The 2021 Spring Festival holiday is coming to an end, and many workers are also on their way back. Compared with last year, this year's New Year is undoubtedly heavier. The box office of Spring Festival movies is also ushered in a big explosion. Today is only the beginning of the first month. Fifth, the total box office has been close to 6 billion, constantly breaking the record of film history.
Many friends think that the "Chinatown Detective 3" that will kill the Quartet during the pre-sale period will be the biggest winner of the Spring Festival, and the box office is a win-win situation. However, the movie "Hello, I am Li Huanying" has staged a counterattack. Although there is still a gap in the total box office, it has achieved overtake in the single-day box office.
At the same time, the schedules of theaters across the country have quietly changed. "Detective Chinatown 3"'s top grossing box office will most likely not be guaranteed. After all, after the workers return, there will be another peak of watching movies. At this time, the importance of word of mouth is self-evident.
Recalling the counterattack of the movie "Hello, Li Huanying" during the Spring Festival file, it once again verified that the era of channel king has become a thing of the past, whether it is the film and television industry, game distribution or other Internet promotion work, a few years ago Why did the unfavorable heavy channel play fail? (The following only represent personal views, welcome to discuss)
The first and most important point: With the rise of social media, ordinary netizens have the right to speak, and the traditional marketing method of word-of-mouth communication is brought to life. There will still be KOLs in the Internet society in 2021, but more netizens have transformed from bystanders to participants. Everyone wants to express their views on something and someone, and this is the best soil for word-of-mouth communication .
Compared with previous years, the current information exchange between people is undoubtedly more convenient and richer. A movie may be able to get higher filming and more traffic exposure opportunities through various means before it is released. , But in the end, it is the movie itself that can impress viewers. The gold cup and silver cup are not as good as the audience’s reputation. No matter how high the pre-sale box office, the reputation will be bad. Once it spreads on the Internet, it will be difficult to continue to grow.
The second point is that we need to recognize that channel is always just a lever and cannot determine the market. It needs a fulcrum, which is content. When a good reputation movie appears on the market,It is impossible for theaters not to adjust their filming. After all, everyone wants to make money. The same is true in the game publishing industry. In the past few years, hard-core channels have obtained a large amount of revenue sharing by monopolizing mobile phone traffic. No game dares to challenge. But now More and more games choose to abandon the Android application store channel.
gave them the courage not only to the rise of information flow channels such as Douyin and Kuaishou, but also their confidence in the game itself. Even if it is subsequently released, the proportion of shares will be different from the previous years. The identity of bargaining power has occurred. change.
The third point is that in a business environment where homogeneous competition is becoming increasingly fierce, the importance of channels is really not that high. The early cold start phase can indeed play a lot of role, but it cannot determine commercial competition. Win or lose. After all, even a movie like "Hello, Li Huanying", if the number of viewers is too small, it will be difficult to spread even if the reputation is good.
This theory is the same when you switch to the mobile Internet promotion industry. Channels can only bring you a certain number of new users, but whether these users can stay or even turn into paying users is determined by the product itself. Channels You can only find as many users as possible who are targeting paid products.
As a market practitioner, he should have felt uneasy seeing the role of channels being weakened. After all, his job may be gone, but it is undoubtedly a better thing from the perspective of the identity of the consumer. More and more companies are willing to settle down to make movies, instead of just thinking about having big IP and traffic stars to win.
The same is true for the mobile Internet. The highly profitable mobile game industry has caused countless companies to make money from the sea. In the past few years, they could make a lot of money by changing their IP and investing huge amounts of money. The smaller the number of games, the smaller and smaller the market share of skin-changing games, and the manufacturers who are really willing to do well in games are on the rise. They may not be good at channels and buying volume, but they have won the market through word-of-mouth communication.
In industries that are closer to life, word of mouth is more important than channels, such as food, clothing, housing, and transportation. Every time we spend money, we are voting for the world we want , hope that the era of bad movies with high box office will not reappear~
.
