Movie Master

Journalism is a very advanced and complex science, as is publicity and public relations. How to use media means correctly and how to effectively use the pressure of public opinion are very particular.

Good things can be turned into bad things, and bad things can be turned into good things.

Take the 85th Oscars as an example. Two young actresses, Anne-Hathaway and Jennifer Lawrence won the Best Supporting Actress and Best Actress Statue respectively. Anne was generous, elegant and decent when she delivered her speech, which can be said to be perfect; but Jennifer was too excited and accidentally fell on the stage to receive the award, and her speech was even more exciting and incoherent.

Originally, these were two independent incidents. For Anne, everything was beautiful; for Jennifer, although she won the statuette, she had a wrong manner and left some regrets.

However, in terms of public relations methods after the Oscars, the Weinstein brothers who stood behind Jennifer turned the tide and released rumors that Anne was too contrived and everything was carefully crafted, which seemed too scheming; on the contrary, Jennifer He is a man of true feelings and temperament. This handling method quickly fermented, and Anne's public relations team failed to effectively deal with it. Since then, people not only love Jennifer more and more, but also arouse hatred for Anne.

Public opinion is a very interesting voice, which can often lead to unexpected effects.

Similarly, Diorama Films is now facing a similar situation. After Brad and Angelina's cheating scandal broke out, the effect of the early publicity of "Sahara Cavalry" was affected. From the standpoint of the company, corresponding adjustments are bound to be made.

In Lance's view, this is actually a good thing, because there are many variables in the scandal between Matthew and Penelope—their relationship came together after they both cheated and hurt their lovers, so Therefore, taking advantage of this opportunity, it is the most sensible choice to reduce the heat of the scandal, and then shift the audience's attention to the work "Saharan Cavalry" itself.

For example, publicize the super high cost of the movie, the sincerity of on-site shooting, the investment in computer special effects, etc.; The fantasy adventure of the movie, the interesting things encountered during the filming process.

In this way, it is easy to shift the focus of the scandal between Matthew and Penelope to the movie.

Lance believes that with Ryan and Tucker's professionalism and Jason's accurate judgment, even if their publicity strategy may not be completely consistent with his idea, they also understand the reason for shifting the focus. However, Lance didn't intend to give them a chance. He wouldn't let the "Sahara Cavalry" attract more attention. On the contrary, he wanted to push them hard behind him to plunge them into a more terrifying vortex.

Let "Operation Smith" be the focus, this is the first step, use "Operation Smith" to suppress "Saharan Cavalry", 20th Century Fox will never let go of this opportunity; make "Operation Smith" a news carrier for cheating To be in the spotlight, and then remind people of the same events in "Saharan Troopers," is the second step; to bring Matthew and Penelope into the spotlight again, and to awaken people to the betrayal that preceded the relationship—with Brad, Like Angelina, this is step three.

At that time, Diorama Films will face a more terrifying public relations crisis. Although the Western world is relatively open-minded and has a more tolerant and open attitude towards the transfer and change of emotions, the moral standards for family harmony are the same all over the world, and no one likes a third party who destroys a happy family.

This was the case with "Operation Smith" in the previous life. Before the movie was released, there were constant rumors about Brad and Angelina. The crew and the parties both denied it righteously, and used huge public relations resources to suppress the negative news. . But even so, the film's North American box office was still unsatisfactory. The investment of 110 million yuan only brought in 180 million yuan in revenue. Fortunately, the outstanding performance of the overseas box office made 20th Century Fox profitable.

But this time the situation is completely different. Whether it is "Operation Smith" or "Saharan Cavalry", it can be said that the evidence is solid and has fallen behind in terms of moral standpoint. Especially for Diorama Pictures, in the face of such a public relations crisis, even if it can turn the tide, it will inevitably lose its vitality, and the huge expenditure of publicity costs is only a part of it.

Lance hoped Ryan would like the gift.

On August 24, 2004, the latest issue of "Entertainment Weekly" broke the news about Brad's derailment in marriage, which directly ignited the frenzy of the entire North American continent, and almost overnight became the biggest news of this year. point, enough to rival the presidential election.

According to incomplete statistics, in just 24 hours, the discussion on this topic on the Internet has risen to 3 million times, and all major radio stations, TV stations, and newspapers and magazines have all focused on On the crew of "Operation Smith".

