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The Internet leak incident is a publicity point for Duke and Warner Bros. to hype, but in terms of regular publicity, the film is also strong enough. Pen × fun × Pavilion www. ｂｉｑｕｇｅ。 ｉｎｆｏ

How to ensure that the movie can sell well at the box office can be said to be a topic that is being studied by the film industry all over the world.

The content of the film, the actors, the director, etc. are of course important, but the necessary exposure and publicity before the release is also essential, especially in the current almost white-hot competition, if you want not to be lost in the hundreds of films, the marketing of the film will even become a decisive element.

In Hollywood, for a blockbuster like Iron Man, with a total investment of nearly $250 million, the publicity and distribution costs usually account for about 50% of the total cost.

Although according to the film publicity and distribution routine, the $100 million publicity and distribution cost also includes a certain percentage of advertising resource replacement costs, and the producer and distributor can replace advertising resources through character images and film copyrights, so it does not mean that the film company really invests 100 million US dollars in full, but the publicity and distribution costs of Hollywood commercial films account for 30% to 50% of the total investment of the film, which has long become a market practice.

The quality of the film is very average, and it is not uncommon in Hollywood to use the example of successful publicity, and in recent years, Hollywood's publicity has shown two important trends.

First, the promotion and distribution of a film will directly affect and even determine the success or failure of a film's box office; The second is the use of network media for hard promotion, which is also more and more used in the marketing and publicity activities of films, and gradually forms the multimedia, multi-platform combination of "new media, social marketing, traditional media, hard and wide publicity" in the selection of media channels.

The combined use of multimedia has become a must for every commercial film, and in this context, the distributor with strong media resources and the ability to form a strong controlling media service platform will naturally become the high-end of the entire industrial chain.

For example, the extremely unfair distribution contract between Pixar Studios and Walt Disney before, such as the current cooperation between Marvel Studios and Warner Bros.

Instead of distributing the films they make, these companies are transferring a large amount of distribution fees

Of course, the answer is no, but publicity seems simple, and it takes a long time to really do it. The manpower and material resources spent in the middle are a terrifying number.

Hollywood's traditional six major companies encircled DreamWorks, not in terms of production, nor could they restrict DreamWorks too much in terms of production. What they encircled and suppressed was nothing more than the publicity channel of DreamWorks.

Nowadays, the freedom and immediacy of online media often give great convenience to propagandists.

In the leaked version, there is a scene where Robert Downey Jr. is wearing a motion capture suit. In the scene of the attack on the green screen, Duke released a thirty-second special effects completed version, which for those who have seen the leaked version of the Internet, which is completely different and completely new, Tony Stark incarnates as Iron Man, bombards the tank with one shot, and never looks back at the explosion.

Here, Duke just released a video clip on Instant Share, and Warner Bros. immediately followed the hype, and there were quite a few comments on the Internet that Iron Man was by no means a paper tiger and that the navy, land and air forces were not opponents.

Don't talk about these film-related content. Even things that seem to have little to do with the film can also be hyped.

For example, the heroine Rachel McAdams was hospitalized because of her recent work tension and illness, and she was dragged out by Warner's publicity staff.

It is understood that Rachel McAdams's health was very bad when she was admitted to the hospital, because she was unable to walk at the time, her boyfriend had to put her in a wheelchair and push her into the emergency room. Finally leading to "

In the period when Iron Man was about to be released, in addition to the tracking reports about the early leak, the media was also full of various news about the film, and it was difficult not to attract attention.

In Duke's opinion. All conditions are developing in a favorable direction.

It was in this situation that the advance booking business of Iron Man's first-week movie tickets was officially opened.

When he got home from work on Friday, Drake turned on the computer as soon as he could, and he remembered very well that Iron Man started booking tickets today. Since watching the leaked version of the Internet, his idea of watching the finished version is extremely urgent, especially since all kinds of news about the incident have emerged one after another recently, which has always reminded him.

As soon as the computer was turned on, Drake entered the DB website and clicked directly into the booking business column.

Sure enough, Iron Man's name was ranked in the most conspicuous position, and Drake opened the relevant booking link without even thinking about it.

“hat”

Just one glance, the guy opened his mouth wide, this film is different from Batman: The start time, there will be a lot of early screenings on Thursday, and he certainly wants to see it sooner rather than later.

