After finalizing a few stars, the most important job of the movie is to advertise and attract investment, because the large-scale publicity and distribution before the release of the movie will cost at least 15 million, and Cheng Peng can't come up with this money at all, so he can only solve it through advertising.

There are two main types of advertisements for movies, one is a roll advertisement, the other is a product placement advertisement, and of course, there are advertisements such as premiere titles.

Patch advertising is the brand advertisement played before the official screening of the movie, this kind of advertising has greater advantages than ordinary TV advertising, it is mandatory surname, the audience has no right to choose, its communication effect has a deeper memory than TV advertising, and it is very popular with businesses. Feng Xiaogang's "Endless" was the first film roll advertisement, and then "Big Shot", "Hero", "Mobile Phone" and other films all came with a large number of roll ads.

Compared with placement advertising, product placement advertising is more incognito and surname-based, integrating advertising into the plot of the movie, leaving a deep impression on the audience unconsciously. Feng Xiaogang is recognized as the originator of domestic film advertising placement, "Endless" implanted the Great Wall card for Bank of China, and later "Big Names" and "A Sigh" also implanted.

However, the real outbreak of movie advertising placement is the upcoming "No Thieves in the World", in this movie, Feng Xiaogang implanted 12 advertisements, with an advertising fee of 22 million, plus patch advertising and sponsorship fees, the advertising revenue reached 40 million, and the movie has not yet been released, and it has already paid off.

Cheng Peng and they are going to recruit ten patch advertisers, one 30 seconds, a total of five minutes, this length is more appropriate, the audience can accept it, if the advertising time is too long, it will arouse the audience's disgust. Zhang Yimou's "Hero" was sued in court because the patch ad was too long.

Cheng Peng's ten advertising prices are gradually increasing in order, the closer to the movie, the higher the price, the first and second are set at 1 million, the third and fourth are 1.1 million, the fifth is 1.2 million, and then they increase in turn, the ninth is 1.6 million, and the last is 2 million, which needs to be completed by the investment promotion department in the next few months.

Product placement, on the other hand, needs to be finalized before the film officially starts filming, otherwise there is no way to implant it, so the focus of everyone's discussion is this.

Cheng Peng looked at the advertisements that could be implanted and felt that it was a bit few, but this was determined by the movie itself, and there was no way to change it, so he nodded and said: "Cameras, camcorders, clothes, cars, just contact businesses according to these four!" ”

Zhao Linlin said: "I think we can add an insurance, we have a lot of people who died in this film, and adding an insurance should work well!" ”

Zhang Mengdao: "But how to implant insurance?" ”

Zhao Linlin said with a smile: "This is not simple, let the protagonist sigh, I already know that I can buy an insurance in Chinese's life, no." ”

Zhang Meng was dumbfounded: "Isn't this too shameless?" ”

Cheng Peng was also a little dumbfounded, this is completely Feng Xiaogang's trick, this idea is too good, but he still shook his head and said: "When we make movies, quality is fundamental, and we must not sacrifice the quality of the movie for the sake of product placement, this advertisement cannot be done." ”

Zhao Linlin "cut" and said: "It depends on the director's skills, the clever planting can be accepted by the audience, and afterwards I will talk about it, isn't the implantation of your "Fairy Tale" very successful!" ”

Cheng Peng smiled: "That's just in time, just right, now this is not suitable, you can't force it." Don't just stare at product placement, there are many ways to make money, our premiere can be titled, the host fee is 5 million, and two co-organizers are recruited, one is 2 million, which is 9 million. ”

Zhao Linlin was taken aback: "This price is too outrageous, I have read the investment plan of "Ambush on All Sides", they are going to hold a party, Andy Lau and they will all be there, in addition to many stars, the entire premiere is said to cost 10 million, but their title is only 6.5 million, who is willing to pay 5 million for us?" ”

Cheng Peng said confidently: "That's because they didn't make it big enough, it's just a live webcast, and the price of 6.5 million is already very expensive, if we move the entire premiere to TV, do you think 5 million is still expensive?" ”

This time it was Zhao Linlin's turn to be stunned: "It's over, it's over, you're already crazy about money, which TV station is willing to do it when the premiere is broadcast live?" ”

"Linlin, our movie is ready to be released for the Chinese New Year, this year's New Year has two particularly strong movies "Kung Fu" and "No Thieves in the World", our movie-going crowd is narrower than them, and the appeal is far less than theirs, if we don't take some different methods, we will become cannon fodder. Don't say 60 million, even 10 million is afraid that it will be difficult. ”

"That's right, but that station is willing to do it, no one has ever done it!"

Cheng Peng said with a smile: "It's just that no one has done it to have an effect, if everyone does it, there will be no sensational effect, as for which station is willing to do it, the movie channel is willing to do it." ”

Suddenly, Zhao Linlin was silent, thinking about various possible surnames in her head, which may be very small, but you can definitely try.

In Zhongguancun, in a building with bright and clean windows, Wu Mao, the marketing director of Lenovo, invited Cheng Peng into his office and personally poured him a cup of tea to show his attention.

