Rebirth Turn

After more than half a year of post-production and film review, "Hometown" finally decided to premiere in Los Angeles, USA on July 7.One week after its release in North America, it premiered in China on July 12.

Publicity is one of the most important factors for a movie to succeed at the box office. Basically, it can be said that marketing strategies affect the box office.In the production cost of a movie, the promotion fee should normally account for one-third of the total cost, and its importance can be seen from this ratio alone.

"Hometown" has been determined to have two versions, the Mandarin version and the English version, from the very beginning.As a co-produced film that is about to premiere in two countries, its publicity should cover both countries first.20th World Fox has been fully responsible for the promotion in North America. Lu Yan Studio is mainly responsible for the domestic promotion. The marketing team started to plan a suitable marketing strategy long before the filming started.

After the film entered the post-editing stage, various promotional films and posters appeared on the Internet one after another. Subway and bus booths in major cities and other places where advertisements could be placed, and even popular online games were also planted. Into advertising, and strive to achieve comprehensive coverage.And one month before the film's release, the publicity reached a fever pitch.The marketing team produced a total of 43 promotional short films and played them on the Internet. The posters of 39 models covered all the cities with theaters. You can see the short films and posters of "Hometown" almost everywhere you look up.In the face of huge production costs, publicity must keep up.

"Hometown" chose the summer file, which can be said to be the golden period of film releases. Many films were released during the same period, including some imported blockbusters, but "Hometown" is not afraid of challenges.Whether it is the quality of the film or the strength of the publicity, there is enough confidence.Coupled with the combination of the popular 3D technology in recent years, it has attracted great attention.

However, when the situation is very good, there is a crisis quietly brewing.In the beginning, a few posts appeared on some websites, expressing their annoyance at the overwhelming publicity of "Hometown".Someone quickly echoed, from dissatisfaction with the promotion of the film to dissatisfaction with the film itself, and finally to dissatisfaction with the lead actor Lu Yan's homosexuality.These posts are not particularly long, but the density of publication is quite high. Similar posts can be found on every large portal website. Many homophobic and anti-homophobes jumped out in the posts, saying that homosexuality hinders the reproduction and development of human beings. I will never go to a movie made by gay people, and I call on everyone not to watch it.

Originally, this kind of post with obvious traces of the navy would not attract much attention. Many netizens just passed by, and they were not even interested in clicking on it.However, soon, some formal media issued such a draft, "[-]% of netizens think that being gay is so high-profile and disgusting. They will definitely not go to the cinema to watch "Hometown""

Qin Feng walked into Lu Yan's workshop with today's newspaper, and put it on his desk, "Look at it."

Lu Yan picked up the newspaper and looked at the place where Qin Feng made the crease, and smiled, "Such low-end black, normal people would not believe it."

"Although that's what you say, it will have some impact." Qin Feng said helplessly.

Lu Yan put down the newspaper, clasped his hands and rested his fingers on his chin, "Of course there will be repercussions. I thought about it when I decided to come out publicly. But isn't this normal? Some people will make waves if there is no wind. What's more, I now have such a big stain in the eyes of my opponents, it would be strange if I didn't make good use of it."

Qin Feng said again, "Then have you ever thought about who did it?"

"Do you still need to think about it? There are many movies released at the same time as "Hometown", and many of them are big productions. Someone doing this shows that "Hometown" is a great threat to them, and it also shows our success. This is a good thing." Lu Yan smiled.

Qin Feng was comforted by his firm tone, and relaxed, "You really are, a newborn calf is not afraid of tigers. It's the first time I invested in a movie with such a big money. To be honest, don't talk about others. Sometimes I wonder if you It’s too big. It’s an investment of hundreds of millions of dollars, do you really never worry about losing money?”

"Of course I worry too, but is it useful to worry blindly? It's better to do things well step by step and try to avoid bad results."

"Ask a personal question, you don't need to say it." Qin Feng said, "Don't you think it's a little early for you to make it public now? It might be better if you wait a little longer. Anyway, Chairman Su doesn't mind..."

"But I mind." Lu Yan smiled, "I said that I don't like to hide, and I don't want him to avoid it again and again for me. I want to walk with him in the sun openly. Of course, it's not very good now. Good timing, but with such advanced information, no secret can be kept for a long time. Instead of waiting to be accidentally discovered and exposed so passively, it is better to take the initiative to confess when it is the most influential. As long as you are sincere, most People can still accept it.”

