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Text Chapter 66 Advertising and Investment Promotion

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    After finalizing a few stars, the most important task for the movie is advertising and investment, because large-scale publicity and distribution before the movie is released will cost at least 15 million. Cheng Peng simply cannot come up with this money, so he can only solve it through advertising.  .  Movie advertisements are mainly divided into two types, one is pre-roll advertisement, the other is product placement, and of course there are advertisements such as premiere naming.  Post-roll advertising is a brand advertisement that is played before the official screening of the movie. This kind of advertising has greater advantages than ordinary TV advertisements. It is mandatory and the audience has no choice. Its communication effect is more profound than that of TV advertisements.  , very popular with merchants.  Feng Xiaogang's "Endless" was the first to use in-film advertisements, and later films such as "Big Shot", "Hero" and "Mobile Phone" all carried a large number of in-roll advertisements.  Compared with pre-roll advertisements, product placement is more invisible and humane. It integrates advertisements into the plot of the movie, leaving a deep impression on the audience unconsciously.  Feng Xiaogang is recognized as the originator of advertising implantation in domestic films. "Endless" implanted the Great Wall card for the Bank of China, and he also appeared in the subsequent "Big Shot" and "A Sigh".  However, the real explosion of movie advertising implantation is the upcoming "A World Without Thieves". In this movie, Feng Xiaogang implanted 12 advertisements, with an advertising fee of 22 million. Adding in the pre-roll advertising and sponsorship fees, the advertising revenue reached  40 million, the movie has already been repaid before it is released.  Cheng Peng and the others plan to recruit ten spot advertisers, one for 30 seconds each, for a total of five minutes. This length is more appropriate and acceptable to the audience. If the advertisement time is too long, it will arouse the audience's disgust.  Zhang Yimou's "Hero" was sued in court because the commercials were too long.  The prices of Cheng Peng's ten advertisements gradually increase in order. The closer they are to the movie, the higher the price. The first and second advertisements are set at 1 million, the third and fourth are 1.1 million, and the fifth are 1.2 million.  Then it increases in sequence, the ninth one is 1.6 million, and the last one is 2 million. These need to be completed by the investment promotion department in the next few months.  ??And product placement needs to be finalized before the movie officially starts filming, otherwise it will not be implanted, so this is the focus of everyone's discussion.  Cheng Peng looked at the advertisements that could be embedded and felt that there were a little few. However, this was determined by the movie itself and there was no way to change it. He nodded and said: "Cameras, video cameras, clothes, cars, just contact the merchant based on these four!" Zhao Linlin said  : "I think we can add an insurance policy. Many people died in our film, so adding an insurance policy would be good!" Zhang Mengdao: "But how to implant the insurance?" Zhao Linlin said with a smile: "This is not easy, let the protagonist  I sighed, if I had known better, I would have bought an insurance policy from China Life." Zhang Meng was stunned: "Isn't this too shameless?" Cheng Peng was also a little dumbfounded. This was completely Feng Xiaogang's trick. This idea is so awesome.  , but he still shook his head and said: "When we make movies, quality is fundamental. We must not sacrifice the quality of the movie for the sake of advertising. This advertisement cannot be done." Zhao Linlin made a "cut" sound and said: "It depends on the director.  His skill is so great that his clever Zhiru can make the audience accept it, and he still talks about it afterwards. Isn¡¯t your "Fairy Tale" implant very successful?" Cheng Peng said with a smile: "It just happened to catch up, it is just right, and now it is right!  This is inappropriate and cannot be imposed. Don¡¯t just focus on product placement. There are many ways to make money. We can sponsor the premiere and charge 5 million to host it. We also need to recruit two co-organizers, 2 million each. That¡¯s it.  9 million." Zhao Linlin was shocked: "This price is too outrageous. I have seen the investment plan for "House of Flying Daggers". They are going to hold a party, and Andy Lau and the others will be there, and there are many more.  Star, the entire premiere is said to cost 10 million, but they only received 6.5 million for the title. Who is willing to pay 5 million for us? " Cheng Peng said confidently: "That's because they are not big enough.  For a webcast, 6.5 million is already very expensive. If we move the entire premiere to TV, do you think 5 million is still expensive?¡± Now it was Zhao Linlin¡¯s turn to be stunned: ¡°It¡¯s over, it¡¯s over, you think the money is already there?¡±  It¡¯s crazy to think that the premiere will be broadcast live. Which TV station is willing to do it? " "Linlin, our movie is going to be released in the Lunar New Year period. There are two particularly strong movies in the Lunar New Year period this year, "Kung Fu" and "A World Without Thieves".  The movie-going audience is inherently narrower than theirs, and their appeal is far less than theirs. If we don¡¯t come up with some different methods, we will become cannon fodder, not to mention 60 million, even 10 million." "  That¡¯s true, but no one has ever done it if the station is willing and able to do it.¡± Cheng Peng said with a smile: ¡°It¡¯s only effective if no one has done it. If everyone does it, there will be no sensational effect.  Whichever channel is willing to do it, the movie channel is willing to do it.