The entertainment industry shouldn't be like this

Chapter 219 Can the Internet still play like this?
When Yin Youyou returned home, the first thing she did was to turn on the computer and log in to Penguin Communications.

Although it is also possible to log in on mobile phones, mobile phone data is still quite expensive these days; in comparison, broadband data is much cheaper, and computers are becoming popular, and families with a little better off have bought computers.

As the head of Shen Zhenyi's fan group, Yin Youyou still has a lot of online activities, such as organizing die-hard fans to buy tickets to support the goddess' movies from time to time.

It just so happened that the topic in the penguin group was related to the movie.

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

Shen Zhenyi's fans, most of them are Yangou, whether it is knocking on the face, or knocking on CP's Aiwujiwu, they have always supported Wang Wei.

It's just that Wang Wei's new style of review this time is really not good, and many fans have also been affected by public opinion——

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

"I heard that the character of the leading actor is not good. Why did Wang Wei choose such a person as the leading role? He will ruin Wang Wei's undefeated golden body..."

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

Looking at the various speeches in the group, Yin Youyou couldn't help rolling her eyes.

——How can these guys believe the bad news of the media?This is obviously a premeditated smear, okay?
As the head of the fan club, she has connections with Shen Zhenyi's manager, so she naturally knows that Wang Wei is being targeted by the Big Five.

Yin Youyou was about to release some behind-the-scenes truths, when someone in the group suddenly said in surprise: "Penguin Communications has launched the emoji package platform, it's so fun, everyone may wish to experience it!"

Emoticons?What the hell is this?

Yin Youyou was not in a hurry to unify the opinions of the group, and followed the group friends' guidance, and clicked on the toolbar.

Sure enough, a new expression column was added above.

When you click in, there are hundreds of emoji expressions. As an Internet expert, Yin Youyou is no stranger to emoji expressions. In some forums, some netizens like to use this emerging communication tool in chat.

"Penguin Communication still pays attention to keeping up with the Internet trend!" Yin Youyou thought silently.

If that's the case, everyone wouldn't be too surprised, but besides the emoji, there is another set of emojis - Yin Youyou knew it at a glance, it was actually the exclusive emoji of "Tang Bohu Spots Autumn Fragrance"? !

The cheap-looking Tang Bohu——"Others laugh at me as crazy, but I laugh at others and can't see through";
The hot eyes are like flowers - "The Lun family is a yellow flower girl";
The domineering master holding a sledgehammer - "People block and kill, Buddhas block and kill Buddha";
Mouth-to-mouth piercing - "I'm sorry, we feel sorry for each other, and we can't help it";
There are a lot more……

Although he didn't know the cause and effect of the plot, Yin Youyou didn't even notice that the corner of his mouth was smiling as he flipped through the lines with his bright and exaggerated expressions.

And everyone in the group is already having a great time.

Once I used it, I found that emoticons are really useful - chatting online, sometimes I always feel that I can’t express my current emotions; or sometimes I want to express some thoughts, but I don’t want to be too embarrassing or blunt... Now add an emoticon, These problems are solved!
A group of friends moved faster, throwing out several URLs in the group, "Weibo Technology has also developed software that can make self-made emoticons, and here are official materials. Everyone can make their own emoticons..."

Yin Youyou clicked in to take a look, and smiled knowingly, "This is the online promotional position of the movie! But, it's really a big deal——"

At a rough glance, the film crew produced nearly 30 films including Tang Mansion, Jinxiang Temple (see Qiuxiang), Huafu (close to Qiuxiang), King Ning (finding faults), Mrs. Hua (embarrassing), Deadly Scholar (fight), Wedding ( Dian Qiuxiang) and other websites, each complex and detailed, vividly disclosed the story background of the film, creating a vivid and charming picture of life in the Ming Dynasty.

There are also many interactive clues on the website. Netizens can use these small details to "help" the protagonist of the movie to marry Qiuxiang; as rewards, new posters and promotional videos are constantly being released. Netizens can use these materials to participate in the movie's network-wide activities—emoticons Baodoutu!

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

Yin Youyou probably clicked in to have a look, and then returned to the group, only to find that the wind direction in the group had completely changed——

"Didn't it mean that Goddess Zhenzhen has a guest appearance in it? Why is there no material for her emoji? Have you found any clues?"

"Yes, I am also looking forward to Zhenzhen's emoticon pack, it seems that it will only be available when the movie is released; moreover, do you see any clues, there seem to be many guest stars in this movie-I can only hope that this It’s not a false advertisement, otherwise I would be quite disappointed, even if it’s Wang Wei’s movie, I might give it an angry 0 points..."

"So, everyone is ready to buy tickets?"

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

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

"When will the movie be released? When it's released, we must organize a group to buy tickets..."

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

For the first large-scale movie online marketing campaign, the enthusiasm of netizens to participate was unexpectedly high, which also made everyone's attention to the movie sharply heat up, and even boil.

Yin Youyou's feeling is not wrong.

The speed of information dissemination on the Internet is astonishing. In just a few days, the exclusive emoticon package of "Tang Bohu Spots Autumn Fragrance" has been popularized all over the Internet.

Through various drainage methods, coupled with the spontaneous recommendations of netizens, with the official publicity main site as the main position, a huge publicity matrix has been formed, which has triggered a huge topic effect.

Most netizens know that it is propaganda, but because it is fun, not only do they not feel disgusted, but they enjoy it, are willing to help the marketing of the work, and look forward to the release of the film.

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

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

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

Now, he just wants to say one thing - the Internet can still play like this?

