Lin Jianguo doesn't fight with Du Xinghe anymore, but relying on his own energy, he still has the idea of advertising for the movie, maybe the days of poor business have passed for too long, and what he is doing now, he wants to make some money and earn more money for the cloud world.

In fact, not only does he have this problem in making movies, but Lin Jianguo also takes making money as the ultimate goal, and he must compare his money. For example, when Xu Nuo first became famous, he brought Xu Nuo a lot of advertising contracts, and Du Xinghe published a new book "Xun Qin Ji", and he also helped Cloud World Publishing House negotiate the back cover advertisement of the book before Xingyue Media. For example, the cloud world moved, and he took advantage of the priority conditions for the renewal of the lease of the original Qingyun Building, first renewed the lease, and then subleased it to help the cloud world earn a small amount, it can be seen from these things that this uncle is the kind of character who will never let go as long as he sees an opportunity to make money, and he will not sleep well if he lets go.

Now although Du Xinghe has been persuading hard, Lin Jianguo has his own ideas in his heart and is extremely persistent.

Du Xinghe saw Lin Jianguo smoking a cigarette and hummed with him and began to talk about something else, knowing that Lin Jianguo had not changed his mind yet, which made him quite helpless, sometimes Lin Jianguo's temper was as strong as a cow, and he didn't know what to do.

For example, the placement of advertisements in movies is actually a very professional thing, and it is by no means like Lin Jianguo said, you can insert it as you want, it is really possible to ruin the movie.

In the original version of "The Old Corpse of the Mountain Village", there is no obvious product placement, and if a lot of advertisements are inserted into it, it will definitely be added or removed on the basis of the original work. It is even possible to change the rhythm of the whole movie, or make the audience feel very outrageously abrupt, which is absolutely taboo in horror movies, especially this kind of movie with a strong psychological horror atmosphere.

So Du Xinghe emphasized to Lin Jianguo again: "Uncle Lin, you must listen to me this time, let's cooperate with the lamb this time, just invest, and don't interfere in other movie-related matters at all." Even if 5 million is lost, then it will be recognized. It's time to pay the tuition. ”

Lin Jianguo said with a smile: "5 million to pay tuition." You're really extravagant. ”

"Don't care if I'm extravagant or not, in short, the 5 million is as if we haven't earned it, don't interfere in movie shooting. I don't understand anything else, but the layman has to interfere with the insider. There must be no good ending. I'm sure you know that. It's like I make records. You never interfere in the same way, this time Lamb Pictures makes a movie, you just have to invest and don't interfere with anything else. ”

"I don't interfere with anything else. I don't think I can intervene! Lin Jianguo reasoned: "They can shoot as much as they want, but if I provide them with some advice on product placement based on my relationship, they shouldn't refuse, right?" They can't pull that many ads themselves, so I help them pull so they should be happy, right? ”

Du Xinghe was convinced, and said: "You have to get it, if you want to be energetic, you can pull it, but it is a matter of proportionality to implant advertisements into the movie, not that the more advertisements you stuff into it, the better, people should think that these advertisements will affect the projection effect of the movie, all of them are no, don't be angry." ”

Lin Jianguo scratched his head and said vigorously: "It can't be all denied, right?" Can't use one or two? I really don't believe it! ”

Du Xinghe shook his head completely, don't make meaningless arguments with Lin Jianguo, Lin Jianguo can do whatever he likes, go back and let the producer and Lin Jianguo have a relationship, he can't make sense.

Du Xinghe still has some experience in product placement, because in the previous plane, he was convinced that he had helped his friend make a movie soundtrack, and the soundtrack he wanted at that time was related to product placement.

In fact, after the last plane entered the 21st century, the shadow of product placement can often be seen in domestic movies.

Just like in the classic "No Thieves in the World", Andy Liu drove a BMW and collided with a large truck marked with the words "Great Wall Lubricants", and the "Great Wall Lubricants" appeared in the audience's sight many times in the film, which is the most basic and most eye-catching example of product placement.

The so-called product placement advertising, also known as product placement marketing, refers to the integration of representative brand symbols (such as logos or brand names) of products and services into movies, dramas, music and other stage products to leave a considerable impression on the audience, so as to achieve the purpose of marketing and advertising. Product placement, while arousing consumers' attention, also expands the strength, preference and uniqueness of brand associations, and obtains consumers' recognition and favor.

