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貓眼智能宣發首創“雲包場”,一鍵下單實現千人異地齊觀影
格隆匯 02-09 18:14

2月9日,貓眼業界首創推出智能宣發“雲包場”產品,為就地過年的影迷們解鎖了無接觸式的“包場”新玩法,也為疫情新常態下的電影宣發提供了新思路。該服務通過在線下單購買指定觀影票券、並藉助微信生態以羣發或單發的形式快速觸達用户,方便不同地點的人羣參與到觀影活動中。

雲包場服務順應疫情防控大背景下分散觀影的政策,不僅極大地降低了電影包場的門檻,有利於提振電影行業信心,還為資深影迷和影視從業者提供了社交觀影新工具,有利於影片口碑發酵,進一步助力好內容在激烈的春節檔競爭中勝出。

無需繁瑣溝通即可下單,線上操作降低包場門檻

以往線下電影包場,因為要與影院方面層層協調溝通,籌備時間長,通常以公司或單位的形式進行。而云包場則賦予每個人以包場的便利,無需溝通即可下單,大大降低了操作門檻。脱離了地理場次的限制,天然具備社羣裂變的特質。雲包場提供了30元、50元、100元三個票檔,用户領取後可兑換多張影票靈活選擇場次座位進行觀影。

通過貓眼專業版APP【我的】頻道或影片詳情頁「一鍵包場」,影視從業者、影迷粉絲、活動組織者等其他有需求的用户可點選喜歡的影片進行下單,生成分享圖,通過朋友圈、微信羣邀請好友一同鑑賞。領取觀影福利的小夥伴則可在影片上映後30天內,直接在微信貓眼小程序使用。同時,48小時內未被領取的紅包,可按訂單參與的優惠折扣折算後,原路退款。

拉近用户與電影的距離 智能宣發為片方提供更好服務

“用户思維不只是做出一個產品後成為用户的購票渠道,而是儘可能讓用户在任何一個可能買到電影票的地方看到貓眼,然後我們去提供最直接、最方便的服務。”貓眼娛樂副總裁張博在接受媒體採訪時曾這樣表示。方便用户隨時隨地體驗沉浸式觀影,貓眼雲包場服務的推出和之前的雲路演、助力主創紅包,都是從用户思維出發進行調研、實踐的產物。

熱愛驅動分享,影迷粉絲需要更多支持主創電影的方式。基於此,貓眼智能宣發近期推出了“助力主創紅包”通道,方便受眾為喜歡的演員加油助威。通過貓眼專業版選擇支持的影片及主創支付下單,其他用户即可在貓眼APP、微信貓眼小程序、美團點評電影演出的購票入口看到浮動的“限時紅包”標誌,點擊領取主創紅包。

同時,貓眼創新性地將現場體驗和遠程互動相結合,1月16日抖音和貓眼合作的電影《你好,李煥英》雲路演活動,邀請了北京、廣州、成都等11個城市的觀眾走進電影院,和線上的156.7萬直播觀眾一起為電影應援打call,為影片帶來了數萬級的想看日增。

後疫情時代,宣發作為連接內容和用户的橋樑面臨着諸多挑戰。貓眼對防疫新常態迅速做出應變,基於對電影市場的深入洞察、對觀影人羣需求的深刻理解、對片方宣發痛點的把握,貓眼智能宣發能力再次升級,首創雲包場服務,再次引領電影行業智能宣發潮流,以不斷的創新能力不斷拓寬想象邊界,幫助用户更便捷地體驗好內容。結合雲路演、助力紅包以及直播、短視頻等新宣發路徑,貓眼在智能宣發方面的佈局不斷完善,助力電影春節檔取得好成績。

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