Become famous another day.

And the main marketing method for "Those Years" has also begun.

Starting from Monday, at each of the roadshows of "Those Years", one netizen who shared his or her story online will be invited to the scene to share more details of the story with everyone.

During the first three days of the weekend, many “sharing stories” with over 10,000 likes appeared online.

The marketing team read these stories non-stop, then found out what could be explored, contacted the netizen, communicated with them by phone, and after confirming that the person's story was suitable, they invited the other party to the roadshow.

Then, a very magical scene appeared——

This movie does not promote its own plot, but instead focuses on promoting the "regrettable youth love story" at every roadshow scene.

But the more amazing scene is——

Every story shared at the scene is widely circulated on the Internet in sliced ​​form.

Precisely because they are true, the audience of this type of stories will shed tears even more.

Then, while crying, she bought the movie tickets.
-
"It's a marketing tool worth tens of millions. You have to admit it. When it comes to movie marketing, no one can claim to be number one unless they claim to be number two."

The box office performance of "Those Years" on weekdays remained steadily above 2000 million, which allowed it to break the 2 million box office before the next weekend.

On Friday of the following weekend, the box office of "Those Years" reversed the decline and returned to over 3000 million.

Starting from Friday, the song "Those Years" sung by Li Zhibai began to be played brainwashingly in all Lanson convenience stores, Baixing stationery stores, and Sunny Coffee Shops.

"What's going on with the Sunny Day Coffee Shop?" Lu Yanhe asked Chen Siqi curiously.

Chen Siqi said: "This is Li Zhibai's endorsement brand. Anyway, we have contacted all the endorsement brands of the leading actors. We are still in talks with the others, but only these three agreed readily."

The first two are brands endorsed by Lu Yanhe.

"It's such a pity. It's summer vacation now, otherwise I would have asked every middle school radio station to play this song." Chen Siqi said regretfully.

Lu Yanhe: "..."

Chen Siqi's ideas are always so clear and unique, yet they go straight to the point.

The role of a good song in promoting a youth romance movie has been proven time and again.

From "So Young" to "So Young", from "Little Lucky" to "Let's Go" and "Dignified".

Lu Yanhe asked Chen Siqi curiously, what other tricks does she have after the hype period of the song "Those Years" is over?

Chen Siqi said: "We have contacted the other protagonists of the stories at the roadshow and invited them to respond to the stories in our footage. Those who are willing to appear will appear, and those who are unwilling will be censored. But the key is to let the roadshow footage form a dialogue with these response shots, and then edit these scenes together with the storyline of "Those Years" to make a MV."

Lu Yanhe was shocked.

He really wanted to ask, isn’t Chen Siqi’s talent really in marketing?

"You're awesome."

This MV by Chen Siqi is definitely a heavy "nostalgia and recollection bomb".

How did "So Young" manage to earn over 7 million yuan at the box office?
Isn’t that the trick?! They found a bunch of amateurs, talked about what youth is in front of the camera, and then ignited the whole audience.

To this day, Lu Yanhe still remembers the sentence "Good-looking people have youth, but people like us only have university."

How should I put it? No one knows how many people a movie can attract to the cinema. No one knows what kind of elements a movie should have to attract an audience to the cinema.

But from the perspective of publicity, only two things can be done well. First, the coverage of the publicity should be as wide as possible, which means a larger base. Second, the points of publicity should be as precise as possible, because only in this way can you hit the bull's eye.

The former can increase the volume by relying on money, but the volume increased by money is far less than that achieved by spontaneous fermentation.

The latter can use the highlights of the movie to make a fuss, but it will also have the negative effect of "having seen it after watching it", which makes the audience lazy to watch it - many people say that trailers are not the same thing? In fact, the core of the trailer is to lay the hook, throw out a little bait, and make the audience want to see the whole picture. This is the logic of the trailer.

