This article is from the WeChat public account: One Entertainment Observation (ID: yiyuguancha), text/Xiong Chaichai.
In three days, the box office exceeded 820 million, the number of moviegoers reached 22.3 million, and the strongest Qingming file in history (April 3 to April 5) was born.
Turning over the past Qingming file resume, in this slightly light film file, it is often the exclusive box office champion of foreign imported films. However, this time, the domestic film "My Sister", which focuses on the dilemma of "Chinese-style affection" and focuses on the dilemma of love and reason, has won a double harvest of box office reputation and become the biggest dark horse in the Qingming file.
According to the Lighthouse Pro Edition, "My Sister" earned a total of 378 million yuan in the Qingming file, surpassing the Hollywood blockbuster "Godzilla vs King Kong" with 299 million, becoming the box office champion of the schedule. More importantly, "My Sister" only accounted for the third place in the premiere of the film in the same period, and became the box office champion of the day against the trend, and then laughed at the entire Qingming file. As of press time, the box office of "My Sister" has exceeded 500 million, and the box office prediction in the industry is as high as 900 million.
Part of the box office record of "My Sister", data source: Lighthouse Pro
Reviewing the dark horse secret book of "My Sister", the national emotional resonance cannot be bypassed. A sentence of "I only have you" touched the tears of the whole network, making countless audiences "cry in the theater until they are breathless".
"My Sister" can achieve spreading emotional fermentation in a short period of time, and awaken the enthusiasm of the sinking market masses, thanks to the focus of the promoter in short video marketing.
Unlike most of the films in the Spring Festival file, which were forced to choose a single short video platform to "bet", this time "My Sister" resonated together on Douyin and Kuaishou, and finally formed a high-density emotional torrent of the whole network. As one of the behind-the-scenes promoters, Kuaishou's mature product ideas and emotional sinking superiority in film publicity have also been proved again through the strong performance of "My Sister".
<h1 class="pgc-h-arrow-right" data-track="9" > customized product content is key</h1>
Short video marketing has long become the standard of domestic film publicity, and watching movie trailers, sharing movie viewing experiences, and searching for movie tidbits through short videos has also become a regular action for many people. According to the "2020 China Film Market User Report" released by the Lighthouse Research Institute, "short video + live broadcast" has become the standard for the promotion of China's head films, and the live broadcast with tickets has pulled a quarter of the new movie users.
The popularity of "My Sister", in addition to the high-quality content and family topic of the film itself, can directly contact the tears and social pain points of the majority of the audience, and the short video publicity is also the strongest auxiliary, prompting ""My Sister" to see and cry" to detonate the whole network.
As the key publicity position of "My Sister", in addition to the blessing of the platform's huge traffic carrier, diversified ecological content and massive star talents and other resources, the customized product content of Kuaishou Movie is the traffic password that allows "My Sister" to maintain high popularity from pre-screening to post-screening word-of-mouth.
For film materials, Kuaishou is not blindly copying, but by customizing the "fast materials" that understand short video users better, it greatly improves the pre-screening popularity of the film.
For example, "My Sister", around the film's tear-inducing storyline, Kuaishou repeatedly focused on infiltrating the emotional resonance point of "sister and brother family bondage" in the production of pre-screening materials, extracting the tears, burst points and laughter points of the film, and more intuitively and vividly arousing the emotional resonance of the target audience. Whether it is in the "fast trailer", the brother's warm confession "You don't want to sell me, I just want you to accompany me"; or in the "fast short film", the fast video master Wu Hongliang created original content, telling a touching sister story similar to the movie "My Sister", the male protagonist began with a sentence "Do you have a sister?" My life is my sister in exchange for the "it touched the emotions of netizens, the end of the male protagonist's memory of "brother, go home with my sister" and the nursing home door to see my sister was bullied when a sentence "sister, we go home" echoed, here many netizens tears can not stop, have said "finally tears, more want to go to the cinema to support "my sister". ”
Kuaishou Movie reconstructs the film content in a more intuitive and vivid way, touching people's hearts, so that the movie glows with a different kind of attraction on the Kuaishou short video platform, and it is a fire overnight. Only 6 exclusive materials generated more than 50 million plays in the Kuaishou station, leveraged more than 700,000 interactions, and accumulated 4 times on the hot list. The continuous fermentation of the film's pre-screening popularity has played a non-negligible role in promoting the box office increment of "My Sister" and the follow-up long tail effect.
In addition to customizing "fast materials", the official entry of the film, the linkage of products in the station, the analysis of the movie group, and the topic call for papers are also effective ways for the Kuaishou platform to quickly open the influence and topic degree of "My Sister".
The first principle of a movie publicity is to find out where its stock users are, and at this point, the Kuaishou Movie Group did it at the first time. Through the platform big data, the Kuaishou Movie Group found the crowd area with the highest concentration of interest in "My Sister", linked up with the filmmaker to organize movie-watching activities, and locked in the existing users of the film in advance.
