"Where's this one?"

Shen Chong touched his chin, looked at it carefully, then shook his head and said, "It's not good, it's too bland, the visual impact is not strong enough, the next one." ”

Zhang Shuping pressed the slide projector switch switch to the next poster, the background of the picture is the lit Central, in the center is the burning Recreation Building, next to two helicopters, searchlights crossed, at the bottom, there is a group of people looking up to watch.

"It's a lot of impact, and the painting style is very rigid, I like it more." Shen Chong leaned back in the chair, held his head with both hands, and said: "But it's too virtual, on this poster, there is no image of the leading actor, and there is no information about the story, there is only one building, the audience will be confused, is this a police movie, or a disaster movie?" ”

"You can add some text next to it and at the bottom." Zhu Jiading stood up, walked into the curtain, pointed to one of the places, and said: "Here, here, add some text descriptions, such as lonely policemen, brave bandits and the like." ”

"It's better not to add such vulgar words." Shen Chong shook his head and said, "Are there any other alternatives?" ”

"Two more." Zhang Shuping pressed the switch again and switched to the next poster.

After reading the remaining two posters, Shen Chong put down his arms, sat up straight, and said: "It looks like the idea of the burning building is the best, if you can add a little more information about the main creators, words and images, you can do it, but you have to be creative." ”

Zhang Shuping snorted and said, "I'll think about it again." ”

According to the current practice in the Hong Kong film industry, it is generally a week or two before the release of the film that movie posters are printed in newspapers and magazines for advertising, but in later generations, the marketing of a blockbuster film begins at the stage of film financing - even if a shot has not been filmed, some concept posters will be released.

"Die Hard" has been filming for almost a month, and it's time to release some posters to attract the audience's attention, arouse their expectations, and warm up for the release.

"Don't be in a hurry, you think slowly, there is still time, just take it out before the Spring Festival." After turning off the slide projector and opening the curtains, Shen Chong said, "Manager Zhu, has the advertising and marketing liaison from Sony arrived in Hong Kong?" ”

"It came over last week." Zhu Jiading is now the manager of the marketing department of Oriental Charm, and he is naturally in charge of the joint marketing plan between "Die Hard" and Sony, and he reports: "The advertising slogan provided by Sony is 'M,,, and we are required to design the movie trailer ad according to this copy

Shen Chong muttered a few sentences, and said with a smile: "In "Die Hard", whether it is the protagonist or the supporting role, whether it is a good person or a bad person, it has been a very, very bad day, and this trailer is really not funny. ”

"yes, it's really not easy." Zhu Jiading made a helpless expression and said: "I used to do business with the Japanese, they were very rigid, a little dissatisfied, even if an insignificant detail was not adjusted, they had to be called back and all redone." ”

"I like to do business with the Japanese the most, they are so good." Shen Chong stood up, wiped his palms, and said with great interest: "I will do the trailer myself." By the way, who made the trailer of "The Rules" last time? ”

"Director Weng edited it himself." Zhu Jiading replied: "The effect is not bad, the survey shows that many viewers go to the cinema because they have watched the trailer on the TV station." ”

Shen Chong pursed his lips and did not speak.

This is the dividend of the times, the trailer edited by Weng Weiquan, in the later generations, is a completely substandard product, he only put together a few wonderful shots, no narration, no soundtrack, and the subtitles are very ugly, but this is the first movie trailer to be screened on Hong Kong TV, fresh enough, novel enough, so it attracted a large number of audiences.

The movie trailer appeared in Hollywood in 19 years, according to the translation and serialization of "American Cinema History" in "Movie Times", the first trailer was the film "Catherine's Adventure", about a woman who falls into a lion's den, and then typed "Can she escape?" on the screen? Check out next week's new film."

This is similar to the last paragraph of the traditional Chinese Zhanghui style novel - I want to know what happens next, and listen to the next breakdown.

The production of movie trailers is simple and simple, but difficult to say.

If you don't consider the artistry and marketing effect, it is purely for the purpose of introducing the content of the movie, it is very simple, such as the practice of many TV series trailers in later generations, just pick a scene, or cry or laugh, or fight or explode, and then put the names of several leading actors, plus adjectives such as "wonderful", "superstar-studded", "masterpiece of the year", "tear-jerking film", etc., it is not difficult to get it done, but the effect is probably similar to "golden voice"......

If you consider both artistry and advertising effects, it is very difficult to show the essence and characteristics of a movie in just a dozen or dozens of seconds, and leave a fascinating suspense to attract the audience into the cinema.

The most classic trailer in the history of cinema is 1979's "Alien", the whole trailer is a slowly approaching end of space, and after highlighting the individual letters of the title, it finally becomes the movie name of "aLIpn", and then the famous advertising slogan: "In space, no one can hear your scream".

