昨日，华西都市报记者从北京广告界人士蹇小姐处获悉：被审计出的1850万的中国铁路宣传片，经北京广告业界专业人士分析，其拍摄成本只有55.5万。而张艺谋一人竟拿走了250万，是宣传片制作成本的4倍多。“当专家告诉我这个结果，我对张艺谋从过去崇拜，顿时土崩瓦解！”蹇小姐如实说。

yesterday，Of west China city newspaper reporters from Beijing advertising people miss Jian have learned：Out of the 18.5 million audit of China railway commercial，The Beijing advertising industry professionals analysis，The cost of shooting only 555000。And zhang who was a took 2.5 million，The cost of making promotional is more than four times。“When the experts tell me the result，I worship for zhang from the past，Immediately around the！”Jian young lady say so。

　　据华西都市报记者了解，央视作为国家级媒体，几乎从没报道过张艺谋负面新闻。但昨晚8时30分，央视一改往日行事风格，在新闻频道金牌栏目《东方时空》中，聚焦张艺谋执导的《中国铁路》天价宣传片，并作长篇报道。

According to the reporter understanding of west China city newspaper，CCTV as a national media，Zhang almost never reported negative news。But last night at 8 30 points，CCTV a changed the past the way，In the news channel gold columns《Eastern time and space》in，Focus on zhang yimou《China railway》Day price promo，Long report and。

　　在报道中，央视全方位深入仔细地对张艺谋执导的天价宣传片进行全方面的报道。从讲述中，央视对张艺谋执导天价宣传片进行了尖锐批评，并对幕后利益链进行了剖析。

In the report，CCTV all-round carefully to zhang yimou into the high price of publicity for the whole reports。Tell from the，CCTV of zhang yimou promotional sharp criticism of the day，And behind the scenes to benefit chain are analyzed。

　

　低成本 Low cost

　　张艺谋几个点子卖250万 Zhang yimou several ideas to sell 2.5 million

　　“我们都感到很吃惊！拍摄成本 竟 这 样低！”昨晚，蹇小姐向华西都市报记者透露：下午时，北京数名知名影视专家对张艺谋执导的中国铁路形象宣传片进行了科学分析。结果显示，制作成本仅需花费55.5万元就可达到标准。

“We all feel very surprised！The cost of this kind have taken low！”Last night，Jian of west China city newspaper reporters to miss that：In the afternoon，Beijing several famous film experts to zhang yimou China railway image publicity of the scientific analysis。The results show，To make cost only cost 555000 yuan can reach the standard。

　　作为了解北京广告界的权威人士，蹇小姐告诉华西都市报记者，“某广告公司一位资深人士，给出了北京地区业内较高标准的报价：若按一个月的制作周期来核算，《中国铁路》这部宣传片最多花掉55.53万元人民币。”

As the advertising industry know Beijing authorities，Miss Jian tell of west China city newspaper reporters，“Some advertising company a senior personnel，Given the higher standards for Beijing area of the offer：If by a month production cycle to accounting，《China railway》The most promotional spending is 555300 yuan RMB。”

　　有业内人士指出，铁道部专门请来张艺谋，但他在收了250万元的薪酬后，对执导的片子不负责任。声称只是提供艺术创意。仅提了几点意见的情况下，张艺谋就拿了实际制作成本的4倍片酬250万。

The personage inside course said，Mor special zhang yimou, please，But he received $2.5 million in compensation，For the director of the film irresponsible。Claims only to provide art originality。Only made some Suggestions，Zhang with four times the actual production cost per 2.5 million。

　

　制作差 Make poor

　　宣传片被批没技术含量 Promo was approved no technical content

　　审计署作为中国国家权威部门，首次破天荒地将大导演张艺谋执导的《中国铁路》宣传片，评价为艺术低下的粗制滥造。张艺谋导演的《中国铁路》宣传片，引发社会强烈关注。昨日，随着事件不断发酵，因宣传片粗制滥造受到广泛质疑，现在又因有人拿了700万回扣，与贪腐案件扯上了关系。

The national audit office as China's national authorities，The first to declare will big director zhang yimou《China railway》promo，Evaluation of low for art rough way。Zhang yimou《China railway》promo，Trigger social strong concern。yesterday，As events constantly fermentation，For publicity widespread doubt about poorly，Now and because someone took 7 million rebates，And corruption case involved in。

　　曾多次执导过广告片的付导演昨晚告诉华西都市报记者：“我反复认真看了张艺谋执导的《中国铁路》宣传片，几乎没有什么技术含量，更谈不上广告艺术。仅用几张笑脸和几列火车简单拼接而成。这种玩意儿，我带的徒弟都会拍。张艺谋拿了250万，确实从良心上对不起铁道部。他的这个策划不值250万。”

