Huayu: Starting from joining the mainstream entertainment industry in 96

Chapter 371, page 369: Essay Contest

October 2nd, the second day of the National Day holiday.

The audience who experienced the visual impact of "The Legend of Zu" in the giant screen theater yesterday were still reeling from the experience. Meanwhile, Sheng Ying Media's massive publicity machine, after a day of preparation and precise scheduling, was fully launched in the early morning, with a momentum far greater and more systematic than yesterday.

The first to make a move was print media.

Early in the morning, dozens of influential newspapers and magazines, including the China Film News, Wenhui Daily, Beijing Youth Daily, and the entertainment section of Southern Metropolis Daily, which are found in newsstands throughout major cities across the country, almost simultaneously published film reviews or special reports about "The Legend of Zu".

Some newspapers have direct partnerships with local printing plants, resulting in extremely wide coverage.

These newspapers were remarkably consistent in their reporting, all firmly grasping the tone set by Wang Sheng yesterday—"visual spectacle" and "giant screen experience."

……

The second page of the China Film News featured a lengthy article by a senior film critic (who is also one of the go-to writers for Shengying Media), with the title: "The Legend of Zu: A Chinese-language special effects epic 'delayed' by the projection terminal?"

The article begins by praising the film's pioneering work in special effects: "Director Tsui Hark, with his amazing imagination and tenacious craftsmanship, has built an unprecedented world of Shushan for us."

Flying on a sword is no longer a vague concept, but the sharp, swift movement of sword energy cutting through the wind; the clash of magical treasures is no longer just a flicker of light and shadow, but a tangible sense of energy collision.

It can be said that *The Legend of Zu* took a very courageous step forward in the visual presentation of Chinese-language films, and its technical completion is a masterpiece representing the pinnacle of current Chinese film special effects technology.

The article cleverly presents "Chinese film special effects technology" as a whole concept, obscuring the core contributions of the Hong Kong team and attributing them to the broader category of "China." This subtly enhances the film's technological pride and aligns with the rising nationalistic sentiment among the public following the successful bid for the Olympics.

The author then shifted focus to the key point: "However, such sophisticated and complex special effects place extremely high demands on the projection equipment."

On a regular TV screen or even a pirated DVD, you might only see a blurry blur of light and shadow and distorted colors, unable to appreciate the designer's ingenious details and magnificent scale.

Only in modern theaters equipped with top-notch sound systems and giant screens, especially giant screen theaters like those under China Film Grand Cinema, can the true charm of "The Legend of Zu" be fully unleashed.

It's an immersive experience, a unique ritual on the big screen that can't be replaced by family viewing.

The article concludes with a slightly provocative statement: "If you consider yourself a film enthusiast, especially someone who has high hopes for the progress of the Chinese film industry, then missing out on watching 'The Legend of Zu' in a giant screen theater might be the biggest regret of this National Day holiday and even the whole year."

Giant screen cinemas are not exclusive to China Film Group Corporation. For example, Guangzhou Film Group established a giant screen cinema chain as early as 1999 to screen movies such as Star Wars.

However, this is a film promoted by Shengying Media, so we will definitely prioritize promoting China Film Shengshi Cinema.

……

The Beijing Entertainment News took a more relatable approach, with its front-page entertainment headline reading, "Under the Giant Screen, the True Colors Are Revealed: The Special Effects of 'The Legend of Shushan' Are Stunning, Viewers Exclaim 'Unexpected!'"

The report quoted numerous comments from randomly interviewed viewers on the street, such as, "I originally thought fantasy films would have cheap special effects, but I didn't expect them to be so realistic!" "The feeling of the blood cave gave me goosebumps, and the sound effects were amazing!" "Unlike the lively special effects of 'Shaolin Soccer,' this is more fantastical and more Eastern. It makes me feel like our own mythological stories can be filmed in such a cool way!"

The report deliberately juxtaposed the special effects of "The Legend of Zu" with those of "Shaolin Soccer," which had just created a box office miracle, emphasizing that the two films, though stylistically different, were both at their peak, "demonstrating the achievements and strength of Chinese filmmakers in exploring special effects in multiple dimensions," and reiterating that "giant screen theaters are the best choice for experiencing such top-notch visual effects."

……

the other side.

Television media also quickly followed suit.

CCTV-6's movie channel broadcast a five-minute special report on "The Legend of Zu".

The footage not only showcased the film's most dazzling special effects sequences, but also included brief interviews with Wang Sheng (via telephone) and Xu Ke.

During the video call, Wang Sheng maintained his calm and admiring tone: "The value of 'The Legend of Zu' lies in its ability to greatly expand the visual boundaries of Chinese-language film genres."

It tells us that Eastern fantasy aesthetics can, with the help of modern film technology, achieve or even surpass the visual impact of some Hollywood fantasy blockbusters. This is a manifestation of cultural confidence.

Xu Ke, visibly excited, explained his creative concept and thanked his mainland partners for their support.

The program also emphasized that "viewers are advised to choose a cinema with better facilities to watch the show."

……

Local TV stations' entertainment news programs, such as Hunan TV's "Entertainment Unlimited" and Beijing TV's "Daily Entertainment News," also broadcast news about the release of "The Legend of Zu" and the resulting "giant screen viewing craze" during their prime time at noon or in the evening, further extending the concept of "watching 'The Legend of Zu' must be done in a giant screen theater" to a wider audience.

This media storm, ignited by Wang Sheng's film reviews and amplified and defined by traditional print and television media, had an immediate and significant effect.

On October 2nd, the phone lines at China Film Grand Cinemas and other cinemas across the country equipped with good facilities were almost overwhelmed with inquiries and reservations for tickets to the IMAX or special effects theaters of "The Legend of Zu".

