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"I'm going, have you heard? Qi Jiaming from Hualai Emperor Entertainment actually posted a battle post to Lu Heng at the charity party held by Huaxia Emperor Entertainment. He wants to use the Hollywood blockbuster "Return of the Planet" to attack Lu Heng's "Cats and Dogs War" "!"

"I've heard of Hua Lai Emperor Entertainment. Isn't it the entertainment company owned by movie star Su Man? But who is this Qi Jiaming?"

"The main village is connected to the Internet, and you don't even know about Qi Jiaming? Isn't it the movie star Suman's financial backer and the heir to the Qi Group. The Yington Entertainment that caused the 'YIN matchmaker' before is also owned by their family. If not The Qi family is behind the scenes, and Yingdun Entertainment will not balabala..."

"I don't care about Qi Jiaming, I just want to know if "Cats and Dogs" fights with "Return of the Planet", can they win?"

"I think it's enough. The quality of domestic movies is just that. It's okay compared to our own. If we really get it in the international competition, we will definitely not be able to beat Hollywood blockbusters. What's more, it's Lu Heng's first time directing a movie, so I don't like it! "

"Not optimistic +1"

"Not optimistic +2"

"...I don't think so much. It's not like Lu Heng's movies have never competed with Hollywood blockbusters. If you don't like Lu Heng, please look up and see the number one domestic movie box office. Lu Heng's "Best Partner" is still on the shelf. It’s so good to hang on it!”

"That's different. The director of "Best Partner" is Mai Chengliang, and the director of "Cats and Dogs" is Lu Heng himself. It's the first time for an actor to act as a director. What classic works can he produce? I conclude that "Cats and Dogs" It would be nice if the box office of Dog Wars exceeds [-] million—"

"That's right, you big-headed ghost! The investment cost of "Cats and Dogs" has already exceeded 6000 million. If the film's box office can only exceed [-] million, what will happen to the producers and investors? Hengxuan Studio and Will Zhao Miao's studio pay for jumping off a building?"

"...You must never just watch idols jump off the building! I am a diehard fan of Lu Heng. After the release, I will definitely contribute to the box office and support idols! Support domestic production!"

"Lu Heng diehard fan +1"

"Support domestic +1"

"..."

On the second day after the charity dinner held by Huaxia Emperor Entertainment, although many media, under the hint of Huaxia Emperor Entertainment, did not exaggerate the news that Hualai Emperor Entertainment provoked Lu Heng, "Return of the Planet" is about to be released on the schedule The news of the attack on "Cats and Dogs" is still spreading like wildfire.Many well-informed people in the industry and people who eat melons immediately gathered on several popular gossip forums on the Internet, and built a high-rise building with a thousand floors to discuss who can laugh in "Cats and Dogs" and "Return of the Planet" Final gossip.There are also many materialists who, while gossiping, have not forgotten to give you all kinds of inside stories about Hua Lai Emperor Entertainment and Qi Jiaming.So much so that Hua Lai Emperor Entertainment, which has just won the hearts of many people with the incident of "supporting mainland artists and creating a fair environment", instantly revealed its true colors, not to mention the collapse of its hard-working image. Netizens who were involved with the group and Yingdun Entertainment were all covered by popular science.

For a while, the entire Huaxia entertainment circle was discussing with gusto the box office sniper battle of "Cats and Dogs" and "Return of the Planet". Win or lose, and even bet on how much the final box office of the two films will reach, whether "Cats and Dogs" can recover the cost, etc...

Ignoring the rumors from the outside world, recently, Lu Heng and Wei Linxuan have been busy with the distribution of movies - backed by the big backer of China Cinemas, and Lu Heng, Zhao Miao and others in the China Film Market With its undoubted box office appeal, there is no need to worry about the domestic theater distribution and film schedule of "Cats and Dogs".

In fact, although the special effects production of "Cats and Dogs" has not yet been completed, Hengxuan Studio has signed a film scheduling agreement with Huaxia Cinemas - the film scheduling rate has reached a record 50% in the first week of the Spring Festival Lunar New Year. %, the schedule rate for the remaining weeks will be changed randomly depending on the attendance rate and the number of viewers.

The reason why "Cats and Dogs Fight" was able to get such a generous filming agreement is that the unspoken rule of "my family is easy to do things" that the Wei family and his sons have tacitly included, and the influence of Lu Heng and other main creative actors on the domestic big screen Strength and appeal are also factors that must be taken into consideration.It is also because of this that, except for China Cinemas, other domestic cinemas have maintained their film scheduling agreements for the first week of "Cats and Dogs" at around 25%-30%. The movie "Cats and Dogs" is still relatively good.

