Author: EW| Dong Luyao

Review: EW| Yang Jing

Introduction

Nowadays, short video announcement has become the standard of film announcement, but Tik Tok, with a small screen, wants to export more value to the film industry.

On June 16th, Tik Tok held the "Vision New Motion _ 221 Shake _ Movie Night" in Shanghai, and shared his report card on the film announcement. He also expressed the hope that he could seek more possibilities to shake up with the film industry with the attitude of "openness+depth", explore more high-quality films with "temperature, attitude and depth", and try to

In just a few words, the released signal has filled the industry with imagination about the new value that Tik Tok can continue to provide in the future.

This is not the first time that Tik Tok has publicly expressed its attitude of cooperation with the film industry. As early as 219, Tik Tok announced that it had reached strategic cooperation with six film and television companies, namely Anle Film, Wanda Film, Enlight Film, Alibaba Pictures, Xinli Film and Emperor Film, and * * * jointly launched the Vision Plan. Based on this plan, Tik Tok promotes film and television publicity through four measures: dual-screen linkage, brand gaining momentum, publicity and development resource cooperation, and music empowerment.

two years later, a sudden * * changed many traditional methods of film announcement. Tik Tok used the advantages of short video and live broadcast to gradually open the closed loop of film announcement, such as "cloud roadshow", "talent marketing" and "want to see the transformation", forming a set of systematic announcement methodology, and proved its announcement ability and effect through practice, creating new value for the film marketing industry.

In 22 alone, Tik Tok has achieved in-depth cooperation with 81 cinema films, and jointly produced 13 films, with a cumulative box office of over 16 billion.

Now, Tik Tok has extended the mode of deep cooperation from film announcement to film production. The relevant person in charge said that he hoped to offer more good works that are in line with the tonality of Tik Tok's "Recording a Better Life" brand and popular with the public, and provide more content value for the film industry. According to the disclosure, he has been deeply involved in two films, Summer Future and Land of the Earth.

At this event, Tik Tok also signed contracts with China Film Group and Wanda Film and Television to carry out in-depth cooperation in film promotion. All kinds of actions make the industry look forward to the potential energy released by Tik Tok.

From content announcement to ticket purchase, Tik Tok has become an important position in film marketing.

A few years ago, probably many people didn't expect how Tik Tok, as a short video platform, could help the marketing of the big screen.

Tik Tok's participation in the film announcement can be traced back to "Ex 3: Goodbye to Ex" released in 217.

At that time, the film successfully attracted 55.386 million people to watch movies, with a cumulative box office of 1.941 billion, which made the market see the boosting effect of short video marketing on the film's announcement, driven by a large number of short videos in Tik Tok.

Tik Tok can quickly establish advantages in film publicity, market analysis, one is the * * * communication of image media, and the other is the high fit between the two audiences' portraits.

In 219, the China Film Critics Association released the "219 Film Market Report", pointing out that the main box office crowd of films was mainly in cities above the third tier, and the post-9s generation became the main movie-watching force in China, contributing 55% of the box office that year, and the audience born after 2 contributed 7% of the box office that year.

This group is highly coincident with users in Tik Tok. The White Paper on Entertainment in Tik Tok in 22 shows that in 22, the scale of movie-interested users in Tik Tok will continue to grow at a high speed, and the overall scale will be huge. Among them, people aged 18 to 4 years old constitute the absolute main force of film content consumption, accounting for 88.67%.

with users, there is a basis for precise policy.

with the advantages of short video platform in terms of traffic and content, Tik Tok has gradually formed a series of film marketing schemes for content output, dissemination, diversion and word-of-mouth creation in the practice of continuous film promotion. A series of new initiatives such as cloud roadshows have been optimized in practice, showing the effect, and through the transformation mechanism, Tik Tok users have been continuously transformed into movie audiences and fans.

First, let's look at the cooperation based on the official Tik Tok. In 22, despite the severe impact of * *, there are still 32 movies with box office exceeding 1 million, and 4 movies with box office exceeding 1 billion. Among them, the film official shake has become an important propaganda position of the film, and its reaching effect has also made more films pay attention to the operation of the official Tik Tok.

according to the data released by Tik Tok, since the film industry resumed its work, the main topic of 5 newly released films with box office over 2 million has reached 8.6 billion in Tik Tok. With the help of the official Tik Tok, and with the help of film topic marketing, many films have achieved the goal of making movies out of the circle.

