"People are there? Road ": How to create small and medium-cost movies? way

the Chinese film industry, which is expanding year after year, is finally no longer in a hurry to submit a summary report, because at a time when the market floodgates have not been fully opened, domestic films have entered & ldquo;? Way & rdquo;. Although there was a total box office of 4.4 billion yuan in the first half of 2010, domestic films accounted for less than 1.8 billion of the total, and the rest were taken away by Hollywood blockbusters, although some blockbusters such as Ip Man 2 supported the facade. However, most films have not achieved good results, especially the market situation of small and medium-cost films is even more worrying.

of course, this comparison contains two objective situations that are often used as excuses. one is that Hollywood giant Avatar has built a mountain at the end of the year, running out of unoriginal domestic films with nowhere to live; and in the middle of the year to catch up with the quadrennial World Cup, the box office over the summer has been damaged by 1/3 or more. However, under these reasons, it is not difficult for us to find some examples to prove that the meat in this market is not so bad, that is, the dark horse who unexpectedly scored nearly 50 million in June, when more than 20 films, large and small, gathered together. The way.

neither Wang Baoqiang nor Xu Zheng are big stars who can call the wind and rain in the movie market, and the meagre millions invested in the film are simply chilling in the current film production industry. it can hardly compare with the specifications of a series of films released during the same period, such as "Battle of Cima Town", "swing Marriage", "self-driving" and so on, and even the position and density of media publicity can not be guaranteed. However, the film has created a miracle, taking pride in the whole summer with a success of nearly 50 million. There are things worth summing up in the field of film production and film promotion. In this rapidly changing era of entertainment, are we still standing still with the standards of N years ago?

first of all, "where are the people? In terms of publicity, I think it played a few clever cards. Although Wen Jun criticized Wen Jun for being unprofessional during the marketing forum of the Shanghai International Film Festival, this publicity team has managed well in a position that Wen Jun has not yet seen. The effect of publicity is not only the number of headlines and the position of the news, but also a concept of accuracy that has not been taken seriously. Before the release of films such as "full Moon Hennessy" and "the Theft of the years", the volume of news and the density of the arrangement are enough, big and heavy enough, but the final effect is still bleak, and such examples have even spread to a large number of movies such as "Ocean Paradise" and "swaying Marriage". The latter is followed by a major incident in which the director was cut down, but the effect was bleak.

some people spent a lot of money and a long cycle, but finally failed to let the audience who walked into the cinema know what kind of film it was. comedy? Literature and art? Violence? Many questions become more and more concentrated with the accumulation of a lot of news, and many films can not give the audience an accurate position after a long period of publicity. And "people are here? The publicity team of "Road" does the opposite, accurately locates the type of film, locates the audience, and hits & ldquo;? to the point. Film & the banner of rdquo;. This concept is very novel and ingenious, which aptly conveys the comedy elements and black subversive elements of the film to the audience. This word is very obscure, but it is absolutely popular on the current Internet. People who usually use interactive chat tools and often log on to forums and blogs will not fail to recognize this word. It is a synonym for depression, helplessness and embarrassment. This? Cards, Jean? The word has become the business card of the film, creating a very efficient communication effect. This is difficult to achieve in the promotion of the general concept, but also can not be expected by many current film organizations.

but just one word & ldquo;?” is not enough to popularize the film to everyone. Combine the characteristics of the film with? The combination of words is one aspect, and the means to convey it is the other. At the beginning of the first manuscript of the publicity period at the end of March, the publicity team will focus on harmony. The organic combination of words. & ldquo; chicken feather version of Brother Sharp & rdquo;? Pretend to show, huh? Brother,? People,? Things & hellip;… in two landing activities, one is to show the film & ldquo;? Props & rdquo;, is once owned by Xu Zheng and Wang Baoqiang & ldquo; in the same bed? Matter & rdquo;. The whole publicity, huh? The word is carried out in it, but there is no conceptual repetition, each & ldquo;? Point-rdquo; is nothing new. It can be said that the promotion of the film is & ldquo; all the way? In rdquo;, it paves the way for the box office.

In addition, the film is the only one that does not shout out the big slogans such as ldquo; surpassing & hellip;… first & hellip;… Revolution & hellip;…” among all the more than 20 films in June, which has been ridiculed as the three no-slogans, aimless and directionless movies. However, it is this three-no strategy that gives us a new revelation as to why those films that create the so-called Chinese film XX revolution, surpass the stone beyond Ning Hao, and create a new XX trend have all suffered a Waterloo, which shows that the current audience has become more and more awake, and the bigger the slogan, the greater the disappointment. This has been an old trick that has been common in domestic films in the past five years, and will only create counterproductive effects. So, this uniqueness almost becomes "people are there?" The magic weapon of "the way" makes people remove the estrangement and become the first choice, especially when the film has a ldquo;?” that does not need to be explained but has explained everything. At the same time, after the negative news that the film had a hard wound, the publicity team did not have a pen fight with each other, but by the director to admit that the ldquo; film was flawed & rdquo;. Which film is flawless, even Hollywood blockbusters such as Avatar and Titanic are still singled out by the audience? This not only avoids more negative effects, but also makes the film more affinity. At the same time, in response to the "three no" policy, the publicity team also played a no copycat, no parody, no network string burning & ldquo; three no movie & rdquo; concept. Draw a clear line with the parody of comedies, but also reflect the quality of the film.

also, the concept of zero placement of advertising, at present, when a movie is mixed with a dozen or even dozens of large advertisements, and the film is almost reduced to an extended version of advertising MV with plot, such slogans also cater to people's rebellious psychology. You will be extremely kind to it on the dense schedule, and when this state of mind rises to group behavior, you will find how serious the current stubborn problems in the film industry are.

to? Word-driven type publicity, with & ldquo; three no film & rdquo; concept, advertising zero implantation concept for quality promotion, combined with plane, network, television, virus influence, landing activities and other aspects, to achieve accurate publicity of these two concepts, this is "people in?" The publicity team of "Road" used a series of marketing methods at the beginning of its release. After the release, do not advocate what crazy funny experience, in the word-of-mouth promotion at the same time, combined with the current stress reduction movies to promote the box office. This sentence of stress relief alone makes people feel very kind, and in fact, this is the message and proposition that this film can really convey.

in terms of film marketing, "where are the people? "Road" will become the object that will be talked about both inside and outside the industry in the next ten years, which will not only play a positive role, but also bring about a revolution in thinking. The whole process of film promotion and marketing has put more and more emphasis on accuracy and purpose. it is no longer in the earlier era of playing Wenshan words and sea tactics, it is necessary to go through careful planning and use our brains to create maximum benefits in a position invested at a minimum cost. In the meantime, the success of "eavesdropping" in 2009 is already very illustrative. In the release stage, the film is only purposefully released in several media to attack the concept, and launched a publicity strategy to cater to the present & ldquo; crisis theory & rdquo;, & ldquo; nobody is reliable & rdquo;, so the film can unexpectedly achieve nearly 100 million box office, but this success has not been seen clearly inside and outside the industry.