Special feature of 1905 film network The Wandering Earth IIThe first round of roadshows, running 12 cities in 12 days; The second round of roadshows has entered 12 schools in 8 cities;China Ping-Pong: The Jedi Fight Back(hereinafter referred to as.China Table TennisPong) has held meetings in 16 universities including Beijing, Hangzhou and Tianjin.
A month before its release, "Rambo Knocking" has traveled to major theaters in 16 cities. Keep you safeDirectly announced the opening of two rounds of roadshows, which will travel to more than 20 cities and hundreds of cinemas. ……
Roadshows are the "standard" for film announcements. Previously, due to the epidemic, offline roadshows were blocked. Now the market is recovering, and the familiar movie roadshows are back!
The last film roadshow craze happened in 2015. In that year, there was a competitive phenomenon that whoever didn’t run the roadshow was at a disadvantage. Many films were comparing who ran much.
Jason Wu took Wolf Warriors to 20 cities and about 160 cinemas. Dapeng came from behind and took the director’s first film, Pancake Man, to 40 cities in a row, setting a record. This record was quickly broken at the end of the year by the 100-city roadshow of "Unexpectedly".
"Before the film market was good, everyone especially liked to run roadshows … Later, the effect of large-scale roadshows with higher costs was no longer obvious, and generally only a few cities with box office appeal were selected."
As the movie blogger’s cinema database said, in recent years, there have been few roadshows in 20+ and 40+ cities. Especially since the epidemic, large-scale offline roadshows have become more difficult to implement. Short video platforms broadcast live and buy tickets, and online cloud roadshows once became an important form of film promotion.
Now, with the peak of the epidemic, the film market has improved, and major films have been put into national roadshows. What’s more special is that Wandering Earth 2 started its second roadshow one month after its release and entered the campus. Dapeng continues to work hard and will travel to more than 20 cities with the new film "Keep You Safe". Looking at the long road map, can it still drive high box office?
How to choose the location of roadshows now?
Box office town+city related to the film itself
Judging from the roadshows of this year’s Spring Festival movies entering the cinema, the major films no longer compete for the number of roadshows, but basically choose to run box office towns, such as four first-tier cities in Guangzhou, Guangzhou and Shenzhen, and three big box office provinces in Guangdong, Jiangsu and Zhejiang.
Both Unknown and Exchange Life were roadshows during the Spring Festival. Unknown took six stops in Shanghai, Guangzhou, Wuhan, Suzhou, Wuxi and Ningbo, and Exchange Life took three stops in Shanghai, Chengdu and Guangzhou, all of which went to cities with large audiences. Take good care of important local cinemas and cooperate with local cinemas for roadshows, so that cinemas can give more support for film production.
The big production "Wandering Earth 2" runs in the most places. The first round of roadshows runs from the fifth day of the Lunar New Year to the sixteenth day of the Lunar New Year, covering the north, Guangzhou and Shenzhen, as well as new first-tier cities such as Chengdu, Chongqing, Xi ‘an, Qingdao and Zhengzhou. After the end of the Spring Festival, we made great efforts to do roadshows, and combined with the strong recoil of the film and various topics extended by the content, we continued to ferment and attract more viewers.
In addition to doing roadshows in key ticket warehouse cities, the film will also choose cities with strong relevance to the film itself, which is more conducive to convening movies and expanding publicity effects.
"China Table Tennis" was originally scheduled to be released on the third day of New Year’s Eve, and the first round of roadshows was arranged in six cities: Suzhou, Fuzhou, Tianjin, Anshan, Qingdao and Xi ‘an. In addition to the geographical location covering the east, west, north and south, these cities have special attributes. For example, Anshan is the city of table tennis, and many table tennis world champions were born in Anshan. Tianjin is the venue of the World Table Tennis Championships in the film; Suzhou was also the venue of the previous World Table Tennis Championships; Xi ‘an is the hometown of director Yu Baimei.
The roadshows of Hong Kong-made new films "Poisonous Tongue Lawyer" and "Broken Network" are aimed at Guangdong cities such as Guangzhou, Shenzhen and Dongguan. On the one hand, Guangdong is the largest ticket warehouse, on the other hand, Guangdong audiences are the core audiences of Hong Kong-made films in the Mainland.
