Huayu: This producer has no bottom line.

Chapter 138 The Misadventure Package

After leaving Huaying, Ren Pingsheng hailed a taxi.

The practice of holding film screenings is not actually unusual. Back in 97, before the release of "The Dream Factory," Feng Xiaogang specially invited managers from more than 20 cinema chains across the country to Yanjing to watch the film.

This was the first targeted pre-screening event in Chinese film history, and the famous incident of Feng Xiaogang crying occurred at this screening.

Media screenings began with "Hero" in 02. In order to compete for the Oscars, Zhang Weiping held a 7-day public screening in Shenzhen, while Zhang Yimou held a private screening in Beijing, inviting only the media and film critics.

This was the first truly meaningful media screening in Chinese film history. The screening was a great success, with unanimous positive reviews from the media, laying the foundation for the film's subsequent box office success of 2.5 million yuan.

By 2010, media screenings had become common practice in the industry, but Huaqi was too poor to hold them.

There's an unspoken rule in the industry: don't give money when it's 400, don't scold when it's 500, and say nice things when it's 1000.

It means inviting reporters to a screening, giving them 400 yuan for travel expenses, and the reporters might just leave after watching without publishing any articles.

If you give them 500, they won't write a negative review; at the very least, they'll issue a neutral press release.

If you give me 1000 or more, they will definitely write a positive review for me, and may even help guide public opinion.

At 500 yuan per person, a screening event would cost 25,000 yuan to invite 50 reporters from various media outlets. Add to that the fees for film critics and experts, which can easily amount to several thousand yuan, the thank-you dinner, the cinema rental, and all the miscellaneous expenses stuffed into the media materials bags.

To hold an event like this, you can't get anywhere without spending at least 100,000 to 200,000 yuan. For thirteen cities, that's over a million yuan.

But there's nothing we can do about it, in an era when 3G penetration is less than 5%.

If you want the audience to think your movie is good, you have to rely on journalists and film critics to speak for you, and on newspapers, magazines, and portal websites to give you a voice.

This money cannot be saved.

The offline path needs to be paved, and the online path can't be idle either.

Back in his studio, Ren Pingsheng immediately dialed the number of Xu Yuanfeng, the screenwriter of "Lost in Thailand".

He also has another identity: Egg Boy in the Lunchbox Uncle's video, the young man who argued with the Lunchbox Uncle in the video because there was one less egg. He was also the planner of this marketing event.

The call connected. "Hello, who is this?"

"Hello, Mr. Xu. I am Ren Pingsheng from Shengping Vision, the new investor in 'Lost in Thailand'."

The person on the other end of the phone paused for a moment, clearly not having received notification of the film's ownership change.

"Huh? A new investor? Someone from Mr. Liu's side...?"

"Huaqi's share has been transferred to me. From now on, I'll be the primary producer of this film," Ren Pingsheng briefly explained his identity before getting straight to the point, "Teacher Xu, you were the one who planned the 'Lunchbox Uncle' video, weren't you?"

Xu Yuanfeng paused for a moment, "...Yes, it was something I did with the photographer, but it really happened at first. We just reshot it."

"Fifty million views, that's impressive."

"Hey," his tone was noticeably more relaxed, "actually, we filmed a few more clips, but Mr. Liu said he was afraid people would say it was a publicity stunt, so he wouldn't let us release them."

Upon hearing this, Ren Pingsheng sneered; he found the whole thing absurd.

After the video went viral, Huaqi not only failed to capitalize on the opportunity, but also acted as if they were afraid of being discovered that they had deliberately filmed it, issuing three press releases in a row to declare that it was not a publicity stunt.

Who cares if you're just creating hype?

You're not doing anything that has a bad influence. Netizens are just having a good time. What everyone cares about is whether there's any bigger fun to be had!

And yet you sit here pretending to be high and mighty, ruining a winning hand.

According to Ren Pingsheng, given the popularity of this video, if it is managed properly, it could conservatively generate 500 to 1000 million yuan in box office revenue.

But now?

Apart from an inconspicuous banner background, the video has no connection to the movie whatsoever. 90% of people who have watched the video have no idea that it is a marketing video for "Lost in Thailand", let alone any actions to encourage people to buy tickets, and it doesn't even include a release date!

"Teacher Xu, who is that uncle in the video?"

"We call him Lao Zhang. He used to be a production assistant on film sets."

Where are they now?

