The total box office is 2.7 billion! What is the charm of landing in the Spring Festival for seven consecutive years？

Special feature of 1905 film network "Rush up! Last year was 7 (billion), another 8! Another 9! "

When we asked the director Ding Liang about the box office goal, Director Ding answered us excitedly. When he said this, his voice was loud and full of confidence, which showed that he had a good idea about this new film.

Director Ding’s confidence is not without reason. As early as the beginning of January, Boonie Bears:The Wild Life started a large-scale screening, and the pre-sale box office started in the early morning of the 18th.The starting gun of the Spring Festival competition has just started, and "Wild Continent" has won 47 million box office.

"Wild Continent" is the seventh big movie in the series, and it is also the seventh consecutive year that "Bear Haunted" landed in the Spring Festival.On January 20 th, the film was even more confident to announce that the film would be upgraded to New Year’s Eve (January 24).

In 2014, the first big movie in the series was released. The fledgling "Logger Vick" did not become "cannon fodder". Instead, it became the first domestic animated film that broke through 200 million box office in China film history with a score of 247 million, and it has been firmly rooted in the Spring Festival file since then.

Every year since then, the box office of "Bear Haunted" has steadily climbed, with a total box office of 2.7 billion yuan.

Why can an animated film, which was once considered young by everyone, win a great victory?

With this question, Xiao Dianjun found Ding Liang, the general director who is known as the "father of bears", and Shao Heqi, the director of Boonie Bears:The Wild Life, and asked them to reveal the seven-year growth path of this animation.

The rise of "bear haunt": how did "bear" defeat "sheep"

In the first few years of the "Bear Haunted" series, the well-known Pleasant Goat and Big Big Wolf accompanied the children for the Spring Festival.

Once upon a time, "this sheep" was also beautiful.

In 2009, the first big movie "Pleasant Goat" was released in the Spring Festival, with a total box office of 100 million yuan, which was evenly matched with prince and the showgirl of Ning Hao and Liu Weiqiang.

Since 2009, the box office of "Pleasant Goat" series movies has shown an upward trend every year, and by 2012, the total box office reached a peak of 167 million.

At that time, an animated film named "Bears Come and Go" was broadcast on CCTV Children’s Channel, and the change began quietly from that year.

By 2014, the box office of Pleasant Goat had plummeted. In the same year, Xiong Bing, the first big movie of Bear Haunted, appeared in the Spring Festival, which was also the first positive PK of Bear Sheep.

The result is obvious, whether it is box office or word of mouth, "Bears haunt" has overwhelmed "Pleasant Goat" with absolute advantage.

In 2015, Huang Weiming, the "father of Pleasant Goat", was invited to direct the film. I wanted to turn the tide, but the result was not satisfactory, and the box office was only 67.436 million.

In the same period, the competition won 294 million box office, and then the production of this series was suspended, and "Pleasant Goat" completely disappeared in the Spring Festival file.

Behind the disappearance of "Pleasant Goat", everyone has different opinions. Some people say that its content is too young and lacks innovation. Others say that because the story involves violent elements, it has played a bad guide to children.

In the past few years when Pleasant Goat disappeared, Bear Haunted began to exert its strength to seize the animation market share. From 2016 to 2019, while the box office soared, the word-of-mouth of the film remained very stable, and the douban scores of six works remained at around 7 points.

This achievement is not outstanding in domestic animation, but it is definitely remarkable.

So, what is the secret of creating a double harvest of box office reputation of "Bear Infested"?

What’s the secret behind the soaring box office of "Bear Haunted"?

01

Large base audience and good production level.　

The development of a big IP is absolutely inseparable from a group of fans who love TA all the year round, and the series "Bears haunt" is no exception.

Since 2012, the cartoon "Bears Come and Go" has been premiered on the Children’s Channel. Logger Vick and Xiong Da Xiong Er are fighting wits, and the simple and funny storyline immediately attracted a group of loyal small audiences.

According to the public information, the cumulative number of hits on the network of "Bears" series has exceeded 200 billion, which is equivalent to more than 100 hits per Chinese.

It can be said that "Xiong Qiang Group" is a household name in China families with children, and "Bear Haunted" has gradually grown into a national animation IP.

Therefore, in 2014, the first big movie "Bears Come and Go" achieved 247 million results as soon as it was released, which was completely expected by director Ding Liang. On the one hand, it had a certain stock audience, on the other hand, Director Ding was very confident in his work.

It has been eight years since the "Bears Come and Go" series. The story has been changing and new characters have joined. But in Ding Liang’s view, one thing is eternal, which is the core values of the film: "We have two values, the first is to care about our family, and the second is to care about nature."

The director compared home and nature to our harbor: "Home is a harbor in society, looking at the whole universe, and the earth is our harbor."

