Author: I'm Red

"What, chicken, egg???"

Wang Yaqin held the phone, her brows frowned, her mouth slightly opened, and stood firmly in front of Jin Fangfang's desk like a sculpture.

After a few seconds, she took a sudden breath, as if she was about to extinguish the blasting flames in her chest.

Jin Fangfang saw her chest undulating and was showing off her skills, and asked, "What's wrong?"

Wang Yaqin pointed to the phone that had been hung up and said in disbelief: "Sister Fangfang, do you know how they formed a movie fan organization in the Magic City?!"

"Ship the eggs!"

"My God, what's this? Is this a dream back to 1998?" Wang Yaqin didn't know whether she should cry or laugh at this time, "I really don't understand why Hairun makes a movie?"

But she couldn't laugh. As Xu Rong's assistant and agent, she knew better than anyone else that Xu Rong had put in more effort to "Drug War" than any of the previous movies he had filmed.

This is the key to determining whether he can become a "movie star". Once "Drug War" fails, it is almost impossible to star in any major production movie within three years unless he invests by himself.

In the marketing division of labor in "Drug War", Jin Fangfang is responsible for controlling the overall direction, and the specific execution is subject to Hairun's team.

But she never expected Hairun’s marketing team to be so down-to-earth.

Jin Fangfang had worked in Hairun for three years and had long been accustomed to Hairun's style. At this time, she saw Wang Yaqin's angry face flushed, but instead smiled and advised: "Don't calm down, it's not worth it to be with me for the stupidity of others."

"Hairun, it's a typical case of not having the life of a big company, but getting sick of a big company."

Wang Yaqin looked at Jin Fangfang who seemed to have expected it, slowly calmed down the dissatisfaction in her heart and asked, "What should I do now?"

"Drug War" and "Painted Skin II" continue to confront traditional media, the Internet, self-media, and new media. In order to gain the upper hand of public opinion, both sides adopted matrix marketing in an extremely tacit way, and almost all advertised advertisements in every aspect.

A movie audience.

Most viewers can easily judge that this is the marketing method of "Painted Skin II" when they see content like "Painted Skin II".

But this is a marketing method in the last century.

Matrix marketing is not only about omni-channel coverage, but also about the "map cannon" marketing model that is hard to guard against. Both parties are not targeting their respective staunch supporters.

Whether it is fans who expect the film, fans, or ordinary movie consumers who ignore or even hate it, both parties have achieved accurate advertising.

In order to stabilize the basic foundation, "Drug War" and "Painted Skin II" have basically invested more than half of the cost to carry out brand marketing.

For viewers who hate "Painted Skin II", "Drug War" itself, and even hate the overwhelming marketing model of the two, they are putting on "Painted Skin II" and are accused of spending money to buy water army and reviewing the film

There are tens of thousands of red envelopes." "The marketing of "Drug War" has failed and was warned by a well-known big V." and other soft advertisements.

For groups that hold neutral views or even ignore, they will push them with the title "When will the chaos in Chinese films end?" or "The first year of Chinese film industrialization?" or even other content that seems to be completely unwilling to do, and finally achieve

The purpose of curve marketing.

Under the matrix marketing model, consumers who hate or like are all attracted by contributing "traffic", thereby increasing the attention and discussion of the video.

Once attention and discussion are formed, the effect of early brand promotion will be immediately displayed. In news that is difficult to distinguish between true and false, consumers will likely personally verify whether it is good or bad.

But compared with the organized and disciplined publicity of "Painted Skin II", "Drug War" still lacks the most effective link.

Offline "movie fan" organization.

In addition to providing public opinion to the majority of fans on the Internet, the fan organization can also play the role of a leader and a leader when purchasing tickets. In addition, after the official release, the fan organization will also play a greater role.

effect.

Improve the viewer's experience in watching the movie and make them "can't help but promote the film" after watching the movie.

The ghost market can boost the box office, but the so-called "reputation" is the key to the continued strong box office.

But "reputation" can be artificially created.

When viewers enter the theater or purchase tickets from the client, if they find that there are only a few people who purchase tickets or even no one buys tickets, they will inevitably hesitate.

But if we form the impression that "the tickets for "Drug War" are difficult to grab", we will at least have a good start.

Opening high and closing high is the norm, opening low and closing high is a miracle, and the probability of a miracle happening is often 0.

Secondly, when the film reaches a sensational plot, and when most people in the theater are crying or laughing, the shock it brings to the audience will be far beyond the emotions conveyed by the film itself.

Jin Fangfang has designed the time point for the "audience" to cry and the effect of crying, and is also ready to use these "crying loudly" pictures as the entry point for the second wave of publicity.

What does it mean to shock people? Isn’t it shocking enough for audiences from all over the country to cry in the theaters?

Isn't it worth buying a ticket?

Unfortunately, until today, the marketing teams she sent to major cities across the country have not organized a decent "movie fan" group.

In the Magic City, they organized a "movie fan" group by giving eggs. It's really a pity that they can come up with it.

There are at least ten ways to organize fan groups in modern cities like Magic City, but now she has given up these plans. Once there is a problem with the person who implements it, no matter how good the strategy is, it is impossible to implement it.

They may even be attacked by the public due to human loopholes in the execution process and fall into a passive situation.

