Since we have decided to release the screen on September 30, we will do a good job in publicity and marketing!

What is marketing?

Simply put, it is to "induce the expectation of watching movies". To be more straightforward, let the audience know the existence of this film and want to watch it. But this is such a simple and straightforward appeal that few people valued it decades before the birth of "Hero".

‘Marketing’ is a new word, which was passed from other industries. In the past, movies were the “production and distribution” three rings, and there was no concept of marketing.

In the early years, due to the high threshold for entering the film industry, most of the relevant information was only circulated in the official media and the paper media channels from the beginning of production, and the screening channels were also managed by the official, so the understanding of user experience was completely different from now.

Firstly, since the content is a scarce thing, the audience has fewer choices, so many works are not worried about their way out; secondly, there was a big disconnect in the production, distribution and screening field at that time, and the studio did not contact the market directly, but instead handed over to Huaying to distribute and sell copies. Therefore, from creation to distribution, the audience's personal needs were not taken seriously.

Let me put it this way, the creators of that year never thought about how to sell the film in the future since the filming stage.

"Hero" created the concept of film marketing for the first time!

It brings marketing models such as TV advertising, zero-point premiere, and cross-border publicity to the Chinese film market.

Later, a survey from CCTV showed that 80% of the audiences of "Hero" had not entered the cinema for many years, and overwhelming publicity was an important driving force for their entry into the cinema.

Lao Mouzi once said, "Directors 'grow radishes', marketing 'selling radishes', and the top seeds are more and more important. There are more and more radishes on the market, and people who 'selling radishes' are becoming more and more picky, and shouting is becoming more and more important."

The success of "Hero" has made many people realize the necessity of "killing", but they have not formed a systematic understanding of how to "killing".

In the years that followed, the main promotional and distribution model of blockbusters was the reproduction of "Heroes", and the hard-selling launch of hard-hitting marketing became the main publicity methods.

Zhang Junsheng is very disgusted with this extensive investment.

This can only be called ‘propaganda’!

"Have you ever played this before with poster countdown, music, participatory topic marketing, enhanced interaction?"

Zhang Junsheng looked at a person in charge of Yuehua's propaganda department speechlessly.

“…Poster countdown?”

An Yugang seemed to have some understanding, but he was not sure.

An Yugang is the head of the company's publicity team, and was formerly a reporter from Nandu...

"The Chinese Ghost Story starts from the thirty days before the release of the ticket, and posters are released, and the dates are updated every day!"

"The main material is placed on the Internet - remember, most of our audiences are netizens!"

"The theaters under Yuehua will all have posters, and the first-tier cities in the country, bus stops and subway entrances will be taken down!"

It was estimated that it would cost at least 10 million to do so. An Yugang frowned and was about to speak, but Zhang Junsheng interrupted him: "I have prepared 30 million for the promotion and marketing of "A Chinese Ghost Story"!"

“…But, in this way, it will be difficult for us to make money…”

"Don't worry about this, the box office of "A Chinese Ghost Story" must exceed 100 million. This is the first movie in our company!"

"…The theme song of "A Chinese Ghost Story" was officially uploaded to QQ Music the day after tomorrow. You can arrange for someone to hype it up."

"Also, I have opened the official blog of "A Chinese Ghost Story". Everyone can participate in the discussion. You are responsible for communicating with netizens!"

...

Needless to say, Yuehua's ability is, when all resources are mobilized together, the combat power bursting out is surprising!

"Zhang Junsheng's first theater movie, a new perspective interprets 'the relationship between humans and ghosts is not over'"

"There are three days left before the release of "A Chinese Ghost Story"!" - The second edition of "Three Links".

"It is reported that "A Chinese Ghost Story" directed and participated by Zhang Junsheng will be released on September 30."

Seven days before the release, many newspapers who ordered the newspapers found that all the newspapers they often read published promotional information about "A Chinese Ghost Story"...

Open the Yanjing Youth Daily, and the third edition wrote "A Chinese Ghost Story" to be released soon;

Open the Yanjing Evening News, and the second edition is Zhang Junsheng talking about the story behind the creation of "A Chinese Ghost Story";

Even the Beijing News published the rumors about Zhang Junsheng and Xu Yan...

Except for traditional print media, TV advertising, and several major Internet mainstream media, all of them were taken over by Yuehua!

A large amount of promotional fee was released, which immediately attracted a lot of attention.

The story of "Strange Stories from a Chinese Studio" is familiar to the people of the whole country, which has an innate foundation for publicity. With Yuehua's financial support, many people have begun to publish articles about Pu Songling in some social supplements.

If it was August, Yuehua made such a big deal, he might have encountered an opponent - "Transformers" was released, sweeping the box office market in China!

But in September, especially the National Day holiday, it has not been valued yet, Yuehua has taken advantage of the time and place!

At the same time, Zhang Junsheng's EP was released, with only three songs: "A Chinese Ghost Story", "Dao No More" and "The Dawn".

"Tao" is not sung by Zhang Junsheng. He cannot sing the chic and heroic lyrics...

After thinking for a long time, I found Luo Dayou.

Only Luo Dayou can barely sing the feeling of Uncle Zhan...

...

When Yuehua was promoting "A Chinese Ghost Story", the main featured was Zhang Junsheng!

Sometimes I mention the word "Wang Daehui", and Zhang Junsheng's popularity is definitely above most celebrities.

The most famous director of the entire "A Chinese Ghost Story", and this director is not yet famous for his movies...

Although it is awkward, it is very effective, especially after Zhang Junsheng’s first personal EP is released!

Zhang Junsheng sings very well, his book fans know it, and audiences who have read "The Voice of the Chinese Dream" also know it, but he never posts songs.

"I'm not a singer, I only sing my songs for those who know how to listen!"

This was said by the son of the plane himself!

Then for "A Chinese Ghost Story", the oath was broken...

It smells so good...

Although he publicly advised everyone not to buy EPs on his blog, saying, "Don't expect music to make money, just listen to it online for free." However, the theme EP of "A Chinese Ghost Story" sold nearly 200,000 copies in two weeks after it was launched!

At the same time, the download volume of "A Chinese Ghost Story" exceeded 80 million...

The MV of "A Chinese Ghost Story" was specially filmed, with a total of 50 million views!

With such a large expenditure, it can be expected that the first day of "A Chinese Ghost Story" will definitely not be much worse!

However, this is not enough. There is still a topic that lacks, a topic that can trigger public attention, such as whom is bombarded.
Chapter completed!