When Duke lived on the other side of the Pacific Ocean, he read a lot of articles about Hollywood from the other side, which always described Hollywood stars as playthings that could be played with casually with a little bait, or a play with an extremely low status in the old era, maybe in the thirties and forties of the last world and even the so-called golden age of Hollywood, this was indeed the case, but Hollywood has developed commercially to this day, just like the role of high-paid corporate managers to a company. No one can ignore the status of celebrities in an industry with a scale output value of hundreds of billions of dollars. Pen? Interesting? Pavilion wWw. ｂiquge。 ｉｎfo

To some extent, Hollywood stars, like businessmen, are a group of people chasing fame and fortune, but it would be naïve to think that Hollywood superstars will take off their pants or skirts and let others do whatever they want by throwing away some roles or scripts.

Stars are definitely a special kind of existence in Hollywood, and investors like Duke who can't afford to be unprofitable early, are they willing to be Harrison? Ford's $20 million salary is enough to prove their status and value.

It is no exaggeration to say that, just like Chanel and Versace, the name of the star represents a resounding brand, and few Hollywood stars and the team behind them are truly stupid, and after establishing a resounding brand, they will carry out the necessary publicity and promotion.

In this huge industry, the brand of the star is established in the repeated emphasis, but the branding only plays the value of the star as a commercial symbol, and the more important thing after the branding is to expand the brand.

"Brand expansion" comes into play when an established brand is applied to another product category.

Similarly, when Hollywood stars leave the kind of roles or functional activities that make them famous, they are doing the expansion of the star brand, which has several forms, which can be roughly divided into two categories: the expansion of innovation value and the expansion of business value.

The expansion of innovation value refers to the extension of the star's familiar image in other creative work, and the expansion of the value of innovation occurs when the star's new role is intended to surpass the familiar image on the screen, thus successfully opening up a "drama road".

For example, a series of hilarious comedies such as "Strange Jack in Disguise", "Dumb and Agua" quickly laid the foundation of gold? Carrey's identity as a comedian, but in "Truman's World" and "Life in Movies", he began to move to more direct theatrical roles. Kerry moved to a different "product category".

Just it turns out that Kim? Carrey's transition to acting was the wrong path, and it led directly to him falling from the ranks of A-list superstars and never getting a chance to come back.

Therefore, some stars take a more secure way and enter the field of creativity through the expansion of other related professions, and a large number of "star directors" who "act and direct" are vivid examples.

One of the most typical is Ben? Affleck, when his career as a star actor was crumbling, he stepped into the directing industry in time and thus saved himself.

The expansion of the business value of Hollywood stars is basically divided into two forms, one is the other form of career development mentioned above, such as actors forming their own independent production companies, going beyond acting and entering the production management industry, such as George? Clooney's "The President's Killing" and "Allied Raiders of the Lost Ark".

The other form is the high commercialization of the movie star system, when the net asset value of the movie star is used to promote the sales of other products other than the movie, in short, when the star endorses a certain product, the expansion of business value is realized.

By branding and expanding the star's identity, Hollywood's star industry makes the most efficient use of the symbolic value of the star and expands it beyond the commercial world of film.

Hollywood star branding is a medium used to help the public build awareness of a movie.

Through the prism of celebrity branding, the film is positioned in the bars of similarities and differences in the market. Therefore, the star brand must present a special meaning, so that it has obvious symbolic characteristics and generates commercial value.

This is precisely what the business rules of Hollywood stars are aimed at, economic value has always been at the center, and the star group represents the high-level elite of the blockbuster actors, or the elite of this highly commercialized society.

By the end of the press conference, Duke was once again the focus of a media molestation.

A reporter from the Los Angeles Times asked, "You've said elsewhere that this film will deliver great spiritual power." Did you feel the presence of the Force during the filming? ”

Feel the presence of the Force? Of course it can't be.

Still, Duke said the most propagandistic answer, "One day Harrisonford? Te was smashed by the prop door and hit his left leg, of course it was a very serious accident, you would be scared, the result could be terrible, but he was lucky to survive it, God willing, we all feel lucky. ”

"After Harrison recovered, I felt like the whole crew and the cast were one big family because we went through such horrible things and went through the trials of life and death."

