The Spring Festival holiday is over, although it is only a short seven days, but for the film industry, it is not so ordinary.

As of mid-February, there has been a historic change in the box office distribution of the domestic film market.

In the past, second-tier cities usually accounted for more than 50% of the box office, and the share of several first-tier cities was higher than that of all third-tier cities combined.

In 10 years, the total box office of first-tier cities was 2.5 of that of third-tier cities, and last year it was more than 200 million more than that of third-tier cities.

In the first two months of this year, third-tier cities overtook first-tier cities for the first time.

This also means that the domestic moviegoers have further broken through, and the market in third-tier cities is further expanding.

In addition, the variety show "Where Did You Going, Dad" was a great success, and the box office went to 500 million, providing a new idea for other producers.

China Film participated in the investment and distribution of the super blockbuster "Havoc in the Heavenly Palace", a collection and all-star lineup, with an investment of up to 500 million, menacing but weak follow-up.

Invested by the private film and television giant Hantang Media, the animated film "The Return of the Great God" with the same theme released by its Hantang Pictures relied on its super high reputation to catch up and win the Spring Festival championship in one fell swoop, and finally won the strong dialogue between the first state-owned enterprise and the first private enterprise.

Although Kang Pei has said many times that the film invested by China Film has been successful and made money.

However, the scene is just a word, a loss is a loss, who called the previous momentum so big.

The good start has become a black start, although it is still calm at present, but all major companies have a hunch that China Film Co., Ltd. and Hantang are not finished, at least Kangpei must find a way back.

For other companies, they are also happy to see it together, and even add oil and vinegar in the middle and fish in troubled waters when the time comes, wishing that the two of them would fight more intensely.

Hantang Media now has movies released on several popular schedules almost throughout the year, which greatly compresses the living space of other companies' blockbusters.

Peers are enemies, even Berner and Guangxian, who have always had a good relationship with Hantang, actually hope that Hantang will be frustrated.

Equal parties are the cooperation, once one party is too strong, then even if the cooperation is done, it will become one master at a time.

As for China Film Co., Ltd., of course, others hope that both will lose, and a company in any industry will not want such a domineering company in this industry.

Although China Film represents optoelectronics, several major companies still have a lot of disputes with China Film openly and secretly.

For everyone else, it's better for both giants to collapse, so that the vacated market is theirs.

are looking forward to this summer, and even the Chinese New Year, next year's summer vacation, on the surface, the film and television industry is indeed calm in the early days.

The propaganda of the major companies is also harmonious, and there has not yet been a large-scale deliberate smear.

After all, the holiday season has passed, and the current schedule is enough for any movie, and attracting audiences to the cinema to watch their own movies is the most important thing.

Even if you kick out the potential audience of other films from the cinema, but you don't go to see your own films, it is in vain.

In the case of a river crab, the box office of several movies has maintained a good box office trend.

"The Return of the Great Sage" received 75 million box office on the first working day, a decrease of 42% compared with the seventh day of the first month.

After an eight-day outbreak period, there can still be a high box office of 75 million in a single day, and a decline of 42%, which is already very beautiful.

What's more, this is still an animated movie, and at this time animated movies are still synonymous with youth and childishness.

After that, although the 8th and 9th were Saturdays and Sundays, they were still working days because of the compensatory holiday, and they got a total of 135 million in two days.

Next week, the box office is still a slight decline, and the three days before Valentine's Day got 1.. 7.7 billion.

After 14 days of release, nearly half a month, the total box office was as high as 1.119 billion, becoming the box office champion in 2014, and the only film with a box office of more than one billion this year, and also entered the top ten box office list in Chinese film history!

Among other movies, "Havoc in Heaven" received 94 million box office in these six working days after 656 million in eight days, and the total box office reached 750 million.

The decline is not a big dive, at least compared to the summer file of "Tomb Robbery Notes", this decline is already very good, within the normal range.

"Aomen Fengyun", the worst movie in the Spring Festival, was unusually stable in the following working days, getting 77 million in 6 days, with a total box office of 307 million.

And "Where Did You Go, Dad", which is also a big dark horse, shrank the fastest at the box office after the outbreak of the holiday, just breaking 100 million in 6 days, with a total box office of 501 million.

The Hollywood animated blockbuster "Frozen" was released for nine days, and the total box office was close to 150 million, and there are no other movies.

On February 13th, the day before Valentine's Day, another movie "Beijing Love Story", which caught the last train of the Spring Festival, held its premiere in CBD Wanda Cinema.

At the premiere scene, not only the distributor's Han Tang and the producer's Wanda, Yinghuang, and Zhonghua Blue arrived, but Wang Zhongjun and Yu Dong also came to join in the fun, which is estimated to be too idle.

