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Traditional media, especially public television, was the first choice for Twentieth Century Fox to promote "City of Chaos", and one of the most important TV promotions was the Super Bowl halftime commercial this year. Pen | fun | pavilion www. ｂｉｑｕｇｅ。 ｉｎｆｏ

Twentieth Century Fox invested heavily in 30 seconds of advertising time, and now the Super Bowl movie halftime advertising costs as much as $150,000 per second, and this aspect alone costs $4.5 million, but the Super Bowl halftime advertising has always been synonymous with value for money, and in recent years, it has always ranked first in North American television ratings, and there is no sporting event or other entertainment program that can compare.

After the Super Bowl, Twentieth Century Fox conducted a statistical survey, and nearly 15 percent of all viewers who watched movie commercials were interested in "City of Chaos," which is quite good among the hundreds of millions of viewers who watched Super Bowl halftime commercials.

This is also related to the strategy adopted by Murphy, although the special effects of the film were not completed, he edited some close-up fighting scenes into a commercial of only 30 seconds, and the sharp and realistic combat style is quite unusual against the backdrop of the fancy fighting brought to Hollywood by the visual effects and kung fu trend in recent years, and has also attracted the attention of many fans.

On the other hand, Murphy Stanton has become a well-known brand, and its attention among fans is no less than that of Hollywood's superstars.

Film marketing is not limited to the promotion and publicity of a single film, but also attaches great importance to the shaping and communication of the brand, which is based on the strategy of the brand, and marketing communication can generate strong, preferred and unique brand associations in the minds of fans by building brand awareness; Prompt moviegoers to form judgments or impressions of the brand; It is beneficial to build the relationship between the audience and the brand and brand resonance, so as to accumulate brand equity

The branding, which has been embedded in the marketing of every film in the past, has shaped and boosted the appeal of the Murphy Stanton brand, just like Steven Spielberg once and James Cameron now.

After the Super Bowl, "City of Chaos" really made its way into the hearts of many movie fans, especially older TV audiences.

In addition, Twentieth Century Fox has developed a series of audience targeting studies, trailer testing studies, audience awareness tracking surveys, and more.

These professional research and surveys will provide a lot of important reference data for the overall film promotion activities.

However, paying attention to the promotion of traditional media such as television does not mean that the Internet will be ignored, compared with the TV commercials controlled by Twentieth Century Fox, the Internet propaganda is dominated by the crew.

Murphy's personal social networking site has always been the focus of media attention, and after the Super Bowl, he personally updated several related stills, including a large number of photos of him with Henry Cavill and Margot Robbie on set.

Margot Robbie also has quite a lot of fans on Twitter because of her appearance and the relationship between the three fools she starred in.

She also updated a photo of herself with Murphy, and added that she was really lucky to be working with an extraordinary director on an extraordinary film!

At the same time, the CAA communicated with several of Murphy's fan organizations, including IMDB's related discussion group, and there were many comments under the "City of Chaos" column that IMDB had just established.

These messages all express their expectations for Murphy's new film.

"Watching the commercial, I feel that the dark atmosphere is very good!"

"The action design is explosive, the feeling of punching to the flesh is much stronger than those messy flowers, this is the real fight!"

"Is Murphy ready to bring us another masterpiece? Personally, I think "The Wolf of Wall Street" is a bit cheap, and I really hope he can return to that dark and high-style style! ”

"In just thirty seconds, it's exciting to see the action and the dark atmosphere is very engaging!"

"Murphy's films have always been synonymous with high style, and this one is obviously no exception, the sentence 'why do we fall, because this is how we can learn to stand up', all of a sudden sublimated the artistic conception of the whole commercial!"

On Rotten Tomatoes, although the praise rate representing freshness is still 0 percent because the film has no relevant reviews, the popcorn index expected by the audience has quietly risen to 92 percent after a round of large-scale publicity and marketing by Twentieth Century Fox, and it is still slowly rising.

While focusing on traditional media marketing, the six major Hollywood companies such as Twentieth Century Fox will not take risks in trying too new promotion methods, but they will not let go of those new media methods that have proven to be effective, and it is not surprising to integrate traditional media platforms and emerging media represented by the Internet.

