Special feature of 1905 film network Compared with the films of the past few weeks, the new films released last week seem a little "stingy", mostly based on love sketches and youth literary films.
Previously, many people called March this year "Chinese Literature and Art Month". Not only did Seimi Zhang’s film films and well-received first films compete in the same period, but also those who won two Silver Bear Awards in Berlin chose to start the nationwide screening last Friday.
For many fans, this is a busy weekend. There is an illusion that I see a table of delicious food, but I don’t know how to put chopsticks.
But in fact, these three films didn’t get much attention in the market. On the contrary, Taiwan Province’s love movie, which was ignored by many people in the early stage, became a dark horse in the schedule, and its rising trend surpassed Marvel Comics’s masterpieces.
A Sader Story Than Sadness has exceeded 400 million at the box office.
On the first weekend of release, "Over the Spring" grossed less than 7 million. If the low box office of this film is caused by the weak card company, then "On the Balcony" under the banner of Zhou Dongyu, the box office is even more bleak, even less than 4 million.
In Berlin, "crying down a piece of Chinese and foreign media" won 3.095 million box office after three days of screening. Compared with expectations, the whole is still relatively dull.
Looking back at the beginning of 2019, it set a box office record for domestic art cinema, but it hasn’t finished the first quarter yet. It seems that the overall data plummeted like the one-day box office of The Earth. Some people even jumped out to question the propaganda of "Spring Festival" and "Balcony". We can’t help asking: what should we do to promote literary films?
What about the "splash" in "On the balcony" and "Over the Spring"?
In fact, it is difficult to define what is a literary film. However, in the eyes of the public, it seems that a consensus has been formed, referring to the kind of movies with certain minority feelings and great desire to express. This kind of film theme is generally closer to realism, which is not smooth in the market, and is finally considered "difficult to understand" by the audience.
However, with some small achievements in recent years, more and more people have seen the dawn of literary films.
To paraphrase Xú Zhēng, now is the spring of good movies.
Stills of Gang Rinpoche
However, the market for literary films is not so smooth. It used to be said that "the smell of wine is not afraid of the depth of the alley", but now good works still need to be spread, not treasured. No matter how good a work is, it needs publicity. Only with proper publicity can it be seen by more people.
If the publicity of "Balcony" and "Spring Festival" is resumed, it is actually very simple, that is, traditional material release, holding a press conference and screening activities. If the keywords of the two films are extracted from the propaganda, that is — —
"Over Spring": Different Youth Films, Qualities and First Works
On the Balcony: Zhou Dongyu, Film Movie, Secret Love.
These keywords seem too bland for the ordinary audience.
On the other hand, the online word-of-mouth of the two films, "Over the Spring" Douban scored 8.0, Cat’s Eye movie scored 8.1, and Taobao Film scored 8.3; The score of "On the Balcony" is relatively dull: 6.1 for Douban Film, 5.2 for Cat’s Eye, and 6.1 for Taobao Film, which is hovering on the passing line as a whole.
For many people, at least "Over the Spring" can rely on word-of-mouth marketing to make the film discovered by more audiences. But who knows, in the end, it caused a group of people in the industry to be "dissatisfied", and some people even complained that this was "comic book propaganda".
"Spring and Balcony are not grounded enough this time." Xiao M, who has been doing propaganda planning for 2 years, said. "In fact, the publicity of" Over the Spring "is very hard, but it lacks a key marketing event."
Indeed, the story sadder than sadness in the same period did not receive much publicity, and even the publicity period was shorter than the other two.
However, after the film was released, the propagandist followed the propaganda method of Ex-3. On new media platforms such as Tik Tok, it featured the topic of "Bring a paper towel to watch a story sadder than sadness", and promoted a group of female viewers who were immersed in sad emotions after watching the film, sitting and sobbing with subtitles, which had a good "sinking" effect.
