Who is the ＂sales champion＂ when the box office pre-sale of new films in the Spring Festival breaks 200 million？

Special feature of 1905 film network The pre-sale of the Spring Festival stalls has become more and more fierce, and each film party has almost come up with its own killer.

As of press release on January 17th, the pre-sale box office of seven films in the Spring Festival file broke 220 million, among which the box office on the first day of the New Year’s Day reached 180 million, ranking the top three.

For the Spring Festival in 2023, everyone agrees that it is the most diverse one in history. From science fiction to suspense, from comedy to spy war, and from sports to animation, it covers almost all the theme types on the market and has a lot to watch.

After all, judging from the past Spring Festival archives, genre differentiation is particularly important for the large archives. In the past two years, the comedy films that have been attacked, or the previous "dark horses", have all been proved.

In addition to the stable output of "Bears Come and Go with Me", other films have almost been officially announced, and they have tried their best to convert them into the number of people who want to see before the pre-sale and the box office results of today’s pre-sale. So, from these publicity actions, what did everyone do?

The first round of official announcements has its own highlights and positioning as the key.

For film publicity, the first wave of publicity is particularly critical. After all, this is the first impression of the film from the outside world.

In the Spring Festival movie, "Wandering Earth 2" was officially announced as early as the end of 2020, and said that the previous work was the first film in the Spring Festival in 2023. The follow-up of the film really started the propaganda work, which was announced on August 15, 2022, and then the corresponding preview materials were released.

After the first wave of materials, the number of people who want to see "Wandering Earth 2" in the lighthouse and cat’s eye professional edition has increased significantly.

In the early publicity of Wandering Earth 2, several poster materials and two previews were released, all of which emphasized the eschatological setting of science fiction in the film. The previous work is regarded by the outside world as a work that opens the door to science fiction in China, so this IP continuation focuses on the visual wonders of national pride.

It cannot be ignored that the concept of posters is very clear. As for the preview, the first one explained the background of the story very clearly, and then the second one made the audience wonder what the purpose of the film was. Compared with other films, the longer publicity period of Wandering Earth 2 is enough for it to have a try.

And both officially announced the finalization in January 2023. From almost all the material content, these two films are grasping the uniqueness of their genre.

"Exchange of Life" focuses on "comedy+family fun", which is different from other types of films at that time. The atmosphere conveyed by the preview and poster is in line with the comedy atmosphere of the Spring Festival file.

Especially in the hot search feedback, the core topic is frequently searched. On the one hand, this is the second film to break into the Spring Festival file after it, which has attracted much attention in the early stage.

In the past two years, Hi, Mom has become a breakthrough in the market with the mode of "comedy+family fun" and ushered in a turnaround against the wind. "Exchange of Life" was highly anticipated by the industry in the early stage. At the same time, since the official announcement, the number of people who want to see it has been hovering in the third and fourth places. For a film without IP and no topic actors, this data has great dark horse potential.

China Ping-Pong’s Jedi Counter-Strike reaches the audience through the hot topic of sports. Just like the subtitle of the film title "Jedi counterattack", the preview and materials in the early stage of the film are the main emotional point, which arouses the audience’s mood of watching movies.

On the contrary, Unknown and Manjianghong have embarked on another tonality.

Although "Man Jiang Hong" is a director’s work, after the publication of the schedule, it was not the main theme. Instead, it focused on the "strongest cast", and the whole publicity cycle lasted for more than a week from actors to roles. Although the similar content has been expanded repeatedly, it proves the sinking of this method to some extent that we want to see the crazy increase and decrease of the index and win the crown for several days in a row.

"Nobody" is the most mysterious. By announcing the schedule at the New Year’s Eve party, there were hardly many Reuters in the early stage, and even the previews and posters were made for everyone to "don’t rush" and finally slowly emerged.

This "mystery" began long ago, and it was the first time to announce the main lineup through magazine reports, which seemed to be playing a very new way of publicity. This series of operations, on the contrary, attracted enough curiosity for this film, as well as the topic of actor transformation, which provoked fans’ preference.

