June is approaching, and the summer vacation of primary and secondary schools in the United States is also approaching.

Major film and television companies are frantically preparing for the summer file.

In addition to movies, the rest of the entertainment-related industry giants are not to be outdone. In TV commercials, the proportion of various entertainment products has increased sharply, and even "Lego", which sells building blocks, is frantically advertising.

For Gu Biao, he has no film and television projects to be busy with this year. Who made him so far, the only director who has a good relationship in Hollywood, there is only one Cameron.

Others are either too famous, and Gu Biao has never heard of them in later generations and dare not vote, or although they are well-known and Gu Biao also knows that the project will be popular, there are already mature production and distribution cooperation companies, and Gu Biao can't get involved.

And Cameron is a well-known prodigal, as long as he makes enough money, he has to enjoy life and art, and he will not really make commercial films, and it is normal for him to take a three-year break to make a film.

Gu Biao can't force him to be anxious yet, because only in this way will Cameron introduce Gu Biao as a confidant, and the next time he wants to shoot, he will be desperate to find Gu Biao to invest.

Otherwise, what is the difference between Gu Biao and those glamorous entertainment capitalists? Then it will not be able to attract talents with real personalities and talents.

This summer, all of Gu Biao's energy can be invested in the game console business and make every effort to deal with all emergencies.

On May 21st, a Saturday, the PLAY-COMPUTER was officially launched in the United States.

300,000 units in stock have been distributed to more than 2,000 major dealers across the United States, and another 200,000 units will arrive by early June.

From CNN to Fox to TV drama channels in various states, dozens of TV advertising contracts have been signed before May, and the production is complete, and it is officially launched at this moment.

In the three months of the entire summer season, Tiankun Entertainment is ready to spend a budget of 2 million US dollars for TV advertising.

There are also hundreds of thousands of dollars of budget, which will be invested in newspapers, traffic radio stations, and electronic magazines.

Regarding the amount of advertising, Shi Yuzhu, who is now in charge of marketing and promotion, asked Gu Biao if he should consider increasing his efforts - the advertising budget of more than 2 million US dollars is not much compared to other parts of the Tiankun household machine project.

If it were Atari's style of play half a year ago, it would be possible to invest more than $10 million in advertising expenses, and Gu Biao only spent one-fifth of his peers.

But Gu Biao said no.

"Consumer confidence across the U.S. has not yet recovered, and excessive advertising bombardment will only cause people to resent it. It's better to wait for the shipment situation to be good and consumer feedback to be good, and then do some posing return visits and paid news, which will be much more useful to pull people. ”

Shi Yuzhu was not convinced, but he was helpless.

However, Schulhoff's vision is more acute and far-sighted than Shi Yuzhu.

He proposed that a budget of $500,000 be allocated to department stores, electronic streets/electronic cities in major cities across the United States, and light box advertisements.

At first, Gu Biao knocked and asked: "Why do you want to put these advertisements? Schulhoff, I believe you should understand that the advertisements on the façade of the landmark buildings in the CBD commercial plots in the city center, as well as the conspicuous huge external light boxes on the high-rises, are they all for? That is the advertising space that only the 2B business needs, and the 2C business does not need it! Consumers will not read these advertisements and decide to buy game consoles!"

Schulhoff's answer was very neat: "Boss, I know that these advertisements are not for consumers, but now the confidence of partners and friends also needs to be boosted." We want our dealers to believe from the bottom of their hearts that we are different from Atari, so that they will have confidence when selling. They are the last link to the consumer, and it is very important to give them confidence. ”

Gu Biao pondered, thought for a moment, and immediately found that this was an ingenious proposal.

Advertisements in these places, consumers just skim by and basically do not leave an impression.

However, the owners who set up stores in shopping malls and electronic cities live and work in that environment every day, and they have to face these billboards for more than eight hours, and it is impossible not to see them.

And these store owners, who have been experiencing a "game console winter" for four or five months, have lost their initial enthusiasm to try to save the market.

Perhaps in February and March of this year, they worked very hard to sell game consoles to customers in the store (even though they were Atari stock game consoles), and then they were spurned by consumers, lost confidence, and gradually lost confidence.

Now that there's a new brand that wants them to sell consoles again, they have to give them hope.

"Yes, this ad should be played. Moreover, if other peers want to intervene in the home console industry in the future, we will have to sign an exclusive agreement with the property management of these shopping malls/electronic cities at a high price in advance, and buy out the condition that the mall is not allowed to advertise other home game consoles at a higher advertising price. It's no problem to spend a little more money!"

