Gold Investor

Chapter 45 Encountering the Oil Gang (3)
Fang Yubin took a sip of tea and said with a smile, "Mr. Ding originally planned to visit the house in person, but he received a temporary call yesterday and rushed to Hainan. He told us to say sorry to Mr. Ren."

Ren Xiaojun waved his hands and said: "If there is anything to do, just let President Ding tell you, there is no need to go there yourself."

Ren Xiaojun seems to be very repulsed by tea. He made tea for the guests, but unscrewed a bottle of mineral water himself: "You guys are here today, probably to talk about the release of the movie. After you sent the sample last week, I watched it again. , and then organized people in the company to read it twice, and they couldn’t express their feelings.”

"Please advise." Yuan Ruilang said.

Ren Xiaojun said: "To be honest, Mr. Ding said hello to this movie. For his sake, no matter how bad the movie is, I will take over the distribution job. But after watching the sample, I was full of surprises. This It is definitely a rare masterpiece in recent years. It not only retains the heritage of art films, but also incorporates elements of commercial films. If it is promoted properly in the later stage, it will definitely become a popular and popular film."

Ren Xiaojun added: "I've heard of Zhao Xiaoyu before, but I didn't expect his skill to be so profound. It's a pity that his reputation is still a bit small. If he is named a big-name director, he might create a miracle at the box office."

These few words of Ren Xiaojun are not polite words.The new movie really caught his eye. After watching the sample, he immediately decided to sign the distribution rights of the movie with the best conditions.Ren Xiaojun went on to say: "I have communicated with Mr. Yuan on the phone, and I will take this film as a key project of the company and devote maximum energy and resources to it."

Yuan Ruilang said happily: "President Ren is in charge, so we have nothing to worry about!"

Ren Xiaojun said: "Next, let's talk about the specific marketing details."

"Okay!" Yuan Ruilang said, "On the phone before, Mr. Ren said that currently the most effective marketing method is to spend money to buy box office. Although this is not a fair thing, but based on the current situation of the film market, we can only Complicated."

"I don't like buying box office either, but when everyone doesn't follow the rules, it's a bit inappropriate to be alone." Ren Xiaojun smiled wryly, "The film studio provides the film, sells tickets through the theater, and then the audience pays to buy it, so as to achieve a movie. Movie box office - this is a normal ecological chain. But nowadays, many film studios pay their own money to buy a large number of movie tickets, and then give the movie tickets to the audience in the form of gifts and low-priced sales. This is called buying a box office. By buying tickets The box office can not only create the illusion of high box office, but also crowd out competing films in the same period. The reason is very simple, whoever is willing to spend money to buy the box office, the theater will desperately arrange this film driven by profit. Those who do not buy the box office or sell Films that are not generous enough don’t even have the chance to arrange them.”

Tong Xiaozhi has gained insight: "No wonder there are often eight or nine yuan of movie tickets on the market. I dare to believe that people bought the box office and released them at a low price."

Chu Man smiled and said: "Not long ago, a director friend posted a complaint on Weibo, saying that there are still movies that can earn over 5000 million in three days without buying more than [-] million on the first day? It seems that they are not lying."

Ren Xiaojun said: "It's normal for people who have suffered a loss to complain a few words. The key is that we can't suffer this loss." After a pause, he continued: "In the money society, the rules of the game have become simpler. The box office means paying with one hand and delivering with the other. Take my company as an example. There are more than 300 staff members scattered all over the country. The theater has collected the money, and the tickets will be sold out. Although it is still unknown whether it will reach the audience, the figure has been included in the total box office."

"I also learned about it before. Nowadays, almost all film distribution companies use this method to buy box office. I'm curious, is it the same in foreign countries?" Fang Yubin asked.

