RINAPE :: Volume #12

#1119: Touches the porcelain forcefully

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Li Mu as well as own online resources and Muying Ticket System even includes the movie theme song with «You Are the Apple of My Eye», perfect control the trend of entire domestic box office, the powerful sensitometry and topic, attracted the film aficionado overwhelming majority attention, this also let «You Are the Apple of My Eye» changed box office storm gradually, the audience who will go to the theater to watch movies will attract, with movie that its same running schedule showed almost without exception, was annihilated. 李牧用《那些年》以及自己的线上资源、牧影票务系统甚至包括电影主题曲,完美的把控住了整个国内票房的走向,强大的曝光度、话题度,吸引了电影爱好者绝大部分的关注,这也让《那些年》逐步变了一场票房风暴,将绝大部分前往影院观影的观众吸了进去,与它同档期上映的电影几乎无一例外,全军覆没。 In an instant, «Hero» screens three days, after First Day harvests 2.6 million box offices reluctantly, " Hero » box office continues to decline, the three days total box office, be only 6 million Yuan, threw the street to become the irreversible reality unexpectedly. 转眼间,《英雄》上映三天,在第一天勉强收获两百六十万票房之后,《英雄》的票房持续走低,三天的总票房,竟然只有区区六百万元,扑街已经成了不可逆的现实。 Meanwhile, «You Are the Apple of My Eye» screening ten days later, box office official broken hundred million, when tenth day achieved 105 million, becomes this year the Mainland first box office over hundred million movies, became the box office over hundred million to use the shortest movie. 与此同时,《那些年》在上映十天之后,票房正式破亿,在第十天的时候达到了一亿零五百万,成为今年内地第一部票房过亿的电影,同时也成了票房过亿用时最短的电影。 In order to celebrate the box office over hundred million, Muye Pictures holds the celebrate feast in a Yanjing five-star hotel, the entire «You Are the Apple of My Eye» lord creates the team to arrive, various group of media also rush to the cover live, again " You Are the Apple of My Eye » society heat degree upgraded a level. 为了庆祝票房过亿,牧野映象在燕京一家五星级酒店举行庆功宴,整个《那些年》的主创团队悉数到场,各路媒体也都赶往现场报道,再次将《那些年》的社会热度提升了一个层次。 Once a movie forms this comprehensive sensitometry some time, basically has formed has slaughtered all situations in the playdate, is unable to prevent. 一旦一部电影在一段时间形成这种全面的曝光度,基本上就已经形成了在上映期内屠戮一切的态势,无法阻挡。 Director Zhang developed is soon compelled by the helplessness box office at this time insanely! 只是张导演此时已经快要被一蹶不振的票房逼疯了！ «Hero» is he has so far directed in the movie, cost of investment highest, wants to create one pile of domestic box offices to record taking advantage of this movie, then operates to the overseas a large quantities of international award, but how didn't expect, first encountered failure before own unexpectedly. 《英雄》是他目前为止执导过的电影中,投资成本最高的一部,本来是想借着这部电影创造一堆国内票房纪录,然后再到海外运作一大批国际奖项的,但是怎么都没想到,竟然在自家门前就先遭遇了滑铁卢。 Not is only he, the entire «Hero» product side, and investor feels the collapse about this box office performance, is known as three Ten Million USD costs, actual although has not thrown so many, but also almost achieved two hundred million RMB, finally did one 10 million investments unexpectedly the youth campus love movie, how this let them to accept. 不光是他,整个《英雄》的出品方,以及投资方都对这个票房表现感到崩溃,号称三千万美元的成本,实际虽然没有投这么多,但也差不多达到两亿人民币了,结果竟然干不过一部一千万投资的青春校园爱情电影,这让他们如何能接受得了。 Therefore, when «You Are the Apple of My Eye» celebrates the box office over hundred million, " Hero » entire product side started them „the road of counterattack”. 于是,就在《那些年》庆祝票房过亿的时候,《英雄》的整个出品方开始了他们的“逆袭之路”。 The strategy of «Hero» first dealing is the buying a ticket room, according to the news, " Hero » product side pledged to all Cinema through the special channel, in future three days, so long as to a «Hero» row of piece, will produce the side to guarantee a minimum 60% booking rates for the row piece! 《英雄》的第一个应对的计策便是买票房,据消息称,《英雄》出品方通过特殊渠道向所有院线承诺,在未来的三天内,只要给《英雄》排片,出品方将为排片保底60%的上座率！ In other words, so long as Cinema is willing to a «Hero» row of piece, even if a customer does not have when the time comes, will produce the side also to make up 60% booking rates for him the box offices, at present, national most Cinema have not connected Muying Ticket System, even " You Are the Apple of My Eye » booking rate will be very high, however in the ordinary working day, as well as morning and in the night number, " You Are the Apple of My Eye » booking rate will unable to achieve 50%, generally about 3-40%. 也就是说,只要院线愿意给《英雄》排片,哪怕到时候一个顾客都没有,出品方也会为他补足60%上座率的票房,眼下,全国大部分院线还都没有接入牧影票务系统,就算是《那些年》上座率很高,但是在普通工作日,以及上午、夜里的场次里,《那些年》的上座率也达不到50%,普遍在3-40%左右。 If Cinema releases to give «Hero» these numbers, even if the number of 9 : 30 am as well as 12 : 00 pm, can from producing side there brings back the subsidies of 60% box offices, this business may really be too cost-effective. 如果院线把这些场次释放出来给《英雄》,哪怕上午 9 点半以及夜里12点的场次,也能从出品方那里拿回60%票房的补贴,这买卖可真是太划算了。 Afterward, in fourth day that «Hero» screens, " Hero » platoon piece quantity across the country increases sharply, although increases is the morning and number of evening's this awkward time, however as a result of the subsidy policy of product side, " Hero » booking rate increases sharply immediately, „box office” also follows to progress by leaps and bounds. 随后,在《英雄》上映的第四天,《英雄》在全国范围内的排片量激增,虽然增加的都是上午以及晚上这种尴尬时间的场次,但是由于出品方的补贴政策,《英雄》的上座率顿时激增,“票房”也跟着突飞猛涨。 When to noon, " Hero » product side and entire lord creates the core team to meet together, Zhang Weiping mobilizes to say at the meeting: „Our today's goals are to let " Hero » box office achieve over 10 million, asking everyone to be able rest assured that through our operations, this goal will certainly achieve today, we had obtained the communication with the domestic dozens media reporters ahead of time, now they have prepared the news release of «Hero» box office counterattack, will concentrate to report one round on the media tonight to tomorrow, stressed the attention of audience.” 时至中午,《英雄》出品方以及整个主创核心团队在一起开会,章伟平在会上动员道:“我们今天的目标是让《英雄》的票房达到1000万以上,请大家放心,通过我们的运作,这个目标今天一定会达到,我们已经跟国内几十家媒体记者提前取得了沟通,现在他们已经准备好了《英雄》票房逆袭的新闻稿,今晚到明天将在媒体上集中报道一轮,把观众的注意力抓回来。” To make the audience be willing to take out money to watch the movie, must first first make the audience be interested in the movie, now the attention of audience completely centralized in «You Are the Apple of My Eye», if not create some eye-catching news, that «Hero» box office can in the future the servant street. 想让观众心甘情愿掏钱看电影,首先要先让观众对电影感兴趣,现在观众的注意力全部都集中在《那些年》身上,如果再不制造一些吸引眼球的新闻,那《英雄》的票房往后会更加仆街。 A public relations manager opening the mouth added at this time: „To let news obviously real, we have arranged the specialness of more than 20 various age levels ‚the audience’, they will accept the interviews of these media in the major theaters, stage we of interview had basically arranged, now also the issue, needs the further instruction of leader.” 一个公关经理这时候开口补充道:“为了让新闻更显真实,我们已经安排了二十多个各年龄层次的特殊‘观众’,他们将在各大影院接受这些媒体的采访,采访的台本我们已经基本上定好了,现在还有一个问题,需要诸位领导的进一步指示。” An employer representative opens the mouth to ask: „What issue has?” 一名资方代表开口问道:“有什么问题？” The public relations manager clears throat, said: „The stage itself/Ben about interview, we designed more than 30 editions, including more than 20 editions from each angle commended «Hero», for example is vast from the director and cast, the visual effect and investment, the epic feeling strong, reviews the history, to bring honor to the national essence and other aspects conducts 360 degrees commendation to our «Hero», was broadcast by the major media close cuttings, more than ten editions, were «You Are the Apple of My Eye» drew certain contrast, this group of stage this/Ben, will let the warm-hearted audience «Hero» and «You Are the Apple of My Eye» puts together contrasted, to «You Are the Apple of My Eye The» sentiment love love and depth are insufficient, the empty boasting three views are not even launching certain attack impetuously, we cannot make up mind now, is on this batch of stage books.” 