Many events that happened in 2008 have made the Chinese people see the one-sided and radical views of the international community, especially Western countries, on China, and it seems that in the context of the financial crisis, our assistance to certain shameless countries has become a conspiracy, and this conspiracy has been publicized by the media in various forms. This phenomenon has prompted the government to set up its own big media overseas, striving to bring our main theme into the international mainstream, to promote China, to enhance China's international status, and to win the respect that foreigners deserve for the Chinese people. The total investment of the plan is 45 billion US dollars, and the 5 billion that the third master threw out for Shao Yingying's annexation of MGM is only one-ninth of it (this is a fact).

In other words, even if Shao Yingying does not mention the acquisition of MGM, the domestic money will be allocated to create a voice channel exclusive to our Chinese on the international stage.

Interestingly, this force has become an uproar under the deliberate publicity of the media in the United States, and the entry of Huaxia funds into Hollywood has suddenly caused a storm, and the financial sector and entertainment section of the media have been reporting on the progress of the acquisition of MGM almost every day, especially at the moment when Shao Yingying rushed to the United States from China, he was surrounded by the media as soon as the plane landed.

"Shao, I heard that now the acquisition of MGM by Hero Huayi has reached the final stage, are you here now for the acquisition event?"

"Mr. Shao, do you have any big plans for Hero Huayi and Zhongying to join forces to acquire MGM?"

"Shao, you still have gambling contracts with many Hollywood media people. Is the acquisition of MGM to complete the whole event more smoothly and prove your ability? ”

When Shao Yingying walked out of the airport, he was completely confused, and the number of people around him by the media was no less than that of Pitt, Tom, Xiao Li and other superstars. This made Shao Yingying struggling, and when he finally walked to the MGM black car that came to greet him, he responded mysteriously: "Actually, I'm here to promote." ”

Publicize.

This is the purpose of Shao Yingying's rush to Hollywood, the promotion of Hollywood movies is not the same as in China, in China, as long as the distribution company and the production company are well-connected. During the publicity period, there are countless announcements for artists to be on, and how can the brainwashing propaganda of local tyrants who bombard the movie get some box office. In Hollywood, propaganda is a delicate job.

For example, several of Hollywood's biggest companies have their own publicity departments. This department is called entertainment public relations in more popular terms, and the role of entertainment public relations is to distribute artist or film materials to the media, increase the report rate and at the same time, harvest the attraction points of feedback. For example, investigate how much the audience expects after the movie promo is broadcast. And how many audiences will be willing to spend money to enter the theater because of these publicity points.

The two more important professions in entertainment public relations are Unit-public and UNIT-photographer, the former is mainly responsible for documenting the filming process during the production of the film, collecting any materials that may become promotional materials, and preparing the personal introduction of the main personnel of the crew, the plot introduction of the film and other public relations documents. That is to say, when many blockbusters are released, they will see a version of the promotional film narrated by the producer, and all the people involved in the production of the film will describe in front of the camera how good the movie is, and how it is worth paying to enter the theater. There are no fixed working hours for such staff, and the working hours in a play are generally 7-16 weeks; The latter is mainly responsible for still shooting. The purpose is to provide high-quality photos for film promotion, such as promotional posters, stills, etc., which will be supported by picture materials when artists promote movies and appear on talk shows in the United States.

In addition to the PR department. Hollywood also has a large number of large and small PR agencies and independent PR professionals who outsource to help artists, films, shows, brands, etc. implement PR strategic plans. Notable Hollywood entertainment PR agencies include Slate-PR (they are responsible for artists such as Johnny Depp, Liamine, Anne Hathaway, etc.), 42-Careers (responsible for artists such as Will Smith, Jessica Bell, Reese Witherspoon), ID (responsible for artists are Ben Stiller, Christopher Nolan, Javier Bardem, etc.).

What is the difference between a PR agency and an artist agent?