"Well... I'm not sure, they dispersed after filming wrapped."

"Can you get in touch with me?"

Xu Yuanfeng thought for a moment, "I have to ask him. He should be taking jobs in Hengdian."

"Contact him now," Ren Pingsheng said, his tone becoming more serious. "Get back to me as soon as you find him, the sooner the better. I have something important to discuss with him."

"Okay, I'll be right there."

Xu Yuanfeng, on the other end of the phone, was stunned by this decisive and efficient manner and readily agreed.

After hanging up the phone, Ren Pingsheng picked up a pen and started writing and drawing on a piece of paper.

With only ten days left until the release, it's too late to start building up the atmosphere slowly like with Old Boys. Besides, it's late May now, and from the perspective of the Spring Festival travel rush, the atmosphere doesn't match at all.

The best option is to take remedial action based on the already viral video of the "Lunchbox Uncle".

Once the two arrived in Yanjing, they were immediately asked to register Weibo accounts for "Uncle Boxed Lunch" and "Egg Brother," and then a video was posted to inform netizens.

"This isn't over yet!"

While the hype is still going strong, they're reigniting interest by making a real-life appearance.

However, to convert online traffic into offline ticket purchases, consumers need an incentive.

Eggs? Not enough.

What else could there be?

Ren Pingsheng suddenly recalled a scene from a movie where Wang Baoqiang downed a huge bucket of milk at the airport security checkpoint in one go.

Eggs, milk.

What do these two things mean to the Chinese?

Breakfast is a staple, a childhood memory, a mother's nagging, and the longing for home when you're away from home.

The movie "Lost in Thailand" tells the story of returning home during the Spring Festival travel rush, while eggs and milk are things that Chinese mothers insist on stuffing into their bags when they travel far away.

What if we combine these two elements to create an offline event?

For example, you can get a free serving of eggs and milk at the movie theater.

"Watch Lost in Journey, Get the Lost in Journey Package".

The cost is extremely low, less than three yuan per set, and only 30,000 yuan for 10,000 sets.

Although it may not be of much value to the audience, the communicative value of this action far exceeds its actual value.

When audiences walk into the cinema with eggs and milk, they're sure to burst out laughing when they see Baoqiang tilting his head back and chugging milk.

Then look down at the carton of milk in your hand and laugh again.

Take a picture and post it on Weibo, and you'll get another wave of free publicity.

The "Lost in Thailand" package might become a viral internet meme, or a merchandise item that can only be obtained by going to the movies.

But here is the problem.

Contacting cinemas and brands to discuss collaborations, distributing promotional materials, and coordinating on-the-ground promotional teams in various cities...

The execution of such offline activities is something that Shengping Vision cannot do.

Ren Pingsheng tapped the paper with the tip of his pen, and the name of a company appeared in his mind.

Yingxing Tianxia was the marketing team for the film "Love is Not Blind" in its previous life.

Their founder, Zhang Wenbo, is one of the most knowledgeable film promoters in China when it comes to social media marketing.

Ren Pingsheng opened his phone's contacts and found Liu Yong's number. Gewara had partnerships with various marketing companies, so getting his contact information wouldn't be difficult.

When the call was made, Liu Yong readily gave him the number.

Ren Pingsheng dialed Zhang Wenbo's number, "Hello Mr. Zhang, this is Ren Pingsheng from Shengping Vision."

"Ren Pingsheng?" The voice on the other end sounded slightly surprised. "Ren Pingsheng from 'Old Boys'?"

"Yes, is it convenient for us to chat for a bit? I have a film project that needs a comprehensive online and offline marketing plan, and time is very tight."

"Of course it's convenient," Zhang Wenbo's speech quickened immediately. "What kind of movie?"

"Lost in Thailand"

"I know this movie, Xu Zheng and Wang Baoqiang?"

"Yes," Ren Pingsheng said with a smirk, "Are you free tomorrow? Come to my studio, and I'll tell you my thoughts."

"No problem, what time?"

"10:00 AM."

After hanging up the phone, Ren Pingsheng circled several keywords on the paper.

Uncle Egg Brother's resurrection, the egg and milk meme, media screenings, offline events, and trending topics on Weibo.

Five points are strung together to form a line: online momentum is generated, offline support is provided, and word-of-mouth then feeds back online.

But it still lacks an opportunity, an opportunity to launch the campaign.

This opportunity arose at the film's premiere on May 28th.