This director is vindictive.

Is it really just Chen Mo's movies that people miss?

It's fair to say that movies account for less than half of the total.

What people miss most is Chen Mo's generosity and freebies!

Unlike other film promotions, which focus more on publicity and spend money on advertising, Chen Mo's films are always more anticipated for their promotions than for the films themselves.

Because Chen Mo truly made the most of the word "welfare".

He spent a lot of money, but most of it actually went to the audience.

For example, in the original "Candle in the Tomb: The Lost City", Chen Mo had Fatty Di do live-streaming e-commerce, and the first attempt really let the audience taste what real value for money meant.

This isn't one of those gimmicky coupons, or those Boeing aircraft vouchers worth 70 million; it's a real, hard discount.

Not to mention the later events, such as the nationwide quiz with prizes and the nationwide dragon treasure hunt. As for what came later, the benefits and freebies were taken to the extreme.

They even created a nationwide carnival called the 814 Welfare Festival.

As netizens have said, when others promote a movie, it's genuinely just about promoting the movie, but for Chen Mo, promoting a movie is merely a side effect.

It's all just a pretext for promoting a movie, a way to give out year-end bonuses in various ways.

Although we had previously reminded everyone to keep their movie tickets, there was a surprise waiting for them.

But what exactly is this surprise?
The official Weibo account of Shengshi Pictures announced this surprise.

Who Can Be a Millionaire 2.0

Hopefully you still have the physical ticket stub for the movie "Domestic Violence"!
This event will replicate the grand occasion of the 814 Welfare Festival, with a cash prize pool of 100 million yuan. One hundred lucky viewers will be drawn based on their ticket stubs to share the 100 million yuan cash prize pool. Who will become the next millionaire?
No gimmicky offers, all prizes are paid in cash. Winners must be verified with their real names, and the prize money will be credited to their account within 72 hours.

There is no minimum spending requirement for the ticket stub lottery. Whether it's an IMAX theater or a special offer screening, all ticket stubs have the same weight, truly realizing "watching a movie = winning a prize".

The draw will be conducted through online voting. What's your lucky number?
You can vote for any of the 10 numbers, from 0 to 9.

The rules are as follows:

From 9 a.m. to 7 p.m., the number with the most votes each hour will be one of the winning numbers, and the winning numbers will be randomly drawn in order!
Will you be the next millionaire?

Additionally, during the continued screening of "Domestic Violence," 10 lucky viewers will be drawn every day until the film leaves theaters!

This announcement instantly ignited enthusiasm across the entire internet.

"Holy crap, holy crap, holy crap, as expected of you, Chen Mo, he really is... I'm going to cry, even after retiring from the entertainment industry, he still has to do one last thing, as if he's afraid we'll forget him!"

"It has to be Chen Mo again! Has he turned movie ticket stubs into lottery tickets? I suggest the State Administration of Radio, Film and Television add a 'Film and Television Welfare Lottery' category!"

"Other people's ticket stubs can only be thrown in the trash, but Chen Mo's ticket stubs can be used to make a down payment on a house in Beijing, Shanghai, or Guangzhou! IMAX theater audiences framed them and enshrined them overnight!"

"I checked, and the example sentence for 'sprinkling money' in the latest revised edition of the Modern Chinese Dictionary is Chen Mo's publicity case!"

"Charge! Charge! Charge! Just charge and we'll get it done!"

"The winner must post a screenshot of the bank text message! A photoshopped one is fine too, anyway, Chen Mo really transferred the money (doge)"

"I suggest adding a 'View Neighbors' Winners' feature to the prize announcement page, so I can decide whether I need to move overnight!"

"Watching 'Domestic Violence' can prevent marital breakdown, winning the lottery can prevent financial ruin—Chen Mo's move is a comprehensive family stability fund!"

"Reason for watching it a second time: The first time I watched it to memorize the lines and persuade my best friend to get a divorce; the second time I watched it to memorize the numbers and persuade myself to get rich quick!"

On the trending topics list, the topic was completely dominated by related keywords.

#TheMostHardcorePromotion# (Hot)

#WhoCanBeAMillionaire2.0# (Breaking News)

#ChenMoRetiresFromEntertainmentAndSpendsMoney# (New)

According to the hype from a certain marketing account.

"Chen Mo's move was absolutely brilliant!"
While others hold raffles and use tricks, he goes straight for the audience, throwing real money into their hands.

The key is that they played it incredibly cleverly – using “expired” movie ticket stubs for a lottery, this was a stroke of genius!
Think about it, if this kind of event were held before the movie was even released, someone would definitely jump out and criticize: "Isn't this just a disguised way of selling tickets?"

But Chen Mo's brilliance lies in this! He waited until the audience had finished watching "Domestic Violence" before suddenly announcing: "Attention, viewers who still have your ticket stubs! Your worthless pieces of paper are about to turn into lottery tickets!"

