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Chapter 97 How to take off? (Please subscribe)

Super high praise!

This is the audience feedback received by "My Sassy Girl" on its first day of release.

Whether it's the hilarious and touching plot, the performances of the male and female protagonists, or even the concept of "Savage Girlfriend", it's almost always received unanimous praise.

If we talk about heroes based on word of mouth, "My Sassy Girl" is the well-deserved champion in the National Day movie.

However, with a box office of 17 million on the first day of release, "My Sassy Girl" could only rank fifth in the box office rankings on that day.

This is consistent with its film placement rate, which is also ranked fifth.

However, with its huge audience reputation and obvious take-off potential, the box office is obviously low.

At this time, some people in the industry came out to analyze: "Dunhuang's publicity strategy was wrong. If Dunhuang's publicity and distribution investment can be half the scale of the box office leader "Nine Levels of Purgatory", this film will at least be able to sit second and watch one."

But now, it's too late.

Not to mention that Dunhuang is impossible to publicize. Even if it was publicized, they would only say - I have never heard of this stuff, so stay back.

This is only the first step.

However, because of the rising star Wang Wei, it is not surprising that everyone has higher expectations for "My Sassy Girl".

Well, Wang Wei can actually accept it.

——The filming rate of "My Sassy Girl" is low, and this is also the reason.

In addition, most of the people who use the Internet now are young people, and young people are very receptive to new things. The character "Sassy Girlfriend" became popular on the Internet, and then became popular in reality.

Dunhuang took the initiative to use this as a publicity point, naturally to attract movie fans to watch it again.

Without much change in the film schedule, the box office has increased inexplicably, which only means that the attendance rate has increased, and it also means that the reputation has been initially fermented.

for example--

How could the first generation of netizens withstand such premeditated and intensive bombing? It seems that so many people have watched this movie. If I don't watch it, will I be out of date?

"My Sassy Girl" grossed 36 million that day, ranking second in the box office rankings.

On the day "My Sassy Girl" was released, one after another related film reviews sprung up on the Internet - these are probably the earliest trolls on the Internet today.

Especially after watching the finished film, many filmmakers, especially some veterans in publicity and distribution, believe that if the publicity is done well, the film's National Day box office is expected to be at least 150 million yuan.

The box office surge of "My Sassy Girl" is just one of them.

"My Sassy Girl" Internet Marketing?

According to good media reports, there is another very intuitive change - the "sassy girlfriend" character design of the dating agency has suddenly gone from being unpopular to being popular.

On the second day of the National Day release, "My Sassy Girl" grossed 22.9 million; on the third day, it grossed 26 million, rising steadily every day.

In this case, the release of "My Sassy Girl" with a similar theme will naturally arouse their interest.

So, on October 5, the film schedule of "My Sassy Girl" rose to third place, and the real explosion occurred.

That's for sure.

Some of these "movie reviews" are complaining: "After watching this movie, my girlfriend became wild and made me love and hate her..."

Some are from a girl’s perspective: “I also have a very fiery and straightforward personality, and my boyfriend has been picking on me. Now I know, it’s just because I haven’t met a good man who is as tolerant as the male protagonist.

Keep it for the New Year..."

Lao Wang admired him and said, "Even if you don't make movies, you are still a very good producer with these crazy ideas."

The effect should still be there, as can be seen from the sudden increase in interpretations of "My Sassy Girl" in newspapers.

But they know that this issue is not the most important thing to think about at this time.

How is this possible?

“This is the power of your first attempt at Internet marketing!”

The most important thing to think about is of course how to allocate more screen resources to "My Sassy Girl"!

Just when many people were lamenting or ridiculing "My Sassy Girl," on National Day, the film grossed 20.5 million.

"But it's good now. Our attendance rate is already at the highest level. As long as the theater chain is not stupid, they will find ways to increase our film schedule no matter what." Lao Wang said confidently.

The so-called "mystery" is the "play within a play" that everyone talks about in "My Sassy Girl".

"I really didn't expect that the first time the effect would be so good." Wang Wei shook his head, feeling a little confused about the result.

In the real Internet age, it often only takes one night for a concept to become popular nationwide.

For example, Dunhuang’s “imaginative” publicity plan in newspapers——

This is enough to show that the reputation of "My Sassy Girl" has been fermented.

