The entertainment industry shouldn't be like this

Chapter 219 Can the Internet still be played like this?

When Yin Youyou returned home, the first time she turned on the computer and logged in to Penguin Communication.

Although you can log in on your mobile phone, mobile phone traffic is still quite expensive these days; in comparison, broadband traffic is much cheaper, and computers are becoming popular, and families with slightly better families have bought computers.

As the leader of Chen Zhenyi's fan club, Yin Youyou has many online activities, such as organizing hardcore fans to buy tickets to support Goddess movies from time to time.

Just so happens that the topic in the Penguin Group is related to movies.

To be precise, it is related to Wang Wei's new film.

Most of Chen Zhenyi’s fans are Yangou. Whether it is a slap in the face or a CP, Aiwu and Wu, they have always been supportive of Wang Wei.

However, Wang Wei’s new style review this time is really not very good, and many fans have also been influenced by public opinion—

"I've watched the trailer, I have to say that vulgarity is really vulgarity. Wang Wei's fans will definitely not be able to accept such a big style change, at least I can't accept it..."

"I heard that the male protagonist has a bad character. Why did Wang Wei choose such a person to be the protagonist? He will ruin Wang Wei's undefeated golden body..."

"No, you all said that, then do you still want to support this movie?"

The general manager of the theater line raised his hand and ended the dispute between the two subordinates.

Now, he just wants to say one thing - it turns out that the Internet can still be played like this?

In contrast, the traditional "big net" marketing and publicity method is both inefficient and cost more - he also doesn't know Dunhuang's investment in Internet marketing, but no matter how overestimated it, it will not be better than TV. Advertising costs are high.

Sure enough, a new expression bar was added on it.

Emoticon pack? What the hell is this?

At a rough look, the film company has produced nearly 30 pieces, including Tang Mansion, Jinxiang Temple (see Qiuxiang), Huafu (close to Qiuxiang), Ning Wang (find a fault), Lady Hua (difficult), Deadly Scholar (war), Wedding ( Websites including Dianqiuxiang) and others, each of which reveals the story background of the film in a complex and detailed manner, creating a vivid and charming picture of Ming Dynasty life.

But after the rise of Internet social networking, everything has been completely different.

They may be staring at a trailer, but they absent-mindedly think about something else, and after watching it, they have no impression of the film itself; they may also be interested in the movie because of a certain point, searching for basic information and release dates, and can't wait to Waiting for release.

He actually noticed the popularity of Wang Wei's movie on the Internet, but as opposed to it, after all, there are no successful cases as a reference, so it is hard to say that this popularity can be transmitted offline.

——How can these guys believe in the media’s negative attitude? Is this clearly a premeditated smear?

As the head of the fan club, she and Shen Zhenyi's agent are both in contact, so naturally she knows that Wang Wei is being targeted by the top five.

To be honest, he is not a heavy Internet user, but he also skillfully played emoticons without realizing it.

"So, everyone is going to buy tickets?"

Once you use it, you find that the emoticons are really good - chatting online, sometimes you always feel that you can't express your current emotions; or sometimes you want to express some ideas, but you don't want to be too embarrassed and too stiff... Now add an emoticon, All these problems have been solved!

Some group members move faster and throw out several websites in the group. "Weibo Technology has also developed software that can make homemade emoticons, and there are also materials provided by the official, so everyone can make their own emoticons..."

Tang Bohu, who looks mean - "Others laugh at me for being too crazy, but I laugh at others for not seeing through";

It’s so eye-catching—“The Lun family is a yellow girl”;

The domineering master holding a ox knife - "People block kill people, Buddha block kills Buddha";

The mouth-to-mouth match is piercing the intestines - "I'm sorry, we appreciate each other and can't help but feel in love";

There are many more...

When Lin Yongqiang clicked on the promotional main website, the website even collapsed for a while. Although it was quickly fixed, even if he didn't understand Internet technology, he knew that only when the number of visits was too large, the website would collapse.

Netizens participating in the event will have the opportunity to win signature posters, limited edition DVDs or other rewards... It can be seen that the film crew has put a lot of effort into interaction.

Through various drainage methods and the spontaneous recommendations of netizens, a huge publicity matrix has been formed with the official propaganda main site, causing a huge topic effect.

