Bright Era of China Entertainment

Chu Xuan didn't know how long it had been since he came to Shenghai. The last time he came was when he and Liu Yifei came to Shenghai Kaiying Network for the web game plan.

This was already the year before last, almost a year or two ago.

As the plane circled and landed, looking at the city full of neon lights, this international metropolis was obviously more prosperous than before.

Especially in the Pudong New Area, many places were still under development in the past few years, and some places still showed a barren scene of weeds and soil. Now looking at this area from a high altitude, most places have been replaced by high-rise buildings and neon lights. replaced.

In terms of construction speed, China is a miracle compared to the world.

"It's so hot." After getting off the plane and walking out of the airport, Fumino sighed with a gust of evening wind.

In Shenghai in June, the highest temperature has reached over 30 degrees Celsius. Compared with the climate in Beijing, which is still hovering around 20 degrees Celsius, the group felt the difference in climate between the two places as soon as they arrived in Shenghai.

In such a high temperature, even a gust of evening wind carries with it waves of heat, making it feel warm on the face.

"Wen Muye!" Yang Tianzhen shouted Wen Muye in front of a car. She did not dare to call Chu Xuan, mainly because she was afraid of attracting onlookers.

At the end of last year, Hua Jie and Tang Ren's Cai Yinong discussed Bright Times' intention to acquire Tang Ren Film and Television. Cai Yinong neither refused nor agreed. He only said that he would consider it, but agreed to Yang Tianzhen's tentative cooperation request to join Tang Ren.

In February after the Chinese New Year this year, Yang Tianzhen became the vice president of Tang Ren Film and Television. It has been four months since then. I don't know what Yang Tianzhen's situation is, but judging from her plump figure, she should be doing well.

"Don't call me fat!" Yang Tianzhen glared.

She looked at Chu Xuan's expression of whether to smile or not, and remembered that every time Chu Xuan saw her, the first thing he said was to talk about her fatness, so she took the lead in speaking, trying to stop Chu Xuan from laughing at her.

"I didn't say anything. Why are you so excited?" Chu Xuan didn't know whether to laugh or cry.

"I don't know about you yet." Yang Tianzhen raised her eyebrows. After all, she had been Chu Xuan's assistant for three years and knew some of Chu Xuan's personalities very well.

All kidding aside, Yang Tianzhen helped Chu Xuan spend the first three years, and Chu Xuan also helped Yang Tianzhen get the resources and status he wanted. The bond between the two is destined to last forever unless there is any unexpected situation.

At this point, the two parties, who had not seen each other for a long time, hugged each other in a friendly manner.

Chu Xuan got into the car. It was the nanny car that Yang Tianzhen ordered the driver from Tang Ren to drive to greet them.

When they came to Shenghai, they brought only a few changes of clothes and no shooting equipment.

Yang Tianzhen and Tang Ren, who had worked with him, happened to be in Shenghai, so Chu Xuan greeted Yang Tianzhen in advance.

Yang Tianzhen greeted Wen Muye and others to get into the business car. After entertaining them, they returned to the nanny car and sat down on the sofa opposite Chu Xuan.

"When you come to pick up the equipment tomorrow, you can talk to Cai Yinong." Yang Tianzhen said.

Chu Xuan looked at her: "What's wrong?"

"Tang Ren has two dramas next, "Jingxin" and "Xuanyuan Sword". Cai Yinong really wanted to make the two dramas into films at the same time, but Tang Ren did not have such financial and talent support, nor could they handle them at the same time. The business capabilities of the two dramas." Yang Tianzhen raised his eyebrows: "So, you understand."

When Sister Hua told Chu Xuan that Bright Times wanted to acquire Tang Ren, she was willing to join Tang Ren as a front-runner.

After joining Tang Ren, she really got to know Tang Ren. This film and television company turned out to be composed of a group of professionals.

Cai Yinong, producer and agent.

Li Guoli, director and artistic director.

Wu Qingyuan, director and screenwriter.

