tao piao piao and damai jointly release the potential of publicity and promotion. "only green" is popular in both movies and dramas, which may become a new landscape of cultural consumption during the national day.
2024-09-25
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on september 24, the movie "only green" was fully launched for pre-sale. relevant data shows that thanks to the deep linkage and resonant publicity and promotion of the "movie + performance" dual business scenarios of the producer and co-distributor alibaba pictures, the film's comprehensive box office (including previews and pre-sales) currently ranks at the top of the 2024 national day new film box office list, and the offline dance drama "only green" with the same ip also shows a continuous upward box office trend. it is reported that this film is the first time that alibaba pictures' damai has participated in a film project as a co-distributor. it is also the first time that tao piaopiao and damai have carried out in-depth linkage and innovative publicity and promotion for the two major audience groups of movies and dance dramas.
phenomenal ip debuts during the national day holiday, and the "green tide" leaps from the stage to the screen
according to the data from lighthouse professional edition, the movie "only green" started pre-sale on september 24, and the total box office has exceeded 3.2 million, and tao piao piao's "want to watch" has exceeded 105,000. as a cross-border extension of the hit dance drama, the movie "only green" has been highly anticipated by the audience since its official announcement, which once again confirms the cultural value and content appeal of the hardcore ip.
in august 2021, the dance drama "only green" premiered at the national grand theater. with its beautiful stage presentation and cultural heritage, it quickly became a phenomenal cultural ip. at the beginning of 2022, the excerpt of the play was performed on cctv spring festival gala, reaching more than 8 billion viewers, triggering a "green wave" across the country. over the past three years, the play has traveled to more than 70 cities across the country, with nearly 600 performances. it has won many awards such as the 17th wenhua award and the 2022 china copyright gold award. against this background, the movie "only green" also came into being.
the film "only green" is produced by china film co., ltd. and china oriental performing arts group co., ltd., and co-directed by china oriental performing arts group's young directors zhou liya and han zhen. it is starred by zhang han, meng qingyang, xie suhao and other original cast members of the stage version. the story revolves around a modern cultural relic researcher who, when "a thousand miles of rivers and mountains" is about to be exhibited, dedicates himself to studying and travels across nearly a thousand years of time and space to enter the heart of the painter xi meng, witnessing his painstaking and selfless creation, and his journey of working with countless workers to create a painting that will be handed down from generation to generation. taking the main color "green" in the painting as a visual clue, the film connects the materials and tool production processes such as seal script, silk, pigments, pens, and ink required for the formation of the painting, and focuses on displaying a number of chinese intangible cultural heritage skills, fully interpreting the millennium-unfading colors of "a thousand miles of rivers and mountains", the ingenuity of countless workers, and the continuous protection of generations of cultural relics protection workers.
in terms of artistic presentation, the film not only retains the essence of the original repertoire, but also strives to show the oriental artistic conception and the refreshing national style of each shot and frame with a freer perspective, more gorgeous light and shadow, and richer imagination. through the ingenious fusion of dance art and film narrative, the audience will also see a more full and three-dimensional aesthetic world on the big screen, and immerse themselves in the cultural connection that spans thousands of years of time and space.
"only this green, this is very chinese", the first batch of audiences also deeply resonated with the extreme chinese aesthetics and cultural connotations shown in the film. it is reported that the film has been screened in multiple rounds, and a new round of screenings will be held in 50 cities from september 28 to september 30. the audiences who have watched the film in advance have given high praise to the film, certifying it as "the most beautiful movie of the year" and "cultural confidence is concretized at this moment". it can be seen that as a dance drama film with unique genres and novel themes, "only this green" is also of great significance for further enriching the supply of high-quality content in the national day film market, paying tribute to and popularizing china's excellent traditional culture, and conveying the energy of chinese spirit. this quality and well-received work also confirms the content values of "little people, true heroes, great feelings, and positive energy" of the film producer and co-distributor alibaba pictures and the brand mentality of "all good movies are on tao piaopiao".
deep linkage of "movies + performances" and differentiated publicity and promotion drive both online and offline growth
the extensive ip influence and excellent content quality laid an important foundation for "only green" to hit the screen. at the same time, the full-link resonant publicity and marketing strategy based on the linkage of alibaba pictures and damai's "movie + performance" dual business scenarios also brought significant data effects to the film's user reach and word-of-mouth breakthrough.
