Publicity is always the most important thing in film production, and even the post-publicity cost of some films will account for 50% of the total investment, or even more.

This is also the reason why the three Hollywood blockbusters have to move their schedules to mid-June, because they want to occupy the best time slot in the summer schedule, unite to build momentum together, and reduce each other's publicity costs.

This is the operation method that can only be skillfully used under the mature commercial operation of Hollywood.

Of course, their main publicity channels are still paper media and television stations, plus outdoor advertising in large cities such as Beijing, Shanghai, Guangzhou, and Shenzhen.

formed their overwhelming propaganda offensive.

At Peng Yichen's suggestion, the publicity and distribution staff of Huimin Film and Television and Dongxing Film did not follow the old path for the promotion of "One Man, Martial Arts" this time.

They chose a combination of online media and traditional media.

The entertainment programs of major TV stations are a must, so let director Wang Jiawei and the crew appear one by one in each David.

At the same time, in order to stimulate the audience to enter the cinema, the publicity and distribution team of Huimin Film and Television also created a novel way to send tickets.

All the variety shows that the crew has participated in, Huimin Film and Television will provide hundreds of movie tickets to the program team free of charge, and specially let these programs treat these movie tickets as prizes and give them to the audience in various ways?

It may seem like it's free, but if your boyfriend (or girlfriend) gets an extra ticket and wants to go to the cinema to watch a movie, why don't you buy a ticket and go to the movie with you?

That's what this kind of giveaway is for.

In addition, the promotional video of "One Person, Martial Arts" began to log in on major video websites on the whole network and on the Weibo of actors such as Peng Yichen and other Huimin Film and Television.

This trailer has also set off a wave on the Internet, with the fierce fight scenes in the movie, the scenes of Peng Yichen breaking the metal bench in prison, the scenes of Feng Yuxiu, a martial arts idiot, frantically exercising martial arts, and the sexy and enchanting shots of Yang Qianhui and Li Yuqi.

These exciting and wonderful shots, strung together by the intense electronic music background music, are strung together into a hot and exciting trailer.

Let all the viewers who have watched this trailer feel hot, it doesn't feel like watching a domestic kung fu movie anymore, but more like watching a Hollywood blockbuster.

And the worst thing about Wang Jiawei and Peng Yichen, the two people who cut out this trailer, is that they cut out the second half of the scenes of Feng Yuxiu killing people every time, as well as the scenes of the final battle between Xiahou Wu and Feng Yuxiu, and only kept the first few actions.

just didn't explain to the audience what happened to those people, and the audience's little heart was pulled high, which greatly stimulated their curiosity about this movie.

Finally, Peng Yichen publicly put forward the concept of "national art movie" on his Weibo.

He systematically told all fans about the national art he understood through Weibo.

One of the sentences: "Guoshu is a killing technique, not a child's play, not a dinner party, but a martial art that kills the enemy as quickly as possible." ”

It has aroused the curiosity of countless former kung fu movie lovers and Chinese martial arts lovers, and they are all gearing up to find the true meaning of national art in this movie.

Under this comprehensive and three-dimensional propaganda offensive, "One Man, Martial Arts" has gathered a large number of netizens and young people who are looking forward to the movie.

However, Hollywood blockbusters, which originally represented a higher degree of industrialization and more mature commercial propaganda methods, still use the route of traditional media propaganda because their publicity and distribution team does not understand the current specific situation in China.

The mode of online propaganda is endless, and Peng Yichen quickly made another move to the people in the publicity team.

He asked the people in the publicity team to take the initiative to contact Taobao, the largest online shopping website in Huaxia. Adopt the method of online ticket purchase to pre-sell movie tickets for "One Man, Martial Arts".

Of course, because most of the domestic cinema chains have not yet completed the digital transformation, it is necessary to add an online ticket purchase window in addition to the window of cinemas without digitalization.

Those who buy tickets on Taobao can directly take the movie tickets with the Taobao order number through this special ticket purchase gate.

No need to queue, no need to pay money, just take out your mobile phone, record the order number for the person at the ticket window, and you can directly take the ticket to watch the movie.

This cool way to buy tickets, this new way of buying tickets, immediately won the hearts of young people online.

On June 7, Taobao put the movie tickets of "One Man, Martial Arts" on the shelves, and the sales on that day were only about 600,000 yuan.

At this time, Ma Yun's boss made a contribution, and he personally ordered the ticket sales link of "One Person, Martial Arts" to be placed in the most conspicuous advertising space on the homepage of Taobao.

The next day, the online ticket office of "One Man, Martial Arts" almost turned its head and went up.

On June 8, it broke the daily sales record of 10 million movie tickets!

Ma Yun is a very bold person, and he clearly sees the future potential of online ticketing.

On the third day, he directly pushed a pop-up ad to all users on the site.

The content of the advertisement is the news that "One Person, Wulin" sells tickets online, and the daily sales exceed 10 million.

For a moment, the entire online world was overwhelmed by this news.

After the news came out, Gu Jiahui, the boss of Huimin Film and Television, also immediately took action, commanding the people in the company's publicity and distribution department to hype the news in the traditional media.

