With the post-production work completed, the film really entered the final sprint of publicity and marketing, and as in the past, Duke once again stepped up. Pen ~ Fun ~ Pavilion www.biquge.info [Latest Chapter Reading]

To thank the actors for their hard work, Duke sent a thank you letter from the entire production team to the actors on Instant Sharing and Twitter, which was full of praise for the actors' performances. However, the most crucial sentence reads: "From the deserts of Abu Dhabi to the forests of Iceland to the studios of Ireland, you have proven yourself to be the most talented actors every time." ”

At the same time, Lucasfilm and Warner Bros. released their first official trailer, and the trailer immediately caused an uproar.

The focus is naturally on the new generation of Moe God BB-8 and Daniel, who is holding a lightsaber in a special close-up? Wu.

All Star Wars fans are not calm, they mainly do two actions, one is to look around for BB-8-related goods, but find nothing; The second is a crazy attack on Daniel? The scene where Wu becomes a Jedi......

This is the same as before Samuel? Jackson's temperature master is different, that's just a supporting role after all, and Daniel? Wu's role is the male lead!

Controversy inevitably arose, and it quickly fermented on the Internet, creating a huge topicality.

That's exactly what Duke and the crew would love to see, Daniel? Wu's character is certainly not a Jedi, and the trailer was deliberately cut like this in order to create buzz and controversy.

Topics and controversies are also the basis for publicity and marketing, and if there is no controversy, publicity and marketing will be as bland as water.

And that's just part of the marketing campaign, and in the run-up to Thanksgiving, North America has almost been overrun by Star Wars-related content.

Lucasfilm announced that BB-8 and "Star Wars: The Force Awakens" related merchandise will be officially on sale on Black Friday, an online shopping day with North American characteristics, attracting countless Star Wars fans.

The warm-up period of "Star Wars: The Force Awakens" is very long, not counting the "slow heating" stage in the early stage, and the high-density investment period alone can be traced back to at least this year's summer file, although it is under the banner of "tribute" and "nostalgia". But the "money bag" that "Star Wars VII" really wants to conquer is not mainly the old "Star Wars fans" who have been accumulated and cultivated since 1977, but a new generation of young fans who only have ignorant impressions of the first six generations of works and are in the impulse period of consumption and fashion pursuit.

Since the main target audience is a new generation of audiences, "fresh taste" is essential. For example, the new character settings, dazzling and contemporary scenes, so that the new generation of fans are more likely to have a "desire to consume", and the plausible "nostalgia" and "tribute" in the film are enough to make these "new Star Wars fans" have a sense of satisfaction and pride that is "more than their peers", and this feeling once dispersed in the social circle of their peers. It is easy to have a cascading effect on the peers around you and stimulate more "consumption desire".

It is precisely because the essence of the commercial marketing positioning of "Star Wars VII" is to "shape the new era and new "Star Wars" market in the name of "nostalgia" and "tribute", so Duke will make some marketing and promotion methods that seem to be easy to cause controversy around the world in the "warm-up acceleration stage".

The box office and peripheral consumption of the old "Star Wars fans" are "rigid", and the new generation of audiences just eat this seemingly "vulgar" set -- the controversy is bound to trigger more related hot discussions, and it can also create more effective clicks that may bring rolling financial resources as quickly and efficiently as possible.

Of course, if you want to attract an audience with unpredictable hobbies and tastes into the cinema, and stimulate the interest of teenagers who are no longer enthusiastic about the Star Wars series, what can be done to make a movie that has no popular stars, no rotten elements, and no jokes to be accepted by the current audience?

In addition to making topics. Before the audience sees the movie, there is another way, with the help of the tide of mobile and the Internet.

Lucasfilm has partnered with Google to launch a Star Wars-themed event, which allows users to install a Star Wars-themed C in their browser, but also has no Star Wars easter eggs on tools including maps and translations, and even has lightsaber sound effects when the video is paused for instant sharing.

But these are just the simplest Star Wars hype at the very beginning, and Google has also introduced "lightsaber unsheathed", which is a mini-game that is played through the interconnection of web pages between the browser and the smartphone.

The official Star Wars website has also updated its own application, which not only includes local weather, GIF emojis and sound effects, but also uses AR technology to show Star Wars-related mini-games and R2D2 images to users. Excellent results were obtained.

While carrying out new marketing through the Internet, Warner Bros. and Lucasfilm have not relaxed their offline promotion efforts.

