When Lance proposed to use the "Fury Road" to divert the attention of the awards season, Dorothy expected the feasibility of this plan, but she never expected that she was about to face a public relations storm, not only the summer schedule was chaotic, but the chess game of the six major film companies was completely disrupted, which directly led to a war of redistribution of interests; And it also shifted the power of the academy's PR during awards season, with the exception of the unwavering Universal Pictures and Twentieth Century Fox, the PR priorities of other companies have changed to a greater or lesser extent, and the pressure on "Hard Candy" and "Squid and Whale" has suddenly been reduced, and the effect is simply jaw-dropping. Pen & Fun & Pavilion www.biquge.info

It's the impact of the three viral videos, but it's more about the power of the name "Lancelot-Strello", no one can say that "Fury Road" will fail, no one can say that defeating "Fury Road" will not be a problem, even if no one is optimistic about the future of this work, everyone is still afraid because of Lance. This is the core reason for this storm.

Dorothy has predicted that this year's summer file will usher in a fierce battle, and the large film companies led by Warner Bros. have sounded the clarion call for all-out pressure, but why not Lance has sounded the horn of all-out counterattack?

After many adjustments and changes before and after the schedule of the summer file, it finally became clearer, "Superman Returns" changed the schedule again, seizing the top priority of the summer file, the Independence Day holiday, which also means that this work with an investment of more than 300 million has officially become the key battle of this year's summer file, with "Superman Return" as the watershed, the entire summer file is divided into the first half and the second half; What's more, Warner Bros. once again increased the publicity budget for "Superman Returns", from $80 million to $150 million, which also means that the film officially became the most expensive giant crocodile in 2006, looking down on all beings like a monster in the night, no one can ignore the deterrent power of this work, and the box office performance is even more eye-catching.

The ambition of Warner Bros. can be seen from a series of moves in "Superman Returns", in front of such a strong Barry Meyer, Disney gave up the Independence Day schedule, although "Pirates of the Caribbean 2" is also another giant crocodile in this summer's file, but it is obviously still slightly inferior. However, objectively speaking, "Pirates of the Caribbean 2" has the foreshadowing and brewing of the previous game, and it does not need a desperate gamble like Warner Bros. to attract attention, they just need to follow the steps to become one of the most important competitors in the summer file.

"Pirates of the Caribbean 2" chose to be released in the first week of July, although this schedule is closely followed by "Superman Returns", and it is destined that the two works will compete in terms of the decline of the next week; But instead, no other new works have been released in the past two weeks, leaving the entire schedule open to two heavyweights, and the other four companies have all chosen to avoid the edge. What's more, "Pirates of the Caribbean 2" will put pressure on "Fury Road", which will be released in the second week of July.

First "Superman Returns", then "Pirates of the Caribbean 2", and then "Fury Road", three consecutive weeks of focus works have started wars, suppression and anti-suppression will become keywords, the most notable of which is that the market share of "Superman Returns" and "Pirates of the Caribbean 2" will be very terrible, plus the summer file enters the second half after Independence Day, after the blockbuster bombardment, the audience's visual fatigue will lead to market weakness, especially the blockbuster bombardment for two consecutive weeks, which is likely to affect the "Fury Road" At the time of its release, audience interest plummeted.

To put it simply, it has nothing to do with word-of-mouth, nothing to do with publicity, and nothing to do with movies, "Fury Road" is likely to face the bottleneck of the market itself, which is a situation that cannot be reversed by any factor, and it is also a severe test that many movies must face, and it is also one of the important considerations for summer scheduling.

If it dodges the continuous harvesting of the market by "Superman Returns" and "Pirates of the Caribbean 2" - or even over-exploitation, "Fury Road" will continue to face a series of bombardments.

First of all, "Fury Road" in the second week of July when the premiere was held, need to face the challenge from the "dwarf", this 64 million investment comedy film should not be underestimated, this work produced by the famous Hollywood comedy family Waynes family, continues the production team of successful works such as "Screaming Laughter" and "Miss is so white", the quality has been guaranteed to a certain extent, and the all-black team is also like a clear stream in the summer file, and the excavation of the black market cannot be ignored. A head-to-head showdown between "Fury Road" and "Dwarfs", no one can easily say the outcome.