In addition, the live broadcast in Tik Tok has also become an important position for film announcement. In the past, film creators often made propaganda indirectly through media interviews, and did not interact directly with fans. Now, a live broadcast in Tik Tok can connect tens of millions of users, fans and fans in just one or two hours, and the communication effect is more interactive and intimate. For example, on February 7th this year, the number of people watching the live broadcast of Crowd in Tik Tok exceeded 32.6 million, and its input-output ratio was unimaginable before.

Cloud roadshow based on live broadcast is also a great innovation. In the past, film masters often had to fly around in various cities, and the travel was tiring, and the audience was limited. When encountering * *, it was even more difficult to organize and hold activities. Cloud roadshows can achieve traffic recommendations based on big data and complete information access to accurate people.

During the Spring Festival this year, the first cloud roadshow in Hi, Mom attracted more than 1.5 million users to watch it within one hour. The live broadcast also increased the number of fans in Hi, Mom's official Tik Tok account by 1,, and drove the data that Cat's Eye wanted to watch to increase by more than 12,.

In addition to being the film's main creator, Daren is also a unique creator resource in Tik Tok, and its traffic advantage matches the highly-disseminated content, which can quickly help the film get out of the circle.

When The Scholar of the Red Fox, which was released in December p>22 and starred by Li Xian and Chen Linong, was promoted in Tik Tok, 32 head creators with 266 million fans were invited to hold a garden party of The Scholar of the Red Fox in Hengdian. These talented people focused on music, food, dance and many other categories, and the event venue recreated the movie scene, and finally the related topics reached 1.17 billion.

Reaching and transforming are the effects that all parties expect to achieve. How to promote the transformation of the number of people who want to see movies and directly drive the movie audience has also become a topic of concern to Tik Tok.

In November last year, Tik Tok cooperated with Cat's Eye to fully connect the data of "Want to See" of Tik Tok applet and "Want to See" of Cat's Eye, and added them synchronously in real time. In December, Lighthouse Professional Edition also launched "Tik Tok Movie List", and added Tik Tok channel monitoring function to its popcorn index. Later, Cat's Eye also launched the CPS rebate function directly in Tik Tok. Film creators in Tik Tok can directly put the "Cat's Eye Ticket Purchase Link" in short videos, and get commission rewards according to the number of ticket purchases.

hand in hand with Cat's Eye and Lighthouse, Tik Tok opened the data link, and gradually formed a closed loop of "content announcement and distribution cooperation", thus driving the conversion of movie "want to see" data and ticket purchase.

During May Day this year, Tik Tok launched the "May Day Movie Watching Program", in which users can win movie coupons by clicking on what they want to see or playing a trailer in Tik Tok. For example, the popular movie "Above the Cliff" increased the wanted data by 19, based on this activity, accounting for 87% of the total number of wanted movies. During the five-day activity, the number of wanted movies of Above the Cliff increased by 4,8 through Tik Tok, accounting for 29% of the total number of wanted movies.

Some market observers believe that Tik Tok has become an indispensable platform and position for film marketing with its rich content products, diversified reach and marketing tools, accurate traffic recommendation and young and active audience.

Tik Tok's new value to the film marketing industry is reflected in the improvement of "input-output ratio". Using technologies such as live broadcast and accurate data distribution can make film marketing connect more people in a short time;

second, it is reflected in "optimization of interaction effect". The interactivity and closeness of the live broadcast make every movie marketing full of communication charm and attract more viewers and fans;

third, it is reflected in "optimization of communication results". Marketing and transformation not only make more audiences see the efforts of the film team, but also encourage more audiences to enter the cinema.

Some people think that this set of systematic film marketing methodology formed by Tik Tok is undoubtedly a valuable asset to the film marketing industry in China.

Tik Tok, the main producer of two big-screen works, wants to explore more high-quality in-depth works

so that short videos and movies have natural integration and connectivity. How to make this natural fetter form a strong bond with more diverse imagination space has become the next focus of Tik Tok.

