Deceiving Chinese Entertainment Industry for Thirty Years 47

Chapter 47: A 90/10 Split? I Can’t Teach You Marketing for Free!

2025-01-21

Chapter 47: A 90/10 Split? I Can’t Teach You Marketing for Free!

I asked my mother, why do mountain people live in the mountains?

What did your mother say?

Mom said, mountain people live in the mountains, just like feet in shoes – comfortable.

The business deal was settled, but Ma Xun didn’t rush to leave Hunan. Instead, he followed Kang Jianmin to the countryside. He saw green mountains and clear rivers, with an arched bridge over the river. Standing on the bridge, a few lines of dialogue popped into Ma Xun’s head – a conversation between a son and his father from a movie. The movie, *That Mountain, That Man, That Dog*, didn’t give the family’s names, only: Father, Mother, Son. Interestingly, the dog had a name: Lao Er (Second Son).

“Mr. Ma, the scenery here is beautiful, isn’t it?”

Kang Jianmin hadn’t spoken much until Ma Xun had seen many beautiful sights.

Ma Xun nodded, and couldn’t help but ask, “Factory Director Kang, why do you insist on making this film?”

Asking this question now seemed strange, yet perfectly reasonable in the context. Kang Jianmin had just become the director of Xiao Xiang Film Studio, and he knew the studio’s precarious situation – it wouldn’t be surprising if it went bankrupt any day. Earlier, Ma Xun had come straight to the point: “I’m investing in this film for a project by Director Ouyang…”

Kang Jianmin didn’t hesitate: “Ouyang is an old friend; we were colleagues in the cultural department. Leave it to me.”

Of course, Ma Xun was equally upfront, directly showcasing his financial power. A six-million check, one million in seed money, with further funding to be discussed later. One million in seed money was actually enough. Kang Jianmin was ambitious; Xiao Xiang Studio was a major domestic studio after all. Their side should at least contribute one million, hoping to get a larger share of the profits. This meant two million yuan in total funding. *That Mountain, That Man, That Dog* could be made!

Now, Ma Xun asked *why* he wanted to make it…

Kang Jianmin smiled, pointing to the distant mountains, “Mr. Ma, look at how beautiful this scenery is.”

“Beautiful.”

“It’s not at its most beautiful yet. In summer, the mountains will be even greener, like jade.” Kang Jianmin’s face was full of smiles.

“Capturing the beautiful mountains and waters of Hunan in a film – isn’t that wonderful?”

Was that his reason for wanting to do this project?

Ma Xun smiled after hearing this, “Factory Director Kang, what you said is very good, but it gives me the feeling that your studio is about to go bankrupt tomorrow.”

At this, Kang Jianmin burst into laughter. “Maybe not, maybe it will – who knows?” There was a hint of bitterness in his voice. The mainland film market was extremely sluggish. Even established studios like Xiao Xiang were struggling.

But Ma Xun changed the subject, “Factory Director Kang, I must ask you something.”

“Please.”

“Do you really want this film to make money?”

“Ah?” Kang Jianmin was taken aback, but immediately replied, “Doesn’t everyone make films to make money?”

Ma Xun knew he’d react like this, so he immediately pointed out a crucial issue. “Factory Director Kang, if you really wanted to make money, why would you say those things earlier?”

Which things? The part about capturing Hunan’s beautiful mountains and waters in a film?

Kang Jianmin laughed, “When I said that, I was speaking from the perspective of artistic merit.”

That explanation was reasonable.

But Ma Xun shook his head, “Factory Director Kang, I understand what you mean. But haven’t you realized the problem facing you and state-owned film studios like Xiao Xiang?”

Kang Jianmin was stunned, “Mr. Ma, please explain.” He needed to be polite; he was facing a major investor.

Ma Xun didn’t hold back, his tone sharp. “As the film’s initiator, why are you considering ‘art’? Why aren’t you prioritizing making money?”

Kang Jianmin was shaken. “Prioritize making money? Is that right?”

Ma Xun said coldly, “That’s why Xiao Xiang, and other studios, face the risk of imminent bankruptcy!”

Those words… a cutting remark! Kang Jianmin’s forehead was sweating profusely. And Ma Xun wasn’t finished.

“I’ll ask you again. If *That Mountain, That Man, That Dog* is completed and released, have you considered how to cultivate the market? How will you develop the market beforehand? Goodness, are you anemic? Your face is pale! And Factory Director Kang, have you thought about the film’s selling points? Hey, Factory Director Kang!!”

