Six years of Weibo movie night, history of a movie marketing evolution

Author | Liu Xiaotu

Edit | Li Chunhui

In addition to the stars who are fat or thin, the dress is stunning or failed, the night of Weibo movies can obviously tell us something else. For example, at the night of the first Weibo movie in 2016, Shen Teng and Ma Li held back the honor of the "Most Popular Comedy Actor". By 2022, they were already the "most popular actors of the year".

It is better to reflect the transformation of domestic films in the past six years: In 2016, the two -person award -winning work was the comedy film "Charlotte's Trouble". By 2022, the science fiction film "Lone Moon" starring in their starring market is still in the film market. At the same time, the film has also become the "most popular film of the year" of Weibo movies.

From comedy to science fiction, from the first exposed corner to sitting in the front row, let alone these two themselves. On the night of the Weibo movie night on August 14, the number of viewers on the entire network exceeded 100 million, and the total reading volume of related Weibo topics was nearly 10 billion yuan.

Such an internal entertainment event is much less, but it is rare. Three days in the event, Hard Sugar Jun opened various platforms and groups to chat. It's really not like any excitement, which can only occupy the Internet for a day.

Stars and events also attract people's attention to the movie again. The film market, which was severely damaged by the epidemic, finally improved in the summer stall. Coupled with the National Film Bureau issued 100 million yuan of movie viewing consumption coupons, the industry saw the hope of recovery. The timely feedback by the various industry signals and fans released by Weibo movies and fans have also become the key vane of the next journey.

Movies, upside down

Since the night of Weibo movies, the flow and more are always ongoing. The stars and directors in it are always the first attention and discussion among netizens.

The lineup of Weibo movie nights this year is still luxurious. Fu Ruoqing, Wang Jian'er, Yu Dong, Wang Changtian and other industry leaders attended, and well -known directors such as Huang Jianxin, Li Shaohong, Li Yu, and Wen Muye appeared. Nearly a hundred film actors such as Li Bingbing, Shen Teng, Zhou Dongyu, Li Yifeng, and Zhu Yilong arrived. "Liu Yifei's picture", "Wang Yibo's shape", "Zhu Yilong short film" are all the focus of the topic. The red carpet can be said to be spreading from the scene to hot search.

Not only the visual feast, the interaction and gossip on the spot attracted the crowds. Shen Teng was called a happy source of the night. When he walked the red carpet, he pulled the tire to take a picture, making netizens immediately searched the#Shen Teng's tire#on the top. The prize was not idle, Shen Teng gritted his teeth and finished three push -ups, and finally stepped down by Ma Li.

It can be seen that Shen Teng is really happy and really relaxed. When Shen Teng Ma Li appeared on the first Weibo movie night podium in 2016, the "drama actor" had just brushed a sense of presence in the film market, and the "happy twist era" of domestic comedy was unfolding.

In the next few years, Shen Teng starred in "Crazy Alien", "Flying Life" and "The Richest Man of Xihong City". Ma Li also had "Caller Crazy" and "Shy Iron Fist". The two actors showed a strong box office box office. Cognition, really standing on the big screen.

In the summer season of this year, Shen Teng and Ma Li fought again in the science fiction comedy "Lone Moon". As of press time, the box office has exceeded 2.5 billion, which can be called "rescue work". The six -year Weibo movie night has not only witnessed the transformation of the two actors, but also reflects the iterative and even industrialization process of domestic comedy films.

Observing the changes in actors at this ceremony is very interesting. For example, Wang Junkai, Zhu Yilong, and Zhou Dongyu are now frequent guests of Weibo movie nights. But we can see some different, or status, style, or work every time.