Many times the AD directed pay director last night told of west China city newspaper reporters：“I repeated the serious see zhang yimou《China railway》promo，Few technological content，Let alone advertising art。Use only a few pieces of smiling face and a few train simple joining together into。This kind of thing，I take the disciple of will take。Zhang got 2.5 million，Really being heart I'm sorry the ministry of railways。He's the planning not worth 2.5 million。”

　　华西都市报记者杜恩湖

DuEnHu of west China city newspaper reporters

　

　-算个账55万怎么算出？ -an account is 550000 how to calculate？

　　一位经常拍广告的资深专家指出：张艺谋执导的这个宣传片，画面质量一般，最多也只是用4K高清摄像机拍摄，器材的租赁费用，大约只花费12万元。宣传中大部分场景都在火车上完成，场景费用可忽略不计。20段素材大概仅需要30万元。

A often commercials senior experts：Zhang yimou's this commercial，The picture quality general，Most also just using the 4 K high-definition camera，Equipment leasing fees，About cost 120000 yuan only。Most of the scene in the publicity on the train completed，Scene expenses can be ignored。20 period of material probably only needs 300000 yuan。

　　北京有关媒体报道称，在《中国铁路》的11分钟版本里，出现过5次疑似航拍镜头，航拍费用约3万元。其他包括脚本、配乐和演员费用，顶多约5.53万。

Beijing about media reports say，in《China railway》11 minutes version，Appeared five suspected aerial shots，Aerial cost about $30000。Other including script、The music and actor costs，At most about 55300。

　　至于宣传片的后期，一位专家坦言：基本不用花钱。“这种水平的片子，就算是普通大学生都能拍得出来。节奏也没什么起伏。”

As for the late film，One expert said：Basic need not spend money。“This level of film，Even ordinary university students can take it。The rhythm is nothing ups and downs。”

　

　-不买账审计署：审计到底 -an unappreciative the national audit office：Audit exactly

　　昨晚，北京一位知情人透露：因《中国铁路》宣传片涉及回扣700万，审计署将乘胜追击，将把宣传片审计到底。不久，将给公众公布审计结果。

Last night，Beijing an insider said：for《China railway》Promo kickbacks involving 7 million，The national audit office will 56-point thrashing，Will the publicity on audit。soon，Will give public audit results。

　　事件曝光后，引发网友广泛批评，各地网友或秀出自家视频PK老谋子此片，或热心计算成本，说几十万元就能拍摄出同样水平。网友“菲力Chou”质问：张艺谋导演对于铁道部宣传片不愿署名，干嘛还拿人家250万人民币？更有网友@戴先生mechanics说：张艺谋，看错你了！

Event after exposure，Cause net friend widely criticized，All friends or show their own video PK old strive for son to this，Or enthusiastic calculate the cost，Said hundreds of thousands of yuan can be taken from the same level。the“Phillip Chou”questioned：Zhang yimou mor promo for to sign it，Why do people take 2.5 million RMB？More netizens @ Mr Dai mechanics said：zhang，See wrong you！

　　对于张艺谋开口承认收取250万元酬劳，有媒体评论：沉默多时，张艺谋站上第一线灭火，就怕形象受损。

Zhang openings for 2.5 million yuan reward for admitted，Media comment：Long silence，Director zhang yimou on fire first line，Is afraid that the image is damaged。

　

　铁道部查处严重违纪案 Mor and WeiJiAn serious

　　经铁道部有关部门证实，铁道部运输局车辆部副主任刘瑞扬及其妻铁路文联副秘书长陈谊菡因涉嫌严重违纪，已被铁道部纪委立案调查。刘瑞扬原在铁道部车辆部门工作，2007年被提拔为北京铁路局副局长兼北京铁路客运专线动车检修基地筹备组组长，2011年10月被平调铁道部任现职。目前，该案件正在调查中。 据新华社

The relevant departments of the proof，Mor transport vehicles, deputy director of the LiuRuiYang and wife railway deputy secretary general ChenYiHan federation for alleged serious discipline，The discipline inspection commission investigation has been filed。The LiuRuiYang at mor vehicles department to work，2007 years is promoted to be the deputy director of the Beijing railway administration and Beijing railway passenger special line, move the car maintenance base/issue the team leader，In October 2011 by the present level of。At present，The case is under investigation。 According to xinhua news agency

　　铁道部政治部宣传部的一位主管负责人透露，铁道部花费1850万元拍宣传片，就是冲着张艺谋来的，不然不会支付那么多钱。但作为“中介”的北京新时刻影视文化发展有限公司，欺骗了铁道部，其与张艺谋所签合同和与铁道部所签合同相悖，肯定做了很不光彩的事情，我们要追究其法律责任。“至于1850万元，谁拿了好处，铁道部会彻查！” 据《经济参考报》

