Author: Cao Yue Wu Lixiang Creek

At 7 o'clock on the evening of June 6, "Warcraft" accepted the first batch of Chinese audience's test in Beijing Shuangjing UME. Xiaoyue also found through the circle of friends that the total amount of pre-sales has exceeded 100 million by 7:00 pm that day. On the 8th, the pre-sale rate of nearly 5 o'clock in the morning was as high as 70%. Think of "X-Men: Apocalypse", its just-breaking box office of 400 million, is undoubtedly a great contrast.

So, will "Warcraft" become a life-saving recipe for the Chinese movie market that has been down for nearly two months?

Regardless of what the issuer thinks, at least the theaters have started self-help operations: buying derivative gifts and making fan culture film festivals. At the same time, on the other hand, its producers such as Wanda and Tencent Pictures have also taken action.

In the entire pre-marketing segment, Entertainment Capital has interviewed a number of industry insiders, including producers, producers, and producers, who are involved in the "Warcraft" announcement, trying to reproduce this extremely controversial and variable film. The regular path of promotion and promotion in the Chinese market.

In the process we found that the meaning of "World of Warcraft" for each unit is self-evident:

1. For the six major Hollywood, as they pay more attention to the Chinese film market share, they began to cooperate with more and more domestic film companies and marketing companies, which to some extent made up for the release of Hollywood movies in the past. Various limitations in publicity;

2. For Tencent, it has a benchmark effect on the level of “review of the tour” or “shadow change”;

3. For Wanda, in the case that the imported film faces a “single distribution method”, the huge marketing strategy of “Warcraft” is very worthy of reference for the Chinese capital that is closely cooperating with Hollywood.

4. For the theater, the rescue is greater than everything else.

It can be said that for each family, "Warcraft" carries only success and no failure.

Cinema party: spend money as "tap water", Wanda cinema line seconds change "World of Warcraft"

Entertainment capital theory notes that although there are countless Chinese gold owners standing behind "Warcraft", like most Hollywood films entering China, "Warcraft" did not make a big announcement at the beginning, except for occasional one or two about movie trailers. Or the draft of the offline theme exhibition came out, and there was hardly any noise. It was not until the two weeks before the release that it was intensively publicized.

"This time, the issuer still regards "Warcraft" as the previous film, even the materials are rarely provided to us, and there is no means for the issuer to pick up tickets or other means to improve the placement rate." A senior theater experience Said.

At the same time, IDC International Studios Manager Yuan Kaijing told Xiaoyue that they made a derivative cabinet for this film. "Buy Warcraft Derivatives from Time Network, the whole cabinet is placed; sell as long as you buy a package and add a little money. Get the genuine Warcraft screen wipe; in the case that the issuer only sent us the license, we will pay for the large canvas light box; June Studio video World of Warcraft is the largest space... and so on."

The reason why such a pressure treasure "Warcraft", another manager of the SMI theater revealed to the entertainment capital theory: "In the case of the box office fall in April and May this year, the theater fell back to expectations, almost all theaters have put performance on Warcraft. "In this case, many theaters can only do the work of "tap water."

A senior executive of an entertainment marketing company told Entertainment Capital that in addition to the strict requirements of the Hollywood film on copyright, actors, and official materials, there are certain restrictions on domestic distribution and promotion, as well as the influence of policy factors: The file time is very late, the promotion can not be too high-profile, this is the normal state of the industry. In addition, the ticket supplement itself is not a means to get the table, it is even more difficult to use on the film."

And each ticketing website uses the various resources to make up the votes. "Guevara has already taken the shot. The minimum fare for Warcraft pre-sale Guevara is 18 yuan, in the form of grabbing tickets." It is reported that many theaters have received similar cooperation methods, and they all have a certain order of magnitude.

Entertainment capital theory has noticed that Wanda, who is good at topic marketing, has already started an article on the line of his own home. The names of some of the theaters have been changed to the names of the World of Warcraft. In addition, Wanda also tried to develop more value of "Warcraft" through the film after the product. Wanda’s shareholding in Time Network also officially launched the “Warcraft” derivative. Time Network Waiting Kevin’s entertainment capital theory “the first interview in a decade”, the World of Warcraft Global China Theme Exhibition, which began in December last year, An introductory article about the World of Warcraft background story, not only to ensure that the film is always in the center of the vortex of the media, but also to spread the background knowledge of "Warcraft" to non-players, to maximize the development of "Warcraft" value.

Another producer, Tencent Pictures, is not idle. Their "10-year Warcraft, 100,000 Players" movie-watching campaign with the Earth Theater is a marketing campaign for Warcraft fans: 10:10, June 8 Arrange fixed games in all the land theaters, invite SKY, Lin Panda and other influential gamers in China to interact with the audience on the spot, and play the slogan “The brothers who used to brush up the copy together and watched the team together to see the fire” The Warcraft players who are scattered all over the place are not able to gather together to create a collective viewing experience.

Producer: Legendary film industry intensive arrangement activities, the national exhibition under the theme

Compared to the issuer, "World of Warcraft" produced the legendary film industry in the promotion of the film can be described as a lot of energy.

Generally speaking, the time for Hollywood filmmakers to come to China for publicity is only one or two days, so the activities are very dense. Take this "Warcraft" as an example. In the morning, it is a movie salon. There is an early reading event at noon, a press conference in the afternoon, and a KOL round-table dialogue in the evening. There are various live broadcasts and interviews in the middle. The directors were all tired during the day, especially for the busy staff behind them.