Jin Fangfang glanced at the computer, looked at the dynamic monitoring results, and couldn't help but shake her head and smile bitterly.

Because of the lack of "trenches" of public opinion, it is an indisputable fact that "Drug War" has weakened its influence on the Internet.

After all, whether it is Hairun or Yourong, they are completely newcomers in the film market. Huayi is not a local snake with slight slight words. In terms of experience and strength, Huayi itself is far superior to Hairun. Even if they are strong dragons, they want to

It is completely impossible to suppress one end.

"Tu tuk tuk."

"Please come in."

Propaganda director Zhang Lin pushed the door and walked in, looking at Jin Fangfang sitting behind the desk and Wang Yaqin standing opposite her, and said anxiously: "Mr. Jin, the official Weibo of "The Hero of the Rogue" just published a public article, accusing us of

Overmarketing on "Painted Skin II".

Jin Fangfang was stunned for a moment and said laughingly: "This can't be their marketing strategy, right?"

Wang Yaqin also stared at Zhang Lin strangely.

They didn't dare to underestimate "The Riot Heroes' Full War" from the very beginning. They thought it would have a more comprehensive marketing plan, but they didn't expect that after half a month of silence, they actually planned to overturn the table.

For a long time, no matter how far the battle between "Painted Skin II" and "Drug War" has been adhered to the most basic bottom line.

Don't attack the other party to raise yourself.

"Drug War" and "Painted Skin II" have their own characteristics, and are both the first super-major production movies starring mainland actors.

"Painted Skin II" is produced by Huayi, Ningxia film, and the leading actors are mostly affiliated with Bona.

"Drug War" is produced by Hairun, CCTV and China Film, starring Xu Rong and produced by the producer.

Xu Rong's current position of butt determines that in addition to acting in the logic of an actor, he thinks more about how to fully combine the socialist values ​​of the new era with domestic films and go abroad, so it is impossible to suppress and hold up the "Chinese style"

"Painted Skin II" of the Magical Blockbuster.

The publisher of "Painted Skin II" is afraid of the many "referees" behind "Drug War". Therefore, during the marketing process, not only did he not stumble on "Drug War War" but also for some self-media that have gained attention and promoted it.

Even took active suppression measures.

Wang Zhonglei is very clear about the significance of "Drug War" in Xu Rong, and also understands that if you win through normal competition, Xu Rong will not even be stingy in blessings, but if you take despicable means, Xu Rong will inevitably arouse him.

Revenge between Liu Yanming and the others.

He was not afraid of Liu Yanming, but he was quite afraid of Xu Rong.

The reason why Huayi did not renew his contract with Zhang Jizhong was because the book that Zhang Jizhong had submitted for review lost the "preferential treatment" that Huayi could get as a leading private film and television company during the review.

For many considerations, although both sides were defeated by the bayonets, they tacitly abide by the most basic rules.

Now that "The Riot Heroes' Full War" has taken action, it has the intention to cut off the financial path of several major leaders in the Chinese film and television market.

The ultimate goal of marketing is real money. The film market production capacity in the first half of the summer season was around 1 billion yuan. The overall market in the first half of this year has increased compared with last year. Therefore, the industry generally estimates that the market production capacity in the first half of this year's summer season is

It's about 1.2-1.5 billion.

The publication of "The Riot Heroes' Full War" is indeed a different approach, but its starting point is to take away the leading mainland film and television company headed by Huayi and Hairun, and the theater chain's box office revenue of 1.5 billion yuan.

Jin Fangfang looked at the Weibo content on Zhang Lin’s mobile phone and was stunned for a while before saying, “I remember that China Film and Hualu have also invested in this drama, right?”

Zhang Lin only remembered that her boss had a close relationship with China Film and Hualu. In theory, China Film and Hualu could never turn against her boss for a co-production film. She hesitated for a moment and asked: "Will it be?"

Could it be which Taiwanese director signed the bet agreement?”

“This is not a question we should care about.”

Jin Fangfang shook her head gently, turned to look at Wang Yaqin who had not said anything, and said, "Yaqin, use Teacher Xu's account to post a Weibo post, I'll say you can write it."

Wang Yaqin hurriedly took out her cell phone and said, "Okay, tell me."

Jin Fangfang thought for a few seconds and said, "June 18, "Painted Skin II", see you all."

Wang Yaqin beat her half, slowly raised her head, staring at Jin Fangfang with strange eyes: "Sister Fangfang, let's promote "Painted Skin II"?"

Seeing that Jin Fangfang was about to get up, Zhang Lin hurriedly stepped forward and helped her arm two steps, and asked, "Mr. Jin, is there something wrong with it?"

She originally wanted to ask, "Do you ask the boss?", but before she could tell, she swallowed it again.

Jin Fangfang stood up and said with a smile: "It is not to promote "Painted Skin II", but to eliminate the instability before the decisive battle with "Painted Skin II".

As an expert in publicity, Zhang Lin failed to understand the meaning behind Jin Fangfang's behavior immediately. A little doubt appeared on her round face: "Can our publicity for our opponents eliminate the interference of "The Hero of the Richmond"?"

"Believe me, with the level of the marketing team of "Painted Skin II" in the past 10 days, he will cooperate with us." Jin Fangfang looked at the two of them with confidence and said, "Send it."
To be continued...