it is understood that since the official announcement of the film's release date on national day in early august, alibaba pictures' film-performance linkage strategy has been implemented throughout all stages of the promotion and distribution period of "only green". first, the targeted delivery of the dance drama performances and project browsing users on the damai platform from august 19 to august 21, as well as the "want to watch gift" action of users on both tao piao piao and damai, successfully led to a significant increase of more than 10,000 "want to watch" data on tao piao piao, helping the film quickly top the "want to watch" list of films to be released. in addition, during the mid-autumn festival, the tao piao piao publicity and distribution product "want to watch" nameplate was beautifully launched, fully centered on the content of the film to invite the audience into the painting to stimulate the enthusiasm for watching the film, and further helped the film's cumulative "want to watch" data exceed 100,000; secondly, the offline event of the advance screening of the movie "only green" held to celebrate the third anniversary of the dance drama's premiere accurately reached the core audience of the ip. the first round of word-of-mouth released on social platforms by taomai vip members and loyal ip fans who participated in the event after watching the movie helped the film to accumulate and spread word-of-mouth among the core user circle.
in addition, the film has been screened in multiple rounds, and the performance data of the dance drama "only green" accumulated on the damai platform has become an important reference for the selection of cities for each round of previews. the success of this strategy is not only reflected in the average attendance of the film, the continued growth of "want to watch" on tao piaopiao, but also in the continuous release of the preview word-of-mouth, further radiating to the general audience in the relevant cities; not only that, the details page of all "only green" performance projects on the damai platform also has a movie ticket purchase entrance, and users can directly purchase movie tickets by clicking on the corresponding page.
with the support of a series of film-performance linkage actions, not only did the movie "only green" achieve excellent data performance, but offline dance performances also saw significant growth. according to damai data, since the official announcement of the film on august 2, the box office sales of the dance drama "only green" in multiple cities have increased. the recent sales rates in cities such as shanghai, guangzhou, and tianjin have steadily increased. the performances in wuhan, which will be held during the national day, are also continuing to sell well. the double popularity of ip movies and dramas is also expected to trigger a new round of national "green tide" and may become a new landscape of cultural consumption during the national day. in addition, on the evening of september 21, "only green" also appeared in the yuhui xingxing live broadcast room for promotion. that night, 50,000 movie tickets were sold out, and 3,000 dance performance tickets in 4 cities were sold simultaneously. the highest number of people online in the live broadcast room exceeded 250,000. it is reported that this is also the first time that the same ip movie and dance work have sold tickets in the same venue in the super head live broadcast room.
in addition to "only green", the effectiveness of the promotion and marketing of film-actor linkage has also been verified in many other projects. for example, for the movie "tao piao piao", tao piao piao and damai used the identity of one of the film's leading actors, chen shaoxi, as a "singer + actor" dual-roaming artist as a fulcrum, and the two platforms jointly launched the "want to watch" and "watch the movie" interactive welfare activities for the "ten hardworking days" "hehuoren" group of "ten hardworking days", accurately reaching and stimulating the enthusiasm of the "ten hardworking days" performance audience on the damai side for the film, helping the "want to watch" data of the film to jump; before that, damai also launched the "customs front" discount activity for users who rushed to grab tickets for the additional show of "jacky cheung 60+ tour concert" in zhengzhou, effectively screening out fans from jacky cheung's fan group, and thus achieving the efficient conversion of the "want to watch" of "customs front".
from the cross-border development of the content of "i'm waiting for you at the end of time" from the movie screen to the musical stage, to the film and drama linkage between the tv series "speeding life" and the movie "speeding life" series ip, to the content linkage and publicity resonance between hayao miyazaki's new film "how do you want to live" and the global first stop of the studio ghibli immersive art exhibition, alibaba pictures has been exploring the film and performance linkage at the ip content level for a long time.
today, alibaba pictures has established a full-link film-performance linkage paradigm that covers multiple capabilities, including diversified content development, product tool sharing, platform data interoperability, operational gameplay innovation, and in-depth linkage of publicity and promotion. with this as an anchor, alibaba pictures has not only effectively activated the value superposition effect of high-quality ips and continued to bring more high-quality cultural content to the market, but also relied on the differentiated publicity and promotion capabilities of the film-performance linkage to further open up the platform's advantageous path in competition.
