The movie channel helps the Spring Festival file to be announced! Revealing the behind-the-scenes of 106 hot searches

Special feature of 1905 film network In 2024, the Spring Festival won more than 8 billion yuan at the box office, a record high, which ushered in a "good start" for the film market in the new year.

Since January 29th, the Film Channel Media Center has launched a series of planning of "Spring Festival Movies Booming", focusing on the construction of the film announcement platform, and integrating the multi-channel, multi-platform and multi-type communication resources such as live media, TV programs, short videos, viewing groups, graphic manuscripts, film editing and broadcasting, with the film culture interview section "Lanyu Living Room" and "Roadshow Log" as the starting point. Nine 38-hour live media broadcasts, 24 TV special programs, and 10 offline viewing groups in 9 cities across the country were launched, covering hundreds of media platforms, with over 420 million live views, over 1,000 short videos, and over 1.2 billion broadcasts, creating 106 hot search topics on the whole network for Spring Festival movies, with 4.8 billion readings.

Solidly help the announcement of the Spring Festival movies, stimulate the audience’s enthusiasm for watching movies, incite the Spring Festival movie market, effectively help improve the movie box office, and effectively create a good atmosphere of "the movie market is booming".

Behind such a remarkable achievement, it is inseparable from the full-hearted creation of the film’s creative team, and it is also inseparable from the matrix publicity and dissemination of the Spring Festival movies.

In fact, in recent years, the audience has gradually become desensitized to the content of the film that is too suspended and exaggerated, and the audience’s willingness to buy movie tickets is becoming more and more cautious.

However, with the mature development of the film market and the progress of the overall level of Spring Festival movies, the audience urgently needs a trusted third-party organization to "discard the false and retain the true" of the film content, or to analyze and interpret it more objectively to help them choose high-quality movies that suit them.

As the only national professional film channel in Chinese mainland managed by the National Film Bureau, the film channel can help viewers to effectively integrate information and select their favorite films.

All-platform and Multi-matrix of the movie channel helps the announcement of Spring Festival movies.

During the Spring Festival, the film channel merged with the media center. Since January 29th, a series of planning of "Spring Festival movies are booming" has been launched, focusing on the construction of the film announcement platform, and integrating multi-channel, multi-platform and multi-type communication resources such as live media, TV programs, short videos, movie viewing groups, graphic manuscripts and film editing and broadcasting, thus contributing to the announcement of the Spring Festival movies.

In addition, the film channel actively explores new communication channels, and uses popular communication networks such as China Mobile Migu video color ring tones and mobile newspapers to reach a total of 52,162,400 users, and the cumulative playing time of the film promotion video color ring tones is 190,129.32 hours.

Through the above-mentioned various content settings and arrangements, the film communication is interlaced, rich topics are generated, and the recognition of the characteristics of "family fun" in the Spring Festival file is strengthened, showing the good face of China film’s unity and forge ahead.

Among them, the impressive core announcement event is the choice of "Blue Feather Living Room" as the first appearance platform after the film was released.

After a year of devil training, Jia Ling, who lost 100 pounds, met the audience for the first time in the Blue Feather Living Room, and the first greeting won 680,000 praises.

In the live broadcast, the host Lan Yu asked many warm questions, "Are you still happy after losing weight successfully?" "Are you worried about your future position in the film market" makes Jia Ling’s first live broadcast full of emotional value.

In addition, the spread of marketing numbers on some social platforms made YOLO labeled as "Jia Ling Weight Loss Documentary", and this live broadcast also made many viewers clear their prejudice and misunderstanding about the movie YOLO, and realized that YOLO’s spiritual core is not only to lose weight, but also how others can win themselves and live for themselves. At the same time, it also helped YOLO to return to the first place in the box office the day after its release.

In addition, the Film Channel Media Center also deeply participated in the announcement of the film, accompanying the film team to cross the mountains, rivers and lakes and go to cities across the country.