Political department of the propaganda department of the chief discloses a supervisor，The shooting the promotion cost 18.5 million yuan，Zhang is blunt，It wouldn't have to pay so much money。But as“intermediary”Beijing new moment of film and TV culture development Co., LTD，Cheated mor，The sign contract with zhang sign contract with mor and personality，Sure a disgraceful thing，We want to pursue its legal responsibility。“As for $18.5 million，Who took advantage，Mor would investigate！” According to《Economic reference quote》

　

　张艺谋： zhang：

　　“以后类似宣传片，我要认真对待” “Similar after commercial，I should be taken seriously”

　　张艺谋称，他参加了几次宣传片创意会，并提出了意见和建议，但最终交付完成片未经其审改便在高铁上播放，效果最多达到最初构想的三分之一。直到后来审计署曝光后，他才惊悉该片总投资竟高达1850万元。“我很惊讶，我认为我个人需反思。”张艺谋说。“当我在网上看到国家审计署公布的那个资料说这个宣传片的事情存在违规招标的现象，我很惊讶。我不知道这件事情，而且我也无法控制无法掌握，我自己觉得自己要反思这件事情。我希望以后如果出现类似这样的宣传片的时候，我自己要认真对待，做更多的深入的了解，要对社会有一份责任，要调查了解清楚才接这个事情。” 《北京晨报》

Zhang yimou says，He attended a few times feature films will be creative，And puts forward some opinions and Suggestions，But in the end of delivery without their ShenGai and high in iron in，Effect of the concept of up to a third first。Until the national audit office after exposure，He was astonished to total investment of the film that is as high as 18.5 million yuan。“I was surprised，I think I need to reflect on individuals。”Said zhang。“When I saw on the net national audit office published the material said the film a violation of existing things tender phenomenon，I was surprised。I don't know that，And I also can't control can't control，I feel oneself to reflect on this thing。I hope there if appear similar such promo，I myself will be taken seriously，Do more in-depth understanding，To have a responsibility to society，To investigate clear to take the things。” 《The Beijing morning post》

　　-调查伦敦奥运会宣传片才花了401万

-survey London Olympics promo paid only 4.01 million

　　华西都市报记者调查发现，1850万这些钱，已经足以拍一部相当不错的电影了。当年宁浩拍《疯狂的石头》无非才花了300万，而一部制作费用高，耗时长的原创动画片，《喜羊羊与灰太狼之牛气冲天》也就投资了七百万。在举办2012奥运会之前，伦敦奥组委发布过一款会徽宣传片，这部国际性的宣传片耗资40万英镑，即401万元人民币。换算一下，这部让人“期待”的宣传片每秒钟值近3万元人民币。且不说这5分钟的宣传片最终是否拍出了“好莱坞大片”式的效果，无论怎么算，哪怕导演是斯皮尔伯格也花不了这么多钱。况且已经有业界专业人士分析了这部宣传片的成本只要55.5万就足够了。

Of west China city newspaper reporter survey found，18.5 million the money，Have enough to make a pretty good movie。That year ning hao pat《Crazy stone》It only cost 3 million，And a high production costs，Take long original animation，《Pleasant goat and grey Wolf NiuQi too full》Also investment in seven million。In the 2012 games before，The London organizing committee published a promotional emblem，The international commercial cost 400000 pounds，That is 4.01 million yuan RMB。Conversion a，This let people“Looking forward to”Every second commercial value nearly RMB 30000。Not to mention the trailer for the final five minutes whether made a“Hollywood”Type effect，No matter how to calculate，Even if the director Steven spielberg is also spent so much money。Besides already have industry professionals analysis the promo cost as long as 555000 is enough。

　　华西都市报记者杜恩湖

DuEnHu of west China city newspaper reporters

　　见习记者荀超

Trainee reporter XunChao

　

　-有一说一 -a spade a spade

　　张艺谋品牌增值还是稀释？ Zhang yimou brand value or diluted？

　　张艺谋被高价“消费”了。正如铁道部政治部宣传部的一位主管负责人所透露的，铁道部花费1850万元拍宣传片，就是冲着张艺谋来的，不然不会支付那么多钱。已过花甲之年、被称为中国“第五代导演”代表人物之一的张艺谋，是第一次被高价“消费”吗？如此“消费”，其品牌价值是增值还是在稀释？

Zhang is high“consumption”the。As the political department of the propaganda department of a competent chief has revealed，The shooting the promotion cost 18.5 million yuan，Zhang is blunt，It wouldn't have to pay so much money。Has been HuaJiaZhiNian、Known as the Chinese“Fifth directors”One of the representative figure of zhang，Is the first times by high prices“consumption”?？so“consumption”，Its brand value is added value or in the dilution？

