It was not something that they had not planned for "Seventeen Floor" to suffer from a negative ratings in Beijing and Taiwan, but they did not expect that it would be such a negative result.
“If you start a drama like this at a very low level because the subject matter and type cannot attract middle-aged and elderly people over forty years old to watch, but if the quality of the drama is good enough, then at least the ratings will be on the rise. Go, right? Doesn’t this pattern of opening high and going low mean that this show is not popular?”
At the internal meeting of "Seventeen Floors", someone started to criticize it.
“Indeed, the opening of "Seventeenth Floor" can be said to be at the top level, but unfortunately, it cannot retain the audience. The theme of battle royale is still too niche for our domestic audience. . ”
“Will we allocate so much promotional resources to “Seventeen Floors” in the future? Unless it is a miracle, we will continue to have such ratings. ”
...
Everyone was talking about it.
Jiang Lan was in a terrible mood as the tip of her tongue pressed against an oral ulcer that had popped up in her lower jaw due to the sudden attack on her heart.
She gave her confidant a wink.
The confidant received the wink and immediately said: "But now the online evaluation of this drama is very high. In addition to the hot searches arranged by ourselves, the naturally generated hot search terms on each platform have exceeded 20 ”
"Yes, is it too early to say that "Seventeen Floors" has failed?" Another person immediately stepped forward to support, "When we were working on this drama, we knew that this drama would have great success. The subject matter is risky, but now we at least know that the show is well done, and for viewers who have watched it , this is a very good drama, isn’t it?”
“If we adjust our promotion strategy, the basic ratings can be saved even if they keep falling to 0.7% in the end. .”
“Continue to invest in such a large amount of publicity. Resources, if we don’t stop the loss in time, how much loss will we have on this project? Can we afford it?”
“Just the copyright fee paid by Northern Lights for the exclusive webcast has already paid for the show, right? "Someone suggested, "If nothing else, the commercial performance of our TV series is very important. It’s not bad at all, especially in terms of overseas sales. Because of the subject matter, the broadcast rights have been sold to four or five countries in Asia.”
“Judging success or failure based on the results of the first episode. It’s really too early to say, the second episode will be aired tonight.”
-
However, it is true that the discussion of "Seventeenth Floor" is unprecedentedly popular.
On Saturday, many media and marketing accounts were shocked by the high and low ratings trend of "Seventeenth Floor" and started to post lamentations. The voices discussing the drama "Seventeenth Floor" were loud and clear. Never disappeared.
Some people analyzed from a technical level how well the first episode of "Seventeen Floors" was shot yesterday and how fast the pace was, while others analyzed the characteristics of different characters from a performance perspective.
Some people also asked, where did you watch "Seventeenth Floor" and why can't you find it online.
The most discussed discussions were about Chen Bige and Lu Yanhe.
Some people enumerate Chen Bige's past achievements, while others say that since Lu Yanhe became an actor, none of his works has failed.
Under this situation, many people are waiting to see whether "Seventeen Floors" will become their rare Waterloo work.
-
Fewer people sent messages to Lu Yanhe.
However, under this situation, Northern Lights Video suddenly posted a new page:
The number of reservations for "Seventeenth Floor" is 3,271,287.
Welcome to reserve "Seventeenth Floor" in advance and draw surprise prizes.
Lower right corner——
In addition to the logo of Northern Lights Video, there is also a logo of "Jump Up".
Above the large carousel picture on the homepage of Northern Lights Video, there is a window occupying about one-third of the size on the right side, which displays a ten-minute countdown.
And a huge question mark.
What is this?
Everyone who noticed it for the first time was stunned.
-
Jiang Guang, a hotel suite, a dozen people each holding their own equipment, looking for a place to sit down, the floor space is king, Chen Siqi is sitting behind the desk, holding up his mobile phone with a smile on his face.
