Chapter 287 Promotional Strategy, "The Beginning" versus "Pillow Crime"

It’s July, and it’s summer time again.

At this time of year, there will be many movies and TV series released online, competing for the audience who are about to go on holiday.

The biggest feature of the summer season is that students are on vacation.

Students don't have to go to class, so they have more time to watch movies and TV.

Therefore, the main target group of film and television dramas aired in the summer is students.

Therefore, many youth TV series are scheduled to be broadcast at this time.

For example, TV series that tell the story of graduation season, or TV series that tell the story of youth campus.

Criminal investigation and suspense TV series are also good choices for the summer season.

The audience that likes to watch suspense TV series is younger than historical dramas and dramas.

"The Beginning" is scheduled to premiere on Tuesday, July 3rd.

The show has not yet been launched, but advertisers are already negotiating for spot ads.

However, so far, "The Beginning" has not officially released any commercials for its inserts.

The main reason is that the price did not meet the expectations of both parties.

Several advertisers that Ark Culture is negotiating with all offer around 2 million per item.

This price is actually not low.

If it is a TV series with a relatively large number of episodes, there will usually be 40 episodes, and there will be an interstitial advertisement at the beginning of each episode, each worth 2 million.

The advertising revenue for the entire TV series reached 80 million yuan.

TV series with A-level investment can directly recoup their capital by relying on interstitial advertisements, and all other income is earned.

Therefore, the price of an interstitial advertisement of RMB 2 million is actually very high.

Under normal circumstances, the average price of ordinary A-level TV series and commercials is around 500,000.

It can be seen that the price of 2 million offered by these advertisers for "The Beginning" is already quite high.

Of course, by offering such high prices, these advertisers are actually betting that "The Beginning" will become a hit.

If "The Beginning" is a hit when it first airs, then such a high interstitial advertising price will be a loss for advertisers.

However, once "The Beginning" becomes a hit after it is aired, the price of commercials will also skyrocket, and it will no longer be 2 million.

Fang Xing felt that the price of 2 million was almost unreasonable, so he didn't sign.

Advertisers, on the other hand, are worried that if "The Beginning" hits the market, they will lose a lot of money.

Therefore, the two parties failed to reach an agreement on the price of the spot advertisement and kept dragging their feet.

After a web drama starts broadcasting, you can add interstitial ads in subsequent episodes after determining the playback volume of the first few episodes.

Therefore, both parties are not in a hurry and can wait until the drama is released before signing the contract.

You can even sign up for each episode. The higher the number of views, the higher the advertising price. Once it hits the market, the price will plummet, which is quite exciting.

…

Since the summer season is a prime time period for TV series, competition is fierce.

All major video platforms have TV series targeting young audiences, ready to be broadcast in the summer.

The broadcast schedule is from early July to late July.

Some online dramas will try their best to avoid strong competitors during the launch time, so as to strive for higher launch data.

Fang Xing didn't think too much and launched "The Beginning" directly on Tuesday, July 3rd.

There is a reason why Tuesday was chosen.

In fact, most online dramas will be aired from Monday to Thursday.

Because weekends are the time for top variety shows to compete. If it airs on weekends, it will have to compete with top variety shows from major TV stations.

Competing with variety shows does not necessarily mean you will lose, but it will definitely have an impact on the launch data.

The launch data of online dramas will directly affect the platform’s subsequent promotion efforts and the price of interstitial advertisements.

Even if the playback volume is 10% lower due to the influence of weekend variety shows, it is still a huge loss.

Therefore, online dramas will be broadcast on working days.

…

In addition to "The Beginning", TV series scheduled to be aired during the summer season in July include "Ivory Time" by Xiangguo Video and "Blooming Season" by Wandou Video.

In addition, the suspense drama "Pillow Crime" produced by Red Film and Television has also been squeezed into the early July schedule, and it will be broadcast on multiple platforms.

Moreover, the broadcast platform also includes Penguin Video.

Penguin Video is a commercial video platform. As long as it can make money, it will naturally not refuse cooperation.

Therefore, the total investment in "Pillow Sin" produced by Red Film and Television was more than 80 million, and the leading actors were all popular actors.

