Made in Hollywood

The Internet outflow incident is a publicity point for Duke and Warner Bros. to hype, but in terms of regular publicity, the film is also strong enough.

How to ensure that the movie box office will sell well? This can be said to be the subject of research in the film industry all over the world.

The content of the film, actors, directors, etc. are of course important, but the necessary exposure and publicity before the release is also essential, especially in the current almost white-hot competition, if you want to not be drowned in hundreds of films. marketing campaigns can even become the decisive element.

In Hollywood, for a super blockbuster like "Iron Man" with a total investment of nearly 250 million US dollars, the publicity fee usually accounts for about 50% of the total cost.

Although according to the film promotion routine, the 100 million US dollars promotion fee also includes a certain proportion of advertising resource replacement costs. The producer and distributor can replace advertising resources through character images and film copyrights, so it does not mean that the film side It is really a complete investment of 100 million US dollars, but the publicity and distribution expenses of Hollywood commercial films account for 30% to 50% of the total investment of the film, which has long been a market practice.

The quality of the film is very average, and it is not uncommon in Hollywood to rely on successful publicity, and in recent years, Hollywood's publicity has shown two important trends.

The first is that film announcements will directly affect or even determine the box office success or failure of a film; the second is the use of online media for hard promotion, which is increasingly used in film marketing and publicity activities. In terms of selection, the concept of multimedia and multi-platform combined use of "new media social marketing + traditional media hard publicity" has been gradually formed.

Multimedia combined use has become a must for every commercial film. Under such a background, publishers with strong media resources and the ability to form a strong media service platform will naturally become the high-end location in the entire industry chain. .

For example, the extremely unfair distribution contract between Pixar Studios and Walt Disney, such as the current cooperation between Marvel Studios and Warner Bros.

Don't these companies want to release their own films. Instead, transfer a large distribution fee?

The answer is of course no, but the announcement seems simple, but to actually do it, it takes a long process, and the manpower and material resources in the middle are a terrifying figure.

Hollywood's traditional six companies besieged DreamWorks. It is not in production, nor can it restrict DreamWorks too much in terms of production. What they are encircling and suppressing is nothing more than the publicity channel of DreamWorks.

Today, the freedom and immediacy of online media often bring great convenience to propagandists.

In the version that came out, there was a scene of Robert Downey Jr. in a motion capture suit. The scene of the attacking action against the green screen, Duke released a 30-second finished version of the special effects, for those who have seen the Internet leaked version, this is completely new content, Tony Star. Turned into Iron Man. The tank was blasted with one cannon, and the bully never looked back at the explosion.

Here Duke just released a video clip on instant sharing, and Warner Bros. immediately followed the hype, and there are quite a few similarities on the Internet - Iron Man is by no means a paper tiger. The army, navy, and air force are not rivals -- commentary reports.

Not to mention the content related to the film, it is the things that seem to have little relevance to the film. It can also be used for hype.

For example, the heroine Rachel McAdams was dragged out by Warner's publicity staff because of her recent stressful work and hospitalization.

"It is understood that Rachel McAdams was in very poor health when she was admitted to the hospital. Since she was unable to walk at the time, her boyfriend had to push her into the emergency room in a wheelchair. According to the hospital, the actress was Too much time and energy invested in "Iron Man" has left the body in a sub-healthy state for a long time, and finally led to..."

During the time when "Iron Man" was about to be released, in addition to tracking reports about the early leaks, the media was also full of various news about the film, and it was difficult not to attract people's attention.

In Duke's view, all conditions are developing in a favorable direction.

That is to say, under this circumstance, the pre-booking business of movie tickets for the first week of "Iron Man" was officially opened.

When he got home from get off work on Friday, Drake turned on the computer for the first time. He remembered very clearly that the ticket booking for "Iron Man" started today. Since he saw the leaked version on the Internet, he had a different idea of ​​​​reading the completed version. The urgency of the matter, especially the endless variety of news about the incident recently, has always reminded him.

As soon as the computer was turned on, Drake entered the IMDB website and directly clicked into the ticket booking business column.

Sure enough, the name of "Iron Man" was placed in the most conspicuous position, and without thinking about it, Drake opened the relevant reservation link.

"What?"

Just looking at it, this guy's mouth is wide open, this movie is different from "Batman: The Beginning", there will be a lot of early theaters on Thursday, and of course he wants to see it as soon as possible.