This suddenly reduced the estimated box office by nearly 50 million yuan, and the psychological gap was not small.

But in the eyes of filmmakers who have never experienced the information age, or even have no idea about it, this is truly a miracle.

According to Wang Wei's original estimate, the number of domestic Internet users this year will only exceed 50 million, and the conversion rate of Internet marketing will not be much higher no matter how high it is.

How did Dunhuang do it?

This has become a unanimous question among many people in the industry.

"Also, the current female images with personality are very novel, and the audience is really tired of the traditional tolerant, gentle and ladylike persona. Suddenly a girl with a completely different style appears, which stimulates their sense of freshness.

.”

Then, probably because it is too mature, simple netizens these days have not noticed at all that this is actually a propaganda method.

Wang Wei directly took out the routines of soft-article propaganda and community story-telling propaganda in later generations.

In addition, many people can see the trend of "sassy girlfriend" prevailing around them.

"What is it like to have a savage girlfriend?

My girlfriend has a very strong personality, but later I discovered that girls with strong and strong personalities are more or less healing themselves with the sharp wounds in their hearts.

Some are complaining: "If my girlfriend is as beautiful and refined as a movie heroine, no matter how wild she is, I will accept her. Now? We are divided..."

…

"Many people should have noticed the mystery of the flying saucer, the mystery of the frog, the mystery of the strange old man, etc. that we deliberately released, right?" Wang Wei rubbed his chin and said.

That's right.

Moreover, although Dunhuang focuses on Internet marketing this time, it has not completely abandoned traditional media channels.

…

In the Dunhuang general manager's office, Wang Chuanqi looked at the box office report of "My Sassy Girl" and couldn't help but let out a sigh.

But data doesn’t lie.

Since he proposed the plan of using the Internet for movie marketing, the newly formed Internet publicity team started exploring it a month before the release of "My Sassy Girl."

Some people gloated that Dunhuang had always been content with spending a small amount of money to do big things, so it must have suffered a loss now;

Some people lamented that Dunhuang still lacked experience in competing in the National Day season, allowing such a dark horse to miss a good opportunity to break out;

Some people say sourly that the first-day box office of 17 million is already very high, regardless of the production cost. According to its current reputation, it is a high probability that the National Day ticket will exceed 100 million, which is already quite successful.

.

The quality of the movies scheduled for National Day this year are all good. At this time, when theaters schedule films, don’t they just rely on publicity and momentum?

This resulted in an unexpectedly high conversion rate for the first large-scale Internet marketing campaign.

——Many young people just see a lot of alternative dog food "My girlfriend is too savage" appearing on the Internet and find it very interesting.

However, he overlooked one point. Today's netizens are basically distributed in first- and second-tier ticket stores. In other words, the identities of netizens and movie fans have a high degree of overlap.

It is now the fourth day, and even with the preparations from the previous month, the "Savage Girl" character has only become popular at an average speed.

Why is this happening?

——This is the summary of the Internet publicity team.

The response speed of major portal websites is definitely the fastest among all media. Many popular posts are posted on the home page by website editors within a few hours of being published, further expanding their influence.

The official National Day period will only last for seven days. With the current speed of media communication, by the time "My Sassy Girl" gets a large-scale reputation, the National Day period will definitely pass.

I met her and surrounded her with full love, and she finally opened her heart, let go of the past, and accepted me..."

Their predictions were correct, although the theaters didn't know how "My Sassy Girl" became so popular in just a few days without being bombarded with TV ads or large-scale newspaper promotion.

Unlike content that can be easily seen as movie promotion, there are many "movie reviews" that are written with ups and downs and have a high click-through rate.

Some keen movie fans may have noticed it themselves, but most movie fans won't pay much attention to it the first time they watch it, and they can't connect many details together.

In the next two days, "My Sassy Girl" basically maintained a daily box office of 35 million+. Although it is not the single-day box office champion, it can be regarded as one of the biggest winners in this year's National Day season.

In fact, after eight days of release, "My Sassy Girl" grossed a cumulative box office of 190 million. It looked even more powerful than "The Greatest Hits" and everyone in the industry was dumbfounded.

The box office success of "My Sassy Girl" was predictable, but to such a degree of success is a bit unimaginable.

How exactly did it take off?

…

Second update arrived~

(End of chapter)