As director Ding Liang said, almost all the films in the "Bear Haunted" series revolve around these two themes. In Metamorphosis, which was released in 2018, the current social problems about "father-son relationship" were discussed.

The love between father and son runs through the film, not only the children are happy, but also the parents are reflected. A mother beside me said in a circle of friends after watching the film with her children: "I was supposed to watch it with my children, but I cried first."

In addition, the "Bears" series is also making breakthroughs step by step in technology.

After so many years of experience accumulation, Ding Liang’s team strength is very strong. In Ding Dao’s own words, "Special effects are no longer a problem for us."

In "Fantasy Space", the picture of the arrival of the deer is beautiful, which surprises both children and parents.

In the new film Boonie Bears:The Wild Life, the number of characters in the film has reached the highest in the series. According to the introduction of director Shao Heqi,The film produced a total of 387 characters, and the number of characters with the largest amount of animal hair reached tens of millions. It is possible that the audience will see a few seconds of pictures, and the production of special effects particles will reach hundreds of millions.

02

Parent-child viewing market helps to open up young audiences

A netizen once left a message on the Internet: Originally, the family wanted to see it, but they really couldn’t beat their daughter, so they had to watch Bears.

This situation of "one belt, two belts, even one belt, four belts" is common in the parent-child movie market, and behind a child means at least two movie tickets.

As a must-have program for the Spring Festival in recent years, parents are also willing to spend some time with their children. Ding Liang thinks that parent-child communication is an indispensable part of emotion.

However, parents accompanying their children to watch animated movies definitely means more than the embarrassing scene of "children watching movies and adults snoring".

Therefore, in recent years, "Bear Haunted" has also tried to incorporate some network jokes reflecting social phenomena into the film, such as "Cheng Xuyuan" and "online celebrity Live Reward".

In the interview, Director Ding revealed to us a set of research data that made him shine: two-thirds of the audience of "Bears" are young people who are in love. "

These social surveys surprised Ding Liang’s team, and at the same time inspired them. "Bears haunt" can attract young audiences, which is a big market.

03

Marketing is good at covering the whole audience.

Compared with other films, the marketing target of the "Bear Haunted" series will be more accurate. In previous years, the film will cooperate with kindergartens, children’s education platforms, maternal and child KOL, and achieve twice the result with half the effort.

In addition, in addition to the mother-infant group, the marketing of "Bear Infested" covers almost all age groups.

In 2020, the film held a "Logger Vick Hairstyle Design Competition", and the reading volume of this topic in Weibo reached 110 million, which not only stimulated children’s interest in painting, but also many adults participated in this activity, which enhanced the participation of the whole people.

The official knows how to play, and in conjunction with the other six Spring Festival movies, Logger Vick has transformed himself into various characters in the movie.

Not only that, the "Bear Haunted" movie series has not fallen behind in the marketing war of the theme song.

In 2019, "Bear infestedPrimitive Times invited the popular women’s group Rocket Girl to sing the ending song "Blessing Arch", and its brainwashed lyrics and festive melody can still be heard in the streets even after the film was released.

Boonie Bears:The Wild Life, the new work, still takes the flow route, and finds the male group R1SE to sing the ending song.

The youthful and energetic men’s team and the story tone complement each other. With the exposure of the theme song, the film has gained 130 million readings in Weibo.

Director Ding Liang said frankly that the choice of theme song singers should not only conform to the tone of the film, but also have market considerations.

In addition, for the first time in 2019, the film tried to produce and launch films in five dialects, including Sichuan dialect, Henan dialect and Cantonese. And with the blessing of the dialect version, the film once again harvested a wave of box office.

After tasting the sweetness, "Bear Haunted" is still released in dialect this year. Ding Liang thinks that accent is a major feature of "Bear Haunted", and it can arouse the audience’s local feelings by interpreting it in a happy dialect.

In the Spring Festival of 2020, can "bears haunt" still have the last laugh?

The Spring Festival movie war in 2020 is still fierce. As an "old man" who has landed in the Spring Festival file for seven consecutive years, "Bear Haunted" is facing the challenge of competing with Leap and other family fun movies on the same stage. The Xuanfa team once admitted to us: "It must be false to say that there is no pressure."

Judging from the current pre-sale box office, excluding the box office, Boonie Bears:The Wild Life scored 8,801,500, accounting for only 8.0% of the films, ranking the last among the seven films in the Spring Festival.

However, the movie "Bear Haunted" is not a case without counterattacks.

Just in 2019, "Bear infestedThe first day after the release of Primitive Times, the situation was very bad. The first day of screening was only 4.4%, but with the high attendance rate of 73.7%, the box office broke through 100 million on the first day of release.

In the ever-changing Spring Festival, everything is possible.

Behind these "possibilities" is an eternal truth — —As long as the content is conscientious and the quality is excellent, the market will not treat you badly.