Criticism from All Sides and the Publicity Strategy

"Silver Bear director's new film set for the New Year season, takes aim at Huayi!"

"Rising film talent enters the New Year season. Can he keep the miracle going?"

"Rookie director sets his sights on the New Year season. Is it confidence or arrogance?"

The media had all kinds of speculation about Wei Jin's new film being scheduled for the New Year season. Some were optimistic, others were not, and some were simply waiting to see him make a fool of himself.

Teacher Jiang from the school also called to ask about it. Wei Jin had to explain himself, and took the opportunity to ask how preparations for The Infiltrator were progressing.

Wei Jin had been mentally prepared for the stir a New Year release date would cause.

Among domestic directors at present, few could truly rival Feng Dapao at the commercial box office. Back in the nineties, when other domestic films were still hovering at a few million, his films were already pulling in tens of millions.

In 1997, The Dream Factory had raked in 36 million, elevating him to the ranks of major commercial directors.

In 1998, Be There or Be Square had made 43 million, putting him at the height of his glory.

He had released a film every year since, each earning at least 30 million at the box office. Last year's Cell Phone had done even better, setting a new high of 56 million.

There was also a widely recognized king of comedy. As the saying went, "One best actor every year, one Stephen Chow in a century." That didn't mean Stephen Chow's acting was so extraordinary, but that there were best actors every year.

When it came to comedy, however, Stephen Chow was a once-in-a-century genius. His Shaolin Soccer, released a few years earlier, was still near the top of the Hong Kong box office charts. It had made over 60 million in Hong Kong alone, which had a population of only a few million.

In short, with Feng Dapao and Stephen Chow as his opponents in this year's New Year season, Wei Jin would either win fame in a single battle or make himself a laughingstock.

"Brother, do you think this kid's getting carried away? Is he trying to go head-to-head with Xiaogang?"

In a tea room at Huayi, the Wang Brothers and Feng Dapao had gathered to discuss the release date of Wei Jin's new film.

"Not really. There are only so many good release windows, after all. Besides, didn't he leave a few days between the releases?"

Wang Zhongjun took it calmly; it was nothing he hadn't seen before. As the film industry developed, competition for release windows was bound to arise sooner or later. If not Wei Jin, it would have been someone else.

"Besides, why worry about him? He's not even in the same league."

"Zhongjun's right. He may be a Silver Bear director, but when it comes to commercial films, he's still got a long way to go."

As a major domestic commercial-film director, Feng Dapao paid no mind to a university student like Wei Jin.

"But his award-winning film made more than 35 million at the box office. We really don't need to worry?"

Wang Zhonglei remembered Buried Alive, which had come out a few months earlier and left jaws scattered all over the floor.

"That was different. That film succeeded because of its unusual angle and fresh subject matter. You can't lump them together."

Feng Dapao explained, then added with some displeasure:

"What's with you, Zhonglei? You've seen the film too. Are you that lacking in confidence?"

"Xiaogang, what are you saying? How could I not have confidence in you? I was just thinking the pie's only so big. If there's one more person taking a slice, we'll make a little less."

Wang Zhonglei explained. Huayi and Feng Dapao were bound together in their partnership, after all, and he didn't want to upset him.

"All right, Zhonglei, don't think too highly of Wei Jin. With Xiaogang here, we've got nothing to fear."

Wang Zhongjun had both reassured his younger brother and flattered Feng Dapao. He truly had a way with words.

"By the way, Xiaogang, are you planning to take a break first, or start another project right away? If you need support, just say the word as soon as you can."

"Mm... I'll take a break first. The script still needs polishing too. We can't tarnish Huayi's name."

Feng Dapao was also very pleased with Wang Zhongjun's attitude. His words showed he truly considered himself part of Huayi.

The commotion in the outside world had no effect on Wei Jin. At that moment, he was discussing the film's publicity and distribution plan with President Han of China Film Group.

After looking over the plan prepared by the China Film Group Publicity Department, Wei Jin was somewhat at a loss for words.

Publicity and distribution in this era were still far too crude: basically newspaper coverage, television interviews, on-the-ground promotion at cinemas, and a grand premiere.

"Minister Jiang, I've read the plan. The work on traditional channels is very thorough."

Wei Jin set down the plan in his hands and began by acknowledging the work of the China Film Group Publicity Department. Everyone had to help carry the flower sedan, and they would be working together again.

"I have a few newer publicity methods in mind. Could you see if they're useful?"

Minister Jiang was old and astute. Of course he understood that Wei Jin hadn't taken a liking to his plan and was sparing him embarrassment because President Han was present.

"You're too polite, Director Wei. You young people have plenty of ideas, and they're novel too. Go ahead and tell us, so I can learn a thing or two."

Wei Jin then shared his ideas. They were simple enough, really—tricks that would be used to death in later years.

Wei Jin planned to approach it from three angles:

First, build hype around the novel and hold several book signings to generate buzz for the film.

Second, have the publicity department push the song of the same name up the charts to gain widespread exposure.

Finally, start online discussions about youth and bring the conversation around to the film.

A publicity plan that seemed utterly ordinary to Wei Jin was practically a dimensionality-reduction strike in this era. Several heads of the China Film Group Publicity Department treated his words like an imperial decree, declaring outright that Wei Jin was a publicity genius.

Han Sanping then made the decision to follow the plan, with an initial publicity budget of five million and another five million available later, depending on the results.

The film had cost only ten million to make. If publicity cost ten million too, that would be a one-to-one ratio, unprecedented for a domestic film.

On November 20, the publicity campaign for the film Those Years officially began.

For ordinary people, the most immediate impression was that they could hear Those Years, sung by Li Jian, seemingly everywhere. Two months later, the song had become a hit all over again.

For fans of the novel, this was a real blessing.

Although Wei Jin was a well-known bestselling author, this was his first time holding book signings. Fans turned out enthusiastically, and every event could be said to have been packed.

To promote the film, Wei Jin held signings in several major box office cities in succession. After several rounds of signings, he had signed more than ten thousand books. It was as though he had gone back to writing the novel by hand, with the fear of being at the mercy of typing words.

At the signing in Magic City, fans even asked him to sing Those Years, the song of the same name. Wei Jin could only steel himself and take the stage, and he managed not to embarrass himself.

The results of his hard work, however, were worth acknowledging. It not only boosted legitimate sales of the novel and brought Wei Jin closer to his readers, but also did an excellent job of promoting the film. Many fans said they would definitely go and support it when it came out.

Meanwhile, topics about youth sprang up across major online forums and Tieba communities:

"Is there someone you just can't forget?"

"Do you have any regrets in your memories of youth?"

A great many people joined the discussion, leaving comments and sharing their youth. Guided by online water armies, the conversation turned to the film:

"If you have regrets about your youth, go see Those Years, the Girl We Chased Together. Make peace with your regrets and say goodbye to youth."

For a time, news of Those Years seemed to be everywhere, both online and offline. Amid the blanket publicity, the film's premiere finally arrived.