Coquettish Rebirth

From Jia Hongjian's point of view, the propaganda of "Inception" in history is quite absurd, but how much of the effect is caused by this kind of propaganda?It's really hard to say!Because a person like Nolan has been almost a god since "Batman 2"!Not to mention in China, even in the United States, there are still a large number of stupid fans!With such a large amount of brain fans, Nolan has spent ten years preparing for "Inception" to become a movie. It is estimated that many people will be able to watch it just because of such a gimmick. up?So it’s hard to say how effective a viral marketing campaign with t-shirts and spinning tops will be. Even in Jia Hongjian’s view, it might end up being Warner’s spending a sum of money, but the effect may not be effective. How nice!Maybe after this kind of marketing, the box office rise because of this marketing may not necessarily be as much money as Warner spent!

But no one can definitively judge such a thing, because the effect of this viral marketing and the effect of carpet bombing advertising are mixed together, and no one can separate them!Even doing market research is not enough, because consumers will be affected by two aspects and become interested!It is impossible for people to say that they are only interested in advertising or Nolan. Perhaps 9% of the audience’s interest comes from advertising and Nolan, and only 1% is viral marketing. No one knows whether this viral marketing is worth it. !From Jia Hongjian's point of view, he felt that the viral marketing done by Warner might not be very effective. There is no real evidence to prove this, and it can only be said to be Jia Hongjian's feeling. Anyway, at least he felt that if he was an audience, he probably wouldn't be attracted by Warner's marketing.

So if Jia Hongjian did it himself, how could he do it better than Warner?Jia Hongjian thought for a while, but he didn't come up with any fancy tricks or any idea of ​​positioning.This is not to say that Jia Hongjian's talents were temporarily exhausted.It's that he thinks that this film doesn't need viral marketing, so it should have achieved the results of other viral marketing!Or to put it another way, we only need to wait for "Batman 3" to be sold well, then Jia Hongjian himself will basically be a bit of a god.Under such circumstances, the film he made by Jia Hongjian himself has a halo bonus, not to mention that the creative root of such a film comes from another "god" like Nolan.The effect of this combination of gods will definitely attract a lot of brain-dead fans to come and join them!

in other words.There is no need for much publicity, and the brainless fans will naturally come to see it.As for publicity, it is to attract neutral people who may be interested, and those who are not interested in Jia Hongjian's films or even hate them, no matter how much they promote, they may not watch them.In such a situation, to be honest, the publicity itself is basically enough, and the marginal cost of doing viral marketing and the like is too high, and the cost-effectiveness of the investment may not necessarily be correspondingly good.But since this is the case.Why did Jia Hongjian engage in viral marketing when "Batman 3" was going to be promoted?If the current "Inception" can be used without viral marketing, why can "Batman" be used?This is not logical!

In fact, it is logical, because before a film like "Batman" was promoted, Jia Hongjian himself did not have much popularity in the eyes of American audiences!Yes, he, Jia Hongjian, has been cooperating with Nolan, has been a producer, and has always been quite famous in the industry.But therein lies the problem.Ordinary audience, who the hell cares about who the producer is?How many people know who is the producer of a domestic blockbuster?But many people know who the director is and who the starring role is!This is the question of popularity!Originally, if Nolan had filmed such a "Batman", Jia Hongjian felt that viral marketing would be unnecessary.Because Nolan has already become a god with the second "Batman".Under such circumstances, his own fame already has enough box office appeal, and it is enough for many neutral audiences to walk into the cinema to watch such a movie!

But who made Nolan suddenly unable to shoot such a film before the filming started?After Jia Hongjian took over, at most people in the industry knew that he was good enough.Consumers or audiences don't know that!In such a situation, if the film does not do viral marketing, but does ordinary marketing and release, there must be many people doubting whether Jia Hongjian can continue the success of Nolan's second Batman!The more people like the second Batman, the more they will doubt Jia Hongjian's ability!In fact, what they don't know is.If there is no Jia Hongjian, then Nolan may not be able to continue the glory of his second film if he shoots him himself!It's a pity that the audience didn't know, so they thought that Nolan would definitely be able to do it, but Jia Hongjian couldn't. In this way, even if the film itself is of outstanding quality, it can only wait for word-of-mouth to spread at the box office after it is released. Reflect the real level!Jia Hongjian has no patience in this regard, that's why he made a name for himself before the release, using various gimmicks to lure and fool the audience into going to the cinema as soon as possible!And if you think it's good, you can buy a few more tickets after admitting defeat, that's even better!

