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Tiêu đề Analyze Content And Marketing Strategy Of Movie “Nha Ba Nu” Based On The Customer Behavior Theories
Tác giả Ngô Kim Ngọc, Đoàn Huỳnh Anh Thư, Nguyễn Ngọc Quỳnh Anh, Phạm Thế Minh, Phạm Nguyễn Đăng Khoa, Phạm Ngọc Anh
Người hướng dẫn Nguyễn Đăng Huy Vũ
Trường học University of Economic & Finance
Chuyên ngành Consumer Behavior
Thể loại Midterm Report
Năm xuất bản 2022 – 2023
Thành phố Ho Chi Minh City
Định dạng
Số trang 39
Dung lượng 10,81 MB

Cấu trúc

  • A. VIETNAMESE FILMS INDUSTRY (7)
    • I. Overview of Vietnam’s film industry (7)
    • II. Development stages of Vietnam's movie industry (8)
    • III. Realizing Vietnamese movies (8)
  • B. ABOUT MOVIE “NHA BA NU” (10)
    • I. Overview of movie “Nha Ba Nu” (10)
      • 1. Genre, theme, main actors, producer & director (10)
      • 2. Content of the movie (11)
      • 3. Meaning of the movie “Nha Ba Nu” (12)
      • 4. Achievements acquired (14)
      • 5. Feedback from the audience (15)
  • C. ANALYZE (17)
    • I. Customer insight (17)
      • 1. Target customer (17)
      • 2. Marketing activities (19)
    • II. Analyze the (22)
      • 1. The typical and representative audience (22)
      • 2. Motivation (23)
      • 3. Decision-making factors for watching a movie include (26)
      • 4. Mass media (28)
      • 5. Audience feedback (28)
  • D. SUCCESSFUL OF THE MOVIE “NHA BA NU” (30)
    • I. Thoery of the decision – making process to choose a cinema (30)
    • II. Need recognition (30)
    • III. Information research (31)
    • IV. Evaluation of alternatives (31)
    • V. Marketing theories applied in the movie “Nha Ba Nu” (32)
      • 1. Mere-exposure Effect (32)
      • 2. Halo Effect (33)
      • 3. FOMO (Fear of missing out) effect (33)
  • E. THE NEW MARKETING STRATEGY FOR “NHA BA NU” MOVIE (35)
    • I. The "Telling My Home Story" interview program (35)
    • II. 34;Crab Soup Cake" sequence of events (35)
    • III. Contest “Impressive Crab Soup” (35)
  • F. CONCLUSION (37)
  • G. REFERENCES (38)
    • 1. Theory (38)
    • 2. Vietnam’s Film Industry (38)
    • 3. Movie “Nha Ba Nu” (38)

Nội dung

Overview of Vietnam’s film industry: The Vietnamese film industry has a long history and has undergone a number of changes over the years.. The majority of films produced in the early ye

VIETNAMESE FILMS INDUSTRY

Overview of Vietnam’s film industry

The Vietnamese film industry has a long history and has undergone a number of changes over the years

The 1920s saw the beginning of the business, which was primarily influenced by French and American cinema The Vietnam War, however, caused a pause in the business in the 1960s and 1970s, and it wasn't until the late 1980s and early 1990s that things started to pick up The 1980s were the "sponsored" years of cinema throughout the 20th century In

1989, Vietnamese film made its way onto the market system

The majority of films produced in the early years of the Vietnam film industry's revival were funded by the government and centered on revolutionary themes Yet the business started to change in the late 1990s and early 2000s, moving toward more mainstream, commercial movies with a wider audience The Smell of Green Papaya (1993), Vertical Ray of the Sun (2000), The Rebel (2007), Furie (2019), and The Third Wife are some of the most well-liked movies to come out of Vietnam recently (2018) Both domestically and abroad, these movies have won praise from critics

Despite the commercial success of some of these movies, the Vietnamese film industry continues to confront obstacles like censorship, a lack of finance, and inadequate theater infrastructure Yet, there is optimism for the industry's future expansion and development given the rising popularity of Vietnamese films both in Vietnam and abroad

Development stages of Vietnam's movie industry

The development stages of Vietnam's movie industry can be broadly divided into several phases:

During this period, Vietnam's film industry was in its infancy, with French and American filmmakers dominating the market The films produced during this period were mainly silent and focused on historical and traditional Vietnamese themes

This period saw the emergence of Vietnamese cinema with a strong nationalistic theme, as the country struggled for independence and freedom However, the Vietnam War interrupted the development of the industry, and production ground to a ha lt.

After the war ended in 1975, the Vietnamese government took over the film industry, and production began to recover Most films produced during this period were propaganda films with strong ideological messages

In the early 1990s, Vietnam's movie industry began to shift toward commercialization, and more commercial films with broader themes and international appeal started to emerge Private film companies started to appear, leading to an increase in production levels and greater diversity in terms of film genres

In the 2000s, Vietnamese films started to gain recognition on the international stage Vietnam's film industry saw an influx of foreign investment and co-production deals, which led to an increase in the number of films produced and higher quality production values

Today, Vietnam's movie industry is still developing, facing various challenges such as a lack of funding and limited cinema infrastructure Nonetheless, with the increasing popularity of Vietnamese films both within Vietnam and internationally, there is hope for the industry's continued growth and development.

