Chapter 845 'Thailand' slows down hunger marketing
"I laughed so hard, I burst out laughing, I laughed so hard, I burst out laughing, I got cramps from laughing, I laughed so much that I sprayed coke in the face of the person next to me..."
"I highly recommend "People on the Road", there are no peeing spots throughout the whole process, and the whole process is high-energy!"
"I Know Women's Hearts" was released for five days. It was calm at the beginning and suddenly became a hot topic on Weibo. Compared with "I Know Women's Hearts" with a clichéd plot that was released at the same time, the incomprehensible "Magic"
"The Legend of Heroes", the general reaction of the audience is that it is a comedy that can make people laugh, which is the highest praise for a domestic film.
When "囧路" was released, even with "hero posts" and various publicity campaigns, only a little over 10% of the films were scheduled. On the other hand, Liu Dehua and Gong Li's "I Know Women's Hearts", which were released on the same day, had more than 10% of the films scheduled.
30%, "Wonder Heroes" 18%, and the popular "The Greatest Happiness".
There is also "New Shaolin Temple" which has a terrible plot and a bad reputation, but it still can't stop the audience from watching the stars. Children all like "The New York Times" and "Panda Story", and the number of films in "Journey to the Road" is appalling.
However, the box office on the first day was released, with "I Know Women's Hearts" at 8 million, "The Amazing Heroes" at 5 million, and "Journey to the Road"... uh, 6 million!
Market factors are decisive. The theaters adjusted the film schedule immediately, adjusting the original 10.5% film schedule of "Jonky Road" to 18%. The second day it exploded to 10 million, and then adjusted again, and the third day it was 16 million, and then
Word-of-mouth began to slowly grow, and Xinhao Media increased its publicity efforts. The team of Weibo celebrity Cheng Hao interacted with the audience on Weibo every day, and Cheng Hao even went to the stage in person.
On the fourth and fifth days, word-of-mouth exploded, and the box office exceeded the 20 million mark in a single day. The box office exceeded 70 million in five days of release, surpassing "New Shaolin Temple" and "The Greatest Happiness" in one fell swoop, and even more
It has left "I Know Women's Hearts" and "Wonderful Heroes" far behind and won the box office championship next week. It is a foregone conclusion that it will exceed 100 million.
"Journey" stood out during the Spring Festival season when comedy films were crowded. Much like the later "Hello Li Huanying", the box office bucked the trend and soared, surprising many experts, film critics and theater owners. Previously, everyone was optimistic about "The Greatest Happiness" and "The Greatest Happiness".
"I Know My Daughter's Heart".
Especially "I Know Women's Hearts", this film is the first blockbuster film of Yingyi Pictures, which joined forces with Yinghuang Pictures and Andy Lau after the listing of Bona Pictures. It is a remake of the Hollywood classic film "100% Man",
It focuses on the "one king and one queen" combination of Andy Lau and Gong Li, and the promotional slogan includes many commercial selling points such as fashion, comedy, magic, love, and family affection.
In the words of Bona boss Yu Dong, "Now is the time to divide the cake. China's film industry is far from saturated. Whoever can take the lead will have more market share. And overseas, it is Chinese films
In the blue ocean of industry, let’s see who goes to sea first.”
As a result, "I Know Women's Hearts" was also released in North America at the same time. According to news from overseas Chinese in the United States and the famous musician Gao Xiaosong: "I Know Women's Hearts" was released in four mainstream theaters in Los Angeles, which was even better than "Lust, Caution" back then.
One more family. He went to watch it at AMC in Atlantic Time Plaza in Monterey Park. There were five shows in the 300-seat hall, which was a good time. The ticket price was 11.5 dollars higher than the average movie. No one left in the middle of the show, and the old and American people burst into laughter.
, local Chinese even read the subtitles.
As for the film critics in China, they are even more amazing, saying something like "Old films have a new feel, the plot is simple but very creative, the lines are playful but not offensive, I like such bright and concise fashion blockbusters, eye-catching and smiling."
The sweet taste nourishes the heart..."
"Liu Dehua is the soul of this film. He dances, sings, and performs to the fullest. Gong Li also expresses the joys and sorrows of the character just right..."
Some of the most ruthless film critics have elevated this film to the level of promoting the development of Chinese-language films, saying that from an industrial perspective, the remake of "I Know Women's Hearts" is very meaningful for Chinese films.
Try. It is precisely thanks to the mature script mechanism of Hollywood that the remake of "I Know Women's Hearts" ensures high entertainment among movies of the same period. Authorizing the remake is for us to learn from the mature industry system and exchange the market for experience and growth.
So much.
But no matter how hyped it was, it’s a pity that the audience didn’t buy it! Five days later, the schedule of the two films was reversed. The schedule of "Jonky Road" exceeded 30%, while "I Know Women's Hearts" and "The Amazing Heroes"
It is directly compressed to less than 10%.
