Domestic theatrical box-office day to another key difference[p = null, 2, left] Source: New Generation i horse culture industry found that Chinese art films, presents a unique industry trend. Either a lot of money, or to absolutely no one. This article Source: Chin wonderful film studio, @ edit cloth (private micro letter '285463964') editor. It explores the secret art film at the box office. [P = 28, 2, center] 300) this.width = 300 '\u003e Recently, two domestic art films at the same time to enter the market, one is directed by Diao Yinan screenwriter, Liao Fan, Guey Lun Mei, Wang Xuebing starring' day fireworks ' Murder Case tells a love story of redemption, another pioneer female director Ning Ying is directed, starring Jingchun 'Police Diary' tells the true story of an ordinary police 郝万忠. Both films have won international A Level Film Festival affirmation and recognition, the former winning the 64th Berlin Film Festival Golden Bear for best film and the Silver Bear for Best Actor, which also won the first of the 26th Tokyo International Film Festival Best Actor last year Laurel Award, although awards have weight, but the two pieces on March 21, 2014 at the same time on the market, but the box office potential of showing rainbow night, still can not help striking. As of April 1, 'day fireworks 'Up to 87.8 million at the box office, behind sheet can maintain more than 10%, and' 'just over 300 million at the box office, behind sheet may have been negligible, according to their market performance as well as behind the release of the movie, the' police diary day fireworks 'There is further room for growth, the key is broken after nine can go far, but' the police diary 'is hopelessly broken four. The same as the A class international film festival award-winning film, Why the situation occurs rainbow night? same schedule, can accommodate two art films? In addition to the subject matter, volume, and other factors influence the festival, two on the promotion and marketing and what is the difference? Or, how best to operate on a promotional marketing winning art film I Fucai, willing to work with you to explore twelve Let's first look at a set of data:?. [table = 98%] [td = 6,1,568] [p = 24, 2, center] domestic-winning film awards and box office records (RMB) [p = 24, 2, center] Note: This table only study unit since 2011 and has been in the country winning films screened at the international A-class film festival main competition [td = 45] [p = 24, 2, center] No. [td = 104] [p = 24, 2, center] title [td = 92] [p = 24, 2, center] winning date [td = 164] [p = 24, 2 , center] major awards [td = 82] [p = 24, 2, center] Release date [td = 81] [p = 24, 2, center] domestic box office [td = 45] 1 [td = 104] Bai Lu Yuan [ td = 92] 2012 年 2 月 19 日 [td = 164] of the 62nd Berlin International Film Festival Best Artistic Contribution Award (Photography): Lutz [td = 82] 2012 年 9 月 15 日 [td = 81] 13326 Wan [td = 45] 2 [td = 104] battle [td = 92] 2013 年 06 月 23 日 [td = 164] The 16th Shanghai International Film Festival Best Actor: Nick Cheung Best Actress: Li Xin Qiao [td = 82] 2013 年 8 月 16 日 [td = 81] 11682 万 [td = 45] 3 [td = 104] day fireworks [td = 92] 2014 年 2 月 16 日 [td = 164] Article the 64th Berlin Film Festival Golden Bear for best film: Diao Yinan, Silver Bear for Best Actor: Liao Fan [td = 82] 2014 年 3 月 21 日 [td = 81] 8780 万 (release of) [td = 45 ] 4 [td = 104] Guanyin Mountain [td = 92] 2010 年 10 月 31 日 [td = 164] 23th Tokyo International Film Festival Best Artistic Contribution Award: Li, Best Actress: Fan Bingbing [td = 82] March 4, 2011 [td = 81] 6930 万 [td = 45] 5 [td = 104] Simple Life [td = 92] 2011 年 9 月 10 日 [td = 164] 68th Venice Film Festival Best Actress: Deanie Ip [td = 82] 2012 年 3 月 8 日 [td = 81] 6810 万 [td = 45] 6 [td = 104] Detective Hunter Zhang [td = 92] 2012 年 06 月 24 日[td = 164] 15th Shanghai International Film Festival Best Director: Gao Qun Shu [td = 82] 2012 年 7 月 20 日 [td = 81] 770 万 [td = 45] 7 [td = 104] piano Steel [ td = 92] 2010 年 10 月 31 日 [td = 164] 23th Tokyo International Film Festival Best Actor: Grace Wang [td = 82] 2011 年 7 月 15 日 [td = 81] 655 万 [td = 45 ] 8 [td = 104] to the mountain [td = 92] 2011 年 10 月 30 日 [td = 164] The 24th Tokyo International Film Festival Best Artistic Contribution Award [td = 82] 2011 年 11 月 3 日 [td = 81] 4.9 million [td = 45] 9 [td = 104] police diary [td = 92] 2013 年 Air Jordan 13 Retro 10 月 25 日 [td = 164] The 26th Tokyo International Film Festival Best Actor: Jingchun [td = 82] March 21, 2014 [td = 81] 330 万 (release of) [td = 45] 10 [td = 104] Hello! Mr. Tree [td = 92] 2011 年 06 月 19 日 [td = 164] The 14th Shanghai International Film Festival