The ceremony of a period of time is also like a long development game. Many young actors have impressed the audience on the night of Weibo movies. For example, this year's Bai Yifan, Wu Mengshi, Wang Yiting, Wang Ziyi, Xing Fei, Zhuang Difei, Zhang Jingyi ... Weibo has always paid attention to digging, Support young actors. Earlier, the platform launched the "Weibo Actor Qingyun Special", and the joint industry carried out systematic support and operations for young actors, opened more cooperation, and tapped the flashing points of the actors. On the night of Weibo movies, Director Li Shaohong, one of the sponsor Li Shaohong, came to power with young actors to help out.

This effort is not only aimed at actors, but also covers the entire film industry. The "Youth Director Star Fire Program" launched by Weibo Movie Night invited outstanding directors such as Guo Fan, Li Ruiyi, Lu Yang, to tell the creative process.

"Movie She Power" should not be ignored. During the preheating stage of Weibo movies, Zhang Aijia, Chen Chong, Zhou Xun and other female filmmakers took the lead in sending handwriting to the Chinese film industry. Immediately afterwards, Li Shaohong, Shen Yu, and Li Meng talked about bloggers to talk about the women's power in the movie. Related topics have exceeded 100 million, which set off heated discussion among netizens.

With the Dongfeng of the night of Weibo movies, Weibo and more than 30 industry partners reached a strategic relationship between the "Micro Shadow Power Alliance". They will achieve co -construction through the four aspects of topics, word -of -mouth, proclaiming scenes, and upstream production cooperation. And upgrade, in the post -epidemic era, helping the film industry to recover.

Manufacturing sense

On the night of Weibo movies, the most anticipated film "Warm", "The End of the Sea is the Prairie", "The Great Night", and the most concerned film "Broken · Bridge", "Chinese Youth: I and my youth "" Diao Yun Seeing the Day "and" King of the Sky "have impressed the fans in the hot search topic of a round of round.

It is difficult to predict the future, and those stories and works that have passed the emotional verification of the public are the most precious assets against uncertainty. For example, this year's "Changjin Lake", "The Water Gate Bridge of Changjin Lake", "My Father", "Sniper", and the most popular films of the year, "Lone Moon", "Life" "Miracle", "Miracle · Stupid Child." Analyzing the successful experience of these works, in addition to the excellent work itself, the marketing player can not be ignored, and even plays a key role.

Take the summer file "Lone Moon" as an example. The epidemic is repeated, and the rhythm of declarations is often disturbed, and the limited file has become conventional operations. The film announcement window period has also compressed as shorter and shorter, which tests the film's ability to change.

Only 10 days in advance of "Lone Moon", which was convicted of the official promise, quickly made a set of discussion group fists. As early as the beginning of this year, the film has opened official blogs, and posters, behind -the -scenes highlights, and crew daily life have been released.

After the formal setting, "Lonely Earth" initiated material bombing on Weibo, and wanted to see the number of people continued to soar. With the release of works, there are more and more discussions on the film in social media. Especially with a Weibo with media genes, the square effect is always irreplaceable, which is more suitable for topic communication and word of mouth fermentation.

Coupled with the complete ecology of Weibo movies, directors, actors, big V, and fans gathered together to facilitate direct and efficient dialogue. The filmmaker uses these real feedback samples to adjust the direction of announcement in a timely manner, and select highlights for secondary communication, which will produce snowball -type marketing effects.

At the same time, Weibo often planned offline activities in important schedules to help movies detonate the scene. "Lone Moon", "Battle of Tomorrow" and "Mozart of Waitong" relying on the summer clouds, it has successfully radiated to potential audiences. Among them,#其 其 其 其 其 其 其 其 其 其 其 其 其 其 其 其 其, successfully squeezed into the entertainment hot search list.

The Spring Festival movies such as "Miracle · Stupid Child", "Four Seas", "Water Gate Bridge of Changjin Lake" also allowed more fans to enter the cinema with strong declarations, and Weibo was much helpful for this. The difference is that the Spring Festival schedule has a long time and stamina, and the platform consciously pulls the front of the front.

