At present, the environment of China's film market is changing rapidly, and user needs are becoming increasingly diverse and fragmented, which puts forward higher requirements for film promotion and distribution. Li Rui, the person in charge of Maoyan Professional Edition, introduced at the media communication conference a few days ago, "Maoyan Professional Edition has invested a lot in the direction of AI content production, combined with the characteristics of film and television publicity and distribution to the short video form, and precipitated a series of AI video content production and distribution capabilities." In 2024, we will invest in productization to better serve the industry and serve high-quality content. ”
At the scene, Zhang Bo, vice president of Maoyan Entertainment and president of Maoyan Pictures, shared the cases and methodologies of Maoyan film publicity in the past year. Zhang Bo said that in the marketing and publicity, Maoyan has always maintained the sensitivity of project evaluation and the sense of innovation and change, and has formed a set of continuous iteration methodologies through the practical experience of a large number of projects, combining the type of film and its own characteristics, using online and offline channels on the whole platform, with various forms of activities such as advance screenings, premieres, roadshows, live broadcasts, and variety shows, to tailor the most suitable marketing plan for each film.
Among them, during the publicity and distribution of the Spring Festival film "Man Jianghong" directed by Zhang Yimou, Maoyan created a new way of "suspense marketing", combining different stage strategies before and after the screening, through innovative publicity materials such as sound trailers and interactive trailers, developing product function role cards in Maoyan stations, and guiding the whole people to recite "Man Jianghong" and other effective actions, helping the film to explode in popularity, successfully get out of the circle, and become popular at the box office in the long run. In the end, the box office of "Man Jianghong" reached 4.544 billion yuan, winning the Spring Festival file and the annual box office champion.
In addition, "Fengshen Part 1: Chao Song Fengyun", as China's first national mythological epic film directed by Wu Ershan, counterattacked all the way to the final 2.634 billion through long-term publicity, and won the box office crown for 14 consecutive days. In terms of marketing, Maoyan adopts the form of ultra-long-term landing activities, holds 5-city premieres and 24-city tour ceremonies, and works closely with movie channels to open the whole real-time roadshow live broadcast, combining the sincere expression of offline creators with online entertainment communication, and the closed-loop marketing model of multi-dimensional linkage has created countless hot topics that have broken the circle and become a classic case in the industry.
Regarding the Chinese New Year file, Maoyan has insight into the upper limit of the schedule stock space through data insight, and the real way to make good movies visible is to expand the schedule increment and pull up the high-end market, so it took the lead in playing the "schedule marketing" strategy of comprehensive linkage of the same film: with publicity and co-creation as the core goal, through joint co-creation, platform co-creation, user co-creation, and online publicity and offline theater co-creation, 6 films are aggregated and promoted to build momentum. On the basis of "schedule marketing", Maoyan pioneered the concept of "atmosphere marketing", combining the core of cross-field marketing with film marketing, tapping the new value of offline movie-watching, and igniting the enthusiasm of young people for movie-watching. Under the combination of schedule marketing and atmosphere marketing, the box office market of the New Year's Eve stalls has been effectively raised, setting off an upsurge of high-profile films continuing to dominate the list and high-reputation films being discussed by the whole people.
Liu Peng, President of Maoyan Research Institute, reviewed the performance and trends of the Chinese film market in 2023 based on data. Liu Peng pointed out, "From the data point of view, the total annual box office in 2023 will reach the peak in the past four years, the overall performance of the market is remarkable, and the year-on-year increase in box office and number of people has boosted the confidence of the industry." ”
From the perspective of the box office market, in the total box office of 54.915 billion yuan, domestic films accounted for more than eighty percent of the box office, becoming the core pillar of the market, and the total number of moviegoers reached 1.299 billion times, and film consumption continued to sink. In addition, the box office contribution rate of the TOP10 films has returned to below 50%, the box office concentration has eased, and the industry structure has developed in a healthier direction. A number of market data together form a bellwether for the industry to continue to improve, boosting the confidence of the film industry.
Behind the continuous improvement of the market is the joint efforts of all parties in the industry to jointly promote the sustainable development of the film market. The industry's diversified attempts are not only promoting the strong recovery of the film market, but also accelerating the iteration of the industry. In 2023, many new phenomena will emerge in the film market, which deserve the attention of the industry.
Liu Peng said that in the face of the rapidly changing market environment, the film market should be based on the audience, bring forth the new, iterate in a timely manner, start from the needs of the audience, continue to innovate in all aspects, and attract more audiences with a sense of surprise. At the same time, it is also necessary to pay close attention to market changes and audience trends in the process of film production, and timely grasp the needs of the audience and make dynamic adjustments.
In the future film market, timely insight into user needs and industrial transformation trends is particularly crucial. According to reports, since its establishment, Maoyan Research Institute has formed a complete market analysis and user research system based on Maoyan's own massive user data and consulting service experience of hundreds of film projects in the past. Maoyan Research Institute is positioned as a bridge connecting filmmakers, theaters and audiences, allowing the industry to better understand the audience, reach audiences more efficiently, assist all aspects of the film to reduce risks, and optimize strategies in a timely manner.
Li Rui, the person in charge of Maoyan Professional Edition, introduced that in terms of product innovation, the "cloud charter" function helps the promotion and distribution of films through film group buying, stimulates the box office, and continues to lead the industry trend. It is worth mentioning that in addition to the top films in each schedule, more and more small and medium-sized films and fan groups began to spontaneously use the Maoyan cloud charter function to help the promotion and distribution of the project, and achieved brilliant publicity results.
In terms of service upgrades, in order to help the smooth implementation of sub-line distribution, Maoyan Professional Edition has upgraded cinema services, promoted sub-line distribution policy education, and provided convenient services such as the competitive situation of cinemas in business districts, exclusive customer portraits of cinemas, real-time accurate competition intelligence, and one-click application for sub-line distribution, helping the two-way choice between cinemas and filmmakers and driving box office growth. At present, hundreds of theaters have tried to distribute it online through Maoyan Professional Edition. While the product continues to innovate and iterate, Maoyan Professional Edition further increases its investment in AI and big data technology. On this basis, the AI box office prediction ability of Maoyan Professional Edition can provide strong support for the filmmaker to adjust the publicity and distribution strategy.
It is reported that in the second half of 2023, Maoyan Professional Edition will launch a number of data-based products to provide industry users with more visual industry information exposure capabilities. The "Filing and Project Initiation Query", which was launched in August, presents the relevant information and progress of the industry in a more visual way, the "Box Office Map" function displays the competition situation of the film market in real time and provides support for the filmmakers to adjust their publicity and distribution strategies in a timely manner, the "Film Market Grand Slam" collects multi-dimensional box office data to motivate the top filmmakers, and the "Urban War Report" function adds more exposure to the achievements of the honor list, discovers more publicity highlights for small and medium-sized filmmakers, and helps them achieve better market performance. It can be seen that the growth and iteration of Maoyan Professional Edition in the past year has brought more possibilities for the dynamic promotion of cinema films.
Finally, Maoyan said that in 2024, Maoyan Professional Edition will continue to increase product investment, and on the basis of integrating the whole network group news and filmmaker information, it will launch intelligent casting tools and launch new functions such as Maoyan one-click investment products, so as to better serve the whole process of film production, publicity and distribution.
Source: Huanqiu.com
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