Divided Crystal Film Media Shisong: 5 mainstream audiences, 6 core opening ways to make advertising as exciting as movies Morketing Summit 2019 special

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Shi Song, Vice President and Group Partner, Centronics Film Media

“Over the past decade, young people in small towns in China have saved the world's movie markets.”

On November 29, 2019, Shi Song, Vice President and Group Partner of Focus View Film Media, spoke at the Entertainment Special session of the 4th Morketing Summit Global Marketing Business Summit.

China is second only to North America with $9 billion in 2018 global box office receipts, but it is growing twice as fast as North America. In China, cities below the second tier account for more than 80% of the increments.So in Shisong's view, among the contributors to China's box office growth, small-town youth is the main force.

Based on this, many brands use the split theater and other offline media combination, to achieve brand upgrade, detonate sales.

The following is a transcript of the guest speech,Morketing slightly reduced:

Hello everyone, I am the star of the film media Shi Song, today I brought the speech is "let advertising and film as wonderful."

Just now we talked a lot of trend culture-related content, I think it is necessary to talk to you in the Morketing entertainment venue about the long-standing entertainment form - pre-movie advertising, in 1995, with KFC patched China's first imported sub-accounting blockbuster "Dead End", China's film pre-release advertising market was officially born.

Pre-movie ads

5 mainstream audiences, 6 core logics

The past decade has been a decade of rapid development of the entire Chinese film market, with an average annual growth rate of 30%, which has not only promoted the prosperity of the film market, but also led to the development of pre-film advertising.

Behind the huge growth rate, there are five mainstream groups supporting the development of the market and media forms.

The first category is fashionKOL；

The second category is small-town youth, in the outdoor sinking market, the cinema is well-deserved performance of the better marketing scene;

The third category isZgeneration, that isPopulation born 1995-2005;

The fourth category is love couples;

The fifth category is anxiety in the new middle class and their children.

In the face of these five mainstream core groups, many customers in the past chose cinemas for pre-release advertising, based on the following six core logic:

OnePre-movie advertising is a very standard medium product,The customer can more easily select the city and period he wants.

Second, the customerLaunch according to the characteristics of the movie.For example, a men's product, customers can choose heroism-themed movies, a children's product, customers can be on the market for children's films combined delivery, if the spokesman happens to star in the film, can also be for the film patch or pre-release release.

ThreeLong versions of ads and micro-movies land.(Brand) invests a huge amount of money in advertising and micro-movies, most of the time can not find a better landing scene, pre-movie advertising is a good choice.

Fourth, second and third-tier cities long-term delivery.In a city with a small population, cinemas tend to be a very efficient medium, a small and medium-sized city tends to spend on a few shopping malls, and movies are the same, so cinema advertising can be very concentrated to cover the local core consumer population, many times users may not be impressed to see two movies at a time, but the cost of second- and third-tier cities is relatively low. Long-cycle, multi-frequency delivery, can get very good delivery results.

FiveCinema is very important or scene, combined with online ticketing system, offline landing activities for integrated marketing delivery.

SixUse enclosed spaces for creative release.

The opening of these six cinema advertisements is also the reason why many customers choose cinema scenes as the target.

The youth of the town

Save the World Studios and blow up brand sales

Who has saved the world's studios over the past decade?

It's the youth of the town.

China is the second-largest box office earner in 2018, with $11.9 billion in North America and $9 billion in China.

So who contributed the most? Not young people living in first-tier cities, but people in second- and third-tier cities. As can be seen from the data,From 2015 to mid-2018, second- and third-tier urban crowds were the main force in box office growth.

In addition, this year some brands are also gradually turning to offline marketing, grasping the small-town market dividends.

Take Kazilan as an example, in embracing mainstream online platforms such as Jiyin, while also actively grasping the offline traffic dividend. On the other hand, Kazilan does not want to lock himself in the "big eyes" positioning, but wants to become a mainstream brand in the fashion crowd.

So this in the majority of people relatively traditional fashion brands, in recent years made a great breakthrough, this year seized several core films released in the release period, focusing on the second and third-tier cities, has achieved very good results, but also obtained the unanimous recognition of dealers.

In addition, Winona is a good case. For the past two or three years, she has been developing her own products, mainly sensitive muscles, and in the past Winona has only appeared in drug stores, and has since accumulated her first fans through Little Red Book.

This year's double eleven, Winona already has a basic user base, and then actively embrace the market shake sound, small red book, Taobao live streaming and other traffic dividends, so that the brand has achieved high-speed growth;Also actively cooperate with traditional mainstream media platforms to enhance their brand premium.

Winona centralizes the nation's 12th and 33nd lines of fashion through a mix of smart screens and cinema media before and after Double Eleven.In the brand to carry out strong empowerment at the same time, increase the strength of the line, two-pronged, and finally in the double eleven won 720 million impressive results,Leap into the domestic cosmetics of the new expensive. Divided buildings detonate the mainstream, divided crystal vision to guide the trend, this is the power of the division of combined fists.

