Hi-To The Moon - Tiger Brokers Online Investing Community

2
3
Favorite

kptham
2021-06-29

Douyin blockbusters get together and the volume is diverted, how does Weibo Kuaishou grab food?

和今年的春节档、五一档相比，前不久的端午档有点不温不火。十几部影片轮番上映，最终档期内无一破亿。这也让接下来的暑期档成为国产大片的必争之地。预算有限，档期不保真，片方营销要优先哪家平台？微博起家早

Douyin blockbusters get together and the volume is diverted, how does Weibo Kuaishou grab food?

Disclaimer: Investing carries risk. This is not financial advice. The above content should not be regarded as an offer, recommendation, or solicitation on acquiring or disposing of any financial products, any associated discussions, comments, or posts by author or other users should not be considered as such either. It is solely for general information purpose only, which does not consider your own investment objectives, financial situations or needs. TTM assumes no responsibility or warranty for the accuracy and completeness of the information, investors should do their own research and may seek professional advice before investing.

Report

Comment（3）

Top
Latest

是龙不是虫
·2021-06-29
hello，可以帮我点赞吗？
Reply
2
Report
Fold Replies
- 进击的徐小伟:
  评论
  2021-06-29
  Reply
  Report
- 是龙不是虫Replying to进击的徐小伟:
  帮我点个赞，谢谢
  2021-06-29
  Reply
  Report

Most Discussed

{"i18n":{"language":"en_US"},"data":{"magic":2,"id":159111184,"tweetId":"159111184","gmtCreate":1624947479448,"gmtModify":1703848612019,"author":{"id":3564567842547839,"idStr":"3564567842547839","authorId":3564567842547839,"authorIdStr":"3564567842547839","name":"kptham","avatar":"https://static.tigerbbs.com/6195fb3a972d1812591fda2eee241d90","vip":1,"userType":1,"introduction":"","boolIsFan":false,"boolIsHead":false,"crmLevel":11,"crmLevelSwitch":0,"individualDisplayBadges":[],"fanSize":11,"starInvestorFlag":false},"themes":[],"images":[],"coverImages":[],"extraTitle":"","html":"<html><head></head><body>Hi</body></html>","htmlText":"<html><head></head><body>Hi</body></html>","text":"Hi","highlighted":1,"essential":1,"paper":1,"likeSize":2,"commentSize":3,"repostSize":1,"favoriteSize":0,"link":"https://ttm.financial/post/159111184","repostId":1116088575,"repostType":4,"repost":{"id":"1116088575","kind":"news","pubTimestamp":1624946524,"share":"https://ttm.financial/m/news/1116088575?lang=en_US&edition=fundamental","pubTime":"2021-06-29 14:02","market":"hk","language":"zh","title":"Douyin blockbusters get together and the volume is diverted, how does Weibo Kuaishou grab food?","url":"https://stock-news.laohu8.com/highlight/detail?id=1116088575","media":"数娱STUDIO","summary":"和今年的春节档、五一档相比，前不久的端午档有点不温不火。十几部影片轮番上映，最终档期内无一破亿。\n这也让接下来的暑期档成为国产大片的必争之地。预算有限，档期不保真，片方营销要优先哪家平台？\n微博起家早","content":"Compared with this year's Spring Festival and May 1st stalls, the recent Dragon Boat Festival stalls were a bit tepid. More than a dozen films were released in turn, and none of them broke 100 million in the final schedule.This also makes the next summer file a battleground for domestic blockbusters. The budget is limited and the schedule is not fidelity. Which platform should the film side give priority to marketing?<a href=\"https://laohu8.com/S/WB\">Weibo</a>Get up early,<a href=\"https://laohu8.com/S/DYIN\">Douyin</a>The increment is fast, and Kuaishou is also increasing. The three major platforms have become traffic pools that various film studios attach great importance to when marketing.From the perspective of the platform, Weibo and Douyin used to compete for top blockbusters around the hot schedule. In particular, many films during the Spring Festival were suspected of signing exclusive marketing agreements for Douyin, which caused controversy in the industry. Aauto Quicker has also made significant efforts since last year, and participated in films such as \"My Sister\" and \"A Quiet Place 2\" in the first half of this year.Online, pushing with big data and reaching more interested groups is the standard of several platforms. Strategies such as trailer layout, hot spots on the station, main live broadcast, and exclusive interviews are also similar.Offline, the big V movie groups led by Douyin, Aauto Quicker, and Weibo are regularly active in first-and second-tier cities, and the blessing of the premiere and the meeting of the main creators is an important part of the film's word-of-mouth fermentation. Among them, Weibo began to join hands with brand marketing last year and cooperated with some automobile brands in special events.While assisting the film side in marketing, the upstream layout of the film industry has also become the common operation of several platforms.Weibo launched \"Weibo Movie Night\" as early as 2016, and Douyin and Kuaishou have also actively joined hands with important film festivals and film festivals at home and abroad in recent years, making their appearances as \"exclusive cooperative short videos\", trying their best to be in the film. Brush enough presence in front of the aspect.At the same time, platforms appear more and more frequently in the list of producers and even investors.Shuyujun noticed that, especially Douyin, has participated in the production and co-production of 15 films in the past two yearsAmong them, there are many high-box-office works such as My Motherland and Me, My Hometown and Me and Detective Chinatown 3.Nowadays, the film marketing link has become a position for the film side and the platform to get what they need, and the platform holds the traffic password, and the cognition of the film industry is no longer a blank when it was first involved. Whether it is between major platforms or between platforms and filmmakers, in order to safeguard their respective interests, a new game has been launched.Doukuai Differential Food Movie MarketingConvergence of gameplay and fierce competition\"In the future, all film companies will work for BAT.\"From 2014<a href=\"https://laohu8.com/S/BONA\">Bona Pictures</a>It has been 7 years since the views of the founder Yu Dong stirred up thousands of waves. With the heavy reliance of film marketing on short video social platforms in recent years, in addition to \"BAT\", the impact of Doukuaiwei on the film industry cannot be underestimated.From the perspective of user perception,In the first half of this year, the videos of various holiday schedules are the most common ones that are simultaneously marketed using Douyin and Weibo platforms。 