Why is the small table movie called "more young people's propaganda company"? Unveiled secrets from "Huantai 2" and "Hindi Medium"

Why is the small table movie called "more young people's propaganda company"? From Secret 2 and Hindi Medium

After May 1st, May 4th Youth Day went bustling again. The Jews once said that it is best for women and children to earn money. And nowadays, China is "the young people who have the world," and this group of "9000-year-old" people are undoubtedly the most valued and difficult to engage in the marketing community. Especially in the movie and entertainment industry, young people are the most large and active ones, regardless of whether they are the main consumers or the main players. How to grasp and seize the hearts of young people? This problem has become the key to the film and television game.

Looking at the top five imported film listings in the domestic film market in the first half of this year, there are two names of the same movie propaganda company - behind the scenes of " Secret Superstar " and " Pacific Rim 3 ": small table movies. In addition, after the phenomenal dark horse film “ Dangal ” was promoted last year, another Indian film “Hindi Medium” that they promoted in early April this year hard-nosed in the same battle against “ Number one player ” with more than 200 million boxes. , Get 8.0 high score evaluation on the watercress. As a fast-growing film and television entertainment project marketing company, small-table movies re-started from previous experience and combined with the film itself to create a more creative and detailed propaganda program for young audiences, in order to boost the popularity of the film. , box office and reputation are flying together. Always sticking to the concept of “a younger marketing company” is the key to their success.

Dialogue in a way that young people like

In the “financial economy” era in which information is transient, young people nowadays are increasingly pursuing their own personality, pursuing uniqueness, and emphasizing the fun, emotion, and characteristics contained in consumption. This is a feature that has not been demonstrated by traditional consumers before. In contrast, film marketing has now entered the emotional dividend period, can interact with the audience's emotions, preferences, values, and stimulate the desire for viewing and emotional resonance, this movie may become the next explosion.

For example, when " STAND BY ME " was released in 2014, the small table team took part in the propaganda of the film "Recalling and Killing" in depth, using a series of cards to make the blue fat who had been away from the mainland screen for seven years become the most popular Japanese import in history at that time. sheet. This year’s “Pacific Rim 3: The Thunder Resurrection” (hereinafter referred to as “The Second Ring”), they use eye-catching creative materials such as article and short video as power tools to accurately reach target audiences and help them warmly. Push to the high point.

At the “Circular 2” China conference, there was an impressive giant background image of the Q’s version of the Mech Engine, which was well-received by the film's masterpieces. It was not only a group photo but also a personal microblog. This image of the AQ Q version is a collaborative production of a small table movie and Hama Jun.

The small table stated that the reason for choosing this style of presentation was because on one hand, the article was a kind of carrier favored by young people at the moment, and on the other hand, it was closely related to the movie feature of “Huantai 2”. The huge metal armor of the movie and the crouching tusks are all cold and irresponsible. The overall audience is masculine. Considering the feminine audience's love of "stupidity," the small table will "enchant" it in the process of drawing: "This way, you can design the mechs and monsters to be more life-like and cute. Meng's effect.The reintegration of the mechs and monsters in the movie to kill each other's stalks can make the screen content more user-friendly, and the humanized mechs and monsters are also more recognizable.In this way, the film is recruited to include women. And the attention of more incremental young viewers such as the second element."

In addition to the background map, the small table movie quickly launched the "Huan Tai 2" series of diffuse, expression packages and other products. Taking advantage of the film release rhythm, QQ expression package on the line for two weeks to download a total of 388510 times, sending a total of 3206845 times; WeChat expression package on-line download a total of 106546 times a week, sent a total of 302344 times, since the first line From the second day onwards, you can continue to log in to the top of the list. The expressions of these two expression packs have been confirmed by the fieryness of the fermentation, and they have demonstrated the high accuracy of the material delivered to the small table and the team's ability to perform quickly.

In the ever-changing world, the marketing actions of small-table movies have always been centered on films, while the “variable” model is based on the target of young audiences. For example, a large number of young people contracting young people's fragmented videos of short time, small table movies have early realized that this is an excellent vehicle for their interaction with young people. First, through the novel and interesting presentation of short videos, the popularity of the film will be expanded and enhanced. In turn, short video becomes an effective tool for users to perform secondary transmission. In the movie material production of “Mountain 2”, there are both “ Pacific Rim ” series of film-cut video specially produced for the core fan group of the movie, and video shortcomings such as custom-made vibes for young people are added. With the popular bean sprouts dance music as an element, they created a mech monster to do a freeze dance video, and after harvesting and Sina short video launch, a large number of users like it. Naturally, this video Weibo broadcast amounted to nearly 3 million times, attracting many micro-blog KOLs such as gangs and expression clubs to tap water.

