Now that it has been decided to release it on September 30, let's do a good job of publicity and marketing!

What is Marketing?

To put it simply, it is to "arouse the expectation of watching the movie". To put it more bluntly, let the audience know that this film exists and want to watch it. But it is such a simple and straightforward appeal that few people paid attention to in the decades before the birth of "Hero".

'Marketing' is a new word, which came from other industries, and in the past, movies were the three rings of 'production and distribution', and there was no concept of marketing.

In the early years, due to the high threshold for entering the film industry, most of the relevant information was only circulated in the channels of official media and print media from the beginning of production, and the screening channels were also managed by the government, so the understanding of user experience was completely different from now.

First, because content is scarce, the audience has fewer choices, and many works do not worry about a way out; second, there was a large disconnect in the field of production, distribution and screening at that time, and the studios did not have direct contact with the market, but handed over to Huaying to be responsible for distribution and peddling copies, so from creation to distribution, the audience's personal needs were not paid much attention.

Let's put it this way, the creators of the year never thought about how the film would sell in the future from the beginning of the filming stage.

"Heroes" created the concept of film marketing for the first time!

The marketing models such as TV commercials, zero-point premieres, and cross-border publicity have been brought into the Chinese film market.

Later, a survey from CCTV showed that eighty percent of the audience of "Hero" had not entered the cinema for many years, and the overwhelming publicity was an important driving force for them to enter the cinema.

Lao Mouzi said, "The director is 'planting radish', marketing is 'selling radish', ** planting is more important, there are more and more radishes on the market, and the people who 'sell radish' are becoming more and more picky, and shouting is becoming more and more important." ”

The success of "Hero" has made many people realize the necessity of "shouting", but they have not formed a systematic understanding of how to "shout".

In the years since, the main publicity and distribution mode of blockbusters has been the copying of "Hero", and hard advertising has become the main means of publicity.

Zhang Junsheng is not used to this kind of extensive and large investment.

This can only be called 'propaganda'!

"Poster countdowns, music, participatory topic marketing, enhanced interaction, haven't you ever played this before?"

Zhang Junsheng looked at the person in charge of Yuehua's propaganda department speechlessly.

“… Poster countdown?"

An Yugang seemed to have some understanding, but he was not sure.

An Yugang is the head of the company's publicity team, and was formerly a reporter for "Nandu"...

""A Chinese Ghost Story" starts from 30 days before the release of the ticket, and the poster will be released, and the date will be updated every day!"

"The main material is put on the internet – remember, most of our audience is netizens!"

"Yuehua's cinemas will put posters, and the first-tier cities across the country, bus station kiosks, and subway entrances will all be won!"

It is estimated that it will cost at least 10 million to do this, An Yugang frowned, and was about to speak, when Zhang Junsheng interrupted him: "I have prepared 30 million for the publicity and marketing of "A Chinese Ghost Story"!"

“… However, in this case, it will be difficult for us to make money..."

"Don't worry about these, the box office of "A Chinese Ghost Story" must exceed 100 million, this is our company's first movie!"

The theme song of "A Chinese Ghost Story" will be officially uploaded to QQ Music the day after tomorrow, and you will arrange someone to hype it up. ”

"Also, I have opened the official blog of "A Chinese Ghost Story", everyone can participate in the discussion, and you are responsible for communicating with netizens!"

……

Needless to say, Yuehua's ability is amazing, when all the resources are mobilized together, the combat effectiveness that erupts is amazing!

"Zhang Junsheng's first theatrical movie, interpreting 'the love of people and ghosts' from a new perspective"

"There are still three days before the release of "A Chinese Ghost Story"!"-"Triptych" second version.

It is reported that "A Chinese Ghost Story", directed and starred by Zhang Junsheng, will be released on September 30. ”

Seven days before the release, many newspaper subscribers found that the newspapers they often read all published promotional information about "A Chinese Ghost Story"...

opened "Yanjing Youth Daily", and the third page wrote that "A Chinese Ghost Story" will be released soon;

opened the "Yanjing Evening News", and the second edition was Zhang Junsheng talking about the story behind the creation of "A Chinese Ghost Story";

Even the "Beijing News" published the news of the scandal between Zhang Junsheng and Xu Yan...

In addition to traditional print media, TV commercials, and several major Internet mainstream media, all of them have been won by Yuehua!

A large amount of promotion money was spilled out, which immediately attracted a lot of attention.

The story of "Strange Tales from Liaozhai" is familiar to people all over the country, which has an innate basis for propaganda. With Yuehua's financial support, many people began to publish articles about Pu Songling in some social supplements.

If it is August, Yuehua is so generous, I am afraid that it will encounter an opponent - "Transformers" was released and swept the box office market in China!

But in September, especially under the premise that the National Day file has not been valued, Yuehua has taken advantage of the time and place!

At the same time, Zhang Junsheng's EP was released, with three songs: "A Chinese Ghost Story", "Dawn Will Not Come Again" and a song "Dao".

"Dao" is not sung by Zhang Junsheng, he can't sing the chic and heroic in the lyrics...

After thinking about it for a long time, I found Luo Dayou.

Only Luo Dayou can barely sing the feeling of Uncle Zhan...

……

When Yuehua was promoting "A Chinese Ghost Story", the main focus was Zhang Junsheng!

only occasionally mentions 'Wang Da Hammer', Zhang Junsheng's popularity is definitely above most stars.

In the whole "A Chinese Ghost Story", the most famous is the director, and this director is not famous for movies...

Although it is awkward, it is very effective, especially after Zhang Junsheng's first solo EP is released!

Zhang Junsheng sings very well, his book fans know it, and the audience who has watched "The Voice of Huaguo Dream" also knows it, but he never sings.

"I'm not a singer, my songs are only sung to those who understand!"

This is what the Son of the Plane himself said!

And then for "A Chinese Ghost Story", he actually broke this oath...

It's so fragrant...

Although he publicly advised everyone not to buy the EP on his blog, saying that 'if you don't expect music to make money, everyone can just listen to it online for free', but the "A Chinese Ghost Story" themed EP sold nearly 200,000 copies in two weeks after it was launched!

At the same time, the number of downloads of "A Chinese Ghost Story" broke 80 million...

The MV of "A Chinese Ghost Story" specially filmed has exceeded 50 million views!

With such a large expenditure, it can already be expected that the first-day results of "A Chinese Ghost Story" will definitely not be much worse!

However, this is not enough, there is also a lack of a topic, a topic that can detonate public attention, such as who to bombard.

When the opportunity came, netizens made a name for the 'Four Youths of Beijing', and Zhang Junsheng was among them!