IAIH :: Volume #4

#348: Small method

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On desk, in the gift box of rectangle neat is laying eight packet facial tissues, in that type of dozens cents one package of facial tissues with the market is exactly the same, but these face towel paper carton are actually the papers, is similar to the cigarette case is the same, the packing is quite fine. 办公桌上,长方形的礼品盒里整齐的码放着八只小包面巾纸,与市场上那种几十美分一包的面巾纸一模一样,不过这些面巾纸盒却是纸质的,如同烟盒一样,包装相当精美。 Eric took up one package to look, prints a «Ghost» playbill directly, the right bottom was the producer x trademark as well as numerical symbols, stage photo that the back carefully chose, in the gift box other seven packages of forms were approximately same, both sides playbill and stage photo were various, what one set was complete was eight. 艾瑞克拿起一包看了看,正面印制着一张《人鬼情未了》的海报,右下角是生产商x的商标以及一个数字编号,背面则是精心挑选出来的剧照,礼品盒里其他七包的形式大致一样,不过两面的海报与剧照各不相同,一套完整的为八张。 When this is in the Eric basis memory about «Ghost» screens, some movie theaters specially bestow the feminine facial tissues to scratch the promotion plan that the tears interesting rumor wants to come out. Moreover, reason that so troublesome manufactures the paper the packing box, but non- market condition common plastic packing, and has designed eight completely different packing, for the maximum benefit of this marketing. 这是艾瑞克根据记忆里关于《人鬼情未了》上映时,一些电影院专门赠送女性面巾纸擦眼泪的趣闻想出来的促销方案。而且,之所以如此麻烦的将包装盒制作成纸质而非市面常见的塑料包装,并且设计了八个完全不同的包装,是为了这次营销的利益最大化。 Most people have the collection fondness, if «Ghost» is a rotten piece, that this set of packing surely did not have any collection significance. But «Ghost» is doomed becomes classics, therefore the face towel paper carton of this set of paper packing has the collection value, moreover one set of eight look like being hard collection is uneven, even does not need a person to go to the theater to look eight times, so long as can communicate with the relatives and friends mutually, can perhaps from looking at relatives and friends there of movie has attained one set of complete packing. 大部分人都是有收集癖好的,如果《人鬼情未了》是一部烂片,那这套包装肯定就没有任何收集意义了。但《人鬼情未了》注定会成为一部经典,因此这套纸质包装的面巾纸盒非常具有收藏价值,而且一套八张看起来并不难以集齐,甚至不需要一个人去影院看八次,只要能够与亲朋好友相互沟通一下,或许就可以从看过电影的亲友那里拿到一套完整的包装。 Naturally, Eric will not make people too easy to obtain complete one set, everyone knows the talent that cannot obtain is more precious, therefore, not only the serial number 1 to 6 meet every week to promote a packing to allocate the movie theater, but also 7 and No. 8 packing only respectively produce the 10,000 box and mix with, in 1 arrives at 6 th to bestow randomly, the 10,000 box looks like many, but scatters to the North America 2000 movie theaters. Appeared very scarce, moreover x that these could not buy in the market although was under the corresponding authorization of «Ghost». Can print «Ghost» some portraits on the product, but the complimentary gift of this type of paper packing. The files after «Ghost» will stop producing. 当然,艾瑞克也不会让人太容易得到完整的一套,谁都知道得不到的才更加珍贵,因此,不但编号1到6会每周推出一种包装配发到电影院,而且7和8号包装只各自生产一万盒并夹杂在1到6号当中随机赠送,一万盒看起来很多,但散落到北美2000家电影院。就显得非常稀少了,而且这些都是在市场上买不到的x虽然得到了《人鬼情未了》的相应授权。