readx;??? readx; Start your own Mustang cart, Van ? Diesel drove out of Universal Studios and made his way to Santa Monica, just thinking of David? Ellison couldn't help but feel a little unbelievable when he said it. Pen, fun, pavilion www. biquge。 info

Anyway, Jessica? Alba also filmed James? "Black Angel of the Last Days" supervised by Cameron, "Fast and Furious" is also famous, but because he took a wrong step and offended too many people in the circle, he fell into such a fate, is it pitiful, or is it self-inflicted, Fan? Diesel couldn't say it for a while.

Still, Fan? Diesel's brain quickly turned around, holding the dream of stardom, thinking that he was full of talent, and acting unscrupulously, in this circle, will only die at the starting line.

What does he do with Jessica? Alba has worked together, and knows that the other party is not exactly this kind of person, but also because of James? Cameron's care, has a temperament in this regard.

Hollywood has never been an unscrupulous place, and how many of those who think they are a little talented and arrogant can get out of the way?

Talent has never been anything in this circle, Fan? Diesel knows that he pulls a few random people out from the screenwriters of the Screenwriters Guild, and it may not be much worse than the level of those gold medal screenwriters, but the gold medal screenwriters are all millionaires, and those people have a problem even eating......

Shaking his head, Fan? Diesel's mind went back to Jessica? Alba's body, he didn't think of it, David? Ellison was able to find a man who had been missing for years.

Follow David? Ellison's claim that the private investigator he hired was found Jessica on the side of a road leading to Las Vegas in Nevada? Alba, the shop where she works is frequented by truck drivers, and where women exchange their most primitive capital for money.

Fan? Diesel also gave up the idea of gathering the original cast in "Fast and Furious 5", and he would not let a ** appear in his movie anyway.

When the car passed by the Santa Monica Mall, Fan? Diesel saw that there were a lot of people gathered here, and there were huge posters hanging, and it seemed that there was a movie promoting it.

As one of the commercial centers of the Los Angeles area, similar promotional activities are often carried out here. Diesel didn't care, either. Stepping on the accelerator quickly drove away from the Santa Monica Mall, leaving only the roar of the motor.

However, this huge roar did not attract any side eyes, and all eyes were on the propagandists in front of the square.

The reason is simple. Is this Duke? Rosenberg with Leonardo? DiCaprio, Scarlett? Johnson, James? The masterpieces of Franco and others have attracted their attention and expectations.

Some people get a special t-shirt from the promoter with a strange machine printed on the front of the t-shirt and a QR code on the back.

At the same time, some media journalists and film practitioners also received a mysterious gift. A delicate little tin box with a spinning top and a USB flash drive inside.

The lucky ones who got it were overjoyed, but they didn't know that the souvenirs and small gifts they had received were just part of Warner Bros.' huge viral marketing plan for Inception.

Before the release of "Inception", Warner Bros. divided the viral marketing into three phases, and it was carried out in an orderly manner.

As early as last year, when the film was established, the first phase was launched, and the professional team of Warner Bros. provoked the public's curiosity by casting a net and wiring.

When Warner Bros. launched Inception last year, most people were confused about the spinning top on the site — what was the film about? What is the relationship between the spinning top and the plot? What does the title "Inception" mean?

The seasoned Warner Bros. marketers didn't play their cards as early as in other films. Instead, it keeps putting out clues to let the public know about the film, but more question marks pop up, so as to tease the curiosity of fans and make them continue to pay attention to the film by word of mouth.

The real unveiling of this viral marketing was at last year's San Diego Comic-Con Show, and the T-shirt had already begun to be distributed to the public at that time, and the front of the T-shirt was printed with the core props in the film - the "dream machine" that allows users to enter other people's dreams, and the QR code on the back implied a URL "", this website is actually a "dream machine" instruction manual.

It was also the first viral website in Inception.

The tin box that many people get is not just a movie memorabilia. The USB flash drive contains the trailer of the film, and the QR code on the box takes people to another viral website of the film"""--Consciousness Crime--As for the spinning top, it is another crucial prop in the film......

Inception also has a viral website with an address hidden inside some street posters. The site is called ".share?" -- What is dream sharing? In the form of an anonymous blog, the website introduces the origin and theoretical basis of the dream machine, as if to uncover the conspiracy of the so-called "dream theft".

