On June 5th, the premiere of "Prometheus" debuted, and on June 6th, the premieres of "Edge of Tomorrow" and "Madagascar 3" were both unveiled, and the super schedule with the most heated discussion and attention in the summer of 2012 was officially unveiled.

After the premiere, "Edge of Tomorrow" fought its way out and stood out, with its ingenious layout and design on the ceremonial grounds, with accurate target audience positioning, and with the flexible operation of social networks, this work has become a media darling, far ahead in terms of exposure and discussion.

On social networks led by Facebook and Twitter, the topic of "Edge of Tomorrow" has exploded into the spotlight in just 12 hours, and it is even hotter than the two works "Prometheus" and "Madagascar 3" combined, becoming the biggest winner this summer after "The Avengers".

Before the unveiling of the super schedule, "Prometheus" successfully occupied the spotlight position through a series of accurate marketing methods.

On the one hand, it reawakened people's memories of the "Alien" series, and Twentieth Century Fox even held an appreciation carnival of old movies in major cities such as Los Angeles and New York, re-playing the four works of the "Alien" series in art theaters, and all fans were welcome to watch it; on the other hand, there was also a majestic trailer clip, reaching a cooperation agreement with the theater chain, pasting the trailer before the "Avengers" was played, which sparked a new round of discussion and publicity.

But after the unveiling, the momentum of "Prometheus" was a little weak, and the strong force of "Edge of Tomorrow" completed the overtake in one fell swoop and became the leader on social networks;

Eventually, more than 450 media outlets attended the premiere of Edge of Tomorrow, and in the next day's news coverage, more than 70 percent of the media gave the entertainment front page headline position to Edge of Tomorrow, less than 20 percent chose Madagascar 3, and the remaining small number of media paid a slippery attention to the entire super schedule, and the three films made headlines together.

In addition, in terms of the number of reports, the click-through rate of reports, the response rate of reports, and the interaction activity of audiences, "Edge of Tomorrow" occupies an absolute advantage.

The most straightforward example is the official Twitter account of "America Weekly", which reported on the premieres of three films, but "Edge of Tomorrow" reported more than 35,000 retweets, while "Prometheus" had more than 10,000 and "Madagascar 3" had less than 6,000.

The gap is so obvious that it's a little unbearable to look at it directly.

Although attention does not mean the box office, the main target audience of "Madagascar 3" is family audiences, parents and children are not the main users of social networks, and the fact that the heat of discussion does not mean that the film will not be able to achieve a good box office, but from a publicity point of view, "Edge of Tomorrow" has indeed achieved a hearty victory.

After the super schedule was officially determined, it has almost become an annual media event, and all entertainment media have cast their attention, in a sense, the exposure rate of the three works is rising in a straight line, and they all benefit;

However, when "Edge of Tomorrow" really came to the fore, people couldn't help but let out exclamations: lamenting the popularity of the Blue Rite, which was simply unstoppable, and also lamenting the deep pockets of Warner Bros., the specifications and battles of the premiere easily beat Paramount and Twentieth Century Fox.

Even "Prometheus", which held its premiere a day earlier, was shocked into a cold sweat, not to mention the "Madagascar 3", which chose to collide on the same day, which has become the largest crash of the year since 2012. The strong performance of "Edge of Tomorrow" is jaw-dropping.

What has sparked the most discussion among media reporters is undoubtedly the ingenious design of limited peripherals, from the peripheral design itself to the marketing methods, which has comprehensively refreshed people's fixed cognition.

Peripherals are not unusual, and limited edition peripherals are also not unusual, but Warner Bros. boldly limited the scope of limited sales, only sold in Los Angeles, and stopped selling after the premiere weekend, which is completely self-destructive for any "business"; more importantly, the peripheral design is completely high-end boutique route, and there is no money saving at all.

However, Warner Bros. threw out another bait: the reason for this arrangement was that there was a lot of trouble inside, and even set a date for the truth to be revealed, which clearly created another wave of topics, but the media had to follow - and Warner Bros. could not be accused of being mercenary, and must wait for the truth to be revealed before expressing his opinion.

Such a method, professional and wise, clever and ingenious, is indeed amazing.

