For a long time, the movies in the Chinese New Year file have been mainly comedies or special effects blockbusters. After all, everyone has worked hard for a year, and they want to relax and relax. Don't care what you shoot, if you can make me laugh, it's worth it.

Generally speaking, the schedule of the Chinese New Year stalls starts at the end of November or the beginning of December. However, basically since November, we have begun to warm up for the Chinese New Year. For example, this year's warm-up is very good, of course, this is for "Thai Embarrassment".

The first shot that started in November was "Tai Chi 2". After "Tai Chi 1" was scolded as a dog, it was released after a month and a half. Although the title says "1, 2", these two movies are actually the same story, but they were divided into two when they were released, which is actually more reasonable to call "up and down".

But no matter what it's called, this movie is pretty miserable. With a total investment of 220 million, the box office of the two films combined is only 260 million. And the reputation is also very poor, with 5.7 points in the first part and 6 points in the second part.

"Tai Chi 2" is a martial arts film, and then watch the movies of the next half month, "Cold War" action suspense, "2012" disaster special effects, "Youth Pi" adventure special effects, "King's Feast" historical legend, "1942" historical reality.

Do you want to cooperate so much, among the blockbusters that people looked forward to before the release of "Thai Embarrassment", there was not a single comedy movie.

In the face of such a schedule, everyone's publicity ideas have also been adjusted, removing unnecessary elements and completely focusing on comedy. It is clear that it is to distinguish it from several other big productions in terms of the difference in subject matter.

At the same time, the related publicity also followed the routine of the previous "33 Days of Broken Love", combining online and offline, and frantically refreshing the sense of existence.

Online, it is mainly to constantly create topics on Weibo, so that netizens can participate in the linkage of related topics of the film.

For example, selling feelings, "The second part of "People in Embarrassment" and "Thai Embarrassment" were released, and two years have passed unconsciously, what were you doing two years ago?";

Selling feelings, ""Thai Embarrassment" is the second movie in the "Embarrassment" series, do you remember who sat next to you when you watched the first part?"

Selling humor, "From Niu Geng two years ago to Wang Bao today, count those 'pig teammates' around you." ”

In fact, this is a bit similar to "viral marketing", through the spontaneous mutual communication between audience groups, the affected audience is expanded geometrically, and the cost of publicity is extremely low.

As for offline publicity, it is more reflected in the exposure of previews, posters, variety shows, and crazy roadshows.

Xu Zheng selected a total of 30 box office cities across the country, including Jingbei, Zhonghai, Gusu, Lin'an, Jinling, etc., to conduct roadshows, running 15 cities one month before the release, and running the remaining 15 cities half a month after the official release.

The main force of the roadshow is Xu Zheng and Wang Baoqiang, and Huang Bo can only attend two-thirds of them because there are many things. Everywhere he went, Xu Zheng worked very hard, pulling Wang Baoqiang and Tao Hong, He Yi and others who came to help the platform.

Mu Ming finally knew why the actors in the circle would more or less sing one or two songs, after all, when you were in a live event, the audience wanted you to perform a show, you can't say, "Eh, which role I played well, I'll give you a piece on the spot." ”

TOEFL to Xu Zheng's hard work, before the release, basically the potential movie-going groups in first- and second-tier cities knew that there was such a Chinese New Year comedy to be released.

Because the subject matter is different from the rest of the films, and the competition for the audience is small, there is no stumbling behind it this time, and the publicity has been going smoothly.

However, the publicity went well, but there was some trouble with the distribution. Recently, the five major domestic distributors are arguing with the theater chain about the adjustment of the sharing ratio, as a film that also belongs to the Chinese New Year file, "Thai Embarrassment", as well as its distributor Perfect Film and Television have been swept away.

The box office of a film is never monopolized by the film company (production and distribution), but is divided with the theater chain (theater management and theater). At the beginning, the ratio of account sharing was 35:65, when the imported blockbuster system had just been launched, and the projector was the absolute advantage, so it occupied the largest share.

Immediately followed by 04 and 05, the domestic film market entered the era of Chinese-language blockbusters, and the proportion of account sharing was also adjusted, and the share ratio of film companies was raised to 40%. After 08, Radio and Television issued a notice that the share of film companies should not be less than 43%, and this ratio has been used until 12 years.

Recently, the five major domestic distributors of China Film, Huayi, Guangguang, Bona and Xingmei have put pressure on the theater chain in a unified voice, demanding that the account sharing ratio be increased to 45%, that is, another 2% of the share is taken from the theater chain.

In fact, the 45% sharing ratio is not the first time it has appeared, last year's Zhang Yimou "Jinling Thirteen Hairpins", Zhang Weiping of the new picture asked the theater to give a 45% account sharing ratio, which is also the reason for the five major distributors to join forces this time.

To say that this Zhang Weiping is actually very interesting, not to mention his personal character, he really made a lot of efforts in the profit sharing between the film company and the theater company. Basically, since around 06, he has been wielding a hoe and constantly increasing the share of film dealers at a rate of 1% per year.

The cooperation of the five major publishing companies is very powerful, but no matter how big you are, you can't beat my due interests, so after this proposal to increase the share ratio, there are very few theaters that respond. Even Bona's own cinema chain has a lot of opposition.

Especially the owners of various theaters, they are the ones who are most opposed.

Originally, the division adjustment was to snatch food from their mouths. In the past, you could also use the method of raising ticket prices to deal with it, but now the trend is that the ticket price is lowered, and if you dare to increase a dollar, you can immediately reduce the number of people who watch the movie, and in the end you can only suffer a loss.

Perfect Film and Television, as the distributor of "Thai Embarrassment", also received a joint notice from the five major ones. I hope that Perfect Film and Television can work with them to support the implementation of the new shares.

Ma Dan, you five tigers and wolves, don't pull our little shrimp!

Perfection is 10,000 bitterness in his heart, if he doesn't stand on the Big Five, it's not suitable in terms of identity; if he doesn't stand in the theater, the five of you are not afraid of the great cause, we want to offend the theater with a vote, and we don't want to make money.

So, after nearly a week of discussion at the decision-making level of Perfect Film and Television, they came up with a genius decision: to support the Big Five, and at the same time when they were released, they agreed with the theater that they could be divided according to the original share.

Genius planning!

"The decision-making level of Perfect Film and Television is that the garden baby has watched too much? They don't want to think about it, since ancient times, who has stepped on two boats, and it doesn't end up with?" Mu Ming hung up Chen Rong's phone and said with a disgusted expression.

"You can't blame them either. Du Yang spread his hands and said: "In terms of TV series, it is perfect and is a big man, but in terms of movies, it is a newcomer, so naturally it will not dare to offend anyone." ”

"But the problem is that they don't do it like this?" Mu Ming slapped the table: "Either stand on the Big Five, at least this time you won't suffer a loss, and you can sell face if you have problems in the future; ”

"They did this, yes, they can fool around this time, what will they do in the future?"

"Mu Ming, it's not that they don't understand, it's that your thinking is wrong. Du Yang looked at Mu Ming leisurely and said, "Don't you see it? ”