The King of Huayu Science Fiction

Chapter 496 Phenomenal animation

"...I am very confident in our Valentine's Day marketing plan. According to our calculations, the final box office of "Wall-E" is expected to hit the 30 billion mark!"

After the stormy Spring Festival holiday in the film market, DreamWorks' first year-end conference was held in such a joyous atmosphere.

Zheng Hong, director of the marketing and distribution department, was in a good mood to report DreamWorks' brilliant achievements in this year's Spring Festival. Even though Valentine's Day is approaching, and several new Valentine's Day films will be released soon, she is still full of confidence in "Wall-E". It is even more aggressive than the box office forecast of the ticketing platform.

Although the annual Spring Festival file needs to be treated with caution for film companies like DreamWorks, but the main creators, marketing and distribution departments, and the boss Chen Jingxing who can't relax are mainly the main creators of the released films.

Other departments of the company, including several projects being filmed, are normally closed for vacation.

And "Wall-E"'s spoiler in the Spring Festival file and even a big kill made DreamWorks, who had just returned to work from the holiday, very pleasantly surprised from top to bottom, and it was a good start for 2019.

So this meeting is more like a meeting for the marketing department, but Xiang Xuan, the director of "Wall-E", and Chen Jingxing all recognized the marketing department's "excellence".

We must know that an animated film can get more than 20 billion box office in China, and the meaning it represents is huge, even enough to cover up the edge of all other films in the Spring Festival.

Although "Tang Detective III" is the champion of the Spring Festival, the media and public opinion are overwhelmingly discussing "WALL-E", and what is the box office limit that "WALL-E" can finally reach.

And this has fueled the attention of "Wall-E", almost forming a wave of national attention, so that even after the Spring Festival holiday has passed, the film market still maintains a relatively hot state.

Regarding the box office of "Wall-E", the ticketing platform also changes almost three times a day, and it can already be regarded as a phenomenon-level animation.

Zheng Hong, director of the marketing and distribution department, made a bold prediction of the box office of "Wall-E" that made the entire conference room quiet, and then there was an uproar.

"30 billion... just kidding, I don't even know our country's film market at all."

"I don't think it's an exaggeration. I just looked at Mr. Zheng's data. The number of views on topics related to "WALL-E" on the short video platform has exceeded 150 billion, of which the main topic of "WALL-E" has exceeded 57 billion, refreshing A new record for the broadcast volume of Douyin's movie marketing topic."

"No wonder, I thought it was Douyin who pushed it to me accurately. When I turned on Douyin during the Chinese New Year, it was all an imitation of the short film "Wall-E"..."

Now, with the fan circle of platforms such as Weibo, short video platforms have increasingly become the main battlefield for movie marketing.

Especially for movies that urgently need to break the circle and reach more audiences.

"Mr. Zheng, how much did we spend?"

Zheng Hong smiled: "It did cost a lot of money, 6000 million."

"Only 6000?!"

"The main thing is that the movie itself is good. The short video platform does not mean that the more money invested, the better the effect..."

Chen Jingxing added: "Actually, the 6000 million was mainly spent on the promotion of the short film "WALL-E" at the beginning, and then it was only authorized to Douyin for the IP of "WALL-E". Mr. Zheng, you have a good idea, and I will give you a big credit .”

The idea of ​​authorizing Douyin to use all the robot images that appear in the movie "WALL-E" was proposed by Zheng Hong, director of the marketing department, after seeing the explosion of word-of-mouth of "WALL-E" in the second year of junior high school, and the effect is amazing.

After "The Return of the Great Sage", under the emphasis of Chen Jingxing, DreamWorks has paid more and more attention to peripheral development and copyright protection. Even after the release of "Kung Fu Panda" in the Spring Festival last year, it has transformed itself into a lawyer's letter and a professional copyright infringement lawsuit.

It was ridiculed by netizens as Oriental Disney.

And after the huge copyright benefits brought by "Kung Fu Panda", DreamWorks recognized Chen Jingxing's philosophy from top to bottom, and was very cautious about animation copyrights, cherishing them like treasures.

Therefore, the copyright authorization of "WALL-E" is also very cautious. It was not until Zheng Hong's proposal that Xu Wenshen discussed with Chen Jingxing that he decided to urgently release the copyright to Douyin.

That is to say, all Douyin users can freely use all elements involved in the "WALL-E" movie, and freely carry out various secondary creations. Douyin's development team and other developers can also design various special effects filters. mirror.

There are even a lot of big hand-painted Q-version figures of Wal-E, Iva, and all the robots that appear in the movie, which are similar to those of Ship Girl or "Hetalia", which is convenient for anime fans to enjoy CP.

Although they are in human form, and they all look like boys and girls, the essence of the appearance of robots such as Wall-E and Iva is reflected.

For example, Wali is a cute and silly boy in yellow overalls with dirty clothes on his face, and Iva is a cute and cold girl in white clothes who is good at using violence.

There are also other cute robots that appear in the spaceship in the movie, including the artificial intelligence at the helm of the spaceship as the villain.

It also allowed "WALL-E" to spread faster on the Internet.