Jury Prize, Best Director: Han Jie [td = 82] 2011 年 11 月 4 日 [td = 81] 245 万 [td = 45] 11 [td = 104] Xiao Hong [td = 92] June 24, 2012 [td = 164] 15th Shanghai International Film Festival Best Photography: Stone Luan [td = 82] 2013 年 3 月 8 日 [td = 81] 195 万 [td = 45] 12 [td = 104] crowded [td = 92] 2011 年 9 月 10 日 [td = 164] 68th Venice International Film Festival Silver Lion Award for Best Director: Caishang Jun [td = 82] 2012 年 8 月 3 date [ td = 81] 100 万 [td = 45] 13 [td = 104] Reunion [td = 92] 2010 年 2 月 21 日 [td = 164] 60th Berlin International Film Festival Silver Bear for Best Screenplay: Wang Chuan, Dina [td = 82] 2013 年 9 月 19 日 [td = 81] 35 million Chinese film market since 2010 total box office breakthrough billion mark, the next step can be said to be a step, even last year, winning in 21.77 billion yuan, while in 2014 the opening years of the popular trend unabated, February single month more than 30 million total box office has more than 2007, which is hard to imagine a few years ago. However, the domestic art films has been stagnant, but now they see the light. Notwithstanding the above table five break 60 million fine Air Jordan 11 study but an illusion. 'White Deer' and 'fighting' full commercial operation, already out of the scope of an artistic film, in the following discussion, I will try to avoid these films, because they are just icing on the cake for the award. In addition, the table also does not count other film festival award-winning film, has yet to release the award-winning film, gains have failed to award-winning art film. If all figured out, some scary. Without further ado, Syria, the following entry to the topic, explore the award-winning art piece of propaganda ideas and practical operation, since the other films separated by long, mainly in the 'day fireworks' and 'Police Diary' as an example. 1, schedule: How long after winning the release of the most appropriate piece of art in the domestic market this lack, if not get the prize in the international arena, is undoubtedly worse. One international directing here to disclose his real name surname, last year made a movie, clips sent a complete A-level film festivals, unexpectedly were not favored, had re-cut, this time by another A-rated movies Excerpts White Competition, but only a small prize, has not been more attention, in domestic release seems nowhere in sight, and now there is no news. Thus, attend the festival to win a prize, in addition to artistic skills recognized on the energy released when mainly to add some weight in the mainland. So, how long after winning domestic films more appropriate? 'Guanyin Mountain' separated for four months, 'Simple Life' separated for nearly half a year, but the 'Simple Life' has won the Golden Horse Awards in Taiwan in the year after the Venice Film Festival Best Director, Best Actress, Best Supporting Actor awards and other heavyweight. Starring two also have a strong appeal, Fan Ye, as a topic of the Queen, claiming, 'I can be on the news headlines,' Andy steeped entertainment for many years, just wear a military coat can be the headlines. In short, they can extend the shelf life of the award-winning movie. 'Steel Chin', 'Xiao Hong', 'sea of people', 'Reunion' and other films, also the shortest interval of nearly nine months. Several films, without exception, neither the first-line star sits, the creative minds at the general audience is no visibility. Today, film festivals are everywhere, everywhere the red carpet, the past year, I do not know how much the film winning the prize, the audience hate the old, who are willing to spend money to go to the cinema to see an 'obsolete' movie? Even fully commercial operation ' White Deer 'and' battle ', separated by a very short time. And 'Detective Hunter Zhang' and 'Mt' and too hasty, 'Detective Hunter Zhang' as a small minority while the iron is squeezed into the summer movie files, the same as in the breaks against, 'the Hill' just winning the prize on release, also not enough time to do the warm-up. The most unfortunate when the number! 'Hello Mr. Tree', survive the summer stalls and national archives, but also failed to go far. In view of this, individuals still feel after winning art film, best release time should be between 1 - 2 months, otherwise the heat to cool, after this village no this shop. Rushed, not make the cover more viewers to maximize publicity. If first-line star sits, can be appropriately extended, but try not to exceed six months. Of course, this is not the golden rule, the so-called wise man must be a loss. Because we do not know when to award. After winning summer gear and catch up with New Year stall, as the Nike Free game is. In that case, or escape subtle, 鸡蛋碰石头, gray stone was crushed in a very low probability. Movie schedule on the table, five in March, July, two in August two, in September two, two in November. Two of which failed in March, 'the police diary' unwise and that the 'day fireworks' confront each other, I will not speak awards severity, 'day fireworks' before winning the prize, the heat is rising, where big enough for the old man. 