Source: Economic Daily
From the descendant of the summer movie to the National Day, the short video has become a "grass planting machine", which has successfully attracted the attention of the audience.From the data, short video heat directly affects the box office trend.Industry insiders pointed out that who has seized short videos in today's film market, who can stand out in the fierce competition and take a step ahead.
The success of a film is inseparable from publicity and promotion, and international film power has a highly professional promotion strategy.Reasonable marketing can not only expand audiences for the film market, but also promote the prosperity and development of the film industry.In the past few years, Chinese film marketing mainly relies on Weibo and Douban content platforms.In recent years, with the continuous expansion of short video users, the content ecology has continued to be rich, and its advantages in drainage and communication have become increasingly prominent.The filmmakers have taken the moment to actively explore the organic combination of short videos and film and television content, which has opened up a new position for the spread of film and television works.
The short video platform is new and expanded for the film market.At present, the main audience of the film market has shifted towards the younger generation, and the sinking market has gradually become the main position of the film box office.The user attributes of the short video platform are highly converged with the main audience of the film market. From this perspective, grasping short video marketing is to seize the sinking market and young people.After years of development, the film market inevitably encounters some bottlenecks.If you can use short video positions to attract more potential audiences who have not yet developed photographic habits and have cultural and entertainment needs, it is of great significance for the increasing capacity expansion of the film market.
Short video marketing allows mid -waist films to get more opportunities to break the circle.At present, the head effect of the film market is obvious, and the lack of box office in the middle waist film is not conducive to the healthy development of the market.In fact, the quality of many mid -waist films is excellent, but it is easy to be buried in the market without big stars and big IP supporting scenes.If short video marketing can play the role of four or two pounds, it will help small and medium -cost movies to increase exposure, run out of the box office dark horse, and inject more vitality into the film market.
Short video marketing is a double -edged sword. Excessive marketing is tantamount to inverted in the end, and the effect may be counterproductive.This year, the marketing of several popular movies on short video platforms has a lot of flavor.Compared with the content, various behind -the -scenes tidbits and highlights seem to laid a lot of stalks for the film, but due to the actual content, it caused incorrectly questioning the goods.Compared with sensational, videos of all kinds of audiences crying continuously.When sensational and miserable become the usual routine of short video marketing, it will only cause disgust and even anti -movie reputation.To see, the short video itself is also a cultural product and needs to be continuously innovated.Only by digging the rich connotation of film and television works in a unique way can we realize the efficient conversion of traffic and box office.
It is also necessary to see that short video explosions are not equal to screen explosion, and high traffic may not be converted into high reputation.Volkswagen's eyes are clear. If the content of the movie itself does not have the potential of word of mouth fermentation, the new audience who rely on short videos will still choose to leave the field without hesitation.The film is the spiritual food of the public. Whether is it the moment of the pursuit of the short video platform, or left a place in the audience, it is worth thinking about every filmmaker.
