June is approaching, and the summer season for primary and secondary schools in the United States is also coming.

Major film and television companies are preparing for the summer season crazily.

Apart from movies, other entertainment-related giants are not to be outdone. In TV advertising, the proportion of various entertainment products has suddenly increased, and even the "Lego" selling building blocks is advertising wildly.

For Gu Ao, he has no film and television projects to be busy with this year. Who has made him so far, the only director with a good relationship in Hollywood is Cameron.

Others are either too little famous, and Gu Ao has never heard of it in his later generations and dare not vote; or even though they are well-known and Gu Ao also knows that the project will be popular, there are already mature production and distribution cooperation companies, so Gu Ao cannot get involved.

Cameron is famous for his misfortune. As long as he makes enough money, he has to enjoy life and art. He will not really make commercial films well. It is normal for him to shoot a movie for three years.

Gu Ao can't force him to get angry, because only in this way can Cameron attract Gu Ao as his confidant. He will still devote himself to investing in Gu Ao if he wants to film next time.

Otherwise, what is the difference between Gu Ao and those charming entertainment capitalists? Then it will not attract truly talented talents.

This summer, Gu Ao can invest all his energy in the gaming console career and do his best to deal with all emergencies.

On May 21, one Saturday, Tiankun home machine play-puter was officially released throughout the United States.

300,000 units in stock were shipped to more than 2,000 major dealers across the United States, and 200,000 units were shipped before early June.

From CNN to Fox, and even TV series channels in various states, dozens of TV advertising contracts were signed before May and produced in a complete manner, and they were officially launched at this moment.

During the three months of the summer vacation, Tiankun Entertainment is planning to spend $2 million in the TV advertising budget.

There are also hundreds of thousands of dollars in budgets, which will be invested in advertising space for newspapers, traffic radio stations, and electronic related magazines.

Regarding the amount of advertising, Shi Yuzhu, who is now responsible for marketing and promotion, asked Gu Ao whether he should consider increasing the advertising budget of more than 2 million US dollars. Compared with other parts of the Tiankun home machine project, the scale is really not much.

If it were Atari's style of playing half a year ago, it would be possible to invest more than 10 million US dollars in advertising fees, and Gu Ao only spent one-fifth of his peers.

But Gu Ao said no.

"Customer confidence in the whole United States has not yet recovered, and excessive advertising and marketing bombing will only cause people's disgust. It is better to wait until the shipment situation is good and the consumer feedback is good, and do some shooting and follow-up visits and paid news. That will be much more useful to attract people."

Shi Yuzhu was dissatisfied, but she had no choice but to do anything about it.

However, Shurhof's vision is sharper and more visionary than Shi Yuzhu.

He proposed to make a special budget of $500,000, and put it into department stores in major cities across the United States, wall facade advertisements and light box advertisements in Electronic Street/Electronic City.

Gu Ao started to ask, "Why do you want to invest in these advertisements? Shulhoff, I believe you should understand, who do you see the advertisements of the landmark building facades of the CBD commercial plot in the city center, and the conspicuous large-scale external light boxes on the high-rise buildings. That is the advertising space required by the 2b business, and the 2c business is not needed! Consumers will not look at these advertisements and decide to buy a game console!"

Shurhof's answer was very neat: "Boss, I know these advertisements are not for consumers, but now the confidence of partners is also very much in need of boosting. We must make dealers believe from the bottom of our hearts that Tiankun Entertainment is different from Atari, so that they will have confidence when promoting. They are the last link in facing consumers, and giving them confidence is very important."

Gu Ao pondered and thought for a while, and immediately realized that this was a clever proposal.

Consumers just pass by the advertisements in these places and basically leave no impression.

However, those owners who open shops in shopping malls and electronic cities live and work in that environment every day. They have to face these billboards for more than eight hours, and it is impossible not to see them without seeing them.

These store owners have experienced a "game console winter" for four or five months, and their initial enthusiasm to save the market has faded.

Perhaps in February and March this year, they tried very hard to sell game consoles to customers in the store (although they were Atari's inventory game consoles), and then they were despised by consumers, lost confidence, and gradually lost confidence.

Now there is a new brand that wants them to sell game consoles in one go, so they must see hope.

"Yes, this advertisement should be made. Moreover, if other peers in the future want to intervene in the home machine industry, we must sign exclusive agreements with the property management parties of these malls/electronic cities at a high price in advance, and buy out the conditions of "not allowing the mall to advertise other home game consoles" at a higher advertising price. It is okay to spend a little more money!"

