The director starts by learning from the abilities of renowned directors.

Chapter 187 A Vast Fire Across the Region, Unprecedented Popularity

In October, Shen Qing continued to stay on set every day, diligently filming movies. During this time, Fan Bingbing became pregnant. She was already planning to gradually reduce her work schedule until she completely disappeared for a year to give birth to the child.

On October 11th, Taobao Movies officially launched an exclusive pre-sale event for "The Bourne Legacy," with tickets for all screenings starting at just 9.9 yuan.

yuan.

Li An's film "Life of Pi" has officially announced its release date of November 22, while Huayi Brothers' film "Back to 1942," directed by Feng Xiaogang, has officially announced its release date of November 29.

Meituan Movies and Gewara only officially announced the cancellation of ticket subsidies for "The Martian," but not for these two films.

"It seems inevitable."

During the phone call, Maoyan Movies CEO Shen Li made this assessment.

Tickets for "The Bourne Legacy" will be subsidized in October, with prices as low as 9.9 yuan on Taobao. "Life of Pi" will be released in November.

Like "Back to 1942", the ticket price will be reduced to 9.9 yuan. At that time, Maoyan Movies will still sell at the original price, and the decline in Maoyan Movies' market share is almost inevitable.

Why did the original Time and Space Maoyan Movies sell itself to Enlight Media in such a hurry?

Your market share dropped from 70% to only 30% in just one or two years. Audiences will just go wherever it's cheapest. Other platforms are subsidizing tickets with 2 to 3 billion yuan a year, but you can't afford that anymore. You're bleeding money every day. What are you waiting for if you don't sell yourself?

Shen Qing instructed Shen Li over the phone: "The release date for 'Love is Not Blind' will be moved up to November 22nd."

Shen Li immediately realized that director Li An's "Life of Pi" was scheduled for release on November 22nd. Was moving the release date up to that day a move to pit "Love is Not Blind" against Li An's "Life of Pi" head-to-head?

The director of *Love is Not Blind* is Han Yan, who is not particularly well-known, while the director of *Life of Pi* is Li An, one of the top Chinese directors. *Love is Not Blind* had a production cost of 10 million yuan, while *Life of Pi* had a production cost of 120 million US dollars. *Love is Not Blind* is a standard 2D film, while *Life of Pi* is a 3D blockbuster.

Shen Li is the CEO of Maoyan Movies. "Love is Not Blind" is a film produced by a sister company, but Shen Li cannot, just because it is a sister company's film, go against her conscience and say that "Love is Not Blind" can be compared with "Life of Pi".

"President Shen————"

Shen Li's intention to offer advice was quite clear.

Shen Qing said, "That's settled then. We can't have all the discount information from other companies during that period."

"I'll make the arrangements," Shen Li said.

In the original timeline, "Love is Not Blind" had already been released, and its total box office nationwide that year was 13 billion yuan.

With a production cost of 890 million, it grossed 3 million at the box office, making it a dark horse that year.

The film market in this timeline will most likely exceed 26 billion yuan this year, which is twice the market size when "Love is Not Blind" was released in the original timeline. The box office of "Love is Not Blind" in this timeline should far exceed that of the original timeline.

The original "Love is Not Blind" did not receive ticket subsidies; this was not available when it was released. In this timeline, Maoyan Movies has just raised 2 billion yuan in funding. As the first film to receive ticket subsidies after Maoyan Movies' Series B financing, the scale of its ticket subsidies will definitely not be small.

Moreover, the production company behind "Love is Not Blind" is the renowned Magic Film & Media Company.

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Under Shen Qing's coordination, Zhao Tianyi, the manager of the "All People Check-in" company, and two others will work together to promote the films "Love is Not Blind" and "The Martian".

The promotional budget for both films was spent on nationwide online check-ins, which is a case of the money going to waste.

By mid-October, the number of activated users of the Quanmin Daka app had exceeded 50 million, with 5.6 million daily active users. Shen Qing had spared no expense in investing in pre-installation, and the results were already beginning to show.

How terrifying is the personalized information feed that delivers a thousand faces to a thousand people? In 2017, each monthly active user of Toutiao contributed an average of $13 in revenue to Toutiao per year.

A single monthly active user contributes $13 per year!

At the same time, most other similar companies generated less than $1 in revenue per user, with many even below $0.1.

The monetization potential of information flow platforms like Google, powered by precise algorithms, is terrifying.

Quanmin Daka started by providing exclusive behind-the-scenes footage of movies and TV shows and exclusive high-definition updates on the latest celebrity schedules. The proportion of users who care about the entertainment industry, movie and TV show news, and the latest celebrity activities is naturally higher than that of other apps. Promoting movies and TV shows on Quanmin Daka naturally has a multiplier effect.

Which regions and groups resonated most with "Love is Not Blind"?

What type of advertising currently receives the most positive feedback and the highest level of interaction from audiences?

By promoting the movie "Love is Not Blind" through a nationwide check-in system, relevant user profile data can be obtained, which in turn can guide the publicity department to conduct precise promotion.