The basic style of play is the official entry of the film, the main creative live broadcast, KOL promotion or ticket sales, sometimes supplemented by exclusive materials such as filter effects, exclusive interviews/tidbits, etc. In case of important schedules, offline movie viewing and main creative meetings are also available.<img src=\"https://static.tigerbbs.com/f94786532d062d6516740052185b79aa\" tg-width=\"1000\" tg-height=\"2249\" referrerpolicy=\"no-referrer\">Before the rise of short video marketing, film promotions usually adopted traditional forms such as media reports, TV advertisements, and offline promotions. The success of Douyin is the starting point to verify the feasibility of short video marketing of movies.At the end of 2017, the Lunar New Year film \"Predecessor 3: Goodbye Predecessor\", which was announced and produced by only 80 million yuan, chose to be marketed on Tik Tok. Its theme song \"Let's Break Up\" and the episode \"Decent\" quickly became viral. A week later, the single-day box office soared over 200 million yuan, and finally ended with a box office of 1.942 billion yuan, which greatly exceeded expectations.Since then, the Douyin marketing of medium-sized films such as \"Cohabitation in Time and Space\" and \"The Last Night on Earth\" has also been successful. By the Spring Festival in 2019, five of the eight films had been officially shaken on the Douyin platform. Tang Ren and Qin Feng, the characters of \"Detective Chinatown 2\", also opened \"personal accounts\" on Douyin, which completely established Douyin on the front line of film marketing.<img src=\"https://static.tigerbbs.com/acd4d06a01b0f2e1fc62c7a72040d7dd\" tg-width=\"554\" tg-height=\"393\" referrerpolicy=\"no-referrer\">Douyin's rapid rise in the field of film marketing contrasts Kuaishou's missed opportunities.Before mid-2018, Kuaishou's monthly active users were higher than Douyin's. In the summer of that year, Kuaishou also carried out in-depth publicity and distribution cooperation with the summer movie \"A Good Show\", which later exceeded 1 billion at the box office. But this achievement is obviously not enough to offset many brilliant achievements of Douyin in terms of volume.According to the statistics given by Shuyujun above, Kuaishou seems to rarely compete head-on in the Spring Festival and May 1st theater marketing battlefields this year, but instead develops another marketing formFor example, in May this year, Kuaishou and Taopiaopiao launched the \"May Day Free Movie Tickets\" campaign. However, Douyin and Maoyan,<a href=\"https://laohu8.com/S/SINA\">SINA</a>The movie group also has homogeneous subsidy activities.It is not difficult to find out that Kuaishou's film marketing actions in the past two years,Although it started late, the style of play was concentrated, mainly responsible for overseas films such as \"Tom and Jerry\", \"Legend of the Dragon\", \"Godzilla vs. Kong\", \"A Quiet Place 2\", \"Fast and Furious 9\", as well as small and medium-sized films such as \"The King of Bathing\" and \"My Sister\", while taking into account the announcement of online movies, such as the Spring Festival file \"Fortune Diary\", and the previously exclusive \"Empty Nest\" of Kuaishou.<img src=\"https://static.tigerbbs.com/03fc8a5db741de54ec2ae9957c07a4c2\" tg-width=\"828\" tg-height=\"1412\" referrerpolicy=\"no-referrer\">(My sister's topic on Kuaishou has been played nearly 4 billion times)However, Douyin's unilateral leading position is gradually affected by the homogenization of film marketing.Of the 7 films in the Spring Festival this year, it is rumored that 6 of them have been exclusively announced on Douyin, but the final effect is very different: taking the official Douyin account as an example, \"Hello, Li Huanying\" has 3.062 million fans, and \"The Order of the Samurai God\" has only 42,000 fans, and the box office of the two are ranked first and last in the Spring Festival stalls respectively.It's also short video marketing, and it's also facing Douyin users. How can the film producers who compete head-on in the same period ensure that users' attention is not diverted?Weibo, which laid out film marketing earlier, has also been trying to adapt to the changes in the era of short video marketing in the past few years.Different from the short video gene of Doukuai, Weibo's movie marketing originated in the era of graphics and texts. Hot topics, watch lists, celebrity Weibo, media reports, and big V movie reviews are still important driving forces to promote users to \"want to watch\", especially the mode of hot search topics is widely used by platforms such as Douyin and Kuaishou. But at the same time, in the past two years, Weibo has also intended to develop video accounts in areas of interest and use information flow in the vertical field of movies to promote it.<img src=\"https://static.tigerbbs.com/7eb67a8b57629ba169706eb9f25ee4fe\" tg-width=\"554\" tg-height=\"197\" referrerpolicy=\"no-referrer\">(Insights from Weibo interested users, from \"2020 Weibo Entertainment White Paper\")Generally speaking, in the field of film marketing, Douyin, Kuaishou, and Weibo are faced with limited cakes, and they are bound to be unwilling to give up any opportunity to achieve hits. However, at this stage, the marketing methods of the three platforms are highly convergent, and there is no guarantee of publicity effect; For the film side, as the traffic gradually tilts towards interest communities and focus groups, what kind of platform to cooperate with is also worthy of further scrutiny.Platform \"participation in production\" has become the normIn April 2019, Douyin and Anle Film, Wanda Film and Television, Enlight Pictures,<a href=\"https://laohu8.com/S/01060\">Alibaba Pictures</a>Six film and television companies, Xinli Film and Emperor Film, reached strategic cooperation to jointly launch the \"Vision Plan\".As a result, Douyin is no longer satisfied with simple planning and execution, but integrates films from preliminary preparation, content implantation, data analysis, hot marketing and other aspects, trying to play a more important role in film marketing.When Douyin expands its territory in new fields, Kuaishou does not dare to slack off.In September 2019, the business scope of Beijing Aauto Quicker Technology Co., Ltd. added film distribution, film production and ticketing sales agency. At the end of the year, Beijing Weibo Vision Technology Co., Ltd. (the main company of ByteDance) added a ticketing agent to its business scope, and the smell of gunpowder became stronger and stronger.