Chapter 270 - Distribution Tactics

After leaving Huang Ying’s home, Li Yan intended to visit Yu Xiaodi, but found out she was still at her grandfather’s and hadn’t returned yet. He was a bit surprised when Li Yan said that Zhang Yurong asked him to visit her.

Hai Fu and Wen Qianyi had both returned, but unfortunately, they were unavailable as they had been called to a company meeting by Zhang Yurong. Li Jie was around, but she didn’t want to see him, saying she was busy with company matters.

Everyone being occupied made Li Yan feel awkward about relaxing, so he too got busy. Tomorrow is not only the day Paradise Group resumes work, but also the film "Springtime Leaked" premieres. Although Qiao Pan is in charge of organizing it and everyone is supposed to cooperate, his role tomorrow is simply to attend the premiere as a representative of the producing side.

But since he was back and had time, Li Yan contacted Zeng Zixi, who was working with Qiao Pan, to inquire about the film’s publicity situation. With an investment of just a few million, after paying the cast, covering shooting expenses, and post-production and copy costs, the remaining budget for promotion was not much. Nowadays, domestic blockbusters are adopting international models, investing marketing funds in a 2:1 or even 1:1 ratio to production costs, reaching hundreds of millions of potential viewers with their advertising, turning the movie into a subject of discussion, fashion, and trends to attract not only regular moviegoers but also those who aren’t particular about what they watch, as well as those who seldom watch movies.

The remaining budget for "Springtime Leaked" is slim, insufficient for comprehensive coverage like a blockbuster could achieve. It can’t afford extended serial reportage on Yundu TV Station, organize a grand premiere party, or pay media for additional complimentary coverage. It has to rely on its subject matter; as this comes after the spectacular New Year and holiday season filled with blockbusters and comedies, a trendy urban love story can still attract a certain audience. Additionally, employing a multi-star attraction strategy where one ticket offers multiple star performances can draw in fans of such formats.

Furthermore, involving a capable distribution company and cinema chain as investors allowed Qiao Pan to get reliable information for competitive scheduling. Thus, although the release date set for "Springtime Leaked" appears less favorable, it’s actually strategically sound!

This perceived contradiction is essentially about preferring to be a leader among the smaller films rather than a minor player among blockbusters. Competing with the year’s major releases over festive periods would be futile; even tussling for the New Year slot is infeasible unless it’s backed by eminent studios.

With the New Year slot mostly over, after nearly two months of looting during the holiday and New Year periods, it’s become a low season again. Though the upcoming Valentine’s Day slot offers limited potential for big box office, no major competing films are releasing. With everyone avoiding this less desirable time, "Springtime Leaked" stands out—though the pie is smaller, reduced competition minimizes risks.

According to Zeng Zixi’s report, Qiao Pan also intelligently used new media for promotion to leverage smaller budgets for bigger impact. While remaining funds couldn’t support extensive TV, print, or outdoor advertising, they sufficed online. Utilizing his former connections, he arranged for influential film critics in publications, magazines, and online, with small fees, to write some subtle promotional pieces. Their endorsements can have a ripple effect that influences many young people.

Additionally, he engaged online marketing companies that organize masses of dummy accounts and paid commenters to flood film-related sites and forums with positive posts, inflating ratings wherever possible to create a buzzworthy sensation, luring naive moviegoers into watching.

Those who can see through this are usually seasoned cinephiles. However, they are not the main box office demographic nor significant in number; their high standards mean only films with excellent critical acclaim and quality can draw them into theaters. These tactics may be unscrupulous, but they’re highly effective at deceiving the uninformed.

Even if these film critics accept payment, they wouldn’t ruin their reputation by giving unwarranted praise. Well-crafted endorsements and promotional pieces are subtly done. For example, they might say: if you’re looking for depth and substance, this movie isn’t for you, but as a light entertainment choice with your girlfriend or friends, it’s a good option—a breezy popcorn movie with handsome men and beautiful women, and star-studded without a care in the world.

This technique of criticizing before praising and seemingly disparaging yet subtly appreciating works better than proclaiming it a high-scoring masterpiece, lending it more reliability and credence. Moreover, the main movie-going audience seeks entertainment, not so-called art. Unlike classics like "Farewell My Concubine" that leave a lingering heaviness, even the exceptional ones wouldn’t be watched socially but during solitary boredom. So, clearly designating it simply as a qualified entertainment film actually enhances the viewers’ desire to watch.

With such expectations set, even if they find it so-so afterward, they won’t blame the critics for misleading them, as they had already termed it a popcorn movie!

But Qiao Pan, with his experience, isn’t stopping there. Besides these, he has much more in store. For example, post-premiere, he’s set to announce the premiere turnout, claiming ticket records set, occupancy rates, and after the first day, release figures boasting excellent debut performance to entice others yet to attend. For actual box office numbers, he can always use later earnings to verify earlier claims!