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Text [Part 2] Chapter 78 The Secret of the Box Office

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    That night, Jay Chou generously invited Du Xinghe and the accompanying mainland staff to have an authentic Taiwanese meal at Xinye.  Kangkang was also invited to have dinner together. It was Du Xinghe who took the initiative to invite Kangkang.  After all, Brother Kang was a host who had brought him a lot of joy.  Now that he has the ability to give back to the other party, he also hopes to return happiness to Brother Kang.  Kangkang's current work schedule is planning to shoot new movies. Although this year's "One Hundred Thousand People" failed to achieve the expected success, it still allowed him to accumulate a lot of experience as a director.  He is planning to shoot a new movie to compete in the film market again.  The theme song of "One Hundred Thousand Troops" was written and composed by Jay Chou, and was sung by Kang Kang, Da Shu and Li Guohuang.  I had a lot of fun drinking that night, and Kangkang also sang the theme song for everyone on the spot -  In the simple years, I didn't know anything, I often shed tears, I forgot who I was, in modern society, everyone thinks  ~Cheating is not a sin~Money is the most valuable~ In this fake world of goods, Master teaches us to defend ourselves~ From now on, we will no longer follow ~Scarred night~ In this world of fake goods, we learn that everyone should be at risk~ It doesn¡¯t matter  ~6¨KI won¡¯t do it next time~Let him have another chance~Are you right~ Being a human being is like dust~Almost does not exist~Being played as a scoundrel~Moves half a beat~In the age of worshiping money~Not worth money is love~Always outside the situation  ~It¡¯s really sad to think about it~ In this fake world of goods~~(goods~~goods~~goods~~goods~~goods~~~~) Master teaches us to defend ourselves~~(goods~~goods~~goods~~goods  ~~Goods~~~~) From now on, I will no longer follow~~Scarred Night~ In this fake world of goods~~ (Goods~~ Goods~~ Goods~~ Goods~~ Goods~~~~) I am learning from people  People should be in danger~~ (goods~~goods~~goods~~goods~~goods~~~~) It doesn¡¯t matter~ I won¡¯t let him have a chance next time~ Are you right~ In this world of fake goods sources~  ~(goods~~goods~~goods~~goods~~goods~~~~) Failure teaches us to defend ourselves~~ (goods~~goods~~goods~~goods~~goods~~~~) From now on~  No more following ~the scarred night~~ In this fake world of goods~~(goods~~goods~~goods~~goods~~goods~~~~) I am learning that everyone should be at risk~~(goods~~goods  ~~Goods~~Goods~~Goods~~~~) From now on, I will no longer follow you~ The scarred night~ Let¡¯s see~~~How many more times can you lie to me~~~~~~¡­ I feel the same when I see Brother Kang  Despite his age, Du Xinghe was still used to making others laugh, which made Du Xinghe feel quite emotional.  He really wanted to give Brother Kang a hand so that Brother Kang could have a smoother journey on the road to movies.  The Lan Entertainment staff who were traveling with him could all feel Du Xinghe's affection for Brother Kang, even while eating.  As insiders in the mainland, they told Kangkang some of the mainland film distribution situations they knew about. They hoped that Kangkang would not go to a dead end again and understand the most important unspoken rules of mainland film distribution.  In 2014, the annual box office of Chinese movies exceeded 29 billion yuan.  As of the end of September in 2015, the mainland box office has exceeded last year's 29 billion, approaching 30 billion.  Converted into Taiwan dollars, it¡¯s an astonishing NT$150 billion!  Such box office results have stunned the whole world, as if Chinese movies have entered a prosperous era.  However, director Wang Shuai's new film "Intrusion", which was released on May 1st in 2015, encountered less than 1% of the film schedule. Director Wang Shuai issued a statement, "In "Intrusion" suffered a murder that was publicized in advance, it was rejected by the theater without seeing the audience.  Announcing the death penalty in advance."  Almost at the same time, May 3, 2015.  Director Gao Qun wrote on Weibo: "Are there any movies that can gross over 100 million in three days without buying more than 50 million on the first day?" Outsiders can't understand such a cry.  In fact, in this era where domestic films continue to break box office records, and over 100 million has become the starting box office price. Behind the myth of box office performance increasing year after year, there is another set of hidden rules undercurrent.  The film studio provides the film, sells tickets through the theater, and then the audience pays to purchase it, thereby achieving the box office of a film - this is a normal ecological chain.  But now.  Many film producers spend their own money to purchase large quantities of movie tickets, and then give the tickets to audiences as gifts or by selling them at low prices.  It not only creates the illusion of high box office, but also crowds out competing films at the same time; or, everyone competes to see who has more money to play this game - this method is called box office buying.  In China¡¯s current accounting system, film studios/distributors and theaters share 43% and 57% of the box office respectively.  