"It's really not like this abroad." Ren Xiaojun said, "The reason why buying box office is popular, I think it has something to do with the public mentality. In recent years, when I go to France on business trips, I go to the theater every time. I asked many people, if a film The box office is particularly high, would you be interested in watching it? As a result, the French shook their heads, saying that everyone has different preferences, and the movies others like may not necessarily be the ones they like. We have done countless questionnaires in China, and found that people’s The herd mentality is particularly strong. When a movie has a high box office, many people will choose to watch it, as if everyone has watched it, and if they don’t watch it, they will appear outdated. In this context, buying box office has naturally become a marketing tool.”

"How much money are you going to spend to buy the box office?" Ren Xiaojun asked.

Yuan Ruilang cast his eyes on Fang Yubin: "You are the general manager of Haochen Film and Television, what do you think?"

Fang Yubin can't make a decision on such a major event. Fortunately, he had already asked Ding Yifu yesterday, so he confidently stretched out five fingers: "5000 million."

Ren Xiaojun was a little surprised: "As far as I know, the shooting cost of this film is less than 5000 million, so you are willing to pay so much money for the box office?"

Fang Yubin said: "The number of 5000 million was set by Mr. Ding. Mr. Ding said that Mr. Ren is very optimistic about this movie. He naturally believes in Mr. Ren's vision, so he is not afraid of spending money."

Fang Yubin then asked: "Is 5000 million enough? Boss Ding said it's not enough and you can add more."

Ren Xiaojun said: "You guys are really generous. A small-budget production is marketed according to the specifications of a blockbuster." Yes. My ability is to spend every penny wisely."

"What do you mean?" Fang Yubin asked.

Ren Xiaojun said: "Although buying a box office means paying for it and delivering it at the same time, it is not without care. First of all, it is the choice of timing. Last year, another company was in charge of distributing a Hong Kong film. The way to buy the box office. Buy a little two days before the release, then take a break, and wait until the popularity of the film drops before buying. The purpose of this average effort is to stabilize the box office at a certain level. But the final result is a crushing failure.”

Although Fang Yubin and the others have supplemented a lot of knowledge about the film market, they are still far behind Ren Xiaojun. In the first three days, buying the box office in stages was actually a distraction. This Hong Kong-produced film’s efforts to buy the box office in the first three days were weak, and there was not much movement. The film crew panicked and hurriedly allocated more funds to buy the box office. It’s a pity If the best opportunity is missed, even if you invest money, it won’t help. But the film I released emphasizes decisive battles and decisive victories, concentrating superior forces to fight annihilation battles, and the real chapter will be seen within three days.”

Ren Xiaojun added: "I've been in the industry for so many years, so I still have a bit of a slack. Most people buy box office tickets, and the theater will ask for at least 50% of the tickets before they open a show. For a movie, you first If half of the tickets are bought, the theater will at least not lose money, and then sell the remaining tickets through normal channels. With me, this percentage can be reduced to 40%.”

"Great!" Fang Yubin was very excited.Don't underestimate the 10% gap, its amplification effect may be worth tens of millions of real money.By paying 10% less for each movie, the film studio can save money to negotiate with more theaters about film scheduling. When the film scheduling rate increases, the audience will not have to worry about not paying for tickets.

Ren Xiaojun took out a cigarette, handed it to the guests first, and then lit it himself: "There is another most economical and practical way to buy box office, which is to make a fake show. Our jargon is too much. For example, the morning show and evening show of the theater, originally There are very few audiences, so we directly give the theater a benefit fee to lock up the show. You can see this show on the theater’s film scheduling and ticketing system, and treat it as a sold-out show. In fact, there are no audiences at all. The benefit fee is generally 10%, that is to say, we use 10 yuan to buy back 100 yuan at the box office. As the theater side, there is no need to show the movie, which saves the cost, and they are willing to do this.”

Fang Yubin asked: "Will it be exposed for such a blatant deceit?"

Ren Xiaojun said: "Anyone who knows this kind of technique can tell it at a glance. For example, if a film has not been released in the whole country, but it is found that it still sells for several million a day, and then it can't be taken off the assembly line, then it must be counting. But the circle No one is cleaner than anyone else, so everyone keeps silent."

