This star is wrong

Chapter 287 Propaganda Strategy, "The Beginning" vs. "The Pillow Evil"

The time has come to July, and it is the summer vacation of another year.

At this time of year, there will be many film and television dramas on the line, competing for the audience group that is about to have a holiday.

The biggest feature of the summer file is that the students are on vacation.

Students don't have to go to class, so they naturally have more time to watch movies and TV.

Therefore, the main target group of film and television dramas broadcast in summer is students.

Therefore, many youth dramas are scheduled to be broadcast at this time.

For example, a TV series that tells the story of the graduation season, or a TV series that tells the story of the youth campus.

Criminal investigation and suspense TV series are also good choices for summer.

The audience group who like to watch suspense TV series is younger than historical dramas and dramas.

"The Beginning" is scheduled to air on Tuesday, July [-]rd.

The drama hasn't been launched yet, and some advertisers are already negotiating for commercials.

However, so far, "The Beginning" has no official commercials.

The main reason is that the price did not meet the expectations of both parties.

The advertisers that Ark Culture is negotiating with are all about 200 million each.

The price is actually not low.

If it is a TV series with a relatively large number of episodes, there will usually be 40 episodes, and an interstitial advertisement will be added at the beginning of each episode, each worth 200 million.

The interstitial advertising revenue of the entire TV series reached 8000 million.

Relying on commercials, TV dramas with A-level investment can directly pay back the cost, and all other income is earned.

Therefore, the price of a 200 million insert advertisement is already very high.

Under normal circumstances, the average price of an interstitial advertisement for an ordinary A-level TV series is around 50.

It can be seen that the price of 200 million yuan offered by these advertisers to "The Beginning" is already quite high.

Of course, these advertisers charged such a high price, it was actually a gamble that "The Beginning" would become popular.

If "The Beginning" hits the street after it starts broadcasting, then such a high advertising price will be a loss for advertisers.

However, once "The Beginning" becomes popular after it starts broadcasting, the price of the interstitial advertisement will also go up to the sky, and it will not be the price of 200 million at that time.

Fang Xing felt that the price of 200 million was almost meaningless, so he didn't sign it.

The advertisers are worried that if "The Beginning" hits the street, they will lose a lot of money.

Therefore, the two parties failed to agree on the price of the interstitial advertisement, and kept dragging.

After the online drama starts broadcasting, it is possible to add interstitial advertisements in the following episodes after determining the broadcast volume of the first few episodes.

Therefore, neither party is in a hurry, and can wait until the show is released before signing.

It can even be signed by episode by episode. The higher the broadcast volume, the higher the advertising price. Once it hits the street, the price will plunge accordingly, which is quite exciting.

……

Since summer is a prime time for TV dramas, the competition is fierce.

All major video platforms have TV series that young audiences are oriented to, and they are preparing to broadcast them in summer.

The broadcast schedule is from the first ten days of July to the last ten days of July.

Some online dramas will try their best to avoid strong competitors when they start broadcasting, so as to strive for higher starting data.

Fang Xing didn't think too much about it, and launched "The Beginning" directly on Tuesday, July [-]rd.

There is also a reason for choosing Tuesday.

In fact, most of the online dramas will start broadcasting on the days from Monday to Thursday.

Because weekends are the time for ace variety shows to fight, if they start broadcasting on weekends, they will compete with the top variety shows of David TV.

Competing with variety shows does not necessarily mean losing, but it will definitely have an impact on the broadcast data.

The launch data of the webcast directly affects the subsequent promotion efforts of the platform and the price of interstitial advertisements.

Even if it is affected by weekend variety shows, resulting in a 10% reduction in broadcast volume, it is a huge loss.

Therefore, webcasts will choose to start broadcasting on weekdays.

……

In addition to "The Beginning", there are also "Ivory Time" from Xiangguo Video and "Blooming Season" from Pea Video.

In addition, the suspense drama "The Evil in the Pillow" cast by Red Film and Television has also been squeezed into the schedule in the first half of July, and it is a multi-platform simulcast.

Moreover, the broadcast platform also includes Penguin Video.

Penguin Video is a commercial video platform, as long as it can make money, it will naturally not refuse to cooperate.

Therefore, "The Evil by the Pillow" projected by Red Film and Television has a total investment of more than 8000 million, and the leading actors are all popular fried chickens.

TV dramas with this level of investment are already big productions in webcasts.

Because S-level major productions with an investment of more than 1 million yuan are usually considered for stardom, and A-level investments in web dramas are already top-level investments.

