The Greatest Showman (Big Play Bone)

Chapter 1885: Airdrop period

Generally speaking, the release date of a movie often needs to be scheduled one year in advance or even two years in advance, especially for commercial films that target the box office market. On the one hand, it is to draw up a release schedule to provide the crew with the progress Reference; on the other hand, in order to understand the surrounding competitors in advance, the film companies ventilate each other, like an enclosure, and declare the ownership of the schedule early.

In addition, on the one hand, there is a planned and step-by-step pre-publicity based on the schedule.

The movie promotion in the Internet age has become more and more diverse, from posters to trailers, from viral videos to street activities, from Super Bowl advertising time to YouTube video advertisements...and so on, the entire promotion has become three-dimensional and fresh. To be alive, the distribution department must formulate a corresponding plan, and then proceed according to the filming work of the crew, and release more information in a relaxed manner to attract the attention of the audience.

In this age of information ocean where "the fragrance of wine is also afraid of deep alleys", the role of propaganda is becoming more and more important. Correspondingly, the cost of propaganda is also rising.

Are there any film works that rely on word of mouth to complete counterattacks without publicity? Of course, there are such dark horse miracles almost every year. With the help of social networks, those unknown and low-cost works have also won the opportunity to come out; but in the final analysis, there are still a few, and the power of publicity is very important, especially for summer vacation files. This is especially true for commercial blockbusters.

Lack of publicity is often a precursor to a movie’s box office collapse.

Set the schedule a year in advance or even longer, and the publicity and distribution department can start to pave the way for the promotion from the pre-casting stage according to the progress of the schedule, and then launch the second stage of publicity based on the shooting progress of the crew, and then launch the third based on the post-production schedule Stage and follow-up publicity before the official release.

This is a huge and scientific project, and the detailed process is more professional and cumbersome than imagined.

According to the plan, "Interstellar" will be officially released during Thanksgiving this year, and Warner Bros. has also carried out pre-publicity and promotion in an orderly manner. However, a series of accidents disrupted the plan. After the Oscars ceremony, Warner Bros. carefully considered , Officially decided on the "Interstellar Crossing" file, from November 7th to June 6th, to join the summer file competition.

Undoubtedly, this is the most sensational and important news before the opening of the summer vacation for "Captain America 2". Warner Bros.'s move to raise the file instantly disrupted the entire summer vacation.

It is true that there are still six full weeks before the release of "Captain America 2" and three and a half months after the "Interstellar Crossing" file is upgraded. There is still room and room for adjustments in all plans, but for 2014 For the summer file, this is still a heavy news that cannot be ignored. It is very likely that all major projects will have to be reshuffled.

Uncertainties suddenly exploded, even for the "Interstellar" crew themselves.

From November 7th to June 6th, it was five months ahead of schedule. This also means that the publicity time has been shortened by five months. So, is the communication effect enough? Is the expected effect sufficient? Is the feedback effect enough? More importantly, is there enough time to modify the publicity plan and market positioning?

The theme of "going home" was always promoted before, and all aspects were aimed at the Thanksgiving holiday schedule, but now we must enter the summer file competition. The theme of "going home" seems too warm, and the focus of publicity must be Adjust to the "hard science fiction", and strive to tap the summer sci-fi market.

Now there is only three and a half months to complete the preparation and brewing. It is too hasty and too eager. Is it too late? Is the effect enough?

Of course, "Interstellar" still has advantages that other movies can't match:

The first is Christopher Nolan’s strong appeal in the field of sci-fi movies. After the continuous preparation of the "Batman" series and "Inception", his name has become a hard sign, which has been constantly emphasized in the preliminary publicity. One point, it laid enough ferocious momentum for the movie.

The second is the influence of Lanly-Hall. After the Oscars ended, it has risen steadily, suppressing the fame and popularity of the entire awards season and launching a counterattack. Considering the far-reaching influence of the Sundance Film Festival, the "burst" The word-of-mouth of "Drummer" burst to the explosion of the live broadcast of the symposium. "Interstellar" has an inherent advantage early, and its popularity and popularity have accumulated to a certain height in the first two months of 2014.

Once again is the return of the core theme of "Going Home". Even in the summer, this theme is in line with market expectations, and may be able to unexpectedly attract family audiences other than science fiction fans. The grading and positioning of "pg-13" is placed on Thanksgiving Day. It is standard, but it is an unexpected advantage in the summer file.

However, how to superimpose and release all these advantages in three and a half months, and further evolve into a driving force to attract audiences to the cinema, this is a serious issue.

