Fang Li: a good film needs more marketing to sum up failure lessons and can never be released without materials.

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Fang Li knelt down to create a box office miracle of 80 million for the amazing performance of "birds in the morning". Speaking of how to play marketing in the interactive era, Fang Li summed up the lessons of failure for his "success" case and believed that it would never be released without materials in the future.

original title: good movies need more marketing efforts to sum up failure lessons

on the afternoon of June 14, "New Film Marketing in the Interactive era of the New Wave Film Festival Forum" was held at the Shanghai Film Museum. Producer Fang Li, managing director of Yinglian Media said Wusheng, Uncle Bronze Finch, CEO, Zhang Jin, general manager of Zhuoran Pictures, Li Mon, CEO of Tianxiu, and Chen Yi, general manager of Sina Entertainment, attended the forum.

after the emergence of more and more online games, film marketing in the interactive era continues to find new ways. Fang Li knelt down for "hundreds of Birds to the Phoenix" 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 "success" case, believing that no material can be released in the future. As for how to treat a variety of new marketing games, you big players have also expressed their own views, "Beijing meets Seattle 2", "old gun" and so on have provided cases for reference. Although many people's concept remains that "only bad films are marketed", the remarks of several guests also let us see that in this era of continuous improvement of the film industry, films with good content need more marketing. Only in this way can we find an effective audience of the film, find people who really love it, and let the gold shine at the right time and place.

how to play marketing in the interactive era?

Fang Li knelt down and was unable to copy and sum up the failure lessons

at the beginning of the forum, host Zhang Wenbo came straight to the point and asked: how to understand movie marketing? And hope that the recent live broadcast of Fang Li kneeling has a direct impact on the box office of "A hundred Birds paying homage to the Phoenix" as an introduction. Fang Li stressed that "material" is too important to film marketing. when they took the next "hundred birds to the Phoenix", they didn't have any materials on hand, but in the end it was a desperate choice. "I think film marketing is more difficult than film production, and the effort it takes, including creativity and wisdom, is five to ten times that of making a movie, so I often advise people not to vote for a movie easily. They often watch a movie without moving. They shoot and die. Where is your point? how can you sell this movie in the future?" Speaking of "a hundred birds paying homage to the Phoenix", Fang Li believes that there are actually many failure lessons in this "success" case. "A hundred birds paying homage to the Phoenix" is really too difficult to fight, there is nothing. I took this project because of my admiration for director Wu Tianming and my love for movies, but we had nothing in hand. At that time, we were desperate. 'keep broadcasting' was something new, so that I could talk to the studio manager, but I was actually begging them. This platform gives us a chance. The front is all bedding, and the back is all fermented. However, I stress that materials, no materials really do not issue. " Fang Li specifically said that when doing film marketing, we must have a clear train of thought and layout in advance. For example, it is too hasty to make a poster without a clear picture. In the end, we can only draw it by hand, and when we go out for publicity, we can only get friends to support us temporarily. "after the meeting indefinitely" began to design long in advance, which stars when will attract attention, to purposefully plan, form a system.

"hundreds of birds paying homage to the Phoenix" kneeling has really become a hot marketing topic, several guests continue to express their views. 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 Tianxiu, believes that when a thing is driven by marketing, the winner is the king and the loser is the aggressor, and it is successful to recover the investment. Fang Li kneels down and can analyze it, but it cannot be copied.

host Zhang Wenbo also expressed his view that film marketing is actually two things: one is to create content, and the other is to find the right channel. Chen Yiyu, general manager of Sina Entertainment, said that marketing is not about turning stone into gold, but about letting the film find the right audience. "We are more about making a movie find the right user and audience, if he is gold. We let the gold shine at the right time and place, and then let the light touch the people who love him. At present, Weibo has become the largest platform for film marketing, through which directors and stars can raise their voices and reach users. "

what do you think of the new game?

