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In China, the big hit of "To Youth" is a foregone conclusion.

The number of domestic films scheduled in the second week immediately increased to nearly 2o thousand times. Another Hollywood cartoon "Crazy Primitives" has a good reputation, but there are very few films scheduled, and most of them are occupied by "To Youth".

A good film schedule determines the hard conditions, and a good publicity is a necessary soft drive. In this promotion, it is natural to go to the cave, but a good trailer is especially important.

Nowadays, in the domestic film market, as long as the trailer is mentioned, many people will think of "simpler". In 2o1o, a man named Wei Nan founded the first professional production of Zuò movie trailers in Beijing. Specializing in trailer business.

In his eyes, there is only one measure of the success of a trailer - how much it can bring to the box office.

In the eyes of many, spending a lot of money on a trailer that is only two or three minutes long, and sometimes less than a minute, is a real deal. But for many studios, such a deal could not be more cost-effective. A trailer worth hundreds of thousands of dollars sometimes adds more than 100 million yuan to the box office of the movie.

As a necessary means of film promotion, the core value of the trailer lies in the drive to the box office. According to a survey by a publicity company, at least 5% of all people who have watched the trailer of a certain film are influenced by the trailer before they think of going into the theater to watch the film.

The trailer may seem like just a few minutes to edit, but it takes a lot of effort and creativity. The domestic film industry is gradually maturing, and a film industry is divided into details to the point where trailers are produced independently. It's one of them.

The cost of making a trailer is often as high as 9o% of the total revenue. These costs mainly include the editor's man-hours, equipment consumables, special effects production, and music rights purchases. Sometimes, in order to ensure the production effect and quality of the trailer, even if it is just a 1o second soundtrack. You need to spend 150,000 yuan to buy it overseas.

The quality of a trailer cannot be defined solely by its production technology and quality.

The main meaning of the trailer is to promote the film, and the trailer must not be regarded as a simple work of art, "It is actually a product." What it wants to reflect is not high editing skills, but how much publicity it can play for the film. There may be trailers that are poorly done, but as long as it can indirectly bring high box office to the movie. Then that's a successful trailer."

The Phantom's various businesses are very complete, and there is no need to cooperate with foreign companies for the time being. After the gradual increase in business, it is difficult to guarantee that there will be no foreign cooperation.

Especially the more professional counterpart. There is more possibility of cooperation. For popular films such as "Beijing Meets Seattle" and "To Our Dying Youth", the number of online hits of the trailer has already exceeded 100 million, so that the box office generated by the trailer has exceeded 100 million yuan.

This is also one of the important factors in the success of the Phantom's two consecutive films.

After the release ends this week. "To Youth" really lived up to the special care of the Phantom. Another 380 million was added the next week, with a total of 530 million. broke 500 million in ten days, setting a new record for a youth romance movie.

Zhao Wei also jumped up and became a hot beauty director in China.

"Iron Man 3" was released in China for a full month with "To Youth", and according to the current popularity of "To Youth", it is enough for "To Youth" to occupy the weekly championship for another month.

But "Iron Man 3" is still going to be released, and Phantom has also begun to promote "Iron Man 3" in the domestic market.

According to the previous series of market research, the analysis concluded: "8o% of the main people who pay attention to this film are men and 2o% are women. But according to the movie-watching habits of the domestic film market. 6o%-7o% of moviegoers are women. Therefore, the most critical problem facing the company at that time was how to convert the '8:2' ratio. ”

In the following publicity process, whether it is a media publicity manuscript or a theme setting for a ground publicity campaign. The advocacy team is consciously speaking from a woman's perspective.

For example, Li Donglai's personality charm and director's charm are used as the first publicity point. The plot of the movie such as Robert Downey Jr. suffering from depression to protect his girlfriend was cut into the trailer as the second main selling point, so as to arouse the emotional appeal of female audiences for the film.

For different films, in the whole promotion process, according to different stages, there should also be different emphasis.

Taking the movie "Will Love" as an example, in the first round of promotion, they mainly played the nostalgic card for those viewers who watched the TV series version of "Love to the End" ten years ago, causing these people to resonate with the movie. When the movie entered the second round of publicity, it aimed at the current couples, using Valentine's Day as a gimmick to play the promotional theme of 'carrying out love to the end' on Valentine's Day.

It turned out to be a box office hit.

This is also a table of the gradual maturity of the domestic film market.

It is also what Phantoms are happy to see, they have more professional qualities, the domestic film market is becoming more and more standardized, and they will move forward more steadily.

May 3rd-May 5th, 2o13The first weekend of summer vacation in North America is coming.