But now the way of directly showing clips in movie promotion is similar to the logic of giving you a taste test - it tastes good, come in. But after tasting a lot of food, the audience will find that it is not true, the taste test in this restaurant is always better than the main meal, so why should I eat the main meal, I will just eat the taste test.

Chen Siqi's publicity strategy perfectly avoided these negative aspects and expanded those positive aspects with positive impact.

Lu Yanhe said: It’s amazing, your marketing team will be really amazing in the future.

Chen Siqi: I still have to learn from you. "Oh, Pah, the Sea" will be released on Saturday, and the pre-sale box office has already reached more than 4 million... A "three-no" movie, but after you inserted it into "Those Years", a large proportion of the audience who watched "Those Years" want to watch "Oh, Pah, the Sea". I am actually looking forward to the box office of this movie.

Lu Yanhe: I am looking forward to it too.

At the beginning, Lu Yanhe had a stroke of genius and added two easter eggs at the end of "Those Years".

One easter egg is that after Ke Teng and his friends attended the wedding, they passed by a movie theater that was showing "Oh, O Sea, Ugh". After seeing the release poster of "Oh, O Sea, Ugh", they decided to go to the theater together to watch the movie and relive their youth.

The second easter egg is that after they finished watching the movie and came out of the cinema, the others asked Ke Teng what it would be like if their story was made into a movie one day. Ke Teng pointed to Wu Chi’s name on the poster and said, “Then I’ll write a novel and send it to him to see if he’s willing to make it into a movie.”

——In "Those Years", Ke Teng's later career was a novelist.

Now, "Oh, My Sea" is about to be released.

Ling He did not hold a domestic premiere, nor did it do any additional publicity. It will be released tomorrow relying on these two Easter eggs in "Those Years".

This low-budget movie, directed by the same director as Those Years but without famous actors, took up 12% of the screenings on its first day of release on Saturday, and its pre-sale box office revenue exceeded 400 million.

From this data, it can be directly declared that Lu Yanhe’s strategy at that time was successful.

On Saturday, the box office of "Those Years" rebounded again, earning 4100 million, and "Oh, My Sea" earned 860 million on its first day.

On Sunday, the box office of "Those Years" dropped to 3200 million, and the box office of "Oh, My Sea" was 740 million the next day.

"Those Years" has entered its second week of work, and the box office has reached 3 million.

Judging from the current box office trend, it has not yet reached a turning point, which means that the box office ceiling is still uncertain, which means that Linghe and Tiaoqi's publicity cannot be stopped yet——

At this time, the Monday box office of "Oh, O, the Sea" miraculously reached 610 million, and the downward trend instantly killed all the movies. So far, the box office of "Oh, O, the Sea" has exceeded 2000 million.
-
When Huang Zhongjing came to visit the set of "Burning Fire 2", Lu Yanhe felt that there was indeed a bit of jealousy in the look he gave him.

Although Huang Zhongjing concealed it very well.

Lu Yanhe was very pleased with himself deep down, but of course, he didn't show it on his face.

Although "Burning" had high box office, to be honest, the production cost was also high and the risks were great.

Last year, there were only a handful of movies in Longyan that actually made money, and the money they earned from the box office was less than what Linghe's "Love Letter" earned.

This year, Lu Yanhe is here again.

Except for "Those Years" which had a relatively high cost, the cost of "Home Alone" and "Oh, My Sea" did not exceed 10 million RMB. What was the result?
Not to mention the blockbuster "Home Alone", the domestic box office of "Oh, My Sea" alone can bring Linghe tens of millions in revenue.

How could Huang Zhongjing not be envious and jealous?

Why is Lu Yanhe always able to achieve great results with small efforts?

Many times, a movie with a box office of 2-3 million yuan will only bring the company tens of millions of dollars in revenue in the end.

Lu Yanhe is in a good situation. With the current situation, a movie like "Oh, O Sea" can earn tens of millions in China. In addition, the overseas distribution rights have earned him nearly 400 million US dollars so far. Taking into account TV broadcasts, video websites, on-demand, etc., a movie with a production cost of 200 million can easily make tens of millions.

