Why is it so lucrative to make money: marketing in place

The end comes and talk about the movie.

This movie is called "The man is embarrassed by the road". Production cost of 20 million yuan (also said 30 million yuan), the first day of the box office rushed to 39 million yuan, theaters 3 days 129 million, theaters 5 days 300 million, the release of a week broke 400 million.

The comedy, which is stacked with three of men on the poster, is becoming a hot topic on the line and outside the circle. December 19, "Thai embarrassed" the box office rushed to 450 million yuan, more than 14 million visitors. Analysts who had predicted that the comedy box could reach 200 million, 300 million or 4 to 5 were busy revising forecasts. and its production and distribution company Light Media share price, has risen from December 4 19.34 yuan all the way up to 24.85 yuan, 13 trading day Rose 28.5%.

Gao Securities raised the target price of light media to 28.08 yuan. Activists have begun to look forward to the "Mask 2" to be able to refresh the domestic film 700 million yuan box-office record.

Some media said that the film's production, distribution company Light Media, the film's investment accounted for 90%. According to the domestic film industry is the proportion of the production side with the hospital line 43:57 of the proportion of the split, "Ted" If the box office can reach 700 million yuan, light media as producers, distributors, will be able to earn 241 million yuan income. According to the data of GF Securities, deducted the film not more than 60 million production + publicity costs, on this basis will be 10% of the profit (24.1 million yuan or so) to the director of Xu Team, the final light will be from "Ted" to get nearly 220 million yuan gross margin.

As the cost of the film is only 30 million yuan, it is measured as long as the box office more than 520 million yuan, will become the most profitable films in China.

The tiger, who has gone to make up his lesson, says this is a simple comedy. So how does it do it?? Tiger Sniff tried to make an analytic note:

A good content.

Movies are products. 90% of the product's success is based on content. Even comedy, the story is the essence. The new director, Xu, sees this through. In an interview with the time network, he said:

My goal as a director is this: those who make films without good actors, and those who do not laugh in comedy, I want to rob them of their jobs. The remark seemed to be very modest, but I really had the heart to shoot the story well. What is the crux of it? I have always thought that comedy can not make entertaining audience music as the ultimate goal, tell a good story, should be the ultimate goal, and then use a form of making others laugh, let others accept.

How to tell a story about a domestic movie? Tiger sniffing decided not to play through "Ted", another way to answer. I have interviewed to do anime, photographed "Quebec pull" Beijing Green Tree Animation Technology Co., Ltd., CEO Wu Hanqing Animation film production called "Research and Development", her "creative" interpretation is very wonderful:

In fact, to do animation, 95% is a systematic project, and 5% is the art of composition, which is actually very difficult in China. Why can Hollywood be industrialized? Because it has standards, not feelings. Why are Disney and Pixar strong? In fact, there is a strong scientific research team in support.

The transformation began in 2004, Green tree the entire team on the provisions do not say "feel" two words, everything to quantify. A piece of drawings, we judge the standard is all the numbers: color temperature, contrast, perspective is how much, a scene of the math open angle is how much, basic training is all mathematics; the elastic change of an action is actually gravitational science, physics. In fact, all of the science in support, you as long as accurate, is beautiful.

Now we always say that China is not creative, and actually creativity is not personalized behavior or simply add, we are the idea as a professional mathematical solution under the given conditions, as a technology and management platform, which is a particularly important part of our business model, but also the core value.

Make sure to do "Quebec pull" before, we are sure to do a commercial film, not to engage in art, so every step to do a market research, ask the domestic, ask foreign, ask the toy merchant, finished asking the child. We studied the anime most developed Japan, found that the Japanese market, the most mainstream, the most safe type of film is young Blood, in all animation products have 80% of the market share, so the line said, seven princesses (refers to girls comics) not to a kid. Young blood type animation needs to have a team, each member has a specific personality, to have the kindness, loyalty ... Under these classical elements, we will talk about a Chinese-style fantasy aerial story full of righteousness and propriety us.

Sniff brother again to refine this paragraph of the main points: 1, the production content as a product, the search for ideas as a quantitative solution, 2, to find the most mainstream, safe type of film, 3, according to the type of determination, strictly set the role and elements in the story. This means that making a movie is not a creative inspiration, but a number. This is the previous domestic film is the most missing.

Can only rely on the individual talent to control the film? Yes, but the odds are too small. Domestic films have revealed the little sadness is that, in addition to Feng Xiaogang's "Feng comedy", no one can reproduce their success. So the film "Farewell My Concubine," Chen Kaige, faltered broken in the "promise" on, took a walk of the Northwest wind of God's Zhang Yimou, also planted in the martial arts film.

Oh yes, based on the above logic, Wu Hanqing in the above mentioned animation film "Quebec Pull" is also quite mature and reliable, seriously recommended to the students who have not seen.

Second, good schedule.

The scheduled schedule for "Ted" was December 21, but later found before and after 20th, Huayi's "12 Zodiac", the star of the United States media "blood" and Boehner's "big Shanghai" are also on line, as a small cost film, "Thai embarrassed" the production of the distribution of light media decided to take the initiative to avoid, the release time to advance to December 12, This happens to be an empty file.

This empty file has two layers of meaning:

Empty stalls. At this time, the heat of the nearly one months of the "juvenile pie" has been the basic line, "1942", "King's Feast" have been released for 2 weeks, the momentum began to decline, and "12 Zodiac" and "Big Shanghai" will be a week after the release. "Ted" At this time debut, no competitive pressure, in the first day of theaters, the hospital line gave it 34.1% of the ultra-high rate, to the 16th box office after 300 million yuan, the rate of Pai continued to soar to 45.3%. As a reference, "1942" the first day row rate is 34.8%, "King's Feast" is 28%.