Not only that, but some people even spit out that "the announcement of" Over the Spring "is really a long story. Seeing that the box office is not working, it began to release materials to play erotic edge balls. Such a good scene in the film has become a gimmick."
In fact, this kind of "eye-catching" is not what they do. Xiao Dianjun learned from the propagandist of "Over the Spring" that these comments are excerpted from netizens’ comments.
"I have seen people praising this scene in my circle of friends and WeChat official account, and they did use similar language. Moreover, if the film picks up the original comments of netizens, it is actually not a spontaneous erotic edge ball. I do propaganda myself, and from the marketing point of view, I follow the trend. I can understand this way and think that more people can pay attention to this movie. " Xiao M further expressed her opinion to Xiao Dianjun. "It may be a bit too much to say that pornography is rubbing. The main paragraph is just a content highlight, not a publicity focus. "
In addition to Xiao M, Xiao Yi, who has been engaged in film propaganda and planning for 3 years, also went to see these two films at the weekend and talked about his own views. "First of all, the two films are too small, and they are not subject types that can be accepted by most people. At the same time, I met the phenomenon-level topic movie "A Story More Sad than Sadness". The latter is to make you cry, simple and rude, and it can bring more intuitive feelings than the former two. "
Does the literary film come out of the circle, relying on works or marketing events?
In terms of box office results, the story sadder than sadness, which was almost zero-publicized in the early stage, was successfully released.
So, who is paying attention to movies?
According to the survey data of China Film Distribution and Projection Association, the contributors to the box office in China are mainly the post-90s, followed by the post-80s and post-90s. Therefore, the orientation of literary films should not only be an "elite" minority, but a new social youth facing the mainstream public, starting with the mainstream audience.
The tonality of content determines that literary films can only be developed in circles, and it seems that it is difficult to find a reproducible marketing method for a while.
For the ordinary audience, the cast can certainly attract them into the cinema, but the topic of the film is also an important factor affecting their choice of watching movies. For example, before the release of The Last Night of the Earth, frequent "Kissing New Year’s Eve" on Tik Tok and friends circle will naturally arouse their interest in watching movies.
"I think the idea of’ one kiss for the New Year’ is quite good, but this point is too different from the temperament of the film itself." Xiao M said, "In fact, the marketing event of the film should be related to the film content itself, otherwise the audience will definitely’ explode’ when they walk into the cinema and see the actual content."
In recent years, all kinds of literary films have been thinking about going out of the circle in various ways. The most typical one is the "kneeling out of the circle" of producer Fang Li in the live broadcast during the release period. Since then, the box office of the film has risen from 3.65 million in the first week to the last 86.9069 million. Although Fang Li’s behavior is not worth promoting, the quality of the film has made it further recognized by the audience.
&hellip, a fiery live broadcast platform four years ago and a short video platform in recent years; … The new media industry is full of vitality. For literary films, it is necessary to use the weapons of the media platform to gain public awareness. By using these media, one hot topic after another can be formed, so as to keep the popularity during the film release and draw the audience into the cinema.
"The quality of" Over the Spring "is very brilliant. It is actually very clever to promote the main’ different youth films’, but a few years ago, those dog blood youth films have caused many audiences to resist this kind of films. At the same time, it can’t extract the emotional commonness of’ another self’ like that. So the key is that the emotional level cannot reach the audience’s heart. " TT of the film production company said. "I read the script in the early stage and have been paying attention to this movie, but there are colleagues around me who don’t know that this movie is released."
It can be seen that it is very important for film marketing to use emotion and culture appropriately, find empathy with the target audience and stir up the topic. When it was released, the propaganda slogan of "buy a movie ticket for parents" was played, and the middle-aged and elderly people were opened up; During the screening of Gang Rinpoche, select the audience of pan-cultural circle who have a deep understanding of pilgrimage … …
Of course, the quality of works is the key thing, but in the era of more and more good works, film marketers still have to think of ways to make the "wine fragrance float out of the alley."