In 2010, the National Day schedule of Chinese movies was particularly lively, with two martial arts blockbusters released, they were "Swordfish" and "Di Renjie's Barrel Empire", as a result, "Swordfish" had a total box office of 50 million, and "Di Renjie's Barrel Empire" had a total box office of 300 million. "Swordfish" made investors lose their bottom pants, resulting in no one willing to invest in the film directed by Su Zhaobing, the director of "Swordfish", until Li Xiuping crossed over for several years.

Objectively speaking, Di Renjie is better in special effects, "Swordfish" is better in story erection, Di Renjie's Douban score is 6.4 points, Sword Rain is 6.9 points, the quality of these two movies is about the same as the whole, but the box office gap between the two is so big, this is probably a result that no one expected.

Di Renjie has Liu Tianwang, Di Renjie is a historical figure familiar to the public, and the drama version of Di Renjie was very popular with the audience in the past few years, these are Di Renjie's advantages. Compared with Di Renjie, "Swordfish" does have many deficiencies in terms of quality, but it is also a blockbuster, and there must be other important reasons for the box office gap of more than 200 million in the same period in 2010.

Li Xiuping thinks that the most important reason is the extremely chaotic and ambiguous publicity of "Swordfish", the publicity and distribution of "Swordfish" is definitely a negative teaching material worthy of writing about in Chinese film history, and there may be more ruthless film and television companies in the future, but counting forward, at least Li Xiuping has never seen such an amateur movie publicity.

If you can do it all over again, one of the producers of "Swordfish", Pony Bento, will definitely hand over the movie promotion to a professional publicity company, instead of tossing it around blindly, and the bigwigs of Pony Bento will know what a retarded thing they have done as long as they reflect a little.

"Swordfish" announced the first point of the mentally handicapped, and at the beginning of filming, it was announced that "twelve international big-name actors" would join. There are so many international big names, at first glance, it is the rhythm of a super blockbuster, there are only six or seven top domestic actors in "Hero" of the national teacher, and there are 12 of us in "Swordfish", isn't it?

However, the audience took a closer look, the so-called international big names are Michelle Yeoh, big S, Yu Wenle, Jiang Yiyan, etc., these twelve people can also be called international big names in addition to Michelle Yeoh?

"Swordfish" announced the second point of the mentally handicapped, claiming that the "Nine International Superstars" participated in "Swordfish", probably because the cowhide was a little too much before, and Pony Bento felt that 12 was too much, so it was reduced by three and changed to "Nine International Superstars".

The actors who can be called superstars in China include Zhou Xingxing, eldest brother, Fa Ge Hua Tsai Wei Zai Uncle Dange, Zhou Xingxing and Big Brother are supergiants, Mero is a general existence, and the others are worse, and their influence is similar to that of Neymar Zha Ball King. So let's take a look at the superstars of "Swordfish", Big S? What are you teasing me? Are Xu Xidi and their superstars? Daley Ren? Are you serious? Is the movie starring this man more than 10 million at the box office? Zheng Yusheng? Forget it, we are not one world.

Pony Bento's speechless propaganda thinking led to the promotional announcement of "Swordfish" being ridiculed by netizens as "Nine Giant Apes". ”

"Swordfish" announced the third point of the mentally handicapped, "Big S starred sexily, and the beauty showed her beautiful back in the bath." After talking about the performance lineup, let's talk about the highlights of the movie in detail, there is nothing wrong with this program. However, what is there to see when Big S takes a bath? Just Big S's appearance and figure, it is more interesting to find a random RB action movie actress than her, and there is Lin Xilei in the cast of "Swordfish"! The audience wants to see the beauty out of the bath also watch Lin Xilei, who wants to watch Big S? What does the person in charge of publicity and distribution of Pony Bento think? What has he experienced? How can his aesthetics be so distorted?

This announcement came out, and all netizens entered the saint mode, without the slightest impulsive idea.

"Swordfish" announced the fourth point of the mentally handicapped, and the breakthrough performance of teacher Wang Xueqi. As a powerful actor, Wang Xueqi has an excellent reputation among the audience, and although the movie highlights are promoted with his breakthrough performance, it is not a surprise, but it is still passing. However, netizens took a closer look, Wang Xueqi played a eunuch?

I'm sorry, is this the passion play of the eunuch?Ancient SM?What's there to see?What's there to see about the passion play of Big S?

It can only be said that the person in charge of Pony Bento's publicity and distribution is really peculiar in taste.

"Swordfish" announced the fifth point of the mentally handicapped, hiding director Su Zhaobing, highlighting the producer Wu Baige. As a film director, Su Zhaobing has almost no news, and Wu Baige has issued announcements every now and then, "Wu Baige's father-daughter cooperation," "Wu Baige's talk about chivalrous spirit," "Wu Baige's talk about kendo," "Wu Baige's talk about dreams," and so on.

The consequence of this is that the audience does not know whose work "Swordfish" is, and they cannot judge the style of the film from the director. Wu Baige is even more famous, he used to be in high spirits in both HK and Hollywood, but his works after returning from Hollywood have a bad reputation, highlighting that he has not promoted the box office of movies.