Realizing Vietnamese movies

These films include "Em chua 18," "Hai Phuong," "Cua lai vo bau," "Mat biec," "Gai gia lam chieu 3," and "Tiec trang mau," which have both high sales and positive reviews for their quality In recent years, some Vietnamese films from private studios have drawn more viewers than Hollywood films playing at the same time At significant international film festivals, a few independent films, like "Bi dung so," "Dap canh giua khong trung," and "Cha va con" were chosen and given a number of prizes Instead, several private studios pursue art films rather than economic success, and as a result, a number of these films have won awards at other international film festivals, including: “Cha cong con”, “Dao cua dan ngu cu”, “Song lang”, “Nham mat thay mua he”, “Rom”

Vietnamese cinema has improved significantly in recent years, as can be seen Many films consistently set new sales records That said, it also implies that there will be more competition in the film industry, especially in light of the era of 4.0 technology and the influx of films from all over the world, representing a wide range of genres, into Vietnam They have greatly grown and don't appear to be slowing down Consequently, it is vital to refresh the notion that cinema is more than just an art form in order to advance the growth of Vietnamese cinema, from managers to artists Film is not just a piece of art; it is also a unique commodity, the result of creativity and technology, offering spiritual worth and enjoyment to the audience while being profitable for development and replication As a result, cinema can never advance if a lot of films are produced yet fail to find an audience because they are merely "art flicks."

In addition to the favorable qualities of Vietnamese films, there are also a lot of restrictions to take into account Action, horror, comedy, and romance movies make up the majority of the "hit" movies produced by private companies These films fall under the category of commercial entertainment, where a lot of the content is removed from Vietnamese society With foreign corporations dominating the cinema distribution market, there are also many variances in how movies are evaluated in publications like newspapers and websites Some awards have even gone astray by rewarding substandard works

ABOUT RESOLUTION DIRECTIONS CB ENCHANTIX

ABOUT MOVIE “NHA BA NU”

Overview of movie “Nha Ba Nu”

"Nha Ba Nu" is a film about the "race" in the Tet 2023 movie that has been drawing in a sizable audience It has been revealed that the movie "Nha Ba Nu" will debut on January 1st, 2023, the first day of the Lunar New Year of the Rabbit (January 22, 2023) Two additional Vietnamese movies, including "Chi Chi Em Em 2" by filmmaker Vu Ngoc Dang, were also showing at the same time Despite having been on the market for almost two months, they continue to be the top two films in Vietnamese cinemas

1 Genre, theme, main actors, producer & director

Theme Focuses on the love of couples, the conflictbetweenchildrenandparents in modern times Main Actor NSND Ngoc Giau, NSND Viet Anh, NSUT Cong Ninh, Le

Giang, Tran Thanh, Kha Nhu, Uyen An, Song Luan Producer Do Hoang Vu, Tran Thanh

Tran Thanh is the producer and director of the 2023 Vietnamese drama and family film Nha Ba Nu The family of Mrs Ngoc Nu (Le Giang), the proprietor of a well-known crab cake business in Saigon, serves as the focal point of the story of Nha Ba Nu Due to her husband's previous betrayal, Ms Nu was the family's sole provider, raising two girls as well as an aging mother Mrs Nu was even more dissatisfied with men after her eldest daughter Ngoc Nhu (Kha Nhu) remarried Phu Nhuan (Tran Thanh), a dumb husband She has nothing but affection and hopes for Ngoc Nhi (Uyen An) Ngoc Nu grew obsessed with overseeing and meddling in every aspect of her daughter's private life because she wanted her children to live in harmony and success However, when Ngoc Nhi grew older, Mrs Nu's strictness in the home increased due to changes in his psychophysiology and a developing romance with the wealthy young man John (Song Luan) There are commotions Conflicts between the participants started to emerge gradually

The turning point was when Nhi, who had run away from home while pregnant and was living with John, soon began to bear "bitter fruit." The sad tale of a husband and wife who are overpowered by their wife's family is told by Phu Nhuan (Tran Thanh) and Ngoc Nhu (Kha Nhu), the daughter of Nu Ngoc Nhu lost her happiness in the most unexpected manner while loving her husband but enjoying control A series of occurrences led to improved communication between Nhi and her mother, Nu With his daily attention to her,

Ms Nu made the decision to go one step further and wed Mr Liem, the owner of the

12 apartment building John attempted to keep his first love hidden, but when he failed, Nhi made the decision to confide in his friend Quynh Ly

3 Meaning of the movie “Nha Ba Nu”

Through the character's dialogue, the essence of the film "Nha Ba Nu" is profoundly communicated Some common expressions, for example:

