Bright Star Road [Entertainment]

No matter which industry is basically a pyramid, the media industry is no exception.At the top of the pyramid is naturally the so-called international media. Although the credibility and advertising revenue are first-class, the number of news agencies, newspapers, magazines, radio and television stations that can be called international media is only [-] to [-]. That's all; the second layer is the so-called intercontinental media. They may not have as much influence as the international media, but they are still quite popular in their own continent. There are many more such media than the international media. and then down to the national media, provincial media and county and city media.

When it comes to county and city-level media, they are generally called local media. No one may have heard of them outside the city, but they often have an unusual amount of communication in the city.After all, for this, a war thousands of miles away is not as worthy of attention as the news of discounts in nearby supermarkets.With the current financial resources of Li Wei's studio, if "My Diary of a Broken Love" is to be advertised in national media or provincial media, it will not be able to support it for a week at most.But if we cooperate with local media, there is a lot of room for maneuver.Their advertising expenses are only a few percent of that of the provincial media, and they often send you a quarter of the soft article for every quarter of the advertisement.If you come across a big star like Li Wei who is willing to accept an exclusive interview, then it will be no problem to give you a soft report for several days in a row.

Now Song Hengqing, marketing director of Li Wei Studio, is playing with this idea, encircling the whole country from the local area, starting with the local media to form a word-of-mouth storm, and then using the national media to fuel the flames.Because of this, Song Hengqing asked for relevant data from local media in major cities when he was an advertising agency.Song Hengqing decided to select a radio station and a newspaper office in each city as in-depth cooperation partners. As for the TV stations and magazine offices, they will only place advertisements and replace related soft resources for the time being.The reason why TV stations and magazines are not selected as in-depth cooperation objects is because the ratings of local TV stations are often very low except for news programs (unimaginably low), and of course such news programs cannot be made into entertainment interviews; the reading volume of local magazines Although it is not as good as local newspapers, the data is still passable, but the problem is that the lag of magazines is too great.

In addition to finalizing the media, there is also the venue.It is impossible for most movie theaters to have their own independent buildings. They basically cooperate with some shopping plazas or leisure and entertainment centers. Therefore, for large-scale fan meetings and premieres, the venue must be determined.In particular, Huaxia has very strict management of public gatherings. Once the number of people exceeds the limit, they must ask the local police, fire and emergency centers for assistance, and then they must provide corresponding security personnel, on-site medical personnel and emergency medicines according to the number of people.All of these need to find a local contractor to coordinate and implement, so Song Hengqing's face lost weight at a speed visible to the naked eye.

The five first-tier cities were arranged by Song Hengqing to the end, because since it is a place that surrounds the whole country, it must start with a smaller city.The five first-tier cities are the diamond mines among movie ticket warehouse cities, and there are many movie companies staring at them.Since there are too many people eyeing the diamond mine and the gold mine, let's dig some resources from the silver mine first.So Li Wei took Zhang Wen and Bai Lili to a certain important city in the west.

This is the historical ancient capital of China. Although it has not been completed as a second-tier city, its historical heritage is still there.The largest youth film festival in China is held here, so there are still a lot of film critics and moviegoers here.Song Hengqing contacted eight live events and two interviews here, especially if the radio interviews were live broadcasts, Li Wei had to take people to the live show, so a group of people got off the plane and directly boarded the bus chartered by the hosting company.If you are acting alone, the nanny car is of course the best, but if you are doing group activities, that kind of bus is the most suitable.

The back seats of the bus have been adjusted to ensure that several leading actors, directors, and screenwriters can rest in the back.The curtains in the back row were all drawn, and a door curtain was specially hung between the back seat and the front seat to prevent reporters from taking pictures.In the front row are the assistants. If you need to touch up your makeup or change your clothes, there are related equipment on the bus.In fact, boys are fine. After a day's activities, as long as the clothes are not dirty, they can continue to wear them.But girls can't, you have to change your outfit when you change a venue, otherwise it will be considered disrespectful to the venue.Therefore, the hangers on one side of the bus are full of Bai Lili's clothes, and her jewelry is also packed in two large boxes.Then she also has her own dressing table and dressing room. After all, she is the only girl in the whole process, so she takes special care of her.

The first event was held in a shopping center near the university town. At first, Li Wei thought that his fans should be social people, but he didn’t expect that thanks to the success of his later albums, there were still people in the university. A lot of my own fans.Because most of Li Wei's fans are female, girls always bring a few of their roommates and classmates to watch; and when there are too many girls, the girls' boyfriends and admirers use various excuses to come over to protect her. it took.Just because this group of students invited friends from each other, the first event was full, and the number of people was completely beyond the organizer's expectation.

Fortunately, the shopping mall has experience in this area and immediately took over the organization work.Shopping malls are not stupid. Although there are many people, it is difficult to maintain order, but the shopping mall is most afraid of crowds.A large number of people means popularity, especially the purchasing power of this group of young students is not low, as long as they can retain [-]% of the people as their customers in the future, then this event will not lose money.Besides, they also paid the rent of the venue, so I was completely out of business.After the event ended, Li Wei took the crew to the next show. Because of the experience of the first show, the organizer directly doubled the number of security guards for the second show, and finally stood up to the enthusiasm of Li Wei's fans. .