可以在产品上印制《人鬼情未了》的一些肖像,但这种纸质包装的赠品。在《人鬼》下档之后就会停止生产。 The cost of front this block facial tissues probably is 10 cents, if calculates according to «Ghost» previous life 200 million USD North America Box Office that only bestows femininely, needs to bestow the 10 million box probably, the total value also only then 1 million USD, the facial tissues to North America regional allocations, this sum of money will not surpass 2 million in addition absolutely, although amounts to the announcement budget of 10 million USD to «Ghost». 2 million were truly many, but this sum of money already does not need Firefly not to need Disney to leave, advertisement support that but seeks. 面前这一小盒面巾纸的成本大概是10美分,如果按照《人鬼情未了》前世两亿美元北美票房来算,只赠送女性的话,大概需要赠送1000万盒,总价值也只有100万美元,加上面巾纸向北美各地的配送,这笔钱也绝对不会超过200万,虽然相对于《人鬼情未了》总计1000万美元的宣发预算来说。200万确实多了点,不过这笔钱既不用萤火虫也不用迪斯尼出,而是寻求的广告赞助。 The sponsor is also x that on packing box prints, North America and even global biggest facial tissues producer. 赞助商也就是包装盒上印制的x,一家北美乃至全球最大的面巾纸生产商。 When Firefly dishes out the cooperation plan and carries on the advertisement to tender latter x when the machine has taken the naming rights of this promotion at the 1 million USD high price, is willing to bear the manufacture as well as the allocation expense of other 2 million USD, to a global nature upscale paper towel manufacturer every year advertisement marketing expense, 3 million USD are not many, but this business risk is not small. 当萤火虫抛出合作方案并进行广告招标后x当机以100万美元的高价拿下了这次促销活动的冠名权,同时也愿意承担另外200万美元的制作以及配送费用,相对于一家全球性高档纸巾生产厂商每年的广告营销费用来说,300万美元并不算多,但是这笔生意风险也不小。 Once because the «Ghost» Box Office reputation failure, this ad campaign is very difficult to achieve the proper effect. However x does not dare to take risk to make the competitor take this bill, Lamborghini implants the advertisement to attain the successful case also to 《Pretty Woman》 to come clearly into view greatly. An originally falls into the difficult position by the sports car brand that Chrysler Corporation purchases after 《Pretty Woman》 that successful advertisement marketing, but becomes one of the North America and even world most well-known sports car brands. 因为一旦《人鬼情未了》票房口碑失败,这次广告活动就很难达到应有的效果。但是x也不敢冒险让竞争对手拿下这个单子,兰博基尼对《风月俏佳人》植入广告大获成功的案例还历历在目。一个原本陷入困境被克莱斯勒公司收购的跑车品牌经过《风月俏佳人》那次成功的广告营销,可是一跃成为了北美乃至全世界最知名的跑车品牌之一。 Sits in Eric opposite Michael Lynn looks that the Eric old god is inspecting front packet facial tissues in the place, somewhat is at heart disturbed, he before was Chairman of new line, has been the Robert Shay more than ten years of assistants, the current position is also one of the Firefly's Chairman, was responsible for the Firefly most important movie release department. 坐在艾瑞克对面的迈克尔.林恩看着艾瑞克老神在在地检视面前的小包面巾纸,心里有些忐忑,他以前是新线的总裁,担任了罗伯特.谢伊十多年的副手,目前的职位也是萤火虫的总裁之一,负责萤火虫最重要的电影发行部门。 Although when the new line, Robert Shay likes centralizing power, this assistant not too many opportunities. However Robert Shay has not treated unjustly him, friend who they are better in secret. The new line and Firefly merge, Michael Lynn will have treated as the Robert Shay trusted friend. 虽然在新线的时候,罗伯特.谢伊就喜欢大权独揽,他这个副手并没有太多用武之地。不过罗伯特.谢伊也没有亏待过他,两人私下里还是非常要好的朋友。新线与萤火虫合并,迈克尔.