Entertainment upstart

Chapter 1002 Abusive fan-style anti-routine marketing
Compared with the two, "Xiu Chun Knife" has more successful character creation.

In "The Taoist Going Down the Mountain", He Anxia meets various people in the world of mortals at the foot of the mountain. He seems to have seen the whole life, but in fact it is a bit deliberate.

Every character has a great mission, to tell the audience about life, to interpret life, so as to guide the audience to understand the truth of life, and a bit insinuated that ordinary people always can't see it, they can't escape love and hatred, they should learn from He An Get enlightened.

That's not to mention, some of the comedy plots changed the original comedy aura of Wang Baobao and Zhou Zhou, and did not achieve the desired effect.

In addition, the background of the story is the great era of the Republic of China, and there are too many related action movies. The audience has a certain understanding of the way of kung fu, and feels that it should be more traditional and real.

But the kung fu and action scenes in this movie are more fantasy, qigong waves, sun and moon dual cultivation, flying all over the sky with a wire attached, so it naturally doesn't seem to be "kung fu".

In the end, the truth that the film wants to express is not deep, and the director's intentions are also very good, but the speech is very convoluted, profound, and some are exaggerated, and the narrative is loose, which makes it appear chaotic and tasteless, which makes the whole film's content more complicated. attractiveness is greatly reduced.

With director Chen Da and the popularity of many big stars, after two days of consumption before the release, "Embroidered Spring Knife" was overtaken by good word of mouth on the following Saturday.

In this regard, I have to say that when Zhou Xia and several senior executives of the company were discussing the film release schedule and publicity plan, the marketing strategy they formulated played a very important role. Before "Embroidered Spring Knife" was released, Xiahua Film and Television's publicity and distribution department came up with a reverse publicity and released many drafts.

"The newcomer director Lu Yang and the director Chen Da have bumped into each other, and "Xiu Chun Knife" was crushed by the filming of "Taoist Down the Mountain"."

""Embroidered Spring Knife" can't compare with "Taoist Descending the Mountain". Deng Chao, Liu Sisi, and Dou Xiao may not be able to beat the box office."

"The theaters commented that "Embroidered Spring Knife" is an excellent costume action movie, but there are too many problems with Xia Hua's film and television schedule selection."

"Xiahua Film and Television retaliated against Xinli Film and Television, and "Xiu Chun Knife" collided with "Taoist Down the Mountain".

Such drafts put the movie "Embroidered Spring Knife", as well as the new director Lu Yang, and several well-known leading actors Deng Chao, Sisi, and Dou Xiao in the whole movie as "sacrificed" and "chess pieces". on the role.

It seems that Xiahua Film and Television chose to release this movie at this time to avenge the failure of Xinli Films that bought Xinli Films back then.

Like the three Shen Lian brothers in the movie, both the film and the main creator are small pawns, sacrificed by Xia Hua Film and Television for the overall situation.

Before the film was released, Xia Hua's executives, movie fans, and industry insiders didn't know how to influence the department to formulate such a publicity plan.

But when the movie was released, this plan was related to the plot of the movie, and it quickly resonated with many people, even dissatisfied with Xia Hua Film and Television.

Many fans who like movies have spontaneously promoted the movie to their friends.

The power of tap water for passers-by is the ocean of the people. Professional marketing personnel and water troops are just a drop in the ocean in the face of this torrent and will be covered up soon.

Therefore, the word-of-mouth of the movie quickly spread on the third day after its release. The movie achieved a reversal and overtake on Saturday and Sunday. In two days, with less than 30% of the film schedule, it won 2.5 million Much box office.

According to the current situation, this week's film schedule has risen to 32%, and the box office will continue to rise.

As the person in charge of the marketing plan, Zhou Xia was of course extremely satisfied seeing this situation.

The company's high-level publicity officials and executives only now understood Zhou Xia's intentions and admired him even more.

Some marketing talents in the industry who have reflected on it gradually understand Xia Hua's routine.

As the leader of the industry, Xiahua Film and Television has neither influence nor resources that other companies can compare to.

Before "Embroidered Spring Knife" was released, there were so many criticisms and noises in the media about Xia Hua Film and Television's arrangement of the film's schedule, which made many people not understand and were very surprised.

I thought it was because Xiahua Film and Television didn't pay much attention to this movie, and Xinli Film and Television and director Chen Da used a lot of contacts to produce these drafts.

Now that the situation has become clear, it is the film "Xiu Chun Knife" that ultimately benefits, that is, Xia Hua Film and Television behind it, and everyone understands why this happened.

"Embroidered Spring Knife" is a movie that has been well received by the theaters, but it does not have a high film schedule. It has been long-awaited with director Chen Da. The star-studded "Taoist Descending the Mountain" was released on the same day. The so-called sacrifice as a pawn, It's just Xia Hua's marketing method.

Xiahua Film and Television started from the initial publicity, just like this movie, it is like the three brothers Shen Lian, creating a tragic heroic image of this movie.

When the word-of-mouth of the movie gradually spread, this naturally aroused the dissatisfaction of fans of the movie's leading actors, as well as fans who like movies, and they will increase their efforts to spread the movie and support the movie.

To describe it in the way of the fan circle, this is "fan abuse", which improves the cohesion and centripetal force of fans, allows fans to go out together, and squeezes the purchasing potential of fans, forcing them to support idols more vigorously.

Now that the movies are performing so well, there are still drafts on the Internet, saying that "Xiu Chun Knife" can't keep up with Xiahua Film and Television's animations at the box office and film schedule, just to stimulate fans and movie fans.

Some press releases analyzed that Liu Sisi, as a big star with a total box office of more than [-] billion yuan, did not provoke the film and attract enough heat and attention;
Xiahua Film and Television did not pay much attention to the promotion of this movie. Before it was released, it was blackmailed and the film schedule was squeezed out; Unexpectedly, it was synonymous with Jin Yiwei.

All kinds of news like this have attracted the attention of many passers-by. Most people's hearts are biased toward the weak and the bullied.

These voices continued to ferment on the Internet. In addition, after the release of "Xiu Chun Knife", people who watched it said it was good, word of mouth spread, and the voice of requesting theaters to arrange films became louder. Movie websites gave high ratings. All these really prove that this movie is good, which naturally attracts more people.

In this era of rapid information dissemination, good and bad news can be spread to most people very quickly. As long as it is a good work, it will naturally not be buried.

Zhou Xia, through this anti-routine marketing method, can be said to have attracted more attention to the director Lu Yang, the movie "Embroidered Spring Knife", and the leading actors of the movie, and accelerated the expansion of the movie's reputation. Let the film go up against the trend in the shortest time, defeating director Chen Da and his "Taoist Down the Mountain".

After Zhou Xia looked at the relevant situation on the Internet, he was satisfied but also a little tired.

After a busy morning, he checked the time and it was almost time for lunch. He remembered that Erdi and Song Zuer were still preparing roles in the rehearsal room. He hadn't watched their progress for three days, so he got up and went downstairs to the 26th floor. .

(End of this chapter)