Spring in Los Angeles is always very short, it seems that before you have time to savor it, summer has already arrived, it is only May, the summer heat wave is accompanied by the Pacific Ocean breeze, you can already see young surfers on Venice Beach, the modern girls on Sunset Boulevard have changed into suspender hot pants, and even the performers on Hollywood Boulevard have begun to hum light summer songs...... Get rid of the humbness and laziness of winter and get out of the house to enjoy the sun, the sea, the sand and the scorching heat. Pen? Interesting? Pavilion wWw. ｂiquge。 ｉｎfo

The annual summer war is here!

This year's summer season can be described as star-studded, Tom Cruise's "Mission Impossible 3" kicked off the war, Wolfgang Peterson's "Poseidon" followed, Tom Hanks' "Da Vinci Code" and the long-awaited "X-Men 3" will appear soon. Among them, the smallest investment is actually $125 million in the "Da Vinci Code".

And that's just the list of movies for May! The whole of North America is boiling, everyone is beginning to look forward to the arrival of the summer season, it seems that after a brief downturn last year, this summer will be more lively than ever, I wonder if there will be a new record in history - for example, the fourth film in film history to break 100 million at the box office in its opening weekend?

The current opening weekend box office record in film history is still set by "Spider-Man" in 2002, with $114 million, which is shocking. After that, 2005's "Star Wars Prequel 3" and 2004's "Shrek 2" swallowed 100 million box office data in their opening weekends, but they were unable to break the glory of "Spider-Man", which also extended the suspense of breaking the record to this year.

Judging from the list of films in this year's summer file, there are really a lot of alternate players, "Poseidon" in May, "Superman Returns" in June, and "Pirates of the Caribbean 2" in July, these three works have the ability to detonate the entire box office market in terms of publicity, production scale, or crew lineup and expectation index, not only the expectation of 100 million premiere box office, but also the hope of 400 million North American box office. In addition, May's "X-Men 3" is also a strong contender, after all, the previous film won $85 million in its opening weekend three years ago.

In the midst of this, the prospect of the "Fury Road" is undoubtedly full of suspense.

From an objective point of view, "Mad Max: Fury Road" is a work with a unique style and a sword, the original trilogy is far away, and there is a huge question mark over how many loyal fans there are now, even if all the fans have retained it back then, the audience base of this cult work is too weak; What's more, the earth-shattering defeat of the "Sahara cavalry" last year is still vivid, and it is also a "furious road" with the desert as the background, and the prospect is really difficult to look at.

From a subjective point of view, "Fury Road" is completely encircled by the six major film companies, with blockers in front of it, snipers in the back, and minesweepers in the same period - and considering the continuous outbreak of the market in May, how much potential can be tapped in the North American market in July, which casts a shadow on the film's prospects.

If you have to find a reason for the success of the film, the Lancelot-Strello signature is undoubtedly the most convincing. But the truth is that Lance is just a talented director, he is not a real magician, he does not have the ability to change the world, and it is not an easy task to replicate the glory of "Sin City".

Taking a step back, even if "Fury Road" copied and pasted the box office trajectory of "Sin City", it could still be said to be a failure. Because the cost of "Sin City" is only 40 million, the box office of 200 million in North America and 400 million in the world is enough to make the work a lot of money, but such a result is far from enough to break even for the hugely expensive "Fury Road" - although Chaos Pictures officially adjusted the cost data of "Fury Road", from 200 million to 150 million, but the huge pressure on the box office is still not the same.

Looking at the list of Lance's works, only one of the works, "The Day After Tomorrow", has an investment cost of more than $100 million, and all the other works are classic cases of small and broad - while "The Day After Tomorrow" is an authentic Hollywood mainstream genre film, and "Fury Road" are completely polar opposites of the north and south poles of the magnet, which means that Lance is better at maximizing the utility of each link within a limited budget, rather than "higher, faster, farther".

It is no exaggeration to say that almost the entire critic community is optimistic about the prospects of "Fury Road", which has been the case since the beginning of the project, and even though "Fruit Hard Candy" once again became famous at the Oscars and set a new career high for Lance, the summer road of "Fury Road" still makes people unable to give more confidence.

