《入殓师》票房破6000万超行业预期淘秀以情绪共鸣助推观影动力
时间:2021-11-16 18:00:20阅读:47982次来源:电影码头 《入殓师》票房破6000万超行业预期淘秀以情绪共鸣助推观影动力
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灯塔专业版数据显示,截至目前为止,电影《入殓师》观影总人次超180万,总票房突破6000万,超此前行业预期一倍之多。在淘秀营销的助力下,这部重归大银幕的经典影片继续跨时代温暖着影迷观众。
电影《入殓师》由泷田洋二郎执导,久石让配乐,本木雅弘、广末凉子、山崎努等主演,曾荣获包括第81届奥斯卡最佳外语片在内的诸多国际大奖;在2008年第17届金鸡百花电影节上,《入殓师》一举获得包括“观众最喜爱的外国影片”奖项在内的三项大奖,影片与中国观众结缘已久。
此次,《入殓师》时隔13年回归大银幕,在凭借过硬的品质揽获一众资深影迷“多刷”之余,更破圈吸引了大批大众影迷走进电影院,取得超出业内预期一倍多的票房成绩。口碑与票房成绩双赢的背后,是淘秀短视频营销对于“情感突围”的探索。
在为影片组织短视频营销之初,淘秀敏锐地发现以释放常规视频物料为核心的“本体内容打法”难以消解影片片名、题材带来的距离感,更不足以传递本片故事的核心价值。为最大程度降低影片的时代隔阂感、题材的沉重感,淘秀迅速调整短视频营销策略,以前置性构建影片与观众的情感联结为目标,重塑电影《入殓师》的官方抖音账号定位。
通过入殓师特殊职业采访、观众映后故事分享、“天堂留言互动”等策划,《入殓师》官抖阵地集中沉淀了一批极富普世情感能量与议题探讨价值的短视频内容。官抖中 ,一支“你愿意和入殓师握手吗?”的视频触动了无数观众,激发了大量用户的互动分享欲,更引起全网媒体的跟进探讨。随着《入殓师》相关短视频内容的接连发酵,越来越多的大众影迷构建起与影片的情感羁绊。
数据显示,在淘秀的短视频营销之下,影片抖音主话题播放量超过9亿,官抖总点赞超2300万,总粉丝超80万。淘秀以情感共振为基础的短视频营销保证了电影在映前至上映当周“想看”数据持续增长,为之后电影“持续实现逆跌、上座率连续第一”提供了坚实的转化基础。
作为阿里影业营销矩阵的重要一环,淘秀不断突破着影视宣发的创意边界。2019年底,淘秀前瞻性推出业内首个线上路演产品“冲击播”,打造了电影行业线上路演直播、售票的多个标杆型案例;随后,淘秀充分发挥旗下各业务板块优势,以“直播+短视频”相结合的方式,进一步探索电影行业宣发新增量;今年以来,淘秀开始在影视剧的短视频营销领域崭露头角,接连把《司藤》的“甜”、《你好检察官》的“正”破圈传递,有效提升了剧集的影响力。
本次,淘秀在影片的短视频营销领域再度创新,扭转常规思路,摒弃观影之后建立情感反馈的后置操作,通过温暖的情绪共鸣、社会议题式的短视频营销设置,前置了故事与观众之间的情感建立过程,给观众提供了充分的观影理由和动力。
淘秀不断创新着的营销视角,不仅直接助力《入殓师》实现有效触达、转化,更为电影行业营销思路的拓展、宣发效率的提升提供了宝贵的探索性范例。
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