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Home / Entertainment / Like & # 39; Crazy Rich Asians & # 39; Brand strategy nailed and became a blockbuster

Like & # 39; Crazy Rich Asians & # 39; Brand strategy nailed and became a blockbuster




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The actor Henry Golding and the actress Constance Wu meet for Warner Bros. Pictures & # 39; Crazy Rich Asians & # 39; s premiere at TCL Chinese Theater IMAX on August 7, 201

8 in Hollywood, California. (Photo: Albert L. Ortega / Getty Images)

Within twelve days of its release, [196590000] Crazy Rich Asians exceeded $ 80 million in worldwide ticket sales and thus far exceeded the initial quota forecasts by industry analysts: The success of the film became the triumphant success of the Asian representation in Hollywood: It was the first Hollywood film with a completely Asian cast, which came in 25 years on the screen and his strong performance convinced the producers Beginning of the development of a sequel film .

What can other films or brands learn from Crazy Rich Asians ? 9659010] offers three powerful lessons to build a blockbuster: (1) create a new "minor genre", (2) deeply satisfying y close customer needs and (3) lead with an authentic brand purpose. While these strategies may seem intuitive, most studio managers fail to use them in their decision-making. Those who have the courage to adhere to these simple principles will likely achieve a combination of great storytelling, cultural representation and financial return.

Creating and mastering a new sub-genre

When it comes to beating the competition Unique is more important than being better. Crazy Rich Asians was the only Hollywood theatrical release to occupy a prominent position on the market to present an English-speaking, all-Asian cast. Rather than seeing a story about the affluent minority in tiny Singapore as a weakness, the producers recognized it as a catch that set it apart from the competition.

David Aaker, Deputy Chairman of the brand consultancy Prophet, coined the term "sub" competition "to define brands that are so different that they become their own categories." highlighted how Greek yoghurt stood out distinguished its thicker texture and higher protein content from its thinly textured and sugary competitors In less than ten years, Greek yogurt has increased its market share from 1% to more than half of the total yoghurt category, Aaker argued that its customers shopping for yoghurt, comparing Greek yoghurt with regular yoghurt brands, Greek yoghurt just became a thing of its own, companies like Chobani recognized the uniqueness of Greek yogurt, positioned themselves as first mover and reaped the lion's share of growth.

In this context is Crazy Rich Asians as the Greek yogurt from films. It is a "subcategory" or a "subgenre" – something that cuts out an enclave within a category because of its unique value proposition. Other successful "subgenre" films that create their own worlds include Marvel films as well as films by Quentin Tarantino, Tyler Perry and Wes Anderson. Similarly, the world of Asian super wealth and the internationalized Asian cast are product attributes that make Crazy Rich Asians nothing else on the market.

The best way to dominate a contest is to choose a battlefield with zero competitors. The key to a groundbreaking growth lies in the creation of a subgenre. The Crazy Rich Asians producers saw the whitespace and the benefits of being the first to come out with a unique product. By using diversity in race, culture or belief, leaders can build an inherent competitive advantage.

As Rolls-Royce once announced "unique has no rival."

Listen to Customers and Meet Tight Markets

Another key lesson for leaders is to overcome earlier "gut feelings" stinks and listen to customers to their true beliefs and needs understand.

Since its inception, Hollywood has made the most of its films for white male audiences on the premise that the largest demographic audience would be even the most profitable. The y assumed that most Americans prefer films with protagonists who reflect their identity and gender identity. In fact, [1965-0434] minorities and women are the most common moviegoers although [6559041] white men make up over 70% of all protagonists on the screen .

The producers of Crazy Rich Asians analyzed the readership of the novel before continuing with the film. They found that most of the novel's early fans were white women in their 20s and 30s. "Young, white women picked up the book quickly," says Jennifer Jackson, senior editor at Penguin Random House. "The fashion, the food and the love story have made it an escapist pleasure to truly read about the breed." With insights from the readers' understanding he knew Crazy Rich Asians Producers A film adaptation would have a wide appeal.

Crazy Rich Asians became a commercial success, heavily targeting the Asian-American community without losing the mainstream remix as a romantic comedy. It highlights a general Hollywood blind spot that makes a small group of people extremely happy is significantly more valuable than making a large group of people mild content .

