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# Huang Xuan quarrels with Yang Zishan #, # Guan Xiaotong’s father gives Amway white wine to foreign actors #, # Chaoneng’s family has no normal people # ……

When you open Tik Tok, you can always see hot search topics as short as those in parents’ homes. Clicking on them is actually a movie marketing clip. Unconsciously, the deep combination of traditional marketing and content has been immersed into our lives.

Last week, I gave you an inventory of some mainstream film marketing companies (portal "Inventory of Mainstream Film Marketing Companies (I)"). After several rounds of shuffling, some established marketing companies gradually withdrew from the market. At present, either the film and television companies have strong marketing teams, such as Light, Bona, Huayi, etc., or they are attached to capital and platforms. For example, Dark Horse Marketing won Ali’s investment, and immediately film and television was acquired by Confucianism and Italy Film and Television.

Not only the big waves wash sand, but also the fiery short video outlets make short video marketing companies stand on the forefront. A number of emerging companies, such as Beita Culture, Cycling, and Four Four Get Eight, appear in the film marketing team.

Road painting film and television:

Pay attention to the introduction of foreign films and cross-industry cooperation

A few years ago, because of participating in the promotion of Hollywood blockbusters such as Fast and Furious 8, Wolverine 3 and Transformers 5 in China, giving way to painting film and television has established a reputation in the field of film and television industry and brand marketing.

Foreign films help to promote, and the cross-industry cooperation between films and brands is the strong point of road painting film and television. In the early years, I participated in the co-production of Hollywood blockbusters, from the introduction of the Japanese film "Thieves Family" in 2018 to the Japanese niche fantasy love animation "Hello World" this year. The box office broke through 100 million, and there were all road paintings behind it.

The Spring Festival stalls contributed to the cross-border linkage between A Writer’s Odyssey and Audi, which is also a recent successful case of Road Painting.

Road painting film and television also entered the online movie this year, and was responsible for the exclusive announcement of the action film "The Sneak Action of Drug Hunting" at the end of October.

Like a duck to water:

Work closely with Bona

Rudushui Film & Television is a case marketing company established in 2014. From the projects handled by the company, it can be seen that Rudushui has a close relationship with Bona Film, the producer, whether in the early days of "Taking the Tiger Mountain Outward" or "operation mekong" or in Chinese Doctors and The Battle at Lake Changjin today.

Rong Chao, the company’s legal representative, used to be the planning director of Bona Film and the screenwriter of the movie "Wulin Monster". Therefore, most projects produced by Bona Film can always be seen by the marketing team like a duck to water, but the company is relatively low-key and there is not much public information to inquire about.

In addition to film marketing, such as a duck to water, he also participated in the production of the documentary film "Dragon and Tiger Warrior".

Micro entertainment:

Behind-the-scenes stars and their works in front of the service desk

In addition to Bona’s royal use, The Battle at Lake Changjin’s marketing team has another micro-entertainment company that has cooperated with Bona a lot.

Founded seven years ago, Micro Entertainment has done film marketing for dozens of films such as Chinese Doctors, The Rescue and The Captain’s Later Us and The Four Kings of Di Renjie.

Huang Yiping, the founder, used to be the propaganda director of Tsui Hark Company. Tsui Hark and Bona are deeply bound, so it is not unexpected that the micro-entertainment founded by Huang Yiping has received many Bona projects.

In addition, Micro Entertainment is also responsible for brokerage affairs, providing publicity services for head artists and directors in many fields such as film, television, music and fashion. We have cooperated with Tsui Hark, Rene Liu and Zhang zhen. It can be said that film marketing and celebrity marketing are the two core businesses of micro entertainment.

Small table movie:

Young new forces in film marketing

If you have seen Wrestling! Indian movies such as Dad, Mysterious Superstar and Starting Line, or Japanese film lovers such as Doraemon and Silver Soul, small table movies that are good at young marketing should not be missed.

Zhao Zhuoqun, the founder of Little Table Film, actually studied drama, film and television literature. After several years of hard work in the film and television industry, he made a name for himself in 2015 because he planned the marketing of "Doraemon: Walk with Me", and then he founded Little Table Film and officially cut into the film and television marketing market.

