Analysys Film Marketing Digital Report: Digital Marketing Becomes Important Task for Fine Development of Film Industry, Integrated Marketing Links to Be Way Forward
As of July 24, 2021, the Chinese film market has hit the 30 billion yuan mark in gross box-office receipts. The pre-screening marketing of some 12 new films, which are about to hit the cinema during the National Day, a movie-going holiday in China, is in full swing. The pre-sale box office takings of both of the two films The Battle at Lake Changjin and My Country, My Parents hit 10 million yuan, indicating that digital marketing has more and more influence on film.
Under the guidance of the Organizing Committee Office of the Beijing International Film Festival (BJIFF), the report titled China Film Marketing Digital Development Analysis 2021 provides a comprehensive analysis and summary of the digital achievements and development characteristics of China’s film industry in marketing, based on Analysys’ authoritative and professional industry, data and research analysis methods. At the same time, combined with the digital marketing market, corporate marketing practices and user survey, the report further explores the digital marketing trend of Chinese films, and provides references and suggestions for the film industry on how to embrace the digital future while adhering to traditional experience. The following are viewpoints from the analysis:
Digital marketing integrated and upgraded on the basis of traditional marketing has become an important task for the fine development of the film industry
The Covid-19 pandemic has accelerated the digital journey of the film industry. It has become a normal for consumers to access to film information, complete ticketing transactions, and post film comments through online platforms. It is a truism that film marketing is of significant to the film. To help film companies better uncover consumer needs in the digital age and accurately set film positioning and the pace of publicity and distribution, digital marketing leverages data insights into the portraits of moviegoers and ticket purchase behaviors to provide film marketing with marketing strategies and methods allowing to accurately reach the target group, and thus create greater market value for the film industry.
The penetration rate of booming digital marketing in the film industry is about 80%
With the development and promotion of the internet, the publicity and distribution of films has completed the shift from TO B to TO C. Consumers’ awareness and oral spreading of a film will have a decisive impact on box-office take. Currently, marketing happens before and during the screening of nearly 90% of films to hit cinemas in China. In film projects that require publicity and distribution, the proportion of new-media marketing basically reaches some 80% of the entire publicity and distribution strategy.
Users have significantly higher awareness of video marketing products
The two traditional publicity materials of video content as well as stills and posters are still the currently dominating film marketing forms. According to Analysys’ survey data, those users who have been exposed to video b-rolls or highlight videos and stills and posters online account for more than 50% of the total. Notably, video b-roll or highlight video related to movie content are most likely to arouse users' viewing desire.
With the rise of live-stream e-commerce and the impact of Covid-19 on offline activities, there are an increasing number of "online road shows" for films in live-streaming studios before they are released. Since the marketing activities in the live-streaming studio can often offer direct ticket discounts, this marketing method is more favored by film consumers.
Building an integrated marketing link will become the way forward
In the current era of digital economy when new media constantly turns up, the characteristics of information fragmentation and touchpoint decentralization are becoming more and more obvious, and user attention has become a scarce resource, reduced ROI has become a challenge facing the marketing industry as it develops. Looking ahead, film marketing will pay more attention to the "Effect-Link", with full-link touchpoint interaction and efficient conversion are the core demands of the film company side. Resorting to digital means to infiltrate marketing elements into each touchpoint on the marketing link, covering the entire chain of users from the occurrence of the first advertising touchpoint to the final purchase conversion and realizing direct consumer connection through an integrated marketing link will become the way forward of the film marketing market.
