Exclusive survey： iterative update, how the film premiere has changed in the past 20 years

Special feature of 1905 film network Recently, Christina’s I am a Mountain, Bo Huang Zhou Xun’s Across the Furious Sea, Zhang Yi’s Knife’s Tip and Disney’s new film Star Wish have premiered in turn, attracting the attention of countless audiences.

As an important part of publicity and marketing, the film premiere is not only an opportunity to show the charm of the film, but also a stage for star creators to respond to the expectations of the audience. In the past 20 years, the holding form and communication platform of the film premiere have been iteratively updated, and the focus of publicity has also changed.

The film premiere 1.0 era: huge momentum and strong sense of ceremony

The premiere of domestic movies can be traced back to December, 2002. Hero, directed by Zhang Yimou, held a world premiere in the Great Hall of the People, with a huge momentum. In the end, the film won 250 million box office in 20 days, accounting for a quarter of the box office of that year. The era of commercial blockbusters in China movies officially opened, which also opened the prelude of this publicity form of premiere.

Li Yi, a senior media person, bluntly said that the premiere of Hero in the Great Hall of the People will make people feel that the film has a sense of sacredness. "A lot of apertures have been added to it. At that time, all the premiere ceremonies will be particularly strong. "

Zhang Jinfeng, deputy editor-in-chief of China Film News, said frankly that Dao Lang, the hottest singer at that time, was invited for the premiere of House of Flying Daggers. It was the first time that Dao Lang met you offline. "An activity of more than 5,000 people was held in the Beijing Workers’ Gymnasium, which was equivalent to a concert and helped promote the marketing of a film."

The film premiere 2.0 era: a lot of tricks to promote by Weibo.

A film premiere with grand ceremony as the main part and traditional media as the core quickly transitioned from the 1.0 era to 2.0 era. At this time, the film premiere not only began to embrace the Internet, but also promoted with the help of Weibo, and constantly innovated in form.

Li Yi, for example, said that if the film involves ancient wars and naval battles, the premiere will be held on a big ship. If the film involves civil aviation, the whole event will be placed in a flying plane.

It is reported that "No.81 Capital 2" held its premiere in Huguang Hall, and The Captain moved the event to flight 3U8803 from Beijing to Chongqing, and "Evil does not suppress right" chose to hold its premiere conference at the foot of the Great Wall.

Film premiere 3.0 era: short video of running hall roadshow becomes standard

In recent years, the film premiere has changed to the era of 3.0, and the road show hall has become a routine operation for major film parties to hold the premiere. The founders gave up the high-cost premiere event and chose to interact with the audience at close range in the cinema to spread word of mouth and enhance the effect of topic communication.

Tan Fei, a film critic, said that many premieres were very loud to highlight their size as commercial blockbusters, which worked in those days, but now it is increasingly useless. Because the audience will not go to see a movie because of big investment and strong lineup, everyone will only pay for the quality of the movie. Quality is king and content is king.

The 3.0 era of the premiere is an era with short videos as the main position and more emphasis on topic communication. In addition to the gathering of the main creators, friends and relatives in the film industry often come to join us, and their evaluation output has almost become a standard.

Equally important is the viewing group. The attraction of the viewing group is that any audience can participate for free, watch the movie in advance, interact with the main star, and also provide material for the short video communication of the premiere.

An Yugang, CEO of Beijing Cinema Tianxia Culture Communication Co., Ltd., bluntly said that the content that the main creator communicates with the audience in the cinema is easy to spread through short videos and become the first wave of word of mouth.

Zhang Jinfeng said that the film market is sinking, and many new screens are concentrated in small and medium-sized cities, even county-level cities and township cinemas. Internet video has actually become an important position for the promotion and marketing of the whole film.

It is undeniable that when the short video of the patterned premiere is overwhelming and stereotyped, the 3.0 era will also lose its vitality. Only by constantly innovating, stimulating the audience’s interest and driving more people into the cinema can the premiere play its due role.

Perhaps the immersive experience that can be played will be a prelude to the premiere of the 4.0 era.