Chapter 214 Chapter 212 The Fascinating Propaganda Hand
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The earliest domestic film and television product placement actually appeared in 1979, which is obviously a deviation from the time in Jiangshan's memory.
In Jiangshan’s impression, the earliest film and television works with advertising placement in China only appeared in 1992.
A large-scale indoor sitcom "The Story of the Editorial Department" not only made celebrities such as Ge You, Lu Liping, Hou Yaohua and others popular.
It also made the "Hundred Dragon Mineral Spring Pot" that must be seen in every episode of the drama famous.
With the popularity of the TV series, orders for Bailong mineral water bottles are pouring in.
At that time, there was no concept of product placement in the domestic film and television industry. It was "The Story of the Editorial Department" that lit the fuse for product placement.
After that, it got out of control.
As a successful commercial film, "Kung Fu" tells everyone that advertising and films can coexist harmoniously.
Speaking of which, I have to admire Stephen Chow's method of making money through art.
There are more than ten advertisements in this film, but such frequent advertisement placement will not offend the audience.
Coca-Cola, Grand Dragon Phoenix Hotel, Columbia Entertainment Center, Kyoto Ninji Temple, Kee Wah Bakery, Xingbaihua Oil... every advertisement is reasonably combined with the film.
Not only did it not feel redundant, it actually made the audience in the cinema enjoy watching it.
"Oh, that's what billboards used to look like back then."
“The Nianji Temple back then had such a packaging!”
Compared with Stephen Chow, Feng Xiaogang's approach is more straightforward.
In the movie "A Sigh", Fu Biao sent Zhang Guoli and Liu Bei to the presidential suite in Sanya. Before leaving, he whispered: "Use Jitong Card to make calls."
As early as the beginning of the Lunar New Year trilogy, Feng Xiaogang had already begun to try to insert advertisements into movies.
In the first collaboration with Huayi, "Endless", Bank of China invested a large amount of money in sponsoring the film.
As for "Mobile", Motorola alone sponsored 7 million yuan, and the product placement in "A World Without Thieves" was as high as 40 million yuan.
Later, in order to make up for the box office failure of "1942", Director Feng quickly shot the Lunar New Year film "Private Order", in which as many as 19 advertisements were embedded, with an average of one appearing every 5 minutes.
This income alone exceeds 80 million yuan.
From Feng Dao's point of view, being able to seamlessly integrate advertising into a film is the greatest test for a director:
"You shouldn't ask how many product placements are in the film, but which product placements are well integrated."
Talking is talking, doing is doing.
Everyone knows that the advertisements appearing in "Private Customization" are relatively blunt.
Ad placement has become direct advertising.
However, no matter how good the reputation is, it has a box office of over 700 million, which is still very real.
In the end, as soon as they saw Director Feng's work, many viewers actually began to enjoy seeing product placement.
Especially some classic dialogues in "Private Customization":
I want to challenge my weakness.
I don't have to accept it, but they have to deliver it.
After a few more years, the hormones will no longer be secreted, and I will be at ease.
You have donated one billion, why are you not willing to donate a car? Because I really have a car.
When you are young, you have a thief's heart but not the courage. When you get older, you have the thief's heart and courage, but you no longer have the thief's heart.
…
As time goes by, the more I look at it, the smoother it becomes.
Some of the product placements that appear in major Hollywood productions can even be used as a reference for a company's strength and profit expectations.
If done well, it can lead to a huge rise in its related stocks.
It can be seen that advertising placement is indeed a very fascinating means of publicity.
Not to mention in today's era where it has not yet appeared.
I originally thought that the country would be beautiful, but now I heard news that was beyond my control.
"Director Hu," he decided to ask clearly: "Please tell me carefully, what is the situation?"
"Everything else about this cartoon is very normal," Hu Xiao gestured with his hand:
"But when the stadium appeared in the cartoon, I found that there were many billboards around the stadium, but most of them were unclear. Only two companies could clearly see them."
