difficult. You're not a police officer, so how can you access someone's family files? This method is the easiest way for people to get something for free, because you don't know how many children someone has.

I don’t know if they really have children.

There are many people who lie about having children and say that other people's children are their own. Some even say they have children even though they don't. You have no way to check this.

With the wisdom of the Chinese people, they can get you bankrupt for free, believe it or not."

As soon as Chen Zhixi heard this plan, he felt it was unreliable.

You said to set up a sharing mechanism. As long as you share movies or Tupiaopiao, you can be rewarded with coupons and discounts. Tupiaopiao can act as a store.

If you really want to give it as a gift, there is no way to avoid getting it for free.

“If offline stores are giving away gifts, they will give gifts when they see parents bringing their children, and let the parents share the gifts with each other,” said Fang Hong.

"That won't work. Some theaters will lie. They will clearly only give away 10,000 tickets, but they will find ways to falsely report that they gave away 20,000 tickets. Then you will have to pay for the cost of the other 10,000 tickets, and they can make money on both ends. They can also make you bankrupt. You still have to hold the initiative in your own hands." Chen Zhixi said.

Fang Hong thought about it and felt that this was the case. He shouldn’t think too highly of them.

"Your idea is good and advanced, but it is difficult to implement." Chen Zhixi said again.

"Do you have any good suggestions?" Fang Hong asked.

Chen Zhixi fell silent. There was indeed no good way to implement it, and it was difficult to take the initiative in his own hands.

You have to master the tools of this method and approach yourself. It is unreliable to give them to theaters and audiences and rely on their morals.

This method is suitable for promoting products and platforms, and can be long-term. As long as you share it with others, you can get coupons and certain points. This is the best way.

As long as you share this product, you can get coupons and use them to spend money here.

Movies are only a thing that happens over a month or so, and it's not the kind of product that requires long-term traffic. Moreover, this method is not very attractive, and users still have to pay. The current ticketing market is inherently competitive, with all kinds of discounts for buying tickets.

Although giving gifts is the simplest thing, you also have to pay attention to the method and method. You can't be blind, otherwise it will get out of control.

The Oval Office was quiet for a moment.

Both of them were thinking about the implementation of this plan. They had the idea, but it was very difficult to do it.

Fang Hong leaned back in his chair, wondering if there were any classic marketing cases and how others had succeeded.

This has to break through the siege, and all the benefits have been earned by "Monster Hunt".

"Well, you can urgently order a batch of peripheral figures. We can't give away movie tickets, but we can give away figures. This is also a way of fission." Fang Hong suddenly said.

Chen Zhixi's eyes lit up. This was a different approach.

"Increase the intensity of poster promotion. You and Tu Piaopiao will be responsible for the offline part, and I will be responsible for the online UGC content fission." Fang Hong said.

UGC content is created through secondary creation, such as emoticons and short videos, as well as graphic and text topics, to engage users.

If you give too many figures to children, a herd effect will appear.

If other children have it and you don’t, then the other children will cry and make a fuss about asking for it.

Children are like this. They want to have what others have, which also expands their popularity in disguised form.

Coupled with online promotion through posters and illustrations, people will naturally know which movie it is.

The previous version of "The Return of the Great Sage" did not have that much publicity funds but was able to earn nearly 1 billion at the box office. Now that Fang Hong is finding ways to promote it, the box office results will definitely be better.

There’s nothing we can do, this is my biological son, and Yutu is the boss.

"Okay! I'll do it now." Chen Zhixi thought this plan was feasible.

At least the initiative is in your own hands, and the figures are not expensive. Except for those two-dimensional ones, most adults don't look down on these things.

That is, it is specially prepared for children.

It's like a family fun in disguise. If the children want to watch a movie, the adults will definitely not be able to stop them.

Children also play with each other, which creates a way of fission, but how much this can be converted into box office revenue remains to be seen.

The two of them acted separately, and Chen Zhixi found Zheng Zhihao of Tupiaopiao to promote this plan.

The promotion will definitely be carried out in its own 93 cinemas first!
As long as they watch a movie, those who bring children will be given a figurine toy. This toy will be given to those who bring children no matter what movie the other person watches.

In addition, UGC is implemented on several online platforms, including Bilibili, Xiaohongshu, Douyin, Chang'e Video, etc.

We encourage video creators to re-create the image of "The Return of the Great Sage", especially the final transformation of "Sun Wukong".

As for the image of "Jiang Liuer", they were allowed to engage in secondary creation. Of course, the created video clips are the most exciting scenes in the entire movie.

The traffic platform needs to help support it, and the topic level also needs to be increased. Without traffic, those secondary creators will not rush to help with fission.

Let’s spend 30 million on publicity first.

Social fission needs to be driven by interests, that is, how to hype up the activities and let the creators make money.

The cost is not much, and this promotion method is in line with the times. Yutu Films does not play the kind of financial game. A movie made with 30 million yuan is sold to capital for 60 million yuan, which increases the cost invisibly. The production cost of Yutu Films is what it is.

The way of social fission is naturally realized by Tupiaopiao and Chang'e Technology.