In the field of consumer insights, a Net Promoter Score (NPS) is used to reflect the likelihood that a customer will advocate, distract, or act passively when discussing a brand. For a customer to win a mark, he has to score 9 or 10 (from a 10-point scale). To take advantage of positive "word of mouth" marketing, a brand must be considered extremely good for consumers to promote within their social networks.

A movie for the "tight" Asian The American segment became the winner. After years of neglect by Hollywood, the group has strongly opted for a film that resonated with their personal experiences. At the opening weekend 40% of the viewers were Asian Americans . Many turned into strong 9 and 10 promoters, even bought out entire theaters and gave free tickets with the # GoldOpen movement.

True fans are the most effective supporters of the brand and "word of mouth" remains the best form of advertising. Managers should listen to and gain more customers by starting from a narrow segment.

Crazy Rich Asians distinguished itself by its clear brand purpose, which is the reason for a company or product to exist. "In addition to promoting Asian representation in films, the film has positioned itself as a call to action to reshape the way Hollywood works.

Its producers lived and breathed this purpose, starting with a difficult decision, one Netflix reduced "gigantic payday" so they could bring variety to the big screens.As the author Kevin Kwan described to The Hollywood Reporter "both Jon [movie director] and I have that sense of For the purpose of. We needed this to be an old-fashioned movie experience, not for fans sitting in front of a TV and just pressing a button. "

Crazy Rich Asians purposefully encouraged viewers from all identities Join the movement to show Hollywood that diverse storytelling is not only in demand, but also refreshingly great. Many wanted that the film was successful for a major purpose and publicly expressed its support, which generated a significant buzz on social media platforms. It was the most tweeted movie in August, including 350,000 tweets on its opening weekend alone [19659007] Consumers want to answer a call to action and root for a team. With a definition of an authentic brand purpose that has over profits, as brands like Warby Parker and IKEA have done, executives can create businesses and products that truly delight their customers.

What is after Crazy Rich Asians ?

After He Following Crazy Rich Asia ns some Hollywood studios will create imitation products. However, this will not work. Slumdog Millionaire earned nearly $ 400 million at the box office, while Million Dollar Arm took a yearning tale of two starry Indian baseball players, only $ 39 million.

The key is to copy the brand strategy, not the product. Crazy Rich Asians has shown that the formula should be unique, purposeful and socially purposeful. The beauty of this formula is that consumers enjoy a refreshingly different product each time.

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Actor Henry Golding and actress Constance Wu meet for Warner Bros. Pictures & # 39; Crazy Rich Asians & # 39; s premiere at the TCL Chinese Theater IMAX on August 7, 2018 in Hollywood, California (Photo: Albert L. Ortega / Getty Images)

Within twelve days of its publication Crazy Rich Asians crossed $ 80 million in the global ticket far beyond the original predictions of industry analysts The film's success became the triumph of Asian representation in Hollywood, and was the first Hollywood film to feature an Asian cast that hit the silver screen in 25 years, and its strong performance has convinced producers of development on a follow-up film

What can other films or trademarks of Crazy Realms Asians learn? It offers three powerful lessons in building one Bestsellers: (1) create a new "sub-genre", (2) deeply satisfy the narrow customer needs and (3) lead with an authentic brand purpose. While these strategies may seem intuitive, most studio managers fail to use them in their decision-making. Those who have the courage to adhere to these simple principles will likely achieve a combination of great storytelling, cultural representation and financial return.

Creating and mastering a new sub-genre

When it comes to beating the competition Unique is more important than being better. Crazy Rich Asians was the only Hollywood theatrical release to occupy a prominent position on the market to present an English-speaking, all-Asian cast. Rather than seeing a story about the affluent minority in tiny Singapore as a weakness, the producers realized that it was a catch that set them apart from the competition.

David Aaker, Deputy Chairman of the brand consultancy Prophet, coined the term "subcategory competition" to define brands that are so different that they become their own categories. He highlighted how Greek yoghurt, with its thicker texture and higher protein content, distinguished itself from its thinly structured and sugary competitors . In less than ten years, Greek yoghurt has increased its market share from 1% to more than half of the total yoghurt category. Aaker argued that customers shopping for yogurt did not compare Greek yogurt with regular yogurt brands; Greek yogurt just became a thing in itself. Companies such as Chobani recognized the uniqueness of Greek yogurt, positioned themselves as first mover and reaped the lion's share of growth.