Coupled with the fame of the director and actors, "The Evil on the Pillow" has great potential and is likely to be a hit.

Naturally, it is impossible for Penguin Video to let go of the opportunity to make money, so "The Evil by the Pillow" will also be launched.

This makes "The Beginning" and "The Evil of the Pillow" broadcast together on Penguin Video, fighting hand-to-hand at close range.

Originally, Penguin Video executives hoped to slightly stagger the broadcast time of the two dramas, so that the start data of the two dramas would look better.

However, at the beginning of the establishment of the "Pillow Evil" project, one of the goals was to suppress "The Beginning" and not give the Lu family a chance to stand up.

Therefore, Ruide Film and Television and the Pengcheng Capital behind it both insisted on starting the broadcast on Tuesday, July [-]rd.

"The Evil by the Pillow" has already signed a broadcast agreement with other video platforms, and it is scheduled to be released on July [-]rd.

Penguin Video has no choice but to launch "The Evil by the Pillow" on July [-]rd.

For this reason, Li Xueying, vice president of Penguin Video, approached Fang Xing in person, hoping that "The Beginning" could be rescheduled and aired on July [-]th.

Penguin Video has no way of controlling the schedule of "The Evil on the Pillow", and can only broadcast it with other platforms.

"The Beginning" is different, Fang Xing signed an exclusive broadcast agreement with Penguin Video, and it will only be broadcast on Penguin Video, so Penguin Video has a certain right to say when it will start broadcasting.

However, the news that "The Beginning" has been finalized has already been sent out.

If the file is changed now, some people will definitely say that they are afraid of "The Evil in the Pillow" and thus escaped the file.

In connection with the comments made by previous drama critics who were not optimistic about "The Beginning", it is even more true that "The Beginning" is a "bad movie".

For film and television dramas, file changes will affect the early word-of-mouth.

Fang Xing considered again and again, but decided not to change the schedule.

Since the Chen family's goal is to suppress "The Beginning", even if "The Beginning" is rescheduled to July [-]th, the Chen family can also change "The Evil Around the Pillow" to July [-]th.

You can't dodge it, if that's the case, or fight the bayonet head-on.

After Fang Xing expressed his attitude, Li Xueying didn't try to persuade him anymore, and started discussing the matter of propaganda.

Since the two dramas were launched simultaneously on July [-], the competition was fierce.

If the broadcast data is not good, it will have a great impact on subsequent revenue.

Therefore, Fang Xing is also very concerned about the publicity strategy.

"President Li, "The Beginning" is broadcast exclusively by Penguin, so we need more promotional resources?" Fang Xing was not polite, and asked for promotional resources directly.

"Don't worry about this, "The Beginning" is our exclusive broadcast, and the resources must be more than that of the joint series, and it is twice as much." Li Xueying patted the table to assure.

If the solo show does not get the tilt of promotional resources, then who will be willing to sign solo dramas in the future?
TV dramas that are simulcast on multiple platforms, viewers can watch wherever they watch.

Therefore, it is difficult for video platforms to increase the number of VIP members for multi-platform simulcast TV dramas.

After all, the audience's money is not blown by the wind. Without the VIP of Penguin Video, you can go to Pea Video to watch it.

Solo shows are different.

If you want to watch the TV series broadcast exclusively by Penguin Video, you can only watch it as a VIP member.

Therefore, all major video platforms will have resources for exclusive dramas.

Li Xueying agreed to the highest level of promotional resources: "Directly target the promotional resources of S-level solo dramas, and promote them on the entire platform. I can guarantee this."

"Then I would like to thank Mr. Li first." Fang Xing was still very satisfied with the S-level promotional resources.

Immediately afterwards, Li Xueying began to discuss the promotion strategy: "There is a question that needs to be asked first. Do you want to strengthen the competitive relationship with "Pillowside", or avoid competing with "Pillowside"?"

Fang Xing suddenly didn't understand what the question meant: "What does President Li mean?"

Li Xueying took out her mobile phone, rummaged through it, found a publicity case, and explained: "It's like this, competition will increase topicality, and topicality will bring popularity.

"When our operation department was discussing the publicity plan, we proposed a plan, which is to regard "The Beginning" and "Pillowside" as competitors in the same period.

"Pull up a banner on the homepage, put the posters of the two dramas on the homepage banner, tell the audience directly that this is a showdown of suspense dramas, and ignite the topic.

"In this way, the popularity of the broadcast will definitely be very high.

"Of course, with this kind of publicity, the party that loses the competition will have a miserable ending."