Yin Youyou clicked in and took a look, then returned to the group, but found that the direction of the wind in the group had completely changed-

"Didn't it mean that the goddess Zhen Zhen has a guest appearance? Why don't she have any emoticon materials? Have you found clues?"

This is also the reason why commercial blockbusters often put a lot of versions of trailers before they are released, and the production of trailers is highly valued.

For a moment, Lin Yongqiang was thinking a lot - he was probably witnessing the changes of the times!

The so-called "Second box office depends on reputation, and the first day's box office depends on publicity." The basic box office of a movie on the first day is determined by the theme, director, actor, etc., and can be predicted through statistical data, and how to expand the increase outside the basic market

What about quantity?

Then we need to increase our interest in low-sensitivity groups in movies through overwhelming publicity, bombing and viral marketing.

"Yes, I'm also looking forward to Zhenzhen's emoticon package. It seems that it will only be available when the movie is released; and, everyone has seen some clues, there seem to be many celebrity guest appearances in this movie - I can only hope this

It's not a false advertisement, otherwise I would be quite disappointed. Even Wang Wei's movies may also give an angry 0 points..."

Yin Youyou was about to release some truth behind the scenes, but someone in the group suddenly spoke in surprise: "Penguin Communication has launched an emoticon package platform. It's so fun. You might as well go and experience it!"

Look, from social marketing, to visiting promotional websites, to signing up for events, as the participation deepens, the more accurate the feedback Dunhuang has on how much audiences can bring in marketing promotion.

The seemingly small and simple emoji package has attracted many netizens' attention for "Tang Bohu's Autumn Fragrance" - it may be a golden sentence, or a funny expression, which aroused netizens' interest in its source, and then led

Go to the main site of the movie.

Before today, this kind of publicity was relatively inefficient, and it could even be said to be similar to metaphysics.

——Don’t say it’s impossible. Netizens who are willing to spend time participating in marketing activities online are very likely to go offline to watch this movie.

The speed of information dissemination on the Internet is amazing. In just a few days, the exclusive emoji package of "Tang Bohu's Dots of Autumn Fragrance" has been popularized throughout the Internet.

Is it the historic moment in the history of film marketing?

Everyone in the group is already having a lot of fun.

Although I don’t know the plot of the past and consequences, Yin Youyou didn’t even notice that she smiled as she flipped over her face.

How many viewers can your overwhelming publicity bring is a mystery to everyone, and there is no way to effectively obtain the response of low-sensitivity groups to promote. Everything can only be determined by the experience and judgment of the person in charge.

It's more like a gamble.

"I don't agree. The film schedules for Dunhuang by our theaters are in line with the basic estimates of this film. What is the problem with the potential of the Internet? The influence of the Internet has never been proven to be effectively converted into box office."

Thinking of this, he wanted to laugh a little.

Yin Youyou clicked in and smiled with understanding, "This is the movie's online publicity base! But it's really a big deal-"

If it were just like this, you wouldn't be too surprised, but in addition to emoji expressions, there is another set of emoji packages - Yin Youyou will know at a glance. It is actually an exclusive emoji package for "Tang Bohu's Dots of Autumn Fragrance"?!

Yin Youyou couldn't help rolling her eyes as she looked at the various speeches in the group.

He looked at Lin Yongqiang: "Do you think the number of viewers in Wang Wei's first week of this movie will be far beyond expectations?"

"This is just a guess."

The general manager nodded and pondered for a moment.

But then again, everything has its first time.

And how many of this can be converted into box office?

For the first large-scale online marketing campaign of movies, netizens' enthusiasm for participating was unexpectedly high, which also made everyone's attention to the films suddenly heat up and even boil.

Who can imagine that the five major things that want to lock Dunhuang in traditional channels will force it to lead a new path?

Therefore, this group of people is the target of the issuing company's advertising, posters and other promotional materials.

Clicking in, there are hundreds of emoji expressions. As an internet expert, Yin Youyou is not unfamiliar with emoji expressions. In some forums, some netizens like to use this emerging communication tool in chat.

Yin Youyou was not in a hurry to unify the opinions of the group. Following the guidance of the group members, he opened the toolbar.

