Chapter 713 Picking up soap or something (4K chapter)
The Spring Festival holiday is over. Although it is only a short seven days, it is not that ordinary for the film industry.
As of mid-February, the box office distribution of the domestic film market has undergone historic changes.
In the past, second-tier cities usually accounted for more than 50% of the box office, while the shares of several major first-tier cities were higher than all third-tier cities combined.
In 2010, the total box office in first-tier cities was 2.5 times that of third-tier cities. Last year it was more than 200 million higher than that in third-tier cities.
In the first two months of this year, third-tier cities overtook first-tier cities for the first time.
This also means that the number of domestic moviegoers has further expanded, and the market in third-tier cities is further expanding.
In addition, the variety show "Where Are We Going, Dad" was a great success, with a box office of over 500 million, providing a new idea for other producers.
China Film participated in the investment and distribution of the super blockbuster "Havoc in Heaven", which has an all-star cast and an investment of up to 500 million. However, it has been aggressive but has failed to succeed.
The animated film "The Return of the God" with the same theme, invested by the private film and television giant Hantang Media and released by its subsidiary Hantang Pictures, relied on its high reputation to come from behind and win the Spring Festival championship in one fell swoop. In the end, it won the first place among state-owned enterprises and the first among private enterprises.
Win the conversation.
Although Kang Pei has said many times that the film invested by China Film Group was successful and made money.
However, it’s just a matter of spectacle. If you lose, you lose. Who could have created such a big momentum before?
A good start has turned into a bad start. Although the situation is still calm at present, major companies have a hunch that China Film Co., Ltd. and Hantang are not finished. At least Kangpei will definitely regain its position.
For other companies, they are also happy to see the results come together, and even add fuel to the fire and fish in troubled waters when the time comes, hoping that the fight between the two of them will be more intense.
Hantang Media now has movies released in almost all the most popular periods throughout the year, which has greatly reduced the living space of other companies' blockbusters.
Colleagues are enemies. Even Bernard and Guangxian, who had always had a good relationship with the Han and Tang Dynasties, actually wanted the Han and Tang Dynasties to suffer setbacks.
Cooperation is only possible when both parties are equal. Once one party is too powerful, even if they cooperate, it will become a one-time conflict.
As for China Film Co., Ltd., others certainly hope that both companies will suffer losses. No company in any industry would want such a domineering company in its own industry.
Although China Film represents Optoelectronics, several major companies still have many disputes with China Film, both covertly and overtly.
For others, it would be best if both giants collapsed, so that the vacated market would be theirs.
Everyone is looking forward to this summer vacation, and even the Lunar New Year holiday, and next summer vacation. On the surface, the film and television industry is indeed calm in the early days.
The publicity of major companies is also very harmonious, and there has not been any large-scale deliberate smear campaign.
After all, the holidays have passed, and the current film schedule is enough for any movie. The most important thing is to attract audiences to go to the cinema to watch your movie.
Even if it drives potential viewers of other films out of the cinema, it is still in vain if they don't go to see their own films.
Despite the chaos, several movies have maintained good box office trends.
"The Return of the Great Sage" took in a box office of 75 million on the first working day, a 42% drop from the seventh day of the Lunar New Year.
After an eight-day breakout period, it still had a box office of 75 million in a single day and a 42% drop. This data is already very impressive.
What's more, this is an animated movie. At this time, animated movies are still synonymous with young age and childishness.
After that, the 8th and 9th were Saturdays and Sundays, but because they were still working days, we received a total of 135 million in the two days.
The next week, the box office still declined slightly, with 177 million in the three days before Valentine's Day.
It was released for 14 days and nearly half a month, with a total box office of 1.119 billion. It became the box office champion of 2014 and the only movie with a box office of over 1 billion this year. It also entered the top ten box office list in Chinese film history!
Among other movies, "Havoc in Heaven" earned 94 million at the box office in these six working days after eight days of 656 million, bringing the total box office to 750 million.
The drop is not a big plunge. At least compared to the summer release of "Tomb Raiders", this drop is already very good and within the normal range.
"Omen", the worst-performing movie during the Spring Festival, was extremely stable in the following working days, earning 77 million in 6 days, with a total box office of 307 million.
And "Where Are We Gone, Dad", which is also a big dark horse, has experienced the fastest box office shrinkage after the holiday break, just exceeding 100 million in 6 days, with a total box office of 501 million.
The Hollywood animated blockbuster "Frozen" was released for nine days, with a total box office approaching 150 million. Apart from this, there are no other movies.
On February 13th, the day before Valentine's Day, another movie "Beijing Love Story", which caught the last train of the Spring Festival, held its premiere at CBD Wanda Cinemas.
At the premiere, not only the distributor Han Tang and the producer Wanda, Yinghuang, and China Blue arrived, but Wang Zhongjun and Yu Dong also came to join in the fun. They were probably too busy.
