Chapter 1527: The Market Is Cultivated

The main theme of non-revolutionary themes, speaking of this, I and my motherland, me and my hometown, etc., Simon came at his fingertips, and gave a general introduction to related ideas. Simon finally said: "The key to this type is actually in the era It is a small person who is close to public life, and at the same time has a big background and big events as a foil, which can give the audience a sense of substitution, and many people have indeed experienced it personally."

After listening to the two girls, they probably opened up their minds similar to when they saw Simon's email at the beginning, but this time they didn't have a bright feeling.

Ren Jingxi said: "Simon, what do you mean, the platter movie, will the audience like it?"

"If you don't try, who knows," Simon didn't give an affirmative answer, and said, "Although China's 50th National Day will be celebrated next year, it will be the year 2000, the millennium, which is also a very good time. Gimmick. Movie marketing is very important. Hollywood has proven this. For the millennium, you can first stir up this gimmick, and then combine the theme of the movie itself, choose the appropriate schedule, such as National Day, or New Year’s Day, in short , is to make people feel that not watching a movie in the millennium is tantamount to wasting, spending more money, 50 million to make a movie, and not burning 20 to 30 million in promotional expenses, that is simply sorry to the creators. film effort."

Mo Wuling was speechless: "For a movie worth 50 million yuan, 20 million to 30 million yuan has been invested in advertising, isn't that too much?"

"Hollywood is such a ratio," Simon said, thinking for a while, and then said: "However, China's film industry has just started, the competition is not fierce, and the capital is not abundant. It is true that it can be less, but the same 50 million It is still necessary to invest 10 to 20 million in publicity for the project. Moreover, don’t think that the money is just for a movie, as long as it cultivates the consumption habits of Chinese audiences, it will be a long-term benefit.”

Ren Jingxi said: "I think the key is to make the movie itself the best it can be."

Simon did not deny: "Of course, this is the foundation. Moreover, it is not as difficult as you imagine to make a good film. There is no shortage of film talents in China. What is lacking is only some pioneering ideas and ideas. We At this time, the conversation is actually all these. After opening up the mind, the rest needs to be done with your heart. Don’t think that the heart I said is a very empty sentence. After you have worked in this circle for a few years, You will understand how important this is. Because some movies may be considered mediocre by film critics, but they are intentional, and they happen to resonate with the audience, so they get a very high box office. It’s also obvious, don’t think that anyone can fool anyone, you can fool once or twice, but three times or four times definitely won’t work.”

The two girls didn't understand why someone said these words with some inexplicable emotion, but they nodded together very seriously, keeping it in their hearts.

In fact, Mo Wuling once again thought of To Youth, which is still being released in China after a successful postponement. In fact, many media think that this movie is not very good, but, from its release on July 9 to the present, as of this week In the seven weeks since April, the cumulative box office of Zhiqing Youth has reached 243 million yuan. Although it has exhausted its spare capacity at the moment, it will not be a problem to collect a few more million in the future to break through 250 million yuan.

With an investment of 20 million yuan and a return of more than ten times the box office, it is amazing.

However, in the final analysis, Ren Jingxi thinks that the success of this movie may involve all aspects, but it is absolutely inseparable from the word "hard work".

Ren Jingxi also thought about youthfulness, so he brought it up undisguisedly. After chatting for a while, he regretted: "I heard that in Hollywood, after a movie is released in theaters, other video tapes and TV platform income It’s also very rich, not much lower than the cinema, unfortunately, our side, the pirated version is too strong. Jin Shu sent an escort team of hundreds of people for the sake of youth, but when it was released for about a month at the beginning of the month, the pirated version was still full. High streets and alleys."

Simon did not answer this question immediately, but asked instead: "Do you think there is piracy in the United States?"

Ren Jingxi didn't know why, but he didn't understand either. After thinking for a while, he said: "There should be, this kind of thing can't be eliminated, but the United States protects copyright very well."

Simon said: "That's right, and it's not right."

Ren Jingxi made a listening gesture.