Qin Feng smiled and said, "I knew you wouldn't do anything uncertain. But when are you going to announce that Su Dong is that person? Do you know that there is a lot of noise on the Internet, and everyone is guessing about the actor Lu?" Who are the same-sex lovers?"

Lu Yan pursed his lips and smiled, "If it goes well, it will be soon."

"Okay, what about this matter, how do you want to deal with it." Qin Feng pointed at the newspaper and said.

Lu Yan thought for a while, "Let's have a look again. If the negative impact expands further, we can do an interview or be on a show or something."

"Okay." Qin Feng nodded, "Then we will still follow the original plan. Keep up with all kinds of publicity, don't stop."

Lu Yan and the others decided to ignore it for the time being, but not everyone ignored it, and the next development of the matter became very interesting.

The next day, a post appeared on TY. The poster expressed his dissatisfaction with being inexplicably represented, and the unscrupulous media raped public opinion, and uploaded a handwritten photo with the content "Actor Lu: Homosexuality is not shameful, true love is invincible! I I will always support you! TY netizen XX".In the beginning, there were only a few applicants, but later more and more netizens joined in. They wrote to support Lu Yan and the movie "Hometown", which only represented their own wishes to enter the theater to support.Later, the influence was further expanded. In addition to TY, netizens from large portal sites such as DB and MB all supported it with handwriting, and some netizens made these handwriting into videos and put them on major video websites.In the end, even the People's Daily issued a press release expressing support for netizens.

This incident caused quite a stir, and afterward, netizen 8 came out. In fact, it was a distribution company that had collided with "Hometown" and hired trolls and some media in order to attack its opponents.In fact, if it's just black and black Lu Yan, that's all. After all, apart from fans, most passers-by just hold a spectator mentality.The point is that the unscrupulous media dared to fabricate lies such as "ninety percent of netizens" when reporting maliciously.Netizens exploded in an instant, and everyone decided to pick up a pen to express their thoughts, take a stand, and refuse to be represented.

This was an accidental event, but it was a rare opportunity for Lu Yan and the others.

Originally, the film was scheduled to premiere in China one week after it was released in North America. I was worried that it would not have enough influence in China, so I wanted to show it abroad for a period of time first, giving people the feeling of a foreign monk.

However, this accidental incident became an opportunity. On this basis, the marketing team stepped up and pushed the promotion of "Hometown" to the peak. More people expressed their support for this movie with full expectations.Therefore, the domestic schedule has also been adjusted, and it is going to be released simultaneously with North America.The premieres were held in City B and Los Angeles one day apart.

Due to the strong publicity, the attendance rate of "Hometown" in both places on the first day of its release was as high as 90.00%.With the exciting story and the dazzling 3D technology, all the movie fans who have watched it are hooked.Some even watched the IMAX version after watching the 3D version, and then posted their viewing experience on Weibo and other places, which made those movie fans who did not have the IMAX version in theaters in small and medium cities feel very sorry.

The North American box office reached 0.9 million US dollars in the first week, while the domestic box office also reached 8000 million yuan in the first week.It can be said that this has created a miracle.And then, it won the weekly championship for ten consecutive weeks in North America, and for 2 consecutive weeks in China, far exceeding other films in the same period, and even more than half of No.[-].

When the painting was finally released, the box office of "Hometown" in North America was as high as 6.3 million U.S. dollars, while the domestic box office reached 13 billion yuan. $12.9 billion.This does not include the income from the distribution of DVDs and peripheral products.

This is a box office myth, a miracle!

Since the release of "Hometown", good news has spread frequently, and friends in the circle have also congratulated Lu Yan on Weibo for the box office success.Lu Yan, who has been questioned since the beginning of the film preparation, finally breathed a sigh of relief. He proved his vision and courage with facts, and relieved the fans and friends who cared about him. to the feet of those who doubted him.

Next is the share of the box office.

According to the domestic box office sharing practice, after deducting the film funds to be turned over, taxes, theater chain shares, and distributors' shares, the producer can get about 35% of the box office share.

In North America, the ratio is much higher, between 45 and 50 percent.

Basically, a film can break even if its global box office triples its investment. The total investment of "Homeland" is 3 million US dollars, and its global box office has reached 21 billion US dollars.Just at the box office, there is already a lot of profit, not to mention the income from the distribution of DVDs and peripheral products.

In short, investing in the movie "Hometown" not only brought great influence to Lu Yan Studio, but more importantly, brought huge practical benefits.

Because it is a joint venture film, "Hometown" was also eligible to compete for the Academy Awards.