Ma Xun’s words nearly knocked Kang Jianmin unconscious. Luckily, Ma Xun was strong enough to catch him. After recovering…

“Mr. Ma, I…I…” Shame! He hadn’t considered market development or selling points at all!

Then Ma Xun smiled, “Factory Director Kang, I knew from the start that you hadn’t considered these issues. And that’s not your fault.”

Kang Jianmin was still dazed, but strangely touched. The other party seems to understand me…

With sincere humility, Factory Director Kang said, “Mr. Ma, I’ve heard of you. You’re resourceful in the Capital City. Please teach me how to make this film profitable.”

This was exactly what Ma Xun wanted! Factory Directors like Kang Jianmin weren’t an isolated case. Chinese cinema had been in a state of loss for years – an industry-wide loss. The film market was in decline. Although a film or two each year was noteworthy, that was all. Many people wanted their films to make money, but people like Kang Jianmin, these old-school state-owned film professionals, hadn’t considered making money during the filmmaking process!

Some might find this unbelievable, but it was true! Previously, film studios didn’t need to cater to audiences, develop markets, or make money. It had always been that way!

Moreover, during Ma Xun’s film studies, there was a unique case study: *That Mountain, That Man, That Dog*!

“Our film is still in the preparatory stage; we’ll also hold auditions. Filming will wait until summer. Even at the earliest, release won’t be until the end of the year, possibly next year. That gives us time to cultivate the market.”

Ma Xun’s words were logical, instantly impressing Kang Jianmin.

“Yes! Exactly!”

Then Ma Xun explained his plan:

“Since the film doesn’t exist yet, we can start with the source novel. We should spend a small amount to boost the author, Peng Jianming’s reputation. Compile his other works into a short story collection, about five or six pieces. Then negotiate with bookstores to prominently display his novels. We’ll also hold many book signings.”

“This…this…” Kang Jianmin felt overwhelmed!

“Aren’t we making a film? Why are we…”

Why novels?

Ma Xun sighed, rubbing his forehead. Kang Jianmin realized his mistake, apologetically saying, “Mr. Ma, I’m really sorry, but we’ve never done this before. It’s…too advanced!”

Ma Xun resorted to a stronger tactic, “If you don’t listen to me, I’ll withdraw my investment.”

“I’ll listen! Of course, I’ll listen!” He couldn’t let the investment go!

Ma Xun found Kang Jianmin’s reaction amusing. What he’d just said was a ‘case study’ he’d learned! Many knew the film’s success in Japan, but few knew how Japanese distributors achieved it. They didn’t release it immediately after purchasing the rights; they patiently cultivated the market using the methods Ma Xun had just described. *That Mountain, That Man, That Dog* might not have made a lot of money, but it taught Chinese filmmakers a valuable lesson. Japanese distributors were masters at creating cultural IPs. They started with the source novel, heavily promoting Peng Jianming, the author, and released it in Iwato cinemas only when the time was right. Chinese filmmakers had no such experience; they were completely blank. Fortunately, they learned from this experience. Kang Jianmin’s generation didn’t know how to market films, but Ma Xun’s generation could learn from case studies in textbooks. The mistakes of the previous generation could be easily avoided by the current generation.

Now that Ma Xun was here, he would teach Kang Jianmin. But he couldn’t teach for free.

“Factory Director Kang.”

“Yes, Mr. Ma, what other methods are there?”

“It’s not really about methods. It’s our first collaboration, and you haven’t done this before, which means high risk. Let’s do this. Use your one million yuan for the market development I described. If the film loses money, I’ll cover the one million yuan loss. If it makes money, after you earn one million…”

“Could it be…” Kang Jianmin worried Ma Xun would take everything.

Luckily, Ma Xun was… kind.

“Let’s do a 90/10 split. You’re mainly here to learn, and taking 10% while learning is good, right?”

Goodness! Kang Jianmin, who had nearly fainted earlier, felt his vision go dark again. He almost fell into the river. He’d thought Ma Xun was a good person, proactively teaching him market strategies, but now… you’re really ruthless!

But did he have a choice?

“Mr. Ma, I’ll do as you say!”

Ma Xun saw the gritted teeth in Kang Jianmin’s expression, but he didn’t care.

“Factory Director Kang, you’ll thank me later.”

The two shook hands on the bridge.

Thank you for your support! Thank you! Due to a phone system issue, I can’t reply to your comments, please understand. I will read them all. Thank you! This film is indeed a case study that taught many people how to operate cultural products. Please read, like, and comment! Thank you very much!

(End of Chapter)

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