"If you want to make a hit movie, you have to start with the following five points!"

Don took advantage of the slide transition, took two sips of water, and continued, "First, there's no pressure on the budget. The explosive strategy is to put all your eggs in one basket, that is, to concentrate on big things, to gamble, and to have a sufficient budget. ”

"Second, the script should be carefully polished. This topic will not be discussed, different projects have different standards, the review of the script, depends on the ability of the producer, there is no standard answer. ”

"Thirdly, the added value of betting. This problem is very big, I will try to say it simply, look at the slides, here I divide the play into three points, namely star value, director value and film value. The value of stars and directors is easy for everyone to understand, and having big stars and directors joining, it is often more attractive to fans. So what's the value of the film?"

Speaking of this, Donn paused for a moment and detached himself from the PPT content, "Jurassic Park is a book, and if it is remade into a movie, it will naturally attract everyone's expectations, which is an incidental film value...... These super-hit movies have similar characteristics and have great film value! "The Lord of the Rings" and "The Chronicles of Narnia", which were released last winter, are also the same. ”

Done's words were not thorough.

The so-called film value, in terms of the concept of 15 years later, is IP!

Popular, popular games, popular toys, old movies, old TV series, real people, historical stories...... These can all be adapted into popular movies, and these have IP attributes.

Even when Don nodded, the executives in the first row nodded thoughtfully, as if they understood something.

Tang En was a little funny, and thought to himself: "All the hot IPs in the future have basically been acquired by me, you guys want to understand now, it's too late!"

However, his expression was very restrained, even a little serious, "The fourth point is very important, I hope that all producers and directors will pay special attention, and of course, there are students who want to devote themselves to this industry in the future." Fourth, it's called the highlight effect!"

In Hollywood, many peers have asked me why some movies have invested more than $100 million and made a large number of special effects shots, but they still fail in the end? Here, I can tell you that because their special effects shots are as plain as water, lack of waves, and lack of highlights!"

Tang En didn't name names, but many filmmakers in the audience blushed.

This is the kind of mistake that almost everyone has made.

Done's guidance was really generous.

"Jurassic Park is a recognized special effects blockbuster, but in this film, there are only 500 special effects shots. Why is it so impressive? Because director Spielberg strives for perfection in the production of dinosaur special effects, and dinosaurs are the biggest selling point and the biggest attraction of the whole film, and there is no room for the slightest sloppiness. It is better to reduce the number of special effects shots than to increase the accuracy of special effects. ”

"Another example is "Titanic", everyone must remember the scene of the big ship splitting, right? At that time, some people suggested that it was passable. But I didn't agree, those five seconds of special effects shot cost a full $5 million budget! It turned out very good, it was almost the most shocking shot in the whole film!"

"Another example is "Spider-Man", Spider-Man and Green Goblin have a set of shots of the battle in Times Square. Someone suggested that I shoot on the spot, but I couldn't make a live explosion, and the effect was not good. I specially rented an abandoned airport, restored the entire Times Square, and then combined the double explosion of real scenes and special effects explosions, which presented such a wonderful fight scene. ”

"The so-called highlight effects are shots that can make people have a long aftertaste and even make it worth buying a ticket to see again. Big-budget films are like the sea, and the highlight special effects are the magnificent waves! If you are used to seeing the sea, you will definitely be more interested in the waves, tides, and tsunamis. ”

These words are the real core.

Donn pointed out the details of making a special effects blockbuster, which is the key to the attention of many top filmmakers and company management in the audience.

Sure enough, many people suddenly realized, and there was a little restlessness between their eyebrows.

This is a special effects blockbuster that has just begun, everyone is in a stage of exploration, and Donn gives the results directly, which is of course the best gift to Hollywood.

Don's eyes, intentionally or unintentionally, glanced at Alan Horn, the president of Warner Bros.!

The fourth theory just now, in his previous life, was put forward by Alan Horn, and he is also the biggest executor of Hollywood's blockbuster strategy!

Especially after Alan Horn was poached to Disney, he became a fanatical hit filmmaker. Disney gave up all small and medium-budget films, and only produced 13 films a year, 13 commercial blockbusters!

Under the leadership of this line of thinking, Alan Horn led Disney to occupy half of the box office market.

Coincidentally, Alan Horn's eyes were also firmly fixed on Donn, revealing a frenzy that bordered on worship.