At this time, "New Shaolin Temple", which has been released for nearly three weeks, is about to exceed 200 million at the box office, but it has obviously fallen into decline. On the other hand, Huang Baiming's "The Greatest Happiness", this kind of family-friendly movie is always very popular during the Spring Festival, and its popularity continues.
It has been closely followed by "Jonky Road", with box office exceeding 100 million in two weeks of release, and the box office is expected to reach 150 million.
As for "Journey", it is predicted that the box office will exceed 200 million. Not only Xu Guangtou, but also He Xin was shocked. He originally thought that it would be very impressive if it could exceed 100 million, so he dared to invest boldly in publicity resources. Now,
It seems that "Journey to the Road" might become the 2011 version of "Li Huanying".
Bald Xu is now taking Bao Qiang on a road show all over China. The supporting and guest actors who did not join the publicity team have asked to participate. Just kidding, the entertainment news section is now full of topics about "Journey to the Road".
Participating in road shows means exposure, and those second- and third-tier actors especially need this. But in the future, there will be more opportunities and the salary will increase. Who is willing not to work hard?
Yu Dong even specially called to congratulate him, but at the same time, he kept saying "Unexpected, unexpected!" He had already regretted missing "Two Donkeys" before, and this time he tripped on the same stone again.
He blushed when he said it himself.
With a small investment of several million, Xu Guangtou was a new director. If "A Tale of Two Donkeys" had He Xin's blessing, "Jonky Road" didn't even have a big star, so he didn't take it seriously at all. And at that time
The company is about to go public, and he is obsessed with big productions. Nowadays, big productions are made with an investment of 100 million, Liu Dehua, Gong Li, a king and a queen, but they are supported by several million small investors, plus Xu Guangtou and Wang Baoqiang.
Fight, where do you think we can go to reason?
He Xin only had to comfort him, oh, I didn't expect that, he was just lucky. Not to mention, this time and twice, Yu Dong really believed that he was a lucky person.
In fact, countless film reviews and articles have conducted detailed analyzes on the box office performance of the two films, which opened high and sold low and opened low and sold high.
For example, both Andy Lau and Gong Li are not good at acting in comedies. Andy Lau can only act in serious dramas. As for Gong Li, her previous collaboration with Zhou Xingxing in "Tang Bohu" is a lesson learned. Moreover, the mansions, luxury cars, food and wine in the film are all too far away from the audience.
, there is a sense of distance.
In comparison, "囧路" seems to be very down-to-earth. Many viewers have experienced the Spring Festival travel rush. The experience of returning home during the Spring Festival is really depressing. Moreover, the snowstorm and milk powder incident in 2008 are not far away, and the audience can easily
Able to empathize.
At the same time, the structure of the film is good: a road movie; two men going through twists and turns on the journey, which constitutes the suspense of the story; a comedy, where a rich man and a milkmaid cause various embarrassments due to the disparity in social status. These are all for the audience
The point of laughter.
Moreover, the current version of "Jonny Road" has removed some of the childish and shameful private goods in the original version. It is a very pure road comedy, making the audience more willing to accept it. It even combines "Jonny Road" with
"Compared with Ning Hao's two crazy series.
Therefore, in the second week, the strong box office momentum of "囧路" has not declined at all, and even has an upward trend. Not only does it retain the weekly box office champion, but the total box office exceeds 150 million in one fell swoop, surpassing "The Greatest Happiness" and becoming the Spring Festival
The winner of the stall.
In the third week, the strong momentum of "Journey to the Road" finally slowed down, because on February 14th, Zhang Baibai's "Love" was released. Also released at the same time were Jay Chou's "The Green Hornet" and "The Green Hornet".
Hollywood blockbuster "Passenger".
The threat of "Passengers" is not great. This blockbuster starring Angelina Jolie and Captain Jack Sparrow has been released in North America, Hong Kong and Taiwan as early as last year, and domestic pirated DVDs have already been everywhere.
"The Green Hornet" focuses on the concept of 3D martial arts comedy, and Jay Chou is still very popular among movie fans. However, the domestic romance film "Will Love", which was also produced with a low cost, has a "Valentine's Day watch" Will Love"
"" slogan.
Zhong Lifang, the director of operations of Xiaoma Galloping, the producer of "Will Love", is definitely a talent. She has a master's degree in international marketing from the UK. She was born in the marketing department of Phoenix TV and is particularly good at marketing and publicity.
Since the first day "Love" was released, "Carry love to the end" has become a hot word on Weibo on major websites. This slogan has also surpassed the film itself and transformed into the most powerful message about love this Valentine's Day.
bless.
In Shenyang, an elderly couple who were over 70 years old and had a "diamond wedding" made headlines as a role model for "carrying love to the end"; in Hangzhou, hundreds of couples participated in the "City-wide Love - Carry Love to the End" event.
