All media of movie channel helps the movie market of 2024 Spring Festival to flourish.

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".

Focus on creating an in-depth interview section of film culture in Lanyu Living Room.

Regression content ontology

Impress the audience with sincere attitude and solid communication.

"Blue Feather Meeting Room" introduces the high-quality program mode of "round table", in which the host Lan Yu and the main creator sit around, deeply talk about the creative story, tap the cultural value and analyze the creative thinking. In particular, the "Dialogue" program launched live on New Year’s Day, as Jia Ling’s first appearance through the media after the release, detonated the topic of the whole network and the hot discussion of the whole people, and the popularity spread throughout the Spring Festival file. The number of single-episode live broadcasts exceeded 200 million times, and the number of topic readings reached 2.7 billion times. On that day, the live broadcast program continued to dominate the hot search list in Weibo, and then the hot search was relayed with 15 topics, effectively boosting the film’s reversal to the box office champion on the second day, quickly succeeding the "Spring Festival Evening" to become a topic of concern to the whole people, and generating a "catfish effect", which led major blockbusters to start marketing "involution", constantly strengthening the promotion of marketing enthusiasm, and boosting the topic of the Spring Festival movie to become a public opinion field.

Adhere to the audience as the center.

Combine roadshow documentary with word-of-mouth communication closely.

Strive for the position of public opinion communication for the film in various ways

The roadshow log series focuses on the word-of-mouth fermentation of the Spring Festival movies, and launches the theme live broadcasts such as the premiere of six cities nationwide on the first day of New Year’s Day, the two-city roadshow of Article 20 on the second day of New Year’s Day, the first face-to-face meeting between YOLO Jia Ling and the audience on the third day of New Year’s Day, and the word-of-mouth fermentation on the fourth day of New Year’s Day, and specially plans such sections as the evaluation of 100 audiences in 38 cities nationwide, the real-time word-of-mouth wall and the main creative reading comments, which have been promoted successively.

Ten "M viewing group" activities recruited "high potential audience" according to different film themes, and found the incision of differentiated word-of-mouth fermentation.

In addition, 20 special programs were launched, which introduced the film from many dimensions, such as before and after the film, the film critics’ analysis and points of view, the main creators’ talk about creative thinking, and the special audience’s talk about film resonance, so as to deeply explore the charm of the film and the public connection.

Serve the overall schedule with a leading posture and give play to the cluster effect.

Focus on film linkage and cross-media platform linkage

Stimulate the overall efficiency of the Spring Festival file

The domestic film promotion platform of the film channel plays a unique leading role, not serving a single party, but serving the schedule and the public. It not only creates high-quality content to provide a large amount of "ammunition" for the film side, but also continuously provides a large amount of material to the whole social media.

Through a variety of content settings and arrangements, the film communication is interlaced, producing rich topics, strengthening the cognition of the characteristics of "family fun" in the Spring Festival file, and showing the good face of China film’s unity and forge ahead. From the perspective of content planning and communication, we should give full play to the role of the main force, fully unite with the national media such as People’s Daily, Xinhua News Agency and China Central Radio and Television Station, effectively connect the key platforms of film communication such as Weibo, Tik Tok, Cat’s Eye and Taobao Film, break down platform barriers, and effectively stimulate communication efficiency. Actively explore new channels, and use the 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 broadcast time of film propaganda video color ring tones is 190,129.32 hours.

The film channel made an accurate market prediction for all the films in this round of Spring Festival, customized the announcement strategy according to the professional characteristics of each film, and bravely took responsibility when the publicity resources of the national mainstream media and commercial platforms were seriously insufficient during the Spring Festival holiday, further established a professional and daring image, and gave full play to the important role of the national team as a "fixed-tone information source", effectively boosting the popularity of the Spring Festival film market and playing a leading role in improving the box office.

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.