Hollywood Hunter

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November 1st is also a new Monday.

As usual, Amy Pascal arrived at Daenerys Studios Malibu before eight o'clock.

This past weekend, the box-office figures for "The Seven Deadly Sins" grabbed a lot of attention, especially Daenerys Entertainment.

The production budget of 30 million US dollars, and the publicity investment of 15 million US dollars.

A project with a total cost of $45 million, if it fails at the box office, won't actually have much impact on Daenerys Entertainment.

However, this film has many other things.

Since the launch of the 58list platform by Igreit, Daenerys Entertainment has been quietly adjusting the distribution strategy of its film business in a few months, in order to get rid of the influence of traditional paper media in film distribution as much as possible. .

A series of films in the past few months cannot be regarded as the focus, and the game between Daenerys Entertainment and traditional paper media is not so intense.

Because Daenerys Entertainment's Halloween films have been successful for several consecutive years, this "Seven Deadly Sins" has become the target of many paper media sniping. If this project fails due to the influence of the word of mouth of the print media, then, whether voluntarily or forcedly, the Westeros system must reconsider and adjust its relationship with the print media.

In response to this sniping, the release team of "Seven Deadly Sins" has also made full use of the strategy adjustment of film distribution in recent months.

The most critical point is the application of emerging Internet platforms.

"The Seven Deadly Sins" also became the first movie to release a trailer online.

With the completion of the upgrade of the AOL adsl network, more than 70% of the Internet users in North America have upgraded the basic network speed to 256kbps, which also means a download speed of 32kb/s, and millions of users have opened up faster 512kbps or 1mbps broadband package.

The downlink speed reaches 32kb/s, which basically can support the 240p resolution video launched by Igreat.

The two-minute trailer of "Seven Deadly Sins", according to the mp4 video format launched by Igreit, has a capacity of only 3.1m in 240p resolution. It is played on the network through real-time streaming media, and only 26kb of data is transmitted per second. AOL's basic adsl package is completely sufficient. Other dial-up Internet areas only need to be properly buffered or played by downloading.

The resolution of 240p may be terrible on the computer of 1080p later, but with the configuration of most monitors at this stage, the display effect is already very good.

Because of the gimmick of the first online movie trailer, in the past two months, the two trailers of "Seven Deadly Sins" have accumulated 73 million views.

Unlike passively watched TV commercials, the 73 million trailer views represented more than 20 million active viewers interested in The Seven Deadly Sins.

With the success of the online trailer of "Seven Deadly Sins", Igret has successively launched "The Lion King", "Mission Impossible", "Schindler's List", "Cyborg", etc., which will be released at the end of the year. Movie trailers about Daenerys Entertainment. At the same time, citing the fact that the online video streaming technology is still in the testing stage, it has rejected the release of trailers from other film companies.

Igret wasn't lying.

The mp4 video format and streaming media playback technology are indeed still in the testing stage. Moreover, compared with text, pictures, sound, etc., online video needs to take up a lot of network bandwidth. We do not plan to launch a special video website, in fact, it is also because there is not enough content to launch a special video website.

Therefore, for a long time in the future, Igreat will only launch a small amount of embedded video content in the corresponding section of the portal website, just like the trailer section of the movie information section this time.

Because it holds all the patents of the mp4 video format and streaming media playback technology, as long as Igreat does not authorize it, it is impossible for other specialized video websites to appear on the World Wide Web platform.

This is monopoly.

Since the Westeros system is to be allowed to grow savagely, Simon no longer deliberately avoids the monopoly problem. As long as you have the industry advantages, you can make use of it as much as possible.

In addition to the gimmick of the first movie trailer released through the Internet, in recent months, Daenerys Entertainment and Igret have also highlighted a group of online film critics, and invited many traditional famous film critics to enter Iger. Reit portal's facebook, movie information and even a professional movie website specially supported by Igreit.

