Prem Gill looked at Zhang Ran and continued to talk about propaganda strategies: "When we publicize, we must play the card of women's rights and try to win the votes of female judges. There are nearly 2,000 women on the Oscar jury, and if we can get more than half of the female votes, then we will have almost 1,000 votes, which is on the same level as "Moonlight Boy". The 1,000 judges who didn't vote for us, we also want to try to keep us in second place. That way, we have 1,500 votes!"

Zhang Ran immediately pointed out the problem: "The 1,000 judges who didn't vote for first place for us, their votes are likely to go to the two competitors of "Moonlight Boy" or "La La Land". Even if half of the people gave us the second place, we wouldn't have gotten 500 votes because many of us had the first place in "Moonlight" or "La La Land." ”

Prem Gill nodded: "That's true, so it's impossible to win with a total of 3,500 votes for the first and second places combined." Our goal is to get more than 2,000 votes for the first place and 2,500 votes for the second place, and only with this number of votes can we win. Let's start with the first-place votes, as we just said, if you try to get 1,000 votes from the female judges and the Asian American judges, then there are still 1,000 votes left.

Of the 7,000 judges at the Oscars, nearly 5,000 are men, and about 1,500 of those 5,000 judges are men under the age of 62. This part of the audience is less likely to vote for us, and most of these votes will be snatched up by "Moonlight Boy" and "La La Land". We managed to get 1,200 votes from the judges. Most of the remaining 3,500 judges over the age of 62 are white, or what they usually call old white men, and they are our key PR targets. ”

Everyone present nodded one after another, the old white man is the largest group of Oscar judges, their tastes, their preferences often determine the Oscar belonging. Any movie, as long as it gets the group of old white men, then nine times out of ten it can win the Oscar.

Prem Gill continued: "Our goal is to get 800 to 1,000 votes from the old white man. "Angel of Justice" has many advantages that are loved by the old and white male judges, the theme is very serious, the theme is the maintenance of historical truth, the narrative is calm, the cast is strong, the group drama is wonderful, and the positive energy of society is promoted. In the group of old white men, "Angel of Justice" has more advantages than "Moonlight Boy", "Moonlight Boy" is a gay theme, which is a taboo for old white men. When "Broken Arm Mountain" lost to "Crash", it was lost at this point. Of course, the situation has improved in the last decade, the legalization of same-sex marriage in the United States, the active promotion of gay movements around the world, and the Oscars after two consecutive years of 'too white', "Moonlight Boy" should be able to get a certain number of votes, but not a particularly large number of votes. In the group of old white men, our biggest competitor should be "La La Land".

"La La Land" wraps the entire history of Hollywood music and dance films, it is a movie with a lot of fan color, and the story is inextricably linked with Hollywood's industrial history, which is particularly in line with the taste of old white men, and it is completely a song and dance film version of "The Great Artist", so "La La Land" is likely to take half of the votes of this group. Add to that "Moonlight Boys" and a few other movie splits, and it's quite difficult for us to get 800 to 1,000 votes. In this case, we can only go all out to publicize and publicize, otherwise it is impossible to win the best film!"

Speaking of which, Prem Gill looked at Zhang Jingchu, then at Zhang Ran, and said with a smile: "In this case, it is particularly important for Mr. Zhang and Mrs. Zhang to cooperate with our publicity, Mr. Zhang is the world's top richest man and the boss of Summit Entertainment, and he is a big man for most of the Oscar judges, and he is high, and you have not been very involved in Oscar public relations in the past, which gives people a very cold impression." When you come out in person, the vanity of these judges will be greatly satisfied, and you will feel respected, and many people will vote for us. ”

Zhang Ran knew that it was important to give face to the judges and make them feel respected, and when "The Social Network" lost to "The King's Speech", it was very important that David Fincher did not participate in public relations, so he said: "Jing Chu and I did nothing before the Oscars, and fully cooperated with you in publicity and public relations." For us, the best picture is a must-win. ”

Zhang Jingchu also said: "We will do our best to cooperate with public relations. ”

Prem Gill was most worried about Zhang Ran's lack of cooperation with the publicity, and now he was completely relieved to hear him say this: "Let's talk about the second place with 2,500 votes, we may get 500 votes from the female judges, and it is entirely possible that we will get 2,000 votes for the remaining 5,000 male judges." Because our film itself is very much in line with the taste of old white men, and there are three major political correctness, the first is feminism, the second is anti-war, and the third is ethnic diversity. With these three major political correctness, those who do not vote for us in the first place are very likely to vote for us in the second place. With careful publicity and public relations, it is entirely possible to win 2,000 votes. ”

Prem Gill turned his head to look at a slightly chubby white man in his fifties next to him, and smiled: "Cynthia, you are in charge of the public relations of "Angel of Justice" this time, or you will introduce the specific public relations strategy to Mr. Zhang!"

Summit Entertainment started with "Bomb Disposal Unit", and the public relations of the movie were all carried out by 42 est PR agency, and Cynthia Schwartz is the most senior and capable public relations expert of 42 est. This time, Zhang Ran was determined to win the Oscar for Best Picture, and Cynthia Schwartz once again took on the responsibility of public relations.