For most viewers, "product placement" may still be a new term, such as in the previous plane, and these shots are familiar to you:

- In "A Sigh" directed by Feng Xiaogang, Liu Dawei (played by Fu Biao), the owner of the film and television company, instructed Li Xiaodan (played by Liu Bei): "Don't spend money lavishly while living in the presidential suite, if you want to eat outside, don't call from the restaurant, a bowl of noodles can charge you 200 yuan...... The phone line was also pinched for me, and the call was made with a Gitun card. ”

——At CCTV's Spring Festival Gala one year, near the end of the sketch "Storytelling", the grandfather played by Yan Shunkai said: "I want to shake it...... Dad asked suspiciously: "Shake it?" The grandson shook his head and said, "Farmer orchard, shake it before drinking."

In this way, this kind of implicit advertising that directly implants products or brands into the content of film and television dramas or entertainment programs and leaves a brand impression on the audience is the so-called product placement. Like other implicit advertising, product placement is non-recognizable and is a form of marketing communication that makes it difficult for consumers to identify it as an advertisement. Because of its strong communication penetration, this form of advertising has been developed in many fields, attracting the attention of the marketing community and the favor of advertisers.

The space for product placement is very broad, and many suitable implants and implantation methods can be found in film and television dramas and entertainment programs, such as products, logos, signboards, packaging, brand names and corporate mascots.

As far as Du Xinghe's understanding is concerned, in film and television dramas. Some of the most common implants are the following:

1. Line expression: that is, the product or brand name appears in the film lines. A representative example is "A Sigh" in the previous plane, Xu Fan's wife mentioned "European classics" many times on the phone, especially before the end of the film, Xu Fan said again on the phone, "Cross the Anhui Bridge, turn left after the Anhui Bridge, it is the 'European Classic', the sign is very large, you can see it at a glance!"

2. Close-up: This is the most common way to appear in product placement, and the specific way is "prop application", such as the Motorola mobile phone appears once every few minutes on average in "Mobile Phone". In "Endless" starring Ge You, the Bank of China advertisement is imprinted on the body of the "Iveke" car and appears repeatedly throughout the film.

3. Role-playing: Commodities or brands are no longer props in film and television dramas, but a role, which is a deeply embedded form of advertising. The brand or product appears very frequently in the video, and it can introduce new associations for the brand. "Haier Good Brothers" uses Haier's mascot as the starring role, and it is widely recognized by the Haier brand in the minds of young audiences.

4. Scene provision: In the last plane, a "Liu Laogen" became popular at the "Longquan Villa" at the mouth of the Yalu River, attracting nearly 10,000 tourists during the "May Day" Golden Week in 2002 alone. The release of "The Lord of the Rings 3" has set off a wave of New Zealand tourism fever in the hearts of global fans, who want to visit the filming site of "The Lord of the Rings" to see the true face of "Middle-earth", and now traveling to New Zealand has become one of the most popular choices for tourists around the world. Product placement has become a new way to promote a travel destination.

In variety shows, the forms of advertising placement are richer and more direct, mainly including:

Prizes: In variety shows, guests and live audiences and off-site audiences often have the opportunity to win awards, and the host repeatedly introduces the prizes and the sponsors of the prizes, in which case few people raise objections to the advertisement, because the prizes are an important element of the program, and they are the focus of attention of the audience inside and outside the venue.

Program props: This is a great way to deeply embed products into variety shows and improve the contact rate with the audience. A typical example is CCTV's "Lucky 52", where the results of the contestants are simply replaced by trademarks, among which the product quiz in the "Lucky Challenge" link, and the lucky trademark quiz that invites the audience to participate at the end of the program will give full play to the function of product placement.

The reason why product placement is so popular is that it has great communication advantages, but it also has zài flaws.

Product placement is why sponsors are after it. Originating from product placement advertising has unique communication advantages. These advantages boil down to the ability to form strong brand penetration.

First, product placement has a large audience. I remember that Du Xinghe wrote in the last plane that only films with 20,000 screenings and an attendance rate of more than 70% can attract movie advertisements (including placement ads and product placement), which also shows that the audience of product placement is extremely considerable.

For example, the audience of a blockbuster film such as the previous plane "Mobile Phone" includes theater audiences, VCD audiences (the huge number of pirated markets cannot be ignored), movie channel audiences, plus the audience of related news reports, the contact rate between the brand and the audience is extremely impressive, and its cost per 1,000 people can be controlled at a reasonable level, even lower than that of some mass media.

In addition to the number of contacts, the greater advantage of product placement is its "quality of contact", which means that brands can capture the attention of audiences in a highly focused situation, which is a scarce resource in the current media situation.