From the initial acceptance of niche projects such as Second Yuan and film criticism, to the present participation in the marketing promotion of popular films such as Seizing the Soul, Bath Buddy, White Snake 2 and Summer Future, Xiaotiao’s ability in creative new media marketing has become increasingly prominent, and the whole team is also very young.

It is worth noting that Xiaotiao Film was invested by Lianrui, a veteran distribution company, in its early days, and now it is backed by Matt Culture, a film and television marketing and production company. YueYang, vice president of Matt, is also one of Xiaotiao’s shareholders.

Dark horse marketing:

Backed by Alibaba Pictures, look at the explosive potential stocks

Dark horse marketing, founded by Du Hao and Andy in 2015, is really a "dark horse" in the film marketing industry:

From Wolf Warriors and detective chinatown series, to Shameful Iron Fist, Flying Life and Ip Man 4, dark horse marketing can be seen behind many explosive films.

In 2019, Dark Horse Marketing was invested by Alibaba Pictures, so most projects in Alibaba Pictures now involve Dark Horse, but it is not limited to this.

This year, Dark Horse Marketing took over many blockbusters such as I want us to be together in Detective Chinatown 3, A Writer’s Odyssey, 1921, Anger and Serious Case, Assassination Storm, etc. Last year, some projects of iQiyi Fog Theater and Youku Suspense Theater were also marketed by Dark Horse.

The names of the brands of Dark Horse are also very interesting, such as basic culture, unlimited imagination, decent culture, whale-like culture and so on. Among them, decent culture has developed well, and participated in the publicity of many projects such as Secret Visitors, First Furnace Incense and Everything About My Mom.

Potato chip culture:

Binding Chen Kexin, Securing High-quality Projects

I first learned about potato chip culture because of the brokerage business of this company: powerful actors such as Tan Zhuo, Ni Hongjie and Lv Xiaolin all cooperated with potato chip culture.

Zhao Jing, the founder of the company, is a senior media person, who once planned and compiled a series of works for director Jia Zhangke.

In 2015, Zhao Jing established potato chip culture, engaged in film and television production, film and television marketing, artist brokerage and other businesses, and participated in the promotion of many high-quality film and television projects such as "Home at One Point" and "Calm Down" in Leap, Better Days.

It can be seen that the company has a close relationship with Chen Kexin’s team. Zhao Jing is the shareholder of Fat Kids Film and Television, a producer in Better Days, and Jo Jo Hui, who has been cooperating with Chen Kexin and Ceng Guoxiang, is the supervisor of potato chip culture.

Collect media:

Focus on the whole case marketing team of film and television

Just four years after its establishment, Jishi Media has participated in the marketing of 50+ popular films such as Psychological Crime, Sewing Machine Band, the richest man in Xihong City, and the ringing of the phone, and its business also involves the promotion of drama series, such as Anjia, Full-time Master, Animal Management Bureau and Sand Sea.

This year, Detective Chinatown 3’s "Secret Visitor", "What Should I Do When My Second Brother Comes" and "Uninvited Visitor" also participated in the collection.

Zhang Weihua, the founder, used to be the general manager of Xiansheng Interactive. After the establishment of Jishi Media, he obtained strategic investment from Joy Pictures. In recent two years, Jishi also established some new companies, such as brand marketing, event operation company, toilet cool entertainment, and Shiguang Interactive.

Taoxiu light and shadow:

New Digital Marketing Backed by Platform

Among the film marketing companies, Taoxiu Light and Shadow is quite special. As a pan-entertainment content marketing MCN organization founded by Alibaba Pictures and Tianxiaxiu in 2018, short video+live broadcast are the two core business segments of Taoxiu Guangying.

Because it can incubate talents independently, Taoxiu Guangying’s film and television announcement does not depend on external delivery. At present, it has customized the layered short video marketing and delivery strategy for The Eight Hundred Leap’s film and television works such as First Furnace Incense and Big Red Packet.

Film marketing is only a part of Taoxiu’s light and shadow business, spanning entertainment content marketing, brand e-commerce live broadcast and other fields. With the creative planning ability of new media and talent matrix, Taoxiu Light and Shadow has become a rapidly rising marketing dark horse in the industry.

