Sohu Entertainment Special Article (Fat Department/Text) As of May 16, the number of reservations on the platform of "Celebrating More Than Years 2" has exceeded 18.19 million.
This data is obviously amazing, and the number of reservations on domestic platforms has already swiped an exponential gap, but it should be pointed out that the number of reservations for the show in early May was still at the level of 13 million, and 5 million new appointments were made within half a month, which means that the publicity and distribution of the show in the past half a month is extremely effective.
Interestingly, in addition to some regular plans, the most eye-catching publicity action of "Celebrating More Than Years 2" is offline.
As early as the eve of the finalization, "Celebrating More Than Years 2" finalized the "City Tour Season" with ten advance tours in four cities, and announced that fans will be held in Beijing, Chongqing, Shanghai, and Tianjin.
On May 6, an advance tour ceremony was held in Beijing and Chongqing, where screenwriter Wang Ti and director Sun Hao interacted with Zhang Ruoyun, Li Qin, and Guo Qilin in Chongqing at the Beijing event.
Judging from the data, the four-stop "city cruise" did bring immediate results to the whole play.
The whole process has incubated the hot search topic # Zhang Ruoyun said that in the past five years, he has tried his best to maintain #, #张若昀说庆余年2好多大场面都是一条过#, #田雨说被张若昀喂胖了#, and #李沁新中式妆造#等一系列话题, and through close contact with the audience, it has driven the incubation of topics on social platforms, and also linked local media and self-media to join the communication matrix.
On the evening of May 16, the premiere of "Celebrating More Than Years 2" "Meet You Again" was held in the Tang Furong Garden in the ancient capital of Xi'an, with a two-hour exclusive live broadcast. And this has also become the last stop of the show's offline roadshow.
It should be pointed out that this kind of offline marketing method of dramas is becoming the overall trend of the drama industry.
In the traditional impression, large-scale roadshows and screenings are generally regarded as the routine operations of the film industry, to achieve early insight into various different markets, and to establish word-of-mouth effect in various places.
The drama industry, especially online dramas, will basically take online publicity and distribution as the main way to improve communication through material release, topic incubation, live broadcast of the main creator, online interaction, etc.
The reason is not difficult to understand, the audience demand of the movie is naturally broken, and it is necessary to create topics within the public scope to make the audience interested in buying tickets with real money; The dissemination of dramas is inward most of the time, mainly to activate the basic audience of the platform and the main creator's fan group, and the consumption method is also online, so online publicity is more suitable.
But in the past two years, offline roadshows have become more and more common.
Some dramas will choose to meet the audience in the form of pre-broadcast screenings, such as "Apocalypse" chose the Peking University Roadshow, to a certain extent, we can see the audience judgment of the series, which will mainly face urban white-collar workers or highly educated groups.
There are also ideas for continuing to expose and expand users and pull topic discussions after the broadcast, and conduct roadshows in many places, such as "Flowers" brought 10 roadshows in 3 cities, and "Fireworks Life" landed in 9 cities during the Spring Festival, attracting popularity for the series.
Why did you go from online to offline?
First of all, this has to do with the improvement of the quality of the episodes. The dramas mentioned above are all the top dramas on the platform without exception and have certain word-of-mouth attributes, so they dare to meet the audience on the big screen (the general roadshow scene is a movie theater). Behind this, it has a lot to do with the quality upgrade brought about by the platform's cost reduction and efficiency increase since 2022.
Secondly, the offline marketing of drama series is inseparable from the rapid changes in the market.
The essence is that there are not enough active in-depth users on the platform, and under the impact of competing content such as short videos, live broadcasts, including micro-short dramas, most long video users belong to the monthly throwing type, and only for good dramas will they enter the station to pay, which has greatly changed the operation model of the original platform, and "breaking the circle" has become a new requirement and new value for drama marketing.
Because of this, drama marketing has begun to have the same demand as movies, further revitalizing interest groups and driving consumption.
Third, the offline activities of the drama series are also inseparable from the upgrading of industry service capabilities and the construction of infrastructure in the past few years. Specifically, major social platforms are making efforts to link online and offline systems to provide fresh nourishment for online operations.
For example, Douyin, Douban, etc. have their own offline viewing groups and theater viewing groups, which can serve the film and drama parties at any time, and this is still very different from the traditional movie viewing group.
and the rise of "cultural tourism +" this year, local cooperation has also become a win-win operation in marketing, and Li Xian has promoted Quanzhou, the filming location of "Spring Sending Lover", which in turn has driven the attention of the series.
The marketing of drama series is running offline, and it is only the beginning. Under the broad vision of the national drama industry, this may become one of the key driving forces for the coming of the next growth period, which is worth continuing to look forward to.