32 million people watched together.Tik Tok’s first live movie
, and other masters gathered at the Tik Tok Cloud premiere.
Appear in the live broadcast room and have a cross-border conversation with Tik Tok Talent.
Tik Tok account plays 4.3 billion … …
Special feature of 1905 film network Looking back at 2021, all the famous scenes of these film circles were staged in Tik Tok.On January 23rd, Tik Tok and China Film Report released the annual event inventory video of "The Flash Moment of Tik Tok Film 2021" to relive the flash moment when Tik Tok met the film in the past year.
According to the data released by the National Film Bureau on January 1st, 2022, the total box office of China’s films reached 47.258 billion yuan and the total number of screens reached 82,248 in 2021. The total box office and the total number of screens continued to rank first in the world, and the film industry in China recovered rapidly and continued to develop well.
Among the new films released throughout the year, 304 films were chosen to be promoted in Tik Tok. Tik Tok was among the producers of 19 films. Tik Tok platform has increasingly become an important position that can’t be ignored in film publicity.
In the past year, how did Tik Tok integrate resources to help the film announcement in multiple dimensions? In the continuous iteration and upgrade of the short video platform announcement mode, what experience can be used for reference by the industry?
Full coverage of the schedule
Refined operation helps film announcement.
Looking at all the major schedules in 2021, from Spring Festival, May Day and Summer Holiday to National Day and New Year’s Eve, whether it is a commercial blockbuster or a low-budget film, Tik Tok platform has become a "battleground" for film announcement. The films with the leading box office are also in the top position in Tik Tok, and Tik Tok, as a content platform, has a stronger potential energy output in film promotion.
At the beginning of the year, the "strongest Spring Festival file in history" created a number of records such as 7.8 billion box office, 160 million person-times and 2.585 million times, which boosted industry confidence. Detective Chinatown 3, Hi, Mom and other blockbusters with the highest volume performed equally well in Tik Tok.
Hi, Mom touched the audience with tears in her laughter and simple and sincere mother-daughter affection, and made 5.413 billion box office, ranking second in the year. The film also focuses on the theme of "family" in short video promotion, and directly pokes users’ tears with strong empathy topics.
# Hello Li Huanying is crying, # Crying, # Hello Li Huanying is crying and laughing, # Hello Li Huanying MV is crying, and other topics are on the hot list in Tik Tok. The official account of the movie @ Hello Movie The total number of videos played in Li Huanying exceeded 4.3 billion, and the total number of likes exceeded 99 million. In 2021, Tik Tok users left the most tears for Hi, Mom.
The May 1st champion highlighted the highlight of "Zhang Yimou’s first spy war work". Zhang Yimou was a guest in the live broadcast room, and talked with Tik Tok experts such as @ Buyi Detective, @ Crow Movie, @ Zhang Zhanling and @ Waiguoren Research Association. The cross-border collision between the famous director and the users in Tik Tok, and the popularity and viewpoint of Qi Fei have achieved the communication effect of breaking the wall and the circle.
The Battle at Lake Changjin, My Father and I, two blockbusters in the National Day archives, also made efforts to publicize on the platform of Tik Tok to complete the "ultimate leap" at the box office. Box office champion of the year — — The official account of The Battle at Lake Changjin Tik Tok has 2.78 million fans, making it the movie official number with the most fans. Jason Wu, Jackson Yee and other masters attended the "Tik Tok Cloud Premiere of Changjin Lake", which attracted more than 6 million users to participate in the interaction, and a total of 10 hot topics were listed.
The four directors of Me and My Father jointly broadcast live in Tik Tok, attracting more than 15.6 million people to watch. The "Me and My Father’s Cavalry Corps" starring in the "Riding the Wind" unit has nearly 10 million praises and has become the hottest video of the year.
Not only commercial blockbusters, genre films can also reach the target audience accurately through short video communication strategies with outstanding highlights and tailor-made.
The youth romantic film "Summer Future" highlights the "sense of youth" in the propaganda, and combines the topic fermentation with special time nodes such as graduation season and Tanabata to arouse netizens’ empathy and enhance users’ desire to see the index and pre-sale conversion.
# Leo Airborne Graduation Ceremony # Summer future is too real # Leo Zifeng Zhang school uniform photo hot spots have been listed for 32 times, with a cumulative broadcast volume of 797 million, and the maximum growth in a single day is 92,000.
Action crime movies accurately found the male audience who loved action movies. The cumulative broadcast volume of # Anger Serious Cases reached 2.9 billion, and hot topics were listed for 18 times. Topics such as "Missing the Stars" even set off a platform-wide emotional killing. In the end, the film won 1.329 billion box office and won the box office championship in Hong Kong.