Four, four, eight:

Vibrating and blasting money making machine

With short video platforms such as Tik Tok and Aauto Quicker becoming important marketing centers, film marketing companies have also set up short video teams. Short video marketing companies such as "15-20", "Betta Culture" and "Cycling Play" have risen rapidly, and "4-4-8" established in 2019 is one of the leaders.

My Father and I, The Battle at Lake Changjin and Chinese Doctors, Summer Future, Great Dad … Throughout the whole summer and National Day archives, you can see the figure of getting eight out of four in these short video marketing teams.

Yang Yi, one of the founders of "Four-Four-Eight", once worked in Huayi and ByteDance Department, and was quite experienced in film and television marketing and short video planning and operation, which led to the creation of explosive video cases for many film and television projects on the Tik Tok platform.

Immediately film and television:

Mature new army of film and television marketing

As a new company established in October 2020, Lima Film and Television is not well known. The core members of the team are from Road Painting Film and Television, and participated in the marketing promotion of a series of films such as Hi, Mom’s t.a, When Men Fall in Love, Rabbit Violence, online movies Our New Life and Northeast Love Brother.

After obtaining the investment of Fang Ruyi Film and Television produced by Hi, Mom and A Little Red Flower, Ma Yi Film and Television will be responsible for the marketing of Confucianism and Italian projects.

In addition, Lima Film and Television also contacted artists to promote business. For example, Su Ke, the actor of the hit drama "Sweeping the Black Storm", was promoted behind the scenes during the publicity period of the series.

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Author: a dead end

Reprinted source: a little drama reading (ID: yidianjd)

"I don’t believe in him (Chen Gong), I believe in my heart."

"Kill me yourself as your last warlords."

　"If you are a wandering owl, your life is not your own."

"One person is exposed, which involves the lives of all people on the whole line."

……

These sounds like lines from spy movies, which can pull people into a turbulent era in one second, but in fact, this unique temperament comes from a "spy war drama in costume"-"The Wind Rises in Longxi" directed by Lu Yang and starring Chen Kun and White.

With the familiar stories of the Three Kingdoms, such as the Battle of the Northern Expedition and the defeat of the street pavilion, The Wind Rises in Longxi has opened an unknown intelligence battlefield of the Three Kingdoms, and its unique perspective has made it one of the most anticipated new dramas in the May 1 ST file.

"Help, after watching the first two episodes, I would like to call it my best drama-chasing this year", "The military division between Cao and Wei is too awesome, and it is broken step by step by following the clues just left by Shu and Han"-social platforms such as Douban and Weibo, and many viewers are transformed into tap water Amway.

Director Lu Yang’s lens language and pictures always give people a sense of mystery, which is the inherent temperament of the play "The Wind Rises in Longxi", and the story of the Three Kingdoms is familiar to the public. However, like Ma Boyong, under the creative principle of "historical possibility novels", it is rare to focus on a group of little people-"spy war informers" during the war period and give them ancient costume spy war dramas with flesh and blood and rich feelings for home and country.

From the perspective of subject matter, a number of producers such as iQiyi are undoubtedly "pioneering"; Looking back, the concept of "the universe of ancient Chinese city" of iQiyi was completely established after the successful launch of "The Wind Rises in Luoyang" adapted from Ma Boyong IP last year. Now, this wind has blown from Luoyang to Longxi.

After chasing six episodes in one breath, it can be said that the domestic costume spy war "The King of Drama" and "The Wind Rises in Longxi" are stable!

The Three Kingdoms version of Infernal Affairs,

Who is "Candle dragon" in The Wind Rises in Longxi?

　

In 228 AD, the northern expedition of Shu defeated Wei. Zhuge Liang, the military steward, shed tears and beheaded Ma Su, thus ending the Northern Expedition of Shu Army. Why did Zhuge Liang fail in this battle? Some people say that even a wise man sometimes nods, while others attribute the failure of this campaign to Ma Su’s embarrassing task.

In Ma Boyong’s works, another key point of the failure of this campaign lies in the intelligence error of the Shu army lurking in Wei, code-named "Bai Di", which led to the defeat of this war.