Compared with "Seven Deadly Sins", which only has a comprehensive score of 7.3 points on the traditional paper media platform, the evaluation of the film online platform is much higher, with a comprehensive score of about 8.1 points, which is already an excellent level.

Of course, Daenerys and Ygritte deliberately guided the result.

As a hot topic in the Igreit portal network forums, social platforms, and movie information, if a movie article wants to get key recommendations, it must say good things for "Seven Deadly Sins". Those in the media who are tit-for-tat with the Westeros system on the Internet are destined to not have much exposure, even if they are not blocked.

Human nature is to seek advantage and avoid disadvantage.

Now that they are aware of the rules, many people will naturally show tendencies.

and

, the most crucial point, "Seven Deadly Sins" is indeed a very good film.

Even the Westeros system itself wouldn't force a bad movie, it would just be a laughing stock.

In addition to the gimmicks of the first online trailer and the praise of online film critics, several of the film's main creators, such as River Phoenix, Morgan Freeman, Kevin Spacey and Gwyneth Paltrow. They have also opened facebook pages to interact with fans.

Of the project's $15 million publicity budget, $2 million was directly spent on the Internet platform, including the official homepage of "Seven Deadly Sins", which was designed to be full of suspense, attracting a large number of fans to log in and browse.

Online trailer gimmicks, support from online film critics, interaction between creators and fans, direct advertising, and key promotions throughout the Igrit portal. Sin" made a more or less impression.

In many cases, it is often this kind of brainwashing potential impression that unknowingly attracts consumers to take out their wallets.

When I walked into the cinema on the weekend, compared to other films I had never heard of, the familiar name "Seven Deadly Sins" seemed to have a good reputation, and it was self-evident how the audience would choose.

In addition to online channels, Daenerys Entertainment certainly did not completely abandon the traditional publicity model.

$15 million for the announcement budget, $2 million for network expenses, $2 million for copy production and transportation costs, the remaining $11 million, and $7 million went to various TV networks, the remaining $4 million, half It is used to make cinema posters and outdoor billboards, and the other half, about US$2 million, is still invested in traditional paper media.

Spending on things like TV advertising hasn't really changed much.

The traditional paper media, which should have invested about 25% of the publicity expenditure, which is 4 million US dollars, directly cut half of it this time, and this half happened to turn to the Internet platform.

While maintaining the publicity efforts of TV platforms and other channels, Daenerys Entertainment also focuses on managing some print media forces that can be good friends, such as News Corporation, Time Warner Group, etc., for the media that have completely stood on the opposite side, such as Hess The special group is completely blocked in the media preview and other stages.

News news, the key lies in the word "new".

Other media have already released a film review in advance, forming a preconceived notion in the minds of readers. Other paper media film critics who were unable to obtain the qualification to watch the film during the trial screening stage will criticize the film after it is released, and criticize the box office of the film. influence is no longer as strong.

This time it was.

Although after the large-scale release of "Seven Deadly Sins", the film critics of traditional paper media received only 7.3 points, but before the film was released, the media that released film reviews in advance basically gave them considerable praise.

At the same time, Daenerys Entertainment has further strengthened its efforts to attract film critics based on the operation of Gaomen Pictures in recent years.

Newspapers, film critics and film companies, among the three, it seems that film critics are the weakest among the three, but unlike the full-time editors of newspapers, film critics still have a certain degree of independence, especially many famous film critics People, these people have a strong influence on the audience, and naturally have a higher right to speak in front of the newspaper.

Daenerys Entertainment just happens to have a critical content resource for film critics.

Well-known film critics can contribute to many newspapers, but if they are rejected by the film company and cannot participate in the media preview to obtain first-hand information in advance, their influence will inevitably decline rapidly.

A small meeting room in the administration building of Daenerys Studios One.

Daenerys Pictures President Tom Pollack, New World Pictures President Danny Morris, Gold Gate Pictures President Ella Deutschman and Daenerys as Amy Pascal enters the room Executives such as Mark Belford, president of Silk Entertainment's global distribution business, have arrived, and the atmosphere is quite relaxed.

