On the floor of the Disney headquarters building, which belongs to Disney Studios, Matthew walked through the hallway into a huge conference room, greeted Sean Daniel and Sophia Coppola, who were sitting at the long conference table, and then came to the other end of the conference table, pulled out a chair and sat next to David Ellison.

"I heard you're in some trouble?" asked David Ellison with concern.

The news had already spread, and Matthew had no need to deny it, saying, "yes, someone threatened me. ”

David Ellison, who is also an investor in "Fast and Furious 4", certainly knew what the crew encountered at the U.S.-Mexico border, and said, "Did the drug dealers in Tijuana do it?"

Matthew wasn't sure either, "It's very likely." ”

"Do you want my help?" David Ellison whispered, "a couple of little drug dealers......"

Matthew smiled, "I won't be polite to you if I need to." ”

He looked up across the conference table, where Sofia Coppola was quietly discussing with Sean Daniel and the crew's producer in charge of promotional PR, compared to him and David Ellison.

David Ellison suddenly asked, "Walt Disney is said to be interested in buying the entire Marvel Comics?"

"They're already on the move. Matthew pondered for a moment and said simply, "I have a little stake in Marvel, and Disney people have also contacted me, and Helen's people are currently negotiating with Disney." ”

Two business negotiators under Angel Brokerage began negotiations with Disney after Robert Iger approached him.

At present, it is basically impossible to talk about Walt Disney to eat four percent of Marvel shares in his hands through share exchange at the end of this year.

Marvel Comics' stock price has been rising steadily, and it doesn't seem like a bargain for him.

But Matthew nodded because he focused on another benefit in the negotiations.

Once the acquisition of Marvel Comics is successful, Walt Disney will not only recognize Matthew's investment agreement with Marvel Comics, but also provide Matthew with investment options for the next six Marvel superheroes.

In other words, on the basis of the original, Matthew can also choose six more Marvel superhero movies to invest.

This kind of future-oriented gains will undoubtedly benefit him even more.

Of course, he also understands why Walt Disney is willing to do this, not all of the funds for the production of films by Hollywood's major studios come from the studios themselves, and foreign investment also accounts for a considerable proportion.

It doesn't hurt Disney to absorb the investment of No. 13 Film Studio.

"Disney is a big deal. David Ellison sighed and said, "Robert Iger is ambitious. ”

Matthew nodded, "It is estimated that Robert Iger wants to build Disney into the No. 1 entertainment media group in the United States and even the world during his tenure." ”

The door to the conference room opened, and Bill Felton, the head of distribution at Disney Pictures and Broadway Pictures, walked in, greeted Matthew and the others politely, and then began the promotional distribution meeting about "Twilight".

Hollywood's six major companies are very mature in terms of their usual publicity methods, and Bill Felton first had the proposal distributed to everyone involved in the meeting, and then briefly talked about some traditional publicity methods.

There is nothing new about those soft propaganda and hard broadness.

"I would like to emphasize one point above all. Bill Felton then changed the subject, ""Twilight is not a popular movie!

Matthew nodded slightly, fully agreeing with these words, "Twilight" is a pure teen romance movie, and it is estimated that few adults like it.

Bill Felton emphasized, "The key to film marketing is to dig into the core message of the film, and then accurately and effectively deliver this message to the core audience, rather than simply telling the film's message." Therefore, the problems of both content and channel need to be solved in order to improve the efficiency of marketing. ”

"Now when you make a movie, everybody wants a miracle," says Bill Feldton, "and a miracle means that your core audience is the general public, and that means you're out of focus." The formulation of a film's marketing strategy is actually a search for a core audience: if a movie can't be seen by people who like it first, it can't generate word-of-mouth. ”

If you want to find a core audience, you need to first clearly focus on the temperament and expression of the film, as well as create a public opinion environment suitable for the film in the information channels that the core audience is exposed to, which Bill Felton believes is an important step in film marketing.

Matthew didn't say anything, he kept pricking up his ears to listen, Bill Felton is a well-known youth marketing expert in the Hollywood industry, and has always been researching and developing strategies for Disney Studios to promote teen films.

There is no doubt that he is a good match for the film "Twilight".

