February 27, Hollywood Kodak Theatre!

The young couple, who had just finished their wedding and had not had time for their honeymoon, returned to Los Angeles from Hawaii. Pen | fun | pavilion www. ｂｉｑｕｇｅ。 ｉｎｆｏ

Because today is the ceremony of the 77th Academy Awards.

At this moment, the voices outside the Kodak Theater were boiling, there were bursts of screams from time to time, the long red carpet spread out far away, and as celebrities stepped on the red carpet, the click of the camera shutter became one, and at the same time, the cheers of fans, the questions of reporters, and the shouts of the paparazzi also sounded disturbed.

Not long after entering the theater, someone came over and greeted him with a smile: "Hey, dear Lu, happy newlywed, I hope my blessings are not late!" ”

Seeing the visitor, Lu Deshuang also showed a rare smile and asked, "Harvey, are you ready for your congratulatory gift?" ”

"Of course, you'll be counting it today."

That's right, the person standing in front of Ludeshuang at this moment is Harvey Weinstein.

If you were to ask who is the most recognizable filmmaker in Hollywood today, most Hollywood superstars would probably name Harvey Weinstein.

In the 1980s, Harvey Weinstein's Miramax started by buying independent film rights and using a variety of means to hype up marketing to help him achieve box office success in North America. When it was released in the United States, he mailed Weinstein a katana with a naked line written on the blade: "No cuts!" ”

Harvey is a showman, he is smart, he has a clever tongue, he can turn his face faster than a book, and his businessman personality makes him comfortable in the field of distribution and production; He is a long-term partner of the talented director Quentin Tarendino, and under his operation and promotion, "Shawin Love" has beaten "Saving Private Ryan" to win the Oscar for Best Picture in one fell swoop, and films such as "The King's Speech" and "The Artist" have won Oscars and have the "operation" behind Weinstein.

Of course, the bottomless business skills have also brought Weinstein a lot of notoriety, such as Feng Xiaogang's public criticism of Weinstein's inauthenticity: "He often deals with Chinese filmmakers, and his usual trick is to buy the North American distribution rights of our films." He bid 8 million at the beginning, and others didn't grab it from him when they saw it. He gave a deposit of $200,000 at the time, and when the filming was finally finished, he said I don't want this movie, return it, and it will be too late if you want to sell it to others. He's looking for you at this time, and he's going to pay $1 million, and that's Harvey Weinstein. ”

But Harvey Weinstein is also an important promoter of Chinese films in North America - in 1995, he acquired many films by Jet Lai, Zhou Yunfa and Cheng Long, and also successfully helped mainland films such as "Hero" (movie version, American drama version) and "Shaolin Football" go international; In 2005, he spent a lot of money to obtain the copyright of Cheng Kaige's new film "Wu Ji" in North America, the United Kingdom and Australia.

I have to say that the fact that Huayu movies in the previous life were able to enter North America is indispensable to Harvey Weinstein's contributions, which absolutely cannot be erased.

However, what Harvey Weinstein really admires Ludshuang is not his vision, not the movies he makes, or even his half-baked career as an actor, but his marketing and promotion of films, especially the public relations of the Oscars, which is recognized by Hollywood as a must, and is known as a man who can 'manipulate' the Oscars.

If you look back at Weinstein's PR skills, you will find that in addition to the usual methods of sending movie DVDs to the judges, gifts, phone bombing, and holding in-house screening receptions were all excellent means of winning votes.

And in 2012, in order to make the "big cousin" Jennifer Lawrence's "The Happiness Line Behind the Clouds" successfully reach the top, Weinstein even hired Obama's campaign team to do his public relations in order to achieve subtle influence in the media.

To sum up, which one is stronger in brainwashing? Weinstein's three-plank axe!

The first axe: manipulate the media to influence the judges' perception!

Weinstein recognized early on the influence of the media on the final outcome of the Oscars.

And as a proof of this point of view, the 1998 awards ceremony, which is "the biggest injustice in the history of the Oscars", must be mentioned again and again.

Facing the powerful opponent "Saving Private Ryan", Weinstein not only hired a professional "water army" to smear "Ryan" in the city; On the other hand, he made Shakespeare's love story overwhelming, while also inviting the jury to all kinds of free drinking parties, holding private screenings attended by various celebrities, and buying out multiple entertainment media columns to cover his films.

Someone has made statistics that around 1998, the Oscar public relations cost of an average independent film was about $250,000, and the public relations cost of a film in a major studio was about $2 million, and Weinstein spent $5 million on "Shakespeare in Love", and it involved some illegal operations.

One example is that after Shakespeare in Love was nominated for an Oscar, Weinstein quickly prepared a series of parties for Shakespeare's director John Madden. Among the invitees were three influential Academy judges, renowned director Sidney Lumet, screenwriter Jay Pleson Allen and screenwriter David Newman.

