Business Closed Loop: Starting with Ringback Tones to Take Down Giants

China Film News, January 15, 2007.

This is a report from our newspaper.

As of January 14th, the work was created by a team of students from the Central Academy of Drama, and published by Xianming Culture...

After three weeks in theaters, the film grossed over 2500 million yuan, despite a budget of only 200 million yuan.

With its unique online promotion model, it became the most eye-catching dark horse at the beginning of 2007.

Industry insiders pointed out...

However, a veteran producer said, "That's just how it is, it was just luck. The next one will be the real test."

That same afternoon, in the Huayi conference room.

The filming progress report for "Assembly" had just ended when someone mentioned it.

"That student film grossed 2500 million in three weeks. Why were the press releases withdrawn during its promotion last year?"

"And are the feuds in the music industry just going to be left like this?"

There was a two-second silence in the conference room.

Wang Zhongjun flipped through the next topic in his hand: the post-production plan for "Paradise Gate".

He asked casually, "The one that uses internet channels?"

"right,"

Wang Zhongjun waved his hand dismissively, "Has the physical record industry recovered and become profitable? Has the China Audio-Video Copyright Association (CAVCA) collected its fees?"

The man shook his head.

"The film project was a pilot program at the Central Academy of Drama, a way to find new paths for students, and a positive response to policy."

Wang Zhongjun put down the plan and looked at everyone in the conference room.

"Whose face are you slapping?"

"We're here to do business, not to cause trouble."

Someone whispered, "What if the pilot program ends?"

Wang Zhongjun didn't answer, but looked at the person in charge of project follow-up: "Do you have any news about what their next project will be?"

"No,"

Wang Zhongjun nodded. "Then keep a close eye on it. Once the pilot program ends, it will be purely a commercial activity."

"It's a student company; we don't need to expend special resources to deal with it."

"Publicity, film scheduling, props, production—all of that costs money. After taxes, how much is left from his meager box office?"

No one responded.

Wang Zhongjun stood up and closed the folder.

"Alright, go over the marketing budget for 'Blood Brothers' again and give it to me next week."

"Their behind-the-scenes promotional strategy was quite good; it boosted the box office of 'A Battle of Wits'."

"You should learn from this."

People gradually dispersed.

The person who asked the question earlier was walking slowly and was stopped by Wang Zhongjun.

"We'll just give them a perfunctory response; if they don't hand over the copyrights, we won't either."

The man nodded and went out the door.

"Brother, what's wrong?" Wang Zhonglei asked, puzzled.

"How much can a student accomplish?"

"Look at the current stock market, look at the growing box office market, look at the current housing market."

"Isn't any of these better than wasting resources on a mere kid?"

Wang Zhongjun earnestly instructed.

In his view, entering the market means treating everyone equally, which is a straightforward matter.

Adding a dozen or so press releases doesn't cost much.

music?

Before the Music Copyright Society of China (MCSC) collects the money from KTVs, it's all just for generating buzz for movies and TV shows.

Of course, none of this had any effect on the interior of the Immortal's Pavilion.

"China Film Group? Want to see me?"

Wang Song hung up the phone and rushed to Ding Ruru's office.

Knock on the door and go in, and you'll see a middle-aged man with a round face and wearing a black Zhongshan suit.

Ding Ruru beckoned to him: "Come, sit down. This is Han Sanping, Chairman Han."

Wang Song stretched out his hand; this person was extremely famous.

"Director Wang is young and promising."

"Mr. Han, you're too kind."

Han Sanping then discussed the general trend of the film market and the plight of young directors.

Some people highly praise Wang Song's combination of academic background and emerging talent, and are very optimistic about his future.

They praised him, replied to him, and exchanged pleasantries.

Alright, let's finally get to the point.

We cordially invite Wang Song to join the Young Director Support Program, which already includes Ning Hao and Lu Chuan.

China Film Group can provide preferential treatment in terms of investment, distribution, and cinema resources.

Wang Song pondered for a moment.

Is it appropriate for the other party to extend such a generous offer on the first meeting?

The haste made Wang Song lose his composure.

He gave an apologetic smile; "The movie is still showing, and the platform is also going through a critical period."

"How about this, I'll give you an answer at China Film Group after the film officially finishes its run? What do you think?"

Han Sanping stood up: "That's good. It's a good thing to be more careful in doing things."

"I'm waiting for your good news, and I hope you can give me a surprise."

The door closed.

Ding Ruru looked at him: "Are you really going to wait?"

Wang Song nodded: "Such a big matter won't make a difference in a few days."

Ding Ruru didn't ask any more questions and waved him away.

Upon returning to the Immortal Pavilion, Wang Song immediately retreated into his office.

He quickly typed in the keywords: "Han Sanping Young Director Support Program".

Including recent information about Lu Chuan and Ning Hao.