Nowadays, there are many investors like David Ellison who have entered Hollywood to invest, and many people have entered the industry with the halo of movies, and their understanding of the film market and the product itself is still on the surface, and it seems that they only pay attention to the "technique" of how to market the action, and rarely ponder the "Tao" behind it, and the movie is a complex product that combines business, art, culture, society and other elements after all.

Many people think that it is enough to do film marketing as long as they have vitality and ideas, but in fact, it is more important to study and think about film works and the market with awe, and to truly implement and implement creative marketing plans in a down-to-earth manner, which is professionalism in the final analysis.

Accurately refining the core expression of the film is the top priority, and doing this step well requires the accumulation of daily market cognition and a lot of thinking and communication.

Therefore, Matthew will never be the person who makes the marketing promotion plan on his own, at most he puts forward an idea, but to turn the idea into a practical plan, it is precisely a professional like Bill Felton who is needed.

Of course, some small and medium-sized distribution companies in Hollywood will also outsource their publicity and marketing.

Bill Felton's words continued, "'Twilight' is a typical teen idol romance movie, and the first thing we want to impress is the teenage audience. Therefore, in addition to the inherent traditional means of publicity, we must appropriately tilt resources to online social media. ”

"Since the rise of social media in 2006, traditional TV, print media, and web portals are no longer traffic centers, and media has become more vertical and fragmented, which also means that it is increasingly difficult to attract the attention of audiences. ”

"In the era of social media, everyone is a traffic entrance, and in the face of such changes, how to complete the integration of media channels according to users' preferences is the focus of our attention, that is, precision marketing ......."

Bill Felton then detailed a plethora of promotional marketing tools for teens, in addition to social media, as well as collaborations with other brands.

For example, by cooperating with McDonald's, where the majority of young consumers are consumed, you can make money by selling products that are jointly promoted, and the audience will be exposed to movie information, killing two birds with one stone.

This is also looking for new value-added services outside of the box office.

The movie is so glamorous, it shouldn't just make some box office money.

The conference didn't last long, it ended in less than an hour, and at the end of the meeting, Bill Felton also emphasized that the distribution of "Twilight" in North America and overseas was handled by Disney Pictures and Bergwell Pictures, respectively.

Matthew has no problem with this, he has worked with Disney many times, and knows that this is the distribution routine that Walt Disney has used since the new century.

Previously, Disney Studios was basically only responsible for production and rarely involved in distribution, but in recent years, Disney's strategy has also changed.

As we all know, there is a law in the United States that stipulates that the three powers of Hollywood film production, distribution, and screening must be separated.

For example, Walt Disney has studios, production companies like Disney Pictures and Touchstone, and a well-known Bowei Pictures, which specializes in distribution.

Broadway Pictures can distribute Disney films, as well as other companies' films, and it is legally and financially independent of Disney's studios.

In fact, Disney Pictures has been losing money, but Broadway Pictures is very profitable.

As for the separation from the "screening", it is even more important.

The United States has an antitrust law, and the first to impose a fine that year was MGM.

At that time, MGM had its own theater chain, studio and distribution company, producing, distributing, and screening, and a series of sugar gourds pulled down, and the problem was big: MGM's theaters only broadcast MGM films, and tried their best to crowd out other theaters, and in the end, everyone couldn't make money, and it was the only one.

Therefore, the U.S. court forced the "separation of production and broadcasting" and asked MGM to split it into three.

Nowadays, the Antitrust Act has clear provisions on production, release and screening, and the production and distribution and the projection party cannot have the same board members, cannot cross-sharehold, etc., so as not to turn a company into a group of monsters that are too powerful to control.

Publicity is the top priority of commercial films, and in Hollywood, it is very particular when to post official trailers, when to accept media interviews, and when to open viral websites.

In the same way, the public relations hook with the media is also very particular, when to use it, how to use it, there is a clear division; there are high-level mainstream media, such as two times - "New York Times" and "Los Angeles Times", and it is divided into gossip media, TMC and so on.

Disney's promotion for "Twilight" is all done systematically and planned.

In addition, Broadway Pictures is negotiating with companies across the Pacific to enter the vast market that is growing in popularity.

There used to be a lot of people who said that the market across the Pacific changed Hollywood, but Matthew's observations over the past few years are completely boring speculation.

Hollywood will adapt to the market there, but in essence, it will still use emerging markets such as the other side of the Pacific and the Asan as cash machines, and it will not easily change the rules of the game.