- “Failure is also a human right” – Ngoc Nhi

Every parent wants their kids to succeed, but occasionally they impose and stop them from doing what they want out of risk aversion, or more specifically, out of concern that they won't succeed

Nonetheless, everyone is entitled to fail A lifetime of regret is preferable than one try and fail Young people, in particular, are more concerned with trying than with success or failure They may occasionally acquire a more important lesson along the road than they would have if they had succeeded

- “Human nature is not easy to change, it only changes when there are events” Only when faced with events can human nature be said to change Life will inevitably have its ups and downs, and we have no idea when they will occur Most of the time, we are unprepared Thus, it's important to develop the abilities necessary for later-life adaptation Sometimes you need to realize that life's events are not always the worst, but other times it might be difficult for each person to exercise their own bravery You will be stronger than ever if you have the courage to succeed

- "I would rather fail in my dream than triumph in my mother's dream." _ Ngoc Nhi The freedom to do as one pleases is one of the fundamental human rights, yet during all these years of living with Ms Nu, Ngoc Nhi has never been able to exercise this right She had to tell her mother the truth from the bottom of her heart when the water broke Mrs Nu wanted Ngoc Nhi to do something that she had previously been unable to achieve and had forced on her But because

Ngoc Nhi is Ngoc Nhi, she also harbors aspirations for her own life Ngoc Nhi, unlike most people, does not want to be successful; instead, she is currently just interested in failing because she has never felt that way before Ngoc Nhi views her personal failure as a sign that she is free to live her life as she pleases

- “School teaches me lessons first, then lets me practice The school of life forces you to practice first and then learn the lesson” – Ngoc Nhi

Vasanth Gopalan stated, "A lesson is taught in school, then a test is administered You will face a test in life that will serve as a lesson

- “The value of an object lies in where it is placed.” – John

A typical orange juice glass costs 10,000 VND on the sidewalk, 40,000 VND in a mid-range café, but it can cost up to 70,000–80,000 VND in a cafe with more room and aesthetic expenditure It's like the saying, "The worth of an object rests in where it is placed." not just things, but also people Only when you are in the correct position will your actual value be understood Ngoc Nhi or John won't be able to discover their own abilities if they only loiter around the house under their parents' control Hence, in order to live the life they desired, they had to decide to leave

- "Everyone is at fault, but everyone thinks they are the victim" - Phu Nhuan

As Phu Nhuan said before departing, the movie's tagline is "Nha Ba Nu" The victim mindset was shown by Nu and Ngoc Nhu when Phu Nhuan made a heartfelt confession Everyone is at fault, but everyone believes they are the victim, Phu Nhuan stated, putting an end to that never - ending series of incidents, as he hurriedly carried the bags outside When Ngoc Nhu heard the statement, he immediately went to try to grab Phu

Nhuan, but was unsuccessful Nu was shocked at the time The mistake might occasionally result from the fact that we all obstinately hold to our arguments without understanding one another, not just in family relationships but in many other interactions as well Thus, even if everyone is to blame, everyone believes they are the one who suffers Only while speaking openly in front of one another

14 will everything eventually come into focus The heart of resolving all problems in life, according to Dr Geshe Michael Roach, is this: "If you know that, everything comes from your side, the anger and complaint will go away

21/01 Movie with the highest number of pre-sale tickets of all time during Lunar New Year 30,000 tickets

Vietnamese films have the highest revenue on the 1st of the Lunar New Year of all time

23/01 Vietnamese film has the fastest revenue of

50 billion VND of all time 2 days

24/01 The film has the highest number of screenings on a day of all time 4,500 screenings

Vietnamese films have the fastest revenue to reach 100 billion VND of all time Highest grossing movie of all time

Vietnamese film has the fastest revenue of

200 billion VND of all time Highest grossing movie of all time

02/02 Vietnamese movies have the fastest revenue of 300 billion VND of all time 11 days

08/02 Movie has the fastest revenue of 400 billion

VND of all time 17 days

13/02 The highest-grossing movie in Vietnam's box office history 421 Billion VND

01/02 Top 10 highest grossing weekend movies

(January 26 - 29) in the world #6 (USD 4,334,717)

The film's tightly interconnected character system, according to director Ly Minh Thang, was created to capitalize on the variety of intergenerational trauma Said he, "Tran Thanh

16 has a gift for comprehending the psychology of an audience Family sentimental values I believe the story in the film portrays the majority of working people who, as a result of their toil, strive to make a livelihood without having the chance to look back "

Nguyen Quang Lap, a journalist for the Lao Dong newspaper, stated, "The movie's plot is dated but entertaining The audience is only interested in energetic performances, not in the new or old The movie is incredibly dramatic, yet many of the emotional sequences are also very entertaining, and other scenes are really fascinating attractive"

According to VietNamNet, the movie overused the voiceover to influence the audience's psychology There is no escaping the fact that Tran Thanh's film contains a lesson that criticizes the poisonous parenting practices, toxic offspring, and toxic sacrifices made by modern parents.

