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“cut！”

On a sand dune illuminated by the setting sun, Duke's shout rang out, Daisy? Ridley and the crew operating BB-8 immediately stopped performing and looked at Duke, who waved at them to indicate that it wasn't their fault, and walked quickly to John? Schwartzman's side. Pen "Fun" Pavilion www.biquge.info

Sunset time in the desert is limited, and Duke doesn't have much time to waste.

"John, change the way you shoot."

Standing behind the IMAX camera "Death Star", Duke said quickly, "Use a reflector on the opposite side. Also, let the second camera shoot with a wide-angle lens. ”

John? Schwartzman understood the importance of time and quickly said, "I see. ”

The film crew adjusted very quickly, and after just a few minutes, shooting began again, and the image presented on Duke's director's monitor was a noticeable improvement from what it had just been.

Because the golden shooting time will give the best light on the overall outline of the subject, but the part in the shadow is completely lost, the highlight is strong, easy to overexpose, the use of a reflector, can brighten the excess strong light and the dark part, so that the whole picture is uniform.

The film crew used the golden hour light as the main light in the background, plus a reflector, which made the shot even more dazzling.

In the same way, the lighting conditions at the golden time can make any shooting scene look beautiful, and the display of details and layers are very suitable for shooting with wide-angle lenses, while shooting with close-ups or telephoto lenses will hide the advantages of golden shooting time.

Staying in the desert of Abu Dhabi until June, Duke finished filming here, and the huge crew moved north, leaving the hot desert region and flying to the relatively cold Iceland to start filming the final lightsaber showdown scene.

In the forests of Iceland, Daniel? Wu picked up the lightsaber for the first time, and this still was released by Duke as soon as possible, causing an uproar in North America. The shock caused by a Chinese Jedi among Star Wars fans is definitely no less than that of a black Jedi.

But Duke wasn't too worried, because it was all an illusion, just like the film used to be. Created to create an illusion in order to promote the topicality of marketing.

Unlike North America and the Western world, when this still appeared on the Internet in China, it aroused the curiosity of countless people, and there are indeed not many Star Wars fans among Chinese audiences, but there are definitely many people who have heard of "Star Wars". Now that a Chinese actor has become the protagonist, it seems that he is still a Jedi with symbolic meaning, and under the guidance of some people, it is difficult not to attract attention.

At the same time, the release time of "Star Wars: The Force Awakens" in China has also been preliminarily finalized, because December is the domestic protection month set by the big scissors, and the New Year's holiday will not let new Hollywood films be released in principle, and "Star Wars: The Force Awakens" can only put the opening time of China on January 9, 2015.

This is more than half a month later than the release time in North America and the world, and the release after the holiday will be affected by both the market pullback. will also be impacted by strong Chinese New Year films.

At this time period, Duke will definitely not underestimate the competitiveness of Chinese films in the local market, especially the publicity and marketing of the entertainment industry on the other side, which is definitely no worse than Hollywood, and has a certain advantage under the condition of occupying the advantage of the home field.

In the last few years when he lived on the other side of the Pacific Ocean, there were some publicity and marketing methods in the circle, even if I think about it now, I have to admire, the most typical is the publicity and marketing of a party at the Monkey King in the Year of the Monkey. It has mobilized the attention of the whole of China.

Duke still clearly remembers that in the original circle of online friends, an unconfirmed news swiped the screen, "The Monkey King of Six-year-old Children Missed the Spring Festival Gala". So all the Chinese began to complain collectively.

"You are so stupid in the Spring Festival Gala crew and the big scissors department, you can go to the Spring Festival Gala with a stick, why can't you go to the six-year-old child?"

Then, some of the Internet jokers who were hired and followed the trend began to follow suit.

"The Great Sage played a stick on the Spring Festival Gala, and as soon as the Journey to the West music sounded, the people of the whole country were happy."

"I love to watch the Great Sage eating melon seeds on the stage."

"Do you still remember the result of not inviting the Great Sage at the last peach banquet?"

"The six-year-old child is 58 years old. For the next 12 years, he will no longer be able to play the Monkey King. ”

"All of China is waiting for the return of your great sage."

The people and companies who planned this event also began to release new information through major news websites.

""Six Xiaolingtong said that he did not receive an invitation from the Spring Festival Gala crew".

"Six-year-old children are always waiting for the Spring Festival Gala to call, on call."

"Rehearsal for the Spring Festival Gala for Six-year-old Children."

At the end of the story, Pepsi was the Year of the Monkey ad and KFC's Daishing Package became the biggest winners.

