Film marketing spends 2.8 billion yuan a year on grass and plays with many tricks

The reporter learned that the total box office of movies nationwide in 2013 was 21.769 billion yuan, while the total cost of film promotion and marketing reached 2.8 billion yuan, exceeding 10% of the overall size of the film industry. So how was the money spent? Where are the flowers?

This year's National Day festival and directors were extremely busy: Anhua Xu, To Qifeng, and Ning Hao went to the Venice and Toronto Film Festivals; Zhao Baogang invited Faye Wong to sing the theme song "Untouchable to Love" to promote the film "Within Touch"; John Woo split "Taiping Wheel" into two releases, bringing together the "Three Kings and Three Queens" including Zhang Ziyi and Takeshi Jin Cheng, and the stills of the 24 All-Star lineup attracted countless attention; Lu Chuan, who is rushing to shoot the movie "Ghost Blows Out the Lantern", also exposed the film's split footage for the first time on the occasion of Yao Chen's birthday... In the final analysis, these are actually for one purpose-to promote the movie!

The reporter learned that the total box office of movies nationwide in 2013 was 21.769 billion yuan, while the total cost of film promotion and marketing reached 2.8 billion yuan, exceeding 10% of the overall size of the film industry. So how was the money spent? Where are the flowers?

1. Aggressive and generous

promotion of "One Step Away" Jiang Wenbao Airport Lawn Advertising On

September 7, the film company of "One Step Away" released an airport advertising image: A large grassland with the words "3D movie One Step Away 12.18 Jiang Wen" appeared next to the toll station of Terminal T3 of Beijing Capital Airport. From now until February next year, many passengers landing at Beijing Capital Airport will be able to see these characters. Once the advertisement was released, it immediately aroused a burst of admiration from outside the industry that "Jiang Wenchao is domineering" and "the film company is too rich".

How much did the film spend on such a large sum? Some media reports said that the monthly price of "pastures" is nearly 100,000 yuan. "The cost is very reasonable, equivalent to the price of 5 road signs. It is inconvenient to disclose the specific figures, and we are not spending money wrongly." Yan Yunfei, publicity director of "One Step Away", said in an interview with reporters on September 10.

It is understood that the discounted price of a set of street sign advertisements in Beijing is about 500,000 yuan, including 100 advertising spaces and a two-week launch cycle. If the cost of pastures at Jiangwen Airport is really less than one million yuan, it will be a good deal.

Zhang Yimou spent 10 million yuan to hold the premiere of "Ambush from All Sides"

and Yan Yunfei said that this airport contract is just an example. For movies, holding a press conference is the traditional way to promote movies. Generally, movies with medium investment or above will hold four or five press conferences, including at least start-up, shutdown, poster release, trailer release, premiere, etc. According to industry insiders, the budget for press conferences generally has no fixed standards. The budget includes venue fees, construction fees, and celebrity expenses (return air tickets, accommodation, employment security, etc.). The smallest range is 200,000 - 300,000, and the largest range is tens of millions. When Zhang Yimou and CCTV jointly held the premiere of "Ambush from All Faces", it claimed to cost 10 million yuan.

In addition to press conferences, trailers are also one of the means to promote movies. Wei Nan, the editor of the trailer for "The Thirteen Gifts in Jinling", when making the trailer for "The Troubles in Heaven", the price for just three trailers was as high as 1 million yuan. In addition to labor costs, the cost is also expensive music copyright fees and the cost of purchasing genuine software.

2. Guo Jingming, the sword-walking type

, costs 100,000 yuan to play bullet screen, so he asked you to complain,

"I feel at ease with my head down and typing, so cute!" "Can you stop snoring the girl on the left?" "Girl in row 7, seat 10, my WeChat account is..." In this era when even recruitment information has to highlight "as long as the post-90s generation", if you haven't seen the bullet screen, you can only say that you are with "young people" are a step further. Bulletins are an interactive experience that originated in animation, became popular on the Internet, and now has entered the big screen of movies. Especially some time ago, on Weibo and in the circle of friends, everyone was almost brainwashed by movie bullet screens such as "Tiny Times 3" and "Qin Shi Ming Yue".

Can bullet screen movies make money? Feng Chenwei, person in charge of the bullet screen scene of "Tiny Times 3", told reporters: It is certain to lose money. "The cost of a game like" Tiny Times 3 "is about 100,000 yuan, including software and hardware development, equipment procurement, independent program system development, labor, etc. It is certain that we will lose money, but our focus now is to launch it first. Making money is a matter after the market matures. Now the most important research and development is to make it."

"Old Boy" has been rumored to have created "Little Apple"

with his integrity."You are my little little apple, I can't love you too much..."

In 2010, a micromovie called "Old Boy" was once popular on the Internet. After a lapse of four years, the 20-minute short film became a 100-minute feature film "The Raptors of the Old Boy Crossing the River". This time, a divine song called "Little Apple" made great contributions.

On May 29, this Divine Comedy MV was officially launched on a video website. In the MV, the Chopsticks Brothers dress up as a couple, using the broken integrity of the ground in exchange for the audience to laugh and breathe their breath. The number of views exceeded 5 million in 24 hours, setting a record for the highest number of views of a movie promotion video. On the street, gyms, cars, as well as various barber shops, fast food shops and 2 to 10 yuan shops... have also been hand-picked as a must-play for square dance by China aunts.

It is rumored that the preliminary promotion cost of the "Little Apple" video reached more than 10 million yuan, but the reporter contacted the film company many times but did not get an accurate reply.

3. Making headlines,

the "national father-in-law" cute Han Han [Weibo] sincerely saves money the most. In addition to

spending money on hard media, soft promotion cannot be neglected.

"Star" directors like Guo Jingming and Han Han also have the ability to produce topics. The new director Han Han began to post a photo of his daughter Oye on Weibo during the early stages of preparation and filming of "Meet Never Later". Then he became the "national father-in-law" and posted back comments every now and then. Especially when Han Han posted the MV of "Ordinary Road" sung by Park Shu on Weibo, it aroused nostalgia among many post-80s generation. Han Han's Weibo post was eventually retweeted more than 400,000 times, successfully reaching the top of the Xiami and Tencent music charts. It was retweeted more than 250,000 times within 7 hours, with more than 500,000 interactions. It also received 1 million auditions and 42,000 likes, and successfully made it into the entertainment headlines of major news networks.

It seems that "There will be no future" has nearly 700 million yuan in box office, which cannot be separated from the forwarding and promotion of Han Han's 40.36 million followers on Weibo."Father-in-law" is a big one, will fans get dividends?

The noun explains

the origin of "contracted fish pond". The language of contracted fish pond comes from the youth idol drama "Shanshan is Coming" starring Zhang Han and Zhao Liying. In the play, Zhang Han held Zhao Liying in his arms and said,"I want everyone to know that this fish pond has been contracted by you", which was crazily criticized by netizens. The "contractor" quickly became popular. Many netizens complained: "What's there to show off about this?"