林恩也一直将自己当做罗伯特.谢伊的心腹。 These days. Robert Shay to other stress and to Firefly several movie distributions of «Sleeping with the Enemy» neglects Michael Lynn also to watch, he once in secret had also suggested Robert Shay should better not to do goes too far. 这段时间。罗伯特.谢伊对《与敌共眠》的侧重和对萤火虫其他几部电影发行工作的忽视迈克尔.林恩也一直看在眼里,他也曾私下里暗示过罗伯特.谢伊最好不要做得太过火。 However, Robert Shay has not listened to his words the meaning, Michael Lynn to know that obviously Robert Shay wants to become second Michael Eisner, but, as the outsider, Michael Lynn understands that Robert Shay has neglected a fact obviously. 不过,罗伯特.谢伊显然并没有听他话的意思,迈克尔.林恩知道罗伯特.谢伊想成为第二个迈克尔.艾斯纳,但是,作为局外人,迈克尔.林恩明白罗伯特.谢伊显然忽略了一个事实。 In Disney, Michael Eisner is most splendid that was Michael Eisner has led into the Hollywood film giants ranks Disney from family management small Film Studio step by step, therefore he can sit on Disney CEO that seat stands one's ground steadfastly. 在迪斯尼,迈克尔.艾斯纳是最出色的那一个,是迈克尔.艾斯纳将迪斯尼一步步从一个家族式经营的小电影公司带入了好莱坞电影巨头的行列,所以他才能坐在迪斯尼ceo那个位子上岿然不动。 But in Firefly, Robert Shay is not most dazzling that the stock that let alone, Robert Shay has is also not enough to contend with Eric, the 72% stocks in the Eric hand having have the absolute domination to Firefly, in the situation of disregarding all consequences, can chase off the stage Robert Shay at any time. 但在萤火虫,罗伯特.谢伊并不是最耀眼的那个,更何况,罗伯特.谢伊拥有的股份也不足以与艾瑞克抗衡,艾瑞克手中持有的72%股份对萤火虫拥有绝对的控制权,在不计后果的情况下,可以随时将罗伯特.谢伊赶下台。 Therefore, Michael Lynn the mood will be disturbed at this time, Eric definitely does not dare to move Robert Shay at this time, otherwise just had improvement Firefly definitely to fall into the turbulence. 因此,迈克尔.林恩此时心情才会非常忐忑,艾瑞克此时肯定是不敢动罗伯特.谢伊的,否则刚刚有所起色的萤火虫肯定会陷入动荡。 But Chairman of this any stock has not been very likely to become the Eric undeserved target of anger, from the Robert Shay mental disposition, although they are the good friends, if Eric will insist to take him to go flat, Robert Shay will definitely not die to knock with Eric. 但他这个没有任何股份的总裁很可能成为艾瑞克的出气筒,从罗伯特.谢伊的秉性来看,虽然两人是好友,如果艾瑞克硬要将拿他撒气,罗伯特.谢伊肯定不会与艾瑞克死磕。 Has manipulated a while front face towel paper-insulated, Eric gains ground, said to Michael Lynn: „Sorry, Michael, suddenly had just remembered something.” 摆弄了一会儿面前的面巾纸包,艾瑞克才抬起头,对迈克尔.林恩道:“抱歉,迈克尔,刚刚突然想起了一些事情。” „Has not related,...... Eric, I thought that your this time marketing technique is as before novel, compared favorably with advertisement in Lamborghini as well as the 《Running Out of Time》 in 《Pretty Woman》 sufficiently implants the case, that two marketing was successful, the expression that” Michael Lynn just started somewhat knocked to stumble, but spoke of smoothly afterward, because these words were not polite thinking highly, but was from the heart, he had made more than ten years of movie releases before, knows that wanted to innovate also to take the good results in the movie marketing means is not an easy matter. ( to be continued ) “没关系,而且,艾……艾瑞克,我觉得你这次的营销手法依旧非常新颖,足以媲美《风月俏佳人》中的兰博基尼以及《暗战》中的广告植入案例了,那两次营销都非常成功,”迈克尔.林恩刚开始的语气有些磕绊,但说到后来就流畅了起来,因为这些话并不是客气的恭维,而是发自内心的,他之前已经做了十多年的电影发行,知道在电影营销手段想要创新并且取到良好效果可不是一件容易的事情。(未完待续)
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