During the film's popularity, four companies, including Beijing Wanda Media Co., Ltd. and Focus Shi Jing Advertising Co., Ltd., jointly issued a statement, claiming that "Wolf Warriors 2" forcibly carried five trailers on the film master without paying the fees, which seriously trampled on the legitimate rights and interests of cinema advertising agents, and would defend its rights through legal means.
Every time a film and television reporter investigates, it is found that there is an interest market of up to 3 billion yuan behind it.
Cinema advertisers jointly complained about Wolf Warriors 2.
On August 9th, a statement letter (dated August 1) jointly signed by Beijing Wanda Media Co., Ltd., Focus Shi Jing Advertising Co., Ltd., Beijing Changyou Maojing Film Culture Media Co., Ltd. and Times Advertising (Beijing) Co., Ltd. stated that Wolf Warriors 2 forcibly carried five trailers on the film owners without paying any fees, which seriously trampled on the legitimate rights and interests of cinema advertising agents.
Every time a film reporter noticed, among the films of the same period, the five trailers accompanying "The Lord of Wolf Warriors 2" were the longest, with a total duration of 2 minutes and 39 seconds. After the trailer is finished, the "Dragon Label" is released and the feature film is shown.
It was these 2 minutes and 39 seconds that four advertising companies denounced that the trailer eroded their original advertising time, but did not pay the advertising fee of these 2 minutes and 39 seconds. These four companies almost cover the pre-screening advertisements of cinemas in Chinese mainland market.
One of the companies that issued the statement letter told every reporter: "The trailer on the master has nothing to do with Jason Wu and the producer, but the publisher's problem."
However, Chen Chen, the director of Beijing Culture (000802), said in an interview with every film and television reporter that this matter has nothing to do with Beijing culture:
"I learned from the general manager of the Wolf Warriors 2 project that this was not made by our company, because many of the films (trailers) above have nothing to do with the company, and it is not clear who they are. It may be related to movies. "
Who made the trailer for Wolf Warrior 2? This seems to be a mystery.
People in the industry have different opinions.
Every reporter interviewed several people who are familiar with the film distribution in China, and they all said that the trailer that comes with the master disc is generally related to the film producer or distributor.
Zhao Jun, chairman and general manager of Shanghai Tang De Cinema Management Co., Ltd. told every film and television reporter that the trailer could be a new film to be released by the production company, or it could be a replacement of resources with other companies:
Nowadays, many movies have trailers, and peers help each other promote movies.
However, people in the industry hold different views on whether the trailer is infringing.
Wu Hehu, general manager of Perfect World Cinema, said:
The five trailers of "Wolf Warriors 2" are not advertisements, and theaters should play them by default. If it is a commercial advertisement, you need to sign a contract with the cinema and divide it according to the amount of play.
However, a person in charge who has been engaged in the cinema advertising business for a long time told every reporter that the trailer is an advertisement for the next upcoming movie, which is a commercial act:
The film itself is a commodity attribute, and cultural goods are also commodities. It is ok to show the trailer, but you need to communicate with the advertising company, because the advertising company has bought out the time. If there is a trailer in front of every movie, that time is obviously not enough for hundreds of movies a year.
The industry self-discipline promulgated in September 201/KLOC-0 stipulates that "the five-minute pasting time belongs to the film producers and distributors", but the Guiding Opinions on Promoting the Coordinated Development of Film Producers' Distribution and Projection issued by the State Administration of Radio, Film and Television at the end of 201/KLOC-0 also pointed out that "after the film producers' distribution and projection interests are adjusted to a reasonable level,
Seeing that all the participants in Wolf Warriors 2 are sharing this capital feast, but their advertising time is eroded by the trailer, it is not difficult to imagine why the four major advertising agencies that control the right to speak in the advertising market before the national cinema screening will have a strong rebound after the owner of Wolf Warriors 2 installed the longest trailer in the same period.