During the New Wave of Hong Kong films, many directors emerged, such as Ann Hui, Tsui Hark, Tam Ka-ming, Zhang Guoming, Fang Yuping, Yan Hao, etc., which can be described as a large number of talents.

At this time, there is only one screenwriter, Chen Yunwen.

In history, every one of her screenwriting works has had a great impact.

"Crazy Robbery" created a new style of Hong Kong suspense films, and is one of the representative works of Hong Kong films in the New Wave period.

"Bumping into the Positive" kicked off the prelude to Hong Kong psychedelic comedy films, and later "Ghost Fight", "Mr. Zombie" and a large number of other movies.

"Love Kills", Tam Ka-ming's most obvious work, Chen Yunwen also participated in the production of the soundtrack, which is the first film in the history of Hong Kong cinema to have an artistic direction.

"Youth on Fire", nominated for 8 Academy Awards, is Leslie Cheung's most important film in the early days, and it is a classic among Hong Kong youth films.

After the New Wave receded, she temporarily left the film industry, until many years later, when she came out again and participated in the screenwriting of "October Siege", which was nominated for an Academy Award.

And now, Chen Yunwen's limelight is even better than the history of his previous life.

Before "Crazy Robbery", she wrote a script for Chen Xinjian and Yu Rentai "Inside and Outside the Wall", when the movie was released in July, her name was prominently used on the poster as a selling point, and her face was not revealed, so she snatched Hu Yinmeng's colorful head.

Then "Inside the Wall and Outside the Wall" ended with a big success, collecting more than 5oo, successfully squeezing out Jackie Chan's "Laughing Fist Tricks", temporarily ranking second in the annual movie box office list of "Film Times". (Note 1)

The top two on the list have a total box office of more than 150,000 yuan, and they all use her as the main hit, so that in the Hong Kong film industry, which has never paid attention to screenwriters, the glasses are shattered, and those filmmakers are flocking to her, and they are about to worship her as a dragon girl who scatters wealth.

As a female screenwriter, Chen Yunwen has distinctive characteristics, obvious advantages and disadvantages, the advantage is that the grasp of the characters' feelings is sharp and delicate, and the sense of touch is keen, and the disadvantage is that the structure and plot of the movie are relatively weak, the structure is too slender, and the plot is fragmented, which cannot support the depth and length required by a movie.

This kind of shortcoming, in the "Love Killing" she wrote for Tan Jiaming, the expression xiàn is the most obvious, the depiction of the subtle feelings between men and women in the first half is amazing, and the fragility of the internal structure makes the second half of the movie completely out of control, and finally anticlimactic, which is extremely regrettable.

In the first draft of the script of "The Thirteen Langs of the South China Sea", the plot of the Thirteen Langs of the South China Sea was very expressive and extremely expressive, which made Shen Chong amazed and sighed.

But Nanhai Thirteen Lang has gone from a rich man with a lot of money to a bumper beggar, from a talented man to a crazy man who no one cares about, the ups and downs of the big era, the joys and sorrows of the little people, and the love scenes alone can't hold up, Chen Yunwen's shortcomings in this regard have been exposed.

Shen Chong spoke for more than half an hour, and after finishing his opinion, he asked: "Sister Yunwen, after you went to Japan and showed Xu Anhua and Yan Hao the script, what did they say?" ”

"Sister An said that it was very good, she has always been in tune with me. Yan Hao and you have the same smell, and they both say that the emotional drama is tasteful enough, but the plot structure is problematic, the connotation is insufficient, and the drama conflict is not intense enough. Chen Yunwen replied while flipping through the script full of red circles, and after a while, she said irritably: "There are so many things to change, it is better to let me rewrite it!" ”

"Why don't you ......" Shen Chong tentatively said, "I'll find someone to cooperate with you and try it together?" ”

"It's for the best." Chen Yunwen didn't have the consciousness to maintain the face of the gold medal screenwriter, she scratched her already messy head, and said hatefully: "It's better to find someone and throw all this to him, and then I can sleep well!" ”

is good at cooperating with others and does not eat alone, Chen Yunwen's status in Shen Chong's heart has been raised to a higher level.

"So be it." Shen Chong saw that she was indeed a little haggard and a little guilty, so he said: "If there is a problem with the script, I will find someone to help me take a look at it first." You go take a vacation, relax, and talk about revisions when you get back. ”

Shen Chong grabbed the thick script and background documents, and said very generously: "You can go wherever you want, you can choose from all over the world, bring your husband with you, air tickets, room and board, I will cover all the expenses." ”

"Really?" Chen Yunwen squinted at him: "Can you take your husband?" ”

"Yes." After getting along for a long time, the relationship between the two is good, and Shen Chong is also more casual, and laughed: "I heard that you have been married for less than a year and are newlyweds, so I can compensate you for the regret of running around in the past few months and having an irregular nightlife." ”

"I'll you big-headed ghost, what kind of nightlife disorder ......" Chen Yunwen grabbed a small object on the table and was about to smash it, but in the blink of an eye, he sneered again, put it down, and said: "Okay, even if you have a conscience, I'll go back and find out where to play the most expensive." ”

"As long as you can find a way, even if it is to the moon, I will sponsor it." Shen Chong put on a hypocritical smile and said, "But before ...... past"

"Gotta do something for you, huh?" Chen Yunwen stretched out his hand and said: "Vampires never do loss-making business, everyone in the industry knows about it, let's say, what's the matter?" ”