¡±   Suddenly, Zhao Linlin fell silent, thinking about various possibilities in her head. The possibilities were very small, but she could definitely try.  In Zhongguancun, in a building with bright and clean windows, Lenovo's marketing director Wu Mao invited Cheng Peng into his office and poured him a cup of tea himself to show his attention.  More than a month ago, Cheng Peng was not treated like this when he came. Now Wu Mao is so enthusiastic about him, which is entirely due to the success of "Fairy Tale".  The MV for "Fairy Tale" is very popular right now, and the camera in the MV has also become popular. Many young men and women simply regard that camera as a symbol of true love, which caused a whirlwind of panic buying and eventually sold out.  .  Lenovo spends hundreds of millions on advertising every year. They are doing print ads, TV ads, and pop-up ads. There has never been an ad that can achieve this effect. This is simply a miracle.  Cheng Peng took a sip of tea and said with a smile: "Director Wu seems to be doing good things recently, and his face is full of joy!" "It's all thanks to you, brother. I was very optimistic about "Fairy Tale", but I didn't expect the effect to be so good!"  Wu Mao laughed. He was a little proud of the fact that he agreed to the implantation despite all the objections, and he was a little proud. "What new song did you bring this time?" Cheng Peng shook his head and said, "I am the director.  If I sing all day long, others will say that I am not doing my job properly. This time I brought a movie to talk about advertising." When he heard about the movie, Wu Mao didn't rush to agree. Cheng Peng had never proven himself at the box office.  It is difficult to guarantee the scale of the movie's release. If the movie can only be released on a small scale, there is no point in advertising. He asked: "Who are the actors?" Cheng Peng smiled faintly: "Zhang Ziyi, Xu Jinlei, Li Binbin, Fan Binbin." Wu Mao gasped  With a sigh of relief, he wanted to catch all the top female stars in the country. With this lineup, large-scale release will definitely not be a problem. He immediately said: "It seems that Brother Cheng is playing a big role this time. I don't know what you want to do this time."  Pre-roll ad, or product placement? " Cheng Peng didn't worry. He turned on the computer and clicked on the storyboard: "Look at the storyboard first. We'll talk about it after reading it."  , it is difficult for others to understand, but it is more intuitive to look at pictures.  Wu Mao is in marketing. After reading the storyboard, he knew what Cheng Peng was going to do. He put down the mouse and said: "This story is interesting. With this lineup, the market response will definitely be good. Let's put in a post-roll advertisement. The movie  There is a camera inside, we can implant it." Cheng Peng smiled: "It's not just pre-roll ads and product placement, I'm going to provide you with a super luxurious advertising package, the price is not expensive, and it only costs you 10 million."  Mao was taken aback: "Brother Cheng, are you kidding? We just placed a pre-roll ad in front of "House of Flying Daggers" and it only cost 2.4 million. Your lineup and reputation are far inferior to "House of Flying Daggers"  , I will give you 2 million, but the degree of implantation depends on the degree of implantation. The lens for the camera in your film is extremely limited, and the advertisement is only 1 million. Where does the cost of the other 7 million come from? " "I  I'm sure you won't give random quotes. Let me analyze it slowly. 2 million for pre-roll ads is more reasonable, but you are totally wrong if you say that the embedded ads are only worth 1 million. If it's Feng Xiaogang, I think the implant fee is about 1 million, because  It is difficult for his films to sell overseas, but my film is different. Our main target is the overseas market, which is 3 million yuan, less than 400,000 US dollars. One page advertisement in "Variety Show" costs 150,000 US dollars, 40 US dollars.  US$10,000 is not enough to be published three times, and our movie will be distributed globally. This is definitely not comparable to three-page advertising. As for the other 5 million, it is the naming fee for the movie premiere.  There will be a series of activities, and the 5 million is absolutely worth it. " "Oh, are you planning to follow the example of "House of Flying Daggers" and hold a grand party? " "The premiere of "House of Flying Daggers" will cost 10 million.  , where can I get so much money, but I am confident that the effect I can produce is no worse than them. I am going to move the premiere to TV and broadcast it live. You want it to be broadcast live for 90 minutes, with many celebrities present, on stage.  The background is your LOGO. What a great publicity effect. At the same time, we will also cooperate with major portals to open special sections and carry out special reports. Dozens of media will bombard it. The effect will definitely not be better than that of "Ten."  "Ambush in front of you" Wu Mao hesitated slightly. If it could be broadcast live on TV, the effect would be great. 5 million is really not expensive, but is it possible? "Are you sure that the premiere will be broadcast on TV?"  Live broadcast, no one has done this before, right? " Cheng Peng is very confident about this. There is a column called "Premiere" on the Later Movie Channel, which is dedicated to live broadcasting the premieres of popular movies. It is not difficult to create this program in advance.  : "It will only be effective if no one has done it. As for how to do it, it involves commercial secrets and cannot be disclosed for the time being. We can signIn this agreement, if we can achieve this, we will charge a naming fee of 5 million yuan. If we cannot do this, we will only charge 1 million yuan. What do you think?  " With the agreement as a guarantee, Wu Mao has nothing to worry about. He smiled and nodded: "Okay, that's it, but I believe you can do it!  "
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