The whole day's activities are over, and Li Wei has almost won the box office of the movie in this city, and the data ranks first among all the movies scheduled.Although it is not a weekend, the box office results are still satisfactory.With this data, Li Wei ordered the people in the marketing department to make a draft and a diary of the photos taken today. The draft was sent to the media, and the diary was sent to his fan site.Because of the publicity of the first city, the enthusiasm of the follow-up cities is even higher.

Therefore, the box office of "My Diary of a Broken Love" became the object of everyone's attention in the first week and weekend. You must know that a chick movie with a small and medium cost is released in the off-season of movies, and most film companies are still not so optimistic about the box office.But when the box office results for the weekend of last week were announced on Monday, "My Diary of a Broken Love" shocked everyone with its first-week box office of 1.5 million yuan.

"Make a press release and send it to the entire media, and then bring it with us on our next itinerary." Song Hengqing was also very happy when he saw the box office results of the movie.

Those who do marketing are most afraid that I will blow you up to the sky, and in the end you are really an old hen who can't fly on the branches.This time the marketing was not only huge, but the box office of the movie was also shocking. In contrast, Song Hengqing felt that this marketing plan might become a classic case of the business school in a few years.

"Now there are big media follow-up reports? That's great, let the advertising department get ready, and the boss will start launching this time when he comes back from the road show. By the way, how about those magazine interviews? Let me explain first. Don't look for publications below the level of "Entertainment Weekly", "People Weekly", "Donghai People Magazine", we can't afford to lose this person! You must know that our boss is now a new star in commercial films, the most brilliant one one!"

The marketing department was excited, so Li Wei, the boss, wanted to continue roadshows in major cities.The originally decided ten cities were far from enough, but after bargaining between the marketing department and Li Wei, it finally became fifteen cities.Fifteen consecutive days of full-load publicity, even Li Wei, who insists on fitness and health preservation for a long time, can't stand it, let alone Zhang Wen and Bai Lili?The first one to fall was Zhang Wen, who had been rested for a few days due to fever.Then Bai Lili's problem was a bit troublesome, it was directly related to liver dysfunction.Fortunately, he was sent to the doctor in time. The doctor said that there is no danger of inducing hepatitis for the time being, but he must rest in bed for at least one month.Li Wei thought about it, and Li Wei's studio directly paid for Bai Lili to be sent to a high-end nursing home for a month of recuperation, which is also a compliment to her hard work.

The illness of Zhang Wen and Bai Lili also made them a wave of favor among fans. After all, they worked hard and fell ill. Fans are naturally happy and distressed for their idols to work so hard.Coupled with Li Wei's effective public relations, the fans of the two have increased a lot.It is rare in the film industry to have such hard-working actors, with good looks, online acting skills, and hard work.It's unreasonable for such a high-quality actor not to be popular.

As a result, the box office of "My Diary of a Broken Love" broke out again in the second weekend, directly closing in at 2.1 million yuan.On this occasion, the total box office for two consecutive weeks reached 5 million, making it the first movie released in China this year to break 5 million.According to past experience, a box office of 5 million is considered a high-grossing movie.But if you want to enter the top 10 in the annual total box office, then [-] billion yuan is a hurdle.If Li Wei really breaks into the top [-] with this movie, then Li Wei is really a god.

"Don't think too much about it, everyone. According to past experience, it is good for a movie to last for one month, and it must be released in two months to enter the second-round film market." Li Wei said, "I guess "My Broken Love" The approximate schedule of "Diary" is about five to six weeks. The seventh week will inevitably enter the second-run film market. Once it enters the second-round film market, the box office will definitely dive off a cliff. After half a year, we should consider the marketing of the DVD market. Therefore, it is not bad if the box office revenue of our movies can reach 8 million yuan, but 10 billion yuan is still a direction we need to work hard for now.

In the second half of the year, our goal is a youth idol movie and an adult commercial movie. The script is currently being created by the script team. The marketing department can let the wind out and see if there are any partners who are willing to cooperate.By the way, that adult commercial film needs a lot of cars, so your commercial department went out to find car manufacturers to see if they would like to sponsor and cooperate.If you are willing to talk about exclusive sponsorship, we can cooperate deeply.

For example, their new cars or classic cars are all used in the movie, and the car logo and car model are absolutely close-up. At the same time, we will use their cars as the main promotional elements in the promotional videos and movie theme songs.Also, they can utilize our movie clips as creatives.However, if you want exclusive sponsorship, not only about 100 cars must be sponsored, but the advertising fee for sponsorship should not be less than 2 million yuan.As for the youth idol movie, just ask the clothing brand!But don't look for the main brand, our goal is the second-tier brand for young people under the big name. "