However, the very existence of Lance is an unknown factor, just as no one can predict the box office prospects of "Murder by Knife" and "Sin City", and people cannot judge the prospects of "Fury Road". Especially after the raging heat wave in April.

On April 5, after nearly a month of silence, Chaos Pictures made another move, setting up a special group called "Fury Road" on their newest social network, Facebook. The group first uploaded three original viral videos released in the previous two months - it is worth mentioning that the second viral video of zombie dancing has completely refreshed the history of online video sharing, and it can almost be said that it has single-handedly made YouTube the leader of the video sharing website; Later, a group of six videos were uploaded in the group, without much publicity, quietly waiting for the fermentation of netizens' reactions.

As the most topical work since 2006, the official group of "Fury Road" was discovered by netizens almost immediately, and then six videos were also discovered. The six videos are from Tom Cruise, Cate Blanchett, Edward Norton, Reese Witherspoon, Josh Hartnett, and Gisele Bundchen.

In the video, the actors appear in their true form, then pass through a magical mirror, and then change into the appearance of the zombies in the previous three viral videos, and begin to make strange moves. For example, Edward, after he transformed, began to brush his teeth and wash his face, showing the daily life of zombies after "getting up", and finally ended with making a pot of tea. It's so bland and boring, but it's completely confusing.

However, some people later understood Edward's video, and he was completely imitating the daily life of the British, which was tantamount to irony...... The British are equal to zombies? After this kind of black humor was interpreted, many people applauded.

One of the biggest repercussions is undoubtedly Kate's video, after transforming into a zombie, Kate picked up the whip and began to train other zombies, and finally saw the appearance of six zombies bowing down, Kate actually became a zombie queen, the cold and arrogant but weird and terrifying picture, put the visual impact to the maximum, and quickly detonated the topic.

Each of the six videos has its own different style, especially since the actors are all unexpected, and even Tom is not the most exaggerated in surprise.

In less than 24 days, the Facebook group has grown to more than 36,000 members, making it the largest Facebook group to date – in 2006, Facebook is still in its infancy, and it hasn't even opened membership applications outside of college and high school, but the results have been amazing.

Soon, six videos were reposted on YouTube, and the click-through rate and topic effect skyrocketed. The craze of the previous three viral videos has just dropped a little, and now it has been rekindled again, and different from the previous publicity strategy, this time's all-star lineup and ingenious interpretation have become a hot topic in society, detonating everyone's enthusiasm for discussion, and fans of the actors have also begun to analyze the reasons why their idols chose this performance, and the discussion has faintly surpassed the trend of the viral video of zombie dancing.

The following week, April 12, also Friday, Chaos Pictures released six videos again, Meryl Streep, Jack Nicholson, Sandra Bullock, Robert Downey Jr., Emma Stone, Jack Gyllenhaal, six actors once again played very different images, among which Jack's zombie clown became the most high-profile focus.

At the same time, Chaos Pictures also released the first official trailer of the first version of "Fury Road" - in the trailer, the mighty car chase, the apocalyptic scene of the yellow sand, and the explosion scene of flames and sandstorms have brought unparalleled audio-visual shock, and the short thirty-second trailer has almost detonated the entire network.

This version of the trailer alone garnered eight million views in a week – not breaking the record set by zombie dancing, but it undoubtedly set a new record for a movie trailer. At this time, people can't tell whether the Super Bowl publicity effect is more direct, or the "Fury Road" pioneering and innovative way of publicity is more effective.

For the next two weeks, Chaos Pictures released videos of six actors, half male and half female, each group containing an actor from Fury Road, and each video release quickly became the focus of the conversation, and the impact was too far-reaching to describe in words.

As of the release of "Mission Impossible 3" in the first week of May, a total of 24 videos of "Fury Road" have been released, and the number of Facebook team members has exceeded 100,000, attracting more than 20 million views. And the group established on YouTube has achieved incredible results, with more than 300 million views, once again breaking the historical record held by "Fury Road" itself, among which Cate Blanchett's zombie queen video has received 90 million views!

It is impossible to imagine that this is actually a marketing campaign for a movie, which has become the biggest unknown factor in predicting the box office prospects of "Fury Road". The heat wave of the summer file has swept in. (To be continued.) )