Who wouldn’t be jealous after seeing this?
Lu Yanhe just smiled and said nothing.

Next, Linghe will continue to implement the "small wins big" strategy to the end.

Even if they want to transform and start making big productions in the future, they cannot give up the path of small productions.

When making a movie, controlling risks is always the first priority.
-
When the third week of the release of Those Years ended and the box office still hadn’t reached a turning point, the industry suddenly realized the most powerful aspect of this movie——

The window period was extended by relying on the rhythmic and planned marketing strategy of the Jump Up team.

There has not been a single day where the daily box office has exceeded 4 million, but now the total box office has passed the 6 million mark and is on the verge of reaching the goal of million.

The most important thing is that as long as there is no turning point in the box office, the predicted total box office figure will not stop rising.

After the MV that Chen Siqi mentioned was released, the box office of the movie "Those Years" in the fourth week actually resisted the decline and was almost the same as the third week.

When the box office of "Those Years" exceeded 5 million, the box office of "Oh, My Sea" also exceeded 3500 million.

At this time, even though the box office potential of "Those Years" had not yet bottomed out, Linghe had to shift his focus to the promotion of "The Legend of Sword and Fairy".

The drama was broadcast on Yuehu TV, Aurora Video and Icefield Video on July 7.

Yuehu Terrace enjoys a 24-hour window period.

Because of the 24-hour window period, Yuehu TV paid twice as much for the broadcasting rights of this drama as for dramas of the same caliber.

Li Zhibai was still doing roadshows as Ke Teng one moment, and the next moment he started promoting the drama as Li Xiaoyao.

HP also bought the overseas streaming rights for the drama.

Although fantasy dramas do not have much of a market in Europe and the United States, this genre is still a traditional large-scale audience in Asia.

Because of this, Zhong Benshuo came and hummed with Lu Yanhe for a long time.

Lu Yanhe has also been filming for "Burning Fire 2" for almost two months, and there is still more than half a month left to wrap up.

As a result, he had to miss the promotion of "The Legend of Sword and Fairy".

Fortunately, Yan Liang had already finished filming "Jiang Yan" and reunited with Li Zhibai to take on the important task of promoting the drama.

As for the luck of "The Legend of Sword and Fairy"...how can I describe it?

The movie "Those Years" not only helped Li Zhibai firmly establish himself as a popular movie star, but also made Yan Lingyu, who had been silent for several years, reappear in front of the audience. The image of Shen Jiayi, the pure and smart female academic master, was deeply imprinted in the hearts of the audience.

The number of their CP fans is increasing day by day as the regrettable ending of the movie becomes more and more serious.

Then, at this time, "The Legend of Sword and Fairy" starring Li Zhibai and Yan Lingyu again came.

"Those Years" not only made "Oh, O Sea" popular, but also brought a terrifying audience base to "The Legend of Sword and Fairy".

These are audience groups other than the core audience that "The Legend of Sword and Fairy" is targeting.
-
On the evening of July 7, "The Legend of Sword and Fairy" was first broadcast on Yuehu TV.

Northern Lights Video and Icefield Video were not to be outdone. Although they had to wait until tomorrow to release the first episode, they directly did the "live broadcast" and dragged Li Zhibai, Yan Liang and other main creators to watch the drama live.

After Lu Yanhe finished filming, he went online and connected with them for ten minutes.

Many people in the barrage section were spamming the screen to express their protest, asking why in such an Internet age, TV stations still have to broadcast this?
So inconvenient!
Some people also said that they couldn't understand Lu Yanhe's old-fashioned idea of ​​insisting on broadcasting it on TV.

Seeing so many people flooding the screen with criticism, Lu Yanhe smiled and said, "This is not an old-fashioned idea. One more place to broadcast means one more place to make money. When you have the ability to make money in three places in the future, you can generously give up one place."