However, there are also many film studios that automatically give up profit sharing points in order to allow theaters to give themselves more screenings when arranging films.  Returning the share of the box office that should belong to the theater to the theater - this method is called rebate.  To a certain extent, buying box office is indeed useful to improve the superficial box office performance, and rebates can indeed be used to obtain high-ranking films and thus obtain good box office, but in fact, not everyone acquiesces to this operating method.  There are someFilmmakers have questioned its rationality, believing that it undermines the fair competition mechanism in the market and is also harmful to the long-term development of Chinese films.  Just like Kang Ge, if you are a new director and you have made a movie that is about to be released, you will be very nervous and actively take the actors to participate in all publicity, accept various interviews, travel to various press conferences, and conduct advance interviews with opinion leaders and audiences.  Test screening, you think that such behavior will bring about benign effects - let the theater manager feel that the film is of good quality and attract people's attention, and then give a better schedule, for example, it can account for 4 of the prime screenings in a day.  However, after the movie is released, you find that the movie schedule is pitifully small. A theater manager you are familiar with may tell you: "Brother, you didn't give back points and didn't buy a theater. I really can't handle it. Just watch a certain movie."  That¡¯s it.¡± Then, you find out that this certain film, which may not be as good as yours in terms of quality and size, has been ranked higher, and you can¡¯t help but feel sorry for yourself.  However, the rules of the game in the distribution industry have indeed changed. Rebates and box office purchases have become the most common means to obtain high-ranking films and high box office. If you don't understand these little tricks used by your peers, you are destined to be in trouble.  The specific procedures for purchasing box office and rebate points are tedious but not complicated.  The key is to have money to do things easily.  For example, a senior executive of a distribution company once participated in a large-scale box office purchase.  He revealed that the film studio spent 60 million to buy box offices across the country, and the specific operations were carried out by the distribution company.  "The film studio will first transfer the 60 million to our company's account, and more than 200 of our staff from all over the country will go to various cities to negotiate with theaters or theater chains, and just pay the money and the tickets directly." The tickets have already been released.  Although it is unknown whether it has reached the audience, the numbers have been included in the box office total, and the film's starting box office number has become 60 million.  Because of the large volume of ticket purchases, each theater offers distributors a membership price that is lower than the retail price. Wanda¡¯s membership price is the most expensive, 45 to 50 yuan a piece, and for other theaters, the cheapest is 25 yuan a piece.  The distributor does not need to buy all the movie tickets for a show. He said: "The theater requires us to book at least 50% of the tickets. They only open one show. At the same time, the theater can also sell some tickets through normal channels.  The role of our 50% is to ensure that they make a profit. "This kind of discount allows the film studio to buy a lot of screenings with 60 million, which not only obtains a high box office base, but also has a good box office report to the outside world.  numbers, and also grasped the key point of competition - seizing the opportunity to schedule films.  This also means that other movies released in the same period have been squeezed out.  Another means of operation.  The same goal can be achieved - the film studio and the distributor reduce the box office share ratio and give part of their own box office profits to the theaters.  The industry calls this rebate.  As usual, after deducting 33% business tax and 5% special film fund, the film studio and theaters receive 43% and 57% of the box office respectively.  The rebate is that the film studio gives up 2 to 10 percent of the original 43% to the theater. Stimulated by profits, the theater will of course give a higher schedule of films to ensure that these films take the lead in the box office war.  June 2013.  When "A Certain Era" was released, film critic Zhu San made the film's rebate agreement public on Weibo: "In the first week of the film's release, the film crew spent money to buy a large number of tickets in many theaters to book the entire theater; theaters scheduled 40% of the film's schedule to give theaters a point  , 45% to give two points to the theater. Can you be more polite? "A theater insider also revealed: "In June 2013, a movie sent a letter to our theater people, begging us to give it.  Arrange the number of shows and schedule as many films as possible, and then mention in the letter how much rebates will be given to us. The matter of rebates starting in 2014 probably started in 2014. "If the box office purchase is still being done secretly, then the rebates are already there.  