There is also the animated film Deep Sea.Two years ago, animated filmsLegend of DeificationByNezha: Birth of the Demon ChildThe topic of "Deep Sea" received good attention and high pre-sale before the screening, but "Deep Sea" from the same producer did not use it as a propaganda point, and even did not take the director’s previous work excessively.Return of the Great Sage of Journey to the WestAs a stunt, but from the perspective of animation technology, trying to attract the attention of the audience in a new form.

On the whole, Wandering Earth 2′ s IP effect and the advantage of advance booking make it the most wanted movie. "Man Jiang Hong" and "Unknown" followed closely. The pre-sale results of these three films are also in the top three, almost the same as each other.

Double preview becomes a trend, short video becomes the main force.

At the same time, the release of double previews has become the standard for some films in this year’s Spring Festival. This is true of the two male main films, including Wandering Earth 2, Man Jiang Hong and Nobody.

On the same day, "Wandering Earth 2" released the role previews of Jason Wu respectively. From the content point of view, it recycled the grand world outlook before and gradually showed the family background of these two characters. This feeling of going home from the country happened to be the magic weapon for The Wandering Earth to go out of the circle before. Now, the emotion has been continued and sublimated. At the same time, the two protagonists have been completely combed and the outside world’s cognition of them has been completed.

"Man Jiang Hong" has a vague concept about two actors, especially the former has a strong comedy label. Although the film type is clearly suspense and comedy, all kinds of materials in the early stage are full of suspense, except for comedians, there are few related elements.

The two character previews properly introduce the character identity and sort out the tonality of the characters, so that the audience can gradually understand and clarify the genre and style of the film.

After "Nobody", a super commercial film, made everyone wait, it released two preview contents as soon as it came up, proving its commercial significance from multiple dimensions. What is puzzling is that this film has never exposed too many actors’ lines, but only made clear the type of spy war.

For the promotion of a film, enough material content can make the film more exposed, and at the same time, it is rare to release two preview contents in the past film promotion. This year, we can also see the richness of each content.

In addition, the publicity of various video materials this year has moved to another stage of the whole film industry — — There are fewer and fewer materials for the studio special, and the short video platform becomes the main battlefield of the studio tidbits.

With the change of people’s habit of watching videos, the footage of the studio is gradually reduced to short videos, which appear in the form of short, flat and fast. On the one hand, these contents spread on the short video platform and can reach the audience more accurately through the big data of the platform, thus attracting attention.

For example, "Exchange of Life" takes Zhang Xiaofei as the key point, and gets high attention by her interaction with other actors on the set and her friends’ visiting classes. The latter’s visiting classes become the traffic responsibility in the short video of the Spring Festival movie.

In the early stage of "Man Jiang Hong", the release content was mostly related to the role setting, and it was passed down in the same vein as other materials. With the later stage of publicity, more Shen Teng-based studio content was exposed, and at the same time, the comedy elements of the film were constantly strengthened, which catered to the idea of "suspenseful enough, laughing at the end" in the later stage of the film.

OST communication is the key to post-post-word-of-mouth guidance

This year’s Spring Festival file seems to be discussed by all the filmmakers, and the overall rhythm is similar. Almost all music marketing has been put behind. Except for one content released in the early stage of Deep Sea, other films were released one by one after the pre-sale.

On the day of the pre-sale, Wandering Earth 2 and Exchange of Life both released related songs, the former came from "ost" professional households, and the latter was a collective cover of the founders.

"Nobody" has maintained its mysterious temperament, just like the lyrics in its song of the same name, "I might as well wait a little longer", which hangs everyone’s expectations. Although the publicity mode of "Nobody" is controversial, it is still very direct and effective for the actor’s fan base.

At present, the war of music marketing has not really started, such as "Man Jiang Hong" and "China Table Tennis Jedi Counterattack".

In addition, among the Spring Festival films, Man Jiang Hong and China Ping-Pong Jedi Counter-Strike were the first to be shown in public, and have released the corresponding reputation, becoming the "pioneer" in the schedule; In addition, the animated film "Deep Sea" opened the IMAX screening of 100 cities on the 19th in advance, and the first round of word-of-mouth will also be the key to the film’s subsequent counterattack.

Only at present, many films have not exposed the relevant deeper plot content. In the future, with the release of the film, from plot emotion to word of mouth, it may become the key to the long-term box office of the film.