After the recording of "Easy Time" ended, Lin Yuan took Pan Ya to the light, ready to discuss the pre-sale issue with the publicity and distribution department of the light.

The most important link in the promotion and distribution of movies is Maoyan, Taopiaopiao, Weiying Times, Baidu Nuomi and other online ticketing platforms.

In recent years, the domestic box office has developed explosively, and the market has grown from a total box office of 13.1 billion in 2011 to a total box office of 44.1 billion in 2015 just a few days ago.

In just four years, the market has grown by 31 billion, and a large part of it has come from small cities outside the third tier.

Moreover, whether it is a small city or a big city, the price of a movie ticket is a very sensitive number.

The original price of a movie ticket is 40 yuan, and not everyone can take it out without distress.

Lin Yuan knows that with the development of concepts, it has gradually become a trend for couples, friends, and family members to come to the cinema to watch movies during the Chinese New Year.

If you have a group of 6 people who meet up to go to the movies together.

The person in charge of buying the ticket opens the ticketing software.

The ticket price of "Macau Fengyun 3" is 29.9, and the total price of the six movie tickets is 179.4 yuan.

The ticket price of "No Man's Land" is 14.9, and the total of the six movie tickets is 89.4 yuan.

The difference between the two movies is 100 yuan, although Fa Ge + Andy obviously has more cards than Lin Yuan + Sissi.

But what kind of virtue is the first two parts of "Macau Fengyun", although the combination of [Fa Ge + Andy] is good, but the director is Wang Jing, it is worth thinking about.

At this time, once one of the six girls is a fan of Lin Yuan, or a few boys regard Sissi as the lover of their dreams, it is easy to place an order directly!

The theater will not pay for the ticket supplement of more than ten yuan per movie ticket, and can only be borne by the ticketing platform and the filmmaker.

In later generations, after the [share dispute] of the ticket-buying platform gradually subsided, not to mention the ticket supplement, in some cases, buying tickets on the platform is even a few dollars more expensive than going to the theater to buy!

But in the past few years, it is the time when the major platforms are desperately burning money to compete for market share, and the concept of [ticket compensation] was put forward by the platform during this period, and the money for ticket compensation at the beginning was also made up by the platform.

As the benefits of [ticket compensation] were gradually discovered and accepted by everyone, the filmmakers also began to take the initiative to bear part of the ticket compensation.

But on the whole, the wool of the platform can still be picked. At least the filmmaker doesn't have to bear the money completely.

Otherwise, the filmmaker will have to die!

A movie ticket with a normal price of 30 yuan, the theater points about 52%, and various taxes take about 9%, and the film can get it, only about 39%, less than 12 yuan.

If the ticket is made up to 14.9, the film side will lose a few dollars for a movie ticket!

Therefore, the part of the ticket compensation borne by the platform at this time is very critical!

...

However, wool picking also requires skills, why do the four major platforms burn money to make ticket compensation? Isn't it just to tell everyone [I'm here to buy tickets cheaply!] Download me! Well!

If Lin Yuan cooperates with all the four major platforms, when the platform looks at it, users will buy tickets from me for 19.9 yuan, and on other platforms it will also be 19.9 yuan for a ticket, who will pay to help you sell tickets?

Therefore, for the matter of ticket compensation, Lin Yuan had a long discussion with Deng Chao before finalizing the plan.

Deng Chao's "Villain Angel" last month was a cooperation with Maoyan, with 20 million invested by the filmmaker, 30 million invested by the platform, and a total of 50 million in ticket compensation.

Among them, 10 million is used as a pre-sale subsidy to subsidize the pre-sale ticket price to increase the pre-sale ticket on the first day.

After the release, the 24th (Thursday) and the 25th (Friday) will each subsidize 20 million to stimulate the growth of the box office in the early stage to stabilize the weekend schedule.

The pre-sale ticket price of "Villain Angel" is lower than that of "Lao Paoer", so the pre-sale ticket office of "Villain Angel" is higher than that of "Lao Paoer".

As a result, the first-day film schedule of "Villain Angel" is higher than that of "Lao Paoer"!

Compared with the strategy of "Villain Angel", "Old Paoer" is a bit clumsy.

At the premiere of "Lao Paoer", the high-level executives of Taopiaopiao, Weiying Times and Baidu Nuomi were invited to attend the premiere, and they also bought a press release saying ["Lao Paoer" has a hot premiere, and the three giants of BAT gathered to congratulate them].

It's stupid!

There are a total of four platforms on the market, and you have invited three, who will remember you? And Huayi didn't pay a penny to make up for the ticket!

Want us to spend money to help you attract an audience? No way!

The final result was that on the first day of release, the film schedule of "Villain Angel" was as high as 43.6%, and the box office reached 154.42 million yuan in one day.

and "Lao Paoer", which only got 22.5% of the film schedule, and the box office was only 54.17 million yuan.

will reach a fraction of the size of Villain Angel.

This is the consequence of marketing and ticket replenishment!

However, because of the quality of the movie, the evaluation of "Lao Paoer" is much higher than that of "Villain Angel".

In the later period, "Villain Angel" collapsed because of word-of-mouth, and the box office was extremely skiing.

And "Lao Paoer" has been strong at the box office for a long time because of its good reputation.

With the counterattack of word-of-mouth, the daily box office of "Lao Paoer" has been stable at tens of millions for a long time, and finally won a total box office of 900 million.

And "Villain Angel" went out early, only getting 670 million at the box office.

Although this kind of counterattack based on word-of-mouth is particularly inspirational, it is not advisable.

If "Lao Paoer" can use marketing and ticket compensation well at the beginning, the box office will definitely break one billion!