"The box office of "The Return of the Great Sage" exceeded one billion, congratulations to Tang Dong. ”

Everyone first congratulated "The Return of the Great Sage" for becoming the first billion-dollar box office movie this year.

Tang An said with a smile, "One billion is not new now, you have "Taiping Wheel", "One Step Away", "Outwitting Tiger Mountain", "Heavenly Heroes" These films are very likely to break one billion, it is estimated that in two or three years, the domestic market will be able to produce at least ten billion box office films every year. ”

A billion is nothing.

This B pretended to make several bosses have an urge to flatten him.

A billion is nothing, is that to heaven!

Everyone was slandered in their hearts, it was nothing to Han Tang, and this year there are Tang An's "Mysterious Superstar", "Detective Chinatown 2", and Ning Hao's "Heart Flower Road" on the National Day.

If you think about yourself again, there are only two Huayi.

However, the movies Tang An just mentioned, "Taiping Wheel" is considered a pony and a Lay's, and Huayi also has investment and joint distribution.

"Outwitting Tiger Mountain" is invested and published by Berner, "One Step Away" is controlled by Wanda, and "Heavenly Heroes" is Sparkle Roll and Huayi.

Except for Wang Changtian, who has always been petty fights, everyone should have a billion-level movie next year.

Speaking of the movie "Beijing Love Story", everyone admires Tang An's guarantee of 350 million.

If it weren't for the fact that this figure was a bit outrageous, Wanda would not have given it to him.

Tang An said with a smile, "Although 350 million is a lot, it shouldn't be difficult for this movie, and now the popularity of several movies in the Spring Festival file is slowly decreasing, and it is just right to relay." ”

Yu Dongdao, "Tang Dong has spent a lot of effort on his propaganda this time, and the formation is not small." ”

Now, as the message spreads faster and faster, marketing has become one of the most important factors in a movie.

"Havoc in Heaven" relied on publicity in the early stage, with a full 80 million cash, plus 60 million replaced resources, which can be called the largest publicity offensive in mainland film history.

Although Guangxian only paid 15 million for the publicity and distribution of "Where Did Dad Go", the publicity resources provided by Shonan TV are at least seventy or eighty million if converted into cash, otherwise there would be no box office today.

This time, Hantang Media's propaganda offensive also made major companies look sideways, such a small-budget movie, the momentum created is not much lower than that of ordinary blockbusters.

Originally, the main factor in the movie's explosion was because of the super resource support of Wanda Group, and the movie itself was secondary.

In addition to the ordinary publicity, its Qiansi Advertising Group has come up with a very interesting idea to develop derivatives.

A romance film, of course, it is impossible to sell dolls and posters, and this derivative is a necessary item for lovers.

For romance films released on Valentine's Day, the audience for watching the movies is mostly couples.

The "Love Pack" derivative includes roses, wipes, soap, fireworks, CDs, and Durex

Basically, there are all the things that might be used for Valentine's Day.

Tang Andao, "In fact, the planners still got inspiration from "My Morning Girlfriend", and they did something similar when this movie was released before, making items such as Hushubao, morning first aid kits, and warm babies into "warm man gift bags", and the response was not bad. ”

Wang Zhongjun shook his head and said, "This time, Tang Dong has made a lot of trouble, and Durex has been broadcasting advertisements on Chang'an Street for half a month." ”

This is still unprecedented in the advertising industry, after all, it is Durex, and some people who are full of food and looking for a sense of existence still say that it is vulgar and immoral.

And Durex also launched a special edition of "Fall in Love with Love" based on "Love Story in Beijing".

In this year, any product can participate in the marketing of the movie, and then Durex also participated in the marketing of "Golden Age", and also launched a custom packaging, choosing a skin feeling product with gold packaging.

It is also called "gold is really worn", and the slogan: If you wear it, everything is free.

Tang An said, "This is Durex's own advertisement, that is, it is just a movie by the way, and if other products can be hit, Durex can also be beaten." ”

"That's it, but the activity of that fireworks" Ye Xuan said about another activity, and it was difficult to continue.

Tang An shrugged his shoulders and said helplessly, "It's none of my business, it's to tease the fireworks and their thoughts." ”

There are too many businesses to cooperate with, and the fireworks manufacturer has organized a fireworks event, and it is also recruiting netizens from various cities across the country on Weibo.

At first, the name of the event was called "The Whole City About Fire Bun", but it was not reviewed on Weibo and was crabbed, and later it was renamed "The Whole City Papapa"

Calling on netizens across the country to set off fireworks together in the iconic squares of each city probably means this.

However, the event was hosted by the ground distribution team of Hantang Media in various cities, and by the way, the film was promoted.

Although the name of the event is a little dirty, it's Valentine's Day

Everyone shook their heads, the youngest of them was also 40 years old, and they had used all kinds of propaganda methods, but they couldn't help but admire the novelty of Tang An's methods.

