In the second week of June 2012, this was the most lively schedule in the entire summer season. Not one of them.

There are three works, each with an investment cost of more than $100 million, and they all chose to be released this week. Even for the summer schedule with a large number of works and sought-after schedules, this is really too crowded and almost breathless.

In contrast, there was only one "Snow White and the Huntsman" the previous week, and the next week was two works with an investment of about 75 million, namely "The Age of Rock and Roll" and "Daddy's Good Son".

It can only be said that under the circumstances, everything is possible in the summer file, which is a battleground for soldiers.

Paramount and DreamWorks jointly created "Madagascar 3", costing $145 million, the first two parts of the series achieved good box office records of 190 million and 180 million respectively, and the global box office performance is even more impressive, and this year's third sequel can be described as highly anticipated.

"Prometheus" produced and distributed by Twentieth Century Fox cost $130 million. Directed by Ridley Scott, after two decades, it once again presents a prequel to the classic film series "Alien", featuring three actors, Michael Fassbender, Charlize Theron, and Noomi-Rapace, the heroine of the Swedish version of "The Girl with the Dragon Tattoo".

Warner Bros. created "Edge of Tomorrow", with an investment cost of 130 million, as for the cast lineup, there is no need to say more.

All three works have their own strengths and weaknesses, and they are competitive, but they are also full of uncertainties.

For example, "Madagascar 3", sequel movies, and family fun, these are the main box office forces in the summer file, but the box office of the first two parts of the series in North America failed to exceed 200 million, and the overseas box office performance completely exploded in North America, so the box office explosion of the third part in China still needs to be marked with a question mark.

Another example is "Prometheus", as a prequel to "Alien", there is no doubt about the classic, and the announcement of the trailer has already made countless fans high/trendy. However, that was more than 20 years ago, and "Alien" and "Alien 2" were undoubtedly the pinnacle, but the third and fourth parts after that suffered Waterloo.

Therefore, a suitable schedule is very important for all three works.

The first to be set is "Prometheus", Twentieth Century Fox's combat effectiveness in this year's summer file is weak, and there are only three works released, of which "Prometheus" is the top priority, and "Ice Age 4", which was released in the third week of July. Therefore, they determined the schedule early, and then launched an overwhelming intensive publicity.

Then the "Madagascar 3" is set, they must avoid "Valorant" in the third week of June, "Ice Age 4" in the third week of July, the three cartoons will be the main battle in this summer's file, and at the same time, they must also avoid "The Avengers" and "The Amazing Spider-Man", and they must avoid Johnny Depp, Will Smith and Tom Cruise, plus they must also avoid cannibalism, so ......

The dream factory, which has lost its domineering and sharp spirit, can almost be said to survive in the cracks. So, they chose the second week of June. Although it collides head-on with "Prometheus", the audience positioning of the two is completely different, the influence of each other is limited, and the head-on collision is worth trying - at least, the three leading actors are all art actors who have not proven their box office appeal.

The last to join the battle was "Edge of Tomorrow", but Warner Bros. also had bitterness in his heart and couldn't say it.

In the summer of this year, Warner Bros. has a total of six works released, "The Dark Knight Rises", "Rock Age", "Dark Shadow", "Edge of Tomorrow", "Magic Mike", "Political Scuffle", and the other two small-budget horror movies are scheduled at the end of August, not listed for the time being.

Among them, "The Rise of the Dark Knight" is the deservedly biggest crocodile in the entire summer file, and is even considered to be enough to compete with the "Avengers"; Tom starred in "Rock Age" and Johnny starred in "Black Shadow", thanks to the protagonist's status in the industry, the two works are also the main force that cannot be beaten, and the release schedule was determined early.

One in May, one in June, and one in July. As for August, at the end of the summer season, the market potential was exhausted, and most film companies chose to give up.

In the second week of May, "Dark Shadow", in the third week of May, "Super Battleship", and in the fourth week of May, "Men in Black 3". The opponents are stronger than the other - on paper.

The first week of June, "Snow White and the Huntsman", the second week of June, "Prometheus" and "Madagascar 3", the third week of June, "The Age of Rock" and "Daddy's Good Son", the fourth week of June, "Valorant" and "Lincoln the Vampire Slayer", and the fifth week of June, "Teddy Bear" and "Magic Mike".

The first week of July, "The Amazing Spider-Man", the second week of July, "Ice Age 4", and the third week of July, "The Dark Knight Rises".

Looking at the schedule, Warner Bros. would be best placed in the third, fourth, fifth week of June, or the second week of July.

