How does “Aquaman” Conquer the Mainland Market and Set off the Global Market?

On December 7th, DC’s latest superhero movie Aquaman advanced two weeks in North America, taking the lead in opening paintings in the Mainland, unprecedented. “Neptune” has made great progress and created the highest opening painting of DC movies in the Mainland with a total income of 649 million. It has won the single-day box office for 14 consecutive days. Over 5 days, the single-day box office has broken 100 million, and the film reputation has also reached a new high. It is called Let the DC universe turn over. As of the date of publication, the mainland box office has reached 1.6 billion.

Along with the rising of the box office, Aquaman has a high level of discussion and scoring in the major social media at home and abroad. “Seafloor Special Effects”, “Wen Ziren” and “Development of DC” have become topic keywords. As the first case of a super-English film that was opened in the Mainland for two weeks in advance, “Neptune” is undoubtedly a success. The strategy behind this announcement is also worth thinking about.

1. “Sensory Shock” – a must-have element of commercial blockbusters

#《海王》 has the visual wonder of “Avatar”, the epic texture like “The Lord of the Rings”, the treasure hunt adventure like “The Adventures of the Lost Ark”, the fate of the home country like “The Lion King”, and the desperate pursuit of “Speed ​​and Passion” , “Star Wars”-like ethnic diversity. #

Propagation point analysis:

As a super hero, the cool spectacle and bursting effects are always the core point of word-of-mouth communication. From Hollywood “Avengers 3” “Top Player” to the cartoon “Invincible Destruction King 2”, the film all emphasizes its strong visual impact for the first time. In contrast, 2018 China’s box office TOP2 “Red Sea Action” “Chinatown Detective Case 2” is also the same, and its third “I am not a drug god”, but also through the strong emotions of healing, warmth and other emotions, hit the “sensory impact” card.

The fascinating underwater world is the core attraction of the film, and it is also the visual feast that the mainland audience can directly feel. Under the first wave of propaganda, the “sensory impact” will inevitably become the core selling point and will be presented to the public in the first place.

2. “The word of mouth” – the elements of communication under the socialization of the media

# Aquaman received high acclaims, shocking attack! #

#实名吹爆大爽片, Haiwang is steady, is coming to explode your circle of friends! #

# Aquaman Words burst, let Wen Ziren board the world stage director stage! #

Publicity point analysis:

Good word-of-mouth communication is the core foundation for the success of every commercial blockbuster. After the film is released, word of mouth will be directly related to the box office. Word of mouth marketing will also continue to be maintained until the film is released, or even longer. The angle of word-of-mouth marketing varies from film to film and varies from pipeline to pipe.

At the beginning of the release, word-of-mouth marketing emphasizes uniqueness, explosions, and praise. In the medium term, it will emphasize high-quality first-week data, good observation and feedback, and emotional resonance. Later, it will emphasize the good intentions of shooting, the data feedback from the market, and the social value generated. Make word-of-mouth marketing a real “smooth and silent”.

Word-of-mouth maintenance also often starts from the concerns of different pipeline people. In the male community, the body and face values are often used as entry points. The parent-child pipeline uses educational significance as an entry point. This is the best way to attract audiences in the vertical arena and generate box office.

3. “Topic Fermentation” – fresh and raw, sparking extensive discussion

#Superhero is also weak inside? Aquaman actor Jason blew himself in the studio “Crying Nose”#

#Xu Jinjiang Aquaman” is recognized, Jason Moma: I really want to meet him!#

# Aquaman Words box office double harvest, the biggest hero is undoubtedly this “killing Matt” director #

Propagation point analysis:

After the film went live, the discussion points of the early viewers gradually evolved on the Internet. As the propaganda party of the film, the core thing is to guide public opinion to the most interactive discussion point of everyone. After the audience’s first impression of the film’s “cool stimuli”, tapping into more interesting and fascinating topics led to extensive discussions.

“Wrestle! Dad made an example of a textbook version in this propaganda session. When an unpopular sports theme with warmth impact. “Wrestle! Dad’s harvest of 200 million box office in the first week, followed by a publicity message about the creation of Amir Khan’s weight loss of 54 pounds, “Wrestling! Dad rose strongly in the second week and won 400 million box office.

Aquaman has also made the same marketing action. Its discussion topics include “Bumping Face Xu Jinjiang”, “Sea King and Raytheon, the same mother in the same world” “Director Wen Ziren: Quality Assurance & Money-saving Ghosts” on “Haiwang” A variety of interesting stems are filled with film reviews and topics. I can’t really keep up with the rhythm without watching it~

4. “Long tail effect” – egg, cosmology, companion creation

# Aquaman released 4 days at the box office to break through 700 million, these details are worthy of repeated scrutiny#

#45个鸡蛋蛋, after reading, I want to go to the second brush “海王”#

# Aquaman appears in the egg, a sea king forgets to destroy the enemy#

Propagation point analysis:

From “The Avengers” to “Justice League”, from “Crazy Animal City” to “Top Player”, the egg is always an indispensable element in Hollywood film promotion. As a super hero with a grand background, all kinds of linkages and eggs must be the elixir to stimulate fans. From the point of view of the commercial value of the film, this is a magic weapon for the core fans of big IP movies. Even the comparison and discussion between the Marvel Universe and the DC Universe fully satisfied the wish of the superhero series of lovers. The core audience of many films will even brush for the egg, brush the film, and include the expectation of the lower film.

Under the creative concept of commercial film serialization and the consensus creation environment, the IP series of domestic movies has gradually revealed its head works. The “X囧” series, the “predecessor” series, the “Chinatown Detective” series, and the “Di Renjie” series have achieved remarkable results in the domestic film market. Eggs and linkages will surely become one of the core concepts of cultivating core fans, expanding the influence of film and television IP, opening up series of works, and promoting industrial linkage.

Aquaman is the world premiere in the Mainland. What is the performance in North America?

As of December 25th, Aquaman was released in the North American market for the first week, and the Disney IP “Happy Man’s Room” was released during the same period. The “Transformers” series was derived from “Bumblebee” and stabilized at US$67.4 million. Sitting on the top of the chair.

Aquaman North America’s first week of box office results is amazing, far exceeding the overseas media estimates. The first word-of-mouth fermentation in the Mainland has played a vital role in the overseas box office. What is the amazing box office performance of the follow-up “Neptune” at home and abroad? let us wait and see!

Reprinted from Golden Eggplant WeChat public number