A multiple-choice question, which of the following film producers release materials that make you more eager to go to the movies?

A: Story posters pasted on the advertising column in movie theaters and on the road

B: movie stills and news about the press conference in the newspaper

C: discussion of movie topics on social networks and Weibo hot searches

D: Analysis of the UP master of the movie and TV you are following

E: Highlights from short videos

The above publicity methods have been adopted by the producers since the film was first introduced. In 2002, before the release of “Hero”, the “New Express” took the lead in exposing stills, and then “Hero”‘s press conference, premiere, and interviews with the main creative were all put on newspapers, attracting a large number of audiences into the theater. It also opened the curtain of domestic movie announcements.

After the establishment of the paper media matrix, TV took the next step in film announcements, cheering for the rising domestic films. But back to the question at the beginning, the public is more accessible nowadays In the medium, what kind of materials are more likely to be drawn into the movie theater?

The answer is a short video.

Take the dark box office “My Sister” of the Qingming file as an example. The original Qingming file is located in the Spring Festival stall and May 1st Primary School. The “embarrassing period” between long holidays, The embarrassing period means that there is not much traffic in this period, but there are also many movies that choose this period to avoid more intense competition. The box office sales of “My Sister” broke people’s imagination of the Qingming file. Up to now, the box office of this film, which is not the head, the main affection and the plight of sisters and brothers, has reached nearly 700 million. It is estimated that the total box office will be More than 1 billion.

Many people walked into the movie theater because they saw a conversation between Zhang Zifeng and his younger brother on the short video platform. The younger brother’s sentence “I only have you”, and Zhang Zifeng can drive him when he is less than 20 years old. The superb acting skills in tears are enough to make people walk into the theater with curiosity.

But it’s worth noting that this “My Sister” was planned to be carried out on Kuaishou and other short video platforms from the very beginning. Synchronous promotion. Kuaishou is a new force in the film announcement and distribution industry. After 2020, Kuaishou has only started to increase the size of movie announcements.

If you want to break through the film announcement market, as a latecomer, what bargaining chip does Kuaishou have to stir this red sea?

The midfield game of movie announcements

At the end of 2020, the “Road to Strong Shadow 2020” white paper released by the Daily Economic News and Maoyan Entertainment is based on the current movie market Summarize several major trends:

For example, the top ten box office threshold of Chinese movies has exceeded 3.1 billion yuan, and latecomers want to surpass the pressurePower is huge; second-tier cities carry the banner of returning to work and watch the box office, accounting for far more than the first-tier; short video ticket purchase conversion rate is high, live broadcast is replacing roadshows; future online movies can be customized on the platform; and Internet companies are entering the movie industry Plastic film and television industry.

From the perspective of the overall trend, whether it is the increase of film producers’ investment in short video platforms or the competition for short video platforms The content of the movie announcements is in keeping with the times.

Kaishou added two projects, film distribution and film and television production, to its business scope in 2019, and increased it in 2020 The investment in celebrities and film and television content can be seen in movies such as “Win the Championship”, “My Hometown and Me” and “Yaobai” last year.

Not just fast hands, in fact, station B is also trying to select some movies that fit the platform temperament for publicity in 2020. At the same time, a film and television company was established. As a result, short video platforms such as Kuaishou and Station B have gathered for film announcements, and short video platforms’ announcements have been surging from private undercurrents to the table.

For film makers, realizing that short videos have become an important position for publicity is only the first step After taking the first step, it is necessary to combine the characteristics of movies to maximize the influence of short video platforms within a limited budget. Therefore, pay close attention to the announcements of different short video platforms in specific movie cases.Distribution strategy and box office conversion capabilities have become important homework.

The quality of the film itself is of course the main factor, but the efforts of the short video platforms behind the film also contributed to The role, especially Kuaishou, in order to break through the film publicity market, the company continued to cultivate, and finally achieved a win-win situation with the film.

In the Kuaishou site, there are 22 hot searches on the related topics before the release of “My Sister”, and the relevant videos are due before publication With nearly 3.3 billion views, the topic #我的姐姐# even surpassed #你好,李焕英# and has been the champion of the fast hand hot list for four consecutive weeks. In addition to movie-related topics, the derivative topics of “elder sister” have also triggered a large number of topic creations within the Kuaishou community, such as #你伴我长大,我送你出婚#注册热榜第一,#姐姐上前线托付弟弟按摩家# , #中国式姐弟情太刺心# and other real siblings-related topics in the site.

