"In the eighties of the last century, a group of living robots came to our earth from the planet Cybertron and started an extremely fierce war, more than twenty years later, they are back to start a new desperate fight, the catastrophe is coming, which side are you on, are you Autobots, or Decepticons?"

As Optimus Prime strikes a fierce fighting pose, the first trailer freezes on the big screen of the Century City Commercial Plaza, where there is a huge flow of people, and then a huge line of subtitles lights up.

"Their war, our world!"

This is the promotional slogan for Transformers.

A large number of pedestrians who stopped to watch looked away from the big screen and continued to walk, and before they had gone far, they saw a huge movie poster on the billboard.

This is the latest poster, consisting of three conjoined sheets.

They are the three protagonists of Optimus Prime, Megatron, and Bumblebee, and these Transformers posters are full of three-dimensional and metallic sense, which is extremely eye-catching.

"Scarred bumblebee. Lindsay Beale took Jessica Felton in her arms, looked at the giant poster, and said, "The journey from Cybertron to Earth is extraordinary. ”

Jessica Filton dragged her forward, saying as she went, "Didn't you attend the internal preview meeting?"

Lindsay Beale withdrew her gaze from the poster and said, "No, I'm working on two film projects and don't have time to participate. And this is a male movie, and it is biased to ask women to score it. ”

She said directly: "From my point of view, the score for "Transformers" must be low. ”

The two came to the main entrance of the commercial plaza at this time, and couldn't help but stop at the same time.

Optimus Prime and Bumblebee, which are the same height as the movie, stand in the small square in front of the main entrance, attracting a large number of people to stop and watch and take pictures.

"Jesse, let's take a picture too. ”

Lindsey Beal found a suitable position, and Jessica Filton stood in front of Optimus Prime and Bumblebee, held up her smartphone, and took a selfie.

Then, she opened the Netflix share, uploaded the photo she had just taken to the Netflix sharing account, and added a name to the picture - Beauty and the Robot!

Just around the corner, those with smartphones, sitting like Lindsay Beal, posed with Optimus Prime and Bumblebee, and shared them on social media on the Internet.

On the Internet, there are too many people to see Optimus Prime and Bumblebee through social media.

This kind of spontaneous Internet social marketing is having an increasing impact on the promotion of a film.

"Transformers" has become one of the hottest topics for Netflix to share.

Jessica Felton greeted Lindsay Beal: "Let's go, let's go to the store to pick up the dress." ”

Lindsay Beale put away her phone, accompanied her into the commercial plaza, and said, "Just let them deliver it to your door." ”

"Look at the samples today. Jessica Felton said with a smile: "Delivered directly to me in three days." ”

Lindsey Beale said: "You rarely attended the company's premieres before, and this time you want to open it?"

Jessica Filton whispered, "Transformers is different. ”

Lindsey Beale wondered, "Won't you put it?"

Jessica Felton shook her head slightly: "I'm not, but Ronan is." He's a ...... Well, Ronan is a die-hard Transformers fan, and he says that this series represents his feelings. ”

She got on the special elevator to the top floor with Lindsay Beal: "This series has a special meaning for Ronan, and of course I want to go to the premiere. ”

The elevator arrived, and the two got out of the elevator one after another, Lindsey Beal: "Jesse, it's not been a long time, and I feel like you've changed a lot." ”

"Is there one?" Jessica Filton didn't think, "It's just that I haven't met the right person before." ”

She smiled and said: "When the two are together, they always have to give to each other." ”

Lindsay Beale nodded slightly, didn't say anything more, came to the haute couture service area, and walked in with Jessica Felton.

Since April, the promotion of "Transformers" has entered the final stage of attacking, in addition to the usual propaganda methods, in order to help non-animated "Transformers Lifeforms - Chronicles of the "Transformers" series", "What you must know to watch "Transformers" and other special columns and viral videos.

Many sponsors have also launched a series of promotional activities.

In the film, Bumblebee was originally a Volkswagen Beetle to evoke the feelings of the tightropes.

For commercial gain and advertising sponsorship reasons, the Bumblebee transforms into a Chevrolet Camaro shortly after the film starts.

GM struck a deal with Shahai Entertainment to pay a total of $10 million in advertising sponsorships for the crew, including characters such as Bumblebee, Ambulance and Ironhide.

