On the desk, eight small packs of facial tissues are neatly stacked in a rectangular gift box, which is exactly the same as the tens of cents packs of facial tissues on the market, but these facial tissue boxes are made of paper, just like cigarette boxes, and the packaging is quite fine.
Eric picked up a pack and looked at it. There was a poster of "Ghost Love" printed on the front, the manufacturer Kleenex's trademark and a number in the lower right corner, and carefully selected stills on the back. The form of the other seven packs in the box is roughly the same, but the posters and still photos on the two sides are different, and a complete set is eight.
This is Eric's promotion plan based on the anecdote that some movie theaters specially gave women tissues to wipe their tears when "Ghost Love" was released. Moreover, the reason why it is so troublesome to make the packaging box into paper instead of the common plastic packaging in the market, and to design eight completely different packaging is to maximize the benefits of this marketing.
Most people are collectors. If "Ghost Love" is a bad movie, then this set of packaging will definitely have no meaning for collecting. But "Ghost Love" is destined to become a classic, so this set of paper-packed tissue boxes is very collectible, and a set of eight does not seem difficult to collect, and you don't even need to go to the theater to see it Eight times, as long as you can communicate with relatives and friends, you may be able to get a complete package from relatives and friends who have watched the movie.
Of course, Eric will not make it too easy for people to get a complete set. Everyone knows that what is not available is more precious. Therefore, not only numbers 1 to 6 will release a package every week and distribute it to movie theaters. Moreover, packages No. 7 and No. 8 will only produce 10,000 boxes each, and they will be randomly distributed among No. 1 to No. 6 packages. Ten thousand boxes seems like a lot. However, scattered in 2,000 movie theaters in North America, it is very rare, and these are not available in the market. Although kleenex has obtained the corresponding authorization from "Human Ghost", it can print "Human Ghost" on the product. Some portraits of "Unfinished Love", but this kind of paper-packed gift will stop production after "Human Ghost" is released.
The cost of this small box of facial tissues in front of me is about 10 cents, if calculated according to the North American box office of 200 million US dollars in the previous life of "Human Ghosts". If only women are given as presents, about 10 million boxes need to be given away, and the total value is only 1 million US dollars. Including the distribution of facial tissues to all parts of North America, the money will definitely not exceed 2 million. In terms of the total publicity budget of 10 million US dollars, 2 million is indeed a bit too much, but this money is neither paid by Firefly nor Disney, but is sought for advertising sponsorship.
The sponsor is kleenex printed on the box, a North American and even the world's largest facial tissue manufacturer.
When Firefly throws out a cooperation plan and conducts advertising bidding. Kleenex won the naming rights of this promotion at a high price of US$1 million, and was willing to bear another US$2 million in production and distribution costs. Compared with the annual advertising and marketing expenses of a global manufacturer of high-end paper towels, $3 million is not much, but the business risk is not small.
Because once the word-of-mouth of "Ghost Love" fails at the box office, it will be difficult for this advertising campaign to achieve the desired effect. However, kleenex did not dare to take the risk of letting competitors win this list. The case of a successful advertisement is still vivid. A sports car brand that was originally in trouble and was acquired by Chrysler has become one of the most famous sports car brands in North America and even the world after the successful advertising campaign of "Pretty Woman". one.
Michael Lynn, who was sitting opposite Eric, looked at the old god Eric inspecting the small package of tissues in front of him, feeling a little uneasy. He used to be the president of New Line and served as Robert Shea's deputy for more than ten years. The current position is also one of the presidents of Firefly, responsible for Firefly's most important film distribution department.
Although Robert Shea liked to monopolize power when he was in the new line, and his deputy did not have much use for him, but Robert Shea did not treat him badly, and the two were still very good friends in private. Firefly merged, and Michael Lynn has always regarded himself as Robert Shea's confidant.
During this time, Robert Shea's emphasis on "Sleeping with the Enemy" and his neglect of the release of several other Firefly films. Michael Lynn has also been watching, and he has also privately hinted at Robert Shea Best not to overdo it.
However, Robert Shea obviously did not intend to listen to him. Michael Lynn knew that Robert Shea wanted to be the second Michael Eisner, but, as an outsider, Michael Lynn understood that Robert Shea obviously A fact is overlooked.
In Disney, Michael Eisner is the most outstanding one. It is Michael Eisner who brought Disney step by step from a small family-run film company to the ranks of Hollywood film giants, so he can sit on the Disney CEO He remained motionless in that seat.
But in Firefly, Robert Shea is not the most dazzling one. What's more, the shares owned by Robert Shea are not enough to compete with Eric. The 72% shares held by Eric have absolute control over Firefly. Right, regardless of the consequences, he can remove Robert Shea from power at any time.
Therefore, Michael Lynn was in a very disturbed mood at this time. Eric must not dare to touch Robert Shea at this time, otherwise Firefly, which has just improved, will definitely fall into turmoil.
But he, the president who doesn't have any shares, is likely to become Eric's punching bag. Judging from Robert Shea's disposition, although the two are friends, if Eric insists on venting his anger on him, Robert Shea will definitely not Will fight Eric to death.
After fiddling with the facial tissue bag in front of him for a while, Eric raised his head and said to Michael Lynn, "Sorry, Michael, I suddenly remembered something just now."
"It's okay, and, Ai... Eric, I think your marketing method this time is still very novel, comparable to the Lamborghini in "Pretty Woman" and the ad placement in "Dark War". They were all very successful," Michael Lynn's tone was a bit stuttering at the beginning, but he became smoother later, because these words were not polite compliments, but from the heart, he had made films for more than ten years before Distribution, knowing that it is not easy to innovate and achieve good results in film marketing methods. (To be continued..)