Coquettish Rebirth

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Jia Hongjian summed up some simple viral marketing routines from the viral marketing examples of Hollywood movies over the years.After all, viral marketing is cheap, fast, and huge. It is really the most respected and most valuable method for film marketers.Only viral marketing can have the effect of making everyone chatter overnight!Generally speaking, the most common thing to do is to make a "virus" website.Of course, this virus website does not mean to actually create a website and then put a computer virus on it, that is a sick mind!This release of a viral website is actually a website for viral marketing!It can be said to be the simplest and most practical method of viral marketing. "The Dark Knight Rises" uses this method. Its viral website maintains high-frequency updates, and various new puzzles are constantly released.The "clown" in the movie also left a letter on the website, telling fans that there are 49 letters distributed in different cities, and these letters can be spelled into a sentence, which is an important clue to the movie's mystery.Through the cooperation of netizens from all over the world, these letters were finally found and the puzzle was solved.

Of course, in today's popular streaming media, this website is definitely not enough, there must be videos.With the popularity of video sharing sites, various viral videos emerge in endlessly before the movie is released. Before "Toy Story 3" was released, Pixar made a nostalgic commercial of Pink Bear. In the film, advertisements for this toy appeared on TV in various countries in the 70s. In fact, this toy was created specifically for the film.There are also many such viral videos in China, but most of them appear in the field of commercial advertisements.And with the viral video, there are various trailers, and the trailer that came with "The Cloverfield Files" when "Transformers" was released was quite mysterious.Running crowds and invading monsters suddenly appeared on the screen, with dark colors and a mysterious atmosphere, and the title of the film was not announced, only the words "January 2008, 1".Confused people kept asking what kind of film it was with strong curiosity.And "Dark Devil's Alley" is a gay movie starring the fictional Robert Downey Jr. and Tobey Maguire, the earliest "Spiderman" actors. .Let the fans laugh after watching it.

Secondly, that is the interaction of various social platforms.This is the approach used in The Ghost Story, which cost only $1.5.The film was shot in just one week, and then some small-scale screenings were arranged, and people who watched the film expressed their feelings on websites such as ter: "This is the scariest movie I have ever seen in my life." , "You can't find anything more scary", slowly forming an atmosphere of terror.And this method is also the most commonly used in viral marketing of domestic movies. For example, "Jinyiwei" and "Ip Man 2" are said to have adopted the form of crazy reposting on Weibo, and have been used for reference by more movies.And the next one is fake news that Jia Hongjian doesn't like. In 1999, the production team of "The Blair Witch" released fictitious news on the Internet based on the content of the film, allowing the audience to understand the film while entertaining.What they didn't expect was.The "Blair Witch" news they fabricated created a uniquely weird atmosphere. Although they knew the story was not true, young people still showed great curiosity about the witch's life experience, and it quickly became a hot topic.In the end, the small film with a cost of US$6 created a box office miracle of US$2.5 million worldwide, and was hailed as the beginning of viral marketing.

And the last one is the interaction in reality.Viral marketing is rooted in the Internet, but it also has real-life interactions, such as a movie about aliens like "The Ninth District".That is to post posters on the real streets, warning that a nearby place is haunted and lived by aliens.I hope people don't go there.There are very few passers-by who believe it to be true, but there are many people who know this movie.And such a practice was quickly learned by Chinese film and television manufacturers.Like "33 Days of Broken Love", a heart-wrenching collective short film about broken love, "Scary Step By Step" designed crossing bridges and PS pictures to make the public excited and generous, and the sky full of relevant information came to us, making the work popular all over the mountains and plains .How much of it is due to Internet marketing or viral marketing?Only insiders know this.

Even Jia Hongjian still remembers that once there was a video of "a subway girl going crazy and scolding her boyfriend" on the Internet. The number of hits on the Internet increased wildly. Keep up with the criticism, and at the same time.A video about the verbal dispute between men and women in the "female matter" big PK is also going viral.But not long after, a movie called "Huge Deal" was released.It turned out that the two videos that became popular on the Internet and triggered a battle between men and women came from the planning of this film... But it is a pity that this film is really not very attractive, and in the end, the topic "A man without money is rubbish" is more than a topic. The movie itself is much more famous!I really don't know if this is good viral marketing or not!At least if Jia Hongjian came to do it, he would have to rely on his fame to sell his products!Otherwise, what is the effect of this fucking marketing?

And like "33 Days of Broken Relationship" is released nationwide.This is a 33-day story about the heroine Huang Xiaoxian's 900-day journey from being broken in love to getting out of her psychological haze.But the box office of this film exceeded [-] million within three days, and miraculously created [-] million at the box office, which can be called the myth of small-budget movies.It really amazed the Shenzhen Performance Company.The secret of this film's success lies in the promotion of online social platforms, especially Weibo.Also belongs to "viral marketing".To be honest, I heard that this film was good, so Jia Hongjian really took his sister to see it!As a result, after watching it, Jia Hongjian always felt that the movie hadn't even started yet!

