An article understands how ＂Xihong City＂ won ＂Di Renjie＂

Special feature of 1905 film network Six days after its release, The Four Kings of Di Renjie in the same period earned 1.447 billion yuan and 409 million yuan respectively, with a gap of more than three times.

Box Office Comparison between The Richest Man in Xihong City and Di Renjie (Source: Taobao Film Professional Edition)

But before the release, the data of the two films were not the same.

As of July 18th, The Four Kings had 37,000 first-day screenings, while the first-day screenings of The Richest Man in Xihong City were only 18,000.

At that time, Tsui Hark’s third Di Renjie series was far ahead of Mahua FunAge’s fourth, whether it was momentum or pre-sale. The latter’s online pre-sale is even just a fraction of the former.

But the data changed on the day of the release. On the day of the release, "Four Kings" opened 115,000 screenings, with a box office of over 100 million. However, "The Richest Man in Xihong City" won twice the box office income of Tsui Hark’s costume fantasy blockbuster with an extra gap of 30,000 games.

Comparison of box office and film arrangement of two films on the first day of release (July 27)

On the morning of 28th, the douban score of "Xihong City" also surpassed "Di Renjie" by 0.1.

We asked a publicist of "The Richest Man in Xihong City", and she revealed that the online pre-sale of the film was really late. However, based on the huge audience, it is not surprising to achieve the current box office results.

　

"Our distribution team went to a city like Qiqihar and found that the cinema was full in the afternoon." She said.

Xiao Dianjun learned that in the pre-heating stage of publicity, Alibaba Pictures, one of the producers of "The Richest Man in Xihong City", built a ticketing platform fan community, "Xihong City Community".

Users can join the Xihong community and become Xihong citizens by clicking "Want to See". In the community, through game interaction, film association and ticket purchase guidance are carried out.

Relevant people told Xiao Dianjun,At present, the number of "citizens" in this community has reached 1.91 million: "At different stages, it has brought many benefits to let users interact and spread."

　

Compared with "Xihong City", the marketing efforts of "Di Renjie" are slightly lacking. At the beginning of Huayi’s "Former 3" tasted the sweetness through the marketing of short video platforms such as Tik Tok, as its film, "Four Kings" inevitably used these platforms to gather young people.

Comparison of official account data of two films in Tik Tok

"As a channel platform, Tik Tok is actually similar to Weibo and WeChat a few years ago. As a social platform, it can directly deliver some marketing actions to customers, and it is an unavoidable channel platform in this year’s project implementation." A propaganda of "Four Kings" tells us that he also mentioned that the advantage of such a platform is that there is no middleman to earn the difference.

　

Because it has been five years since the last Di Renjie was released, the promotion of Four Kings pays special attention to the marketing of young people.

In addition to the behind-the-scenes tidbits, the short videos of Four Kings on Tik Tok include "CP" of Mark Chao and Kenny Lin, "Shui Yue Makeup" created by many masters and Carina Lau’s "This is Jison" and other funny clips.

Various short videos of "Four Kings" launched on Tik Tok.

Tsui Hark even accepted an interview with the barrage website. At present, the video has been played 261,000 times and there are 3,000 barrage.

The propagandist said that it is necessary for the film’s marketing to sink: "Because of the theme,’ sinking’ lacks natural advantages. However, there are also some relaxed elements in Di Renjie, including some behind-the-scenes content, which can actually be handed over to users through short-sightedness and stimulate the desire to watch movies. "

Although it uses the same marketing platform as Previous 3, it is obvious that the influence of Four Kings on these short video platforms is not as strong as that of Previous 3.

During the film "Ex-3" was released, its three theme songs kept a very high volume in Tik Tok, and many people even used these three pieces of music as their short video background sounds to shoot their crying scenes after coming out of the cinema.

　

The related vibrato videos of "Previous 3" often get millions of praises.

This emotional attachment to the past is very easy to infect more people who watch short videos, which indirectly leads to more people entering the cinema.

　

In 1960s, david ogilvy, an American advertising master, put forward the advertising 3B principle — — Beauty (beauty), Baby (baby) and animal (Beast), that is, advertising can attract consumers’ attention if it meets one of the 3B principles, thus stimulating purchases.

　

Now, half a century later, the current audience’s preference for video content has not got rid of this principle. According to the propagandists of "Four Kings", in film marketing, Tik Tok users prefer to create videos specially made for Tik Tok, rather than Tik Tok packaging of materials.

On the other hand, "The Richest Man in Xihong City" carried out a series of related publicity with the football elements in the film as the selling point, and what helped Mahua FunAge was that after the film just caught up with the Russian World Cup, the topic of football remained unresolved.

Shen Teng, the founder, not only explained the World Cup, but also appeared in fashion magazines as a football player.

　

However, the release of an "AV Milan" material attracted many fans’ antipathy to the film and made the film almost hot.

Later, the concepts promoted by The Richest Man in Xihong City became "funny" and "how to spend 1 billion RMB".

　

A person familiar with the matter told Xiao Dianjun that Calories, which was sung by Rocket Girl, was the cooperation of Shen Teng in the early stage of Creation 101. In the eyes of the marketing staff interviewed, this cooperation is indeed one of the biggest marketing of the film.

However, this staff member told us that the promotion song "Under the Rainbow" sung by Zhao Lei has a better effect and has attracted more attention in various communities.

　

On the attention of WeChat, "Xihong City" is indeed ahead of "Di Renjie".

According to the data of the ticketing platform, after 6 days of release, the WeChat index of "The Richest Man in Xihong City" rose instead of falling, reaching 30.7%; The "Four Kings" has now dropped to 4.9%.

In WeChat official account, there are 13,000 articles about "The Richest Man in Xihong City", with a total reading of more than 8 million; There are 11,000 "Four Heavenly Kings", and the total reading is half of the former.

　

Looking through these articles by WeChat official account, we find that the key words of The Richest Man in Xihong City include "Spend money hard", "Don’t be profound" and "Poverty limits imagination", and the main theme is the simplest and rudest "Rich", which is funny.

From pre-sale to marketing, Di Renjie has not fallen behind, but the angle and means of exerting its strength remain to be discussed. In contrast, on the other hand, "The Richest Man in Xihong City" seems to be "no move to win."

The critics and the general audience have been arguing about which is the higher quality of the two films. Judging from the box office figures and ratings of various platforms, Di Renjie is an unavoidable "complete failure" for Xihong City.

I have to say that the victory of "The Richest Man in Xihong City" lies in fully catering to the expectations and preferences of the current audience.

In this regard, we don’t know whether it is "happiness" or "worry".