November 1 is also a new Monday.

Amy Pascal arrived at Daenerys Studios in Malibu before eight o'clock.

This past weekend, the box office data of "Seven Deadly Sins" attracted the attention of many people, especially Daenerys Entertainment.

$30 million production budget, $15 million publicity investment.

The $45 million total cost project, if it fails at the box office, will not actually have much impact on Daenerys Entertainment.

However, this film takes on a lot of other things.

Since the launch of the 58list platform by Ygritt has completely opposed traditional media, Daenerys Entertainment has been quietly adjusting the distribution strategy of its film business for several months, in order to get rid of the influence of traditional print media in film distribution as much as possible.

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

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

In response to this sniping, the distribution team of "Seven Deadly Sins" has also made the most of the strategic adjustments in the distribution of the film in recent months.

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

"The Seven Deadly Sins" thus became the first film to release a trailer through the Internet.

With the completion of the ADSL network upgrade, more than 70% of Internet users in North America have upgraded to 256kbps, which means 32kb/s download speeds, and millions of them have signed up for faster 512kbps or 1Mbps broadband plans.

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

The two-minute trailer of "The Seven Deadly Sins", according to the MP4 video format launched by Igret, has a capacity of only 3.1M in 240p resolution, and is played through live streaming on the network, and only needs 26KB of data per second, which is fully sufficient for AOL's basic ADSL package. Other dial-up Internet areas also only need to be properly buffered or downloaded for playback.

The resolution of 240p may be miserable on a later 1080p computer, 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 launched by "Seven Deadly Sins" have reached 73 million views.

Unlike passively watched TV commercials, the 73 million views of the trailer represent the active interest of more than 20 million viewers in "The Seven Deadly Sins".

With the success of the "Seven Deadly Sins" online trailer, Eagle has successively launched movie trailers related to Daenerys Entertainment, such as "The Lion King", "Mission Impossible", "Schindler's List", and "Cyborg", which will be released at the end of the year. At the same time, on the grounds that the online video streaming technology is still in the testing stage, it has rejected the release of trailers from other studios.

Igrett wasn't lying.

MP4 video format and streaming media technology are indeed still in the testing stage, and, compared with text, pictures, sound and other content, online video needs to occupy a lot of network bandwidth, in order to save costs, Igrett company does not plan to launch a dedicated video website in the short term, in fact, it is also because there is not enough content to launch a dedicated video website.

Therefore, for a long time to come, Igrete will only launch a small amount of embedded video content in the corresponding section of the portal, such as the trailer section of the movie information section this time.

Because it holds all the patents for the MP4 video format and streaming media playback technology, as long as Igrete does not license it, there will be no other specialized video websites on the World Wide Web platform.

This is a monopoly.

Since the Westeros system is to be allowed to grow wildly, Simon no longer deliberately avoids the monopoly issue. As long as you have the advantages of the industry, you will try to give full play to it.

In addition to the gimmick of the first movie trailer released online, in recent months, Daenerys Entertainment and Igrete have also focused on promoting a number of online film critics, and invited many traditional famous film critics to enter the Eaglet portal on Facebook, movie information, and even the professional film website specially supported by Igret.

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

Of course, there is also the result of Daenerys and Igret's deliberate guidance.

As a hot topic in sections such as Egret's portal, social platforms, and movie information, if a film article wants to be highly recommended, it must say good things about "The Seven Deadly Sins". Those media people who go toe-to-toe with the Westeros system on the Internet, if not be fēng shā, are not destined to have much exposure.

Human beings are by nature to seek advantages and avoid disadvantages.

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

And, most crucially, "The Seven Deadly Sins" is indeed a very good film.

Even the Westeros system itself will not force a bad movie, doing so will only become a laughing stock.

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

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

With online trailer gimmicks, online critic support, creator-fan interaction, direct advertising, and focused promotions across the Egrett portal, the Seven Deadly Sins have been largely influenced by Internet users throughout North America in recent months.

Many times, it is often this xi nǎo latent impression that unwittingly attracts consumers to pull out their purse.

Walking into the cinema on the weekend, compared with other movies that I have basically never heard of, the familiar name of "The Seven Deadly Sins" seems to have a good reputation, and it is self-evident how the audience will choose.

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

$15 million was spent on the budget, $2 million was spent on the Internet, $2 million was spent on copymaking and transportation, the remaining $11 million, $7 million was thrown into TV networks, half of the remaining $4 million was used to make theater posters and outdoor billboards, and the other half, about $2 million, was still invested in traditional print media.

