Long-term marketing allows "old heroes" to open a new situation Qingdao film industry at the end of the year "spotlight" and "cohesion"
After breaking 100 million yuan in the eight days of release, "Railway Hero" currently has a cumulative box office of 132 million, and is expected to have a box office of 180 million to 220 million, becoming the best red theme film in the winter file; in the 2021 annual schedule, "Railway Hero" has achieved remarkable results in patriotic movies, and is in the same first sequence as "Chosin Lake". As the first film in Shandong Province with a box office of more than 100 million, the significance of "Railway Hero" is far more than the box office level; for Shandong, which has many Red Revolution theme IP, "Railway Hero" has made active explorations in the introduction of head film and television companies, classic IP innovation, star linkage marketing, etc., and has also further integrated Qingdao's compound advantages in film and television shooting hardware, film and television policy services, film and television capital support, film and television works promotion and other fields. In terms of script and image, "Railway Hero" is debatable like many successful films, but overall, this work does cheer up Shandong films and highlights and cohesion for the Qingdao film industry.
Comb the red IP film and television benchmark
Shandong has classic red cultural symbols such as red sister-in-law, mine warfare, and Yang Zirong, and how to give these red IP new vitality with new era film and television techniques is also a topic that film and television workers continue to try. Jointly produced by the Propaganda Department of the Shandong Provincial Party Committee and the Propaganda Department of the Qingdao Municipal Party Committee, "Railway Hero" demonstrates how to give the red classic a new visual style and how to develop genre films. Director Yang Feng said in an interview that "Railway Hero" is a film that respects historical facts, based on the real history of the Lunan Railway Brigade of the 115th Division of the Eighth Route Army, based on the real history, "We face our history, understand our history, and taste it carefully, so that we know that today's happiness is not easy to come by." The DNA of the railway brigade that is not afraid of life and death has always existed in our Chinese. After the film was released, it won praise from film critics with its sharp painting style, shocking plot, and costumes and props that strictly restored history, laying a deep foundation for the subsequent development of the "Railway Brigade". According to the analysis of industry insiders, the "Lunan Railway Brigade" was later incorporated into the 35th Army, and the brigade commander Liu Jinshan also achieved the chief of staff of the 105th Division of the 35th Army, and the 35th Army made outstanding achievements in the Battle of Crossing the River and occupying Nanjing in the Liberation War.
Through "Railway Hero", we can also see the development space of Shandong's development of red film and television IP. The railway brigade was born in The City of Zaozhuang, when the film side went to the local area to investigate, it was found that the existing railway remains could not support the filming of a movie, director Yang Feng leased multiple types of trains from the China Iron Coal Steam Locomotive Museum for restoration, restored the Japanese special train of Mantetsu Co., Ltd., and went to Mohe to shoot, restoring the atmosphere of the era of the industrial town. Yang Feng defined "Railway Hero" as the first film to focus on the Jinpu Railway and the occupation of the railway line by the Japanese army invading China, "We purchased a large number of foreign film films, including 16 mm film video records of the construction of the Jinpu Railway in Germany and Britain, as well as images of the Japanese army occupying Lianyungang." For the film and television industry, "railway brigade" and "railway guerrilla" are subjects worth shooting repeatedly, how to keep the filming work of these IP in the local area, how to leave the red culture in the place where it occurs, and how to excavate the historical periphery of the red culture, which is a problem that the film and television industry needs to pay attention to.
Actively attract and innovate
"Railway Hero" became the first film in Shandong film history to break 100 million, and it is also the result of attracting film and television enterprises in the West Coast New Area. The film is produced by Huayi Brothers Film (Qingdao) Co., Ltd., China Film Co., Ltd., and Hena (Beijing) Film and Television Culture Media Co., Ltd. According to the Film and Television Industry Development Center, the West Coast New Area has launched a series of attractive policies in recent years, hoping to increase the introduction of production-oriented film and television enterprises and production-type film and television projects, actively try to "establish projects in the new district" and "produce in the new district", and strengthen the construction of the whole industrial chain. When the staff of the Industrial Development Center came into contact with Huayi Brothers Pictures in Beijing, they learned about the project of "Railway Hero", immediately realized the "Shandong gene" of this film, and quickly contacted and introduced, "We started from the project of "Railway Hero" and started from a single project to carry out in-depth cooperation with Huayi Brothers Pictures. "Huayi Brothers Film (Qingdao) Co., Ltd. from the landing, the film and television industry development center continued to follow up, "we have done a series of services in the fields of policy interpretation, registration landing and other fields, in the entire filming and publicity process of "Railway Hero" We also continue to follow up, very much look forward to the big screen on a 'Qingdao production' hit." ”
The West Coast New Area has the compound advantages of the film and television industry, and in the project of "Railway Hero", the new area not only gives support, but also integrates the resources of film and television stars, creating momentum for the release of new films, and playing a good linkage publicity effect. On November 15th, the whole team of "Railway Hero", who had just finished the Beijing premiere, came to Qingdao to open the first roadshow in China with Wang Zhonglei, CEO of Huayi Brothers Pictures. At the roadshow scene, Andy Lau, who was filming "Crisis Route" on the West Coast, made a surprise appearance and reunited with the male protagonists of "Railway Hero" Zhang Hanyu and Fan Wei - the three had previously cooperated in "No Thief in the World". At the scene, Andy Lau and the "Railway Hero" team sang the theme song of the movie ending "Playing the Beloved Earth Pipa Again", and the atmosphere was warm, and the photos and videos of Andy Lau's interaction with the crew quickly became a hot spot on the Internet, attracting the attention of film fans. How to make artist resources "cohesive" on film projects? How to innovatively give full play to the advantages of industrial clusters? "Railway Hero" has delivered a new answer as a local film. (Qingdao Daily/Guanhai News Reporter Mi Jingyu)
(Author: Mi Jingyu)