It has become a "promotional tool" that is familiar to people in the industry. More and more movies choose to publicly announce reductions in their share ratios.  Nearly two weeks after the movie "Equator" was released, the distribution company publicly issued a "Notice on Adjusting the Account Sharing Ratio of the Movie Equator" to all theater companies and theaters, announcing that the film will adjust the accounting ratio from May 12, and the film studio and distributor  Party income is reduced by 10%.  Rebate points can be divided into two ways: pre-screening rebate and post-screening rebate.  In a good schedule with fierce competition, in order to occupy the favorable terrain in the schedule and beat out other competitors, the film studio will discuss the rebate details with the theaters and theaters in advance, so that the theaters will favor them when arranging films.  Another method is to release the film after the screening. The film studio first puts the film into the market to test the response, and then adjusts the strategy based on its own box office expectations.  Whether it is a pre-screening return or a post-screening return, the specific rebate amount is not one-size-fits-all, but a step-by-step rebate. Especially when the popularity of the film screening subsides, in order to maintain the film schedule, the film studio will increase the rebate points.  The distributor of "Equator" revealed that they have formulated strategies for different stages before the release: "For example, what to do when it first enters the May Day period, and how much to return when encountering "Avengers 2" later." Long-term operations have made "  "Rebate" already has a certain technical content, and we must seize the best time.point to achieve the best results.  ¡°It is really useless for us to lower the account sharing ratio starting from May 12,¡± the publisher of ¡°Equator¡± once said frankly. ¡°If we had done it a week in advance, it would have been effective. However, because the leading and execution party of the issuance is not the same company, the response  It¡¯s a bit lagging behind.¡± A manager of a cinema in Guangcheng revealed that because ¡°Equator¡± is a Hong Kong film and sold well in Guangcheng, there will indeed be two more shows on weekends after the rebate, but it won¡¯t change much:  ""Avengers 2" is selling very well. The money I make from selling "Avengers 2" normally is more than the rebates." Faced with rebates, both the film studio and the theater are calculating their own small accounts. For example, the film studio will calculate the rebate.  How many rebates can be obtained so that the film schedule can meet expectations and the box office exceeds the set target, while at the same time not making less money due to too much rebates? Cinemas have to consider whether to make more money by releasing new films normally, or by accepting rebates to increase old films.  Pomp earns more.  The most important thing is to find the right time to make both parties happy.  "When it comes to buying box office, the biggest advantage is the theater. Because the theater has already received the money, it means that I have collected the money for the meal first. If not a single audience comes, I may even save the cost of the screening.  ", a person from the distribution company said that because the act of buying box office is that the film studio is using money to benefit the theater, so the communication with the theater is relatively smooth.  However, having money does not necessarily mean you will be willful. A theater manager in Jiangcheng revealed that the distributor of a certain movie once asked her to buy box office, but she refused at the time: "I thought the film was average at the time.  It's really scary. Our theater's attendance rate has always been good, and other movies can achieve this effect, so why should I accept this kind of ticket purchase? Isn't this a waste of money?" She also revealed that she refused to accept a certain movie at that time.  There is another reason for buying the box office: ""Fireworks in the Day" was released at the same time as a certain movie. The theater chain we belong to is the distributor of "Fireworks in the Day". At that time, we were asked to fully cooperate with the production of "Fireworks in the Day".  "Scheduling films." Her words revealed another mystery. Nowadays, the investors and distributors of many movies are the same company, and they also have theater resources, which is equivalent to the integration of production, distribution and screening. It is a popular saying.  It is a whole industry chain thinking, which is essentially an industry monopoly.  In the 1920s, Paramount Pictures in the United States was targeted by the government's antitrust department because it was too powerful.  In 1948, the Federal Supreme Court issued the Paramount case, prohibiting major Hollywood companies from vertically operating production, distribution and exhibition businesses.  But in China, such one-stop giants covering the entire industry are being formed one after another.  (To be continued, please search Piaotian Literature, the novel will be better and updated faster!
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