When Peng Yichen and Legendary Pictures re-signed the distribution agreement and sharing agreement, the next day Denzel, the distribution manager of Legendary Pictures, went to Los Angeles to meet with the people of Chen Jing Film Company.

After the two sides met, there was not much greeting, and they immediately began to carry out the publicity work before the screening of "Double Treasure Fighting Demons".

According to the previous agreement, the promotion plan formulated by Legendary Pictures for "Double Treasure Fighting Demons" this time is very large.

It can almost be said that it is the only huge in the history of Chinese films.

In order to spend $10 million in publicity expenses for "Double Treasure Fighting Demons". Legendary Pictures sent three groups of 21 publicity and public relations personnel. Responsible for the planning, organization and public relations of film promotion.

They split up two of their groups and rushed to New York to plan all the things for the film's North American premiere in that cosmopolitan city.

After all, Peng Yichen has lived in New York for more than ten years, and he and his family still have some connections in that city.

Therefore, in the end, the publicity and distribution personnel of Legendary Pictures and Chen Jing Film Company unanimously chose New York as the venue for the North American premiere of the film.

A group of people who stayed in Los Angeles were responsible for helping "Life is Beautiful" publicize the Oscar award for Best Foreign Language Film. helped "Double Treasure Fight the Devil" hype up the gimmick of "the latest masterpiece of the Oscar-winning director for Best Foreign Language Film".

Legendary Pictures spent $20 million to buy the rights to this movie, although the cost of publicity was covered by Peng Yichen, but their payment was also very large.

So for the promotion and distribution of this movie, they are even more concerned than Peng Yichen.

Peng Yichen and Denzel are in charge of the overall situation, and the planners in the entire three groups of publicity and distribution teams have not had a weekend for a month.

Everyone is planning various ways to promote Peng Yichen and the film in North America.

In the imagination of many Chinese filmmakers, the publicity and distribution strength of Hollywood film companies is extremely strong.

It seems that as long as a movie is hooked up with Hollywood's professional distribution talents and systems, it can be a box office hit and make money lying at home.

But there is never anything in this world where you can make easy money.

You think it's simple, but you don't know the inside story of the industry.

Since the beginning of the Golden Age, Hollywood studios have clearly recognized the importance of publicity.

At the beginning, the Hollywood big star system was a classic marketing model that relied on packaging big stars to sell movies.

But after a long time, the audience will get bored with one pattern.

Hollywood studios have to keep updating their promotional models in a different way.

Although speaking of which, only good movies can always guarantee good income.

But only 10% of the world's good movies will always be good, and 90% of bad movies are the norm in the entire film market.

This is inevitable in the film market of any country.

If you only make money from good movies, then the film company will go out of business.

Therefore, Hollywood studios have gradually figured out a set of niche movies (in fact, bad movies) distribution model.

Because they found that no matter how bad the movie is, someone will like it.

A movie as a whole is very bad, but as long as there is a point in it, which is liked by a part of the audience, they are willing to buy movie tickets or buy DVD of the movie, or even buy the merchandise of the movie.

This was the beginning of the emergence of the long tail theory.

That is, as long as your content is rich enough, even if it is very low at first, it will continue to generate revenue for you over time. Eventually, the total revenue from these content products will make you money.

This is the reason why Hollywood B-movies, cult films, cult films, niche literary films, independent films, and so on can survive.

It is different from the previous promotion method of "big thunder and small rain" of Huaxia films in the North American film market.

This time, the publicity method of the "Double Treasure Fighting Demon" team relies on accurate delivery of promotional information in places where niche moviegoers gather.

From the screening to the large-scale screening of thousands of theaters, throughout the process, they have already arranged phased publicity goals.

First of all, advertorials are promoted in film forums that like horror movies, cult films, B-grade films, and low-budget comedy films.

The promoters pretended to have seen the audience of the film's internal test screening in advance, and discussed the plot of the film a lot in these forums. But it's vague and unclear.

Using anti-genre and satirical, darkly humorous horror movies as the theme of the promotion, a lot of these niche fans create the feeling that there is a classic horror movie to be released in North America.

What's even more strange is that the director and starring of this movie are all Chinese. made a horror movie that mocked the horror movies of the Star Flag Country.

This will arouse the curiosity of this niche movie fan in North America.

Then, after the screening began, the topic of the film was gradually heated up on the Internet and some niche media.

Let everyone know that the director of this film actually has another film in the Oscar for Best Foreign Language Film.

And that movie is an anti-war main theme film.

A director who shoots anti-war movies with the main theme actually started shooting horror movies.

This is the second propaganda hotspot.

Then wait for the movie to get a good reputation and basically qualified box office results in the screening, and then gradually expand the movie to the public theater.

In the end, it is to wait for "Life is Beautiful" to win the Oscars.

If there is, then "Double Treasure Fighting Demons" will be released on a large scale, and a lot of publicity will be carried out at the same time.

If you don't win an award, then continue to release it on a small scale and slowly recoup the cost of the film.

The target of the first stage of screening is niche film fans, professional film critics, and media reporters.

Although there are not many of these people, they are all people who know a lot about movies.

One of the most important is the various film critics, media reporters, if they love "Double Treasure Fighting Demons".

The word-of-mouth of the movie will continue to ferment, gradually spreading the audience of the movie from niche movie fans to traditional audiences.

Therefore, this stage is crucial to the success or failure of the entire film at the final box office.

In the major cities where "Double Treasure Fights the Devil" was screened, Legendary Pictures relied on the relationship of the bigwigs behind the company to invite almost all film critics and well-known reporters who could be invited to watch the movie for free.

And on the forums, gathering places, and parties where niche fans gather, the promotional advertisements for "Double Treasure Fighting Demons" have basically been pasted.

These niche fans surf the Internet and almost all of them can see the poster of "Double Treasure Fighting Demons" when they meet in reality.

This is the benefit of accurate publicity, spending less money, you can create a ubiquitous effect of propaganda for the target of propaganda.

People are curious, and they watch a lot of publicity, and they always want to go to the cinema to see what kind of movie it is.

In addition, Legendary Pictures has also arranged for some articles to be published in mainstream media.

There are also trailers that are played in major theaters in turn.

After this set of publicity combinations, almost all film professionals and horror movie lovers in the Star Flag Country have seen the trailer and promotional poster of "Double Treasure Fighting Demons".

For a time, a small-budget movie like "Double Treasure Fighting Demons" was unexpectedly more popular in the North American film market than many commercial blockbusters.

In a business-oriented country like the Star Flag Country, Peng Yichen's practice of throwing out a lot of money and completely smashing his fame really worked.

……