However, among these websites, "" is the main website for viral marketing of videos.

The site is divided into four promotional phases, each of which will feature new content such as posters, trailers, etc. If you want to be the first to see these contents, you have to complete small tasks such as maze games, and this process is also when netizens use their ingenuity, and there are often situations where a clue has just been released, and someone has already cracked it.

Of course, in this case, there are also viral marketers behind the scenes to help, because the purpose of viral marketing is to arouse everyone's interest, and if everyone is stumped and lose interest in solving the riddle, the purpose of marketing will not be realized.

The second stage is to find a good angle and focus on making efforts.

The marketing team of "Inception" reached a consensus with Duke at the beginning that the viral promotion of the film should be balanced, neither covered nor unreserved, that is, the audience should be familiar with the film in advance, and let them still have a fresh feeling when watching the film.

This is easier said than done, many films do not grasp this degree when they are promoted, and as a result, the audience already knows everything about the film before watching it, and loses the excitement of watching the movie.

Therefore, the marketing team of Warner Bros. did not start with the plot, but started from the core creative ideas of the film, such as "dream machine technology" and "consciousness crime", emphasizing the promotional slogans such as "your brain is the crime scene" and "dreams are real".

In this way, the audience will have a preliminary understanding of the key settings of the film before watching the movie, and it will be much easier to watch the movie.

Movies that can't be understood by the audience are bound to not sell well, which is one of the most basic laws of the film market, and Warner Bros. and Duke are well aware of this.

In addition to the viral website, which is equivalent to an instruction manual, the propagandists also filmed a video of Duke interviewing dream scientists to discuss the science of dreams and the principles of consciousness crime.

The short film had a good effect, and it was very helpful for netizens to really start to take an interest in the dream science depicted in the film, and they began to wonder if this technology would be realized in the near future, and Warner's media also took the opportunity to do some science popularization and stir up the topic along with the film.

The third stage is eclectic and surprisingly successful.

Perhaps encouraged by the results of the early publicity, the "Inception" marketing team then increased the viral marketing related to the dream machine technology, but it backfired, and the effect of the viral publicity was not so good after that, and netizens seemed to lose interest overnight.

Why? After a professional analysis, Warner Bros. team quickly got the results.

Due to the technical problems being too professional and obscure, coupled with the frequent viral marketing of "Inception" in the later stage, many netizens have been a little unable to digest, which in turn has caused them to feel tired and bored.

And the most important point of viral marketing is to arouse the interest of others, and no matter how much you don't have interest, it is a waste.

After realizing this, the "Inception" marketing team adjusted its direction in time and changed the angle to do the viral marketing of the film.

They moved their marketing campaign from online to offline, hanging giant posters on landmarks on the streets of major cities across the United States, such as New York, Los Angeles and Chicago, which at first glance gave the illusion that scenes from the movie were happening in real life.

These posters are mainly composed of two contents, one is that the façade of the building is curled, revealing the inner floor; The other is a sloping flood from a window on the top floor of the building......

The two posters are very shocking, and they are also very much in line with the slogan ".real" in the later stage of the film - the dream is real, and once it was released on the Internet, it was quickly reprinted by large and small websites, successfully attracting people's attention and making another contribution to the film's momentum.

On the other hand, Duke's personal website is also doing publicity, from the beginning of the filming stage, a spinning top appeared on the homepage of the website, letting fans know that this is Duke's new film, and then adding things to it layer by layer, and on the last day, the top fell.

Viral marketing is a means, not an end, and getting it right can often play a role of one or two thousand pounds, but the commercial success or failure of a film does not depend entirely on the success or failure of viral marketing.

Like Duke said, viral marketing is an interesting thing, but if the film itself doesn't work, who cares what the hell you're doing online.

If the quality of the film is not too hard and cannot be recognized by the majority of the audience, after the film is released, viral marketing will bring a negative effect, and negative word-of-mouth will circulate on the Internet at lightning speed.

The quality of the film is the basis of the big hit, and marketing is the key means to achieve it, and most of the time, the two complement each other. (To be continued.) )

ps: It's the end of the month, give a few to friends who have monthly passes in hand! The new year is about to begin, the whole person is busy like a dog, I don't know how long I haven't been to the group to communicate, I have to be busy with work, and I have to code words, forgive me......