Special feature of 1905 film network As of December 14th, the pre-sale box office exceeded 200 million yuan, making it the highest-grossing film of the month. At the same time, it broke three film history records and became the first place in the pre-sale box office of Chinese New Year movies, romance films and fantasy films in the past three years.
This achievement makes Twinkle, Twinkle, Twinkle, Bright Stars attract much attention in this New Year’s Eve file, which is far superior to other films in the same period in terms of popularity and pre-sale results. The screening arrangement of "Under the Snow Field" has brought a new direction to the film announcement, and what kind of marketing thinking is behind this?
What is the "snow field"?
The movie "Twinkle, Twinkle, Bright Stars" is a derivative of the 2022 series of the same name, which was created by the original crew of the TV series and played the leading roles of Zhang Wansen and Lin Beixing respectively.
The TV series tells the story of the heroine Lin Beixing who frequently crossed back to high school because of accidentally deleting the text messages in her old mobile phone. After several explorations, she found that the key to crossing was related to Zhang Wansen’s "suicide", so she decided to save Zhang Wansen and started a fantastic love story. From the perspective of Zhang Wansen, the hero who secretly loves the ceiling, the movie version tells the story of Zhang Wansen’s constant restart of that tragic summer in order to protect Lin Beixing, and this time the guardian is no longer unknown.
In the TV series, Lin Beixing gently said "Zhang Wansen, it’s snowing, I miss you" in the snow, which is a classic bridge in the series, and it is precisely because of this line that it became the creative origin of the movie version of "Twinkle, Twinkle, Stars" and "Down on the Snow Field".
On December 4th, the film announced that it had organized 1314 cinemas to have a surprise snow field at 13:14 on December 30th. The cinema staff prepared snow cans for the "snow" session, creating a romantic atmosphere for the audience to experience and go to the snow-floating appointment together.
When the pre-sale opened on December 5th, the pre-sale box office of the film broke through 70 million in one fell swoop, surpassing the box office champion on the first day of the pre-sale of China Film History. And at present, in the major ticketing platforms, the "snow field" of "Twinkle, Twinkle, Bright Stars" is almost full, and one ticket is hard to find.
Subverting traditional marketing brings new opportunities.
For the popularity of Twinkle, Twinkle, Twinkle, Bright Stars, the subversive marketing strategy of "going to the snow field" has contributed a lot.
First of all, "Twinkle, twinkle, twinkle, bright stars" is a hot online drama in 2022, and the popularity of its drama version has also helped the fermentation of the shadow version. On the one hand, the open ending in the finale of the drama set a suspense for the development of the plot, which is also closely related to the upcoming film. On the other hand, the high-viscosity core audience group accumulated in the short interval before the drama can make the film version get a good wave of "tap water".
Furthermore, the movie’s marketing of "Snow", "Ritual Sense", "Secret Love Confession" and "New Year’s Eve" all accurately stepped on young people’s psychology. So "Twinkle, twinkle, bright stars" started with the classic scenes of the series, making the classic line "Zhang Wansen, it’s snowing" the marketing focus, and arranged a "snow field".
Even, the film also launched a roadshow activity on the topic "Love reverberates", which was decided by you, allowing the audience to vote for the roadshow city, which not only enhanced the interaction among fans, but also brought a lot of publicity effects.
The film combines the core point of the film "Zhang Wansen, it’s snowing" with the "real snowing" in the cinema. The combination of film and reality brings unprecedented viewing experience to the audience. This subversive innovation not only stimulates a large number of audiences’ desire to enter, but also serves as a topic to promote the film’s circle.
Although there have been some questioning remarks after the film marketing topic exploded, and some cinemas canceled the original plan of "going to the snow field" due to fire safety reasons, it is undeniable that such a momentum of "Twinkle, twinkle, bright stars" has already occupied a place in the New Year file.
Can "special field" become a marketing template?
The popularity of "Twinkle, Twinkle, Bright Stars" also stirred up the dispute over the Lunar New Year file in advance. Inspired by this, other Chinese New Year movies have also launched special scenes according to their own characteristics.
The comedy film launched a "beer field", where the audience can receive a bottle of beer for free and watch the film while drinking; There are also arrangements for special events such as "lottery field" and "hot pot field".
Such fancy marketing actually pays attention to the atmosphere and social needs that the audience needs when watching movies. In the past, the cinema only played a screening role. However, whether it snows while watching movies or watching movies while drinking beer, it is increasing the interaction and stickiness with the audience, enhancing the audience’s viewing experience and bringing icing on the cake to the film.
But what deserves our consideration is whether all films are suitable for this marketing method, and whether the special "surprise" is meaningful if it is not strongly related to the content of the film. Otherwise, putting the cart before the horse and exaggerating marketing blindly will easily lead to another wave of emotional backlash, so different films also need to choose the marketing style that suits them best.
At present, there are more than ten days before the official release of Twinkle, Twinkle and Bright Stars. After the release, the quality and reputation of the film have yet to be reviewed by the audience. But it can’t be ignored that it breaks through the traditional marketing methods and brings new industry signals to the film market!