Blog post 2: Beyond finishing the game

Posted on August 20, 2018 by by | 1 Comment
  1. In John fong’s Beyond Finishing The Game : A Look At Asian American Grassroots Outreach, the article states the process that Asian American films finding ways to attract people’s eyeballs and to overcome an big obstacle getting people into the theatres. Relying on the community as a work-around to reach Asian American audiences, through self-release strategies to establish a sustainable growth market.
  2. “ Cajayon and producer John Castro spent several weeks in the Bay Area for the fim called Debut. Massive email lists were created, street teams roamed Daly City and other locales with postcards and t-shirts and the film’s stars were present and available to meet the Filipino audience for the film.” [5] This is an example of how Asian American film directors use the self-distribution strategy to get connections with target population, to mobilize audiences to watch films to generate great numbers of people to see the film at the first week. The cost for marketing decreased increasingly. The great success achieved in the end by focusing almost entirely on the Filipino American community. Another example is the film called Tomorrow. “Mobilizing the student population, personal appeals to audiences by filmmakers and utilizing the growing worlds of Asian American media to Hypehen to AngryAsianMan.com.”[7] Through this strategy, more audience could be attracted through internet with less cost.
  3. A key term that the author introduces in the article is “grassroots”. Asian American filmmakers use traditional marketing methods with grassroots efforts to get succeed. They galvanized target community, built a massive pan-Asian campaign , mobilized the student population to generate great ticket numbers and to create an awareness among more Asian Americans community. By grabbing these people’s attention, Asian American cinemas got more support.
  4. It reminds me a recent successful movie called Dying to Survive. Zhang Jie and Zhang Bichen’s two Weibo help the popularity of the from the fan circle to the fan circle. From a small range of points, the spontaneous discussion around the film formed a small peak of heat. As the biggest social media platform for the big V to gather voices, Weibo has become the main front for the audience and big V viewers to exchange their viewing experience, which provides space for film word-of-mouth fermentation. The film was released in 12 days and received more than 2.8 million Weibo users. The data shows that the fans participating in the topic discussion are distributed in the second, third and fourth-tier cities, with 28.62%, 27.52% and 28.67% respectively. There are 9 cities with more than 2% of fans, both traditional ticket warehouse cities.

 

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