This is also one of the biggest advertising sponsors for Transformers.

In this kind of film, car advertisements are also the least likely to cause offensiveness.

As the popularity of Transformers grows, sponsors are also holding various related events.

For example, as the number of exposures of the Bumblebee increased, and the sales of the Chevrolet Camaro sports car soared, General Motors launched a special campaign to "shape the future with Chevrolet".

And then there's Hasbro, the original toy manufacturer, who has launched a number of toys based on the characters of the film, which use the latest "auto-deformation technology", when one part is "deformed", the other related parts will automatically "deform".

In the past, Hasbro rarely developed toys based on the setting of film and television works, and generally developed toys first, and then made the film and television images created around these toys.

"Transformers" is a movie of Relativity Entertainment, Ronan himself served as the producer, and Hasbro was full of confidence and was ready early on.

In the 80s and even 90s of the last century, Hasbro launched Transformers, which were popular all over the world through cartoons and toys, cultivating tens of millions of wires.

There are too many people born in the seventies and eighties, belonging to the generation that grew up watching "Transformers", and have a special affection for this series, from the day they learned that the live-action movie was filmed, there was an inexplicable excitement in their hearts, and that kind of anticipation and excitement can only be experienced by Transformers fans.

Every once in a while, the tightropes would look up news related to the live-action Transformers movie from the internet and various media, read every report about the movie in newspapers and magazines, and even look for something related to the movie in their own city.

For example, posters that are almost all plastered with bus stop signs and subway station billboards always attract their attention.

For the tightropes, the masked robots on tiny square TV screens weren't just cartoon characters, they were Titans, with powerful machine shells capable of transforming into all sorts of machines — trailers, police cars, and even fighter jets.

Think about the 1986 Transformers animated movie, where the death of two popular characters, Optimus Prime and Megatron, caused a lot of sensation among fans?

Hasbro also paid a huge price for its reckless operational strategy.

Whether it is a mending heaven or a shattering sky, in the eyes of the tightropes, there is no charm of Optimus Prime and Megatron at all.

As for the so-called heirs under the banner of Optimus Prime further aback, the orangutan called the Optimus Monkey King? Who will admit it!

As a result, under the impetus of the embassy films, many tightropes began to launch a call, and a huge publicity campaign quickly emerged on the Internet.

"Wait for Optimus Prime to come home!"

This is the slogan of Optimus Prime fans.

There's also the equally popular Megatron, which has just as many fans - waiting for the Decepticons to strike!

The film industry has developed to this day, and if any film wants to be a big hit, publicity and hype are indispensable means.

On the technical front, the hype is just as wild.

Promotional advertorials like "Transformers represent the most advanced level of movie special effects in the world today!" can be seen everywhere.

Actually, this is not true.

For the sake of publicity, Shahai Entertainment United Industrial Light & Magic revealed some of the special effects behind the scenes.

"It took ILM 38 hours to render each CGI-generated image of Transformers, breaking the 20 hours per frame set by Weta Studios in 2002 when he was producing the Treebeard in Lord of the Rings 2: The Two Towers. ”

With the media bombardment of "Transformers", copies were shipped around the world.

Relativity Entertainment is most interested in the North American market.

Embassy Pictures also has the highest publicity investment in the North American market, and in order to build momentum, it specially organized a military test screening at Edward Air Force Base, and most of the people participating in the test screening were members of the US military, especially some soldiers and officers who participated in the field shooting, except for a few crew members and media staff.

About 600 active military members and their families attended this secret premiere of "Transformers."

Cinema is never an audio-visual product that exists alone, it is always closely connected to the social environment.

The U.S. military needs a great commercial for recruitment, the Pentagon needs a film that is widely available enough to turn around the image of the U.S. military on a global scale, and Relativity Entertainment needs the military's expertise and the support of a variety of advanced weapons and equipment.

Thus, this "Transformers", which Hollywood worked closely with the Pentagon, was born.

Transformers are back!

Although there are competitors such as "10,000 Years Before History" and "Marriage Pickets", which were released a few days earlier on this Independence Day, none of this can stop the return of Transformers.

For every boy of that period, and of course an astonishing number of girls, what a favorite toy Transformers used to be.

After a long fade out, the Transformers are finally back!