"To the End" kissing event; in Shanghai, the "Shout Your Love Loud - Love to the End" organized by local media in the bustling business district attracted thousands of people to join; in Beijing, in more than a dozen cinemas
A signature wall that read "Love to the End" was erected full of sweet vows from couples; in Chengdu, a young man even took advantage of the crew of "Love Will" to meet the audience in the theater to boldly propose to his beloved girl on the spot.
Several main creators were moved by his bravery and romance...
Even on Valentine's Day, the Yangma News Channel's hourly news broadcast reports about the film, ""Love" plays the love card and triggers nostalgia."
Under the intense publicity campaign, Valentine's Day in 2011 almost turned into a "Festival of Love". The box office also exploded, with sales of 35 million on Valentine's Day and more than 70 million in three days. Zhang Baibai is about to enter the
Ranked among the "Billion Dollar Box Office Directors".
…
"cheers!"
Three weeks after the release of "Journey", the box office exceeded 180 million, with 200 million expected. No matter how hard we work, there is hope. Baldy Xu, Bao Qiang and his entourage finally ended their promotion and returned to the capital.
The company held a grand celebration banquet at the National Convention Center Hotel.
Not only were the main creators of the show, but many friends in the industry were also invited, as well as reporters from major media who helped in the promotion.
After this big circle, Xu Guangtou lost a lot of weight, but he was in good spirits. There is a saying: people are in high spirits when happy events happen. After this battle, he has transformed from a rookie director to a member of the "Billion-Yuan Director Club"
Member.
After all, Bao Qiang was born in a poor family, he is patient, and he is still the same. Today, he is not the only one, his wife, children, and his manager surnamed Song are all gathered here.
"Wow, baby is so big now, come on, give Auntie a hug!"
Cheng Hao, who has achieved initial results in losing weight, also dressed up to attend today. She also made great contributions to the sales of "囧路" this time and spared no effort in recommending and interacting with it on Weibo.
Brother Bo also came, wearing a bright silver suit and a black Medusa T-shirt, fashionable and trendy. Together with Ning Hao and the others, he surrounded Xu Guangtou and Bao Qiang and drank hard.
"How's it going? Are you okay?"
Baldy Xu went to the bathroom on the way. His face turned pale and he didn't dare to move forward anymore. He pulled He Xin and hid in the corner.
"Uh-huh, it's not like Koote." Bald Xu was with He Xin, and sometimes he was more willing to speak his hometown dialect.
This time "Jonky Road" is a hit. If the final box office reaches 200 million, Baldy Xu will earn at least 20 million or more this time. This guy is a bit embarrassed.
He Xin was very tolerant of this point. After all, Bald Xu had insisted on folding the remuneration of his director and actors into investment to share risks, but no one expected that the final box office would be so high.
He Xin also figured it out. He was just providing an idea. The improvement of the script and the director were all thanks to Baldy Xu. If a film company wants to develop, content is always the most important, and the key to creating content is talent. Since
If the "囧" series is to continue, Baldy Xu will always be the soul figure.
"It's okay. Do you want to rest for a while and take your wife and children for a vacation?" He Xin said with a smile.
"Forget it about vacation, I still want to complete the script of "Lost in Thailand" quickly and try to start shooting in the first half of the year." Bald Xu shook his head. This was the moment when his confidence was high, and he wanted to strike while the iron was hot.
"I have decided that "囧囧" will still be a combination of me and Bao Qiang. In addition, I would like to invite Xiaobo to join in the role of partner..."
Listening to Bald Xu's talk, it was obvious that he had set his sights on the Lunar New Year holiday at the end of the year.
"It's better not to be so hasty. If the interval is too short, will the audience suffer from aesthetic fatigue? I think it's better to leave it for a year and wait until next year's Lunar New Year." He Xin said thoughtfully.
His basis is very simple. For example, there was a year between Feng Xiaogang's "If You Are the One" and the later famous "Tang Detective" series. It seems that the interval between them is quite long. In addition to avoiding the audience's aesthetic fatigue, it is also similar to the current real estate market.
The popular kind of hunger marketing, the more you whet your appetite, the more your audience will support you.
Xu Guangtou opened his mouth, but in the end he nodded thoughtfully. On the one hand, he is a shrewd person and is very good at compromise; but the most important thing is that he is now quite convinced by He Xin. For example, "囧路" was originally
He Xin's creativity and He Xin's efforts to invest huge publicity resources before the release.
In fact, the success of "Jonny Road" lies not only in the quality of the film itself, but also indispensable factors in publicity. In the original time and space, "Jonky Road" had almost no publicity, and it was a relatively deserted June schedule.
It has grossed nearly RMB 40 million at the box office. It is now the Spring Festival, and the theme of the movie is in line with the occasion. A huge publicity campaign, as well as the support of many peers, if analyzed in this way, the box office of "Journey to the Road" finally exceeded RMB 200 million.
It seems to be reasonable and not out of the ordinary.