Re-launch Dapeng Ada live broadcast imitates Hugh Kwai Lun Mei online promotion or becomes the norm

1905 movie network news On the evening of December 5th, Alibaba Pictures held a press conference to officially launch the Lighthouse "Shock Broadcast" online roadshow product, hoping to solve the problem of traditional offline film promotion through the Internet. Previously, Dapeng, Ada, Hugh, Kwai Lun Mei and other stars entered the studio to sell movie tickets, which is expected to become a new way of film promotion and be more widely used in the future.

On the evening of December 4th, the movie stars Hugh, Kwai Lun Mei and director Yinan Diao came to the Taobao live room in Li Jiaqi and completed a movie promotion online. As a result, 255,000 movie tickets sold online that night were robbed in 6 seconds, and many topics were on the hot search. Previously, when starring Dapeng and Ada visited the live broadcast room in Viya, the exposure of preheated materials reached more than 200 million by combining content planning with live broadcast.

Yuan Juan, general manager of Lighthouse Publicity Platform, said: "For film publicity, a film has to go through at least 30 to 40 roadshows, which is not only time-consuming and labor-intensive, but also difficult to evaluate the results clearly. In this context, making an online roadshow for the film in the form of live broadcast will become a must for future film announcements. "

At the scene that night, the person in charge of Fengyi Film also introduced the process before and after Dapeng and Ada, the stars of The Beneficiary, entered the live broadcast room to promote the film. She revealed that although Ada’s traffic on the short live video platform is very high, it is entirely accidental to plan the live broadcast propaganda film. After the idea of entering the live broadcast room in Viya came into being, the live broadcast plan was finally finalized in a very short time. Finally, when Dapeng and Ada went to Hangzhou to promote the film, they went into the live broadcast room for online promotion that afternoon.

For the first time to participate in the live broadcast and how many tickets can be sold, the person in charge said that he didn’t think about it. What he wanted to do was to break the circle across industries. He hoped to make a marketing event through the role label of Ada and the real-life network female anchor, so that the film and the live broadcast could be effectively combined.

Now, after The Beneficiary, the star of The Party at South Station has also entered the live broadcast room to promote the film. This breakthrough has been taken by Alibaba Pictures, hoping to create a new model. It is understood that Alibaba Pictures’s Lighthouse Lab has also reached a strategic cooperation with Taobao Live MCN, and Taobao Live will also enter the "impact broadcast" platform in the future.