The fulcrum behind the 500 million words of "Great earthquake" under the new financing

After "Tangshan Earthquake" grossed 36.2 million yuan on its opening day, surpassing "Avatar" to set a new first-day box office record in Chinese film history, Feng Xiaogang appears to be one step closer to his goal of 500 million yuan. Feng Xiaogang's 500 million bold words for Tangshan Earthquake are obviously based on confidence. Behind the 500 million words are two new explorations of Tangshan Earthquake in the development of China's film industry and the maximum use of an old brand. The two new explorations are: the perfect combination of government capital and commercial capital in investment and financing, the best promotion of Chinese mainstream value emotion in marketing, and the maximum utilization of Feng Xiaogang, a benign brand of Chinese films.

With a blockbuster new investment and financing model, the best promotion of China's mainstream value emotions, and the maximum use of Feng Xiaogang's brand, Feng Xiaogang's 500 million box office rhetoric for "Tangshan Earthquake" is obviously understated.

New Investment and Financing: Combination of Government Capital and Commercial Capital

Tangshan Earthquake The total investment of more than 100 million yuan is not the most in China's blockbuster investment, but it has created a new investment and financing model for Chinese blockbusters.

Tangshan Earthquake was initially jointly invested by Tangshan City Government, Huayi Brothers and China Film Group, with an investment of 60 million yuan, 54 million yuan and 6 million yuan respectively. After that, Huayi transferred part of the quota to Zhejiang Film and Television, Emperor Film and Atlantic Asia Company, increasing the number of investors to 6. Government capital involved in film shooting is not new, but involved in "Tangshan earthquake" such a blockbuster shooting and huge investment, but it is the first time.

As the largest investor, Tangshan City government invested 15% of the 60 million yuan, the remaining 51 million yuan as sponsorship, but enjoyed 50% of the film's profits. That is to say, if the box office evens out the cost, Tangshan can only recover 15% of its investment; if the film makes a profit, it will be divided equally between Huayi and Tangshan. 85% of Tangshan's capital is free, but if it is profitable, it will be distributed according to the proportion of 50%. This is the first time that government capital has underwritten a large block.

Huayi President Wang Zhongjun said that in recent years, the introduction and implementation of a series of new policies for the national cultural industry have made the capital market see the bright money scene of the film and television industry, which is one of the great driving forces for the birth of such large-scale production and large-scale writing as Tangshan Earthquake.

"Tangshan earthquake" government intervention is not only Tangshan capital, but also the support of relevant departments. In March 2008, the Tangshan Earthquake project was hosted by Zhao Shi, deputy director of the State Administration of Radio, Film and Television, and Zhang Hongsen, deputy director of the Film Bureau of the State Administration of Radio, Film and Television. In the following two years, the film became the focus of the State Administration of Radio, Film and Television, and any progress and adjustment of the film would be communicated directly with Zhang Hongsen.

Old Brand: Maximize Feng Xiaogang's Value

After strong investment, artistic excellence is an indispensable link for the success of a blockbuster. In this process, the brand effect of director Feng Xiaogang is also very important.

Before the filming of Tangshan Earthquake, Feng Xiaogang's appeal among Chinese film directors was already quite high. In the words of the industry, Feng Xiaogang basically did not disappoint investors and audiences in art or box office. Although "Night Banquet" is controversial in public praise, it is also after "Night Banquet" that Feng Xiaogang and his Huayi Brothers gradually mature in the use of commercial capital.

"Tangshan earthquake" is the most fundamental promoter of Tangshan Municipal Party Secretary Zhao Yong, Zhao Yong wanted to make a film for the injured city to do a new urban propaganda. Tangshan considered China's three major directors at that time, Zhang Yimou, Feng Xiaogang and Chen Kaige. Tangshan TV station external director,"Tangshan earthquake" Tangshan party producer Yao Jianguo said, Tangshan side thinks, Feng Xiaogang started with New Year's film, good at showing the humor of small people, but lack of historical precipitation. However, Feng Xiaogang's "Assembly", which had just been released at that time, changed Tangshan's view."Assembly" had the historical thickness and precipitation we needed. Its technique and angle are commercial and novel, but its theme is the theme.& rdquo;

Tangshan chose Huayi Brothers as the main partner, which also decided that Feng Xiaogang must be chosen for Tangshan Earthquake, because Feng Xiaogang is Huayi's first director. Huayi Brothers has had a lot of signed directors in the past decade, but none has become Huayi's cash cow like Feng Xiaogang. Huayi and Feng Xiaogang have accumulated Feng Xiaogang's gold-lettered signboard in the past ten years. To Tangshan Earthquake, Huayi Brothers will maximize the benefits of this brand. Industry analysts say the doubling of marketing costs for Tangshan Earthquake would not have achieved its current results if it had not been directed by Feng Xiaogang, China's most charismatic director. With good capital support, Feng Xiaogang this brand is "Tangshan earthquake" the biggest selling point.

New Marketing: Promoting Mainstream Value Emotion

After Feng Xiaogang shouted out the box office target of 500 million yuan, the distribution team of Tangshan Earthquake fell into tension, which was indeed a very difficult job. Asked what to do if the film failed to meet its $500 million box office target, Yang Min, the film's distribution director, joked privately that if it was less than $500 million, the distribution team would have to resign.

China's film marketing in the technical means of no new tricks, nothing more than advertising, publicity shop stalls to be large, premiere array to make big. However, from the current point of view, the marketing of Tangshan Earthquake should be regarded as very successful. At present, the film is not simply a film in the eyes of the national film audience, but a cultural event. Only Hero of that year can form a cultural event in this way. However, the fundamental difference between Hero and Tangshan Earthquake lies in that Hero promotes an entertainment film, while Tangshan Earthquake promotes the mainstream value emotion of China.

On the night of the premiere of Tangshan Earthquake, nearly 100 film reporters from all over the country wept with the sad Tangshan people. The next day, responsible media told the national audience that "Tangshan Earthquake" was not showing off special effects, but telling China's spiritual history over the past 30 years. Over the past ten years, Feng Xiaogang has constantly adjusted his cultural posture in order to satisfy the mainstream emotions and values of society, which is also the most fundamental element for him to gain audience recognition. Tangshan Earthquake narrates the public pain of a nation (historical) and expresses the mainstream value emotion of kinship by using the method of commercial blockbuster (guarantee good-looking, box office) and a family epic (individual).

Up to now, there have been nearly 2000 copies of Tangshan Earthquake in the Mainland, 22 copies in Hong Kong and 36 copies in Taiwan, both reaching record highs. The record number of copies shows that cinemas at the film's distribution end have confidence in the work. "Tangshan earthquake" marketing team to do the job, is to tell the audience, this is a commercial blockbuster (good), but with the general commercial film is completely different, this is to express the mainstream emotion, you will cry, you will be moved. rdquo; This is a successful promotion or sale of China's mainstream value emotions, and it is also a marketing of four or two thousand pounds.