Who is right and who is wrong, who is shameless and who is kind, is a very important thing for anyone, which is related to reputation and character.

Good character does not necessarily have any intuitive benefits.

But if the character is poor, there are a lot of disadvantages.

For celebrities, the problem of character is a major issue that cannot be ignored, although many celebrities start by hype and increase exposure by various scandals, but these people just look beautiful, in fact, they are not worth it, and the only bit of scenery will be blown away.

Of course, there are no scandals, no negative news, and this is not realistic.

Celebrities, who frequently appear in front of the camera, a word, an action, and even the hairstyle, clothing, and wearing objects when they appear will be interpreted by the public in various ways, and when you look at it with a magnifying glass, there will always be shortcomings that are not liked by the public. There are only banknotes, which everyone loves, and they can't pick out the slightest thorn.

So when the turmoil hit, Stephen Zhao decided to adopt Qian Minli's suggestion after thinking about it. He is strong by him, and the breeze blows the hills; He is horizontal, and the bright moon shines on the river.

With his current fame and influence, the turmoil of "Peach Blossom Island" can't hurt him half a hair.

Things were as he expected, and after his scarf was renewed, the storm turned in his favor. A day later, there was no news of him on major television stations and entertainment newspapers; Two days later, in addition to some strange words and sour words on the Internet, most people began to speak rationally: "The name Peach Blossom Island is indeed very ordinary, and it is nothing for Stephen Zhao to take it to do business with others." As for the cooperation with the Japanese HIS International Travel Agency, it is commercial freedom, and it can only be said that it is unreasonable to be entangled in this point, and it has the ability to expel those Japanese automobile companies from China? ”

Three days later, the turmoil subsided.

Zhao Xingchi breathed a sigh of relief. It also has a deeper understanding of the speed at which people like the new and hate the old.

"Boss, this is the publicity and marketing plan of the movie "Painted Skin", and I may need your help, boss." Zhang Tianlin, the manager of the film investment company, came in with a report when he was at work, looking a little embarrassed.

"I'll help?" Zhao Xingchi was stunned, reached out and took the folder, and then smiled: "It's no problem to help." But remember to pay me, I won't help in vain. ”

Zhang Tianlin was suddenly depressed, but he still said happily: "Xie Lu, thank you, boss." ”

For Stephen Zhao, Zhang Tianlin thinks that everything is good, but he is too careful, the company's affairs and private affairs are clearly divided, as long as he borrows his fame for publicity or uses it in other places of his, he will charge the company, as if the company is not opened by him. It's like he's working for a company.

Flipping through this thick publicity and marketing plan, Stephen Zhao looked at it carefully with a learning attitude, because he didn't know much about movie promotion.

"Painted Skin" can be completed at the end of the year, and when the time comes, it is impossible to compete for the New Year, and it is impossible to do publicity at the end of the year, which is too inefficient. According to the plan of the company and the Rey Brothers, the publicity began to be launched after May Day, and the warm-up was carried out first. Wait until a month before the release to carry out a nationwide bombardment-like propaganda.

For a film, publicity is essential. It's even higher than the cost of production.

"Data shows that the total box office of Chinese films in 2015 was 30 billion, but the total cost of film publicity and marketing exceeded 3.5 billion, more than 10% of the overall scale of the film industry......"

Looking at the preface on the report, Stephen Zhao was also taken aback, thinking that publicity costs a lot of money. I didn't expect it to be crazy to such an extent, it's really incredible.

In the report, the publicity budget of "Painted Skin" is 100 million!

Zhao Xingchi was speechless for a moment, where is this propaganda, this is completely burning money.

Promotion of the film. There are two ways, one is hard advertising, the other is soft advertising, and the promotion of any movie is inseparable from these two ways.

Hard advertising, i.e. posters in outdoor media, trailers on radio or online, etc. Low-budget movies can't afford to spend money, so it's difficult to make this kind of advertising effective, so just click on the meaning; Only medium- and large-budget movies often play this kind of advertising method, sprinkling money to buy, and it is not uncommon for as low as two or three million to as many as hundreds of millions.

Many people were shocked by how the hundreds of millions of dollars were spent, including Stephen Zhao before, but looking at the "Painted Skin" propaganda plan in his hand, he immediately understood.

Taking the Beijing area as an example, the discounted price of a set of street sign advertisements is 500,000 yuan, including 100 advertising spaces and a two-week advertising cycle. The so-called street sign advertising, that is, those erected signs on the side of the road, such as bus stops, is a kind of outdoor media. "Painted Skin" is a 3D special effects blockbuster, in order to play the due momentum, it is planned to put 800 street sign advertisements, covering 15 first-tier cities, and continue to run for a month. On this, the publicity cost is as high as about 8 million!

In addition to street sign advertising, there are also subway body advertisements, carriage advertisements, and advertising ...... in the theater position, all of which strive to achieve the effect of carpet-like bombardment propaganda in first-tier cities, surround everyone in advertising, and let people see the advertisement of "Painted Skin" wherever they go.

Take the bus, you can see the poster on the platform when you wait for the bus, you can see the poster on the body when the car comes, you can see the poster on the building and the advertisement on the street sign after the car starts, as long as you still have eyes, the movie poster is not far from the left and right, which makes people unguardable, you have to watch, and the movie is promoted to people's consciousness like oppression.

There are two kinds of soft advertising, one is to hold a press conference, using the gossip of stars and the dynamics of movies to promote; One is to use new media to carry out viral marketing, that is, to engage in topic marketing on the PC and mobile terminals, or celebrities personally go into battle to send scarves, or hire water armies to write advertorials.

Recently, there has also been a kind of soft advertising of integrated marketing, which is actually a variant of press conference-like publicity, but this time it is no longer a separate film creator to act, but a celebrity or giant from other industries to co-star in a play, or a brand conference, or a celebrity forum, a summit forum and other lofty things.

In Zhang Tianlin and the Rey brothers' plans, hard advertising, press conferences, celebrity gossip, and integrated marketing are also required. One of the key points is that he, the boss, needs to go into battle in person, and this is also the reason why Zhang Tianlin said that sentence embarrassedly as soon as he came in.

"Holy! Let me play with the bib propaganda, but let me go to a financial forum with Niu Ren? Are you sure you're not kidding me? After reading it, Zhao Xingchi shook the plan in his hand and asked Zhang Tianlin.

Zhang Tianlin sneered: "Ahem, you are not the only boss, there are also Lei Yitian, the boss of the Lei brothers, Cao Baochuan, the great screenwriter, Wang Baogang, the great director, and Chen Xin, the actor Lin Yunfa, Zhao Ziyi, Zeng Wenwu and others. ”

Zhao Xingchi coughed, and said after the most reluctance: "You let me think about it first." (To be continued......)