In this Tik Tok Filmmakers' Night, Zhi Ying, Vice President of Tik Tok, released a clear signal to the outside world.

She said that Tik Tok hopes to inspire users' creative inspiration, explore high-quality movies with "good life" characteristics and "temperature, attitude and depth" that meet users' preferences, and break through the space boundary between big screen and small video.

From this, we can see that Tik Tok's positive attitude of deeply participating in high-quality film cooperation has jumped to the page.

Previously, Tik Tok mostly participated in film projects as a co-producer. With the help of marketing advantages, Tik Tok has jointly produced 13 films, including My People，My Country, Detective Chinatown 3, A Writer's Odyssey and other hit works, with a cumulative box office of 16 billion, which has laid a foundation and accumulated experience for Tik Tok to be familiar with the film market and tap works that meet its own brand tonality and user positioning.

After getting more familiar with the market, Tik Tok wants to further participate in the film industry. Trying to cooperate deeply with film projects has become the development direction that Tik Tok has begun.

According to the information disclosed by Tik Tok, The Summer Future directed by Chen Zhengdao and starring Leo and Zifeng Zhang and the documentary Land of the Earth are two works that Tik Tok will deeply participate in and will produce.

why did you choose to cooperate with these two films?

It is understood that "Summer Future" tells the story of Chen Chen, a girl who failed in the college entrance examination, meeting Zheng Yuxing, a teenager with a free soul, and shows a youthful journey of teenagers after . The film focuses on topics such as youth and growth, and is close to the real life of young audiences on the Tik Tok platform, so that the content with temperature can be liked by users in Tik Tok.

At the same time, in this movie, Tik Tok App will play an "important role" in the movie. Besides being a short video tool for the hero and heroine to socialize, it will also run through the whole story, which is an important clue to promote the key plot.

The production team of "Summer Future" also makes the industry full of confidence and expectation for the quality of this film. Chen Zhengdao, the director, has directed the Master of Hypnosis, Master of Memory and many other well-known masterpieces, which have a good box office appeal. Starring Zifeng Zhang and Leo, they are professional actors with strength and popularity. What kind of sparks can they collide with, which makes fans and fans full of expectations.

The documentary Land of the Earth tells the story of Zifeng Zhao, the protagonist, who quit his job in a multinational company and returned to his hometown in Changchun to develop saline-alkali land to grow organic rice.

Xu Huijing, the director of The Land of the Earth, is also an excellent director. The previous work "Great! Teenager won the best documentary at the First Film Festival in 22 and the highest domestic documentary in Douban in 22. Its strength and reputation are obvious to all.

Slogan in Tik Tok records a beautiful life, and there is a natural connection between short videos and documentaries. The simple and true content of "Land of the Earth" is the best annotation and presentation of Tik Tok's brand information. Hundreds of millions of Tik Tok users who use Tik Tok to record their lives every day can also feel the same way, and I believe it will certainly have a wide range of repercussions and emotions.

Tik Tok will not only deeply participate in these two films, but also cooperate with China Film Group and Wanda Film and Television all year round. These two partners cover all aspects of resources in the film and television industry, and Tik Tok's choice also makes the outside world feel thoughtful.

Some observers believe that under this expectation, Tik Tok is rich in its own capital and resources, and its initial intention and role in helping filmmakers, helping good works and helping the whole industry deserve attention.

Conclusion

Tik Tok is more and more closely related to the film industry. From film marketing to deep participation in film production, every step is based on its own product characteristics and platform strength, and it also seizes the opportunity.

** is just an emergency. Without * *, the film industry will also usher in the high efficiency of marketing announcement, because the industry can make progress only if the efficiency is constantly advanced. In this process, Tik Tok provided and exported new value for the development of the film industry.

At the same time, in this process, we also noticed that Tik Tok put his position in the film industry just right. It positions itself as a * * * creator and collaborator. It hopes to provide its own energy for good directors and good works, constantly help and achieve each other, respect the laws of the film industry, and do a good job in this market.

Tik Tok's interweaving with movies can create more dreams, which is worthy of attention.