Simon said: "In recent years, because of the Internet, I think there should have been pirated video downloads in China. In fact, the Internet in the United States is more prevalent, and it once made major studios feel like a big enemy. However, the fact is that the film industry has not suffered much impact because of this. Both theaters and peripheral channels still maintain growth. This is not just because of copyright protection. You must know that with the openness of the Internet, people who want to Combating piracy on this virtual platform is a hundred times more difficult than in reality, and many websites are not even located in the United States. Therefore, the rampant piracy caused by the Internet in the United States is not much different from the piracy trend caused by VCDs in China. .However, our industry is still growing, why do you think?"

Ren Jingxi quickly realized this time: "You just said, um, consumption habits?"

"That's right." Simon nodded appreciatively: "Any market is actually cultivated, not complained about. China's piracy is rampant, so what you should do while trying to fight through legal channels is to use genuine To cultivate the market. As long as the moral and ethical cognition of modern society does not collapse, I believe that there will be enough people, even if they use pirated copies, they will understand that this is wrong. Similarly, I believe that there will be enough people, as long as they have the ability, in fact I am very willing to support genuine products. What you have to do is to provide genuine products to these people. At the same time, through a wide range of market

Through publicity and reasonable guidance of public opinion, more potential consumers will be developed into real legitimate users. "

Ren Jingxi nodded humbly, thought for a while, then looked at the man opposite who was holding the red wine next to him, and after he finished drinking and put down the goblet, he said, "Can you give some specific suggestions?"

Simon picked up the tableware again, and said: "Take the youthfulness you just mentioned as an example. When I go back this time, I will immediately start preparing to issue a genuine vcd. Heh, speaking of this, China is actually quite enviable. You If you don’t need to care about the window period, Hollywood is not good, otherwise the theaters will be disrupted. However, given the Chinese market environment, it can’t just be VCD, otherwise it will definitely not be able to compete with pirated CDs that cost a few dollars a piece. The solution is, It’s a free gift. Well, when you are in Los Angeles next, you can visit the movie peripheral product store there. Universal Studios has a complete range of related movie peripherals, toys, clothes, posters, etc., you can refer to .”

Mo Wuling said: "It's just a genuine disc, and most people can't afford it. If you add these peripherals as you said, it will inevitably be more expensive. Surely more people can't afford it?"

"This belongs to the category of consumer psychology." Simon glanced at the girl opposite, thought for a while, and said, "For example, when you buy a piece of clothing, do you want to buy one that is as unique as possible, even if you spend more money, it will still satisfy you." Are the streets all the same style?"

Mo Wuling smiled shyly for no reason, and said, "Perhaps, the former."

In fact, she doesn't care about things like clothes, but she also knows that what he needs is the answer she said. Moreover, with his analogy, she probably understood it.

Simon said: "That's it. I just said that the first thing you have to win over is a group of users who are willing to consume genuine copies and are able to buy genuine ones. But, how to win them over, is it just to make some pirated CDs like those on the street?" and then wait for them to buy? The result of this is that some people may buy it, but more people, comparing what they see on the street, even if they don’t buy pirated products, they will instinctively feel that such a It doesn’t matter whether you buy the genuine version or not. This is especially true for some other potential genuine consumer groups. Therefore, if you want them to buy it, you must make them feel that the genuine product they are buying is unique.”

The two girls nodded together this time.

At this time, the waitress brought a few more dishes, all of which were freshly caught seafood. The three of them paused for a while. Simon tasted the latest creamy mussels and took another sip of red wine before continuing. : "Also, you have to understand that those who are able and willing to spend dozens of yuan to buy genuine discs don't really care too much about doubling the price. The key is to make them feel that they are worth the money. The packaging starts to be thoughtful, such as the outermost box, or it can be made into an iron box, or the most high-end cardboard box. The key is that even if an empty box is placed there, it should make people feel very high-end. In addition to movies, it can also be used as a storage box. Besides, gifts must also be spent with enough thought and cost, such as To Youth, some of the characters should be very popular, so let’s make a batch of their dolls Do it, ceramic ones are the best, plastic ones are also fine, depending on the conditions. Secretly tell you, in Hollywood, when making role dolls, it is usually necessary to give dividends to the actors, but on your side, you definitely don’t need it, so don’t tell them.”

