Rare things are expensive, this sentence has remained unchanged for eternity.

In fact, the so-called hunger marketing is to create a "hard-won" experience, through a variety of limited or limited time strategies, fully arouse the attention and attention of consumers, and stimulate consumers' desire to buy. Hope. This approach has been widely used in many products, most notably the marketing strategy for smartphones, which has had a significant impact on a global scale. Twentieth Century Fox officially capitalized on this hunger marketing, giving the "Death Row Walk" a vibrant life.

"Death Row Walk" is a very special work, objectively speaking, this is a work without any box office competitiveness, maybe if you win the Oscar for Best Picture, you can try it out. However, in the past four months, the "Death Row Walk" has become the focus of attention due to the unconscious hype of the media, especially the audience's curiosity about Hugo's performance, so Twentieth Century Fox keenly seized this opportunity, and maximized the "Hugo effect", and then strengthened the effect of hunger marketing to the top, so that people's curiosity and expectation for Hugo's excellent performance in the "Death Row Walk" were brewed and fermented step by step with excellent word-of-mouth, which detonated the "Death Row Walk". "The single-hall box office!

A good publishing company should have this sensitivity, of course, media cooperation, the influence of the protagonist, the quality of the work, the deviation between the expected and the actual effect, etc., these factors are all indispensable.

It can be said that the excellent single-theater box office in the first week of the screening of "Death Row Walk" has maintained an extremely excellent single-theater box office in the following month, which is all due to the excellent strategy of hunger marketing. But if this is all there is to it, the effect of Twentieth Century Fox's hunger marketing is still limited, and the cumulative box office of 18 million dollars is good, but it is definitely not a success.

But the success of Twentieth Century Fox's strategy this time is that it is taking a step by step, the first three weeks of Hunger Marketing to accumulate the highest expectations, and the next three weeks of expansion gradually take a step. Then, in the third week of January, the 53rd Golden Globe Awards were unveiled, which is also a crucial publicity platform for the "Death Row Walk"!

As a literary drama film with profound ideas and heavy themes, "Death Row Walk" did not have much ambition for the box office from the beginning, and what really locked in was the reputation of film critics, or in the more direct words of the production company, that is, awards. Therefore, the "Death Row Walk" at the award ceremony is very important.

As one of the most watched awards ceremonies in the United States, the Golden Globe Awards' influence cannot be underestimated. If "Death Row Walk" was a big disappointment at the Golden Globes, then the pace of expansion of Twentieth Century Fox would have been slightly adjusted; But on the contrary, if this work is in the limelight at the Golden Globes, then the influence of hunger marketing will be taken to a higher level, spreading the expectations that have been gradually exhausted in the previous three weeks, and thanks to the curiosity of the Golden Globes and the sense of anticipation of the Oscars, the second phase of hunger marketing will be launched.

Clearly, Twentieth Century Fox had faith in Hugo. Not only because of the outstanding reputation of "Death Row Prisoner Walk", but also because Hugo's own strong influence cannot be ignored, regardless of whether Hugo wins the award or not, as long as he appears on the red carpet of the Golden Globe Awards, he is the focus of attention. So, Twentieth Century Fox came up with such a Hunger Marketing and Distribution Plan after the first week of the screening of "Death Row Walk", without knowing how things would develop after that.

In the fourth week of January, Twentieth Century Fox followed the momentum of the Golden Globes and once again increased the scale of "Death Row Walk" to 770! The scale of the film will be further upgraded.

Facts also prove Kevin Pence's vicious vision, in the case of further expansion of the scale of screenings, "Death Row Walk" handed over an excellent result of 830000 US dollars at the box office of a single theater, and received 6.4 million US dollars at the box office in three days over the weekend, on the basis of last week's excellent performance, once again received an increase in green letters, and the cumulative box office easily crossed the 20 million US dollar threshold, and sprinted over 25 million in one fell swoop, which impressed everyone.

This year's Oscars are held on March 25, which means that there is still a gap of two full months after the Golden Globe Awards. For a work like "Death Row Walk", which has limited box office momentum, even the room that hunger marketing can win is limited.

Therefore, Twentieth Century Fox has made adjustments to the next expansion of the screening pace, and the number of screening venues added every week is limited, and the most important thing is to increase the number of screening cities, and the number of screening venues in each city has not increased too much, so that the audience can enter the cinema one after another with the spread of word of mouth of the work, and at a glance they know that they have made a long-term release plan.

