Large marketing "bullets fly" after the product development has yet to "take off"

Every reporter Xiaixiaoping from Beijing on the eve of the Lunar festival, Chen Kaige, Jiang, Feng Xiaogang three major directors in the shadow of the Huairou base took a photo, the photos of their own demeanor leisurely, enjoyable.　　However, in this a calm and calm appearance, the 2011 Lunar year file competition became the Chinese film market since the largest marketing war. The most direct competition is reflected in the film's schedule. "Zhao's orphan" "Let the Bullets Fly" "non-sincere don't disturb 2" originally was set on December 16, 2010, 18th, 22nd release, but given the market is too crowded, the relevant people specifically summoned 3 producers to meet, "Zhao's orphan" from 16th to 4th staged, and "laughter" in the know that "Zhao's orphan"　　Time adjustment, the last moment to adjust their schedule on 3rd, than "Zhao Orphan" a day ahead. Film screenings, around the film quality, cast staff lineup, box office PK and other aspects also caused countless topics.　　2011 of the Lunar festival file behind, is a blockbuster marketing "dark War" of "sword", how in the fierce competition in the lunar festival stalls, in addition to the quality of the film itself, marketing "to the position", but also determine the key to success or failure. Propaganda each surprising recruit "let Bullets fly" most creative "2011 years of the lunar year file can be said to be China's film market since the largest marketing war." Li, chairman of the future marketing consulting Group in Beijing, said to the daily economic news that publicity and marketing are fastidious about winning.　　Dare to break the Lunar festival file, the ability of each family is also not small, bright also must be "killer." QQ expression Show, "scarf" propaganda "steal box office, move box office" event ... The most impressive is the "laughing Rivers" official production of the Million "Lake Express", the appearance of retro nostalgia, the text is funny, still conspicuous, through a strong sense.　　In this series of marketing offensive, and the enemy PK "laughing", the box office has done the same, the film's distribution side Bo Na films have achieved the expected publicity effect.　　In an interview with the Daily Economic news, Huang, the joint producer, said that the publicity for the orphan was in Cross-border integration, such as with the Super talent show, and began inviting some of the media to see the film before it was finished. "Our film has a good reputation, after the release of the audience in some controversy, played a reverse-driven role." In advance, we have done the calculation, the film is controversial in fact, but can increase the focus on less advertising.　　"Huang said. Huayi Brothers to the "Non-interference 2" Set the publicity theme is "Love and Death" the topic of modern people's attention. "We have produced a few tidbits, introduced ' not 1 ' and ' not 2 ' difference, has introduced the movie scenic Spot, has introduced the creation Love View the ' Love column ', as well as to the director Feng Xiaogang some surreal works review the trailer.　　"Huayi Brothers Marketing director Yang Shi said. In addition, the "Feng Tong Society" has become "not sincere do Not Disturb 2" publicity a big bright spot. Weibo is a platform that allows Feng Xiaogang to skip the media and talk directly to the public."Feng Tong Society" talked about the birth of "Non 2", and began to explore the deepwater bomb.　　After the movie release, for half of the crying half to scold the situation, "Feng Tong Society" is to give a very heroic answer: playing is the word of mouth bipolar.　　If said "laughter" and other films of publicity are the film before and after the "normal action", then "let Bullets Fly" after the release of the "hemp gangs" is a breakthrough in marketing. It is understood that "let bullets fly" in the screen lit up at the same time, the play "Hemp Gang" also with the fire up.　　"Subway Ma Gang, MA Gang Blood donation, theatre ma gang ..." There is a group called "hemp Gangs" on the internet, which not only has its own official website, but also has its own microblog, using each platform to publish photos and videos. "Ma Gang" Hot planning director Nanliang that the virus video, hemp gangs culture is just "hook", the focus is to have a spiritual and emotional communication with netizens.　　Excitation-resonance-excitation, repeated stimulation, and thus direct reach to consumers. Li Zhiqi that viral marketing has injected fresh blood into the film's propaganda. Compared with the other 3 films, "Let Bullets Fly" in the viral marketing level to do some innovation, and in the implementation of a clear idea and promotional steps. At the beginning of the film, "Ma Gang" for "Let Bullets Fly" popular network helped.　　From the creative point of view, "Let bullets Fly" idea of the latest. Who is the biggest "win" home? "Non-prudential not disturbing 2" the highest cost-effective "high and hard!"　　"Let Bullets fly" in a line, and the film's hard advertising scale, in these films, it is the first, to achieve the "proportion of Hollywood industry." "Let the Bullets Fly," the production of marks that "let Bullets fly" to break the domestic film record, at least 20 million viewers.　　If 10 people who see propaganda are willing to buy a ticket, at least let 200 million viewers, that is, 40% of the urban population know "let bullets fly." It is understood that "let bullets fly" the production cost is the 110 million yuan, because of the Red Bull, Canon's sponsorship of the investment 50 million yuan, but also let "let Bullets Fly" in the marketing has more space to play.　　"Hongmenyan" a play, with 180,000 feet of film, this length enough to make a film; in CCTV, satellite TV and the ground channel for 15 seconds, 30 seconds of hard wide, only the road signs hard wide One, put a 7 million yuan, covering the Beijing four rings 1500 block signs. Big production, big investment finally ushered in a big profit. "Bullets" beyond the same schedule of "Non-interference 2", now the box office has reached 650 million yuan.　　