According to the latest data of Lighthouse professional edition, the total box office of 2022 Spring Festival pre-sale has exceeded 200 million. Eight Spring Festival films have fully entered the final sprint stage. In order to help the popularity of the Spring Festival file continue to rise, the film channel financial media center and ticket taopiao jointly launched the live broadcast activity of “watching good Spring Festival films as you please” of “new customs of the year of the tiger · film celebrating the new year”, and joined hands with many Spring Festival films to enter the live broadcast room of “chief film recommendation officer” Li Jiaqi to explore new increments in film publicity and distribution.
The live broadcast activity of “watching good Spring Festival films at your heart” was officially opened on January 20. Four films, including shuimen bridge of Changjin lake, miracle · stupid child, sniper and four seas, came into Li Jiaqi’s live broadcast one after another, bringing more affordable viewing experience to the audience. Next, the Spring Festival popular films represented by “this killer is not too calm” and “pleasant goat and grey wolf out of the basket of the future” will continue to work with Li Jiaqi to bring cultural consumption benefits of the Spring Festival to film fans and viewers.
It is reported that the smooth progress of this live broadcast activity benefited from the mature layout of “impact broadcast” of Alibaba film’s offline roadshow business. As the industry’s first online roadshow brand, “impact broadcast” has created a new joint position of “content e-commerce + film publicity and distribution”. Through this innovative form, the main creative team can avoid the fatigue of traditional offline roadshows and maximize the publicity and distribution efficiency of roadshows. In the context of the normalization of epidemic prevention and control, the live broadcast activity of “watching good Spring Festival films as you please” helped the spring festival film market continue to heat up in a lightweight and efficient manner.
The “14th five year” China Film Co.Ltd(600977) development plan “of the state film administration points out that it is necessary to build a high-level film market system. Strengthen the distribution, publicity and promotion of excellent domestic films: support the distribution, marketing, publicity, exhibition and broadcasting of excellent domestic films, and improve the social attention and influence of films.
Rao Shuguang, President of the China Film Co.Ltd(600977) review society and former Secretary General of the China Film Co.Ltd(600977) Association, believes that online roadshows and live broadcasts with tickets are a useful supplement to the existing film publicity and distribution path. As an innovative publicity form with the characteristics of the times, such live roadshow activities will provide beneficial exploration for the systematic construction of the film market; At the same time, the cultural consumption interaction of making profits for film fans and inclusive is also a positive practice of implementing the “plan to promote film consumption” in the “14th five year plan” China Film Co.Ltd(600977) development plan “.
” China Film Co.Ltd(600977) high quality development is inseparable from efficient coordination and continuous innovation in all links of the industrial chain. It is hoped that new marketing methods such as online roadshows and live broadcasting with tickets can promote more audiences, especially young audiences, to enter the cinema, and gradually develop a more stable and high-frequency viewing habit.” Rao Shuguang said.
