A new way of cross-border marketing： Tomb Raider Notes enters Panjiayuan Antique City.
(This article was first published in "Movie Rising Potential", welcome WeChat to search filmmore for attention)
1905 movie network exclusive feature Located in Block B of Panjiayuan Beijing Antique City, a store recently hosted a group of post-90s guests who are younger than before.
"When they come to me, they want me to carry out this box and show it to them without looking at anything else," said the shop owner to Zi Shijun.
It turns out that Boss Zhang’s shop has recently signed a cooperation with the movie Tomb Raider Notes, and many movie props in the play have been transferred to this small shop that has already been filled with priceless collections.
Boss Zhang carried out a cardboard box, which was filled with all kinds of weapons in Tomb Robbery Notes: the Bobosha submachine gun that Uncle Zhang (Wang Jingchun) took in the movie, the black gold ancient knife that Zhang Qiling (Jing Bo Ran) played, the short knife that Brother Wu Xie (Lu Han) played, and the short knife that A Ning (Sandra) played, and the countdown key to the tomb … … No wonder it attracted a group of young fans to take pictures.
Movie props of Tomb Raider Notes displayed in the store.
However, the combined value of these props may not be as good as the value of a collection in boss Zhang’s shop. In this regard, Boss Zhang also smiled and said, "No way, young people like it. All the people who come here are fans. They touch it and pat it on the west. These things are quite expensive. I really don’t have to bother."
When Zishijun went to the store, he did see several young fans, saw props, exclaimed their names like a few treasures, and kept taking pictures with props to imitate the characters in the play.
"I am a fan of Jing Bo Ran! ! ! I have also brushed the film for three times. When I think that this sword has been touched by him, I feel as if I felt him at close range. Of course, this store is also very handsome, "a post-90 s movie fan named Xiaoyu told Zi Shijun.
The movie "Tomb Notes" was released for a week, and the box office has soared to 759 million yuan. The power of fans and IP cannot be underestimated. Taking advantage of this "tomb-robbing craze", Zi Shijun specially contacted Zhu Weijie, the director of the film marketing of Tomb-robbing Notes, and listened to him talk to us about this "brain hole trip" that broke through the secondary wall:
[How did "Wushanju" break the wall and come true? 】
The owner of the antique shop with ready-made packaging "refused at first"
Zhu Weijie, Chairman of Zizai Media
When talking about the idea of "Wushanju", Zhu Weijie admitted that he had long wanted to do something similar: "We had an idea when we were looking for the dragon, and wanted Bo Huang and Chen Kun to go to Panjiayuan, the holy place of antiques, to do the same thing, but I always remembered it because various problems failed."
Although there is a trend of over-commercialization, Panjiayuan is still a "holy land" in China antique market. Zhu Weijie began to think about what would happen if China’s largest antique market was turned into a home for Tomb Raider Notes in Panjiayuan?
After many arguments, Zhu Weijie decided that this was an exciting idea for fans and the industry. So I immediately began to organize a team to find out the research.
However, the research results are very painful. First of all, the real antiques in antique shops are much more expensive than making movies, so it is really expensive to open a shop. Moreover, if we rent a storefront alone, it would be too late to show the movie from design to decoration: "We wanted to find a ready-made antique shop to cooperate with it, and then repackage the whole store. Then, make it a marketing behavior that lasts for one month. This is also very realistic. It is not a long-term store. "
The free team found boss Zhang, whose shop itself is very important in the antique city, and boss Zhang himself has a great say in the antique city, but he refused to repackage his shop at first.
After all, the "treasures" in the store are priceless, and security is a big deal. Finally, after many times of communication, the cooperation was carried out smoothly, and the free team also signed a very detailed compensation treaty with the owner, paying special attention to how to protect these antiquities.
This Buddha statue in Boss Zhang’s shop is worth more than 5 million yuan.
However, the word "tomb raiding" is a taboo in the antique city: "Many people in the antique world spent three or five days talking with them about these things, and finally reached a result that they left the word" Wushan House "in the Tomb Raiding Notes here instead of the word" tomb raiding notes ".What are the consequences of hanging" tomb raiding "on the signboard of Beijing Antique City? Not suitable! "
The actor is short and short, but the effect is good. Weibo brings nearly 10,000 fans to pay attention to forwarding.
This idea of breaking the dimensional wall won the support of the original author Nanpai Sanshu, and immediately mobilized a number of props to assist. In the end, the exhibits in the antique shop actually include movie props and Ming and Qing antiques that the antique shop already has.
But another real problem is that there are not enough actors. The two main actors in the play — — Lu Han is filming a new play, and Jing Bo Ran is busy with the promotion of Love O2O, so he can’t get away.
"If it’s just Wang Jingchun and Sandra, I’m sure everyone will think it’s not such an important thing, but if Wang Jingchun opens the door as a’ shopkeeper’ and his uncle comes to congratulate him, such a thing will be done beautifully. The media will be very concerned, "Zhu Weijie said frankly.
"Shopkeeper" Wang Jingchun opens the door to receive guests.
Surprisingly, it took only eight to ten days to implement this creative idea that sounded like a brain-opener: "Because we didn’t take over this project for a long time. There are about 20 colleagues to participate, from design, construction, overall maintenance, props delivery, including the whole process of overall marketing, "Zhu Weijie said.
"After everything was ready, on the morning of July 26th, we danced the dragon and lion at the door and directly’ opened’, which shocked the whole antique city. Some mr. six, who visit antiques every day, really thought that they had opened a new store. Since that day, there have been an endless stream of fans, and the whole thing has slowly fermented on the Internet, including hot topics and hot searches in Weibo that day. "As an important marketing event of Tomb Raider Notes," Wu Shanju semicolon "became the hot spot of the news that day, with tens of millions of online hits. Zhu Weijie and the filmmakers are satisfied with the final effect of this marketing activity.
Boss Zhang is very embarrassed because some fans have to buy this plaque.
However, after all, Boss Zhang’s storefront is only 40-50 square meters, but there are thousands of precious antiques. It is still difficult to take photos in front of hundreds of enthusiastic fans every day. Moreover, the props on display are not around the mass-produced movies, and they cannot be sold: "They are all young children, like little girls and boys. Yesterday, someone insisted on buying the plaque of’ tomb robbery notes’ … …”
Zhu Weijie admits that Boss Zhang is tired of the fanaticism of these fans, and calls every day to complain. He also admits that there are still some limitations in this activity: "In the next marketing, we may sell more, including this derivative work."