Chapter 62
Before a commercial film is released, there is usually a small-scale preview.
The so-called preview is to recruit a specific group of people to watch the film in advance, and then adjust the film content based on their feelings and feedback, so as to achieve the best effect when it is finally released.
To be more specific, inviting Director Zheng Mao to watch the film can actually be considered a "preview screening".
Although Director Zheng Mao generally liked the short film "Nuo" very much, he still made some suggestions on editing and rhythm, which Qiao Yiqiao also recorded one by one.
The market research on the promotion of Nuo opera can be combined with the preview of "Nuo".
Usually, previews will only divide the audience into approximate groups based on the target audience, such as young people, middle-aged and elderly people, or divide them into first-tier cities, third-tier and fourth-tier cities, etc.
But after Qiao Yiqiao and Liu Chong discussed it, they decided to expand the preview session.
The population is also segmented.
The first main force, of course, is the clear and simple college students.
In this regard, they even divided them into science and engineering, social sciences, liberal arts, 985, 211, college students, etc.
Liu Chong immediately went to communicate with these universities.
Many universities are not only interested in this kind of social research in the form of internal previews, but also feel honored for the opportunity to promote Chinese culture.
Many universities are not only willing to help recommend students, but are also willing to give these previews a name, calling them "social practice activities," which can even add one or two credits in the end.
The condition is that they hope that their university students can carry out this kind of preview activity for a long time.
Qiao Yiqiao and Liu Chong were extremely excited when they heard the news.
It's a win-win situation.
As we all know, young audiences aged 18-28 are the main audience of major films.
For example, in the previous movie "When the Walls Fall Down", audiences in this age group contributed almost 35% of the box office.
Moreover, it is not only Qiao Yi Qiao who hopes to find students to help watch the film. Many directors are also worried about not being able to find students who are willing to watch the preview.
With the cooperation between these universities and clubs, plus the "temptation" of achievements such as credits, I believe that a large number of students will come, and there will be no worries in the future!
Of course, as long as we post a notice saying that we will give some travel expenses or treat you to a cup of milk tea (industry practice), perhaps many college students will be willing to come and take a look.
But these students want
Either they are interested in movies themselves and have the habit of watching movies, or they are interested in the subject matter of movies itself. This does not meet the basic requirements of "social investigation".
What they want to invite are those who have no interest in movies or folk culture.
Even if students come just for credits or travel expenses, it is acceptable, or even better.
This is the only way to get the most authentic feedback.
Qiao Yiqiao also started a new round of cooperation with Wang Chenghua.
Using his cinema resources, he conducted such previews across the country.
College students are indeed the most active group.
Soon, they received more than a thousand questionnaires.
These questionnaires were also carefully designed by Liu Chong and Qiao Yiqiao.
The questionnaire was divided into four periods: before watching the film, after watching the film, one week after watching the film, and one month after watching the film.
Before watching the film, as many as 90% of the students had never heard of Nuo culture.
After watching the film, as many as 80% of the students expressed their interest in Nuo culture.
One week after watching the film, 40% of the students said they had tried to look up information about Nuo culture during this period.
But they also faced many problems, such as too few video materials on Nuo culture, too profound and obscure written materials, different versions of Nuo culture in different regions, and not knowing which one to read, etc.
This resulted in 90% of the students not continuing to explore Nuo culture one month after watching the film.
I have put this matter behind me.
This phenomenon is also the same in other populations.
Of course, social surveys cannot just focus on college students. Qiao Yiqiao and Liu Chong also conducted separate preview activities for working people, middle-aged people, and the elderly.
Attracting these groups to participate in previews is much more difficult than attracting college students.
Working people are already very tired, so it is even more difficult to get them to take out half a day to go to the cinema or a preview to watch this short film.
But Liu Chong is a very good public relations person after all.
He grasped the pain points of these groups and attracted them to participate in the event.
For example, he also organized blind date events for working young people.
Under the guise of a blind date event, a 20-minute performance of "Nuo" was played before the event started, which attracted quite a few people.
Moreover, now is the team-building season for major companies.
He also cooperated with many companies
, allowing them to add such a small link in team building, helping to reduce the pressure on many HRs who were overwhelmed by thinking about team building activities.
The middle-aged group is even more difficult to deal with.
They are too savvy and too overworked, so overworked that they haven't been to a movie in a long time, let alone joined a preview.
Liu Chong spent his greatest energy on this group.
But he still came up with a great idea.
For example, auto shows, company annual meetings, and parent-teacher meetings.
He put a lot of effort into these places where middle-aged people had to gather, got some opportunities for cooperation, and invited them to watch "Nuo" in various ways.
As for the elderly, it is relatively easier.
Liu Chong found some manufacturers of health care products to cooperate with, and also found many nursing homes. He even organized several "watch a 20-minute movie and get eggs for free" activities, which also won the favor of many elderly people.
During this month, Liu Chong's entire company became busy and expanded many channels that they had not expected.
Finally, their company even launched a business segment called “Preview Screening Group” and immediately received many contacts from film and television companies.
In short, they finally received thousands of questionnaire data from all over the country.
They found that there are some common problems with Nuo culture even among different groups.
The proportion of middle-aged and elderly people who know about Nuo culture is much higher than that of young people.