This is like the owner of a hot pot restaurant suddenly saying, "The chili peppers in the broth can be redeemed for a prize!"
Who wouldn't praise such a kind person?
I have to say, it has to be Chen Mo!
And this lottery design is incredibly practical:
One hundred million in cash will be divided into 100 shares. Winners will receive a real million in cash, without any installment payments.

This is much more interesting than Alipay's "Collect Five Blessings" game.

After all, what can you do with 2 yuan per person? You can't even buy a big meat bun.

Everyone else was just there for the fun of it, but Chen Mo didn't play like that at all. Fewer people won the lottery, but the shock of becoming rich overnight was real.

Of course, if you're one of those millionaires on Douyin, then it doesn't matter. You can give me the tickets if you don't want them!

At the same time, everyone is treated equally, whether you watch an IMAX theater or a discounted screening, the odds of winning are completely equal—just like buying lottery tickets, the odds of winning are the same whether you buy a two-dollar quick pick or a ten-thousand-dollar multiple bet!

The entire lottery process is transparent, with netizens voting for numbers every hour in real time, and the winning numbers are announced at the end, just like drawing the lottery numbers!
The most wonderful thing is this time difference: the ticket was originally "waste" after watching the movie, but now it is suddenly given secondary value, just like finding "buy one get one free" written on the bottle cap after drinking a Coke, which is a pure surprise.

It avoids the suspicion of "inducing consumption" while genuinely delivering benefits to the audience—this isn't movie promotion; it's clearly giving loyal movie fans a year-end bonus!

No wonder netizens say that Chen Mo's publicity and promotion always seem like he's "not doing his job properly." While other directors are thinking about how to trick audiences into going to the cinema, he's busy figuring out how to make money off the audience after watching the movie.

This idea of ​​turning expired ticket stubs into lottery tickets is truly something no one dares to do—it's not that they lack the money, it's that they lack the sincerity to treat the audience like family!

Other film promotion teams were both impressed and helpless when they saw Chen Mo's approach.

What's admirable is that their approach is truly brilliant—spending real money on the audience is far more effective than spending tens of millions to hire celebrities and bombard them with trending topics.

Look at how lively things are online right now. Which movie's official Weibo account can cause the server to crash like Shengshi Pictures by posting a lottery announcement?
Viewers may say "it doesn't matter whether I win or not," but their fingers are honestly sharing the lottery link like crazy. This kind of spontaneous spread is more than ten times stronger than hard advertising.

But as much as they admired them, if you really asked them to learn from them, they all shook their heads like rattles.

Why? Because the numbers just don't add up! A typical movie might have hundreds of millions in marketing and distribution fees, but that money is quickly divided up by celebrities, elevator ads, and theater displays. How many coins actually end up in the hands of the audience?
Not to mention someone like Chen Mo who directly puts out 100 million yuan in cash as a prize pool—note that it's pure cash, not the kind of coupons that offer a 5 yuan discount for purchases over 199 yuan.

Would those production companies that rely on investor funding dare to play this game? They'd probably be out there with the contracts before the money even leaves, yelling, "Do you think my money grows on trees?!"

Actually, the most sincere promotion was ticket subsidies! But ticket subsidies can't compare to Chen Mo's approach, because ticket subsidies still involve box office revenue, and they're not direct cash payments; they're a form of discount, but ticket subsidies are real discounts. That's why ticket subsidies were the most cost-effective strategy for movie promotion in the past.

To put it bluntly, Chen Mo's ability to pull off this "promoting the movie while simultaneously distributing year-end bonuses" stunt hinges on two key points:
First, they are really willing to spend money out of their own pockets;

Secondly, they have an uncanny grasp of the audience's psychology.

Ordinary film studios have neither the courage nor the capability to do so—you expect producers who skimp on even the crew's meals to learn how to throw money around? It's more practical to hope for a rooster to lay eggs.

So in the end, my colleagues could only sourly conclude: This isn't movie promotion, it's just a nouveau riche throwing money around in a performance art piece. We should just watch and enjoy it.

The moment the lottery announcement was released, the entire internet exploded, with all sorts of interesting phenomena emerging, making it even more lively than the Spring Festival Gala!
The most adept streamers at capitalizing on trending topics immediately spotted this traffic-generating secret.

One game streamer changed his live stream title to "Mystical Lottery! Predict Millionaires with Lucky Numbers," and the background wall of his live stream room was covered with stickers of the numbers 8 and 6.

As it turned out, he really capitalized on this wave of popularity. His live stream, which usually only had a few thousand viewers, saw a surge to over 100,000 viewers that day!

Especially during simulated lottery draws, the popularity skyrocketed several times over.

The live chat was filled with fans commenting things like, "Streamer, quickly use the I Ching to cast a divination," and "6 and 8 will definitely bring a big prize."

What's even funnier is that the streamer actually set up a Bagua formation and used a movie ticket stub as a talisman to perform a ritual, making the audience laugh so hard they kept sending virtual rockets (gifts of virtual currency).

When it comes to numerology, the Chinese people's obsession with the numbers 6 and 8 is practically ingrained.