“Oh, Mr. Shi, you know that our “Jump Up” never does low-quality promotions. I have sent you the audience praise of “Seventeen Floors”. You can also read it. I’m here. I’m definitely not fooling you. Please help me stand up. I just organized such an event by myself to expand the self-media business of “Jump Up”. No. You alone, dozens of people, close to hundreds, I will not ruin my own reputation for such a small event. I also want to get a new full-length novel from you and release it. It's going to be serialized on our "Jump Up"."
"I would like to ask you to help us record a short video. It's okay. I've arranged a photographer. I'm on my way to your house. I'll be here within an hour. I know you won't be willing to refuse me. You can say whatever you want. I've come to you in such a hurry to help me. How can I tell you what to say. What! If it weren’t for the fact that this is a drama starring Yan He, which has a good reputation but hasn’t been seen by many viewers, I wouldn’t have bothered with it!”
“But, Teacher Shi, don’t worry, I will personally lead a team to help you promote and publicize your new books in the future. As long as you don’t dislike me, not only our domestic ones, but also overseas ones, our "Jump" Wherever "Get Up" can reach, the name of your new book will definitely be promoted."
……
"Thank you, Teacher Shi!" Chen Siqi happily hung up the phone and turned to look at her classmate and assistant, "Langer, Teacher Shi Xia has done it."
Yu Lang - the man with a man The girl with a child-like name immediately made an OK gesture and said, "I'll follow up here."
< br>The next moment, Bai Yu's voice also sounded, "Li Bi has already arrived on the street. He will start the on-site interview with passers-by in ten minutes."
"OK." Chen Siqi took a deep breath, Said: "This is the first big deal our self-media has signed with Northern Lights Video. Yesterday we Beijing and Taiwan’s ratings have been declining, which is not a bad thing for us. They actually wanted to hire us for free and let us promote them for free. Everyone, today we will let everyone know that we are promoting "Jump Up" In this area, we have our own most unique channels and capabilities.”
“But it was too late for Northern Lights to sign the contract with us, and there was no time to prepare many things. It’s crazy, crazy.” One person shook his head and sighed, “I really didn’t know until today that we There are so many people in the self-media team derived from the magazine.”
Chen Siqi smiled brightly.
Indeed, a whole room of more than a dozen people are now contracted staff of the self-media team.
In the past, Chen Siqi took matters into his own hands and maintained one-way communication. This time "Seventeenth Floor" was about to be broadcast. Chen Siqi went to Beijing and Taiwan with a cooperation plan that he had prepared long ago. As a result, Beijing and Taiwan looked down on their small team and felt that they had never done a drama promotion and were just fooling around. I have been researching the Northern Lights video for ten days and a half, until last night when the Beijing TV ratings came out, I suddenly contacted Chen Siqi and asked her if she could still do it.
Of course Chen Siqi said he could do it.
It is one thing to help "Seventeenth Floor", but another thing is that she wants to use the "Seventeenth Floor" project to announce her entry into the game.
The drama promotion itself is a direction that Chen Siqi wants to take when he is doing self-media.
Promote good film and television projects that can be promoted.
Here, she has the resources of authors who are the best at writing, and she also has rich offline publicity resources, whether it is traditional physical stores represented by cooperative bookstores accumulated from various activities, or reading clubs, universities The readership circle represented by the society is a category that is significantly different from the current publicity team.
What Chen Siqi attached as a classic case is actually the promotion that "Jump Up" came forward to take over after Beijing and Taiwan completely removed the drama promotion one or two days before the broadcast of "Six" .
Of course, at that time, they did not regard this as a specific business.
Now Chen Siqi has begun to develop it as a very important business segment.
-
After the first ten-minute countdown ended, a video appeared where the question mark was.
Click to open, and Jiang Yuqian’s face appears.
