This article comes from public micro-channel number: Entertainment stuff (ID: EW-Entertainment) , author: dog Mercy (Krone Li), the original title:” temporary The disappearing “Spring Festival file” (below): 2013-2019, the function of Xuanfa | East Research “, the related data of the chart in the text comes from the lighthouse professional version, and the picture from the movie” Aunt “
Observations in this article were written before the Spring Festival stall. What I shared today is the second half, and the text analysis is relatively shallow. It mainly focused on some characteristics and rules of the Spring Festival. Of course, there are a lot of immature parts in the text. Welcome to comment and guide.
At the moment of the epidemic, the retreat of the Spring Festival is a choice for the benefit of the country and the people, as well as the social responsibility of filmmakers. As a product of collective wisdom, the film involves the livelihood of many people, and the patience in it is worthy of respect.
No matter what changes will occur in 2020, what new opportunities and new options will emerge, I believe that the “Spring Festival stall” will return again, at that time, this land must have survived the shock and orderly.
The temporarily disappeared” Spring Festival File “(Part 1): Trend Overview and Box Office Insights
3. Roles and functions of Spring Festival contents and announcements
Continuing from the “Chinese New Year file that has temporarily disappeared” (on) : 2013-2019, Trend Overview and Box Office Insights “analysis, demand” “New” genre, the increase of occasional audiences, and the multiplier effect dominate. These three attributes constitute the typical characteristics of the Spring Festival file winners, but also bring the Spring Festival film market’s low tolerance for creation and Highly spontaneous .
Low tolerance means that some outstanding author-brand movies have no advantage in this period. No matter how good a movie is in the art or in various professional senses, and how valuable IP is, as long as it can’t meet the needs of the typed features at this stage, it will be based on occasional incremental audiences, and the multiplier effect is In the dominant Spring Festival market, word of mouth and box office will be relatively more negatively affected than in other market segments.
Highly spontaneous, which means that the differentiation of market results such as word of mouth and box office is uncontrolled or has little controllability. One direction worth exploring is: The Spring Festival film has almost no chance of winning by controlling popular word of mouth, in-depth interpretation, and artistic expectations. That is to say, even under the active promotion strategy, the content of the Spring Festival movie itself determines the point and length of the box office revenue. The strategy of the announcement mainly affects the period structure of the box office revenue.
In general, the direction of the Spring Festival movie announcement strategy may be roughly divided into two types:
1) Various active strategies to seize early market share after the release, that is, the target revenue structure should be top-heavy;
2) Through various active strategies, develop the depth in stages, that is, the target income structure should be tailing or thick tailing.
4. Features announced by various companies before the Spring Festival files are removed
This year’s Spring Festival file originally had 7 newly released movies. From the point of convergence of the announcement strategy, there are also differences. Apart from the aunt, others need to be released in the future, but this early announcement also shows some of the orientation of the movie itself. Just a summary.
“Chinatown Detective Case 3” in the promotion content, the focus is mainly on the breakthrough points in the content of the series, the formation and output of Chinese detective image