Chapter 425: The director is crazy, the brand is crazy, and we are crazy too!
Film investment is a very risky business.
Of course, there are many things that can reduce risks, such as works by famous directors, luxurious casts, etc.
Similarly, for brand owners, product placement in movies is also a risky investment.
However, film investment seeks financial returns, while brand manufacturers seek exposure.
In fact, the individual price of sponsorship fees for embedded advertising is generally not too high.
But this time is obviously an exception. Director Li Yi is definitely a top commercial director. For his movies, the price of ordinary product placement cannot be too low.
But this time, Li Yi got out of his way.
Directly invite interested parties to participate in the bidding, the highest bidder will win!
For the brand owner, this is definitely a unique store with no other branches!
Li Yi once again took over the hot spots.
There is no way around it, what he did was indeed a scorpion pulling a daddy, a unique (poisonous) one!
For those brands, although this time is still very risky, it is also an extremely rare opportunity.
Especially Li Yi's new film is a co-production, which makes them even more attracted. After all, this is a film for the world.
Moreover, product placement in movies is still very different from other models. Especially in the movies that Li Yi is going to make, product placement is obviously quite special.
Once the movie is successful, for the implanted brand, not to mention the exposure when the movie is released, the subsequent derived value will be enough for them to double their investment back.
After all, once a movie is successful, it will definitely become a benchmark movie and the most unique movie. The advertisements that appear in such a movie will also continue to be mentioned.
Therefore, when the news was confirmed, all the brands with some strength sent letters of intent to Li Yi's company.
Hope to participate in this advertising auction!
In North America, when the news came out, it also caused a heated discussion.
The number of interested brands has exceeded 100 in just a few days!
Not to mention the movie, the intentions of so many brands alone are enough to prove that Li Yi's marketing this time is a classic.
In particular, the attention and discussion on Li Yi's special "advertising film" on the Internet has always dominated the topic list.
And it is conceivable that with so many brands bidding together, the winner will definitely pay a sky-high price. When the time comes, it will be another media feast.
This is why even though many people think advertising movies are unreliable, they still flock to them.
Just like when CCTV won the No. 1 title, getting the No. 1 title in itself was a huge publicity.
And this time Li Yi’s movie advertising bidding also has the same purpose!
Soon, Li Yi listed the types of products involved in advertisements that would appear in the movie.
The first one is "Chef's Companion"!
Many people may think, isn’t it just a multi-functional knife?
Can such an advertisement be produced by any powerful manufacturer?
The answer is yes.
Because the key is not the product itself, but also the brand!
A single product itself may not be of high value, but many kitchen appliance brands can be bid by manufacturers.
The second one is very common, beer!
There are countless domestic and foreign beer brands, and they are not weak!
The third one is the lawnmower. This is relatively unpopular in China, but it is a very common product in Western developed countries. Of course, there are also domestic manufacturers of lawnmowers.
Of course, compared to beer and kitchen utensil brands, this one is indeed relatively unpopular.
Afterwards, drinks, insurance, cars...
Wait, wait, it looks like there are only a dozen advertising slots.
But Li Yi directly told them what form these advertisements would be displayed in.
For example, direct oral advertising, such as how long the patch shot lasts, etc., etc.
After the news spread, not only did these brand manufacturers not retreat, but they felt more and more secure.
Of course, what everyone is more curious about is, what kind of movie does Li Yi want to make?
However, Li Yi did not disclose this.
It's totally a willing take the bait.
As a result, on the day of the advertising bidding meeting, more than 200 brand representatives were present.
And they are all well-known brands at home and abroad!
When some small brands see so many big brands, their hearts suddenly become cold.
However, the final result was even more shocking.
In fact, even Li Yi himself did not expect that these brands would be so crazy.
How crazy is it?
Moreover, most of them are actually domestic brands.
Big overseas brands that came to bid were intimidated by these domestic companies.
In fact, this is understandable. After all, Li Yi can only be regarded as a relatively well-known director in North America, although he has two successful films.
But he is in China, and he is the number one person in commercial films in China.
And there are not many opportunities like this. Another thing is that companies like these in China are really rich!
For example, Huaguo UnionPay directly spent 80 million Chinese dollars, a sky-high price of almost 120,000 US dollars, and won the bid!
Immediately afterwards, PICC spent 60 million Chinese dollars to win an insurance advertisement in the movie.
In terms of beer, Qingdao Beer, a famous Chinese beer brand, won a beer advertisement with 50 million Chinese dollars.
Of course, the reason why the price is so high is because the competition among these products is indeed fierce.
Then there is the beverage advertisement, which was won by beverage giant Lehaha with the same 50 million!
The final total price reached an exaggerated 420 million Chinese dollars!
It can be said that not only the domestic film and television circles were dumbfounded, but also the overseas media were dumbfounded.
You know, 420 million Chinese dollars, equivalent to nearly 70 million U.S. dollars!
And this is the income from product placement in a movie.
This news immediately aroused public opinion.
"Shocking! The advertising revenue of a film that has not yet started shooting is as high as 420 million! Li Yi has set a new record for product placement!"
"Crazy! Li Yi's new film has as much as 420 million embedded ads. Could advertising movies become a new type of movie?"
"It's unbelievable! Li Yi's new film has made a profit of 420 million before it has been launched, breaking the global film advertising placement record!"
"420,000,000! This is not the box office! It is the advertising sponsorship fee for a movie!"
On the Internet, netizens were all shocked beyond measure.
"Director Dog, this is simply an outrageous breakthrough. The movie is just filled with ads and 420 million. I just want to ask, who else is there?"
"These manufacturers are really rich, but aren't they afraid of another "Nine Swords" movie?"
"Wait, let me take a moment..."
"Big family, a movie that has no film can actually get so much sponsorship. It's so outrageous that my understanding has been subverted!"
"The chicken is really crazy, the dog director is crazy, these brand owners are also crazy, real people are stupid and have a lot of money!"
"I would like to call it the craziest movie marketing case in history! The director is crazy, the brand is crazy, and we are crazy too!"
