The number of films scheduled at the beginning of a movie's release determines the upper limit of the movie's overall box office performance.
The subsequent film arrangement is based on the initial film arrangement. The initial film arrangement is high. Even if the subsequent film arrangement drops, it will be at a high position relative to the market. Then, continuous publicity will trigger continued popularity, so that there will be considerable revenue every day during the movie's release.
box office revenue, and the final release ended perfectly.
Therefore, initial film scheduling is very important, and can even be said to be the key and core element of a film's success.
When deciding to start arranging films, the box office pre-sales situation before release is a very important factor to consider.
If a movie does not have a high pre-sale box office, then the major theater chains will not care whether it is Chenglong, Chu Xuan or Liu Yifei. Under these capitalists’ own set of standards for predicting the market, the movie should be scheduled to be high.
It should be as high as it should be, and it should be as low as it should be. It should be based entirely on the commercial market. There is no point in talking to them about anything else.
Therefore, before a movie is released, reaching a high pre-sale box office is the main goal of the movie studio.
The core factor that determines the pre-sale box office is the result of market expectations brought about by the mass base.
How to build a mass base and how to improve market expectations depends on whether the publicity before the movie is released is effective.
As popularity and traffic gradually become the benchmarks of the commercial market, and with the development of the Internet, the popularity of an event can be seen more clearly. In recent years, major theater capitalists have focused on the degree of publicity and the enthusiasm generated before the movie is released.
It's becoming more and more important.
Therefore, publicity before a movie is released is very important.
"Hello teachers." Chu Xuan and Liu Yifei rushed to the hotel.
An Zhijie hugged Chu Xuan, then raised his hand and squeezed Chu Xuan's biceps.
Chu Xuan laughed: "Why are you testing your muscles when we meet? What is your behavior?"
"Let's see if you can still bear the beating." An Zhijie joked.
I met Chu Xuan in the family class at the end of the year before last, and during the month of training together before filming, Chu Xuan and Chu Xuan often wrestled in the ring for entertainment.
I haven't seen him for more than a year since the movie was shot in a Los Angeles studio. As the boss of Chu Xuan, he wanted to see if he had neglected to exercise.
You won’t know if you don’t try it, but it will still be available once you try it, which is rare as the boss of Chu Xuan.
"You must be able to carry it, not to mention practicing every day, but you can still hold it." Chu Xuan said, and shook hands with Zou Zhaolong as if they were shaking hands: "Hello, Master Long."
During the filming of the movie, Zou Zhaolong taught him a lot in action scenes, and he has always called him "Master Long".
"Master Hong is great." Similarly, Hui Yinghong, who taught Liu Yifei many action scenes, was also called "Master Hong" by Liu Yifei.
"Yu Qi." Liu Yifei and Zhang Yuqi hugged. Zhang Yuqi is only half a month older than her, but his figure and face look very mature. Although they are not the same person, they can still chat on this movie. They usually talk on the phone or
I also occasionally communicate through text messages.
In addition to these actors, there are also Ti Lung, Ng Meng-tat, Zeng Baoyi, Raymond Lam and Chen Weiting.
After the couple said hello one by one, they heard the leader of the team that arranged the road show say: "We will go in two groups, Mr. Chu, Mr. Liu, you are the male and female protagonists, one person will join the other team, or..."
The road show on the mainland is arranged by Brilliant Times, and the road show in Xiangjiang and Baodao is arranged by Yinghuang Entertainment.
Hearing the polite question from this person from his own company, Chu Xuan and Liu Yifei looked at each other, both asking for each other's opinions.
There are eleven actors present, including them. It is not necessary to set off for a road show in one place together. It is reasonable and efficient to perform road shows in two places at the same time in two batches.
"Hey, why are you splitting up a good couple? Let's have one team here and one team here for you. There is nothing special about this road show." Zeng Baoyi said, here are herself, Ti Long, Wu Mengda,
Lin Feng, Chen Weiting, opposite the couple, Zou Zhaolong, Hui Yinghong, An Zhijie and Zhang Yuqi.
After hearing what she said, no one had any objections.
"Okay, let's go now?" the leader said.
After a short break, the company's road show team was divided into two, and the two teams of actors were transformed into two road show teams.
In the underground parking lot, we took four commercial vehicles, two in a team, one for the artist, and one for the team. After exiting the parking lot, they separated at the intersection and set off for the roadshow location.