The more Jiang Shan listened, the more he thought it was like this: "Which two companies?"
"Both are Japanese companies," Hu Xiao's voice became lower and lower: "One is Meiji and the other is Shangdao Coffee."
After hearing this, Jiang Shan was speechless.
Both of them had expressions of understanding.
"You didn't bother to ask if it was an advertisement?" Jiang Shan added some wine to Hu Xiao's glass.
Hu Xiao shook his head decisively: "How do you ask? It's more like Lao Gu. As for Meiying Studio... everyone just knows what they know."
"If it's not a coincidence," Jiang Shan thought about it in his mind: "This American Film Studio has really come ahead of us."
Now that he hears Gu Zhengzheng talking about advertising every day, Hu Xiao is now starting to become interested in advertising: "Xiao Jiang, what did you just say this is called?"
"Advertising placement."
Jiang Shan dipped his chopsticks into some Maotai and wrote the word "implantation" on the table.
"If these two are really advertising placements," Hu Xiao paused for a moment: "How much advertising money can the American Film Studio get?"
"I can't say for sure, mainly because there are no standards in China for reference."
"What about abroad?"
"I don't know much about prices abroad," Jiang Shan recalled briefly:
"The earliest product placement abroad appeared in 1929. Coincidentally, it was also a cartoon called "Popeye"... The exact amount spent is unclear."
"I'm strong, I love spinach, and I'm Popeye Poppy."
In this film, sponsored by the manufacturer of canned spinach, Popeye the Sailor Man advertises the benefits of eating spinach.
"Three years later," Jiang Shan continued, "American Eagle Cigars placed a cigar advertisement in the movie "Scarface" for a high price of US$250,000."
"How much?" Hu Xiao was surprised: "250,000...USD?"
"And it was in 1932. Isn't it amazing?"
"Awesome," Hu Xiao wanted to give it a thumbs up: "I mentioned the radio drama to my superiors before. It can be regarded as a reform of our factory after the conference."
Jiang Shan thought this was a good excuse: "What did the higher-ups say?"
"The meaning above is very vague," Hu Xiao frowned: "It says that it can be considered as long as it does not affect the work progress, but it cannot violate the principle."
"It's pretty good to be able to say that."
"I think so too."
But Jiang Shan is not clear about one thing: "What principle is he talking about?"
"This principle..." Hu Xiao sighed deeply and said:
"He didn't say anything specific, but from my experience, it's useless to ask, because it will change as the wind direction changes."
"You are indeed very experienced!" Jiang Shan had to admire Hu Xiao for this.
Judging from his understanding of the situation, the 1980s and 1990s were a special era in which many policies and even laws were continuously adjusted and improved.
"So, I analyze that this matter can be done. Our factory has already adapted many movies into radio dramas," Hu Xiao discussed with Jiang Shan:
"The listening ratings are top-notch. If "Latent" is put on a radio station, it will be the first of its kind for modern novel radio dramas."
"So, the first shot must be fired," Jiang Shan looked at the desktop as a blackboard: "As long as the first shot is fired, our translation factory will have another income-generating project."
Hu Xiao nodded: "And it is a self-operated income-generating project."
"Have you negotiated with the superiors?"
"of course!"
It is not convenient for Jiangshan to inquire about the details, but he just wants to take care of his two acres of land: "Not only can it be broadcast on Pujiang Radio Station, but it can also be sold to radio stations in other areas."
Hu Xiao nodded slightly and had a drink with Jiang Shan.
Sure enough, whatever he could think of, Jiang Shan also thought of it.
The noise around them didn't seem to affect them much.
The two of them continued to talk about the specific details.
Finally, Jiang Shan brought Qiu Yuefeng in.
After two glasses of wine, Qiu Yuefeng took over the task of dubbing director for "Latent" with great interest.
As more and more comrades raised their glasses and spoke, the small meeting of three people soon turned into an enlarged meeting of a table full of people.