Drake lives near the San Francisco Bay, which is one of the most prosperous areas in the Greater San Francisco area. There are many movie theaters, but what he didn't expect was that a few movie theaters closer to home, the "Steel Steel" displayed on IMDB. There are no tickets for Xia in advance...

how can that be? The pre-sale starts in just one day!

"There must be something wrong with IMDB's systems."

With this thought in mind, Drake closed IMDB and opened Box ., where movie tickets can also be booked.

However, after clicking on the relevant link, Drake was disappointed again, and it proved that there was no problem with the IMDB system at all. The "Iron Man" in several theaters close to his home was played early, and the tickets were already booked out. !

"Why is this?"

Drake feels very strange, obviously the film has been leaked in advance, why are those people like him, still madly grabbing tickets?

He hadn't thought about it carefully.

Tickets for theaters in prosperous areas are difficult to book, but tickets for places with poor locations will definitely not be so tight. Drake knows this very well. Although those theaters are really far from home, he wants to see "Steel Steel" earlier. Xia", and finally had to book an advance ticket at a suburban theater.

In any case, in Drake's opinion, it is worthwhile to book early tickets and see the completed version of "Iron Man" as soon as possible.

Not too far from the house where Drake was renting, Eliza Wood had just taken over the night shift in a theater chain of Emperor Entertainment Group. She was mainly responsible for answering calls and handling related ticketing business.

"Hello, this is the San Francisco Bay Imperial Cinema..."

While answering the phone, Eliza Wood checked the ticket status of the internal system through the computer, "Sorry, there are no tickets for the advance show of "Iron Man" next Thursday, I suggest you choose Friday or Saturday. Five nights? Four? Okay, no problem, thank you for calling, bye."

Just put down the phone, the phone rang again, and the same as last time, the call was also reserved for "Iron Man" tickets.

In less than five minutes, Eliza Wood answered ten calls, eight of which were related to Iron Man.

Eliza Wood can't help but be a little curious. She has been working in the theater for a few years, and she has seen the films leaked in advance. After those films were released, no one cares about them, and the attendance rate is not ideal, but "Iron Man" Can't help but not be affected, but it is scheduled to be so hot.

what is happening?

Even when it was off-duty time, Eliza Wood didn't want to understand.

The reservations of the cinemas affiliated to the Emperor Entertainment Group will be transmitted to the branches in various regions as soon as possible. After the branches are summarized, they will be sent to the headquarters of the group. estimate and adjust.

Early on Saturday morning, the relevant statistics of the pre-sale on Friday were sent to the head office of Emperor Entertainment Group.

"Never underestimate Duke Rosenberg and his films."

Looking at the statistical report in front of him, Lynch, the head of the company's theater department, said to CEO Robert, "We should adjust our strategy."

"It's really necessary to adjust the strategy for "Iron Man"." Robert nodded lightly.

It is impossible for the leak to not affect the theater company. Emperor Entertainment is also worried, worried that the box office of "Iron Man" will be greatly affected, and secretly even planned to lower the film directly on the weekend if the attendance rate is not satisfactory. The rate of the movie.

But as it turns out, their worries are a bit redundant.

"According to yesterday's pre-sale statistics, after the leak, "Iron Man" not only was not dragged down, but also exceeded our previous best expectations."

Putting down the statistical report, Lynch continued, "As of 12 o'clock last night, the average ticket sales rate of "Iron Man" in the theaters of Emperor Entertainment exceeded 60%. It's pre-booked."

Robert laughed, "This is only the first day of pre-sale, and this number will continue to grow."

"Duke Rosenberg and Warner Bros. are brilliant strategies."

Speaking of this, Lynch suddenly moved in his heart and said in a slightly lower voice, "Could this be a marketing strategy they deliberately planned?"

Hearing this, Robert thought about it seriously and said, "It's not impossible. Judging from the pre-sale situation, this is a classic case of movie marketing."

Of course, not everyone can get relevant pre-sale data in a timely manner, and it is impossible to form a clear judgment based on the pre-sale data.

In the Waldorf Astoria Hotel in Manhattan, New York, a party belonging to the upper class was going on. Irene Lauder was standing in the corner of the banquet hall, chatting with a few friends about topics of interest, when a familiar voice suddenly came from the side. The voice was a bit loud and a bit reckless, so I couldn't help turning my head to look at it. (To be continued ~^~)

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