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"Star Wars: The Force Awakens" has made Chinese filmmakers see the huge potential and infinite bright future of the Chinese film market, but it also makes them feel pressure and crisis. Pen, fun, and www.biquge.info

Feng Daya, a famous director in the mainland, said at the commendation meeting of the Directors Guild, "Star Wars: The Force Awakens has a single-day box office of more than 400 million, and a three-day box office of more than 1 billion. Rosenberg really can't find any opponents, but domestic movies must hold on! ”

Of course, in the Chinese film market, where the number of screens is still growing, these records may soon be broken one after another, and the significance and value of the so-called "film history records" are also subject to opinion.

But it is undeniable that these data can reflect the popularity of "Star Wars: The Force Awakens" in China, and also allow Duke to continue to occupy the position of the overall box office champion of Chinese movies since "Lord of the Rings 3: Return of the King".

While promoting the achievements of the Chinese market, Duke also specially asked Tina? Fei found some North American media analysis and put it on the media and the Internet here, and continued to increase the topic of "Star Wars: The Force Awakens".

"Star Wars: The Force Awakens arguably sets the benchmark for all film franchises in terms of the diversity of the starring cast. Chinese actors like Wu, and Latino actors Oscar? Isaac ...... This film is also the most weakened series of 'male hegemony' in the same genre, and the actresses also have a good opportunity to show their skills. ”

"It's an important lesson for Hollywood, not only do they have a lot of diversity in the lead actors, but the characters are flesh and blood, and they don't deliberately cater to them."

The report on this aspect that appeared in the Chinese media also deliberately excerpted some North American data, "Star Wars: The Force Awakens 49% of the audience in North America is female, and 37% of the racial composition is Hispanic, 35% is white, and 24% is Asian. Ten percent are of African descent, as well as other races. ”

In fact, this is part of the reason why Star Wars: The Force Awakens was a big hit in North America, with a non-white audience of more than 70 percent.

Against the backdrop of an ever-increasing percentage of Asian and Latino viewers. Highlighting diversity is a very cost-effective means.

Everyone who goes to the cinema to see "Star Wars: The Force Awakens" will find a character on the screen who makes them feel recognizable, and Duke's dedication to starring diversity has helped the film attract a huge fan base in South America and other parts of the world.

In the same way, if those black countries were economically developed enough, Duke would also create an African-American starring role. Unfortunately, almost all black-dominated countries are synonymous with chaos and poverty.

In order to promote and attract attention, the companies and people behind a film can always create a lot of topics.

"Star Wars: The Force Awakens" was released in China, Duke was also busy with the publicity announcement in China, and the topic that continued to be created by North America was also transmitted to the other side of the Pacific Ocean by Warner Bros. for the first time to increase the aura of the film itself.

The person who came forward this time was Stan? Lee, what came up was an old topic. Such a topic has long appeared in the top management of Marvel Comics and on Duke's desk, but it is the first time that it has been made public to the media.

"Can such a whimsical idea of intersecting Star Wars and the Marvel Universe be realized?"

This is one of the hottest topics on the Internet in North America and China since the start of the new week.

Now, Lucasfilm and Marvel Studios are both owned by Duke, and many fans speculate whether Duke will let the two cinematic universes cross over on the screen.

During a Marvel promotional event, North American media asked Stan ? Lee threw up the question, Stan? Lee is optimistic, "I don't know how many characters can be included in a movie. But if Duke thinks this will work, he will definitely find a way to make the two universes intersect. ”

It is also a Marvel tradition to have multiple ** characters intersect in the same film, and "The Avengers" is one of them, Stan? Lee added: "In 'The Avengers', Duke made multiple superheroes come together. We can bring more characters on board. What if Luke? How interesting it would be if Skywalker was also a member of the Avengers! ”

If Marvel and Star Wars, the two major cosmic IPs, join forces, it is really difficult to predict the future scene.

Of course, Stan? Lee said this at Duke's behest, and also to promote "Star Wars: The Force Awakens" and "Avengers 2: Project Ultron", which will be released in May. Judging by Duke's own plans, it will be years before this "crossover" is realized.

Whether this is justified or not is not a question at all.

As long as the profit is high enough, no matter what universe he is, Ultraman Duke can be added to it, and he doesn't have to worry about consuming fans' feelings.