The "Operation Smith" crew, which is being filmed closely in Los Angeles, was surrounded by nearly 200 reporters, which even affected the normal shooting of the crew. Brad and Jennifer Aniston also gathered outside the mansion in Beverly Hills With more than one hundred reporters, the level of sensationalism of the event was absolutely top-notch.

It is even more sensational than the "Vanilla Sky" that broke the news that Tom Cruise and Penelope Cruz had an affair because Tom and Penelope were never photographed at the time, and all the news was just It's just speculation, but this time, "Entertainment Weekly" actually photographed the evidence, how could the media not be a sensation?

Everyone is wondering the same question: is this true?

Faced with the swarm of media, Brad immediately stood up and attacked the media furiously, "Nothing exists, nothing is fabricated, and nothing can be created!" These are Brad's original words. He strongly Condemned the media's stalking, "smeared the friendship between me and Angelina with dirty means, and even tried to destroy my Jennifer's marriage happiness in shameful and indecent ways!"

Brad's emotions were completely out of control, and he even burst out a long series of foul language, venting all his anger without reservation. Brad completely denied the accusation of "Entertainment Weekly". Regarding the content of the photos, he expressed outrage that all of them were stills from the set of "Operation Smith" because the content of the movie required him and Angelina to show a happy couple. However, during the filming process, he encountered a sneak shot, which was distorted and misunderstood by the media, "This is simply a shameful slander!"

Bullard's public relations team responded with words like "severely defamatory" and said it would pursue "Entertainment Weekly" legal responsibility.

On the other hand, Angelina's response was very interesting. She refused to say anything about the matter with arrogance and contempt. She said, "The media always likes to demonize me. Even if I didn't do anything wrong, people will say, Look, that girl on drugs did it wrong again. I refuse to comment on my job as an actor, and I refuse to talk to these journalists who smear a person's reputation for profit!"

The implication is: This is all slander, and the photo of her and Brad is a complete "Operation Smith" sideshow.

Angelina's response was different from Brad's, but the content coincided. The movie "Operation Smith" immediately became the focus of attention, and the original work with a lot of topics is now directly on the cusp of the storm.

As the news fermented, major talk shows started discussions one after another. Some people believed Brad and Angelina, after all, the paparazzi are notorious and unscrupulous; some people believed the reporter, thinking that the photos were the most direct evidence. The two factions began to confront each other through TV programs and radio programs, and it continued to heat up. Immediately afterwards, the "Operation Smith" crew also stood up and affirmed what Brad and Angelina said, "Those are indeed movie plots, The two actors are just doing their job."

At the same time, 20th Century Fox also issued a press release, focusing on the hardships and difficulties in the filming process of "Operation Smith", and the two actors did their best to film this work well.

The crew's speech seems to be the most powerful evidence, which makes the public opinion supporting Brad and Angelina begin to rise rapidly, occupying the absolute upper hand, but it does not quell the debate - because this is not a court, it is based on evidence. After the verdict, it's over. This is entertainment news, and this is gossip. People's discussions can't calm down in a short period of time, and the view that "the matter will never be groundless" is enough to overturn all the testimonies of the parties and express strong doubts.

In this vortex, everyone is curious about Jennifer Aniston's attitude and position. If Jennifer stands up to support Brad, this will define the matter and calm these debates to some extent. But since the "Entertainment Weekly" broke the news, Jennifer has never shown up and completely disappeared from the public's sight. Even though the paparazzi are monitoring 24 hours a day, they have not been able to catch Jennifer's whereabouts.

A week after the incident, not only did the temperature not cool down, but it continued to ferment. "Entertainment Weekly" was released on time on August 31st, and the cover news made waves again.

On the cover is a brightly lit hotel, and the bright red font right below reads, "Brad and Angelina spent eight hours together in the spring/night, intimate travel!" Then there are two small pictures in the lower right corner, and on the left is Brad is pictured walking into the hotel wearing a baseball cap, and on the right is a picture of Angelina walking up the hotel steps with her head down.

For the second week in a row, "Entertainment Weekly" shocked the entire United States with a shocking attitude, but this time, the magnitude of the earthquake was several times stronger than the previous week, almost throwing out the ironclad evidence, without giving the parties any chance to explain, it was realized With a shocking reversal, he completely controlled the entire situation in his own hands. It all makes the debate of the past week ridiculous, and Brad and Angelina's sanctimonious, outraged gestures are all the more ironic.

Everything pushed this century storm to its peak, like a tornado, involving everyone in it.