"I haven't had a road show yet, I'm really looking forward to it." Liu Yifei drove in the car.
Everyone present smiled slightly, and Chu Xuan became suspicious: "Have you never had a road show?"
"Have you ever had a road show?" Liu Yifei asked.
"It seems not." Chu Xuan thought for a while and said.
There was also a road show for "New Police Story" back then, but because he and Liu Yifei were filming "Sword and Sword", he missed the road show work with Cheng Long and Xie Tingfeng.
There are many ways to promote a movie, such as road shows, screenings, screenings, premieres, offline promotions such as newspapers and magazines, and online promotions such as TV, radio, the Internet, online media, program interviews, etc., based on the strength of the crew and the producers behind the movie.
Phased publicity plan for strength planning.
But no matter what the publicity plan is, the road show has been continued for decades and is the preferred method of publicity for almost every film company.
Because the cost of the road show is low and it is publicity that reaches the masses directly, just like an offline fan meeting, its sense of closeness and affinity can arouse the audience's higher expectations for the movie, and most importantly, the desire to buy tickets and watch the movie.
It can spread the news and influence of the film's release through word of mouth from the audience.
"Zhejiang, Hunan, Xiangjiang and Treasure Island..." Liu Yifei muttered.
"And Guangzhou." Chu Xuan added.
Roadshows are a region-by-region promotion method, basically using provinces as a large site.
The first big stop of their "Skyfall" road show was set in Zhejiang, starting from what is now Hengdian, and ending in Wuzhen, and their movie will only be screened at the final stop, Wuzhen.
The two teams need to go all the way from Hengdian, Ningbo, Hangzhou and then to Wuzhen, giving away free tickets through road shows to attract people to watch movies in Wuzhen.
The reason why movies are only shown in one place is because of the hidden rules of this industry.
If a movie is screened more times during the road show, fewer people will watch it during the show, which means the commercial value of the movie will be reduced.
If the commercial value is reduced, then when theaters consider arranging films, it will become a factor in reducing film arrangement.
So since the movie is only shown in Wuzhen, why do we have to go to places other than Wuzhen to promote it?
This is a multi-point promotion method, focusing on making the movie as popular as possible.
Since it is about spreading everywhere, wouldn’t it be better to directly use larger publicity resources and publicity channels to spread across the country at once?
There are still more than two months until the release. If we launch a big promotion now, the audience will almost forget about it more than two months later, which is equivalent to ineffective promotion.
Moreover, explosive publicity also faces competition from all walks of life in the marketing market, which means investing a large amount of money to create a publicity that will be forgotten by many viewers. This is obviously not a correct way to open publicity.
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Road shows are low-cost publicity and can be sustained for a long time. Under the arrangement of the company, the road show publicity work lasted for nearly two months.
Although a road show generates little enthusiasm, after two months of continuous road show enthusiasm accumulation, there will be a wave of explosions in the public screening stage, another wave in the premiere stage, and a wave in the final pre-sale stage.
The popularity and market value of the movie completely exploded, and then it was released taking advantage of the situation.
Through a road show, several screenings of the movie will be conducted to initially determine the movie audience and mass portraits, and then a well-targeted copy will be drafted for online promotion, and a group of film critics will review and assist, forming a substantial wave of movie warm-up.
The reason why it is said to be a substantive movie warm-up is because some audiences and film critics have watched the movie content. Publicity that highlights the movie content is substantive publicity and can arouse the audience's enthusiasm to buy tickets and watch the movie.
Roadshow after stop, under such a cycle of publicity, wave after wave of warm-up is superimposed, and then explosive publicity in the screening, premiere and final pre-sale stages, and finally achieves the goal of high pre-sale box office.
Moreover, by observing market trends and feedback from audiences and film critics during the roadshow stage, if there are problems, they can be dealt with or publicized in a timely manner, so as to prevent problems from occurring during the film's release stage. If there is no proper solution, the film may face failure or even be released.
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Therefore, in the film promotion stage, the road show is a roadshow and a whetstone. It plays the role of accumulating in the market and preventing troubles that may go wrong in advance. It is a very important stage of publicity.
"Are we here? Is this the seafood restaurant?" Liu Yifei looked out the window, and then got out of the car with Chu Xuan, An Zhijie and others.
There are rules for choosing a specific publicity location for each region a roadshow goes to, which are generally divided into two situations.
If it is a road show for an unknown crew or a small production company, the location to promote the movie will be casual and not of any additional nature.