Halfway through the banquet, Jiang's sister, Yan Mei, who had been sullen because she didn't sit at the main table, suddenly led her daughter to Jiang's table.
"Sister," Yan Mei said without a trace of smile on her face, "there are still some things at home, and the child and I have to take a step forward."
Jiang's mother raised her head and looked at her little sister. She didn't pay attention when she was toasting earlier. Now she took a closer look and saw that her sister's baby daughter was wearing a pair of bell-bottom pants that her mother had not noticed before.
Upon seeing this, Jiang Ma stood up and said with a smile: "Since there is something going on at home, I won't keep you much longer. Remember to be careful on the road."
After hearing this, Yan Mei was immediately stunned.
I thought that the eldest sister would definitely hold my hand and keep trying to stay like before, and then I would show a particularly reluctant expression.
But now...
Seeing that her sister was stunned and didn't move, Jiang's mother thought for a moment, and then shouted to her little daughter at the other table: "Xiaochuan, your aunt and cousin are leaving. Come and see them off."
Jiang Chuan turned around, pursed his lips and looked here. Although he was reluctant, he still came over: "Auntie, Jiajia..."
"Sister, we two sisters haven't seen each other for a long time. Why don't you come and see me off?"
"Send it away, of course I have to give it away," Jiang's mother quickly took her sister's hand: "I'm not afraid that you will think... forget it, let's not talk about the past."
Mother Jiang, who has always been soft-hearted, is now feeling intense self-blame.
In fact, she did not want to invite her sister Yan Mei to attend her second son's wedding.
Because every time this little sister comes to her house, she always looks like the boss is reluctant.
However, after careful consideration and feeling that it was inappropriate, Jiang's mother still called her sister.
On the phone, Jiang’s mother specifically asked: It’s okay if you don’t have time to come over, she will send the wedding candies another day.
"Who cares about your few pieces of candy?"
After putting down the phone and muttering something, Yan Mei had no intention of attending Jiang He's wedding at that time.
However, when she saw her precious daughter who failed the college entrance examination, she decided to bite the bullet and have a glass of wedding wine at her eldest sister's house.
Not for anything else, just because this poor relative has a son who is the editor-in-chief.
The two sisters walked out together arm in arm, chatting about trivial matters.
Behind them are two students of the same age who failed the college entrance examination.
Zhou Jiajia is dressed very fashionably tonight.
Not only did she wear white bell-bottom pants, she also wore a small floral t-shirt.
I thought I would show my face at the entire wedding banquet, but I didn't expect that at the wedding banquet of my second cousin, an educated youth who returned to his hometown, I actually saw several lesbians dressed in fashionable styles.
After asking around a bit, I found out that they were actually dubbing actors from Pujiang Translation Factory.
What she didn't expect even more was that her little cousin, who was not very public, actually sat together with Liu Xiaoqing!
"Sister, we are all a family, and I won't hide some things from you,"
Standing at the door of the hall on the third floor, Yan Mei looked at Jiang's mother and said, "Jia Jia didn't go to college this year."
"Oh," Jiang's mother sighed: "Why is it the same as my Xiaochuan? I remember Jiajia's grades are pretty good."
"This year's questions are too difficult," Yan Mei got angry when she mentioned this: "Especially chemistry. My family Jiajia mainly failed in chemistry."
Jiang Chuan on the side curled his lips and said nothing.
Zhou Jiajia became more talkative now: "Jiang Chuan, did you fail the exam too?"
"Well," Jiang Chuan nodded this time: "Except for chemistry, I failed in several other subjects."
Zhou Jiajia: "..."
"Sister," Yan Mei looked at Jiang Ma with a serious expression and said with a commanding tone: "You are only a niece like Jiajia, you must help her this time!"
"Of course I will help Jiajia," Jiang Ma said what she was thinking in her heart: "But, what exactly do you want me to help her with?"
"Tsk," Yan Mei looked at Jiang's mother with narrow eyes: "What else can it be? Of course, help her find a good job."