Weibo first launched the film's Spring Festival event to launch the film's Spring Festival. Immediately launched the pre -sale week to mobilize the enthusiasm of the audience by issuing coupons and premiere welfare tickets.

Among them, the exclusive customized micro -first reflection, original videos helped the Spring Festival file, and the theme of film themes, and transformed the movie viewing from experiential consumption to participating consumption. Today, young people are obviously more keen to participate and hope to brush their sense of presence.

Weibo launched activities such as cleaning up, cards, live broadcasts, etc. Weibo, and the logic of communication behind it was the same. That is, in the process of watching the movie, the entire service process uses a multi -announcement game to allow everyone to participate, so as to build a stronger sense of participation and ritual.

Obviously, the unique advantage of Weibo film and television marketing is that under the premise of truly grasping the psychology of film fans, it has continuously adjusted the rhythm and model of publicity, and finally summarized a set of effective and repeated marketing strategies. On Weibo, the film announcement team can respond to the temporary fixed flash war, and it can also play a long -lasting battle.

Upgrade movie marketing

The film's eyes are always staring at Weibo. After all, this is the main position of Internet film and television marketing. It has successfully brought the traditional publicity model into a new era of discouragement, fragmentation, and emotionalization.

In 2011, the dark horse love film "Lost Love 33" was the bonus of Weibo marketing, and it also opened a new era of film marketing led by Weibo. Since then, Weibo has created a more mature and complete film marketing ecosystem around the infrastructure such as hot search, large V rating, and opening screens, and played a vital role in the process of transmission and monetization of works.

In recent years, short video marketing has developed rapidly and has affected a certain impact on film and television marketing. But in fact, the creation of short videos, the attention of the film is relatively shallow. It is advantageous to increase the exposure in a short time, but the effective and high -frequency interaction is slightly lacking. Highlights of spread. Friends who are engaged in film and television marketing told Hard Sugar that the team will make a specific type of film such as love films and youth films in short videos, but they will not give up the marketing focus of Weibo.

Speaking of hot search, it is actually a product that everyone is pushing. But for a new movie, a new actor, and a new director, Weibo hot search is still the place where everyone knows themselves as soon as possible. Film and television works appear on the short video platform, which may be "planting grass", or it may "pull up grass" in the process of "watching a movie in a few minutes", but it is discussed by various users on Weibo. That must be a successful "grass".

When we observe the current Weibo, we will find that it is no longer willing to act as a declaration of publicity, and starts to dive deep into the industry upstream and downstream, trying to tap more businesses other than film marketing.

At present, the biggest value of these attempts is to truly open up and transform, and send online traffic to the theaters.

Earlier, Weibo movies completed the service function upgrade, and achieved cooperation with Cat's Eye Movies and Tao Tickets. Purchase ticket entrances on many scenes on the entire station, such as search, topic, video blog post, live broadcast room, etc. Not long ago, in the summer stall cloud bag, users can directly receive and use tickets through Weibo applets after clicking related blog posts.

After the marketing link is upgraded, Weibo can make full use of the social media ecology to unlock more gameplay in combination with the filmmaker, Sina Film, and Ticketing Platform. When the Jurassic World 3 was released, Weibo integrated multi -party forces to launch a "new movie blessing bag" activity to issue users without a threshold to replace tickets to stimulate users to speed up ticket purchase decisions. Weibo is also appearing frequently as the content of the contents. In 2021, Weibo jointly produced more than 10 films such as "My and My Father", "Mistake 2" and "Hugging You through the Cold Winter". By the Spring Festival this year, Weibo jointly produced "Four Seas", "Miracle · Stupid Child", "This killer is not too calm", "The Future of the Fair and Gray Wolf". The depth bundling of the platform and content means that it can be more accurately grasped with the background color of the work, making the publicity and deeper deeper, and the traffic also immediately reflects the praise and box office.

Internet celebrities belong to live broadcast, stars are Weibo, and each media has its most suitable content. I don't believe you to watch, which movie's transcript is not mentioned.

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