China Entertainment King of Science Fiction

Chapter 496 Phenomenal Animation

"...I am very confident in our Valentine's Day marketing plan. According to our calculations, the final box office of "WALL-E" is even expected to hit the 3 billion mark!"

After the turbulent Spring Festival holiday in the film market, DreamWorks' first post-year meeting was held in this joyful atmosphere.

Zheng Hong, Director of the Marketing and Distribution Department, happily reported on DreamWorks' brilliant achievements in this year's Spring Festival. Even though Valentine's Day is approaching and several new Valentine's Day films will be released soon, she is still confident about "WALL-E".

It is even more aggressive than the box office predictions of the ticket purchasing platform.

Although the annual Spring Festival holiday is something that participating film companies like DreamWorks need to treat with caution, those who cannot spare time are mainly the main creators of the released films, the marketing and distribution department, and the boss Chen Jingxing.

Other departments of the company, including several shooting projects, are normally closed for holidays.

And "WALL-E" disrupted the show and even made a killing during the Spring Festival. DreamWorks, which had just returned to work from the holidays, was pleasantly surprised from top to bottom. It was a good start for 2019.

Therefore, this meeting was more like a performance meeting for the marketing department, but "WALL-E" director Xiang Xuan and Chen Jingxing both recognized the marketing department's success.

You must know that an animated film can earn more than 2 billion at the domestic box office. The meaning it represents is huge, even enough to overshadow the edge of all other films during the Spring Festival.

Although "Tang Detective III" is the champion of the Spring Festival, the media and public opinion are overwhelmingly discussing "WALL-E" and the ultimate box office limit that "WALL-E" can reach.

This is where the value of her work can truly be shown.

Chen Jingxing added: "Actually, the 60 million was mainly spent on promoting the "WALL-E" short film. Later, I only authorized the IP of "WALL-E" to Douyin. Mr. Zheng, you have a good idea, and I will give you a big credit.

."

This also made Chen Jingxing realize another truth. In an era when short video platforms are booming and everyone is self-media, it is sometimes inappropriate to blindly learn from Disney.

There is also the love marketing route that focuses on "Wall-E", which is also a strategy formulated by the marketing department of DreamWorks.

It is a fact that animation themes are inherently deficient in China. Chen Jingxing, who has successively created box office miracles for animated movies, has always been aware of this.

Chen Sicheng once angrily criticized Sang Huai during a road show and issued an appeal that "domestic films need encouragement and hope that peers will not trample on them."

Zheng Hong smiled: "It did cost a lot of money, 60 million."

"Only 60 million?!"

The most important thing is that your career goes smoothly.

"Tear-jerking blockbuster..."

"WALL-E" does not have any IP blessing. Even if there is no competition from the other two animated movies, to be honest, in everyone's opinion, it will not be higher than "Kung Fu Panda" or "The Return of the Monkey King".

Love has always been a marketing magic weapon for animated movies to break through the industry.

There are even many painters who have drawn humanoid Q-version character drawings of WALL-E, Ivar and all the robots that appear in the movie, which are similar to those of Kanji or "Hetalia", making it easier for anime fans to enjoy CP.

This is what Chinese people do.

Although Zheng Hong is quite satisfied with the results achieved by her department during the Spring Festival, she still remains modest in her praise of Chen Jingxing: "Dr. Chen, you are too polite. These are just icing on the cake. It is still the quality of "WALL-E" itself. Otherwise,

I am also a clever woman who cannot make a meal without rice."

In order to break out of the circle, in addition to using amazing word-of-mouth to break out of the circle and attract more groups, DreamWorks also aims at the love track.

How many billions are the words "Great Sage" worth?

Even if "Nezha" created a box office miracle in the previous life, the protagonist is still Nezha whom everyone knows.

The support of peers also needs to be guided by marketing to amplify the anger and ridicule of the audience.

Facts have proved that this decision is very correct.

"The main thing is that the movie itself is good. The more money you invest in the short video platform, the better the effect will be..."

There are also other cute robots that appear in the spaceship in the movie, including the villain’s artificial intelligence at the helm of the spaceship, which also has character images, and all members have been reproduced.

Especially for movies that urgently need to break out of the circle and reach a larger audience.

From the outside world, marketing and public relations are usually associated with scandals, but as a practitioner, it has never been her original intention to make things look good.

It also allows "WALL-E" to spread faster on the Internet.

And after experiencing the huge copyright revenue brought by "Kung Fu Panda", DreamWorks has recognized Chen Jingxing's philosophy from top to bottom, and is very cautious about animation copyrights, cherishing them like treasures.

Far surpassing all the famous IP animated films at home and abroad before.

Chen Jingxing shook his head and did not take his general's modesty seriously.

A two-dimensional animated film like "Your Name" earned a box office of 700 million three years ago, and it also achieved 500 million in its previous life.

Before the Spring Festival release of "Wall-E" started, the predictions from ticket purchase platforms and many media and netizens were basically between 500 million and 1 billion, which was much lower than last year's "Kung Fu Panda".

The reason why Chen Jingxing maintained restraint and did not face the battle in person was because he was willing to do it because DreamWorks did it.