After the premiere ended, the sales of limited merchandise were completely hot, literally "exploding". On the online sales platform, someone has already started a purchasing business, specifically going to Los Angeles to buy peripherals, and then completing transactions on the Internet to serve fans in other cities and regions, and it is really hot.

The premiere of "Edge of Tomorrow" has become a hit of the year, and every link of the body is a topic of discussion, and the expectations of young audiences have seriously broken the table, not only limited to the main market of science fiction movies, male audiences, but also female audiences have generated countless curiosity because of Daisy's article.

Twentieth Century Fox followed, and Paramount and DreamWorks fell behind.

However, the higher the expectation, the more difficult the challenge, once the word of mouth collapses, then it will be followed by the collapse of the box office, and in the environment where the summer file is so hot, anything is possible - look at "Men in Black 3" two weeks ago and "Snow White and the Huntsman" a week ago, this is the best proof.

As a result, after the media hotspots and netizens' focus, all eyes were immediately focused on the word-of-mouth of the work, and the hot competition of the super schedule was on the right track!

The first media commentary on "Edge of Tomorrow" has been officially revealed.

The New York Times, 100 points, "It's a movie full of charm that stretches from the first minute to the last, and personally, I like the last minute the most." It has the explosive power of a commercial film, with a flowing narrative and a rhythm that makes watching a movie a pleasure, and at the same time, it also has the heritage of an art film, and after calming down and savoring it, the charm of the movie is even beyond imagination. Lan Li Hall, how can you refuse this guy?"

"Empire", 100 points, "Everyone is debating whether 'Groundhog Day' is a work that cannot be surpassed? The answer may be yes, but at least it is certain that 'Edge of Tomorrow' is an equally great work." Perhaps, this is the purest adrenaline rush of this summer, and perhaps, it is the only one this summer that can make people laugh and move. God, who can tell me what else Ranli-Hall can't?"

"Wall Street Journal", 100 points, "The success of this film is that all the routine elements are thrown into a blender and then rearranged and combined to produce a refreshing work, and Paul Greengrass has done it - he has successfully copied the virtues of the 'Spy' series, and he has made full use of the characteristics of the actors to inject an important life into the film: humor." ”

"The Hollywood Reporter," ninety-five, "There's no doubt that the movie is full of charm from the first minute — well, the high/low of the third act may not be satisfying, but the chemistry between Hall and Lawrence literally detonates the big screen." Did anyone notice? Walker and Skarsgård both put on some of the most humorous performances of their careers. ”

"Us Weekly", ninety-five points, "The most exciting part of the movie is that in addition to the rapid advancement of the main plot, there is also a hidden branch, which brings out the aftertaste and reflection through the performances of the actors, which naturally happens, which is undoubtedly the biggest surprise of this year's commercial films." In addition, Lan Li Hall once again proved the absolute strength of the first person in the new generation of acting, and choosing him as the leading actor was one of the wisest decisions of Warner Bros. last year. ”

"The Seattle Post," 95 points, "For a routine sci-fi commercial movie, you never feel tired or familiar or boring, and the whole process is high-energy." God, this is a summer bomb!"

"The New Yorker," ninety points, "Let me count the good things about this film: Ranley Hall, Jennifer Lawrence, Paul Greengrass, Donald Glover...... Well, what are you still hesitating about, I can't think of any reason to refuse this film other than too short a short page. ”

Chicago Tribune, eighty-eight points, "This is perhaps the smartest and wisest film of the summer." The only opinion? walk into the cinema and watch it. ”

After the premiere of "Edge of Tomorrow" ended, a full 43 media released their first batch of reviews, only four media gave a medium review, and all 39 of them gave positive reviews.

"Rolling Stone," sixty points, "It's actually quite clever as a 'Groundhog Day' plus 'Independence Day' movie, but alas, that's about it. ”

Los Angeles Times, 65 points, "The spark between Hall and Lawrence is too limited, and the script does not give more room to play, which undoubtedly loses the charm of the movie, relying only on acting, revealing too little information, and the final twist is still not convincing enough; ”

For a commercial movie, this is definitely an unimaginable super start, even "Avatar", even "Inception", they dare not dream of such a film review start, there is no doubt that "Edge of Tomorrow" has become the biggest hit in this year's summer file!