The entertainment industry shouldn't be like this

Chapter 97 How did it take off? (seeking subscription)

Super high praise!

This is the audience's feedback on the first day of the release of "My Sassy Girl".

Whether it's the hilarious and touching plot, the performances of the male and female protagonists, or even the concept of "Sassy Girl", almost all of them received overwhelming praise.

If you judge heroes by word of mouth, "My Sassy Girlfriend" is a well-deserved champion of the National Day file.

However, "My Sassy Girl" had a box office of 1700 million on the first day of its release, and it could only rank fifth on the day's box office list.

This is consistent with its fifth-ranked film rate.

However, with its overwhelming audience reputation and take-off potential visible to the naked eye, the box office is obviously low.

At this time, some people in the industry came out to analyze: "Dunhuang's publicity strategy has made a mistake. If Dunhuang's publicity investment can be half the size of the box office champion "Nine Floors of Purgatory", this film can at least sit on the second watch."

But now, it's too late.

The official National Day file is only seven days away. With the current speed of media communication, when the word-of-mouth of "My Sassy Girl" is fermented on a large scale, the National Day file will definitely be over.

Some people are heartbroken, Dunhuang still lacks experience in the National Day campaign, so that such a dark horse missed the opportunity to explode;

Some people took pleasure in other people's misfortune, making Dunhuang always complacent about spending a small amount of money to accomplish big things, and now he is at a disadvantage;

Some people also said sourly that the first-day box office of 1700 million is already very high, okay? They don’t even look at how much it cost to produce. According to its current word of mouth, it is a high probability event that the National Day file breaks [-] million, which is already quite successful. up.

That's right.

It's just that it's not surprising that everyone's expectations for "My Sassy Girl" are a little higher because of the rising star Wang Wei.

Especially after watching the finished film, many filmmakers, especially some veterans in publicity and distribution, think that if the publicity is done properly, the National Day box office prediction of this film will be at least 1.5 million yuan.

This time, the estimated box office of nearly 5000 million has been lost, and the psychological gap is not insignificant.

Just when many people felt sorry or laughed at "My Sassy Girl", on the National Day, the film received 2050 million.

In the absence of much change in the film schedule, the inexplicable increase in the box office only means that the attendance rate has increased, and it also means that word-of-mouth has been initially fermented.

How can this be?

But numbers don't lie.

On the second day of the National Day file, "My Sassy Girl" reported a receipt of 2290 million; on the third day, it reported a receipt of 2600 million, with a steady increase every day.

In addition, many people can see the prevalence of "Sassy Girlfriend" around them.

This is enough to show that the reputation of "My Sassy Girl" has been fermented.

Why is this happening?

How did Dunhuang do it?
This has become the unanimous question of many people in the industry.

……

"This is the power of internet marketing for the first time!"

In the general manager's office in Dunhuang, Wang Chuanqi looked at the box office report of "My Sassy Girl" and couldn't help sighing.

"I really didn't expect that the effect would be so good for the first time." Wang Wei shook his head, feeling a little dazed about the result.

Since he put forward the plan of using the Internet for film marketing, a month before the release of "My Sassy Girl", the newly formed Internet promotion team carried out exploration.

Wang Wei directly took out the routines of soft-text publicity and community-made story publicity in later generations.

Then, it is probably too mature, and the innocent netizens these days have not noticed at all that this is actually a means of propaganda.

for example--

"What kind of experience is it to have a savage girlfriend?
My girlfriend has a very tough personality, but I later discovered that a girl with a tough and strong personality is more or less healing herself with a sharp inner wound.

I met her and surrounded her with love, and she finally opened her heart, let go of the past, and accepted me..."

——Many young people just saw a lot of "my girlfriend is too savage" alternative dog food on the Internet, and found it very interesting.

In this case, the release of "My Sassy Girlfriend", which also has a similar theme, will naturally arouse their interest.

This is just the first step.

On the day "My Sassy Girl" was released, one after another related film reviews sprung up on the Internet like mushrooms after a spring rain—this is probably the earliest group of trolls on the Internet today.

Some of these "film critics" are complaining: "After watching this movie, my girlfriend became wild, which made me love and hate..."

Some are complaining: "If my girlfriend is as elegant and refined as the heroine of the movie, I will recognize her no matter how brutal, now? Divided, divided..."