"North West 2" and "Laobaoer" play online combined with offline

in today's interactive era, the transformation of film promotion or marketing is a particularly rare opportunity. Fang Li believes that in the past, when doing marketing, if you wanted more than 100 million movies, in principle, the marketing budget could not be less than 10 million. But this cost is too high, all the advertising, landing activities are piled up by money, but today, with the platform tools of the Internet, there can be a lot of transformation in form. For example, in the future, we try to use live streaming to do online roadshows. "every time we run a roadshow, it really kills people. Every time we run more than a dozen cities down, we really take off a layer of skin." In such a traditional and clumsy way to communicate face-to-face with the audience, why not make use of the interactive means that we already have today, whether it is a live broadcast on Sina or Weibo in the future, we will join forces and interact directly with the audience, as well as on-screen comment? it's gonna be rich. "

used to do marketing, hard wide, landing activities are all made of money, every run show is exhausted. If you can interact online, you can save a lot of unnecessary consumption, but also real-time word-of-mouth fermentation. Chen Yiyu said that Sina Weibo can now complete these processes in a light and provincial way, and material dissemination, topic interaction and even implanted brand participation can be done online. For example, Wu Xiubo's Weibo promotion of "North West 2" is a good case in point. When "Beijing meets Seattle 2" was released, the star Wu Xiubo didn't like to post Weibo and used it occasionally. He posted Weibo that night, and the peak went crazy. He had never seen so many people buy tickets like this from one to three o'clock at night. The star power we sometimes see is not how to interact with the audience and fans in a city, but that it is possible to solve a big problem in a very easy way. "

Zhang Jin thinks that the combination of online and offline, the combination of traditional movements and new media will achieve better results, and take "Lao Pao er" as an example. "during the promotion period of" Lao Pao er ", we made a concert. At that time, the original intention of doing this concert, because the concert can be live broadcast, and will attract mainstream video sites to do large traffic live broadcast, I saw some data at that time, a concert can achieve millions of people online at the same time. Now all these new media platforms are very important, and if you combine it with our traditional actions, it will have the effect of an amplifier. We can't say we don't have a roadshow, we have to have a stop, but we can maximize the effect of this amplifier through online, for example, interaction on multiple platforms, live streaming and Weibo. This is the direction we want to study. "

Zhang Wenbo recalls that when Weibo launched the Lunar New year pre-sale in 2014, Weibo could not go directly to the ticket page, but he realized that how to quickly transform the marketing effect was the most important thing, and the star Weibo was also the 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 MV. Unexpectedly, the pre-sale of the film soared, and the popularity exceeded "one step away".

Marketing to promote bad movies? A good movie needs marketing to find people who understand it and love it

in the question session, many netizens asked questions about "bad movies"-- knowing that customers are looking for you is a bad movie, do you still want to take this order? after receiving the bad reviews, how do you feel and how to deal with them? In this regard, Li Meng believes that it is difficult to judge whether it is a bad film or not before. "the public evaluation is very diverse." Both marketers and audiences can treat them with a relaxed state of mind, or enjoy good movies or complain about bad movies, which is a kind of emotional catharsis. " Zhang Jin said frankly that as Party B must be responsible for Party A's box office, without deceiving the public, we should try our best to do the best marketing. "Bad movies, I'm sure everyone will take it." What should we do after I pick up? first of all, we should be responsible to Party An and be responsible for the box office. We have to achieve the purpose of the box office in various ways. In this case, we have a moral bottom line, without deception, as far as possible to use all kinds of means. " Uncle Tongque replied very honestly, "first of all, do you accept this matter or not? if you are short of money, you will definitely take it, and if you are not short of money, you will definitely not answer it. This has nothing to do with whether the movie is good or not." If you answer it, he's a bad movie, and there's nothing we can do. "

from netizens' questions, 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 single-handedly deceive the audience, the solid content of the film is the basis of marketing content, and play new marketing tricks on the basis of the film in order to find the effective audience of the film and find the people who really love him. As Uncle Bronze said when he was doing the online dissemination of the Mermaid, "We do publicity and marketing not to say good things or boring things, but to find people who really love him and magnify the reasons why we love him." it's true. "

Edit: yvette