Yin Youyou's feelings are not wrong.

Of course, this does not include the management of Sky Cinema.

"I dare not say that the promotion of Wang Wei's movie covers all netizens, but before it is released, most netizens will be affected by its momentum; at this order of magnitude, all traditional formulas and models will be invalid on it, and we should

Times keep pace.”

Can Dunhuang distinguish fans from low-sensitive groups through feedback, and then find the audience's pain points and adopt more efficient publicity strategies?

"In this way, 15% of the movie is added to the original schedule, and the store manager will pay close attention to the audience on the premiere day. As long as the number of viewers in this movie increases sharply, the largest screening room will be moved to it immediately

.”

For example, Lin Yongqiang knew early on that Dunhuang’s marketing focus was on the Internet, so he has been paying attention to the movements online.

At the screening adjustment meeting before the May Day holiday, when Lin Yongqiang made the latest suggestions, it naturally attracted opposition.

"They have a lot of data for reference."

Most netizens know it is promotion, but because it is fun, everyone not only does not feel disgusted, but instead enjoys it. They are willing to help the marketing of their works and look forward to the release of the movie.

The general manager thinks he can take a gamble.

"The foresight given by the box office forecasting agency is also a conjecture."

And what about passersby who triggered the topic effect?

Speaking of this, he smiled, looked around the audience and asked, "Does anyone have any objections?"

Lin Yongqiang didn't know the concept of "big data", but what he knew was that even if he couldn't, with the skillful use of Internet marketing, Dunhuang could always find a way to evolve.

Relying on Penguin Communications' huge number of users - it has already exceeded 100 million, even if only half, no, even if only one-quarter of the users are diverted, the promotional website is probably going to collapse.

And many people in the industry are still ignorant of all this.

There are many interactive clues on the website. Netizens can "help" the protagonist of the movie to marry Qiu Xiang based on these small details; as a reward, new posters and promotional videos are constantly released, and netizens can use these materials to participate in the movie's entire network activities - expressions

Package pictures!

For fans, these multi-version trailers will give them a feeling of repetition and overpromotion; but to ensure that as many low-sensitive people have watched the trailer and increase their chances of entering the cinema, this is the only way to do it.

Cylinder-style propaganda.

The question is, how terrifying is the number of visits to the main website of this movie?

Only Dunhuang knows the specific data, but it is not impossible to estimate it.

Maybe, Dunhuang can break the five monopolies in turn!

The sky is about to change, and what Lin Yongqiang can do is suggest that the company raise the schedule of "Tang Bohu's Dots of Autumn Fragrance".

"But there is no internet data..."

...

"Penguin Communication is still very careful to keep up with the Internet trend!" Yin Youyou thought silently.

Lin Yongqiang nodded and said affirmatively: "Yes. At present, netizens are very enthusiastic about the responses to this movie. The audience - especially the hypoallergenic people - do not care about the dislike of traditional media, and they are from the film market.

The connection may be limited to this movie, but it is enough to make its first-week box office hit."

Lin Yongqiang narrowed his eyes and said slowly: "The influence of the Internet has never been as great as today; do you know how many netizens are there now? At least one-third of the citizens have become netizens, at least!

”

"When will the movie be released? When it is released, you must form a group to buy tickets..."

Yin Youyou was shocked to find that she didn't need to say anything more.

"Compared with the previous trailer, it's like two movies. I really want to see how Wang Wei is both vulgar and touching..."

No need to be too many. As long as three to five million people are converted into movie fans who are willing to go to the theater to spend money, Dunhuang can laugh secretly.

Not everyone is optimistic about Dunhuang’s Internet marketing strategy.

"For emoticons, no, for rewards, I still have to watch this movie."

——The so-called low-sensitivity groups are those who are not movie fans, and do not even care about entertainment news and gossip, and their connections with the film industry are sometimes unchanging and full of randomness.

Obviously not.

Although everyone can see that he tends to agree with Lin Yongqiang's opinion.

But when Wang Wei broke the doubts again and again, who dared to say that this time was impossible?

"Okay, let's arrange this first. Can this movie bring some surprises to the industry? Let's wait and see!"

...

~~~

(End of this chapter)