This director needs to apologize

Chapter 154 Working hard to open a membership
Chen Yiming tapped the innermost circle on the whiteboard and said, “With the first batch of seed users, we have obtained the first round of audience feedback.

Where is the feedback?Broad Bean, Weibo, Penguin Group, Tieba, Bhu, video website, in short, no matter whether the evaluation is good or bad, it is all online.

We obtained the first batch of seed users online, and their feedback was naturally also online.

There may be individual viewers who will spread their impressions of the movie in offline social circles, but it will only be limited to small circles such as family members and classmates, and the impact will not be great. "

Chen Yiming pointed to the second circle outside the inner circle, "A movie can't get enough from online audiences alone. According to statistics in the second quarter, the number of Internet users in my country is less than 2 million, accounting for less than 4% of the total population.

So in the second round of the cycle, we will move from online to offline, so that most ordinary people who do not pay attention to the Internet will know that a movie called "1951" is being released recently.

This cannot be achieved by relying on advertising bombardment. The underlying logic is high-frequency information exposure in a short period of time.

For an ordinary person who has no fixed movie-watching habits, except for chance, it is very difficult to attract him to the cinema.

All we can do is to let him see and hear "1951" constantly in his daily life, hoping that a certain effective exposure will touch a certain string in his mind, and ultimately lead to a successful movie viewing. .

So this is the real purpose of our high-intensity road show, and we need to explain this truth clearly to every road show member.

The road show is not to check in the process, but to bring the virtual image on the big screen as close as possible to the originally alienated psychological distance between the local residents in the theater and outside the theater.

I saw a promotional poster for "1951" on a bus stop, saw Duan Yining on the poster on a local TV show, or heard about face-to-face contact with Duan Yining from my family. My personal feelings are totally different.

Similarly, the online seed users in the first cycle can only have substantial word-of-mouth spread in their respective offline social circles when we further expand the user circle offline and to the cities where they are located. sexual play.

The resulting intensity of actions will naturally vary greatly.

Therefore, the data tracking of Da Zhuang, Lao Tang, and local theaters before and after the road show must be done carefully and solidly, and at the same time classified and archived, it will not only play a huge role in the release of "1951", but also for the future film releases of Platinum Jue. "

Ma Yunteng became obviously excited when he heard this. Chen Yiming's story opened a door to a new world for him.

Before that, publicity and roadshows were routine steps for him. Everyone was doing it, so he followed it. As for why it was useful and how useful it was, he actually didn't have a clear understanding. .

Chen Yiming's analysis made him suddenly understand that there is an invisible gap between promotion and ticket sales. There has never been a quantitative estimate in the industry of how many viewers will be able to jump over the gap and step into the theater.

As for the moderate box office performance of previous movies, this is probably due to China’s vast territory and abundant population. After all, as long as the base is large enough, the absolute number will not be much smaller no matter how low the ratio is.

He raised his hand like a student in class and asked, "Yi Ming, if you do this, "1951" will be a box office hit?"

Chen Yiming nodded and shook his head, "It depends on how you define this explosion. Is it a blockbuster like "Three Kingdoms - Guandu", a phenomenon like "Lie Down to Tell Me Something", or a "Shipwreck on the Ice Sea". Kind of national level.

It is actually not difficult to break the box office record of "Wrecked" now, because movie tickets in 1998 were only 5 or 10 yuan, but now they are 30 yuan, and the number of theaters and screens across the country has increased several times.

However, it is not an easy task to achieve the national popularity of "Shipwreck" and achieve the social influence that no one could see in the past. "

Chen Yiming pointed to the outermost circle and said, "This is the most ideal national level. The film quality is excellent, the schedule is suitable, the public opinion is concentrated, and there are no major social changes.

If "1951" can arouse heated social discussions in every city where it has performed on the road, then this popularity will be spread through local media and fed back to the Internet again, forming a third cycle.

The spread of word-of-mouth caused by this cycle will be exponential. Intuitively speaking, the effect is that someone can always meet people who talk about "1951" in life, or "1951" itself is A hot topic that is highly discussed.

At this time, it is difficult to evaluate how many people will set foot in a movie theater that they have not been to for a long time because of "1951", and how many people will repeatedly buy tickets, buy them twice, use them three times, and use them again and again.

In fact, there is no need to evaluate. At that time, how high the box office was was all determined by luck, unless the main creator suddenly suffered a thunderstorm. "

This time it was Tang Xiaoniu who asked again, "Yi Ming, you still haven't explained in detail what is the difference between a top-down road show and a concentric and external road show, and how to implement it specifically."

Chen Yiming laughed and said, "A roadshow is a roadshow, what's the difference? In terms of execution, isn't it still the same as the third one, going to theaters, appearing on shows, and making interviews?"