Some are from a girl's point of view: "My personality is also very hot and straightforward, and my boyfriend has been picking on me. Now I know, it's just because I haven't met a good man who is as tolerant as the leading actor. Do you keep it for the New Year..."

Unlike those content that can be seen as movie promotion at a glance, there are many "film reviews" that are written ups and downs and have a high click-through rate.

The reaction speed of the major portal websites is definitely the fastest among all media. Many popular posts are listed on the homepage by the website editor within hours after they are published, further expanding their influence.

How could the first generation of netizens stand up to this kind of premeditated intensive bombing? Looking at it, so many people have watched this movie. If I don’t watch it, am I outdated?

According to Wang Wei's original estimate, the number of domestic Internet users has only exceeded 5000 million this year, and the conversion rate of Internet marketing is not so high.

However, he overlooked one point. Today's netizens are basically distributed in the first and second tier ticket warehouses. In other words, the identities of netizens and movie fans have a high degree of overlap.

This led to an unexpectedly high conversion rate for the first large-scale Internet marketing.

"What's more, the images of women with individuality are very novel now, and the audience is really tired of seeing the traditional forbearance and gentleness of ladies, and the sudden appearance of a girl with a completely different style stimulates their freshness. .”

——This is the summary of the Internet publicity team.

In addition, most of the people who surf the Internet are young people, and young people are very receptive to new things. The character of "Sassy Girlfriend" became popular on the Internet, and then became popular in reality.

The box office surge of "My Sassy Girl" is just one of them.

According to media reports of good things, there is another very intuitive change-the "savage girlfriend" persona of the dating agency has suddenly changed from no one cares about it to a favorite.

Well, Wang Wei can actually accept it.

In the true Internet age, it often takes only one night for a concept to explode nationwide.

It's the fourth day now, and even with the foreshadowing of the previous month, the speed at which "Sassy Girlfriend" became popular is average.

But in the eyes of filmmakers who have not experienced the information age, and even have no concept of it, this is indeed a miracle.

—— "My Sassy Girlfriend" has a relatively low screening rate, and there are also reasons for this.

The quality of the films scheduled for this year's National Day is good. At this time, the theaters are arranging films, don't they just depend on the announcements?

"My Sassy Girl" Internet marketing?

Not to mention that it is impossible for Dunhuang to publicize it, even if it is publicized, they will only say - what kind of stuff, I have never heard of it, let's go to the back row.

"But it's fine now. Our attendance rate is already at the highest level. As long as the theaters are not stupid, they will find a way to increase our film schedule no matter what." Old Wang said confidently.

Definitely.

Moreover, although Dunhuang focuses on Internet marketing in this wave, it has not completely abandoned traditional media channels.

For example, Dunhuang's "brain hole" publicity plan in newspapers——

"The mystery of the flying saucer, the mystery of the frog, and the mystery of the strange old man that we deliberately released, should not many people have noticed by now?" Wang Wei rubbed his chin.

The so-called "mystery" is the "play within a play" in "My Sassy Girl".

Some keen movie fans may have noticed it themselves, but most movie fans will not pay too much attention to it the first time they watch it, and many details cannot be linked together.

Dunhuang took the initiative to use this as a publicity point, naturally to attract fans to make a second brush.

The effect should still be there, which can be seen from the sudden increase in the interpretation of "My Sassy Girlfriend" in the newspaper.

Old Wang admired: "Even if you don't make movies, you are still a very good producer with these ghost ideas."

……

Their predictions were correct, although the theaters didn't know how "My Sassy Girl" became popular in just a few days without being bombarded by TV commercials or mass-promoted by newspapers.

But they know that this question is not the most important thing to think about at this time.

The most important thing to think about is of course how to move more screen resources to "My Sassy Girl"!

So, on October 10, the filming rate of "My Sassy Girl" rose to the third place, and a real explosion occurred.

"My Sassy Girl" reported a receipt of 3600 million that day, ranking second in the box office rankings.

In the following two days, "My Sassy Girlfriend" basically maintained a daily box office of 3500 million+. Although it was not a single-day box office champion, it was considered one of the biggest winners in this year's National Day file.

In fact, "My Sassy Girl" was released for eight days, and the cumulative box office reached 1.9 million. It looks even stronger than "Genius Gunner", and people in the industry are dumbfounded.

The box office success of "My Sassy Girl" is predictable, but it is a bit unimaginable to achieve this level of success.

How exactly did it take off?
……

　Second update~
　　
　
(End of this chapter)