What kind of movie announcement do we need

From the initial newspaper publications and TV shows to the social platforms and short video platforms in the streaming age, nowadays movies want Attracting more audiences into the theater is no longer a bet on a single media type to create a hit movie.

Google released a statistics in 2013, searches related to movie titles, short video views, The mention rate on social media is positively correlated with the box office.

Like all traffic depressions, the original short video platform did create miracles for the announcement of many hit movies.

In 2017, the theme song “Predecessor 3” exploded on the short video platform, which made the film announcement see the short The value of the video. But four years have passed. When all the films are focused on the same pool, the film industry has also begun to roll in. Except for a few major productions, they can pass celebrity topics and high-sales marketing. Fees and platform traffic tilted to win. Even if genre films and mid-waist films participated in this announcement battle, they could easily be robbed of brilliance by traffic-focused blockbuster exposure.

In order to allow more movies to have the opportunity to show, the film party still needs to combine the characteristics of the movie and the characteristics of different platforms for promotion. If it can be publicized through a combination of punches, such as playing family cards on platform A, and taking the viral video route on platform B, it will be more conducive to creative film publicity.

At present, each platform has its own positioning and personality, and some platforms have relatively mature film promotion systems but fierce competition for traffic , Kuaishou community started late, but the user base is large, and it has a huge influence in the sinking market. Station B can focus on a small group of people. When all platforms have shown their housekeeping skills, the movie market will become more prosperous.

After making several successful cases of “The King of Bathing”, “Faqai Diary” and “My Sister”, Kuaishou has obviously accelerated the layout of the film publicity market, but it needs to spend more energy and resources to make a deeper layout if it wants to take a larger share in the film publicity market. After all, competitors have already taken the lead. In the case of advantages, if you want to win the favor of film producers, you also need to have enough chips.

For example, use the community ecology to continuously mobilize users to participate in the fermentation and re-creation of movie topics ; Use artificial intelligence to recommend suitable movies to precise audiences at different levels; and pay attention to mid-waist movies, bet on high-quality movies among them, and participate in early distribution and production to further enhance their influence in the film industry.

Kaishou’s breakthrough

It’s no accident that the movie “My Sister” exploded in Kuaishou Station.

According to the relevant person in charge of Kuaishou Entertainment, Kuaishou prepared for the film two weeks before the screening of “My Sister” Sufficient ammunition. The first material of “Sister” was distributed, and Kuaishou provided support at the same time. #张子枫电影我的姐姐定档# rushed to the hot search in the station on the same day.

then they cooperated with the hotspot department to initiate a site-wide call for papers. Since the Kuaishou community ecology has always been very active, immediately after the call for papers It detonated the popularity of the film in the station. For several days, the volume of my sister’s topic increased by more than 100 million in a single day. On the day of the release, the topic increased by 250 million in a single day.

A noteworthy phenomenon is that, compared to platforms that are keen to create popular videos, “My Sister” is in Kuaishou The dissemination of QQ is very dependent on the spontaneous participation of users. After Kuaishou launched the call for contributions, tens of thousands of users participated in the creation of “Sister” related content, contributing over 80% of the topic broadcast volume, and generating dozens of single broadcasts over a thousand. Millions of hot videos.

As a platform with a daily activity of over 300 million and a monthly activity of 800 million, Kuaishou’s users and traffic itself are natural for movie producers Is attractive. At the same time, due to the characteristics of the Kuaishou national community, it has the unique advantages of the most complete and authentic ordinary people. In the community atmosphere, it is very important to be the main feature of “My Sister” in the “real and touching relationship between sisters and brothers”. It is very natural that the topic of public emotional resonance can detonate users’ emotions in the site.

In fact, this year’s Spring Festival file has news that the marketing threshold for films competing in the Spring Festival file has increased to 200 million. In the year when the film marketing started in 2002, the box office of “Hero” was only 250 million yuan. The domestic film industry and the film marketing market have seen a rising trend in the past 20 years of development.

But for the current film producers, the investment is greater and the risk is greater. Today’s all-media lineup is announced, Far more complicated than it was in the past. The announcement of the film is from the material before the release, and after the release, to maintain the heatThe continuous topical exposure of the degree and the fermentation of the user’s word-of-mouth guidance require not only the continuous output of content, but also the continuous production of topics on social platforms.

