In the conference room with a heavy atmosphere, Wu Ruide said: "The situation is very bad now, according to the current performance, it is very difficult to take a long-term line, and it is very likely that we will not be able to wait for our bomb to detonate, and there will be no film schedule, so we must keep the film scheduled!"

Qiu Yuanxu nodded first, and then shook his head: ""The Aviator" is distributed by China Film, and the Xingmei and Southern Shinkansen under China Film will support us." Pen, fun, pavilion www.biquge.info but this support will not be unlimited, and there must be an attendance rate as a guarantee. Judging from the performance of "The Aviator" today, I'm afraid it's difficult. How do you keep the film scheduled?"

Wu Ruide glanced at everyone and said calmly: "Reduce the share! We agreed on a share ratio of 40%, and from this Thursday, our share will be adjusted to 35%. 5 percentage points of account sharing, theaters take two points, and movie theaters take three points. Encourage theaters to arrange more of our films, and "The Aviator" will return to its original cost with overseas copyright alone, and the pressure is not on our side. ”

Ning Hao clapped his hands: "This is a good idea, anyway, we have already returned to the capital, there is no pressure, so the pressure will be transferred to Huayi!"

Qiu Yuanxu also applauded: "Mr. Wu, what a good idea!"

Wu Ruide's idea is very lethal, if "The Aviator" is reduced by 5 points, because the attendance rate of both sides is about the same, the theater chain will definitely reduce the schedule of "No Thieves in the World". If "No Thieves in the World" is also reduced, and the film schedule of "No Thieves in the World" and "The Aviator" is not reduced much, then the film schedule of "Kung Fu" will be affected. "Kung Fu" and "No Thieves in the World" are both distributed by Huayi, and no matter which movie is reduced, Huayi's interests will be damaged.

In Zhang Ran's memory, the rebate was originally a black-box operation in China, and it was a verbal agreement, but later it would be directly written into the contract and become a regular promotional method in the industry, and many movies would publicly announce a reduction in the proportion of account sharing. This is similar to the tiered accounting system in the United States, where the longer the movie runs, the more points are given to the theater.

However, driven by the interests of rebates in China, some theaters will use the improper means of stealing the box office to move the box office of a film without rebates to a film with rebates, which has led to many problems.

Zhang Ran groaned: "Yes, Mr. Wu, this matter is troublesome to you, you talk to the theater chain! But there is no problem with the quality of our films, and the publicity momentum is also very good, but how can the box office be like this? We must find the reason, which is an experience that we can learn from in the publicity and marketing of films in the future, and it is necessary for us to conduct a survey in several major cities across the country!" Speaking of this, Zhang Ran looked at Qiu Yuanxu and said: "Old Qiu, this matter is troublesome to you!"

It was not the first time Qiu Yuanxu had done such work as an organization, so he nodded with a smile: "Leave it to me!"

In the morning, many media reports on "The Aviator" were overwhelming, and the reviews of the movie were rave reviews. Not only the media, but also on the Internet, most of the viewers who have watched the movie in real life are full of praise.

It's a pity that these good reputations did not translate into good results, and the box office the next day gave Zhang Ran a heavy blow.

"Aviator" 8.3 million, "No Thieves in the World" 6.8 million!

The situation was even worse than expected, and all kinds of ridicule appeared in the media, such as "poor box office performance" and "box office Waterloo", which were very glaring.

On Monday, December 20, the box office of the week was released.

"The Aviator" ranked second with a box office of 38 million on the first four days, and "No Thieves in the World" ranked first with 48 million, with a cumulative box office of 101 million.

This news shocked the eyes of countless people, the publicity of "The Aviator" was overwhelming, "Dream Chasing" became popular all over the country, won countless awards in various ways, and Zhang Ran wore the hat of the king of the box office, such a strong new film failed to win the weekly crown, which was unexpected.

This made many media find a topic, information about Zhang Ran's defeat, and even many people gave Jiang Lang the hat of exhausting his talents, as if Zhang Ran's film career was about to end.

""There are no thieves in the world" collected 100 million in two weeks!