ANALYZE

Customer insight

The audience that "Nha Ba Nu" is aiming for is made up of people who regard and respect sentimental family values Everyone is extremely familiar with the idea of home We return to our "home," the place where we were born Home is a highly holy and important concept to everyone As a result, the movie targets a highly diverse audience market

Adults who are "rebellious" in nature actors like Tran Thanh, Jade Rich, and Le Giang have irrational followers people with significant perspectives on life and the world around them The group of individuals with multifaceted, multicolored perspectives on life, life, and impressions for this group of individuals are extremely cool stories, excellent emotional circuits, and pique the curiosity of others

A group of individuals who share the film's terrible family circumstances or are inquisitive Those who spotted the self-portrait in Mrs Nu's family story With the film's message, they discover empathy, desire to be understood by others, and explore the sensation of being cared for

The social environment of the family theme is on a middle class family in the center of the city after the massive shadow of the precursor "Bo Gia" has once more localized the subject as contemporary as “Bo Gia” made it

Heaven, the setting, and human harmony all laud Tran Thanh for his ability to pick the ideal moment for discharge As the movie's theme centers around familial love and the identity of time, Tet was the ideal time for its release because it offers people a chance to go to the movies with friends and family, a chance to reconnect, and more Sisters and Sisters 2, two Vietnamese movies that were released in theaters on the first day of the Lunar New Year, had no influence whatsoever on Madame Nu's House at that moment

"Audience needs emotion, not cinematography"

=> The aspects that contributed to Tran Thanh's tremendous success with his first two films, "Bo Gia" and "Nha Ba Nu," included a clearly defined target demographic, a topic that powerfully appealed to the audience, and a topic that touched the audience's emotions The movie features a cast of characters that gradually becomes more and more like "actual people," using close, familiar "life" in the animations, tales, and interactions from fiction to real life As a result, the audience can somewhat recognize themselves in it

Even though it's only a teaser, "Nha Ba Nu" manages to elicit a peculiar sense of familiarity and intimacy Each character's appearance in the film gives us the impression that they are there in real life; occasionally, we even recognize our own picture in such situations The information shown in the trailer makes viewers curious about how conflicts will be resolved Through the trailer, we can see some contentious issues that most Vietnamese families face, including those involving mother and child, husband and wife, and particularly the love of young people The content is not overly sophisticated or complex, but it stirs up the most genuine feelings in viewers

We can observe that red is the primary color utilized in the movie "Nha Ba Nu" posters and trailer images Red will draw a lot of attention because, according to visual research, it is the color that has the largest effect on the human eye This intense hue is used to represent qualities like courage, motivation, actionability, and enthusiasm Red also conveys a sense of urgency, which encourages human behavior Red also represents luck and fortune in Vietnam It is clear that Tran Thanh made the right decision by selecting the color red, which has helped him achieve notable success and amassed great numbers in the Vietnamese cinema business When we look at the color red, we will feel someone pressing us and yelling at us to immediately get to the theater Perhaps the directors had that in mind as well

27/07/2022 Tran Thanh posted a photo revealing the name of the film abbreviated as NBN, and his role in the movie called Phu Nhuan

Tran Thanh held a press conference to announce the movie “Nha

Ba Nu” to replace "Mai" during the Lunar New Year 2023 At this first announcement event, Tran Thanh also revealed to the domestic press, the movie “Nha Ba Nu” is more fun than The Godfather During the event, guests who come to the press conference will also enjoy crab cakes - a dish that appeared in the movie

The first short clip (first look) was released In the video, a small segment in the film lasts about 40 seconds along with the saying

"Every family has a secret " That statement is also considered the message of the film

The film production crew released the first poster of the film with the image of Tran Thanh and Song Luan's two heads floating on the table, surrounded by Uyen An, People's Artist Ngoc Giau, and

Le Giang and Kha Nhu The poster also has the words, "Everyone is at fault But everyone sees they are the victims"

06/12/2022 The first video teaser was announced In the teaser video, the male lead Song Luan has not appeared

The film's production unit continued to release the second poster of the project with the image of many characters standing together in a bowl of soup These are the characters of Tran Thanh, Kha Nhu, Song Luan, Uyen An, and Ngoc Giau And Le Giang (in the role of Mrs Nu, the owner of the banh chung shop) stands on high and only shows her lips

On Tran Thanh's official YouTube channel released the official trailer for the film In the video, a short clip shows the song "Yeu duoc khong" by Duc Phuc

During the award ceremony "Green Wave" 2022, Tran Thanh and his sister Uyen An appeared to announce the results for the "Male

- Female Singer of the Year" category Before the announcement, he also promoted his movie “Nha Ba Nu”

By promotional efforts, it is clear that the film "Nha Ba Nu" made the most of the actors' personal brand power, particularly Tran Thanh, a well-liked and multitalented artist by producing significant contributions to the nation's art, participating in a lot of charity endeavors, supporting society, and by playing Le Duong Bao Lam, a figure who recently led the audience of the program "2 days 1 night" to chuckle wryly Additionally, they connect with their audience on significant social networking sites like Youtube, Facebook,