Gu Biao made a decision.

Schulhoff worked out a few more details with him, and then began to implement them efficiently.

The initial promotion of the ad seems to be very good.

In the first weekend, there was little response from consumers -

Although Tiankun Entertainment has always been a fighter against Atari's neglect of consumer rights, the impact of the Atari collapse has been minimized.

But the American people's credibility of the entire home console industry is not something that can be reversed in a matter of days.

Fortunately, the design of the TV commercials of Tiankun is very realistic, instead of the flashy nature of Atari's previous CG and promotional videos, and for the first time, the model of "direct playback/spoiler of the operation of the game process" has been adopted, so that consumers can see the real content of the game directly on TV.

This practice was also unique in the United States in 1983, and there was no precedent before.

Because the game console of the Atari 2600 era, the picture is too simple compared to the TV show, it is a game console that was put on the market in 77, and all that can be displayed is some light color patches. So for six years, Atari never showed the game on TV.

Now, because of the epoch-making technological upgrade in the past 6 years, Tian Kun's home console can display a game similar to the Super Mario/Contra level game on the later Nintendo FC, and there is no shame in putting it on TV commercials.

The only disadvantage of this advertising model is that the advertising fee is relatively expensive: because each ad must be played for at least 30 seconds, and at least 15 seconds of the live game operation screen must be taken out to win the trust of the audience. That's why Tiankun prepared $2 million in advertising at the initial stage.

The first weekend of advertising, coupled with some previous advertorials led by previous news interviews, saw at least 100,000 American teenagers and parents, and contributed to the sales of about thousands of units in the first weekend.

New players who can be in a hurry to test the waters are generally local tyrants among players, and they are naturally not stingy with buying game cartridges, and almost everyone has bought the first few first-party game cartridges/floppy disks.

The number of "thousands" was not a big deal at all during the original heyday of Atari.

Because Atari was able to sell an average of 80,000 consoles a week last year.

However, in the cold winter period, this is already a very good start.

Although Atari has not yet gone out of business, its sales of new home machines have dropped from 80,000 units per week last year to 2,000 units per week, a drop of 40 times.

In other words, although the Tiankun household machine does not sell much, it has at least surpassed Atari in one fell swoop and officially became the "first in the industry".

This first came too easily, it was like staking in a no-man's land.

With the new "No. 1 in the industry" status, there are more gimmicks to hype.

Gu Biao spent a lot of money to publish advertorials in magazines similar to China's "Computer World" and "Popular Software" in the United States, encouraging the confidence of the industry and declaring that the cold winter was about to pass.

He also said a lot of big things about protecting the rights and interests of consumers/players and urging the industry to self-discipline. It is like the posture of a group of industry leaders, and first occupy the righteous name of the "martial arts alliance leader".

Two weekly magazines were fried, coupled with the actual machine after the early users bought it back in the first weekend, playing and showing off among classmates, after brewing on the first four working days, the popularity of Tiankun's home machine has risen to a new level again.

Electronic products have always been a field where trends change rapidly. As long as you have dry goods, it is indeed interesting and fun to fill the blind spot of social currency, and the speed of spread is much faster than other consumer goods.

At the same time, the retail price of $128 for the cassette version and $158 for the floppy drive version of the Tiankun home machine is also within the affordability of mainstream consumers in the United States, and they can afford it.

On May 28, when the second weekend, which is also the day of the start of the summer vacation in primary and secondary schools, there was a small wave of sales blowout.

The highest single-day shipments in the United States reached more than 18,000 units, and from Friday to Sunday, a total of 50,000 units were sold in the United States, 200,000 game cartridges/floppy disks, and the total sales of game consoles/cartridges in three days also exceeded $10 million.

A very good start.

After entering the beginning of June, with the release of the first wave of "social currency" purchase demand, daily sales fell slightly, but the lowest sales day can also ensure that at least 5,000 units are sold per day, and most days can remain around 10,000.

In the future, players will need to Amway each other, visit each other during the summer vacation, date and play, and gradually spread the reputation of this game console, and then usher in the second wave of sales.

Magazines in the electronics industry have not noticed the recovery of the industry, and they are still in the state of collecting money to write advertorials.

After all, with the sensitivity of these media people, it is normal for the other party to take it seriously and write a column analysis after it has been selling well for at least a month.

However, peers tend to be more sensitive than media people.

The unexpected rise of Tiankun at this point in time quickly shocked several peers.

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