Moreover, "Wall-E" has quite a lot of material, not only the main film, but also more than a dozen cute interactive short films that have been released before the film's release.

These second creations including imitation, filters, fan fiction, painting creation, etc., and the second creation materials on the basis of the second creation make "WALL-E" a cultural phenomenon that can be self-produced, self-extended, and self-rolling marketing .

Facts have proved that it is very correct to be reluctant to let children not be tied to wolves.

This also made Chen Jingxing understand another truth. In the era when short video platforms are booming and everyone is self-media, it is sometimes inappropriate to blindly learn from Disney.

Although Zheng Hong was quite satisfied with the achievements of her department in the Spring Festival, she remained modest in her praise of Chen Jingxing: "Chen Dong is polite, these are the icing on the cake, and it is basically the quality of "Wall-E". I'm also a clever woman who can't cook without rice."

Zheng Hong’s words also came from her heart. She was persuaded by Xu Wenshen to let go of her fledgling new media business. She couldn’t be too serious about coming to this small company that was established not long ago and only had one theatrical movie "Fatal Identity". satisfy.

Not only has Small Sailboat transformed into an internationally renowned entertainment company giant in a few years, but it has also gone public smoothly. As an executive, he has also received equity incentives, and now he is worth a billionaire.

The most important thing is to have a smooth career.

This is where her work really shines.

In the eyes of the outside world, marketing and public relations are usually associated with scandals, but as a practitioner, carving flowers on shit has never been her original intention.

This series of beautiful marketing promotions of "Wall-E" allowed her to truly enjoy the ultimate work value. Of course, DreamWorks' works have always had a good foundation, and her sense of accomplishment in past film and television works is also very high.

However, as Chen Jingxing and DreamWorks became more and more famous and their positions became more and more stable, there were not many such counterattacks, and the feeling of breaking through the encirclement of many enemies in "Wall-E" was the ultimate enjoyment.

Chen Jingxing shook his head, but he didn't take the general's modesty seriously.

Marketing is never just icing on the cake.

Before the start of the Spring Festival, "WALL-E" was basically between 5 million and 10 billion according to the predictions of the ticketing platform and many media and netizens, which is much lower than last year's "Kung Fu Panda".

There was no way around it. Eight films gathered on the first day of the Lunar New Year, including three animations. Both the animation track and the main track were overcrowded and full of obstacles.

"Wall-E" does not have any IP blessings. Even if there is no competition from the other two animated films, to be honest, in everyone's opinion, it will not be higher than "Kung Fu Panda" or "The Return of the Great Sage".

How many billions are these two characters worth?
Even if "Ne Zha" created a box office miracle in the previous life, the protagonist is also the well-known Nezha.

In such a disadvantage, "Wall-E" jumped into the top stream, and the credit for marketing is indispensable.

In a certain road show, Chen Sicheng once criticized Sang Huai in a fit of frustration and issued an appeal about "domestic films need encouragement, and hope that colleagues will not trample on them".

The reason why Chen Jingxing kept restraint and didn't fight in person was because DreamWorks really did it.

"Tang Detective III" pulls its hips by itself, such a good opportunity without rhythm is too silly.

The foil of peers also needs marketing to guide and amplify the anger and ridicule of the audience.

The film schedule for the Spring Festival is saturated, and it is almost a zero-sum game. Of course, if you can step on others, you have to step on it without hesitation. The more you step on, the more cake you will get.

Over the past few years, DreamWorks has become a master of marketing in LaTa, with a wealth of experience.

There is also the main love marketing route for "Wall-E", which is also the strategy formulated by the marketing department of DreamWorks.

It is a fact that animation themes are inherently insufficient in China, and Chen Jingxing, who has successively created miracles in the box office of animated films, has always been aware of this.

Love is always the marketing magic weapon for animated films to break the circle.

A two-dimensional animation film like "Your Name" got 7 million box office three years ago, and it also got 5 million in the previous life.

Far surpassing the previous IP animation films that are well-known at home and abroad.

What is the reason?Just rely on love marketing.

By replacing an animated movie with a touching love movie, more non-animation lovers can let go of subconscious stereotypes and discrimination in film selection. This is the main reason why "The Name of You" can achieve a box office miracle.

Of course, the essence is that it is indeed a high-quality small fresh youth love movie.

If "Wall-E" wants to earn billions at the box office, it is not enough to rely on the parent-child viewing market alone, and this part is worth 10 billion.

To break the circle, in addition to using amazing word-of-mouth to break the circle to attract more groups, DreamWorks also aimed at the love track.

"A Touching Love Movie"

"The most pure and beautiful love in the world"

"Tearjerker blockbuster..."

It's all DreamWorks marketing rhetoric.

The people of the country take this set.

After the Spring Festival holiday, it will be Valentine's Day, and the marketing department is gearing up to do a big job. Chinese people and even the entire East Asia have a strong love complex, and the demand for fresh love is eternal.

"Then shall we observe a moment of silence for the few movies that will be released on Valentine's Day the day after tomorrow?"

"An animated movie has overwhelmed so many blockbusters, and it seems nothing strange to continue to overwhelm a few love movies."

The office of DreamWorks was filled with happy laughter for a while.

(End of this chapter)