"Feng Xiaogang defends the throne of the king of the Lunar New Year stalls!"

"Zhang Ran encountered Waterloo, "The Aviator" is not popular!"

"Jiang is still old and spicy, Feng Xiaogang told Zhang Ran that Chinese movies should be made like this!"

In the evening, the crew of "No Thieves in the World" held a celebration banquet with a box office of more than 100 million yuan in a hotel in Beiping.

Facing the lens of the media, Feng Xiaogang said in high spirits: "The gold and silver cups are not as good as the reputation of the people!"

What if you get the Golden Lion? What if you get nominated for the Golden Globe Award? How many awards do you get? Do the people buy it? For a movie, box office success is the most important thing!

The pinnacle of the century, the conference room.

Wu Ruide, Qiu Yuanxu, Ning Hao, and people from other relevant departments were already there, and Zhang Ran was sitting in the middle of the top of the conference table, and they were having a meeting at the moment.

There is a report in front of everyone, which is a questionnaire survey conducted by the company organizers in a number of theaters in five cities across the country in the past few days, as well as the analysis of data in major cities since the box office was released.

Zhang Ran looked at everyone and said seriously: "Everyone should have read the report, right?"

Everyone nodded, looked at Zhang Ran, and waited for him to continue.

Zhang Ran said: "I believe everyone has seen the problem. When "Bursting Drummer" and "Time and Space Warrior" were released in China, the magic capital was the largest box office, but this time the box office of the magic capital was quite average! Why did this problem occur? According to the audience's feedback, it was mainly the subject matter. For white-collar workers, they are not interested in the story of farmers building airplanes.

In addition, according to the questionnaire survey we did from the five markets across the country, the audience responded to a question, which is also the biggest problem, and the films that have won awards in our country over the years have left an impression on the audience, and literary films are very difficult to watch. We have been promoting the awards, and we have left an impression on the audience that "The Aviator" is a literary film, and many people instinctively refuse when they hear about literary films.

In addition, judging from the research report, nearly half of the audience watched the movie blindly, and it was only when they arrived at the theater that they made choices based on the theater's film schedule, promotional posters, and known stars. Many people exclude us as ugly literary films when they see the various awards on our promotional posters!"

Ning Hao said puzzledly: ""The Bursting Drummer" also won an award at the Tokyo Film Festival?

Zhang Ran explained: "The Tokyo Film Festival has very little influence, and we don't focus on that, we are promoting a sensation in Japan! It's my fault, the success of Burst Drummer and Time Warrior made me overconfident. Our main propaganda positions are on the Internet, as well as office buildings, which are mostly young people and urban white-collar workers.

According to the results of the survey feedback, these people watch movies for entertainment effect, just to relax. If there is no better choice, they may choose "Aviator", but now that there is a combination of Feng Xiaogang and Ge You and Andy Lau, the balance of choice is biased towards "No Thieves in the World".

"The Aviator" is a movie about the times, a movie about feelings, young audiences lack enough feelings, can really appreciate the essence of it, often more mature audiences.

So we had a problem with the positioning of the audience from the beginning, and we should think about how to bring the audience over 30 years old closer to the cinema. This incident is a lesson for us, in the future, we must not take it for granted that we should conduct research on the audience before the release of the movie to determine the accurate target audience, and then we can confirm the marketing strategy. ”

Qiu Yuanxu was a little worried: "Is it too late for us to adjust our publicity strategy? "Kung Fu" is coming on Thursday, the quality of the film is very high, and many people predict that it may break the box office record of "Hero" for Chinese films!"

Wu Ruide agreed: "I went to see the screening of "Kung Fu", and the movie is really strong and a huge threat to us. If we can't attract enough audiences in the coming week, then our film will probably be cut in half, and the long-term strategy will not be realized, we have no choice, we have to adjust the strategy!"

Ning Hao was more anxious: "We all know Stephen Chow's strength, the key is what to do now?"