“Hi, everyone, I am Yuqian, and "Seventeenth Floor" starring my idol Sister Bi Ge and my dear little brother Lu Yanhe will be launched on Northern Lights Video tonight. Do you already know what kind of story this is? A group of people were tricked into an uninhabited island and had to pass through each one. Doesn't it sound exciting to be able to qualify for escape when you are facing a life-and-death crisis? Come and make an appointment on Northern Lights Video. If you make an appointment now, maybe you will be the one to have dinner with me. I will make an appointment. We will select three people and invite them to have lunch with me. Make a reservation now! ”
All media outlets of "Jump Up" released and pushed this video immediately.
The entry for #江玉青INvite you to eat together# was typed, and the number of reads continued to increase.
-
"Sister Yuqian, she offered this prize on her own initiative." Chen Siqi called Lu Yanhe and said, "She is very awesome. I originally wanted to ask her to provide a set. It's just a signed photo, she said it's a lot It’s not attractive anymore.”
After hearing this, Lu Yanhe was moved and said, “Sister Yuqian has always taken good care of me. She must have seen that the ratings were not very good last night, so she wanted to do it. Help me add fuel to the fire.”
Chen Siqi: "Let's formally invite Sister Yuqian to dinner later. Although I know that you will have many other cooperations with her later, and she came to do this event with us because of you, but no matter what, she is willing As the first guest to provide rewards for those who made reservations, we at "Jump Up" have a great advantage, so I should express my gratitude."
"Well, okay, I'll note it down and I'll make arrangements later. "Lu Yanhe nodded.
Chen Siqi asked: "How are you?"
"How about me?"
"Aren't there many voices saying bad things about "Seventeen Floors" now? ”
"This is actually not bad. I probably guessed it myself." Lu Yanhe said, "Originally, it would be quite risky for this subject to be premiered on a traditional TV station. To put it bluntly, "Six People" still tells stories about modern people's lives, and the threshold is low. " "Seventeenth Floor" is just like an urban legend, it is really difficult for the middle-aged and older generation to accept it."
Chen Siqi: "Then what you mean is that you are actually very optimistic about its effect after the Northern Lights video is broadcast?"
"Very optimistic." Lu Yanhe said, "This theme is not innovative, but there are very few domestic dramas. There is a large blank space. Even if it is a mediocre shot, many people will definitely want to see it, not to mention that it has such a good reputation now. Look at the photos on the Internet now. You can tell by the hot searches and popularity. Just those people who watched TV yesterday spontaneously made so many topics, discussed, and hotly discussed. At least half of the hot searches now are not from Beijing and Taiwan or our artists. What the team does is all generated naturally.”
Chen Siqi: “Well, I have the same view as you, I think so too. Many classmates around me who have not returned home are complaining that there is no TV in school and they cannot watch it. They have to wait twenty-four hours to watch it. Many people even look for pirated copies. Fortunately, the crackdown on piracy has been severe in the past two years and control It’s better.”
Lu Yanhe: “Whether it’s a mule or a horse, we’ll find out tonight.”
-
Northern Lights Video Platform.
Why did they decide to cooperate with Chen Siqi after the ratings came out last night?
Because the data from their own platform shows that people who are interested in this drama, people who are searching for this drama on the site, the number of trailers and highlights, etc. are all showing very positive exponential growth. .
After extensive analysis, the data analysis team concluded that it is not that "Seventeen Floor" is unpopular, but that this drama completely deviates from the main audience of Beijing and Taiwan.
Young people will not sit in front of the TV and watch TV.
Even students who go home don’t have this habit.
The video platform is different.
Someone asked: "Young people are the main audience. Why can "Six" break such a record?"
"Because it is short, only twenty minutes, and there is an advertisement in the middle. I can sit still. But the episode of "Seventeen Floor" is one hour long, and with the commercial time, not many young people can sit still."
This is the result of behavioral patterns.
Many media just use the declining ratings to do various analyses, but for the industry, the things to analyze are not just "why the ratings are going up and down."
