Dior, the host of "The Night of the Lost Shadow", interacted enthusiastically with the audience.
1905 movie network news On June 23rd, the sci-fi action masterpiece (hereinafter referred to as "Change 5") produced by American Paramount Pictures was officially released in China. Five days after its release, the box office of the film exceeded 1 billion. Under the premise that the global box office performance is quite satisfactory, the China market has undoubtedly become the most important fulcrum for Change 5. Nowadays, watching movies has become an important part of many people’s daily lives, and more and more kinds of watching movies have sprung up, which not only meets the demand of watching movies, but also brings fans a stronger and better sense of participation. On the 22nd and 23rd, the activities of "Change 5" and "Luxe Fan Night" hosted by RealD and co-organized by Reed Comic Exhibition, DXstudio, Steel Moon and Polyphony were held in Shanghai and Beijing. On the night of the event in Beijing, nearly 300 enthusiastic fans braved the heavy rain to gather in the cinema. While experiencing the ultra-bright and ultra-clear 3D visual effects, they also spent a happy night of "constant gifts and surprises".
The "Night of Fans" activity is gradually being sought after. The grand visual effect of "Change 5" shows the advantages of LUXE giant screen.
On the night of the event, although the rainstorm hit Beijing, many fans had arrived in advance one hour before the start. As an influential "LUXE Fan Night" in Beijing fan circle, obviously, many people are "old hands" who have participated many times. Before the opening ceremony, everyone gathered in groups of three or five, some chatted about the newly acquired "Transformers" derivatives, some took intimate selfies with the "ceramic white" Optimus Prime specially provided by robot artist Sun Shiqian for this event, and some could not wait to see the movie immediately, and talked about the film plot in advance. The atmosphere of the whole theater is as lively and harmonious as a festival, as one of the fans said, "Every time you watch a big movie, it’s like celebrating Children’s Day."
Transformers 5: The Last Knight, as the fifth feature film in this big IP series, which is popular all over the world, has already had a large number of loyal fans in China. Many fans who came to watch the movie that night were also loyal fans of Autobots or Decepticons. During the whole process of watching the movie, everyone was completely immersed in the shocking audio-visual and tortuous plot, especially the many action scenes throughout, and the collective attack of Autobots and human heroes at the end of the film.
Movie tickets with distinctive features of "Shadow Night"
Before and after the movie, the organizers also carefully arranged interactive lottery sessions with rich contents, and sent out a large number of derivatives around Transformers, from simple and practical T-shirts, USB flash drives, sweaters, mobile phone cases and comic books to signature posters with great collection value, and even a limited edition Optimus Prime helmet that is not available in China. Many beautiful gifts were released, which also made the fans who won the prizes on the spot call it enjoyable and value-added.
In fact, in today’s increasingly competitive cinema market, all families are trying to bring better viewing experience to the audience in a more diverse and comfortable way, and gradually cultivate the habit of watching movies in the cinema. Among them, movie-watching activities like "LUXE Fan Night" are one of the hot topics discussed in the fan circle recently.
Gu vernacular surprises and shows up to share the fans’ details. LUXE giant screen watching the ultimate feeling.
That night, the well-known big V and talk show translator Gu Dabai appeared as a surprise guest after the screening. He not only explained the details of the tribute buried in the movie, but also brought a lot of exclusive information to the fans of Transformers. He said that as the trump card of Paramount and Hasbro, Transformers will also create its own "Transformers Universe" in the future.
Many fans also said at the scene that they have come to participate in the activities of "LUXE Fan Night" many times. Mr. Zhang, a movie fan, came to watch the movie in the rain from the South Third Ring Road that day. He said that one of his favorite things about the LUXE giant screen is that it is much brighter than ordinary 3D. "This is the third time I have participated in the movie-watching activity held by RealD. The 3D effect of the LUXE giant screen is amazing, and the whole movie-watching is also very enjoyable." After the screening, Mr. Zhang also shared his impressions of the scene for the first time. "Great! Today, I once again feel the high-level 3D audio-visual experience, especially compared with several ordinary 3D movies I have just seen recently. The difference is very obvious. LUXE’s screen impact is particularly strong, and the sense of substitution is more obvious. Like the blockbuster that exploded all the way, in RealD, I feel like a star! "
The audience played Cosplay on the scene of "Shadow Night"
Mr. Bai, who came to see the movie with his wife and friends, also bluntly said that he was an old acquaintance of "LUXE Fan Night" and participated in the movie-watching activities for nearly ten times. As a hardcore Transformers fan, this movie can’t be missed. He said that in addition to the highlight and ultra-clarity, the LUXE giant screen also makes him very satisfied that the picture is not affected by the viewing position at all. "Even if you sit in the first row or on the side, you are basically not worried about weakening the viewing effect, which is also my favorite.