But what they know about Nuo culture is relatively superficial, and they probably only know that "this is a ritual to exorcise evil spirits."
Many of them also missed the Nuo opera or dance performances they hadn't seen for a long time.
For them, Nuo culture is more of a sentiment.
However, they do not have a strong desire to continue exploring Nuo culture. But if there are film and television works or offline performances on Nuo culture, they are also the group of people most willing to watch them.
Most young people don’t know much about Nuo culture, or have only seen it in short videos.
For them, what attracts them most are the strange dance steps and masks in Nuo dance or Nuo opera, and they generally think these are very beautiful.
It was only after watching "Nuo" that they discovered that this art form was very interesting.
They are also more willing to continue to learn more.
However, they face the same problem as college students: the most attractive thing about Nuo culture is the visual performance, but there is no similar video material on the Internet.
The written materials are too obscure and difficult to understand, which greatly reduces the willingness to understand.
Joe Yiqiao even asked Williams to conduct test screenings around the world.
The problem is also quite obvious. Although the audience is attracted by the weird aesthetics of Nuo culture, they cannot tell whether it is the culture of China or country K or J.
They want to continue watching some Nuo culture performances, but it is more difficult for them to search.
Not to mention watching video footage.
The questions summarized in these questionnaires allowed Qiao Yiqiao to confirm two things:
First, regarding Nuo culture, Qiao Yiqiao and Zheng Mao are not just self-congratulatory. It has indeed aroused the curiosity of many people, especially after watching the short film "Nuo".
First, after arousing the curiosity of these people, there is a lack of further ways for them to understand Nuo culture more intuitively, which greatly reduces the possibility of promoting Nuo culture.
Regarding the former, Qiao Yiqiao and Liu Chong summarized why they like Nuo culture based on the questionnaire.
Firstly, the elements of Nuo culture itself, such as masks, dances and lyrics, are beautiful and interesting, and this weird style has been loved and sought after by young people in recent years. It is a form of expression that is different from mainstream culture.
Firstly, Nuo culture itself is a ritual of exorcising evil spirits and praying for blessings, which looks particularly auspicious. This also fits in with the trend of young people burning incense and praying for blessings in recent years, which has a bit of "metaphysical" feeling in it.
Thirdly, Nuo culture has rich historical connotations and is even the oldest form of drama in China, which makes the Chinese people particularly proud and also makes audiences in other countries feel "inexplicably powerful".
The latter is the problem they have to solve.
How can we integrate the relevant knowledge of Nuo culture in a better way, sort out the history of Nuo culture while emphasizing the interesting and functional elements such as blessing, and make the audience willing to watch it?
Qiao Yiqiao thought of the best way without thinking.
——Make a movie with Nuo culture as the main element.
This is the simplest and most direct way.
Qiao Yiqiao has unique resources.
His actors have all been trained in Nuo opera.
We also used "Nuo" to experiment with the possibility of incorporating Nuo opera into movies.
Plus extensive market research in the early stages.
He can create more purposefully.
Thanks to the previous fear
The experience of horror film ideas being shelved and spotlight testing plots.
He has long developed the habit of creating at any time, and while making "Nuo", he has already created many movie plots about Nuo culture.
The only difficulty was the time it took to create this film.
He must release this big movie about Nuo culture as soon as possible after the release of the "Nuo" short film.
The "Nuo" short film will be released in more than six months, and seven months before it is released worldwide.
Is it possible to complete a big movie in seven months?
Qiao Yi Qiao thought for a moment and gave an affirmative answer.
He has already tried the industrial process route. The shooting and production cycle of Hollywood movies is generally six months. Why can't he do it?
After making up his mind, he shared his idea with Teacher Shen Si. Shen Si was also very interested in this idea and was also familiar with historical themes.
They will complete the script in the shortest possible time.
At the same time, Qiao Yiqiao also made improvements based on the problems exposed in the industrialized shooting of "Nuo" to ensure that the final shooting process could go smoothly.
The most obvious problem is lack of manpower.
After receiving this notice, Xiao He quickly asked the leaders of each group how many people were needed to help.
After getting the overall number, he made a sign announcement.
The crew's signature is not only to recruit some mature crew members who are willing to join the filming using industrialized processes.
There are also a large number of intern recruitments.
On the one hand, they are cheap and have a strong desire to learn. On the other hand, it is a more correct choice to start cultivating an industrialized shooting process from them.
At the same time, Qiao Yi Qiao also asked Xiao He to add a line of code at the end of the announcement.
"Pika, Pika Pika, Pika Pika, Pika Pika Pika..."
This was originally a code word within the Xicui Gang.
The translation is "No matter where you are in the world, whether you are doing well or not, as long as you like movies, we need your help and participation now."
This is an internal recruitment notice for former Xicui Gang members.
Qiao Yiqiao was not sure whether anyone would come back.
He was not sure whether the remaining dozen brothers were doing well after they left him. He knew that some of them should be doing well, but some of them were not doing so well and only did not contact him for the sake of face.
Qiao Yi Qiao hopes that they can come back and take a look.
At least, letting him know everyone's situation can be considered a complete success for him.
But he didn't expect it.
Someone contacted him so quickly.
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