Go look at those high-end restaurants. The 888 private rooms are always the first to be booked, the 666 private rooms can cost three times more, but the 444 private rooms? Nobody wants them even with discounts! Oh, wait, there aren't any private rooms that size!

This lottery has brought this kind of numerical superstition to a climax.

Dozens of "numerical fortune tellers" suddenly appeared on Weibo, all of them confidently claiming that "9 is Chen Mo's lucky number" and "2 represents double the prize money".

The most outrageous thing was that a horoscope blogger insisted on matching the twelve zodiac signs with lottery numbers, saying that Virgos should choose 5, and the comment section was full of people checking in with "I've already voted for 5".

The secondhand trading platform has witnessed a truly magical spectacle. Movie ticket stubs that were only good for propping up a table corner yesterday have seen their value skyrocket today.

On Xianyu (a Chinese online marketplace), someone posted a message saying, "Urgently buying ticket stubs for the movie 'Domestic Violence' in the same city. 10 yuan each for face-to-face transaction. Unlimited purchases, only valid until today's draw deadline." The comments below were all about bargaining.

A college student posted a chat log showing that the movie ticket stub he used to take his girlfriend to the movies was offered 800 yuan by scalpers because the ticket number was a "lucky number"!
The young couple were so happy that they went straight to Haidilao for a meal.

Even more outrageous, someone was holding up a sign at the subway entrance that said "Buying ticket stubs at high prices," just like the scalping of train tickets during the Spring Festival travel rush back in the day.

The most Versailles-like fans have to be Chen Mo's wealthy followers. One netizen with the ID "Professor Forever" posted pictures in the supertopic, wow!

Ten stacks of movie ticket stubs covered the entire mahjong table, with the caption: "Supporting Professor's final work, booked ten screenings for fans."

The comments section instantly turned sour, with some people calculating that "this tycoon spent at least 500,000 yuan," to which the person casually replied, "Consider it a red envelope for Master Mo."

Later I found out that this guy was a real tycoon, his family was in the mining business, and in the photos of the ticket stubs he posted, the jade paperweight on the coffee table was worth seven figures.

Now even the elderly people downstairs in the neighborhood are discussing this.

One netizen said: Yesterday I went to buy groceries and heard two aunties arguing in the market: "My daughter said she wants to choose the combination of 3 and 7. This was calculated by the feng shui master at her company!"

"You're kidding me. My son works at a big internet company. Their programmers use algorithms to calculate that 0 and 9 have the highest probability of winning the lottery."

Goodness, if you didn't know better, you'd think they were discussing the Double Color Ball lottery!

What's even more interesting is that older generations rarely go to the cinema to watch movies.

Especially older parents, they are not used to spending money to buy tickets to go to the movies.

After all, in the past, people could watch movies outdoors for free.

Therefore, the domestic film market is still primarily a youth market.

Even if some movies attract older viewers, they are still a minority.

However, this time, the film "Domestic Violence" also did not target elderly audiences.

But the result is so magical.

Many cinemas have seen scenes of sons or daughters taking their elderly parents to see a movie.

Someone unfamiliar with the subject might mistake it for a sentimental film or a movie about parents.

But actually, it isn't!

Is the reason why children take their elderly parents to the movies to prevent their families from pressuring them to get married?
That seems plausible, considering the film involves an unhappy marriage.

When the elderly see this, they will realize that things are different now than in the past!

However, all of the reporter's speculations were ultimately proven wrong!

The reason behind it left many people both amused and bewildered!

The reporter stopped a family of three at the entrance of the movie theater. The parents and daughter, who had just finished watching "Domestic Violence," still had inexplicable expressions on their faces.

The reporter handed the microphone to the daughter: "Why did you decide to bring your parents to see this movie?"

The daughter tossed her ponytail and said cheerfully, "Two reasons! First, I've been a fan of Chen Mo for ten years, ever since 'Love is Not Blind,' so I have to support his last movie!"
Secondly…

She waved the three movie ticket stubs in her hand: "Buying more tickets means more chances to win the lottery. Anyway, you can use them as lottery tickets after watching the movie, so it's a sure thing!"

The father chimed in, "We were originally planning to go square dancing, but our daughter insisted on dragging us here. When I heard we could win a million dollars at the movies, I knew we had to come!"

Mom quickly added, "Exactly! Movie tickets only cost a few dozen yuan, but winning the lottery would be a million! This is a great deal!"

"Moreover, giving this movie ticket as a gift is very impressive. My daughter invited many relatives and friends to see this movie, and everyone praised my daughter for being generous!"

This family's honesty amused the reporters.

Indeed, nowadays, movie theaters are filled with audiences who treat buying a ticket as a lottery ticket.

At the ticket gate, there was a guy who did something even more outrageous. He was holding a whole box of movie tickets and counting them. When asked, I found out he had bought fifty consecutive tickets, saying he was going to use a "number encirclement tactic".

Of course, it's mainly Chen Mo's fans who would do this.

Supporting idols and participating in giveaways have achieved a perfect balance. (End of Chapter)