It can be said that on Saturday, the industry did not really sentence "Seventeen Floor" to death. Instead, they were waiting for the second episode to be broadcast on Saturday night and the third episode to be broadcast on Northern Lights Video. One episode.
Under such circumstances, Northern Lights Video suddenly launched such a "reservation event" with great fanfare. Everyone understood that it was sending a signal: they were still very optimistic about "Seventeenth Floor".
-
"Which platform has not launched a reservation event? But this is the first time that it has been so vigorous and mobilized like the Northern Lights."
Lu Qingzhen sat in front of Qin Zhibai and said with a smile to this potential customer.
""Jump Up" uses its own resources to try a new drama promotion to increase the audience's sense of participation and make the audience become the promoters of the show." Lu Qingzhen said, "This is Jump Up The self-media customized the drama promotion plan for "Seventeen Floors". Our company actually does the same thing, tailoring service plans for our VIP customers. "Qin Zhibai is a rich second generation.
He is a singer and writes his own songs. It cannot be said that he is not popular. He has a group of die-hard fans of his own, but he does not leave the music industry.
His most popular work is actually the variety show "Young Days", but in this show, his sense of presence is not particularly high.
This is because of his own personality.
He himself doesn't like to talk, and he rarely makes publicity, because he is not short of money, and his career ambition is not that strong. To put it simply, he just wants to sing well.
After hearing what Lu Qingzhen said, Qin Zhibai’s first reaction was to turn to look at his agent.
His manager smiled at Lu Qingzhen and said, "Qingzhen, we are not actually thinking about how popular Zhibai is or how many fans he has, but we want the songs he writes and sings to be popular. More people can hear, can you do anything about this? ”
Lu Qingzhen nodded without surprise and said: "Of course we can do it, that's right. Since our plan is customized, it must be based on meeting your needs. I have listened to all Zhibai's songs and I like them very much."< br>
Qin Zhibai said to her seriously: "Thank you."
Lu Qingzhen looked at the boy in front of her who had been out for a few years, but at first glance, he was still well protected and uncontaminated. , smiled lightly.
"You and Yan He are good friends, right?"
"Yes." Qin Zhibai nodded, "Chen Siqi also called me, and I will also be part of the scheduled activities in the future. .”
"Really? Then what is the gift you are providing?"
"Well...an album I will release soon." Qin Zhibai said, "It is an electronic album, and only one thousand sets were recorded physically. This is One of the sets."
"That's very precious," Lu Qingzhen said immediately. "You took out such a precious physical album to give to everyone. It seems that your relationship with Yan He is really good."
"It's not that good. We don't have much contact." Qin Zhibai said frankly. , "But we get along very well."
-
The "reservation event" of Northern Lights Video updates the final prizes that can be drawn by reservation holders at the rate of one guest every ten minutes.
Of course, for the platform, the most important thing is not the appeal of these prizes to everyone, but the invisible communication power that celebrities one after another bring to "Seventeen Floors".
For many people, this is another "Lu Yanhe moment."
Can the power behind Lu Yanhe bring another "Sixteenth Floor"-like publicity miracle to "Seventeen Floors"?
-
"Why didn't you tell us?"
On the phone, Wang Xiao said to Lu Yanhe jokingly, "If you had told me earlier, the ratings of "Seventeenth Floor" last night would definitely not be the same. Continued decline."
Lu Yanhe said: " How can I trouble you every time, senior? It was a special situation last time. This time Beijing and Taiwan have spent so many publicity resources, and the ratings continue to fall. This is not a matter of insufficient publicity."
“Nonsense, this is just poor publicity.” Wang Xiao said, "Since it is broadcast exclusively on a TV station and the video platform will not go online until 24 hours later, when "Seventeen Floors" is already so popular and attracts so much attention, shouldn't we focus on promoting the broadcast time of the TV station? ? But you have been focusing on promoting this drama before. , rather than the viewing time, many people were searching online for where to watch it, and then missed the premiere time. So the people who watched the premiere yesterday were mainly viewers from Beijing and Taiwan and some people who knew the broadcast time. "?"