"Ah," Jiang's mother heard this and quickly waved her hand: "How can I have that ability? If I had that ability, Xiaochuan wouldn't have to repeat his studies."
"How can Xiaochuan compare with Jiajia?" Yan Mei looked at the eldest sister in disbelief:
"My Jiajia has been outstanding since she was a child. Her teachers always praise her for her good composition. It is a piece of cake for her to work as an editor in a newspaper."
"Newspaper office? Editor?" Jiang Ma finally realized: "So you want Jiajia to work at the boss's newspaper office?"
"Otherwise?" Yan Mei looked at the eldest sister strangely: "Does your family have other connections?"
Hearing this, Jiang's mother finally understood: "If Jiajia is really willing, she can let her eldest cousin come up with a solution, but formal establishment cannot be guaranteed."
"No establishment? Who will do it without establishment?" Yan Mei immediately made a face: "He Jiang Hai is the editor-in-chief of a newspaper after all, and he can't even get a small official establishment?"
"A small official establishment? It's not what it used to be now," Jiang's mother couldn't help but say after seeing the aggressive attitude of the younger sister:
"There are so many people who are unemployed at home these days. If you don't have a technical secondary school diploma or above, it's very difficult to get a job in a cultural institution."
"Anyway, I still say that if there is no formal establishment, my Jiajia will never go."
"Then...then there's nothing we can do. You'd better find other connections quickly and don't delay Jiajia's work."
"..." Yan Mei suddenly sneered: "That's all, I was also confused today. How could I expect those worthless sons of yours."
"you……"
Jiang's mother originally thought about scolding her sister, but then she thought that today is her son's big day: "I know in my heart whether my child will be successful or not!"
"What? You don't think that your third child is promising if he stays with a few actors, right?" Yan Mei sneered:
"I just saw it. They only gave your youngest a little face because of their relationship with the translation factory. After the wedding banquet is over, you can see if they will pay attention to your family."
"Hello aunt, congratulations,"
Suddenly, a very recognizable voice sounded beside them.
Several people looked back and saw a familiar and beautiful figure appearing in the corridor of the third floor.
"Pan Hong!" Zhou Jiajia's eyes lit up and she immediately greeted him with a smile.
Pan Hong, who was dressed fashionably, seemed as if she hadn't seen her.
She had just been waiting in the stairwell and had already listened to the entire conversation.
At this moment, Pan Hong took two quick steps, passed Zhou Jiajia and came to Jiang Chuan:
"You are Jiangshan's little sister. We met last time when I went to deliver fans to your house. Do you still remember?"
Jiang Chuan had a sweet smile on his face: "Remember, sister Pan Hong, why are you here?"
"I heard from Jiang Shan that his second brother is holding a wedding here," Pan Hong smiled and looked at Jiang's mother: "Of course I have to come over to congratulate you! Congratulations again, auntie!"
"Thank you, Comrade Xiao Pan,"
Jiang Ma, who was smiling, took a step forward and used her shoulder to push away Yan Mei who was blocking the front: "Xiao Chuan, why don't you lead Xiao Pan to find your brother?"
"okay!"
At this moment, Jiang Chuan, who was smiling like a flower, took Pan Hong's arm and walked towards the wedding banquet hall.
"I wanted to say it the last time I saw you," Pan Hong's voice was still clearly audible:
"You are so beautiful and have a good figure. If you want to apply for Pujiang Film Academy, it will be no problem. I can also help you find some instructors..."
"Really? I can really..." Jiang Chuan asked in surprise.
Listening to the conversation coming from the front, Zhou Jiajia, who had a longing face on her face, followed a few small steps inward without realizing it.
Pujiang Film Academy?
If Jiang Chuan can do it, then Zhou Jiajia will have no problem!
"Jiajia," Jiang Ma's voice rang at the right time:
"Didn't your mother just say that there is something going on at home? Come back and take a look quickly. Don't waste any time."
After saying that, he turned around and walked into the joyful wedding hall.
