In late April, Lin Boqing and Zheng Xiulian returned from Europe, and life returned to its original state.
Li Yu completed the post-production of Crouching Tiger, Hidden Dragon and successfully passed the review of the General Administration.
There are no forbidden places in this film, there are neither bloody martial arts scenes, nor nude shots, it is a martial arts film with artistic colors.
He handed over the film to a foreign film company, and only after the approval of the film company could he get the fee for the screening rights.
Most of this fee is used to repay the bank's loan, and the rest is split proportionally among the three investors.
At present, the film is sold to dozens of countries around the world, and the cost has long been recovered.
The largest buyer was Sony Columbia Pictures of the United States, which paid $5 million for the 20-year screening rights of Crouching Tiger, Hidden Dragon in North America.
European countries generally do not bid much, with more than a million dollars and a low price of hundreds of thousands of dollars.
Sony Classics is responsible for the promotion and distribution of the film in North America.
As an investor in the film, Lin Zixuan saw the publicity strategy developed by Sony Classics.
They were divided into three groups of publicists, two in New York for the promotion and release of the film, and one in Los Angeles for the Oscars.
In Hollywood, studios position themselves before they make a film.
Some films specialize in the market and go to the box office, and some movies are just to hit the Oscars, and they will tailor their films to the Oscars according to the tastes of the Oscar judges.
The films that hit the Oscars are mainly art films and cannot be measured by the box office.
This kind of movie is either a film company that wants to win an award, or it is to make a big star an Oscar winner or actress, and some film companies specialize in the Oscars.
Due to Li Yu, Sony Classic positioned Crouching Tiger, Hidden Dragon as an Olympic film.
They deliberately arranged a group of people to plan how to hit the Oscars, and this group formulated a year-long publicity cycle for Crouching Tiger, Hidden Dragon, running film festivals around the world and accumulating fame.
The two groups in New York don't care about film festivals, they target the North American market.
Publicists need to set many phased goals and develop different strategies.
Filmmakers in China may feel that as long as they catch a ride with a Hollywood film company and have a Hollywood distribution system, it is like taking a free ride and making sure they don't lose money.
In reality, this is not the case.
A detailed, actionable distribution plan is the foundation of a Hollywood studio's success.
Chinese-language films like Crouching Tiger, Hidden Dragon will not be released in mainstream theaters in the United States at first, nor will they be screened in thousands of theaters, but will be distributed from small to large.
Li Eucalyptus has an audience in art theaters in North America.
They formulated the plan to stabilize the art theater chain first, and then expand it to the mass theater chain.
Spreading from the core to the periphery, first capturing the middle-class urban group, and then gradually expanding from the city to the general audience and rural areas, this is the big propaganda strategy.
The first stage is to maintain the audience base of the art theater chain, take the high-taste route, and position the film as a romantic comedy.
The target audience is female and adult audiences, middle-class and art theater audiences.
The focus of publicity is on film reviews, and film critics are held to ensure a good reputation of the film, and wait until the high-grade word-of-mouth stabilizes before proceeding to the next stage of planning.
The second stage focuses on the audience of martial arts and traditional martial arts films, that is, the audience who watches the videos of martial arts films.
Xiangjiang is the largest production base of martial arts films, and during its heyday, dozens of martial arts films could be produced every year, but few were released in North America, and most of them were exported to Europe and the United States through videotapes.
As a result, a group of lovers of martial arts films have been cultivated.
They have the exact opposite taste of the audience of the first art films, preferring violence to art.
The second wave is aimed at this group of audiences, Crouching Tiger, Hidden Dragon is a combination of martial arts films and art films, and the martial arts scenes in it are also very exciting.
The public relations team is preparing to invite members of the popular avant-garde rap group Wudang faction to participate in the preview screening to create word of mouth.
It also collaborates with martial arts gyms across the United States to advertise, and the martial arts scenes in the movies are shown in the martial arts gyms, emphasizing that the martial arts gyms can teach this kind of kung fu.
With the ticket stub of the Crouching Tiger, Hidden Dragon movie ticket, you can enjoy a 10% discount when you go to a partner martial arts gym. thus setting off a craze for watching movies in martial arts halls across the United States.
The third stage is aimed at the young audience.
Choose magazines that young people like, such as Rolling Stone, put in some movie-related images, and build an exclusive website for young people to browse and discuss.
After setting the phased goals, it is necessary to work different audience groups.
Taking female audiences as an example, female athletes should be interested in kung fu movies, such as New York's women's basketball team, ballet troupe, sports announcers, and other groups.
Entertaining them to watch a movie, as long as they bring a sentence or two of movie-related information to the broadcast, the purpose is achieved.
In order to attract housewives, advertisements are chosen during the day when soap operas are placed.
Instead of throwing a lot of money at big advertising, Sony Classic conducted a detailed investigation.
For example, where sports competitions are held, what is the influence, the most popular TV time slots, etc., after figuring out, choose the appropriate time to advertise, so as to break each one.
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Lin Zixuan handed over this publicity plan to the publicity and distribution department of Good Dream Company.
Crouching Tiger, Hidden Dragon premiered at the Cannes Film Festival on May 16 and was released nationwide on May 20.
In recent years, domestic film companies have begun to pay attention to film promotion, but there is still a big gap with Hollywood.
For the distinction of audience groups and the grasp of advertising, it is too extensive and not professional enough.
He didn't do this to let the people of Good Dream copy the American model, after all, the environment of the two countries is different.
In the planning of American film companies, the role of actors was weakened, and they knew that Chinese actors were not well-known in the United States, and the publicity effect was not great.
But in China, Chen Daoming and Yu Feihong are well-known actors to the audience, and domestic publicity is still dominated by actors.
Lin Zixuan wanted the company's publicity and distribution department to learn from Hollywood's public relations strategy and use it in the promotion of movies, and they lacked experience in the promotion of blockbusters.
Although the funeral of the big name spent 10 million on publicity, the effect was not satisfactory.
If you follow Hollywood's targeted publicity for different audience groups, you can not only save money, but also achieve the maximum publicity effect.
The domestic film industry is still in an extensive development mode, while Hollywood is intensively managed, with the minimum cost to obtain the maximum return on investment.
The company wants to change from extensive to intensive, and the propaganda of Crouching Tiger, Hidden Dragon is an attempt. t1706231537: