Fang Yi has a bunch of cooperative labels that are beginning to work hard, and they are bound to help him rise to the top.
For example, the communication recharge card he collaborated with Dayao has now specially made a commemorative version of "Back to Seventeen". Fans need to collect six recharge cards worth 100 to redeem one commemorative card, and with points
Have a chance to participate in the premiere raffle.
Nikon cameras are based in Japan. They hired a Japanese director Hideaki Anno, who was very similar to Guo Fan, to shoot a commercial for Fang Yi. It is said that the young director Hideaki Anno was extremely excited when he learned about working with Director Fang, and wrote several scripts.
Take advantage of the beauty of "Camisan" that makes you forget time, and enjoy the addiction of stream of consciousness.
I also heard that Kamisan is very interested in special effects and props, and is a pioneer in Asian special effects among young filmmakers. Hideaki Anno also sent an "EVA" model to Fang Yi Studio, which made news.
The model is two meters high, and with the base, it reaches two meters. The cost alone exceeds 240,000 yuan.
Fang Yi didn't know what "EVA" was that was once broadcast on the children's channel and was later taken off the shelves, but this did not affect him from disassembling the model and transporting it to the car. He happily drove back to his new home in Xiangshan, installed it and passed it through
Power-on.
After Unit 1 was powered on, its eyes suddenly glowed a bright red like a wild beast. Fang Yi stood beside him, putting his arm on Unit 1, looking at the camera calmly.
Asked Liu Yifei to take a photo of herself, she raised the camera and took a look and was dissatisfied and said:
"You should smile. This was given to you by someone else - even though it's an Asian you don't know."
"Then there's no rule that you have to laugh."
"Okay, let's just become director Quan Fang. Maybe others like you for being so cold-faced?"
——“Click!”
The photo was posted to a Japanese forum by Hideaki Anno, and it went viral. I don't know when Kamikata will come to Japan.
Three graduates from Jiaotong University in Shanghai who like ACG also saw this photo and felt that their ideals have become reality. They are determined to make their careers bigger and stronger in the future, and one day they will be able to stand in front of their idols and let them see themselves.
Okay, I’m really going too far, let’s get back to movie marketing.
Rolex showed the strength of a century-old factory. The cooperative advertisement they shot for Fang Yi first appeared in major magazines and sponsored the media.
For example, "The Economist", "Henry Time" and so on.
The advertisement intercepts the image of the "middle-aged Fang" from the movie "17 Again" and adds a Rolex watch to him. As a young entrepreneur who sponsors a school, he rushes down from the university and holds a black
umbrella, and his whole body is also black.
Strangely, the scene is divided into two contradictory plots and switches repeatedly:
One is that he held the umbrella upright, as if he was afraid of getting caught in a little rain, but the sky cleared and it didn't rain at all.
The other was that it was pouring rain, and he was holding the umbrella at an angle. The umbrella seemed to be missing a little, so that half of his shoulders were wet from the rain.
In both plots, only Fang Yi's back is shown, not his face.
Advertising is a bit vague, but luxury advertising has to be subtle. If it is too straightforward, it will lose its sense of luxury. What’s interesting is that Fang Yi’s commercial is actually a trailer for a movie, and it seems to be about
A trailer for the setting.
Can this be done for publicity?
Rolex also released related movie posters in conjunction with the movie "17 Again". This movie poster is limited to 3,000 copies worldwide. Only those who purchase a Rolex Datejust series or a Submariner series watch can find it as a gift from the store clerk.
.Among them, there are one hundred special editions signed by Fang Yi himself.
One hundred and fifty regular copies were allocated to the Magic City, but they were gone that afternoon. Someone successfully won a signed copy and shouted:
"Hey~ Okay, I got it!"
It is said that the price of the poster signed by Fang Yi is now close to the price of the Rolex watch itself, and it has become a financial product. At this point, Zhenjie and Rolex, who know how to market, hit it off.
They asked Fang Yi not to sign casually, but to pay attention to the scarcity of the name "Fang Yi" itself.
If it is destined to become the memory of an era, then its scarcity itself generates value.
The meaning of the poster is similar to that of the trailer, but Fang Yi changes from facing away from his back to facing forward, and has some more ingenuity:
This poster is cut crosswise from the middle into two parts. The upper part shows Fang Yi holding the umbrella upright; the lower part shows Fang Yi holding the umbrella diagonally. He is also upside down and the umbrella is slightly folded.
Thin figures in black suits meet in the middle.
What does it look like?
A black question mark:?.
What's even better is that on the left and right sides, the experimental buildings built with his donation are of course turned upside down like him and connected together to form a boxy frame. This gives people a sense of depression and is reminiscent of
"The Truman Show" or something like that.
Fang Yi's expression is also very solemn. Putting this together, it is obvious that the wealthy Fang Yi is the one in the cage.
So what does it mean to be upside down?
A dream, a state of ecstasy - or to put it more bluntly, a dream.
How to "dream" in "Inception"?
Xiao Lizi took his female apprentice into a dream and told her: everything is different in dreams.
Then the female apprentice quickly understood the meaning of these words and turned the entire Paris upside down and folded it together.
——We said, what is a movie?
There are many sayings, one of which is, "Generally speaking, movies contain a lot of information." The lighting, composition, lines, and even current posters are all designed to always give you a sense of "I am like this".
The feeling that this stuff is awesome.”
Director Cao Baoping criticized domestic TV dramas as watery and inferior to Korean dramas. The reason is that after carefully watching several popular Korean dramas, he came to the conclusion:
"Although they are shooting very vulgar things, the composition and lighting are all in order and not random... But many domestic TV dramas..."
Hong Kong director Wang Jing once criticized Jia Zhangke for similar reasons, because some people compared the King of Sunglasses and Jia Zhangke together, which made Wang Jing very unconvinced:
"His (Jia Zhangke) technique is not good."
The reason why Fang Yi has been recognized by everyone in a short period of time, and even the literary and art circles that have always been self-centered did not jump out to scold him, is of course due to his status as a member of the academic family, and also due to his use of techniques.
It can be said that he combines literature and art with business very well, and is a leader in the era of special effects - something that old guys, even the National Master, don't understand at all.
However, the new generation Guo Fan has no thoughts on this kind of "literary art", and he just regards it as a waste of time.
Several production companies in the same period also wanted to imitate it. When October was about to come, "The Legend of White Snake" released a poster of Jet Li with his eyes closed, surrounded by black hair, which meant that the monk had also moved his heart.
"Painted Wall" didn't dare to be so mysterious. After all, it was the opposite. They chose to let Deng Chao learn from Fang Yi's expression, put on a solemn look, and then look at the camera.
Afraid that some people might not know the Deng Dynasty, there are big words under this poster: ""Painted Wall", Deng Dynasty."
It's all of no use.
A week before the release, several movies were screened at the request of theaters. The media reported this:
""The Legend of White Snake" was screened at Xingmei International Cinema in Beijing... Before the movie was halfway through, all the fans got up and left."
"The reviews of "Painted Wall" are mixed, and it may be a mediocre magical work."
Where are Fang Yi’s films?
Before he had time to know, the real sister who never cared about movie data rushed to his side:
"That poster of yours is now more expensive than a Rolex."
"I know."
"It's not the one you signed, it's the one you didn't sign."