終結(jié)者比稿方案marketing strategy

For3DT2,theBOexpectationis500MCNYinMillion

124961

3767423

ticketpriceAverageTicketAverageTicket3332 ership ership3DT2

Marketshare%22

市

68006

210

內(nèi)省省1507內(nèi)省省15071223.31

937

2741087.4

p2

7

Sci-fi arksindicatethetargetBO&Sci-fi arksindicatethetargetBO&TerminatorTheEdgeofManofStarTrekIntoJurassicParkForfirst 12.4%Million TotalBO Forfirst 60.6%Million TotalBO GeneralAgeneral10.9%conversionrateleadsto500MThereare130.68MgeneralaudienceaccordingtoCFGViewerfor500M

ConversionRateforCoreTargetSci-fimovieloverswhoaged21-35inTier1&2

Internationalmovie

CoreTarget

Sci-fimovie

Urban,Well-smart-phone

Tier1&2BO

21-35T-series

ConversionRateforConsumerOrdinarymainstreamurbancitizenswhofollowtheTheyarefollowers,notthetrendleader,northehardcorefans.Only150kpeoplemarkedonDoubanforTerminatorseries.Escapismisthetopmotivationforpeopletogotothecinemawithabout60%rate.Andover85%careaboutentertainmentgossipthanothertopics.Inall,thosepeoplearemorelikelytobeattractedbysimplebutimpactfulcontent,andactorrelatedinformation.MediatouchOnlinemediachannelarethemaintouchOver65%peoplereceivemovieinformationPeoplegetmovieinfo

sharingMovienewssites,1905PublictransportationWebsitenewsCinemaposterTicketMagazine&TV

peoplebelieveintradition

OOHElevator ad OOHOnlineforum,suchas

0.0%5.0%MarketingcontentWOMisthemosteffectivecontentbeforeTicketpromotionMoviereviewKOL/otheraudienceseeventSocialbuzzoninternetSearchengineAdvertorialsfor operationmarketingother Very Not

NotimportantatLearningfromPointAppads,POSM,OOHandSNSaremajorAccordingtothePointBreak

EstimatedMedia

theonlineappads,offlinePOSM&OOHarethemostefficientmediachoicetoreachaudienceOnlineSNSisthetopsourcetformtodrivesocialbuzzcreateYetduetothelackofaccuratenumbers,thisisbasedontheeducationalspeculationOnlyAppeSuggestionfor3DT2Reference:Posterfrommovie”ThedeadReference:Posterfrommovie”ThedeadTrackingcodeshouldbeembeddedtoallmarketingmaterials,whichcouldprovideaclearclueforcontentattractionlevelandconversionrate.Forthecollectionofinitialimpressionnumbers,animportantprincipleforbusinesspartnersandmediachoiceiswhethertheycouldprovidemeasurableimpression/reachnumbersFeaturespeople3DbyCameron,25yearsmemory,Arnold,Sci-fiCome25Thetop3Dmasterdirectorintheworld,andT2isSellingpointToughGuyasASAclassicandtrulytoughandreliableherooffew

Sellingpoint25yearsmemoryTheclassictime-traveltopic,thetimewewatchinSellingpoint4HumanVSAITheeternal inthesci-fiactionmovies,AIturnstobesameashumanOnlyOnlyforboxRuinthe8JamesCameron,Thetop3Dmaster:JCistheNo.1directorintheworldwithmasterpiece3Dmovies“Avatar”“Titanic”,andT2isalsohisPropositionof3DJamesCameron’sclassicSci-fimasterpieceinSellingpointJamesCameron,the3DThetopdirector&3Dmasterintheworldcherishthemarketwithhis tonemasterpieceTrend/Insight:PatriotismistheViagraforgeneralconsumer,andit’saonceinthelifetime.

Sellingpoint25yearsTheclassictime-traveltopic,thetimewewatchinpiracyVCDTrend/Insight:“Timetravel”isapopulartopicin andpeoplecouldraisetheirmemoryabouttheirchildhood,thegoldtimes.SellingpointToughGuyasArnoldAclassicandtrulytoughandreliableherooffewwords.Trend/Insight:Theclassicaltoughguyisnowtheanti-trendyimage,whichcouldearnsupportfromdudesastheirrolemodelandbigbrothertheyneverhad.