In this regard, "The Siege of Time and the Moon" has done a good job, and the publicity and distribution of "The Siege of Time and the Moon" is promoted by producer Chen Kexin and director Chen Disen together, on the one hand, Chen Kexin is a conscientious producer, and on the other hand, Chen Disen has been preparing for ten years and is serious and responsible.

"Swordfish" director Su Zhaobing wrote the script of "Swordfish" It is said that he has been writing the script for ten years, and he is very similar to Chen Disen's situation, "Swordfish" can actually replicate the publicity of "Time and Moon Siege" in terms of directorship, however, ......

The fifth point of "Swordfish" mentally handicapped propaganda did not point out what the story was told from beginning to end. Di Renjie doesn't need to say that the audience knows that the case is solved, and Jingwu Cheng really doesn't need to say that the audience also knows that it is an anti-Japanese action movie, and the audience can guess the general story line of these two films.

And what does "Swordfish" mean by "Sword and Rain"?

It has been more than half a year since the release of "Swordfish", but the general storyline has never been said, just a martial arts film and a Jianghu film. "Undefeated in the East" and "The Legend of Deer and Ding" are both martial arts films, but the gap is quite large.

"Swordfish" didn't say the most basic self-introduction, how to attract the audience? (I can't help but complain, the publicity of "Sword Rain" is definitely the worst in history.) ）

When Li Xiuping watched "Swordfish", he didn't understand very much, how could a good work engage in a bunch of messy publicity, and Pony Bento is also a big company, so why save this money?

The complete publicity and distribution began when the film and television drama was just established, thanks to the mountain of Tengxun, the second season of "Crime in the Heart" was promoted before filming started, first of all, Tengxun's online drama plan has "Crime in the Heart", and then Fujixun spent a lot of money filming the second season of "Crime in the Heart", and then the editor of Tengxun expects the second season of "Crime in the Heart". Anyway, Li Xiuping is not ready yet, but there is news about the second season of "Guilty in the Heart" every few days on the webpage of Tengxun.

When Li Xiuping signed a contract with Jiang Shuying and determined all the main actors in the second season of "Crime in the Heart", Tengxun immediately followed up, not only giving Li Xiuping an exclusive interview, but also interviewing Li Yifeng, Wang Longzheng, and Jiang Shuying in turn.

When Li Xiuping recruited all the on-set shooting crews such as scene selectors, stylists, lighting engineers, and videographers, Tengxun followed up again, and compiled several news articles with "Li Xiuping is serious and responsible, forgetting to sleep and eat only to seek talents", "Li Xiuping's choice, sincere and professional choice".

When Li Xiuping and the scene selector went to TZ to check, Tengxun touted it again.

When Li Xiuping led Liu Haoyu to lead all the crew members into TZ, Tengxun praised it again.

When Li Xiuping was ready to shoot officially, Liu Shengli personally went to TZ, he told Li Xiuping to work hard, Teng Xun would give 100% support, and he also gave Li Xiuping a fist-sized jade horse before leaving.

Teng Xun's support made Li Xiuping very happy, he was in a good mood, and invited Li Yifeng and Wang Longzheng to have dinner together, but the two left in a hurry after eating, saying that they wanted to study the script, Li Xiuping also wanted to drink a little wine and no one accompanied him, he walked alone on the quiet street of TZ, and suddenly felt a little homesick, Li Xiuping immediately dialed the phone at home, he chatted with his grandmother and his mother for half an hour, and finally talked to Li Yansheng.

"Dad, how are you doing lately?"

"I'm in good health, what about you?"

"I'm okay, I've been busy lately, I haven't exercised much, so I'll exercise more when I have time in the future. ”

Li Yansheng laughed, "You can exercise whenever you want, just a few minutes a day, it depends on whether you can stick to it." ”

Li Xiuping nodded, "Well, I see." I was preparing for the second season of "Sin in the Heart" the other day, and now that I'm ready, I'll start filming the day after tomorrow, and I'm enjoying it more and more now. ”

"You can do what you like, your mother and I are happy for you, but it's still important to be physical, don't be too tired. ”

"Well, Dad, tell me about you, what have you been up to lately?"

"I went to Vietnam with your uncle on the 20th of last month, and I inspected the motorcycle factory, and it was really good, and I decided to invest five million. ”

"Are you sure?"

"Well, I'll go to Vietnam again in a few days to sign a contract. ”

"Then be careful, it's hotter than ours, you pay attention. ”

"You don't have to worry about this, take care of yourself, exercise more and exercise, your body is important. ”

"Okay, I know, Dad, that's it, I'm going back to get ready for the shoot. ”

"Good. ”

Li Xiuping put down his mobile phone, his heart was warm, he then thought of shooting on the set, thinking of Jiang Shuying, he decided to change the shooting order, and filmed the scene between Jiang Shuying and Wang Longzheng in the first scene, he wanted Jiang Shuying to lose convincingly.