For the promotion and marketing of "Star Wars: The Force Awakens", it occupies almost all the main positions of the Chinese Internet and traditional media.

If you've opened a variety of apps this week, you'll probably be surprised that Star Wars: The Force Awakens posters have taken over their splash ad spots, from Ele.me and Ink Weather, to QQ Space, Sina Weibo, to Didi and Kuaidi.

On the streets, you can also see a variety of Star Wars elements.

From the layout of the mall to the goods in the store, if you happen to pass by Le Royal Méridien Shanghai in the past two days, you can still see two lightsabers standing on the top floor, pointing straight to the sky.

Now, any film released in China should be expected by Hollywood production and distribution companies, and there are only so many quotas for the introduction of account-sharing films every year, since they have gone to great lengths to bring the film to China, Duke and Lucasfilm naturally hope that they can sell it at a good price.

When "Star Wars" was first popular, the scale of the Chinese film market was still very small, and the "Star Wars" series itself had some years, and its sci-fi elements and grand worldview had no soil for development in China, so "Star Wars" became a film series with no audience base at all in China.

A few years ago, the seemingly widely circulated "May the Force be with you" didn't mean anything to most Chinese viewers.

What kind of audience are watching movies in China now? In recent years, Duke has been asking professional companies to collect relevant data, and the post-80s and post-90s, young people who have not experienced the "Star Wars" era at all, contribute 77% of the box office of Chinese films.

Five years ago, there was undoubtedly a huge gap between China's mainstream audience and Star Wars.

Want to give Duke to Catherine in the beginning? Kennedy and Lucasfilm's biggest task is to use all kinds of marketing resources to fill this gap, with the cooperation of Time Warner.

At the very least, those varied marketing should be able to spark people's curiosity and go to the cinema to feel the baptism of the Force.

Therefore, Lucasfilm's strategy is to let the Star Wars elements occupy all the public's attention through various promotions and derivatives, and use various KOLs and fans to generate conversations.

In short, everything you can see and hear is Star Wars.

All of this can be said to have been planned for a long time, starting with Duke's purchase of Lucasfilm.

And long-term unremitting efforts are also one of the basic conditions for the explosion of "Star Wars: The Force Awakens" at the Chinese box office.

In addition, the success of the film in China is also inseparable from the promotion of partnersAmong the many partners of Duke and Lucasfilm, some are multinational companies that have long-term cooperative relations with Duke, such as Lego, which makes toys, has always been a major manufacturer and seller of Duke movie merchandise, and Yili from China has been one of the main sponsors since he started filming and producing "Transformers".

Whether it's Lego or Erie, they all have one thing in common, that is, they both have strong retail channels, and they have the funds and capabilities to do high-intensity and high-density marketing, which can provide some support for Star Wars: The Force Awakens.

Therefore, it is not difficult to imagine what it will be like when "Star Wars: The Force Awakens" is released in China, and all the merchants start to promote it with the pre-set release date set by Lucasfilm and Warner Greater China.

Among all the cooperative manufacturers, perhaps the largest for the release of Star Wars China is Yili, the ** product company printed the image of Storm Soldier and BB-8 on its own advertising, and put it on almost all the advertising positions that can be placed, from subway stations, bus stops, newspapers, supermarkets, shopping malls, convenience stores, to all kinds of mobile apps and circle of friends.

Yili even found jokers on Weibo and many Chinese celebrities to do product placements.

Of course, this is also a good opportunity for Yili to publicize.

In terms of channels, this is the most comprehensive one that Yili has done, except for Weikezi because the schedule has not caught up, all of Yili's categories have also participated in this cooperation, and the attention received by advertising is more than ten times that of usual.

In the following days, "Star Wars: The Force Awakens" continued to soar in China, and the single-day box office never fell below 100 million yuan, and the cumulative Chinese box office had exceeded 1.5 billion RMB by the time it was released for a full week.

This is also the fastest box office in Chinese film history to break the record of 1.5 billion.

In the face of such a high box office, filmmakers here have also walked into the theater to watch, but many of them have put on colored glasses.

For example, Feng Daya publicly claimed in an interview that "Star Wars: The Force Awakens" was very ugly, and after the opening twenty minutes, he couldn't stand it and could only choose to leave the show early.

Such a bashing is also a good thing in some ways, after all, no publicity can hype up the same topic for a long time. (To be continued.) )

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