Due to its irregularity and high relevance to the plot, implicit advertisements are rarely resisted and rejected by the audience. As industry insiders point out, "the TV channel is in the hands of the audience, and when he sits in a dark movie theater, he can't fail to accept your ads", which reflects the fact that product placement is essentially a mandatory advertisement.

From the perspective of consumer behavior, product placement has a halo-like impact on the audience's consumption behavior, especially in the media with sound and image such as TV and movies, a strong sense of scene forms a behavioral demonstration for consumers; For example, Mitsubishi Motors in Jackie Chan's film is associated with "courage and risk", and on the basis of deepening the brand influence, it has gained rich brand associations, and finally won wide recognition and the promotion of brand value. This subtle influence is exactly what sponsors dream of.

Of course, product placement also has weaknesses that cannot be ignored:

First of all, the scope of brand applicability is small, in most cases only for well-known brands, because the audience needs to accurately identify the packaging, brand or product appearance in a relatively short period of time. Therefore, a high level of brand awareness and recognition is the first threshold for investing in product placement. Comparatively speaking, variety shows are more likely to use product placement to increase the awareness of certain products or new entrants to the brand.

Second. Product placement is not suitable for deep persuasion, especially for direct rational or functional appeals. The Hong Kong film "Rare Lovers" is a good example, in the play, Shu Qi borrowed Wu Dawei's Alcatel mobile phone to contact her ex-boyfriend, but unfortunately the mobile phone was short of power, Wu Dawei took this opportunity to introduce the superior performance of the mobile phone, saying: "Because our company is designing advertisements for this kind of mobile phone recently, I know more about its functions, and I can replace lithium batteries with ordinary batteries and replace them with dry batteries - okay." Wu Dawei skillfully explained, while skillfully disassembling the mobile phone battery, this kind of forced implantation was commented as "just like the TV direct sales scene", which is obviously a kind of destruction of the plot, making the audience feel stiff and unnatural.

At the same time, the functional appeal of some avant-garde products may even be regarded as a fiction of the film by the audience. Therefore, brand appeal generally stays at simple notification and improving feature awareness. It is difficult to translate the "interest" of a potential consumer into a "desire".

It must be noted that: In film and television dramas or shows. There is a limited amount of capacity available for ad placement, and overuse can be off-putting to the audience. In reality, audiences tend to understand all persuasive messages as "advertisements", they are highly sensitive to "advertisements", and once they feel that this is "advertisements", they will reflexively close the door of their hearts, and eventually affect their attitudes towards film and television dramas or programs. There are actually many examples of such negative aspects in the previous plane, and there are many in this plane. The public has a strong antipathy to this kind of film now.

Therefore, when shooting movies, the use of product placement advertising for brand communication must be cautious, and the target group needs to be fully considered, from the perspective of the advertiser, whether the target consumer and the target audience of the film and television drama or program have any intersection, which is the priority issue when using product placement. It is obviously inappropriate to implant IT products in a TV series that targets housewives, and the separation of the target audience will result in ineffective or inefficient advertising.

The challenge of product placement is that it needs to meet the requirements of both the plot and the marketing communication. Excessive accommodation in plot communication may affect the quality of advertising communication, and the guiding information deviates from the coordination of marketing communication, which is contrary to the requirements of integrated marketing communication. Conversely, emphasizing marketing messages can affect the plot. Product placement was born in the gap between "being distracted by the plot" and "distracting the plot". In this case, information integration is the key to success, and the sponsor should fully communicate with the screenwriter and director, the less traces of advertising placement, the more natural the integration with the plot, and the better the communication effect.

Du Xinghe didn't know how to explain these things to Lin Jianguo. Limiting the number of product placements in the content of a film or show is extremely strict. In order to prevent the tendency of excessive commoditization, avoid various advertisements interfering with each other, and avoid causing the audience's rebellious psychology. Especially in horror films, if you get a bunch of product placement ads, not to mention whether the marketing effect of these advertisements is good or not, it is only the audience's viewing experience. It's going to be destroyed.

If the film ends with a flood of bad reviews. implicated in the implanted ad itself. This will also have a negative impact on the manufacturer, and in the end, it will be difficult to have the next cooperation, which is more than worth the loss. On the surface. Product placement has brought hundreds of thousands of advertising revenue to the film, but the loss behind it may be several times the revenue of hundreds of thousands.

Lin Jianguo does things, including looking at things, many times he is limited to the present and does not focus on the future. This point has become more and more obvious to Du Xinghe recently.

