RINAPE :: Volume #12

#1121: Encircle!

LNMTL needs user funding to survive Read More

In this time, Li Mu may be called the entire internet domain operation expert immediately absolutely, is extremely strong to the situation control strength, especially in gambling, can see the opposite party weakness, and formulates hits an opposite party seven cuns (2.5 cm) efficient fighting method specially. 在当下这个时代,李牧绝对堪称整个互联网领域的运营高手,对局势的把控力极强,尤其在博弈的时候,能够一眼看出对方弱点,并且制定专打对方七寸的高效打法。 The investment of «Hero» this movie in hundred million Yuan scale, produces the side and capital side financial resource naturally cannot be underestimated, this point list within one day bought the behavior of big several million box office to look from the opposite party, if put together money purely, Li Mu although did not fear the opposite party, but that method to Li Mu, the sense of achievement was insufficient. 《英雄》这部电影的投资就在亿元规模,出品方以及资本方财力自然是不容小觑,这一点单从对方一天之内买了大几百万票房的行为就可以看得出来,如果单纯拼钱,李牧虽然不惧对方,但是那种玩法对李牧来说,成就感不够。 The Li Mu present mentality is, with several million comes out to do this with drawing of «You Are the Apple of My Eye» close bundle, for fries again high «You Are the Apple of My Eye» topic, further squeezes " Hero » heat degree rise space. 李牧现在的思路是,拿几百万出来搞这个与《那些年我们一起追过的女孩》紧密捆绑的抽奖活动,为的就是把《那些年》的话题度再度炒高,进一步压榨《英雄》的热度上涨空间。 The activity that Li Mu must conduct, the prize line setting is rich, from the biggest award to the comfort prize, altogether divided four shifts . Moreover the number of users that the activity benefits reaches several hundred thousand much, so many shifts and opportunities, for is to the full the participation enthusiasm that promotes the user. 李牧要搞的这个活动,奖品线设定非常丰富,从最高奖到安慰奖,一共划分了四个档位,而且活动惠及的用户数多达几十万,如此多的档位和机会,为的就是最大程度提升用户的参与积极性。 But the user participates in the threshold also setting of this activity unusual is accurate, so long as is the YY user, so long as there is a «You Are the Apple of My Eye» shadow ticket checkstub then participates, in other words, the user wants to participate, must first enter the movie theater to look at «You Are the Apple of My Eye» time, if has looked at the user, without shadow ticket checkstub is unable to participate, to participate in this event, can only enter the movie theater two to brush again. 而用户参与这个活动的门槛也设定的非常精准,只要是yy用户,只要有一张《那些年》的影票存根即可参与,也就是说,用户想参与进来,首先要进电影院看一次《那些年》,如果是看过的用户,在没有影票存根的情况下也无法参与,如果想参与这场活动,就只能再次进电影院二刷。 Every day 10,000 people of comfort prizes have value 60 Yuan YY a half year of member, but the movie ticket is highest 30 Yuan, therefore the participation cost is not high, must have certain promotion to the enthusiastic promotion of user. 每天一万人的安慰奖都有价值六十元的yy半年会员,而电影票最高不过才三十元,所以参与成本并不算高,对用户的积极性提升应当是有一定的推动。 If can borrow this activity, attention of user pull-up, then the opportunity of «Hero» no counterattack, if compared with information delivery ability, «Hero» back capital even if puts out two again hundred million, still at all is not the Muye Science and Technology opponent, the Muye Science and Technology present information delivery ability, is next to CCTV internally, moreover oneself resources, how oneself use, the cost lowers to can ignore. 如果能够借这场活动,把用户的关注度拉升,那么《英雄》就更没什么逆袭的机会了,如果比信息投放能力,《英雄》背后的资方就算再重新拿出两个亿,也根本不是牧野科技的对手,牧野科技现在的信息投放能力,在国内仅次于央视,而且自己的资源,自己怎么用都可以,成本低到可以忽略不计。 ...... …… Next day, when the Muye Science and Technology technology team is working overtime protects the activity to get online, " Hero » the day before buying a ticket room, and media follow up to propagandize and bump the porcelain «You Are the Apple of My Eye» method had some effects, really one batch of not understanding the true situation eating melon people, because of seeing the news chose to enter movie theater buying a ticket to watch this movie. 翌日,就当牧野科技的技术团队正在加班加点力保活动上线的时候,《英雄》前一天买票房,以及媒体跟进宣传、碰瓷《那些年》的手段有了些许效果,果然有一批不明真相的吃瓜群众,因为看到了新闻而选择走进电影院买票观看这部电影。 