In Hollywood, artist agents help artists find jobs, including arranging auditions, script selection, and advertising screening. Artist public relations is responsible for dealing with the media, how to use the existing influence to increase the popularity of the film after making a movie, designing speeches, arranging interviews, etc. This is a very detailed distinction, especially since the public relations company also fully undertakes the publicity planning of the entire film and the artist should promote the film under what circumstances, and what is more appropriate to promote, etc.

In fact, the promotion of a movie in Hollywood does not completely depend on the coordination of the artist or the public relations department and the public relations company, the public relations work of the film is the most effective and difficult part of the publicity part, after all, there is a word called the extreme must be opposed, so professionals must be used in this. And the cost of marketing is ...... The cost of PR for each film is similar to that of advertising, but it is a fraction of the total cost of promoting the film. The main publicity channels of public relations are traditional media and new media, and its main purpose is to increase the popularity of the film before its release. One of the most common and effective PR tactics for films is to arrange test screenings and premieres.

Hollywood blockbusters usually have 15 to 20 test screenings, which are intended to test the public's reaction to the film and create a word-of-mouth effect. The reason why it is said that the effect of test screenings is difficult to control is that it is impossible to control everyone's reaction to the film - if the response is good, it is a good publicity technique, but if the response is not good, it has already added problems to the box office of the film before the film is released. Therefore, how to skillfully deal with the negative impact of test screenings is also one of the jobs of film PR.

A large part of the test screening is set up for the media, which is called the media test screening. The setting of the preview time depends on the frequency of publication of various media titles. Media screenings for monthly magazines are generally held 4-6 months before the film screening, so that the magazine editor can plan the release of film information in advance. Media screenings for weekly magazines are generally held 8 weeks before the film is screened. Preview screenings for daily newspapers and digital media are generally held 2 to 3 weeks before the film screening. There are also some movies that will not arrange test screenings at all. These films are usually particularly large-scale films, with well-known directors and actors or actors participating, or very low-budget films. The premiere of this type of film in theaters is called Coldopening.

Hollywood movie premieres generally take place within a week before the film officially enters theaters. Film director. The writer, producer, or lead actor may be present to support the film, and a Q&A session will be set up after the film screening. In the United States, premieres were held in Los Angeles and New York, both east and west. Los Angeles has its premiere theaters on Hollywood Boulevard, such as TCL Chinese Theatre, Egyptian, and El Capitan (Disney Movie). The theater that often holds premieres in New York is Ziegfeld.

Hollywood's secondary promotion is not a formality process for artists to repeat on major talk shows. They are more concerned about scoops, and some films will enter into internal deals with certain media outlets after media preview screenings to provide exclusive inside information on the filming. Or allow the media to conduct exclusive interviews with the main creators, so that the media can publish exclusive news about the film. The aim is generally to win the interest of the medium's followers in the film, as well as to expand the film's popularity through the power of the media. Here we need to introduce a PR term, EPK (ElectronicPressKit). The literal translation is "Electronic Media Handbook". The brochure will include film trailers, interviews with the main creators and cast members, campaign clips of the film, production summaries, press releases, and more. Before the release of the movie. The PR staff will send the EPK to the media so that they can write a more comprehensive report.

Film criticism is also a big part of PR work. Film critics tend to have loyal fan bases, so their opinions on movies can also affect the general public to a greater or lesser extent, especially well-known film critics such as Roger Ebert, who is battling cancer. So part of the PR effort is to get positive reviews from critics. However, in today's highly advanced technology, many people are able to express their opinions on movies through online social platforms: comprehensive film review sites such as Rotten Tomatoes () and Metacritics are highly engaged by fans and more referential for other audiences. This greatly diminishes the value of film critics and makes film PR work more difficult.

That's the complete Hollywood pitch. Without any part of this set of publicity, the promotional chain of a film will become very fragile. It is even possible for an opponent to seize on a weak point and attack it.

You must know that Hollywood movies are screened in a bunch, as long as one of them is scolded, the remaining market share is a big cake that everyone shares equally, so whenever a Hollywood movie premieres in a collective group in the summer, it is the best moment for Hollywood to start various tearing wars, and it is also the moment that the audience is most looking forward to.