In fact, everyone was relieved after the first-day box office release of "The Seven Deadly Sins" last Saturday.

At this moment, everyone's expressions were still filled with joy.

Before the film was released, through several previous internal previews and data feedback from the film's two-month publicity, the publicity team set a box office target of $60 million for "Seven Deadly Sins".

$60 million is actually a high number, but not enough to recoup the entire $45 million total invested in the project through the North American box office.

For that to happen, the North American box office would need to hit $80 million.

Of course, Daenerys Entertainment can easily recover the cost and achieve profitability through overseas distribution and follow-up channels as long as the domestic box office achieves 60 million US dollars.

Higher goals are certainly expected.

For example, the impact of the 100 million yuan box office club.

However, the distribution team generally believes that the theme of "Seven Deadly Sins" is too niche and dark, which will limit the size of the audience to a large extent.

With the official release of the film, the actual situation is that the box office revenue of "Seven Deadly Sins" on the first day of filming reached 7.93 million US dollars.

$7.93 million Friday.

$8.67 million Saturday.

The box office slipped to $6.81 million on Sunday because it was Halloween.

Even so, the cumulative box office of "Seven Deadly Sins" has reached 23.41 million US dollars in the first three days of the opening weekend.

The film opened with 2,511 screens and grossed $23.41 million at the box office in the first weekend.

It can achieve the level of big sales that broke through 10,000 in the first three days, but it is not far behind.

Moreover, the film distribution team initially expected the film's first seven-day box office to be only about 20 million US dollars. "Seven Deadly Sins" broke through the film's box office target for a full week after only three days of release.

In comparison, the other two opening films, "The Nightmare Before Christmas," written by Tim Burton, earned only $8.21 million at the box office in the first three days of the first weekend.

MGM's "Fatal Instinct" grossed only $3.76 million in three days, barely more than a fraction of "The Seven Deadly Sins".

$23.41 million in the first weekend and three days, which means that the box office of "Seven Deadly Sins" in the first full week will be between $33 million and $35 million. Such an excellent box office start, as long as the subsequent box office curve is not too bleak, let alone $80 million, and the $100 million mark in North America is easy.

After Amy Pascal's assistant Vanessa Lind handed out a just-printed report, the room fell silent.

Waiting patiently for everyone to read the materials in their hands, Amy said: "This is the statistical report of the audience survey questionnaires from all over the weekend for three days. Everyone must have seen one of the key data. Among the 10,000 questionnaires, contact through Internet channels. The proportion of viewers who have experienced "Seven Deadly Sins" has reached 33%, and the proportion of viewers who have been fully influenced by the Internet platform and entered the theater has also reached 19%. As senior managers in the industry, you must understand what this report means, this material, etc. I will take it back and destroy it, and I hope everyone will try to keep the secrets as much as possible. Now, we are discussing the next step to continue to strengthen cooperation with Igrit. "

Before the rise of the Internet, the factors that influenced viewers to choose a movie were complex.

The main stars, TV commercials, newspaper reviews, street posters, word of mouth, random selection, etc., etc., if a film company wants to promote a film, it must therefore exert its efforts in all aspects at the same time.

This time, "Seven Deadly Sins", although it should be regarded as a relatively special model, as high as 33% of the audience have been more or less influenced by the Internet platform, which is enough to prove the strong influence of the Igret portal.

Although Simon has repeatedly emphasized that the entire Westeros system is a community of interests, there are still many executives of Daenerys Entertainment who have more or less complained about being involved in the opposition between Igret and traditional paper media.

Through the release of "Seven Deadly Sins" this time, most of the entanglements were dissipated.

Igret may have affected the relationship between Daenerys and traditional paper media. However, it is obvious that the powerful media strength of this platform itself not only completely offset the disadvantages of Daenerys Entertainment in traditional paper media, but brought obvious gain.

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