"Hey......" Wang Tianchang sighed and said helplessly: "This is the biggest headache for all new directors." ”

"About fifteen years ago, you knew what the state of domestic film distribution was? I gave you a copy, and then you went and sold the copy. ”

"I still remember when I entered the industry in 01, I was really carrying copies to sell everywhere, the marketing was very weak, the channel was single, and the so-called film publicity and distribution were not comparable to now. ”

"To put it bluntly, the main thing is logistics, sending copies, and many of the current advanced distribution methods, I didn't dare to think of it at that time. In addition, the disconnect between film creation and publicity is relatively serious, and after a film is created and handed over to the publicity and distribution company, it is completely out of touch with the creative level. ”

"It's awesome right now, and the marketing and distribution methods are so varied that they are highly integrated with the entire technology and media environment, including the mindset of consumers. ”

"Marketing and distribution are constantly advancing upstream, and the production and development of the most upstream are also sinking, not only closely integrated with publicity and distribution, but also closely integrated with creators, I think it is a more advanced and more in line with the laws of film content. ”

Ding Cheng nodded, in just 20 years, film has undergone a huge transformation from film media to digital media very quickly, not only in China, but also in the whole world.

Due to the highly developed Internet, the existence of social media and self-media allows all movie-watching emotions to spread quickly and directly with the help of the emotional outlet built by film marketing.

You can even summarize the particularly high-grossing films in the past two years, which are basically very strong genre films. For example, I am not a savior, and there is a wolf warrior who focuses on patriotic feelings.

"For example, I am not a savior when you play me, although there is no traffic star, but at the beginning I knew that there must be a high topicality. If I were to sum up, the first one is strong stimulation, the second is progressive strong resonance, and the third is strong empathy. ”

Wang Tian analyzed: "From an ordinary movie to a national movie, at least we must complete the process of strong resonance. If the strong stimulation is full, it is only a sixty or seventy movie. To break through the score, you must complete strong resonance. ”

"Resonance and empathy are progressive concepts, and resonance allows people to feel that a thing has a high degree of interaction with his life and cognition, which can arouse his empathy. ”

"And empathy is to raise it to a certain level, and this thing is in harmony with your life, or you have to feel the pain of the skin. ”

Ding Cheng deeply understands this, at that time, he followed Xu Wenzheng to run a roadshow, specially let himself carry a big bag of oranges, and when he met to answer the audience's questions and send signed posters, he gave the audience an orange every time.

This is Lu Chuanjun's most iconic symbol, and it is also the deepest impression of the audience.

"For traffic stars, the director's attitude now is painful and happy!"

Wang Tian said with a smile: "When filming, there must be all kinds of scolding, it's okay to meet a little fresh meat who is dedicated, acting skills can be taught slowly, it's a big deal to shoot a few more, and pick a general among the lame." ”

"It's the most helpless to meet those big names, I can't afford to provoke them, I can't hide the fuck, and I can only hold back the fire in my belly!"

"Of course, there are happy times, when the movie is finished and announced, a few hot spots will be stirred up, what CP, scandals, who is intriguing with whom, who is not ......"

"Any one can easily be on the hot search, how much money do you say you can save?"

Ding Cheng laughed, which is why many people scold the traffic for small fresh meat, but they can't do without it.

Tens of millions of small fresh meat is actually an investment, not for his acting skills, but to buy thousands of fans behind him, that is, the legendary fan circle fans.

To say that those boys and girls are the cutest, they play with their lives to praise their favorite idols, those who have money throw money, and even charter a movie to watch, smashing pots and selling iron to support the box office.

I don't have money for all kinds of posts and data, and I can't wait to pull all the people I know into the cinema, which is crazy than selling insurance.

So the most popular collocation now is to find a few old drama bones to act, and finally invite a traffic to stir up the topic, which can not only ensure the quality, but also have exposure in the later stage, which is a good thing to kill two birds with one stone.

"I have seen too many small crews with no money and no power, and every time the press conference is held to invite the media, the company will provide the filmmaker with a few A4 paper size media lists, but only more than a dozen are actually invited, and even the signatures on the final list are a few signed by each colleague, pretending that all the media are present. ”

"The location chosen for the launch event must also be considered, and the cinema is the most convenient and affordable location. The hotel also needs to pay a number of fees such as venue fees and construction fees, and the cinema only needs to buy a cinema hall and get a movie ticket for a film to hold a press conference. ”

"If it takes a long time, buy a movie ticket for one and a half days, and the 225-seat theater only costs more than 10,000 movie tickets, and if it is in a hotel, it is not even enough to build a movie. ”

"Moreover, the cinema will also provide a VIP room for free, and more importantly, the movie tickets purchased for the viewing event there can also be counted as the box office of the film, which is equivalent to the completion of two services of organizing a press conference and buying the box office for an event. ”

"Various start-up press conferences, finale press conferences, finalized press conferences and other press conferences are bombarded in turn. Roadshows, premieres, university speeches, celebrity meet-and-greets, film seminars and other landing activities during the release period ......"

"At that time, Deng Chao's roadshow for "Breakup Master" simply opened the door to a new world, there was no theme song, no complete set of dances, and Master Deng's self-created Bibi Barbie Bobbi Dance alone could sweep the national square, which was unprecedented. ”

"Therefore, the participation of the main creator, especially the leading actor, in the promotion of the film is very important, the box office is not shouted out, but actually made, and the audience's attention to a movie is more about the stars in it. ”

During the hit broadcast of Sansheng III, Youku gathered all Ali platform resources such as Taobao, Alipay, Xianyu, and Xiami Music, and launched online barrage activities to catch idols, peach blossom skins, set five blessings, and peach blossom charity sales to continue to build momentum. ”

"The most awesome thing is to use the popularity of Valentine's Day to build a peach blossom forest in Xidan subway station and launch the peach blossom special train of Metro Line 4, do you say it will not be popular?"

"The popularity in the name of the people, in addition to excellent quality, is also inseparable from topical publicity and media reports. Topics such as what old drama bones have competed in small fresh meat, guessing the prototype of the boss behind the scenes, and the GDP of Secretary Dakang have attracted a large number of young users. ”

At that time, various emojis of Secretary Dakang were circulating on the Internet, and through the all-round bombardment of media reports and comments, they reached the target audience with massive information and attracted a wide audience. In the end, the ratings of 13 were broken, and it was worth it!"

"Now it's not just the movie, but even the theme song has become a battleground for soldiers. Wang Tian took a sip of wine and sighed: "Whether it is "Little Apple", which is popular before the film is released, or Guo Xiaosi's release of Kris's Wu version of "Time to Cook Rain" at the last moment, it has successfully attracted the attention of a large number of fans and ordinary audiences. ”

"Actually, I haven't been very optimistic about "The Future", but as soon as Pu Shu's theme song came out, I suddenly felt that Han Han was still a little powerful!"

"In a hurry, I swiped all the friendship cards to invite Faye Wong to sing the theme song, and invited myself at the press conference, maybe Zhang Yibai didn't expect that she would be in the spotlight again because of her relationship, and she could invite people to the press conference to make a public appearance......"

"Absolutely!"