Fang Xing understood what it meant after listening to it, and said with a smile: "When "Wulin Biography" and "Blood Rain Jianghu" started broadcasting, didn't you all do this?"

At that time, Penguin Video deliberately made troubles, and the homepage opened the screen to publicize, promoting "Wulin Biography" and "Blood Rain Jianghu" together, and said that this is a duel between Jianghu and Jianghu.

The result is naturally that "Wulin Biography" won.

However, whether "The Beginning" can win this time is still unknown.

Once "The Beginning" loses to "The Evil on the Pillow", the drama that failed the competition will become a stepping stone for the opponent.

When "Wulin Biography" was broadcast, Fang Xing had never produced a TV series, and was just a newcomer in the film and television industry.

So Penguin Video didn't discuss it with Fang Xing, so it directly used this publicity strategy.

It's different now.

Fang Xing and Penguin Video already have an in-depth cooperative relationship, so Li Xueying took the initiative to discuss with Fang Xing on the promotion strategy.

After listening to Li Xueying's explanation, Fang Xing smiled and said, "Boss Li is afraid that I will lose."

Li Xueying laughed and said, "I am really optimistic about "The Beginning", but the cast of "Pillowside" is really good. There are many fans of the drama starring the two male actors, so the outcome is really hard to say.

"So, I would like to hear your opinion on whether to use the propaganda strategy of suspense drama confrontation.

"After all, with this strategy of strengthening competition, the loser will become a stepping stone for the opponent."

Fang Xing naturally has great confidence in "The Beginning", but when it comes to this topic, of course he cannot let go of this opportunity to fight for resources.

Therefore, Fang Xing put on a thoughtful expression, and said after a while: "Mr. Li definitely wants to use this publicity strategy, right?"

Li Xueying nodded: "Of course, a publicity plan that can detonate the topic will definitely be effective. However, this publicity plan is too extreme, and most film and television companies will not agree."

In fact, as Li Xueying said, most of the film and television companies shoot TV dramas and broadcast them on video platforms, and they definitely don't want to be a stepping stone for others.

As long as the quality of the drama is high enough, it can be popular with ordinary publicity strategies, and there is no need to take risks.

After all, once you lose, you will be output by your opponent in the face.

Therefore, most production companies in the film and television industry do not agree with this kind of publicity plan.

Fang Xing smiled, and said, "If I agree to this publicity plan, how will Mr. Li plan to make up for such a big sacrifice?"

Li Xueying knew that Fang Xing was bargaining, she shook her head and smiled, "Tell me, what do you want?"

"More publicity resources, especially external publicity resources." Fang Xing didn't beat around the bush and made a direct request.

When Li Xueying heard this request, she frowned: "External publicity resources? Do you think this drama can get out of the circle?"

Generally speaking, the external publicity resources of a video platform are prepared for circle dramas to win new users.

Therefore, external publicity resources will only be reserved for popular dramas in the circle.

This also means that a drama can only get external publicity resources after it becomes popular.

However, what Fang Xing meant now was the early stage publicity, so he needed to increase external publicity resources.

Therefore, Li Xueying hesitated.

Fang Xing nodded affirmatively, "Yes, I agree with the platform's aggressive publicity plan, but the premise is that I be given the highest standard of external publicity resources."

Li Xueying thought about it for a moment, then nodded and agreed: "Yes, the external resources of the early publicity mentioned S-level. However, the publicity level after the broadcast will be adjusted according to the broadcast volume and audience feedback."

In fact, all video platforms will adjust their promotion resources based on the broadcast data of the series.

Once the broadcast hits the street, the promotion level will definitely be downgraded.

The promotion resources of the video platform are all money, and it is impossible to spend it on street dramas.

This is the competition rule in the era of online dramas, even if Li Xueying didn't say it, Fang Xing knew it.

Therefore, Fang Xing readily agreed: "Okay, if "The Beginning" hits the market, I would have no face to ask Mr. Li for resources."

The two parties had a pleasant chat, they were both straightforward people, they knew what the other party wanted, and they gave it readily.

After the negotiation, the time entered July, and the publicity of "The Beginning" entered the final sprint stage.

There was an opening screen promotion on the homepage of Penguin Video, and a special feature "Summer Showdown of Suspense Dramas" was released.

This home page is a big push, and the main ones are "The Beginning" and "The Evil at the Pillow".

In addition, there are several other suspense dramas, but they are all made up.

On the opening poster of the homepage, it is "The Beginning" vs. "The Evil at the Pillow".

As soon as this promotional poster came out, it instantly ignited the Weibo topic and quickly rushed to the hot searches.

(End of this chapter)