"I don't know how many pre-sales there are now, but I took a look before I came, and the pre-sales have exceeded 10 million. Yu Dong asked.

A movie with an investment of only so much, the pre-sale exceeded 10 million on the first day, which really made Yu Dong envious, and the "Aomen Fengyun" he invested in did not have such a high pre-sale.

Tang An said, "It is estimated that the pre-sale on the first day is almost 15 million." ”

"It's hard for Tang Dong. Ye Xuan smiled slightly.

Originally, Tang An took away the distribution rights at a premium, and Ye Xuan wanted to wait for the box office to fail to meet the expected box office and watch Tang An take a deflated, but now according to this situation, as long as it is not too ugly, the box office of 350 million is almost stable.

If the response is good, it will be a large amount of profit to Tang An in vain, which is a huge loss for Wanda, who currently does not have much achievements in film and television production and distribution!

Wang Changtian thought for a while and asked, "Tang Dong, is it convenient to reveal how many votes have been invested in the glutinous rice movie?"

"Nothing bad to say. ”

Tang An smiled and said, "In addition to the normal ticket compensation, it's just five million more, and the other publicity and distribution costs add up to 15 million, for a total of 20 million publicity and distribution costs." ”

"Only 20 million?" Wang Changtian didn't believe it.

With such a large formation, the effect is at least sixty or seventy million level publicity.

"It's 20 million, and those brand activities don't need to pay for them, and the cooperation between the two sides is beneficial, and each does its own thing. ”

Wang Changtian looked at Ye Xuan, Ye Xuan nodded, "Indeed, about 20 million publicity." ”

This thing is not good to do too fake, after all, Wanda as the producer must supervise the issuance of funds, otherwise your issuer said 20 million, but in fact only 10 million, it is not a big loss.

However, there is a little bit of moisture, for example, several planning projects are assigned to the group's Qiansi Advertising Group, and the cost is a little higher.

Major companies basically do this, and it depends on the investor who comes, and when they encounter some wronged bosses, the black-hearted issuer can pit you half of the issuance fee, and the large company will pit a little less.

"Beijing Love Story" is equivalent to most of the replacement of promotional resources, and those manufacturers are given free use of the movie name, without licensing fees.

The scale of 20 million publicity and distribution fees was 60 or 70 million, and everyone sighed secretly.

got together and chatted, and it didn't take long for director Chen Shicheng to come in with a group of actors and say hello to a few bosses first.

"Hello Mr. Ye, Tang Dong, and Wang Dong. ”

"Hello Director Chen, the premiere will start soon, and I wish you a great success in the movie. ”

Tang An smiled and shook hands with Chen Shicheng, his hands were a little shaky, and he was probably nervous.

Chen Shicheng hurriedly said, "Thank you, Tang Dong Jiyan." ”

Tang An said again, "I didn't have time to go to your wedding before, and I wish you a happy wedding, grow old together, but before my company's publicity department proposed to promote "Beijing Love Story" at your wedding, why didn't you agree?"

Chen Shicheng explained, "Tang Dong, I want to give Yaya a pure wedding, and I don't want to mix other things. ”

"That's right. ”

Tang An nodded, "It's like this once in a lifetime, don't mix it with anything else, it's good to be pure, bless you." ”

After chatting for a while, the time was almost up, everyone sat down, and the premiere ceremony began.

Tang An, Yang Mi and Deng Chao sat together, Yang Mi and Chen Shicheng collaborated on several TV series, and it was reasonable to come to the premiere, but Deng Chao was almost busy with dogs, and he also took the time to visit, which was a little strange.

Deng Chao explained in a low voice, "I just want to see how he made his first movie and learn about it." ”

In Deng Chao's opinion, Tang An can personally pay attention to this project and open a high price guarantee, he must value this film very much, he wants to see how capable Chen Shicheng, who is also an actor-turned-director, and learn by the way.

The ceremony didn't last long before it ended, the actors stepped off the stage, and Liu Haoran, who played a role in it, sat down next to Yang Mi.

He had a good relationship with Yang Mi, and asked Yang Mi a question after coming down.

"Sister Mi, why does that gift bag sold in the movie theater have soap, roses and fireworks can be used, why do you want soap?"

The young man was quite curious, so he pulled Yang Mi and asked.

Yang Mi thought for a while and said, "It's a soap flower, wash your hands." ”

As he spoke, he turned his head and glanced at Liu Haoran, "Have you got a girlfriend, why do you care about this Valentine's Day gift package?"

"No, no!"

Liu Haoran hurriedly shook his head, his face was slightly red, and he whispered, "I just heard that there was soap in the gift bag, so I asked." ”

Tang An listened to their chat, thinking that there should be a piece of soap missing from this gift bag, and Valentine's Day is not only about boyfriends and girlfriends, but also about comrades, picking up soap or something.