耐飞创始人兼CEO栗坤:营销经验为网络电影持续发力

时间:2020-10-30 19:35:07阅读:3593
耐飞创始人兼CEO栗坤得益于《奇袭·地道战》在营销上积累的经验,《树上有个好地方》也果断采用了提前点映的方式,进行了多场云路演,同样取得了非常好的效果和反响,影片未映先火,营销上数据表现

耐飞创始人兼CEO栗坤

得益于《奇袭·地道战》在营销上积累的经验,《树上有个好地方》也果断采用了提前点映的方式,进行了多场云路演,同样取得了非常好的效果和反响,影片未映先火,营销上数据表现非常亮眼,抖音播放量超过9个亿,豆瓣评分8.1分,票房表现也远超了预期。

新的题材需要匹配新的营销方式。我们把年轻人居多的B站作为营销的重要阵地之一,同时和阿里一起合作进行了百场云点映,并且邀请了共青团中央、革命红后代、消防官兵和很多垂直细分领域的受众提前观看了这部电影。

创新营销取得了一定的成功和影响力,票房表现和口碑发酵也给了我们很多信心。《奇袭·地道战》豆瓣分数达到了7.2分,我们看到相比传统题材用户结构也出现了新的变化,青少年群体和银发族成为影片相对主力的观看人群,两者合计占据整个观看人群的35%,很多人在评论区留言说太久没有看到这样的革命军事题材,这部影片勾起了他们满满的回忆。这些反馈让我们团队觉得做这样的事情非常值得,也对深耕这个赛道充满信心。

栗坤说到:“这样一个具有地方色彩,相对小众的儿童故事片,也在用户人群上实现了新的增长和突破。陕西、宁夏、西藏、青海这四个区域的网络用户首次区别传统题材,排在用户结构前列。这充分印证了当故事充满社会特色,足够打动人心时,可以成功激活非传统网络电影用户,这也更加坚定了我们持续发力新类型的信心。”

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