They also made good use of Press Junkets The fact that they held a press conference to announce the film's release and spoke about the challenges and amusing incidents that occurred while making it serves as confirmation Tran Thanh is pleased to reveal the first outcome of the film that has garnered attention after two days since the press conference for the movie "Nha Ba Nu." Likewise, he claimed that the movie's debut clip, "Nha Ba Nu," had 15.7 million views and was currently trending at the top of the Tiktok site A number of clips from the event appeared when the term "Nha Ba Nu" was searched; the quantity of views (15.7 million) is significant

Once the movie was released, the cast and crew attended a number of discussions to hear the perspectives of spectators in the theater in order to show their appreciation for the audience's enjoyment of "Nha Ba Nu." As a result, the audience feels more connected to and engaged with the actors hence assisting in increasing movie sales through word-of-mouth advertising from viewers Also, in the midst of the foreign cinema trend that is overtaking the market, directors also better understand the tastes of the audience.

Analyze the

1 The typical and representative audience

The movie effectively capitalized on the typical and representative audience groups in Vietnamese families to deeply and meticulously delve into their psychology There were many groups of people included in the film to attract more viewers who could relate to the stories and circumstances presented and desired to sympathize, share and understand These groups of people included:

Families with strict parents like Mrs Nu - This was a typical and clearest characteristic seen in the film Many issues revolved around family such as parents' constraints, opposition to children pursuing their passions and aspirations, understanding the pain and finding the common ground among individuals who had similar circumstances as parents For the audience, this film was an opportunity to bridge the gap between generations in the family, to understand and sympathize with each other and to understand the value of family in the life of each individual

People aspiring to live their own dreams: This was also a highlight in the film, portrayed clearly through the character of Nhi when she was not allowed to live the way she wanted to by Mrs Nu A characteristic of this group is that they are forbidden, not supported, and hindered by their parents from following their desired paths, sometimes even forced and constrained in future affairs and relationships The film also captured this point to hit the psychology of a significant part of the audience with a typical problem of modern society

People experiencing troubles or concerns about romantic relationships or those wanting to learn about romantic relationships: This group is a typical state in the love life of young people today The film cleverly intertwined the story of John and Nhi from various perspectives and different stages Therefore, this approach also hit the psychology of young people, contributing to creating content value to attract a potential audience and providing a deeper insight into love Mrs Nu exploited this well to create a point of contact with this group

Based on the responses, we identify the factors that motivate viewers to choose to watch the movie House of Nun over other films as follows, sorted by influence from high to low:

- Passion for Vietnamese movies, family movies on Tet holiday

Vietnamese culture is very unique and diverse, especially in family culture, most noticeable during Tet, families get together, and the movie "Nha Ba Nu" was screened in theaters during Tet That period has focused on the needs of the audience Because the most important motivating factor is having a taste and passion for Vietnamese movies, especially the family genre that has had a huge impact

- Good rating for the movie

A second strong factor is the strong virality of the film Rumors, word of mouth from friends, good reviews from first-timers, good reviews from experts, famous movie review sites "Opinion Leader" have made the consumers trust and expect the film As well as creating popularity for the movie Nha Ba Nu, making it extremely Viral “Viral Marketing”

With hit movies like “Bo a”, Tr n Thành's popularity has been raised Make the Gi ấ viewer's attitude very good about his upcoming movies When launching Nha Ba

Nu, viewers believed and expected a lot in his film, viewers were also extremely excited because there were many other famous actors in the film such as Lan Phuong, Ngoc Lan, Thu Ha, Ngoc Giau, Le Giang

With a large number of viewers, compliments along with many articles are stirring up the social network, has stimulated the curiosity of another type of viewers, created an uncomfortable state of excitement that makes viewers Hedonic need to be satisfied That created the FOMO effect, making that part of the audience that need to see the movie to see what it is, but why do people watch it so much, why do friends invite me so much to relieve that discomfort

Affective: emotional, instantaneous: Another factor is the immediate emotional influence, which comes from accidentally seeing a movie trailer that is attractive, or suitable to the context of the immediate needs of the consumer ð "Nha Ba Nu" has succeeded in exploiting user insights to create appropriate decision, including:

- Utilitarian - The movie "Nha Ba Nu" has made an impression in the minds of viewers when the film was released When he chose the safe subject of family for his film, Tran Thanh "balanced the balance," providing the audience with both comfort and a challenge He treated them to a topic that was easy to understand for the general public Because family movies are suitable for everyone—young, old, huge, and small Consumer decisions over what movies to watch are influenced by a variety of factors, including expectations, feelings of familial attachment, and worry about losing out on Vietnamese films In particular, customers' selections to see movies are influenced by their admiration of actors like Tran Thanh, Ngoc Giau, and Le Giang as well as the convergence of well-known performers in show business.With the endearing "life" gags that have become Tran Thanh's signature over the years, the movie is also given a particular sense of humor In addition, the movie opened in theaters over the Tet holiday, when everyone needs a little humor to kick off a happy and bright new year This was done in addition to more aggressive advertising and marketing to draw in more viewers Than Thanh chose a relatively safe topic about family and typical family issues in Vietnam, so the controversial issues raised in the film are expected to be resolved in a clean, meaningful and connecting way between generations This is also shown by the fact that the movie is targeting ordinary people, so the "function" of the movie depicting what happens in normal families is likely to generate expectations of being touched, felt and close to their own lives

