春节档总预售票房破1亿《唐人街探案3》领跑

时间:2021-01-30 17:59:36阅读:94744
来源:经济日报-中国经济网1月29日,2021春节档电影预售正式开启。灯塔专业版数据显示,截至目前,春节档预售总票房已突破1亿,《唐人街探案3》《你好,李焕英》《刺杀小说家》预售票房分别位列前三名。春
  • 唐人街探案3
  • 喜剧
  • 王宝强 刘昊然 妻夫木聪 托尼·贾 长泽雅美 染谷将太 铃木保奈美 浅野忠信

来源:经济日报-中国经济网

1月29日,2021春节档电影预售正式开启。灯塔专业版数据显示,截至目前,春节档预售总票房已突破1亿,《唐人街探案3》《你好,李焕英》《刺杀小说家》预售票房分别位列前三名。

春节档总预售票房取得开门红的背后,阿里影业线上路演产品“冲击播”也提供了有效助力。29日晚,《唐人街探案3》主创陈思诚刘昊然(刘昊然 饰) 走进薇娅直播间,携手“冲击播”献上唐探家族的首次直播。直播期间,现场爆笑连连,吸引了超1800万用户围观,更创下售票105万张的行业新纪录。

“冲击播”的无限可能:上热搜、增想看、拉预售

作为行业首创的线上路演品牌,“冲击播”依托阿里经济体亿级资源为影片带来强势曝光,独家直播购票链路达成直播间最短购票路径,提高售票转化。“冲击播”使话题、口碑、票房三位一体宣发联动越来越成熟――上热搜、增想看、拉预售,每一场“冲击播”都为影片宣发带来了价值增量。

进入春节档宣发期以来,《你好,李焕英》《刺杀小说家》《侍神令》《唐人街探案3》等主要影片先后借力“冲击播”线上路演,为影片宣发赢得热度及票房转化。“冲击播”基本实现春节档影片全覆盖。

灯塔专业版数据显示,在进行“冲击播”线上路演之后,《你好,李焕英》《刺杀小说家》两部影片的“想看”人数均取得突破性增长。其中,《你好,李焕英》线上路演当日新增想看人数更是登顶排行榜。

“冲击播3.0”:宣发策略前置,打通直播+短视频

2018年,阿里影业推出灯塔,为行业带来了全新的数字化宣发平台,此后又持续为电影宣发探索创新玩法,前瞻性地推出“冲击播”线上路演产品,以“直播+售票”的形式为电影宣发开辟新阵地。

2020年,在特殊市场环境下,电影线上营销进一步释放潜能,“冲击播”开启3.0模式,再次升级宣发玩法。

不久前,“冲击播”携手淘票票,推出电影“早鸟票”宣发新模式,以“预售的预售”形式,填补电影预售开启前的宣发空白区,锁定影片核心粉丝。得益于“早鸟票”产品的超前布局,贺岁档影片《拆弹专家2》《赤狐书生》等、春节档影片《你好,李焕英》《刺杀小说家》得以提前锁定预售票房,实现宣发策略前置。

同时,“冲击播伴侣”的首次推出,实现了线上路演从直播到短视频营销的链路打通。通过对直播内容的即时抓取分发,“冲击播伴侣”在直播后1小时内迅速将精彩内容转化为短视频物料,“即播即剪即发”,以短带长,借力短视频平台流量反哺路演直播间人气;同时,强化线上路演在传播方面的长尾效应,为影片赢得持续性曝光。在直播+短视频营销的紧密配合下,“冲击播”助力影片实现上热搜、增想看、拉预售的线上路演目标。

作为一家兼具“内容+科技”属性的影视公司,阿里影业正以科技创新为底,不断将优质内容推向市场,为后疫情时期的电影市场持续增添动力。这个春节档,阿里影业参与的《唐人街探案3》《刺杀小说家》《新神榜:哪吒重生》等影片将以轻松、充满想象力的面貌登上院线,陪影迷朋友“就地过年”。

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