Chapter 946 Movie viewing activities in hundreds of cities and thousands of families
For a movie, if it adopts a long-term screening strategy, then most of the time, if there is no movement during the screening period, then the movie is about the same, and it can basically be a relatively bad movie.
Because the movie follows a spot-release promotion strategy, it must follow the word-of-mouth route.
That's what "Heidi" is like.
It’s still unclear how this movie will fare at the box office. After all, this is a rather special movie.
But in terms of reputation, since the screening of "Heidi" started, although there were not many screenings, almost everyone who watched it praised the movie.
The popularity of the topic has been growing steadily, but there is also an interesting point. Although "Heidi" has a good reputation, media film critics, and even the popular film review website, the ratings of "Heidi" remain high, but for this film
The topic of discussion about the movie has not grown explosively like Li Yi's other movies in the past.
On the contrary, it is somewhat like the rhythm of this movie, which has always maintained an orderly growth curve.
Of course, what spreads the most is that this movie is really beautiful.
According to a netizen: "This movie is really an eyesore. Every frame makes people want to take a screenshot."
At the same time, the promotion of "Heidi" also began to officially kick off.
The resources of TV stations and platforms that Li Yi had replaced years ago also began to show up at this time.
When the trailer of "Heidi" began to be broadcast on Jingnan TV and even CCTV, the popularity of the movie suddenly increased by several levels.
In fact, not all movies are suitable for advertising on TV stations.
We rarely see movie advertisements on TV stations, mainly because today’s main TV viewing groups actually do not overlap very much with the main audience groups of movies.
The audience watching TV these days is not to say that young people don’t watch, but most of the time, young people prefer to watch dramas directly on their mobile phones or computers instead of waiting for TV stations to broadcast dramas.
Unless it's some popular TV series or variety shows.
However, such dramas or programs are not particularly cost-effective for movie promotion.
However, because of the subject matter of "Heidi", most of the resources Li Yicai chose on TV stations were children's channels or children's program broadcast times.
Although the main audience for a movie is definitely young people, it does not mean that it does not include family audiences.
No one can ignore family audiences, but there is currently no film rating system in China. Therefore, this has always led to the fact that there are not many movies that are truly suitable for the whole family to watch.
Although adults occasionally take their children to watch movies, their first choice is animated movies.
So if we let them know that there is such a beautiful, warm, and healing fairy tale-like movie being released, it will be able to attract some family audiences.
Although it is difficult for a movie to achieve much by simply relying on family audiences, especially in China.
But a movie like "Heidi" is naturally attractive to family audiences. TV promotions may be able to cover a small part of it, but in fact, trailers really can't do much.
…
"Heidi" is not like other commercial movies, nor is it as sentimental as Li Yi's past tear-jerking films.
Therefore, a short trailer can tell how much effect it can achieve.
Therefore, how to promote the movie to minors and children, how to attract children, and how to attract parents to bring their children to watch this movie also gave Li Yi and others a headache.
Fanhai Film and Television is also discussing this issue in the conference room.
"Conventional publicity methods are really not very effective. Today's children don't like to watch TV much anymore. They prefer to browse their mobile phones. Even if they are watching cartoons, they also prefer to watch them on the Internet. Therefore, children
The promotion of the channel's children's programs is not particularly effective," said Fang Dongbai, who is responsible for the promotion of "Heidi".
"We have anticipated this before, so if we want to attract more family audiences, we need to find another way." Fang Dongbai continued.
"What do you think, Mr. Fang?" Li Yi asked.
"We have done a survey before and found a very interesting thing. Everyone knows that our domestic movies do not have a rating system, so generally speaking, today's commercial blockbusters basically do not consider family audiences, but
Similarly, parents who have children at home will never choose commercial blockbusters even if they take their children to see a movie."
"In fact, many parents take their children to watch movies. There are basically two situations. One is that they suddenly think of it and take their children to see it. The other is that their children particularly like it, or hear friends around them mention a certain movie and beg for it.
His parents took him to the movies."
"Based on the results of the survey, we found that publicity aimed at children is actually very uncertain, because most of the time they don't particularly like a certain movie, or particularly like a certain animation, or the content of the movie.
It’s less about the situation, more about people around me mentioning it and spreading it through word of mouth.”
"But the question comes again, how to let children become the medium of propaganda and let them take the initiative to talk to the children around them?"
"So, I have an idea. It's actually very simple. We can hold a large-scale special screening event." Fang Dongbai finally expressed his idea.
"A large-scale special screening event?" Everyone in the conference room was a little stunned.
"You continue." Li Yi found it interesting and motioned for Fang Dongbai to continue.
"We can select some cities across the country and invite your movie fans to be directed by Li, but this time we want to invite movie fans who already have children to bring their children to attend the special screening."
Fang Dongbai's words made everyone's eyes brighten.
The best way to promote among children is word of mouth. In fact, to put it simply, after a child watches a certain movie and finds that it is very interesting and interesting, will they tell the children around them?
The answer is inevitable. Children naturally like to share their joy and favorite things more than adults.
And do Li Yi have so many fans?
The answer is yes!
Are there that many movie fans who are already parents?
The answer is also there.
Because most of the earliest fans of Li Yi in his early years are now parents of his children.
And by inviting these special audiences to attend screenings, if their children like the movie after watching it, they will inevitably spread the word.
Of course, this model has a premise, that is, the movie must be able to conquer children and satisfy parents at the same time.
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