Movie Master

Summer box office competition is a completely different system from awards season.

Relatively speaking, for the professional selection of the Oscars, the academy’s public relations can only be “do your best and obey the destiny” and the code of “nomination depends on strength, and winning depends on luck”. Even the Weinstein brothers have to abide by it; More control is in the hands of the film company itself. How is the quality of filming, how is the effect of publicity, how is the chemical reaction of the cast, how is the reputation of film critics, and how is the reputation of the audience... Although the box office trend is still in the hands of the market, the film There is much more that companies can work on.

In the two months after the Oscars ended, "Troy" launched an overwhelming publicity. Brad Pitt teamed up with Orlando Bloom and Diane Kruger to travel around, accepting magazine interviews, attending charity events, Participating in the recording of TV programs, shooting promotional posters, running between radio stations... Even Warner Bros. even borrowed the promotional strategy of "City of God" to open up an official website for "Troy" and regularly update the highlights of the crew.

But this is obviously just the beginning for Diorama Films.

"Hey, Cliff, I'm free, of course I'm free." Tucker Toure picked up the phone, winked at Ryan, George, Jason and others next to him, and said with his mouth, " Los Angeles Times", everyone immediately understood that the person who was talking to Tucker was Cliff-Robinson, currently the most senior reporter in the entertainment department of the "Los Angeles Times", "Yes, we will record Jay Leno next week, and then It's David Letterman, then 'Saturday Night Live'...a full-page interview, plus an entertainment section headline? No problem. However, in addition to the three main actors, Wolfgang Peter Dessen, David Benioff and Eric Bana, what do you think?"

Tucker circled around the room, nodding repeatedly, "Okay, that's a good idea, let's do it like this... Haha, I owe you a dinner, absolutely no problem!" After hanging up, Tucker turned to the office Others in the show showed a big smile, "A one-page interview, divided into two parts, starring in one part, then the director plus screenwriter, plus Eric Bana, Sean Bean, Julie- Christie part. They are very interested in how these Oscar-caliber actors feel about participating in an epic blockbuster."

This is good news, great news. Imagine the reach of the Los Angeles Times on the West Coast, and it couldn't have been better for "Troy" publicity. Add to that the top-notch stand-up favorite right now, and "Troy" has everything set to fire in full swing on its opening weekend.

"For the premiere, Barry hopes to hold one in Los Angeles, and then one in London." Tucker returned to the topic of the previous discussion, and has been busy with the promotion of "Troy" recently. The feeling makes Tucker feel very happy, almost everyone is paying attention to this movie, and Brad Pitt's name is unimpeded, so Tucker's face is always filled with a brisk smile, "However, I Personally, I think, why not hold a world premiere, set up premiere venues in New York, London, Paris, Berlin, Tokyo, Sydney and other places, and then all the actors will gather in Los Angeles for the world premiere simultaneously.”

World premieres have followed the rise of "Harry Potter," with "Harry Potter and the Chamber of Secrets" and "Star Wars: Episode II: Attack of the Clones" held worldwide in 2002. The synchronous premiere caused a huge sensation, and with the high investment, the publicity effect was far beyond imagination.

Ryan's face showed full confidence, and he looked at George, "I think it's feasible."

A smile of approval also appeared on George's face, and he gave Tucker a thumbs up, "Good job!"

Jason sitting next to him also had a relaxed expression on his face, but there was still some worry between his brows. He hesitated for a while. He didn't want to pour cold water on this critical moment, but considering the overall situation of the company, he still said, "But What about the budget? Is it going to be overrun again?"

A simultaneous global premiere will definitely be another huge amount of support. It is not a fantasy to burn three million for a premiere, and the cost of a global premiere will at least quadruple. That's not a big deal for Warner Bros., but it's an impossible burden for Diorama Pictures.

Tucker became a little impatient when he heard Jason's words, "Don't worry, the money must be paid by Warner, and it cannot be paid by us. During the publicity stage, our investment will end here. The celebration banquet after the ceremony is the final expense." Tucker explained hastily and briefly, apparently dismissing Jason's concerns, "Publicity costs money, if it doesn't, it's like ' Like the day after tomorrow, there is no sound at all. Do you want our work to fail? Do you still want to lose to Lance this time? You know that we can't afford to lose this time..."