In this publicity and marketing, Twentieth Century Fox is taking TV advertising as the core, driving the popularity of new media such as the Internet, and integrating multiple channels together.

Integrated marketing channels are not an invention of Hollywood, but they have become the most popular and universal film marketing method in Hollywood under the skillful control of the six major Hollywood labels.

In this way, it is extremely powerful to study and determine a unified marketing strategy, coordinate the use of various different publicity channels and means, comprehensively use the advantages of different publicity tools to implement marketing strategies, and finally achieve low-cost and high-yield marketing results.

Compared to Twentieth Century Fox, Murphy is limited in what he can do in traditional media, and in addition to cooperating with the plan made by Twentieth Century Fox, he and his crew are also doing their best to cheer for the film on the Internet, especially on their respective social platforms.

It is no exaggeration to say that Murphy, Henry Cavill and Margot Robbie have worked hard in this regard, firstly, they will be the direct beneficiaries of the blockbuster film, and secondly, there are relevant provisions on the contract signed at the beginning.

What Murphy has done the most is to squeeze toothpaste on his official Twitter and Facebook, and continue to expose some new content of the film little by little, so as to frequently attract the attention of fans and the media.

Henry Cavill did much like him, but at the suggestion of his agency, he frequently interacted with his new girlfriend through social networking sites, and often discussed with each other on Twitter about some film shoots.

Moreover, his new girlfriend status is indeed unusual, this woman named Gina Carano used to work with Murphy, is a very famous mixed martial arts fighter, and has just starred in "Fast and Furious 5".

In the words of Margot Robbie teasing Henry Cavill, don't look at Henry Cavill's physical fitness, if there is a conflict with Gina Carano, Henry Cavill may only be beaten.

About Margot Robbie, CAA has planned a series of advocacy programs.

While Murphy was busy editing, Margot Robbie quietly followed the Twitter of Real Madrid's famous star Cristiano Ronaldo on Twitter, and continued to like his tweets, and left a message below claiming that he was a fan of Cristiano Ronaldo.

Publicity is a tried-and-true Hollywood tactic, a new movie can be promoted by advertising when a hit movie is released, and an actor who is not famous enough can also borrow other obvious ones to build momentum for himself.

After many days of thumbs up for Cristiano Ronaldo, I don't know which entertainment media started first, and the entertainment media, sports media and the Internet began to report on it' Sansa Stark's lace news that she fell in love with Cristiano Ronaldo, and there were even tabloids swearing that the relationship between Margot Robbie and Cristiano Ronaldo was not simple, and the love affair between Cristiano Ronaldo and Elena Shayk was even more because of the intervention between Margot Ronaldo, which led to a breakup.

Maybe football stars don't have much influence in North America, and Elena Shayk is not a supermodel, but no one can deny the fact that football is the number one sport in the world, and Cristiano Ronaldo, as one of the strongest people in world football today, has no doubt about his influence.

The North American market is the foundation of Murphy's films, but the vast overseas market cannot be ignored, and Margot Robbie's series of promotion plans are aimed at overseas markets.

This lace news has spread all over the world, and even the die-hard supporters of Leo Messi have paid attention to the relevant news and used it to make fun of Cristiano Ronaldo for being a big carrot.

Unilateral hype often doesn't last long, but what Murphy and CAA didn't expect was that Cristiano Ronaldo himself didn't know what he thought, and when he and Margot Robbie's so-called lace news was flying all over the sky, he actually followed Margot Robbie's Twitter and liked it under many Margot Robbie stills.

Cristiano Ronaldo also deliberately left a message under Margot Robbie's latest photo with Gal Gadot - I am a big fan of the two of you!

As soon as the message appeared, entertainment and sports media flocked to the hotel, each using their imagination to write the twists and turns of Cristiano Ronaldo and Margot Robbie's love story, which was then sent around the world......

Because of Cristiano Ronaldo's relationship, this round of publicity and marketing has completely exceeded the expected effect.

"He's kind of invisibly moving us around." When Murphy talked to Gal Gadot about it, he said, "If Cristiano Ronaldo wants to make a transition into the film industry one day, I can consider giving him a role." (To be continued.) )