A company composed of a group of film and television professionals has no support from any channel resources in the capital market.

This created a situation where Tang Ren had the vision to discover artists and produce good scripts, but lacked the channel resources in the capital market to maximize the benefits brought by this vision.

Just like the original "Fairy Sword", a good drama is a good drama, but if Sister Hua hadn't used Internet cafe marketing methods to support it, "Fairy Sword" would probably not have become popular.

Under such a situation, as the market competition becomes more and more fierce, the future development of Tang Ren Film and Television is worrying.

At the moment, Cai Yinong wants to start two dramas at the same time. This is a good idea, but Tang Ren does not have such ability.

Tang Ren doesn’t have it, but Brilliant Era does.

Bright Times not only has the ability to launch two dramas at the same time, but also launched three dramas, a movie and a variety show at the same time this year. The action capabilities of this film and television project are also at the top level nationwide.

Yang Tianzhen believed that the opportunity for Bright Times to acquire Tang Ren had arrived.

"What do Cai Yinong think?" Chu Xuan asked.

"In my observation, Tang Ren relied on the brilliant era to develop, and Cai Yinong had a strong intention. She was just worried that she would lose the initiative and live up to the trust that Li Guoli and others had when they followed her to found the company." Yang Tianzhen said.

Chu Xuan nodded, opened a bottle of mineral water and drank it.

In his and Sister Hua's minds, acquiring a film and television company was just a small matter.

There are many film and television companies in the country, and there are also many companies that cannot develop. If you choose one in Shenghai, Shenzhen, Chengdu, Xiangjiang, Baodao and other places to support you, you can realize the development vision of Brilliant Times to expand the regional territory in the future.

However, not many film and television companies have a forward-looking film and television crew team led by Tang Ren and Li Guoli, and not many companies have a boss like Cai Yinong who is good at discovering artists.

Although deep in his memory, Tang Ren was very unfriendly to Liu Yifei, which made him not very cold towards Tang Ren at first, but memory is just memory, and the things in memory do not happen in this reality. As time goes by, Perhaps the rise in status made him no longer have the mentality to do things based on his hobbies.

The real and fake ideological propaganda of the national entertainment media is hateful. He can't overthrow the national media industry.

Western media maliciously promote China's falsehood and ugliness under the control of capital, and he cannot bring down the entire Western media.

Sometimes it is irrational behavior to consider problems and do things based on preferences.

There may be a better way to curve to cater to the general direction of things, and that is change.

……

After resting in the hotel for a night, Chu Xuan took Wen Muye and others to Tang Ren the next morning to borrow shooting equipment.

The group was warmly welcomed by Cai Yinong. Wen Muye and others followed Tang Ren's staff to the equipment room, while Chu Xuanze, Yang Tianzhen and Cai Yinong came to the office.

"Mr. Cai." Chu Xuan took the small teacup from Cai Yinong. The tea was too hot to drink. He put the teacup on the tea tray and said: "The Brilliant Era will soon be grouped, and each subsidiary will develop independently by then. , the development breadth of Brilliant Era will be improved in all aspects, which can be said to be the general trend of Brilliant Era."

He looked at Cai Yinong: "Tang Ren Film and Television has cooperated with Bright Times in a friendly manner. If we can cooperate further and in-depth, it may be beneficial to both parties. What do you think, Mr. Cai?"

Yang Tianzhen said last night that Cai Yinong was worried that Tang Ren would lose his autonomy after being acquired by Bright Times.

Chu Xuan's words are nothing more than telling Cai Yinong that if you join the Bright Times group system, Tang Ren will be developed independently by Cai Yinong, which can be regarded as dispelling Cai Yinong's concerns.

Cai Yinong first praised: "The collectivization of Bright Times is what I expected. The rapid development of Bright Times is the direction that business owners in the entire industry dream of pursuing. I think in-depth cooperation with Bright Times is also something that many business owners would like to hear. I am also happy to see it." Same."