In fact, it is not the first time that Cynthia Schwartz and Zhang Ran have cooperated, and he is in charge of the public relations of "One Person's Lights" and "Future Apocalypse". He watched "Angel of Justice", and he was very confident in the public relations of this Olympic Games: "Now every movie that rushes to the Olympics will send DVDs, and we will definitely send DVDs as review materials, and at the same time as sending DVDs, we also have to send three other things, one is Zhang Chunru's "Nanjing Massacre", as well as "Weitling's Diary" and "Rabe's Diary" Three books to help the judges understand that period of history, the second is a Chinese-style plate, and the third is a letter signed by Mr. Zhang, which is different for the male and female judges, with the female judges emphasizing women's rights and the male judges emphasizing the relevance of the film. ”

Zhang Ran nodded, it is not new for the director to send handwritten letters to the judges, when "Lincoln's Biography" was in the public relations of the Olympics, there was a letter signed by Spielberg in the review materials sent to the members of the academy;

Cynthia Schwartz continued: "In addition to DVD tactics, advertising is certainly indispensable. We had to advertise in the Hollywood Reporter, Variety, The New York Times, The Los Angeles Times, and other heavyweight media outlets, because most of the old white men like the Oscar judges were readers of these newspapers, and in addition to newspaper ads, we also had to take down outdoor billboards in Southern California and New York, because this is an area where filmmakers live. Newspaper advertisements are mainly aimed at older white men, while Internet campaigns are mainly aimed at younger judges. We need to set up a special website and mobile app to canvass for the movie, and at the same time, we will also use platforms such as Fly, Netflix, and Blockbuster Online to build momentum for the film and canvass for the movie. ”

Next, it's up to you, Mr. Zhang, to do it. In order to curb the frenzied publicity, the Oscar organizers issued new rules in September 2011, stipulating that after the subsequent Oscar nominations and the award stage, the judges can only participate in special screenings of films, and are not allowed to participate in any drinking parties and parties aimed at canvassing votes. But this rule is not without loopholes, there are many awards ceremonies during the awards season, and the dinners of these awards ceremonies are the best places to exchange and canvass votes. Therefore, from the beginning of the awards season, including the Film Critics Awards, Golden Globe Awards, Oscar nominations, BAFTA in the United Kingdom, and the Directors Guild of America Best Director, awards ceremonies have been attended as much as possible. ”

Speaking of this, Cynthia Schwartz looked at Zhang Ran and said slowly: "In addition, there is another way to canvass for votes, which is to invite Wendi Deng and others to hold a family party and invite some insiders to attend the party. As Wendi Deng's friend, it is normal for you to appear at the party. Private gatherings, the academy cannot prohibit either. It's easy to talk to the wavering judges and canvass for votes. This kind of gathering can be organized, but not too much, and if there is too much organization, it will be found that the college will be found to be in violation, and we think it is more appropriate to organize two meetings, and the candidates are Wendi Deng and Anna Wintour. If we want them to organize a family reunion for Angel of Justice, we can't do anything, only you can do it. ”

Zhang Ran has a good relationship with Wintour and Deng Wendi, and it is not a problem to let them organize a party to help canvass for votes: "I'll call them in a while, and you can give me the list to be invited when the time comes." ”

Schwartz smiled and continued: "Sending DVDs, advertising and organizing screenings are important, but it is lobbying the judges that really makes the difference. This time we organized a lobbying team of 20 people and were ready to lobby 2,000 judges. Now this lobbying list has not come out, and now we are classifying the judges of the Oscars, those who don't like "Angel of Justice" don't lobby, those who like "Angel of Justice" don't need to lobby, and the rest of the judges are the focus of our PR. We will try to convince them to vote for us, not to vote for us in first place, and to try to get them to keep the second place position for us!"

Zhang Ran knows that lobbying is the most important part of Oscar public relations, but organizing a lobbying team of 20 people and lobbying 2,000 judges like "Angel of Justice" should be unprecedented in the history of Hollywood. The "Lobbying Law" stipulates that no more than two people can be lobbied each time, that is, only two judges can be lobbied at a time. The way to lobby is to invite the other party out to show the movie, and the lobbyists accompany the two judges to watch it, and tell the judges what is good and how it is artistically. Lobbying 2,000 judges means putting on 1,000 shows, which is undoubtedly a huge project.

Next, Prem-Gill and Schwartz talked about a number of specific publicity and PR strategies, and discussed some of them in detail. The meeting lasted all day and ended at 5 p.m.

Coming out of Summit Entertainment, Zhang Ran and Zhang Jingchu drove to the Four Seasons Hotel. Tonight they prepared a reception for Summit Entertainment's executives, as well as Angel of Justice's PR and publicity team, to cheer them up for the next few months.

Zhang Jingchu, who had been looking at the street scene outside the window, exhaled softly and said to Zhang Ran: "I now have a feeling that I am going to the battlefield. Zhang Ran smiled lightly and said, "Oscar is originally a war of publicity and public relations, why do you feel nervous?" Zhang Jingchu nodded and said: "Yes, I'm really a little nervous now, but I believe we can win!"