Why do you say that?Because he always felt that "33 Days of Broken Love" should be about the heroine's process of finding a new true love after breaking up with her.In the end, who knew that true love did not come out in the end, and there was no new relationship, it was just that the heroine got out of a broken relationship!In Jia Hongjian's eyes, your sister's movie has just been paved!What about the show?When he came out of the movie theater, Jia Hongjian said that he thought the movie was not good.In the end, the girl also said that this movie is about the process of falling in love!At that moment, Jia Hongjian was taken aback.Can your sister's lovelorn be made into a movie?In the end, when he found out about the box office of the movie, he was really surprised!In his opinion, such a film should be the kind of one-day trip to the theater, and the filming is really not good!Why did the box office exceed [-] million in three days and finally pay back [-] million at the box office?Are fans all over the country blind?

After thinking about it, he finally realized that the publicity of ordinary films would focus on traditional publicity methods such as press conferences, interviews, and appearances on TV programs, but the main focus of publicity for "33 Days of Broken Relationship" moved to the Internet.The distributor started online marketing half a year before the film was released, and has done video shooting of "Broken Love Story" and collection of "Broken Love Souvenirs" in many cities across the country.The film was first fired up on the Internet.And in many cases, movie fans are not blind, but have nothing to look at.At a time when there are no good movies, a man and a girl go to the movies together. It seems that there are no movies to watch, and the last one seems to be related to romance movies. Then why don’t you watch this?After all, from a large perspective, movies still serve as an option after shopping and eating in China. This is a love option!Most of the time you have to watch it.It’s impossible to say that audiences are the same as American audiences, they don’t watch movies if they don’t want to watch them. We Chinese go to the cinema to socialize!Why don't you go to the movies?

This kind of viral marketing has become quite common in the promotion of foreign film and television dramas.Moreover, the cost of "viral marketing" is cheaper than traditional methods such as film conferences and hard advertisements. Coupled with successful cases, industry insiders say that online marketing will control more film and television dramas and netizens. Internet Marketing" status.However, the success of online marketing does not represent the overall success of the work. The actual popularity of "Scary Step by Step" is far from the popularity on the Internet.In terms of pure ratings, it is not even as good as "The Queen of the World" and "New My Fair Princess".The box office and marketing success of "33 Days of Broken Love" is considered by the industry to be an accidental phenomenon.Many people, especially film critics, thought it was not a good movie, but a good project.

Later, for example, "The Legend of Zhen Huan" did not take the initiative to carry out too much marketing at first, but after it was broadcast on satellite TV, it set off a nationwide ratings frenzy, and its good reputation was like a wave.In this way, follow-up marketing is continuously driven.And with its advantages of long dramas, the marketing effect is fermented effectively.Dragon TV seamlessly connected to "The Legend of Zhen Huan" after "News Network", becoming the first satellite TV to start broadcasting the show throughout the day.At the same time, take advantage of the "dongfeng" issued by the General Administration of Radio, Film and Television.The "zero interference" that basically does not insert advertisements in the series has also won the hearts of the audience to the greatest extent. The form of the "ultra-long trailer" is not like the past to give a superficial reminder of tomorrow's plot, but to make the audience addicted to the show even after watching the trailer. "The Legend of Zhen Huan" has more than 20 versions of promotional videos, which is much higher than the average level of 2-3 for ordinary TV dramas, and is closer to movie promotional films.Relatively speaking, Zhen Huan relies more on traditional marketing to win.

For any marketing, including viral marketing, the key to execution lies in talent and investment. Viral marketing in domestic film and television is still in its infancy. The viral marketing that the film studios like is cheaper than traditional advertising. It is not to expand the position, Ren Guoyuan After telling the reporter the example of the movie "The Blair Witch", I lamented that the domestic film studios would never be so generous.In addition, viral marketing does not have the main body of publicity, and the film studio’s investment in traditional hard advertising is still indispensable. In addition, there is a lack of more professional talents in China, especially in foreign countries where the director Christopher Nolan can personally take charge of the marketing team. It is a third-party company fighting alone, so only more investment can attract talents, and eventually viral marketing becomes a norm.

Later, most of the domestic high-grossing films won through topical marketing. For example, the film "Capital Meets Seattle" involved social hot spots such as third parties, extramarital affairs, "man cooking husbands", and overseas childbirth; A lot of themes of material desire and money are involved in ", and for the first time, the rich-second generation is promoted as a positive image... The stories and themes of these films are full of topics and controversies, and are closely related to current news events and hot spots in China.Many films use these hotspots to hype, and interact with new media to carry out integrated viral transmission, so that people have to follow the crowd when they are overwhelmed.The most obvious example is the media scolding war caused by the movie "Tiny Times". The confrontation between fans of the film and mainstream film critics actually played a role in promoting the box office.

Although Chinese movies need such dark horses to rescue the market, the result of excessive consumption of people's eyeballs by phenomenal movies will eventually make them become typical fast-moving consumer goods and consumables in the movie market.The report believes that the magic weapon for China's phenomenal films to attract audiences is not the quality of the films, but the controversial topics, and the greater the controversy, the higher the box office of the phenomenal films.This will undoubtedly make the audience feel distrustful of Chinese movies as a whole. Viral marketing has won a high box office, which will lead to a deformed mentality of "emphasizing topics and neglecting stories" in the film industry. (It’s a great event to drop pie in the sky, cool mobile phones are waiting for you! Follow up~click the official account (add friends on WeChat-add official account-enter dd), and participate immediately! Everyone has a prize, now follow dd WeChat immediately Official account!) (To be continued..)