公关经理清了清嗓子,说:“关于采访的台本,我们设计了三十多版,其中有二十多版是从各个角度称赞《英雄》的,例如从导演、演员阵容、视觉效果、投资浩大、史诗感强、重温历史、弘扬国粹等多个方面对咱们的《英雄》进行360度称赞,然后再由各大媒体交叉剪辑播出,还有十多个版本,是和《那些年》进行了一定对比的,这批台本里,会让热心观众将《英雄》和《那些年》放在一起对比,对《那些年》的情情爱爱、深度不足、浮夸浮躁甚至三观不正进行一定的抨击,我们现在拿不定主意的,就是到底上不上这批台本。” The employer representative knits the brows, asks: „Can put out such a stage this to come out to give an example specifically?” 资方代表皱了皱眉,问道:“能不能具体拿出一个这样的台本出来举个例子？” „Good!” The public relations manager nods, takes up a print file, said: „ For example this stage itself/Ben: “好！”公关经理点点头,拿起一份打印文件,说:“比如这条台本: The reporter asked the audience: Hello, I am xx reporters, wants to interview your, had you just watched «Hero» this movie? 记者问观众:您好,我是xx台的记者,想采访您一下,请问您是不是刚看过了《英雄》这部电影？ The audience nod, said: Yes, just looked. Saying, but must in making a move the movie check stub. 观众点头,说:是的,刚刚看完。说着,还要拿出手中的电影票根。 The reporter then asked: I want to ask that your, how do you appraise to «Hero» this movie? 记者接着问:我想问您一下,您对《英雄》这部电影如何评价？ The audience give the thumbs-up, expression sincere reply: Very good, is these years has really watched the best domestic-made movie, Director Zhang Yimou the ability of structure serious theme was really strong . Moreover the movie was the big manufacture, looked at that visual effect feeling in the movie theater is really good, shocked specially! ” 观众竖起大拇指,表情真诚的回答:非常棒,真的是这些年来看过最棒的国产电影,张亿谋导演构架这种严肃题材的能力实在是太强了,而且电影是大制作,在电影院看那种视觉效果感觉实在是太棒了,特别震撼！” The reporter asked again: Another has simultaneously looked in movie «You Are the Apple of My Eye» you of screening? ” 记者再问:另外一部同时在上映的电影《那些年我们一起追过的女孩》您看过了吗？” Audience reply: That movie I also looked. 观众回答:那部电影我也看了。 The reporter asked: You felt that, compared with «You Are the Apple of My Eye», what different place «Hero» has? ” 记者问:那您觉得,和《那些年》比起来,《英雄》有没有什么不一样的地方？” Audience reply: The disparities of these two movies were too obvious, is not only the disparity in theme and type is obvious, the connotation, background and ornamental significance have very big disparity, I thought that «Hero» this type based on the movie that the historical and China tradition Wuxia spirit builds, is must come to see to feel that to the movie theater to shock, as for «You Are the Apple of My Eye», I thought that this movie whole looks like one bowl of instant noodles, a person eats at home well. ” 观众回答:这两部电影的差距太明显了,不光是题材和类型上的差距明显,就连内涵、底蕴、观赏意义都有很大的差距,我觉得《英雄》这种基于历史和华夏传统武侠精神打造的电影,是一定要到电影院来看才能感受到那份震撼的,至于《那些年》,我觉得这部电影整体就像是一碗方便面,一个人在家里吃吃就好。” Listens to the public relations manager to speak this set of stage itself/Ben, more than ten people of complexions in entire conference room are various. 听公关经理讲完这套台本,整个会议室内的十几号人脸色各不相同。 Expression ugliness of as always Director Zhang Yimou, the expression somewhat joyful look of employer representative, as for others, majority somewhat is actually panic-stricken. 张亿谋导演的表情一如既往的难看,资方代表的表情倒是有些欣喜的神色,至于其他人,大部分都有些惊恐。 The silent moment, the employer representative said: „I thought that such interview stage this is very interesting, on the one hand can attract the audience to watch «Hero» to the movie theater, on the one hand can make these be interested to the movie theater in looking that " You Are the Apple of My Eye » user shrinks back at the sight, the love movie of this no scene feeling, had a look to pirate dvd to be enough at home, definitely does not need to arrive in the theater.” 沉默片刻,资方代表说:“我觉得这样的采访台本很有意思,一方面可以吸引观众到电影院来观赏《英雄》,一方面又能让那些有兴趣到电影院里看《那些年》的用户望而却步,这种没任何场面感的情爱电影,在家里看看盗版dvd就足够了,完全没必要到影院里来。” At this point, employer representative said with a laugh said: „My suggestion this uses the similar stage, we cook up one wave on the media fiercely, simultaneously starts network water army again, making them also online push our «Hero», simultaneously scolded «You Are the Apple of My Eye», did in the online reputation «You Are the Apple of My Eye», only then its reputation got down, our development opportunities were bigger!” 