On the contrary, the first three stops of the "Keep You Safe" roadshow choose to go north, first to Harbin, Changchun and Shenyang, and then all the way south. This comedy, starring actors from the Northeast and telling the story of the Northeast, starts from the Northeast, and the strategy behind it is not unreasonable. Only by mobilizing the audience’s love for the film in the Northeast can the word-of-mouth spread to the whole society.
What’s the purpose of going to the campus?
The Wandering EarthEmphasis on education,China Ping PongFind the right person
The second roadshow of Wandering Earth 2 is rare. On February 20th, the film’s creator walked into the Second Experimental Primary School in Haidian District, Beijing, the first stop of the campus roadshow. That day was the 30th day of the film’s release, and the box office exceeded 3.8 billion, which has entered the top ten in the box office list of China film history.
It can be clearly seen that the second round of roadshow of "Little Broken Ball" is not aimed at continuing to hit the box office, but at the level of film education.
Four years ago, more than a month before the release of Wandering Earth 1, the main creator walked through 11 cities in seven days and met with more than 22,000 college students from 20 colleges and universities, in order to stir up this new film that has not yet exploded. "Wandering Earth 2" chose to hold a campus meeting after the screening. The core purpose of the roadshow is to "open the imagination together". It not only continued to enter universities, but also pioneered into middle schools and primary schools to discuss science and science fiction knowledge with children.
"In what way can China elements be integrated into science fiction movies in the future?" "How should we make the technology in science fiction movies come true in the future?" "Will Tu Ya cycle again after 70 years in the digital world?" "Is digital life uploading consciousness or memory?" "Why did the water level rise when the moon was bombed?" ….. Frant Gwo led the founder to answer various questions raised by students, watered the seeds of science fiction with knowledge, and planted the seeds of science fiction into the next generation.
"If these children start to be curious about science fiction and start to like science fiction, they have a great chance to become lifelong hobbies." Zhang Xiaobei, the director of science fiction film, forwarded the roadshow of Wandering Earth 2 on the Internet. He joked, "When the broken racket reaches 5 or 6, these children can work overtime happily!"
On the other hand, after China Ping Pong was officially released on February 17th, Deng Chao took the lead in entering eight universities in Beijing on February 15th and 16th, and then went to Hangzhou and Tianjin to meet students from four local universities respectively, and kept running.
Setting the road show in the school is closely related to the nature of the film. This kind of positive energy film or youth theme film will be supported by the school and students, and the degree of cooperation is relatively high.
Compared with Wandering Earth 2 and China Ping-Pong, there are some differences. Due to the loss of publicity energy due to the continuous withdrawal and file change, the box office performance of the film is not ideal, so the film side wants to accurately put the film into the audience and seek to boost the box office by means of fixed-point blasting.
Among the ages who want to see the user’s portrait on the cat’s eye platform, the proportion of 20-24 years old who want to see it is 24.5%, which is the highest in all age ranges. It can be seen that China Ping Pong is more popular with young audiences. The film also quickly realized this. "It can be seen from the new materials after the file change that I hope more young people will enter the market to pay attention to the film. At the same time, major universities across the country have also started school one after another, so I chose the university roadshow."
"I haven’t seen a new film coming to school for a long time." At the screening scene of Renmin University of China, many students spoke that they had hardly attended the film master meeting in school since the outbreak of the epidemic, and "China Ping Pong" met their expectations.
The film’s propagandist told 1905 Film Network, "Road shows in colleges and universities will definitely promote films, especially word-of-mouth films. It can be clearly seen that the attendance rate of films in cinemas near Haidian, Beijing has increased to a certain extent after the release, and we can also have more and deeper understanding of films from the interaction between college students and the main creators, and give some ideas for subsequent film marketing."
In the era of live broadcast, is the offline roadshow still important?
Face-to-face communication can be passed on by word of mouth.
"It is useless to do more roadshows for movies with poor quality or movies with no audience."Xiao Han, a film propagandist, said that the pursuit of maximization will exhaust all available effective methods, and roadshow is one of them, which will definitely drive the box office. As for the role and effect, it ultimately depends on the film itself.