Yuan Ruilang laughed loudly: "Fortunately, Mr. Ren cooperated with us. If you were the distributor of other films, it would be enough for us to drink a pot."

Chu Man said: "I heard that some people not only buy box office, but also steal box office. We don't bother to steal, but we have to guard against being stolen by others."

"Of course." Ren Xiaojun nodded and said, "Actually, the stealing of the box office is all caused by rebates. The theater can take 55% of a film's box office. Some film producers promise more rebates in order to please the theaters. Driven by the benefits of rebates, theaters are likely to steal the box office and move the box office of a movie without rebates to a film with rebates, and even some distribution companies will join in. A few years ago, a distribution company released a movie at the same time. When there were two inspirational films and one youth film, the box office of inspirational films was moved to youth films. Because this company is the leading distributor of youth films, it is only the executive distributor of inspirational films, and it cannot get it in inspirational films. The biggest profit is to unite with theaters to steal the box office."

Tong Xiaozhi asked curiously: "How does this steal the box office exactly?"

"Simple." Ren Xiaojun said, "Nowadays theaters often use dual systems, that is, a theater buys two sets of ticketing systems, one is responsible for issuing tickets, and the other is responsible for reporting the box office. The box office of movie B is included in the reporting system, which is more subtle and generally difficult to detect."

Fang Yubin smiled and said, "Mr. Ren, if you feel that the distribution commission is not high enough, just say so, but don't steal our box office."

Ren Xiaojun also smiled: "I don't dare to steal the business of Mr. Ding's reward. In addition, I can assure myself that no one will tamper with the film I am in charge of distributing."

"By the way," Ren Xiaojun said again, "I heard that the fund under Mr. Yuan has strong network resources, and you have even formulated a complete set of online marketing plans?"

Yuan Ruilang nodded: "In the field of online marketing, we have prepared for a long time, and there will definitely be something brilliant. Mr. Ren, just rest assured."

Ren Xiaojun said: "In addition to marketing and building momentum, in fact, we might as well cooperate with the Internet to buy box office."

Yuan Ruilang asked: "How to cooperate?"

Ren Xiaojun said: "We spend money to buy the box office, and we still have to find a way to sell it. The most important channel here is e-commerce or group buying. As far as I know, adding an activated user to a website or app now costs close to 12 yuan. The method of selling low-price movie tickets is a good way to increase users. Think about it, the group ticket price is implemented at the box office. But it’s only a loss of 20 yuan. But in this way, the app can gain a customer and then understand the customer’s consumption habits. The most valuable thing in this era is customer resources, and this account is definitely worthwhile for online companies.”

"No problem." Yuan Ruilang said immediately, "This is a win-win situation, and Mr. Ye from Firestone Technology will definitely support it."

Ren Xiaojun slapped his thigh: "This time, I have used all the marketing methods I can think of." He continued a cigarette and asked, "When do you think the schedule is suitable?"

Fang Yubin said, "How about Labor Day?"

Ren Xiaojun just took a puff and put the cigarette on the ashtray.After pondering for a while, he said: "Of course, May Day is a good time. However, I heard that there will be two Hollywood blockbusters released on May Day, which is a troublesome thing."

There are only so many good time slots in movie theaters, and when Hollywood blockbusters are scheduled, the screening rate of other films will naturally be discounted.Besides, in terms of the sophistication and box office appeal of the films, it is still difficult for domestic films to compete with imported films.Fang Yubin frowned and said, "If we spend more money to buy box office, can the theater guarantee the screening rate?"

"It's difficult!" Ren Xiaojun shook his head, "The reason why theaters agree to buy box office is naturally for money. When a real blockbuster is released, the audience rushes to see it. They can make money selling tickets, why come here? Sneaky tricks? As far as I know, last year there was a domestic movie that collided with a Hollywood blockbuster, and the distributor went to buy the box office with real money, and none of the large theaters with higher attendance rates took the move."

Yuan Ruilang also lit a cigarette: "As far as I know, Mr. Ren is very familiar with the companies that hold the right to import movies. Can you accommodate me? Even if the other party makes some requests in private, it's not impossible to discuss."