Outside the box office, the "Let Bullets Fly" network copyright sold the price is also the industry high, currently Sohu video has been using the film to pay for the model; There is also news that a Hollywood film company has bought "Let Bullets Fly," the right to remake, rumors that the price is tens of millions of dollars. "Let Bullets Fly" success has been peer recognition. Huang that, "Let bullets fly" to adopt large-scale, large coverage, high-density hard broad strategy is also a methodicalFollow.　　When it comes to marketing, Huang uses a "cost-effective" four word to measure its results. Up to now, "Zhao Orphan" box office has been approaching 200 million yuan, Huang that "Zhao's orphan" is not a commercial film, but a historical theme of the cultural film, this theme in the domestic market will have a transparent ceiling, propaganda done again, the results may be the same. "The current box-office results have been quite satisfactory.　　"Huang said. In addition to the scene and the daily cost of the crew and post-production, the industry believes that the "laughter" is not expensive. Zhao Benshan, Xiao Shenyang are their own actors, the pay will not be a big cost. Apart from the movie box office, copyright and other income, "laughter" There are game revenue, theme song in the wireless value-added areas of income.　　An investment of more than 50 million yuan film, the box office close to 160 million yuan, has been a big profit. and has always attached importance to marketing Huayi Brothers, in the "Non-interference 2" is the choice of "skillful force." The focus of our propaganda is to tell the audience: Feng Xiaogang's lunar film is coming again. Just zoom in and Tip Feng Xiaogang's brand.　　"Yang Shi to the daily economic news," the "Non-interference 2" marketing costs accounted for only 20% of the investment. Before the news, "Non 2" only the early stage of advertising implanted income has reached 60 million yuan, the cost of recovery.　　Wang Zhenglei, however, denies the amount. Yang Shi told reporters, the outside world 20 ads let "not sincere don't disturb 2" get 60 million yuan sponsorship, but in fact, only 8 cooperative sponsoring units, the implantation of urban attractions only with the Beijing Tourism Bureau of Cooperation, Hainan has no business cooperation, and for the needs of the plot, Huayi also rejected from the bank,　　The implantation requirements of most brands such as alcohol. "Non-Prudential Don't disturb 2" should be the most cost-effective film. "The film critic Zhang Xiao Bei said, because" non-interference "has become a brand, the" non-2 "costs far less than the" aftershock "scale, Feng Xiaogang film is a gold-plated, the audience has been very buying.　　Investment of 50 million yuan, now also reached the box office of 470 million Yuan, has surpassed the 2008 "Non-interference" 325 million yuan box office results.　　Their own gains and losses "Zhao's orphan" into "Servant girl" although 4 of the film in the marketing of all the performance, but also not without regret. In the studio of the Vice president of the hospital line Gao, "Laughing River" schedule cut into the position, although the quality of the film is not dominant, but than "Zhao Orphan" one day ahead of the release so that they accounted for a big bargain: "Laughing Lake" is tofu sold the price of meat, and "Zhao's orphan" has become a lady body servant girl's life. "In Gao's view," Zhao Orphan "film Side has a" small mistake ", Choice on December 4 (Saturday) premiere, after the film was always released early one day of the" Laughing River "pressure on one end, took less than 20 million yuan box office, and later took a week's time to overtake, the box office received 190 million yuan. Gao that the first half of the "Zhao Orphan" level is the latest lunar film 4 movies in the mostGood, but the profit is the least. The Huayi brothers, who have recycled their investment costs by implanting ads, still have their troubles. In the film, the actors Eat, wear, live, row, and the use of mobile phones are questioned by the audience is the advertising implant. "Feng Xiaogang's films, especially drama, are a constant topic. Perhaps one day, Feng Xiaogang's film is not an implanted advertisement, or the product of the play mosaic, the audience will not be uncomfortable?　　"Anything can be combined with a product, but if it affects the plot, Huayi will give up," Yang Shi says.　　Zhang Xiao North thinks, in the whole movie marketing including propaganda, hard wide input, business implantation, after product development, and many other aspects, and at present most of the film still stay in the propaganda rather than marketing, after the product development relative lag, the current Chinese film marketing is still in a concept starting stage. Hollywood has been very adept at film marketing, according to the daily economic news. Take "The Dark Knight" as an example, adopt a kind of virtual and reality interactive website marketing platform.　　Warner Bros. then designed nearly 30 sites related to the movie plot, including the Gotham Police Station, the railroad Company, the taxi company, the bank, the church, the newspaper, the television station and so on, covering all aspects of urban life. However, after product development in China is still considered to have a market environment constraints. "Let Bullets Fly" propaganda director Shuiyunfei said, "Let the Bullets Fly" after the release, the film in the Mask of the bandits sell very fire, but no one is not pirated. "In fact, MA gang props have long ago thought of, but in the design to use hemp and silk materials, and the production process is very complex, a mask cost as much as 300 yuan." Given that the market is not necessarily suitable for consumption standards, we have to give up. "It is understood that domestic films are usually marketing investment of about 10% of the investment, and" Let Bullets Fly "marketing investment up to One-third of investment, is a typical Hollywood industry standards, is also considered a high risk. However, in Zhang Xiao North, this proportion is not high, but the risk is that at present we still lack of a complete film marketing evaluation system.