"Dangal!" How to make Dad a hit through word of mouth? We have summarized 4 key techniques

"Dangal!" The release schedule of "Dad" in China can be said to have started off badly, with Wanda Cinemas only scheduling about 3% of the screenings, far lower than the 13% or so screenings of other cinemas. Moreover, at the same time, it encountered a head-on attack from "Guardians of the Galaxy Vol. 2" and the aftermath of "Fast and Furious 8" was still there. But it still can't stop "Dangal!" "Dangal" has achieved stunning box office data and explosive reputation around the world - it is the box office champion in Indian film history, with an IMDB score of 8.8, a Rotten Tomatoes freshness of 83%, a Douban score of 9.3, a Maoyan audience score of 9.8, and a professional score of 8.2. This movie relies entirely on "word of mouth". Everyone is talking about "word of mouth", so what are the specific methods and techniques to build "word of mouth"? Here are 4 key tips for you.

To build a good reputation, we must start with "Dangal!" Dad" summarizes the following 4 key skills to help you:

Movies are humanistic works and are very suitable for word-of-mouth communication because movies themselves are a concentration and reflection of society and real life.

First of all, "Dangal!" "Dangal" is a film with strong "feminist" elements. In India, it is well known that women are a very vulnerable group. Rape cases occur frequently and women suffer from bullying. In society, women cannot enjoy the same rights as men, and cannot decide their own destiny. Like in the movie, the little girls who were forced to marry said that they could only do housework at home at a young age, and when they turned 14, they would be married off to reduce the burden on their family, and they would marry men they had never met and had no feelings for.

Secondly, although Aamir Khan showed strong patriarchy when training his two daughters, and even provoked resistance from his daughters, in fact, the father made the decision even after being ridiculed by the whole village. He simply wanted them to have their own lives. The father fought against the whole world for his daughters, hoping that they would fight for girls across the country; he hoped that they would use their own lifestyle to provide another choice for Indian women. Girls are not limited to taking care of their husbands and children and doing housework. They can also live like men and gain independence in the world.

Therefore, these can all awaken women's empathy in challenging gender discrimination, awaken the audience's protection and respect for women's rights, and awaken everyone's deep expectations for their usually strict fathers.

As a film work, why must the screening rate be guaranteed? Because this is the best way for users to experience the product. More screening rates mean more experience opportunities, so that users can feel the quality of the product through watching the movie.

"Dangal!" "Dangal" also achieved a seamless running time throughout the entire show. The original version released in India was 169 minutes long, and due to film length management requirements in China, the version released in China was 140 minutes. According to the official response, this shortened version was for a better viewing experience, and it was directed by Aamir Khan himself. The cut contents are almost all "fine deletions" of a few seconds and frames. This undoubtedly makes the plot more compact.

In the past, our impression of Indian movies was "dancing when there is a disagreement", including Aamir Khan's previous well-received movies such as "PK" and "3 Idiots". The deleted content is the parts that are not to the taste of domestic users, such as Indian songs and dances, pre-wrestling rituals, etc., and in the end the overall product experience feels better.

As for the screening rate, it is a process that requires a turnaround in word of mouth. In the past, there have been many dark horses in the domestic film industry. For example, "The Return of the Great Sage" relied on its good reputation, which forced cinemas to increase its screening rate so that more audiences could watch it.

To give another example, Pfizer's "Acca" did not have much advertising, but it became popular in a very short time. An important point is that it relied on customers' experiential consumption, which made people's discussions and disputes about the positive, negative, advantages and disadvantages of the product almost become the focus of street talk and eventually became a world-famous product.

The experience brought by experiential consumption is profound and unforgettable. Therefore, it can provide a good communication foundation for word of mouth.

"Dangal!" "Dangal" took advantage of three key factors. First of all, it was the good influence of Aamir Khan's IP, because the rate of good films he has produced over the years is quite high. Aamir Khan himself has said that he would not agree to take up a film until he has read the script in its entirety. Such an IP image ensures the quality of the product.

Secondly, Aamir Khan, who was already 51 years old, first increased his weight to 97 kg due to the needs of the role, and then lost 25 kg to build a perfect body of muscles.

In December last year, he posted this 5-minute weight loss video on Facebook, and unexpectedly it received more than 20 million views.

For a new product, the recommendation of a well-known IP will undoubtedly help eliminate consumers' doubts. That is the fundamental reason why many companies choose celebrities who are suitable for their brand tone as their spokespersons. Alternatively, if a product is jointly recommended by multiple brands, it proves that the product is definitely not bad. The more authoritative the IP, the better the word-of-mouth effect will be.

"Dangal!" The prototype of the story of "Dad" is also a father Mahavira. Due to various reasons, he did not win a gold medal until his retirement. The realistic Mahavira also planned to let his unborn son help him fulfill his dream, but his wife gave birth to four daughters. So Mahavira trained his daughters in wrestling, and out of his four daughters, three became world champions.

At the same time, "Dangal!" "Dangal" has strong social significance, which is related to the social topics that Aamir Khan wants to bring up. In 2012, Aamir Khan launched a show called "Truth Talk", which discussed the pain points of Indian society, such as female infanticide, child sexual abuse, arranged marriages, domestic violence, caste system and other topics.

He denounced the phenomenon of killing baby girls and advocated gender equality; he appealed to the society: instead of preparing dowries for daughters, it is better to invest the money in their education.

Beautiful and timeless stories are always unforgettable. This carrier of the story makes the entire communication easier and also adds emotion to the communication of the story. Gradually, the good reputation of the product spread.

"Dangal!" "Dad" built a good reputation in this way, and successfully dominated the screen through social networks , WeChat Moments, and after-dinner conversations, showing his endless charm.

Finally, here is Aamir Khan’s weight loss video for this drama, so you can feel the necessary foundation for the formation of word-of-mouth.