Preparation for 7 days, breaking the circle speed, what did "Little Huangren Eyes Meng 2" do right?

Wen | Ruogu

In recent years, the channels for film marketing have gradually shifted from online and offline linkage to online -based online. More and more platforms have become an important carrier for online marketing.

When the video number has advanced, when the industry is regarded as a new "dispute", Tencent Advertising also has a greater imagination in the attack of the fission of film marketing socialization -WeChat with strong social attributes with strong social attributes. Ecological and QQ ecology also has the content app matrix of different categories such as Tencent Video, Tencent News, QQ Music, and National K Songs with its own scale, which undoubtedly provides new problem solving ideas for the current announcement of the film industry.

The film industry is still in the trough period, activating "social movie viewing" may help

The summer stall just retired seems to have released a little warmth in the film market. According to the professional version of the lighthouse, the box office of this summer (June 1-August 31) has exceeded 9.1 billion (including service fees), exceeding the 2021 summer file of 7.381 billion yuan, and the box office of 3.616 billion yuan in the summer of 2020 score. However, compared to the total box office of 17.38 billion and 17.778 billion in the summer of 2018 and 2019, the box office score of this summer is still a big gap between the pre -epidemic. From this point of view, in the context of a significant decline in the total box office income of the cinema movie, the growth trend of the number of theater and the number of screen screens has also slowed down, the film industry still faces many challenges in the slow recovery, and in the next 3-5 years It is the key stage to get out of the valley.

"Deloitte: Report on the Film Industry Trends after the epidemic" shows that consumers tending to watch new films in theater account for only 13%. Reading the entertainment Jun believes that in the current environment, the film industry not only needs more high -quality films to pour into the market, but also requires a refreshing marketing method to wake up the audience's desire to watch the movie, allow more consumers to enter the theater, and then drive to drive The entire industry develops to warm. In this regard, Tencent Advertising, which has been working hard recently, has put forward new views based on its own ecological advantages -to let everyone share the "good film" in a more "social" environment, explore "good films", and Watch the "good film" together.

Reading Entertainment noticed that WeChat, as a mainstream social platform that is currently widely used, can release native advertisements in the video number embedded in the middle, which can be launched for high -quality films. Powerful exposure to enhance interactive fission. In addition to the content itself, the WeChat ecology comes with natural social advantages and traffic advantages in awakening consumers' willingness to watch.

Combined with acquaintances on socialized attributes is the number one advantage in movie marketing. Back to the WeChat social ecosystem's video number, by playing the role of "connector", the movie can radiate a series of user groups after reaching a user, for example, Cui Jian and Luo Dayou have been online on the video number online The accumulated viewers (non-human) of the concert are 40 million+, which is equivalent to 450-500 "Bird's Nests" at the same time. This social behavior is a major catalyst that promotes the increase in the number of concert viewers, and the "social movie viewing" advocated today is also the same.

It is foreseeable that in the social cracks from individuals to groups, the video number is faster and shorter, so that more people know the existence of the film, and under the drive of high -quality content to achieve further conversion. In the end, it can quickly achieve the high and low -cost detonation, maximize the efficiency of film marketing.

In the Q2 and first half of the 2022 and first half of the financial report of Tencent, Tencent showed that the total use time of the video number of the video number exceeds 80%of the total use of the circle of friends, and the total video playback volume increased by more than 200%year -on -year. In addition, the Backstreet Boys' Concert launched 34 minutes to watch the number of online viewers exceeded 10 million, the broadcast of 20 million in 64 minutes, and the "This YOUNG Summer" concert. The microcosm of the user group. Holding such an incremental and growth rate platform for film marketing is a blue ocean opportunity and one of the must -have for marketing.

During the recently released "Little Yellow People's Eye Meng 2", the video number demonstrated the general path of how the film promotion of how to make fission through social networking -traffic not only gathered here, but also starting from here to different scenarios. The official video number of "Global Film" is launched on the video about the "Little Yellow Renyan Great Eye 2" series, which attracts many users in the site to stop and watch, and interact with the function buttons such as the thumb, love, and reposting. Display on WeChat friends' video numeric pages, which plays a key connection role for friends to buy tickets online and offline group viewing.

Not only in the video number, the marketing potential of WeChat's own public account and search for functions can also be activated in depth, giving the film a more diverse scene. For example, "Little Yellow Renyan Meng 2" publishes content discussions through advertising at the bottom of the public account article, WeChat search brand zone, which is more efficient and widely radiated to the small yellow fan group, through "discussion"+"interest sharing of interest sharing "The formation of the breaking circle has not only achieved the promotion of the film itself, but also greatly enhanced the willingness of users to buy tickets.