...

"I think that from this year onwards, the Spring Festival stalls will become a particularly large market."

In later generations, the popularity of the Spring Festival stalls has been deeply rooted in the hearts of the people, and the cinema once became the entertainment venue with the largest flow of people during the Spring Festival.

But at this point in time, there are still many people who are not very optimistic about the Spring Festival stalls.

[Does anyone really go to the cinema to watch a movie on the first day of the Lunar New Year?] Don't go to relatives? Don't pay New Year's greetings? Don't visit the door? 】

The movies released on the first day of the 15th Lunar New Year are: "The Lion of the Heavenly General", "Macau Fengyun 2", "Where Are You Going, Dad 2", "Wolf Totem", "Zhong Kui Fu Demon: Snow Demon Elf" and "Rushing to the Clouds".

Both the quality and the box office are very average, and the highest-grossing "Macau Fengyun 2" is only more than 900 million.

This year is the same, due to the lack of confidence in the Spring Festival stalls, there are only five movies released on February 8, "No Man's Land", "Journey to the West: Monkey King Three Fights White Bone Spirit", "Mermaid", "Macau Fengyun 3" and "Year Beast War".

"Mermaid" is optimistic, "Year Beast War" is not to be afraid, what Lin Yuan has to do is to bite off a piece of meat from the two movies "Journey to the West: Monkey King Three Fights White Bone Spirit" and "Macau Fengyun 3"!

At the headquarters of Guangguang Yanjing, Lin Yuan persuaded Li Xiaoping in the conference room.

"Now is a critical period for the platform to compete for users, as long as we are big enough, the platform will be more ruthless when it burns money."

"So, how much money are you going to shell?"

"I suggest that we take out 80 million to make ticket compensation, and strive to pry out 120 million from the platform to make 200 million for a large-scale and long-term ticket supplement.

The largest number of viewers during the Spring Festival is the 14 days from February 8th to February 22nd.

For the pre-sale that started on February 1st, we invested 50 million to reduce the pre-sale ticket price on the premiere day from the original price of 30 yuan to 9.9, the original price of 35 yuan to 14.9, and the original price of 40 yuan to 19.9...

As for users who buy tickets above 80 yuan, these people are not very sensitive to price, and they care about a good movie-watching experience and cinema service, so they can only subsidize a few yuan symbolically, so that they know that there is a ticket to make up for it, so as not to feel that we are treating us differently.

After getting enough films on the 8th, 10 million will be invested every day for the next 14 days to subsidize key areas, key theaters, and key shows.

In this way..."

Lin Yuan's plan showed his great confidence in this Spring Festival stall, and this momentum made Li Xiaoping appreciate it very much.

Guangguang is an old large enterprise in the industry, but with the company's expansion, the increase of institutions, and the bloated personnel, the company's decision-making has begun to become more and more stable in recent years.

As a result, I also missed many excellent film and television projects.

Just like Xingye's new work "Mermaid", which will be released on the same schedule as "No Man's Land", the industry has generally come to the conclusion that the box office of "Mermaid" may be close to the 2.4 billion of "Monster Hunt" through the collection of online public opinion.

Even if it can't break the box office record of 2.4 billion, it won't be too much of a problem to reach 2 billion.

Therefore, major domestic film and television companies have launched a competition for the distribution rights of "Mermaid".

In recent years, the operation of [guaranteed issuance] has become popular in China, and Xing Ye especially favors the operation of [guaranteed issuance].

However, in the process of bidding for the guaranteed issuance, due to the constraints of multiple shareholders, Guangguang was particularly cautious about the guaranteed bidding of "Mermaid", and the bidding stopped when it reached 1.2 billion.

In the end, the guaranteed distribution rights of "The Mermaid" were taken down by Hehe Pictures at a guaranteed distribution price of 1.8 billion.

Li Xiaoping is actually very angry about this matter.

Such a blockbuster project, if the light can bear the future, is not only an external display of the company's strength, but also a tempering of the internal team.

With the vigorous development of the film market and the continuous expansion of the market market, the box office of Huaguo's movies will definitely get higher and higher.

In the future, there will be more and more movies with a box office of 2 billion or even 3 billion.

With such a stable project directed by Xing Ye and starring Deng Chao, no matter how low the box office is, it will not be so low!

If you give up such a good and big project just for fear of losing money, why do you still have so many employees in the publicity and distribution department? Do charity?

Although in the end, Hehe Pictures transferred most of the income rights through fund subscription due to risk sharing, and Guangguang also participated in the acquisition of many shares.

But it may be for the sake of comfort, the light, which is the best at marketing and issuance among all fund subscribers, actually did not take any function in the issuance process, and would rather reduce the expected return than refuse to take more risks!

This made Li Xiaoping very disappointed with the board of directors!

In contrast, Lin Yuan, a fledgling young man, dared to pay 80 million real money to make up for the ticket! And those old-timers who have been [famous] in the industry are so willing to enjoy comfort.

"80 million votes to make up for the platform of 120 million is a pipe dream, although the Spring Festival market is large, but "Mermaid", "Journey to the West" and "Macau Fengyun 3" are also to make ticket supplements, the platform must be considering multi-party cooperation at this time, and will not invest so much in a single film.

I can try to use 50 million to pry the platform and 80 million votes to make up for it, as for which platform to cooperate with, or to cooperate with two platforms, it is still necessary to discuss further. ”

Although she did not meet her psychological expectations, Li Xiaoping was able to help herself negotiate with the platform, which was also very helpful to herself.

"Sister Xiaoping, thank you!"

Lin Yuan shook hands with Li Xiaoping and thanked him sincerely.

...

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