More than a month ago, Cheng Peng didn't have this treatment when he came, but now Wu Mao is so enthusiastic about him, thanks to the success of "Fairy Tale".

The MV of "Fairy Tale" is very popular now, and the camera in the MV is also popular, and many young men and women simply see that camera as a symbol of true love, causing a whirlwind of panic buying, and finally sold out.

Lenovo spends hundreds of millions of dollars on advertising every year, print advertising, TV advertising, and placement advertising, and there has never been an advertisement that can achieve this effect, which is simply a miracle.

Cheng Peng took a sip of tea and said with a smile: "Director Wu seems to have had a good thing recently, full of spring breeze!" ”

"It's all thanks to you, brother, I'm very optimistic about "Fairy Tale", but I didn't expect the effect to be so good!" Wu Mao laughed, it was he who overrode public opinion and agreed to implant it to have the current effect, he was a little proud, "What new song did you bring this time?" ”

Cheng Peng shook his head and said: "I'm a director, and people will say that I'm not doing my job when I sing all day long, but this time I'm bringing a movie to talk about advertising." ”

Hearing the movie, Wu Mao didn't rush to agree, Cheng Peng has never proved himself at the box office, the scale of the movie's release is difficult to guarantee, if the movie can only be released on a small scale, there is no point in advertising, and asked: "Who are the actors?" ”

Cheng Peng smiled faintly: "Zhang Ziyi, Xu Jinglei, Li Binbin, Fan Binbin." ”

Wu Mao gasped, this is to catch all the top actresses in China, with this lineup large-scale release will definitely not be a problem, immediately said: "It seems that Brother Cheng has played a lot this time, I don't know if you want to do patch advertising or product placement this time?" ”

Cheng Peng was not in a hurry, turned on the computer, and clicked out the storyboard: "You take a look at the storyboard first, and we will talk after reading it!" ”

It is difficult for others to understand how to implant and how to implant and how to do the effect, but it is more intuitive to look at the picture.

Wu Mao is doing marketing, and after reading the storyboard, he knows what Cheng Peng is going to do, he put down the mouse and said: "This story is a bit interesting, plus this lineup, the market response must be good, we will cast a patch advertisement, there is a camera in the movie, we can implant it." ”

Cheng Peng said with a smile: "It's not just patch advertising and product placement, I'm ready to provide you with an ultra-luxurious advertising package, the price is not expensive, and I only charge you 10 million." ”

Wu Mao was taken aback: "Brother Cheng, are you kidding?" We just cast a patch ad in front of "Ambush on All Sides", only 2.4 million, your lineup and fame are far inferior to "Ambush on All Sides", even if you are 2 million, the product placement will depend on the degree of placement, the lens for the camera in your film is extremely limited, this advertisement is only 1 million, where does the cost of the other 7 million come from? ”

"I'm sure I won't quote randomly, listen to my slow analysis, 2 million placement ads are more reasonable, but you are wrong to say that product placement ads are only worth 1 million. If it's Feng Xiaogang, I think the implantation fee of 1 million is about the same, because his film is difficult to sell overseas, but my film is different, our main target is the overseas market. 3 million yuan, less than 400,000 US dollars, it costs 150,000 US dollars to publish an advertisement on the first page of "Variety", 400,000 US dollars is not enough to be published 3 times, and our film will be distributed worldwide, which is definitely not comparable to the three versions of advertising, 3 million is definitely not expensive. As for the other 5 million, it is the naming fee for the premiere of the movie, and we will have a series of activities, and this 5 million is definitely worth it. ”

"Oh, are you going to learn from "Ambush on All Sides" and hold a grand party?"

"The premiere of "Ambush on All Sides" cost 10 million, where did I get so much money, but I am confident that the effect I make is not worse than theirs, and I am ready to move the premiere to TV and broadcast it live. You want to have a 90-minute live broadcast with a lot of celebrities in attendance, and your logo in the background of the stage, what a great publicity effect. At the same time, we will also cooperate with major portals, open special sections, carry out special reports, and dozens of media will bombard, and the effect will definitely not be worse than "Ambush on All Sides"! ”

Wu Mao hesitated slightly, if it can be broadcast live on TV, the effect is absolutely good, 5 million is really not expensive, but can this work, and asked: "Are you sure that the premiere will be broadcast live on TV, no one has done this yet, right?" ”

Cheng Peng is full of confidence in this, and there is a column called "Premiere" on the Later Movie Channel, which is dedicated to live broadcasting the premieres of popular movies, so that it is not difficult for this show to be born in advance: "It will have an effect if no one has done it, as for how to do it, this involves trade secrets, and it cannot be disclosed for the time being." We can sign an agreement, if we can do this, we will charge 5 million naming fees, if not, we will only charge 1 million, what do you think? ”

With an agreement as a guarantee, Wu Mao had nothing to worry about, and nodded with a smile: "Okay, just do it, but I believe you can definitely do it!" ”

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