A TV series with this level of investment is already a major production among online dramas.

Because S-level productions with an investment of more than 100 million are usually considered for star status, while A-level investments in online dramas are already top-tier investments.

Coupled with the fame of the director and actors, "Pillow Crime" has great potential and is likely to become a big hit.

Penguin Video naturally cannot miss the opportunity to make money, so it will also launch "Pillow Sin".

This means that "The Beginning" will be broadcast on Penguin Video together with "Pillow Crime", a close-range fight.

Originally, the top management of Penguin Video hoped to slightly stagger the broadcast time of the two dramas, so that the opening data of the two dramas would be better.

However, when "Pillow Sin" was first set up, one of its purposes was to suppress "The Beginning" and not give the Lu family a chance to make a comeback.

Therefore, Red Film and Television and Pengcheng Capital, the company behind it, insisted on launching the show on Tuesday, July 3rd.

"Pillow Sin" has signed a launch agreement with other video platforms and is scheduled to be released on July 3rd.

Penguin Video has no choice but to launch "Pillow Sin" on July 3rd.

For this reason, Penguin Video Vice President Li Xueying personally approached Fang Xing and hoped that "The Beginning" could be rescheduled and aired on July 10th.

Penguin Video has no control over the schedule of "Pillow Sin" and can only broadcast it together with other platforms.

"The Beginning" is different. Fang Xing signed an exclusive broadcast agreement with Penguin Video, and it will only be broadcast on Penguin Video, so Penguin Video has a certain say in the start time.

However, the news of the scheduled release of "The Beginning" has been sent out.

If it were to be rescheduled now, some people would definitely say that they were afraid of "Pillow Sin" so they skipped the rescheduling.

Combined with the previous comments by drama critics who were not optimistic about "The Beginning", it is even more confirmed that "The Beginning" is a "bad movie".

For film and television dramas, changing the schedule will affect the early reputation.

Fang Xing thought about it again and again, but decided not to change the schedule.

Since the Chen family's goal is to suppress "The Beginning", even if "The Beginning" is moved to July 10th, the Chen family can also move "Pillow Crime" to July 10th.

There is definitely no way to avoid it, and in that case, it would be a bayonet fight head-on.

After Fang Xing expressed his attitude, Li Xueying stopped trying to persuade him and started discussing publicity matters.

Since the two dramas will be released simultaneously on July 3rd, the competition is very fierce.

If the launch data is not good, it will have a great impact on subsequent revenue.

Therefore, Fang Xing is also very careful about publicity strategies.

"Mr. Li, "The Beginning" is a Penguin exclusive broadcast. Do you need more publicity resources?" Fang Xing was not polite and directly asked for publicity resources.

"Don't worry, "The Beginning" is broadcast exclusively by us, and the resources will definitely be more than those of a syndicated drama, and it will be twice as much." Li Xueying patted the table and assured.

If solo dramas don’t receive promotion resources, who will be willing to sign a solo drama in the future?

TV series simulcast on multiple platforms can be watched wherever viewers watch them.

Therefore, for multi-platform TV series, it is difficult for video platforms to gain VIP membership increases.

After all, the audience’s money does not come from the strong wind. If you don’t have the VIP of Penguin Video, you can go to Pea Video to watch it.

Solo drama is different.

If you want to watch the TV series broadcast exclusively on Penguin Video, you can only watch them through VIP membership.

Therefore, major video platforms will allocate resources to independent dramas.

Li Xueying promised the highest level of promotion resources: "Directly benchmark the promotion resources of S-level solo dramas and promote them across all platforms. I guarantee this with all my heart."

"Then thank you first, Mr. Li." Fang Xing was very satisfied with the S-class promotion resources.

Immediately afterwards, Li Xueying began to discuss the publicity strategy: "There is a question that needs to be asked clearly first. Do you want to strengthen the competitive relationship with "Pillow", or avoid competing with "Pillow"?"

Fang Xing didn't understand what this question meant: "What does Mr. Li mean?"

Li Xueying took out her mobile phone, rummaged through it, found a publicity case, and explained: "It's like this, competition will increase the topic, and topic will bring popularity.
To be continued...