Then she added: "However, every company has its own culture and philosophy, which has a long-term impact on the development of a company. If Tang Ren and Bright Times cooperate in depth, will there be a collision of concepts, or will Tang Ren It must be done according to the glorious era, this is something I have been thinking about.”

In addition to autonomy, Cai Yinong is also worried about corporate cultural concepts.

Bright Era follows a high-quality cultural line, so each drama is crafted with a large amount of resources, which Tang Ren cannot do.

Brilliant Era is also very particular about the selection of actors. Each drama has a group of veteran actors and actresses, which Tang Ren cannot do.

If Bright Times forced Tang Ren to do this, then Tang Ren would be a puppet of Bright Times, not a branch company.

Chu Xuan picked up the tea cup and took a sip of tea, and said: "In terms of pursuing good scripts and good actors, I think Tang Ren and I have the same requirements. Sister Hua always says that Mr. Cai has a good vision."

"I can't compare to Sister Hua." Cai Yinong shook his head.

Chu Xuan put down the tea cup and said: "Leaving aside scale, resources and channels, I think the biggest difference between Tang Ren and Bright Times lies in the output of ideology."

"How do you say it?" Cai Yinong asked curiously.

Yang Tianzhen was also curious, why did he talk about ideology?
Just listen to Chu Xuan say: "Marketing, when broken down, is management and sales. When viewed as an entertainment agent, it means managing the artist's image and selling the artist's related selling points. If you master these two marketing essences, the company will have marketing artists." the driving force.”

"Marketing is a good thing. It allows a person or thing to increase its influence. If the person is a good person, then the influence is good. If the thing is a good thing, the public opinion it triggers is also good."

“It’s just that with the increase in marketing costs and market competitiveness, in order to quickly increase the influence of a person or thing and break the competition circle.”

"Some ordinary people suddenly become very shining, and some big things suddenly have an unwarranted explosive point and become public opinion."

"These false things have slowly become the mainstream of today's public opinion field, especially in the entertainment industry." Cai Yinong and Yang Tianzhen nodded. This is indeed a fact.

In the 70s, Xiangjiang learned ideological propaganda from the West and introduced it into the entertainment industry. This was also the beginning of the hype in Xiangjiang's entertainment industry.

What is hype?It is to use something beyond one's own rank to raise the height of a person or thing's hot spots.

For example, if a person sings at a KTV level, it becomes a national level under the hype of the media. However, many people believe it. This is a successful hype and marketing.

In the 90s, this kind of hype marketing method was introduced to the mainland, and the company that used it the most maturely was Huayi Brothers. Although there was a group of monsters inside, many people believed that Huayi was the light of domestic entertainment and a holy place for celebrities.

These genuine and fake marketing methods have become more and more intense now. Indeed, as Chu Xuan said, they have gradually become the mainstream of public opinion in the entertainment industry.

But, why is Chu Xuan talking about this?

Chu Xuan suddenly smiled, making Yang Tianzhen and Cai Yinong a little confused.

"Mr. Cai," Chu Xuan said, "From Hu Ge and Yuan Hong to Liu Shishi and Tang Yan, are you tired of marketing?"

Cai Yinong was stunned. She seemed to understand the key point of what Chu Xuan said.

"It's obviously not that good, but you marketed it so perfectly. It won't end well if there is a thunderstorm. Hu Ge and the others are embarrassed to see people when they walk outside. They feel scared because they always have to pretend." Chu Xuan said .

"This is the norm in the entertainment industry. I don't think it will have much impact." Yang Tianzhen objected. She likes marketing and is good at marketing. She sides with Cai Yinong in this regard.

"Then you are wrong." Chu Xuan picked up the tea cup: "Historical records state that gravity was researched by Wang Zheng of the Ming Dynasty, 60 years earlier than Newton in Western history, but now everyone thinks that Newton was hit by an apple. I suddenly understood the force of gravity, and Newton was a politician, and science was just a sideline, but he became a scientist in people's eyes."

Chu Xuan looked at Yang Tianzhen: "This is Western marketing. Do you think it has a big impact?"