On the contrary, if it is a road show with a well-known crew and a big company, there will be a secret that few people know about.
Basically, every province and every urban area has a business alliance. For example, Internet cafes have an Internet cafe alliance, and people who do business have a business alliance.
The business alliance is divided into loose civil organizations such as supermarket alliance, hotel alliance, and catering alliance, which are also business exchange circles for capital bosses.
Then, if a well-known crew comes to perform road shows, there will be a relationship of interest.
For the crew, if a group of big stars are going to perform a road show in a certain store, it will create a star effect and make more people come to check in and spend money. So it is not too much for the owner of this store to pay some money, right?
For business alliance leaders or talkers, firstly, if they can make their business better by paying a little money, then that’s okay. Secondly, if the business of friends in the local network needs to be improved, then the resources of the celebrity road show can be used
Send favors to strengthen connections.
That is to say, roadshow promotion in the film industry is a normal roadshow for the actors, but it is a business for the company behind the film.
For the seafood restaurant in front of us, the couple and the actors came to this road show to promote it, and the team that the company followed could receive a "sponsorship fee" of more than 100,000.
It's just a road show to promote, and it can take as little as ten minutes to a location, or no more than an hour at most, so a hundred thousand yuan is not bad.
One hundred thousand doesn't sound like much, but if you think about how many road shows we have to do all the way to Wuzhen, the accumulated "sponsorship fees" will be at least a few million.
This is still Zhejiang, and the same will be true in Hunan, Guangzhou, Xiangjiang, and Baodao, so the "sponsorship fees" for this road show will be considerable.
This "sponsorship fee" will be used as expenses for road show members along the way, and will be used as other publicity expenses to save overall publicity and marketing expenses for the film.
This is a global convergence and an unspoken rule in the film industry.
It can only be said that the capitalists of Hollywood once exploited and utilized the star effect to the extreme, spreading it to Hong Kong, and then from Hong Kong to the mainland, forming this industry chain that ordinary people rarely know, and it is also a chain of interests.
Therefore, I often watch some movies that have all-star casts, big-name directors, and sky-high investments that make it impossible to get back the money no matter what.
Ordinary viewers know that it is impossible to get back the original investment, so are investors all idiots who still invest in something that obviously cannot get the original investment back?
Not to mention money laundering, there are many other ways to make money from movies, but in the eyes of ordinary people, most of them are just watching the box office, and most small film crews and companies cannot make money in other ways and can only rely on the box office.
It has formed a movie trend and profit model that has always been mass-oriented and box office-oriented.
The reason why it is called a small road show is naturally because it is a small way to make money. It is a road show method that can make a lot of money before the movie is released. It is limited to large companies and large crews with high-profile multi-star casts.
In order to make this way of making money more legal and compliant, a large number of words "Thank you XXX for your friendly sponsorship" will often appear in the scrolling list after the movie is screened.
Not many viewers will read this kind of text, and it’s so dense that they can’t be seen clearly. It won’t bring much commercial value in terms of publicity at all. Let alone the value of hundreds of thousands, it’s not worth hundreds of dollars. The appearance of such text is just
To show that the money earned by the company is a commercial manifestation of sponsorship fees.
Some viewers will be curious, after some blockbuster movies are screened, there are hundreds of sponsors. Where do so many sponsors come from? Sponsorship is equivalent to giving away money for free. Those bosses are all good people, giving away money in groups?
In fact, as early as the movie road show stage, the cast and crew stars have promoted the stores of these owners and completed a deal, but most people are not aware of these twists and turns.
For the crew and the company, it not only satisfies the road show publicity plan, but also embarks on the road to repay large investments. This double-win method is not illegal and is reasonable, so why not do it?
"Ah - Chu Xuan! Liu Yifei! Oh my god!"
It was lunch time, and this Zhejiang-wide self-service seafood chain store was doing very well. Most of the 20 or 30 tables in the lobby on the first floor were full of people. This store should be a famous local store in Hengdian, Dongyang.
Customers were chatting and eating in the noisy atmosphere, and suddenly a group of people walked in from the door, forcing people to look up.
If you don't know it, you will see that it is Chu Xuan and Liu Yifei, and there are also a group of very familiar Xiangjiang actors. This is incredible. A woman's surprise scream suddenly caused a commotion in the whole audience.
"Wow - Chu Xuan, Liu Yifei, Zou Zhaolong, Hui Yinghong, Zhang Yuqi..." Some customers didn't know what to say for a moment. They slapped the table and stamped their feet with excitement and speechlessness.