Then who will carry out this task? Of course, it is Feng Ying’s right-hand man Xun Xu (White). Interestingly, just before Xun Xu left, Feng Ying tortured him like a procedure and fed him poison before he was released. Xun Xu, who finally came to the state of Wei, made a "personal threat" to Chen Gong before he met him, which confirmed that he had not defected. What really led to the mistakes in military intelligence was the "Chi Di" planted by Wei in Shu, code-named Candle dragon.What a Three Kingdoms version of Infernal Affairs!

Judging from the first six episodes that have been updated at present, there are many things to watch in Wind Up and Longxi.One is the strong plot and fast pace based on spy war.For example, after the defeat of the Northern Expedition, the Shu army gave an order to exterminate the undercover and sent people to Wei to find out. Xun Xu learned the truth and went together with Chen Gong to find "Candle dragon". When watching a play, the audience really has a kind of pleasure to lift their hearts to their throats.

Then again. Why can Chen Gong gain a foothold in Shu and gain the trust of Guo Gang?This is due to the reasonable logical arrangement of the screenwriter.Lurking in the Wei Dynasty, Chen Gong did what he liked every day. In the World War I of Cao Wei and Tianshui, it was the key that he took risks to save Guo Gang’s life. This also indirectly explains why Chen Gong is suitable for "spy war".

In addition to the suspenseful spy fighting method, the drama "workplace palace heart" is also step by step. For example, the political struggle between Zhuge Liang and the general Li Yan, and Li Yan’s actions such as placing confidants around Zhuge Liang’s henchmen after his success in the upper position, all made the audience quite enjoyable.I have to say that the team’s careful polishing and layout of the relationship between the characters in the play are quite ingenious.

In a word,"The Wind Rises in Longxi" is a rare spy war masterpiece in domestic dramas in recent years.Its fine features are not only strong plot, fast-paced and logical plot, but also reflected in its picture.

Immersive pursuit of drama,

The "real" version of the Three Kingdoms context is coming!

　

What is the real context of the Three Kingdoms? Director Lu Yang once mentioned this sentence in the production of the special edition."It (the Three Kingdoms) is a period of war, and it is doomed that its scenery is relatively simple."Therefore, the whole article of The Wind in Luoyang can be said to adopt an aesthetic design of "doing subtraction".

For example, in the layout of military camps and homes in Shu and Wei countries, the simple layout of "one table, one chair and one candlestick" is mostly adopted (more blanks are left).There is a scene in the play, in which Chen Gong and Xun Xu discuss how to annihilate Guo Gang and replace Sima Mi. They sit at the table face to face, and the minimalist environmental layout and square gold composition in the room not only highlight the complex mood of the characters at this time, but also explain the wandering situation during the war.

Lu Yang’s shots are always subtle and poetic. For example, at the beginning of the series, Chen Gong and Guo Gang stood on the tower, and the panoramic view was swept away. Under the tower was Tianshui County, which was recovered. The two men smiled at each other, and the sky was overcast, suggesting that a real coup was about to take place in the city.

In addition to the superb use of lens aesthetics, the actors’ manners, including lighting design, are quite absent-mindedThe clothes worn by Chen Gong, Xun Xu and others are mostly cotton and linen cloth, which conforms to the background of the Three Kingdoms. White, Nie Yuan and many other people’s beards in the play were also specially stored by the actors before the crew started shooting. In lighting design, natural light, candlelight and other light sources are mostly used in the whole film, aiming at creating a real "Three Kingdoms" situation for the audience.

Actually, it’s not just that.There is also a lot of "real" elegance in the play.For example, the actor’s martial arts drama, the action design of "boxing to meat, never two knives that can be solved with one knife", all echoes the background of the Three Kingdoms; Wei Shu’s different climate environment, such as Shu’s humid, when shooting this part of the play, we choose the drizzle scene or create a thin sense of water vapor; Wei, on the other hand, is relatively rough and dry, and mostly adopts simple composition.

Why did the director team go to so much trouble to make these details? Lu Yang believes that this isCreate an immersive drama-following experience for the audience.. This kind of experience, in addition to his production level, is also reflected in many "small thoughts" of the film.