Cai Yinong and Yang Tianzhen were confused. Was it some Wang Zheng of the Ming Dynasty who developed gravity?Was Newton a politician?
The two women looked at each other in confusion. What Chu Xuan said went beyond their existing knowledge.

"I just want to say this..." Chu Xuan looked at Cai Yinong: "There is no need to use some unfounded gimmicks to package publicity points in order to build momentum."

"This is not what the actors want. I don't know about the other actors. Let's talk about my good friends Hu Ge and Yuan Hong. They definitely don't like this kind of marketing, but actors are passive in this regard and have no right to speak. I can silently bear the pressure of deceiving the audience."

"Let's talk about deceiving the audience and creating a perfect persona for the audience to like. This will distort the fans' perception. The consequences of distorting the fans' perception are just like the Korean Wave back then. Once the thunder breaks out, the stars are like moths, and many fans Also turned into moths.”

Yang Tianzhen was silent for a moment and said: "Chu Xuan, most companies in the country now market like this. Do you want to compete with the entire industry?"

"Why should I compete with the entire industry?" Chu Xuan couldn't help laughing: "Just be yourself in the Brilliant Era. When the influence of the Brilliant Era can drive the industry, many companies will only follow our cultural guidance. I also believe that then Relevant departments will stand on the side of the Brilliant Era. This is not about confrontation, but about change and erasing the bad effects of Western ideology."

Cai Yinong was silent, but actually he was filled with emotions.

The first time I met Chu Xuan, Chu Xuan was just an actor who was arranged arbitrarily by capital.

When I met Chu Xuan a few years ago, Chu Xuan was just a fledgling boss.

The last time I met Chu Xuan about the cooperation issue of "Sword and Sword 3", Chu Xuan was able to get the maximum benefit from her in just a few words.

When she met Chu Xuan this time, Chu Xuan's structure and philosophy seemed to have changed again, to the extent that she wanted to look up to him.

This is growing too fast.

Cai Yinong sighed in his heart, and figured out what Chu Xuan meant, and said: "I understand clearly. Mr. Chu's core meaning is to let artists truly rely on their works to speak for themselves, and to rely on the facts of their works for marketing and publicity."

"Yes." Chu Xuan nodded slightly: "Just like "The Legend of Red Flame", in this drama, the marketing concept of the Brilliant Era has been demonstrated to its best effect."

"Almost all topics are brought up by the audience, and My Brilliant Times and the media and self-media continue to heat up these topics based on the audience's recognition."

"Mr. Cai should be able to observe that me, Liu Yifei, Ren Quan, Qiao Zhenyu, Yang Rong, Teacher Yu Li who plays Princess Liyang, Teacher Tao Huimin who plays Princess Linglong, Teacher Yanhou Wang Jinsong, etc., all of them have In terms of discussion, teachers Yu Li and Tao Huimin have become popular again."

Cai Yinong recalled it and nodded.

"Legend of Red Flame" has just been aired not long ago, but the popularity of the topic is still fresh in my memory.

Various topics related to the plot, characters, scenes, etc. are really continuous, and the popularity has reached a new level.

This may be closely related to Bright Times' control of micro-entertainment promotion channels, but the key point that caused such popularity is that it was brought by the audience, not hyped by the company and the media. This is the key point.

Just listen to Chu Xuan say: "This kind of marketing concept is based on the recognition of the audience."

Chu Xuan crossed his legs and said, "Mr. Cai, think about it. When the audience raises topics about the plot, we help the audience understand the plot; when the audience raises topics about the camera, we help the audience explain the scenes; when the audience raises topics about the characters, we help them explain the scenes. , we analyze the characters for the audience.”

Chu Xuan spread his hands and said: "Our marketing concept is always on the side of the audience, and we carry out topic marketing when the audience agrees with this established fact. I can't guarantee the movie. As long as the overall quality of the TV series is up to standard, such a marketing concept It’s easy for high-quality TV series to appear.”

