Two posters have been released for "Happiness Street, Please Come In!"
The first image is a horizontal poster with a very vibrant color scheme, but it is not overly glaring; instead, it creates a harmonious and pleasing visual effect.
The poster is shot from an overhead angle, making it appear as if the camera was placed on the roof of a two-story building.
The five main characters stand in the center of the frame, with a street paved with warm-colored bricks beneath their feet. On both sides are pedestrian shops with warm, even dreamy, tones, blurred to prevent the scene from being too cluttered and overshadowing the main characters.
The golden sunset shone from behind them, casting four long shadows of the five main characters on the street ahead—only four shadows because one of them was obscured by the shadow of a shop on the other side.
Ye Chu stood in the most prominent position in the frame, looking up with a warm smile. She seemed to be looking directly at the "camera." To her left, a middle-aged woman was holding the hand of a little girl in a floral dress, looking nervous; to her right stood a young man and a middle-aged man, the former looking angry and the latter looking distressed.
On the far left of the poster, the words "Happiness Street, please come in!" are written in exaggerated font.
The second poster is a vertical poster, and this time, the composition is more crowded.
The tall "Happiness Street" archway hangs overhead, and the entire poster presents a warm and nostalgic color scheme.
Ye Chu stands in the very center of the frame, occupying about a third of its width. She wears a warm white shirt and a pair of very common jeans. Facing the camera, she has a smile of surprise and delight on her face. She extends her left hand in an inviting gesture.
On her left and right were two men and two women. The two men and a middle-aged woman were glancing at Ye Chu with exaggerated expressions, while the little girl was secretly watching Ye Chu with a more restrained expression. All four of their gazes were focused on Ye Chu's face.
The large characters "Happiness Street, please come in!" are printed in two lines at the bottom of the poster, directly opposite the "Happiness Street" plaque above the five people's heads.
The entire poster presents a highly dramatic and exaggerated comedic style.
The comment section was harmonious:
Looking forward to little moments of happiness!
Go, little happiness!
[A highly-rated comedy, you won't regret investing in it~ Both sweet potato and green leaf reviews are excellent~]
[Bringing little Mingming and little Fengfeng along to wish "Happiness Street" great success!]
Looking forward to Ye Chu, and also to Sister Mei Yaohong, Huang Feizhang, and Uncle Zhang Shan!♡♡♡
[A true family-friendly comedy! Don't miss it! [sound of loudspeaker emoji]]
The harmony displayed on the official Weibo account of the movie is merely a facade to deceive casual viewers. In reality, Ye Ya had already thoroughly vilified the official Weibo account of "Happy Street" on her personal Weibo account.
The sudden release of "Happiness Street" without warning already displeased the fans. The subsequent promotional materials were also incredibly shoddy. There was absolutely no leak of information to the fan community regarding scheduling or marketing. The fans were completely in the dark, pleading and begging, but the studio remained silent.
This is even more outrageous now. There are only six days left until the movie's release, and the final poster has just been released, while the movie's pre-sales have only just begun! Since 2018, which movie has had such a short pre-sale period?
Are Qingping Entertainment employees a bunch of useless people?!
Ye Ya (a nickname for fans of the film) dared not protest on the film's official Weibo account, fearing it would leave a bad impression on casual viewers. Instead, they launched a coordinated attack, flooding Ye Chu's studio, Qingping Entertainment's official account, and CEO Ji's official account with criticism. Ji Juntao's latest Weibo post already has over 100,000 comments, all of them hurling insults and abuse at Ye Ya.
That's for sure. The sudden change of release date for *Happiness Street* caught Qingping Entertainment off guard, and their preparations were far from adequate. Shang Yechu was also filming in Xiatan and had no time to coordinate with the publicity. Even if the publicity department had three heads and six arms, it would be difficult to achieve the same level of perfection as the publicity for other films.
Not only was Ye Ya cursing, but discontent was also boiling over within Qingping Entertainment Company. Ji Juntao's year-end bonus had been increased twice, yet complaints continued unabated.
With the Lunar New Year just around the corner, the publicity department is still working overtime to rush materials, and they can't even go home.
Despite the criticism, they still had to send money. The Ye Buds had been eagerly preparing for this, having saved up their money for a long time, just waiting to gild Ye Chu's reputation.
As soon as the pre-sale of "Happy Street" started, the box office revenue on the first day exceeded 10 million!
How much of this figure was achieved through Ye Ya's hard work and how much came from non-fans buying tickets is unknown within the industry. But it's already quite remarkable.
It's worth noting that the pre-sale for "Don't Touch My Dad" has been open for two whole weeks, and the pre-sale box office is only 20 million!
The first day's figures got off to a good start, causing quite a stir on platforms like Weibo. The publicity department, assessing the situation, immediately submitted a proposal to General Manager Ji:
With the help of professional fans, the company paid to inflate the pre-sale box office of "Happy Street" to 50 million.
This will make "Happiness Street" the film with the shortest pre-sale period and the highest pre-sale box office during the Spring Festival season. It's enough to cause a stir on various platforms; while not a huge uproar, it's at least a minor tsunami. This will help increase the film's popularity and generate buzz, attracting more attention from casual viewers.
The company paying to inflate box office figures might seem foolish, like buying publicity, but it's not. High pre-sale ticket sales create the illusion for ordinary viewers that "this film is pretty good, and many people are optimistic about it" (at least in 2019). For the first three days after a film's release, high pre-sale ticket sales can attract, or rather mislead, a large number of unsuspecting viewers, resulting in a better-looking opening day box office.
Of course, after two or three days, as word-of-mouth and reviews of various films begin to circulate online, this trick of deceiving people with pre-sales will quickly become ineffective. However, in the battle for box office revenue, even gaining an advantage of one or two days is incredibly valuable!
This approach was indeed quite good, but after much deliberation, General Manager Ji still couldn't make up his mind. In the end, he had no choice but to contact Ye Chu, who was traveling all over the country for roadshows.
Half an hour later, the propaganda department received General Ji's cold and ruthless reply:
turn down.
Ye Chu's theory is that if pre-sale box office figures are pushed to an unrealistic level, it will raise audience expectations for the film. If the actual viewing experience doesn't meet those expectations, it will create a "refund!" effect, negatively impacting the film's reputation.
Maintaining low expectations is more beneficial for the film's gradual development and long-term growth.
Despite Ye Chu's limited experience in film acting, his theory was remarkably vivid, logical, and well-reasoned, as if he had personally experienced it, and he convinced Ji Juntao in less than five minutes. General Manager Ji was quite surprised by this.
Of course, what the propaganda department didn't know was that after many theoretical exchanges, Ye Chu also said something else:
"When it comes to competing for acting roles, dirty tricks can be used everywhere, but when it comes to competing for box office success, it must be done through honorable means..."
In light of this, after its initial surge on the first day, the pre-sale box office for "Happy Street," like other films, began to weaken, never regaining its initial brilliance.
Nevertheless, by New Year's Eve, the pre-sale box office for "Happy Street" had officially surpassed 20 million yuan.
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