When Shao Yingying learned about the entire publicity process from the MGM office Guò Harry Sloan's description, he felt that Hollywood propaganda was simply a precise scope, and when it aimed at the crowd suitable for the film, it hit hard and spared no effort to carry out the apex blast. It's like in China, until now I still play the routine of playing a shot without dates.

"Shao, you may still have some creativity in publicity in your country, but when you come to Hollywood, can you hand over the promotion of "Super Body" to me?"

Harry Sloan is already eager to try, MGM hasn't raised his head in Hollywood for many years, and now it's finally about to complete the acquisition, and there is a guy like Shao Yingying who can hit the box office and ratings, and he is also starting to be full of energy.

Maybe Shao Yingying can still talk to Harry Sloan in domestic publicity, but in the Hollywood environment, Shao Yingying is really blind and doesn't understand the rules at all. "Source Code" simply gained popularity by mistake without publicity, to put it bluntly, it relied on a word of mouth, if this advantage was not determined, it is likely that "Super Body" would not be able to use the east wind of "Source Code" to burn the warship.

So, Harry Sloan first gathered a group of movie lovers to form the largest sci-fi movie fan gathering in Hollywood, at which many old sci-fi movie trailers were revisited, such as "ET", "The Fifth Element", etc., and most importantly, after these trailers were played, these movie fans actually showed the full version of "Source Code"!

Anyone who cares can see at a glance that this is a propaganda ploy, and if it is really a personal act, such a private large-scale screening of "Source Code" will definitely cause trouble, which is why these self-proclaimed film lovers are only willing to show trailers for "ET" and "The Fifth Element" instead of feature films.

After the movie was played, countless enthusiasts began to collectively discuss the direction of the sequel "Super Body" in the hall, and many people thought that "Super Body" should be the story of Geng Han after becoming a god, after all, the name "Super Body" refers to the upgraded form of something, and may even refer to people.

The organizer lowered his voice at the moment and said sneakily: "I got the trailer of "Super Body" through some connections, do you want to watch it? ”

For many movie lovers, watching a trailer is good or bad and represents the overall production level of the whole movie, especially when the trailer has not yet been released, which is even more tempting.

A group of movie lovers have prepared their mobile phones, and they plan to record the trailer while watching it, and upload it on the video website when they get back.

The organizers turned a blind eye to this and began to show a trailer that had never appeared on the market until now, and let them record it.

When the party was over, for about an hour or so, the video title of "The first trailer of the sequel to "Source Code" "Super Body" appeared on the Internet, and all science fiction fans knew about the bet between Shao Yingying and the media in the United States, since you can't watch the movie now, it's good to watch the trailer. As a result, the trailer's narrow two exceeded 50,000 in one day, and three days later it broke through the 1 million mark!

Can a 2008 phone record a clear trailer on the screen?

It's simply impossible!

Unclear trailers are worse than pirated movies recorded on Cinema Road, with many downloaders scolding the street in English, and even accusing uploaders of being scammers.

Because this trailer is fishing, there are no subtitles, let alone Shao Yingying's face, and even the shots in the trailer are simple plots that are inconsequential and have no selling points at all, and there is no tension and excitement in other blockbuster trailers at all.

After a wave of scolding on the Internet, Harry Sloan felt that it was almost over, and finally released the high-definition version of the trailer that had been made a long time ago a week later!

Rumble!

The remarks on the entire Internet were immediately completely attracted, in this trailer, Fan Ye is unparalleledly handsome, and the black tight-fitting little leather coat is simply another queen after "Tomb Raider" and "Legend of the Night"!

If you get a small leather whip for Fan Ye again......

The most important thing is that the beginning of this trailer is the shot of Shao Yingying saying that sentence to Fan Ye all over the body, and it is also the last shot of the whole movie that is placed at the beginning of the trailer, and then the hot showdown between Fan Ye and Scarlett!! (To be continued......)