Disaster Artist

In Lu Qian's time and space, there is a classic marketing example:

Mariah-Carey's 1994 Christmas song, "All-I-Want-For-Christmas-Is-You".

Thirty years after the song was released, this song was able to re-enter the charts every time around Christmas, and even topped the major charts, so that it was dubbed Kelly's "pension insurance" by fans.

But why?

From the 1970s to the second decade of the 21st century, every Christmas, singers have released special albums and Christmas songs, among which there are countless classic songs that are widely circulated. However, why is this one so? In particular, how many times can you set records?

In fact, this is marketing.

Back then, the Christmas song market was unprecedentedly prosperous. "All I want for Christmas is you" is just one of the countless Christmas songs. After its release, it didn't get the expected hot reaction. Decades of classic oldies.

So, Columbia Records, which released the album that year, came up with a marketing plan:

Two-pronged approach.

On the one hand, it is radio on-demand, allowing radio anchors to play it over and over again

On the one hand, it is shopping malls.

In fact, the former, basically every major record company is doing it, but Columbia Records goes a step further—

They played it over and over in an almost brainwashed way, really making sure that no matter when people turned on the radio, or what radio channel, they would always hear the song.

Objectively speaking, this effort is very powerful and excellent, and it has laid the foundation, but it is not the decisive reason, the latter is.

What is a "shopping mall"?

It's not the distribution record, but the background music of the shopping mall, that is, the music that comes from people's ears whenever they walk into the shopping mall or supermarket.

Columbia Records has been rolled out in shopping malls and supermarkets all over the North American continent. Before and after Christmas, it continued to be played continuously for two months, not a year, but for several years.

Over time, when people walk into shopping malls and supermarkets at Christmas, they will naturally hear this song, and slowly, it will become a habit and a brand-

This song equals Christmas.

Finally, if people walk into malls and supermarkets at Christmas and don't hear the song, it doesn't feel right, and the festive atmosphere doesn't seem to be strong.

A psychological suggestion, a memory imprint, and even become the childhood memories of countless children, and evolved into an inseparable part of the subconscious.

After waiting for these children to grow up, they will become a new force in all walks of life. When Christmas comes, they will choose the Christmas song, "All I want for Christmas is you" will become their first choice, and then there is no need at all Publicity expenses, a whole new wave has been laid out.

At that time, Columbia Records spent millions of dollars on these two channels for promotion. Although other record companies do the same, the budget expenditure was far less exaggerated. Many people thought that Columbia Records had lost their minds. Become a joke in the industry.

However, in 2019, "All I want for Christmas is you", exactly 25 years after the release of this song, the single topped the Billboard singles number one for the first time, writing the Guinness record, not only refreshing the longest time to win the title It is also the first holiday theme song to top Billboard No. 1 in 61 years.

So, who wins?

The reason why this marketing case is mentioned is not to say that Blue Whale Pictures needs to spend 25 years to deploy, but to say that the marketing strategy is a kind of psychological suggestion.

Like "Fast and Furious", every two to three years, I meet the audience once in April. As agreed, the market fundamentals have stabilized.

In Lu Qian's view, the "Fast and Furious" model is still a bit loose, because the film production cycle is too long, and it can only be seen once every two to three years, and the audience's "inertia" is not strong and profound, so the follow-up box office of the series of movies is also There are obvious fluctuations because of the quality of the work itself.

If they want to impress the audience, they have to make sure that they can meet every year and form psychological cues step by step, as if "All I want for Christmas is you", and finally let Blue Whale Pictures The title is equated with the spring and autumn files.

The same is true for Apple. The product press conferences in March and September have become benchmarks in the industry, so that the press conferences of other companies must also be arranged according to this schedule, and they have truly achieved their own every move, affecting the entire industry. trend.

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So, what should they do?

The simple version, at least one movie is released every spring and autumn, and after waiting for the streaming platform to go live, they also need to cooperate to ensure that at least one movie and a set of episodes are released every spring and autumn—

and more.

Complicated versions, at least one will be launched in these schedules, so which one is it?

This requires Blue Whale Pictures to slowly explore in the process of development.

Lu Qian gave a direction, and the leadership led by Xiu Zhongjun held a meeting to discuss, and then further detailed it.

Today, Xiu Zhongjun and Ji Xu are here to discuss this matter. Compared to Tao Ran, this is what Blue Whale Pictures needs to pay attention to now.

"Director, in the spring season, we are going to launch a love movie, one every year to coincide with Valentine's Day."

"In the fall season, we hope to launch comedy movies and youth movies, which will be one every year in line with the school season."

"It's the base plate that ensures we can build the company's brand image step-by-step."

This is a huge plan. UU reading www.uukanshu.com takes one step and three steps. It may be necessary to maintain such a rhythm for the next five or ten years in a row, so Blue Whale Pictures still needs Lu Qian's help.

After all, so far, Lu Qian is still the creative source of Blue Whale Pictures.

Lu Qian raised his eyebrows slightly, a little disappointed, "This is too old-fashioned, isn't it? Spring is Valentine's Day, is this spring? And then autumn is the school season, targeting young people?"

Tucao, precise.

Xiu Zhongjun is not surprised, his expression has not changed, "Director, old-fashioned means classic, and at the same time means that the audience has formed inertia and has a high degree of acceptance."

"But do you realize that this is not conducive to presenting our characteristics?" Lu Qian asked back, "We can do this, and other film companies can do the same, and the colors of us and our competitors are confused."

Xiu Zhongjun didn't panic, "Of course we have considered such a problem, but the key is still the work, isn't it? As long as we can continue to produce excellent works..."

"The premise is to produce excellent works, but this is not guaranteed. Even if these films are all made by me, there is no way to guarantee. No director can ensure that his works must be excellent." Lu Qian Very calm.

Filmmaking is the work of a team. No matter how good or great the director is, they need the help of the whole team to make good films. Whether these good films can be affirmed by the market is another matter. A learning.

Xiu Zhongjun: …

Ji Xu interjected just in time, "So, what do you think?" Click to download the APP of this site, a large number of novels, free to read!