　　广告宣传有基本的技术分析，以《中国铁路》宣传片为例，对于中国铁路几十年的发展成就要通过5分钟的宣传片实现宣传目的，并不容易。某知名广告品牌专家表示，无论是广告片还是宣传片，要投入至少相当于成本的10倍投放，才能达到预期效果。不过，无论适合不适合，打上“张艺谋”创意自然就会各方“脸上”加分。

There the technical analysis of basic advertising，to《China railway》Feature films, for example，For China's railway development of a few years achievement through the trailer for the 5 minutes to realize the propaganda purposes，Is not easy。One of famous brand advertising expert said，Whether advert or commercial，To put at least equivalent to 10 times of the cost of issuance，To achieve the expected effect。but，No matter for not suitable，Play on“zhang”Originality naturally parties“face”Add cent。

　　事实上，这次宣传片正是“老友”牵线张艺谋。毋庸置疑，张艺谋是一个巨大的品牌。他自己目前已有电影、印象系列、歌剧三块主业，其拓展到的广告片，不少是“老友”与张艺谋共同搭建的商业链条。这次为铁道部制作的《中国铁路》宣传片，北京新时刻影视文化发展有限公司(下称“北京新时刻公司”)法定代表人张震燕是张艺谋导演二十多年来的电影及广告制作伙伴。

In fact，The publicity it is“Old friends”Matchmaking zhang。No doubt，Zhang is a huge brand。His own existing movie、Impression series、Opera three pieces of its main business，The development of the world，Many is“Old friends”And zhang yimou set to commercial chain。The ministry for the production《China railway》promo，Beijing new moment film and TV culture development Co., LTD(Said the“Beijing new moment company”)The legal representative ZhangZhenYan is zhang yimou for more than 20 years of film and advertising partners。

　　除了政府宣传片之外，张艺谋忙里偷闲也接了不少企业广告，公开信息显示：1998年张艺谋拍摄“野力干红”；2001年7月，张艺谋出任TCL手机形象广告片导演；2003年，张艺谋接拍中国石化润滑油公司的“中国石化润滑油”广告片；2003年底，在《英雄》即将拉开神秘幕布时，张艺谋策划制作了丰田新款轿车“VIOS威驰”广告。

In addition to outside government publicity，Zhang yi seeks to enjoy also connect many enterprise advertisements，Public information display：1998 zhang film“YeLi red”；July 2001，Zhang as TCL mobile phone image ads, the director；2003 years，Zhang yimou making China petrochemical lubricating oil company“China petrochemical lubricating oil”AD；By the end of 2003，in《hero》Mysterious curtain will soon begin，Zhang yimou planning production the new Toyota cars“VIOS WeiChi”advertising。

　　除了中国石化润滑油广告等几个广告外，张艺谋参与的诸多广告片均出现在张震燕广告片的名单中。

In addition to the Chinese petrochemical lubricant advertising, and some ads outside，Zhang of many of the AD in all appear at ZhangZhenYan AD list。

　　张艺谋除了拍摄电影外，还跨界涉及实景演出与歌剧。王潮歌在2004年和张艺谋、樊跃共同结成外景实地“刘三姐印象”大型景观文艺演出而一炮走红。在以后的“印象系列”文艺演出中，王潮歌开始成为真正的总导演，而张艺谋由于事情太多成了挂名招牌。

Zhang yimou in addition to the film，Also cross-border involving subject-live performance and opera。WangChaoGe in 2004 and director zhang yimou、FanYue common form exterior field“LiuSanJie impression”Large landscape art performances and a gun to fashionable。In the later“Impression series”Art performance in，WangChaoGe began to become the true total director，And zhang because so many things become nominally signs。

　　目前，《印象》系列包括丽江、海南岛、西湖、武夷山等。

At present，《impression》Series including lijiang、Hainan island、The west lake、Wuyi mountain, etc。

　　抛开围绕张艺谋“老友”们的“商业衍发项目”，真正属于张艺谋自己的似乎还是电影，这是他的主业。在投资者的眼里，张艺谋之所以能横跨电影、印象系列、歌剧、京剧和广告片，只不过他是知名导演，但如此扩张下的张艺谋品牌价值，究竟是增值还是在稀释？ 《第一财经日报》

Despite around zhang“Old friends”Of the“Commercial yan hair project”，Truly belong to zhang yimou own seemed to movies，This is his business。In the eyes of investors，Zhang is able to across movies、Impression series、opera、Peking Opera and AD，But he is famous director，But such expansion of zhang yimou brand value，What is the value or dilution？ 《The first financial daily》