Popular film and television dramas create momentum for original books and borrow from each other to win

       The movie "Tangshan Earthquake" directed by Feng Xiaogang was well released, making the original author Zhang Ling well known to the audience. On the one hand, without Zhang Ling's "Aftershock", there would be no "The Tangshan Earthquake", which created the highest box office record for a domestic film; on the other hand, the popularity of "The Tangshan Earthquake" has attracted much attention, which has directly driven the sales of "Aftershock". In the 10 days since its launch, the book has reached 50,000 copies. Film, television and books are a perfect pair of partners, striving for win-win results while borrowing from each other and achieving each other. For publishers, how to cleverly borrow popular film and television dramas to create momentum for original books is a topic worth thinking about.

       Strive for win-win results in mutual borrowing

       The success of many film and television dramas is largely due to the story blueprints provided by excellent books and the huge market appeal that the works have already gained. "Du Lala's Promotion" drama, movie, and TV series have been popular among audiences one after another. It has a lot to do with the book of the same name being praised as a white-collar workplace treasure and having a large fixed readership. In addition, Zhang Yimou decided to adapt "Love in the Hawthorn Tree" into a movie based on the novel's pure love story and its strong response among readers. Zhang Yimou's next film,"The Thirteen Gifts in Jinling", also chose to draw inspiration from books to adapt the works of well-known writer Yan Geling into a movie.

       Complementing this, along with the success of film and television dramas, sales of original works have risen. The hot screen of the TV series "Concealment" has caused the sales of Mai's works to rise sharply. Later, the movie "The Wind" resurfaced, making Mai's family a popular writer in the eyes of readers and film and television investors. The reason why the first volume of Mai's new book "Wind Tales" was first printed with 500,000 copies is also related to the planner Jingdian Bowei's belief that the TV series of the same name will further drive book sales after it is broadcast. Another writer, Long Yi, became famous for his play "Hidden". Just as the 60-day countdown to the premiere of the new edition of "Dream of the Red Chamber" was held by People's Literature Publishing House and Beijing TV to hold a celebration and printing ceremony for the release of 4 million copies of "Dream of the Red Chamber". The director and the leading actors appeared at the scene to sign and sell books for readers.

       As a well-known overseas Chinese writer, Zhang Ling has won many titles such as Novelist of the Year in Chinese Literature Media. Beijing October Literature and Art Publishing House and Zhang Ling have always maintained good cooperation. In 2009, during the filming of "Tangshan Earthquake", the two parties signed a publishing contract for "Aftershock". In an interview with a reporter from "China News and Publishing News", Han Jingqun, editor-in-chief of Beijing October Literature and Art Publishing House, said that "Aftershock" has been printed twice in the 10 days since its launch, with a print run of 50,000 copies. In the context of the difficulty in publishing pure literary works, the publishing house is relatively satisfied with this achievement. ldquo; The artistic quality and vitality of excellent literary works exist independently and do not depend on whether film and television dramas can be popular. However, for Zhang Ling, who has always adhered to his ideal of literary creation,"The Tangshan Earthquake" can be said to be a very good opportunity, allowing more readers to know and understand Zhang Ling and be interested in reading her works. In addition to "Aftershock", Zhang Ling's masterpiece "Golden Mountain" and other works have also attracted readers 'attention. Zhang Ling herself also said that she was lucky enough to meet a talented and kind director, who promoted her to the public's attention, no longer having to worry about publishing channels, and the royalties were also improved at the same time. rdquo; Han Jingqun said.# p# Subtitle # e# Interactive marketing of cultural products becomes a trend

       Shi Xiang, deputy general manager of Beijing Jingdian Bowei, said that books need publishers and planners to be forward-looking to take advantage of film and television. When a work is just decided to be adapted into a film and television drama, it needs to be carefully analyzed and judged whether the novel has the potential to borrow power from the film and television once published through the director, starring role, script theme and release time. As a winner of the Mao Dun Literature Award and a best-selling author and gold-medal screenwriter who are deeply loved by readers, although Mai Jia's works have great market appeal, Shi Xiang still believes that after the TV series "Breeze" is broadcast, the works will be further sold. ldquo; Liu Jiang, the director of "Breeze", directed the hit drama "A Beautiful Times in Daughter-in-Law", starring Hu Jun. The TV series is currently in the process of filming and is expected to be broadcast on CCTV in January next year. It is not impossible for it to be a big drama for the opening of the New Year. Therefore, we think that when the TV series is broadcast, this book will hit another sales boom.& rdquo; Shi Xiang analyzed.