"The box office of "The Return of the Great Sage" has exceeded 1 billion. Congratulations to Director Tang."
Everyone first expressed congratulations on "The Return of the Monkey King" for becoming the first movie to gross a billion dollars at the box office this year.
Tang An smiled and said, "One billion is nothing new now. Everyone has movies like "The Wheel of Peace", "One Step Away", "Taking the Tiger Mountain by Wisdom" and "Heroes from Heaven".
It may exceed one billion, and it is estimated that within two or three years, the domestic market will be able to produce at least ten films with a box office of one billion each year."
A billion dollars is nothing.
This pretense made several bosses have the urge to flatten him.
A billion is nothing, why should it go to heaven?
Everyone is complaining in their hearts. It is nothing to the Han and Tang Dynasties. Moreover, this year there are Tang An's "Mysterious Superstar", "Chinatown Detective 2", and Ning Hao's "Heart Blossoms on the Road" on the National Day schedule.
Unfortunately, once this year is over, there will be ten films from the Han and Tang Dynasties that have exceeded one billion.
Thinking about it again, Huayi only has two movies.
However, the movies Tang An just mentioned, including "The Wheel", were produced by Pony and Lay's, and Huayi also invested in them and co-distributed them.
"Taking Tiger Mountain by Wisdom" is invested and released by Bernard, "One Step Away" is controlled by Wanda, and "Heroes" is produced by Yaolai and Huayi.
Except for Wang Changtian, who has always been a small-time actor, everyone should have a billion-level movie next year.
When it comes to the movie "Beijing Love Story", everyone admires Tang An for offering a guarantee of 350 million.
If this number hadn't been a bit outrageous, Wanda wouldn't have given it to him.
Tang An smiled and said, "Although 350 million is a lot, it shouldn't be a difficult task for this movie. Now that the popularity of several movies during the Spring Festival is slowly declining, it is just right to take over."
Yu Dong said, "Dr. Tang must have put a lot of effort into his publicity this time. The campaign is quite large."
Now as information spreads faster and faster, marketing has become one of the most important factors for a movie.
The early stage of "Havoc in Heaven" was supported by publicity, with a total of 80 million in cash, plus 60 million in replacement resources, which can be called the largest publicity campaign in mainland film history.
Although Guangxian only spent 15 million yuan in publicity expenses for "Where Are We Gone, Dad", the publicity resources provided by Shonan Channel would have been equivalent to at least 70 to 80 million yuan in cash, otherwise it would not have had the current box office.
The publicity campaign of Han and Tang Media this time has also attracted the attention of major companies. Such a small-budget movie can create a momentum that is not much lower than that of ordinary blockbusters.
Originally, the main factor behind the movie's success was Wanda Group's super resource support, while the movie itself was secondary.
In addition to ordinary publicity, its subsidiary Qiansi Advertising Group came up with a very interesting idea to develop derivatives.
Of course, for a romance film, it is impossible to sell dolls and posters. This derivative is a must-have item for lovers.
For romance movies released on Valentine's Day, most of the moviegoers are couples.
The derivative "Love Gift Pack" includes roses, wet wipes, soap, fireworks, CDs, and Durex
Basically everything you might need for Valentine's Day is included.
Tang An said, "Actually, the planners got inspiration from "My Morning Girlfriend". They had done something similar before when this movie was released, and made items such as protective bags, early morning first aid kits, and baby warmers." "Warm Man Gift Pack", the response has been pretty good."
Wang Zhongjun shook his head and said, "Dr. Tang has made a big move this time. Durex has been broadcasting advertisements on Chang'an Street for half a month."
This is unprecedented in the advertising industry. After all, it is Durex, and some people who are over-fed and looking for a sense of presence still call it vulgar and offensive.
Moreover, Durex also launched the "Fall in Love with Love" special model based on "Beijing Love Story".
These days, any product can participate in the marketing of movies. Later, Durex also participated in the marketing of "The Golden Age" and also launched a customized packaging, choosing skin-feeling products with gold packaging.
It is also euphemistically called "Golden Real Wear", and the slogan is: Once you wear it, everything is free.
Tang An said, "This is Durex's own advertisement, which is just included in the movie. If other products can be promoted, Durex can also be promoted."
"That's it, forget it, but about the fireworks event." Ye Xiang couldn't go on talking about another event.
Tang An shrugged and said helplessly, "It's none of my business, it's just to tease the fireworks and the others."
There are so many businesses that cooperate with us. The fireworks manufacturer held a fireworks event and even solicited netizens from various cities across the country on Weibo to participate.
At first the event was called "City-wide Hot Packets", but it failed to pass the review on Weibo and was criticized. Later it was renamed "City-wide Sex Pack".
This is probably what it means to call on netizens from all over the country to set off fireworks together in iconic squares in various cities.
However, the event was hosted by the terrestrial distribution team of Hantang Media in various cities to promote the movie.