Drake lives near San Francisco Bay, one of the busiest areas in the greater San Francisco area, with many movie theaters, but what he didn't expect was that the few theaters closer to his home had no tickets for the Iron Man show on the DB

How is it possible that the pre-sale has only started for a day

"There must be something wrong with DB's system."

With this in mind, Drake turned off the DB and opened the box again, where movie tickets could also be booked.

However, after clicking on the relevant link, Drake was disappointed again, and it also proved that there was no problem with DB's system at all, and the Iron Man in several theaters closer to his home had been booked out in advance

"Why is that?"

Drake felt very strange, obviously the film had been leaked in advance, why would those people be like him, and still crazy to grab tickets

He hadn't thought about it too much.

Tickets for theaters in downtown areas are difficult to book, but tickets for places with poor locations will definitely not be so tight, Drake knows this very well, although those theaters are really far away from home, but he wants to see Iron Man too early, and finally had to book tickets for an early show in a theater in the suburbs.

Regardless, in Drake's opinion, it is worth it to be able to book tickets for the early show and see the finished version of Iron Man as soon as possible.

Not too far from Drake's rented house, Eliza Wood has just taken over the night shift at a theater in the Imperial Entertainment Group, and she is mainly responsible for answering the phone and handling related ticket bookings.

"Hello, this is the Imperial Cinema in San Francisco Bay"

While answering the phone, Eliza Wood checked the ticket status of the internal system through the computer, "I'm sorry, Iron Man has no tickets for next Thursday's early show, I recommend you choose Friday or Saturday." Four good Friday nights, no problem, thank you for your call, goodbye. ”

As soon as I put down the microphone, the phone rang again, and just like last time, the call was also reserved for Iron Man's ticket.

In less than five minutes, Elizawood received a dozen phone calls, eight of which were related to Iron Man.

Eliza Wood can't help but be a little curious, I've been working in theaters for some years, and I've seen the films leaked in advance, after those films were released, not to mention that no one cared about them, and the attendance rate was not very ideal, but Iron Man couldn't help but be affected, but the booking was so hot.

What the hell is going on

Even when it was time to get off work, Elizawood didn't figure it out.

The reservation of the cinema chain under the Emperor Entertainment Group will be transmitted to the branches in each region as soon as possible, and the branches will summarize it and then send it to the group headquarters, which will also estimate and adjust the screening of the film according to the different conditions of the pre-sale.

Early on Saturday morning, the relevant statistics of Friday's pre-sale were sent to the head office of Emperor Entertainment Group.

"Never underestimate Duke Rosenberg and his films."

Looking at the statistical report in front of him, Lynch, the head of the company's cinema department, said to CEO Robert, "It's time to adjust our strategy." ”

"There is a real need to adjust the strategy towards Iron Man." Robert nodded slightly.

It is impossible for the leak incident not to affect the theater company, and Emperor Entertainment is also worried, worried that the box office of Iron Man will be greatly affected, and secretly even plans to directly reduce the film's scheduling rate for three days over the weekend if the attendance rate is not satisfactory in advance.

But as it turned out, their fears were somewhat unnecessary.

"Judging from yesterday's pre-sale statistics, after the leak, Iron Man was not only not dragged down in advance, but also exceeded our previous best expectations."

Putting down the statistical report, Lynch said, "Emperor Entertainment's theaters, as of twelve o'clock last night, the average ticket sales rate of Iron Man in advance exceeded 60 percent, and the theaters in some popular areas have been booked out in advance. ”

Robert laughed, "This is only the first day of pre-sales, and this number will continue to grow in the future." ”

"Duke Rosenberg and Warner Bros. have a brilliant strategy."

Speaking of this, Lynch's heart suddenly moved, and he lowered his voice slightly, "Could this be a marketing strategy deliberately planned by them?"

Hearing this, Robert thought about it seriously and said, "It's not impossible, judging from the pre-sale situation, this is simply a classic movie marketing case." ”

Of course, not everyone can get the relevant pre-sale data in time, and there is no way to form a clear judgment based on the pre-sale data.

In the Waldorf Astoria Hotel in Manhattan, New York, a party belonging to high society was underway, and Erin Lauder was standing in the corner of the banquet hall, chatting with a few friends about topics of interest, when suddenly there was a familiar voice next to her, which was a little loud and a little wanton, and she couldn't help but turn her head to take a look. To be continued.

PS: Ask for monthly passes and recommended tickets

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