       Book industry marketing expert San Shi used "Love of the Hawthorn Tree" as a case analysis. Under the promotion of the planner,"Love of the Hawthorn Tree" has become a best-selling novel in itself, with a good market foundation and audience. When this work was targeted by well-known directors, the planner immediately took advantage of the opportunity to plan and use the famous director and the adaptation of the movie as selling points to carry out news promotion, which attracted more readers 'attention to this book and continuously extended the market life cycle of "Love of the Hawthorn Tree". At the same time, in terms of the marketing of the book's interaction with film and television, the publisher does not operate the book in isolation, but maintains good communication with the film and television companies to jointly promote books and films. As a result, every disturbance about the film has become the focus of attention of the planners. With the planned filming of the TV series "Love of the Hawthorn Tree", the attribution of actors has once again become a topic. The numerous film and television dramas about "Love of the Hawthorn Tree" have been widely concerned by the media and continue to drive popular book sales. Therefore, this is interactive marketing in the true sense.

       Han Jingqun believes that interaction between the cultural industry fields is now widely mentioned, which will also be a major trend. Publishing and film and television are not simple copyright cooperation. How practitioners from both sides can effectively communicate and interact is worth exploring.

       Propaganda is cleverly combined and differences are highlighted

       When the film and television series is hit, what marketing techniques should publishers and planners adopt to ensure that sales of the original works increase accordingly? Han Jingqun said that before the hit release of "Tangshan Earthquake", many earthquake-themed works were launched, hoping to take advantage of the movie. In fact, the film did drive the best-selling of a number of earthquake-themed works, including "The Tangshan Earthquake" jointly created by Guan Renshan and Wang Jiahui. However, Beijing October Literature and Art Publishing House insisted on arranging the publication and marketing time of "Aftershock" to coincide with the release of the film. On the premise that Zhang Ling communicated and greeted the film producers in advance, the publishing house used stills of the film on the waist seal of "Aftershock", and noted: Feng Xiaogang shocked the blockbuster original novel. At the same time, some movie promotional text was also added to the waist of the book. Of course, excluding the waist of the book, this is a pure collection of Zhang Ling's novels, and there is no connection to the movie. Han Jingqun said: In addition, when our planning department promoted this book, it also hoped to cleverly combine it with the film, such as highlighting Feng Xiaogang's respective experiences in reading the original work and Zhang Ling's respective experiences in watching the film. In addition, it is necessary to emphasize the differences between novels and movies. Only in this way can audiences who have already seen the movie be motivated to read the original work.& rdquo;

       Shi Xiang revealed that after the TV series "Breeze" is broadcast, he hopes to use its popularity to arrange for the author to sign a contract with the director, leading actors and other major creators. It is also planned to add promotion of the book to the flower or end of "Wind Tales". This should be a brand new attempt.& ldquo; When a film and television drama is popular, it is natural for books to take advantage of the momentum. However, I still believe that we should explore the differences or even completely different places between texts and films and dramas, and highlight the wonderful content and the unique charm of books as a carrier. For readers, reading books can gain unique reading enjoyment. rdquo; Shi Xiang said.

       San Shi suggested that the subject matter determines everything. When a film and television drama is popular, not every original book will sell well. This requires that the subject matter of the work be consistent with the audience's reading point. ldquo; What's more, some books are short-lived to sell well, which requires publishers to calmly analyze the market and readers 'reading excitement under the conditions of popular movies and television, and not follow or follow suit. For example, when "The Tangshan Earthquake" was in hot release, it was not advisable for the publishing house to make an impromptu attack and publish a series of works on earthquake themes. rdquo; Sanshi said.