Choose a day to become famous

"If we use the North American awards season as the main promotional strategy for "Road to Glory", will people question whether this film is too flattering to foreign countries?"

"Forget it, if "Road to Glory" can always have a voice and presence in the North American awards season, this is a shining achievement for Chinese-language films, what is there to flatter!"

"We have been doing preview screenings and not letting go, just to extend the release window of "Road to Glory". We have calculated that once we release it on a large scale, with the current domestic response to this type of art film, even if it wins a big award, even if there are two top stars Shang Yongzhou and Lu Yanhe, the box office will be at most 100 to 200 million."

"For this film, are you not satisfied with a box office of 100 to 200 million?"

"If it has the potential to create a bigger miracle, you Will you be satisfied? "

"It's too difficult."

"It's very difficult, so our release must be combined with the schedule of "Road to Glory" in the North American awards season. The North American awards season is the only one in the world that can last for several months and has such a large exposure. If "Road to Glory" can be successfully publicized by the American Green Valley Film Company to enter the awards season, it will usher in a continuous exposure for several months. For the domestic market, a movie that can continue to win awards or nominations abroad may not be noticed once or twice, but seeing the name "Road to Glory" frequently may make people interested in this movie. "

...

"Road to Glory" has been previewed for a month, and finally began to show its claws and intentions at this moment.

In fact, the Roselle Film Critics Association Award is the least influential award in the North American awards season.

But it is the first shot of the awards season, which has extraordinary significance.

The domestic producer and distributor of "Road to Glory", Mountain Films, does not intend to use award nominations one by one as a publicity point.

Their strategy is to "impact the North American awards season."

Therefore, the slogan of the Roselle Film Critics Association Award in China is: "Road to Glory" is the first shot of the North American film awards season! The North American awards season journey of the strongest Chinese art film of the year has begun!

Many people who know movies, especially American movies, of course know that the core of the North American awards season lies in the final Oscar nomination.

However, for most audiences, they don't have this concept. When everyone sees this slogan, they will only realize that, oh, "Road to Glory" is representing Chinese-language films in the American awards season? And it got a nomination?

-

On the first day of the National Day, "Road to Glory" only added 6,000 screenings during the National Day period surrounded by blockbusters, and the screening rate was only 2%.

However, with an attendance rate of 27%, it led all the released films and successfully won a daily box office of 12.37 million.

Compared with the two blockbusters with a daily box office of over 100 million, this number is not worth mentioning, but for every film company, this number shocked them and made them speechless for a long time.

What's going on? !

A literary film that has already earned 60 million during the Mid-Autumn Festival, after a month-long preview, can still get more than 10 million box office during the National Day with a 2% screening rate?

This does not match their understanding of the film market.

Something even more unexpected happened. In the next six days, "Road to Glory" showed almost zero decline. In the preview of 6,000 screenings per day, the daily box office remained above 8 million.

Seven days later, "Road to Glory" earned more than 70 million box office during the National Day.

The total box office of this movie has reached 130 million.

After the National Day, "Road to Glory" once again returned to small-scale previews.

At this moment, all major film distribution companies suddenly reacted.

"Road to Glory" completely changed the previous film distribution model. It created a new way of release, maintaining the market's attention to the film through previews, and increasing the number of screenings during important periods to attract box office.

The most important thing is that this time, "Road to Glory" was able to get more than 10 million box office with 6,000 screenings. This attendance rate and average box office are enough to make any film company jealous.

No distribution company has not started to study the distribution strategy of "Road to Glory". The industry's evaluation of such a distribution strategy is "high art and bold", "extremely bold god operation".

-

On October 9, Shang Yongzhou attended the event of the endorsement brand and was surrounded by the media at the scene.

This top actor who has appeared less and less in recent years makes the media love and hate him.

Weren't you such a hidden person before?

Weren't you very active before?

Why did you gradually show up less and less after your status went up?

This also made Shang Yongzhou's every appearance in public become precious, and would attract the most crazy siege from the media.

This time, Shang Yongzhou's performance in "Road to Glory" received unanimous praise, and almost every media believed that he would be the strongest competitor for the Best Actor in this year's Chinese Film Awards.

"Yongzhou, this time you are returning to art films after nearly five years with Road to Glory, how many trophies are you going to win?" A familiar media asked jokingly.

Shang Yongzhou smiled and said, "Of course the more the better."

"Why does this sentence sound so familiar?"

"Doesn't Lu Yanhe always say this?"

Everyone smiled knowingly.

"This time Lu Yanhe is starring with you in "Road to Glory". Do you think he will pose a threat to your Best Actor award?" a media asked.

