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慧科讯业以官方合作伙伴身份亮相海南岛国际电影节,大数据加速影视产业升级

2019-12-19 13:38| 发布者: admin| 查看: 2315| 评论: 199

中国电影产业,从经验主义到大数据加持,已经走过二十余年。

1994年,《亡命天涯》成为中国内地第一部引进的国际大片,开启了国内现代化影视宣发的开端。

随着电影工业化水平的提升及营销手法的不断革新,票房提升速率逐年提升:2003年到2010年,国内全年电影票房由10亿突破100亿大关,2013年突破200亿元,2018年,突破600亿。中国,成为全球第二大票房市场。

2019年12月,海南岛国际电影节开幕,慧科讯业作为本次电影节“官方数据支持合作伙伴”,受邀参加海南岛国际电影节的H!Market市场展会,向整个影视产业释放出全新信号——大数据,正在越来越深刻地影响着影视行业的发展。

H!Market市场展会是海南岛国际电影节首次打造的综合性国际化的有效产业平台,以市场展会、市场论坛、市场活动为框架,邀请到了制作开发公司、宣传发行公司、营销公司、销售代理公司、后期及技术相关公司、异业相关公司(投融资、教育、法律、文创)、电影节机构、政府机构的加入。慧科讯业作为媒体大数据领域的领军企业,受邀与腾讯、优酷、芒果TV、猫眼娱乐、网易文学、欢乐传媒等200多家企业与社会团体互相交流,共同探讨中国影视产业的发展趋势。

精确的大数据,可以辅助影视剧生产的全流程。从电影制作,宣传发行,到效果监测。影响最终票房的因素错综复杂,打造并升级爆款,提高曝光、保障口碑与票房等,是大数据时代下,影视从业者共同追求的目标。

以营销宣发环节为例,内容以及渠道,是最为关键的因素。找到最具潜力的受众,传播他们感兴趣的优质内容,电影的宣发可以激发最大潜能,从而实现票房与口碑的双收益。

圈定受众 精选内容

互联网的飞速发展带来资讯体量爆炸,受众接触到的信息不再是“大而全”,而偏重“小而美”,大众更愿意为自己关心的内容而贡献流量。

这一特征,反映在电影营销环节中,就需要宣发人员抓取用户画像,提前锁定核心观众,研究这部分潜力受众关心的内容。运用大数据可以极大的解放人力,扩大数据分析取样范围,精确最终结果。

除了提前锁定目标受众的偏好内容,大数据技术还可以应用于引导用户观影预期,规避错位期待,根据观众实时反馈,经过情感分析,适时调整传播内容。

优选渠道 精准触达

头条、搜狐等新闻平台,汇集综合资讯,豆瓣、虎扑等社区频道,聚焦生活与兴趣圈层;微博、QQ等社交平台,受众则更为年轻化。到底哪种渠道才是一部电影营销的主力阵地?如何合理分配宣传渠道?大数据,往往会更早知道答案。

电影营销中,曝光量与票房往往成正比,通过大数据定位曝光内容,实时监测各类社交媒体上的声音,追踪特定账号的运营表现,进行电影口碑分析,从而锁定核心以及潜力观众群体,知悉内容偏好,通过渠道精准触达,可以节省非必要成本,优化营销效果。

大数据对于影视行业的重要性,正不断被刷新。对于投资方,大数据助力风险评估及把控;对于制作方,大数据可以有效指导内容策划及主创团队选择;对于宣发方,大数据能优化宣传策略,精准营销;对于放映终端,通过口碑大数据,可以及时调整排片规划。

慧科讯业此次受邀参与海南岛国际电影节,为电影节提供一站式营销数据平台服务及百万级数据,标志着电影产业与大数据的融合,已经成为全行业的共识。未来,来自影视行业的大数据服务需求将与日俱增,慧科讯业也将持续让数字营销及其方法论真正为影视产业的每个环节所用,带来更加精准的营销传播方向及效果评估,以媒体大数据为基础,加以人工智能的整合及分析,为影视产业的数字化营销转型和发展带来更加强有力的支持。


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