How to renovate the film marketing at present, starting from the screening ceremony of Meng Hua Lu.

Special feature of 1905 film network Recently, with the gradual improvement of the epidemic situation, cinemas have also ushered in a new "restart". The online drama market, which has not been affected by the epidemic before, has produced many excellent works. Meng Hua Lu, which detonated the whole network this summer, also ushered in a grand finale.

Since its launch, this drama has won the hearts of many audiences. The live screening ceremony of the finale of Dream of China was held on June 26th, and the total number of reservations was close to 800,000, which was both eye-catching and golden.

The novel marketing method of the live broadcast ceremony of the finale of Meng Hua Lu has also made many netizens see the marketing potential of film and television works. Especially in the post-epidemic era, how to renovate film marketing has become a topic worthy of discussion. In this issue, Weng Yang, an associate professor at the School of Management of Beijing Film Academy, was invited to talk about film marketing with you.

The finale screening ceremony of Meng Hua Lu invited the main stars of the series to broadcast live together and enjoy the finale with the audience who followed the drama for a long time. This screening ceremony not only gave many viewers a sense of freshness, but also caused some controversy.

Some netizens think that this practice is an advanced screening in disguise. Weng Yun agrees with this view: "Let’s go back to its essence, or simply package our star, which is the marketing element, with this sales action that its own platform may want to do, but it skillfully borrows a marketing concept, that is, the concept of premiere, which is very common in film projects."

Many viewers believe that the emotional value brought by watching the drama with their favorite stars is far more worthwhile than watching the finale itself in advance. This just proves that as long as the audience’s choice is respected, the audience will also recognize it. At the same time, this relatively successful marketing case also gives a reference to the filmmakers in the post-epidemic era. No matter from strength or pattern, film marketing is often richer than drama marketing. From the observation, there are some new trends in film marketing in recent years.

First of all, the participation of stars in the live broadcast has become one of the popular marketing methods. Weng Yun shared an example. At the time of release, the marketing party designed to let the director walk into the live broadcast room and talk with six vertical talents. With the accumulated spread of these talents, more non-core circle users will also come into contact with the film. Judging from the data performance of the live broadcast, it is also very eye-catching.

With the popularity of short videos, marketing through short videos has become a popular way. Because of the characteristics of short, flat and fast, short video marketing often leaves few memory points for the audience, so the development of short video marketing has also reached a bottleneck, but some content through short video marketing will also arouse the interest of the audience, such as the file scheduled for next year’s Spring Festival, in this year’s Spring Festival file, short video materials have been released, and the content is to celebrate the New Year for everyone. Short video marketing also shows the trend of film marketing action leading.

In addition, the movie cloud premiere is also a relatively new and popular marketing tool. At present, this method is also adopted in the release, starring and interacting with the audience through cloud connection after the film is shown. The whole cloud premiere is rich in topics and the communication effect is also very good.

Judging from these popular marketing methods in recent years, many films actively adopt online marketing methods. For example, the starring actor mentioned in an interview that "all aspects of the new stage should adapt to new ways". In this post-epidemic era, film marketers need to make more explorations to maintain the audience’s enthusiasm for movies.

We can foresee that the film marketing in the post-epidemic era will be more interactive. When watching movies, many viewers will have a strong desire to share, and they will want to interact with the film through some online or offline ways. They can remind the audience to punch in as a souvenir through some special video materials, or bury some stalks that can interact with the audience in the film.

This method can achieve an interactive marketing closed loop online and offline through a low budget. If the number of the leading actor "San Ge" is published in the hit movie, you can add him as a WeChat friend and check his circle of friends to see the eggs outside the movie.

Cross-border cooperation is also the direction that film marketing can explore, and additional marketing effects can be achieved through the development of derivatives. In addition, with the rapid development of science and technology, the possibility of film marketing is quite rich through the empowerment of science and technology. Weng Yun wondered: "In the future, whether we can use holographic projection to interact with us more in this way when doing various activities, which I think are actually better things to see."

At the moment when cinemas are gradually recovering from the epidemic, we hope to see popular works with a big reputation to ignite the whole film market. I also hope to see more interesting film marketing to attract the audience into the cinema. Of course, marketing is icing on the cake, and what really plays a practical role is still the quality of the film itself. It is expected that in the second half of 2022, we can witness the China movies coming out of their own bright future.