The reason why Kuaishou can quickly break through the movie announcement market and participate in the announcement of many popular movies, It is because it has the dual characteristics of content and community.

At present, the main users of the movie market come from young people in first- and second-tier cities, and most filmmakers want to increase The number of users is the sinking market represented by the three, four and five lines. At this point, the users of Kuaishou are highly matched. According to the “2020 Semi-Annual Report of Kuaishou Content Ecology”, more than 70% of Kuaishou users are under 30 years old. In terms of geographical distribution, first- and second-tier cities account for 45%, and third- and fourth-tier cities and below account for 55%. It is conceivable that Kuaishou, who has more than 300 million daily livelihoods, has a large number of potential movie viewers.

This kind of platform with huge traffic and precise matching of the target population with the movie market is the basis for many movies to be willing to cooperate with .

As a typical waist film, “My Sister” can have a win-win situation with Kuaishou, on the one hand, it is because Kuaishou The relationship chain itself is based on people, and the dissemination of content is through user interaction. On the other hand, due to the huge user base of Kuaishou, it has a very strong influence in the second, third, and fourth-tier cities and below, similar to “My”Sister of Love” movies that easily resonate with the public are also easier to find their own “ticket warehouse.”

From the series of movies such as “Win the Championship”, “Yu Bai” and “My Sister”, successful cases in Kuaishou From a point of view, films with “emotions”, “popular emotions”, and “comedy elements” are indeed more likely to hit fast-handed users and convert new movie audiences.

As Kuaishou entered the film announcement market a little later, it also gave some hope that short video platforms could be used to achieve word-of-mouth and influence The power-reversal movie has left hope. Whether it is the tilt of the platform’s traffic or the freshness of its audience, Kuaishou is still a blue ocean that has not yet been opened up.

people’s entertainment

In fact, in the film announcement market, the war has never subsided.

Before short video platforms became rookies, graphic social media had a round of competition in 2019.

Weibo, as a defender, has the only domestic social media + a large number of celebrities + a mature film and television publicity system Advantages, and Toutiao has the potential of artificial intelligence recommendation + huge number of users + accurate distribution.

The competition in graphic social media has not subsided, and short video platforms have also joined the red sea. Today’s movie announcements, even for small costs, graphic social media + short videos have become standard.

In fact, for any content platform, entertainment is an indispensable part of each platform’s content layout creation In particular, as entertainment content gathers huge users and traffic for it, platforms will naturally chase their influence in industries such as music, TV series, variety shows, and movies.

Kaishou has always focused on “embrace every life”, so a lot of content on the platform is based on ordinary people’s daily lives Unfolding, but in 2020, after they have introduced content such as stars, movies, and variety shows, their entertainment ecology has become more complete.

and introduce entertainment content, Also makes the community ecology of Kuaishou closer to the real life people pay attention to the content of the concrete, after all, our life itself is composed of food, clothing, housing, transportation, work, entertainment and consumption. When an online community is closer to the diverse real world, users will also invest more Participate in the creation and construction of the community with more attention and energy.

But different content communities require different operating strategies. Whether it is introducing celebrities or enhancing types of content, Kuaishou is more integrating with its platform ecology.

For example, when introducing celebrities, they chose such as Jay Chou, Shen Teng, Yang Mi, Di Lieba, Chen Kun, etc. Popular celebrities later introduced idol-type artists such as Meng Meiqi, Wu Xuanyi, and Times Youth League for younger audiences, and conducted hierarchical operations on user favorite celebrity content. In terms of film publicity, although they have been in for less than a year, they have gradually explored a set of effective publicity plans in the Kuaishou community through successful film cases.

Kai Shou summarizes his strategy as “people’s entertainment”, which is based on “inclusive value “Developed with the characteristics of the community, focusing on the emotions of ordinary people and ordinary people. From the perspective of the movies that can become popular in the industry, they all rely on the common feelings of family, love, patriotism and other simple emotions to form word-of-mouth communication.

But can the card of “People’s Entertainment” be played well, and whether Kuaishou can successfully penetrate into the film promotion market In the hinterland, it depends on whether it can produce more transcripts like “My Sister”.

It can be expected that there will be a disturbance from Kuaishou. In the future, users who will publish movies on short video platforms The dispute will inevitably become more and more intense.