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

Traditional print media, originally invested about 25% in publicity and distribution expenditures, that is, 4 million US dollars, this time directly cut in half, and this half happened to turn to the Internet platform.

While maintaining the publicity and distribution of TV platforms and other channels, Daenerys Entertainment also focuses on some print media forces that can be befriended, such as News Corp., Time Warner Group, etc., and for media that have completely stood on the opposite side, such as Hearst Group, it is completely fēng shā in the stage of media test screening.

The key to news is the word 'new'.

Other media outlets have already released reviews of a movie in advance, forming a preconceived notion in the minds of readers, and other print critics who are not qualified to watch the film in the preview stage, and then criticize the film after its release, will no longer have such a strong influence on the box office.

That's exactly what happened this time.

Although after the large-scale release of "The Seven Deadly Sins", the film review reputation of the traditional paper media was only 7.3 points, but before the release of the film, the media that released the film reviews in advance basically gave quite good reviews.

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

Newspapers, film critics and film companies, among the three, it seems that film critics are the most disadvantaged in the middle, but unlike the full-time editors of newspapers, film critics still have a certain degree of independence, especially many well-known film critics, these people have a strong influence on the audience, and naturally have a higher voice in front of the newspaper.

Daenerys Entertainment also happens to have a content resource that is crucial for film critics.

Well-known film critics can contribute to many newspapers, but if they are turned away by the film company and cannot participate in media screenings to get early information, their influence will inevitably decline rapidly.

A small conference room in One Daenerys Studios Administration Building.

When Amy Pascal entered the conference room, Daenerys Films President Tom, New World Pictures President Danny Morris, Goron Pictures President Ella Deutchman, and Daenerys Entertainment Global Distribution President Mark Belford had already arrived, and everyone was discussing something, and the atmosphere was quite relaxed.

In fact, everyone was relieved after the box office of "Seven Deadly Sins" came out on the first day last Saturday.

At this moment, everyone's expressions are still full of joy.

Before the release of the film, through several internal test screenings in the early stage and data feedback from the film's two-month release, the publicity team set a box office target of $60 million for "The Seven Deadly Sins".

$60 million is a lot of money, but it's not enough to recoup the entire $45 million invested in the project through the North American box office.

To achieve this, the North American box office needs to reach $80 million.

Of course, as long as the domestic box office of $60 million is realized, through overseas distribution and follow-up channels, Daenerys Entertainment can easily recoup its costs and achieve profitability.

Of course, higher goals were also expected.

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

However, the distribution team generally felt that the subject matter of "The Seven Deadly Sins" was too niche and obscure, which would limit the audience size to a large extent.

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

$7.93 million on Friday.

$8.67 million on Saturday.

Because it was Halloween on Sunday, the box office slipped to $6.81 million.

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

The number of screens of the film was 2,511, and the box office of $23.41 million in the first weekend and three days was not far behind, although it failed to achieve the level of a big hit of more than 10,000 in the first three days.

Moreover, the film's distribution team initially expected the box office of the film's first seven days to be only about $20 million, and "Seven Deadly Sins" only broke the film's box office goal of a full week after only three days of release.

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

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

$23.41 million in the first three days of the opening weekend, which means that the box office of "The Seven Deadly Sins" in the first full week will be between $33 million and $35 million.

Vanessa Lind, Amy Pascal's assistant, handed out a copy of the report that had just been printed, and the room fell silent.

Patiently waiting for everyone to finish reading the materials in their hands, Amy said: "This is the statistical report of the audience questionnaire in various places for three days over the weekend, and everyone must have seen one of the key data, among the 10,000 questionnaires, the proportion of viewers who have been exposed to "The Seven Deadly Sins" through Internet channels has reached 33%, and the proportion of audiences who have entered the theater completely affected by the Internet platform has also reached 19%. As a senior manager in the industry, you must understand what this report means, and I will take back this material and destroy it later, and I hope that you will keep it as confidential as possible. Now, let's start talking about the next step to continue to strengthen our cooperation with Igret. ”

Before the rise of the internet, the factors that influenced viewers' choice of a movie were very complex.

Celebrity creators, TV commercials, newspaper reviews, street posters, word of mouth, instant selection, etc., film companies want to promote a film, so they must make efforts in all aspects at the same time.

This time, although "The Seven Deadly Sins" is a special example, as many 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 Eagle portal.

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

With the release of "The Seven Deadly Sins" this time, most of the entanglements have disappeared.

Igritt may have influenced Daenerys' relationship with traditional print media, but it is clear that the platform's own strong media strength not only completely offset the disadvantages of Daenerys Entertainment in traditional print media, but also brought significant gains.