"Hello everyone, could you please take us all for a moment?" Zhang Yuqi is elegant and generous. At first glance, she looks like a veteran of commercial performances and road shows. However, she is only 21 years old and about the same age as Liu Yifei. It is probably because of the entertainment environment in Xiangjiang that she has experienced.
A lot.
"Okay, okay, okay." Some customers actively cooperated with Zhang Yuqi, while more customers just smiled and looked curious.
Seeing Zhang Yuqi taking the initiative to act as the host, Chu Xuan, Liu Yifei, Zou Zhaolong, An Zhijie and Hui Yinghong were so leisurely that they didn't want to fight for anything. It was normal for them to face a large number of passers-by and the audience, but disturbing others like this
No matter how experienced you are, eating situations can still be a bit embarrassing.
Since Zhang Yuqi, a social cow, is here, leave such an occasion to her.
"It's like this, "Sky Curtain: Under the City", do you know this movie?" Zhang Yuqi went straight to the topic.
"I know!" A customer responded quickly and cheerfully replied: "The movie starring Chenglong, Chu Xuan and Liu Yifei, and you!"
Zhang Yuqi nodded repeatedly: "Yes, we are here this time to promote the movie, and we also sincerely invite friends who like movies to watch our movie for free."
"Is your movie about to be released?" This was the first reaction of a customer. He was either a movie fan or a fan of an actor in the movie. He seemed very excited.
What more customers focus on is free.
The company decided to give the audience a free movie-watching experience during the roadshow. Firstly, this will attract more people and provide more publicity for the roadshow stage. Secondly, films without a screening license cannot be charged.
A screening license is equivalent to a qualified product barcode for a product. Without this barcode, the product cannot be circulated or traded, otherwise it is illegal.
It's the same thing if a movie doesn't have a screening license. It's okay to do a private roadshow and show it in one or two theaters in a small area, but it must be free of charge. It's illegal to charge a fee.
At present, "At the Gate" is discussing distribution and other matters, and it will take some time to get the screening license, so naturally it cannot sell tickets, but can only give them away.
"It's coming soon, there should be news about the scheduled release in a while." Liu Yifei said: "What Zhang Yuqi just said was mainly about the road show screening, which is an activity related to the movie in the road show. It will be screened at the Bright Times Cinema in the east gate of Wuzhen.
movie of."
"July 25th and 26th." Zhang Yuqi added.
"Yes!" Liu Yifei forgot to mention the time and followed Zhang Yuqi's words and added in detail: "It will be a two-day period from Saturday, July 25th to Sunday 26th, which happens to be the weekend. Do you have time to go to the Wuzhen East Gate Bright Times Cinema?
?”
Wuzhen? Wuzhen in Jiaxing is located at the junction of Zhejiang and Shenghai. It is 300 kilometers away from Dongyang, where Hengdian is located. Currently, there is no high-speed rail here. Even the green express train takes four or five hours to go back and forth. This makes some
Local customers have given up some interest. Even though they want to watch this domestic science fiction movie that has been circulating since 2007, the distance is a bit far and they are too lazy to go.
However, Hengdian is an important tourist place, and there are countless tourists coming and going during the summer vacation. Local tourists are too lazy to go, but tourists come here just to travel, and Wuzhen is also one of the important places for tourism in Zhejiang.
For tourists, there is nothing to worry about.
"have!"
"I go!"
"I am coming too!"
"I'm going with my boyfriend!"
"..."
A group of customers were in high spirits and expressed their willingness to go to the movies.
"Thank you everyone for your love and love for our movie. Let's do this. If you are willing to answer a simple question for me, if you answer it correctly, I will give you movie tickets." Zhang Yuqi is very good at interacting with the audience, and is also prepared to give away tickets in the form of answers.
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Chu Xuan and Liu Yifei did not expect that Zhang Yuqi would show up like this, nor did they expect that the smiling shop owner next to them was very good at doing business: "Friends who have received movie tickets, the current meal is free of charge, so we are also welcome.
Celebrity friends come to the store to promote, do you think it’s okay?”
Free of charge? Who can say anything bad about this?
"Okay! The boss is so powerful!" All the customers were excited.
However, this is a buffet to begin with, and you can’t eat much if you want to eat haese, and you have to pay a few bucks for the order. However, seeing the large crowd of onlookers rushing to take pictures of Chu Xuan and Liu Yifei at the entrance of the store, I heard that the store owner waived the order.
