Beauty merchant Xu Jing: making movies like starting a business

The first commercial film "Lala Promotion", which was directed by Xu Jing, was officially released on April 15 in the country. The production cost of the film is less than 20 million yuan, but has been through various types of business cooperation, the recovery of more than 2/3 of the production costs, but also for the old Xu created since the guide tube since the largest commercial success.　　Over the years, the experience of business has changed Xu, the advertising resources and connections accumulated by magazines, to help "Lala promotion" found a large number of business partners, and she also introduced the most popular foreign production investors to participate in the box-office dividends of the business model, so old Xu will confidently say, "This is a film not afraid of business." As an actress who has been with Zhang Ziyi, Zhou Xun, Zhao Wei and known as the "four Little Hua Dan", Xu Jing did not follow the actor's path as firmly as the other 3 Hua Dan. Look at Ms. Xu's experience in the past 10 years, she can say that she is somewhat "out of the box". While the other 3 small Hua dan in the commercial movie tide in the battle is in full swing, Xu Lei in oneself toss "The independent movie", in the blog and the Korean Han, even has set up how many people mouth "the dead Thing"-Electronic magazine. Even her father, who had always supported her, could not watch, and taught Xu: "Why not make a good film?" "In fact, since 2007, Ms. Xu has only starred in one film a year, and she spends most of her time in her own electronic magazine Open." But gradually moving away from the big screen does not diminish the influence of Xu on her followers. On the contrary, Ms. Xu has a lot of fans in the business world, especially in the internet industry. The commercial success of the Lala promotion, Xu Lei's influence in the business world.　　As the "talented Woman" in the entertainment industry, the Internet 2.0 era "the blog Queen", "The Open" founder, Xu Jing never fear to enter any new field, and she firmly believe that it is her every adventure, only to achieve today's Xu. "Lala" Try a new mode of production not showing back most of the cost when Zhang Bai took the "Lala promotion" of the script to find Xu, he made "by old Xu kicked out of the door" psychological preparation. From the earliest in the "will love to the end" in cooperation with the beginning of Xu, Zhang Bai will know, Xu Yi has an inexplicable preference for literary films. This preference is not only reflected in the taste of Xu's appreciation, since she directed "Me and Dad", it has been in the 3 films directed by Xu Jing.　　Now, Zhang Bai would like to ask Xu Jing as "Lala Promotion" director, this is the first type of workplace film, but also a pure commercial film. But Xu's reaction was a surprise to Zhang Bai. After reading the script of the Lala promotion, Xu Jing sued Zhang Bai, a film she wanted to see and want to make. Knowing Xu Jing for so many years, Zhang Bai felt, Xu Jing changed. "Lao Xu These years to do business very hard, now she would like to see some easy, happy film." Zhang Bai so understand Xu Jing. Entrepreneurial experience let Xu found that the film is not only a door"Art", in fact, there is "entertainment" function.　　And the experience of being in a completely unfamiliar business world has changed more than Xu's view of the film, and she is even experimenting with the rules of the business world to change the domestic film industry. The first investor in the Lala promotion is Xu Jing and Zhang Bai, although Xu's previous 3 films were all invested by herself, they were all small-cost films, and now Ms. Xu wants to make the Lala promotion a fashionable blockbuster, "It's not a millions of-dollar investment."　　In order to "finance", Xu Jing and Zhang Bai as a start-up company, began to "Lala promotion" look for investors. In order to make "lala promotion" value-added, Xu Jing and Zhang Bai did a lot of marketing. First of all, Xu and Zhang Yibai invited 13 of the world's top 500 corporate human resources directors and executives, as the "Lala Promotion" honorary editor, let the Business circle began to pay attention to the film. After that, Xu also invited the "Sex and the City" stylist Patricia.　　Field (Patricia) joined the "Lala promotion", in the fashion circle and another round of marketing. Two rounds of marketing down, and Xu and Zhang Yibai found that investors have started to come to the door, and more importantly, they attracted a heavyweight partner--China Film Group, as the "Lala promotion," one of the investors, the Chinese film Group to join, so that "Lala promotion" final financing success. "The whole" Lala promotion "marketing process, like a start-up enterprise, constantly dilute the original investor's equity, and constantly introduce greater investment.　　As a film producer, Zhang Bai this summary. In the production mode of "Lala promotion" There is such an innovation, its production cost is not high, only less than 20 million yuan, as a director, Xu Jing did not raise the cost of the way to obtain income, but through reasonable production costs, take a certain proportion of production costs,　　Finally, through the box office revenue and the investors to divide, similar to "guaranteed dividends." The business model that the investor and the producer divide through the box office income is already very mature in foreign film industry, but at present in the domestic movie market, the movie box office income still belongs to the investor side, the most director can only obtain the production fee. The Director is only responsible for the film during the filming stage, more like the company's managers. "The operation of the film is unreasonable in terms of the operation of the company." The company wants a person to do a good, continuous, to give him the option, the film is not so, the results of no special responsibility.　　"Xu is now looking at the film industry with a commercial perspective. Ms. Xu wants to try a new film-making model through the Lala promotion: the Director can take a certain "copyright" in his film, as an investment, in the film occupies a certain proportion of "equity", "film also has intellectual property rights, to protect the creator's intellectual property." But Xu also knew that it was really hard to break the traditional mode of film operation, including the bigSub-investors do not agree with this model.　　The "Lala promotion" is just a temptation for Xu Jing to the domestic film market. However, it is undeniable that the success of the Lala promotion in business cooperation is the first time that Xu has been a director. At present, "Lala promotion" has been through various types of commercial cooperation to recover 2/3 of the production costs. "Let's not say what the box office will be like in the future, but there is no problem with the cost recovery." Xu said proudly. In her view, "Lala promotion" is a film not afraid of business, "some movies are too far-fetched to do business is uncomfortable, but" lala promotion is more like a fashion magazine, business is content.　　Ms. Xu understands this. Although it is the first time to direct a commercial film, although it is not initially favored by investors in the workplace film, but when "Lala promotion" met Xu, a wonderful chemical reaction to this. And when looking back over the past few years, whether blogging or starting an electronic magazine, Ms. Xu felt that her time was not wasted.