Movie Marketing Methods

I am a movie fan.

I have loved watching movies since I was a child. Later, I became a marketing expert and started to get into the habit of studying the marketing clues behind each movie I watched.

Hence this long summary.

Before 2011, movie marketing was still very traditional.

For example, it can basically be divided into paid and free, online and offline.

At that time, Weibo was far from becoming popular, and group buying websites were not particularly mainstream among cinema ticket purchasing channels. Industry magazines were still a very popular segment, such as "Watching Movies" and other official media in vertical industries.

But with the rise of social networks and the popularization of smart phones in recent years.

Too many apps and websites have gradually formed a new marketing camp. For example, WeChat and Momo are used for social networking; Didi, Uber, and Moji Weather are used as daily tools; Weibo is used for social information interaction among experts; QQ Music, Miaopai APP, and various video APPs are used for daily entertainment.

Today we will systematically sort out some of the logic and gameplay of [movie marketing] in the past two years.

First, let’s look at the big picture:

The framework is clearly organized.

Let’s take a look at the overall communication logic.

If we regard movies and TV series themselves as "products".

Then basically all Internet marketing logic and strategies can be included.

From the perspective of communication strategy, marketing is not the decisive point. After all, in the existing industrial chain, marketing is not integrated into the product production process from the beginning.

Most marketing starts after the product is finished. I believe this contradiction will be improved in the future.

Products are the basis of marketing, and crowds mean the size of the plate.

Marketing is more of a means to help a good product reach more target audiences.

Even by influencing the target audience, thereby arousing the interest of the general public.

From a macro perspective, it is the same as operating a product and brand. Before marketing a movie begins, the main selling point of the product must be confirmed.

After all, there are thousands of movie cases every year.

When swimming in the Red Sea, the main concept is transportation.

Yours is a yacht and the other party's is a seaplane.

It is clear at a glance who is more powerful.

Of course, we must also achieve "multi-point blooming" during communication, with one main concept as the main concept and multiple different secondary concepts as "multi-point support". This is just like operating a brand public account, but there is more than one functional selling point.

Then the emotional interests and the interests of self-expression must be coordinated.

For example, "My Girlhood"

According to the script, there are actually several main lines.

01

The heroine was frustrated at work, so she recalled her first love in her teenage years, and then she ran into her first love again later, and they rekindled their relationship;

02

Girls' Generation has a crush on A, but ends up being moved by B instead;

03

A love-chasing alliance is formed between B and the girl, who helps B to chase A's girlfriend... B helps the girl to chase A...

04

The girl has always liked Andy Lau, and later on, the girl in Group B actually met her idol...

05

The story of a girl who successfully turned from a pork chop into a beautiful girl...

Multiple plot developments.

The final version of the story chose the second one instead of the bloody plot of the first one.

So the whole drama took all of us viewers to watch the female version of "You Are the Apple of My Eye" again.

The strong sense of youth and nostalgia makes the whole story unusual and full of memories of the post-80s generation.

All products are in the process of being released and sold.

They will do different things in different stages.

The following figure simply lists what needs to be done in the three overall stages.

In addition to the regular content listed in the picture above.

Let’s take a look at what new ways of playing are worth learning in recent years.

The concept of IP, as an imported product, began to become popular in the second half of 2015.

The concept itself is simple, but it gives film and television products, as major copyright owners, a broader vision to authorize more virtual and physical products to do peripheral work.

So in 2015, we not only saw the rise of "The Monkey King: Hero is Back", but also the old "Star Wars" swept every aspect of our lives.

Since the 2011 drama “Love Is Not Blind” from “Love Is Not Blind” took the entire Weibo and Renren websites by storm.

The operation of social networks, especially video promotion, has become a standard for film marketing.

Let’s take a look at the picture below to see how film and television dramas operate various social marketing channels in depth in terms of film and television drama dissemination.

Finally, let’s take a quick look.

As products, film and television dramas themselves do not have many sales channels.

Basically all kinds of payment channels have become sales channels.

Author: Wang Weichen (Xia Fox)

Source: Wang Weichen