In line with the movie theme of "I love my family", the first roadshow cities of "Article 20" chose the hometown cities of the leading actors, and the leading actors returned to their hometown to interact with the villagers with their new Spring Festival works, and many warm "famous scenes" emerged.

During the live broadcast of the roadshow on the movie channel, the audience saw the starring actor go back to the northeast to pack jiaozi with the villagers and be surrounded by the "daughter-in-law" of the villagers; I also saw that when I returned to Langfang, I gathered my folks into a "family and friends". The voice "Cousin, I am really proud of you" from my cousin also jumped out of the live broadcast room and spread on many social platforms.

Taking in-depth interviews and live roadshows as the starting point to enhance the potential of film announcement

Looking at the film announcement of the Spring Festival movie channel, it can be said that it serves the Spring Festival with a leading posture, exerts the cluster effect, and stimulates the overall efficiency of the Spring Festival file with the linkage of key films and cross-media platforms.

One of the highlights, Lan Yu Living Room, is an in-depth interview program. In an era when the audience is pursuing short, flat and quick and sensory stimulation, it is actually a big challenge to announce the main content with in-depth content.

However, through the careful arrangement of the interviewees and films, as well as the gentle and relaxed dialogue style of the host Lan Yu, Lan Yu’s "Blue Feather Meeting Room" made the in-depth dialogue widely spread on multiple platforms in the form of a combination of length and length, which activated the value of the program to the maximum extent and added a fire to the promotion of the Spring Festival file.

At the same time, the interview focus of "Blue Feather Living Room" is not only to dig out the film and the story of the protagonist behind the screen, but also to sort out and classify the Spring Festival movies, so as to truly serve the audience and let the audience "have stories to listen to and movies to watch."

The impressive plots in "Blue Feather Living Room" include the sudden tears of Hehe, recalling the hard years spent together in a rented house ten years ago; And Zhao Liying revealed that "Hao Xiuping" was not deaf in the original script, but in the process of reading the script and discussing with the director, she suggested that it would be more touching for her and her children to be deaf.

These contents are all spread to various media platforms from Blue Feather Living Room. After a long period of emotional fermentation, these contents are really exported to the audience, forming resonance and producing a circle-breaking effect, which is the charm of in-depth interviews.

Second, the film channel insists on taking the audience as the center and closely combines the documentary of roadshows with word-of-mouth communication. The four-day "Roadshow Log" series focused on the word-of-mouth fermentation of the Spring Festival films, and specially planned sections such as "Evaluation of 100 Audiences in 38 Cities of China", "Real-time Word-of-mouth Wall" and "Main Creative Reading Comments", which aroused unanimous resonance among the national audience.

According to different film themes, the 10 "M-viewing Group" activities of the film channel also recruited "high-potential audiences" in a targeted manner, looking for differentiated word-of-mouth fermentation incisions, forming effective interaction with online programs and live broadcasts, and improving the announcement system as a whole.

Finally, as an out-and-out "national team player", the film channel gives full play to its own advantages, integrates various resources, and serves the film and the public, showing irreplaceable important value.

During the film publicity roadshow, Shen Teng once said, "Let’s go to CCTV-6 on February 7th, and then come to the cinema to watch" Pegasus 2 ",so we can connect.".

This "dream linkage" fully shows that nowadays, movie channels have fully adapted to the development of the times. From TV to mobile phone, from small screen to big screen, movie channels can make full efforts and contribute indelible key value to film promotion and film announcement.

In the future, while doing a good job in the publicity of key slots, the film channel will further consolidate the marketing atmosphere of "returning to the content ontology" for the Spring Festival slots, pay more attention to the daily slots, and strive to promote the audience to return to the normal habit of watching movies, help "stir-fry" the weekend slots, promote the further recovery and development of the film market, and make a contribution to the confidence, gathering people’s hearts and promoting the development of China films.