<img src=\"https://static.tigerbbs.com/c8de691809d5638d92abfa4e650ba4eb\" tg-width=\"1080\" tg-height=\"219\" referrerpolicy=\"no-referrer\">(Kuaishou changes business scope, from Tianyancha)In the transformation part of film marketing, the cat's eye ticket purchase applet has already entered Douyin during the Lunar New Year in 2018. In April last year, Maoyan APP accessed Douyin data and released Douyin's popularity list to supplement reference information for early publicity and distribution decisions. In the same year, Kuaishou also launched small programs such as Taopiaopiao and Maoyan, but has not yet shared marketing data with these ticketing platforms.As for Weibo, although marketing events, data and other indicators have been connected with Lighthouse and Maoyan platforms early, the station still maintains the habit of purchasing tickets on H5 page, and the user experience is relatively not so smooth.In addition to cinema films, cooperating with film festivals, film festivals, holding industry festivals and other activities is also a way for Doukuaiwei platforms to emphasize their label of \"film insiders\".Since the cinema resumed work in July last year, Douyin has become the exclusive cooperative short video platform of the 10th Beijing International Film Festival and the 33rd<a href=\"https://laohu8.com/S/600977\">Chinese films</a>The exclusive partner of the Golden Rooster Award, and launched the 2021 Spring Festival movie \"Tik Tok Cloud Roadshow\" with the film side; Kuaishou cooperated with the 23rd Shanghai International Film Festival in 2020; Weibo broadcast the First Film Festival in Xining live, and \"Weibo Movie Night\" officially returned after two years.What can better illustrate the degree of marketing involvement is that Douyin, Kuaishou, and Weibo are all actively participating in the production of films.At the end of last year, Tik Tok launched the # Red Fox Scholar Garden Party # activity, and cooperated with top talents such as Redundant and Maomao Sister, Crazy Sisters, Weiwei Ah, Xiaobawang, Jing Long, etc. The related promotional videos reached 266 million fans.And this huge and linkage<a href=\"https://laohu8.com/S/300959\">Online and Offline</a>The promotional activities are not unrelated to Douyin's identity as one of the producers of \"Red Fox Scholar\"。<img src=\"https://static.tigerbbs.com/a066e4e5e9865f0ef0a67b85491719f3\" tg-width=\"1000\" tg-height=\"965\" referrerpolicy=\"no-referrer\">At the beginning of April this year, \"My Sister\" discussed the issue of family of origin. As one of the distributors, Weibo successively launched a number of social topics, such as \"The Women's Dilemma Behind My Sister\", \"My Sister is Not an Encouraging Demon to Help My Brother\" and \"The Price of Being a Sister\", attracting platform users to pay attention to the discussion and promoting the film to become a dark horse in the cold period.In the next summer season, we can now see that Douyin participated in the production of \"City of Terracotta Figurines\" and \"Chinese Doctor\". The former is a national comic theme that has attracted much attention from young people, while the latter is the popular predecessor \"Captain of China\" \"companion piece.In constantly participating in the middle and upstream links of films, Doukuaiwei is trying to tap more businesses beyond film marketing, and enhance the platform's voice in the film industry by cooperating with high-quality films with explosive potential.Exclusive agreement may not be the optimal solutionThe target population is the key pointSince March this year, the exclusive publicity agreement of \"Douyin Exclusive\" has been reported more than once. However, when Shuyujun asked the publicity staff of the film side and some ticketing platform staff to verify this matter, many practitioners often kept it secret.For the film side, facing the current short video social platform with the highest monthly activity, as well as an efficient operation team and strong information flow, it is understandable to choose Douyin exclusively.For example, Zhang Yimou's \"One Second\" was announced in cooperation with Douyin last year, driving the number of people who want to watch it on the ticketing platform to increase by 6,551, which is equivalent to 12% of the total number of people who want to watch a single film on the ticketing platform, and \"want to watch\" is a pre-screening prediction. An important criterion for the box office potential of the film.But at the same time, the traffic of the publicity platform is not omnipotent. Still taking \"Red Fox Scholar\" as an example, the traffic provided by the producer Douyin for the film can be described as the top, but the film only had a box office of 185 million in the end.<img src=\"https://static.tigerbbs.com/06f8b09306344581e30d9025dab57c36\" tg-width=\"426\" tg-height=\"570\" referrerpolicy=\"no-referrer\">On the contrary, Station B, as one of the producers of \"New God List: Nezha Rebirth\", although it does not serve as an exclusive publicity platform, it also provides a lot of traffic during the film promotion period through the hot search list, film and television mixed cuts and other positions on the station..<img src=\"https://static.tigerbbs.com/d32b4e5263ebec4a2f54de2d325316d8\" tg-width=\"554\" tg-height=\"312\" referrerpolicy=\"no-referrer\">Users usually give priority to their interests when choosing to watch movies, and official/celebrity/celebrity recommendations and ticket purchase discounts provided by the publicity platform are all bonus points.Therefore, filmmakers should not only understand the target group of their films, but also carefully choose partners based on the characteristics of platform users。