Fang Li: Good films need marketing to summarize the lessons learned from failures and never be released without materials

With the emergence of more and more online gameplay, movie marketing in the interactive era is constantly finding new ways. Fang Li kneeled down the sky and created a box office miracle of 80 million yuan. When it comes to how to play marketing in the interactive era, Fang Li summed up the failure lessons for his "successful" cases and believed that he would never be able to release it without materials in the future.

Original title: Good movies require marketing Fang Li summarizes lessons from failure.

On the afternoon of June 14, the "New Wave Film Festival Forum: New Ways to Play Film Marketing in the Interactive Era" was held at the Shanghai Film Museum. Producer Fang Li, managing director of Film Union Media Yan Wusheng, CEO of Bukong Culture Uncle Tongque, general manager of Zhuoran Pictures Zhang Jin, CEO of Tianxiu Li Meng, and general manager of Sina Entertainment Division Chen Yiyi attended the forum.

With the emergence of more and more online gameplay, movie marketing in the interactive era is constantly finding new ways. Fang Li kneeled down the sky and created a box office miracle of 80 million yuan. When it comes to how to play marketing in the interactive era, Fang Li summed up the failure lessons for his "successful" cases and believed that he would never be able to release it without materials in the future. As for how to view various new marketing methods, everyone has also expressed their opinions."Beijing Meets Seattle 2" and "Lao Pao 'er" all provide reference cases. Although many people's concept remains that "only bad films can be marketed", the remarks of several guests also let us see that in this era of continuous improvement of the film industry, good films with good content need marketing more. Only in this way can we find effective audiences for movies, find people who truly love them, and let gold shine at the right time and in the right place.

How to play marketing in the interactive era?

At the beginning of the forum on Fang Li's live broadcast kneeling and failing to replicate and summarizing the lessons of failure

, host Zhang Wenbo came straight to the point and asked: How to understand film marketing? He also hopes to use the fact that Fang Li's live broadcast of kneeling directly affects the box office of "Hundreds of Birds Coming to the Phoenix" as an introduction. Fang Li emphasized that "materials" were too important to film marketing. When they took over "Hundreds of Birds Arriving at the Phoenix", they had no materials on hand, and in the end, it was actually a desperate choice. "I think movie marketing is more difficult than movie production. The effort required, including creativity and wisdom, is five to ten times that of making a movie. So I often advise everyone not to invest in movies easily, and often watch a movie every time and shoot it. If you shoot it, you will die. What is your focus and how will you sell this movie in the future?" Speaking of "Hundred Birds Praying to the Phoenix", Fang Li believes that there are actually many failure lessons in this "successful" case."" Hundred Birds Praying to the Phoenix "is really too difficult to play, there is nothing. I took on this project because of my admiration for director Wu Tianming and my love for movies, but we had nothing in our hands. It was completely a cooking cake without rice. At that time, we had no choice but to have a live broadcast. It was a new thing that allowed me to shout to the studio manager. In fact, I was begging them. This platform gives us opportunities. Everything in the front is foreshadowing, and everything in the back is fermented. But I emphasize materials. Don't really publish them without materials." Fang Li specifically mentioned that when doing movie marketing, you must have clear ideas and layout in advance. For example,"Hundreds of Birds Arriving at the Phoenix" is too hasty. There are no clear pictures to make posters, and in the end, you can only hand draw them by hand. When going out to promote, you always recruit friends to support the scene. The design of "Meeting Without Future" began long in advance. When will stars attract attention, it must be planned purposefully and formed a system.

"Hundreds of Birds Facing the Phoenix" kneeling down has indeed become a hot topic in marketing, and several guests continue to express their opinions. Zhang Jin believes that art films should not pursue the market, but should work together to find the possibility of forming another route. At present, the domestic market is still immature. Li Meng, CEO of Tianxia Show, believes that when something is driven by marketing, the winner becomes the king and the loser becomes the thief. If you can recoup the investment, it means success. Fang Li kneels down and analyzes it, but it cannot be copied.

Host Zhang Wenbo also expressed his opinion that film marketing is actually two things. One is to create content, and the other is to find the right channels. Only when the two are matched can they have the best effect. Chen Yiyi, general manager of Sina Entertainment Division, said that marketing is not about turning stone into gold, but about allowing movies to find the right audience."We are more about letting a movie find the right users and audiences. If it is gold, we let gold shine at the right time and in the right place, and then let this light reach the people who love it. At present, Weibo has become the largest platform for movie marketing. Directors, stars and film companies can use this platform to speak out and reach users."