But " Hero » capital decision makes persistent efforts , to continue the buying a ticket room, moreover buy yesterday are more than! 而《英雄》的资方决定再接再厉,继续买票房,而且要比昨天买的更多！ According to the entire product side and result of capital team joint consultation, today's plan is to buy 15 million box offices, then pushes one wave with the media fiercely, strengthens " Hero » box office „rises in the reverse direction” concept, lets «Hero» in the field of vision that returns to the populace to pay attention, sometimes to noon, when " Hero » team discovered Li Mu has no statement and feedback, their hearts are somewhat ready to make trouble suddenly. 按照整个出品方与资方团队共同协商的结果,今天的计划是买到一千五百万票房,然后再用媒体猛推一波,加强《英雄》票房“逆势上扬”的概念,让《英雄》回到大众关注的视野中来,时至中午,当《英雄》团队发现李牧没有任何表态与反馈的时候,他们的心忽然有些蠢蠢欲动。 Produces in the side representative to have one person to propose, since Li Mu, Muye Science and Technology and Muye Pictures have not responded, then for a penny and for a pound , to promote 20 million today's box office simply, before surpassing «You Are the Apple of My Eye» , when the one-day 18 million box office records that sets, as the matter stands, propaganda topic will have the qualitative promotion. 出品方代表中有一人提议,既然李牧、牧野科技、牧野映象都没有回应,那么就干脆一不做二不休,把今天的票房提升到两千万,超过《那些年》之前创下的单日一千八百万票房纪录,这样一来,宣传时的话题度就会产生质的提升。 Entire team after discussing, unanimously passed this to seem like the adventure, was attractive the incomparable plan. 整个团队在商讨过之后,全票通过了这个看似冒险,却又诱人无比的计划。 The cost of buying a ticket room is not high, after all the box office is the film and television company and Cinema divides up money together, this sum of money can also come back a big part, the remaining that costs, although fed Cinema, but the advantage is also very obvious. 买票房的成本并不算高,毕竟票房本身就是影视公司和院线共同分账,这笔钱还能回来不小的一部分,剩下的那点成本,虽然是喂了院线,但好处也是非常显而易见的。 The most important advantage is the buying a ticket room at the same time definitely will promote a row of piece, originally " Hero » platoon piece quantity is insufficient, after guaranteeing a minimum the way buying a ticket room of 60% booking rates, Cinema had 60% safeguards, is naturally willing not to gain the number arrangement of such high proportion to it, as the matter stands, rehearsal will be raised rapidly, because before Cinema had such gray interest relations, was equivalent further pulled closer and distance between Cinema, in this case, on can smoother put in own demonstration material in major Cinema, further attracted the user.. 这其中,最重要的好处就是买票房的同时必然会提升排片,原本《英雄》的排片量不够,通过保底60%上座率的方式买票房之后,院线有了60%的保障,就自然愿意把更多赚不到这么高比例的场次安排给它,这样一来,排练量就会迅速提升,而且因为与院线之前有了这么一层灰色利益关系,也相当于进一步拉近了与院线之间的距离,这种情况下,就能更顺畅的在各大院线投放自己的展示物料,进一步吸引用户。 In Cinema movie audience community, after some host of audience to movie theater, decides to watch what movie, at this time whose platoon piece quantity big, whose offline material demonstration were quite many, who had the opportunity to win the box office of this group of audience, therefore the audience watched the movie to the movie theater sometimes, will discover in the shop, not only had the large poster of some unit of movie, even large number of dolls, sculpture and scene demonstrated that not only this represented movie product side's strength, represented the relations between product side and Cinema. 院线电影观众群体里,有相当一批观众是到了电影院之后才去决定看什么电影,这时候谁的排片量大、谁的线下物料展示比较多,谁就有机会赢得这批观众的票房,所以有些时候观众到电影院看电影,会发现店里不但有某部电影的大幅海报,甚至还有大量的公仔、雕塑以及场景展示,这不仅代表了电影出品方本身的实力,也代表了出品方与院线之间的关系。 According to convention, if the product side continual great writer of movie buys 35 days of box office, attains Cinema most platoon piece quantities. 按照惯例,如果电影的出品方连续大手笔买个三五天票房,就拿到院线大部分的排片量。 