Film companies 'unique "tricks" help the internationalization of the film industry

Walking in the exhibition hall of the 7th Beijing International Film Festival and Film Market, you will be impressed from time to time by the strong creative vitality of China film companies. In addition to being impressed by the improvement of film quality, some of this also come from some outstanding China film companies may be more innovative than their international counterparts.

. As the country with the largest number of film screens in the world, China's film industry is not empty.

Walking in the exhibition hall of the 7th Beijing International Film Festival and Film Market, you will be impressed from time to time by the strong creative vitality of China film companies. In addition to being impressed by the improvement of film quality, some outstanding China film companies may have more innovative practices than their international counterparts, helping to market and promote imported films to "earn" their own "tickets" for their international journey. This strategy from "outside" to "inside" and then to "outside" relies precisely on the unique "tricks" of each film company.

You know what? Music can help film marketing. I believe many people who have watched "Wolverine 3: A Battle to the Death" have shed tears over it, especially when the song "Let the World Be Destroyed" sounded. This China promotion song sung by Hong Kong singer Lin Youjia also has a specially customized MV. Among them, Lin Youjia's very personal singing voice released the anger, confusion and doomsday movie scenes, and the mixed cut scenes of "wolf" elements complement each other, allowing the entire MV to reveal the sense of despair and loneliness of a hero in his twilight years. This song not only adds a lot of color to the atmosphere of the movie, but also directly drives the marketing of the movie. Even Lin Youjia's "fans" spontaneously booked the venue to support the idol.

The music packaging for "Wolverine 3" is a professional music production and marketing agency called "Running Monster" and is also a leader in the film promotion industry through music. Let's put it this way, if you mention their other classic work,"Song of the Five Rings", the magical melody may immediately ring in your ears.

"It is necessary to well balance the relationship between the film's demand for songs and the free nature of the singer and artist themselves." When she accidentally heard the taste of a professional roadshow in the mouth of project director Fu Yu. She changed her more popular way of saying it: "Music promotion is an emerging special way of playing film promotion, which is used to drive the exposure and reputation of the film." With good and right musicians and singers to support, film and television music will have a wonderful chemical effect in film promotion. The song content, songwriters, singers and movies will even add points to each other."

"Uncle Wolf's IP reputation is of course very good. The MV of" Let the World Be Destroyed "is also produced with 'heart'. After being promoted online, the two sides' attract fans 'from each other, and the vitality of good content will last longer." Fu Yu told reporters that this interesting "linkage" method of film promotion is gaining the favor of more and more films, such as "I am Not Pan Jinlian", the upcoming "Like You", etc. Previously, they also produced a China propaganda song sung by singer Tan Weiwei for the Hollywood film "X-Men."

"If King Kong and Speed and Passion can be considered as music packaging for the China market, the effect will definitely be even more icing on the cake. Compared with foreign films, we may do more in creative marketing. The confidence of China's film industry is not for no reason. Fu Yu said that the entire "Wolverine 3" project took less than a month, because external films had to be finalized and approved when they came in, and the release time was very close when they received the license. Music organizations participated in the planning and obtained high box office returns, which naturally won the satisfaction and trust of foreign film companies in the running monster. Cooperation with external films also opened up foreign markets for the company, and many collaborations are unfolding as a result.

Comparing channel resources and customized promotion plans, I saw Qi Bowen, planning manager of Chunqiu Yongle Film and Television Culture Investment (Beijing) Co., Ltd., talking with other customers, and it was inconvenient for the reporter to come forward and disturb him. So the promotional poster of the Russian film "He is a Dragon" on the back of the booth attracted the reporter's attention.

Qi Bowen came over and introduced that "He is a Dragon" was exclusively introduced by Yongle from Russian copyright in 2016. At that time, there were several other competitors, including large-scale companies like Alibaba Pictures. "So how did Yongle win in the end?" Qi Bowen smiled and said: "The offer that Russian film companies cannot refuse is of course one aspect. Yongle's unique resources, including existing marketing channels in Russia, make the other party more optimistic about Yongle's sales experience in Russian films. When the new film was held at the press conference, official personnel from the Russian Embassy were invited to support it."

This film eventually earned Yongle more than 67 million yuan in box office revenue, ranking among the second-highest grossing Russian films in China. The most rare thing is that the film has been played on a certain website before it was introduced, which is actually not a good release time for traditional imported films.

In response to such a situation, Yongle cleaned up the playback environment through copyright protection methods such as net clearance after its introduction, and then cooperated with targeted marketing strategies. For example, when the film's creators, directors, and producers came to China for road shows, they were arranged to visit Changchun Film Studio, which has connections with Russian films, and went to Sichuan to interact with the giant pandas, adding a marketing strategy with Chinese elements. It is even more valuable to achieve such box office.

Qi Bowen said that Yongle currently cooperates with six major Hollywood film companies. Because the "Six Major" does not have a fixed team in China, it will find companies that are familiar with the operation of China film market and have their own unique experience in grasping the entire publicity strategy, and need these Chinese companies to provide long-term execution services. In addition, Yongle is also participating in the production of some foreign films, using the investment ratio to obtain priority for publicity and distribution in China. "Professional people do high-quality projects and strong alliances are one of the plans for Yongle's internationalization."

Editor: yvette