The movie’s Spring Festival file is surging, and the platform announces the ＂space elevator＂ to explore the way.
Text/Magic Beet
The competition between "Wandering Earth 2" and "Manjianhong" is still in full swing, and they have also become two works that both break through the 3 billion in 2023, successfully leading the market to exceed the total box office of 10 billion early. More importantly, the film market has reason to say that the answer, film is still an indispensable form of entertainment for the public, and the audience is back.
In fact, when we look at new changes in the market,Explicit box office results are on the one hand, but also to see those "trickle" who slowly change the market situationIt is the continuous introduction of new models and new products that has led to a healthier and more stable market.
Source: Lighthouse Pro
To a certain extent, Internet publicity products were the important "trickles". Over the past period of time, the market publicity environment had undergone major changes. Subsequently, the Internet platform represented by Taopiao Tickets took the opportunity to launch a number of platform products that affected the efficiency of publicity, attempting to link movie content with the consumer public from a wider depth.
Under the hustle and bustle of the Spring Festival, it can be seen that the Internet platform is leveraging its own power.Continuously promote the improvement of publicity and distribution efficiency at the level of data, productization and refinementThe Internet’s transformation of film promotion and distribution is entering a new stage.
Strategy adjustment under change
When a certain factor in an ecosystem suddenly becomes a variable, it will inevitably lead to adjustments in other factors.
The time compression of the film from the file to the release is the variable that occurs in the story of the film market in 2022. The pre-release cycle of the past 1-2 months has been greatly shortened for several films of the year. The summer film "Lone Moon" was set 10 days ahead of schedule, and the introduction of the animation "Minions Big Eyes 2" and the comedy "Brother, Hello" are all airborne. "New God List: Yang Jian" was only four days from the file to the release.
"New God List: Yang Jian" Marketing Event
How to improve the efficiency of publicity and distribution in this rhythm of publicity has become a matter that has been considered by everyone from the filmmakers to the publicity and distribution companies in the past year, including Internet social media and ticket purchase platforms. As the most critical viewing and decision-making platform in the business chain, the ticketing APP has become the main body that needs to solve the problem.
"One is to improve the efficiency of publicity and distribution, and the other is how to scale up and how to better convert the popularity of publicity into ticket purchases.", Yi Yi, the relevant person in charge of the promotion and distribution business of the Taotao ticket platform, said. It is under this thinking logic that the Taotao ticket platform has focused on refining a number of in-app products that can be applied in batches and improve the efficiency of promotion since last year.
From the current point of view, Super Group, Flash Red Packet, Watch Together, Cloud Baochang, etc. have become representative products promoted by Internet platforms. Simply put, Super Group pays attention to the effective transformation of character popularity, and can also bring users group discounts; Flash Red Packet can be refined to improve the input-output ratio; Watch Together and Cloud Baochang conform to the ritual of movie viewing behavior, and is a dating ticket purchase tool for users’ social needs.
The opening of the pre-sale is a very important time node in the film promotion process. The logic before the opening of the pre-sale is to create the popularity of the movie and connect the interests of users. After the opening of the pre-sale, it is to adjust the supply and demand relationship, and strive for cinema scheduling through attendance.
It can be seen that this series of products launched by Amoy Tickets are also arranged before and after the pre-sale, taking super groups and flash red envelopes as examples."The main purpose of these two products is to affect the speed of users’ orders after pre-sale and improve efficiency.", easy and easyOne Entertainment Observation (ID: yiyuguancha)Indicate.
Super Troupe has become a star product that has been repeatedly used by many filmmakers in the past. Its core is that the filmmakers set up discounts and quickly detonated the enthusiasm of users to buy tickets. "On the one hand, it can be seen as a movie promotion action, and on the other hand, it can also directly touch the user’s behavior." It is reported that this product was first used in "Walking on the Moon" and was also used in many films during the Spring Festival.
After more than a year of large-scale application, some products have also been upgraded and adjusted. For example, the flash red envelope product has expanded from the original single channel of the Taobao ticket APP to more scenarios. Now users can also purchase in WeChat, which greatly increases the breadth of the product reaching the crowd.
Why do you want to polish this series of products? In the opinion of Taopiao, the reason is very simple. As a very important part of the movie ticket purchase link, as well as a platform that links the film side and the public,"Only the platform has the obligation and determination to do this."
How to do sinking and how to serve users well
In the past box office statistics, the box office output of third- and fourth-tier cities during the Spring Festival is usually 15-20% higher than that of other schedules. According to the "2023 Spring Festival Film Market Data Insight Report" released by the Lighthouse Research Institute, during the Spring Festival this year, the consumption of third- and fourth-tier cities exceeded 50% for the first time. Each film studio must first answer a question during this period, how to do the lower-tier market.
