咪咕助力《红海行动》一路逆袭携手博纳上演票房奇迹

时间：2018-02-26 14:30:35阅读：48466次
作为春节档唯一一部军事动作大片，林超贤导演的《红海行动》低开高走，一路逆袭，截至2月24日，票房累计突破18亿。作为《红海行动》的联合出品方——咪咕，携手博纳影业展开的系列宣发
唐人街探案2
  • 唐人街探案2
  • 王宝强 刘昊然 肖央 刘承羽 尚语贤
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作为春节档唯一一部军事动作大片，林超贤导演的《红海行动》低开高走，一路逆袭，截至2月24日，票房累计突破18亿。作为《红海行动》的联合出品方——咪咕，携手博纳影业展开的系列宣发和营销活动，也随着电影票房和口碑的不断升温，持续发酵，吸引更多关注。

“蛟龙”口碑强势圈粉，催生票房奇迹

《红海行动》在竞争激烈的春节档，与《捉妖记2》、《唐人街探案2》同步上映，初期在排片方面十分不理想。大年初一上映首日，中国影市单日票房以13.19亿元报收，红海行动仅收获1.28亿元票房位居第四。 然而初期的低调表现，并没有掩盖《红海行动》的高水准发挥——震撼的军事动作场面带给观众极致的视听体验，真实动人的撤侨故事让影片口碑强劲十足，超过70万观众在猫眼上为电影打分，整体评分高达9.5分，豆瓣评分也高达8.5分，位居同档期电影第一位。在各路大片的“围剿”下，《红海行动》排片、上座率、放映场次连续6天逆跌，一路从春节档垫底影片逆袭，有望成为票房冠军，上演了中国电影市场的又一票房神话。

同样由林超贤执导的2016年国庆档影片《湄公河行动》上映之初，在排片场次上也不占优势，但同样，影片的高品质让口碑慢慢发酵，最终票房突破11亿。而此次《红海行动》电影口碑的持续发酵，不断收获社会各界和广大观众的支持和鼓励，受到包括中国海军、国防部的官方认可，以及人民日报、紫光阁等主流媒体的强烈推荐。中华人民共和国国防部转发环球网文章，盖章肯定影片的意义;共青团中央、人民日报等，也在微博、微信等平台发文，称赞影片的高水准制作和背后传达的精神。

超高的人气和口碑，也让行业对影片的票房成绩抱有极高的期待：猫眼预估，《红海行动》影片总票房将超过36亿，有望超越《捉妖记2》、《唐人街探案2》，成为今年春节档票房冠军。

线上线下联动宣发，咪咕助力《红海行动》

作为《红海行动》联合出品方，中国移动咪咕公司首次合作博纳影业，推出了一系列电影宣发和营销活动，利用咪咕自身特色的传播模式和营销理念，助阵“蛟龙小队”在春节档玩出营销新花样。

咪咕围绕旗下热门产品咪咕视频29.9元观影礼包展开的《红海行动》IP传播，在电影预热期、热映期的传播声量，与影片的口碑和票房一起进入高峰期。春节前后，结合不同场景策划创意的三组系列海报、训练营趣味抢票H5等宣发物料，不但向咪咕用户和粉丝预告了电影的精彩看点，也通过互动为影片及咪咕品牌拉动线上参与度。

社交平台上，微博话题#咪咕献礼红海行动#获得阅读量1170万次;微信自媒体大号“毒Sir”、“桃桃淘电影”上映前强势推送，其中不乏“10万+”阅读的朋友圈热门文章涌现。

由咪咕发起的传播内容热度也带动了包括国视通讯、央广视讯、人民视讯等合作媒体的协同传播，同时，咪咕官方媒体矩阵也将影片传播内容全面铺开。截至2月24日，咪咕联合发行《红海行动》通过社会化传播事件的阅读量已经超过4450万次。不但吸引了大量影片观众、咪咕粉丝等用户的关注，也在影视行业、营销行业收获了专业认可。

在这次声势浩大的营销传播活动中，咪咕不仅充分展示了自身实力，也让“IP+产品+营销+传播”的传播模式和全场景品牌沉浸式的营销理念被大家所熟知。

全新BI营销理念，打造IP布局新玩法

2017年以来，咪咕在IP领域已先后与迪士尼、环球、华纳、福克斯、索尼等好莱坞六大电影公司合作，创新打造了《神偷奶爸3》、《速度与激情8》、《蜘蛛侠：英雄归来》、《王牌特工2》等头部IP联合宣发案例，实现了IP品牌和口碑的双赢。2017年末，咪咕提出了全新的BI(Brand Immersion品牌沉浸)概念，将用技术驱动和文化引领实现驱动BI的双引擎，这将为全IP运营奠定坚实有力的基础，打开国产电影营销新局面。

此次与博纳影业联合发行《红海行动》，咪咕从内容到终端，从线上到线下的再次实现完整产业生态，打通了各个场景，实现全面渗透的传播效果，充分利用用户、数据、场景方面的优势，为用户提供具有针对性的产品和服务，也为合作方更精准地触达用户，实现IP价值的最大化。

咪咕首次与主旋律IP《红海行动》的成功合作，为咪咕IP布局再添一例精彩案例，这足以让人在未来对咪咕利用自身特色的营销模式引领的“IP革命”更有信心。

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