The first issue: those things about WeChat and movies.
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Titanic 3D edition
Release date: 20 12.4. 10 Total box office: 1000000.
Maximizing the creative video trilogy of nostalgic marketing set off a network of national memories. The viral video trilogy started from three aspects: plot, music and topic, which triggered a hot discussion among netizens and spread like a virus. Unlike Hollywood's main 3D technology card, China's main nostalgic strategy has aroused national nostalgia. Use funny pictures to resolve the storm of manuscript deletion in time. Iron Man 3
Release date: 20 13.5. 1 total box office: 755.23 million.
Weibo topic interaction and online activities parallel box office and word-of-mouth Qi Fei grassroots large-scale accurate delivery, wonderful video materials effectively spread. Weibo's official online activities attracted the attention of netizens and colleagues in the industry, and the related content of Iron Man 3 produced by netizens and grassroots in Weibo was more widely spread. The whole network monitors word of mouth and provides decision-making basis for publicity. huge monster
Release date: 20 14.6. 13 Total box office: 479 million.
Taking advantage of the situation to integrate the grounding gas packaging of Hollywood blockbusters
Accurate audience strategy All men, women and children eat accurate audience strategy, and use "monster films" to attract men, women and children to form a family viewing atmosphere, and sprout "monsters" to attract female audiences. After screening, do # Godzilla # # Godzilla what # # Kira # and other topics, and form a netizen UGC for secondary packaging and communication. Pacific rim region
Release date: 20 13.7.3 1 total box office: 694.3 million.
Online activities gradually spread from "geeks" to ordinary movie-watching groups, starting from core target groups such as animation, mecha and game lovers. Through the form that the activity threshold set before and after the screening is gradually lowered and the main topic of the activity is close to the film layer by layer, the topic quantity of the film is gradually covered by online activities from the range of geeks, mechs and monsters to ordinary fans and even some female audiences, so as to promote the spread of videos and topics, thus breaking the barriers set by the information conveyed by the film to female audiences and striving to penetrate all potential audience groups. cloud atlas
Release date: 20 13. 1.3 1 total box office: 158 1.6 million.
Open opinion leaders to focus on high-concept movies for the first time, fully tap the social topics of movies, and trigger heated discussions among well-known and opinion leaders. In order to solve the problem of movies, a lot of materials are used to interpret and guide the audience to watch movies. Through topic guidance, opinion leaders focus on high-concept movies for the first time. Superman: Superman: The Body of Steel
Release date: 20 13.6.20, total box office: 398.28 million.
Hobbit 1: an unexpected journey
Release date: 20 13.2.22 Total box office: 32 1.89 million.
Hobbit 2: The Battle of Smeagol
Release date: 20 14.2.2 1 total box office: 460.99 million.
Prometheus
Release date: 20 12.9.2 Total box office: 224.37 million.
Rio
Release date: 20 14.2.2 1 total box office: 460.99 million.
The rise of the planet of apes.
Release date: 2011.10.28 Total box office: 208.7 million.
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Love is Not Blind
Release date: 2011.11.8 Total box office: 360 million.
The first domestic film with social media as its main propaganda position became the phenomenal box office dark horse of that year, and launched activities on social networking sites such as Weibo, from which netizens were recruited to record the story video of lovelorn, and a marketing and video website was built as a propaganda position, so that the topic of love and lovelorn aroused emotions. UGC (online-to-offline user-produced content) was obtained by making The Story of Broken Love on the Weibo platform. With the hidden line of "Saint Singles' Day" and "God Stick Day", the festival marketing was carried out for half a year to create a sense of ceremony. Broke many film industry records, such as Baidu index, and still no film can be broken. Love story in Beijing
Release date: 20 14.2. 14 Total box office: 4010.4 million.
Breaking the "Beijing" urban area, all-round cross-border integrated marketing is pervasive.
The box office in a single day exceeded 100 million yuan, breaking a number of box office records, breaking the geographical limitation of the title of "Beijing Love Story" and creating a publicity strategy of "City Love Story", which caused emotion. Cross-border integrated marketing, multiple mobile client apps cooperated with movies for the first time, and all-round all-media exposure was pervasive. Initiate online emotional activities and topics such as "love" and "affection", interpret the foreshadowing elements of the film, and directly and indirectly guide the theme and tears of the film. Hypnotist
Release date: 20 14.4.29 Total box office: 273 million.
Entertainment packaging
Screening topic marketing in the early stage, and screening word-of-mouth marketing in the later stage.
Create a new height of domestic suspense film marketing, break through the heavy marketing mode of suspense films, and carry out entertainment packaging in new media. For example, April Fool's Day # played by Xú Zhēng # has become a hot topic. Before the screening, the topic of hypnosis was popularized and hyped. Fully tap the core emotional elements before and after the film screening, and enhance the emotional appeal of suspense films in multiple dimensions; The spread of movie word-of-mouth in secondary packaging has effectively stimulated the upsurge of watching movies and promoted word-of-mouth fermentation. Personal order
Release date: 2013.12.19 Total box office: 7 10/00000.