But the Cinema screening hall quantity is fixed, the number number that every day shows is also fixed, if the movie seized massive platoon pieces, will naturally have the huge oppression to other same time movies, made the audience of other movies arrive at the movie theater actually to discover that the row of piece quantity were too few, in a short time without the number, finally the movie that can only choose tall Paipian, this quite therefore used the compulsory method, plundered other movie's box office. 而院线的放映厅数量是固定的,每天放映的场次数也是固定的,如果有一部电影抢占了大量的排片,自然会对同期其他电影产生巨大的压迫,以至于让其他电影的观众到了电影院却发现排片量太少,短时间内没场次,最终只能选择高排片的电影,这就相当于是用强制性的手段,掠夺了其他电影本身的票房。 To the product side and capital, this business is worth, so long as the earlier investment can reverse the box office declining tendency, this sum of money can certainly double to gain, has not given any response while Li Mu now, hurrying has a wave of rhythm, once the rhythm own were brought, Li Mu was very difficult to reverse the aspect again. 对出品方以及资方来说,这笔买卖是非常值得的,前期的投入只要能够逆转票房颓势,这笔钱就一定可以加倍赚回来,趁着李牧现在没有给出任何反应,赶紧带一波节奏,一旦节奏被自己带起来,李牧就很难再扭转局面了。 However, " Hero » product and investment team obviously underestimated Li Mu, in this case, will Li Mu sit waiting for death? Regardless at any time, him is of genuine belt/bring rhythm. 不过,《英雄》的出品以及投资团队明显低估了李牧,这种情况下,李牧又怎么会坐以待毙？无论任何时候,他都是真正带节奏的那一个。 7 : 00 pm, when «Hero» by all kinds of spirit fields across the country great writer buying a ticket room, when all cooperation media prepare after 7 : 30 reported vigorously, YY leads you to review „You Are the Apple of My Eye” activity officially to get online! 当晚 7 点,就当《英雄》以各种各样的幽灵场在全国各地大手笔买票房的时候、当所有合作媒体准备在七点半之后大力报道的时候,yy带你重温“那些年”活动正式上线！ Li Mu encircles to fight in view of " Hero » non-contact begins officially! 李牧针对《英雄》的非接触围剿战正式拉开序幕！ YY tens of millions online netizens first received this blockbuster push, when they select the activity page finds out, discovered that Muye Science and Technology played an ultra-large writing skill loose wealth activity unexpectedly! yy数千万在线网友第一时间收到了这条重磅推送,当他们点进活动页面一看究竟的时候,才发现牧野科技竟然又玩了一个超大手笔的散财活动！ Every day draws 30 lucky audience to tour Ludao and daily 70 people free the star's autograph souvenir and 1000 YY coin and daily 10,000 people six months of YY member, moreover what is most fearful, must deliver three suites to come out unexpectedly, moreover is in 120 draws chooses at will! The heroic spirit is simply threatening! 每天抽取30名幸运观众免费游鹭岛、每天70人得明星签名纪念品和1000yy币、每天一万人得六个月yy会员,而且最可怕的是,竟然还要送三套房出来,而且是120平以内随意挑选！简直豪气逼人！ Three houses, other all sorts of award items, the actual cost puts together in addition also on several million scales, majority can have the advertisement in CCTV prime time the enterprise, light/only an advertisement investment in CCTV platform perhaps ten million/countless, but these enterprises will not bring this type „super local tyrant” and „disperses wealth young lad” shock to feel to the user, even is very difficult to make the user impression profound, but if brings the feedback user these money, can make the user especially shocking with esteeming, this is the Li Mu's operation strategy. 三套房子,加上其他的种种奖项,实际成本加在一起也不过就几百万的规模,大部分能在央视黄金时段打广告的企业,光是在央视一个平台上的广告投入恐怕就过千万,但是这些企业不会给用户带来这种“超级土豪”、“散财童子”的震撼感觉,甚至很难让用户印象深刻,但是如果把这些钱拿来回馈用户,就能让用户格外震惊与推崇,这就是李牧的运营策略。 Sure enough! This activity gets online, immediately detonated a super hot spot between the Internet users as well as others, the netizens are incomparable to Muye Science and Technology this local tyrant approach shock, but the most direct feedback, finds the way to participate immediately. 果不其然！这场活动一上线,立刻就在网民以及其他民众中间引爆了一个超级热点,网友们对牧野科技这种土豪做法震惊无比,而紧接着最直接的反馈,就是立刻想办法参与进来。 The means of participation are also very simple, nothing but is watches a movie, three ten Yuan, moreover this «You Are the Apple of My Eye» is good because of the online reputation, originally makes one anticipate, reason that has not gone to the movie theater to look, either does not want to schedule the time additionally, either does not think the extraneous expense money, but currently has promotion of Muye Science and Technology this activity, everyone produced must watch this movie in any event, the psychology of then participating in this activity. 