Movie Marketing: Videos want to make money lineup schedule plus publicity

4 years ago, Andy Lau invested in a series of new director's films, one of which is called "Crazy Stone", which was http://www.aliyun.com/zixun/aggregation/35554.html "> Shanghai Film Festival After the preview of the Wave, the official show after the box office also a great success, but also with a bouquet of red later the billion director Ning. 4 years later, Andy Lau has invested in a new director's work-"Daleitai". The humorous and inspirational comedy film has been equally well received, and the first weekend's market response was extremely flat after the June 4 release. Some theaters are only one day in a row of "Daleitai", the box office big lose a few become a foregone conclusion.

Two are good quality films, the outcome is very different, people can not help but think: to determine the success of a film market factors have? Quality, schedule, or publicity? This reporter interviewed Beijing Studio senior issuer Gao. He believes that the quality of the film (including the Star lineup) is the basic factor of success, the schedule is a crucial factor, and publicity is the catalyst for the box office-if a film itself is poor quality, the schedule is very poor, publicity will not have a good box office results.

"Daleitai" Lost in the schedule

"Daleitai" and "Crazy Stone" is also a new director of the works, and even investors are the same-Andy Lau. Andy Lau himself promoted the two films and made every effort to give the new director a platform in person. "Crazy Stone" finally box-office reputation both fluttering red, but also red Ning. "Daleitai" June 4 release, the reporter learned from the major cinemas in Beijing, the film has fewer rows, and some theaters only one day, not only the hottest selling Hollywood movie "Prince of Persia", even compared to the new release of the old film "Special mission of the agent."

Gao analysis that "crazy stone" success has great contingency, the composition of luck is large, it is difficult to replicate. "Stone" in the beginning of their own do not have the confidence, intend to sell off 1.1 million yuan distribution rights, because no one is willing to buy, they have to do their own distribution. Gao said, "stone" luck is quite good, first in the year of the Shanghai Film Festival began a reputation, and then hit the release of the domestic film protection month. "In that month, most of the main theme films," Stone "became the only commercial film, the box office has few competitors. "Daleitai, by contrast, is less fortunate. There is no film festival such a platform to do Word-of-mouth, and the release time is also selected this June. Nearly 30 films were released in June, with almost an average of one daily, including the "Spy Sea" as the star lineup. In this fierce competition environment, as long as the film is not a strong box office appeal, such as "Aftershock", theaters can give a lot of screenings. And then there is a steady stream of new films, as long as the first two days the box office performance is not good, it is easy to be removed from the cinema. Therefore, Gao that the schedule is a crucial factor in determining the box-office of a movie.

"Lala" wins the propaganda

Propaganda has a much weaker impact on the box office than it is in the schedule. Propaganda is more like a catalyst, can make good schedule good movie box office better, but can't let a bad quality also bad movie at the box office to revive. In the film released this year, the promotion of the Lala promotion is more successful. To be fair, the film quality of Lala is only medium. Many viewers were disappointed to see that "Lala" trickery, originally a love film, not packaged into a career film to attract viewers. Still, "Lala" eventually got the box office. This, through the film has always been the commercial marketing and publicity has played a role.

The film from the selection began, accurate target audience group positioning in the female white-collar body. The adaptation of a best-selling career novel already has enough gimmicks, and Xu Lei herself self acting, also quite can attract fans attention. Before the film will be released, Xu Lei is with the cast around propaganda. From the city's light box signs to the month's fashion magazine cover, almost all can see "Lala" shadow. On the other hand, Xu Jing and the actor Huang Gossip also lost no chance to spread. The attraction of gossip has always been strong, the two people go anywhere or embarrassed or free and easy to face the "gossip" problem.

However, such means can only be used once. Gao that, although the box office is good but the audience has expressed disappointment, if the "Lala" to make a sequel, must be in the quality of the big Kung Fu. "Xu can not be a director, the best not to be an actress, because already have the audience said she was tender, she can be behind the scenes, the quality of the film to do better." ”

"East wind and Rain" lost in quality

Even if you can get a good schedule, there are overwhelming publicity, if the quality of the film itself is not good enough, only by these means can not create a box-office miracle. The so-called quality, not only refers to the film itself artistic standards, but also includes themes and the box office appeal. For example, last year's lunar screening of the "Three Littleshenyang". Really not what art standards, but the film's director Zhang Yimou has a strong box office appeal, starring Zhao Benshan, Little Shenyang's box-office appeal is not weak. As a result, the film's commercial quality is not bad.

This side of the negative examples to the "Lala" with the opening of the "Spy War blockbuster" "East Wind and Rain". "East wind and Rain" is known as commercial blockbuster, editing but learn films play jumping thinking, ordinary audience is very easy to play. The lines are also very much in the art cavity, a song of modern poetry-"I am the bat in the night, half the bird, half the Beast ..." starring Fan Bingbing has a certain box office appeal, repulse but the director writers push the film away from the audience's direction. The film's propaganda is overwhelming, from the bus body to the subway entrance, airport access, the film's large posters everywhere. The film side is constantly releasing "The Disfigurement of Fan Bingbing starred in" This kind of bo eyeball news. In the end, the tens of millions of-dollar movie at the box-office was a fiasco.

In Gao's view, "East wind and Rain" is propaganda can not save the box office an example. "East wind and Rain," the market quality is not good, this point to see the movie in advance of the hospital line managers are in mind. In fact, if it does not do so much publicity, the box office may be worse than the current situation, but it will not be much worse. It took so much effort and money to advertise, and finally it was futile. "Propaganda, can only be a film box office catalyst."