The film "Love is Not Blind" features a large cast, and viewers have completely different opinions on the different actors. Some viewers like the male lead Wen Zhang, some like the female lead Zhao Liying, some like the supporting actor Zhang Jiayi, and some viewers prefer to support the supporting actor Guo Jingfei.

In addition to the main cast, the actors also include Jiao Junyan, Hai Qing, and Liao Fan.

The "Everyone Checks In" feature can accurately recommend the parts of the promotional materials for "Love is Not Blind" related to Guo Jingfei to people who are willing to support Guo Jingfei.

Similarly, the "Everyone Checks In" feature can accurately push information about Zhang Jiayi's performances to those who are willing to support him: information about Jiao Junyan is accurately distributed to Jiao Junyan's fans; information about Hai Qing's performances is also accurately distributed to Hai Qing's fans.

If it's a traditional promotional method, then all resources can only be used to promote the few most famous lead actors, because they have the most fans, and promoting them will be the most effective.

However, under the logic of personalized and precise algorithm-based promotion, even actors with little fame can have their participation information recommended to their possibly very few fans, thereby achieving the maximum promotional effect.

Once the advertising is precise, the remaining key is whether the conversion path is smooth.

This is where Maoyan Movies comes in handy.

The "Everyone Checks In" app has begun commercialization trials. According to manager Zhao Tian, ​​the app's monetization currently relies on three main sources:

Information feed, e-commerce shopping guide, application distribution.

In-app distribution is a common business model, and Quanmin Daka also provides buttons for downloading other apps.

When users see the information about ticket subsidies for "Love is Not Blind" in the feed, where tickets are available for only 9.9 yuan, if they already have Maoyan Movies installed on their phones, they can directly access the Maoyan Movies app to purchase tickets. If they don't have the Maoyan Movies app installed, the feed provides a download and installation package for Maoyan Movies. After installation, users can access the Maoyan Movies app to select seats and purchase tickets online.

At this point, all the companies under Shen Qing's name worked together to achieve a synergistic effect greater than the sum of its parts.

The "Everyone Checks In" feature accurately pushes ticket subsidy information for the movie "Love is Not Blind." After viewing the information, users download and install the Maoyan Movies APP. Once installed, users can seamlessly buy tickets and select seats.

The conversion path from seeing GG to completing the ticket purchase process is extremely smooth and simple, which is an advantage that traditional promotional methods cannot match.

Placement options include subway stations, road signs, and outdoor advertising.

After seeing the promotional video (GG), how do users complete the ticket purchase? Or do they have to wait until they have time and remember to go to the cinema to queue up? What if they forget about it after watching the video? If the conversion path is not smooth, a large number of potential users will be lost, and the effectiveness of the promotional video will be greatly reduced.

The collaboration between the nationwide check-in program, Maoyan Movies, and Shenqi Film and Television Media not only ensures a smooth conversion path but also benefits each party.

For the nationwide check-in activity, receiving a GG (Golden Award) meant earning money and training the algorithm.

For Maoyan Movies, as one of the film distributors, the GG (Google Play) advertising is funded by the film's producers. By using the producers' money to promote the films, the app distribution button in the GG results in a large number of installations of their own apps.

For Magic Film Media, the algorithm-driven information flow GG is extremely accurate, the GG delivery efficiency is extremely high, the conversion path after linkage is smooth, and it drives a surge in movie box office.

For Shen Qing, the publicity budget was spent, but the benefits ended up in her own hands.

Moreover, although the number of users of the current "All People Check In" app has just exceeded 50 million and the daily active users are only 5.6 million, it should be noted that most of these 50 million users are concentrated in cities, and they happen to be the group of people who watch movies most often. This perfectly matches the target audience of "Love is Not Blind" such as urban bourgeois.

Since October, with Maoyan Movies, one of the distributors of "Love is Not Blind," officially launching the film on the Quanmin Dianka platform, this low-budget film with a production cost of only 10 million yuan has begun to gradually accumulate a very strong audience momentum.

Potential viewers who receive related push notifications often exhibit extremely high levels of engagement.

"It's another novel whose copyright was bought in advance by Shen Qing. Shen Qing has such a sharp eye. Shen Qing himself is top-notch in literature and screenwriting. The original novel that he chooses must have something special. I look forward to this 'Love is Not Blind'."

"The novel that Shen Qing has chosen should be pretty good, it's just a pity that Shen Qing isn't directing it himself."

"Actually, it's not bad. If Shen Qing doesn't direct and star in this movie, it will only cost 10 million. If Shen Qing were to act in it himself, he would have to lower his salary, and even if he lowers his salary, the cost would still be 70 to 80 million. It's better to make it for 10 million now and then sell it for 400 to 500 million at the box office."

"A movie ticket for 9.9 yuan is so cheap! I just downloaded Maoyan Movies and am just waiting for the official pre-sale to start."

If GG were on other platforms, I'd be afraid of viruses and wouldn't download it. I heard that Quanmin Daka (全民打卡) is Shen Qing's company, and Maoyan Movies is also Shen Qing's company, so I only dared to download it because I trust Shen Qing.