Although the name of the event is a bit dirty, it’s Valentine’s Day
Everyone shook their heads. The youngest of them was already 40 and had used all kinds of publicity methods, but they couldn't help but admire Tang An's novel methods.
"I don't know how much the pre-sales are now. I checked before I came here and the pre-sales exceeded 10 million." Yu Dong asked.
For a movie with only this amount of investment, the pre-sales exceeded 10 million on the first day, which really made Yu Dong envious. None of the "Omen" he invested in had such high pre-sales.
Tang An said, "It is estimated that the pre-sales on the first day will be around 15 million."
"It's hard for Mr. Tang." Ye Nian said with a slight smile.
Originally, the distribution rights were taken away by Tang An at a premium. Ye Xuan wanted to wait until the box office failed to reach the expected box office and see Tang An suffer a loss. However, according to the current situation, as long as the jump is not too ugly, the box office of 350 million is almost Stable.
If the response is good, then a large amount of profit will be given to Tang An in vain. For Wanda, which currently has not made much achievements in film and television production and distribution, it is a huge loss!
Wang Changtian thought for a moment and asked, "Dr. Tang, could you tell me how much money Nuomi Film invested in subsidy?"
"There's nothing bad to say."
Tang An smiled and said, "In addition to the normal ticket reimbursement, it is only five million more. The other publicity expenses add up to 15 million, for a total of 20 million publicity expenses."
"Only 20 million?" Wang Changtian didn't believe it.
The effect of such a large formation is at least 60 to 70 million level publicity.
"It's just 20 million. Those brands don't have to pay for their activities. It's beneficial for both parties to cooperate. Each can do its own thing."
Wang Changtian looked at Ye Nian, who nodded, "Indeed, it's about 20 million yuan."
It’s not good to make this thing too fake. After all, as a producer, Wanda must supervise the issuance of funds. Otherwise, if the issuer said it was 20 million, but actually only paid 10 million, it would not be a big loss.
However, there is some water content. For example, several planning projects were assigned to Qiansi Advertising Group, a subsidiary of the group, so the fees were slightly higher.
All major companies basically do this. The specifics depend on the investors. Only the more sinister issuers can defraud you of half of the issuance fee, and big companies will be less likely to defraud you.
Most of "Beijing Love Story" are replaced promotional resources, allowing those manufacturers to use the movie title for free without charging licensing fees.
20 million publicity expenses were used to reach a scale of 60 to 70 million, and everyone secretly sighed.
We gathered together to chat, and not long after, director Chen Shicheng came in with a group of actors and said hello to several bosses first.
"Mr. Ye, Director Tang, and Director Wang, hello."
"Hello, Director Chen, the premiere will begin soon. I wish you a successful movie in advance."
Tang An smiled and shook hands with Chen Shicheng. His hands were shaking a little, probably because he was nervous.
Chen Shicheng said quickly, "Thank you Tang Dong Jiyan."
Tang An added, "I didn't have time to go to your wedding before. I also wish you a happy wedding and grow old together. It's just that my company's publicity department proposed to promote "Beijing Love Story" at your wedding. Why didn't you agree?"
Chen Shicheng explained, "Dr. Tang, I want to give Yaya a pure wedding and don't want to mix it up with other things."
"That's right."
Tang An nodded, "It's just this once in a lifetime, don't mix it with anything else, keep it pure, I wish you all the best."
After chatting for a while, the time was almost up, everyone took their seats, and the premiere ceremony began.
Tang An, Yang Mi, and Deng Chao sat together. Yang Mi and Chen Shicheng had collaborated on several TV series, so it made sense to come to the premiere, but Deng Chao was so busy that he took the time to come, which was a bit strange. .
Deng Chao explained in a low voice, "I just wanted to see how his first movie went and learn from it."
In Deng Chao's view, Tang An was able to personally pay attention to this project and offer a high price to guarantee the minimum price. He must have valued this film very much. He just wanted to see the abilities of Chen Shicheng, who is also an actor turned director, and learn from it.
The ceremony ended not long after, the actors came off the stage, and Liu Haoran, who played a role in it, sat down next to Yang Mi.
He actually had a good relationship with Yang Mi, and after coming down, he asked Yang Mi a question.
"Sister Mi, why does the gift bag sold in the cinema include soap, roses, and fireworks? Why do you need soap?"
The young man was quite curious, so he pulled Yang Mi and asked.
Yang Mi thought for a while and said, "It's the soap flower, it's for washing hands."
Then he turned and glanced at Liu Haoran, "Have you got a girlfriend? Why do you care about this Valentine's Day gift bag?"
"No, no!"
Liu Haoran shook his head quickly, his face turned slightly red, and whispered, "I just heard that there is soap in the gift bag, so I just asked."
Tang An listened to their chat and thought that there must be a piece of soap missing in the gift bag. Valentine's Day is not just about male and female friends. Gays also want to spend Valentine's Day, picking up soap and so on.