Hearing Chen Hao say that CCTV's public service advertisement bidding has ended, Lin Xiao was not too surprised.

In fact, at present, in China, not only Lingxiao Pavilion does not pay much attention to public service advertisements, but other film and television giants do not attach too much importance to it.

The reason is very interesting, the first is that public service advertisements are not actually unprofitable, but for giants like Lingxiao Pavilion, Tianchen, and Tianxing, public service advertisements are unprofitable, and they cost a lot of money.

Why? Because every film and television company has a position and an identity.

The public service advertisements produced by film and television giants, once participated, could not be casual, which would be counterproductive.

In contrast, other small and medium-sized companies do not need to be so particular.

And there are actually not a lot of public service advertisements this year, CCTV must have a lot of public service advertisements every year, and nationwide, satellite TV must also broadcast a fixed amount of public welfare advertisements every year.

Most of the time, though, what does a PSA look like?

For example, some local TV stations, or second- and third-tier satellite TVs, most of the time, directly get some cartoon safety popularization knowledge and put it on the platform, and there is no influence at all.

But there is also a benefit, that is, there is no cost.

Don't think that PSAs can be broadcast casually, PSAs are also copyrighted.

It's not that if someone else broadcasts it, you can broadcast it if you think it's good, although most of the time, public service announcements, as long as you want, the general anchor's satellite TV will be authorized for 0 yuan, but the premise is that you need to be authorized.

Most of the time, CCTV's public service advertisements are only broadcast on CCTV and the Internet, but other TV stations rarely broadcast them.

Of course, PSAs do not mean that there is no value other than the nature of public welfare, in fact, this is not the case, and many brand advertisements nowadays are no longer directly highlighting the brand, but using PSAs to promote their brand values.

The few micro-film short films launched by Lingxiao Pavilion at the beginning were actually public service advertisements, but they were public service advertisements purchased by others, although this kind of advertising also hung the name of public welfare, but in fact, in the TV station, it was not treated as a public service advertisement, but as an ordinary advertisement.

That's why most film and television giants are reluctant to produce PSAs.

First of all, unless it is a public tender for a TV station like CCTV, otherwise, even if it is a public service advertisement, you will not be able to rashly want to put it on the TV station, you have to pay the advertising fee.

Other than that, there is only the online platform.

Of course, it can also be negotiated in advance and provided to the TV station for free broadcasting, as a real public service announcement.

However, in this case, you can't implant a real ad in the ad, at most you can attach the producer and creative provider to the ad.

Most of those public service advertisements on the Internet cannot be regarded as pure public service advertisements, but public service advertisements with brands.

But although the influence of online communication is not small now, after all, it is an advertising film, and if you want people to see it, you have to do publicity, right?

Publicity requires money, and the products of film and television companies are virtual products, so it is impossible to spend money to promote their own public welfare short films like other companies.

This is also why CCTV will conduct public service advertising bidding, because of CCTV's public service advertisement, which is a real public service advertisement.

It does not have any other advertising nature, so CCTV will provide a production fund for the advertising company to produce.

Or directly provide the creative and be produced by the production department under CCTV.

Of course, if the public service announcement film is wonderful, the value is actually very large, and the effect is also very strong.

Because this is an indirect impact, such as foreign advertising blockbusters, in fact, many times, the theme is public welfare, but in fact, it is branded with a certain company.

At the same time, it is also imperceptibly promoting the brand concept through advertising videos.

For example, if the audience watches a public service announcement video, is moved, and then recommends it to others, they will first say, ah, it's a brand of advertising that is very good.

The brand can make such an advertisement, obviously with a heart, etc., and naturally has a certain sense of identity with the brand in my heart.

The establishment of the Public Welfare Division of Lingxiao Pavilion is of course not simply for the purpose of launching public service advertisements.

In fact, it is a kind of brand connotation management and publicity.

Once a certain advertising video becomes popular, then it is naturally the brand of the company that produced the short film.

Although so far everyone's focus is only on charitable projects such as donations, the more public service advertisements have been made, and it will also make people feel that this company, this company is very good.

In most people's minds, public service advertisements are public service advertisements and are not profit-making.

10 million!

This is the basic investment in the public service advertising project every year after some discussion!

That's right, it's the basic investment!

Don't think that PSAs don't cost money, or spend less money, in fact, PSA short films, some of which can even cost more than a blockbuster movie, can even be produced at a cost.

This is where creativity comes in.

Many large foreign enterprises invest hundreds of millions of dollars in this area every year.

So 10 million is really not much, of course, unlike those big brands and insurance companies abroad, they sell products, while Lingxiao Pavilion sells movies.

Of course, this 10 million is just a basic investment.

At the moment, it's a very large amount.

This time, Lin Xiao plans to implement the first public service announcement plan of the year on Ling Xiao Pavilion's side.

It can also be regarded as a good start for the public welfare division of Lingxiao Pavilion.

PSA short films don't involve special effects blockbusters or anything like that, but they're actually very easy to shoot.

But who shoots, the impact is absolutely different.

For example, now, Lin Xiao wants to shoot a public welfare short film in person, which is naturally completely different from other ordinary directors shooting public welfare short films.

As mentioned above, public welfare short films also need to be promoted, otherwise, it will be difficult for no one to watch them when they are filmed, or if they want to wait for them to slowly diverge, it will be difficult to produce any good results.

Therefore, Ling Xiao Pavilion specially held a press conference for this purpose, just to promote this matter.

On the one hand, it promotes the public welfare division of Lingxiao Pavilion, and on the other hand, it is also through Lin Xiao's personal shooting of public welfare short films to correct the name of Lingxiao Pavilion!

The influence of Ling Xiao Pavilion is naturally undoubted, and the Tianmeng can be said to be in the limelight before, whether it is good or bad, but it is indeed the news of the Tianmeng.

Including the three major projects of Tianmeng Film and Television earlier, as well as the subsequent Tianmeng guarantee, the completion guarantee, and the later Tianmeng guarantee was jointly sued by dozens of investment companies, it can be said that Tianmeng is very popular.

On the contrary, on the side of Ling Xiao Pavilion and Long Teng, Ling Xiao Pavilion is a little better, "Home Alone" detonated the box office again, but other than that, this period of time is still relatively low-key.