In the third week of April, "Devil May Cry" was released in 3,330 theaters, continuing the warm-up frenzy of the previous two weeks. Pen × fun × Pavilion www. ｂｉｑｕｇｅ。 info But the focus is no longer on the "Devil Cry God Howl", to be precise, it cannot be focused on the "Ghost Cry God Howl", and the "Saharan Cavalry" once again grabbed people's attention.

The film suffered a box office waterloo on its opening weekend, with the $15 million weekend box office almost a death sentence in advance, but it is clear that the distribution company has not given up hope.

The "Saharan Cavalry" launched an activity called "Find the 'Ship of Death'", which is simply a treasure hunt, and each location can find a gold coin and hints for the next level, a total of twelve locations, and finally lead to the treasure of the "Ship of Death" - this is the ultimate treasure in the movie - anyone who finds six gold coins or more can participate in the treasure sharing.

The most special thing about this event is that the number of gold coins distributed each day is limited, and the day is divided into three time periods, each with three gold coins, and there is only one winner who finally finds the treasure. As a public relations campaign, instead of the large-scale publicity of the participants, it was replaced by a limited distribution, which not only increased the rarity of the treasure, but also aroused people's enthusiasm.

"Limited Edition", the word can always drive people crazy about it.

The Sahara Cavalry launched the campaign in 15 cities, including Los Angeles, Seattle, New York, Miami, Chicago and Houston, and the grand prize was $3,000 and the opportunity to participate in the Sahara Cavalry campaign.

The event was considered by many to be a "desperate deathbeat", after all, the opening weekend of the "Saharan Cavalry" was so bad that it was almost impossible to rejuvenate; However, due to the special setting of the event, industry insiders have paid attention to it, curious about whether this method can drive the enthusiasm of the audience and whether it can drive the box office data.

Even people in the industry are like this, not to mention the news media, the second wave of the "Sahara Cavalry" propaganda campaign has attracted the attention of major media in North America, from newspapers to television, from radio to the Internet, the propaganda activities have been carried out all over the world, and even stole the style of "Devil Cry and God Howl".

From the "Sin City" to the "Saharan Cavalry", the propaganda methods of the Internet age are becoming more and more diverse, but it is not clear how much of a role they can play.

Sin City was a dreary week, and Lance arrived in New York on Tuesday to visit the Museum of Modern Art exhibition and meet a handful of winners. This event has caused quite a stir among industry insiders, because it has moved away from pure film promotion and into the professional field, and even out of the film form, and has attracted the attention of modern art creators.

On Wednesday night, Chaos Pictures organized an artists' party, which was attended by more than 50 winners, as well as many contemporary and contemporary artists, as well as many professionals from the publishing and auction worlds. It was a truly professional party, with no journalists, no interviews, and no publicity.

Because of this, the exposure of the event in the media is very limited, and journalists do not even have access to first-hand information, just official coverage. This also allowed the "Saharan cavalry" to steal the limelight.

The "Saharan Cavalry" treasure hunt began on the 11th and was already all over the United States in just five days, and when it officially launched on Friday, it really caused a sensation. In Los Angeles alone, the first 10 a.m. event attracted more than 800 people, the first at the Chinese Theatre on Hollywood Boulevard, where three gold coins were found in less than fifteen minutes, and everyone headed for the next level, Grove Village.

Treasure hunting adventures are not new, but the city-based activities are really rare, which reminds people of CBS's reality show "The Amazing Race".

But the ideal is plump, and the reality is skinny. The event soon caused chaos, and the situation was gradually getting out of control, and those who missed the first time slot at 10 a.m. simply ignored the Chinese/Chinese Theater and, according to the existing tips, rushed to the next location to find the gold coins; Then the twelve o'clock noon session unfolded again, which caused the participants of both sessions to be mixed, and many people directly ignored the procedure and the time time limit, regardless of the three gold coins, and then pursued the final treasure; To make matters worse, before the third session of the 3pm session could begin, the enthusiastic crowd had already surrounded the Chinese/Chinese Theatre and Grove Village, making it impossible for the staff to put the gold coins in hidden places.

To make matters worse, in the process of searching for gold coins, some people also had disputes and even physical conflicts, which seriously affected the normal operation of various gold coin distribution locations and caused concerns in all aspects. Many people suspect that the event will die immediately after only one day of its start - apparently, Diorama Pictures has not thought through the entire details of the event, which has led to the current situation getting out of control.