The three highlights of "Fan Night" are widely praised. RealD brings a new revolution in movie viewing experience.
As an influential movie-watching activity in today’s movie circle, "LUXE Movie Night" has become a unique fashion activity with top-level visual experience, interesting interactive links and high-quality movie-watching process. Many fans at the scene mentioned that in addition to watching the most complete superb visual effects at the event and winning all kinds of derivatives around the movie, the high quality of the fans at the scene also attracted them to participate for a long time. "In RealD’s movie-watching activities, I have hardly seen uncivilized behaviors such as playing mobile phones, making phone calls, eating and kicking the back of the chair at will. I sincerely hope that such activities will be held every time there is a new movie in the future." At the same time, some viewers said that in the event, the cinema will also pay more attention to film creation. When the subtitle table is played after the film, the opening lights will never be turned on or the audience will be driven away to ensure that the fans can fully enjoy a movie.
Previously, from the recently released, to,,, RealD, all kinds of "movie night" movie-watching activities were held. The purpose of everyone’s participation is not only to watch movies, but also to play various movie games and Cosplay, to get to know more fans, to listen to the wonderful sharing of big coffee in the industry on the spot, and most importantly, to get many limited-edition movie derivatives and surroundings, just like this time. From "LUXE Fan Night" to "RealD 6FL Fan Night", it has met the needs of fans for watching movies and entertainment to the greatest extent, and has become the first choice for many viewers to watch new movies.
LUXE brand launched by RealD entered China in 2015, which can be said to be one of the giant screen brands with the most attention and rapid development at present. With the help of the old signboard of RealD showing brightness advantage, it has increased the auditory upgrade of the highlights of screen technology and transformed into the overall viewing experience. The audience sitting in any position in the auditorium does not affect the quality of the perceived picture. When watching a movie, the viewing angle can move with your head or body, and you don’t have to worry about the effect.
Therefore, under the situation that 3D movies have been completely popularized, how to better experience the essence of a 3D production will become the core concern of many audiences before entering the cinema. As a result, high technology brings comfortable experience, plus rich interaction before and after the film, creating a film activity with high cost performance.
The first step of film promotion is to make the audience enjoy a better viewing experience.
As the planner and host of RealD’s "Fan Night" activity, Dior’s positioning for himself is a heavy fan. Since the end of 2015, when he planned and organized movie-watching activities, his summary of the goal of "Fan Night" is a simple sentence, "Let as many viewers as possible watch movies better". Dior also believes that the contribution of "Fan Night" is to let the audience know that different technologies will also bring different experiences to watching movies. "Many viewers are very concerned about screen brightness, definition and other factors before attending our" Fan Night ",but they don’t necessarily have a particularly clear understanding of how to choose." Therefore, with more and more viewers participating in the "Fan Night", what Dior and RealD’s friends are most happy about is to see that "the audience has found a better way to watch movies", especially at every activity now, more than half of the audience are newcomers, which is even more surprising to Dior.
When it comes to many partners of "Shadow Night", from Reed Comic Exhibition and DXstudio to Steel Moon and Polyphony, Dior also said that as leaders in their respective fields, everyone can do such activities together, which is more due to a sense of accomplishment. "This sense of accomplishment does not come from profit, but from seeing more and more audiences begin to pay attention to the viewing effect and enjoy it without misunderstanding." Speaking of this sense of accomplishment, Dior said so.
Looking at the film market in the past two years, film marketing and publicity activities have become more and more popular: from simple and direct e-commerce platform ticket compensation, seeking low-price strategies to give audience price benefits, and now, we have begun to try to increase additional value for watching movies, provide high-quality experience and a variety of derivative services, and gradually transform into better and more refined services. It should be said that this is a very gratifying progress. From the nationwide movie-watching activities such as "Poisonous Tongue Fans’ Club" held by the media to "6FL Fans’ Night" and "LUXE Fans’ Night" held by RealD, they are all high-quality representatives of such activities.
In a word, no matter what tricks we play in our increasingly mature movie promotion activities, the biggest beneficiaries will always be the audience who love movies.
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