"Even our colleagues in the production department of our company have been brought to the thief boat by me," Chen Nan, who is responsible for the propaganda work of the legendary East, lamented that she had to go back to arrange the next day's itinerary after a full day of activities. In her reply to the theory of entertainment capital, her last WeChat was sent at 12:39 in the morning, when she just left the company.

Many people in the marketing industry believe that compared to the domestic film marketing refinement using topic hype and social events to achieve viral transmission effects, Hollywood movie marketing is "more willing to spend money in a visible place", such as hard and wide delivery and Event planning. The main creation of China's propaganda, invitation to KOL to attend the conference or watch the film in advance, and joint promotion with domestic famous brands, these have almost become the routine of all Hollywood movies in China.

In addition to the above, the "Warcraft" promotion has also added an offline theme exhibition. Chen Lizhan, CEO of Aleku Marketing Co., who is in charge of curating, told Entertainment Capital that the exhibition has already visited Chengdu, Shanghai, Beijing and other stations. Next, consider increasing the Qingdao and Taiwan stations: "Because the volume of Warcraft is relatively large. It is more difficult to find the right partner. It takes more than a year from the preparation of the plan to the final landing. The cost per game is about 3 million. The items in the exhibits are all made by Weta, the world-class movie props company."

In recent years, Hollywood has paid more and more attention to the Chinese film market, hoping to make a difference in marketing and promotion. However, the six major companies in China are not enough. It is impossible to pull out a team of dozens of people to do projects like domestic films. Therefore, it is bound to seek more cooperation.

The film of the "Warcraft" legendary film industry has adopted its own method of mastering planning and executing business outsourcing. According to Chen Nan, for the "Warcraft" project, a company responsible for the promotion of media implementation, Tencent Pictures is responsible for the main online marketing and fan operations, Sina Guanbo's operations team was previously responsible for operating the legendary film industry officer The Lions Culture Communication Co., Ltd. of Bo and the public, the offline theme exhibition was planned and implemented by Aleku.

Producer: Tencent's film industry sentimental marketing, audience portraits, and ground network promotion

What are the new ways to play this "Warcraft" marketing? As one of the film producers, Tencent Pictures also undertakes part of the work of film new media promotion and offline promotion. Zhang Siyang, the project manager responsible for the promotion of "Warcraft", said in an interview: "We have played a more powerful role in the film announcement, and we can do everything on the platform of Tencent."

Since September last year, WeChat officially started to operate "Warcraft World of Warcraft". At present, the total number of readers has reached more than 7 million, and the cumulative number of videos has reached 16 million. The new ranking has surpassed Dougan movies, Iris, Taotao Tao movies and other movies. large. The reason why the development speed is very fast, in addition to the influence of Warcraft itself, Tencent has invested a lot of energy to operate, not only in its various channels, but also spent a lot of expensive advertising investment.

Tencent Pictures is responsible for the online product operation of "Warcraft" Li Na told entertainment capital theory, through the deep operation of the players fans can affect more of the audience around them: "Our WeChat public tweets, more than half of the readings come from The circle of friends opens the reading, that is, after the player shares the circle of friends, the friends who have spread to the players."

“We operate not only the public number, but an online fan platform.” Li Na believes that “the product platform for management is WeChat public number, hand Q public number, Penguin number, cat eye number, interest tribe, etc. We will Plan content and activities, including various topics, H5 interactions, etc., and then distribute them inside and outside the Tencent system to continue to influence the target users."

Only relying on game fans, certainly not enough to support the "Warcraft" volume of film works. In Zhang Siyang's view, for the "Warcraft" project, Tencent roughly divided the audience into four categories: gamers, users who are aware of World of Warcraft IP, active audiences, and opportunity users: "The first is game players, they are the easiest. Being attracted; through the operation of this part of the user, I hope that the other three types of users will be affected about a week before the movie is released, eventually forming a social hot spot."

For the core users of Warcraft, the age of the mainstream viewers is higher than that of the mainstream viewers. Tencent Pictures has joined forces with the Earth Theater to launch some of the "Warcraft" barrage, attracting young users to watch the movie after 90s.

In order to incite more viewing groups, Tencent Pictures also leveraged the channel promotion capabilities of the platform marketing department of Tencent's mutual entertainment business group. According to Zhang Siyang, this team is mainly responsible for the promotion and expansion of Tencent games. "Their nets have been laid out in the village," Zhang Siyang said half-jokingly. "After the establishment of Tencent Pictures, the platform marketing department has greatly assisted every movie we have made in the past. This time "Warcraft" Under the offline promotion, they will also give a lot of help, such as cooperation with regional cinemas, stores, universities, Internet cafes and other institutions to promote and reach more people watching the movie."

Before "Warcraft", Hollywood's large number of game adaptation films were not very satisfactory at the box office. Compared with these "front waves", the advantage of "Warcraft" is that it has a well-structured world view and rich character stories. There are a large number of fans at home and abroad. Judging from the pre-sale box office of the current movie, the "Warcraft" will rely on the propaganda of the producers and the support of the theater, and it will not be a problem to break the magic of the previous tour, and the specific box office will rise to the question. The extent of the game may also be expected to be more word-of-mouth transmissions after the film is released.

IDC International Studio Manager Yuan Kaijing (pen name dull knife) also contributed to this article, this article is the first: entertainment capital theory (yulezibenlun)

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