A similarly powerful short video is also used during the promotion period of Hindi Medium. This Indian film focused on education issues can arouse common anxiety among the audience in the first and second tier cities, but it is less appealing to the three or four-line groups who have relatively relaxed life pressure. In this regard, with the keywords of “grounding gas” and “realistic topic”, the small table movie produced “ Dialect version of voice and video for parents in different regions.” Dialect seamlessly implanted movie clips such as Dongbei dialect, Henan dialect, Shaanxi dialect, Wuhan dialect, and Sichuan dialect made people laugh and laughter, especially for audiences in these regions. With regard to the elaborate design of various materials, the small table movie said: "Young people have their own unique preferences, but they will have resonance for good things, small tables hope to arouse resonance, and intuitively give good things to the audience."

Let marketing be relevant to you and me

Compared with the overwhelming crude propaganda in traditional marketing, in terms of small table movies, movie marketing should be more accurate, professional and more cost-effective in channel cooperation. "Now young people are full of personality and only love to care about things that are of interest to them and they are interested in things that they like to find where they like to find their favorite content. The big data algorithms of various channels in the Internet age are making things that don't pay much attention. It is difficult to enter young people's horizons. So on the channel, we will find and distinguish more precisely, directly find potential audiences, and more effectively mobilize topics.”

Through the film's direct access to the audience's channels to finely distribute marketing methods, small-table movies have enjoyed a good year. During the live-action version of “ Gintama ”, they cooperated with hungry. In late July, they launched the Gintama theme “A-Silver's Sweet Shop” flash shop in Shanghai and Hangzhou in late July. The movie posters, movies, characters, and house dancers and Coser who appeared from time to time in the store were able to open the wall in the middle of the game and were listed by the media as one of the breakthrough marketing cases in 2017. In the promotion of Aamir Khan 's “Dangal”, in conjunction with his habit of maintaining fitness all year long, weight gaining 54 pounds for emergency weight loss, and small-table selection and cross-border Kee p fitness platform, he presented in an interview format. Aamir Khan's successful weight-loss process and dietary methods for the weight gain of the film were buoyed by the fitness youth. Many fitness KOLs also actively forwarded and shared their fitness experience.

The "Hindi Medium," which tells a real-life story, includes hot topics such as "family education," "choice school," and "school district housing," which are equally applicable to domestic audiences. Therefore, in the early days of the film publicity, small-table movies chose to focus on education topics. As one of the core elements of communication, education has always been one of the topics that young people are keen to focus on. The disappeared “Hindi Medium” was the overall communication strategy. They reached an exclusive and deep cooperation with the education channel 51Talk, and explored contemporary education issues through film line posters, soft papers, topics, and movie screenings. Choosing to cooperate with 51Talk, the leading online education company for youngsters of online youth, the movie will sink the target audience to the youth viewing group under the age of 18, and it also incorporates a story core that eliminates the “Hindi Medium” concept that puts extra pressure on parents. Get students and parents alike.

Multi-party cross-border cooperation has opened up a broader user incremental market. Either point-to-point propaganda in education or parent-child channels or sinking propaganda in daily life environments such as shopping malls and convenience stores will undoubtedly reach more potential audiences. , to convey the film information to a deeper and broader level, attracting incremental users, which is difficult for marketing, but it is more innovative. In the promotion work of “ Pacific Rim: Uprising ”, small-screen movies and core audiences gathered in the “nuclear network”, young people's cultural community b station homemade section “weekend screening room”, online blog talk show “Blackwater Park”, The media channels, such as the music creative short video social software “Shuyin”, have carried out in-depth cooperation and maximized the popularity of the movie by continuously delivering the content of the movie to the target audience. Not only that, but the small table movie also contributed to the joint marketing of Pacific Rim movie & hungry John the Apostle tripartite brand, and jointly launched two Pacific Rim movie theme packages, which shows that its business cooperation advantages have also been highlighted.

Last year’s audience analysis report from mainland films pointed out that today’s film audience is 41.7% at the age of 18-21, 29.5% at the age of 22-25, and the average age of the audience is 24 years old. After 90, the audience has become the main force of the movie. Think of young people thinking and being loved by young people. Every time you reach a precise audience, it is not only the small table movie that can do its best, but also the obligation that it takes for a good movie. From the marketing of the previous " Doraemon " " OurTimes " to the "Gintama" "Dangal" "Secret Superstar", to the "Pacific Rim: Uprising" "Hindi Medium" marketing advanced, they will continue Responsible for the marketing work of " Perfect Strangers ", small table movies are using one of their projects to prove their own ideas - to do more to understand the young marketing company. Because they capture the hearts and minds of young people, they always start from the "heart" and keep moving forward.