From this week, the North American film market has officially entered the summer file, driven by the money-burning "level bowl" advertising and "world tour", although the temperature has just "started summer", the eyes of fans around the world have already been captured by "Iron Man"!

Although the release of "Iron Man 3" in China was delayed by Li Donglai for a month, which made many Iron Man fans complain, it was all for the Phantom's own movie, and he couldn't get along with himself. You can understand that.

Anyone who has seen the trailer for "Iron Man 3" will be attracted by the fireworks spectacle flying all over the sky in the Iron Suit.

In addition to the mainland, the release of other places in Hong Kong and Taiwan Island has not been delayed and is still going on as scheduled.

On the afternoon of May 3, the water outside the Hollywood theater was flooded.

A long red carpet leads up to the entrance to the street.

Fan Ye Bingbing, who also showed off today's style on Weibo early today, said cutely: "The red carpet will be screened in a while, so nervous." ”

Thousands of fans on both sides of the red carpet are waiting with all kinds of posters and albums.

Here, a grand screening ceremony will be held for the IMAX-3D hero masterpiece "Iron Man 3", which unveiled the summer file. didn't make the audience wait long, Li Donglai drove into the red carpet in a stylish sports car. And sitting in the passenger seat of his sports car is the Bingbing Fan who is beautiful today.

In the enthusiastic shouts of fans, Li Donglai parked at the entrance in a chic stall, then got out of the car and walked to the other end of the door and opened the door for the beauty. Fan Ye smiled and stretched out his jade hand on Li Donglai's arm, and walked on the red carpet together.

She is the second heroine, and she is many times stronger than the previous shot of a Chinese female doctor who appeared for a few seconds. also has enough background to walk on the red carpet, and no one will say that she is rubbing the red carpet again.

They posed for photos with enthusiastic fans, signed autographs.

Many Chinese people came over and shouted Fan Binbin's name in Chinese on the sidelines, which made Fan Ye overjoyed and specially signed several Chinese with Asian faces.

A touch of snow white on his chest was also particularly dazzling under the reporter's flash glass.

It is conceivable that today holding Li Donglai's hand and walking the red carpet together, tomorrow he will effortlessly seize many entertainment front-page content around the world. The mind was very happy, and his eyes were silent and he watched what the man not far away was doing. After seeing Li Donglai finish signing, she also walked over, still holding Li Donglai's hand and walking inside.

Li Donglai didn't go far before he was stopped by the red carpet host and asked him what he thought of today's screening, after all, this is his last Iron Man, "Li, you are very handsome today, and Miss Fan is also very beautiful." ”

"Thank you."

"We all know this is the last time you'll be directing Iron Man, and there must be a lot of emotion. Let's take our time today. First of all, do you think Iron Man is a flawed hero, is this one of the reasons why everyone likes him? ”

Li Donglai thought about it seriously and said: "I think in the first "Iron Man", Tony, as a billionaire, can buy anything with money, but he doesn't know how to appreciate art. He only knows what he wants, so this makes his character seem particularly childish. Even though I didn't direct the first part, I appreciate it just as much. By the end of the first part, he had grown. So at the end of Part 2, we let Tony receive a special gift to get some help from his deceased father. People can see his growth and responsibility. But in the third part, I think "Iron Man 3" is more about the self. That's what I was trying to do when I was writing the script. ”

"What kind of self-transcendence? Can you elaborate on that? ”

"Of course, it's not bad for a few hours anyway." Li Donglai generously agreed, and continued: "Tony has truly matured, and he dares to entrust his life to others. I love the imperfect characters, the men and women who prove the fragile nature of humanity. So this one, for Tony Stark, will have a spiritual sublimation......"

"Hey, man, you guys were talking about me."

While chatting at length, another red sports car drove onto the red carpet. Robert Downey Jr. walked down the red carpet with Susan.

He hugged Fan Binbin cordially, and ran to high-five Li Donglai. So the interview became more lively.

After that, the red carpet was lively, and the heroine Gwyneth Paltrow walked on the red carpet in a see-through outfit, provoking reporters to take pictures like crazy.

Ben Kingsley, Don Cheadle, Guy Pierce and other members appeared on the stage, which was the most important promotional platform for this blockbuster in the North American market. Downey is completely a Tony Stark upper body, while showing affection to his wife Susan, while intimately greeting fans and posing non-stop, making Paltrow and Sir Kingsley both supporting roles.

On the other hand, Li Donglai took Fan Binbin to show all kinds of intimacy together, and did not let the red carpet become Tony's personal show.

Li Donglai's limelight will never be snatched away by others. (To be continued......)