It can not only leverage the public's movie viewing potential in the social interaction, but also touch the circle users in a multi -contact manner. The film represented by "Little Yellow Renyan Eye 2" has been exposed in the station. By revitalizing private domain traffic and promoting social fission, the links of users to plant grass and weeds are shortened. From this point of view, give full play to the social advantage of WeChat and the traffic advantage of the video number. Tencent advertising has found a solution to the public's enthusiasm for watching the movie and cracking the pain points of the movie box office. Temporary fixed -level challenge marketing limits, "7 -day speed online" requires a one -stop ecological scenario collaboration

In the current environment, the film release is facing many uncertain factors, which makes the phenomenon of a few months in advance or even a year's fixed file almost no longer exist. Taking the summer movie as an example, from the 11 days in advance of "Little Yellow People's Big Eye 2", to "Lone Moon" and "Broken Bridge" in advance, 10 days in advance, and then 9 days in advance of "Hidden Dust and Smoke", all It can be seen that the temporary/airborne file of the movie is becoming increasingly normal.

Generally speaking, new films that are temporarily set often need to find a platform and way with shorter preparation cycles and higher efficiency to obtain more attention to the public and ensure the good trend of the box office of the film in the early stage of the film. More challenges.

Taking Tencent Advertising as an example, based on the traffic disk across private domains and public domains, innovation has launched a marketing strategy to cope with the temporary fixed file of the movie. Met the efficiency and improve the cognition of more users and the willingness to watch the movie. In addition, Tencent Advertising has achieved ecological interconnection with Cat Eye. You can jump to the cat's eye to buy tickets directly in the station, that is, with the full exposure of the virtue of the wide contact and multi -traffic matrix In the between, the box office growth can also be helped in the ultra -short link, which greatly extended the front end and rear chain of one -stop film announcement.

Reading Entertainment also observed that in addition to marketing in WeChat Station, the film is also on Tencent Video, Tencent News, QQ Music, and National K Songs, such as the platforms that gathers "heavy film and drama comprehensive crowd", "late night crowd" and "entertainment" superior. Taking "Little Yellow Renjin Eye 2" as an example, tailored the ONESHOT opening screen breakthrough advertisement of the industry's first -time opening. In addition, the filmmaker also extended the voice volume of the offline small yellow people's theme market to the online to create a hot topic to create a hot topic. The "Little Huang Renye Hi Bureau" not only brings the identification impact of the memories of the user, but also the topic discussion of the topic of the user's super strong appeal. User foundation.

Relying on the major channels of Tencent Ecology, the series of creative marketing game of "Little Yellow Renmind Eye Meng 2" has been exposed and widely spread, and high -efficiency people have reached high potential viewing people, which stimulates their willingness to punch in and watch the movie. , Form a closed loop of high conversion rate. It can be seen that Tencent Advertising, which has a solid traffic foundation, faces the pain points of movie marketing, can not only help speed up decision -making and improve the efficiency of online, but also have rich innovation space in marketing gameplay, which greatly improves the communication efficiency of the collaboration of product efficiency, so as to exceed the exceptional communication efficiency to exceed the exceptional efficiency of product effects, to exceed the efficiency of the cooperative communication, to exceed the efficiency of the cooperation of product effects, to exceed the efficiency of the cooperative communication, to exceed the efficiency of the coordination of product effects, so as to exceed the efficiency of the cooperation of the efficiency, to exceed the efficiency of the coordination of the efficiency to exceed the exceeding the efficiency of the product. The expected marketing results are steadily SLAY, helping film marketing to actively adapt to the changes in the industry, and at the rugs more steadily.

Focus on reducing burden and efficiency, there is more imagination space for the film announcement

Facing the box office difficulties such as the top value of the top, the normalization of temporary files, and other industrial pain points. Film marketing has more box office pressure and promotion responsibility. It also starts to be more prudent in the selection of cooperation platforms. A more specific requirements are proposed in the aspects of investment speed, reaching range, and cost -effectiveness. In this way, the film marketing ecology has gradually evolved between fine cultivation. The social viewing of Tencent Advertising makes the Tencent traffic matrix headed by the video number become a new film announcement site. A major key.

It is not difficult to see that with this series of new publicity sites, Tencent Advertising has a wealth of social gameplay, which helps strengthen the depth of the circle of film dissemination, and there are diverse communication channels. Film marketing also plays a role in reducing burden and efficiency.

The so -called "burden reduction" refers to the advantages of Tencent Advertising to exert its own ecology, actively open up marketing channels suitable for film announcement, go online in the ultra -short cycle, and seize the recovery period of the recovery period after the cooler of the epidemic. The audience went to the theater to watch the movie, which relieved the marketing pressure of temporary fixed -file films to a certain extent.

The so -called "efficiency" refers to Tencent Advertising with the strong social attributes of the WeChat ecology, enhance the popularity of the film through word of mouth grass, and the blue ocean traffic of the video number, which uses high -quality content to drive strong exposure, as well as the high -quality exposure platform inside and outside the site Blessing. In addition, the operating strategy of the full link is upgraded to the layer of the placement, and finally reached the user circle of different interests, and finally realized the ultra -short transformation, which enhanced the cost performance of film marketing between the investment and output.

In the future, the pain points of film marketing will eventually be resolved through the long -term and diverse layouts between the platforms. Movies with absolute content advantages need to find the opposite position to make the "wine fragrance" spread better.

*Original articles, reprinting needs to indicate the source

- END -