'Police Diaries' is very strange to see people set schedule, rush bet, no publicity logic. 'Xiao Hong' and choose the 'Simple Life' the same schedule, but small awards, and no Andy. Although November two films have failed, but I still believe that the future art films in order to give it a try, choose March and November is a little tricky point. After all, all around the same order of movie, you have probably mixed Chuming Tang. The same schedule, it's best to stagger across the same film, after all, no audience in a good mood, just by a lot, 'education', and ran into the cinema to accept the 'education' again. 2 Awards: How to maximize its efforts to promote the festival period, the media flocked to the audience read newspapers online to play casually browse all phone-related news, the award-winning non-winning scenery can follow one, then hold a high degree of concern high, however, the festival was over, these non-commercial films like water dripping into the sea, could no longer play waves. So, how to continue to get attention winning film? 'Daytime fireworks' is a good example, after returning to the aftermath of the Berlin Film Festival to bring, became major media headlines regulars. February 16 awards, February 19 on the release of the Golden Bear commemorative poster, posters creative, innovative design, this is not just three or two days can live out should be already be prepared, not winning is winning it, winning the icing on the cake, speculation also has a gimmick, if unprepared, two bears in a hurry to get on the poster, I guess we could not get much reaction scared; February 24, Huayi Brothers hold 'actor forty · escapement Bear Returns' celebration We will reach a win-win situation and movie stars; February 27, the film and held a celebration in Beijing, at the same time set the schedule. From winning to set file, only every ten days, in addition to winning the big event, there are two event marketing, this has not statistical winning media group to visit the central figure, the number of the interview, as well as the major topic of media production, So to make a big move in the continuous time-intensive, heat naturally stay high, and quickly set the schedule, then the focus turned to the audience on March 21. In contrast, 'the police diary,' won the best actor award last year at the Tokyo Film Festival, has disappeared, I do not know why, suddenly held a press conference on March 13 this year, announced on March 21 given file, known as the 'day fireworks '' realignment. ' Regardless of the size of the severity of awards, one from the publicity, it has lost the right place. No pre-bedding, winning a long time and, like a heavenly dip for the audience. The 'day fireworks' going to the fire, was released the same day, is tantamount to adding to competitors salary plus firewood. Therefore, since the award-winning, and we do not hide, show them something right out, always attract a lot of people's eyes. And this time, the media happy publishing side, the audience willing to see, would not everyone is happy. Of course, in all the awards, best picture, best director, best actor and actress of course the most gimmick. 3, Business: artistic film needed an aphrodisiac movie is different from the other arts, only one person or a small number of people can be completed. Film takes a lot of money to build the group, filming, editing, publicity and other efforts did not know how many people back and forth. This determines that it must happen commercial activity, otherwise better to go home selling sweet potatoes. Therefore, the division of art films and commercial films is actually very inaccurate. However, since we have become accustomed to this, also no change. In fact, the biggest challenge faced by art piece than the acceptance of Air Jordan 19 the audience is relatively low, mention art films, you first reaction is nausea, can not read. In this regard, the propaganda art films here should also start to explore the elements of the film business, and through various forms of exposure, delivered to the front of the audience. Awards of course in favor of commercial success, but specific to the operation, must also proceed from the movie itself. Personally I think that