HumanVSTheeternal inthesci-fiactionmovies,andusuallyAIturnstobesameashumanTrend/Insight:Generalaudienceshavelittleideaaboutthecurrenttechnology,avisionoffutureisalwaysattractive,butsuchtechshouldbehumanfriendlyMarketing3majorcommunicationphasestobeIn15daysbeforethemovierelease,peoplestarttoactivelyreceiveinformationanddecideifthey’dgotothecinemafortheAbout40%peoplewoulddecidetowatchamovieornotafterthe30+30-1615-87-43-1Releaseday30+30-1615-87-43-1ReleasedayAfter15daypriorCreatePromoteCreateActivateDriveWOM& arkmovieHowdidothermoviesdotoNewduty,new運(yùn)StillgetthingsdonewithoutshieldnorTheNotimetowait ThekingEdgeLifeanddeath,theyTheturtlesthatinfavorgeneralpublicinNirvanaofThephantomoffutureManof giantscreen,flytothetoponJun.20th月20天StarTrekRe-sailonBringyoutoarealdinosaurworldonAug.20thMessage:mostlyaboutplotandreleaseChannel:mostlyOOH,hardlyanyonline ynewinternationalmoviessuchasStarWarsandSupermanBatman,usedtoplocalcelebritiesasambassadortoattracttheirJP3D,Bus

ManofSteel:Bus EdgeofTomorrow:Metro&30daysprior Sa lite

15daysprior

ReleasedWhatdidotherscommunicate?ReferenceCases:01–Titanic3DTitanicTitanicinininColorwidescreenstereodramafromThegloriousupgrade,theyinnMostlynMostly nsemphasizing3Dclassicy15daysprior

ReleaseTVS8-3D

Mar.28thBus&Shelter3Dclassic

JointwithAOC

3DSentiment&mentionsonSocialNetworkMemory& yedthetriggerofHashtagMostly3D,15years,thesong,nudeNudeHot 的。無(wú)論老少都喜歡！記得1997年12月上當(dāng)時(shí)寶貝只有9歲，而如今一眨眼·已經(jīng)是看著3D的《泰坦尼》步入談戀愛的了。抽空去影院再次回味導(dǎo)演卡梅隆帶給我們的震撼吧！經(jīng)典之作Whatdidotherscommunicate?ReferenceCases:02–JurassicPark3D

released

Park

inin

65millionyearsinthe

導(dǎo)演之作，科幻經(jīng)典20ThemasterpieceofSS,3Dre ofthesci-ficlassicinits20th15daysprior

ntimeline:3Disthentimeline:3Disthekeywordforn3D

MeetrealDinosaurin

OOHLED&MetroLEDTakeatourin3DJPinAug

3D

Metro&OOHIMAX3DJPreleasedonAug.20thSentiment&mentionsonSocialNetwork3D&Sci-fimasterpiecesfromtheHashtagMyfavoriteMostly3D,20years,firsttimeseeadinosaur,sci-tone,visualHot 會(huì)不會(huì)只是把原片轉(zhuǎn)制 nformarketingWhatchanneland15-30dayspriorrelease0-15

Phase1：Warm-upPurpose:ToraiseTA’sawarenessabouttheMainChannel:OOH,POSM,AppKeymessage:After25years,T2isPhase2：PromotePurpose:Todrivesocialbuzzandexcite

Posters,Trailersprior

MainChannel:SNS,Review

Keymessage:Terminatortravelsbacktofightin

made1-15after

Phase3：ActivatePurpose:MaintainpositiveWOMandraiseBOMainChannel:Reviewsites,TicketingKeymessage:A3DclassicSci-fiyoucannot

Formatreference:KOLReviewarticle,TicketpromotionGeneralsummaryfor3DT2marketing Tier1&2citiesSci-fimoveviewersin21-

Channel:MainlyonlineContent:WOMoriented,fanPropositionJamesCameron’sclassicSci-fimasterpieceinMarketing30dayspriorreleaseto15daysafterMarketmoviemarketisarapidgrowing

TotalBOin2015:44.07Billion46.7%annualgrowthTotalViewership:1.26Billion

0

MarketItispossibleaccordingtoaudience’s

27.14,

18.93,278 80About60%audiencespreferwatchinternational

InternationalmovieshaveunitBOforeachSci-filoverswhoaged15-33inTier1&2citiesarecoreThereare130.68M viewers,amongthem:

Male,Male,

International MovieBOshare

Born

AllT5TierTier4includingrural

Tier Tier Tier

MarketAndT5hasprovedthepotentialofSci-fi

Sci-fiisthetopgenreforIn2015,all8Sci-fimoviesareOnly8moviesbut5269MBOT5BO

0.00%Escapismisthetopmotivationtogoto

Forregularmoviegoers,theytendtoconsidermovieasoneeasyandrelaxingentertainmentform,whichimpliedthatsophisticatedcontentmaynotbethetopchoiceforthem.