For example, at the beginning of each story, the audience will see the opening phrase "idiom". For example, the stealing of the beam in the first episode, the robbery in the second episode, and the shelling of the golden cicada in the third episode all have the meaning of "point". The adoption of this drama creation mode also shows the intention of the film-to facilitate the audience to better understand the plot. No wonder some netizens shouted: "Looking at" The Wind Rises in Longxi ",I seem to have read a book" The Art of War "."

At present, the audience is no longer a "simple" audience who is preoccupied with TV and just wants to watch men and women talk about love. They are constantly advancing with the times with high demands on the plot and detailed requirements.Whether it is a story or a scene picture, the "immersive" drama-chasing experience established by "Wind Up in Longxi" makes the audience feel refreshed and immersed.

This is an important reason why "The Wind Rises in Longxi" can stand out from a number of new dramas in the market at present, and continuously gain high-quality reputation. It is also the core driving force for the audience to enjoy it and keep chasing it.

Rebuilding the "China Story" in the Universe of Huaxia Ancient City

　

Now when we talk about the story of China, what will the audience think of first? Is it the ancient times when Nu Wa filled the stone and Jingwei filled the sea, or when Liu Guanzhang fought Cao Cao? Both. But it’s not complete.

The Wind Rises in Longxi is just such a "China Story" between history and fiction. Its traditional culture is not only reflected in the war between Wei and Shu in Longxi during the Three Kingdoms period, but also reflected in the humanistic spirit behind it.

What is humanistic spirit? exactlyA group of "little people" are constantly struggling, tumbling and firmly determined in the flood of war.Just like Chen Gong and Xun Xu, they are Shu people. For the sake of the great cause of their country, they both devoted themselves to the cause of spy war. After going through life and death tests again and again, they never changed their minds and remained bright. The purpose is to let the people end their wandering life as soon as possible. In the process of careful study, they also showed the affection for children in human care, such as the brotherly feelings of mutual trust and caring, the war love and ideal feelings of Chen Gong and his wife Zhai Yue.

Even as opposites, the "pseudo-brotherhood" between Chen Gong and Guo Gang was once moving. Sima Mi’s determination to Wei is equally valuable; Including Angelababy’s female masterpiece, it seems that there is also an unknown side.

It can be said that "The Wind Rises in Longxi" vividly expresses the positive and negative aspects of human nature.There is no absolute bad guy in the play, only a relative "loyal gentleman". This is the intriguing aspect of this drama, and it is also the humanistic spirit that has been mentioned in our traditional culture.

In fact,It is not the first time that Iqiyi has laid out the story of China and constructed the cosmic map of the ancient Chinese city.As early as in "The Wind Rises in Luoyang", which was also adapted for Ma Boyong IP, this traditional cultural spirit and China story, which went deep into the bone marrow, were expressed incisively and vividly. Although Gao Bingzhu, Bai Li Hongyi and Wu Siyue in the play are a group of small people with different backgrounds, they also have a benevolent heart to firmly protect the capital and let the people live a better life.

It is not difficult to find that, based on the core of China traditional culture, the background is set in the Millennium ancient city with rich cultural heritage, and with the help of wonderful story interpretation, the audience seems to be in the history of Chinese civilization, and explore the humanistic spirit behind the story … These are the expression of the value of the universe in the ancient city of Aiqiyi Huaxia.

At present, in the universe of the ancient Chinese city, there are Thirteen Lines of Guangzhou, which are based on Guangdong merchants in the Qing Dynasty, both of which are adapted from Ma Boyong IP, focusing on the 15th of Liangjing during the first year of Hongxi, Daming, and Dunhuang, a new network of red cities after the Forbidden City became popular in the market. These new explorations focusing on the story of China and uncovering the mysterious theme of the ancient city of China all correspond to the pursuit of the "Renaissance" by the trend of the Z era.

"It’s windy", just like a line by White in the play. Now, this hot air, which belongs to "The Wind Rises in Longxi" and belongs to the universe map of iQiyi Huaxia Ancient City, has just begun.