the type is always the first selling point of the film. In simple terms, 'Thai embarrassing' as a comedy, if only a few innocuous throughout humor, someone will look at it? As another example, 'Monkey King' is a fantasy film, of course, by a large number of special effects magic and gorgeous scenes to win, so while the story is outrageous, not hinder it profitable. Art films has never been the type of film, it was demonized. Movie the previous table, 'White Deer' is a historical / Love, 'battle' sports / action, 'Guanyin Mountain' is the youth / Love, 'Simple Life' is the ethics, 'day fireworks' is a crime / love, 'Detective Hunter Zhang 'is a detective / crime,' Steel Chin 'is a black comedy,' the Hill 'is a road movie,' Police Diary 'is a detective / crime!' Hello Mr. Tree 'is a fantasy / comedy,' Xiao Hong 'is Biography / History, 'sea of people' is the suspense / crime, 'Reunion' is the ethical / love, they have their own type, in that case, it is necessary in the poster, notice of these elements will be done so thoroughly. Insiders also believe that the movie is selling experience. But how to make the audience experience? Comedy brings laughter experience, road movies bring in the way of experience, many Nike Shoes viewers can not go through life in reality, watching a movie to be considered enjoyable experience so-called experience, but finally the type on to be strengthened. Or in 'day fireworks' as an example. The film type of crime / love, thereby extending some detective / suspense elements, but the film is all the publicity materials Proceeding from this, the specific details of the movie is the film's elements, such as murder broken history, skates weapon, Crime love and sex. January 15, the 64th Berlin International Film Festival announced the list of the main competition, the next day 'day fireworks' on the release of the leading poster, 'Gui Lun Mei played Guilty wonders'; February 12 world premiere in Berlin, then in the country ahead two days is February 10 released a pilot trailer, 'Gui Lun Mei Liao Fan crimes of passion love', 'Gui Lun Mei, Liao Fan, Wang Xuebing jointly interpretation snow crimes love spectacle,' premiered the same day it is, 'Gui Lun Mei interpretation noir'; February 16 day summit, various interview after another, media exposure surged, social media also widely participate in the discussion, which is the general trend, the film side is taking advantage of the launch of commemorative poster, a black coal amputation, a railway line diagram of the human body, this all the elements of the film, very clever, 'hidden under criminal incidents spectacle true love and warmth'; Qian Wenyi speaking after returning two activities, but also announced the scheduled day of the three-speed single version of 'ice-breaking' poster equinox snowmelt, love can break the ice, can speak through these means; March 10 launch of 'Burning Love' version of the trailer, there are still cut Murder case, but stressed that 'Gui Lun Mei monologue affection'; March 17 launch of the ultimate poster and trailers, posters still 'Gui Lun Mei, Liao Fan, Xuebing three criminal love story,' Soon it is revealed more details of the crime; and March 18, exposure shootout, 'scenes of violence tribute Takeshi Quentin'; March premiere in Beijing on the 19th, 'Liao Fan Kwai Lun Mei licensing' will film the crime of love 'impossible' into reality 'may'; bring suspense factor double bear trend and the film after the release, it quickly became a hot topic while the film side also on March 24 launched Liao Fan 'Square Dance' video clips, 'Bear Emperor moment'; March 27 launch of Kwai Lun Mei 'crime Beauty' posters and 'long shot trial segments.' The scope of the above study, it did not examine stills, and a variety of work according to an interview with videos, posters, after all, the trailer is the most ambitious film side included hard goods. According to the above order, we will find that 'day fireworks' from beginning to end without departing from the crime and the love of these two points. Of course, the biggest selling point is the film's star. The key is how to match the type of star with each other. 