In the past Lunar New Year movies, suspense crime movies, comedies, romantic movies "Love by Year" were also aimed at the target crowd and sinking the market in Tik Tok. Through the publicity before the screening, continuous exposure after the screening, the long tail effect was released, which prompted more audiences to enter the theater and realized the overall volume and box office growth of the film.
Innovative and characteristic gameplay
Explore more possibilities of connecting with movies.
From the first admission in 2017, through several years’ practice, Tik Tok’s film announcement mode has been constantly iterative and upgraded. By means of enriching marketing methods, expanding marketing scenarios and creating effective marketing tools, Tik Tok is exploring a new model of "internet plus Movies" while exerting the power of the platform to help the accurate distribution of materials, driving the growth of movies’ desire to see the index and the transformation of ticket purchase.
Hi, Mom’s first cloud road show was broadcast live, and Jia Ling and 11 Tik Tok talents "returned to the 1980s". During the live broadcast, the official shook up nearly 100 thousand powder, creating a new form of live broadcast of movies.
The road show "Crowd of People" is the first live broadcast of the movie starring Andy Lau in Tik Tok, attracting 32 million people to watch it, with the cumulative praise exceeding 35 million. On average, users in Tik Tok send out 9,700 likes every second, and the value of watching the movie in the cat’s eye increased by 7,136 minutes, breaking the growth record of watching it in a single minute.
Customized gameplay based on the characteristics of the film is also constantly upgrading. More than 4 million people have the same model of the movie Hi, Mom through the special effects of stickers, which set off an upsurge of role interaction and achieved fission communication.
"Love by Year" invited eight couples from Tik Tok to create and sing the promotion song "Love by Year" with the film’s main creator, and filmed a fireworks blockbuster "Love by Year", which made netizens shout: "It’s too high to knock couples cp in Tik Tok!"
In the process of Detective Chinatown 3’s publicity, Tik Tok’s talent @ mesnier and @ Buyi Detective jointly created and filmed the "Looking for Q" series of Tang Tanchun Theater, which was played more than 200 million times, completing the exploration of the propaganda mode of Tik Tok-derived short plays in the first generation of films.
As the first major film produced in Tik Tok, The Summer Future opens up the ways of star live broadcast, customized stickers, and ticket grabbing, thus realizing the efficient release of communication potential.
As a platform for young people to gather, Tik Tok is cleverly embedded in the movie plot. The role account of Zheng Yuxing, the leading actor played by Leo, appeared many times, creating a new case of pioneering film implantation. The movie role number @DJXYZ attracted 20.39 million people to watch on the day of its arrival, and users actively discussed "Is this the trumpet of Leo?".
In addition, since the Spring Festival in 2021, Tik Tok has started to launch special film activities with "activity-driven schedule", and successively created special topics such as "May Day Movie Watching Plan", "Tik Tok Summer Movie Watching Guide" and "National Day File in Tik Tok", and constantly explored the fancy gameplay of "short video+movie announcement" to make the film content better connected and interacted with netizens through gameplay.
One of the advantages of these topics is to use the form of online aggregation pages to guide users to win ticket purchase discounts by marking "I want to see" and playing trailers, and finally complete the purchase. Through the activity, the cat’s eye index of "Summer Future" increased by 411,500, accounting for 44% of the total. On the Cliff, the index of cat’s eye wants to watch has increased by 40,800, accounting for 29% of the total number of people who want to watch.
The thematic form has effectively opened up a number of publicity links such as material exposure, exponential growth of want-to-see, and ticket purchase conversion. On the one hand, film and television materials are released in a centralized way, resulting in a high-frequency and lasting sound burst. On the other hand, the conversion path from content to purchase is clearer, which directly converts Tik Tok users into the number of people who want to see movies and drives the release of potential energy for film publicity.
According to the 48th Statistical Report on the Development of Internet in China issued by China Internet Network Information Center (CNNIC), as of June 2021, the number of Internet users in China reached 1.011 billion, including 888 million short video users.
According to official data, there are more than 600 million daily users in Tik Tok, and the proportion of users under the age of 35 is over 90%, which is highly coincident with the mainstream movie consumers. This also makes Tik Tok full of imagination in excavating and attracting the incremental consumers of movies. While using huge traffic and channel advantages to promote the film, Tik Tok’s creators also influence and shape the film industry to some extent.
With the approach of the Spring Festival, Jackson Yee’s role number @ Haojing mobile phone repair has settled in Tik Tok and completed the "punch-in". The first content was praised as high as 252.2w, attracting 155.7w fans’ attention. Chinese New Year blockbusters, such as,,,,, and so on, have also been publicized in different forms in Tik Tok to stimulate public expectations.
In 2022, the story of Tik Tok and the film is to be continued.