In the following week, the next week of "Fury Road" will face the fierce impact of two works, "Monster House" and "Banshee in the Water", the former from Sony Pictures with an investment of 75 million, and the theme is a summer family-friendly cartoon; The latter is from Warner Bros., costing 70 million, directed by M-Night-Shyamalan, the director who filmed "The Sixth Sense" but failed repeatedly, and is also one of the highlights of Warner Bros. this summer.

The joint sniping of the two works, with different themes, different styles, and different target audiences, is a dangerous road for any work.

In the next week, it will be the "Miami Vice" produced and distributed by Universal Pictures, this 135 million investment work is highly anticipated, directed by Michael Mann, starring Colin Farrell and Jamie Fox, it can be said that it is the most important work of Universal Pictures this summer, and all distribution resources will be concentrated and tilted, which is not good news for "Fury Road".

It is worth mentioning that Sony Pictures is very cunning, and they did launch a work to confront the "Fury Road", but it was not the "Life Remote Control" and "Talladega Night" that had the hope of creating a good box office performance, but the slightly less powerful "Dwarf", but no one could criticize their approach, and the "Monster House" immediately followed by a supplementary insurance the following week.

"Life Remote Control" was scheduled in the fourth week of June, a week earlier than "Superman Returns", although the decline in the next week will face a severe test, but due to the different themes, the impact will not be very severe, which also means that before the release of "Fury Road", Sony Pictures, Warner Bros., and Disney's three works will be serially suppressed to further develop the market; "Talladega Night" is scheduled for the last week of July, and the release of "Miami Vice" will also put pressure on the subsequent decline of "Fury Road", comedy movies are like time bombs, often able to create unexpected surprises.

It's fair to say that Sony Pictures is a little away from the heavily torn war zone, but it still delivers firepower and may not have the ability to change the tide of the war, but the lightweight nature of the comedy film also convinced Warner Bros. and Disney that it was the right decision.

When the schedule of the summer schedule was completely determined, people really couldn't laugh or cry, because with Independence Day as the center, a dense area of firefight was formed, and almost all heavyweight works were concentrated in this area, which caused other schedules to seem a little shaky.

For example, in the first week of June, the comedy "Breaking Up Men and Women", which invested only 50 million, actually became the only new film released this week, dominating the entire period; For another example, the third week of June was directly empty, although it was said that there was a "Car Story" released the week before, but in the next week, there was only one Paramount's "Mad Father", with an investment of 40 million, and a Warner Bros. "Untouchable Lover", with an investment of 35 million, neither of which had the strength to reach the top, which is really too weird.

The price of this is that "Fury Road" has become the target of public criticism, creating the illusion that all films are focused on suppressing - or rather, it is not an illusion, but a fact.

In any case, the chaos of the summer file has finally come to an end, the schedule has settled, and the next thing is for the eight immortals to cross the sea to show their powers, and the six major film companies have successively launched publicity for their own schedules, among which the huge "Superman Returns" is the first to launch their own viral videos, and take the lead in blowing the horn of the summer file.

However, compared to "Fury Road", the viral video of "Superman Returns" is quite a bit of a tiger and not an anti-dog, the style is decent, lacking a sense of humor, and also lacking gimmicks, just released when Superman was in class on campus, because of the accidental shattering of the glass, causing everyone to be stunned, compared to the viral video, this is more like a decent trailer or tidbit, not to mention contagious like a virus, and even the ability to cause topic discussion is very limited.

But what is certain is that the heat wave of the summer file has quietly come to people, and what will be the box office trend this year, not only major film companies, not only industry insiders, but even ordinary audiences are waiting for it; At the same time, after several months of brewing, the awards season has gradually reached a high/climax, following the Golden Globe Awards, the five major unions have also announced the list of winners, and the situation of the awards season has gradually become clear, like a rampaging train, rushing towards the end of the Oscars.

However, as the Oscars are approaching, people suddenly discover a strange thing, that is, what about Reims?

Now that the awards season is coming to an end, those who think that fleeing to Africa is just a strategy to attract attention are impatient, because Lance still has no sound and movement, and the "Furious Road" crew is still concentrating on filming on the African continent, even Chaos Pictures has never revealed any news about Lance, not only reporters, but even industry insiders have begun to inquire one after another, but the news within Chaos Pictures is still "Lance is focusing on filming", All signs seem to be on the rise: the possibility of Reims missing the Oscars is rising.

Could it be that Lance will really miss the Oscars? (To be continued.) )