"I'm going crazy with impatience! When will 'The Martian' finally be released? I can't wait! It's a blockbuster, and Shen Qing is sure to create another masterpiece this time. It would be nice to have 'Love is Not Blind' to tide me over for now."

It's easy to guess that the authors of these comments are mostly Shen Qing's fans. They saw the news pushed by the public about how Shen Qing was preparing for "Love is Not Blind," and listed some similar actions Shen Qing had taken in the past, as well as the classic films that were born from them. This made Shen Qing's die-hard fans scratch their heads and wish they could go to the theater to watch the movie immediately.

"Xiao Zhao is finally getting a leading role in a movie! Looking forward to it!"

"The investment is a bit small, only 1000 million. I hope it doesn't go downhill."

"Relax, Shen Qing bought the rights as soon as the original novel was written. That tells you how much he values ​​it, doesn't it? A project Shen Qing values ​​so much, and it flops? Just wait and see, it'll start at 5 million!"

"5 million? This movie only cost 1000 million to make!"

"So what? Xiao Zhao is highly regarded by Shen Qing. He said he would make Xiao Zhao the Golden Eagle Goddess, so he will make Xiao Zhao the Golden Eagle Goddess."

Most of the above are fans of Zhao Liying.

"After watching 'Dwelling Narrowness,' I became a huge fan of Zhang Jiayi and Li Nian. This movie actually brought these two together again. Just because these two are in the movie, I definitely have to go see it when it's released."

"I also really like these two people, but according to the information, they are both supporting actors, and it's not even certain whether they will have any scenes together."

"Produced by Shenqi Films, with Shen Qing having purchased the rights in advance, the film's quality is guaranteed to be good. The presence of Zhang Jiayi and Li Nian is a bonus, though they might not have gone on the show, but with them, it's a must."

"Yeah, yeah, that's what I think too. Before, it didn't matter whether he watched it or not, but now, whenever Zhang Jiayi is in it, he has to watch it!"

This is a system where everyone checks in to accurately push news about Zhang Jiayi and Li Nian's participation in the film to users who like these two actors.

"Looking forward to Wen Zhang's new movie!"

"Finally, we've connected with director Shen Qingju. I look forward to Wen Zhang's future getting better and better."

"Wen Zhang's acting skills are the best among the younger generation. This time, 'Love is Not Blind' will definitely be a huge hit. Wen Zhang's acting skills have been recognized by the great director Shen Qing. Then, maybe he will have the opportunity to star in a movie directed by the great director Shen Qing himself in the future."

"Haha, then we can really take off!"

Clearly, the enthusiasm of Wenzhang's fans has also been stirred up.

The app currently has 50 million users, and due to Shen Qingtian's massive investment in pre-installation, it will be available for pre-installation with games like "Love is Not Blind" (or similar).

It's not impossible for "The Sky" to accumulate 7000 to 8000 million users when it's released.

With 70 to 80 million users, nearly 9 million daily active users, and a precise recommendation algorithm, a storm surrounding "Love is Not Blind" is brewing.

The promotion for "The Martian" has also begun, and by the time "The Martian" is close to its release, the number of activated users who have been checking in with the public is likely to be close to 1 million.

With 1 million users, nearly 3000 million monthly active users, and over 1000 million daily active users, the nationwide check-in system will undoubtedly play a more important role in the promotion of "The Martian".

With 3000 million monthly active users, based on Toutiao's monetization capabilities around 16, its annual revenue could reach around $4 million.

It's absolutely terrifying.

The promotion of "Love is Not Blind" has been in full swing, and it has become a hit across the entire Quanmin Daka app, with unprecedented popularity. However, outside of Quanmin Daka, its popularity is somewhat lacking compared to "Life of Pi," which will be released on the same day.

Many dissenting voices have emerged on the internet.

"Shen Qing arranged for 'Love is Not Blind' to be released on November 22nd. Does he really think that 'Love is Not Blind,' which I heard only cost 10 million RMB to produce, can stand up to 'Life of Pi'?"

"Wasn't Li An's movie a $1.2 million investment? The two are completely unequal, aren't they?"

"If it were a movie directed and starring Shen Qing, that would be one thing, but what the hell is Han Yan directing? Disappointing."

With "Life of Pi" already officially announced for a November 22 release date, Shen Qing suddenly announced that "Love is Not Blind" would also be released on the same day. Not to mention netizens, even director Han Yan didn't quite understand.

"Mr. Shen, regarding this schedule—"

Han Yan called Shen Qing's cell phone.

Shen Qing laughed on the phone, "Losing to director Li An's film, which cost a whopping $1.2 million to produce, isn't shameful, is it? Besides, we might not even lose by that much, right?"

Upon hearing this, Han Yan's mind raced, and he asked, "President Shen, do you think this film, 'Love is Not Blind,' has a chance to gross 500 million yuan at the box office?"

Shen Qing said, "It might be more than that."

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