Chapter 22 Movie promotion strategy (please recommend, please collect~)
Author: Box and Orange
Chapter 22 Movie promotion strategy (please recommend, please collect~)
In the afternoon after the preview meeting, relevant personnel from China Film and Bona Pictures gathered in a small conference room and were discussing the film they had just watched in the morning.
The film exceeded everyone's highest expectations. For these professional industry insiders, it may be difficult to judge whether the film will be truly accepted by the market. It is not that difficult to distinguish between a bad film and a well-made one.
Perhaps it was because of Mr. San, or perhaps because the outstanding quality of the film attracted Liu Yongyun, so he attended the meeting in person.
"Old Pang, tell me your thoughts first. I see that you have many opinions about this film." After the secretary served tea, Liu Yongyun asked Pang Shusheng to speak.
Pang Shusheng suppressed his excitement, took a sip of tea, and then said: "Wonderful, I think this film is very wonderful. I really can't imagine that this would be a film made by a 22-year-old young man.
Every detail of the film is impeccable and almost perfect. My recommendation is to release it with an A-level strategy."
The film distribution strategies of China Film and Bona are divided into five grades, ABCD and the lowest F grade.
I have been in contact with Hollywood companies all year round, so I have learned some of the systems of big Hollywood companies. This distribution strategy system was learned from Hollywood.
Liu Yongyun was noncommittal and then asked other people's opinions, including media reporters.
Most film selection experts who have watched the film believe that the film exceeds expectations and is likely to perform well in the film market.
Only a small number of film critic reporters and media ignored the important issues of the film, which led to Li Weijie finally surrendering and raising objections.
However, Liu Yongyun understood that if the film was to be released in the mainland, such an ending was necessary, and he would be held responsible if he did something wrong.
When "Infernal Affairs 1" was released in the mainland, the undercover policeman played by Andy was eventually caught. In the Hong Kong version, Andy was not caught, but escaped sanctions.
Of course, anyone who has watched the trilogy knows that the first part is a foreshadowing of the plot of the third part. Although justice is late, it will arrive.
Liu Yongyun asked Zhou Zhizhe, director of film business of Bona Pictures: "What do you think of Bona?"
Zhou Zhizhe turned his pen, thought for a while and replied: "This summer, Bona participated in the investment and production of few films. "Manslaughter" was released in May, so there was no conflict.
So we at Bona will devote enough resources to distribute this film with all our strength."
"Well, our China Film Association will provide support in terms of theaters. Let's do this for now. We will discuss the details later." Liu Yongyun ended the meeting and went to see the third master.
At this time, the third master and Zhang Hao were drinking tea in the office. The third master put down the tea cup and said to Zhang Hao: "I didn't expect that, I was very surprised. I thought you were just playing for fun, and I originally advised the old man not to be confused.
Now it seems that I was confused, and the quality of the film is beyond my imagination."
Zhang Hao smiled modestly: "Thank you, Third Master, for the compliment. It's my honor."
"You're welcome, this is the result of your own efforts. But Zhang Hao, don't be complacent, everything depends on the results of the theater.
Make some achievements and let those who laugh at us take a good look. This is what young Chinese directors should be like." When the third master said this, he was still gritting his teeth.
In fact, not only the Zhang family, but also the Third Master himself was laughed at. Although no one dared to laugh at the Third Master like Mrs. Chen Gezi laughed at Zhang Yu, the gossip behind it was enough to make the Third Master angry.
In the final analysis, it is because Zhang Hao is too young, and people will instinctively think that he cannot do things well if he has no hair on his lips.
This is the society's contempt for young people. They always feel that they live too well under the wings of their parents and cannot do anything well.
Although Zhang Hao's soul is not considered a young man, given his age, he can't go out and shout that he is not young and mature, right?
The most likely result of doing that is to be sent to a mental hospital.
At this point, Zhang Hao could only say: "Don't worry, Uncle Han, I am very confident in the quality of the film and the results will not be bad."
Just at this time, Liu Yongyun, head of the online department of China Cinemas, came over to report the meeting to San Ye, and saw Zhang Hao was there.
Surprised that the third master was taking care of Zhang Hao, Liu Yongyun said hello at the same time: "Director Zhang is also here. Congratulations, the movie was shot well. Just in time, let's hear about our distribution situation."
Liu Yongyun sat down and waited for the third master's secretary to serve tea before reporting: "Currently, most of us and Bona's film selection experts are very optimistic about "Manslaughter" and think it can do well in theaters.