- Hedonic need - Tran Thanh skillfully incorporated the emotional climax in "Nha

Ba Nu" from the most common and everyday stories from life The movie is like a recreation of the lives of the children who were arranged movies about real life When a movie connects viewers' emotional circuits, viewers feel a generational connection, get to know their parents better, and learn more about the darker sides of love These emotional connections are all related to the movie's capacity to satisfy audiences' informational needs and provide them with entertaining and enlightening experiences The psychology of the audience is tied to the demand for entertainment, the need to connect with family, and the desire to see happy moments and family climax on "Tet" days The emotional effects that Tran Thanh created for "Nha Ba Nu" through the marketing programs made it become a representative movie for Vietnamese families If someone watches the movie, they will understand the current family context, and they will confidently have deep insights, emotions and vibrancy with life "Nha Ba Nu" had an ambition to show the dark side of families, and of course, it will give the audience such a feeling In addition, the movie expands the effect of the crowd, leading to the FOMO effect, and this emotion encourages the audience to buy tickets to see the movie instead of staying at home

3 Decision-making factors for watching a movie include

At that time, during Tet holiday, groups of Tran Thanh fans, either going to the movies with family or with friends on Tet, will carefully consider choosing an entertainment movie Based on this, we can see that consumers have trends and characteristics in decision-making, and "Nha Ba Nu" has done well in exploiting these characteristics, specifically they realize that the audience is influenced by:

- The crowd effect, Facebook ads, viral videos: when the movie has a good effect on the box office with revenue increasing exponentially each day, the movie has won big, encouraging the public's curiosity to watch and experience it without missing any moment It can be said that the public's decision-making trend with this factor is Affective Therefore, the crowd effect has encouraged customers to buy movie tickets so as not to miss out

- Expectations from "Bo a", movie reviews:Gi It is true that Bo Gia is also a film written by Tran Thanh, like Nha Ba Nu Objectively evaluating a film's quality based on its predecessor's performance and advertising reviews on Facebook and YouTube shows that audiences are rational decision-makers If we rely on Bo Gia track record to decide whether or not to watch, we can call this decision-making trend Cognitive because the evaluations occur sequentially from one film to the next, and audiences understand what they are doing and what they will watch based on objective reviews At the same time, they plan carefully to make the decision

SUCCESSFUL OF THE MOVIE “NHA BA NU”

Thoery of the decision – making process to choose a cinema

The ability of filmmakers to affect viewers' purchasing decisions is one of the factors contributing to movies' success Filmmakers can affect the following three processes in the decision-making process: recognizing needs, gathering information, and weighing alternatives Movie marketers will promote their films using the most current marketing theories We'll now examine how the movie marketer affected those aspects as well:

Need recognition

The family has always been the primary institution for shaping, educating, and fostering each person's unique personality throughout history Family is always the top priority for the majority of us Vietnamese because it is each person's place of love and belonging Vietnamese families have endured and grown for many generations while maintaining high moral standards In contrast to happy families, there are also some that are not as harmonious and peaceful, and one of the causes of this unhappiness is the conflict that results from disagreements between parents and kids Between the husband and wife, there are kids In contrast to "Bo Gia," the first film you created, Tran Thanh has continued to take advantage of the family from a fresh perspective in order to address this throbbing societal issue He not only picked a topic for the movie that was relatable and realistic, but he also picked Tet as the perfect moment to release it The period when the majority of us take a break from our jobs and travel home to

The decision –making process to choose a cinema

Post – Product Purchase celebrate Tet His movies embody the human qualities and sacred ideals of familial attachment that we all aspire to and strive for In the movie trailer, he mirrored the reality of some Vietnamese families, giving spectators the impression that they recognized themselves in the story and arousing their curiosity about the events and resolutions of their own personal film story.

Information research

When you enter "Nha Ba Nu" into Google, you will receive 159,000,000 results in 0.3 seconds When you enter "Nha Ba Nu" into Tik Tok, you will receive more than 1 billion 100 million results It is clear that the movie made excellent use of its investment in social networking platform promotion Tran Thanh did not stop there; in order for news of the movie's premiere to reach as many people as possible, he conducted a press conference to introduce the movie and released footage of that press conference on social networking sites including Youtube, Facebook, and Tik Tok His press conference was organized in a unique and intriguing way that piqued listeners' interest Moreover, Tran Thanh told the local press that "Nha Ba Nu" is a more enjoyable movie than "Bo Gia." Visitors to the press conference will also be served crab cakes at the event, a meal that was featured in the movie And the outcome he got was that the movie "Nha Ba Nu" garnered a lot of interest following two days of the press conference for its release With 15.7 million views, the movie's first trailer, "Nha Ba Nu," is currently trending at the top on Tiktok A number of clips from the event surfaced when the phrase "Nha Ba Nu" was searched; 15.7 million views is a significant amount.

