China Entertainment King of Science Fiction

Chapter 239 Breaking the Circle of Influence

The current popularity of "Space Battleship" is actually somewhat beyond Chen Jingxing's expectations. Not only the marketing department of DreamWorks, but also Mo's CEO Xu Sheng and Director of the Computer Animation Department Xiang Xuan were also surprised. This is undoubtedly a surprise for them.

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The current popularity of "Battleship" is naturally far behind DreamWorks' new drama king - "The Signal". Even though "The Signal" has not yet finished airing, and its 15 years are far from over, but

In terms of media and marketing accounts, "Signal" is already a strong contender for this year's "King of Dramas", if there is no unfinished show later.

However, considering the limitations of niche themes such as animation, "Battleship" is already a rare animation work that can spread topics across circles. Even the most popular animation works from Japan and the United States are few.

Can be on the top of hot searches.

Of course, this is also because the current online public opinion in China is dominated by young people, and young netizens have relatively few "stereotypes" about animation. In addition, "Battleship" is indeed a work for all ages. Not only does it not

It is childish and has almost no two-dimensional temperament. It is not an exaggeration to say that it is a live-action science fiction film and television drama in the form of animation.

Therefore, people who are attracted to watch it by the gimmick of "The Earth Exploded" will also feel that there are no barriers to appreciation or dimensional barriers. The plot is smooth and compact, and the pictures are not rough, but are very detailed and textured.

The discussion and spread of the topic created by "Battleship" through "The Earth Exploded" obviously exceeded the expectations of the media and video platforms.

Originally, except for Station C, other video platforms that own the online copyright of "Battleship" have very limited promotion of this work. Even with the signboards of DreamWorks and Chen Jingxing, the promotion of "Battleship" is still limited to the website.

In the animation channel, this is of course understandable. An animation work is not even a movie, so it is basically unlikely to be displayed on the homepage.

Websites such as Huanshi.com and Penguin Video obviously saw the spread of the topic "Battleship" on the Internet, so they responded quickly and put "Battleship" on the homepage poster.

For other film and television companies in the industry, DreamWorks' marketing this time is simply textbook level. In fact, the two animation projects sold in a package were originally scheduled to be played in the order of "The Evolution of 4.6 Billion".

", "Battleship" will be released after "Evolution" is finished.

Maybe a leader of CCTV was deeply attracted by watching the first two episodes of "Battleship", or maybe "Battleship" does meet certain procurement standards of CCTV. The deputy director of CCTV's Children's Channel Center personally went to DreamWorks to discuss the purchase of "Battleship".

》TV copyright and broadcast on CCTV.

In addition to using the "ball-explosion" joke to break the circle, CCTV also came over.

The price of CCTV's purchase of copyrights is naturally not taken seriously by DreamWorks. CCTV's purchase standard of 20,000/minute is considered a ceiling. "Battleship" can only sell 6 million for 10 episodes and 300 minutes, not to mention that you may not be able to enjoy it.

Such a high salary.

Because these two animations are non-sub-produced works, their positioning is inconsistent, and CCTV’s procurement review is stricter, which further affects copyright negotiations with video platforms. CCTV has broadcast them, and the video platforms will naturally push down the price when negotiating.

"The Earth Exploded" is a great marketing topic, and it really helped "Battleship" achieve popularity outside the circle. Without "The Earth Exploded", it would be difficult for an original work like "Battleship" to be successful after only playing the first two episodes.

Generate such discussion and topic.

However, after discussing with the marketing department, Chen Jingxing moved "Battleship" to the front, not because the quality of "Battleship" is really much higher than that of "Evolution", but because of the "earth explosion" theme, and it is still at the beginning.

Thinking back to the still popular "The Signal", DreamWorks' attitude towards film and television works is sincere, and we have all seen it.

Works of good quality may not be able to obtain popularity and commercial benefits commensurate with their quality. Therefore, a very important point in out-of-circle marketing is to find the right fulcrum, that is, to have a meme that is easy to be hyped and can arouse people's curiosity.

This view is not an isolated case. It is obvious that DreamWorks has built a high reputation that is different from other domestic film and television companies. This is a huge invisible wealth.

May more dream factories appear in China!】

Its greatest significance is not to break the stereotype of domestic inferior 3D animation, but that DreamWorks is really producing an animated series with a serious attitude towards film and television dramas.

When DreamWorks launched its animation strategy, many people were not optimistic about its "cross-border" approach, but now it seems that as long as the creator treats his work with the utmost sincerity, whether it is a movie, TV series or animation, there will only be a form of expression.

differences, and there will be no so-called "cross-border" acclimatization.

CCTV's "Battleship" is not only a science fiction theme, but also well-produced, has a positive outlook, has no bad plot, and contains a lot of knowledge about astronomy and physics, so I am very interested in this animation.

The common point is that none of them are works directed by Chen Jingxing. This makes the DreamWorks brand no longer a mere attachment to Chen Jingxing, but also begins to enter the hearts of the audience and gain the trust of many viewers. This kind of brand value is priceless.

[DreamWorks has given us too many surprises this year. Although the production of "Battleship" is still very different from Hollywood's 3D animated movies in terms of production, it is just an animated series, and the production funds are not at the movie level.

It can be said that such a picture effect has completely exceeded my expectations.

For various reasons, DreamWorks has never thought of selling the TV rights to CCTV, but that doesn't mean DreamWorks won't be excited if CCTV comes to them.

"Battleship" and "The Signal", which is still airing every week, have triggered widespread discussions, including "Tang Detective", which is at the end of its box office curve. These three works have different themes and cover movies, TV series and animated series.

, the reputation is quite good.

Of course, for Chen Jingxing, "Battleship" has been praised and affirmed by netizens, and the biggest gain is that the DreamWorks brand has been polished even brighter.

Just like what was said in the upvoted reply under the question "How do you evaluate the first and second episodes of "Space Battleship"?" on Zhihu:

Chen Jingxing has never tried to talk to CCTV about the copyright of "Battleship" and "Evolution" before, and no one from DreamWorks or Mobi has any such intention.

DreamWorks is worthy of its name - the factory that creates dreams. It only means that I will definitely buy the subsequent works of DreamWorks without thinking. This is not the behavior of a stupid fan, but out of trust in Chen Jingxing and DreamWorks.

The surprises that DreamWorks has brought me time and again are enough to prove that they deserve this trust.

However, the value of CCTV has never been the purchase price, but the broad influence of the platform. Animation derivatives have always been the highlight of revenue. An animation work can be broadcast on CCTV, which can expand the coverage circle of animation and enhance the value of derivative authorized products.

Sales have a strong promotion effect.

DreamWorks will naturally not push out the great opportunity that comes to them. The two parties are "running in both directions". Not only did they give all ten episodes of "Battleship" to CCTV for review, but they also created a "Evolutionary Forty-Six"

The complete set of "Yi Yi Duo" is ready to be packaged and sold to CCTV.

And in terms of subject matter and content, the story of "Evolution", at least in the first season of the story, is more popular than "Battleship". If "Battleship" can be sold to CCTV, "Evolution" will definitely not

question.

The first two animations produced were able to be broadcast on CCTV. It was a dream start for DreamWorks, and it was also a good start for subsequent animation projects.

(End of chapter)