If Daohe, the production company, was driving up sales to give the false impression of the movie's popularity, it might not be illegal, said a regulator, because it did not use a pyramid scheme. However, an executive of Inlook Vision, the distribution company, was reportedly "taken away for questioning by authorities" who wanted to probe into the matter more deeply.
It is known across the world that some businesses temporarily become their own consumers so their products make the top-selling charts, which, in turn, arouses wider interest and generates real sales down the road.
It was not the first time a Chinese film company has been suspected of using sales as marketing. Daohe was extreme only in the amount spent. But it was soon discovered that the figure for presales was exaggerated. The real number was around 1 million tickets, not 4.5 million, but still a substantial amount if translated into a marketing budget.
Most unorthodox was the way the company distributed the tickets it bought. First, it reminded its employees to treat their account contacts, family members and friends to the movie, saying this was a means to boost corporate culture.
In corporate memos obtained by the media, there were detailed instructions about the cameo appearances of its executives and how employees should artfully praise the movie-but not too much lest they sound conceited. Funny thing, the movie is a period piece with no ostensible link to the company or its products. On a certain level it seems it was being used as a corporate video to build customer relations and employee cohesion.
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