"You are very well informed." Ren Xiaojun said with a wry smile, "The bosses of these companies really take good care of me, and they offered me the schedule of this year's Spring Festival. Two Hollywood blockbusters were forced to be moved to after the Lantern Festival. It’s released. But because of this, it’s not easy to speak again. There are only a few good schedules in a year, and people have already given you one, so if you ask for another one, I’m afraid it won’t work.”

Yuan Ruilang asked: "Is there any other way?"

Ren Xiaojun said: "If not, I will be the host to arrange a dinner and invite Mr. Ding to attend. Mr. Ding is always a bigwig in the business world. For the sake of his old man's face, there may be something to talk about."

"I'll report this to Mr. Ding later," Fang Yubin said.

4 Since the back door can't get in, you can only jump through the dragon door
Located in the lobby of Beijing Grand Hyatt Hotel on Chang'an Avenue, adjacent to Wangfujing, a group of people came out of the elevator.Ding Yifu at the front talked and laughed happily, Fang Yubin behind him kept nodding his head in agreement, but Ren Xiaojun beside him was full of embarrassment.

While waiting for the car at the door, Ren Xiaojun said apologetically, "Boss An promised to come, but he suddenly said something happened."

The dinner was hosted by Ren Xiaojun, and the purpose of this dinner was to meet Mr. An, who controlled the screening of imported films.For today's dinner, Ding Yifu, who is on a business trip, made a special trip back to Beijing in advance.Mr. An originally agreed, but he didn't expect to change his mind suddenly.

This is the first time Fang Yubin has encountered such a person who does not give Ding Yifu face.Fang Yubin's face darkened immediately after learning that the other party had broken the appointment.On the contrary, Ding Yifu was calm and still talked about the past and the present with the people around him, making the atmosphere of the dinner quite relaxed.

"Boss An must have encountered some urgent matter!" Ren Xiaojun was still explaining, "Otherwise he will definitely come tonight. I told him that Mr. Ding came back from other places on a special trip."

Ding Yifu smiled and said: "It's okay, Mr. An is such a busy person, it's inevitable that he won't be able to leave for a while. Next time you see him, please pass on my greetings."

"Okay, okay!" Ren Xiaojun nodded.

The car drove up, Fang Yubin hurriedly opened the door.When Ding Yifu was about to board the car, Ren Xiaojun asked, "Mr. Ding, should the release time of our film be moved back a few days?"

"Why, do you think the May Day schedule is not good?" Ding Yifu asked back.

"It's good, it's good, it's just..." Everyone knew what Ren Xiaojun didn't say.Mr. An broke the appointment this time, making it clear that he didn't intend to make way for the new film of Haochen Film and Television. They have Hollywood blockbusters in their hands, and if they really face head-to-head in the market, they will be the ones who suffer.

Ding Yifu still had a smile on his face: "Since May [-]st is a good day, I don't think there is any need to move the time. It will still be released on May [-]st according to the original plan."

"Oh." The bosses on both sides couldn't afford to offend, and it was really uncomfortable for Ren Xiaojun to be caught in the middle.

After the car drove out of the hotel, Ding Yifu immediately changed his expression. His face was gloomy, and Fang Yubin who was beside him was too scared to vent his anger.As Ding Yifu, he suffered such humiliation, so it's no wonder he didn't get angry.The conversation and laughter just now were calm, but it was to maintain demeanor in front of outsiders.

After a long while, Ding Yifu said slowly, "This Mr. An is quite airy."

Fang Yubin didn't know how to start a conversation, so he could only smile bitterly.Ding Yifu stared out the window, his voice was not loud, but his tone was extremely firm: "If he wants to play, just play with him for a while. I still don't believe in this evil."

Only a week later, Fang Yubin and Ren Xiaojun appeared at the Grand Hyatt Hotel again. They didn't have Ding Yifu beside them, but they were replaced by Mr. An.

(End of this chapter)