For example, according to huge arithmetic statistics, as of the end of June 2020, the number of users interested in Douyin movies reached 310 million, of which female users and young users aged 18-23 accounted for a higher proportion, which is explained from the side. For works with heavy topics such as \"Your Sister\", Douyin has more \"light\" content and gender-oriented movies such as \"Your Wedding\" and has a more obvious promotional effect.<img src=\"https://static.tigerbbs.com/6d0b044b07286ee7031ec58330dea68e\" tg-width=\"554\" tg-height=\"373\" referrerpolicy=\"no-referrer\">(Portrait of Douyin movie interested people, from \"Movie Short Video Marketing White Paper\")In addition to focusing on marketing on Douyin and Weibo, the Spring Festival \"Assassination of Novelists\" also cooperated during the warm-up period<a href=\"https://laohu8.com/S/ZH\">Zhihu</a>, director Lu Yang, original author Shuang Xuetao and others shared the behind-the-scenes story of the film live with Zhihu big V Zhang Xiaobei, and the film's discussion on suspense, human nature and other issues has also been on Zhihu's hot list many times.The \"Movie Short Video Marketing White Paper\" released by Ju Duo and Maoyan shows that from the episode \"Calories\" of \"The Richest Man in Xihong City\" as a short video creation BGM, to the \"Hand Push Earth Challenge\" of \"The Wandering Earth\", and then to \"Me and My Motherland\" and \"Singing My Motherland\" challenges, you can intuitively see:The interactive effect with more resonance between the film marketing theme and users and lower operation threshold is more significant。As far as the film side is concerned, even if the exclusive agreement of exclusive marketing is signed, the platform side cannot guarantee the effect of film marketing and the final box office.With the increasing participation of platforms in popular schedule films, there will be no rare incidents of film \"crashes\" in which platforms participate in production and exclusive marketing during important schedules. At this time, the exclusive agreement will become a hidden danger when the film is announced。Therefore, it is not advisable to blindly believe in short video marketing and traffic. If you master the characteristics of film content and focus on selecting interest groups, the effect may be more direct.At present, the film side cooperates with platform marketing such as Doukuaiwei. On the one hand, it stimulates the growth of the number of people who \"want to see\" through the release of materials, social interaction and other behaviors, and on the other hand, it also includes direct conversion. Perhaps, in addition to adapting to short video marketing, improving the movie ticketing infrastructure on the platform station and further shortening the user decision-making link are also links worth considering.","source":"lsy1624500551363","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>Douyin blockbusters get together and the volume is diverted, how does Weibo Kuaishou grab food?</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 12.5px; color: #7E829C; margin: 0;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\nDouyin blockbusters get together and the volume is diverted, how does Weibo Kuaishou grab food?\n</h2>\n<h4 class=\"meta\">\n\n数娱STUDIO2021-06-29 14:02\n\n</h4>\n</header>\n<article>\nCompared with this year's Spring Festival and May 1st stalls, the recent Dragon Boat Festival stalls were a bit tepid. More than a dozen films were released in turn, and none of them broke 100 million in the final schedule.This also makes the next summer file a battleground for domestic blockbusters. The budget is limited and the schedule is not fidelity. Which platform should the film side give priority to marketing?<a href=\"https://laohu8.com/S/WB\">Weibo</a>Get up early,<a href=\"https://laohu8.com/S/DYIN\">Douyin</a>The increment is fast, and Kuaishou is also increasing. The three major platforms have become traffic pools that various film studios attach great importance to when marketing.From the perspective of the platform, Weibo and Douyin used to compete for top blockbusters around the hot schedule. In particular, many films during the Spring Festival were suspected of signing exclusive marketing agreements for Douyin, which caused controversy in the industry. Aauto Quicker has also made significant efforts since last year, and participated in films such as \"My Sister\" and \"A Quiet Place 2\" in the first half of this year.Online, pushing with big data and reaching more interested groups is the standard of several platforms. Strategies such as trailer layout, hot spots on the station, main live broadcast, and exclusive interviews are also similar.Offline, the big V movie groups led by Douyin, Aauto Quicker, and Weibo are regularly active in first-and second-tier cities, and the blessing of the premiere and the meeting of the main creators is an important part of the film's word-of-mouth fermentation. Among them, Weibo began to join hands with brand marketing last year and cooperated with some automobile brands in special events.While assisting the film side in marketing, the upstream layout of the film industry has also become the common operation of several platforms.Weibo launched \"Weibo Movie Night\" as early as 2016, and Douyin and Kuaishou have also actively joined hands with important film festivals and film festivals at home and abroad in recent years, making their appearances as \"exclusive cooperative short videos\", trying their best to be in the film. Brush enough presence in front of the aspect.At the same time, platforms appear more and more frequently in the list of producers and even investors.Shuyujun noticed that, especially Douyin, has participated in the production and co-production of 15 films in the past two yearsAmong them, there are many high-box-office works such as My Motherland and Me, My Hometown and Me and Detective Chinatown 3.Nowadays, the film marketing link has become a position for the film side and the platform to get what they need, and the platform holds the traffic password, and the cognition of the film industry is no longer a blank when it was first involved. Whether it is between major platforms or between platforms and filmmakers, in order to safeguard their respective interests, a new game has been launched.Doukuai Differential Food Movie MarketingConvergence of gameplay and fierce competition\"In the future, all film companies will work for BAT.