"No Thieves in the World" can be regarded as a blockbuster, of course, this standard is based on the movies shot in the mainland in 04, if it is not worth mentioning compared with Hollywood's investment of hundreds of millions of dollars, even compared with the films in the mainland ten years later, it can only be regarded as a small and medium-budget film, but it is already a big production in this era.

The cost of 35 million yuan is really not small in this time period of 04, and there are only a few mainland directors who can have so much shooting funds, and the number is nothing more than Zhang Yimou, Chen Kaige, Feng Xiaogang plus a Jiang Wen, to put it simply, it is not the possibility that the mainland's first-line directors have not received big investment.

Since the 90s, in the face of the invasion of Hollywood blockbusters, filmmakers from across the Taiwan Strait and the three regions have also tried to take the route of big production, but throughout the 90s, limited by the limited market and backward production methods and technologies, the maximum investment in locally produced Chinese films is only a few million US dollars, compared with Hollywood's investment of hundreds of millions of dollars, it really cannot be called a "blockbuster".

In the mid-to-late nineties, Xie Jin filmed "Opium War", and the investment cost was 100 million, which can be called a mainland blockbuster compared to the previous investment cost, but unfortunately the box office was unsatisfactory, resulting in Xie Jin almost being closed from then on; Chen Kaige invested 70 million yuan in filming "Jing Ke Assassinating the King of Qin", but in the end he lost the investor and wanted to jump off the building, and Chen Kaige, as a director, also needed several years to make TV series and small-budget movies to slowly build momentum before he could shoot blockbusters again.

The positive effect of these two blockbusters in the 90s is to make Hengdian develop, and from this point of view, it can be regarded as a little comfort, and the domestic film and television industry has been stained with light, but the director who made the film is uncomfortable, no matter what the evaluation of the film is, it is not shy to say that their value in the eyes of investors has decreased a lot.

The birth of "Hero" saved the sluggish film industry, and the box office results broke a series of mainland Chinese film box office, which gave the film industry a shot in the arm and opened the blockbuster era of the domestic film industry.

To a certain extent, "Hero" is a milestone in the road of Chinese film industrialization, and it has rich enlightenment significance in the development of Chinese martial arts genre films that combine art and commerce.

From the early planning and preparation, the genre film star system, to the shooting and production, and the final publicity and distribution, "Hero" presents to people a set of market-oriented film operation paradigms that are completely different from the previous operation methods of domestic films, but completely in line with the laws of business.

In addition, "Hero" increased the proportion of domestic film investors in the box office, thereby increasing the investment confidence and enthusiasm of investors, and then the Chinese film market became a wave of blockbusters, and the annual box office and the number of theater screens increased rapidly, and the film market began to recover.

Feng Xiaogang knows his skills very well, if he wants to learn "Hero" to play visuals and play special effects, he is not Zhang Yimou's opponent, the reason why he has been able to survive in the film industry for many years and still thrive is that he can tell stories, movies are down-to-earth, can accurately grasp the audience's preferences, and know how to be small and big, these are the reasons why he is a big director, and it is obvious that Feng Xiaogang is a smart person, he knows how to maximize his strengths.

"Brother Bai, how many advertisements did we receive for this movie? How do you feel more than two or three?" Deng Chao asked with some confusion after watching the scene layout of the studio, he was still holding a flag printed with the words "Dibaowang" in his hand, and he was going to use this prop for the shot that was about to be shot in the studio.

Four Eyes and Uncle Li and a gang of thieves disguised themselves as tour groups, and they also needed to take a small flag and wear a red hat when shooting, and there is no doubt that the treasure net on the flag is an advertisement, or an obvious advertisement.

Many people think that Feng Xiaogang's movies are always stingy, the movie scenes are either alleys or indoors, almost all of them are closed scenes, there are no action scenes, even if he is given money, he will not spend it, in fact, they are all wrong, although Feng Xiaogang is used to careful calculations, he does not lose others when he spends money.

In order to shoot "No Thieves in the World", Feng Xiaogang rented 8,000 square meters of land in Xiaotangshan and built a huge studio as a shooting base.

In the capital, even if it is the fifth ring road, the rent of 8000 square meters will not be cheap, the rent of the site alone needs to be millions, and the story of "No Thieves in the World" takes place in the carriage, for which the "out of nothing" number also needs to build four carriages, soft sleeper, hard sleeper, dining car, hard seat must be designed, this cost is the same million level, the investment is small and I can't afford to play.

"Speaking of advertising, there are a lot of them, mobile phones, cameras, shopping websites, gasoline, computers, banks, etc., there should be a dozen, if you are interested, you can wait for the movie to be released and count carefully, it is guaranteed to open your eyes. Zhou Bai smiled and said, if he didn't look at the detailed number of advertisements, he wouldn't be able to figure out how many advertisements Feng Xiaogang received.

"Director Feng is also too powerful, this is to stuff the movie with advertisements, "Endless" has set a precedent for film advertising placement, "A Sigh", "Big Bowl", "Mobile Phone" all have advertising placement, but I didn't expect this movie to be so many now, isn't he afraid of the audience's disgust?" Deng Chao said with emotion and worry, when it comes to film advertising placement, Feng Xiaogang is definitely a pioneer in the domestic film industry, the only one.

In fact, advertising placement is not a new thing, advertising placement in the history of film appeared as early as 1951 directed by John Houston and starring Katharine Hepburn in "The Empress of Africa", and has become an important part of the film industry chain, while in China it was started by Feng Xiaogang's "Endless", which is actually much later than abroad.

"This is Director Feng's ability, he can put it in the future, it will not affect the appreciation of the movie, the advertisements that seem more abrupt have long been excluded, and these are all advertisements that can be arranged in combination with the plot logically, let me tell you this, just by virtue of advertising placement, the cost of the movie has been recovered, and the box office of the release is pure profit, just by virtue of this, Director Feng will not worry about having no funds to make movies in the future. Zhou Bai spread his hands, and when it came to the ability of advertising placement, Feng Xiaogang was really the only one, and no one in China could compare.

What Zhou Bai said is actually not an exaggeration at all, Feng Xiaogang's movies have always been favored by advertisers, he has done a very good job in film advertising placement, and the box office is excellent to attract advertisers, which is why Hua Yi desperately wants to tie Feng Xiaogang to the chariot, his ability to attract money is not covered.

"There Are No Thieves in the World" doesn't look at the investment cost of 35 million, but the advertising placement has reached 40 million, and the advertising placement alone is already profitable, not to mention the audio-visual copyright and TV copyright, the movie is making money before it is filmed, and Zhou Bai's salary is not a problem even if it is higher.

It is conceivable that when this secret is known by peers, it will definitely be used as a classic case to learn repeatedly, it turns out that blockbusters can still be played like this, where is this making a movie, this is clearly a bank robbery.