In fact, this is contrary to the Academy's selection rules: the producer is not allowed to hold social events for nominees that are attended by members of the Academy. And Weinstein's explanation for this was: "I'm sorry to have three members of the academy here, but it's a news scene, and if you want to make news, you're going to have to get a couple of celebrities to come over." ”

For the 2012 polls, The Weinstein & Company sent "For Your Reference" emails to The Hollywood Reporter subscribers. It quotes critic Thelma Adams: "It's been 29 years since Meryl Streep last won the statuette!" The performance in "The Iron Lady" deserves to make her win again! This should also be against the rules, as references to past awards are not allowed in the "For Your Information" message. However, Weinstein took advantage of the loopholes in the rules through a third party.

And playing a sideline kick for a violation of the rules is clearly not the only time for Weinstein. Taking advantage of the loopholes caused by the rule change, "City of God" received four Oscar nominations in 2004, and even failed in the 2002 Oscar for Best Foreign Language Film. Weinstein told Entertainment Weekly: "We made the sober decision to keep the film in theaters for 54 weeks. And in order to participate in the Oscar selection in terms of release time, Weinstein even re-released the film three times.

The second axe: phone bombardment of the judges' recommended films!

In 1997, a New York Times judge who had experienced Weinstein's PR tactics firsthand wrote: "According to some members of the Academy, Miramax [the predecessor of Weinstein Pictures] called early and diligently. John Erickson, a retired actor living in Santa Fe, New Mexico, said he had received several calls from representatives of Miramax recently. On the first call, they asked him if he had received "Switchblade" and urged him to watch it as soon as possible.

A few days later, the representative called again to assess Mr. Erikson's impression. The delegates also highlighted Billy Bob Thornton's excellence in the film, writing and directing the role of a mentally ill murderer who has just been released from the hospital and who killed his mother and her lover with a switchblade 25 years ago. "The representative said, 'Don't you think he's great?' I hope this is enough for a nomination. Erikson recalled.

By chance or necessity, Miramax's lobbying proved successful. Mr. Erikson happily nominated Thornton for best actor on the ballot, even though he hadn't heard much of Switchblade before he got the call, and he thought it was a Stallone movie.

Miramax's persuasion of Mr. Erickson did not stop there. After learning that there was another Academy member in the Santa Fe area, Miramax scheduled a screening for them in early February. This time, Erikson and others were able to see films such as "Marvin's Room," "Switchblade" and Woody Allen's "Everybody Says I Love You" on the big screen in local theaters. ”

Although the public relations activities of the telephone bombardment of the judges were later banned, public relations companies can still directly influence the selection of judges by holding private movie viewing parties, internal promotion meetings, celebrity charity events, and other ways.

The third axe: ideological offensive and defensive warfare: smear the other party and elevate yourself!

Of course, Weinstein's PR skills are not limited to this, and in addition to reasonable public relations, all kinds of less visible public relations tactics are also used. In order to get his film nominated, he even launched an offensive of ethnic politics. For example, USA Today reported that in order to get the not-so-strong "Chocolate" nominated for Best Picture, Weinstein claimed in a newspaper ad that Jesse Jackson (a black civil rights leader) and Foxman of the Anti-Defamation League (a well-known Jewish rights organization) praised the film, and in doing so, it was voted by the judges of the relevant ethnic groups.

In the face of a strong opponent such as "A Beautiful Mind", Weinstein used a disgraceful "smear" to promote "A Beautiful Mind" and omit the homosexual orientation revealed by John Nash in the original biography, in order to raise the voice of opposition. Interestingly, this year's Weinstein himself promoted the biopic "The Imitation Game", which is a biopic that clearly reveals the protagonist's homosexual orientation. This should be related to the significant increase in the status of homosexuals in recent years and the significant increase in the influence of gay groups in various industries.

And "The Social Network" is another victim of Weinstein's clever public relations strategy.

At the critical moment of the Olympics, negative comments about "The Social Network" poured in, first various people related to Facebook stood up and accused the film of fabricating facts to scandalize the image, and then the original novel of the film broke out in a plagiarism storm.

And director David Fincher has been unintentional about promoting this work and ignores Oscar love.

On the other hand, Weinstein made various high-level shapes for "The King's Speech", and the director and cast and crew also unconditionally cooperated with the promotional activities arranged by Weinstein, and finally made the film another achievement.

In the aftermath of The Network's unexpected defeat, executives at its publishing company said that the values of "The King's Speech" were more appealing to the college's overwhelmingly large majority of white male members than "The Social Network," which tells the stories of Internet entrepreneurs at a super-fast pace.

Weinstein Pictures is certainly not the only production company that is busy with public relations during awards season.

Lashing out at each other and denigrating opponents is also part of a PR strategy.

is also "smearing public relations", in 2010, the producer of "Bomb Disposal Expert" wrote to some members of the academy, explicitly asking people not to vote for their opponent "Avatar". The matter soon came to light, and the producer was banned from attending the Oscars that year. And Weinstein, who also slandered "A Beautiful Mind" in various ways and was discovered, only apologized to the producer Universal Pictures in the end, which is also related to his more subtle and clever methods of slander.

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