\"From 2014<a href=\"https://laohu8.com/S/BONA\">Bona Pictures</a>It has been 7 years since the views of the founder Yu Dong stirred up thousands of waves. With the heavy reliance of film marketing on short video social platforms in recent years, in addition to \"BAT\", the impact of Doukuaiwei on the film industry cannot be underestimated.From the perspective of user perception,In the first half of this year, the videos of various holiday schedules are the most common ones that are simultaneously marketed using Douyin and Weibo platforms。 The basic style of play is the official entry of the film, the main creative live broadcast, KOL promotion or ticket sales, sometimes supplemented by exclusive materials such as filter effects, exclusive interviews/tidbits, etc. In case of important schedules, offline movie viewing and main creative meetings are also available.<img src=\"https://static.tigerbbs.com/f94786532d062d6516740052185b79aa\" tg-width=\"1000\" tg-height=\"2249\" referrerpolicy=\"no-referrer\">Before the rise of short video marketing, film promotions usually adopted traditional forms such as media reports, TV advertisements, and offline promotions. The success of Douyin is the starting point to verify the feasibility of short video marketing of movies.At the end of 2017, the Lunar New Year film \"Predecessor 3: Goodbye Predecessor\", which was announced and produced by only 80 million yuan, chose to be marketed on Tik Tok. Its theme song \"Let's Break Up\" and the episode \"Decent\" quickly became viral. A week later, the single-day box office soared over 200 million yuan, and finally ended with a box office of 1.942 billion yuan, which greatly exceeded expectations.Since then, the Douyin marketing of medium-sized films such as \"Cohabitation in Time and Space\" and \"The Last Night on Earth\" has also been successful. By the Spring Festival in 2019, five of the eight films had been officially shaken on the Douyin platform. Tang Ren and Qin Feng, the characters of \"Detective Chinatown 2\", also opened \"personal accounts\" on Douyin, which completely established Douyin on the front line of film marketing.<img src=\"https://static.tigerbbs.com/acd4d06a01b0f2e1fc62c7a72040d7dd\" tg-width=\"554\" tg-height=\"393\" referrerpolicy=\"no-referrer\">Douyin's rapid rise in the field of film marketing contrasts Kuaishou's missed opportunities.Before mid-2018, Kuaishou's monthly active users were higher than Douyin's. In the summer of that year, Kuaishou also carried out in-depth publicity and distribution cooperation with the summer movie \"A Good Show\", which later exceeded 1 billion at the box office. But this achievement is obviously not enough to offset many brilliant achievements of Douyin in terms of volume.According to the statistics given by Shuyujun above, Kuaishou seems to rarely compete head-on in the Spring Festival and May 1st theater marketing battlefields this year, but instead develops another marketing formFor example, in May this year, Kuaishou and Taopiaopiao launched the \"May Day Free Movie Tickets\" campaign. However, Douyin and Maoyan,<a href=\"https://laohu8.com/S/SINA\">SINA</a>The movie group also has homogeneous subsidy activities.It is not difficult to find out that Kuaishou's film marketing actions in the past two years,Although it started late, the style of play was concentrated, mainly responsible for overseas films such as \"Tom and Jerry\", \"Legend of the Dragon\", \"Godzilla vs. Kong\", \"A Quiet Place 2\", \"Fast and Furious 9\", as well as small and medium-sized films such as \"The King of Bathing\" and \"My Sister\", while taking into account the announcement of online movies, such as the Spring Festival file \"Fortune Diary\", and the previously exclusive \"Empty Nest\" of Kuaishou.<img src=\"https://static.tigerbbs.com/03fc8a5db741de54ec2ae9957c07a4c2\" tg-width=\"828\" tg-height=\"1412\" referrerpolicy=\"no-referrer\">(My sister's topic on Kuaishou has been played nearly 4 billion times)However, Douyin's unilateral leading position is gradually affected by the homogenization of film marketing.Of the 7 films in the Spring Festival this year, it is rumored that 6 of them have been exclusively announced on Douyin, but the final effect is very different: taking the official Douyin account as an example, \"Hello, Li Huanying\" has 3.062 million fans, and \"The Order of the Samurai God\" has only 42,000 fans, and the box office of the two are ranked first and last in the Spring Festival stalls respectively.It's also short video marketing, and it's also facing Douyin users. How can the film producers who compete head-on in the same period ensure that users' attention is not diverted?Weibo, which laid out film marketing earlier, has also been trying to adapt to the changes in the era of short video marketing in the past few years.Different from the short video gene of Doukuai, Weibo's movie marketing originated in the era of graphics and texts. Hot topics, watch lists, celebrity Weibo, media reports, and big V movie reviews are still important driving forces to promote users to \"want to watch\", especially the mode of hot search topics is widely used by platforms such as Douyin and Kuaishou. But at the same time, in the past two years, Weibo has also intended to develop video accounts in areas of interest and use information flow in the vertical field of movies to promote it.