While helping the filmmakers maintain the existing users, Kuaishou Film also launched the #Love Letter to Sister # video solicitation activity in the station, because of the unique high social attributes of the platform, which can directly promote the continuous fermentation of hot topic activities in a short period of time, and finally break the circle through the topic to help the film generate more incremental users.
#A love letter to my sister # The topic stirred up discussions on social hot topics such as #You grow up with me, I send you to marry ##Chinese-style sister-brother love is too poignant#, so that the film opened a fission-style communication mode. More than 20,000 Kuaishou accounts participated in content creation, among which the head masters such as bankrupt brothers and sisters, Chengqi Diaries, Xiao Agiao, etc. have successively helped, under the impetus of the topic, "My Sister" Kuaishou has reached 2.78 billion views, and the number is still increasing.
The exclusive tidbits of the Kuaishou film that continue to be updated with the release of the film are covering the inside and outside of the movie, the content inside and outside the movie story, whether it is the on-set interaction between the sister and brother, or the tearful young face on the screening field, which is constantly guiding the secondary review and discussion of the movie-going crowd from multiple angles, thus once again infiltrating and mobilizing the viewing desire of the audience.
With content as the core, Kuaishou Film customizes the product content of "My Sister" in line with the Kuaishou platform, creates a deep communication link of "perception- participation- creation" of users, and stimulates users' emotions and willingness to create and watch movies. At the same time, the ticket purchase link within the platform has formed a complete closed loop from touch to action, truly bringing the audience from the platform to the theater and converting the traffic into a real audience.
After all, no matter what the marketing channel, the film that impresses people's hearts with the content will also truly attract the audience of the movie through the marketing with the content value as the core. High-quality customized content that matches the channel and the movie is the trump card that can really attract audiences into the cinema.
<h1 class="pgc-h-arrow-right" data-track="23" > how to empathize with the whole people and quickly announce the winning point</h1>
For any cinema film, how to quickly achieve word-of-mouth diffusion and emotional sinking according to the characteristics of the film after the word-of-mouth and topic of the film appears is the key to film publicity.
With the gradual strengthening of the penetration of short video platforms, short video publicity has naturally become an important chip used by filmmakers to reach a wider and more sinking crowd. For short video platforms, in addition to their own traffic advantages, being able to provide excellent customized content products is also an essential means to help filmmakers win movie marketing.
If high-quality content wants to be more attractive, more resonant with the audience, and produce a strong desire to watch movies, it must achieve the "three swords in one" of platform (channel), content and users.
There is no doubt that the main users of the film market come from the young people in first- and second-tier cities, while most of the incremental households that the filmmakers want to leverage are the sinking market represented by the third, fourth, and fifth lines, and at this point, Kuaishou's users are highly matched. According to the "2020 Kuaishou Content Ecology Semi-annual Report", more than 70% of The users under the age of 30 are Kuaishou, and in terms of geographical distribution, first- and second-tier cities account for 45%, and third- and fourth-tier cities and below account for 55%. It is conceivable that the Kuaishou, which has 300 million daily active users, has a large number of potential moviegoers.
"2020 Kuaishou Content Ecology Semi-annual Report"
Not only does the user portrait match the film market, Kuaishou is like the main station slogan positioning "embracing every life", always paying attention to the emotional needs of ordinary people, and this point is fed back to the film publicity, which must become one of the important ways for the film's emotional content to achieve national empathy.
In the publicity of "My Sister", Kuaishou Film relies on accurate self-positioning, deeply excavates the emotional bonds and stories among the largest audience groups on the platform, uses "sister-brother affection" as the keyword for content marketing, and transmits empathy for the film through the talents of different circles on the platform, thus triggering a wider emotional response to various ordinary people represented behind it, which has a strong resonance with the film content of "My Sister".
On the one hand, Kuaishou has given full play to the power of platform talents, creating hot marketing events through talent viewing recommendation and original drama story short films, and fully breaking the circle with points and breaking the face. For example, emotional hosts such as Dong Hao, Kong Wen, and Ye Wen in Kuaishou Station have created their own video content or special live broadcasts for movie recommendation.
On the other hand, Kuaishou continues to excavate the emotional stories of ordinary people's sisters and brothers, stimulates users' heart-to-heart interaction with the dot network, and double fermentation of word-of-mouth emotions, promotes user interaction and participation, and effectively enhances the willingness to watch movies. Under the ingenious design of the Kuaishou Movie Group, from the representatives of the old sisters and brothers in the 50s to the representatives of the children after the 00s, they were all moved at the movie scene, and then created a short video to tell their sister-brother feelings, and the real sister and brother story once again rolled up the emotional vortex in the Kuaishou station.
