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Text Chapter 32 The popular "Happy Ghost"

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    In Hong Kong in July 1980, many parents suddenly discovered that their children began to like watching movies, and they all watched the same movie.  Not only do their children like to watch it, but many parents are dragged to the cinema to watch movies by their children.  This is not just an example, but has become a new fashion.  As "Happy Ghost" was screened in 40 theaters at the same time, it was very topical in itself.  In Hong Kong in the past, even Chen Long's "Junior", which broke the Hong Kong box office record at the beginning of the year, had no experience of being screened in so many cinemas at the same time.  If the box office of Happy Ghost is not good, this gimmick of being released in forty theaters at the same time will not be able to last for two days, because the box office is not good, which means that the movie will be canceled in a very short time.  But the movie has been showing for a week, and there is no sign of it being released. The long queues of viewers ready to buy movie tickets are the biggest reliance of theater owners.  In fact, on the first day of the screening of "Happy Ghost", the situation was not very good. Although on this day, a reporter from the Oriental Daily newspaper who dug up the inside story said in the newspaper that the first movie to be screened in 40 cinemas in Hong Kong appeared.  But it didn¡¯t make the headlines, but appeared in the entertainment section.  Even in the entertainment sector, it does not receive much attention.  After all, before this reporter broke the news, although the movie Happy Ghost was actually shown in forty theaters, because Li Mingbao did not advertise too much, others just thought that this newspaper was showing it on satellite.  Even in the film industry, not many people care about this news.  It¡¯s not that they are not sensitive enough, it¡¯s because the news is unreliable.  A unknown director, a group of unknown actors, and unknown producers. Although the number of films produced in Hong Kong in these years is not as many as in the future, it is not that few. Such a three-no product is really  It's hard to attract attention.  In addition, the box office of the movie "Junior Brother" was only calculated not long ago, which really makes people in the Hong Kong film industry still recall that products like "Happy Ghost" will naturally not attract their attention.  It¡¯s not that Li Mingbao doesn¡¯t know the importance of movie advertising. He has the memory of later generations and knows very well how much influence advertising has on movie box office.  Even sometimes, if you don't advertise, others won't know what the movie is.  Under such circumstances, no matter how good the movie is, it will fail at the box office.  But everyone knows that Li Mingbao¡¯s idea of ??advertising was stillborn at the beginning.  In these days, the means of communication and media were not yet developed.  People only receive advertisements through platforms such as TV and newspapers. As for bus advertisements, there are also roadside posters and other methods. Li Mingbao wants to use them, but advertising on buses costs money, and the other is for the bus company.  Nor did he agree.  This road was blocked at the beginning. As for posting advertisements on the streets and alleys, SIR might have to come to him before he finished posting them.  But Aunt Six refused to advertise on TV because the advertising costs were difficult to calculate, and there was no such form of publicity at this time. In addition, Shaw Brothers was deeply involved with this movie, but  It¡¯s not my son¡¯s product, but it¡¯s difficult to explain it through advertising, so TV advertising won¡¯t work either.  In the end, Li Mingbao had no choice but to turn to newspapers. There was no problem with small newspapers. Li Mingbao could publicize it however he wanted, as long as he had enough money.  Major newspapers, such as Ming Pao, Oriental Daily, and Sing Tao Daily, are very reserved.  Although Ming Pao has a cooperative relationship with Lee Ming-pao, Ming Pao's readers are Hong Kong's elites. To be listed in the newspaper, there is a threshold to advertise movies. Ming Pao cannot do such a thing yet.  Sing Tao Daily, on the other hand, said it was possible, but the price was very high and they didn¡¯t give any good space, so they had to give up.  Finally, Li Mingbao finally found a way out in Oriental Daily.  As a newspaper for the general public, the integrity of Oriental Daily is not that important. In addition, their boss is also having problems now. There is a paid advertisement, which is also a good income for their newspaper.  Although it cannot be arranged on the home page, it can be arranged on the entertainment section, and the price is not high.  Finally, an agreement was reached with Li Mingbao.  In this way, with Li Mingbao's last resort, "Happy Ghost" began to be screened. On the first night of the official screening, the response to the midnight screening of "Happy Ghost" was not bad, but after the first day's box office came down, there were only  The box office of less than 400,000 yuan was in front of Li Mingbao.  Li Mingbao is quite dissatisfied with such home page box office figures.  Don't look at the opening box office of 400,000 yuan, which seems to be quite good in the film industry at this time, but the problem is that this box office of less than 400,000 yuan was achieved with the joint efforts of 40 cinemas. The average of each cinema  Contribution, ??With less than 10,000 Hong Kong dollars, how can Li Mingbao be satisfied with such a box office?  