Heads Up Hollywood

In Hollywood, each film has a unique and comprehensive marketing strategy, which must be completed in the planning stage of the film.

As soon as the film starts working, its marketing campaign has already begun, and the means of promoting the film vary according to the different stages of the film production.

The establishment of the "Pearl Harbor" project was in March 1999.

At that time, "Star Wars Episode 1: The Phantom Man's Menace" hadn't been released yet, and "Spider-Man" hadn't started filming yet, and the only commercial blockbuster that sold at the Hollywood box office was "Titanic"!

Disney has high ambitions, and Jerry Bruckheimer is also ambitious. They directly set their sights on "Titanic".

He wants to team up with Michael Bay to replicate the miracle of "Titanic" for Disney!

Therefore, "Pearl Harbor" imitated "Titanic" everywhere in terms of film preparation.

"Titanic" is the American actor Leonardo Ricaprio, and "Pearl Harbor" chose the same handsome American actor Ben Affleck;

The heroine of "Titanic" is the British actor Kate Winslet, and "Pearl Harbor" has chosen a British actor Kate Beckinsale step by step;

"Titanic" is about the touching love behind the disaster movie, and "Pearl Harbor" imitates it vividly, linking war and love;

"Titanic" has grand scenes and realistic effects. The magnificent Titanic and its thrilling sinking process give the audience a great visual impact. "Pearl Harbor" also has a grand scene, and the 40-minute Pearl Harbor air raid scene in the middle of the film can also give the audience a powerful audio-visual shock;

"Titanic" is well-produced, costing 150 million US dollars, and even specially built a giant water studio. "Pearl Harbor" directly leased the water studio, and the production cost was 140 million US dollars, and the investment was not much different;

"Titanic" is 194 minutes long, which is almost challenging the limit of commercial films. "Pearl Harbor" is 183 minutes long, and Jerry Bruckheimer and Michael Bay think they have the ability to challenge the audience's patience.

Even during the filming of "Pearl Harbor", the name of the movie was never called this, but "Tennessee", which corresponds to "Titanic".

During the publicity process, the producers also unabashedly expressed to the public their intention to shoot the second "Titanic".

Now, "Pearl Harbor" is Disney's top product, especially last year when Disney was in trouble in the film market, and was seen by many peers as jokes.

Disney has one heart and one mind, and must let "Pearl Harbor" achieve results!

Backed by a media giant like Disney, the propaganda campaign of "Pearl Harbor" has reached an unprecedented level of violence, with a publicity budget as high as 70 million US dollars!

This figure of 70 million US dollars is far more realistic than the 100 million US dollars for the announcement of "Spider-Man".

Because many of Disney's industries, including ABC Radio and Television, Disneyland, Disney consumer products, etc., use the minimum fee standard for publicity, and even many of them are free publicity.

Throughout April, the Hollywood publicity market did not appear as many professionals expected, "Pearl Harbor" and "Unsinkable" two commercial blockbusters go hand in hand, but "Pearl Harbor" is the only one!

The promotional cost of "Unsinkable" is only 50 million U.S. dollars, and after the distributor Universal Pictures was split by Vivendi Group, it is only a pure film company, and there is no possibility of multi-channel synergy.

In contrast to "Pearl Harbor"...

Newspapers, radio, television, posters, film reviews, the Internet, fan exchanges, college seminars...all available channels, all media that are beneficial to film promotion, the "Pearl Harbor" team has opened up through Disney's relationship.

This wave of publicity is definitely a carpet attack!

The bombing publicity of "Pearl Harbor" put a lot of pressure on Universal Pictures, the distributor of "Unsinkable".

According to the distribution agreement between Tang En Pictures and Universal Pictures, Universal Pictures has to bear the publicity expenses independently, unless Tang En Pictures is willing to increase the publicity effect and pay for it out of pocket.

In the current situation, the propaganda momentum of "Unsinkable" has been completely overshadowed by "Pearl Harbor".

Lon Meyer personally called Dunn to ask for financial assistance.

If this continues, the propaganda effect of "Pearl Harbor" will completely crush "Unsinkable"!

"Unsinkable" has the ace director James Cameron, but "Pearl Harbor" is a combination of Jerry Bruckheimer and Michael Bay, and it is also famous!

If no countermeasures are taken in a short period of time, movie fans will definitely buy tickets to watch "Pearl Harbor" with better marketing effects when choosing movies!

Lon Meyer's request was directly rejected by Tang En. He didn't even pay attention to this matter, but went to the post-production of "A Beautiful Mind".

