In Japan and South Korea in the last time and space, there was "ryotei politics". Big political figures gathered together to go to a few small restaurants. The doors were closed, and they gathered together behind closed doors to talk about national affairs.
Rehnquist, the former chief political officer of the United States, often participated in a small circle of poker games composed of politicians, law professors, business tycoons, and law firm partners while he was still alive. This lasted for more than thirty years until his death.
In the Eastern Jin Dynasty, there was a hermit called Xu Mai, and famous families rushed to befriend him. Even the royal family who could not give birth to a child would come to him to pray for blessings.
It is not uncommon for the richest men in the business world, political leaders, and celebrities in the entertainment industry to visit a certain "Qigong master" to seek luck and protection.
These seemingly incredible things happen one after another in reality, and there are reasons behind them.
It is nothing more than a taker who wants something and a giver who relies on something.
Chen Yiwen was thinking about whether he could use his identity as an "expert" to engage in a real-life "restaurant politics."
In fact, after Chen Yiwen sent these messages, he was still worried. Fortunately for Liu Qirong, he brought Wang Xiangchuan into the group. Chen Yiwen knew that this was the deputy general manager of Guangying Group, a powerful and legendary boss.
If one person gets angry and gets angry, the conversation will be interrupted, and you will have to make other plans.
So despite the fact that the "masters" in the Wechat group are confident, Chen Yiwen, who is behind the scenes, is watching with a beating heart, watching for any disturbance that may appear on the screen after these words are spoken.
…
Wang Xiangchuan jumped out of the group and clicked on Liu Qirong to chat privately, "Which one is this from? This guy has a lot of rules!" He was still smiling when he posted this. He thought it was fresh. No one had dared to talk to him like this in many years.
, even in Wechat.
Liu Qirong responded, "Perhaps talented people have bad tempers. You are the same, you have a bad face. You often criticize me, but you also say that I am too much. Let's listen to what he says. If you are really good, listen.
It doesn’t matter if you listen. If you are just pretending to be a fool, throw it into the sea and feed it to the fishes.”
Wang Xiangchuan nodded. At this time, he squinted his eyes and stared at his mobile phone, keeping calm, as if he was sitting on a high ground overlooking the next conversation and development.
Liu Qirong said to the group of three people, "This... friend, you previously proposed to me the New Year movie. We want to hear your specific and detailed thoughts."
In the final analysis, Liu Qirong's current weakness is that he is at a disadvantage in the competition for "schedule". "Schedule" embodies the principle of "audience first". This is not a product of patting one's head.
Flexible businessmen who relied on the movie market to make a living tracked consumption choices and finally summed up the rules. They found that releasing specific types of movies with an audience in mind during a specific time period would be more likely to achieve a good box office harvest.
Therefore, "schedule" has gradually become the golden rule for film business operations, and schedules are also particular. In the Western world, "summer schedule" is the golden schedule for super blockbusters. Autumn and winter are the best times for movies to compete for "Oscars"
time.
In the past, when information was not abundant, there was no need to worry about the lack of market for a good product. However, in the era of abundant information, it is now a time of "the wine is good but the alley is too deep", so the schedule is particularly important.
Wang Xiangchuan couldn't help it anymore and sent a voice-to-text message that appeared on the screen, "You said before that movies will be released during the Spring Festival. This is not true. The Spring Festival period has always been a dead time. All the movies shown in the cinema have a dismal box office. The whole family is yelling and drinking.
On the day of reunion, no one wants to go out and go to the cinema."
Wang Xiangchuan directly made things difficult. He raised the main issue. It was not that there were no films released. It was precisely because the box office was not good at the box office that the Spring Festival film was never taken seriously. Otherwise, why is February the breakout season for domestic films, because the protection period is during that period?
Time, not blocked by large imports, has been a relatively comfortable few months.
"No! That's because it never has." Chen Yiwen responded.
"Because what is missing is not a schedule. It is a series of construction projects that started around this schedule. The types and themes of the films are compatible with the Spring Festival schedule. The film and theaters have lacked promotional and marketing efforts for this schedule, and there is also a lack of creativity! The third is
Research on audiences and their consumption behavior is also insufficient.”
Liu Qirong and Wang Xiangchuan looked at the dazzling words on the screen.
Wang Xiangchuan sent a message, "How to conduct research? There are not many moviegoers during the Spring Festival, so it is meaningless to investigate this market!"