Gu Ao made the decision.

Schulhoff finalized some details with him and then began to implement them efficiently.

The initial promotion effect of the advertisement seems to be very good.

On the first weekend, consumers still responded little

Although Tiankun Entertainment has been appearing as a fighter who "opposes Atari's practice of ignoring consumer rights", the impact it has been affected by Atari's great collapse has been as small as possible.

However, the American people's credit breakdown in the entire home game console industry cannot be reversed in just a few days.

Fortunately, Tiankun's TV advertising design is very real. It has changed the flashy and unrealistic approach of Atari's previous CG and promotional videos. For the first time, it adopted the "operation screen of directly playing/spoiling the game process on TV" mode so that consumers can directly see the real content of the game on TV.

This practice was only seen in the United States in 1983, and there was no precedent before.

Because the Atari 2600 game console has a very simple picture than TV programs. It is a game console that was launched on the market in 1977 and can only display some light patches. Therefore, for six years, Atari has never directly played the game process images on TV.

Nowadays, due to the epoch-making upgrades in technology over the past six years, Tiankun's home phone can display game screens similar to the Super Mary/Contra level on the Nintendo FC in later generations, so it is not embarrassing to put TV commercials on it.

The only disadvantage of this advertising model is that the advertising fee is relatively expensive: because each advertisement must be played for at least 30 seconds and the live game operation screen will be taken out for at least 15 seconds to win the trust of the audience. Therefore, Tiankun prepared a $2 million advertising fee in the initial stage.

The first weekend's advertising promotion, coupled with some previous soft articles led by hot topics in previous news interviews, at least hundreds of thousands of American teenagers and parents saw this batch of advertisements, and it led to sales of about thousands of units on the first weekend.

New players who are eager to test the waters are generally rich players. They are naturally not stingy about buying game cassettes. Almost everyone has bought the first batch of first-party game cassettes/floppy disks.

The number of "thousands of units" was nothing at all in Atari's heyday.

Because Atari was able to sell an average of 80,000 gaming consoles per week last year.

However, in the cold winter, this is already a very good start.

Although Atari has not yet closed down, its sales of new household machines have dropped from 80,000 units per week to 2,000 units per week, down 40 times.

In other words, although Tiankun’s home appliances have not sold much, they have at least surpassed Atari in one fell swoop and officially become the “first in the industry”.

This first one is too easy to come, it is simply a race to surround the land in a no-man's realm.

With the new "industry first" status, there are more gimmicks to hype.

Gu Ao spent a lot of money to publish soft articles in magazines similar to later China's "Computer World" and "Popular Software" in the United States, inspiring industry confidence and claiming that the cold winter is about to pass.

He also pretended to say a lot about protecting the rights and interests of consumers/players and urging industry self-discipline. He was like a stance of an industry leader, and first took the big name of the "martial arts leader".

Two weekly magazines were hyped, plus the actual machine that users bought back in the early weekend and played with them, showing off among classmates. After the first four working days were brewing, the popularity of Tiankun’s home machine rose to a higher level again.

Electronic products have always been a field where trends and trends change very quickly. As long as you have some practical information, it is really interesting and fun to fill the blind spots of social currency and spreads much faster than other consumer products.

At the same time, the retail price of Tiankun home machine cassette version is $128 and the floppy drive version is $158, which is still within the affordability of mainstream American consumers, and they can afford to bet.

On May 28, when the second weekend, the day when the summer vacation of primary and secondary schools began, sales caused a small wave of blowout.

The highest daily shipment volume in the United States reached more than 18,000 units. From Friday to Sunday, the total sales of 50,000 units were sold in the United States, with 200,000 game cassettes/floppy disks. The total sales of game consoles/clips in three days also exceeded US$10 million.

A very good start.

After the time entered the beginning of June, with the release of the first wave of "social currency" purchase demand, daily sales fell slightly, but the day with the lowest sales can also ensure that at least 5,000 units are sold daily, and most days can be kept around 10,000.

In the future, players need to recommend each other, visit each other, date and play during the summer vacation, and gradually spread the reputation of this game console, and then the second wave of sales will usher in.

Magazines in the electronics industry have not yet noticed the recovery of this industry, and they are still in the state of collecting money and writing soft articles.

After all, with the sensitivity of these media people, it is normal to take it seriously after the other party sells for at least one month. Writing a column analysis is also a normal reaction speed.

However, peers are often more sensitive than media people.
Chapter completed!