Even if so many fans line up half a month in advance to grab seats, in the eyes of the North American media, it is not something worth reporting, because in their opinion, it is too normal. Pen, fun, and www.biquge.info

"No one can deny that the Star Wars series has spent more than 30 years casting a top-notch commercial IP, if this IP is coupled with the equally top-notch Duke? Rosenberg's super IP, all the unexpected results are not unexpected......"

A review from the New York Times even argued that "Star Wars plus Duke? Rosenberg, the global box office must start with two billion dollars, and if it falls below this number, it can only be said to be a failure. ”

As the release time gets closer and closer, countless fans across the United States are preparing for this film, and the publicity and marketing of Warner Bros. and Lucasfilm are becoming more and more intense, and nearly $200 million has been invested in the entire pre-promotion.

"Star Wars: The Force Awakens", a film with a strong audience base and cultural heritage, makes more use of the Internet and offline channels to promote the brand itself, and almost does not involve the story and characters themselves.

But Duke won't slack off on his marketing efforts because of this, and he asked Charles, who was the producer, to do it. Rowan and Robin? Grande uses more ARG methods to create suspense and reinforce the audience's curiosity about the story and characters in order to draw them into the theater.

There is no doubt that getting the audience to buy tickets is the purpose of all publicity and marketing.

In this Internet age, facing the impact of consumerism all the time, and the pervasiveness of information explosion and mobility, in fact, the audience is more and more losing attention to the work and the content itself.

It has to be said that it is a blessing to be in this era of rapid development with the best and most prosperous development.

However, Star Wars: The Force Awakens is not only the North American market, but also the broader global market, and the differences between each country and region cannot be ignored, and the publicity and marketing strategies formulated must also be different.

No one can deny the cultural differences. The cultural context also dictates Star Wars: The Force Awakens marketing strategy in different regions, especially in the Far East of Asia, where there are extremely important Hollywood markets such as Japan, South Korea and China.

In South Korea, Lucasfilm and Warner Bros. have identified a major trend: seasoned South Korean audiences tend to localize imported blockbusters. Create your own interpretation of the film.

Japanese audiences have been following and loving the Star Wars franchise for a long time, and Lucasfilm even commissioned a special trailer for The Force Awakens for Japan.

But what should we do if Star Wars is nowhere near as popular in China as it is in South Korea and Japan?

Due to the natural advantages and appeal of Duke and "Star Wars" in the North American market, Warner Bros. has begun to make efforts in China since December. Create a frenzied marketing effect.

Duke also produced a dedicated Star Wars: The Force Awakens trailer for China, and the trailer didn't just highlight Daniel? Wu's leading role also deliberately increased the number of big scenes to cater to the needs of Chinese audiences.

At the same time, it also created controversy on the Greater China regional network, highlighting the difference between the Chinese version of the "Star Wars: The Force Awakens" trailer and the international version, and winning the audience's click and attention.

A Chinese actor who has become one of the absolute protagonists of Hollywood's super-A-level masterpieces is bound to attract the attention of quite a few Chinese audiences.

And this is just part of the Star Wars: The Force Awakens campaign in China, starting in December, with various events related to Star Wars: The Force Awakens. In an extremely dense posture, it appeared in front of the Chinese audience.

When there was still a period of time before the release of "Star Wars: The Force Awakens", Warner Greater China used BB-8 to take the lead and use BB-8 to sprout the whole of China! Getting ahead of the curve with new characters, BB-8's popularity in China is quite staggering.

Since the release of the movie a month ago, Warner Greater China has continued to hold Star Wars live-action restoration activities, and the national offline tour has been launched in major cities and major business districts, and various offline installations of "Star Wars: The Force Awakens" have appeared.

With the imminent release of Star Wars, a wave of Chinese products in conjunction with the Star Wars brand has been launched, and Warner Greater China is also targeting 800 million users in China. Take advantage of the partnership with Penguin to broaden your marketing channels.

Then there is the star effect, signing contracts with popular idols in China as the spokesperson for Chinese market promotion.

I have to say. Lucasfilm and Warner Bros. put a lot of thought into the entertainment marketing of the Star Wars franchise.

In order to build momentum for the new film, we have the courage to break the traditional marketing thinking mode, and at the same time, in order to avoid fighting alone, we actively seek partners from outside the industry and give full play to the role of different categories of brands in the promotion and marketing of the film.

