Chapter Three Hundred and Forty-Ninth Small Means

Remember [Chinese Website] www. in one second, to provide you with a high-speed text starter. On the desk, there are eight packs of facial tissue neatly stacked in a rectangular gift box, exactly the same as the packs of facial tissue that are tens of cents apiece on the market, but these facial tissue boxes are paper, like cigarette boxes, and the packaging is quite similar. fine.

Eric picked up a bag and looked at it. The front was printed with a poster of "Human and Ghost Love". In the lower right corner was the trademark of the manufacturer x and a number. On the back were carefully selected stills and gifts. The other seven packs in the box are roughly the same in form, but the posters and stills on both sides are different, and a complete set is eight.

This is a promotional plan that Eric came up with based on an anecdote in his memory that some movie theaters specially gave out facial tissues to women to wipe their tears when "The Ghost Story" was released. Moreover, the reason why it is so troublesome to make the packaging box into paper instead of the common plastic packaging on the market, and design eight completely different packaging, is to maximize the benefits of this marketing.

Most people have a hobby of collecting. If "The Ghost Story" is a bad movie, then this set of packaging will definitely have no meaning to collect. But "Ghost Love" is destined to become a classic, so this set of paper-packed facial tissue boxes is very collectible, and a set of eight does not seem difficult to collect, and you don't even need to go to the theater alone to watch it. Eight times, as long as you can communicate with relatives and friends, you may be able to get a complete package from relatives and friends who have seen the movie.

Of course, Eric will not make it easy for people to get a complete set. Everyone knows that what you can't get is more precious. Therefore, not only will the number 1 to 6 launch a package and distribute it to the cinema every week, but also the number 7 and 6 will be distributed to the cinema every week. No. 8 packs only produce 10,000 boxes each and are randomly distributed among No. 1 to 6. 10,000 boxes seem to be a lot, but they are scattered in 2,000 movie theaters in North America. It seems to be very rare, and these are x that cannot be bought in the market, although they have obtained the corresponding authorization from "Human Ghost Love". It is possible to print some portraits of "Human Ghost Love" on the product, but this kind of paper packaging is a giveaway. Production will stop after the release of "Human Ghost".

The cost of the box of facial tissues in front of me is about 10 cents. If we count the $200 million North American box office in the previous life of "The Last Life", if only women are given away, about 10 million boxes need to be given away, and the total value is only $1 million. , and the distribution of tissue paper to all parts of North America, the money will definitely not exceed 2 million, although it is relative to the total announcement budget of "Human Ghost Love" of 10 million US dollars. 2 million is indeed a lot, but this money is neither from Firefly nor Disney, but from advertising sponsorship.

The sponsor is the x printed on the box, the largest facial tissue manufacturer in North America and even the world.

When Firefly threw out a cooperation plan and launched an advertisement bidding, X Crash won the naming rights of this promotion at a high price of 1 million US dollars, and was also willing to bear another 2 million US dollars in production and distribution costs. Compared with a global high-end high-end brand $3 million in annual advertising and marketing expenses for a tissue maker isn't a lot, but the business isn't risky either.

Because once the box office word-of-mouth failure of "Human Ghost Love" fails,

This ad campaign is difficult to achieve the desired effect. But X did not dare to take the risk of letting its competitors win the list. Lamborghini still remembers the case of Lamborghini's successful placement of advertisements for "Pretty Woman". A sports car brand that was originally in trouble and was acquired by Chrysler became one of the most well-known sports car brands in North America and even the world after the successful advertising campaign of Pretty Woman.

Michael Lynn, who was sitting opposite Eric, watched Old God Eric inspecting the tissue in front of him. He was a little uneasy. He used to be the president of New Line and served as Robert Shea's deputy for more than ten years. The current position is also one of Firefly's presidents, responsible for Firefly's most important film distribution department.

Although in the New Frontier, Robert Shea liked to be in control, his deputy didn't have much use. But Robert Shea never treated him badly, and the two were still very good friends in private. New Line merged with Firefly, and Michael Lynn has always regarded himself as Robert Shea's confidant.

this time. Robert Shea's focus on "Sleeping with the Enemy" and his neglect of the distribution of Firefly's other films has also been noticed by Michael Lynn, who has privately suggested that Robert Shea's best not to do too much.

However, Robert Shea obviously didn't listen to him. Michael Lynn knew that Robert Shea wanted to be the second Michael Eisner, but, as an outsider, Michael Lynn understood that Robert Shea obviously ignore a fact.

At Disney, Michael Eisner is the best one. It was Michael Eisner who took Disney from a family-run studio to a Hollywood movie giant step by step, so he can sit at Disney. Standing still.

But in Firefly, Robert Shea is not the most dazzling one, what's more, Robert Shea's shares are not enough to compete with Eric. Eric's 72% shares have absolute control over Firefly. The right to remove Robert Shea from office at any time without recklessness.

Therefore, Michael Lynn was in a very uneasy mood at this time, and Eric would definitely not dare to touch Robert Shay at this time, otherwise the Firefly, which had just improved, would definitely fall into turmoil.

But he, the president who doesn't have any shares, is likely to be Eric's punching bag. Judging from Robert Shea's temperament, although the two are good friends, if Eric insists on pissing him off, Robert Shea will definitely not Will fight with Eric.

After fiddling with the tissue bag in front of him for a while, Eric raised his head and said to Michael Lynn, "Sorry, Michael, I just suddenly remembered something."

"It doesn't matter, and, Ai... Eric, I think your marketing method this time is still very innovative, which is comparable to the Lamborghini in "Pretty Woman" and the advertising placement cases in "Dark War". The marketing has been very successful," Michael Lynn's tone was a little stumbling at the beginning, but then became smoother, because these words are not polite compliments, but come from the heart, he has done more than ten years before. Film distribution, know that it is not easy to be innovative and achieve good results in film marketing. (To be continued)