Special feature of 1905 film network February 22nd, 2022, is also the 22nd of the first month, Tuesday. It seems like an ordinary day, but because of these figures, romantic Chinese gives this day a sense of ceremony. In pronunciation, "2" is close to "love" and is defined by many people. This is the "day with the most love" in the 21st century. Many filmmakers use this as a gimmick.
Movies and movies will be scheduled for this day for the first time. After all, the usual time for painting movies is usually Friday, and occasionally there are films with high confidence in quality, and only on Thursday at most.
Among them, when the movie "One Day Only Belongs to Us" was finalized, the original title "Give Me One Day" was changed to the current version, and "The day I love the most in my life, I just want to be with you" was the most important slogan on the movie poster. The design of the games adds interest to this sense of ceremony. For example, on Tuesday, February 22, 2022, at 22:22, it means "the day when I love the most"; Or at 13:14 on May 20th, transliteration "Lifetime".
According to the statistics of Cat’s Eye Professional Edition, at 22:22 on February 22nd, the movie market arranged a total of 7,546 performances, and sold 56,619 tickets, with a total box office of 2,011,300.
Is this kind of homophonic terrier, or the special schedule and special games spawned by digital games really effective?
At first glance, it has achieved a little success, and the marketing breakthrough
Eleven years before February 22, 2022 was defined as "the day when I love the most in my life", and November 11, 2011, it was crowned a century-old "God Stick Festival" by the outside world. Compare the box office results of films released on two days.
The single-day box office of Bouquet-like Love was only 9 million, but it became the film with the highest attendance rate that day, which was also higher than the first day box office of another high-profile film previously released by the director in China. "A Day Only for Us" barely passed 2 million, and the overall data was not satisfactory.
The success of the box office released 11 years ago does not need to be described too much. In the era when there was no ticketing app, the cinema could queue up to buy tickets. In the market in recent years, there are few such clever dates worth pondering, but the time itself is a bit embarrassing. Especially at 22:22 on February 22, after many movies ended, it was already after 0 o’clock the next day, which made many people in the workplace flinch.
In addition to the new films, many films that are still showing are also crazy about the popularity.
The love movie, which was released on February 14th, also featured a special field of "Love You Forever" at 22:22 and a special field of "For Life" at 13:14. Just judging from the single-day box office, this movie with a Douban score of only 4.8 points did not get more box office income.
Compared with these once-in-a-century days, the "5.20 file" transliteration of "I love you" has also become an important venue for many love movies. The film was released on May 20th, which strengthened this sense of ceremony to the extreme from the distribution level. The key was opened at 13:14, with the intention of "5201314, I love you all my life". What’s more, this movie shows the homophonic stem of time to the fullest, and hardly gives other movies more opportunities. From 13:14 to 22:22, 7 loving time passwords.
In the end, the film earned nearly 100 million box office on the same day, but it dropped to more than 30 million the next day. Of course, it can’t be ignored that the box office reduction is directly related to the next day’s release. At the same time, the film quality is not recognized by the audience, which is also the key reason. No matter what the result is, many filmmakers have taken a fancy to this brand-new schedule. At present, there are three small and medium-sized love movies with "Can you leave me" scheduled for May 20 this year.
Returning to the present, this method seems to be coincidental. Considering that there is no ticketing platform to collect more detailed data, the audience portrait and analysis are uncertain, but at least it has gradually emerged from the more conventional "520 files" and various tricks in the market, which has become a breakthrough in the marketing of various film producers.
This kind of digital game is just like the post of "forwarding for good luck" on various social platforms. Whether it is effective or not, the public is also fun.
For example, the animated film released on February 19 was marked as a special field by the ticketing platform at 14 o’clock that day, "Looking at the pier in the clouds". There was no digital homophonic sound or too much publicity, but it still caused many viewers to be curious about the event and even posted articles on social platforms.
The imbalance between supply and demand, the key is how to seize the audience.
Compared with the date games mentioned above, the word games of the New Year’s Eve are definitely "the hardest hit". Especially in the 2018 New Year’s Eve movies, the simplest 15-second short video is used to fill up the sense of ceremony of special events. Of course, in exchange for the performance of 2.62 box office on the first day, 10 million on the next day and less than 2 million on the third day. This is enough to become a case that has been constantly discussed and studied in the history of film promotion and marketing in China.
In the following year, there were such special events, but there were no absolute out-of-circle cases. In 2020, we not only gave suggestions on the number of times to watch movies, so that the audience could embrace the New Year’s Eve at zero, but also put content eggs at the end of the film to push this atmosphere to the highest level.
Last year, during the pre-sale of the New Year’s Eve, more or less, I tried to catch the audience in this form. At this time, the original state of relatively balanced supply and demand was instantly broken. Hug You Through the Cold Winter and Love by Year itself are more suitable for this kind of marketing. In the former, at 22:02 on December 31st, the subtitle egg "Hug Now" appeared at the end of the film for 5.20 seconds.
If the emotion of the above two films is more suitable for this kind of marketing, then the crime-themed film "Anti-Corruption Storm 5" seems a bit far-fetched in the 22:25 session on December 31st, playing "I saw the last anti-corruption film on the last day of 2021, and the person I wanted to see at first sight in 2022".
When all the movies in the same schedule play the same stunt, this kind of marketing will only become a chicken rib performance. In the end, what can really capture the audience is still the elements that return to the content itself, such as the theme type, creativity and word of mouth.
Hu Jianli, secretary-general of the China Film Critics Association, said frankly when talking about this kind of film marketing, "In fact, we have created it one after another in recent years. The 520 and Qixi stalls, including February 22nd this year, are also an attempt. If the publicity time like this is particularly good, the gap between going to the cinema and expectations is too great. If this happens more often, there will also be a’ wolf coming’ effect. Then in the future, the audience may not believe in the best announcement of the film. "
The game or homophonic stalk turned by numbers has its own interest, and it has always been the focus of marketing of various businesses. Singles’ Day in double 11 has become a shopping festival today, and "March 14th" has been turned into a "send day" by a fast food brand.
Marketing itself is the act of finding the audience for products, but finding the audience is not simply "killing the goose to get the egg", but should make the audience become the secondary disseminator in marketing. If the film blindly uses marketing to "cheat" the first audience, then the film will only end in tragedy. But who doesn’t expect a happy ending? Special dates and events are the icing itself, but only if the film under the icing is good enough will it really become a golden signboard.
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