Lu Yanhe's generous attitude caused the barrage area to be flooded with comments for a while -

——I’m sorry, I spoke too loudly.

——So you’re doing this to make money. Okay, I’ll step down.

——How much money did Yuehutai give you to make those of us who can’t watch TV wait anxiously for one more night.

……

Lu Yanhe couldn't stop laughing, and suddenly an idea came to his mind, saying, "Why can't you watch TV, the one who said he couldn't watch TV?"

That person replied in the barrage section: Who would install a TV in their home these days?

Lu Yanhe said: I will ask my staff to contact you later and give you a TV, but you have to promise me that you will watch my dramas in front of the TV from now on. Do you want to?
That person: Yes!
The barrage area instantly rioted.
-
In fact, the discussion about "Chinese Paladin" was very heated on the Internet, and the real backbone of the ratings - middle school students, sat in front of the TV and watched the show. For these students, whose parents usually strictly controlled their mobile phones and Internet access, watching TV suddenly became an entertainment and leisure activity that their parents could accept.

These students who never watch TV all know that such a drama is going to be broadcast due to the overwhelming publicity.

In the class group, everyone was discussing this drama, and those who hadn't watched it couldn't help but turn on the TV at home to watch it.

watch TV--

How rare.

This group of students does not account for a majority in the population structure, but at a time when the number of people watching TV is declining, they can be said to be a "giant".

The ratings of the first episode of "The Legend of Sword and Fairy" directly pushed the ratings of a local TV station like Yuehu TV to 1.2%.

How to evaluate this number?

Before this, apart from "Friends" and "Wulin Waijia", the highest ratings of Yuehu TV's prime time this year was 0.72%.

So far, the three dramas with the highest ratings on Yuehu TV this year have all been contracted by Lu Yanhe.

To be precise, the three TV series with the highest ratings on local TV stations were all contracted by Lu Yanhe.

"Always Quiet" "June Rain"...

These songs suddenly became popular in online communities commonly used by students.

Then--

Middle school students suddenly discovered that Li Xiaoyao and Zhao Linger from "The Legend of Sword and Fairy" also starred in another campus-themed movie?

"Mom, I want to watch a movie with my classmates. Give me a hundred dollars."

"What kind of crappy movie costs a hundred bucks?"

"I'm going to the movies with my classmates, but of course we can't just watch the movie, I need to drink some drinks and buy some popcorn!"

"Boys and girls?"

"If I were in a relationship, do you think I would only ask you for a hundred dollars? What can a hundred dollars do?"

"..."
-
This summer, "Those Years" was not the highest-grossing movie, nor was it even in the top three.

"Chess Piece Yi Bo" starring Jiang Mingzheng has been released for two weeks and the box office has exceeded 10 billion.

The crime comedy "The Red Light at the Door" starring Yuan Haiyang took 12 billion at the box office.

Even another romantic comedy movie with a similar theme, "Love Unforgettable", earned 9 million yuan at the box office.

However, "You Are the Apple of My Eye" has become the movie with the strongest long-tail effect.

It has no comedy elements, it is pure campus, pure youth, pure love, it relied on a strong star lineup in the first weekend and the publicity and marketing of the Jump Up team in the first month. Starting from the end of July, it was supported by "The Chinese Paladin", and this movie was able to maintain 10% of the screenings until August, and its box office reached 6.4 million.

The vitality is too strong.

Moreover, although the box office is not as good as these movies, but in terms of the blessing to the actors -

Li Zhibai and Yan Lingyu have become very popular in the past month.

This movie and these two characters are so popular, and they have given these two actors so many character filters.

Almost everyone who has seen this movie will be attracted by these two actors.

There are only a handful of movie characters that have this kind of filter aura.

Li Yuefeng and Xiao Yun also benefited a lot.

If unknown actors played the roles, they might have been suppressed by the powerful aura of the protagonist, but the two of them are popular stars in their own right. Playing the second male and female roles in such a highly watched movie, they have their own highlights. Of course, their respective teams will also do marketing, and their voices and topics should not be underestimated.