With data as the core support
Through topic creation, word-of-mouth guidance and multi-channel promotion
Create three labels of "Feng's Comedy, Dream, Warm New Year", and plan topics rhythmically from the periphery to the core, effectively and continuously enhancing the audience's attention to this film. Through the public opinion monitoring Report, the new media adjusted the propaganda strategy in time and provided the direction. In particular, this film has experienced several unexpected word-of-mouth incidents in the publicity process, and through the data report, it provides effective public opinion coping strategies for marketing publicity. Dig deep into the core emotional elements of the film and present them in the form of viral videos, which will promote the spread of emotional topics after the release, bring effective assistants to the word-of-mouth guidance of the film and promote the transformation of viewing. Break up contract
Release date: 20 13.4. 12 Total box office:1930,000.
Through the analysis and upgrading of the film of the healing department, the emotional topic is detonated and the film is positioned as "another masterpiece of the healing department after 33 days of lovelorn." In propaganda, the topic of emotion is opened with "points". When "fen" is widely discussed at appropriate nodes, new media gradually introduces the theme of "harmony" through topics, thus realizing the spread of healing emotions from "fen" to "harmony". Initiate the topics and activities of the healing department, so that the target audience can have emotional connection with the film and provide sufficient reasons for the audience to watch the movie. Maximize the use of the film's punchline elements to alleviate the current situation that the film plot is too depressed. Fully socialized listening makes the film closer to the market and the audience's choice. Five years stolen.
Release date: 20 13.8.29 Total box office:10.50 billion.
Emotional Marketing & The nostalgic theme of digital marketing is to maximize the popularity of the group through social network sharing, guide the audience through topics, activities, virus pictures and other forms, and let users produce UGC. Pre-research accurately understands the online usage habits of netizens, and cooperates with the viral video "Bai Baihe meets Joseph Zhang" to maximize the publicity effect of nostalgic series themes. master
Release date: 2013.10.8 Total box office: 300 million.
Create a new model of fan marketing. By accurately positioning the types of fans in advance, directly connecting with the organizers of fan groups, and setting up online activities in Sina Weibo, Renren.com and Douban.com, according to the characteristics of each platform, it helps to mobilize the enthusiasm of the audience. Guide fans to pay attention to and support the film, and maximize the effect of UGC. Fan groups organize group activities offline during the film promotion period; Support, assist and participate in press conferences, movies and other activities; Put up movie posters in universities and outdoors. Continue to provide promotion and creative points online; Self-made virus videos and virus graphic materials; Monitor online public opinion and box office data in real time; Timely feed back the reports of various portals about movies and sort out screenshots; Track and disseminate news articles and materials to more than 100 post bars, etc. , highly cooperate with Widfords and closely bundle publicity.
search
Release date: 20 12.7.6 Total box office:17.32 million.
The virtual character Weibo's "Blue Autumn Flowers Bloom" broke the boundary between virtual and reality, and the first online virtual character "Blue Autumn Flowers Bloom" made a "death countdown" (release day), which attracted the attention of netizens. After the release, it will fit the story in real time and carry out live maintenance. Touched the hearts of hundreds of thousands of netizens. On average, Weibo Interactive set a Weibo record for movies, with an average of thousands of single forwarding interactions. Weibo, the longest-lived movie, still has a lot of interaction with netizens. Carry love through to the end
Release date: 20 1 1.2. 12 Total box office: 207.06 million.
The first micro-movie review, the first micro-live broadcast and the first micro-interview created three first marketing practices in Weibo and three first "micro-movie review, micro-live broadcast and micro-interview" in the film industry. The online activity of the poster "Love the Body" triggered a wave of netizens spoofing PS. The activities and videos of "Never Break Up after Graduation" are the embryonic form of the series of videos of "The Story of Broken Love". Personal order
Release date: 2013.12.19 Total box office: 706 million.
Hypnotist
Release date: 20 14.4.29 Total box office: 272 million.
The Bullet Vanishes
Release date: 20 12.8. 14 Total box office:155.74 million.
Royal guard
Release date: 20 10.2.3 Total box office:144.7 million.
Du Lala's promotion
Release date: 20 10.4. 15 Total box office:124.53 million.
legend fighting championship
Release date: 20 1 1. 1.26 Total box office: 19765438+ million.
martial arts
Release date: 20 1 1.7.4 Total box office:172.3 million.
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Little daddy
Audience rating: the top three hits on the Internet: 65.438+0 billion.
Step by step to create the topic of father-son relationship, new media interaction, the national drama frenzy, interactive topics to guide the audience to watch the drama frenzy. According to different periods, formulate phased publicity strategies to achieve all-round interaction with the target audience and attract the attention of the target audience quickly and effectively. Listen to the voice of the audience through real-time interaction, and put materials and topics in a targeted manner. Beijing youth
Floating and sinking
Love is Not Blind
Home page, n power supply
Look at this family.
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The film Titanic 3D won the 20th Century Fox Film Company's 20 12 Global Marketing Excellence Award and the best publicity activity-China Excellence Award.
The film "33 days of lovelorn love" won the best box office marketing film, the best innovative marketing film and the best return on investment in the third Ian Film Industry Award held during the Shanghai International Film Festival.
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