The article is from the public number: make a movie together (ID: yiqipaidianying) , author: tanks, from the title figure: Figure worm creativity.
At 10 am on January 17th, the pre-sale of the seven films for the Spring Festival will be launched, and no one is allowed to snatch away!
Last week, the film producers of the seven major films of the Spring Festival received a notification in this way. Many films that were going to start in advance were helplessly forced down, and they could only “fairly compete” with everyone at the last minute.
From the Beacon Pro version, which generally displays pre-sale data for more than a month, we can also see that the page after January 25 is fully displayed as “No Data”.
Before 2019, pre-sale more than 20 days in advance is already the basic requirement for most Chinese New Year movies. On this ordinary weekend, the 200 million-magnitude movie basically requires a pre-sale window of about 10-14 days. Currently, just pre-sale 8 days in advance to start the pre-sale of the Spring Festival file, what does it mean for the first major market of the mainland movie market? Let’s explore it in detail today.
Spring Festival files under macro-control
Time goes back 2 years.
In January 2018, the State Administration of Radio, Film and Television started policy adjustments on the Spring Festival. Oral guidance was given to several major movie parties, stipulating that the minimum price for ticket replacement during the Spring Festival stalls must be above 19.9 yuan.
In the years of 2014-2017, we saw a large number of super-low-price tickets of 8.8 yuan and 9.9 yuan, but at the same time, the ticketing platform and movie publishers have been struggling. Such a regulation of ticket supplementation will undoubtedly greatly reduce the cost of ticket supplementation in the pre-sale tug-of-war for the Spring Festival film, and to a certain extent, avoid the “stronger, stronger and weaker” Matthew effect , And the cost of spelling out the issue is no longer the only tool for the first day of the Spring Festival film.
Although the guidance was trialled from New Year’s Eve to the Lantern Festival, the 2018 Spring Festival file significantly exceeded the expected box office results, giving the SARFT sufficient confidence to continue expanding this policy.
Since then, ultra-low-price movie tickets have officially disappeared from the mainland movie market.
After the official opening of the National Film Bureau in April 2018, more attention was paid to the first large-scale period of the Spring Festival, and a second wave of regulation was started. On January 10, 2019, there will be 26 days before the Spring Festival on February 5, 2019. On this day, the nine films scheduled to be released in the Spring Festival file announced the release notice and ranking number on the same day (“Love Saint 2” was subsequently forced to withdraw the file), and the pre-sale was opened uniformly. The opening day was as high as 50,000. Field, the pre-sale results are close to ten million box office. And this time the unified opening of pre-sale, also opened a precedent for large-scale unified pre-sale.
Undoubtedly, the move of unified pre-sale will also bring a more level playing field for the Spring Festival film.
After that, also on September 9 last year, 21 days before the National Day file on September 30, the three national day masterpieces of “I and My Motherland”, “Captain China” and “Climbers” were also present. Pre-sale officially started on the same day. Considering that there are only 3 large-volume films in the National Day archives, it is normal operation to shorten the pre-sale window period from 26 days to 21 days.
For the 2020 Spring Festival, the schedule is also more regular. Unlike previous years when the list of the Spring Festival files was finally finalized in November or even December, this year’s Spring Festival file 7 movies have been scheduled since the Foshan Cinema Line Promotion Conference at the end of September last year.The four-month stable announcement also gave this year’s Spring Festival stalls an extra bonus. In the past, shooting in September, shooting in October, setting the file in November, cutting in December, and the airdrop of the Spring Festival filed in January in the assembly line may be gone forever.
Since mid-December, rumors of the Spring Festival pre-sale are about to start in the industry. From the end of December to January 2nd, to January 4th to January 10th, this “online transmission date” is also getting more and more, and the proponents of the Spring Festival archives cannot help but panic.
The pre-sale date of January 17th will definitely bring new challenges to filmmakers. In the following, we will look at the impact of shortening the pre-sale window period of the Spring Festival.
Release
The distribution of films, especially the distribution of the Internet, is the most worrying.
Although the pre-sale of the Spring Festival document has not yet officially started, the Spring Festival document distribution war started quietly as early as a month ago, and the ground network teams of a number of Spring Festival document film distribution companies have begun to dock movie studios.
The postponement of the pre-sale time has also given distribution more time to discuss movies with movie tubes and single theaters. But before and after the pre-sale, the talks are completely different. The pre-scheduled data after the pre-sale is opened on the first day will definitely be different from what was previously expected, which will cause less time for subsequent releases to the locals. They must make more available schedule data in a more compact time. Fight for it.
On the other hand, after the pre-sale, I found that the first-day film performance was not satisfactory. If I wanted to add extra fees, it might be too late.
This is for the launch of the local network, which had been shortened significantly during the Spring Festival holiday. This year may not even have the opportunity to eat New Year’s Eve at home.
However, judging from the current situation of the Spring Festival this year, there are also the most flexible releases, breaking the “iron law” of the film of the Spring Festival created by the 2016 Spring Festival “Mermaid”. “Emergency Rescue” has started a large-scale national roadshow watching activity this week, and it is reported that films including “Chinese Women’s Volleyball” and “Aunt” are also expected to hold premieres before the Spring Festival and invite large-scale viewing.
This strategy of watching movies in advance may not only want to spread word of mouth, but also to build industry confidence. Use this kind of “daring to watch movies in advance” in exchange for the trust of cinema film directors for the movie and Get a higher first-day stream.
Marketing
Without pre-sale results, there is no most intuitive data feedback.
Although for the marketers, the delay in the pre-sale time has given them more time to create momentum for the film. However, all marketing actions cannot be directly converted into pre-sale results, they can only be converted into online popularity and want to see data. And want to see the data and pre-sale performance can not be directly equal. According to historical experience, the fans’ cartoons and videos with more traffic stars have a certain amount of moisture, and they will not be seen until the pre-sale is opened.
In fact, the Spring Festival movie has entered an intensive marketing stage as early as December, but only the last 8 days can be used for reference and comparison. There is no doubt that it has given the marketer even less. Response time. And if there is a deviation in the overall direction of the first 4/5 of the marketing action, it is obviously too late to rely on the last 1/5 of the time to turn the tide.
Therefore, How to accurately control the audience’s audience without the pre-sale results as a reference is also testing the skills of major marketing companies at this critical moment.
Cinema, theater line
As with “Youth of Youth” on Tuesday, the theater “angered” 70,000 games in just half a day. On January 17th, the seven films on New Year’s Day will most likely also open more than 100,000 rehearsals in a short period of time.
On the first day of New Year’s Day in 2019, a total of 520,000 games were played in the mainland movie market. With the increase in the number of screens, whether this year’s Spring Festival file can exceed 600,000 games will also be a big concern.