In the second week of July, Warner Bros. did not want to lose both sides and gave up first, in the fifth week of June, the director, producer and actor of "Magic Mike" were all partners who needed long-term cooperation, and then gave up, and in the fourth week of June, they were forced to give up because of Warner Bros.'s own works.

In the end, Warner Bros. actually thought about it this way, either to raise "Rock 'n' Roll Age" to the first week of June and then put "Edge of Tomorrow" in the third week, however, Tom Cruise forcefully rejected such a proposal - "Daddy's Good Son" is a comedy starring Adam Sandler, which is obviously better to bully than "Snow White and the Huntsman".

Either that or that the Edge of Tomorrow is scheduled for the first week of June.

But...... Universal Pictures protested, and after a game and negotiation between the two sides, Warner Bros. chose to withdraw - not because Universal Pictures was too tough, but because Warner Bros. didn't want to bring up Lan Li and Chris's "borrowed door" again, such an overnight cold meal did not do any good for publicity, and also considered avoiding the afterglow of "Men in Black 3".

So, "Da Da", the super schedule in the second week of June was formed.

Comparatively, "Prometheus" and "Madagascar 3" are not works with strong impact and angularity, and at the same time, the market audiences of all three works have shifted slightly - "Prometheus" and "Edge of Tomorrow" are both science fiction works, but the former's main audience is fans of the "Alien" series, and the age positioning is relatively large, while the latter is significantly younger.

It's not the best option, but it's the best choice out of desperation.

During the finalization, Twentieth Century Fox and Paramount did not protest or negotiate, nor did they change the schedule. In other words, the three companies accepted the choice of their rivals after their own internal discussions, and they also reached a consensus among themselves that the current rivals are more acceptable than the others. Even if it is crowded, the odds of winning are still not small.

After all the movies are finalized, the second week of June has become a super schedule, with three commercial blockbusters costing over 100 million yuan and medium investment being released at the same time.

For Lan Li, the test is especially strong.

This is his first commercial work to take the lead alone, after the Oscar award, the title of "the youngest actor in history" brings endless pressure, especially after the noise and silence of the "hypegate", once the work fails, reporters are bound to become the best interpreters of "it's not too late for a gentleman to take revenge for ten years".

Now, the Edge of Tomorrow needs to face more tests. The box office failure of "Snow White and the Huntsman" was the first to be seen, and at the same time, there was also a question and discussion about the box office appeal of Gen Y actors, and this week there were two strong competitors who needed to face each other for media resources and market share, and Tom Cruise and Adam Sandler were eager to try it next week.

There are wolves in front, tigers in the back, and black bears on the side.

This is the dilemma faced by Lanli.

Inadvertently, Lan Li has become the target of everyone's encirclement, this is not a situation deliberately created by Warner Bros., and other film companies never thought of it, but the fact is that the hot Lan Li has always stood on the cusp of the storm, and now it is even more red and purple, even the performances in London's West End have created waves of news frenzy, and those jealous cold arrows who try to pour cold water are everywhere.

Burdened with the pressure of undefeated works, burdened with the test of Generation Y actors, and burdened with the burden of 130 million investments, success or failure is in one fell swoop. Failure, this will not affect Lan Li's reputation in the field of independent films, this young actor with outstanding acting skills is still making appointments, but the pace of commercial films and the advancement of the power pyramid in the industry are bound to slow down.

But, what about success?

If it succeeds, it is to go to the altar. The problem is that there are many kinds of success, 200 million in North America is a success, 500 million in North America is also a success, like "The Avengers", 200 million in the opening weekend is an incredible success. Lan Li, who is only twenty-two years old, where will his footsteps go, this is undoubtedly the hottest topic in the super schedule.

June 8, which is Friday, and all three films will have full premieres on Friday, but the premieres of the three films have been staggered to avoid each other's promotional periods.

"Prometheus" was the first to appear, and they chose June 5th, Tuesday, to hold a grand and grand premiere at the Chinese Theater, followed by "Edge of Tomorrow" and "Madagascar 3" on Wednesday, June 6th.

The former occupies the venue of the Chinese Theater for a grand premiere, while the latter holds its premiere next door at the former Kodak Theater, which has been renamed Dolby Theatre.

Also located on Hollywood Boulevard, also on the north side of the street, the two theaters are separated by less than thirty meters, but today they are clearly divided into two parts, separated by a dazzling set baffle in the center, the east entrance, which is "Madagascar 3", and the west entrance, which is "Tomorrow's edge".

This may be the most absurd and hilarious premiere in Hollywood in a decade, but Warner Bros. and Paramount have also launched a serious and unturned publicity.

At this time, people are both happy and suffocating, why is "Prometheus" absent?