Type of blank file. With Feng Xiaogang's words, the film on two values, one is to realize the value, one is the entertainment value. "1942", "King's Feast" To go is a heavy historical route, can only provide the value of understanding. And near the end of the audience with the feelings of doom, too much need for a relaxed feeling of the lunar year to jump out of the film, support them holding popcorn entertainment a wish. "Tae-so-embarrassed" just returned to the Lunar Festival file's schedule nature. Everbright Securities even ignore the "juvenile Pie", "1942" and several large tracts, said that "Thai embarrassed" just "really open the Lunar festival file."

and the "type" of this matter, but also worth as an independent success factor to elaborate.

Third, the type is clear.

Although "Xu" is the director of the first novel, but he was both road and sophisticated, at the outset, along the most suitable for the market demand to make a film. In view of the current too many domestic films, the director wants to express, want to cram into the film elements and personality are too many.

First of all, the most directly reflected in the selection of corners. Xu, Baoqiang, Huang Bo three mainland China's most funny, but also the role of a sharp combination, the first time in a movie in the meantime. Xu himself said: "I just on that poster put me and baoqiang two people there, in fact, the audience probably know what kind of film." ”

Secondly, as a director, Xu is quite restrained in his desire for expression. He also knows how he has benefited from sticking to the genre. or Xu Words:

When I think about what movie I want to make, I actually choose the type. The purpose of the selection type is to be able to use the type to separate the movie area from the schedule, and luckily I just caught up with the film after the film, because compared with other films, we are the type is very clear.

Listen to it.

"The movie is very accurate in its type, and is focused on making comedies without being greedy enough to cram too many things into a movie," he said. The character relations, the plot, the lines all revolve around the comedy, very in place. "Once as the box office Big Black Horse" lovelorn 33 days "integrated marketing behind-the-scenes trader of the new media Vice President Zhang Wenber praised peer this work. He said he went to see the first cut in "Ted" when he told Xu it would be a big sale, but he didn't expect to sell it. His conclusion is: "This film, including the success of the previous domestic film" Crazy Stone "," lovelorn 33 days "to the market enlightenment are: must be determined to do the type of film. Must respect the audience, respect the type, respect the marketing. ”

Iv. Marketing in place.

Hospital line resources are limited, if not in the best time to reach the audience, the good film will be cannon fodder. CITIC Investment securities in the light of the media in the study cited an example, "Crazy Stone" 2006 to cost 3 million to create the box office 23 million of good results, but many viewers are not in the cinema to see this film, understand this film is not by propaganda.

"Film marketing without textbooks, marketing to the box office effect can not be evaluated, but this is already an indispensable link in the industrial chain." Just like the 50% of wasted advertising, you do not necessarily succeed, do not certainly fail. "Zhang Wenber said.

Light Media originally in 120 cities have a film distribution network, with TV activities + offline activities + Hospital line propaganda and Internet communication, such as multi-platform integrated marketing advantages. To "Thai embarrassed", and according to the "production + marketing nearly 60 million yuan" to calculate, the light is equal to the production cost of at least equal marketing costs. Before the film on the line, the light released a series of trailers for viral marketing, and tailor-made 11 incomplete viewing manual.

Xu himself had previously said, his own film "" is prepared to come, here is already included in the planning of the promotion. In the interview with the time net, he said:

The production of our script, the arrangement of the Bridge section, the launch of each trailer, how to convey the information of the movie can make the audience interested in, in fact, are in accordance with the planning step by step, so I called "prepared to" refers to the real film in the most professional way to complete every aspect of it.

Zhang Wenber told Tiger Sniff, "Thai embarrassed" propaganda film, poster production and release rhythm by director Xu himself to dominate, this in the domestic film industry is rare. And Xu is the most understanding of this film, this makes the propaganda rhythm control very well, can let a part of the effect of propaganda film overlay, constantly hanging high audience appetite.

V. Misconduct.

"Ted" scored 8.4 in the watercress, scoring 8.2 in the time net. After the release, the film's praise on the micro-blog repeatedly fermented, to December 20, micro-blog keyword search results have 3.69 million. Can so impress the heart of the audience, with the previous said content, schedule, type are related. There is nothing to mention, is the whole film distributed grass-roots spirit and self-deprecating consciousness, and the market is tired of the narcissistic, elitist and full of enlightenment hint of the image is just the opposite, people are willing to accept, also is to meet the spirit of the Internet. If a product temperament (language) can be with the Internet temperament (language) inherent grafting, then it in the network media communication and marketing will be much smoother, much less cost.

You have to admit that part of the success of "Ted" was a reminder of "1942" and "The King's Feast." The latter two blockbuster encounters "consumer national Misery", "the production side plays the Navy" and so on unfavorable remarks, very is to pour out the part audience's appetite, in order to demonstrate with the determination of voting with the foot, they turned into "the big embarrassed" the screening hall. "Ted" is like office politics that the good guy, but because the two strong competing and profit.

Of course, both the market and the arts need different types of subject matter and style, but the understanding of the market, is always every want to put the film into the movie to sell the director needs to do a lesson. The director and the producer have the artistic ambition and the dream is not terrible, the terrible is cannot receive the atmosphere, has become the self speech. Xu Creative team and Light media, this success is fundamentally due to the determination to take the "grounding gas" route, in the level of skills are not bad.