Two big case interpretations

How movie IP lands can really work

The first case: Whirlpool and Spider-Man, so that the off-season is not light.This year Whirlpool has a clear goal of making the brand younger and a mainstream brand in the Chinese market.

So Whirlpool has a very large advertising budget on lcd TVs in buildings under the internet, so how do you get the best results?

Movie IP is a better way to empower. First of all IP positioning, why did Whirlpool choose Spider-Man? First, Spider-Man is also an American brand; second, when we were communicating with Whirlpool, we had an interesting insight: Who's going to wash the hero's robe in the Marvel blockbuster? You always need a washing machine. So based on the insights that came out, the concept was selected:You expedition to the world, I guard health, guard your home.

It happens that Whirlpool has a washing machine with sterilization characteristics, found such a fit point, customers through professional institutions to get "Spider-Man" in the domestic joint promotion of image authorization.

Before the release, in the store placed Spider-Man puppets, standing cards, through IP image drainage, while using information flow advertising online promotion, in the use of IP image to the flagship store packaging, while in the division lcd building, the framework media to achieve all-round, three-dimensional coverage.

In the release and with the cinema's pre-release and offline activities to achieve advertising landing. Driven by a set of stereoscopic marketing, according to statistics, the whirlpool washing machine category grew by about 40% month-on-month in the month of joint film IP promotion.

Second case: The Great Wall five stars, glory to raise a glass "Me and my motherland." National Day is a very important point in time, and close to the double eleven, how to detonate the traditional brand, is a very difficult subject for everyone, in the joint promotion with "Me and my motherland", the Great Wall's propaganda is: the memory of the whole people, five-star glory. Very good use of this special point in time and special film combined with brand features for IP integration.

But this time the Great Wall's choice was extremely successful, "Me and My Country" in the National Day stand out as the box office champion. After the film is released, the Great Wall five-star wine selection logo will appear when tickets are purchased, and there will also be advertisements for the Great Wall on the ticketing paper when collecting tickets.

At the same time, The online cinema scene provides a full range of three-dimensional media resources, including patch advertising, digital posters, cinema big screen, VIP movie viewing activities, and achieved eye-catching results.

What movie ads serve most effectively

A lot of people will ask me, what kind of pre-movie advertising do you think can get the best results in the media environment? Let me briefly summarize:Entertainment has a heartCreative., ip authorized spokesman.

Cinema essence is a closed environment, when a large number of advertising films competing with taiwan, there are entertainment attributes or emotional appeal of the advertising effect is the most easy to highlight.

When everyone in the theater watches the same ad, it can caused a smile, or it can be seen in tears, or it can cause a discussion with each other, and the ad is successful.

There is also a very important point is the spokesman, in the cinema mainstream audience is relatively young, the brand spokesman in such a scene will produce better resultsFor example, this year's Ruiyu coffee invited Liu Yanran as a spokesman, especially in the near-scene close-up performance, it is clear that is to let fans lick the screen, we feel the effect together.

The time before the film's opening can also be fully utilized, this year Mushroom Street to take advantage of the vacant time in the cinema, with a minute to talk about girls wearing the program, many times the cinema is also a dating scene, Mushroom Street targeted to give a good guide. Very good feedback was also received.

Finally, let's talk about our cinema public service ads. Over the years we've made a lot of brands and created a lot of advertising cases, but we'd like the power of film to help more people reach more people.

Since last year, we started from the first stop in the village of Tashkulgan, Xinjiang, to help the poor local children, help them build a semi-permanent cinema, there are now nearly a dozen cinemas, we named "Paradise" cinema, hoping to let children feel the power of real culture, guide them out of the mountains, to the world.

This year we also jointly with the Ministry of Public Security released a "reunion system" public service ads, with the most vivid movie ads to tell everyone that children lost the alarm time earlier, the probability of children getting back will be greatly increased, the reunion system will be the first time to use major Internet brands to publish the news of children's loss. We also saw a comment from a netizen: there are children after the tears are getting lower and lower, see the "reunion plan" public service ads, suddenly can't help shaking tears.

Conclusion.

I think the online costs are getting higher at the time, the value of offline media is often underestimated, from the above cases, theater advertising is a relatively low start-up cost, the effect is easy to grasp the higher cost-effective choice.

At the same time, in the current era of mobile Internet,Cinema advertising is the media form that is least disturbed by mobile phones.A consumer survey by Nielsen last year found that when you're bored for more than 15 minutes, you basically take your phone out, and movie theater ads are the least disruptive in today's mainstream offline media.

Today on the theme of breaking the game, I think the crisis and the machine is always the community, the crisis always contains the opportunity, innovation is always the best weapon to break the game. In today's era, many times without evolution will face being eliminated, although the cinema scene is very traditional, but we believe that through product and service innovation, can still get good market growth opportunities.

Above is my share, thank you!

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