How Can The "Bad Film" Sell The High Box Office?

The movie is a "thrilling" high-risk investment in the whole world, and the blockbuster will also be destroyed.

"Good products do not necessarily sell well", which is a universal truth in the Chinese film industry.

The so-called "bad film" refers to those commercial films with low artistic standards and bad reputation, but the industry is puzzled by the fact that some "bad films" can sell odd high box offices.

In the early 2013, the "West tour demon" was not a masterpiece in terms of story structure, performing art or shooting standards, but it became a milestone in Stephen Chow's movie box office in the mainland, and it was 1 billion 246 million.

Similarly, the widely criticized "little time 1" is known as "three times" after watching, but the score of the bean is only 4.8 points. However, this non mainstream movie is not able to win 480 million of the box office, so that this plan will be staged in summer after the launch of the new year's "little time 2". The result shows that the total box office of the two movies is over 700 million. Nowadays, "little time" is going to make a series of movies. 3 and 4 copyright is hot. Several movie companies are said to be fighting for it.

The most incredible piece of film is "Tianji Fu Chun Shan Tu Tu", which is a movie that has seen "bad". The score of the bean paste is as low as 2.9 points, but the movie is rated as "the worst film in history", but the final box office is as high as 250 million.

How does the "bad film" sell the high box office? This is a puzzle to be solved in the Chinese film industry.

The biggest mystery of this is that the younger trend of Chinese movie audiences is that the average age of the viewing population in 2009 is 25.7 years old, and it has dropped to 21.7 years by 2013. Because there is no movie grading system, Chinese cinemas seldom have family movies such as summer cartoons, so young and middle-aged people are watching movies at home and watching TV. China now has more than 3 hundred million young people in the 1980s and post-90s, more than the total population in the United States. Whether it caters to the tastes of young people determines whether the movie can win high box office in China. Feng Xiaogang was full of ambition after the epic blockbuster 1942. Before that, every movie could kill the siege and gain fame and wealth. But in 2012, Feng Xiaogang encountered Waterloo in the movie market. The defeat of "1942" was actually a low cost "Tai AI", which was the last year's total box office closing of 1 billion 300 million, creating the highest box office record of the single movie in the history of Chinese cinema, and also making the investment of the great 1942 "lose everything." Previously, the thirteen pieces of Jinling are the fifth generation directors' flag bearer Zhang Yimou, who is the most miserable film of Zhang Yimou. The huge deficit makes Zhang Yimou and tie Zhang Weiping finally cut off their robes and break their separate paths. The decisive power of the box office in the Chinese film market has changed to the younger generation. The grand narrative has failed, and little fresh has begun to dominate the market.

One of the common features of these "bad films" that can sell high box office is "fans movie", "fans movie" is a new type of film, the main fan group. Fans are not ordinary lovers, but some fanatical addicts: "because they like it, so they like it", like no reason, once infused with emotional factors, defective products will be accepted. The audience did not go to the movies because of the story, but ran to the stars. "Little time" is a truly "fan movie". Guo Jingming, a screenwriter and director, has many fans among teenagers. Ke Zhendong and Yang Mi are also goddess of the goddess of the gods after 90. The personal experience describes the premiere of the "little time" Scene: fans of the 90's pick up their cell phones from time to time. Once there is Ke Zhen Dong on the screen, Yang Mi The close-up of the movie theater is like the concert scene, screaming one after another. It is precisely because of the large number of fans after 90, "small era 1", "small time 2" to create a total of more than 700 million of the box office myth. Guo Jingming's young readers and the Chinese movie audience's main crowd age coincide. Even if they are called brain damage, Guo powder will pull the box office of "little time" hard.

The "Founding of the Republic" of the China Film Group also gathered hundreds of celebrities in the Chinese language film world, and the audience poured into the cinema not because the story was wonderful but to "Star". {page_break}

There are two key points in movie marketing. The first step is to attract as many people into the cinema as possible. But if you want to create a box office miracle, you have to rely on second steps to get the audience to say it through the mouth. At this point, word of mouth has become a key factor in film marketing. When Andy Lau, Lin Chiling, Zhang Jingchu and others gathered in the movie "Tianji Fuchun Mountain House", it was found that they couldn't stop the bad reviews. The producer of the film broke the pot. The wind on the Internet commentary on the "Tianji Fu Chun Shan residence map", which was "the worst film in history." In order not to take a look at it, Zhi Ling's elder sister is old, and the other part is to see how rotten this movie is. In the time when the movie "Tianji Fu Chun Shan Tu" was released, there were all kinds of posting on the Internet everywhere, "Fuchuan mountain Ju Tu" and micro-blog. It seems that they did not scold a few words "Fuchuan mountain map". They were outdated OUT. Entering the movie theater, the "Tianji Fu Chun Shan Tu Tu" scolds the fire more, and finally the box office actually breaks through 250 million.

Just as Hollywood regards summer vacation as the most important thing, as a special commodity, the "season sale" of the movie is very obvious. Chinese films are also "getting together and marketing": the summer and summer archives are crowded with Chinese and foreign films, the new year's competition is red, and the homemade movies are fought before and after the Mid Autumn Festival. And those Counterattack The key to successful films is to "plug in", avoid large white hot competition, create their own festivals, and turn non prime time into prime time. In 2011, a low cost movie "lovelorn 33 days" was more than 3 hundred million at the box office cost of less than ten million. The day of lovelorn's 33 days was released in the early November, creating a festival of its own singles day. Which young boy is not in love? Which girl does not cherish the spring? A new generation of young people. In December 2012, on the two sides of the teenage school's fantasy drifting and 1942, the release date of Thai embarrassed was advanced from December 21st to December 12th, which caught up with the number of historical records in the history of Chinese films, and was described as the end of the world by the Mayan calendar in December 21, 2012. But on the second day, it was discovered that the sun was still rising. Here we go. In December 22, 2012, on Saturday, young people poured into the cinema. The funny joke became the first choice for viewing.

Film is a comprehensive art, film marketing needs eighteen more Wu Yi: Story marketing, network marketing Holiday marketing, word of mouth marketing, channel marketing... Resort to every conceivable means.

In 2012, the movie "HOLD lived in love" was very bad reputation. But because it was a movie invested by Wanda, it was full of light of the first line of cinema. The film blockbuster the other blockbusters in the same period. There was no sale at the end of the exhibition. With this "HOLD live love", it could get nearly fifty million of the box office within a week.

It is also important to give a good name to a movie. Generally speaking, the more direct the movie name is, the easier it is to remember and attract the audience. Just like Yang Mi's "isolated island shock", although many viewers describe it with a "rotten" word, it doesn't affect people rushing to get into the movie theater. The reason is very simple: if you want to go to this movie, you may want to see it.

The key to movie marketing is to catch the hearts of young people. If you can eat like young people, you will gain a lot of youth and nostalgia.