"I see."

It's a foregone conclusion that Han Sanping will take over as the head of China Film Group this year.

Wuji is a disaster. Despite spending so much money, his proposed Hollywood blockbuster model died in the womb.

After another year of groping around in the second-in-command position, he changed course and started supporting a young director.

Then let's try raising so many people, there's bound to be one who stands out, so I directly pulled Ning Hao and Lu Chuan along.

The goal is to produce results quickly and deliver on the first year of the term.

But Lu Chuan, ironically, was working on his biased film, *Nanjing! Nanjing!*

Ning Hao's "Crazy Racer" won't be released until 09; he's currently in seclusion polishing the script.

No matter how much you force movies and inspiration, they just won't come out.

So this support plan looks impressive, but it's actually missing the most crucial element.

Projects that can be implemented immediately and produce results quickly.

And "Love is Not Blind" (or "33 Days of Heartbreak").

It just so happened to hit this juncture, with a budget of two million, and a box office of over twenty million in three weeks.

So, Wang Song made the decision happily.

Why not add it?

Without investment, where will future blockbusters come from? Where will low-budget films get theatrical distribution?

Having figured all this out, Wang Song's doubts dissipated considerably.

Then we'll give Han Sanping an answer after the movie finishes its run.

Wang Song seemed to remember something again, and made a phone call to summon Tian Yusheng.

"Is the script for 'Ex-Files' finished? How about we try directing it?"

"Really...really?"

Not only should we add more, but we should also add more first to drive the addition of others.

……

On January 22, 2007, "Love is Not Blind" officially ended its run after a month in theaters.

Old Chen held up the box office statistics sent by China Film Group.

Final box office: 3520 million.

No one cheered.

Wang Song folded up the box office statistics and put it in the drawer.

"Alright," he stood up, "go do what you're supposed to do."

Ma Xiaojun looked up: "Boss, aren't you going to do something?"

Wang Song glanced at him: "Didn't you just eat that last week?"

"That's different," Ma Xiaojun chuckled. "That was to celebrate breaking ten million, this is the final..."

Before he could finish speaking, Liu Jianjun pulled him back, saying, "Alright, the boss knows what he's doing."

They were certainly happy long ago.

On the day the company broke 10 million views in its first week, Wang Song generously went out for a barbecue.

Ma Xiaojun, drunk, hugged a telephone pole and shouted, "I am the king of divine comments!"

In the second and third weeks, the reaction changed from "Holy crap, we made it!" to "Oh, we deserve it."

The music group's door closed.

On Yao Beina's computer screen, one side displays the charts from various music websites.

The two movie theme songs firmly hold the first and second positions on the charts.

The comments section is no longer just filled with long-time users of the platform; it's now mostly filled with viewers who came to find the songs after watching the movie.

On one side is the premium music chart from Xianming Central Platform.

When the app first launched, most of the featured items on the charts were recommended by people who had listened to the content.

Now, thanks to the movie, these songs have finally made their way out of the mainland.

They only pushed 30% of the traffic; the rest was generated spontaneously.

"Senior Sister Yao, this creator sent us a congratulatory message about the box office!"

Chang Sisi's cheerful voice came from behind.

Yao Beina hummed in agreement, her gaze returning to the copyright registration form in her hand.

They're on the right track; it's not just a small-scale effort, but a genuine path paved for creators.

"Senior Sister Yao, Sisi, the box office results are in." Li Ran's voice came through.

"3520 million," Zhou Tao replied.

"Don't just stand there, the boss has already booked a place, come on out, let's go."

"Here I am, here I am."

……

"Hey, the big star is here."

Bai Baihe rolled her eyes at Ma Xiaojun: "Stop being silly."

She found a spot to sit down, closer to the charcoal fire.

All the actors in the production crew came, but almost all of them were from the 20 acting class.

It was turned into a graduation party.

Yang Shuo carried two bottles of liquor and placed them on the main table.

"Director Wang asked us to bring them; he said we'd drink until we drop tonight."

Bai Baihe and Tang Yan came over with juice and clinked glasses with Wang Song first.

He then greeted everyone in the Immortal Realm one by one, saying, "Thank you all so much this time."

"Thank you all for your support in this graduation performance."

Yang Shuo, standing beside him, said, "If Director Wang needs any more work in the future, just give him a call, and he'll be there anytime."

Wen Zhang was the last to arrive, holding a glass of beer, and walked straight up to Wang Song.

Without saying anything more, he simply raised his glass and said two words: "I'm impressed."

Wang Song smiled and clinked glasses with him: "Your acting is good. We'll have the chance to work together again in the future."

Wen Zhang smiled: "Alright, you keep your word."

It's lively here; some people are talking about scenes from movies, while others are discussing the future plans for the central platform.

No one mentions the 3520 million box office anymore, as if it were just an expected result.