Especially for prime evening screenings, many cinemas' IMAX theaters are sold out by noon.

Many viewers who were still hesitant yesterday, under the intense barrage of media attention, finally couldn't suppress their curiosity and decided to "splurge" and personally experience the much-hyped audiovisual feast. ...

However, the operators of Shengying Media's theatrical film distribution and marketing division are well aware that relying solely on audiovisual marketing and public opinion guidance will have limited sustainability of popularity and cultural penetration.

To truly popularize the concept of "fantasy martial arts" and create a lasting cultural phenomenon, which can even benefit film box office and future related projects, deeper levels of participation and interaction must be introduced.

On the afternoon of October 2nd, a meticulously planned joint press conference was held in a hotel conference hall near the Jingxin Building.

The General Manager of Shengying Media's Film Distribution and Promotion Division personally attended the event and announced a major event: Shengying Media, in conjunction with the influential magazine "Legend of Today and Yesterday: Wuxia Edition" (Jin Gu Chuan Qi) in the field of youth and popular literature in China, jointly launched the "Legend of Today and Yesterday: Shengying Cup" National Fantasy Short Story Writing Competition!
Choosing "Legend of Today and Yesterday: Wuxia Edition" as a partner was a well-considered decision.

Founded in 2001 (monthly), the magazine, despite its short history, leveraged the brand influence of the long-established popular literature magazine "Legend of Today and Yesterday" and precisely positioned itself in the youth martial arts and fantasy reading market, quickly gathering a large number of core readers. It was the ideal soil for the budding and growth of Xianxia (fantasy/martial arts) themed works.

Its readership highly overlaps with the target audience of "The Legend of Shushan".

The essay contest's reward mechanism is extremely attractive:

First Prize (1 winner): RMB 100,000 and priority script development opportunity provided by Shengying Media.

Second Prize (2 winners): RMB 70,000.

Third Prize (5 winners): RMB 40,000.

Award of Excellence (50 winners): A prize of 5,000 yuan and a year's subscription to the "Legend of Today and Yesterday: Martial Arts Edition" magazine.

Finalist Award (942 winners): Receive a commemorative certificate for the competition and the latest issue of "Legend of Today and Yesterday: Martial Arts Edition" magazine.

A total of one thousand prizes are available!

In 2001, a 100,000 yuan jackpot was undoubtedly a fortune that could change the lives of ordinary people, instantly attracting countless eyes.

The competition theme clearly requires that the theme be rooted in traditional Chinese culture, integrate elements of fantasy and martial arts, and have novel ideas and strong storytelling.

The aim is to discover and cultivate talents in Xianxia literature creation, enrich the connotation of Xianxia culture, and reserve high-quality IPs for possible future film and television adaptations.

The news not only caused a huge stir in literary circles and among writing enthusiasts, but also spread rapidly through the channels of partner magazines, Shengying's own media resources, and internet channels.

Countless young people with literary dreams, as well as writers attracted by the high prize money, were immediately filled with enthusiasm.

Their primary source of inspiration is naturally the currently popular TV series "The Legend of Zu".

Whether it's going to the cinema to experience the fantastical world of immortals and heroes firsthand in hopes of sparking creative inspiration, or being forced by economic pressure or geographical limitations to turn to pirated VCDs/DVDs with rough picture quality but still able to catch a glimpse of the plot.

This, to some extent, amplified the film's influence among the general public.

Although Shengying's official team deeply resented this, they were helpless to do anything about it.

"The Legend of Shushan" has become their most direct and vivid "reference material".

In a short time, the popularity of the term "fantasy martial arts" soared, and it began to break out of its niche subculture and enter the wider public eye.

In cinemas, a group of "special viewers" with notebooks were seen taking notes as they watched the film; on various forums (such as relevant sections of Xici Hutong and Tianya Community) and QQ groups, discussions about the plot and setting of "The Legend of Shushan" and the newly announced essay contest became the hottest topics.

A cultural cycle that extends from visual spectacle to literary creation, and then from literary anticipation to fuel enthusiasm for film viewing, is quietly taking shape under the precise management of Shengying Media.

For many, the night of October 2nd is no longer just about leisure and entertainment.

It could be holding one's breath in a giant screen theater at the sight of the Blood Demon of the Nether Spring, unfolding a manuscript at a desk to conceive one's own fantasy story, or fiercely debating the relative strengths of sword immortals and demonic cultivators online.

The box office figures for "The Legend of Zu" are quietly increasing, and the seeds of "fantasy martial arts" are being deeply planted in the hearts of countless young people thanks to this trend.

……

There's a reason why Shengying Media's theatrical film distribution division is working so hard on promotion.

The company bought out all the copyrights for "The Legend of Zu" in mainland China from China Film Group and Tsui Hark for 20 million yuan.

This film was brought in by the head of China Film Group's imported film business, but it happened to clash with "Shaolin Soccer," "The Mummy Returns," and "Pearl Harbor" during the summer season, so it was not scheduled for release.

Then, "The Legend of Zu" flopped at the Hong Kong box office, followed by rampant piracy and a bleak future. It was already quite remarkable that Sheng Ying Media was able to offer a buyout price of 20 million yuan.

For the person in charge at China Film Group, earning less is still earning more, as long as there's no loss. But for Xu Ke, it's a huge loss. He never imagined that the imported film business and the domestic film business within China Film Group would be so corrupt. As for Sheng Ying Media's theatrical film distribution and promotion division, they have to earn back those 20 million yuan, otherwise the department's bonus will be gone!

(End of this chapter)