"Children are just playing house. If Disney and Jerry Bruckheimer want to quarrel, let them quarrel!"

Tang En's old-fashioned reply almost choked Lang Meyer to death!

Richard Cook, chairman of the Disney production department, producer Jerry Bruckheimer, and director Michael Bay are all over 150 years old. How can children play house?

Too much breath!

Tang En downplayed it, and was as strong as ever, "Propaganda also has a value, if it is overdone...it is poison!"

What is marketing?

Philip Kotler defined it as a social and managerial process by which individuals and groups obtain what they want and want by creating, offering for sale, and exchanging products or value with others.

That is to say, marketing in the modern sense is different from the traditional marketing concept, but includes at least three links: production, sales, and satisfaction of customer needs. The quality of marketing results largely depends on the production link.

In other words, product is the foundation of marketing!

In terms of marketing, "Pearl Harbor" is always compared with the most classic commercial blockbuster "Titanic" in film history. Michael Bay even clamored to break the box office record of "Titanic"!

However, is the quality of the two films comparable?

"Titanic" tightly grasps the theme of love in the setting of the plot, and while the shipwreck as the background of the story gives the audience a visual impact, it does not overwhelm the audience at all, but promotes the development of the plot just right, making the protagonist's fate ups and downs The ups and downs eventually turned into a poignant love story.

When the audience is watching the movie, the emotional investment and catharsis are done in one go, which makes people think about it again and again.

"Pearl Harbor" seems to be vacillating in terms of plot setting, showing love for a while, and war for a while. nondescript. The wandering of the theme leads to the chaos of the plot, which prevents the audience from gradually accumulating emotions while watching the movie and concentrates on venting at the end.

In the previous life, in fact, after the release of "Pearl Harbor", it had a good reputation overseas, and some people even compared this movie with "Black Hawk Down".

After all, the two films are made by the same producer.

However, in North America... the word of mouth is completely one-sided, the film critics and the audience also condemned, and the scolding made Disney unable to hold back, and even the stock price began to plummet.

It is because of the excessive publicity of "Pearl Harbor", which completely treats the audience and movie fans as idiots.

Such a film still wants to be compared with "Titanic"?

Want to break the box office record for "Titanic"?

Skate the jokes of the world!

Angry film critics gave "Pearl Harbor" the harshest satire. At the Golden Raspberry Awards the following year, "Pearl Harbor" was successfully nominated for the worst film of the year, Michael Bay was nominated for the worst director, and Ben Affleck ... also became a candidate for the worst actor of the year.

Therefore, the foresight made Tang En full of confidence.

"Pearl Harbor" is very high-profile now?

Then let them continue to be high-profile and continue to expand!

Extremes must be reversed!

When the movie is released and the true face of "Pearl Harbor" is presented in front of the audience, they will naturally understand that the low-key and simple "Unsinkable" is the real masterpiece that opens the summer file!

...

Tang En has been busy with the post-production of "A Beautiful Mind" during this time. Besides, he has also been working hard to establish a connection with one person——Roy Disney.

As early as the beginning of the year, this Disney's second-in-command sent a message back to Tang En, saying that there was a chance to meet and chat.

But a few months passed in a blink of an eye, and the opportunity never came.

It's not that Tang En didn't fight for it, but that Roy Disney kept refusing it.

Everyone is smart, Tang En and Michael Eisner have a grudge, and Roy Disney and Michael Eisner are competitors, so the main content of this meeting is well known.

Maybe it's because he's old and suspicious, maybe it's because he still has a glimmer of hope for Michael Eisner... Of course, the greater possibility is that he is waiting for the battle between Tang En Pictures and Disney this summer!

Compared with the confrontation between the two companies in the film market last year, this year's summer film will be more intense and more popular.

In addition to the two high-profile commercial blockbusters "Pearl Harbor" and "The Unsinkable" released on the same day, Disney's $120 million animated feature "Atlantis: The Lost Empire" will also be released alongside "Smith Smith. "Couple" is in the same schedule.

This is a completely unreasonable confrontation!

When Tang En came out of the editing room, he saw Isla Fisher shaking his head at him.

"That old guy still refuses to come out?" Tang En shook his head and smiled.

Isla Fisher said angrily: "Mr. Disney, isn't he a liar? Isn't it all agreed, we need to meet when we get a chance."

"It seems...he is waiting for the result."

"Result?" Isla Fisher was taken aback, "What result?"

"Of course it's the result of this summer!" Tang En curled his lips into a sneer, "Okay, since he's not in a hurry, let's take our time! Tell West, get all the materials ready, this year In summer, let's play big!"