As Tucker spoke, he became excited again. As long as he thought of that guy Lance, he felt the anger rising all over his body. In the end, it was Ryan who stopped Tucker, "You don't need to say more, Jason knows it, and each of us knows it. Is there any movement in Lance? I mean, except for the activities related to the greenhouse effect."

In the past two months, the publicity strategy of "the day after tomorrow" is very novel. Twentieth Century Fox will release a trailer every Monday, and then release a new poster on Wednesday. The trailer and poster are matched and complement each other.

For example, the release on Monday, the second week of February, is about the panic in response to disasters around the world, covering fragments of China, the United Kingdom, India, Iceland, Russia and other important countries in the northern hemisphere. The poster released on Wednesday is a world Map, the northern hemisphere is completely frozen, the southern hemisphere is spared. In the disaster area in the northern hemisphere, all the land has been covered, and it is not clear where is which, but the capitals of each country are marked with small red flags. The slogan of the poster is, "No one is exempt... the whole world .”

There are different themes in the trailers and posters every week, including the theme of scientists expressing views on the greenhouse effect, including the theme of family, including the theme of government/government indifference to deal with problems, and so on, step by step, bringing people The emotions slowly mobilized.

In addition, Twentieth Century Fox has also established a website for "The Day After Tomorrow", which has a very special topic, showing that three children are trapped in New York, including the protagonist Jack's son Sam, so Jack and others Parents traveled long distances hoping to find their children in the midst of a snowstorm. The feature called "Bringing Them Home" has received an overwhelming response. Each week in the feature, the weather changes of the Ice Age and the situation of the children in New York are announced, just like real events that happened in real life. All eyes were on the group of children trapped in the end of the world.

We have to admit that the publicity plan of "the day after tomorrow" is not only novel, but also successful. Every week, countless people will pay attention to the release of trailers and posters, and even many radio stations will have heated discussions on the program; and the click-through rate of the website topics is rising steadily. After two months, the click-through rate has become easy. After crossing the threshold of 2 million, it is still rising. Countless parents have paid enthusiastic attention to the situation of "those children", so that it has become a hot topic on "Today", and the effect is really beyond imagination.

But beyond that, "The Day After Tomorrow" doesn't come with any more promotions—no promotions that require cash, to be precise. The entire production team of "The Day After Tomorrow" is like Grandet, unwilling to spend a penny on the publicity stage. Many people ridiculed that the Super Bowl ad space spent all of 20th Century Fox's publicity budget. Especially compared with the extravagance of "Troy", "The day after tomorrow" seems to be more and more stingy.

That's why Ryan asked the question just now.

"The crew members will participate in the recording of 'Tonight Show', but according to the news I got, Lance will not appear." Tucker got the latest news, but he seemed a little puzzled, "You said, is Lance scared? Why? Missing the taping of 'The Tonight Show' at a time like this?"

"Maybe, he just doesn't want to take away Dennis Quaid's style." George shrugged and said jokingly.

Tucker nodded seriously, "This is a possibility. But from my personal point of view, he might just be scared." After finishing speaking, Tucker laughed loudly, and Ryan and George reluctantly exchanged A glance, but this time Tucker quickly put away his smile and returned to seriousness, "I heard that the premiere of 'The Day After Tomorrow' has been confirmed at the Chinese Theater, and more than two hundred media have been invited. , Disney, Warner, Paramount and several other companies will send media and guests to attend."

Ryan was not surprised at all, "Now the whole of Hollywood needs to work together to hype up the summer vacation in May. Everyone will attend, and it will be the same when it is our turn. We should pay more attention to the guest list." Ryan turned He looked at George. Obviously, George has the right to speak in terms of actors' connections.

George shrugged, "Don't worry, leave it to me. However, I will also attend the premiere on the 6th, and I can check on the situation at the scene." As one of Lance's best friends, George Naturally in the ranks of invitations to the premiere of "The Day After Tomorrow". "This war has just begun. We should not take it lightly because of the advantages we currently have. It is not us, but the audience that really determines the box office!"

This time, George doesn't want anything to go wrong, but that's not the case in the eyes of Hollywood professionals.

As the summer season is approaching, "Troy" seems to have become the number one seed choice for this year's summer season. Many people in the industry are discussing whether "Troy" should be considered if the premiere box office of 80 million is already in hand. After becoming "Spider-Man", is it possible for the second North American premiere to exceed 100 million?