In the final analysis, the time is still too short and too short. "Interstellar Crossing" can almost be said to be an airborne summer vacation. All the preparations are seriously insufficient. Compared with other pre-propaganda competitors, Warner Bros. The gear movement almost forced the "Interstellar Crossing" to the edge of the cliff.

People in the industry don’t even know whether to say Kevin-was originally a bold venture or lost his mind, but what is certain is that now the general opinion in the industry has lowered expectations for the premiere box office data of "Interstellar"

Perhaps the follow-up box office can rely on word-of-mouth advantage and the appeal of Lan Li and Christopher to complete the counterattack, just like the long explosive power of "gravity"; but without the pull of publicity, the explosive power of the premiere box office will inevitably be directly and positively affected. This is an objective situation that cannot be ignored.

In addition, judging from the word-of-mouth feedback from the internal trial screening in early March: the overall evaluation still maintained a positive trend, and the praise of Christopher and Renly still had the absolute upper hand; but the professionals participating in the trial screening generally stated that this It is a hard science fiction involving advanced theoretical knowledge, and the importance of theoretical knowledge exceeds that of "Inception", which also means that the audience's acceptance needs to be higher.

The explanation in the saying goes: The popcorn index in the summer season is not high enough, and it is impossible to clearly predict how the market will respond.

The feedback from the test of word-of-mouth also adds to the uncertainty of the box office prospects of the "Interstellar" summer box office. Refer to the summer box office box office of "Inception" to see at a glance.

It premiered on July 16, 2010. The box office of the premiere weekend was 62 million. The final box office in North America was 290 million and the global box office was 828 million. On the whole, the box office data for the premiere is still low. The follow-up relied on word of mouth to explode. Unfortunately, the North American box office failed to cross the 300 million threshold, but relied on the overseas box office to break through the 800 million feat; but the problem is that the "Inception" The filming locations involved overseas cities such as London and Paris, but these advantages no longer exist in "Interstellar Crossing".

I mentioned it before when the "Edge of Tomorrow" and "Gravity" were released. In recent years, the box office trend of science fiction movies has become unstable. Many uncertain factors may become a negative influence restricting the rise of the box office. "Crossing" originally needed to face such a dilemma, but now that there is a move to raise the gear, the development of the matter has increased more uncertainty.

This will also become the "hope" for Fisher and Diesel

If the final box office of "Interstellar Crossing" really accidentally encounters Waterloo, after all, the summer file is a mass grave, with risks and opportunities coexisting, and it may be soaring to the sky or crushed; then, this will also become the "undefeated" career of Lan Li. The first flaw of "Halo" will also be the first gap for Diesel to win a respite.

For the current Lan Li, the fiasco of a work is not enough to shake his position in the industry, but it is undeniable that the negative impact is still more or less objective, and it is particularly important to note that the "interstellar" The particularity has assembled the grievances between Kevin Yuan, Thomas Tour and Renly Hall. Its box office failure will inevitably involve more power disputes.

Most importantly, this also allows Universal Pictures, Sony Pictures, Disney and other film companies to gain more breathing space for Diesel when measuring the confrontational relationship between Renly and Diesel, not much. But precious.

After the continuous blows, Diesel was already standing in the abyss and in a desperate situation. Any chance to breathe must be firmly grasped, otherwise he might be really crushed.

Therefore, Diesel now starts to pray sincerely and sincerely: "Interstellar Crossing" must fail miserably, preferably a complete collapse; at the same time, looking forward to the full explosion of other works in the summer file, it is best to put layers on "Interstellar Crossing". The pressure of stacking ~lightnovelpub.net~ is squeezing the box office market bit by bit, and any work that can pose a threat to "Interstellar Crossing" will now become an ally of Diesel.

Sincerely, Diesel needs to gather the essence of the sun and the moon in Hollywood, and then accumulate the strength to look forward to destroying the "invincible halo" of Ren Li. If possible, he is willing to go to church every week to show his sincerity. .

Although Fisher thought Diesel’s idea was a bit ridiculous, instead of looking forward to the opponent’s defeat, Diesel would still be a little dazed to focus on himself; but... if "Interstellar Crossing" really fails. Now, Fisher is also happy to see, so he didn't stop Diesel.

Of course, is everything negative?

Obviously not!

Warner Bros. is not a fool. The risks of raising files are naturally clear, but they still chose to raise files. This is also a signal to all audiences and industry peers: We are full of confidence!

This is an important declaration for the entire film industry.