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Text [Part 2] Chapter 79: Learned

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    The staff of Lanyu also told Kang Kang that as a new director, if Kang only knew the above-mentioned basic operating methods, he would still be unable to compete with the veterans in the distribution industry.  ¡°Nowadays, there are almost no box office purchases that blatantly pay with one hand and pay tickets with one hand,¡± a staff member who once worked as a resident distribution staff revealed: ¡°Basically, they are purchased through a third party now. Large-scale box office purchases  They have all switched from offline to online, and those small-scale bookings are actually buying box office in disguise. "In actual operations, the way to buy box office is becoming more and more complicated, and it seems to be more and more rationalized and formalized.  Rebates have also led to another kind of chaos in the distribution industry during the specific operation process-theft of box office.  If you don¡¯t understand the rules of the game, you will not only be at a disadvantage in the competition, but you are also more likely to become a direct victim of stolen box office.  "Partners, film producers, distributors, and theaters will all book the theater. Part of our usual work is to find partners and let them book the theater. For example, if there is a certain brand of car in the movie, we will go to the customer  Negotiate, let them pay the price, and we will help them get the theater price," the former distributor introduced.  According to an industry insider, partners sometimes take the initiative to book a large number of shows and give them to their customers. "For example, for "Dwelling in the Fuchun Mountains", Audi booked 300 shows a day, and then it was 300,000 to 500,000 a day.  That film has exceeded 300 million. "Strictly speaking, in the movie theater booking behavior, the audience is not the consumer, it is still the movie-related stakeholders who spend money to buy the theater and then give it away through activities to support their own movies.  Build momentum to show off.  With the rise of e-commerce, a new form of e-commerce booking has emerged, which is more convenient to operate and has greater influence and scale.  For blockbusters with good market prospects, e-commerce companies hope to negotiate exclusive cooperation.  Tens of millions of dollars are often spent to book the venue in advance to ensure the number of films. For example, "The Road to Love" has an exclusive cooperation with Maoer Films. Maoer Films is based on an investment of tens of millions, and is managed by resident staff and each company  Cinema negotiations have corresponding requirements for the number of screenings in each cinema.  For example, request for additional games or more golden games.  A staff member of the producer revealed a case of cooperation between his company and T Bao Films last year: "When the movie was about to be released, we went to discuss cooperation with three theaters including Jinyi. At that time, we and T Bao Movies  With an investment of 1 million, we require the three theater chains to guarantee our two afternoon screenings and two prime screenings every day, so that we can open the film. "  In this case, the 2 million investment was used to buy 40% of the seats for four shows each day for the three days before the show. ??????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????izing?ing?get heren?have?a traditional private venue, where tickets are given away.  Today's e-commerce is equivalent to buying tickets at the membership price first, storing them, and then distributing them at a lower price.  Although the complete gift model has been changed, most movie tickets have entered the market circulation; however, the price difference brought by the low-price model.  The film producers and e-commerce companies will pay for it.  Whether it is a private venue or an e-commerce subsidy, it requires considerable investment to support it.  In more extreme examples, film studios and distributors can produce very high box office figures by spending only a small amount of money. A minimum of 8.3% of the funds can produce 100% of the box office.  The specific method is to make fake shows, "we call them fake shows for short." A person in the distribution industry revealed, "Generally, theaters will choose morning shows and evening shows with the smallest audience to operate, and they can be viewed on the theater's schedule and ticket purchase system.  This show is treated as a sell-out, but there are actually no viewers. So of course the distributor will not get a penny from the box office, for example, a 100-yuan ticket may be given.  Benefit fee. But once the show is scheduled, the box office will be released. "In this operation, the cinema will not receive 100 yuan from the ticket, and the film studio will not receive 43%, but the box office number will be released.  It is equivalent to the film studio and distributor using a small amount of benefits to buy high box office.  Introduced by industry insiders.  "It's easy to see movies that do this kind of tricking. For example, if a movie is not scheduled to be released nationwide, you suddenly find that it still sells millions a day and then refuses to be released. For example, a star-studded movie tells the story of a shipwreck.  Blockbusters sold 4 million in one day in the last week. "For some film studios with theater resources.  It¡¯s easier to do this, and you can even save on the benefits.  "For example, for companies like XX Company that have their own theaters, I only show them in my own theater. I am both the film producer and the terminal. I get 43% of the film producer and 57% of the terminal. That is to say, this part  I only need to pay 5% of the special funds and 3.3% of the business tax to claim 100% of the box office. I can claim 100 for a certain award-winning martial arts film just to save face for the director.  "I just made a fake of 33 million yuan" - an industry insider revealed such a case - "This evidence is also easy to find. You can check the weekly box office rankings of theaters. At that time, 15 of these theaters of xx company entered the rankings.  The top 20 on the list, this phenomenon is very abnormal.??The theater usually cannot even be ranked among the top 100 in the country, but you suddenly reach the top few. Do you think this is not a problem?  ¡± Driven by the benefits of rebates, some theaters are likely to use unfair means to steal box office revenue from a film without rebates to films with rebates. Distributors may also become the leader of this behavior  , instructing theaters to steal the box office. An insider in the industry revealed, "When xx Company released an inspirational film and a youth film at the same time, it moved the box office of the inspirational film to the youth film.  Because xx is the leading distributor of youth films and only the executive distributor of inspirational films, that is, working from below. He could not get the maximum profit from inspirational films, so he teamed up with theaters to do this to divert the box office.  ¡± Stealing box office by writing tickets by hand is already the lowest level method. Nowadays, the common method used in theaters is dual systems. The specific operation method is that a theater buys two sets of ticketing systems, one is responsible for issuing tickets, and the other is responsible for distributing the box office.  Reporting to the country, printing movie tickets for movie A in the ticket issuance system, but counting the box office of movie B in the reporting system. This method of stealing box office is more subtle, and it is generally difficult to find out who is getting the box office.  Profit? For money, reputation, and customers, film producers, distributors, e-commerce companies, and theaters all take what they need. In the film distribution process, film producers, distributors, theaters/theaters, and e-commerce companies are the most important in the profit chain.  Fourth Ring. Judging from the operation methods of box office and rebates, all parties have profited to varying degrees in this process. This may be the reason why the phenomenon of box office and rebates has always existed and is gradually becoming different in the process.  One of the reasons for this clarity is that "buying box office and rebates can increase the box office share and scheduling rate of a movie in the first week," said a staff member who has participated in box office buying.  It ensures the corresponding number of film schedules. At the same time, it builds momentum for the film and creates a blockbuster atmosphere, which can indeed attract a large number of traffic customers with no strong purpose; at the same time, it also stimulates the film schedule to a certain extent, thereby stimulating the actual box office of the film that year.  The summer thriller starring Yang Function used to buy the box office in the first three days to create an artificially high first weekend. Theaters arranged a large number of films. Fortunately, the film did attract a large number of student audiences in the later period and successfully achieved high box office results.  "Although the money to buy box office is from the sheep, it is for the sake of the company's performance.  Or in order to preserve the reputation of the cooperating director, the film studio will do this." Industry insiders said frankly, "Even if they don't actually make much money in the end, the superficial popularity at the box office may bring stock opportunities to already listed film companies.  .  " "Sometimes, the difference between a box office of 99.99 million and a box office of 100 million is not the difference in reputation. The country has issued a policy a long time ago, and 3D films with high box office have additional rewards.  "In November 2012. The new policy issued by the country announced that it would reward 3D films with different box office results, such as box office revenue between 50 million yuan and 100 million yuan. A reward of 1 million yuan; box office revenue above 500 million yuan.  , a reward of 10 million yuan; in short, the higher the box office, the higher the reward. Among them, 100 million, 300 million, and 500 million are the dividing points for getting higher rewards. If the actual box office of the movie is close to these amounts, the film studio will often choose  The method of rebate is to make the final box office exceed these dividing lines, not only to obtain rewards, but also to win good luck. The distributor and the film studio are generally a community of interests, but if the distributor uses the guaranteed distribution method, it is actually with the film studio.  