This kind of highly artistic trailer is hard to find, and the general trailer system is to take the most boastful and attractive shots from the film, and then combine them.

But a movie is at least 9o minutes, and the plot will have many different elements, such as "Die Hard", in addition to fight scenes, there are explosions, gunfights, love, funny, so much content, condensed into tens of seconds, how to choose, is a headache - because the trailer is for all audiences, when making zuò, it is necessary to show as many different content as possible, some people will enter the cinema because of the action, some people will enter the cinema because of love scenes, some people will enter the cinema because of funny, and so on, in order to attract different groups into the cinema.

The trailers of many Hollywood movies are less than a minute, but the production time is staggering, such as Mel Gibson's "Omen", the trailer took 9 months and dozens of versions before finally being released.

The quality of the trailer has a very big impact on the box office and reputation of the movie, so in later generations, not only Hollywood, but also in Chinese mainland, there are professional companies that produce trailers, such as Zhang Xiaobei, the director of "The Tenth Screening Room", has established a professional trailer production company.

It is not the director's responsibility to make a trailer, and not only that, but sometimes the director doesn't even have the right to ask, because this is the work of film marketing, the work of the marketing department of the film company, and it does not belong to the category of the film itself.

"I should go buy a bigger house." Walking into Golden Harvest's editing room, Shen Chong said to Huang Yuetai: "If you make a studio in your own home, you don't need to run around. ”

"With Mr. Shen's financial resources, he can't buy any house in Hong Kong." Huang Yuetai put down the film box and said: "Go to Shek O to buy a piece of land and build a villa, not to mention the editing room, and there are also private theaters to build." ”

"That's right, I'll go over there someday." Shen Chong sat on the editing table, picked up a piece of film, and asked while observing the light, "Where is Director Wu filming now?" ”

"I've been filming action scenes with Sanmao and Miura Tomokazu for the past two days." Huang Yuetai stood behind him and replied: "The Japanese have poor physical coordination, they don't react fast enough, they go wrong several times, they are often hit, they suffer some minor injuries, and they delay their progress. ”

"It doesn't matter if it hurts, does it?"

"It doesn't matter, it's all flesh wounds, just raise it for a few days." Huang Yuetai was born in the Shaw Brothers, and Sammo Hung is not a person all the way, so he probably doesn't know the reason, and said: "Director Wu wants to use a stand-in, but those dragon and tiger martial artists are unwilling to play for the Japanese." ”

"You tell Sanmao, it's almost the same, don't delay the filming progress." Shen Chong changed a piece of film and said, "What do you think of Mr. Bonter's photographic skills?" ”

"Very powerful, a master." After Huang Yuetai praised two sentences, he said: "But the Americans are too big-handed, the film is not as if it is not money, a waste of energy, often three or four cameras are turned on together, and now it is only half of the shooting, and the film used can make two movies, if it was in Shaw Brothers, it would have been fired a long time ago." ”

"Hollywood is here." Shen Chong said with a smile: "We are filming in Hong Kong, and the film is more than I people's ordinary Hollywood movies are 1o:I large-scale productions: 1 up, in Hollywood, money is just a pile of waste paper." ”

Huang Yuetai sighed a few words, and then asked, "Mr. Shen, do you have something to do with me?" ”

"That's right." Shen Chong put down the film, turned to look at him, and said, "I guess you've also heard that I'm working on a film award, and now I'm forming a jury, and I want to ask you to be a judge." ”

"Me?" Huang Yuetai waved his hand again and again to refuse, and said: "I can't do it, I haven't filmed a few dramas, how can I be qualified to be a judge, and at my age, being a reviewer is not convinced." ”

"I'm doing film awards, not running a nursing home." Shen Chong persuaded: "You are not as young as me, right?" I'm also the president of the jury. You're talented, you're hard-working, you're very thoughtful, you're more open-minded, and you're more suitable than the old guys, who cling to the dogmas of decades ago, and don't have innovative thinking. ”

"Mr. Shen, this ...... I haven't read a book, I learned from my dad, I can't get on the stage, and it will be embarrassing to be a judge. ”

"It's okay, I don't want you to give a speech on stage." Shen Chong fooled him and said: "The job of the judges is to watch the movie, and after watching it, fill in a score, even if everything is fine, it is easier than a primary school teacher to correct homework."

Huang Yuetai is a master of Hong Kong photographers, with countless disciples, and is the founder of the Hong Kong Photographers Association, and now let him be the judge, which is very beneficial to the establishment of a professional association of film staff in the future - the jury system, judging the best film and the like is no problem, but the professional and technical awards are still selected by the guild, which is authoritative enough. （

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