How to view the new gameplay?

"Northwest 2" and "Old Pao 'er" play new tricks online and offline for better results.

In today's interactive era, it is a particularly rare opportunity to transform film promotion and marketing methods. Fang Li believes that when doing marketing in the past, if he wanted movies to exceed 100 million yuan, in principle, the marketing budget could not be less than 10 million yuan. But this cost is too high. All advertising and landing activities are piled up with money. However, today, with the Internet's platform tools, there can be many transformations in form. For example, in the future, we will try to use live broadcasts to conduct online roadshows."Every time we run a roadshow, it's really killing people. Every time we travel to more than a dozen cities, it's really peeling off our skin. In such a traditional and clumsy way to communicate face-to-face with the audience, why not use the interactive methods that already exist today? In the future, whether it is Sina's live broadcast or Weibo, we will link up to directly interact with the audience, and there will be bullet screens. It will definitely be very rich."

In the past, when I was doing marketing, hard publicity and implementation activities were all piled up with money, and I was exhausted every time I ran a roadshow. If you can interact online, you can save a lot of unnecessary consumption and you can also ferment word-of-mouth in real time. Chen Yiyi said that Sina Weibo can now complete these processes in a very light and economical way. Material dissemination, topic interaction and even brand implantation participation can all be completed online. For example, Wu Xiubo's Weibo promotion of "North-West 2" is a good case."When" Beijing Meets Seattle 2 "was released, the leading actor Wu Xiubo really didn't like to post Weibo and would occasionally use it. He posted on Weibo that night, and the peak was crazy. He had never seen so many people buy tickets like this from one to three o'clock in the night. The power of stars we sometimes see is not how to interact with audiences and fans in a city, but the possibility that a big problem can be solved in a very easy way."

Zhang Jin believes that combining online and offline, traditional actions and new media will achieve better results. He took "Lao Pao 'er" as an example,"During the promotion period of" Lao Pao' er, we held a concert. The original intention of doing this concert at that time was because the concert could be broadcast live and would attract mainstream video websites to broadcast large traffic. I read some data at that time and found that a concert could have millions of people online at the same time. All these new media platforms are very important now. If we combine them with our traditional actions, it will have an amplifier effect. We can't say that we don't have a roadshow. We have to have a stop, but we use online, such as interaction on multiple platforms, live broadcasts, and Weibo to maximize the effect of this amplifier. This is the direction we want to study."

Zhang Wenbo recalled that in 2014, when Weibo launched a New Year pre-sale event. At that time, Weibo could not reach the ticket purchase page directly with one click, but he realized that how to quickly transform the marketing effect is the most important thing, and celebrity Weibo is also material. At that time,"That Year in a hurry" was about to release the theme song sung by Faye Wong, so they decided to put the pre-sale QR code at the end of the MV. Unexpectedly, the pre-sale of the movie soared and became more popular than "One Step Away".

Marketing to hype bad movies?

Good films need marketing to find people who understand and love them

. In the questioning session, many netizens asked questions about "bad films"-knowing that the customer is looking for you is a bad film, do you still want to take this order? After taking it and seeing the bad reviews, what do you think and how to deal with it? In this regard, Li Meng believes that it is difficult to judge whether it is a bad movie before receiving it."Public evaluation is very diverse. Whether it is marketers or audiences, they can treat it with a relaxed attitude, or enjoy good films or complain about bad films. It is a kind of emotional venting." Zhang Jin said frankly that as Party B, he must be responsible for Party A's box office. Without deceiving the public, he must still try his best to do his best in marketing."I'm sure everyone will take the bad movies. What to do after I accept the contract? We must first be responsible to Party A and the box office. We must achieve the box office goal in various ways. In this case, if we have a moral bottom line and do not deceive, we will use all means possible." Uncle Tongque answered very sincerely,"First of all, whether to accept this matter or not, if you lack money, you will definitely accept it. If you don't lack enough, you will definitely not accept it. This has nothing to do with whether the movie is good or not. If you take it, it will be a bad movie, and we can't help it."

From the questions asked by netizens, we can see that many people still have the concept of "marketing means blowing bad films into a flower." However, in the new media era, no one can deceive the audience with one hand. The solid content of a movie is the foundation of marketing content. Only by playing new marketing tricks on the basis of the movie can we find an effective audience for the movie and find someone who truly loves it. As Uncle Tongque once said when he was doing the online dissemination of "Mermaid","When we do publicity and marketing, we do not say good about a bad or boring thing, but find people who truly love him and love him. The reason is amplified, this is true."

Editor: yvette