Film And Marketing Complement Each Other.

In the "new wave" forum of the fourteenth Shanghai Film Festival, senior members from the film circle uncovered the five essential weapons for processing high box office: "good story", "precise positioning", "distribution forerunner", "careful implementation" and "moderate".

Good movies will have good box office.

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What made the well-informed theater managers exhaust the film?

And why did they let the audience who had never seen the movie enter the cinema?

After the movie was finished, the creation was not stopped. One of them was to publicize the marketing techniques of the distribution team.

When the team customize a beautiful wedding dress around the newly released movie, the movie will be easy to marry into the market.

Long term word of mouth comes from the film itself, while short-term benefits are related to it.

The day before yesterday, the "new wave of film" was officially unveiled in a series of forums for the fourteenth Shanghai International Film Festival. The first forum was invited to six guests, Yu Dong, chairman of Bona film, Ma Ke, Sina's entertainment channel editor Zhang Han, Chinese film box office expert Liu Jia, Vice President Wu Hehu of Shanghai Lianhe cinema, and Patrick Frater, chief executive of Asian film information.

Within three hours, insiders and box office experts left a series of key words about success or failure in marketing: "finding a good story", "precise positioning", "issuing forerunner", "execution first" and "moderate marketing".

Film and marketing complement each other.

"The movie itself and marketing will always complement each other."

Wu Hehu's words were endorsed by the box office experts, publishers, producers and media people at the box office.

Liu Jia made a footnote from the film "laughter and Jianghu".

At the end of last year, in Jiang Wen's "let the bullet fly", Kaige Chen's "orphan of Zhao" and Feng Xiaogang's "if you are the 2," between the three mountains, and rushed out of a dark horse: "laughter Jianghu".

In the face of the tough pattern of new year's greeting, "laughter and Jianghu" unexpectedly broke through and won the box office of 100 million, which is not easy for a movie which is less than 30 million yuan investment.

In this regard, Liu Jia attributed the success to proper marketing.

"Laughing at the rivers and lakes" is accurate, and the competition for the target market has been quite successful and made a great momentum in marketing.

She said.

Liu Jia then used a series of details as evidence: at that time, the slogan of "laughing at the rivers and lakes" was "123, one smile to solve thousands of worries".

This slogan focuses on self positioning and accuracy.

Zhao Benshan and Xiao Shenyang built up their box office bases in Shenyang, one of their bases.

Unlike some of the blockbusters on TV and hard street advertising, "laughter" has produced millions of laughs in direct cinema.

The way of packaging films is relaxed, unique and impressive.

If a small budget movie can be carefully laid out in marketing, it will also be full of money.

The movie with large volume originally caused the collapse of the box office due to the failure of marketing.

At the current film festival, Guan Yun Chang, who invested 150 million yuan and sat on the two superstars of Jiang Wen and Donnie Yen, was repeatedly criticized.

In this forum about marketing, the omission of Guan Yun Chang was also mentioned by many people in the industry.

Zhang Han said: "Guan Yun Chang's propaganda team has never responded positively to the criticism of the film itself, but has repeatedly stressed the success of the film.

This is a kind of self talk.

For "Guan Yun Chang" defeated Mai Cheng, Ma Ke said: "the film is over marketing.

Some feel that the audience is born in the process of watching the film, rather than forcing the audience to accept it.

If you offend the audience, the audience will abandon you. "

"Jiang Wen is a director with criminal record."

Nowadays, China's film market has become an indispensable part of marketing.

Whether it is a blockbuster or a guide, it is not possible to leave the publicity and applaud.

At the end of 2010, the "let the bullets fly" scenery for a time did not have two.

The success of the movie has not been proved by box office numbers, nor need it be described in language.

Jiang Wen, who had always been self assured, dropped the famous "standing to earn money".

However, even if Jiang's emperor's waist is still upright, he will lower his stance.

In the propaganda process of "let the bullets fly", Jiang Wen wrote to Ge You and Zhou Runfa the bridge of love letters, which is a clear proof of his approaching the market.

"Jiang Wen is a director with a criminal record."

"In the period of" the devil came "and" the sun rises as usual ", Jiang Wen said that he was dismissive of publicity and had been in bad faith with the media.

Therefore, we need to spend several times to do propaganda.

"Big investment and heavy details" is the key to the success of the "let the bullet fly" propaganda team.

"Let the bullets fly" production input 100 million, while the cost of publicity and marketing reached 50 million, accounting for 1/3 of the total investment, the whole publicity cycle for 19 months.

It can be said to be a real success.

In Mak's view, the blockbuster must have its own style of match.

"It's like a big family lady. You can't dress badly when you come out."

Mak made an analogy.

Blockbusters such as "let the bullets fly" can cost a lot of money, but for small and medium cost movies, the marketing strategy needs to be changed from "big investment" to "high cost performance".

In February of this year, "farewell to love" was regarded as a typical example of marketing success by its guests. Its characteristic is to use micro-blog to conduct interactive propaganda.

Although the film has attracted many circles' criticism, it is considered to be "MV+ documentary".

But its box office results were not bad. It reached a break even point in three days, and the box office was more than 200 million.

In addition to playing "nostalgia" and "finding love for the first time", in order to cooperate with the publicity, director Zhang Yibai opened micro-blog specially, and he had close interaction with fans, almost all of the fans' questions were answered.

This way of "people first" has saved enough popularity for films.

When Faye Wong and Eason Chan set up the video of the theme song for "love" after being hung up on micro-blog, the day's forwarding volume reached 10 million.

The target audience of "going to love" has a large overlap with the active users of micro-blog.

However, during the publicity period of the movie, when people let Jiang Wen fly, Ge You and Zhou Runfa opened up micro-blog when the "let the bullets fly" on.

"Internet advertising is a cost-effective way," Wu Han said. "But this way may not be suitable for all movies.

The role of micro-blog is only icing on the cake.

In Liu Jia's view, small and medium cost movies should be willing to give up and find the right position.

The pursuit of full coverage means no coverage.

A good story, a good story, a good story.

As the movie's "husband's family", Wu Hehu, a manager of the cinema, also made his own voice.

In his opinion, the choice of movie schedule is very important. The reputation of a movie always depends on whether it is a good movie.

"A good story, a good story, a good story."

Mak was asked why he said "let the bullets fly".

Although he thinks marketing is vital to business success, the reputation of a movie still depends on the story itself.

What is a good story?

Mak defines it as "the story of sticking meat".

Wu Hehu believed that a good story should reflect reality and touch people's hearts.

This inevitably reminds us that on the 12 th of this month, Feng Xiaogang emphasized repeatedly in the film masters class: "I want to see a script that is related to life, bordering on reality and feeling."