Perfection of Rebirth

Chapter 448 The Propaganda Offensive of "People on the Journey"
Film promotion refers to the use of marketing thinking to position a film, operate through a series of publicity methods, amplify the advantages and characteristics of the film, promote it to the public, increase popularity, and generate income for the film.

From the age of paper media, the age of portals, to the age of social networks, new means of film promotion have emerged in an endless stream.Mainly divided into: traditional media, offline activities, social marketing, etc.

The traditional media of film promotion is to plan and publicize through various media such as Internet media, TV media, newspaper media, magazine media, and radio media to achieve a solid delivery of news points.In this regard, Guanghui Film and Television has relatively little involvement other than the use of online media.

Offline activities generally plan and execute large-scale public relations activities such as offline movie viewing activities, premieres, press conferences, domestic and foreign film festivals, etc., to achieve a win-win situation of on-site effects and communication effects.Brilliant Films and Television will more or less engage in these contents, but the energy invested is limited.

As for social marketing, this should be what Guanghui Film and Television is best at.Formulate the overall marketing strategy of the film, plan and implement the promotion based on Guanghui Weibo, Tudou, Xiaonei, Du Niang Tieba and other platforms, in order to increase the rate of information dissemination, expand social influence, and achieve effective conversion of box office and ratings.

Jiang Hui has always felt that marketing publicity may not directly bring good box office, but good box office must be inseparable from marketing publicity.

It is true that the most important factor in determining the box office performance of a movie is the movie itself.Movies with excellent quality will naturally gain the recognition of a large number of audiences, and even the gratifying situation of rave reviews and overwhelming word-of-mouth, and the corresponding box office will also rise with the fermentation of word-of-mouth.

But the embarrassing thing is that there are not many such situations. The general situation is: most of the good movies with excellent quality often encounter the situation of "applause but not popularity" due to insufficient investment in marketing and publicity.The quality of the film is good, but the box office results are not good.

Fortunately, Guanghui Group has Xiaonei, Tudou, and Guanghui Weibo as powerful publicity tools.At the same time, it maintains a close relationship with Penguin Company, Du Niang, etc., and half of the main publicity resources of Tianchao Internet are controlled by Guanghui Group.

To put it bluntly, with this kind of publicity, as long as the films of Guanghui Film and Television are not too bad, it is difficult to lose money.

This point has also been gradually noticed by some investors, and funds have expressed their willingness to invest in the films of Guanghui Film and Television.

"Take a look. These are posters and trailers made according to your dictation. What do you think? If there is no problem, they will be launched tonight," He Ling said as she came to Jiang Hui's desk with her laptop in her arms.

For a movie, posters and trailers are its calling card and face.As the basis of all promotional content, the quality of posters and trailers directly determines the audience's first impression and preliminary judgment of the quality of the movie.So Jiang Hui put forward some production suggestions based on the movie posters and trailers he had seen in later generations.

"It's not bad. After watching this poster, it is quite eye-catching. But the trailer whets people's appetite." Jiang Hui spent a few minutes looking at the poster and Said after the trailer.

"Then we don't engage in hard advertising this time?"

According to the current industry practice in China's film industry, among the various marketing expenses, the "hard advertising" mainly based on road sign advertisements at bus and subway stations is the most expensive.Film projects with sufficient funds usually choose to place advertisements on major road sections, commercial real estate, cinema halls, portal websites, newspapers and magazines, which may account for more than half of the total budget.

Taking Imperial City as an example, the discounted price of a set of road sign advertisements is about 50 yuan, including 100 advertising spaces, and a 2-week delivery cycle.Generally, medium-cost movies will put 100-300 advertising spots, mainly distributed in ticket warehouse cities such as "Beijing, Shanghai, Guangzhou"; while blockbuster movies may put 800-1000 advertising spots, covering more than 10 cities, in order to gain momentum. The cost is about 400-500 million.If you want to start launching a month before the release, the price will have to double again.

What is the concept of this 500 million?The box office income of a film will be divided by 55% by the theater, and after deducting various expenses, the income of the film studio is about one-third of the box office.In other words, if the film studio invested 500 million yuan, it would have to produce at least 1500 million yuan more at the box office to make it back.For the vast majority of low-budget "one-day tour" movies that have a box office of less than [-] million, naturally they will not spend this money.It is not difficult to explain why the posters you see at the bus station are basically blockbusters.

However, this is just the routine of ordinary film companies. Since its establishment, Guanghui Film and Television has disliked this way of burning money.My own group has such a strong online propaganda force, there is no need to burn money everywhere.

"Don't do it, have you contacted Xiaonei, Tudou and Guanghui Weibo? Let's start promoting tonight."

……

Guanghui Films official Weibo: No matter how popular you are, there are only a few people who can help you when you are in trouble.Carnival is just the loneliness of a group of people.A true friend is the one who can accompany you through loneliness, solitude and silence. "People on the Journey" allows you to find real friends.

Tudou.com also broadcast the trailer of "On the Journey".

"Waiter, waiter.

Sir, is there anything I need?

You open the window to get some air.

Sorry sir, the cabin is fully enclosed and the windows cannot be opened.

You are not breathing here, and I feel uncomfortable.

Please be patient for a while, the plane will arrive soon.How about I pour you a glass of water.

Come on, I'm going to suffocate.

OK, just a second.

waiter, waiter.

Hey, you have something to tell me, all right.

I stopped the plane for a while, I don't want to sit anymore.

Can the plane stop in the sky?
…… ”。

……

The various companies under the Guanghui Group began to use their full firepower to promote Guanghui Film and Television's first Lunar New Year movie "People on the Journey".

……

The comment area under the trailer of "People on the Journey" on Tudou.com.

Shui Wuqing: This movie is so funny, you must watch it.

Yao Dao Bu Er: I seem to see the box office champion of the Spring Festival schedule.

Xiao Xie: The baby acted well, and Jiang Hui's script was as good as ever.

War of the Heart: Another movie without a star, Guanghui Film and Television always takes an unusual path.

What the heck: I still haven't gotten a ticket home yet, so hopefully my trip home won't be an embarrassing one.

Mo Huansheng: Hurry up and release it. After watching the trailer, I can't wait to go to the cinema and contribute [-] oceans.

Drizzle: It really is a glorious film and television that has been "always imitated and never surpassed", and it can always find bright spots that others cannot.

No cx language: When Jiang Hui will be able to play a cameo role in person, looking forward to ing.

Luo Shengri: As long as Jiang Hui is the screenwriter, I will always go to the cinema to support.

Queen's Wood: Hurry up, I can't wait.

……

(End of this chapter)