Special feature of 1905 film network　The strength of Jiqi’s uncle circle kept breaking the news. The roadshow of "Former 4" turned into a "love emergency room", and the tears were spilled on the Northeast Road, and tears were shed with emotion. …

In the past National Day, the box office figures kept rising. At the same time, the main creators of major head films also went deep into all parts of the country, communicating with the audience at zero distance, sharing their hearts and living Qi Fei in fancy, and boosting the reputation and popularity of movies.

At the same time, based on the successful experience of the summer file, the movie channel continued to carry out the "panoramic documentary live broadcast" of the four blockbusters of the National Day file, and exclusively talked about the core creation of the movie before and after the premiere ceremony and roadshow, and distributed and spread it with the help of the new media matrix to create an explosion topic, and played a marketing "combination card" online and offline.

Whether it is in full swing in the summer or in a steady performance in the National Day, roadshows are still a "battleground" for various blockbusters. We can’t help but ask, what is the value and significance of roadshows in the short video era, and what new ways of playing have collided?

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Why do we still need a "road show"

As early as 2016, I wrote a long article detailing the value of the film roadshow. One of the paragraphs reads: "The film roadshow is often called the last trembling of the fate of a film, and it is also the most important part of film promotion. The main creation can visit the audience to watch the film, listen to the audience’s feelings most intuitively, and communicate with the audience at close range, which is not only conducive to the spread of film word of mouth, but also to increase the film arrangement in the cinema to a certain extent. "

The tradition of China film roadshows has a long history, and it entered its golden age around 2015. For example, the director once set a record by traveling to 188 cinemas in 31 cities, which also earned him the reputation of "the first person on the road show".

However, with the increasing influence of online platforms such as Weibo, WeChat, Tik Tok and Aauto Quicker, and the wave of short video era, film promotion has become more and more online. In this context, do we still need roadshows? The successful experience of many films this year has given a positive answer, which is mainly reflected in the following aspects.

First of all, at the road show site, the audience can interact with the main creators and stars at zero distance, and this sense of ceremony of watching movies is irreplaceable by online publicity. Through talent show, heart-to-heart sharing and other forms, it is easy for the audience to increase their understanding and goodwill towards the actors and films. With the blessing of a sense of ceremony and experience, it is also easier to make Amway films to friends and relatives around them, which is conducive to the fermentation of word of mouth.

This kind of interaction is equally precious to the master. The director once said that the roadshow is the closest way to communicate with the audience, so that he can adjust the propaganda direction immediately according to the feedback from the audience, and even the creation details of the next film.

Second, it can integrate and incite regional resources, mobilize more local channels to join the film promotion work, increase the exposure of the film in the major media in the region, and cover the corners that conventional propaganda can’t reach. At the same time, the road show arrangement is also conducive to winning more support from cinemas and cinemas, and combining with accurate regional distribution, it will deeply incite the audience in a certain region.

In addition, continuous roadshows are also helpful for word-of-mouth masterpieces to give full play to the long tail effect. With excellent quality and roadshow topic fermentation, Feng Shen Part I drew a box office curve with full stamina when it was not optimistic in the early stage. The National Day masterpiece "Volunteers: Attack by Heroes" is also expected to achieve a counterattack with word of mouth, and its ongoing national roadshow will also add a "fire" to the box office growth.

It is not difficult to see that although it is difficult to quantify the direct contribution of roadshows to the box office of films, they still play an irreplaceable role at present. At the same time, in the all-media era, offline roadshows and online multi-channel linkage also provide more imagination for film promotion and marketing.

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In the era of short video, how can roadshows be played?

Facing the wave of the short video era, the propaganda idea of roadshows is no longer limited to word-of-mouth fermentation in a certain region, but hopes to produce short video materials with interactivity and hot topics with the help of roadshows, so as to achieve a wider range of out-of-circle communication.