"2023 Spring Festival Film Market Data Insight Report"
For a long time in the past, there was no good solution, mostly relying on flood-type discounts to stimulate users in the lower-tier market.More sophisticated Internet products are trying to deal with this problemThe flash red envelope became one of them.
Easy to tellOne Entertainment Observation (ID: yiyuguancha), This year’s Spring Festival files "Wandering Earth 2", "Exchange Life", "Bear Haunts · Accompany Me" Bear Core "and other films have used this product."Its essential purpose is to make preferential subsidies explicit."In addition, it also uses the characters in each film to distribute red envelopes, making the whole process more interesting.
Flash red envelopes have also upgraded their delivery strategy this Spring Festival, not only by channel and end, but also by adjusting the preferential intensity in a targeted manner to affect those audiences who watch movies less frequently.
In the use of these many products, the role of Taopiao is only the platform advisor."We will provide data analytics reports and experience sharing", but the final decision and use rights remain with the film.
Take "The Wandering Earth 2" as an example. As a sequel to the previous work that has been a huge success, this film will always be the most stable film in the Spring Festival season. According to the data of Taobiaotiao, the majority of mature men in the user group who click "want to see", which means that the audience of this film is not likely to be disturbed by price.
Therefore, there are two main strategies for the platform promotion of this film. Based on the popularity of the main creator in the public, the cloud can be vigorously promoted, and in addition, the "watch together" welfare activity can be carried out. It is reported that since New Year’s Eve, "The Wandering Earth 2" has started the "watch together" activity. Hundreds of thousands of people quickly gathered to send out Chinese New Year blessings through "watch together", and invited relatives and friends into the theater to watch the movie.
"The Wandering Earth 2" stills
Cloud packing is still a classic holiday treat model, and it is also widely used in this Spring Festival. On the day of the pre-sale of the movie "Exchange Life", 8 movie creators including Lei Jiayin and Zhang Xiaofei visited the live stream of Weibo and conducted a cloud packing treat. In order to conform to the atmosphere of New Year’s greetings, Cloud packing designed a special customized package, which was launched simultaneously in the Amoy Ticket and Lighthouse Professional Edition.
Upgraded "non-stop walking"
The development of Internet ticketing platforms has long been in the state of "light boats have passed 10,000 mountains", and the remaining ticketing platforms have also chosen different market plays.The route of shopping for tickets does not seem to have changed: exploring the construction of industry infrastructure, at the B end it is an Internet publicity company, and at the C end it is a public viewing and decision-making platform.
In fact, since the centralized application of platform-scale products this year, one of the main lines of "update" in the past is to continuously launch platform tool applications to improve market efficiency.
The "non-stop pace" in the field of application updates on Internet platforms also stems from the platform’s observation of the public’s movie viewing habits. Take "Watch Together" as an example, "We have observed that some schedules in the industry rely on the sense of schedule rituals to drive users to engage in social viewing. For example, Qixi Festival is a typical social schedule", which became the original motivation for the source of "Watch Together" products.
"2023 Spring Festival Film Market Data Insight Report"
After more than a year of application, the "Let’s See" product has become one of the core brand products of Taobao Tickets, which is widely loved by users.This social viewing mode is not only a form of film social interaction brought by users, but also a good tool for film promotion.
In this year’s Spring Festival file data report, the box office broke 1 billion in a single day for 5 consecutive days during the schedule, and "Wandering Earth 2" and "Manjianghong" both broke 1 billion. These two big data especially impressed the market, which represents a more stable box office trend. Spring Festival schedule. Among them, there is also reason to see the Internet e-commerce platform represented by Amoy Ticket, which has helped a lot in this benign development process.
In the past, publicity was relatively crude, but in the future, publicity budgets will need to be applied more carefully and efficiently.From this perspective, the e-commerce ticketing platform can become the platform that can directly reflect "efficiency".
Internet platforms will continue to promote the digitization, productization and refinement of film publicity. In the future, the publicity of the Taotao ticket platform will continue to sublimate and adjust products from the "refinement" level.
Image Source: Network
"The core is to solve everyone’s demand to see the effect of publicity, and at the same time pursue a considerable cost performance. We hope to continue to improve the efficiency of publicity and distribution through rich products," Yi Yi said. In addition,The platform will also develop better products at the level of word-of-mouth fermentation"After all, word of mouth is always the greatest guarantee of a movie’s vitality."
The Spring Festival film gods fight, and the market scale is soaring all the way. From the extensive traditional publicity to the new publicity era driven by refined products, the continuous iteration of Internet platform publicity may build a prototype of an efficient space elevator for this booming market.
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