In this context, Crazy Rich Asians is like the Greek yogurt of movies. It is a "subcategory" or a "subgenre" – something that cuts out an enclave within a category because of its unique value proposition. Other successful "subgenre" films that create their own worlds include Marvel films as well as films by Quentin Tarantino, Tyler Perry and Wes Anderson. Similarly, the world of Asian super wealth and the internationalized Asian cast are product attributes that make Crazy Rich Asians nothing else on the market.

The best way to dominate any competition is to choose a battlefield with zero competitors. The key to a groundbreaking growth lies in the creation of a subgenre. The Crazy Rich Asians producers saw the whitespace and the benefits of being the first to come out with a unique product. By using diversity in race, culture or belief, leaders can build an inherent competitive advantage.

As Rolls Royce once announced, "uniqueness has no rival."

Listen to Customers and Meet Tight Markets

Another key leadership lesson is to thwart previous gut feelings and show customers what they truly believe and need. Since its founding, Hollywood has made its film for white male public under the premise that it also has the largest demographic audience, the most rewarding one. The y assumed that most Americans prefer films with protagonists reflecting their identity and gender identity. In fact, [1965-0434] minorities and women are the most common moviegoers although [6559041] white men make up over 70% of all protagonists on the screen .

The producers of Crazy Rich Asians analyzed the readership of the novel before continuing with the film. They found that most of the novel's early fans were white women in their 20s and 30s. "Young, white women picked up the book quickly," says Jennifer Jackson, senior editor at Penguin Random House. "The fashion, the food and the love story have made it an escapist pleasure to truly read about the breed." With insights from the readers' understanding he knew Crazy Rich Asians Producers A film adaptation would have a wide appeal.

Crazy Rich Asians became a commercial success, heavily targeting the Asian-American community without losing the mainstream remix as a romantic comedy. It highlights a general Hollywood blind spot that makes a small group of people extremely happy is significantly more valuable than making a large group of people mild content .

In the field of consumer insights, a Net Promoter Score (NPS) is used to reflect the likelihood that a customer will advocate, distract, or act passively when discussing a brand. For a customer to win a mark, he has to score 9 or 10 (from a 10-point scale). To take advantage of positive "word of mouth" marketing, a brand must be considered extremely good for consumers to promote within their social networks.

A movie for the "tight" Asian The American segment became the winner. After years of neglect by Hollywood, the group has strongly opted for a film that resonated with their personal experiences. At the opening weekend 40% of the viewers were Asian Americans . Many turned into strong 9 and 10 promoters, even bought out entire theaters and gave free tickets with the # GoldOpen movement.

True fans are the most effective supporters of the brand and "word of mouth" remains the best form of advertising. Managers should listen to and gain more customers by starting from a narrow segment.

Crazy Rich Asians distinguished itself by its clear brand purpose, which is the reason for a company or product to exist. "In addition to promoting Asian representation in films, the film has positioned itself as a call to action to reshape the way Hollywood works.

Its producers lived and breathed this purpose, starting with a difficult decision, one Netflix reduced "gigantic payday" so they could bring variety to the big screens.As the author Kevin Kwan described to The Hollywood Reporter "both Jon [movie director] and I have that sense of For the purpose of. We needed this to be an old-fashioned movie experience, not for fans sitting in front of a TV and just pressing a button. "

Crazy Rich Asians purposefully encouraged viewers from all identities Join the movement to show Hollywood that diverse storytelling is not only in demand, but also refreshingly great. Many wanted that the film was successful for a major purpose and publicly expressed its support, which generated a significant buzz on social media platforms. It was the most tweeted movie in August, including 350,000 tweets on its opening weekend alone [19659007] Consumers want to answer a call to action and root for a team. With a definition of an authentic brand purpose that has over profits, as brands like Warby Parker and IKEA have done, executives can create businesses and products that truly delight their customers.

What is after Crazy Rich Asians ?

After He Following Crazy Rich Asia ns some Hollywood studios will create imitation products. However, this will not work. Slumdog Millionaire earned nearly $ 400 million at the box office, while Million Dollar Arm took a yearning tale of two starry Indian baseball players, only $ 39 million.

The key is to copy the brand strategy, not the product. Crazy Rich Asians has shown that the formula should be unique, purposeful and socially purposeful. The beauty of this formula is that consumers enjoy a refreshingly different product every time.


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