Fortunately, Aunt Six was also present when the box office was being counted. Seeing Li Mingbao like this, Aunt Six said comfortingly: "Actually, the box office is already very good. After all, this movie is a three-no product for everyone. How can it have such success?"  With a large box office, it is already very marketable. Don't worry, our Shaw Brothers Cinemas will fully cooperate with this movie. When the box office reaches 1 million, I will also arrange advertisements for this movie on wireless stations.  The movie will definitely be a hit. " Aunt Six was not just saying this. She was really satisfied with the box office.  Although Li Mingbao has many memories from later generations, and his brother is also an insider.  But I¡¯m actually not very clear about the current market situation of box office.  In the film industry of later generations, there is often news about the first-day box office exceeding 10 million, but such first-day box office is achieved by the entire mainland cinema.  Even in Hong Kong, in the next ten years, there will not be many movies with a box office of more than 1 million on the first day.  Even "Junior", which just broke Hong Kong's box office record, their first-day box office did not reach 1 million.  Li Mingbao's "Happy Ghost" had a box office of 400,000 on the first day, and it was ready for a celebration party.  After all, "Junior Brother" has stars joining the cast. Although it does not have as many screenings as Happy Ghost, the star effect cannot be matched by Li Mingbao.  Aunt Six¡¯s judgment is consistent with that of other movie theater owners who were showing "Happy Ghost" at the same time.  They are all the best judges of the Hong Kong film market this year. Seeing such a first-day box office, everyone is happy.  Even the bosses who were forced by Li Mingbao to release the movie were happy at this time because they saw a future with a hot box office.  In addition, there have been no other blockbusters to compete for the market recently, so these bosses have secretly decided to increase the number of screenings of "Happy Ghost".  Sure enough, the box office of "Happy Ghost" rose to more than 600,000 the next day, reaching a million box office in two days, and on the third day, it reached more than 800,000.  By the fifth day, the box office had stabilized at around one million, and there was no downward trend.  Happy Ghost, which originally only had an attendance rate of 30%, now has an average attendance rate of around 90% for basically every game.  At this time, the Hong Kong media had just dug up the headline of the entertainment section of Oriental Daily a week ago and saw the first report about Happy Ghost.  Of course, not all newspapers are so slow. On the third day after Oriental Daily reported on Happy Ghost, Sing Tao Daily first reported on the movie Happy Ghost, saying that the movie was a dark horse at the box office in the past two months.  As the first company to report Happy Ghost, Oriental Daily did not lag behind others. Because of its good cooperative relationship with Li Mingbao, Oriental Daily got the real inside headlines of Happy Ghost and reported on the movie Happy Ghost the next day.  A miracle that exceeded one million box office in one day.  ¡°If a famous filmmaker, plus a star, exceeds one million box office in two days, although it is considered a good result, it is not qualified to be called a miracle.  But for a three-no product like "Happy Ghost", it can definitely be regarded as a miracle if it exceeds one million box office in just two days.  When the press began to report heavily on "Happy Ghost", TVB was not to be far behind.  Originally, this movie had a lot to do with them. It was not reported before because the movie failed to achieve results. Now that TVB wants to report it, it is not difficult to come up with some exciting information.  As TV and newspapers began to report on the movie "Happy Ghost", Happy Ghost became completely popular. The previous popularity was only based on word of mouth, but now the popularity is not only supported by word of mouth, but also by public opinion.  Also supporting.  As the new record holder for the weekly box office, "Happy Ghost" not only broke the previous weekly box office record of 3.81 million for "Junior", which was still very impressive, but also far surpassed it. "Happy Ghost"'s box office reached a terrifying seven-day  6 million box office. According to this box office rhythm, there is basically no doubt that the box office of "Happy Ghost" has exceeded 10 million Hong Kong dollars.  He had just made a breakthrough in box office records. Within three months of Golden Harvest's "Junior Brother", he was in danger of having his anus exploded. Moreover, it was the action of his old enemy Shaw Brothers. This made Zou Daheng, who was previously very proud,  I've been holding my breath lately.  And Boss Lei, who had previously broken up with Li Mingbao, was also having a very difficult time at this time.  I don¡¯t know who had mentioned the previous negotiation between him and Li Mingbao in the newspaper, saying that his boss was short-sighted and greedy, and actually missed such a blockbuster movie, so that Princess Jin, who had not yet opened, not only did not receive any praise, but became a  He has become the object of ridicule in the film industry.
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