<img src=\"https://static.tigerbbs.com/7eb67a8b57629ba169706eb9f25ee4fe\" tg-width=\"554\" tg-height=\"197\" referrerpolicy=\"no-referrer\">(Insights from Weibo interested users, from \"2020 Weibo Entertainment White Paper\")Generally speaking, in the field of film marketing, Douyin, Kuaishou, and Weibo are faced with limited cakes, and they are bound to be unwilling to give up any opportunity to achieve hits. However, at this stage, the marketing methods of the three platforms are highly convergent, and there is no guarantee of publicity effect; For the film side, as the traffic gradually tilts towards interest communities and focus groups, what kind of platform to cooperate with is also worthy of further scrutiny.Platform \"participation in production\" has become the normIn April 2019, Douyin and Anle Film, Wanda Film and Television, Enlight Pictures,<a href=\"https://laohu8.com/S/01060\">Alibaba Pictures</a>Six film and television companies, Xinli Film and Emperor Film, reached strategic cooperation to jointly launch the \"Vision Plan\".As a result, Douyin is no longer satisfied with simple planning and execution, but integrates films from preliminary preparation, content implantation, data analysis, hot marketing and other aspects, trying to play a more important role in film marketing.When Douyin expands its territory in new fields, Kuaishou does not dare to slack off.In September 2019, the business scope of Beijing Aauto Quicker Technology Co., Ltd. added film distribution, film production and ticketing sales agency. At the end of the year, Beijing Weibo Vision Technology Co., Ltd. (the main company of ByteDance) added a ticketing agent to its business scope, and the smell of gunpowder became stronger and stronger.<img src=\"https://static.tigerbbs.com/c8de691809d5638d92abfa4e650ba4eb\" tg-width=\"1080\" tg-height=\"219\" referrerpolicy=\"no-referrer\">(Kuaishou changes business scope, from Tianyancha)In the transformation part of film marketing, the cat's eye ticket purchase applet has already entered Douyin during the Lunar New Year in 2018. In April last year, Maoyan APP accessed Douyin data and released Douyin's popularity list to supplement reference information for early publicity and distribution decisions. In the same year, Kuaishou also launched small programs such as Taopiaopiao and Maoyan, but has not yet shared marketing data with these ticketing platforms.As for Weibo, although marketing events, data and other indicators have been connected with Lighthouse and Maoyan platforms early, the station still maintains the habit of purchasing tickets on H5 page, and the user experience is relatively not so smooth.In addition to cinema films, cooperating with film festivals, film festivals, holding industry festivals and other activities is also a way for Doukuaiwei platforms to emphasize their label of \"film insiders\".Since the cinema resumed work in July last year, Douyin has become the exclusive cooperative short video platform of the 10th Beijing International Film Festival and the 33rd<a href=\"https://laohu8.com/S/600977\">Chinese films</a>The exclusive partner of the Golden Rooster Award, and launched the 2021 Spring Festival movie \"Tik Tok Cloud Roadshow\" with the film side; Kuaishou cooperated with the 23rd Shanghai International Film Festival in 2020; Weibo broadcast the First Film Festival in Xining live, and \"Weibo Movie Night\" officially returned after two years.What can better illustrate the degree of marketing involvement is that Douyin, Kuaishou, and Weibo are all actively participating in the production of films.At the end of last year, Tik Tok launched the # Red Fox Scholar Garden Party # activity, and cooperated with top talents such as Redundant and Maomao Sister, Crazy Sisters, Weiwei Ah, Xiaobawang, Jing Long, etc. The related promotional videos reached 266 million fans.And this huge and linkage<a href=\"https://laohu8.com/S/300959\">Online and Offline</a>The promotional activities are not unrelated to Douyin's identity as one of the producers of \"Red Fox Scholar\"。<img src=\"https://static.tigerbbs.com/a066e4e5e9865f0ef0a67b85491719f3\" tg-width=\"1000\" tg-height=\"965\" referrerpolicy=\"no-referrer\">At the beginning of April this year, \"My Sister\" discussed the issue of family of origin. As one of the distributors, Weibo successively launched a number of social topics, such as \"The Women's Dilemma Behind My Sister\", \"My Sister is Not an Encouraging Demon to Help My Brother\" and \"The Price of Being a Sister\", attracting platform users to pay attention to the discussion and promoting the film to become a dark horse in the cold period.In the next summer season, we can now see that Douyin participated in the production of \"City of Terracotta Figurines\" and \"Chinese Doctor\". The former is a national comic theme that has attracted much attention from young people, while the latter is the popular predecessor \"Captain of China\" \"companion piece.In constantly participating in the middle and upstream links of films, Doukuaiwei is trying to tap more businesses beyond film marketing, and enhance the platform's voice in the film industry by cooperating with high-quality films with explosive potential.Exclusive agreement may not be the optimal solutionThe target population is the key pointSince March this year, the exclusive publicity agreement of \"Douyin Exclusive\" has been reported more than once. However, when Shuyujun asked the publicity staff of the film side and some ticketing platform staff to verify this matter, many practitioners often kept it secret.For the film side, facing the current short video social platform with the highest monthly activity, as well as an efficient operation team and strong information flow, it is understandable to choose Douyin exclusively.For example, Zhang Yimou's \"One Second\" was announced in cooperation with Douyin last year, driving the number of people who want to watch it on the ticketing platform to increase by 6,551, which is equivalent to 12% of the total number of people who want to watch a single film on the ticketing platform, and \"want to watch\" is a pre-screening prediction. An important criterion for the box office potential of the film.But at the same time, the traffic of the publicity platform is not omnipotent. Still taking \"Red Fox Scholar\" as an example, the traffic provided by the producer Douyin for the film can be described as the top, but the film only had a box office of 185 million in the end.<img src=\"https://static.tigerbbs.com/06f8b09306344581e30d9025dab57c36\" tg-width=\"426\" tg-height=\"570\" referrerpolicy=\"no-referrer\">On the contrary, Station B, as one of the producers of \"New God List: Nezha Rebirth\", although it does not serve as an exclusive publicity platform, it also provides a lot of traffic during the film promotion period through the hot search list, film and television mixed cuts and other positions on the station..