Tang En suppressed the joy in his heart, settled down, and continued: "Finally, that is, the fifth point, film marketing. Marketing is an interesting thing, and the cost of spreading the message of a film to all corners of society is fixed, whether the investment in the film is $10 million or $100 million. ”

"This is obvious, since marketing does not distinguish between targets, why don't we focus more on big productions? How much does Hollywood commercial blockbusters cost to publicize? $50 million? $70 million? Too little! If you want to create a blockbuster and cause a sensation, marketing is indispensable. ”

"The marketing of popular movies should be held high, and these products should be guaranteed to achieve high returns at any cost, and the best marketing team should be found to make the biggest publicity. According to the current film environment, if you want to truly form a hit effect, the publicity and distribution cost must not be less than 120 million US dollars!"

$120 million in publicity costs?

The bigwigs in the first row suddenly took a breath of cool air.

Don En, this kid, is not afraid to scare people to death when he talks big!

In this era, the production cost can come up with 120 million US dollars, which is already unprecedented. And spend $120 million on marketing, what is the difference between this and grabbing money?

If you lose, you're going to lose your head!

Down Pictures is Donn's private business, and he can play boldly with confidence. But these managers, playing such a big trick, if they are reckless...... I'm afraid I'll lose my job.

……

Donn's speech is scheduled to last 2 hours.

He spent 80 minutes talking about the correctness and practical application of the hit theory, and the rest of the time was to answer some questions from students and filmmakers on the spot.

No one wanted to miss such a precious opportunity to ask questions, and the atmosphere in the auditorium began to rise.

The first to ask a question was a female student, "Hello, Mr. Walker, it's an honor to have this opportunity to ask this question." I...... I listened to your lecture and understood that the blockbuster strategy can build the brand, but it will also put the company at great risk, so how can I avoid the risk?"

Tang En stood at the front, full of momentum, fully controlled the field, and said with a smile: "You said that the popular strategy can build the brand, which is very good! This shows that you have understood the true meaning of the popular strategy." If you want to create a successful hit, you must first have a good idea, and then go all out to plan the release, and luck will also bring a lot of help. ”

"In fact, judging the potential value of a product is like a big gamble, betting on whether the product is worth a high investment and whether it can become a hit to get a high return. Many investors are tempted, while others miss out on measuring the risks of huge bets. ”

"More importantly, the current film market is not only in North America, but also in the global market! Every country has different national conditions and cultural barriers, and if you want a film to be popular all over the world, a large-scale production and a large-cost commercial hit is the best way to open the door of those countries! This is not only an increase in the income of film companies, but also an increase in the brand value of the entire Hollywood!"

The applause was enthusiastic, especially in the first row, who agreed with Donne's statement.

The brand value of Hollywood is the collective interest of everyone.

"Hello Mr. Walker, I'm Emma Jones, a teacher at the School of Film and Television......"

Suddenly, there were bursts of applause from the audience.

Obviously, this teacher Jones is very popular with the students.

Don saluted, "Hello, Mr. Jones. ”

Teacher Jones was holding a notebook in her hand, it seemed that she was listening very carefully, and she also made a note, she said slowly: "Mr. Walker, when you talked about the theory of explosive models, you mentioned such a paragraph, to concentrate limited resources, at all costs, so that the film sprints to the head to become a hit, so as to set off a sensational effect and attract fans to enter, instead of rashly involving the long-tail market of the oligo-soup freshwater." ”

That's a very good statement, and I have a lot of admiration for it. But I don't quite understand these two words, which ...... This isn't the current term for business or the film industry, the long-tail market, what does that mean? Is it a new concept that you're proposing?"

Don had a bit of a headache.

Sure enough, it's a teacher, it's so fine, it's really hard to deal with.

The long-tail market, of course, is a market that was triggered by the long-tail theory. It was only in 2004 that the word "long tail" appeared for the first time in business journals, and it was not until 2006 that the book became popular.

As soon as the topic unfolds, it becomes even more complicated.

"Long-tail market...... In fact, it is a theory that competes with the explosive theory, that is, the long-tail theory. That is, to give up the explosive model and pursue the tail benefit of the normal curve, that is, the more average product income. ”

"Personally, I don't approve of the long-tail effect, because giving up popular models is equivalent to giving up the most potential market, giving up the top talent, and giving up the support of the marketing team. The future business law and the film situation, the market, talent and marketing team, are equally important. ”

"I plan to publish a book, which will elaborate the views of the popular theory in detail, so as to facilitate the research of teachers and students, and the reference of colleagues in the industry. The long-tail theory will also be mentioned by the way. I won't go into this question, okay, the next question. ”

Tang En responded humbly, and then saw someone in the second row raise his hand, which was very familiar.

In the second row is the seat of a Hollywood filmmaker, who wears a black-rimmed glasses and looks polite and bookish.

"Hello, Director Walker, I'm Jeffrey Abrams, a Hollywood filmmaker......" ()

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