However, in addition to the domestic distribution schedule, overseas distribution is also an indispensable part of a film.

For the overseas market, which has always been picky and difficult to please, those well-established overseas distribution companies are actually not optimistic about this debut film directed by Lu Heng for the first time-even though before that, Lu Heng was already a well-recognized director. international star.

So at the beginning of the negotiation, the work of the marketing department of Hengxuan Studio did not advance so smoothly.Considering Lu Heng's popularity on the international big screen, many overseas distribution companies are actually quite willing to cooperate.But the way of cooperation is not the previous guaranteed share, but to buy out the copyright at a relatively low price.And this kind of cooperation model is definitely not in line with the psychological expectations of Hengxuan Studio, so for a long time, the progress of negotiations on overseas distribution rights has not been satisfactory.

Until the news that Qi Jiaming publicly declared in front of many people in the industry that he was going to use "Return of the Planet" to attack "Cats and Dogs" spread, thanks to Hua Laidi Entertainment's provocative declaration of war at the charity party, Hengxuan Studio's The negotiating team finally found a breakthrough in the negotiation, and persuaded publishers in Southeast Asia, Europe and the United States with a bundled marketing model, and finally finalized a standard that everyone could accept to guarantee the minimum share, and successfully signed the overseas distribution agreement of "Cats and Dogs" .

At this time, the time has entered late November.The long-awaited "Cats and Dogs" has finally completed the final special effects production. Wei Linxuan immediately asked the studio staff to send the master tape of the film to major domestic and global distributors to complete the final dubbing and translation work.

而在国内，可以说是姗姗来迟的《猫狗大战》也终于在影迷和粉丝们翘首以盼的盛况下公布了电影全国上映的时间——2007年的1月NO.18。而《猫狗大战》的首映礼则定在07年的1月16日，也就是放寒假的第二天。

就在《猫狗大战》的官方微博宣布了国内档期的几分钟后，一直在关注陆衡以及衡煊工作室动向的华莱帝娱也公布了《星球归来》的上映档期——毋庸置疑，也是07年的1月NO.18。就连首映礼也都定在了1月16号的晚上八点钟。

The aggressive release time immediately announced Hualai Emperor Entertainment's determination to snipe "Cats and Dogs".At the same time, the entertainment media and self-media marketing accounts who have been expecting the two major movies to blatantly tear each other also published relevant news in the first place, and those who watched the excitement listed two movies for netizens The cast, investment cost, crew composition and other aspects of the show, while boosting Lanbo's attention and sales, it also added more gossip material to the already noisy and smoky Lunar New Year schedule.

As the "hand of God" recognized by industry insiders around the world, Wei Linxuan, who has contributed countless classic cases of marketing planning that have been included in textbooks during the release of many films and his own products, has lived up to everyone's expectations. In "Cats and Dogs" Before the release of "The Great War" once again contributed a wave of dizzying publicity offensive——

For example, the carefully edited 3-minute highlight clips are rolled out on the advertising space of Huaxia Video Network, and China TV and China Weibo are jointly promoting a lottery, and the wonderful clips of "Cats and Dogs" are pushed to major shopping malls, plazas and elevators The classic posters of "Cats and Dogs" were displayed on the bus platform and on the bus body, and a prize-winning contest was even launched online to "call for "Cats and Dogs" and select the cutest pets".

Not to mention the special season promotion of "Cats and Dogs" jointly launched by major FMCG brands. Collecting all the packaging posters printed with "Cats and Dogs" can summon Shenlong—oh, no, it can be exchanged for "Cats and Dogs" "Movie tickets and the popcorn set menu launched by Huaxia Cinemas are amazing...

The dazzling array of publicity tricks is simply dizzying, and under Lu Heng's indiscriminate bombardment of viral marketing, since January [-]th, "Cats and Dogs War" has been broadcast in various provinces and cities in China. A certain scale of spot screenings continued.The evaluations of various industry insiders, professional media and film critics also aroused more fans and fans' confidence in the film.

Of course, because a certain movie has vowed to snipe slogans two months before its release, the overwhelming publicity offensive of "Cats and Dogs" also indirectly shines a light on "Return of the Planet", which has been fighting against it. ".However, considering the positive role "Return of the Planet" played in the negotiation of overseas distribution rights for "Cats and Dogs", Wei Linxuan and Lu Heng decided not to care about it——

To some extent, these two movies are actually an alternative bundled marketing!

However, no matter what everyone thinks, just after these exciting foreplays, everyone finally attracted the premiere ceremony on January 1.

War is imminent.