This is really a bold plan for a literary work, "Twelve Monkeys" will only be released for 12 weeks, and "Death Row Walk" is obviously going to the Oscar schedule, so the movie release time will be close to 20 weeks. This is already the release cycle of a commercial film. The ambition of Twentieth Century Fox is truly astonishing.

However, the "Death Row Walk" table did not disappoint Twentieth Century Fox either.

Although the major box office warehouses in major cities have already gone into the cinema to watch this work, the biggest highlight of hunger marketing is not to attract the original target audience, but to make those outside the target group also curious about the product through word-of-mouth communication, hot discussions, curiosity and other huge influences.

The depth and reflection of "Death Row Walk" itself, as well as the excellent performances of Hugo and Susan, have been passed on by word of mouth, and the heated discussion of human rights and religious people triggered by the film has gradually entered the homes of ordinary people, and people who have no interest in this genre have also become interested in it because of the constant discussion of those around them - after all, this is the hottest topic of conversation these days, and if you don't want to break away from your normal social life, you can't be ignorant.

As a result, this attracted the second and even the third group of non-target people into the cinema, which made the steady expansion of "Death Row Walk" more and more steady, and the results achieved were more and more shocking.

In the fifth week of January, 811 theaters earned $6.1 million at the box office in three days over the weekend, a drop of only 9.5 percent. In the first week of February, 820 theaters won $6 million at the box office in three days over the weekend, a 10% drop that once again dazzled everyone's eyes. In the second week of February, 833 theaters grossed $6.08 million over the weekend, and they actually delivered a 1% box office increase, which is amazing!

It is unimaginable that in the third week of February, after winning the box office of $5.8 million, the cumulative box office of "Death Row Walk" officially announced that it had exceeded the threshold of 50 million, and the cumulative box office result of $50.4 million triggered countless media exclamations.

Although the media has repeatedly emphasized that "Death Row Walk" was a box office success, and it has already attracted a lot of praise when it surpassed $30 million, you must know that "before sunrise" at the beginning of the year almost won high praise from film critics, but still "only" earned $32 million - of course, the cost of "before sunrise" is only $2.5 million, which is also incomparable. And now, the $11 million "Death Row Walk" has once again achieved box office success, and the $30 million box office can already be called a miracle for a cold, heavy, slow, and delicate literary film - "Before Sunrise" is at least more relaxed, romantic, and beautiful than "Death Row Walk".

But now, under the hunger marketing operation of Twentieth Century Fox, the box office of "Death Row Walk" has actually crossed the 50 million threshold, which also officially announced that DreamWorks and Twentieth Century Fox have entered the profit mode - and the subsequent box office prospects, plus the rental of video tapes, huge profits are within reach.

But this is still not the end of the "Death Row Walk", and the pace of expansion of Twentieth Century Fox echoes the various promotional points of the Oscars, from February to March, and from March to April, the release line of the film is forcibly stretched until the third weekend of May, and then it is announced that it will be offline.

An art film that started in landmark theaters, a heavy film that commercial theaters don't even have any interest, a drama film that doesn't have any excitement, nothing*, and no explosion, is actually released for 24 weeks, this timeline is longer than most commercial movies, it is really an incredible miracle, and it is also a miracle that cannot be replicated. Even Hugo himself would have had a hard time replicating such an achievement.

"Death Row Walk" is such a work that has achieved brilliant success with special means at special moments and special circumstances. Interestingly, even for Hugo himself, in this work he experienced the biggest crisis and the biggest bottleneck since the performance, and the torment and fear of struggling between heaven and hell still makes people shudder in retrospect. It was precisely this work that made Hugo find his direction again after being lost in the ocean of acting. This work also has a special meaning for Hugo himself.

In the end, the release curve of "Death Row Walk" went from flat in February to declining in March, and after entering April, it actually ushered in a rebound, and it did not decline rapidly until May, and finally withdrew from the major theaters offline, ending the screening, and the cumulative box office of the film in the North American film market actually exceeded 80 million, surpassing Hugo's own works "Smell the Woman" and "Before Sunrise", and won the North American box office results of 83 million US dollars!

This can be said to be an unbelievable achievement, and what is even more surprising is that the final box office result of "Death Row Walk" is not inferior to that of "Twelve Monkeys". So, did Brad win? Still didn't win?