The wonderful trailer has also skyrocketed the expectations of fans of "The Matrix", the traffic on the official website has also surged, and some media that were originally dismissive seem to have begun to change, at least the trailer is not bad, isn't it?

Overall, however, publicity needs to be further strengthened. This article was written by...... Starting

Now in terms of movies, the focus of attention throughout Hollywood and even the global film industry is the ongoing release of "Star Wars Prequel 1: Phantom Crisis", an unprecedented sci-fi film that has reached $64.82 million in North America at the first box office, and has also hit new highs at the box office in the future. The whole of America felt crazy, and those long-lost Star Wars memories began to wake up in their minds, and they immediately set off a movie-watching craze.

Lucas is still Lucas, and "Star Wars" still does not fall into anticipation.

Although Queen Amidala has already enrolled, it was rumored that she would miss the premiere because of the start of school, but fortunately, the expectations of fans played a role, and the talented and beautiful Natalie was still seen at the premiere, and her popularity began to climb rapidly.

If last year's hottest actress in Hollywood was "Screw" Kate Winslet, then this year undoubtedly belongs to Natalie Portman.

Chen Tiandu, who only occasionally took the time to go to the cinema to watch a movie, complained a little about Amidala's style. Not to mention the hairstyle, the two red dots on the face are simply wicked appetites, I really don't know how Lucas came up with this look.

After all, there are very few people who can have this kind of leisure to watch movies, and Chen Tiandu has been running for movies almost all this time recently.

The film was successfully submitted for review after being slightly refined, because there were a large number of fighting scenes in the film, and it was unfortunately rated as R restriction level, and Jian yì was over 17 years old to watch. Although some children will be blocked out of the theater, fortunately, the impact is not great.

In order to present a realistic communication plan, the three companies came together to consult closely, and everyone in the conference room was waiting for them.

Warner first came up with a publicity plan, and still pushed forward from various channels step by step, using their strong media influence to do their homework. In terms of publicity, Warner's experienced marketers were the main force in the promotion of this movie, and DreamWorks and Matrix were only auxiliaries.

However, the propaganda plan they proposed made Chen Tiandu frown, and it was even more regrettable that everyone else actually nodded in agreement.

"That's what you're up to?"

Chen Tiandu was very dissatisfied and interrupted the words of Philip Rue Sley, the head of Warner's distribution business, "In my opinion, this set is old and old, and there is nothing new. If that's what you've come up with, I'm very disappointed. ”

Philip Rue Sley looked at him dissatisfied, "In the past, Warner was invincible with this, I don't know what you think?" ”

Chen Tiandu frowned and said: "That was in the past, and there must be a breakthrough from now on, and it starts with my movie." I don't know if you've noticed a recent witch murder that has been circulating on the Internet and in the media. ”

Peck was on his side, and although he didn't understand why the boss mentioned this, he immediately responded, "I've heard of it." It seems that a documentary was accidentally filmed, which is going to be released recently. ”

"That's fake."

Chen Tiandu denied: "That's a real movie propaganda, using what people have passed on by word of mouth, one by one, one by one." If you pay attention to it again, you will find that it is the film company's publicity plan behind the promotion, otherwise it will not have such a long-term effect. ”

Peck said: "But is this kind of propaganda useful? There are all kinds of things on the Internet, and those who don't believe them account for the vast majority. ”

Chen Tiandu said: "This is the publicity plan I want to propose, Internet viral marketing!" ”

The so-called "viral network marketing" is a word-of-mouth propaganda network through guò users, where information spreads and spreads like a virus, using rapid replication to reach thousands and millions of audiences. An emerging way of "let everyone tell everyone", through others to promote for you, to achieve the role of "marketing leverage".

To put it simply, it is:

1111

11111111

1111111111111111

11111111111111111111111111111111

……

The exponential transmission method of "one to ten, ten to hundred" can show an explosive trend as long as it takes a few generations.

Because this kind of marketing has the characteristics of low cost and good effect, it has become the most unique means of network marketing on the Internet, and has been successfully used by more and more businesses and websites.

However, it is still very rare for the viral marketing model to be used in movie promotion.

"Blair the Witch" is considered to have tasted something new, and it will also set a record as a box office dark horse in October, just like last year's "Sixth Sense". But their model is still very immature in Chen Tiandu's opinion.

Chen Tiandu said: "We can't take out all the hole cards at once, that may be able to win a certain amount of attention, but there are still nearly three months before the release, and who can guarantee that the audience will not lose interest." We want to keep putting out clues to get people to know about the film, but there are more question marks to tease the curiosity of fans and keep them hooked on the film. ”

"Can you elaborate on that?" Everyone was a little curious.

Chen Tiandu was struggling to not make a plan in advance, so he had to patiently teach these people, "The so-called viral marketing can be divided into two categories according to the way of communication: 1. People's word of mouth; 2. Internet. ”

"If you want to follow the specific communication channels, it can be divided into: email, social networking sites, blog forums, TV and radio, direct advertising and flyers, outdoor advertising, mobile phone text messages and other types. And to do viral marketing for a movie, you can use a variety of forms, mainly as follows: video, flash, games, software, pictures, text, etc. I believe that making some small games, small videos, and flash will be very easy for you. As long as it can arouse the interest of fans in these places, then the promotion plan of the film will be successful. ”

Although there are many opinions about the origin of "viral marketing", it is generally accepted that the term was first coined by Harvard Business School graduate Tim Draper and Harvard Business School teacher Jeffrey Raypor.

The term "viral marketing" was first used in Jeffrey's 1996 article for Fast-Pany magazine, and the following year Tim Draper and his venture fund partner Steve Jurvetson used the term to describe Hotmail's use of user mail to promote Hotmail's own marketing.

The earliest discussion of viral marketing is now well documented in media critic Douglas Losikov's 1994 book "Media Virality: Hidden Issues in Popular Culture", in which he proposed a propaganda method that allows users to "infect" users, which is very similar to "viral marketing".

But it is undeniable that it has only begun to circulate in the past two years, and it is indeed a new word, and it is no wonder that everyone does not know it.

Chen Tiandu often browses Future.com and knows a lot about it.

"It sounds like it's more network-oriented, but please reserve my personal opinion on how effective it will be."

"The investment in this film is not small, and for everyone's wallet, I still hope to be more secure." ”

Chen Tiandu frowned, "Then neutralize it, we can't give up the propaganda of real media channels." But you need to take a break and cooperate with online marketing. You can't shake out the plot and posters all at once. ”

In the end, it was difficult to reach a compromise, but Chen Tiandu was angry.

As soon as he walked out of the conference room, he found Peck, "Peck, our publicity channels are too different from Warner and DreamWorks. I hope that during this time, you will try to improve all aspects of our channels, including publicity, including distribution. The next movie will be the best experience to test whether the matrix has the ability to distribute films independently. I really don't want to go to this kind of ridiculous meeting again. Do you understand? ”

Peck nodded, "I understand." The publicity department and the distribution department, I'm already working on the integration. It's just that the time is too short, it has not been tested by the market, and now we can only rely on them. ”

"Okay, you cooperate with Condo, and you will take a movie for testing."

Peck said: "Boss, are you sure that the next movie will go back to China to shoot, that will definitely lose a lot of American audiences." After all, not everyone has the opportunity to "Beautiful Life" in foreign language films. ”

Chen Tiandu was also helpless and said: "The movie must go back to China to shoot, but it can be re-dubbed." The version shown in the United States, also in English, believes that there are not too many barriers to good movies. ”

Peck said helplessly: "I hope so." ”