In Hollywood, every film has a unique, comprehensive marketing strategy that must be completed at the planning stage.

As soon as the film was operational, its marketing campaign began, and the means of building momentum for the film varied at different stages of production.

"Pearl Harbor" was established in March 1999.

At that time, "Star Wars Episode 1: The Ghost Man Menace" had not yet been released, "Spider-Man" had not yet started filming, and the only commercial production that was a big box office hit in Hollywood was "Titanic"!

Disney is ambitious, and Jerry Bruckheimer is also ambitious, and they directly set their sights on "Titanic".

He wants to join forces with Michael Bay to replicate the miracle of "Titanic" for Disney!

Therefore, "Pearl Harbor" imitates "Titanic" everywhere from the preparation of the movie.

The actor in "Titanic" is American actor Leonardo Ricaprio, and "Pearl Harbor" chose the equally handsome American actor Ben Affleck;

The heroine of "Titanic" is British actor Kate Winslet, and "Pearl Harbor" is step-by-step, choosing a British actor Kate Beckinsale;

"Titanic" is about the touching love behind the disaster movie, and "Pearl Harbor" imitates it vividly, linking war and love;

"Titanic" has a grand scene and realistic effects, and the magnificent Titanic and its thrilling shipwreck process give the audience a great visual impact. "Pearl Harbor" is also grandiose, and the 40-minute Pearl Harbor air raid scene in the middle of the film can also give the audience a powerful audio-visual shock;

"Titanic" was so well made that it cost $150 million and even built a giant water soundstage. "Pearl Harbor" directly rented the water studio, and the production cost was 140 million US dollars, and the investment was not much different;

"Titanic" is 194 minutes long, which is almost challenging the limits of commercial films. "Pearl Harbor" is 183 minutes long, and Jerry Bruckheimer and Michael Bay believe they are also capable of challenging the audience's patience.

Even during the filming of "Pearl Harbor", the name of the movie has not been called this, but "Tennessee", which corresponds to "Titanic".

In the process of publicity, the producers also unabashedly expressed to the public their intention to shoot the second "Titanic".

Now, "Pearl Harbor" is Disney's flagship product, especially Disney's turmoil in the film market last year, and it was seen as a lot of jokes by peers.

Disney has one heart to make "Pearl Harbor" a success!

Backed by a media giant like Disney, the publicity offensive of "Pearl Harbor" has reached an unprecedented fierceness, with a publicity budget of up to $70 million!

This $70 million figure is far more realistic than the $100 million publicity cost of "Spider-Man".

Because many of Disney's properties, including ABC radio and television, Disneyland, Disney consumer products, etc., use the lowest fee standard, and even many of them are free publicity.

Throughout April, the Hollywood publicity market did not appear in the situation where "Pearl Harbor" and "Unsinkable" went hand in hand as many professionals expected, but "Pearl Harbor" was the only one!

The promotion cost of "Unsinkable" is only $50 million, and after the distributor Universal Pictures was split by the Vivendi Group, it is just a pure film company, and there is no possibility of multi-channel collaboration.

On the other hand, "Pearl Harbor" ......

Newspapers, radio, television, posters, film reviews, the Internet, fan conferences, university seminars, ...... All the available channels, all the media that are beneficial to the promotion of the film, the "Pearl Harbor" team has been connected up and down through the Disney relationship.

This wave of propaganda is definitely a carpet attack!

The bombardment-like publicity of "Pearl Harbor" put a lot of pressure on Universal Pictures, the distributor of "Unsinkable".

According to the distribution agreement between Down Pictures and Universal Pictures, the publicity and distribution costs will need to be borne by Universal Pictures independently, unless Towne Pictures is willing to increase the publicity effect and pay out of pocket.

In the current situation, the publicity momentum of "Unsinkable" has been completely overshadowed by "Pearl Harbor".

Ron Meyer personally called Donn to ask for financial assistance.

If this continues, the publicity effect of "Pearl Harbor" will completely crush "Unsinkable"!

"Unsinkable" has James Cameron, the ace director, but "Pearl Harbor" is a combination of Jerry Bruckheimer and Michael Bay, which is also very famous!

If no countermeasures are taken in a short period of time, then fans will definitely buy tickets to watch "Pearl Harbor" with better marketing effects when choosing to watch the movie!

Ron Meyer's request was directly rejected by Donn, and he didn't even pay attention to it, but went to the post-production of "A Beautiful Mind".

"Children are just playing at home, Disney and Jerry Bruckheimer want to make trouble, let them make trouble!"

