In late April, Lin Boqing and Zheng Xiulian returned from Europe and their lives returned to their original appearance.?

Li An completed the post-production of "Crouching Tiger, Hidden Dragon" and successfully passed the review of the General Administration.

There is no prohibition in this film, neither bloody martial arts scenes nor exposed shots, and it is a martial arts film with artistic colors.

He handed the movie over to foreign film merchants, and only after passing the film merchants' approval could he get the fee for the screening copyright.

Most of this part of the expenses are used to repay bank loans, and the remaining funds are divided by the three investors in proportion.

At present, the movies have been sold to dozens of countries around the world, and the cost has been recovered.

The largest buyer is Sony Columbia Film Company in the United States, which invested $5 million to purchase the screening rights of "Crouching Tiger, Hidden Dragon" in North America for 20 years.

Bidding in European countries is generally not high, with the most being millions of dollars and the lowest being tens of thousands of dollars.

Sony Classics, the United States, is responsible for the promotion and promotion of the video in North America.

As an investor in the movie, Lin Zixuan saw the promotional strategy formulated by Sony Classics.

They were divided into three groups of public relations personnel, two groups in New York were responsible for the promotion and release of the film, and a group of people in Los Angeles were responsible for the public relations work of the Oscars.

In Hollywood, the film company will make a good position before it is planned to make a film.

Some movies specialize in the market and go to the box office, while others are just to win the Oscars. They will tailor-made Olympic films based on the tastes of the Oscar judges.

Films that hit Oscars are mainly artistic films and cannot be measured by box office.

This type of movie is either a film company that wants to win awards, or it is to make a big star become an Oscar winner or actress, and some film companies specialize in Oscars.

Due to Li An, Sony Classic Positions "Crouching Tiger, Hidden Dragon" as an Olympic film.

They specially arranged a group of people to plan how to win the Oscars. This group of people formulated a year-long publicity cycle for "Crouching Tiger, Hidden Dragon" to accumulate fame at film festivals around the world.

Two groups in New York don't care about the film show, they target markets in North America.

Public relations personnel should set many phased goals and formulate different strategies.

Chinese filmmakers may think that as long as they get on a Hollywood film company and have a Hollywood business system, it is like taking a ride-sharing ride and making sure to make a profit without losing money.

In fact, this is not the case.

A detailed and operational plan is the basis for the success of Hollywood film companies.

Chinese-language movies like "Crouching Tiger, Hidden Dragon" will not be released in mainstream theaters in the United States at the beginning, nor will there be thousands of theaters to be screened, but will be from small to large.

Li An has a basic audience in North American art theaters.

They decided to stabilize the art theaters first and then expand it to the public theaters.

Diffusion from the core to the edge, first grasping the middle-class urban groups, and then gradually expanding from the city to general audiences and townships. This is a big publicity strategy.

The first stage is to maintain the audience of art theaters, and to increase the taste route, and position the movie as a romantic comedy.

The target audience is female and adult audience, middle class and art theater audience.

The promotion focuses on film reviews, hold a film critics' trial meeting to ensure a good reputation for the film. After the high-quality reputation stabilizes, the next stage of planning will be carried out.

The second stage is the audience group that focuses on martial arts and traditional martial arts films, that is, the audience who watch martial arts film video tapes.

Xiangjiang is the largest production base for martial arts films. During its prosperous period, dozens of martial arts films were produced every year, but few were released in North America, and most of them were flowed into Europe, the United States and other countries through videotapes.

This has cultivated a group of martial arts fans.

They tasted the same as the audience of the first art films, preferring violence rather than art.

The second wave targeted this group of audiences. "Crouching Tiger, Hidden Dragon" is a combination of martial arts films and art films, and the martial arts scenes are also very exciting.

The public relations team is preparing to invite members of the popular avant-garde rap troupe Wudang Sect to participate in the preview to create a reputation.

We will also cooperate with martial arts schools in the United States to advertise. The martial arts scenes in the movie will be broadcast in the martial arts hall, and it is emphasized that the martial arts hall can teach this kind of kung fu.

With the ticket stub for the movie "Crouching Tiger, Hidden Dragon" you can enjoy a 10% discount when you go to the cooperative martial arts hall.

This has set off a craze for movie viewing in martial arts halls across the United States.

The third stage targets the teenage audience.

Choose magazines that young people like, such as "Rolling Stone", put some images related to movies, and build an exclusive website for "Crouching Tiger, Hidden Dragon" for young people to browse and discuss.

After setting phased goals, we must work hard to target different audience groups.

Taking female audiences as an example, since it is a kung fu film, female athletes should be interested, such as the women's basketball team, ballet troupes, sports broadcasters and other groups in New York.

When entertaining them to watch movies, just bring one or two sentences of information related to the movie during the broadcast, the purpose is achieved.

In order to attract housewives, they will choose to place advertisements during the daytime soap opera.

Sony Classic did not spend a lot of money on big advertisements, but conducted a detailed investigation.

For example, where to hold sports competitions, what is the influence, the most popular TV period, etc., after finding out, choose the appropriate period to advertise, so that each one can defeat them.

Lin Zixuan handed over this publicity plan to the publicity department of Haomeng Company.

"Crouching Tiger, Hidden Dragon" was screened at the Cannes Film Festival on May 16 and released nationwide on May 20. Domestic publicity work is about to start.

In recent years, domestic film companies have begun to pay attention to film promotion, but there is still a big gap with Hollywood.

The distinction between audience groups and advertising is too extensive and not professional enough.

He did this not to let the staff of Haomeng Company copy the American model, after all, the environments of the two countries are different.

In the planning of American film companies, the role of actors was weakened. They knew that Chinese actors were not well-known in the United States and had little publicity effect.

But in China, Director Chen and Yu Feihong are well-known actors to the audience, and domestic publicity should still focus on actors.

Lin Zixuan wanted the company's publicity department to learn from Hollywood's public relations strategies and use them in the promotion of movies. They lack the promotional experience of blockbusters.

Although "The Funeral of Big Names" spent 10 million to promote, the effect was not satisfactory.

If you follow Hollywood, targeted publicity targeting different audience groups, targeting different audience groups, it will not only save money, but also achieve the greatest publicity effect.

The domestic film industry is still in a extensive exhibition model, while Hollywood is intensively managed and obtains the largest return on investment with the smallest cost.
Chapter completed!