Evaluation of alternatives

A potential chance to increase revenue for

Vietnamese films is the near absence of strong foreign competition in the Vietnamese cinema business at the time of Tet the lone confrontation between "Chi Chi Em Em 2" and "Nha Ba Nu" To draw viewers in, each aspect of the movie employs a different strategy With regard to Nha Ba Nu, they continuously released behind-the-scenes teasers for the audience to get a true sense of the film and the filmmaking process, absorb the opinions, feedback, and feelings of some viewers after watching, and then updated them online They did this to create an eye-catching impression on the audience and to

32 use red as the main color in the posters to catch the audience's attention, and customers who have not seen or read the ideas and comments can make their decision with confidence Meanwhile, "Chi Chi Em Em 2," the movie exhibits a stunning image in a revealing, seductive style Two lovely women As viewers compare the pictures from the two films, Minh Hang and Ngoc Trinh provide a highlight for the movie.

Marketing theories applied in the movie “Nha Ba Nu”

“Nha Ba Nu” has applied the following three customer psychological effects:

- FOMO (Fear of missing out) effect

Suppose that a customer is choosing a Vietnamese movie to watch during this Tet holiday and is pondering between two films: "Chi i em em 2" and "Nha Ba Nu" They will watch ch each movie trailer and make a selection decision For "Chi i em em 2" talks about the ch real life of Ms Ba Tra and Tu Nhi, two famous beauties of old Saigon It sounds good and attractive, but it brings a story too far away from the current era, not to mention the film about the life of the elite, which is not familiar to the majority of Vietnamese audiences

In the end you decided to watch the movie "Nha Ba Nu" because after watching the trailer, you realized that in addition to the humorous episodes (not as much as "Super trick meets super muddy" but just enough to create entertainment), the series The film also makes you feel familiar as if talking about the life around you, some people even feel like this is their own life

This effect simply indicates that: "The subconscious feeling of familiarity is one of the factors that influence our decisions when choosing something" Suppose, you are choosing a Vietnamese movie to watch during this Tet holiday, so you decide to watch the movie's trailer for easy selection After watching the trailer of “Nha Ba Nu”, you realize that in addition to the humorous details, the movie also makes you feel strangely familiar, it is so familiar that you feel like you are talking about life around them, some even feel like their own life

=> With the use of those very old materials, director Tran Thanh directly hit the familiar feeling in the audience's subconscious, thereby influencing the action of supporting the film

It can be said that the success of "Bo G " is a big stepping stone for the success of this ia movie Therefore, before going to the theater, the audience's expectation is very high, that

"Nha Ba Nu" will have the same or at least the same quality as the previous film

The Halo effect occurs when we will make general judgments about a person or thing based on only one side of the problem Still, friends when choosing Tet movies, the halo effect psychological trap made you make decisions faster when you started to rummage through your memories about family dramas that Tran Thanh had made and came up with the name “Bo Gia In early 2020, the web drama "Bo Gia" produced by Tran Thanh caused a fever in the online community when 5 episodes continuously reached the top trending

Youtube, reaching a total of 165 million views on Tran Thanh Town channel After just one week of launching, "Bo Gia" achieved revenue of VND 150 billion (according to the publisher's announcement) This number quickly increased to VND 400 billion after a month of release, becoming the highest- grossing Vietnamese movie of all time, surpassing Avengers: Endgame at the Vietnamese box office

=> It can be said that the success of “Bo Gia is a huge stepping stone for the success of this film Because before going to the theater, the audience's expectation is great that “Nha Ba Nu” will have the same or at least equivalent quality to it However, the halo effect is a double-edged sword when the expectation of “Nha Ba Nu” increases too much If the content of this movie is bad, and not worth watching, the audience who comes to see it will be more likely to be disappointed

3 FOMO (Fear of missing out) effect

In one session, Tran Thanh went to the theater to interact with the first audience to see

"Nha Ba Nu", he shared the following: "I really hate filmmakers who don't have a heart to work, which leads to they make superficial, unpolished films.”

When the movie was just released 1 day, the e-kip uploaded a behind-the-scenes video with the cast's sharing about the pressure during filming The actual view from the behind-the- scenes clip, plus the average revenue of 30 billion VND per day, the audience has many reasons to believe that this is a movie worth watching

Above all, those who have not seen the movie will have the feeling that they have missed a good movie and feel jealous of those who came to theaters first This feeling prompts their action to buy tickets and support their movies more Along with that, "Nha Ba Nu" continues to be a work of everyday life, simple, close and easy to watch From there, the audience will spread the word about the film This will create a stronger FOMO effect in those who have not watched, making them make decisions more quickly

The FOMO effect, roughly speaking, is the effect that makes people believe that other people are always happier and happier than themselves and that they are missing out on something that they have gone through to be like that It is born out of human imagination, it makes us make decisions based on feelings, not actual needs or desires During a session Tran Thanh went to the theater to interact with the first audience to see “Nha Ba Nu”, he shared the following: "I really hate filmmakers who don't have the heart to work, which leads to making superficial, unpolished films." Moreover, when the movie was just released 1 day, Tran Thanh filmed a behind-the-scenes video with the cast participating in the film such as; Kha Nhu, and Duong Lam, let its record revenue be 25 billion This action is to further confirm to the audience that the movie “Nha Ba Nu” is worth watching

It was these moves of this talented director-actor that created in the public (those who have not yet seen) the feeling that they were missing out on a movie worth seeing and felt that those first theatergoers were very happy Since then, he has been urged to buy tickets and support his movies more

=> Along with the halo effect that made the audience decide to go to the cinema, Tran Thanh's film did not disappoint the audience when “Nha Ba Nu” continued to be a very lifelike, very simple, and close product close From there, it is easy to see that the audience will tell each other about the product a lot about the product This will lead people who have not seen it, it is easy to feel like they missed a good movie and decide to go see it.

THE NEW MARKETING STRATEGY FOR “NHA BA NU” MOVIE

The "Telling My Home Story" interview program

- Description: The team behind Ba Nu's series of programs will select a variety of parent-child combinations to create an uplifting interview tape for the program The clip's content consists of brief pre- and post-House of Nuns conversations with parents and children

- Message: Give Your House a Narrative, Pay Attention to Your Home, and Learn About Your Home

- Requirements: It should be emphasized that Ba Nu's House did a fantastic job of tying the audience's interest in the film to the house's wounds and the need for relational repair

- Hypothetical effect: This interview is intended for a group of people with comparable family situations, as well as kids who are being pressured and restrained by their parents and a group of parents who want to comprehend their kids From there, you may inspire this group to watch House of Nuns so they can share experiences and get to know one another better, much like other parents and kids did in the movie This aspect is also taken into account in terms of motivation and emotional impact (Hedonic), and the movie also meets the enjoyment demands of the majority of viewers On the other hand, though, it also has the ability to connect with parents and kids, so it can be deemed functionally effective (Utilitarian).

34;Crab Soup Cake" sequence of events

- Description: The Nha Ba Nu production team created the Banh Canh Crab event, which required the participation of the whole film's principal cast The program performs volunteer work in towns and provinces (with the backdrop of a rural, bucolic, and peasant dwelling location), such as hosting a free cooking class for crab cakes for the public The Ba Nu's House main cast will, however, have mobile stalls serving crab cakes in large provinces with good living circumstances

- Presumptive effect: Fostering a sense of community, developing sympathy, and encouraging more people to watch movies This impact will provide the impression that House of Ba Nu is an intimate, idyllic, and realistic portrayal of life It will also give the impression that the film values and cares for its viewers, urging them to see the movie.

Contest “Impressive Crab Soup”

- Description: The goal of the competition is to inspire individual viewers to create crab cakes in their own unique ways and share their experiences on social media using the hashtag #nhabanumovie The winners can view the movie House of Nuns for free or with a voucher

- Presumptive effect: increasing movie sales and assisting viewers in creating a personal notion while seeing Nha Ba Nu (that is, looking at the food they cook or the way they want to watch the movie, representing that is they are a person who is dedicated and loving for the family, or a person with a personality who wants to reveal himself, ) ð GENERAL EFFICIENCY OF THREE CAMPAIGN: The audience's future curiosity will be piqued by providing spiritual value for “Nha Ba Nu” for the majority of the audience and by maintaining a degree of exposure throughout subconscious.

CONCLUSION

Customer behavior can have a direct impact on whether a consumer chooses to buy or reject a company's product This has significant ramifications, including how marketing plans are developed Consequently, understanding consumer behavior and the elements that influence it enables marketers to identify and foresee the consumption trends of each individual customer Create prompt and efficient marketing plans from there Marketers need to research target customers' desires, perceptions, preferences, and selection and purchasing patterns We will receive recommendations from this research for new product development, product features, price, distribution channels, informational material, and other marketing-related aspects of the company You must comprehend your customers in order to promote effectively Make sure to speak directly with your target clients and pay close attention to their opinions and sentiments as they connect to your product or service Research the market to find emerging trends and lucrative business prospects

The process of marketing a movie involves analyzing consumer behavior to identify customer preferences and aspirations in order to develop practical marketing strategies to draw in potential viewers Many consumers' psychology was affected by the success of the film "Nha ba nu," luring them into the theater to watch it “Chi Chi Em Em 2” was also published at the same time, but while using the previous marketing strategy of "Flop - take off," it did not have the same level of success as "Nha Ba Nu." The absence of thorough research and comprehension of the psychology of the customer contributed to the downfall of the film "Chi Chi Em Em 2," which resulted in the picture's abject failure The media team will learn from this because many movies have flopped, including "Chi Chi em em 2".

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