<img src=\"https://static.tigerbbs.com/d32b4e5263ebec4a2f54de2d325316d8\" tg-width=\"554\" tg-height=\"312\" referrerpolicy=\"no-referrer\">Users usually give priority to their interests when choosing to watch movies, and official/celebrity/celebrity recommendations and ticket purchase discounts provided by the publicity platform are all bonus points.Therefore, filmmakers should not only understand the target group of their films, but also carefully choose partners based on the characteristics of platform users。For example, according to huge arithmetic statistics, as of the end of June 2020, the number of users interested in Douyin movies reached 310 million, of which female users and young users aged 18-23 accounted for a higher proportion, which is explained from the side. For works with heavy topics such as \"Your Sister\", Douyin has more \"light\" content and gender-oriented movies such as \"Your Wedding\" and has a more obvious promotional effect.<img src=\"https://static.tigerbbs.com/6d0b044b07286ee7031ec58330dea68e\" tg-width=\"554\" tg-height=\"373\" referrerpolicy=\"no-referrer\">(Portrait of Douyin movie interested people, from \"Movie Short Video Marketing White Paper\")In addition to focusing on marketing on Douyin and Weibo, the Spring Festival \"Assassination of Novelists\" also cooperated during the warm-up period<a href=\"https://laohu8.com/S/ZH\">Zhihu</a>, director Lu Yang, original author Shuang Xuetao and others shared the behind-the-scenes story of the film live with Zhihu big V Zhang Xiaobei, and the film's discussion on suspense, human nature and other issues has also been on Zhihu's hot list many times.The \"Movie Short Video Marketing White Paper\" released by Ju Duo and Maoyan shows that from the episode \"Calories\" of \"The Richest Man in Xihong City\" as a short video creation BGM, to the \"Hand Push Earth Challenge\" of \"The Wandering Earth\", and then to \"Me and My Motherland\" and \"Singing My Motherland\" challenges, you can intuitively see:The interactive effect with more resonance between the film marketing theme and users and lower operation threshold is more significant。As far as the film side is concerned, even if the exclusive agreement of exclusive marketing is signed, the platform side cannot guarantee the effect of film marketing and the final box office.With the increasing participation of platforms in popular schedule films, there will be no rare incidents of film \"crashes\" in which platforms participate in production and exclusive marketing during important schedules. At this time, the exclusive agreement will become a hidden danger when the film is announced。Therefore, it is not advisable to blindly believe in short video marketing and traffic. If you master the characteristics of film content and focus on selecting interest groups, the effect may be more direct.At present, the film side cooperates with platform marketing such as Doukuaiwei. On the one hand, it stimulates the growth of the number of people who \"want to see\" through the release of materials, social interaction and other behaviors, and on the other hand, it also includes direct conversion. Perhaps, in addition to adapting to short video marketing, improving the movie ticketing infrastructure on the platform station and further shortening the user decision-making link are also links worth considering.\n<div class=\"bt-text\">\n\n\n source：<a href=\"https://mp.weixin.qq.com/s/C_0PitSIf7aTDjYojQ0KFQ\">数娱STUDIO</a>\n\n\n</div>\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/83c96a071b225e670f1b11b79c4a3e91","relate_stocks":{"01024":"快手-W","WB":"微博"},"source_url":"https://mp.weixin.qq.com/s/C_0PitSIf7aTDjYojQ0KFQ","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1116088575","content_text":"和今年的春节档、五一档相比，前不久的端午档有点不温不火。十几部影片轮番上映，最终档期内无一破亿。\n这也让接下来的暑期档成为国产大片的必争之地。预算有限，档期不保真，片方营销要优先哪家平台？\n微博起家早，抖音增量快、快手也在加码，三大平台已经成为各路片方营销时非常看重的流量池。\n从平台的角度来看，前有微博、抖音围绕大热档期争抢头部大片，特别是春节档多部影片疑似签署了抖音独家营销协议，更是在业内引起了争议，后有快手去年开始也明显发力，今年上半年参与了《我的姐姐》《寂静之地2》等片。\n在线上，以大数据推送、触及更多兴趣人群是几家平台的标配，预告片铺陈、站内热点、主创直播、独家访谈等策略也大同小异。\n在线下，抖音、快手、微博牵头组织的大V观影团定期活跃于一二线城市，首映场和主创见面会的加持更是影片口碑发酵的重要环节。其中，微博去年开始联手品牌营销，与一些汽车品牌合作了专场活动。\n协助片方营销的同时，向电影行业上游布局也成为几大平台的共同操作。\n微博早在2016年就启动了“微博电影之夜”，而抖音、快手最近几年也积极携手国内外重要电影节、影展，以“独家合作短视频”的身份亮相，极力在片方面前刷够存在感。\n与此同时，平台也越来越频繁地出现出品方甚至投资方名单中。数娱君注意到，尤其是抖音，近两年参与出品及联合出品的影片累计已有15部，这当中不乏《我和我的祖国》《我和我的家乡》《唐人街探案3》等高票房作品。\n如今，电影营销环节俨然成为片方和平台各取所需的阵地，而平台掌握着流量密码，对电影行业的认知也不再是初涉猎时的空白。不论是各大平台之间，还是平台与片方之间，为了维护各自的利益，新的博弈已经展开。\n抖快微分食电影营销\n玩法趋同，竞争激烈\n“未来所有电影公司都将为BAT打工。”\n距离2014年博纳影业创始人于冬的观点一石激起千层浪过去了7年，随着这几年电影营销对短视频社交平台的倚重，在“BAT”之外，抖快微对电影行业的影响已不容小觑。\n从用户感知程度来看，今年上半年，各个节假日档期的影片，采用抖音、微博双平台同步营销的最为常见。基本打法是影片官方入驻、主创直播、KOL推广或卖票，有时会辅之以滤镜特效、专访/花絮等独家物料，如遇重要档期，线下组织观影和主创见面会也一应俱全。\n\n在短视频营销兴起之前，电影宣发通常采用媒体报道、电视广告、线下地推等传统形式，抖音的成功是验证电影短视频营销可行的起点。\n2017年底，宣发及制作仅8000万的贺岁档影片《前任3：再见前任》选择在抖音营销，其主题曲《说散就散》、插曲《体面》很快实现病毒式传播，影片上映一周后还出现单日票房飙升过2亿的景象，最终以大幅超预期的19.42亿票房收官。\n此后，《超时空同居》《地球最后的夜晚》等中等体量影片的抖音营销也获得了成功。到了2019年春节档，八部影片中有五部均在抖音平台开通了官抖。《唐人街探案2》的角色唐仁、秦风还在抖音还开设了“个人账号”，让抖音彻底坐稳了电影营销一线。\n\n抖音在电影营销领域的迅猛上升势头，对比出快手的有失先机。\n2018年年中之前，快手的月活是高过抖音的。当年暑期档，快手也与暑期档电影《一出好戏》开展了深度宣发合作，这部影片后来票房也突破了10亿。但这一成绩，声量上显然不足以抵消抖音的多部辉煌战绩。\n根据数娱君上文给出的统计，今年快手似乎很少在春节档和五一档院线营销战场正面竞争，而是另辟营销形式，比如今年5月快手曾联合淘票票发起“五一免费电影票”活动。不过，抖音和猫眼、新浪观影团也有同质化的补贴活动。\n梳理快手近两年的电影营销动作不难发现，虽然起步较晚，但打法集中，主要负责《猫和老鼠》《寻龙传说》《哥斯拉大战金刚》《寂静之地2》《速度与激情9》等海外影片，以及《沐浴之王》《我的姐姐》等中小体量影片，同时兼顾网络电影的宣发，例如春节档《发财日记》，还有此前快手独家的《空巢》。\n\n（我的姐姐在快手的话题播放近40亿次）\n不过抖音单方面领先的地位，正在逐渐受到影片营销同质化的影响。\n今年春节档7部影片，传闻有6部都选择了抖音独家宣发，但最终效果差异巨大：以官方抖音号为例，《你好，李焕英》官抖306.2万粉丝，《侍神令》仅4.2万粉丝，两者票房分别位于春节档首位和末位。\n同样是短视频营销，同样是面对抖音用户，同档期正面竞争的片方如何保证用户注意力不被分流？\n更早布局电影营销的微博，过去几年也在努力适应短视频营销时代的变化。\n和抖快短视频基因不太一样的是，微博的电影营销起源于图文时代，热门话题、关注列表、明星微博、媒体报道、大V影评仍然是促进用户“想看”的重要动力，尤其热搜话题的模式被抖音和快手等各平台广泛借鉴。但同时，微博近两年也在有意发力兴趣领域的视频号、运用电影垂直领域信息流推广。\n\n（微博兴趣用户洞察，来自《2020微博娱乐白皮书》）\n总体而言，在电影营销领域，抖音、快手、微博面临的蛋糕有限，势必不甘心放弃任何一次成就爆款的机会，但现阶段三家平台的营销玩法已经高度趋同，并且无法保证宣传效果；对片方来说，随着流量逐渐向兴趣社区、分众人群倾斜，选择合作什么样的平台也值得进一步推敲。\n平台“参与出品”成常态\n2019年4月，抖音与安乐影片、万达影视、光线影业、阿里影业、新丽电影、英皇电影6家影视公司达成战略合作，共同推出“视界计划”。\n由此，抖音不再满足于简单的策划执行，而是将电影从前期筹备、内容植入、数据分析、热点营销等多方进行整合，试图在电影营销中扮演更重要的角色。