Moreover, there is quite a lot of material for "WALL-E", not only the feature film, but also more than a dozen cute interactive short films that have been released before the movie is released.

"Mr. Zheng, how much did we spend?"

Over the past few years, DreamWorks has become a master of pull marketing, with rich experience.

"3 billion... Are you kidding me? I don't even know the film market in our country."

By replacing an animated movie with a touching love movie, more non-animation fans can let go of their subconscious stereotypes and film selection discrimination. This is the main reason why "Your Name" can achieve box office miracles.

Amidst such disadvantages, "Wall-E" has become a top-notch game, and marketing is indispensable.

DreamWorks has been paying more and more attention to peripheral development and copyright protection since "The Return of the Monkey King" under Chen Jingxing's emphasis. It even turned into a specialist in issuing legal letters and infringement litigation after the release of "Kung Fu Panda" during the Spring Festival last year.

Zheng Hong's words came from the bottom of her heart. She couldn't be too proud of the fact that she gave up her nascent new media career under Xu Wenshen's persuasion and came to this small company that had just been established at that time and only had one theatrical movie "Fatal Identity".

satisfy.

Not only did Sailboat transform into an internationally renowned entertainment giant in a few years, but it also went public smoothly. As a senior executive, he also received equity incentives and is now worth a billionaire.

The Spring Festival stalls are saturated, almost a zero-sum game. If you can step on others, of course you should do so without hesitation. The more you step on others, the more cake you will share.

Regarding the box office placement of "Wall-E", the ticket purchasing platform has almost changed three times a day. It can already be regarded as a phenomenal animation.

This is all DreamWorks' marketing rhetoric.

"Tang Detective III" pulls the hips by myself. It would be too silly not to have a rhythm for such a good opportunity.

What’s the reason? It’s all about love marketing.

Zheng Hong, director of the marketing and distribution department, made a bold prediction about the box office performance of "WALL-E" that made the whole conference room fall into silence and then went into an uproar.

Marketing is never just icing on the cake.

"A touching love movie"

Therefore, we were very cautious about licensing the copyright of "WALL-E". It was not until Zheng Hong's suggestion that Xu Wenshen decided to urgently release the copyright to Douyin after discussing it with Chen Jingxing.

This in turn fueled the attention of "Wall-E" and almost formed a trend of national attention. Even though the Spring Festival holiday has passed, the film market still maintains a relatively hot state.

"No wonder, I thought it was Douyin who pushed me accurately. When I opened Douyin during the Chinese New Year, they were all imitations of the "Wall-E" short film..."

"The most pure and beautiful love in the world"

This series of beautiful marketing promotions for "WALL-E" allowed her to truly enjoy the ultimate value of her work. Of course, DreamWorks' works have always had a good foundation, and she also had a high sense of accomplishment in her past film and television works.

The idea of ​​authorizing Douyin to use all the robot images that appear in the "WALL-E" movie was proposed by Zheng Hong, director of the marketing department, after seeing the popularity of "WALL-E" when he was in the second grade of junior high school. The effect was amazing.

However, as Chen Jingxing and DreamWorks become more and more famous and their status becomes more and more stable, there are not many such counterattacks anymore. The feeling of fighting through numerous enemies in "Wall-E" is the ultimate enjoyment.

For example, Wall-E is a silly and cute boy wearing yellow overalls with dirty clothes on his face, while Ivar is a cold and cute girl in white clothes who is good at using violence.

Of course, the essence is that it is indeed a high-quality fresh youth love movie.

Netizens ridiculed it as Oriental Disney.

These include secondary creations such as imitation, filters, fan fiction, painting creation, etc., as well as secondary creations based on secondary creations, making "WALL-E" a cultural phenomenon that can be self-produced, self-extended, and self-rollingly marketed.

.

There is no way around it. Eight movies are gathered on the first day of the new year, including three animations. Both the animation track and the main track are overcrowded and full of obstacles.

Now, with the popularity of Weibo and other platforms, short video platforms have increasingly become the main battlefield for film marketing.

That is to say, all Douyin users can freely use all elements involved in the "Wall-E" movie and freely create various creations. Douyin's development team and other developers can also design various special effects filters.

mirror.

Although they are in human form, and they all look like boys and girls, the essence of the appearance of WALL-E, IVA and other robots is reflected.

If "Wall-E" wants to achieve a box office of billions, it will not be enough to rely solely on the parent-child viewing market. This part can reach even 1 billion.

"I don't think it's an exaggeration. I just looked at Mr. Zheng's data. The number of views of "WALL-E" related topics on the short video platform has exceeded 15 billion, of which the main topic of "WALL-E" has exceeded 5.7 billion times, which is a new record.

A new record for Douyin movie marketing topic views."

Valentine's Day is coming soon after the Spring Festival holiday, and the marketing department is gearing up to get started. Chinese people and even the entire East Asia have a strong love complex, and the demand for fresh and fresh love is eternal.

"Then should we have a moment of silence for the movies that will be released on Valentine's Day the day after tomorrow?"

"One animated movie has already defeated so many blockbusters, so it doesn't seem surprising that it will continue to crush a few romance movies."

The office of DreamWorks was filled with cheerful laughter.

(End of chapter)