But everyone noticed that the event attracted an impressive crowd, with more than 3,500 people in Los Angeles alone – and that's just the official figures, not counting those who joined in and then quit.

Therefore, Diorama Pictures then announced that the event will continue, but it will be adjusted, and the location of the gold coins will change in each time period, and it will be adjusted accordingly according to the number of people, which also makes the gold coins and clue hints in each level more important.

However, the situation on Saturday was still not effectively controlled, and even affected urban traffic, and there were serious traffic jams at many intersections. As a result, Diorama Pictures had to announce that Sunday's event would be moved to Westwood, where the University of California, Los Angeles is located.

The lack of organization, the lack of discipline, the lack of norms, the "Saharan Cavalry" propaganda campaign appeared fragmented, but no one can deny the topical effect of the campaign, which allowed the film's exposure to skyrocket again. However, in the eyes of industry insiders, this is far from being comparable to the previous events of Sin City, mainly because of the quality of the participants.

The people who participated in the "Welcome to Your Sin City" event were not only highly qualified, but also more closely connected with the event, everyone needed to spend time to shoot a truly valuable work, and at the same time, they also needed to win the support of more netizens, which won a relatively high-end mass base for the event, and also made the event more efficient.

The crowd that participated in the "Search for the 'Ship of Death'" had an intuitive advantage, but the randomness and uncertainty of the participants were too high, and many of the people who came to join in the fun disrupted the order of the event itself. Although the event was branded as a "limited edition" and effectively mobilized the enthusiasm of the masses, the participation effect was greatly reduced due to the lack of organization.

All this is clearly reflected in the box office performance of "Sahara Cavalry".

Under the cover of a massive campaign, the "Saharan Cavalry" was once again the biggest focus of the week, but the weekend box office was still weak, with a 45 percent drop to only $8.25 million, and a staggering two-week cumulative box office of only $29 million.

This result is even worse than the box office of the second weekend of "Sin City".

Objectively speaking, for a commercial film, a 45% next-week drop is still barely acceptable, not outstanding, but not terrible either. However, considering the pitiful box office figures of the premiere of "Saharan Cavalry", the ultra-low starting benchmark means that the further deterioration caused by such a decline has completely pushed the film into the bottomless abyss.

What's more, "Devil May Cry," which premiered this week, had a lackluster performance, grossing $23 million over the weekend, far from the heights expected and a big disappointment. In this comparison, it becomes more and more apparent that "Sin City" achieved a rare box office figure for its premiere two weeks ago, and people originally thought that it would be a blowout April, but now it seems that it is just the phenomenon of "Sin City" has been born.

The lack of oppression in the premiere of "Devil Cry" and the lack of interest in the distribution company MGM and the hasty end of the promotional campaign all left breathing room for the "Sahara Cavalry" - Diorama Pictures also seized on and became the focus of the media again, but the quality of the work was dragged down, and the box office performance still did not improve, which made it more and more certain that the future of the work was slim.

The cumulative box office in two weeks is 29 million, considering the upcoming summer season, the North American box office, which can already be sentenced to "Sahara Cavalry" at this time, has completely lost the hope of hitting the 100 million threshold, and the final cumulative box office is likely to be less than 50 million, and the rest is the question of how tragic the bottom line of the box office is.

Only two weeks after its release, the North American box office was declared lost, which also made the "Sahara Cavalry" have to set its sights on overseas markets. Due to the high cost of the film, the overseas box office must reach more than 400 million, which may ensure that the film will not lose money, and as for profitability, then there is hope for more than 500 million.

In the face of this situation, Diorama Pictures once again announced that the "Search for the 'Ship of Death'" campaign will be launched around the world, following in the footsteps of Matthew McConaughey and Penelope Cruz, arriving in major cities, the first stop is London, and then Paris and Barcelona have been confirmed, and the final steps are expected.

Obviously, Diorama Pictures has put all its bets on the overseas market, like a desperate gambler who has lost all his chips and killed his red eyes, putting his net worth on his life and letting go of the last fight.

Compared with the disgraced face of the "Saharan Cavalry", the momentum of "Sin City" is more and more amazing, and this unique cult movie is writing its own history with a soaring attitude! (To be continued.) )