A gambling relationship has formed. In order to lose less or make more money, the publisher will also take the initiative to play some tricks. An insider revealed, "XX company made a guarantee of 600 million for the shipwreck movie last year, but the film turned out to be a tragedy.  xx company found a familiar theater chain and managed to survive for a while by making fake theaters. "The distributor starts from its own long-term interests and in order to become a first-line distribution company, it will also increase the box office." xx company  Several movies with guaranteed budgets were made by themselves to save face.  You can see that other companies have released some particularly good films. What do they have?  It doesn¡¯t sound good to say it,¡± the person familiar with the matter added. ¡°The main purpose of the low-price strategy is to win more customers. There is no upper limit for customers. Of course we hope that the more the better. The most valuable thing in this era is customers.  Resources," an e-commerce person in charge said frankly. "It is understood that according to the general market situation in the industry, the cost of adding an activated user to an e-commerce app is close to 12 yuan; in addition, the user's consumption habits and data are huge assets owned by e-commerce  Potential value. Through a low price like 9.9, e-commerce can gain a customer and understand the user's consumption habits. For this reason, it is nothing to pay a box office of more than ten or twenty yuan.  E-commerce companies will also start more and more exclusive cooperation in order to win more customers. For example, Maoer has an exclusive cooperation with "The Flowers of the Heart". If the audience wants to buy tickets for "The Flowers of the Heart" online, they must become one.  Maoer customers. In this process, e-commerce is expanding itself.channels, influence and market share.  In addition to acquiring customer resources, e-commerce companies are also gradually participating in box office sharing, usually in the form of betting.  ¡°We had a bet with Mao¡¯er on ¡®Single Man and Woman¡¯,¡± a Media Asia staff revealed. ¡°Mao¡¯er invested 30 million in Media Asia. At that time, Mao¡¯er and Media Asia bet that if the movie¡¯s box office exceeded 200 million,  , maybe we will pay half and half for the part above 200 million. This 200 million is negotiated by both parties, and it may be back to the original line. Media Asia considers that 200 million will be able to recover the cost, so it will bet on 200 million for this film.  Less than 198 million. "In this case, Maoer's bet failed, but the e-commerce company dared to invest heavily in the bet, usually because it is confident in the movie. In order to get a share of the box office, the e-commerce company will also integrate itself.  The online and offline resources fully cooperate with the promotion of the film.  The e-commerce company pays for distribution.  When huge user data accumulates in the background, low-price tickets will be distributed online, which will fully affect theater film schedules. The existing ground distribution team and theaters will have a gradually weaker impact on the movie box office.  The cake of film distribution belongs to e-commerce companies.  To put it simply, the purpose of the film studio is to obtain better box office results and higher box office share. The distributor of guaranteed release wants to reduce losses or obtain box office share. The e-commerce company hopes to obtain more customers and become a joint producer to participate in the box office share.  Although these three parties have different purposes, they all need to show goodwill to the theaters in order to obtain better film schedules.  In this sense, theater chains and theaters seem to be the biggest winners, but in fact, theaters have also been "kidnapped" by real estate developers outside the interest chain.  Take a second-tier provincial capital city as an example. The annual rent for a theater in the city center is tens of millions. Coupled with water, electricity, property and labor costs, the seemingly strong theater owners also have unspeakable difficulties.  Of course, there are exceptions. Compared with other theater chains, the biggest advantage of Wanda Cinema Line is that all theaters are directly managed and do not adopt a franchise system. All assets belong to the group and are not held hostage by rent.  It is worth mentioning that in addition to theater chains, there is also a kind of theater management company. For example, ume is not a theater chain, but a professional film group management company. The assets belong to the group and theaters do not need to worry about rent.  These theaters choose to join different theater chains and only need to pay a certain amount of theater chain management fees.  Listening to what the staff of Lanyu said, not only did Kangkang learn a lot, but Du Xinghe also had a relatively in-depth understanding of the distribution process of the domestic film market. As expected, the lines were like mountains. He didn't expect that there were other things in it.  So many ways.  (To be continued, please search Piaotian Literature. The novels will be better and updated faster!
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