At the same time, the power of music also boosts the emotional fermentation of the film in Kuaishou. After the former fast male player Jia Shengqiang took the initiative to sing "Sister" for the movie, Kuaishou keenly observed the emotional energy of this song, followed up and launched a music challenge, triggering a cover song trend, Jia Shengqiang's video broke through 10 million plays, and successfully created the theme song of the folk version of the movie.
Jia Shengqiang took the initiative to sing "Sister" for the movie
In this process, Kuaishou Movie has been able to understand the content of the movie, and it has also understood the platform and users.
It can dig deep into the emotional bond between the movie and the user, and can stimulate a strong emotional resonance between the movie and the user, and between the user and the user, thanks to the exclusive characteristics of Kuaishou itself that "gathers the most complete and real people", making it the best medium for transmitting emotion and temperature. Kuaishou Film also knows the biggest advantage of its platform, and truly taps the real emotional needs of the broadest audience, to deeply match the movie content, and create exclusive customized communication content.
The in-depth cooperation with films such as "My Sister" that mainly plays the "emotional card" further magnifies the advantages of Kuaishou films in this regard.
After all, the real high box office of movies generally comes from real user groups. The success of "My Sister" is also an argument for this.
Kuaishou Movie, which understands the platform, understands the user and understands the content, there is no doubt that it has found the most suitable customized content marketing magic weapon for itself. Among Kuaishou's 300 million daily active users, Kuaishou Movie can always build the most solid and stable bridge between the movie and the user through customized product content with the help of emotion.
<h1 class="pgc-h-arrow-right" data-track="40" > "exclusive" is not the correct solution of the film's publicity, and the dual-platform "My Sister" provides a new paradigm</h1>
Thanks to the popularity of short video marketing, almost all movies in recent years have invested a lot of manpower and material resources in short video marketing.
Simple and rough content delivery and traffic tilt blessing will undoubtedly bring more topics and attention to the movie. However, with the maturity of the Chinese film market, the important schedule has also become a crowded moment for many films, and at this time, for the head film whose content is generally optimistic about the outside world and is in the first echelon, the high publicity cost supporting it can undoubtedly ensure that the short video popularity of the film continues to be stable during the important file period, but for the films that are not directly optimistic and are in the second and third echelons, the effect is extremely limited.
The publicity party kidnapped by the traffic can only be passive and tied hands, which can be clearly perceived in the "forced exclusive" 2021 Spring Festival movie publicity war.
Therefore, after the lessons of the Spring Festival file, the filmmakers also saw the limitations of choosing a single short video platform for cooperation.
This time, "My Sister" chose dual platform publicity, breaking the exclusive agreement restrictions that are not conducive to the development of the industry, allowing creativity to return to marketing, letting channels speak according to achievements, no longer kidnapped by traffic, but achieving remarkable results.
The success of "My Sister" once again demonstrates that short video marketing cannot blindly superstitious traffic spells, and can achieve in-depth publicity that integrates content and creativity, exclusive customization, and stimulates user emotional resonance, which is a really good movie publicity link. This is also what Kuaishou insists on in the promotion of the movie.
Looking back at Kuaishou's film publicity achievements, starting from the "rescue" film "Eight Hundred" after the epidemic last year, Kuaishou has made continuous efforts in customizing product content and achieving emotional resonance, thus forming a professional one-stop operation manual for film publicity, and further practicing and continuously improving in subsequent films such as "Win the Championship", "Calm Wind and Waves", and "The King of Bathing".
In addition to the cinema movies, Kuaishou also helped the first online film Spring Festival head work "Fortune Diary", linked the main creator Song Xiaobao, and opened up with the video website, becoming a highly converted online film marketing case.
Until the current "My Sister", the kuaishou film publicity has entered a mature period. Based on its own platform users and advantages, Kuaishou opened up the movie publicity link of customized product content "from production to sales". Whether it is customized "fast materials", movie groups, etc., or the linkage of celebrities to form a circle potential, the UGC content in the station further radiates a wider group of people to achieve emotional resonance, and the "private domain traffic + e-commerce live broadcast" completes the consumption conversion, Kuaishou Movie has walked out of its unique short video full-link publicity model, and has had a profound impact in the industry, and this model will inevitably follow the continuous evolution of products and markets in the future. It is foreseeable that Kuaishou will help movies release more power, produce more extensive influence, and promote a new round of growth in the warming film market.
Regarding the publicity of short videos, the "exclusive" strength of a single platform does not guarantee that a film can accurately find existing users and break the circle to develop the incremental market, for the filmmakers and promoters, it is the criterion to freely choose the publicity strategy and position suitable for the content of the film, which is the criterion for maximizing the value of the film, which can ensure that Chinese films can move forward in a more orderly manner.
The dual-platform choice of "My Sister" and even the multi-platform promotion choice of future films will bring more possibilities to stimulate the potential of the film market.