In late November, the second teaser trailer was released, and more than 138 million viewers watched the trailer within 24 hours. This also set a new record for trailer viewing.

Air France also joined the "The Force Awakens" campaign in mid-November, offering a special flight to theaters on a plane with what it calls the Star Wars logo for a global audience, as the film was released simultaneously in much of Europe.

In response to Asian countries where the atmosphere of Star Wars is not strong, Warner Bros. and Lucasfilm did not hesitate to resist the opposition of fans and chose to cater to the mass market, and invited teen idols as co-promoters of the film. These youth idols, which have nothing to do with Star Wars, are an effective means that can really attract the majority of teenagers to the theater.

In the United States, Duke not only screened "The Force Awakens" in advance for military families, but also appeared in the White House press briefing with the role of Star Wars Stormtroopers, and even at the debate of the presidential candidates in the Democratic Party, Hillary Clinton ended her speech with one of the most famous lines of the Star Wars movie, "May the Force be with you".

With the joint participation of the filmmaker and the whole people, "The Force Awakens" has set off an unprecedented wave of viewing and discussion.

"BB-8 is the seventh Star Wars film in the yet-to-be-released Star Wars franchise, The Force Awakens, and will play a major role and sell stupid new robots from time to time. It first appeared at this year's San Diego Comic-Con show. Unlike its 'predecessor', the R2-D2, the cylindrical shape, the BB-8's body has been changed to a ball, so it can roll flexibly on the ground and look futuristic. ”

The second day of Thanksgiving Day is the online shopping day "Black Friday" with North American characteristics, and such product introductions have appeared on many e-commerce websites led by Amazon, and the new generation of Moe God BB-8 is also officially on sale.

This BB-8 toy is by no means just an empty shell, although compared to the prototype in the movie, the BB-8 toy is just a small plaything that can be pinched in the hand, but it is a real robot, BB-8 can recognize the voice of the "owner" and respond, especially BB-8 has added the "adapt to the personality" function, and the more it communicates, the more BB-8's "personality" will follow the "owner's will".

At the same time, this ball is also equipped with a Bluetooth contact module, and the "owner" can use the mobile phone APPC to roll it around.

Of course, it is also possible to turn on the "automatic mode", set a route for the BB-8 and sit and watch it roll around.

This BB-8 toy has a long-range C longitudinal distance of up to 30 meters and a battery life of up to one hour. In addition, it also has a "holographic image" transmission function to record and view "holographic images", allowing users to take videos on their mobile phones and project them from the BB-8.

Naturally, the BB-8 sold like crazy in North America, and the official $150 toy made a big splash on Black Friday, becoming the best-selling product, selling more than 1.7 million units in just 24 hours.

Similarly, Duke and Lucasfilm have prepared a one-to-one ratio BB-8 for Star Wars fans who are willing to spend a lot of money, and despite selling nearly $5,000, it sold more than 120,000 units on "Black Friday."

Taking advantage of the craze caused by "Black Friday", Lucasfilm released the third pilot trailer, and Duke's water army also surged on the Internet, spreading a lot of true and false news.

"The story of Star Wars 7 will focus on two new characters. According to people familiar with the matter, at the beginning of the film, a severed arm will fly from the sky, and this broken arm will hold a lightsaber. Subsequently, Daisy, the protagonist of the film? Ridley and Daniel? Wu spotted the lightsaber on the arm and hand. ”

"They found out that the lightsaber was a relic of the Jedi, so they decided to find the Jedi and return it."

"On their way to find the Jedi, they ran into Han? Solo and Chewbacca, the gorilla. Han? Solo said that he hadn't seen his old friend for 30 years, so the group of three plus a gorilla set out to find the Jedi Master. ”

"At the same time, on a frozen planet, a group of evil forces are building a weapon even more terrifying than the 'Death Star'. The purpose of this group of people is not to destroy one planet, but to destroy the entire galaxy......"

The "leaked" plot is true and false, but it just caters to the needs of fans and audiences.

As the release of Star Wars: The Force Awakens closer, not only Warner Bros. and Lucasfilm are making efforts, but many brands have also been authorized to launch various Star Wars-related activities after paying a lot of sponsorship fees, which can allow them to capitalize on the Star Wars craze and further promote the film.

Star Wars: The Force Awakens is so popular that many brands are eager to try this rare hot topic and try their best to build momentum for themselves.

It is no exaggeration to say that Star Wars has conquered all of North America. (To be continued.) )

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