Relaxfromthe

Kill

Enrichthe

Keep

0.69%Whoarewetalkingto?Generalmovie

below above

Moviewatched 1- 6- 11- 16- Targetaudienceoverview:T2fromsocialEducation

Yearly

SeniorHighJuniorHighSamplesize：1334；Datasources:SinaWeibo

under 60K-150K150K- Theaverageelevel ,whichactuallynotthatCombinedwiththeeducationallevel,itlikelythattheyareloweducatedTargetaudienceoverview:T2fromsocialRegion

TierTier

TierTier

Samplesize：1334；Datasources:SinaWeibo

Tier1&2citiesaremorewillingengage

North-North-

Targetaudienceoverview:T2fromsocialEntertainment/Gossipnewsisthetop1topictheywouldpayattentionto.

39.59%

29.18%

ACGACGNews&sNews&sSport&Stuff

MusicsitesFashionmagazieGamestoreTargetaudienceoverview:T2fromsocial

NewsPzeroStarKid

PeopleGlobaltimesPeoplenet

SNSSNS QQspaceSamplesize：1334；Datasources:SinaWeiboSoinall,atypicaltargetaudiencefor3DT2isTheyare21-30,bothmaleaudiencesUnlikelytowatchthatmovieNotthatwealthywithmonthlyelessthan5000CNYStillbelieveinthecurrentsociety.Followers,notthetrendleader.FunnythingsandgossiparemajorInoneword,theyarethemajority,whichclearlyfollowthetrendofmainstream,andthusethemainstream.CommunicationTacticGlorifytheaudienceswithpatriotismPatriotismforspecialPR(articles)/SNSWOMTheonlyfewnegativecommentsaboutT2isthatJConlydothisforOntheoppositeside,thisisalsoarecognitionthataudiencearevaluableenoughforbigshotlikeJCtomakeanextra3Dversion.Admitthefact,thusraisetheaudiences’senseofpride,persuadethemtothecinema,foritistheJCguarantee,forhis3Dmoviesneverdisappointpeople.The3DversionmadebyJC,thetop3Dintheworld,almostexclusivefor.PatriotismisapopularemotionamongpostReference:IPMan3-MarketingbasedonthepatriotismSlogan:武耀天下，魂動(dòng)中華Kongfurocksintheworld,Thespiritmotiviates DonnieYenVSThewholemarketingthemebasedontheracismmunication,raisetheprideofaudience.Andthecontentisaboutafightofyourlifetime.CommunicationStrategyRemindpeopleabouttheiroldtimeRecreatethememorablescenariosfortargetaudiences,raisetheirsentimentemotionforT2Digital/T2hasneverbeenreleasedonthebigscreenin.Inthe1990s,thepiracyVCDwastheonlywayforpeopletowatchT2.Andthatoldstylewaspureexcitement,anditwashighlypossiblethatagroupofbuddieswatchittogether.KeyUpdated3Dversion,Updatedexcitement;enjoythiswithyourbuddyandupdatethefriendshipTheTitanic3DBO:946MNostalgiaTheTitanic3DBO:946MReference:TheTitanic3D,Mermaid,Memoryfromtheoldtimeisnowaweaponformarketing,andthepopularIPsarebasedonsuchfanbased:Movie:TheTitanic3D;Doraemon; BO CommunicationStrategyArousetheneedforatrue/reliabletoughAnanti-trendstyleimage,arealman/toughguyimageATL/Everyoneinthemodernworldisindependent,butsometimespeoplestilllookforwardtosomeonewecouldrelyon.Asfortheone-childgeneration,arealman/toughguyisthebigbrotherwealwaysdreamedfor.Atrueherowhowouldstandoutjustforyou,tofightagainstthewholeworld,theoneyoucouldrelyonwithfulltrust,amentorguideyougrowfromboytoman.ThetoughguyimageonthescreenisWeibomonthlytop10actorsareallpostby“freshmeats”,whichareneutralityappearanceguyswhowearmakeups.Onbaidu,9outof10are“freshmeats”ontopsearchedlistofItisquiteacommonsituationthatpopularactors,supportedbyfemalefans,areabitsoft.And7outoftop10domesticmovieshadsuchbeautifulguyimage.BOinAmerica:38M:453.29MBOinAmerica:38M:453.29MBOAndgenerallytherearecertainmoviesandrealityshowwhichachievedsuccesswiththetoughguyi