Movie marketing "want to see" heat, do you really "want to see"?

Source: Shangguan News

"Wang Yibo starred in the film to watch more than 500,000", "New God List: Yang Yan" to buy tickets to see 500,000 "... Open social software, often see information about the film" Want to watch "data.

"Want to see" is a new feature of the ticket purchase platform in recent years. For new films that are not released, the audience can click the "Want to Watch" option to represent the expectations of the film. The filmmaker frequently uses the "want to see" popularity for marketing, and even releases the "want to see" the number of "want to see" the number of "want to see".

However, "Want to see" data is high, is the box office high? Do you really want to watch a movie showing a movie that has a "want to watch"?

The more "want to see", the clear the motivation to watch the movie

On August 19th, the two animated films of "New God List: Yang Yan" and "Little Yellow Man's Eye: Stealing Daddy's Prequel" were released in the same schedule. On the ticket ticket, more than 460,000 people "wanted to see" the former. The latter has more than 140,000 people "want to see". The audience is a lovers of Guoman. Before the file of "New God List: Yang Yan", I clicked the "want to see" button on the ticket platform. There is a "Want to watch ', and I hope to help Guoman to increase the heat and attract more audiences to see."

"Want to watch" is the data of the industry and audience the most intuitive data of the movie watching before the pre -sale of the movie. The launch time of this feature can be traced back to 2015 to 2016. According to Liu Zhenfei, an analyst at the Cat Eye Research Institute, since 2017, the online ticket purchase rate of the national film market has stabilized at about 85%. Clicking "Want to see" has become a relatively universal movie viewing habit. According to a survey of the Cat Eye Research Institute in April this year, 80 % of the respondents said Watch "; there are also more than 30 % of the interviewees holding the idea of" supporting good movies and hoping to be seen by more people ".

Ms. Wang Ms. Wang's last "want to watch" is "Life". The film has a high popularity before the film. Interested in actors and subject matter is an important reason for her choice. Although there are hundreds of thousands of people "Yang Yan" and "Little Yellow", Ms. Wang did not want to see it. "In recent years, cartoons have often lost the chain on the plot. After the premiere, watch the online evaluation." Film Monter has recently watched different types of films such as "Lone Moon" and "Hidden Dust Smoke". "Directors, actors, actors, actors, actors The subject matter is the three elements of my selection. "Although I didn't care about" want to see "the data, when I opened the ticket purchase software, I found that in his" want to see "list, there was still a movie lying in the list of" New Batman " Essence "I really wanted to see it at the time."

In Liu Zhenfei's view, behind the data of "want to see" is a manifestation of the motivation to watch. "Want to watch" high films usually have strong "marketing", which is clear for the film audience. For example, "Broken Bridge" wants to see 488,000 in Cat's Eye, which is currently the highest in the film in August. Liu Zhenfei analyzed that "Broken Bridge", as a crime movie, is more prominent than ordinary plot films; in the main lineup, director Li Yu and the producer Fang Ling are all senior filmmakers, starring Ma Sichun and Wang Junkai in young audiences The appeal, another starring Fan Wei has a reputation among the audience, all of which make the film attract more "want to watch".

According to platform data, high -popular films will be relatively prominent on the dual platforms of Cat Eye and Amoy Tickets. For example, the "Lone Moon", which is being released, broke through 1 million on the dual platform before the screening.

The more the audience "want to see", the higher the box office on the first day

The film "Want to watch" is high, will the box office be high? As of August 18, the "New God List: Yang Yan "'s" want to see "on Cat's Eye and Amoy Tickets has exceeded" Little Yellow Renyan Great Eye: Stealing Dad's Prequel ", and the current pre -sale data of the film has also been received. By.

Liu Zhenfei believes that "want to watch" data is correlated with the first day of the movie. According to Cat's Eye data, the "want to watch" more than 500,000 films, the average box office value of the first day is as high as 300 million yuan, while the average daily box office of the Chinese film market in the year is 175 million yuan in 2019. It can be seen that the audience "want to watch" high -number films, the box office on the first day can exceed ordinary films, but in the end of the box office, it still depends on the quality and reputation of the film.

Since the film "Jiang Ziya" released by the National Day in 2020, the dual platform wants to watch the cumulative exception of 3 million, ranking first in the same period, and refreshed the first day of the Chinese film market animation film at the box office of 350 million yuan on the first day of the box office record and 2020. Annual single -day box office record. However, due to the word of mouth, the box office of the film slowed down, and was eventually overtaken by the "My Hometown", which was released in the same period. There are also many films "I want to watch" the data, but after being released, it continues to ferment with the reputation and finally get a high box office. According to Liu Zhenfei, the "Detective War" in the summer season of this year was only about 150,000, and 27 in the film this year, but the total box office has broken 700 million yuan, temporarily ranked 8th in the 2022 box office list, 8th place in the 2022 box office list. Essence The number of cat eyes of "Hidden Dust Smoke" failed to exceed 10,000. The box office on the first day was only nearly 350,000 yuan, but the cat's eye score was as high as 9.2 points. At present, the cumulative box office has exceeded 19 million yuan, and the box office stamina is as high as 60 times.

