Chapter 550

"How's the post production going?"

In the studio, Kara Firth saw Murphy's notice to take a break, walked over and asked, "can you finish it on time?"

Murphy rubbed his forehead and said, "the color matching work won't take more than three days at most, and all the post production work will be finished by April at the latest."

"Carla, this way." He pointed to the rest place outside the glass window, went with Carla Firth, took a cup of coffee and a glass of water, and sat opposite Carla Firth? How's it going? "

After taking a drink from the glass, Carla Firth knew that Murphy was asking about publicity and marketing. After thinking about it, she said, "the board of directors of the company just decided yesterday afternoon to add $50 million to the original publicity and marketing expenses of" city of chaos. "

"Oh..." Murphy immediately came to the spirit, "add 50 million dollars!"

The original marketing budget of the film is 75 million US dollars, which is half of the production cost. With the 50 million US dollars, the marketing budget of 125 million US dollars is the second highest in the films directed by him, second only to "body of steel".

"The film is relatively risky, and the company knows that."

In the face of Murphy, Carla Firth doesn't have to beat around the Bush to say anything. "But in the 20th century, fox has great confidence in you. He thinks that even if this film can't get back the high investment, as long as we lay a certain foundation, the latter two films will surely make a high profit."

She put down her glass and laughed, "so word of mouth is very important."

Murphy shrugged. "If the reputation is too bad, will 20th Century Fox cut down the latter two directly?"

"Well." Carla Firth nodded and said, "the film company is a commercial company, not a charity."

"Then try again." Murphy deliberately said, "increase the publicity budget to $150 million, or more."

Carla Firth thought for a moment and said, "think about it."

Murphy is not joking. "It's up to you."

The $125 million publicity and marketing budget looks like a lot, but it's only the middle and upper reaches of Hollywood's first-line commercial blockbusters.

As the film industry with the highest degree of marketization in the world, Hollywood's investment in publicity can be described as "sparing no expense". As early as the early 1990s, the publicity budget of mainstream commercial blockbusters accounted for 30% to 50% of the production cost. As time goes on, the budget in this area continues to increase. At the beginning of the century, the publicity and promotion of some films began to expand The expenditure has approached or even exceeded the $100 million mark.

At present, mainstream commercial films with more than US $100 million in promotional spending are not uncommon. For example, fox spent more than US $250 million on avatar in the 20th century. In the past, there were more than US $150 million in promotional marketing such as Iron Man 3 and the Avengers alliance, which were released to the global film market It's a super blockbuster.

Even, the cost of the former "ice and snow Wonderland" for global promotion was as high as 300 million US dollars, twice the production cost. However, such investment did pay off handsomely. Just Elsa's skirt made Disney make a lot of money.

In the circle of Hollywood, no matter how dull minded people are, they also understand that if any film wants to sell well, sufficient publicity and marketing efforts are necessary. In those places where small production costs win high box office films, it is a huge amount of publicity and marketing investment.

Today's Hollywood, including all the films that can be shown in the cinema, the average publicity cost will generally account for 50% of the production cost. However, the overall publicity and marketing cost of a global Hollywood blockbuster is rarely less than 100 million US dollars, and some may even reach as much as twice that number. Although the sky high cost is astonishing, the overseas marketing cost is very low The overall scale of the market, the global box office of super blockbusters and the returns of the surrounding industries are also the sources of confidence and motivation for Hollywood manufacturers to spend a lot of money on publicity and marketing.

Of course, the high publicity cost of Hollywood movies is not caused overnight, and it has also experienced a long process of gradual improvement.

In 1980, the average cost of a big Hollywood studio movie was about $5 million. In 2007, the cost soared to about $40 million. In a few years, it will rise to $50 million.

Hollywood, which advocates practicality and efficiency, will not be "willful" in its investment in publicity and distribution. There is only one reason why it is willing to invest so much money - it is profitable.

Hollywood has a very accurate description of this, the quality of the film determines how far the film can fly, marketing determines how high the film can fly.

Murphy agrees.

"What about the specific publicity and marketing plan?" Although Murphy won't operate it by himself, he will learn a little about it every time, which can make the crew better cooperate with the publicity and promotion of 20th century fox, "have you made it?"As a general director, the distributor will not pay attention at all, but Murphy is different. If nothing else, the relationship between Carla Firth can play a certain role.

Carla Firth took another drink. "It's done. I'll send you one back to the mailbox."

She looked at her watch and stood up. "I should go back to work. I need to call."

Murphy nodded. "Well, you communicate with geldo."

Carla Firth turned to leave, suddenly thought of another thing, quickly stopped and said, "almost forget the most important thing, the company is going to advertise in this year's super bowl, you make an ad as soon as possible."

"No problem."

Murphy waved and watched Carla Firth leave.

Back to work, Murphy began to consider the Super Bowl advertisement mentioned by Carla Firth. Even in today's Internet age, the effect of the Super Bowl midfield advertisement is still unparalleled. However, the post production of this film has just begun, and all the special effects production has not been completed. It is very difficult to make a hot enough advertisement.

How about giving up all the special effects scenes and changing to a more alternative ad? Murphy thought about it for a while and thought it was feasible.

The whole post production is going on according to the plan. After finishing the color matching work, Murphy and Jodie Griffith put into the editing work together. Kara Firth also sent the pre screening publicity plan formulated by 20th century fox to his mailbox. Murphy also took a general look at it while he was busy.

Due to the theme of the film and the fact that it is not biased towards teenagers, the publicity and marketing plan formulated by Fox in the 20th century is not too surprising. Instead, it is mainly stable, but very targeted.

The biggest success of Hollywood movies is that they can make what audiences want to see, and successfully influence the taste of audiences, creating a large number of special customers.

20th century fox is very clear that the initial audience of such a film will not be teenagers aged 15 or 16, but people with certain life experience. The pre screening marketing plan is aimed at them.

On this basis, in the time before the release, appropriate publicity and promotion, through publicity to improve the popularity and reputation of the film, is the top priority of marketing.

The publicity system of fox in the 20th century is composed of different publicity platforms and various publicity materials. According to the progress of film production and publicity, it is promoted, operated and effective.

This is mainly divided into several ways, such as multi platform broadcast of trailers, a large number of film posters, comprehensive use of media and various activities to expand the influence of the film.

Summer films in North America are crowded, and the screening period in cinemas is generally short. The importance of publicity and marketing is becoming more and more obvious. