This star’s style is wrong

It’s July, and it’s summer time again.

At this time of year, there will be many movies and TV series released online, competing for the audience who are about to go on holiday.

The biggest feature of the summer season is that students are on vacation.

Students don’t have to attend classes, so they naturally have more time to watch movies and TV.

Therefore, the main target group of film and television dramas aired in the summer is students.

Therefore, many youth TV series are scheduled to be broadcast at this time.

For example, TV series that tell the story of graduation season, or TV series that tell the story of youth campus.

Criminal investigation and suspense TV series are also good choices for the summer season.

The audience that likes to watch suspense TV series is younger than historical dramas and dramas.

"The Beginning" is scheduled to premiere on Tuesday, July 3rd.

The show hasn't even been released yet, but advertisers are already negotiating for spot ads.

However, so far, "The Beginning" has not had an official spot advertisement.

The main reason is that the price did not meet the expectations of both parties.

Several advertisers that Ark Culture is negotiating with offer prices of around 2 million each.

This price is actually not low.

If it is a TV series with a relatively large number of episodes, there will usually be 40 episodes, with an interstitial advertisement at the beginning of each episode, priced at 2 million each.

The advertising revenue for the entire TV series reached 80 million yuan.

TV series with A-level investment can directly recoup their capital by relying on interstitial advertisements, and all other income is earned.

Therefore, the price of 2 million interstitial ads is actually very high.

Under normal circumstances, the average price of commercials for ordinary A-level TV series is around 500,000.

It can be seen that the price of 2 million offered by these advertisers for "The Beginning" is already quite high.

Of course, these advertisers' asking such a high price is actually a bet that "The Beginning" will be popular.

If "The Beginning" is a hit when it first airs, then such a high interstitial advertising price will be a loss for advertisers.

However, once "The Beginning" becomes a hit after it airs, the price of commercials will also skyrocket, and it will no longer be 2 million.

Fang Xing felt that the price of 2 million was almost unreasonable, so he didn't sign.

Advertisers, on the other hand, are worried that if "The Beginning" hits the market, they will lose a lot of money.

Therefore, the two parties failed to reach an agreement on the price of the interstitial advertisement and kept dragging their feet.

After the online drama is launched, you can add interstitial advertisements in subsequent episodes after determining the playback volume of the first few episodes.

Therefore, both parties are not in a hurry and can wait until the drama is released before signing.

You can even sign up for each episode. The higher the playback volume, the higher the advertising price. Once it hits the market, the price will also plummet, which is quite exciting.

…

Since the summer season is a prime time for TV series, competition is fierce.

All major video platforms have TV series targeting young audiences, ready to be broadcast in the summer.

The broadcast schedule is from early July to late July.

Some online dramas will try their best to avoid strong competitors during the launch time, so as to strive for higher launch data.

Fang Xing didn't think too much and launched "The Beginning" directly on Tuesday, July 3rd.

Tuesday was chosen for a reason.

In fact, most online dramas will be aired from Monday to Thursday.

Because weekends are the time for top variety shows to compete. If they start broadcasting on weekends, they will have to compete with top variety shows from major TV stations.

Competing with variety shows does not necessarily mean you will lose, but it will definitely have an impact on the opening data.

The launch data of online dramas will directly affect the platform’s subsequent promotion efforts and the price of interstitial advertisements.

Even if the playback volume is 10% lower due to the impact of weekend variety shows, it is still a huge loss.

Therefore, online dramas will be broadcast on working days.

…

In addition to "The Beginning", TV series scheduled to be aired during the summer season in July include "Ivory Time" by Xiangguo Video and "Blooming Season" by Pea Video.

In addition, the suspense drama "Pillow Crime" produced by Red Film and Television has also been squeezed into the early July schedule, and it will be broadcast on multiple platforms.

Moreover, the broadcast platform also includes Penguin Video.

Penguin Video is a commercial video platform. As long as it can make money, it will naturally not refuse cooperation.

Therefore, the total investment in "Pillow Sin" produced by Red Film and Television was more than 80 million, and the leading actors were all popular stars.

A TV series with this level of investment is already a large-scale production among online dramas.

Because S-level productions with an investment of more than 100 million are usually considered for star status, while A-level investments in online dramas are already top-tier investments.

Coupled with the fame of the director and actors, "Pillow Crime" has great potential and is likely to be a hit.

Penguin Video naturally cannot miss the opportunity to make money, so it will also launch "Pillow Sin".

This means that "The Beginning" will be broadcast on Penguin Video together with "Pillow Crime" for close combat.

Originally, the top management of Penguin Video hoped to slightly stagger the broadcast time of the two dramas, so that the opening data of the two dramas would be better.

However, when the project of "Pillow Sin" was first established, one of its purposes was to suppress "The Beginning" and not give the Lu family a chance to make a comeback.

Therefore, Red Film and Television and the company behind it, Pengcheng Capital, insist on launching the show on Tuesday, July 3rd.

"Pillow Sin" has signed a launch agreement with other video platforms and is scheduled to be released on July 3rd.

Penguin Video has no choice but to launch "Pillow Sin" on July 3rd.

For this reason, Penguin Video Vice President Li Xueying personally approached Fang Xing and hoped that "The Beginning" could be rescheduled and broadcast on July 10th.

Penguin Video has no control over the schedule of "Pillow Sin" and can only broadcast it together with other platforms.

"The Beginning" is different. Fang Xing signed an exclusive broadcast agreement with Penguin Video, and it will only be broadcast on Penguin Video, so Penguin Video has a certain say in the start time.

However, the news of the final release of "The Beginning" has been sent out.

If it were to be rescheduled now, some people would definitely say that they were afraid of "Pillow Sin" so they skipped the rescheduling.

Combined with the previous comments by drama critics who were not optimistic about "The Beginning", it is even more confirmed that "The Beginning" is a "bad movie".

For film and television dramas, changing the schedule will affect the early reputation.

Fang Xing thought about it again and again, but decided not to change the schedule.

Since the Chen family's goal is to suppress "The Beginning", even if "The Beginning" is moved to July 10th, the Chen family can also move "Pillow Crime" to July 10th.

It is definitely impossible to hide, and in this case, we will fight with bayonets head-on.

After Fang Xing expressed his attitude, Li Xueying stopped trying to persuade him and started discussing publicity matters.

Since both dramas were released simultaneously on July 3rd, the competition was fierce.

If the launch data is not good, it will have a great impact on subsequent earnings.

Therefore, Fang Xing is also very careful about publicity strategies.

"Mr. Li, "The Beginning" is broadcast exclusively by Penguin. Do you need more publicity resources?" Fang Xing was not polite and directly asked for publicity resources.

"Don't worry about this. "The Beginning" is broadcast exclusively by us, and the resources will definitely be more than those of a syndicated drama, and it will be twice as much." Li Xueying patted the table and assured.

If solo dramas don’t receive promotion resources, who will be willing to sign a solo drama in the future?

TV series simulcast on multiple platforms can be watched wherever viewers watch them.

Therefore, for multi-platform TV series, it is difficult for video platforms to gain VIP membership increases.

After all, the audience’s money does not come from the strong wind. If you don’t have the VIP of Penguin Video, you can go to Pea Video to watch it.

Solo drama is different.

If you want to watch the TV series broadcast exclusively on Penguin Video, you can only watch them through VIP membership.

Therefore, major video platforms will allocate resources to independent dramas.

Li Xueying promised the highest level of promotion resources: "Directly benchmark S-level solo drama promotion resources and promote them across all platforms. I guarantee this with all my heart."

"Then thank you first, Mr. Li." Fang Xing was very satisfied with the S-class promotion resources.

Immediately afterwards, Li Xueying began to discuss the publicity strategy: "There is a question that needs to be asked clearly first. Do you want to strengthen the competitive relationship with "Pillow", or avoid competing with "Pillow"?"

Fang Xing didn't understand what this question meant: "What does Mr. Li mean?"

Li Xueying took out her mobile phone, rummaged through it, found a publicity case, and explained: "It's like this, competition will increase the topic, and topic will bring popularity.

"When our operations department was discussing the publicity plan, we proposed a plan, which was to treat "The Beginning" and "Pillow" as competitors at the same time.

“Pull out a banner on the homepage and put the posters of both dramas on the homepage banner, directly telling the audience that this is a showdown of suspense dramas, which will ignite the topic.

“In this way, the popularity of the show will definitely be very high.

"Of course, with this kind of publicity, the party that loses the competition will have a more miserable outcome."

After hearing this, Fang Xing understood what it meant and said with a smile, "Isn't that what you did when "Wulin Gaiden" and "Blood Rain" were launched?"

That time, Penguin Video deliberately made trouble by opening the homepage to promote "Wulin Gaiden" and "Blood Rain Jianghu" together, and said that this was a showdown between rivers and lakes.

Naturally, "Wulin Gaiden" won.

However, it is still unclear whether "The Beginning" can win this time.

Once the playback volume of "The Beginning" loses to "Pillow Crime", the drama that failed in the competition will become a stepping stone for its opponents.

When "Wulin Gaiden" was launched, Fang Xing had never produced a TV series and was just a newcomer in the film and television industry.

So Penguin Video directly used this promotional strategy without discussing it with Fang Xing.

It's different now.

Fang Xing and Penguin Video already have an in-depth cooperative relationship, so Li Xueying took the initiative to discuss with Fang Xing on the publicity strategy.

After listening to Li Xueying's explanation, Fang Xing smiled and said, "Mr. Li is just afraid that I will lose."

Li Xueying laughed and said: "I am really optimistic about "The Beginning", but the cast of "Pillow" is really good. The two male protagonists have a lot of fans of the drama, so it's hard to say whether they will win or lose.

"So, I would like to hear your opinion on whether we should use a suspense drama showdown as a promotional strategy.

"After all, with this strategy of strengthening competition, the losing party will become a stepping stone for the opponent."

Fang Xing was naturally very confident in "The Beginning", but when it came to this topic, of course he couldn't let go of this opportunity to gain resources.

Therefore, Fang Xing pretended to be thinking, and after a moment he said, "Mr. Li must be trying to use this publicity strategy, right?"

Li Xueying nodded: "Of course, a publicity plan that can ignite the topic will definitely be effective. However, this publicity plan is too extreme, and most film and television companies will not agree."

The fact is, as Li Xueying said, most film and television companies shoot TV series and broadcast them on video platforms, and they definitely don’t want to be a stepping stone for others.

As long as the quality of the drama is high enough, it can become popular using ordinary publicity strategies, so there is no need to take risks.

After all, once you lose, your opponent will take advantage of you.

Therefore, most production companies in the film and television industry do not agree with this publicity plan.

Fang Xing smiled and said, "If I agree to this publicity plan, how will Mr. Li plan to make up for our huge sacrifice?"

Li Xueying knew that Fang Xing was bargaining, so she shook her head and said with a smile, "Tell me, what do you want?"

"More publicity resources, especially external publicity resources." Fang Xing made the request directly without mincing words.

Li Xueying raised her eyebrows when she heard this request: "External publicity resources? Do you think this drama can be successful?"

Generally speaking, the external promotional resources of a video platform are prepared for circle dramas and used to win new users.

Therefore, external publicity resources will only be reserved for big hit dramas that are out of the industry.

This means that a drama can only receive external publicity resources after it becomes popular.

However, what Fang Xing now means is that for preliminary publicity, external publicity resources must be increased.

Therefore, Li Xueying was a little hesitant.

Fang Xing nodded and affirmed: "Yes, I agree with the platform's radical publicity plan, but the premise is that I will be given the highest standard of external publicity resources."

Li Xueying thought for a moment and nodded in agreement: "Yes, the external resources for early promotion are mentioned as S-level. However, the promotion level after the broadcast will be adjusted based on the playback volume and audience feedback."

In fact, all video platforms will adjust their promotion resources based on the launch data of the series.

Once the broadcast goes viral, the promotion level will definitely be downgraded.

The promotional resources of the video platform are all money, and it is impossible to spend them on street dramas.

These are the rules of competition in the era of online dramas. Even if Li Xueying didn't say it, Fang Xing knew it.

Therefore, Fang Xing readily agreed: "Yes, if "The Beginning" is released and fails, I will have no shame in asking Mr. Li for resources."

The two parties had a pleasant chat, and they were both cheerful people. They knew what the other party wanted and gave it to them readily.

After the negotiations were completed, the time entered July, and the promotion of "The Beginning" entered the final sprint stage.

An opening promotion appeared on the homepage of Penguin Video, and a special topic "Summer Suspense Drama Showdown" was released.

This home page opens with big promotions, mainly promoting "The Beginning" and "Pillow Sin".

In addition, there are several other suspense dramas, but they are all made up.

The opening poster on the homepage shows "The Beginning" versus "Pillow Crime".

As soon as this promotional poster came out, it instantly became a topic on Weibo and quickly became a hot search topic.