Film market observation: Korean film publicity and marketing from "Ming Liang"

in recent years, the high publicity and marketing expenses of Korean films have also been controversial. For example, 5billion won is used for publicity and marketing in the total production cost of 15billion won for" loot alliance ". And" double sided king " Of the total production cost of 9billion won, more than 3billion won is also used for publicity and promotion. Both films eventually received more than 12million box office receipts. Moreover, it is not only the high investment and large-scale production of films that will be publicized like this. In fact, the publicity and marketing costs of many low-cost films are also very high, even far beyond the production costs of the film itself. For example, director Kim Kidd won the Venice Golden Lion Award for "Saint mourn". The pure production cost was only 150million won, while the publicity cost was as high as 700million won. There is also broken arrow directed by Zheng Zhiyong, with a pure production cost of 500million won and a publicity cost of 1billion won. At present, the competition between Korean film companies is white hot, the publicity war is particularly prominent, and the publicity and marketing costs are also rising. Publicity in place may not get a high box office, but it is absolutely impossible without publicity

"Ming Liang: the sea of whirlwind", which is currently being screened in South Korea, has surpassed "Avatar" to become the box office champion in Korean film history. In addition to the excellent quality of the film itself, as well as the internal reasons such as the patriotic theme causing a nationwide movie viewing boom, the external reasons for publicity and marketing can not be underestimated. The pure production cost of the film is 15billion won, and the total production cost is 19billion won. The publicity fee is as high as 4 billion won, which is equivalent to the cost of a medium-sized investment film. This time, we also borrow this film to see the conventional propaganda and marketing tactics of Korean films and what innovations are there this time

strong > find the selling point: / strong >

from historical greats, film emperors, star lineups to patriotism, leadership, naval warfare / strong >

even if a work itself is not very good, as long as it is properly publicized, it may also achieve a good box office. If the work itself is good, then publicity is the icing on the cake. The key is to choose the right publicity points and find the right positioning. Publicity points that are highly consistent with the work itself can have a good driving force, otherwise it is suspected of cheating the audience. Publicity can be said to be the media between the film and the audience. And the focus of publicity, or Selling points should start from the moment of receiving the script. After studying the content and role of the script, determine the publicity points and run through them all the time, which are reflected in the release of posters, stills, trailers and other materials, as well as the theme design of press conferences, auditions and other activities

Recently, with the popularity of SNS, the Korean industry has also witnessed a hot wind of "second stage publicity". That is, with the help of the audience's highlights or slots expressed after watching the film, if it is something that the publicity company did not expect before, it needs to respond in time, make good use of the audience's opinions, and generate new publicity points. For example, in the first half of this year, "ice and snow", which was released in South Korea, some viewers made some funny short videos and theme song MVs and put them on the Internet, and the publicity company soon got a lot of inspiration from them. Using these short videos to carry out new publicity, more viewers were also interested in the film, and finally more than 10million viewers watched the film

the main selling points of Ming Liang in the early publicity are as follows: 1. Historical great man. General Li shunchen is a hero familiar to Koreans. The characters in the history textbook moved to the big screen to express the seemingly impossible war with images, which aroused the curiosity of the audience. The poster also focuses on Li shunchen, and wrote" the greatest naval battle in history "such as the evaluation of Ming Liang naval battle and "There are still twelve warships today" is such a classic quotation of Li shunchen. 2. The movie king is opposite. As a Korean national treasure actor, Cui Minzhi's acting strength is beyond doubt. Cui Minzhi once said, "actors are like wizards". For him, to play li shunchen is to temporarily lend his body to Li shunchen and devote himself to treating himself as Li shunchen. Liu Chenglong plays the Japanese general laidaotong, who vowed to kill Li shunchen. The strength of this character can better reflect the greatness of General Li shunchen as an opponent. Liu Chenglong, who has starred in films such as "double sided king" and "the gift of room 7", is also an actor worthy of the trust of the audience. 3. Stars. From the news of the actors' joining to the exposure of 12 character posters, the characters in the film are revealed through stills

after the release, many comments said that" this is a movie that every Korean should see "," it is a movie that inspires patriotism ". Moreover, because South Korea is in a troubled time recently, General Lee Shun Chen's leadership has been regarded as a good way to save the world, and even for a time in bookstores about" leadership " All the books have become best sellers. In addition, director Jin Hanmin once mentioned the 61 minute naval battle drama at the press conference before the release, but it did not attract attention at that time. After the release, the naval war drama was put forward and discussed by more people, and even film critics and university professors had a verbal battle about the length of the naval war drama. CG special effects related to the naval war drama have also become a hot topic recently. These "intelligence" provided by the audience must be mastered and used by all propagandists, and it also needs to be "transferred" to more audiences in a timely manner. This is also the professional awareness that propagandists must have. As long as these information can be properly used, it can add a fire to the box office

strong > regular publicity: / strong >

strong > media reports, advertisements in public places, publishing novels, production reports, auditions, audience meetings, creative interviews... / strong >

Korean film promotion companies started in 2000, when there were about 30. Now, after elimination and merger, there are about 20 companies, which are responsible for the promotion of domestic and foreign films in Korea. If the production budget is very low, they will also be directly promoted by the production company or the distribution company. This time, the publicity of" Ming Liang "was handed over to a professional publicity agency called 1st look, which had previously done" loot alliance " "Double sided king", "defender" and other films have achieved great success at the box office

The conventional propaganda methods are very similar to our domestic film propaganda. Media coverage is the most original method of film publicity, especially in today's online environment, good posters and stills trailer can easily be widely disseminated after release. Trailers and GAGs are usually produced by professional trailer production companies, and publicity companies, distribution companies and production companies will put forward opinions and suggestions. After that, these materials will also be put in public places, and the strength and range directly depend on the budget. Such as bus signs, body advertisements, department stores, newspapers and magazines, cinema halls, etc. CJ e&amp, the distribution company of "Ming Liang"; M has a CGv theater line, which is an overwhelming billboard, and it can be replaced in time. On the day when the audience exceeded 10million, the poster with a congratulatory slogan was replaced and placed in the most prominent position

publishing a novel of the same name to warm up is also a common publicity method for this feature film. This time," Ming Liang "please go to" criminal "and" despicable Street " Author Jin Haoqing rewrites the movie script into a novel, and the script is jointly written by director Jin Hanmin and screenwriter Quan zhehong. It was published and put on shelves on July 18, and the sales volume of the film increased threeorfour times after it was released. Another difference is that some films will publish novels of the same name only after they are released. Of course, this is not for publicity, but to obtain additional income and further extract the value of the film

Production reports and auditions are occasions for media reporters. Now many domestic film conferences will try their best to be creative, such as "hypnotist" inviting hypnotists to perform a hypnosis show on site, "four famous arrests 2" Deng Chao danced a pole dance, and Fan Bingbing is the favorite of media reporters. Wherever he goes, he has a hot spot. In contrast, the production report meeting in South Korea is actually equivalent to a press conference, but the name shows that the content is much "simple". Generally, heavy materials such as the main trailer will be released at the production report meeting, which is also the first occasion to introduce the film to the media, director