"Change 4" suffered another week black duck appeal

Reporter Zhang Han Shu Shanghai reported

A "Transformers 4" (referred to as "" 4 ") What can bring advertisers from China, how much brand revenue? The answer may be more than just a few seconds in the film so simple.

July 16, according to People's Daily reported that the well-known food chain brand week black duck due to dissatisfaction with the implant effect to the "change 4" issued a denunciation of the current week black duck lawyer letter has arrived "change 4" Chinese partner Rogue desktop on.

Hao Lixiao, vice president of Zhou Black Duck, said: "The key is whether the two sides will implement the agreement, and we appeal for legitimate rights and interests."

In the collection of many Chinese brands, "change 4", Zhou black ducks ad shot in less than 1 second speed flash, which makes week black ducks "big dissatisfaction", and after many news that weeks black duck in the "change 4" Implantation cost less than 7 digits. Earlier, Pangu Grand and Chongqing Wulong and other brands have on the "change 4" denounced and announced it will be brought to court, which is never seen during the calendar year movie scene.

But the industry believes that regardless of whether the contract is implemented, "change 4" to Zhou Hei ducks actual loss is actually very limited.

"Because of the billing model of advertisers and the parties, even if the lawsuit is not passed, the chip or the partner will refund the money to the advertisers according to the agreement. The prosecution does not bring any additional benefits and benefits. Therefore, from this perspective, in fact Many are using the "change 4" a huge concern for the marketing of a means of marketing. "For many years engaged in film advertising implanted business, general manager of Beijing Century Kunpeng Yang Zongling 21st Century Business Herald said.

"Making a Fun Duck"

Almost a month before the "Change 4" release, the Weekly Black Duck became a more alternative focus for the film. In the "change 4" produced 1905 movie network at a ceremony, the host had a slightly mysterious, said: "In the movie there is no gnawing ducks neck fragment, for everyone to discover."

In fact, before the "4" release, black duck weeks will not appear, and how to appear has been speculation. A widely circulated version in the entertainment industry was that Weekly Black Duck had asked Paramount to implant the following scenario in the film: The KSI president on the rooftop drank Yili Shu, and then took out the black duck duck neck from the refrigerator, and others People ask what is this? Can you eat? Answer: "Very tasty, do you want to try?"

Hao Lixiao, vice president of Zhou Black Duck, confirmed this statement to the 21st Century Business Herald. Hao said: "We had similar imagination, but in the implantation we will respect the film side."

But Paramount obviously did not agree with Black Duck's "idea", "change 4" director Michael Bay think no matter who gnaw duck neck picture are "ugly", so he refused to cooperate with Zhou black ducks.

"Change 4" release, many entertainment circles, said Zhou Duck did not have any cooperation with Paramount. However, Hao Lixiao resolutely denied that "although we did not pay the external publicity seven digits to the chip side, but still paid part of the advance payment, the amount of money is not small, our cost is great."

How much is this prepayment? Week black duck is no further answer. Du Hanwu, president of Zhou black duck at a conference, talked about the essence of marketing week black duck is "spend a lot of money, do a lot of things."

At present, Zhou Black Duck declined to disclose the content of any lawyer's letter on the ground of commercial confidentiality and refused to disclose the contents of the contract with the party that "changed 4". Regal Hao said: "Both parties have agreed on the risky provisions of breach of contract. Grid needs to assume the corresponding responsibility. "

For this week round of black duck appeal, many people in the industry have evaluated its "speculation" traces too thick. There is a view that in this round of "change 4" marketing feast, Zhou black duck is indeed spent the least money, but make their own brand and Hollywood are closely linked, and this is also the same as the marketing value of its president Du Hanwu .

According to Du Hanwu's explanation, Zhou black duck experienced three stages, the first stage is around 2004, when the annual sales of 10 million yuan, in the eyes of consumers is table food; the second phase is in 2009, annual sales of 100 million yuan , Positioned as snacks; in 2014, positioned as "an entertainment ducks", the main consumer places are KTV and nightclubs.

However, Hao Lixiao does not agree with the "speculation" argument: "Fame and reputation are two concepts, brand marketing has multiple dimensions, our pursuit is the reputation of customers in mind .Customers with curiosity into the theater, but did not see the" Change 4 "weeks of black ducks, which led to Tucao, which makes the feelings of consumers are injured.

However, the real "wounded" is perhaps the Ragnar who has received a letter from the lawyer. In his response to the 21st-century economic report, the chairman of the company, Herun Siju, said: "We are running Hollywood-related projects in accordance with international practice. Customers are presented in accordance with the film The result of the payment, there is no refund of the problem.

Complaint only for the occasion of marketing?

July 7, Chongqing Wulong karst Tourism Group also held a press conference in Beijing, denounced the "change 4" breach of contract, did not "China Wulong" in the film to be exposed, the expense of 6 million implanted it In exchange for "real nameless", it announced in the near future to the Third Intermediate People's Court of Chongqing proceedings.

Prior to the release of "Change 4", Beijing Pangu Investment Company Limited held a briefing in Beijing suing the film partners and sent a letter to the State Administration of Press, Publication, Radio, Film and Television demanding the suspension or cessation of the film's release.

This series of "complaints" let the outside world for the risk of film ads implanted full of concerns and questions. "There is a real risk of film implants, such as the client company's requirements are not very fit with the theme of the film and manifestations; or film clips exist uncontrollable factors, such as after the film was found to have three or four hours duration, cut Film is bound to sacrifice a number of implanted ads. "For the risk of implantation, the general manager Yang Zongpeng Kun Peng century is not taboo.

Because of this, the current chip side and advertisers have established a very detailed billing model, the two sides of the contract for the brand exposure time, angle, light, lines, music, etc. have a very comprehensive agreement, once the film side If you fail to honor your promise, you will be refunded the final result.

"There is no reason to prosecute, everything can be handled according to regulations, the film side or the middlemen will take the initiative to give money back to advertisers, the prosecution did not get any additional benefits, the motivation behind this is still hope to" change 4 " Marketing a fiftieth anniversary. "Yang Ling Ling said.

It is reported that in the June 22 "Transformers 4" conference director Michael Bay responded with the day after the conflict with the Pangus company, Paramount Pictures and Pangu Company held a conference to shake hands.