In fact, it’s not just domestic animation that doesn’t perform well in the domestic market.
Even the performance of Hollywood animated films in China is difficult to compare with Hollywood.
This is the general environment.
Therefore, no matter how good Li Yi's animated movie is, in their opinion, it is only worth 1 billion.
A movie of this level is definitely top-notch when it comes to animated movies.
But in all movie categories, it is not such a big threat.
Moreover, the Spring Festival period is a must-win period for major film companies. There is no question of whether to avoid this period.
In fact, animated movies are indispensable during the Spring Festival every year, but generally speaking, these animated movies are juvenile-oriented.
"Wall-E" was chosen to be released during the Spring Festival, and those companies that produced animated films were faced with a formidable enemy.
But Li Yi knows that from beginning to end, the opponents of "Wall-E" are real-life movies, not these childish animated movies!
Of course, even if you have confidence in the movie, the promotion of the movie is also essential. What's more, the Spring Festival schedule is different from other schedules. The outbreak period is too short, so promotion efforts must be made before the release.
During this period, movies released during the Spring Festival will receive intensive publicity, so spending money on publicity must also be considered strategically.
After all, everyone is spending money on publicity, and the price-performance ratio for regular publicity is really too low before the Spring Festival.
"The five golden minutes before the Spring Festival Gala starts?" Mu Nanxing looked stunned.
It is also interesting to say that overseas, especially in North America, Super Bowl halftime ads have become the reserved place for many movie blockbuster trailers.
But in China, very, very few movies are advertised on TV.
Not to mention it’s the golden five minutes of advertising time before the Spring Festival Gala starts.
Otherwise, the price is too high!
For example, the golden five minutes before the Spring Festival Gala starts, that is, from 19:55 to 20:00 on New Year’s Eve, have always been the advertising time that brands compete for.
Because it is approaching the opening of the Spring Festival Gala, hundreds of millions of people are tuning in to wait during this period. At this time, "showing one's face" can gain hundreds of millions of exposures, and the price the brand has to pay will naturally be more expensive.
Advertisements during this period are really sky-high. For an exposure time of about 15 seconds to 30 seconds, the price of advertisements relatively close to the opening of the Spring Festival Gala is as high as more than 40 million, while the usual CCTV advertising cooperation costs are hundreds of thousands to several million. No wait.
Of course, the effect is also very good!
"It's really a good idea to have a short trailer before the Spring Festival Gala starts. It's possible, but the problem is that the golden five-minute commercial at the Spring Festival Gala has already been sold. As far as I know, 10 of the advertisements for the Spring Festival Gala every year The month has already been decided..." Fang Dongbai's eyes lit up at first, and then he frowned.
Li Yi also had a headache.
Mainly because "Wall-E" had not yet finished filming at that time, so it was naturally impossible to plan a promotional strategy so early.
The progress of animated films is sometimes difficult to guarantee.
At this time, Lou Jianjun suddenly said: "Actually, it's not impossible to get it!"
Li Yi and others all looked at Lou Jianjun.
"Director Li, you can say that your movie placement advertising has become famous since "The Truman Show". The advertising for the Spring Festival Gala was sold, but we can find brands that buy advertising time and use it in subsequent movies. Let’s replace the embedded advertising resources with another one.” Lou Jianjun said.
Li Yi and others couldn't help but suddenly realized.
Indeed, since "The Truman Show", those brands that use product placement can be said to have tasted real sweetness. Therefore, it is not impossible to use product placement in Li Yi's movies to replace advertising resources.
"Contact several brands that have taken photos of advertising time. The time can be 15 to 30 seconds!" Li Yi thought for a while and said.
He is not afraid of spending money. For "Wall-E", he has to spend money on publicity anyway, so spend tens of millions on advertising time before the Spring Festival Gala. For the promotion of the movie "Wall-E", The price/performance ratio is definitely high enough!
And "Wall-E" is different from other movies. This movie must attract both adult audiences and underage audiences.
Therefore, showing the trailer on TV is definitely very suitable for the audience of "Wall-E".
In fact, as the box office of the first film in the Chinese film market continues to grow, the film's promotional expenses have also increased.
Especially during the Spring Festival.
Since the beginning of the twelfth lunar month, all kinds of promotions have been carried out with almost full force for the movies to be released during the Spring Festival.
As for the promotion of animated movies, there are actually much fewer routines than live-action movies.
After all, animated movies don’t have real people starring in them, they don’t have big stars, and they’re not easy to advertise, so the means of publicity are really no better than live-action movies.
Online, there is not much to say about the promotion of "WALL-E". It just releases various versions of trailers step by step.
Offline, for "Wall-E", Li Yi commissioned domestic toy manufacturers to produce many large-scale "Wall-E" and "Robot Eva" and put them in commercial center squares in first-tier cities.
These investments alone are not a small amount of money.
However, the feedback effect is still quite good.
The focus shifted to North America. For the promotion of "Wall-E" in North America, Li Yi personally flew to North America to participate in the promotion of "Wall-E".
Here, the promotion of "WALL-E" lags far behind that in China.
As mentioned earlier, although the Spring Festival period in China is no longer the hottest period in North America, there are still competitors.
For example, the trailer of "WALL-E" here in China attracted tens of millions of people to watch as soon as it went online.
And it sparked quite a heated discussion.
But in North America, after the trailer of "Wall-E" went online, it's not that there was no traffic, but it was completely different compared to that in China.
The difference between hundreds of thousands of views and tens of millions of views is too big.
However, this was also within Li Yi's expectation.
The biggest competitor of "Wall-E" is the top animation studio from North America, Holy Light Animation Studio.
The reputation of Shengguang Animation Studio and Star Comics are worlds apart.
Of course, the other party didn’t take Wall-E seriously either.
"So many?" James Dean and Leslie Muller, who was in charge of the promotion of "WALL-E", inserted the USB drive Li Yi took into the computer and saw more than twenty densely packed "WALL-E" The promotional video for "Power" can't help but be a bit tongue-tied.
In fact, Li Yi learned it completely from "WALL-E" in another world in his memory.
A trailer only has a few hundred thousand views, but its reputation is actually very good.
It’s just that the base number is a little smaller.
Then Li Yi simply plays the quantity card!
If a promotional video attracts some people, the total number will be quite a lot!
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