At the end of 2021, the film industry has re-focused on marketing materials in addition to the inventory of various lists. On December 28, Lighthouse Pro released the annual list of the third trailer awards, focusing on the data and conversion performance of film trailers for the third consecutive year, paying tribute to the behind-the-scenes production team, and calling on the industry to pay attention to the value of marketing materials such as trailers to the market.
The third trailer awards, trailers for films such as Chosin Lake, Detective Chinatown 3, Hello, Lee Huan Ying, and Love Myth have won 10 permanent and new honors respectively. This year's list has added "Best Out-of-the-Loop Short Video" and 2 seats of "Highest Playing Movie MV" in the two fields of short video marketing and music marketing, focusing on the excellent adaptability and creative ability of filmmakers under the rapid changes in the media environment and publicity methods.
The 2021 head films, such as "Chosin Lake", "Detective Chinatown 3" and "Hello, Lee Huan Ying", won major honors such as "Best Movie Short Video", "Highest Play Trailer" and "Highest Completion Rate Long Trailer" respectively; the recently released "Love Myth" produced an annual "Highest Want to See Conversion Trailer". In addition, in order to keep up with the user's viewing habits for short trailers, this year's list has added a "short trailer with the highest completion rate", which was obtained by the trailer of "Pipilu and The Canned Villain of Lusisi".
At the same time, Lighthouse Pro continues to pay attention to the extension of the trailer, and in addition to the traditional trailer, continues to increase the attention and effect tracking of movie specials, MVs, and short videos. Among them, in the field of music marketing, this year's trailer awards added 2 seats to the "highest playing movie MV", "Tang Detective 3" "The stars sang "Thinking of You for 365 Days", "Liu Xijun's affectionate interpretation of the "White Snake 2" promotional song "Streamer Flying"", and "Faye Wong sang the theme promotion song of "My Father and Me" and won the honor.
Film and television music is playing an important role in film marketing. Taking the promotional song "White Snake 2: Green Snake Robbery" as an example, this MV sung by Liu Xijun and produced and released by Shrimp Mi Film and Television Music reinterpreted the theme song of the movie "Green Snake", and the classic lyrics composed by Huang Xia were consistent with the "Green Snake Robbery" in the new title, strengthening the audience's cognition. The number of MV plays exceeded 1 million times in the four weeks after its launch, ranking second in the MV popularity list jointly built by Lighthouse Professional Edition and NetEase Cloud Music, and topped the OST Golden Song Chart of various platforms.
In addition to the movie MV, some short video content with emotional and social topics has also made the movie enter more public vision. This year's trailer awards added "Best Out-of-Circle Movie Short Video", in this field, re-screening a related short video of the classic "Mortician", "Are you willing to shake hands with the Mortician?" "Standing out, the video content triggered a large number of users to interact and share, allowing more people to establish an emotional connection with the film."
The Trailer Awards list was created in 2019 by Lighthouse Pro and is the film industry's first honor in the trailer space. Relying on the big data of The Lighthouse Professional Edition, it has established an effective evaluation system for the marketing effect of the trailer. Industry insiders believe that the trailer awards continue to focus on the marketing links in the film industry, pay attention to the value of marketing materials such as trailers to the film market, and have gradually become the annual vane in the field of trailers.