For theater, the high number of "want to watch" does not mean that the first day of the row will definitely be high, and the theater manager also has its own professional judgment. A cinema manager in Shanghai said that "wanting to see" represents the movie viewing preference data at the national level. It will refer to it when the films, but do not pay much attention to this indicator, and it is more about pre -sale data from Shanghai's theaters. For example, the "Broken Bridge" ranked first in the "Want to Want to Watch", the actual row is not as good as "Lone Moon", and "New God List: Yang Yan" is the same. "Now the gap between the" New God List: Yang Yan "and other films is not very different enough." He said that the theater drainage films are not determined by a single factor, and will also be affected by many factors such as ticket supplement, acquaintance audience, chief, and personal preference for business managers. Essence Hope "want to see" reflects diversity

Insiders said that since the beginning of the film announcement cycle this year, the filmmaker attaches more importance to increased "want to see" and scores before the day before. The former reflects the effect under the rapid announcement, and the latter reflects how far the film can go.

Although there are many uncomfortable preferential works such as "Hidden Dust Smoke" to achieve long -tail effects, many films "want to watch" are low, and each platform also shows "no scores for the time being", and the audience hurriedly passed through.

"I hope to change the volume with your support, so that more people have the opportunity to watch this movie in the theater." A few days ago, the director Miko Miko in multiple movies WeChat group, the documentary movie "Go Home, Check the Dragon Boat" for her "Ask the audience". The film tells the story of young people in Qiucha Village, Huaihua City, Hunan Province to participate in the Dragon Boat Festival Dragon Boat. After three years of difficult production, it was released nationwide on August 3, but the vurate was nearly zero.

"Our theater journey can be said to be over, but we are still working hard to fight for other row opportunities." Miko said that since the epidemic, the market survival space of the documentary has become smaller and smaller. "The reality is cruel. I can understand. One is that the theater urgently needs a large number of movies to activate the market, and the other is that the audience can choose without multiple things." She metaphorically, just as the meal was tired, everyone would want to change a taste and treat the audience for the audience. In the case of, I usually want to watch a documentary to change the taste, but now it is difficult to wait for a commercial blockbuster that is suitable for relaxation. No wonder for so many days, "Lone Moon" is still the championship. "Our fare is the same and does not dominate." Miko was helpless.

At present, the film's "want to see" on the dual platform is only a few hundred people. Miko said that he did not care about the number of "want to see", but he hoped to have the opportunity to be seen by the audience. "If you increase your exposure before the epidemic, it will indeed help the box office, but for a small cost documentary movie like us, it is better to go to the market to find another opportunity to spend money." In addition to selling new media copyrights, the film is also discussing with the issuing company. I hope to choose a single cinema in the city center for in -depth exhaust films, so that the documentary movie audience group can find a fixed playground and gradually increase the arrival rate.

"The marketing data of the film, naturally someone will find a way to brush the data, not to mention that ordinary users click on the ticket purchase platform," I want to see 'there is no cost. "Monker believes that the original intention of the" want to see "function on the ticket purchase platform is good It can allow the audience to know the heat of the film in advance, but also to prevent the control of the interests and exacerbate the polarization of the box office in the film market.

"At the moment, film creation should be encouraged. I hope that different platforms in the future can launch corresponding publicity methods to diversify documentary movies and art movies, diversify the audience, and allow the film's main creation to boost morale." Miko said, "Back to Back Home, Dragon Boat "is a movie customized for the Dragon Boat Festival. This year's affected affected by the epidemic missed the Dragon Boat Festival. She intends to rewrite the film during the Dragon Boat Festival next year." I believe the market still needs such small investment, great feelings, and positive energy. Multi -art films. I hope that with the help of continuous promotion and word of mouth fermentation, there will be more people who will watch 'at that time. "

wx_fmt = png "data-nickname =" Variety News "Data-ALIAS =" Zongyiweekly "data-signature =" Variety Report "sees the hot spots of the media and entertainment industry at home and abroad from a unique perspective., Sort out the industrial context, find the industrial trend and provide a case that can be used for reference! "Data-from =" 0 "data-is_biz_ban =" 0 " /> Please send it to the mailbox:

[email protected]

Please see the micro shop

- END -