The biggest benefit of entertainment marketing for brands is to make otherwise irrelevant elements. Penetrating and blending with each other, thus giving the brand a sense of three-dimensionality and depth, Duke also believes that these initiatives will be a huge boost to the marketing and success of Star Wars: The Force Awakens.

At the same time, Duke also asked Tina? Fei personally flew to China to work out further publicity strategies with his media partners.

Duke is very clear that although Lucasfilm and Warner Bros. have been working hard to promote the first six films in recent years, there must be many Chinese audiences who have not seen these six films, and it doesn't matter if they haven't seen the films, what he is most afraid of is that they basically don't know the history and system of Star Wars.

The most basic work to popularize the movie before the release of "Star Wars: The Force Awakens" in China is Tina? The main task of the Philippine trip.

So, Tina? Shortly after Filipino arrived in China, a copy of Duke's own guide to the film appeared in the media and on the Internet.

"Seven things you should know before the seventh Star Wars installment comes out."

This is the title that Duke came up with, and perhaps what he wrote may not truly reflect the previous Star Wars six-part series, but it is a specially customized version based on the Chinese market and the situation of mainstream fans.

Fans around the world are suddenly starting to talk about Star Wars, and the sci-fi series is back, and in early January 2015, the seventh installment in the series, Star Wars: The Force Awakens, will be released in China. This series has influenced countless filmmakers and directors, and we can enjoy watching Hollywood commercial blockbusters today, thanks to a large part of the "Star Wars" series. ”

"The historic Star Wars franchise is about to be brought back to life, and the plot of "Star Wars Wars 7: The Force Awakens" released this time will follow "Star Wars Episode 6: Return of the Jedi".

"First, what did the first six Star Wars parts talk about?"

"Star Wars Prequels 1-3 mainly tell the talented Anakin? Skywalker grew from a chaste boy to the dark warrior Darth, the great accomplice of the evil empire? Vader's story, and the main story 4-6 is his son Luke? The story of Skywalker and his buddies who resist the tyranny of the Empire and finally achieve cosmic peace. ”

"The main plot of the first six parts is, simply put, 'Lao Tzu walked into the **** and stepped into the pinnacle of an alternative life, but the dead child ended Lao Tzu's work unit'. On this basis, the confrontation between the light and dark sides of the Force, the political wrestling between various factions, the love-hate relationship between the protagonists, the imaginative customs and customs of the infinite universe, various robots and battleships, these are the fascinating features of the Star Wars film series. ”

"Second, there are a few famous characters that you must know."

"Jedi Knights: They are armed with non-red lightsabers and are mostly good guys. Among them, the most famous is Master Yoda, a little green monster who can obviously rely on selling cuteness but must rely on strength to speak; And Obi-Wan? Kenobi, who was Anakin's mentor and later Luke's mentor. If you want to choose the camp of the good guys, you must be careful not to choose the red lightsaber. ”

"Third, why is Star Wars so horizontal in Western pop culture?"

"To put it simply, Star Wars has influenced almost every blockbuster director we can see now, including Spielberg, James? Cameron, Luc? Besson and other film predators were deeply influenced, and the famous director Duke? Rosenberg was a fan of the series, and he received his initial film education on the set of Star Wars. ”

"The Star Wars franchise also ushered in an era of film industry development: director George? Lucas founded ILM in 1975 with Star Wars, which pioneered the film special effects industry and remains a leader in the industry. Star Wars is one of the most profitable films of all time, and the spin-offs are extremely rich. European and American audiences who walked into the cinema in the 70s are now married, and their love for the Star Wars franchise has been passed down to the second and even third generations. In the daily life of Europe and the United States, the appearance of cultural elements of the Star Wars series is as common as the oil, salt, sauce and vinegar you have to eat. ”

In order to arouse the interest of Chinese audiences and create explosive box office results in the world's second-largest box office market, Duke and Lucasfilm and Warner Bros. can be said to have put a lot of effort into it, especially at the end of these seven points, Duke also specifically mentioned a meme that often appears in mainstream commercial films in North America.

This meme originated from the Star Wars series, and even gradually became a unique trend.

"Why is it said that the chopping scenes that often appear in North American movies today are a bad atmosphere created and triggered by the Star Wars series?" (To be continued.) )

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