Low-cost production of Low-cost film marketing success: Films also have spring

Fan Bingbing to join, as well as "Kwan-Yin Mountain," the rebellious youth propaganda positioning, so that "small" films in this film off-season selling nearly hundreds publicity activities, more than half the cost of investment costs, the polarization of Word-of-mouth controversy. 1200 copies of the volume, 26 million yuan for the first weekend box office.　　Invest 12 million yuan of Li's new works "Kwan-Yin Mountain" in "LSC" in the March Shadow City, become the highest concern, the topic of the most, the highest box-office domestic films. According to the previous experience of the film market, the industry before the film box office "Money" view is not optimistic.　　But the result is "Kwan-Yin Mountain" to achieve the box office and pay attention to the double win, apart from the quality of the film itself has a certain guarantee, the film in the choice of time, large scale of the publicity and other marketing methods to make the achievements are also concerned, let this position as "with artistic taste of commercial films" become films successful operation of the outstanding cases. Cost promotion cost half of investment according to the data provided by the film Party, "Kwan-Yin Mountain" in the release of the three-day box office won 26 million yuan, and the previous domestic well-known film companies to the film out of the total box office forecast only 7 million yuan. With the premise that films is not popular in the domestic market, the film in the work of the bold use of "blockbuster marketing" model: A total of 79 publicity activities in the country, visited more than 10 city tour propaganda, creating hundreds of publicity points, and even put a large scale of 1200 copies. According to the film's general issuer Gao revealed that the general domestic large tracts of publicity costs are basically controlled in the total investment of 1/3, and "Guanyin Mountain" is up to 7 million, beyond the film 12 million of the cost of investment, marketing is already far more than the film itself. At the same time, the film of the high degree of coordination is also to promote the film popularity of the important reason, "the main cast has been tired down several, Fan Bingbing is the first one tired, the entire publicity hair team on average sleeps four hours a day." "In the off-season, the fight to avoid the enemy is not favored by the film, Gao that such a large-scale publicity costs, not" luck ", but after careful market analysis, and the most accurate is the selection of the release schedule, Gao Smile" a good film can not find a suitable schedule,　　The equivalent of a good girl married not a good husband. " In fact, the March archives of the past years have been regarded as the "LSC" of the Shadow City, but also is therefore, March instead of a strong film release, the market has a big gap, and "Kwan-Yin Mountain" choice in early March release, but with a certain market appeal "knife laughed" and "The Battle of Los Angeles" opened more than two weeks time,　　Directly contributed to the film became a two-week box office championship without suspense. In addition, the film to create a focus on the topic, but also for the film won a greater market space. According to Gao revealed, "Kwan-Yin Mountain" opening and the introduction of the film "key fourth" of the row, but later due to the "Kwan-Yin Mountain" more attention, coupled with decent attendance, and therefore emerged from behind the situation, "there are manyThe movie theater proposed the supplementary copy, increased the row piece, at present "Kwan-Yin Mountain" The row piece occupies the market 40% or so. "The position of the commercial film director Li Yu's work has been set in the films category, the best Film at the box office," Apple "is only 15 million yuan, but the" Kwan-Yin Mountain "in the past to its" films director "positioning, play" with artistic taste of commercial film "marketing concept, and the fact that, The idea worked very successfully.　　In fact, the film itself, and did not tell the story of a commercial film model, but in the publicity has found a commercial film with all the Look: Stars, rebellious youth, family, friendship and love. In addition, GAO analysis, in recent years, when viewers saw a lot of parody comedy, has already produced the esthetic exhaustion to this, "now very much needs some to resonate, has the nutrition the film to come out, in this sense" Guanyin mountain "is a nutritious movie, avoids the audience to ' spoof the Wind" The formation of a kind of bored psychology. "The topic uses the word of mouth the bipolar dispute" This is should the box office billion movie! A rare masterpiece in recent years. Ladies and gentlemen, the box office of "Kwan-Yin Mountain" is our disgrace. "This is the Chinese media award promoter," Mr. Fashion "executive editor Collars Jiang after watching the" Kwan-Yin Mountain "on the micro-blog message, and the micro-blog has opened the" Kwan-Yin Mountain "" word of mouth Controversy war "Prelude. In the recent thousands of comments on the microblog, users can be described as a bomb, and there has been a polarization of word-of-mouth evaluation.　　Praise people call it a "rare masterpiece", the person who plays mercilessly calls "rubbish" "hype". The use of "micro-era" network means of communication is not new, however, some works such as "in The curse of the sound fell," and "Kwan-Yin Mountain" can win a decent box office in the controversy, Gao that "the film itself is the key to quality", "the public to a work of controversy to show its concern, But it is a good thing not only to say that we are not afraid of controversy, but we hope to have more controversy. But it is important to see after the controversy, the mainstream debate on the development of Word-of-mouth, good result is more than derogatory, and this is depending on the quality of the film itself. "Guanyin Mountain" behind the story "Dam Street" to promote the acquaintance of the "Kwan-Yin Mountain" success, had to mention two people, the film producer Fang, as well as film director Li Yu. Fang originally engaged in the science and technology industry, but he was fond of literature and photography since childhood, so when the 2000 director Wang with his own screenplay "Anyang Baby" to find him, he did not want to agree.　　After this, fang consecutive and Wang, Lou Ye cooperated several films, but "can not express opinions on the script, not the right to adjust the script" let him feel no meaning. At this time, in CCTV when the documentary film director Li Li put his house and car mortgage out, filming their debut "This Summer", the Story of lesbian stories did not show. But Li did not give up, she wrote a screenplay for her second film "Dam Street", a chance,Fang Read the "Dam on the street", know Li Yu. That year, "Beauty" box office only 400,000 square excitation and Li hit, quickly made the film "Beauty."　　The investment of 5 million Yuan film has been shortlisted for the Venice International Film Festival, the "new sharp female director" Li suddenly pushed to the Chinese audience. "Beauty" The domestic box office only 400,000 yuan, after the two people to cooperate, invest 11 million yuan to shoot the "apple" many times before and after the release of the controversy, but still harvested 15 million yuan box office. Fang said he had hit more than 40 million for the movie over the years, but he knew that when the market was bad, it was just a good thing to do. "Now the market is good, it is necessary to make a good shot of the film, in the minority and the public to find a balance between the" Guanyin Mountain "is a temptation. "newspaper reporter Niumeng Lin Lin