Chang'e Technology has been engaged in precision promotion for several years, and Tupiaopiao has been providing viewers' information to Chang'e Technology, so it is able to achieve precise promotion.

It just needs publicity fees. In order to offset part of the advertising expenses with Chang'e Technology, Yutu will also sponsor advertisements for variety shows such as "Running Man" and "Go Fighting" to "Tik Tok"!
It's equivalent to exchanging resources.

"Extreme Challenge" has only recently started airing its third season. The first two seasons were not very popular and were not very well received. They were broadcast on Oriental TV.

This variety show only started to explode in the third season and broke the ratings ceiling for variety shows. According to statistics, young audiences under the age of 23 accounted for 37%, successfully penetrating into the student market.

And this is exactly the user group that Douyin needs, young people.

The number of views of Chang'e's video exceeded 24 million in 5000 hours, and exceeded 1.2 million in a week. The number of views of secondary creation videos on Bilibili exceeded one million, forming a long-tail dissemination effect.

That is to say, just use the variety show clips directly.

This reality show is de-scripted, which means it only sets the rules but does not interfere with the results.

The idea proposed by Fang Hong was originally for the purpose of reaping the benefits, and the one reaping the benefits was Tmall, which gave 1.2 million yuan in sponsorship fees.

Jack Ma is stingy, but he is not. Just give money. The variety show department also needs money to develop.

Those working behind the scenes need money to support them, and a large number of ordinary people doing odd jobs also need to be supported.

"Running Man" and "Extreme Challenge" alone employ thousands of people.

Since Yutu, Tupiaopiao and Chang'e Technology have been cooperating for many years, the promotional plan was quickly promoted as soon as it came out.

Second-hand videos of "Sun Wukong's" transformation appeared on Douyin, Bilibili, and Xiaohongshu.

The number of views of these videos quickly exceeded 2500. Now the site has about 1 million daily active users and over million monthly active users.

Such data is the result of years of accumulation, filled with content from countless UP hosts, and has strong user stickiness, forming community attributes, and the users are all young.

Bilibili is the earliest developed platform. By providing compensation through the volume of views, more people can have part-time jobs and make money.

After all, it has been subsidized all the time, and Xiaohongshu has also been vigorously expanding its content categories, from beauty and fashion to travel, food, etc., giving this platform a female character.

"The principal's idea is great, social fission." Zhang Nan also saw Fang Hong's plan.

A smart person like him can clearly understand the specific situation as long as others operate it, including other platforms.

The Internet is all about technology and algorithms; there are no other secrets.

"The principal always thinks one step ahead. Isn't that the reason why he is successful?" The speaker is her right-hand assistant Han Shangyou, who is in charge of the Tik Tok short video business.

On July 7, Chaoyangmen Crystal International Cinema, which belongs to the Crystal United Imaging flagship store, was formerly known as Bona International Cinema.

Since joining Crystal United Imaging, this sign has changed.

Not only this place has been changed, but the signs of Bona Cinemas in first-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen, and second-tier cities such as Hangzhou, Chengdu, and Wuhan have all been changed.

With this change, Crystal United Imaging's box office revenue accounts for about 8% of Yutu Pictures' total revenue, becoming an important business segment of the company, but there are still too few cinemas.

This Chaoyangmen International Cinema has high-end decoration, a large space, and is crowded with people. Many parents bring their children here to watch movies.

A middle-aged woman held her son's hand and said, "Son, what movie do you want to watch?"

"I want to see Sun Wukong. If I see Sun Wukong, I will get toys." A little boy pointed at the big poster of "The Return of the Great Sage".

"Who told you that?" The middle-aged young woman also saw the poster. It was an animated film.

"Xiu Xiu said that. She said as long as you look at Sun Wukong, you will get a toy, and she has one." The little boy raised his head and asked his mother.

"haha!"

The middle-aged young woman smiled dotingly.

She took her son to the counter and said, "Buy two tickets for The Monkey King 2."

The counter clerk printed out two movie tickets for her.

"Do you have any toys to give away?" asked the middle-aged woman.

"Oh, yes." Seeing that she was holding the child, the waiter hurriedly bent down and took out a "Sun Wukong" figurine and handed it to her.

The middle-aged woman took the figurine, which was quite delicately made, and then handed it to her son.

"Yeah! I have Sun Wukong." The little boy was happy.

This figure was made by a manufacturer who worked overtime overnight. It is currently only available in Beijing, and other places will have to wait two days.

"Daddy, daddy, I want that toy too." The little girl at the back was also very envious when she saw the toy in the little boy's hand and his happy look.

"it is good."

The middle-aged man bought the tickets online. He asked directly: "I have movie tickets here? Do you have toys for me?"

The waiter looked at the movie ticket and said, "Excuse me, sir. This is the movie ticket for "The Taoist Goes Down the Mountain". Our figurines can only be exchanged for the movie ticket for "The Return of the Great Sage."

"Is there such a rule?" the man was stunned.

"Yes, sir." The waiter nodded.

The man had no choice but to look at his daughter, and his daughter also looked at him eagerly, her eyes full of desire.

"But since your daughter is so cute, I can give her one." The waiter made up an excuse.

In fact, there is no set rule, as long as you bring your children, you can send them.

(End of this chapter)