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2012年,一个名为《Entertainment Experience》(《娱乐体验》)的活动风靡创意之国荷兰。整个项目历时39周,吸引35000人注册拥有40万名忠实粉丝,42所大学以学分制方式参与,最终由好莱坞导演保罗·范霍文领衔操刀,带领荷兰电影爱好者共同完成了世界首部由民众生成的“大电影”。同时,《娱乐体验》也获得了最多的营销类奖项,这一创意不仅产生了一种新的电影生产模式,也用其全媒体的模式改变了营销。2013年这个获得众多奖项的项目进入了黑龙江电视台的视线,2014年《娱乐体验》的中国版——《全民电影》在中国盛放。该项目不仅有黑龙江电视台倾力执行,也有荷兰版权方的亲历参与,本刊特别采访了《全民电影》荷兰版权方的负责人潘磊,听她从专业的角度来分析这一项目创意的独特之处和营销价值。
In 2012, an event called “Entertainment Experience” swept the creative nation of Holland. The entire project lasted 39 weeks, attracting 35,000 people registered with 400,000 loyal fans, 42 universities to participate in credit system, eventually led by Hollywood director Paul Van Huo Wen, led Dutch film enthusiasts together to complete the world’s first by Popular generated “big movie ”. At the same time, “entertainment experience” also won the largest marketing awards, a concept that not only created a new movie production model but also changed marketing with its all-media model. In 2013, this award-winning project entered the sight of Heilongjiang TV Station. The 2014 China edition of “Entertainment Experience” - “Popular Movie” was held in China. This project not only has the full implementation of Heilongjiang TV Station, but also has the experience of the Dutch copyright party. This article specially interviewed Pan Lei, head of the Dutch film “All-People Film” and listened to her from a professional point of view to analyze the creative uniqueness of this project Place and marketing value.