\n当抖音在新的领域开疆拓土，快手也不敢懈怠。\n2019年9月，北京快手科技有限公司的经营范围新增了电影发行、电影制作、票务销售代理。年底，北京微播视界科技有限公司（字节跳动主体公司）经营范围新增票务代理，一来一回，火药味渐浓。\n\n（快手变更经营范围，来自天眼查）\n在电影营销的转化部分，猫眼购票小程序早已于2018年贺岁档入驻抖音。去年4月，猫眼APP接入抖音数据，发布抖音热度榜，为前期宣发决策补充参考信息。同年，快手也上线了淘票票、猫眼等小程序，但尚未和这些票务平台共享营销数据。\n至于微博，虽然早早将营销事件、数据等指标与灯塔、猫眼各平台打通，但站内目前仍保持H5页面购票的习惯，用户体验相对没有那么顺畅。\n除了院线电影之外，合作电影节、影展，举办行业盛典等活动，也是抖快微各平台强调自身“电影圈内人”标签的方式。\n去年7月影院复工至今，抖音先后成为了第十届北京国际电影节独家合作短视频平台、第33届中国电影金鸡奖独家合作伙伴，并和片方发起2021年春节档电影“抖音云路演”；快手合作了2020年第二十三届上海国际电影节；微博则全程直播了西宁First影展，“微博电影之夜”时隔两年也正式回归。\n更能说明营销介入度的是，抖音、快手、微博都在积极参与影片出品。\n去年年底，抖音发起了#赤狐书生游园会#活动，合作了多余和毛毛姐、疯产姐妹、维维啊、小霸王、井胧等头部达人，相关推广视频触及粉丝量达到2.66亿。而这场声势浩大、联动线上线下的宣传活动，与抖音是《赤狐书生》出品方之一的身份不无关系。\n\n今年4月初，《我的姐姐》讨论原生家庭问题，微博作为发行方之一，连续发起“我的姐姐背后的女性困境”、“我的姐姐不是鼓励扶弟魔”、“做姐姐的代价”多个社会向话题，吸引平台用户关注讨论，推动该片在冷档期成为一匹黑马。\n接下来的暑期档，目前已能看到抖音参与出品了《俑之城》和《中国医生》，前者是备受年轻人群关注的国漫题材，后者则是爆款前作《中国机长》的姊妹篇。\n在不断地参与到影片中上游环节中，抖快微正试图挖掘电影营销之外的更多业务，通过合作优质、有爆款潜质的影片，提升平台在电影行业中的话语权。\n独家协议未必最优解\n目标人群才是重点\n今年3月以来，不止一次传出“抖音独家”的排他性宣发协议，但数娱君就此事求证片方宣发人员和一些票务平台工作人员时，多位从业者往往讳莫如深。\n对片方而言，面对当前月活最高的短视频社交平台，同时具备高效的运营团队、强大的信息流，选择抖音独家无可厚非。\n比如张艺谋的《一秒钟》去年合作抖音宣发，带动票务平台想看人数增加6551人，该数值相当于票务平台单片想看总数的12%，而“想看”是映前预测影片票房潜力的重要标准。\n但与此同时，宣发平台的流量也非万能。仍以《赤狐书生》为例，出品方抖音为影片提供的流量可谓顶级，但该片最终仅有1.85亿票房。\n\n相反，B站作为《新神榜：哪吒重生》的出品方之一，虽未作为独家宣发平台，但在电影宣传期也通过站内热搜榜、影视混剪等位置提供了不少流量。\n\n用户选择观影通常以兴趣优先，宣发平台提供的官方/明星/红人推荐、购票优惠等都是加分项。因此，片方不仅要了解自己影片的目标人群，还要结合平台用户特征，慎重选择合作方。\n例如，据巨量算数统计，截至2020年6月底，抖音电影兴趣用户规模达3.1亿，其中女性用户和18-23岁的年轻用户占比更高，这也就从侧面解释了，相比《你的姐姐》这类话题沉重的作品，抖音承接《你的婚礼》等内容更“轻”、两性情感导向的影片宣传效果更明显。\n\n（抖音电影兴趣人群画像，来自《电影短视频营销白皮书》）\n春节档《刺杀小说家》除了在抖音、微博重点营销，在预热期也曾合作了知乎，导演路阳、原著作者双雪涛等人与知乎大V张小北直播分享电影的幕后故事，而影片有关悬念、人性等问题的探讨，也多次登上知乎热榜。\n巨量和猫眼发布的《电影短视频营销白皮书》显示，从《西虹市首富》插曲《卡路里》作为短视频创作BGM，到《流浪地球》“手推地球挑战赛”，再到《我和我的祖国》“歌唱我的祖国”挑战赛，可以直观地看到：影片营销主题和用户产生更多共鸣、操作门槛更低的互动效果更显著。\n对片方来讲，即使签署了独家营销的排他协议，平台方也不能保证电影营销的效果和最终票房。而随着平台对热门档期影片的参与度越来越高，重要档期出现平台参与出品和独家营销的影片“撞车”事件将不会是少数，这时，排他协议反而会成为影片宣发时的隐患。\n因此，盲目迷信短视频营销和流量并不可取，掌握影片内容特点、有侧重地选择兴趣人群，效果可能来得更为直接。\n当前，片方合作抖快微等平台营销，一方面是通过物料的释放、社交互动等行为刺激“想看”人数增长，另一方面也包括直接转化。也许，除了适应短视频营销之外，完善平台站内电影购票基础设施、进一步缩短用户决策链路，同样是值得考虑的环节。","news_type":1,"symbols_score_info":{"90022":0.9,"WB":0.9,"DYIN":0.9,"01024":0.9}},"isVote":1,"tweetType":1,"viewCount":2540,"commentLimit":10,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"symbols":[],"verified":2,"subType":0,"readableState":1,"langContent":"EN","currentLanguage":"EN","warmUpFlag":false,"orderFlag":false,"shareable":true,"causeOfNotShareable":"","featuresForAnalytics":[],"commentAndTweetFlag":false,"andRepostAutoSelectedFlag":false,"upFlag":false,"length":2,"xxTargetLangEnum":"ORIG"},"commentList":[{"id":5065270,"commentId":"5065270","gmtCreate":1624948219785,"gmtModify":1663230259761,"authorId":3582761146933339,"author":{"id":3582761146933339,"idStr":"3582761146933339","authorId":3582761146933339,"name":"是龙不是虫","avatar":"https://community-static.tradeup.com/news/88c6c9008bca5a73fbaab442050a9ab3","vip":1,"currentWearingBadge":{"badgeId":"972123088c9646f7b6091ae0662215be-1","templateUuid":"972123088c9646f7b6091ae0662215be","name":"Elite Trader","description":"Total number of securities or futures transactions reached 30","bigImgUrl":"https://static.tigerbbs.com/ab0f87127c854ce3191a752d57b46edc","smallImgUrl":"https://static.tigerbbs.com/c9835ce48b8c8743566d344ac7a7ba8c","grayImgUrl":"https://static.tigerbbs.com/76754b53ce7a90019f132c1d2fbc698f","redirectLinkEnabled":0,"hasAllocated":1,"isWearing":1,"stampPosition":0,"hasStamp":0,"allocationCount":1,"allocatedDate":"2021.12.21","exceedPercentage":"60.45%","individualDisplayEnabled":0,"individualDisplaySort":0,"categoryType":1100},"hat":"https://static.tigerbbs.com/7b75ce0c34afff716602792a5d0929dd","crmLevel":11,"crmLevelSwitch":0,"individualDisplayBadges":[]},"repliedAuthorId":0,"objectId":159111184,"objectIdStr":"159111184","type":1,"supId":0,"supIdStr":"0","prevId":0,"prevIdStr":"0","content":"hello，可以帮我点赞吗？","text":"hello，可以帮我点赞吗？","html":"hello，可以帮我点赞吗？","likeSize":2,"commentSize":2,"subComments":[{"id":5065466,"commentId":"5065466","gmtCreate":1624949775273,"gmtModify":1663230263745,"authorId":3561850660076010,"author":{"id":3561850660076010,"idStr":"3561850660076010","authorId":3561850660076010,"name":"进击的徐小伟","avatar":"https://static.tigerbbs.com/0f022be559c389a4135ab4eb456224be","vip":1,"crmLevel":12,"crmLevelSwitch":0,"individualDisplayBadges":[]},"repliedAuthorId":0,"objectId":159111184,"objectIdStr":"159111184","type":1,"supId":5065270,"supIdStr":"5065270","prevId":0,"prevIdStr":"0","content":"评论","text":"评论","html":"评论","disclaimerType":0},{"id":5066168,"commentId":"5066168","gmtCreate":1624954665320,"gmtModify":1663230262827,"authorId":3582761146933339,"author":{"id":3582761146933339,"idStr":"3582761146933339","authorId":3582761146933339,"name":"是龙不是虫","avatar":"https://community-static.tradeup.com/news/88c6c9008bca5a73fbaab442050a9ab3","vip":1,"currentWearingBadge":{"badgeId":"972123088c9646f7b6091ae0662215be-1","templateUuid":"972123088c9646f7b6091ae0662215be","name":"Elite Trader","description":"Total number of securities or futures transactions reached 30","bigImgUrl":"https://static.tigerbbs.com/ab0f87127c854ce3191a752d57b46edc","smallImgUrl":"https://static.tigerbbs.com/c9835ce48b8c8743566d344ac7a7ba8c","grayImgUrl":"https://static.tigerbbs.com/76754b53ce7a90019f132c1d2fbc698f","redirectLinkEnabled":0,"hasAllocated":1,"isWearing":1,"stampPosition":0,"hasStamp":0,"allocationCount":1,"allocatedDate":"2021.12.21","exceedPercentage":"60.45%","individualDisplayEnabled":0,"individualDisplaySort":0,"categoryType":1100},"hat":"https://static.tigerbbs.com/7b75ce0c34afff716602792a5d0929dd","crmLevel":11,"crmLevelSwitch":0,"individualDisplayBadges":[]},"repliedAuthorId":3561850660076010,"repliedAuthor":{"id":3561850660076010,"idStr":"3561850660076010","authorId":3561850660076010,"name":"进击的徐小伟","avatar":"https://static.tigerbbs.com/0f022be559c389a4135ab4eb456224be","vip":1,"crmLevel":12,"crmLevelSwitch":0,"individualDisplayBadges":[]},"objectId":159111184,"objectIdStr":"159111184","type":1,"supId":5065270,"supIdStr":"5065270","prevId":5065466,"prevIdStr":"5065466","content":"帮我点个赞，谢谢","text":"帮我点个赞，谢谢","html":"帮我点个赞，谢谢","disclaimerType":0}],"verified":10,"allocateAmount":0,"commentType":"valid","coins":0,"score":0,"disclaimerType":0}],"hasMoreComment":true,"orderType":2}