Film publicity refers to the use of marketing thinking to position the film, operate through a series of publicity means, amplify the advantages and characteristics of the film, promote it to the public, improve popularity, and generate income for the film.

From the era of print media, the age of portals, to today's era of social networks, new means of film promotion have emerged one after another. It is mainly divided into: traditional media, offline activities, social marketing, etc.

The traditional media of film promotion is to plan and promote through various media such as network media, television media, newspaper media, magazine media, radio media, etc., to achieve a solid transmission of news points. In this regard, in addition to the use of online media, Guanghui Film and Television is relatively little involved.

Offline activities generally plan and execute large-scale public relations activities such as offline movie viewing activities, premieres, press conferences, and domestic and foreign film festivals to achieve a win-win situation for both on-site and communication effects. These contents will be more or less engaged in Glorious Film and Television, but the energy invested is limited.

As for social marketing, this piece should be what Guanghui Film and Television is best at. Formulate the overall marketing strategy of the film, and carry out planning and publicity based on platforms such as Guanghui Weibo, Tudou.com, School Intranet, and Du Niang Tieba, so as to improve the information dissemination rate, expand social influence, and achieve effective conversion of box office and ratings.

Jiang Hui has always felt that marketing publicity may not directly bring good box office, but good box office must be inseparable from marketing publicity.

It is true that the most important factor that determines the box office performance of a movie is the movie itself. m. Movies with excellent quality will naturally gain the recognition of a large number of audiences, and even a gratifying situation of rave reviews and word-of-mouth explosion, and the corresponding box office will also rise with word-of-mouth fermentation.

But the embarrassing thing is that there are not many such situations, and the general situation is that most good movies with excellent quality often encounter a situation of "applause but not popularity" because of insufficient investment in marketing and publicity. The quality of the movie is good, but the box office performance is not good.

Fortunately, Guanghui Group has a school intranet, Tudou.com, and Guanghui Weibo light publicity tools. At the same time, it maintains a close relationship with Penguin Company, Du Niang, etc., and half of the main publicity resources of the Celestial Empire Internet are controlled by the Guanghui Group.

To put it mildly, under this kind of publicity, it is difficult to lose money in the films of Glorious Film and Television, as long as they are not too bad.

This point has also been slowly noticed by some investors, and there are funds that have expressed their willingness to invest in the films of Glorious Film and Television.

"Look at it, this is a poster and trailer made according to your dictation, what do you think? If it's no problem, it will be released from tonight," He Ling said as he walked to Jiang Hui's office desk with his laptop in his arms.

For a movie, posters and trailers are its calling card and face. As the basis of all promotional content, the quality of posters and trailers directly determines the audience's first impression and preliminary judgment of the quality of the movie. Therefore, Jiang Hui combined the movie posters and trailers he had seen in later generations and put forward some production suggestions.

"It's not bad, this poster is still more eye-catching after reading it. And the trailer is to whet people's appetites," Jiang Hui said after spending a few minutes looking at the poster and trailer of "People in Embarrassment".

"Then why don't we do it this time?"

According to the current industry practice in the Celestial Empire film industry, among the various marketing expenses, the "hard wide" based on bus and subway station street sign advertising is the most expensive. Well-funded film projects usually choose to advertise on major road sections, commercial buildings, cinema halls, web portals, newspapers and magazines, which will probably account for more than half of the total budget.

Taking the imperial capital as an example, the discounted price of a set of street sign advertisements is about 500,000 yuan, including 100 advertising spaces and a 2-week advertising cycle. Generally, medium-cost movies will put about 100-300 advertising slots, mainly distributed in "Beijing, Shanghai and Guangzhou" and other box office cities, while blockbusters may put 800-1000 in order to play momentum, covering more than 10 cities, and the cost is about 400-5 million. If you want to start launching a month before the release, the price will have to be doubled.

What is the concept of this 5 million? The box office income of a movie should be divided by the theater 55, and after deducting various expenses, the income of the film party is about one-third of the box office. In other words, if the filmmaker invests 5 million, it will have to produce at least 15 million more box office to earn it back. For the vast majority of "one-day" small-budget movies that are difficult to exceed 10 million at the box office, they will naturally not pay this money. It's not hard to explain why the posters you see at bus stops are basically blockbusters.

However, this is just a routine of ordinary film companies, and Glorious Film and Television has not liked this way of burning money since its creation. My group has such a strong network propaganda force, there is no need to burn money everywhere.

"No, you have contacted the school intranet, Tudou.com, and Guanghui Weibo, right?

……

Guanghui Film and Television Official Weibo: No matter how popular you are, there are only so few people who can help you when you are in trouble. Carnival is nothing but the loneliness of a group of people. A true friend is the one who can accompany you through loneliness, loneliness and silence. "People in Embarrassment" allows you to discover real friends.

Tudou also played the trailer of "People in Embarrassment".

"Waiter, waiter.

Sir, is there anything you need?

You open the window to let in some air.

Sorry sir, the cabin is fully enclosed and the windows cannot be opened.

You can't breathe here, I'm holding back.

Please bear with me, the plane will be here soon. Why don't I pour you a glass of water?

Hurry, I'm going to suffocate.

Okay, wait a minute.

Waiter, waiter.

Hey, what do you have to tell me, okay.

I let the plane stop for a moment, I don't want to sit anymore.

Can a plane stop flying in the sky?

……”。

……

The companies under the Korn Ferry Group began to fire on their firepower to promote the first Chinese New Year theatrical film "People in Embarrassment" by Korn Glory Film and Television.

……

The message area below the trailer of "People in Embarrassment" on Tudou Online.

Water is ruthless: This film is so funny, you must go and see it.

Demon Dao: I seem to have seen the box office champion of the Spring Festival schedule.

Xiao Xie: The baby acted well, and Jiang Hui's script was as good as ever.

Heart Air Battle: It's another movie without stars, and Glorious Film and Television always takes an unusual path.

What the hell: I haven't gotten a ticket home yet, and I hope my trip home won't be embarrassing.

Mo Huansheng: Hurry up and release it, I can't wait to go to the cinema to contribute sixty oceans after watching the trailer.

Drizzle: Sure enough, it is a glorious film and television that has been "imitated and never surpassed", and it is always possible to find bright spots that others can't find.

No x language: When Jiang Hui will be able to play a cameo role in person, I look forward to ing.

Sunset: As long as Jiang Hui has been a screenwriter, I will always go to the cinema to support him.

Royal Wood: Hurry up, can't wait.

……