Shen Chong smiled, took out a bag of Wen Jiàn from the drawer of his desk, handed it to her, and said, "This is a script I wrote, but it is not perfect, when you are on vacation, help me look at it and revise it." ”

Chen Yunwen was very excited, she grabbed the bag, laughed exaggeratedly, and said: "It's really the world, you have always been pointing at me, and finally it's my turn to point fingers at you, I will definitely help with this favor, doing this, it makes me more happy than going on vacation." ”

Shen Chong ignored her arrogance and advised: "Sister Yunwen, with dim sum, I am going to be the director myself and make it into a movie." ”

"Don't worry, don't worry, I'll take care of it." Chen Yunwen was full of smiles, she grabbed her backpack and said, "Let's go, I can't wait." ”

"I'll give you 1o days off, think about the time and place, and tell me." Shen Chong sent her out and said, "Go and come back quickly, I'm still waiting to change the script." ”

"Before the vacation started, I shouted to go and come back quickly." Chen Yunwen disdainfully, "Boss Shen, you are worthy of being the number one vampire in the film industry." ”

"Where, where, Sister Yunwen has won the award."

……

"Mr. Shen, Shaw Brothers agreed to postpone the release by a week." Jiang Zhiqiang reported on the phone: "But they have conditions. ”

"On what terms?"

"Vouchers for marketing activities must be provided by Shaw Brothers."

"The Shaw Brothers also have talents, and they actually see through the business opportunities." Shen Chong smiled, he said: "They have conditions, we must also have conditions, tell them that the preferential activities include sending popcorn, and they have to pay for this cost, and we want to sell drinks exclusively in the theater." ”

"Mr. Shen, this?"

"That's it." Shen Chong said: "We must make it clear that it is an exclusive sale, and no one else can enter the theater to sell things except us." ”

"Okay."

Shen Chong put down the phone and smiled slightly.

Broadway cinemas have limited capacity and lack the ability to attract customers, so they can only sit on an equal footing with the surrounding businesses, and everyone is mutually beneficial.

The Shaw Brothers has 15 theaters, and the ability to attract customers is far from Broadway, and the quantitative change produces qualitative change, holding a huge customer flow, just like the Internet search engine in later generations, seeing who kills whom.

If you want to come to Shaw Brothers Cinemas Coupon, you can, you have to pay for the road first......

Standing on the street for free coupons, no one cares, but with the coupons packaged with high-priced movie tickets, few people are willing to lose, this kind of high-quality passenger flow, is the favorite of merchants.

Shaw Brothers made money to buy roads, and Shen Chong wanted to make money for drinks.

At this time, the cinema in Hong Kong still maintained the ancient tradition of the theater, only providing entertainment content to collect the box office, as for the peripheral gadgets, the operators were not interested, popcorn, sugar cane and other leisure snacks and drinks were provided by the vendors at the entrance of the theater. (Note 2)

Since the emergence of the first multiplex movie theater in 1963, the revenue focus of American movie theaters has shifted from the box office economy to the popcorn economy - the profit of the peripheral goods in the movie theater is far from the box office.

By the 90s, the movie theater chain in the United States had become a highly profitable retail industry, and the profits provided by the box office were even less than a fraction of the profits of peripheral products.

In Hollywood, there is a saying that the secret to making money in the cinema lies in the butter and salt of the popcorn - the more butter, the more fragrant and fragrant the popcorn, the more people will buy it, and the higher the salt content, the more people will buy the drink. (Note 3)

The cost of popcorn is very low, but in the hand, it is a real big bucket, and it has an attractive taste, and the cost performance is very confusing, which is one of the best props to hook up with the audience.

Therefore, Shen Chong deliberately added free popcorn in the marketing campaign of "Crazy Robbery" to reduce the audience's sensitivity to price increases and increase the attractiveness of coupon packaging activities.

Moreover, the current Hong Kong cinemas are different from the multiplex cinemas embedded in the shopping malls in later generations, most of them are old-style independent buildings, the entrances are easy to be occupied by hawkers from all walks of life, and there is a lack of monopoly space for selling peripheral products, so it is better to simply give popcorn for free and tie in drinks - popcorn can be bought in advance, but during the screening, when thirsty, who wants to run out to buy drinks?

After "Crazy Robbery", all the follow-up marketing, first, there is no holiday as an excuse, second, there is no popcorn, and third, they are reluctant to spend money, and they go to best-selling newspapers to advertise to create a sensational effect, and the effect is not good, which is inevitable.

After the rise of television, the film industry is declining, and the fixed movie-going crowd is constantly losing, and the advertising is not to attract the previous fixed movie-goers back to the theater, but to create a new movie-watching group.

The new moviegoers are undoubtedly teenagers – they are the most easily seduced by advertisements in TV and newspapers, and have a strong urge to spend.

They chase the trend, but blindly follow the media to create the trend for them - so if you want to do this kind of marketing, you must spend a lot of money, advertise a lot, create an atmosphere of popular trends, and give up money, flyers on the street, that is a turtle, and this is what teenagers look down on the most......

Qixi Festival, send couple photos, send coupons, send popcorn, and it is an urban romantic comedy theme that is loved by both men and women......

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Note 1: The historical box office of "Inside the Wall and Outside the Wall" is more than 4oo, the second highest annual box office.

Note 2: See Wu Siyuan talking about the midnight show, at that time, Hong Kong was selling popcorn and sugar cane at the entrance of the theater, which is different from the current in-house exclusive operation.

Note 3: See Hollywood's Money Rule.

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