参与的办法也很简单,无非就是去看一场电影,三十块钱而已,而且这部《那些年我们一起追过的女孩》在网上口碑非常好,本来就让人有所期待,之所以没去电影院看,要么是不想额外安排时间,要么是不想额外支出金钱,可是现在有了牧野科技这个活动的推动,大家心里都产生了无论如何要去看了这场电影,然后再参加这场活动的心理。 At this time, Zhao Kang appearance of water army hiding the sky and covering the earth! 就在这个时候,赵康的水军铺天盖地的出现了！ water army that if " Hero » team invited, was continuously the strength irregular, less than thousand people of mercenaries, that Zhao Kang water army simply was 1 million levels of regular armies. 如果说《英雄》团队请的水军,是一直实力参差不齐、不足千人的雇佣兵,那赵康的水军简直就是百万级的正规军。 water army team that Li Mu and Zhao Kang for a long time, so many energy as well as so much money pound, battle efficiency simply powerful to pinnacle, action from the beginning, these water army crazy adding fuel to the flames in all corners of network, through various methods, allowing the user to participate in „YY leading you to review You Are the Apple of My Eye” without hesitation. 李牧和赵康这么长时间、这么多精力以及这么多金钱砸进来的水军团队,战斗力简直强悍到了极致,行动一开始,这些水军就在网络的所有角落里疯狂的推波助澜,通过各种手段,让用户毫不犹豫的参与到“yy带你重温那些年”中来。 This batch of water army instigation ability was really powerful, quick drew the enthusiasms of overwhelming majority netizens, 30 Yuan watched a movie, abundant so many opportunities, even if an award item of lowest shift also gained, why not? 这批水军的煽动能力实在是太强大了,很快就把绝大部分网友的热情都拉动了起来,三十元看一场电影,博这么多机会,哪怕中一个最低档位的奖项也是赚了,何乐而不为呢？ Under publicizing of this idea, after this activity got online a half hour, the Cinema cooker of nation! 正是在这种理念的宣扬下,这场活动上线后的半小时,全国的院线都炸锅了！ Lots of netizens for this activity, flood into the movie theater in abundance, national most Cinema have not completed the access of Muying Ticket System, when the large audience gather in the movie theater, all «You Are the Apple of My Eye» number tickets were swept! 大量网友为了这场活动,纷纷涌入电影院,目前全国大多数的院线还没有完成牧影票务系统的接入,所以当大量观众汇聚到电影院的时候,所有《那些年》的场次余票都被扫荡一空！ The crazy user tonight all «You Are the Apple of My Eye» shadow tickets is sold out, may have considerable a large numbers of user unable to buy, therefore they will back off, altogether the next day ticket also speculative or fictious buying. 疯狂的用户将今天晚上所有《那些年》的影票抢购一空,可还是有相当一大批用户没能买到,于是他们退而求其次,一股脑把第二天的票也买空了。 The user who has not bought the ticket can only further urge, the request theater opens ahead of time sells the three days shadow ticket. 没买到票的用户只能进一步呼吁,要求影院提前开售第三天的影票。 The request theater opens ahead of time sells the three days shadow ticket, these are completely the concepts that Zhao Kang water army online instills into, they in online have given the user to exert the psychological suggestion of subconscious ahead of time: If the theater did not have the ticket, makes them open ahead of time sells tomorrow, such ticket in the hand, can upload the check stub to participate in the activity tomorrow! 要求影院提前开售第三天的影票,这些完全是赵康的水军在网上灌输的概念,他们早就在网上提前给用户施加了潜意识的心理暗示:如果影院没有票了,就让他们提前开售明天的,这样有一张票在手,明天就能上传票根参加活动了！ They also suggested that if next day also sold out, is unimportant, three days! 他们还暗示,如果第二天的也卖光了,不要紧,还有第三天！ If three days also sold out, is unimportant, but can also make Cinema add the field temporarily! 如果第三天的也卖光了,不要紧,还可以让院线临时加场！ „Temporarily adds field” this key point is very interesting, if some so many audience put forward requirement, Cinema must be excited, what «Hero» insurance is 60% box offices, but, so many audience at the scene, so long as increases a row of piece to «You Are the Apple of My Eye», inevitably is 100% booking rates, which is more cost-effective, these Boss Cinema is at heart clearer! “临时加场”这个关键点就很有意思了,如果有这么多观众提要求,院线不可能不心动,《英雄》保的是60%的票房,但是,这么多观众在现场,只要给《那些年》增加排片,必然是100%上座率,哪个更划算,这些院线老板的心里更加清楚！
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