By the time Lu Yanhe finished filming "Burning Fire 2", the box office of "Those Years" had officially exceeded 7 million.

However, the box office has reached a turning point and there is limited room for growth.

But the box office of 7 million is still a huge profit compared to the cost of "Those Years".

Before Li Zhibai joined the crew of "Flying on the Grass", "Those Years" was released in various Asian countries. Li Zhibai went to South Korea, Japan, Thailand, Malaysia and Singapore for five promotional events within one week.

Li Zhibai, who just became internationally famous for "Buried", suddenly transformed into acting in a campus romance movie——

Although the span is a bit large.

But these Asian countries are all places that love campus romance themes very much.

Plus the North American region that Midoriya is responsible for.

"Those Years" has a good chance of earning around 10 million US dollars at the overseas box office.

As long as the Asian region performs as expected.

No one expected that "Those Years" would become a small hit in South Korea and Japan, and earned about 200 million US dollars in the first week of its release. In the United States, although it was only opened in 200 theaters, it only earned 23 US dollars. This was the first time that a movie written by Lu Yanhe performed "terribly" in North America.

Fortunately, Lvgu had not expected "Those Years" to get a good box office. Neither did Lu Yanhe himself. Otherwise, Lu Yanhe would not have been willing to let Lvgu open "Those Years" in 200 theaters at this time.

Because of the box office performance in North America, Chen Yin considered it and felt that there was no need to force "Those Years" to be released in theaters in European countries. He sold the European distribution rights to a European film company for US$150 million for 10 years.

In this way, you can earn 150 million US dollars in one go. Although you may suffer a little loss in the long run, you can save a lot of energy by completing the transaction in one go.
-
When Lu Yanhe came to the company to have a meeting with Chen Yin, Chen Yin smiled and said, "Boss Lu, I feel more and more that many of your ideas are really far-sighted."

Lu Yanhe suddenly felt a headache.

"Why are you suddenly flattering me? What's wrong?"

Chen Yin smiled and said, "I am not trying to flatter him. It was when I was promoting Those Years overseas that I fully realized how much a star can do to promote a less popular film after Li Zhibai had a masterpiece Buried Alive. This time, the film was sold in Europe for 10 million US dollars over 150 years, and most of it was thanks to Li Zhibai."

Lu Yanhe: "This is also the role of movie stars."

Of course, stars cannot decide the life or death of a movie, but stars are the business card of a movie.

When the movie itself doesn't have a second name card.

Especially those non-cinema buyers, when they buy a movie, if there are some familiar stars in the movie, even if it is a little bit bad, they are willing to buy it at a lower price just for the actors.

Chen Yin said: "Nowadays, more and more Chinese actors are known by foreign film producers. In the past few years, our performance on international streaming media has been quite good, and many actors have emerged. Moreover, a snowball effect has formed, with one leading two, two leading four, and more and more actors are participating in overseas projects."

"This is a good thing," Lu Yanhe said. "When domestic actors no longer have only domestic film and television projects as an option, it can also force domestic film and television projects to further upgrade."

Chen Yin nodded. "Yes, I saw a piece of data yesterday. The number of projects launched in the first half of this year increased by 32% compared with the same period last year."

The number of projects launched increased by 32%, indicating that investors are now full of confidence in the film and television market and are willing to invest in more film and television dramas.

The platform is also full of confidence in the future market.

"This year, our company's copyright operating income has also reached a new high." Xu Tianming said, "I would like to point out that, so far, "Oh, the Sea, Oh, Pah" has earned 450 million US dollars through the sale of overseas distribution rights. Film and television companies in Japan, South Korea and Thailand want to remake the film, and are in communication. The copyright income of this film is much higher than we expected. The overseas distribution of "Those Years" itself is not as popular as "Oh, the Sea, Oh, Pah", mainly because the sales price of the latter is much higher than "Oh, the Sea" because Li Zhibai starred in it, but the film producers are not confident about such a common campus youth love theme movie."