Wu Ruide said with a smile: "I think we must change the poster in terms of publicity, not let the audience feel that we are a literary film, focus on the promotion of audiences over the age of 30, increase the propaganda of desperate media such as newspaper advertisements, and play the sentimental card!" Speaking of this, Wu Ruide paused, looked at everyone and said: "There is not much time for us now, and I am afraid that the effect of propaganda alone is limited, I have an idea!"

Qiu Yuanxu said: "Don't sell it, what do you say directly!"

Wu Ruide smiled: ""Kung Fu" was released on Thursday, and in the last four days of this week, if we can get 1 million a day to charter the show, what will be the effect? 1 million can create an effect of 23 million, and we can create an effect of 12 million in four days. Even if it can't compare to "Kung Fu", it can definitely crush "No Thieves in the World" and keep our film schedule!"

Qiu Yuanxu and Ning Hao glanced at each other, this idea seemed to be good.

Buy the box office! A thought flashed through Zhang Ran's mind, and then he stood up and slapped his hands on the table: "No, we can't do this! Buying the box office doesn't matter if others do it or not, but we must not do it!"

"The Aviator" has a special meaning for Zhang Ran, who would rather have zero box office than have anything to do with the scandal of buying box office. When people take stock of the source of buying box office in the future, they will pull out "The Aviator" and say that this is the origin of buying box office in China, which is definitely a shame that Zhang Ran does not want to face!

Wu Ruide didn't expect Zhang Ran to react so strongly, he was a little surprised, and asked, "Then do you have any ideas?"

Zhang Ran looked at everyone and said firmly: "There is no other way but to desperately publicize and adopt the strategy of small cities surrounding big cities!"

Wu Ruide and Qiu Yuanxu were a little confused, and they didn't know what to do, but Ning Hao's eyes lit up: "You mean to learn "Warm Spring"?"

"Warm Spring" is a miracle of Chinese films in 2003, a film with no stars, no famous director, and an investment of only 2 million small-cost rural films.

Zhang Ran smiled and said, "That's what I think. First of all, we must consolidate the share of first-tier cities, after all, first-tier cities are large ticket warehouses, and if you lose first-tier cities, you will lose half of the country. Although I am against buying box office, there should still be promotions, for example, our website at the peak of the century has been online for half a month, and there are few paying users. We can launch a campaign to top up 15 and get movie tickets away!

Secondly, we need to conduct large-scale roadshows, and we must conduct step-by-step roadshows, focusing on audience meetings in second-tier cities, and then select some third- and fourth-tier cities for more targeted prefecture-level marketing. We first ran a few key cities, and then divided into 2 groups, and tried to run 30 cities in half a month.

Ning Hao, you contact China Film and ask them to pass the data of the top 100 cities at the national box office, and we will choose the second- and third-tier cities with relatively high box office as the key breakthrough!"

Soon, China Film passed the data of the top 100 cities in China last year, and after a simple analysis of the data of each city, the first stop of the large-scale roadshow was set in Suzhou. Suzhou ranks 11th at the box office of major cities in the country, and it is an industrial city, so it is easier to understand the story of the aviator.

On December 22, the large-scale roadshow of "Aviator" began. Zhang Ran and the crew members held a number of movie-watching activities in Suzhou, and the venue was full.

After the end of the movie-watching event, Zhang Ran's appearance ignited the atmosphere of the scene, they interacted closely with the audience, and brought many surprises to the audience, and of course, they also received the best blessings. The audience also gave a very high evaluation of the movie, saying that "the characters in the film are vivid and the details are moving", and some netizens wrote long poems, praising the plot of "The Aviator" for its ups and downs, which is a stunning work with unique artistic colors.

At the same time as the roadshow of "The Aviator", Huayi was also busy with the zero premiere of "Kung Fu".

On this day, the heavy snow in Beiping could not stop the audience's enthusiasm for watching the movie, and the zero-point scenes of "Kung Fu" in major theaters were sold out. The weather in Chengdu was cold and more than a dozen theaters were already full, so the theaters had to temporarily increase the number of shows; at the same time, the popularity of the zero point show of "Kung Fu" in other cities across the country was unexpected, far exceeding that of "No Thieves in the World".

Almost all theater managers believe that "Kung Fu" will be the king of the Chinese New Year files! )