This seems to be a "popular victory" that is super close.

However, as an insider, the former Duke couldn't help but smell a smell of marketing, and took this matter as a case to dismantle it at that time, of course, in order to learn the paradigm that can be learned.

Duke likes the Great Sage played by the six-year-old very much, and until now, he still thinks that the Great Sage he plays is truly worthy of the title of "Monkey King". But taking off the costume of the Monkey King, from a commercial point of view, it is not difficult to find the trader behind the above marketing behavior.

The six-year-old boy starred in the Pepsi commercial, presumably the result of some people's matchmaking, and Duke was impressed by these people's operations.

At the same time, he also found a good way to promote online, identifying a well-targeted enemy and channeling netizen anger onto him.

On the other side of the Pacific Ocean, some characters themselves are blocked, and even these emotions, in a specific period of time, have formed a convention-like existence, just like the "positioning" theory said, we never want to change the habits of consumers, we just find the existing position and switch in the minds of consumers.

In this land, every year before the Chinese New Year, the most complained about are the Spring Festival Gala crew and the General Administration of Railways.

Therefore, the emotions themselves have always existed, and the negative roles have always existed, and what is lacking is a suitable trader.

The six-year-old incident can be said to be an extremely classic case of online marketing, and it is also worthy of reference for the promotion and marketing of "Star Wars: The Force Awakens" in China.

In contrast, "Star Wars: The Force Awakens" lacks A-list stars with absolute appeal to join, whether in China or in the global market, no one can ignore the appeal and topicality that A-list superstars can bring.

However, Lucasfilm and Warner Bros. also have targeted promotional strategies.

The influence of Star Wars is undoubted, and in a survey, more than 1 million people in the United Kingdom, Canada, New Zealand and Australia have filled in their own data with a very special belief in the belief column, called - The Force!

It is no exaggeration to say that Star Wars is a belief of many people.

In the process of publicity, a group of famous directors also joined the ranks of this faith.

Lucasfilm organized an event called "Star Wars is With You", and many directors who openly identified themselves as Star Wars fans not only participated, but also gave interviews to the media.

In the aftermath, Lucasfilm and Warner Bros. teamed up with The New York Times to release a special issue of Star Wars that highlighted the directors and fans.

"Peter? Jackson was only 15 years old: 'Watching Star Wars changed my life. How amazing, and how close to our ordinary people's lives. -- When he grew up, he directed the "Hobbit" trilogy.

"That year? Howard, 23: 'When the movie ended, I didn't say a word, walked out of the theater, stood in line for another hour and a half to buy tickets, and watched it all over again. -- He later became George? A disciple of Lucas, he directed films such as "Cocoon", "Apollo 13", and "A Beautiful Mind". ”

"James? Cameron is also 23 years old: 'Watching Star Wars surprised me to pee my pants. I jumped out of my chair and oh my! Who did it? I told myself: I'm going to make a movie like this too! That's how I quit my job as a truck driver. -- Seven years later, he directed "The Terminator" and 17 years later filmed "Titanic." ”

"Spielberg was 31 years old that year: 'Dazzle me!' I love it to death. He was George? Lucas's friend, and since then he has directed "Contact of the Third Kind", "E. T", "Jurassic Park", "The Lost World", "Artificial Intelligence", "Minority Report" and other sci-fi blockbusters. ”

"Ridley? Scott, 40: 'I watched Star Wars, I was dumbfounded, and I said to my producer: What are we waiting for? I didn't shoot such a great thing' -- he rushed to catch up, directing "Alien" two years later, and "Blade Runner" five years later. ”

Not only these, but after several consecutive phone calls from Duke, George, who is already in retirement? Lucas also stepped up and began to create buzz for Star Wars: The Force Awakens in various ways.

So, for the sake of propaganda, in the media reports, George? Lucas and Duke's relationship is starting to get delicate.

"George, who pioneered the Star Wars universe? On the one hand, the prequel trilogy has been criticized by old fans, which has put Lucas under great pressure, saying that he doesn't want to get the scolding of fans after working hard, and on the other hand, he revealed the real reason when he accepted our interview - creative differences. ”

"George? Lucas wanted to tell a story that he thought was good, and he focused his narrative on the changing generations of his son, father and grandfather. Obviously, Duke, who controls the right to speak? Rosenberg didn't think so, so Lucas was just shut out......"

"For these, George? Lucas described it as a man and a woman who broke up, no longer contacted each other since they were separated, and each lived their own lives, with a hint of helplessness in his words. (To be continued.) )

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