Donn's old-fashioned reply almost didn't choke Ron Meyer to death!

Richard Cook, chairman of Disney's production department, producer Jerry Bruckheimer, and director Michael Bay, are all over 150 years old combined, and they are still children?

The breath is too big!

Don En understated, as strong as ever, "Propaganda also has a value, too much...... It's poison!"

What is Marketing?

Philip Kotler defines it as a social and managerial process in which individuals and collectives create, offer sales, and exchange products or values with others in order to obtain what they need.

That is to say, marketing in the modern sense is different from the traditional concept of marketing, but at least includes production, sales, customer needs to be met three links of content, the quality of marketing results is largely determined by the production link.

In other words, the product is the root of marketing!

In terms of marketing, "Pearl Harbor" is everywhere compared with the most classic commercial blockbuster "Titanic" in film history, and Michael Bay even clamored to break the box office record of "Titanic"!

However, is the quality of the two movies comparable?

"Titanic" tightly grasps the theme of love in the plot setting, and the shipwreck, as the background of the story, does not give the audience a visual impact at all, but just rightly promotes the development of the plot, making the protagonist's fate ups and downs, and finally casting a poignant love story.

When the audience watches the movie, the emotional investment and catharsis are in one go, which makes people reminisce.

"Pearl Harbor" seems to be fluctuating in the plot setting, showing love for a while, showing war for a while, and there is a strong sense of separation between the two, and it is also forcibly added to the heavy brotherhood when showing love, which is simply nondescript. The drift of the theme leads to a messy plot, so that the audience cannot gradually accumulate emotions and concentrate on catharsis at the end when watching the movie.

In the previous life, in fact, after the release of "Pearl Harbor", the reputation overseas has always been good, and some people even compare this movie with "Black Hawk Down".

After all, the two films are the same producer.

However in North America...... The word-of-mouth was completely one-sided, and the film critics scolded and the audience also condemned it, and the scolding made Disney unable to resist, and even the stock price began to plummet.

It is because of the excessive publicity of "Pearl Harbor" that completely treats the audience and fans as idiots.

Do you want to compare such a film with "Titanic"?

Still want to break the box office record of "Titanic"?

Slippery world!

Angry film critics, gave "Pearl Harbor" the harshest irony, and the following year's Golden Sour Plum Awards, "Pearl Harbor" was successfully nominated for the worst film of the year, Michael Bay was nominated for the worst director, and Ben Affleck ...... also became a candidate for the worst actor of the year.

Therefore, the foresight made Don full of confidence.

"Pearl Harbor" is high-profile right now?

Then let them continue to be high-profile and continue to swell!

The pendulum will swing!

When the movie is released and the true appearance of "Pearl Harbor" is presented in front of the audience, they will naturally understand that the low-key and simple "Unsinkable" is the real masterpiece that opens the summer file!

……

Tang has been busy with post-production of A Beautiful Mind during this time, and in addition to that, he has been trying to make a connection with one person - Roy Disney.

As early as the beginning of the year, Disney's second-in-command sent a message back to Donne, saying that there was a chance to meet and chat.

But a few months have passed, and the opportunity has never come.

It's not that Don doesn't fight for it, it's that Roy Disney shirks it again and again.

Everyone is smart, Don and Michael Eisner have a grudge, Roy Disney and Michael Eisner are competitors, so the main content of this meeting is well known.

Maybe it's because he's old and suspicious, or maybe there's still a glimmer of hope for Michael Eisner...... Of course, the more likely is that he is waiting for the battle between Don Pictures and Disney this summer!

Compared with the confrontation between the two companies in the film market last year, this year's summer file will be more intense and more popular.

In addition to "Pearl Harbor" and "Unsinkable", two high-profile commercial blockbusters, released on the same day, Disney's $120 million animated film "Atlantis: The Lost Empire" will also be on the same schedule as "Mr. and Mrs. Smith."

This is a completely unreasonable head-on conflict!

When Donn came out of the editing room, he saw Ella Fisher shaking her head at him.

"That old guy still won't come out?" Donn shook his head and smiled.

Ella Fisher said angrily: "This Mr. Disney, isn't it a lie? ”

"It seems...... He's waiting for the results. ”

"The result?" Ella Fisher was stunned, "What result?"

"Of course it's the result of this summer!" Don hooked the corners of his mouth and showed a slight sneer, "Okay, since he's not in a hurry, let's play slowly!" Tell West, get all the materials ready, this summer, let's play big!"