Frankly speaking, he is not a heavy user of the Internet, but unconsciously, he also skillfully played with emoticons.

And the seemingly small and simple emoticon package has attracted the attention of netizens for "Tang Bohu Spots Autumn Fragrance"—it may be a golden sentence, or a funny expression, which arouses netizens' interest in its source, and then is guided To the movie's promotional main site.

When Lin Yongqiang clicked on the promotional main website, the website even crashed for a while—although it was repaired soon, but even if he doesn't know Internet technology, he also knows that only too many visits will cause the website to crash.

Here comes the question, how terrible is the number of visits to the main promotional website of this movie?
Only Dunhuang knows the specific data, but it is not impossible to estimate it.

Relying on the huge number of users of Penguin Communications - it has already exceeded [-] million, even if only half, no, even if only a quarter of the users are attracted, the promotional website is probably about to collapse.

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

It doesn't take much, as long as 500 million people are converted into fans who are willing to go to the theater and spend money, Dunhuang can laugh.

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

And what about the passers-by who are attracted by the topic effect?

For a moment, Lin Yongqiang was full of thoughts - he was probably witnessing the change of the times!
The so-called "follow-up box office depends on word of mouth, and the first-day box office depends on publicity". The basic box office of a movie on the first day is determined by the subject, director, actors, etc. What about the amount?
Then it is necessary to increase the interest of the film's low-sensitivity group through overwhelming publicity, bombing and viral marketing.

——The so-called low-sensitivity group refers to those who are not movie fans, don't even care about entertainment news and gossip, and have occasional connections with the movie industry, full of randomness.

They are likely to stare at a trailer, but think about other things absent-mindedly, and have no impression of the film itself after watching it; they may also be interested in the film at a certain point, check the basic information and release date, and can’t wait to watch it. Waiting for the release.

Therefore, this group of people is the target of the distribution company to put out advertisements, posters and other promotional materials.

This is also the reason why commercial blockbusters often release a lot of versions of trailers before they are released, and why they attach great importance to the production of trailers——

For fans, these multiple versions of the trailer will make them feel repetitive and over-promoted; but in order to ensure that as many low-sensitive people as possible have watched the trailer and increase the probability of them entering the movie theater, this can only be done. Spreading propaganda.

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

How many audiences your overwhelming publicity can bring is a mystery to everyone, and there is no way to effectively obtain the reaction of low-sensitive people to the publicity. Everything can only be determined by the experience and judgment of the person in charge. More like a gamble.

But after the rise of social networking on the Internet, everything has changed completely.

Look, from social marketing, to visiting promotional websites, to signing up for events, as the degree of participation deepens, Dunhuang's feedback on how many audiences the marketing promotion can bring will become more accurate.

And can Dunhuang distinguish fans from low-sensitive groups through feedback, and then identify the pain points of the audience, and adopt more efficient publicity strategies?

Lin Yongqiang doesn't know the concept of "big data", but what he knows is that even if he can't now, with the proficient use of Internet marketing, Dunhuang can always find a way to evolve.

In contrast, the traditional marketing method of "spreading the net" is inefficient and costly. He also doesn't know Dunhuang's investment in Internet marketing, but no matter how overestimated it is, it will not be more expensive than TV advertising. Advertising costs are high.

Thinking of this made him want to laugh a little.

The Big Five wanted to lock up Dunhuang on the traditional channels, but who would have imagined that they would force a new path instead?

Maybe, Dunhuang can also break the monopoly of the five majors in turn!
The sky is about to change, what Lin Yongqiang can do is to suggest that the company increase the film schedule of "Tang Bohu Spots Autumn Fragrance".

……

"I don't agree. Our cinema's schedule for Dunhuang is in line with the film's basic estimate. What does the online momentum show? The influence of the Internet has never been proven to be effectively converted into box office."

At the film schedule adjustment meeting before May [-]st, when Lin Yongqiang put forward the latest proposal, it naturally attracted opposition.

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

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

"I dare not say that the promotion of Wang Wei's movie has covered all Internet users, but before it is released, most Internet users will be affected by its momentum; when it reaches this order of magnitude, all traditional formulas and models will fail on it, we should work with it. The times have advanced."

"This is just your conjecture."

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

"People have a lot of data as a reference."

"But no internet data..."

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

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

Lin Yongqiang nodded and said affirmatively: "Yes. At present, the response of netizens to this movie is very enthusiastic. The audience -- especially the low-sensitivity people, don't care about the bad news on the traditional media. They have nothing to do with the movie market. The connection may have been limited to the film, but it was enough to make it a smash in its opening week."

The general manager nodded and pondered for a moment.

In fact, he also noticed the popularity of Wang Wei's movie on the Internet, but as the objection said, after all, there are no successful cases as a reference, so it is difficult to say how much of this popularity can be transmitted offline.

But then again, there is a first time for everything.

Is this a historic moment in the history of film marketing?

The general manager thinks he can take a gamble.

"In this way, increase the film's schedule by 15% on the original basis, and let the store manager pay close attention to the audience on the premiere day. As long as the number of viewers of this film increases sharply, immediately move the largest screening hall to it. .”

Having said that, he smiled, looked around the audience, and asked, "Does anyone have any comments?"

Obviously not.

Although everyone could see that he was inclined to agree with Lin Yongqiang's opinion.

But thinking of Wang Wei breaking doubts again and again, who dares to say that this time is impossible?
"Well, let's arrange it like this first. Let's wait and see if this movie can bring some surprises to the industry!"

……

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(End of this chapter)