Take the National Day movies as an example. The lineup of "Uncle Circle YEATION" in "Rock-solid" has its own flow, and the fancy interaction between the popular masters and the audience frequently creates famous scenes; When returning to the shooting location of Chongqing Road Show, the film propaganda was also combined with local characteristics, and the contents such as "Starring in Chongqing dialect" and "Yu Hewei finally eats hot pot" also achieved good communication effects.

The roadshow scene of "Ex-4" has turned into a large-scale "emotional consultation room", where the creators share their sharp attitudes towards hot topics such as marriage, love, ex-husband, love rat, etc., and frequent golden sentences can always hit the pain point and arouse the resonance of netizens.

Volunteer Army: Attack of the Heroes focuses on "Full of Dry Goods". For example, unknown films such as "Being selected by Chen Kaige because of the high-flying faction", "I said that Daxun Wei was so nervous that I drank crazy in the first scene" and "It took 25 years to change from an audience in Chen Kaige to an actor" were exposed behind the scenes in roadshows and live broadcasts, which triggered heated discussions among netizens.

Although the popularity of short videos related to roadshows continues, the spread of short videos is obviously limited in quantity, depth and richness of forms, and many high-quality contents are not well spread and displayed. In the urgent need of the industry, the film channel media team combined with the live experience of large-scale events in the past and relied on the operational planning and production ability of the professional content team to innovate the "panoramic documentary live broadcast" mode, looking for a new increment of film announcement.

The first battle of "Fengshen Part I" was a success. It followed the roadshow for six consecutive days, and created an exclusive dialogue, digging up behind-the-scenes stories and hot topics. The related topics were read more than 2 billion times.

On the National Day, Six Princesses also continued to tailor-made "in-depth documentary live broadcast" for four films, Rock-solid, Volunteers: Attack by Soldiers and It’s not as if the blood is boiling so much, and combined live broadcast, short video, column and viewing group to create the strongest communication volume.

In order to ensure the timeliness and unusual exclusive perspective of the announced content, the live broadcast team of the movie channel follows the film creative team all day, and can produce fresh and massive first-hand materials in a short time. On the premiere day of "Rock-solid", the "Six Princesses" team sent seven shots to shoot seven masters, just to present a panoramic view before and after the stage; "Ex-4: Early Marriage" premiered live for 11 hours, witnessing the opening of the pre-sale with the main creator.

Different from the conventional short video presentation, the movie channel team upholds three magic weapons of featured live broadcast: authenticity, interaction and customization. It is highly realistic and shows the true "entertaining the living"; Pay attention to users and listen to the real evaluation of the film and actors by the audience; It also has excellent production standards and differentiated customized live broadcast solutions.

In the live broadcast, Lei Jiayin, the star of Rock-Solid, drank ginseng water in the hotel to keep healthy, and talked all the way. After the premiere, those who came to watch the movie came across hugs with the actors, and Chen Kaige, the director of Volunteers: Attack of the Heroes, challenged the bag, and Zhang Songwen signed the poster carefully, which impressed everyone.

Sincere efforts have also received enthusiastic response from the audience. Before and after the National Day, the number of short videos released by the media matrix of movie channels exceeded 600, the number of blog posts in Weibo exceeded 1,800, the number of short videos played exceeded 200 million times, the total number of hot searches on the whole platform exceeded 111, and the total reading volume exceeded 2 billion times. The key films of the National Day archives were launched in conjunction with the media live broadcast, and the live broadcast was watched over 150 million times. With high-quality content, professional perspective and topic sensitivity, the potential energy of roadshows in film promotion was released to the maximum.

Film creation is inseparable from the audience, which is the charm and value of roadshow as the "nearest" publicity form to the audience. "The fragrance of wine is afraid of the depth of the alley". The new experience gained by the National Day stalls in roadshows and the new ways of playing will also accumulate valuable wealth for the subsequent film announcements, so that every good China film can be seen by more audiences.