A small number of film critics and media reporters have raised objections to some shortcomings of the film, believing that the film does not explore it in depth enough."
"In what respect?" Zhang Hao asked.
Liu Yongyun glanced at the third master, saw him nodding, and then answered Zhang Hao: "It is mainly about the abuse of power, corruption, and the surrender of the male protagonist that the film explores."
Zhang Hao frowned, shook his head and said, "It's okay to just listen to this. If you really want to shoot as the critic said, first of all, the big scissors won't be able to pass through."
Zhang Hao is very clear about his position. He is a commercial director based in theaters and makes movies just to make money.
Just listen to what the film critics say.
And are there any truly professional film critics in the mainland? I’m afraid they’re not the Muyang dogs raised on the other side of the Pacific!
Mr. San smiled and said: "Your understanding is correct. As a mainland director, you must not imitate those idiots of the sixth generation directors. They have no ability and only know how to criticize this and that."
It is obvious that Mr. San looks down on the sixth generation directors.
Zhang Hao nodded and then asked Liu Yongyun: "What about the distribution strategy?"
"At present, it has been initially decided that we will release this film with an A-level strategy, and we will ensure that more than 20% of the film is released in theaters on the first day of screening. We will see how things go in the future," Liu Yongyun said.
"OK, the crew will fully cooperate and formulate a plan first."
Zhang Hao has already made an agreement with several leading actors. When the movie is released, if China Film and Bona intend to have a road show to promote it, the leading actors will set aside time to cooperate.
A movie with excellent quality has changed Liu Yongyun's impression of Zhang Hao a lot. Although it is not as high as the third master's regard for Zhang Hao, he no longer regards Zhang Hao as a young man who is ignorant of the world and has no experience.
Directed.
After discussing some more details, Zhang Hao left.
The night before dawn is the most difficult, and similarly, the days leading up to the release of a movie are also difficult.
The publicity and distribution systems of China Film and Bona Pictures are not as good as those of Hollywood, but they are already considered professional in the mainland.
In this era of brutal growth in the mainland film industry, the publicity and distribution systems of the two distribution companies are unmatched by other mainland film and television companies.
The one that can compete a little is probably Huayi, which is still prosperous at this period. The large number of artist resources at its disposal is the magic weapon for Huayi to dominate the mainland entertainment industry and become the leading private entertainment company.
When filming movies and big projects in the Mainland, Huayi's artist resources are an unavoidable obstacle. If you want to use Huayi's artists, you will give Huayi the opportunity to intervene in the project.
Fortunately, Huayi has Feng Dapao, who is currently the most outstanding commercial film director in the Mainland. Therefore, Huayi looks down on Zhang Hao and even treats Zhang Hao as a joke.
After the internal test screening, under the arrangements of China Film and Bona, many media and newspapers began to give "Manslaughter" space.
At the same time, offline publicity has been laid out, including bus stations, commercial plazas, movie theater entrance poster walls, etc. in major ticket-rich cities such as Beijing, Shanghai, Wuhan, Shancheng, Chengdu, Guangzhou, and Shenzhen.
Similarly, the two versions of the trailer edited by Zhang Hao were repeatedly played on the LED screens of cinemas across the country.
At Zhang Hao's suggestion, the trailer was also posted on Youku, Tudou, and the newly launched iQiyi and Penguin Video for netizens to watch.
Zhang Hao discovered that China Film and Bona did not attach much importance to the online publicity position.
You know, in a few years, the Internet will become the most important position for film promotion and marketing, more effective than ten road shows.
Zhang Hao proposed to find a few trolls to brag about the film online, or to step on him as a director, in order to attract netizens, but the publicity department rejected it.
Because the publicity and distribution department believes that although online publicity is effective, it is not very effective. Because most of them are young people, the real main moviegoers do not pay much attention to the Internet.
This conclusion is absurd. Zhang Hao also argued with the publicity department and listed several advantages of online publicity: easy dissemination, fast speed, flexible publicity strategy, low cost, and Internet users are the most dynamic consumer group. .
However, Hou Cichun, as the distribution director of China Film Group Corporation, still rejected Zhang Hao's plan and refused to invest large-scale resources into online publicity and distribution, and only followed the normal publicity and distribution rhythm.
Zhang Hao could only say nothing. There were many people who could see the rapid development of online propaganda. But people will always subconsciously be conservative and refuse to be exposed to new things.
Perhaps, only in the era of smartphones and the development of mobile Internet will this inherent inertial thinking bias be broken.