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"How's post-production going?"

In the studio, Kara Firth saw Murphy announcing a temporary break, walked over, and took the initiative to ask, "Can it be done on time?" ”

Murphy rubbed his forehead and said, "The color grading work will not be over in three days at most, and all the post-production work will be completed by April at the latest." Pen & Fun & Pavilion www.biquge.info"

"Kara, this way." He pointed to the rest place outside the glass window, went over with Kara Fez, took a cup of coffee and a glass of water, and sat down across from Kara Fez, "What about you guys?" How's it going? ”

Taking a sip from the water cup, Carla Firth knew that Murphy was asking about publicity and marketing, thought about it, and said, "The company's board of directors just decided yesterday afternoon to add $50 million to the original publicity and marketing expenses of "City of Chaos"!" ”

"Oh......" Murphy immediately came to his senses, "an additional $50 million!" ”

The original publicity and marketing budget for this film was 75 million US dollars, which is half of the production cost, and if you add this 50 million US dollars, the promotional and marketing budget of up to 125 million US dollars is the second highest among the films he directed, second only to "Man of Steel".

"The stakes are relatively high, and the company is well aware of that."

In the face of Murphy, Carla Firth doesn't have to beat around the bush when she speaks, she always has something to say, "But Twentieth Century Fox is very confident in you, thinking that even if this film can't recoup a high investment, as long as a certain foundation is laid, the next two films will inevitably have high profits." ”

She put down her glass and laughed, "So, word of mouth is important. ”

Murphy shrugged, "If the reputation is too bad, will Twentieth Century Fox just cut the last two?" ”

"Hmm." Carla Firth nodded and said bluntly, "Film companies are commercial companies, not charities. ”

"Then you try harder." "Increase the publicity budget to $150 million or more," Murphy said deliberately. ”

Kara Firth thought for a moment and said, "You can think about it." ”

Murphy wasn't joking, "I'll leave this matter to you." ”

The $125 million budget may seem like a lot, but in Hollywood's first-line commercial blockbusters, it is only at the level of the middle and upper reaches.

As early as the early 90s of the last century, the publicity budget of mainstream commercial blockbusters could account for 30 to 50 percent of the production cost, and with the passage of time, the budget in this area has been increasing, and by the beginning of the century, the publicity and promotion expenditure of some films has approached or even exceeded the $100 million mark.

Nowadays, mainstream commercial films with more than $100 million in publicity and promotion are not uncommon, such as Twentieth Century Fox's promotion of "Avatar" with more than $250 million, and there were even super blockbusters such as "Iron Man 3" and "The Avengers" that were promoted and marketed for more than $150 million and distributed to the global film market.

Even, the former "Frozen" spent nearly $300 million on global publicity and promotion, which is twice the production cost, but such an investment does pay off well, just Elsa's skirt made Disney make a lot of money.

In the Hollywood circle, no matter how dull the head is, people understand that if any film wants to be a big hit, sufficient publicity and marketing efforts are a necessary condition.

Today's Hollywood, counting all the films that can be released in theaters, the average publicity and distribution costs generally account for 50% of the production costs, and a global Hollywood blockbuster, its overall publicity and marketing expenses are rarely less than 100 million US dollars, and some may even reach twice this number.

Of course, the high cost of publicity and distribution of Hollywood movies is not caused overnight, and it has also gone through a long process of gradual increase.

Back in 1980, the average cost of a major Hollywood studio film was about $5 million, and by 2007, the cost had soared to about $40 million, and within a few years, that number would rise to $50 million.

Hollywood, which advocates practicality and efficiency, will not be "willful" in its investment in publicity, and there is only one reason why it is willing to invest so much money - it is profitable.

There is a very accurate description of this in Hollywood, the quality of the film determines how far the film can fly, and the marketing determines how high the film can fly.

Murphy couldn't agree more.

"What about the specific marketing plan?" Although Murphy will not operate it himself, he will understand a little bit each time, which can also better allow the crew to cooperate with the publicity and promotion of Twentieth Century Fox, "Is it formulated?" ”

If you are an ordinary director, the distributor will not pay attention to it at all, but Murphy is different, if nothing else, this relationship between Carla Firth can play a certain role.