Lu Yanhe was stunned.
"Ah?"
Wang Xiao: "Anyway, that's how I am. I wanted to take a look yesterday, and after searching again, I found out that it was broadcast exclusively on the TV station first, and then it was launched on the video platform today. Then I You can only miss it.”
Lu Yanhe: “I really didn’t realize this.”
“Nowadays, drama promotions are based on the same old template, focusing on promoting content to attract everyone’s attention. There is nothing wrong with paying attention to it, but your drama is not short of attention. Shouldn’t the focus be on how to attract everyone to watch the premiere?” Wang Xiao complained, “Your girlfriend and Northern Lights Video both know that they are doing reservation activities. They are in Beijing. Why doesn’t the station know how to organize a premiere viewing event to strengthen the concept of premiere time and watching the TV station? "
Wang Xiao’s words gave Lu Yanhe a blow.
Not only Jingtai didn't think of it, but he himself didn't think about it.
Wang Xiao said: "To be honest, people are saying that traditional TV stations are in decline. This is indeed true, but if it is completely irreversible, why can "Six People" be successful? I'm not bragging, then we How did we do it at that time? The idea is 'Let's watch the premiere and support Lu Yanhe', and the emphasis is on watching the premiere. Of course "Seventeen Floors" is good to watch, but it doesn't mean you won't be able to watch it if you haven't seen it in the premiere, and you can only watch it during that time period, so you won't miss it. I just missed it.”
Lu Yanhe took a deep breath.
"Senior, what you said really inspired me."
"Some personal opinions, I am not responsible for any mistakes." Wang Xiao smiled, "Next semester, the current The president will be a senior and I will take over as president. Do you want to be an honorary vice president?”
"Please, don't do it." Lu Yanhe said with a black line, "I haven't done anything, how can I be an honorary vice president."
"You helped us invite so many big names to come to the event, and , basically as long as you are free, you will come to participate in our activities. How many stations has this stood for us? Is this all fake? "You haven't done anything yet." Wang Xiao said, "I very much hope that you can take over the position of honorary vice president."
"Forget it, senior, I will take it honestly." Just an ordinary member.”
After calling Wang Xiao, the more Lu Yanhe thought about it, the more he felt that what he said made sense.
Nowadays, different TV dramas have different scheduling methods. Of course, fans will pay attention to many details, but as a real casual audience, who will really pay attention to whether a drama is broadcast daily or weekly or what? , just watch if you have some, and forget about if you don’t.
Lu Yanhe told Chen Siqi about this matter.
Chen Siqi said: Beijing and Taiwan deserve this. I talked about cooperation with them before, but they thought we were inexperienced and a small business that could not achieve big things. But in the end, they still wanted to rely on the relationship between you and me as lovers. , asking us to work for free, I was so angry that I was speechless. Since they look down on us, they are coveting our little power and want to do it for free.
Lu Yanhe: Did you talk to Jiang Lan?
Chen Siqi: No, they have a department responsible for this kind of publicity, and they will cooperate with some third-party organizations. I came to discuss this business, including the drama "Seventeen Floors" Xuan, in fact, is also connecting with them.
Lu Yanhe suddenly realized.
Chen Siqi: The current promotion of "Seventeenth Floor" by Beijing and Taiwan is that the thunder is loud and the raindrops are light, but it does not fall into the pit where it should fall, and it gives others an advantage.
This other person is naturally the video platform Northern Lights.
-
In the evening, while the second episode of "Seventeenth Floor" was launched in Beijing and Taiwan, the first episode was also launched on Northern Lights Video.
Ten minutes after it went online, Northern Lights Video announced good news: the number of viewers exceeded 8 million!