The problem is that this process is tiring and boring. Over time, boredom, slacking off, and coping are inevitable. That’s why we need to paint the cake in every possible way. There must always be something to paint, right?
Like last time, I asked Lao Gu and Lili to run a few more road shows. They cooperated very well. They went to all the cities and schedules they should go to. But for them, one looks at the contract and the other looks at the friendship. How much more motivation can there be?
Because I also know that the upper limit of "Holiday in Magic City" is so high. Running a few more games will only fluctuate by a few million, which has nothing to do with the overall situation, so I am too lazy to explain that much.

The current "1951" is different. One is that the subject matter is broader and the audience is wider. We are likely to attract a group of middle-aged and elderly audiences. The other is that the environment is more relaxed and there are no big productions during the schedule, especially Hollywood blockbusters. Divide the box office.

In other words, "1951" is expected to open up the box office ceiling, and the hard work of road shows will have visible rewards.In addition, and more importantly, "1951" shoulders the responsibility of carrying the summer market. This hurdle has been overcome, and the high-level game between Shangfeng and Nuts will be more confident.

This is related to the vital interests of all Chinese filmmakers. Do you think you should risk your life and work hard during road shows? "

……

The next day, the main actors of "1951" gathered again and officially started a large-scale road show starting from the Magic City.

The first stop is still scheduled at the Vientiane International Cinema in the Magic City, at 1 pm, with Duan Yining leading the team.

Chen Yiming temporarily left the army and went to No. 595 Caoxi Road to report to Ma Erye.

He immediately called several big shots to communicate about the situation in Cannes, but it was also necessary to meet in person.

Entering the office, Mr. Ma has been waiting for a long time.

As usual, he was greeted by the door and sat side by side on the sofa. Chen Yiming apologized immediately, "Uncle Ma, I overslept this morning. I'm really sorry."

Second Master Ma smiled and waved, "I know that we have landed not long ago, and we are jet-lagged and have to prepare for the road show, so we should get more sleep. There is no need for us to be polite."

Chen Yiming presented the Palme d'Or box and certificate with both hands, "Uncle Ma, I'm lucky to have lived up to my fate. This trip to Cannes was not in vain."

Mr. Ma took it with both hands and put it on the coffee table. He first turned the trophy over and over and looked at it, then unfolded the certificate and read it word by word. After a long time, he breathed a sigh of relief and said.

"Yi Ming, you really gave me a big surprise. The goal I set for you to achieve success both at home and abroad, I didn't even think that it would actually come true. I just thought that I would be victorious if I could live and eat.

Unexpectedly, 8 months later, you really managed to win both sides. The other side won the Palme d'Or and filled the gap in the Chinese Film Festival. This movie broke box office records as soon as it was released.

I just confirmed with the Special Administrative Office this morning that the box office of "1951" in the two days last weekend totaled 1.53 million. You have broken another record that has been dusted for many years. "

Chen Yiming expressed his humility as usual, "It's also my luck that Tony Tarantino, a bastard, did not hesitate to serve as the chairman of the jury. At least 1/3 of the credit for this trophy should go to Sister Shen.

And I can't do all this on my own. Without the strong support of Uncle Ma, Uncle Gao, and Deputy Director Sun, this film would not be possible at all. By then, all honors and records will be in vain. "

Mr. Ma waved his hand, "There are only two of us here, so don't be so modest and talk nonsense. I have seen the documentary in charge of the distribution department. You have to be the one to make this movie. If you change someone else, I will give you more resources." , the current "1951" cannot be produced.

Yiming, you may not know what a Palme d'Or means to current Chinese films. I can only say that you can think as big as possible, and the final impact will be greater than you imagine.

You have to feel the specifics for yourself. I have called you here to give you reassurance and to complete the "1951" project in a down-to-earth manner. Don't worry about the disturbances outside. Everything you do is seen by the superiors. Don't worry. Can't afford big waves.

In addition, once you have achieved your grades and achieved your status, it is time for you to make progress.

There will be two things within this year, one is the Directors Guild and the other is the Film Society, both of which must be established as members.

I can help you arrange the procedures first, but you still need to have an attitude of actively integrating into the organization. People always have to show their face at a time.

I know that young people don’t like constraints, and they are not happy with the red tape here and there, but this is not entirely a bad thing. At least officially everyone is on the same level, and your age and qualifications will no longer be used to make trouble. "

Chen Yiming shook his head repeatedly, "Uncle Ma, I know that you are good for me, and you are here to help me, which I couldn't ask for more.

Don't worry, I will make a special trip to the Imperial Capital after the announcement of "1951" is over. "

Second Master Ma nodded happily, "Okay, you can go and do your work. Leave the trophy and certificate here for now. I will arrange for people to make a few replicas. Your uncle Sun and Golden Shield must also show their respect.

The originals will be returned to you at that time, so don’t worry. "

Chen Yiming quickly clarified, "Uncle Ma, the originals should be kept in Moying. Just leave a set of copies for Da Zhuang."

(End of this chapter)