Chapter 189: .Large scale mapping strategy

Generally speaking, the publicity of a movie will only publicize the actual release date, and the date of the screening is rarely publicized.
But this time, "The Story of Hachiko" was in the publicity and directly announced the opening date and official release date of Wang Yifan's new movie.
The heavy money went down, coupled with the previous dogfighting activities of "The Story of Hachiko", many people remembered and cast their attention.
"Wang Yifan's new movie? About dogs?"
"Looking forward to Wang Xingren!"
"Do the dogs in the movie sing and learn how to bark?"
"Wow, Wang Yifan's efficiency is really fast. How long will it take to get a new movie."
"Doesn't anyone pay attention? The time for the screening!"
"It's boring, the screening is not for our ordinary audience."
Yes, in the minds of many ordinary viewers, they know that there is such a thing as a bit of a movie, but it is precisely because they know about a bit of a movie that they are not interested in a movie of a movie, because most of the time the movie is by invitation. Although there will be some shows for the audience to buy tickets to watch the movie, but they are too few.
Of course, wouldn't Wang Yifan really think that the movie can be done once and for all by simply relying on word of mouth?
This is obviously impossible.
If you want a movie to become a hit, you have to spend money on publicity. The fragrance of the wine is also afraid of the deep alleys. There is a time limit for the movie to be released. Maybe it can be slowly fermented by word of mouth, but when the word of mouth is fermented, the list may have bottomed out.
Therefore, after negotiation between Wang Yifan and Dai Xinyue, they directly asked for at least 50 million yuan in publicity expenses!
Yes, and it's just the promotional fee before the show!
When Dai Xinyue heard Wang Yifan say this number for the first time, she almost didn't ask, are you crazy?
What is the production cost of "The Story of Hachiko"? The 50 million publicity fee is nothing if it is the publicity budget of the entire movie, but this is only the initial publicity budget.
For the later propaganda, don't say 50 million, 30 million is always needed, right?
As a result, the total cost of "The Story of Hachiko" will rise to the level of a blockbuster, and it is inevitable to exceed 100 million.
The point is that "The Story of Hachiko" is just a feature film. Generally speaking, feature films have a ceiling at the box office. At least so far, Dai Xinyue has not heard of any pure feature film. Over 1 billion, let alone 1 billion, there are very few 600 million.
And which one can get such a result is not a word of mouth, which one is not called a classic?
It is not that Dai Xinyue underestimated Wang Yifan, but that although Wang Yifan's previous movies were good at the box office, they were far from the classics.
"Will fifty million be too much?" Dai Xinyue asked more tactfully.
"No, not much. This is a difference in genre. For a film of the genre "The Story of the Hachiko", if it weren't popular among the people, the word of mouth would burst, and I wanted to stand up to director Chen Hang in the Spring Festival stall. Under the competitive pressure of Director Ma Qingshan, it is impossible to make a difference. If we want more people to accumulate reputation for us, we must have more audiences enter the cinema." Wang Yifan explained with a smile.
"But, isn't your previous movie also plot-oriented?" Dai Xinyue still didn't understand.
"Schedule, other schedules, there is time to let your movie's word of mouth grow, but the Spring Festival file, the schedule outbreak period is too short, and, do you think that if we normally compete with the movies like "Nine Stars", we can compete. Is it?" Wang Yifan asked rhetorically.
Wang Yifan also had no choice but to use this strategy, because the Spring Festival file is different from other schedules. There are too many movies on the same schedule, and the schedule must be contested, but what do you use to fight for "The Story of Hachiko" ?
Moreover, "The Hachiko" is also different from the previous movies. If it is a pure commercial movie, then with Wang Yifan's previous reputation, it is not difficult to attract fans to the cinema to watch, after all, his previous movies have proven Given his level, the film arrangement may not be too good, but it is not too bad.
But "The Hachiko" is different. It can be said to be a more literary feature film. If you want to let the audience enter the movie theater, the momentum must be created, and it must be done before the film schedule is finalized. This is used as a bargaining chip to compete for the amount of film in the Spring Festival stall.
Wang Yifan has great ambitions for this movie, otherwise, he would not choose the most competitive Spring Festival stall for release.
Dai Xinyue is not a fool, and a fool can't be the helm of Time Pictures. After Wang Yifan explained, she understood.
It's just that she didn't expect Wang Yifan to be so ambitious, but this is not a bad thing.
Besides, is fifty million a lot? In fact, it's not too much. Movies like "Nine Stars Linking Pearl" have a lot of publicity budget.
Therefore, if Wang Yifan wants to win the box office championship with "Nine Stars", 50 million is really not much.
Dai Xinyue is also a vigorous and resolute person. He seldom does things in a sloppy manner. After making a decision, the propaganda of "Hachiko" soon began to spread overwhelmingly.
From TV stations, to the Internet, to print media, airports, train stations, building advertisements, etc., you can see poster photos of Li Junsheng and other creators and dogs almost everywhere.
At the same time, a large number of advertisements are also placed in major theaters, and 50 million yuan in publicity funds, is it less? It's quite a lot, especially since this is just a preliminary publicity.
Of course, the idea of ​​the ability of money is still very powerful, at least, this wave of publicity has been smashed, so that the attention of "The Story of the Faithful Dog Hachiko" has at least increased a few levels.
Although the films of the Spring Festival have started to be promoted one after another, but after all, it is the Spring Festival that is released. Therefore, it is not yet time to make full use of it. For this reason, the advance publicity bombing of "Hachiko Hachiko" is particularly conspicuous. Up.
Even if a blockbuster movie is released for the Lunar New Year, at this time, it is basically impossible to continue to invest large amounts of publicity funds, so the effect is really good.
But just spending money is not enough, and some explosion points are needed. "The Story of the Hachiko" can actually create not many explosion points, but Wang Yifan can create explosion points for it.
It's time to show real technology.
This is also the propaganda model that belongs to Wang Yifan, the director of the music department, that is, the theme song.
The simple song is good, can it be considered a hot spot? It certainly can't be counted, but if the song and the plot of the movie, and some things happening in reality can form a linkage, produce a chemical reaction, then it is another matter.
This time, Wang Yifan was already ready.
As a result, the first trailer for "The Story of Hachiko" was freshly released and officially put on the Internet, offline building TV commercials, buses, train stations, airports and other places where video advertisements can be shown.
This trailer is still in MV mode, there is nothing to say about the trailer, the point is actually the theme song!