The two girls immediately laughed together.

profiteers.

Simon also smiled, and continued: "Furthermore, the poster also needs to be specially shot. Try not to be lazy and use the promotional poster when the movie is released. In addition, you can add a gimmick, a signed poster."

Ren Jingxi immediately discovered the problem: "If you sign, even if these genuine copies only sell 10,000 sets, can you cancel the signatures of several main creators?"

Simon didn't raise a point immediately, but tried to persuade: "Then think about how to solve it. You need to sign it, but you won't invalidate it."

Mo Wuling immediately turned his head quickly.

It's a pity that Ren Jingxi next to him has already reacted: "Random."

"Smart," Simon nodded, and said, "One is a random direct signature. In addition, you can also print a signature, but, um, this seems insincere. It's better to be random. In short, you can think about it according to the situation."

"Um."

"Besides," Simon continued, "it's still summer, and it happens to be a themed T-shirt. This can actually be sold as a retail item, or you can choose whether it comes with a gift or not. In addition, the original soundtrack of the movie can also be sold directly with it, which is also considered genuine. , and make an exquisite lyrics book. Also, small items such as key chains and pencils, the key is to have the movie logo printed on it, and, most importantly, the quality of consumer gifts is usually poor, but You have to do the opposite and make the best quality, so good that you can’t buy it from the market.”

Mo Wuling nodded her head in agreement, but her heart was speechless again.

It’s still the problem just now, it’s a poster, a doll, and a t-shirt. Adding it up, it must be very expensive.

Ren Jingxi was also nodding, but he had already made up his mind: "I'll discuss this matter with Mr. Wu immediately when I go back."

Simon finally reminded: "Genuine users want to be different, but they can also be divided into grades. For example, the lowest grade, in fact, only needs a beautiful packaging box that is not available in the pirated market, and a poster is attached. A small pendant is enough. The highest level, as we just said, can be added. In addition, as for the peripherals, they can also be retailed. But at the same time, you have to distinguish the retail version from the gift version, no Let’s talk about the difference in quality, but in design, so as to ensure that both aspects are unique. Finally, the first few projects, or, in the next two or three years

Don’t think about making money, even if you can make money, don’t make money. If you have extra surplus, put it directly into marketing or channels, or even take the initiative to subsidize it. The key is to cultivate the consumption habits of users. As long as the market is cultivated, there will be a steady flow of water for many years in the future. "

The two girls nodded together again.

Eating and chatting like this took more than an hour for a meal.

Then, after dinner, a certain guy turned his face and chased them away. Well, it was mainly because Mo Wuling thought so, and someone took the initiative to ask the maid to take them to the guest room in the annex.

snort.

Then he must be messing around with the goblins in the afternoon.

Playful big radish!

But, a certain person still has a conscience. Considering that they shook their shoulders while playing with guns in the afternoon, they even sent a masseuse to help them massage in an indoor bath here.

It was much better after it was done.

Until ten o'clock in the middle of the night, on the big bed in the guest room, two girls in pajamas were lying face to face, chatting about trivial matters, and seeing that Ren Jingxi had narrowed his eyes and was still in good spirits, Mo Wuling took the initiative to say: "Hey, What do you say he is doing now?"

Ren Jingxi opened his eyes, flashed his long eyelashes, and suddenly raised the corners of his mouth: "The question you asked is not a question of 'what', but a question of 'who'."

Mo Wuling was stunned for a moment, and then stretched out his hand to scratch it with a reddish face: "Ah, Ren Jingxi, why are you becoming more and more rascal."

Ren Jingxi laughed and fought hard.

It's a pity that this time Mo Wuling was really a little annoyed, and caught Ren Jingxi's armpit and scratched it hard, making Ren Jingxi almost burst out laughing, and finally begging for mercy didn't work.

Until Ren Jingxi used his trump card.

When his girlfriend's cool lips suddenly kissed him, Mo Wuling, who had never expected such a move, froze immediately.

This foul!