Lu Yanhe nodded to show his understanding.

"However, because Those Years was a big hit in China, it sparked huge social attention and discussion, and many foreign production companies became interested in the content of the film itself. There were many more companies consulting about remakes than there were about Oh, the Sea."

Lu Yanhe had guessed that "Those Years" was popular with other companies and they wanted to remake it. After all, the original version of this movie had several overseas remakes.

Xu Tianming continued, "Of course, in fact, Linghe's copyright operation currently has the largest profits and the broadest sustainable profit space in the future, but it is still in games and animation. The two animations "Squid Game" and "Wulin Waijia" that we cooperated with Light Chaser Animation have completed the production of the first part and are about to be broadcast. Similarly, the real-life scenic spot of "Wulin Waijia" in Jiangzhi can now earn a little over 20 million yuan in revenue per year. This revenue is expected to decrease as the last season of "Wulin Waijia" is broadcasted at the beginning of next year."

"However, the real-life game city of Squid Game is still very popular so far," said Xu Tianming. "The online real-person role-playing game Squid Game, which we developed in cooperation with Wanwei, will be launched on the market by the end of this year."

Games are the real money-making beast.

Lu Yanhe nodded.

"The popularity of 'The Legend of Sword and Fairy' has also attracted the attention of another top game company, which wants to adapt the drama into a game," said Xu Tianming.

Lu Yanhe was stunned after hearing this.

"The Legend of Sword and Fairy" was originally a stand-alone game.

Because the game was so popular, it was adapted into a TV series.

I didn’t expect that after so many twists and turns, this story would be adapted into a game again?

Lu Yanhe asked: "Is this game going to be adapted according to the plot of the TV series?"

"No, they just want to develop it into a PC game using the world view of The Legend of Sword and Fairy."

"PC game?" Lu Yanhe was stunned.

Mobile games are the dominant force in today's gaming market.

Why did you think of developing it into a PC game?

Xu Tianming said: "To be precise, we want to combine VR technology to develop a virtual reality game."

Lu Yanhe looked incredulous.

“Does the technology already exist?”

"Yes." Xu Tianming said, "In fact, I also looked at their planning proposal and the production budget they planned to invest, so I was very tempted. They are not the kind of game company that wants to make a quick buck. The production plan is very sophisticated and detailed."

"This requires a lot of money to be invested at once, right? The initial research and development funds are not simple." Lu Yanhe said.

"They are a top game production company, Rainbow House," Xu Tianming said. "If they don't have sufficient funds, then no company would dare to say that they have sufficient funds. Their cash flow is far better than any other film and television company."

Lu Yanhe: "..."

Also.

"They now have 12 games with an annual turnover of more than 3 billion yuan," said Xu Tianming. "They also want to expand into the virtual reality game market. They used to explore with small amounts, but now they want to make a flagship test product, so they have focused their attention on our "Chinese Paladin"."

Lu Yanhe nodded and said, "What conditions did they offer?"

"For 1 million yuan in licensing fees, we bought the exclusive online game development and operation rights of "Chinese Paladin" for 20 years. We can develop multiple games and we can enjoy % of the revenue share."

“Is this condition appropriate?”

"It's the best condition we can get now," said Xu Tianming.

Lu Yanhe nodded: "Then let's give it a try."

"Oh, by the way, how is the current broadcast performance of "The Legend of Sword and Fairy"? " He looked at Chen Yin.

He had been filming "Burning Fire 2" before. In order not to be distracted, Lu Yanhe consciously paid attention to the results and data of "The Legend of Sword and Fairy" except when it was just aired, but he stopped watching it later.

He has been concentrating all his energy on filming "Burning Fire 2".

This film is also his key project.

Although many people disagree with this.
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"The Demon-Catching Sword" has 17 words (this chapter is finished)