Rhino Entertainment Original
Text: Xiaofu Editor: Pu Fang
Rhino Jun recently participated in a very special premiere event.
The film splits the premiere into two parts, the first part is a regular viewing in the theater, and the second part is a livehouse where there are no seats, no screens, and even the main actors change into the costumes of the film and appear as characters, making the film premiere a big jumping scene.
In fact, in the past two years, there have been many projects that have broken the traditional format of film premieres. From the creation of the "volume" to the finalization, and from the finalization of the "volume" to the publicity, what are these filmmakers "rolling"?
Offline premieres should also be "involuted"
Let's look to the event for answers.
The "Inhuman Summer" party held by "Under the Inhuman" this time seems to us to be more like a 2.5-dimensional party.
During the event, the leading actors appeared on stage according to the role settings in the film, the male protagonist Hu Xianxu hosted, allegro, martial arts, and singing to show their talents in different ways, and Li Wanda, who appeared on the big screen for the first time, took the stage to show off a piece of boxing. In addition, the characters of the major camps in the film, such as Nadutong, Tianxiahui, All-sexuality, Tianyimen, etc., also appeared and interacted separately, and basically every link was set to maintain the characters in the film as much as possible.
In addition to the starring performance interaction, director Wu Ershan also sang a song at the scene, and singers and bands who sang the theme song and interlude for the film also performed in the livehouse. At the end of the event, many actors on the scene also danced the animated version of "Inhuman DISCO" that appeared in the fourth season of "Under Inhuman", and there is really nothing wrong with the degree of restoration.
As a comic film, this kind of publicity idea really helps the audience to reduce the perception of OOC ("Out Of Character"). Regardless of whether the final effect can satisfy the fans of the original work, at least the attitude has been sincere.
Coincidentally, director Chen Sicheng's new work "Decryption", which will be released next Saturday, has chosen to integrate the premiere with the exhibition. On the day of the Beijing premiere, some invited audiences could also watch the live broadcast of the Beijing premiere of "Decryption" at the interactive exhibition site.
The summer animated film "Umbrella Girl" focuses on the theme of national style, and a grand event has been set up in Hangzhou Joy City, the premiere venue, where the audience can shoot, collect stamps and other activities at check-in points outdoors and in the cinema, and can redeem official prizes according to the stamps.
Previously, the introduction of the Japan animated film "Spy Playing House Codename: White" also adopted the same idea, directly moved the premiere outdoors, and made the world's first outdoor screening of LED cinema display. The event also invited the main voice actors of the Chinese and Japanese versions and popular cosers such as Karina to come to the scene to interact with the audience, and the two-dimensional attributes were full.
Of course, the strongest presence in recent months is "Volleyball Junior!! Junkyard Showdown" was the premiere fan festival held at the Shanghai Oriental Sports Center.
In addition to watching the movie in advance, there were also original voice actors such as Yoshimasa Hosoya, Yuki Kaji, Shinnosuke Tachibana, Mark Ishii, Takaki Hoshino, and Kyosuke Ikeda who came to the event site to perform and interact with each other for "Volleyball Boy!! SPYAIR, a Japan rock band that sang many theme songs, also came to the scene to perform.
Going back a little further, the thousand-person premiere of "Slam Dunk" at Peking University Gymnasium last year was also a groundbreaking scene change.
It is not difficult to find that, regardless of the different forms of activities and hosting scenes, one thing these premieres have in common is "immersion".
Compared with traditional cinema premieres in the past, these events have set up more interactive content, allowing audiences to participate in them from multiple angles and forms. In these premiere events, watching movies is still the core of the event, but watching movies is no longer the only condition to achieve "making the audience have a good impression of the film and be willing to actively promote the film".
In our opinion, these innovations in the form of premieres have also improved the communication effect of film premieres to a certain extent by giving the audience a stronger sense of participation.
"Experiential"
电影宣发的Next Level
As for the film producers beginning to "involute" in the form of premieres, the fundamental reason is that the threshold for film publicity is now higher.
In the past, audiences were happy to see celebrities and the industry boast about the film at the premiere, but as word-of-mouth projects appeared more and more frequently, I don't know when the audience no longer trusted the overwhelming praise at the premiere. No, recently, netizens in the summer file have also summed up a set of "poor words" evaluation words for the early word-of-mouth of various films. Bursting, shocking, bursting...... These excessively monolithic words continue to consume the few trusts of the audience.
From content to publicity, the threshold of the audience has risen, and the industry has to be honest and changeable.
Therefore, for an event such as a movie premiere, it is undoubtedly the best way to get the audience to join in person.
Films that do not have the ability to hold offline activities will open a few more viewing groups, and exchange the temptation of free viewing and close interaction with the main creator for a glass of "tap water" that the audience is willing to have; Films with big budgets change the premiere format, squares, livehouses, stadiums, and exhibition halls, although controversy is still around, but judging from the results, the topics and discussions brought by these innovative moves are far more than traditional premieres.
When we look further, this idea of increasing the audience's immersion is also affecting the theater side.
One of the most typical cases is last year's New Year's Eve file "Twinkle Twinkle Twinkle Star", which attracted countless audiences just by virtue of the gimmick of "snow field". In the same way, the live interaction of "Taylor · Swift: The Times Tour" also relies on the atmosphere of the live audience off the screen to enrich the movie.
And the romance film "Negative and Positive", which will be released on this year's Qixi Festival, has already previewed in advance the zero point field of "Midnight Kiss" and the random drop of "Love Bubble" special field. Ceremonial marketing, never going out of style.
After all, movies with a sense of departure are rare, and at the stage when the project does not have strong topics and strong emotions, it can leave an extra good impression on the audience through auxiliary means other than the work, and it can also save the country and bring positive feedback to the film itself.
And it turns out that the audience will indeed be interested in this kind of publicity. Going to the cinema to watch a movie was originally a means of entertainment with social attributes, and the uplifting innovation from the publicity and distribution side strengthened the social attributes of the movie to a certain extent. The goodwill generated by these audiences for the event can also be converted into trust in the film.
Even if it's something like "Volleyball Junior!! A project like the large-scale word-of-mouth overturning of the premiere offline event, relying on the level of the film itself, can also maintain the basic disk. In a way, enriching the immersion of a film's distribution is definitely a good strategy in the long run.
At a time when the theater industry has begun to follow the example of movies to start premieres, roadshows, sweeping buildings, and live broadcasts, movies have quietly entered the Next Level, using cross-border linkages such as activities, performances, and exhibitions to broaden the imagination space for movie premieres.
It is foreseeable that the publicity and release of "experiential school" may become the choice of more and more filmmakers.