Chu Xuan put his hands on his legs and said: "The essence of it is that the topic is thrown out by the audience after they distinguish right from wrong. We will then have an in-depth discussion on this topic with the audience, rather than just creating it like in the market." Give the audience an illusion and always guide the audience to get deeper into this illusion.”

Chu Xuan picked up the tea cup and said: "Illusions are lies, and they are also lightning points attached to artists or works. This will make the artist's life very tiring, and the production company is always worried about thunder, paparazzi and media Why bother when everyone has only one handle?”

Chu Xuan took a sip of tea and concluded: "This is also what I think is the biggest difference between Tang Ren and Bright Times in the management and development of artists and film and television cultural awareness."

"It's not just Tang Ren, it's the difference between the entire industry and the Brilliant Era." Yang Tianzhen said.

"It's a difference." Cai Yinong nodded slowly: "It's also a gap."

She had to admit that Chu Xuan's concept of the market field of the TV industry had surpassed hers.

In other words, it is the marketing concept of the Brilliant Era that has surpassed the entire industry.

In today's TV industry, it is normal to promote and warm up before broadcasting, and it is also normal to continue promoting after broadcasting.

Post-broadcast publicity often uses planned gimmicks or certain popular actors as marketing hot spots.

But Bright Times is different. It does not use popular actors for marketing, but uses the audience's topics from the works to market. It is equivalent to using local materials in the market and reaching a consensus with the audience, so that this consensus can be infinitely amplified, and finally let The work became a hit.

The work is a big hit, so won’t the actors in it also be popular?So why bother marketing actors?
The audience has the final say whether the actor's performance is good or not, and whether the actor's image is deeply rooted in the hearts of the people.

If the audience agrees, then the good marketing aspect will increase the audience's recognition. This recognition will also be attached to the work, making the work more likely to become a classic.

This is the marketing method of Bright Era that relies on its works to speak for itself.

"But here is the biggest drawback. How to keep the topic generated by a work hot?" Cai Yinong asked an essential question.

Chu Xuan said meaningfully: "What the Brilliant Era can do, Tang Ren can do it too."

So can Tang Ren?But the prerequisite is to join the group system of Brilliant Era.

Chu Xuan, Yang Tianzhen, and Cai Yinong smiled tacitly.

In Cai Yinong's view, Chu Xuanxian used his profound cultural literacy to express his attitude towards domestic ideology and his responsibility as a practitioner in the cultural field to fight against the bad influence of the West, making this topic high-level.

Then he used the facts of the correct marketing of "Legend of Red Flame" to demonstrate that fair and honest publicity without false information can also make the work popular. Why should we hype up the so-called illusions to deceive the audience and make ourselves so hypocritical?

Finally, the topic was extended back to the main theme, and the ultimate purpose of letting Tang Ren join the Brilliant Era was stated. It seemed that the Brilliant Era was a light in the dark entertainment industry, and joining it was the right way.

What is the art of speaking?Chu Xuan perfectly explained this point.

Cai Yinong once again looked at Chu Xuan with admiration. His language skills were really strong. She knew Chu Xuan's ultimate goal, but she was also moved by Chu Xuan's words.

"I'll go to the capital sometime," she said.

"Welcome at any time." Chu Xuan said.

At this time, Wen Muye came and looked at the door.

Chu Xuan stood up: "Mr. Cai, Tian Zhen, I'll leave first."

"Just leaving?" Cai Yinong stood up and said, "Mr. Chu, it's hard to come to Shenghai. Let's have dinner together in the afternoon. I'll call Hu Ge and the others over. You haven't seen each other for a long time, so let's get together."

Chu Xuan pointed outside, where seven or eight people including Wen Muye were waiting. He said, "I have a lot of people here."

"Come all, what's the point?" Cai Yinong invited enthusiastically.

"Okay, let's get together in the afternoon and I'll go do some errands first." Chu Xuan agreed without being polite.

He, Wen Mino and others took the shooting equipment downstairs, got in the car in the underground parking lot, and set off to Shenghai Century Park. (End of chapter)