Although the leading actors of the crew are not strangers and hostile to each other, they are not as friendly as Duke said, in fact, except for work, there are very few other aspects of communication between actors, but Duke will not mention these situations to the media, "Especially after Harrison came back, everyone was injected with a kind of energy and enthusiasm, and it felt that the light and darkness were more distinct, making us stronger, I have always loved the Force, I like its non-religious spirit, I think we can all feel a power to connect with each other, It can be said that it is a kind of Force. ”

This kind of talk is not only good for the promotion of the film, but also for the media and the public.

As for the open and secret battles that exist in real Hollywood crews, who cares?

Media reporters from China also focused on Duke, "Director Rosenberg, you have a good eye for selecting newcomers, how did you choose Daniel?" Wu and Daisy? What about Ridley? ”

"We followed the normal casting process, but we also did a much larger search to find the right candidates, and both characters had to have special personalities."

Duke knew what these Chinese reporters wanted to hear, and said unhurriedly, "I feel that Danny is very good, I have seen his works such as "New Police Story", I know that he has a great sense of humor and a strong sense of character, and Daisy is more troublesome, because we don't know much about her, and she has not had many previous works, but when we met, we found that she has a very good personality, and her sense of power makes me feel very suitable for the role of the heroine Rey." ”

After the interview, the crew continued filming on the Black Forest set in Dublin, and one of ILM's special effects team leaders also came to Ireland to take charge of the special effects used in the shooting, and also brought some of the completed special effects footage to Duke for final review.

Filming the film "Star Wars: The Force Awakens", Duke can call on all resources to tell the story, which is very fun, which scenes can be completed with live special effects, and which will be completed with CG in post-production, these are all things that he, as a director, has to control.

This film will have super large special effects scenes, magnificent and amazing special effects, of course, many contents cannot be completed through real shooting special effects, but in order to achieve a sense of nostalgia and arouse the emotional effect of Star Wars fans, as long as possible, Duke and the crew tried their best to shoot real,

In the finished shots brought by the person in charge of the special effects team, there are many scenes about the new robot BB-8, which gives people a bright and feeling in the film, because there are two puppeteers on the set of C-controlled shooting, and the post-production special effects team removes the two puppeteers through computer special effects, and then uses CG to remove WIA, equipment and C personnel, sometimes to enhance the effect of live-action sets and props, but many times it is directly shot with the lens.

All the special effects, the massive special effects that have been completed, are very exciting, some of the special effects in the film are also unprecedented, and some of the simulation techniques used were specially developed for the filming of Star Wars: The Force Awakens.

It is no exaggeration to say that the entire "Star Wars: The Force Awakens" crew is following Duke's rhythm.

Following the director is a universal value in the film industry, just like following the feeling in the popularity and flood of today's society.

There was a popular saying in Hollywood, "James? Cameron is responsible for revolutionizing film technology, while Duke? Rosenberg is responsible for changing mainstream commercial cinema", 120 years of film history, the real film leaders are all directors, there is no such thing as James? Cameron, George? Lucas and Steven? A director as great as Spielberg would not have entered the golden age of world cinema today.

Director is the dominant job in the entire film industry, and thousands of film practitioners dream of becoming directors every year, but the road to directing is not smooth sailing.

Even like Ang Lee, he worked as a family cook for 6 years before that; Even if something like Quentin? Tastino, who was also a nameless video shop guy before that; Even like Duke now, he will give his all in shooting and producing every movie.

All roads lead to Rome, and while the path to becoming a successful director varies, there is always a universal truth that is hard work and dedication.

Duke's filming on the Black Forest set in Dublin lasted for a long time, where a lot of live-action footage of the Millennium Falcon and X-Wing fighters was filmed, and it wasn't until mid-July that Duke finished filming in Ireland and led the crew back to Los Angeles.

He has to prepare for San Diego Comic-Con, which can be said to be a fairly important major promotional event before the release of "Star Wars: The Force Awakens", and will also release quite a lot of material for the first time to attract the attention of fans.