说到这里,资方代表笑着说道:“我的建议是把类似这样的台本都用上,我们在媒体上猛炒一波,同时再发动网络水军,让他们也在网上推我们的《英雄》,同时骂一骂《那些年》,把《那些年》在网上的口碑搞下来,只有它的口碑下来了,我们的发展空间才更大！” At this time, a management of product company opened the mouth saying: „Chief Liu, «You Are the Apple of My Eye» is the Muye Pictures first Cinema movie, if we attack to discredit it, if angered Muye Pictures even is Muye Science and Technology, we may hold the hornet's nest!” 这时,一个出品公司的管理层开口道:“刘总,《那些年》是牧野映象的第一部院线电影,如果我们攻击抹黑它的话,万一惹怒了牧野映象甚至是牧野科技,那我们可就是捅了马蜂窝了！” This saying, many expressions change color instantaneously. 这话一出,不少人表情瞬间变色。 Truly, takes a broad view at the entire China private enterprise camp, who dares to be all right to provoke Muye Science and Technology? The Li Mu this fellow domestic influence is quite powerful, is the most well-respected private enterpreneur even philanthropist, the business influence strength is also in the private enterprise eminent without a doubt, how many companies wish one could to hide from him to be distant on the path of development, who dares to look for his trouble on own initiative? 确实,放眼整个华夏民营企业阵营,谁敢没事招惹牧野科技？李牧这家伙在国内的影响力极为强大,又是最受推崇的民营企业家甚至慈善家,企业影响力也是民营企业中毫无疑问的翘楚,多少公司在发展的道路上都恨不得躲他远远的,谁敢主动找他的麻烦？ But, that employer representative actually sneers saying: „Muye Science and Technology how? It is truly good on internet, what however in other domains is? We are to attack it and let the audience compare now with us and their movie, this can attract sufficient attention, is this, we more must grasp Muye Pictures on own initiative, even if touches the porcelain forcefully, must tie up in us them together, if can make others think that «You Are the Apple of My Eye» can think «Hero», we were successful half!” 可是,那资方代表却冷笑道:“牧野科技又怎么样？它在互联网上确实很牛,但是在其他领域算什么？我们现在就是要攻击它、让观众拿我们和他们的影片去比较,这样才能吸引到足够的关注度,越是这样,我们越要主动抓紧牧野映象,哪怕是强行碰瓷,也要把他们跟咱们捆绑在一起,如果能让别人想到《那些年》就能想到《英雄》,那我们就成功一半了！” The «Hero» investor came from the entity industry, and has no connection with internet, even if Muye Science and Technology, the Li Muying loud strength is powerful huge, they did not worry that can draw on the retaliation of Muye Science and Technology, instead in their opinion, the box office of this movie is most important. 《英雄》的投资方来自于实体行业,与互联网并无任何瓜葛,所以即便是牧野科技实力强大、李牧影响力巨大,他们也丝毫不担心会招来牧野科技的打击报复,反而在他们看来,这部电影的票房才是重中之重。 If this movie box office servant street, then the following overseas market will also come under the enormous influence, Hollywood Comrade Harvey is the vampire of brute, he about purchasing the specific provision of this movie overseas distribution rights has not discussed gathers together, this is also his consistent working repertoire, the offer that if this movie in the China Mainland servant street, Harvey gives when the time comes was perhaps lower, by that time, this movie is going to face, perhaps is the complete failure globally. 如果这部电影票房仆街,那么接下来的海外市场也会受到巨大影响,好莱坞的哈维同志就是个人面兽心的吸血鬼,他关于购买这部电影海外发行权的具体条款还没谈拢,这也是他一贯的做事套路,如果这部电影在华夏内地都仆街的话,那哈维到时候给的报价恐怕就更低了,到那个时候,这部电影将要面临的,恐怕就是全球范围内的彻底失败。 To capital as well as product side, this is in any event the unacceptable aspect. 对资方以及出品方来说,这是无论如何都不能接受的局面。 Therefore, after silent several minutes, produced the side finally and capital reached the agreement, since «You Are the Apple of My Eye» were the express train that the present domestic box office makes money, then must with most be able to trigger the way of dispute, «Hero» will tie up with «You Are the Apple of My Eye» forcefully together! 于是,在沉默了几分钟之后,出品方终于和资方达成了共识,既然《那些年》是现在国内票房赚钱的快车,那么就必须要用最能引发争议的方式,将《英雄》跟《那些年》强行捆绑在一起！
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