But the current "Inception" is different. After all, this film will be released half a year later, so before this film is released, "Batman" must have been almost offline. At that time, Jia Hongjian's reputation definitely rose up!Under such circumstances, the gimmick of "Inception" has already come out, and he, Jia Hongjian, may even be close to "Fengshen" by virtue of the third part of "Batman".Then why does Jia Hongjian still play tricks?At that time, he will be just like Nolan, quietly waiting for the audience to come and see, isn't that all right?At least in Jia Hongjian's point of view, this film has basically reached the point where there is little difference between viral marketing or not.He, Jia Hongjian, engaged in so-called viral marketing, and in the end, it may be reported by the media at most.After all, he will become famous at that time, which in itself is very attractive to neutral audiences, not to mention the carpet bombing of advertisements at that time!Like viral marketing, what is it going to do?Isn't the goal actually to let audiences who don't know about such a movie and potentially come to consume it know and be interested in this movie?

But audiences are also consumers, and it is impossible for 100% of consumers to be converted into consumers of our company. Even if it is an absolute monopoly, there must be a few percent of consumers who do everything possible to not use our products.Even if Microsoft's system is as popular as it is, the market share exceeds 90%. As a result, there are still some people using Apple's system, Linux or other systems?When installing a computer, Microsoft is almost the only choice, and there will be such a proportion of users who choose not to use it.Our products are movies, and there are many competing movies in the market at the same time. Why do other consumers choose our movies?There will definitely be a greater percentage of people who may not choose our movies to watch at all!It can be said that at that time, our movies will definitely have a batch of basic discs, and then there will be a batch of neutral potential audiences who may be interested.So what we have to do is to attract those neutral audiences while consolidating the basic market?

But this neutral audience and the basic market basically have a maximum number of people. When the number of people reaches such a scale, unless there are super huge gimmicks like Avatar and other movies, it can make people who are not interested in this subject matter. Anyone who is interested can try to watch it, otherwise, it is really possible that the box office has an upper limit!So considering such a thing, Jia Hongjian felt that "Inception" still doesn't need to do viral marketing.Originally, this film had been marketed virally in history, so the final North American box office was only 2.8 million U.S. dollars?At least Jia Hongjian feels that he is now confident that he can hit the box office of 2.8 million US dollars without viral marketing!It can be said that this is an attempt, he just wants to see how viral marketing will affect the box office if he doesn't do it!

It sounds like he was experimenting with something very important, but Jia Hongjian did not do experiments carelessly, he was quite confident in the quality of such a film itself!It is because of this confidence that he wants to use a movie without viral marketing to hit the box office of 2.8 million US dollars!North America’s 2.8 million US dollars, this is the historical achievement of Warner and their viral marketing in North America. If we can reach or even exceed this achievement, it will prove that the actual effect of Warner and their set is not very good. ?Doesn't it prove that if we make a better movie, it will be easier to increase the box office?

When Jia Hongjian roughly settled on the marketing direction of "Inception", the movie "Batman 3: The Dark Knight Rises" was about to be released in a week.Suddenly at such a moment, Jia Hongjian remembered something!Shit, this third movie in history seems to have encountered a shooting incident when it was released?It's like some crazy guy dressed as a clown entered the auditorium of one of the first screenings and started shooting or something?Jia Hongjian even remembered that after such a person was quickly arrested, he explained what was still in his house, and when the police went to check his house, they were horrified to find that the door of the house was ajar, and behind the doorknob there was a Stretch a line, and at the end is a programmed explosive!Such a lunatic can be influenced by the clown in the Batman movie, start to kill all kinds of anti-social, and even go to the premiere of Batman to kill.Should we guard against it too?After all, if this kind of lunatic comes out to make trouble for us, it will be like a toad jumping on our feet, and there is nothing we can do to be disgusted! (to be continued..)