　　CCTV News:In recent years, China’s new energy vehicle market has experienced explosive growth, and a round of "retirement tide" of new energy batteries is also coming. The battery contains a variety of heavy metals, which will cause environmental harm if it is not handled properly. While the new energy automobile industry is booming, where should the retired batteries go?

　　In a battery recycling plant in Guangdong, the reporter saw that the batteries retired from new energy vehicles were piled up in the whole factory.

　　Lin Xiaojie told reporters that in order to deal with the surge of retired batteries, the company built two new factories in Jiangmen and Jiangsu in 2023, and opened 10 new production lines. After the retired batteries enter the factory, they will go through the processes of screening, crushing and smelting. Valuable metals such as nickel, cobalt and manganese are extracted and resold. However, if this process is not handled properly, it will cause pollution to the environment.

　　According to statistics, China has entered a period of large-scale decommissioning of power batteries. In 2023, China’s decommissioned power batteries will reach 590,000 tons. Since 2028, the decommissioning of power batteries in China will exceed 2.6 million tons per year. What should I do with the surge in retired batteries? The reporter saw various solutions in the investigation.

　　According to the national standard for new energy vehicles, the remaining 80% capacity of the power battery can be retired. The decreased battery capacity will reduce the cruising range and affect the user’s experience. However, retired batteries can still be used in energy storage, electric bicycles and other scenes with low requirements on battery performance to achieve "step utilization".

　　The "chain" on the data is the "health account" of the battery book.

　　Although "step-by-step utilization" can prolong the service life of power batteries, it is not easy for recycling enterprises to practice, mainly because the cost of knowing the loss degree of retired batteries is very high. The reporter found in the investigation that the application of a new technology is bringing changes to the industry.

　　In front of this big screen, the health data of more than 30 thousand power batteries are flashing in real time. Don’t underestimate these data. Liao Zhicheng, the head of the battery operation company, told reporters that they can make some batteries sell for three times more when they are recycled.

　　In the past, if you want to reuse the retired batteries, the recycler can only disassemble the battery pack, test the health of each battery cell, pick out the appropriate ones and assemble them into new battery packs. And more recycling enterprises that lack the corresponding technology and manpower can only dismantle and crush the retired batteries as waste products and sell the heavy metals in the batteries directly.

　　The chip in Liao Zhicheng’s hand is like a "healthy housekeeper" on the battery. It not only "accounts" the use of the battery at all times, but also uploads the data to the blockchain platform in real time so that they cannot be tampered with. In this way, the recycler can know all the "health data" of the battery without disassembling them one by one. The reporter learned that battery packs with a high degree of "health" can be sold to 300 yuan at the time of recycling, which is three times that of the past.

　　At present, China has built the world’s largest new energy equipment blockchain platform, with more than 8 million new energy equipment on the chain. With the use of street lamps, toys and other scenes that require less battery capacity to join the cycle, it is possible to use new energy batteries more times.

　　Green cycle of new energy batteries from production to recycling.

　　After retirement, the service life of new energy batteries will become longer, but they will eventually be dismantled and recycled. How to make the new energy battery form a green cycle of energy saving and environmental protection from production to recycling?

　　China’s lithium resources account for only 7% of the world’s total, but China’s production and sales of electric vehicles account for 60% of the world’s total. Therefore, it is of great significance to extract lithium, cobalt, nickel and other metals from batteries and recycle them into new batteries.

　　The reporter learned in the investigation that at present, more than half of the retired batteries are handled by enterprises that do not have the qualification to handle them. There are some problems in dismantling and recycling, such as high energy consumption, low metal recovery rate and poor environmental protection. In view of the present situation, the Ministry of Industry and Information Technology announced four batches of white list enterprises for power battery recycling, and actively guided the regularization of power battery recycling.

　　Experts told reporters that to form a stable, green and sustainable recycling system for power batteries, unified national standards, industry standards, recycling standards and recycling channels are needed. In recent years, China has successively issued national standards such as power battery disassembly specifications and residual energy detection, so as to promote the national unified coding of power batteries. The relevant departments said that they are speeding up the formulation of the Management Measures for the Recycling of Power Batteries for New Energy Vehicles to further improve the standard system of power batteries.