"Of course it didn't make sense before!" Chen Yiwen responded, "The traditional tradition is that people have always been told to stay at home during the Spring Festival, or visit relatives and friends, shops are closed, and all entertainment is suspended. In this environment, any survey on consumer behavior is
, it’s all in vain! If you approach the market with such an idea, it’s tantamount to going in the opposite direction!”
Wang Xiangchuan: "..."
"To fight against this traditional thinking, this is not an ancient cavalry battle, but a three-dimensional war that breaks out of this situation. It must be fought from sea, land and air. First, it must create an environment and create the atmosphere of a New Year's movie.
, we need to raise this topic, let people discuss it, and build public awareness. The market can be guided, and people's hearts can be pulled! Once this concept is reversed and a breakthrough is achieved, this is a treasure house! It is a huge treasure!
It’s not impossible that it will become the biggest schedule of the whole year!”
Liu Qirong couldn't wait to ask, "You mean the promotion of the movie should start from breaking the tradition?"
Chen Yiwen responded, "You need to stir up topics, stir up the atmosphere, stir up things that didn't exist before, and stir up people's attention. Ordinary companies can't do this. Only Guangying Group, which has mastered the media and media resources, can do it.
It can be done!”
"From the audience level, we should strengthen the awareness of dating. The Spring Festival is a time for gatherings with friends. Relaxation, saying goodbye to the past, and letting go of the busy leisure mentality will prevail here. People will be unprepared, and the relaxation of the festival is irresistible.
At this time, the mood for literary appreciation is strong, the literary atmosphere is also strong, and topics are needed. Lunar New Year movies can just create topics and provide people with capital to get together. This is actually a period of unprecedented market activity! In contrast to previous traditional concepts, film companies also
You made the mistake! As a result, you completely missed this huge market gap!”
"We need to take advantage of people to let down their vigilance and defensiveness, and lead them to the theater! If people are a flock of sheep, this is when the sheep are at their weakest!"
"But no one would like to watch a disaster movie or a sad drama on New Year's Eve. Just like no one likes to share a tragic story of a wife and children with their lover on Valentine's Day! So the theme of this period should be liveliness, joy,
Peace, warmth, fashion, and inspiration are the main ones! Once you do the opposite, you will die miserably!"
"To sum up, if we can accurately grasp the three points of audience conditions, market effects, and people's expectations, Lunar New Year movies will be successful!"
…
These words made the two people on the other side of the screen fall into deep thought, and every word hit their hearts like it had weight.
Chen Yiwen knew very well that the last time and space was similar to this time and space for a long time, and there was no such thing as a Lunar New Year movie. Traditional concepts prevented people from going to the cinema during the Spring Festival. But through the created concept of "Lunar New Year", people
If the concept is reversed, once the market is opened, the Lunar New Year period will become the hottest battleground in the movie market throughout the year.
Wang Xiangchuan and Liu Qirong are both industry insiders. Their long-term observation and understanding of the industry make them very sensitive to the market.
What Chen Yiwen wanted to do was not to enlighten them, but to open up the doubts in their hearts. They should have had a clue a long time ago, but they lacked the context and the clear and reasonable logical structure.
He informed the two big guys about the successful experience of another time and space and the business logic behind it. With their knowledge and expertise, Chen Yiwen didn't even need to intervene or explain anything in between.
Can draw inferences from one instance.
Liu Qirong and Wang Xiangchuan really felt that their horizons had been opened, and they were also a little excited and ready to move.
When there was no such concept before, no one dared to challenge the traditional inertia of the audience or challenge the "schedule", which is a convention in the industry. This is a screening mechanism formed by the market. If you want to challenge such a mechanism, you have to meet.
Breaking the blood flow is light!
But they discovered that the words of this "master", the truth behind his ruthless separation, and the real rules of how this matter was placed in front of them, had already eliminated all the things that they might have thought about and were about to move in their hearts.
The plumpness is connected in series.
This is not a matter of schedule, but a series of preparations to be carried out along with the development of this schedule, a systematic project to transform people's hearts!
Without this project as a prerequisite, even if the concept of a Lunar New Year film comes out, it will never be able to open the "schedule"!
Yes, they want to challenge the traditional concepts in people's minds and challenge the old world!
Liu Qirong sent a message: "[Thumbs] Awesome, my little friend said before that the idea you helped me predict my reaction to his work, I was still half-convinced, but now it's no problem, it's confirmed. What you said
, let me have a sudden enlightenment!"
From the beginning, Wang Xiangchuan no longer asked aggressive questions, but fell into a kind of silence. This silence was not only thinking about possibilities, but also constructing models in his mind to make inferences.
After a long time, he typed a line of words on the screen.