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Internet and social platforms like WeChat offer publishers various powerful tools to promote films with amplified effects, said panel speakers from Universal Studio China and Beijing Weiying Technology.
"With Internet Plus, the film marketing gets a \'multiplier effect\'," said Lin Ning, president of Weiying, a Tencent-invested firm which allows consumers to buy film tickets directly from WeChat.
They refer to three best-selling films recently, Furious 7, Doraemon and Jurassic World, with the latter two still on air in China. For example, Furious 7 grossed 2.4 billion yuan at box office in China, triple than industry expectation.
The WeChat pictures of racing cars and horrible dinosaurs attracted more people to go into cinemas while QQ-based promotion channels fueled the box office in third and fourth-tier cities in the country, at reasonable cost, speakers told the forum.
Online video clips and interesting pictures of Doraemon attracted many kids and their parents to cinemas to see the blue and fat cat during the Children\'s Day Festival on June 1.
Chen Hao, Mengniu brand head, shared his opinion on product placement in film marketing.
"You have to obey two rules," said Chen. "One is to follow brand characteristics and the other is to be close to daily life."
As a milk and dairy product maker, Mengniu chose gourmet and health as key branding messages, finding brand display opportunities in programs like A Bite of China.
Chen Jie, Easy Entertainment\'s partner, emphasized the balance of commerce and art and the respect for film artists.
She mentioned the example of BMW, which invited top 10 directors to make a film consisting of 10 different but charming parts.