Deng Chao enjoys the bonus of roadshows earlier than Jason Wu and Dapeng. In 2014, "breakup guru" confronted the Hollywood blockbuster "Transformers 4". Deng Chao went to more than 20 cities to exchange films for word of mouth. After the film was released, it won 660 million box office, which became a successful case of roadshow.
Although "China Ping Pong" also ran a roadshow this time, it doesn’t seem to be very helpful and uplifting from the overall box office figures, but with the roadshow, the reputation of the film has indeed been improved.
The Douban score rose to 7.1 after 8 days of China Ping Pong. "Wandering Earth 2" also rose by 0.1 points to 8.3 points on the same day, and the number of ratings exceeded one million, which was also attributed to the second round of roadshows.
Off-line roadshows have also ignited the online popularity. The number of # Wandering Earth 2 roadshows on the Tik Tok platform has reached 700 million, among which Jason Wu’s live interaction with Chongqing children in the first round of roadshows has gained 2.67 million praises.
During the road show on campus, # Jason Wu called on netizens to support Liu Peiqiang’s resurrection #, # Frant Gwo said that the outline of Wandering Earth 3 would soon be put out #, # Frant Gwo spoiler Wandering Earth 3 would have local snacks’s presentation # and other interactive topics between the master and students boarded the hot search in Weibo again and again, and the master returned to visit Xugong Group on the road show. # Wandering Earth 2 went to Xugong for alms #, and # Frant Gwo said that Wandering Earth 3 would find Xugong # to continue to attract attention in the whole network.
Dapeng’s "Keep You Safe" was not as hot as expected, so it is imperative to plan two roadshows in 20+ cities. The film has gone through three stops in five days. Based on the data of the two major ticketing platforms, Cat’s Eye and Taobao Film, a total of 10,000 people want to watch it since the first day of the road show, and the current increase is not large.
Before the release, Hi, Mom tried the live broadcast of "Cloud Roadshow", called the audience from 11 cities into the cinema, and interacted with the main creative cloud through the online conference system. The two activities directly drove the cat’s eye to see an increase of nearly 20,000, and at the same time boosted the related topics of the film to the hot search, providing an interesting model for the film announcement.
Then, is it necessary to run a roadshow like the main creator of "Keep You Safe" in the live broadcast era? According to industry insiders, cloud roadshows still lack a sense of presence and closeness.
"For this city, like a cultural festival, it will make the young audience in the whole city pay attention to this film and these stars, thus forming a wave of watching movies." Film critic Gao Jun said.
Film propaganda Xiao Han believes that "the effect brought by the form of zero-distance contact, interaction and sharing of feelings with the main creation is definitely beyond the reach of online cloud roadshows and live broadcasts. After all, movies need sharing, and word of mouth also needs communication between people."
Smaller movies, paying more attention to offline roadshows, tend to lengthen the front line and even start running a month in advance. For example, mountains may depart was a roadshow in 17 cities in 18 days, and Gang Rinpoche was a roadshow in 17 cities in 17 days. The box office of both films finally exceeded expectations.
In particular, "Gang Rinpoche" with the theme of ethnic minorities can break through 100 million at the box office, which is really an accident. Producer lu wei once concluded that they reached the target audience through roadshows and booking: "Because they found the right people, intellectuals, literary youth and outdoor enthusiasts. Find a bookstore in every city. The quality of bookstore readers is very high, and everyone communicates with each other. "
The literary film "Rambo Knocking" which is being released has a good reputation, and the Douban score is 7.4. Although the main creator also visited more than 10 cities before the screening, due to various factors such as theme type, story content and no star lineup, the film’s attention is very low, with an average daily release of less than 1% and a box office of only one million in five days.
If we don’t run roadshows and get more attention from local theaters and audiences, the box office of this small film may be even worse.
Last May, the film arrangement and box office of "Punch Mom" were greatly affected by the epidemic situation. The main creator drove a caravan across half of China for "self-help" and went to roadshows to find audiences. At the moment, the film market is rapidly recovering, and the door of the cinema is open, not only for the box office, but also for the film to reach the audience as much as possible through roadshows, and the filmmakers have face-to-face and in-depth exchanges with everyone. This is the most important thing.