'Daytime fireworks' Before winning flagship Guey Lun Mei complete, a literary goddess how to interpret the northeast of Taiwan Davenport, also throws a lot of topics, after Diao Yinan and Liao Fan crowned, Liao Fan became major media headlines, Kwai Lun Mei have to catch up with the trend. Later, materials and topics the two of them who are mostly in output. Diao Yinan's 'art film at the box office of' insist on its own for many years, is also a successful breakthrough, and another starring Xuebing driven mainly by topic, Berlin returned by the 'most likely to ignore the acting school' and other topics also attracted the attention of some visitors. The 'police Diary' less material, but no fine, especially the notice, the audience watched I do not know why. In fact, the biggest problem is the main theme of the hat not afford to pick, although this can bring 'the first day of discharge sheet must be at least 10%' of administrative intervention, but for the audience, who look at a piece of his own party do not know what to talk about movies , that do not know the type, and then did not take advantage of 'Tokyo Film Festival winner' of the title, and so I came out to say Berlin winner and a winner last year, then, it would not be too late. 4, capital and resources: its marketing is an investment of time winner previously said the best art films released in 1 after winning - between February, the main consideration to the film side does not or do not want to 'throw money' to the promotion and marketing. I have met many of the 'three noes' propaganda responsible for small budget films, they come clearly told that no money, please spend more effort on the new media. In fact, in order to do a good job promotion and marketing of a movie alone simply can not get out the effect of new media, new media needs to match the big event marketing. I ask, 'day fireworks' If not a stone's throw double bear, to get so much attention? Yes attract opinion leaders at all levels and the majority of the audience spontaneously discuss hot it? As an aside, these days swept through the media. ' See Monday ', if not the male care of the household away near a small three this event, it can quickly become a national topic? GJM its' small time ', often in their own micro-blog published material, just one, there are hundreds of thousands of forwarding and comments, This is a typical fan of marketing. Ang Lee is the BUG-class people, two Oscars in hand, the world will dozen, Chinese world only this one, so his 'juvenile school' when released in China, propaganda is minimal. As I understand it, one after the four major portal sites and entertainment editor, in order to produce Ang Lee movie themes, looking for 'young school' of domestic propaganda to see the film, but was 'we only find four portals reporters phrase' denial, finally he had his own pocket to buy a ticket to Air Jordan 13 Retro see. If this was put to other films, much more money, please. Speak out and no other meaning, just I want to tell everyone that the 'three noes' cost of the movie, you need to spend a lot of money into promotion and marketing to go. For more art films as such, other small-budget film itself is low quality, want nothing more than a stroke. And after winning art pieces, quality and security, winners added exposure and attention, if the type of clear, without increasing its marketing efforts really a pity. It is reported that, 'day fireworks' This investment in the promotion and marketing of more than 20 million, roughly equal with production costs. And one of the film investors Jiangsu happy Blue Ocean Film Co., Ltd., and its subsidiary is not only theater, behind more JBC Group Fengyun trees. In this way, 'day fireworks' has been forcibly implanted in each program JBC. This resource is clearly immeasurable. We can even say that awards are halo, halo business is the anchor, while funding and resources are able to buy or replacement aura and commercial output channels. According to investment ratio, the personal feel of a small-budget film, neither the resources, nor the star advantages, we must put two more on the production costs of promotion and marketing, in order to get more publicity resources. Conclusion: art films is the face of a movie's success is everyone's responsibility, need to consider a number of factors, some of the points mentioned above, only some of the factors for reference purposes only. If inappropriate, but please forgive me. Last point, art films as a country movie face, the perennial 'wall flower wall incense', can not help but frustrating. Hope SARFT open censorship, and support policies, like France, Taiwan will lose money, 5% of movie special resources should spit it out, support more good movies; art creators hope to be a little bit commercial elements into account ; hope to participate in the first-line star, headlines will rely on you; the hope that the media reported a little less celebrity gossip, more focus on some of the films was observed; hope the audience eager to be at Air Jordan 13 Retro the same time entertainment, but also to accept a little longer, 'education' will be a good future ...... 'daytime fireworks' is a vivid example.