Carla Firth took another sip of water, "It's done, I'll send you a copy in the mailbox when I get back." ”

She looked at her watch and stood up, "I should go back to work, I'll call if I have something." ”

Murphy nodded, "Well, you communicate with Girdo. ”

Carla Firth turned to leave, but suddenly thought of something else, quickly stopped and said, "I almost forgot the most important thing, the company is going to advertise at this year's Super Bowl, you make a commercial as soon as possible." ”

"No problem."

Murphy waved his hand and watched Carla Firth leave.

Back at work, Murphy began to think about what Carla Firth said about the Super Bowl commercial, even in the current Internet age, the effect of the Super Bowl halftime commercial is still unparalleled, but the post-production of this film has only just begun, all the special effects production has not been completed, and it is difficult to make a commercial that is popular enough.

How about giving up all the special effects scenes and switching to a more alternative commercial? Murphy thought about it for a while and felt that there was a certain feasibility.

The whole post-production went exactly according to plan, and after the color grading was completed, Murphy and Jody Griffith threw themselves into the editing work together, and Kara Firth also sent the pre-release publicity plan made by Twentieth Century Fox to his mailbox, and Murphy also took a rough look at it while he was busy.

Due to the film's theme and less adolescent orientation, Twentieth Century Fox's promotional and marketing plan is not too surprising, but mainly conservative, but very targeted.

The greatest success of Hollywood films is that they are able to capture what the audience wants to see, and they have succeeded in influencing the audience's tastes to create a large and specialized customer base.

Twentieth Century Fox knew very well that the initial audience for such a film would not be fifteen or sixteen-year-olds, but people with some life experience, and the pre-screening marketing plan was designed for them.

Based on this, it is the top priority of marketing to carry out appropriate publicity and promotion in the time before the release, and to improve the popularity and reputation of the film through publicity.

The propaganda system of Twentieth Century Fox consists of different publicity platforms and a variety of publicity materials to form a static framework, and according to the progress of film production and publicity, it is coordinated and operated to play an effective role.

This aspect is mainly divided into several ways, such as multi-platform screening of trailers, a large number of film posters, comprehensive use of promotional media, and various activities to expand the influence of the film.

The importance of publicity and marketing is becoming more and more obvious, which can not only affect the size of the first audience and the box office of the first weekend, but also indirectly determine how long the film can stay on the screen, and even affect the success or failure of the film to some extent.

From the perspective of commercial attributes, as an entertainment product, the principle of publicity and marketing of movies is not fundamentally different from the promotion of general consumer goods, and the fundamental purpose is still to attract consumption and maximize investment returns.

The publicity and marketing of films mainly focus on the cooperation between potential consumers and channel providers in the public, and the expenses generally include the production costs of film promotional materials, the development and production costs of cinema promotional materials, the cost of media publicity and promotion, and the cost of film distribution.

Among them, media publicity and promotion is the top priority, as the core link of publicity, the investment in media publicity and promotion is scattered in multiple channels, and the high publicity and distribution costs of tens of millions of dollars have paved the way for the film to the big screen of the theater and the audience to the theater.

But unlike the previous publicity and promotion, Twentieth Century Fox's plan accounts for nearly half of the investment in traditional media.

The most important thing is TV advertising, not only Twentieth Century Fox, the entire Hollywood has been sparing no effort to invest in TV advertising, more than 70% of its overall advertising cost will be placed on TV advertising, although for many years, all kinds of arguments about the decline of traditional media in Hollywood, the rise of new media is also a fact, and the prediction that TV advertising investment will decline abounds, but this kind of prophecy does not seem to have fulfilled the signs.

TV commercials remain Hollywood's most important propaganda medium.

Despite the success of new online media in Hollywood, Hollywood tends to be conservative in this regard, as Kara Firth told Murphy, distribution companies can't experiment with something new with a valuable marketing budget, and studios are stumped by the three-week to one-month release window, and they are often not determined to take risks.

Murphy has no opinion on Twentieth Century Fox's more conservative publicity and marketing plan, different movies have different plans, and publicity and marketing should be formulated according to the actual situation.

His first thing to complete was the halftime ad for the Super Bowl. (To be continued.) )