A lot of people rushed in at once.
This seems to be a disadvantage for the shop owner, but as the saying goes, once born, twice cooked, this shop has a good business and a good reputation for taste, which is equivalent to attracting a new batch of long-term customers, and these customers
There are also relatives and friends, so I think the business will be more prosperous in the future. This boss is smart and knows how to do business.
"Boss Cai is awesome!" Zhang Yuqi gave the store owner a thumbs up. The one-stop shop attracted such a warm atmosphere and brought a new batch of people to the store, which greatly increased the publicity of their road show work.
The effect will be better, which can be called a divine assist.
Chu Xuan and Liu Yifei couldn't help but laugh. The road show started so hotly. This was a happy and fun thing. So they joined An Zhijie, Zou Zhaolong and Hui Yinghong to follow Zhang Yuqi in the hot scene.
"Hello beauty, can you go on July 25th and 26th?"
"Can, can, can!"
Facing Zhang Yuqi's question, this young lady was very excited.
"Let me ask you a question, what was the name of the first TV series starring Chu Xuan and Liu Yifei in the same frame?"
""Dragon Babu"!"
The couple couldn't laugh or cry. They didn't expect Zhang Yuqi to ask this, and they didn't expect this young lady to answer so quickly. She was undoubtedly their fans.
"The answer is correct, I will give you a movie ticket. Take the ticket to Wuzhen East Gate Bright Times Cinema on the 25th and 26th and enter with a ticket. You can enter any show in the morning, afternoon and evening. But after the 26th, this movie ticket
It's invalid, you must go within the time limit, don't lie to me." Zhang Yuqi took out one movie ticket from a bundle and gave it to this young lady.
The movie tickets are specially made for roadshow activities. For movies without a screening license, normal movie tickets with theater code registration cannot be issued, so homemade movie tickets are used instead of admission vouchers.
"Don't worry! I will definitely go!" The young lady was very excited. After seeing them leave, she couldn't wait to take pictures with her mobile phone and send them to the QQ group to show off.
A voucher for free movie viewing has no practical meaning, but it can make passers-by, viewers and fans who get the movie ticket excited, thereby triggering their word-of-mouth and spontaneous publicity online. This is the role of the movie ticket.
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Therefore, those who engage in marketing and publicity must understand some psychology. As long as they understand the psychology of the audience, any kind of marketing and publicity will be easy to handle.
"Excuse me, what is Chu Xuan and Liu Yifei's first urban drama?"
""struggle"!"
"Excuse me, what is the name of one of Mr. Zou Zhaolong's world-famous Hollywood movies?"
""The Matrix"!"
"..."
Zhang Yuqi interacted all the way, asking a question to the audience if they couldn't answer it, so he changed it to a simpler question. The fake interaction was real until the answer was correct and the tickets were delivered. This also made the customers at the scene feel at ease and relaxed.
The positive interaction also created more favorable impressions of them and their movies.
Chu Xuan found it interesting that all the questions asked by Zhang Yuqi included all the actors present, except herself. She was probably not popular because she was afraid of being embarrassed if no one could answer her questions.
So since they are not popular and still take the initiative to interact and ask questions about a few of them, then this is suspected of being popular, using their popularity to attract passers-by to answer questions, and let passers-by focus on her.
On the body, this Yuqi is a bit cautious.
However, the popularity is quite high. Although it is just spreading, the problems are all surrounding them, and it can be regarded as publicity for them. This undoubtedly reflects that Zhang Yuqi's emotional intelligence is not bad, or maybe he prepared it for this road show in advance.
Think about this kind of interaction.
He saw through it, Liu Yifei and An Zhijie also saw through it later, and the two seniors Zou Zhaolong and Hui Yinghong had seen through it a long time ago, but they didn't say anything or have any strange ideas. They just wanted to do this.
It's normal to be popular, and it's Zhang Yuqi's ability to find suitable ways to promote this.
Since Zhang Yuqi has this heart, they are also happy and relaxed. In the next road show promotion stop after stop, they will let Zhang Yuqi use her social cow attributes in the interactive sessions, and they will follow, stroll, and watch.
Look, it’s like selling a familiar face as a background to attract traffic.
During the intensive road shows of their two teams, the film promotion effect triggered by locals, tourists, and fans gradually began to gain momentum in Zhejiang and on the Internet...