At the same time, the real-time ratings of the second episode of "Seventeen Floor" in Beijing and Taiwan started at 0.72%, and within ten minutes, it rose slightly to 0.75%, without continuing to fall.
Lu Yanhe was still sitting in the house, watching the second episode with Li Zhibai.
There were several very thrilling and tense places in the middle, which made them all feel excited and in their throats.
Lu Yanhe knew how the plot would develop, but under the lens of Lian Bei, he still felt the thrill of being choked.
Li Zhibai sighed: "It's really awesome. I want to act in a play like this. Is there such a real-life secret room? I also want to play this type of secret room."
Lu Yanhe said: "Maybe if this drama is very popular, someone will make it?"
What did Li Zhibai think of, "How about we develop it ourselves? Let's get some money together and make a "Seventeen" "Layer" themed secret room?"
"Will Beijing TV give it to me?"
"If the ratings are average, why not give it a profit?" Li Zhibai said.
Lu Yanhe felt that Li Zhibai had a very keen sense of smell.
As a result, after talking to Chen Ziyan, he realized that this kind of thing was not a potential gold mine at all. Someone had already smelled gold.
A large domestic amusement park brand has negotiated cooperation with Beijing and Taiwan and will carry out related development.
Not counting subsequent profit sharing, Jingtai collected no less than eight figures in licensing fees alone.
This cooperation has been kept secret before. People came to discuss cooperation with Beijing and Taiwan as early as when "Seventeen Floor" was about to be aired.
As soon as the second episode was aired, the ratings were clear. The peak did not exceed 1, but it did not fall below 0.7. The average ratings were slightly higher than the first episode yesterday, reaching 0.79%.
This trend in ratings made Beijing and Taiwan internally feel a little relieved.
The trend in the first episode yesterday was so scary that it made people think it would drop directly to 0.5 today.
However, compared with the ratings, within one hour of the release of the first episode on Northern Lights Video, the number of viewers exceeded 10 million, directly breaking the record of Northern Lights Video this year and making Northern Lights Video one Within an hour, three good news were issued in a row, and "Seventeen Floor" finally regained its reputation as the king of dramas.
Northern Lights Video's description of "Seventeenth Floor" is: an all-star cast led by top actors, setting off a new theme and new type of work.
Northern Lights, who will have many collaborations with Lu Yanhe, also secretly gave Lu Yanhe a label at this time: all the film and television dramas he participated in as an actor were hits, and none of them failed.
Of course, it’s not too out of the ordinary for such an exaggerated label to be mixed in with the equally exaggerated labels of other actors.
For example, the label words given to Chen Bige by the Northern Lights are: The Queen is back, still on the top of the mountain.
The label they gave Li Yuefeng was not subtle either: a hot topic, good luck, not the protagonist, but he has the aura of a protagonist!
……
These tags alone were on the hot search list and discussed by many people.
Lu Yanhe looked at their descriptions of him, and there was only one sentence in his mind: praising others will not pay for their lives.
-
Northern Lights Video ushered in their hit hit with "Seventeenth Floor".
Everyone in Beijing and Taiwan saw it in their eyes, and it was impossible not to feel sad in their hearts.
Damn it, they paid for it, they produced it, they formed such an all-star cast, and it ended up being moderately broadcast in Beijing and Taiwan, but it became a big hit on Northern Lights Video. Whoever replaced it wouldn’t be upset. ?
Of course, since the copyright owner of "Seventeenth Floor" is a hit, their other copyrights will also be able to sell better and benefit from it as well.
But the most important thing is the ratings.
Just like the results of "Six People" when it was broadcast.
The advertisers suddenly wanted to place ads one after another like chicken blood. How long has it been since a traditional TV station had such a grand occasion?
At this moment, Jiang Lan’s speech suddenly circulated within Beijing and Taiwan: Compared with the publicity strategy that Jump Up formulated for the Northern Lights video, our own publicity department is simply a vegetarian meal! (End of chapter)