For a while, major media across the country began to report on it, and the names Taobao and "One Man, Martial Arts" appeared overwhelmingly on the headlines of major media.

The dual publicity of the Internet and reality has made "One Man, Martial Arts" have won a lot of results before it is released.

As of June 13, three days before the release of the movie, the pre-sale points and online tickets of major theaters have reached 45 million.

And "The Amazing Pursuit", which was released on June 8, because the publicity is not very strong, and the plot of the movie is too old-fashioned, as of June 13, the total box office in 5 days is just over 50 million yuan.

"Spider-Man 3", which was just released on June 8, has wonderful special effects and fight scenes with the good reputation of the first two parts, and the box office on the first day reached 37 million yuan. still did not exceed the advance box office of "One Man, Martial Arts".

Seeing the two menacing Hollywood blockbusters, they were all beaten by "One Man, Martial Arts" in terms of publicity and distribution.

The media reporters who once thought that this movie would definitely be attacked by Hollywood blockbusters, and the media reporters who were beaten and abandoned their armor immediately turned their guns and began to praise Huimin Film and Television and Dongxing Film and Television.

"Hui Min has launched a new model, and online ticketing has broken the record of box office pre-sale revenue of "One Man, Martial Arts"!"

"Tao-Bao, Ali-Baba intervene in the entertainment industry, and you can buy tickets at home when you watch movies in the future!!"

Tao-Bao and Ali-Baba have the most advanced payment model, once the financial road of online pre-sale of movie tickets is cleared, Tao-Bao will be able to hang a ticket window on the website to connect to the box office easily, just like China Film.

After this news appeared, the publicity and distribution team of "The Amazing Pursuit", "Spider-Man 3" and "Transformers" immediately contacted Taobao and wanted to cooperate in night ticket sales.

It's a pity that they went late, Huimin Film and Television signed a sharing agreement with Taobao, giving him a commission of one percent for every ticket sold, and the condition of the agreement is that before the release of "One Man, Wulin", Taobao cannot sell movie tickets for any other movie, which is the top priority.

On June 16, Hui Min held a very simple premiere in Beijing, which was nothing more than setting up a long table outside the cinema to hold a press conference and say something uplifting during the reporter's interview.

Despite this, the release of "One Man, Martial Arts" also triggered a wave of movie-watching.

Peng Yichen saw young people waiting in line to get tickets at the door of almost all movie theaters in Kyoto, and they all wanted to watch "One Man, Martial Arts" without exception

Most of these young people no longer like the heavy and profound literary films shot by the five generations of directors, they prefer commercial films.

They don't want to go to the cinema and cry or be educated, they just want to have fun with laughter or commercial fights. Then, I went home and went to bed easily.

These people are the supporters of the future film market, these people. It is the main service object of the film industry in the future.

Of course, it must be said that these same people caused the loneliness and box office depression of traditional literary films in the past.

However, Peng Yichen must thank these people, it is these people who allow "One Man, Martial Arts" to set foot on the battlefield with plenty of shells and start a hand-to-hand battle with Hollywood blockbusters.

The entertainment section of the newspaper wrote: "This is a contest between domestic commercial films and Hollywood commercial films. At the same time, it is also a major battle for the movie-watching habits of the younger generation in China. ”

The premiere of "One Man, Martial Arts" ended in a group of reporters' questions.

The tense and fast rhythm, the explosive and ruthless action, the mysterious and mysterious national arts, every detail is different from the stereotypical kung fu movies of the past.

All the audience members left the theater with satisfied expressions.

Everyone watched it very well, which can be confirmed by the earth-shattering applause and sky-high whistles after the premiere.

But the audience's reaction at the scene is only the first step, and the next step depends on the final results of the box office.

Peng Yichen stood at the door of the theater, Yu Jing did not follow him at this premiere, which made him feel a little empty inexplicably.

……

The plot of the movie "One Person, Martial Arts" is actually very simple, and it can be summed up in one sentence, which is the final curtain call of a national martial artist who is unwilling to be eliminated by the times.

The core content of such a simple story is the word "national art".

However, the wonderful thing about this movie is that it skillfully combines the national art with the changes of the entire era, and introduces a magical world of national art to all audiences.

In my impression, there is a board at a glance, the actual combat ability is poor, and the traditional martial arts that only have routines are not seen in the "one person, martial arts".

Instead, there are powerful, explosive, brutal, and indomitable killing techniques, and those action scenes that combine traditional martial arts and modern fighting concepts have suddenly formed a cool national martial arts trend in the hearts of young people.

Driven by this trend, the box office of "One Man, Martial Arts" has been rising.

On the first day of the movie's release, not counting the pre-sale box office, the box office of the movie on the first day was 31 million.

If you add the 48 million pre-sales, the box office of the movie on the first day has an astonishing figure of 79 million.

The second day after the film's release, Saturday, 43 million.

On the third day of the film's release, Sunday, 47 million.

"One Person, Martial Arts" was released for three days, and the total box office reached 169 million.

At this time, no one dares to say that "One Man's Martial Arts" will collapse under the "encirclement and suppression" of Hollywood blockbusters. Now the only thing everyone wants to know is whether the box office of this movie can surpass "Full of Gold" in the end.

……