When at the helm of a small ship, Lin Jianguo's style of acting can make the boat struggle to survive in the stormy seas, but now to be at the helm of an aircraft carrier, in the dangerous environment behind the calm on the surface, Lin Jianguo's character can no longer control this aircraft carrier.

Du Xinghe is also very helpless about this, if Lin Jianguo is the kind of operator with extremely high management talent, even if he is not extremely high management talent, at least he can have a vision like Cheng Jiaren, and he can manage the cloud world better, but Lin Jianguo, let him manage a company that will become bigger and bigger in the future, he will really be powerless.

Du Xinghe has long had an idea - in the future, he will invite more professional and sophisticated talents to operate and manage the cloud world, but now is not the time, or in other words, except for Lin Jianguo, he has no one who can be completely trusted, and in the current transition period that needs to be stable, it is also a hurt to Lin Jianguo's feelings.

When a suitable manager appears in the future, and Lin Jianguo has to abdicate to make way for Xian, then carry out this kind of handover.

……

At two o'clock in the afternoon of this day, Gao Yang and Wang Xiaoyue came to Cloud World on time and held the first formal cooperation negotiation with Du Xinghe and Lin Jianguo on the co-production of "Old Corpse in the Mountain Village" in the new conference hall of Cloud World.

Wang Xiaoyue and Du Xinghe have met a few times before, but the last time they saw each other was last year, when Xu Nuo filmed the MV of "Little Bird", Du Xinghe went to the set to join in the fun, and he had a few encounters with Wang Xiaoyue.

At that time, Wang Xiaoyue left a deep impression on Du Xinghe, in Du Xinghe's memory, Wang Xiaoyue has a very strong male trait - the so-called male traits here do not mean that Wang Xiaoyue looks like a man, if you want to talk about her appearance alone, Wang Xiaoyue is actually a very typical South China beauty who is not inferior to Chen Hua.

Wang Xiaoyue has short hair that is shorter and more capable than Chen Hua, tall and plump, strictly speaking, she has stepped into the slightly fat world, she is more than 1.7 meters tall, weighs more than 130 pounds, and has a very fleshy body. Her face is also very round, her eyes are big, bright and black, and when she laughs, she looks like Guan Zhilin from the previous plane, giving people a very kind and wealthy feeling.

But the woman seldom smiled. On the set, she always had a strained face, as if everyone owed her millions.

If she doesn't speak, just by her look, she will give an invisible pressure to the staff below.

The pressure on her when she speaks is even greater.

When she commanded others on the set, she basically didn't leave "damn", every sentence was dirty, although the voice was a woman's, her tone was thicker than that of the old men, and words like "grass mud horse" and "you-mother" popped out of her mouth like commonplace.

It is said that the staff in her team, both men and women, have been scolded and cried by her, and many people who can't stand it finally left the team, and now the staff who dare to work under Wang Xiaoyue are basically scolded by Wang Xiaoyue.

Wang Xiaoyue not only speaks, but also behaves very manly, such as often hugging people's shoulders, regardless of men or women, as long as the love is there, she will hug others very casually.

She never wears a skirt and other services with strong feminine characteristics, probably because of her profession as a director, she wears very masculine clothes. No matter when you look at it from the back, you will think that she is a man at first glance.

Wang Xiaoyue is also very impulsive when drinking, basically no one in the crew can drink her, and it was cold when Xu Nuo's MV was filmed, so almost every time she filmed, Wang Xiaoyue would send sorghum wine to everyone, so that everyone could shoot while drinking, especially Xu Nuo, there were many scenes that needed to be filmed with very few clothes, all of which were filmed with the support of Wang Xiaoyue's sorghum wine.

In terms of the few contacts between Du Xinghe and Wang Xiaoyue, Du Xinghe can intuitively feel that Wang Xiaoyue is a straightforward and straightforward person, and will not make those fancy intestines or make small moves behind his back.

The list of the cloud world talks about the price, Wang Xiaoyue has always said something, she works well, the asking price is high, she comes clearly, talk about a price, everyone thinks it is suitable, and even if it is not suitable. Du Xinghe quite likes this kind of effortless cooperation.

This time the plan to co-produce a movie is also, during the negotiation, Wang Xiaoyue's attitude is still very straightforward, her attitude is very clear, the story drawn by Du Xinghe has a strong filmability, which reduces a lot of work for her, and she is eager to shoot this story. As for how to cooperate, her attitude is easy to say. (To be continued......)