"Of course." Shang Yongzhou nodded, "Everyone has seen how good his performance in the movie is."

"Then will the competition between you two for the Best Actor award be fierce this time? Will you feel embarrassed by this fierce competition?"

Shang Yongzhou said: "Embarrassing? There will be no embarrassment between Yanhe and me. He is happy to make fun of me, and I am happy to make fun of him. Don't underestimate us. Instead of worrying about us being embarrassed, you should worry about the judges being embarrassed."

When the media reporters heard Shang Yongzhou say this, they all showed shock and surprise on their faces.

What the hell?

-- Instead of worrying about us being embarrassed, you should worry about the judges being embarrassed?

Is this what you, Shang Yongzhou, would say?

What's wrong with you?

You used to be a gentle and modest gentleman, why are you suddenly so... arrogant?

What he said sounded like it came from Lu Yanhe's mouth.

"The special distribution method of "Road to Glory" also achieved miraculous box office results this time. Before the release, many people were not optimistic about the box office results of such a film. Some of your fans even worried that the film would fail and affect you. When you took on this film, did you consider the box office factor?"

"Yes, but not much. I took this film for Director Fu Kai. It was his dream to make this film, and I must support him." Shang Yongzhou said, "The box office of this film is so good, as many of you said, because it used an unprecedented distribution model. In fact, we should thank Yan He for this. This is the idea proposed by Yan He."

After Shang Yongzhou said this, the media reporters widened their eyes.

What the hell?

The idea proposed by Lu Yanhe?

What kind of international joke?

When did an actor suggest the distribution model of a film?

When Shang Yongzhou said this, everyone's first reaction was to disbelieve it.

However, Shang Yongzhou did not mean to be joking at all. He was very serious and his eyes were bright.

The media reporters looked at each other in a rare silence.

-

The new distribution method of "Road to Glory" is a clarion call for change for the film industry.

The box office miracle of this movie has triggered a great discussion in the industry and also triggered discussions in many media.

The focus of everyone is whether the box office miracle of "Road to Glory" can be replicated.

Professionals, non-professionals, knowledgeable and uninformed people have all spoken out.

Under such circumstances, the China Film Association immediately decided to hold an industry seminar.

"Yan He, you must come to this seminar. If you don't come, this seminar will be meaningless." Fu Kai said to Lu Yan He on the phone.

Lu Yanhe smiled and asked, "What should I say?"

Fu Kai said, "Say whatever you want to say. No matter what you want to say, everyone will want to hear it."

Lu Yanhe scratched his head and said, "I'm under a lot of pressure when you say that."

"You can do it." Because of the box office success of "Road to Glory", Fu Kai has been in a good mood recently. He told Lu Yanhe, "You are under a lot of pressure at this level. Others in the entertainment industry should not speak up."

Lu Yanhe: "Director, don't flatter me."

Fu Kai: "Haha, I'm not flattering you. No matter who hears these words, they will only agree with me."

The box office success of a movie may arouse the envy and jealousy of others, and will make other film companies think about and learn the subject matter of this movie, trying to copy a successful movie. But the success of "Road to Glory" is obviously not that simple.

Why is the China Film Association so anxious to hold this seminar?

Because it allows them to see that the art films that have always been praised for not getting box office seem to have a path to produce box office.

This is good for the entire industry.

Of course, everyone wants to eat some meat and drink some soup.

Although Lu Yanhe has always been very modest and said that he has nothing to say, at this time, he still carefully combined his experience and his understanding of this industry to organize it.

Before the seminar began, after Lu Yanhe entered the venue, he was first taken to greet many people.

Some people have begun to wonder what Lu Yanhe will talk about.

The success of "Road to Glory" has made many people hope to hear something truly innovative from Lu Yanhe.

"Art films should also have box office."

Lu Yanhe finally decided on this as the theme of his speech.

"Actually, since I entered the industry, I have discovered that the entire industry actually has a consensus that literary and artistic films do not have box office. For a long time, I have accepted this view, including acting in "Three Mountains" and "Late Spring" " and "Path of Glory", I didn't consider the box office at all - to be honest, as an actor, the expected box office performance is one of the most important factors I consider for these movies. Every movie has been successful at the box office, earning hundreds of millions in box office. However, every box office success has been hailed as a miracle that cannot be replicated. Even in the past few years, there have been many literary and artistic films that have done well at the box office. But everyone’s overall impression of art films not having box office success has not changed.”

Lu Yanhe summed it up based on what he saw and felt in this industry.

"This is especially true for the movie "Path of Glory". Even though it won the Best Picture Award in the Horizon section at the Venice International Film Festival, no one from the director to us actors, from the producers to the distributors felt that it was a box office success. It can reach a very good number. The effective release period of a literary film in China is only a dozen days, and it will be difficult to collect box office later. This is because they have to be bigger and louder. The fundamental reason why bigger movies are competing on the same stage and cannot be scheduled is that during those ten days, there are not many effective audiences who are attracted to the cinema to watch the movie. However, if literary films are really unpopular with the audience. Wait and see, there will be works that perform well at the box office from time to time.”

Lu Yanhe said: "At this time, I thought about the operating model of foreign film festivals. Obviously, the award-winning films at the film festival every year are not actually watched by many domestic audiences, but why do they still attract so much attention every time? It’s not just a few years, it’s a decade or a few decades, and their influence has remained at a very high level, in my opinion, because international film festivals pay special attention to media communication and publicity. Top-level film festivals have more media participating from all over the world. They also attach great importance to these media, set up special areas, and conduct special screenings in advance to reflect the importance of the media group in all aspects and connect stars, media and honors through the film festival. , to create such a model - maybe what I said is not accurate, but this is the most real feeling given to me by major film festivals. Film festivals are actually a distribution model, so that not many people may watch it or only Movies that can only be watched by true hardcore movie lovers. In such an atmosphere, a number of movies have been widely circulated and become 'gods', attracting audiences. "

"In China, our honorary awards, stars and box office are somewhat separated. Honor is honor, and box office is box office. The promotion effect of each other is very small, and there is even a big need to draw a clear line. You play with yours, and I play with mine. Lu Yanhe said, "This actually caused our Chinese-language films to lose one of the biggest positions in the market - those who make literary films do not want to win box office, and those who want to win box office do not think they can win. Awards, the two lines are clearly distinguished. Therefore, this time "Path of Glory" formulates such a long-term screening model, we can only use the North American awards season to take advantage of its months-long publicity and exposure window. To promote box office sales of select screenings. If there is such a window time in China, where art films can use the influence and publicity of the awards to be known to the public, "Path of Glory" will definitely choose this window time in China. Rather than the North American awards season.”

"You mean, the number of awards in our country is too small?" someone asked.

"Our domestic film awards are indeed relatively few." Someone immediately nodded.

Lu Yanhe: "..."

He hesitated for a moment, probably because many people looked at him with enthusiasm, but he continued to tell the truth.

"Compared with the issue of more and less, I think the bigger problem with our domestic awards is that the positioning is not clear. I hope that its authoritative awards cannot be authoritative and convincing. As for other awards, they are too porky. They have won consecutive awards. Fans of the TV show think it’s a joke. In fact, as long as many awards have their own clear positioning, they don’t necessarily have to be awarded at an artistic level. If you look at the Asian TV Festival, everyone knows that the awards at this TV festival are for those who are doing well. The most influential TV dramas and creators in Asia are valued for their influence, not their artistic height. Their attitude is clear, and this does not affect the popularity of this award in Asia, or even its authority. Sex, everyone uses whether it wins this award to measure the influence of a work in Asia. "

Lu Yanhe said: "Our domestic awards, movies and TV series are all three pillars. They are not the leader like the Oscars in the United States, and they are not like the four major international film festivals, each occupying a time point and dominating. I am not saying that we are like this It's not as good as them. I'm just talking about the difference. The core thing is that they don't have a strong connection with our own film industry and market, so it really becomes a purely honorary thing, and this honor is. And it’s not convincing enough. In many cases, it’s only recognized by our own industry, because to be honest, most of the audience has not even seen the award-winning films. The things I said are very vulgar, but the industry is the industry, and the lack of influence is not enough. "

What Lu Yanhe talked about today completely exceeded many people's expectations.

Originally, many people wanted to hear Lu Yanhe's talk about how the long-term preview of "Road to Glory" was operated, and whether it was replicable. No one expected that Lu Yanhe suddenly talked about a lot of things about awards and box office.

Lu Yanhe smiled.

"Maybe all the seniors and teachers are confused when they hear this, and think that this has nothing to do with our theme today. I said so much because of what I usually think about. When the movie "Road to Glory" was planned to be released in China, I thought that it might be combined with the North American awards season. At that time, a film critic I was very familiar with, Tom, told me that this movie was quite suitable for the North American awards season."

"Commercial movies are things that the audience likes and are made for everyone to watch, while art films are to find audiences who like it in the market."

"Art films have their audiences, and we must do our best to find their audiences. As long as we find them, they will have box office."

"What I said in front of all the teachers today is actually my thoughts on how art films can find audiences." (End of this chapter)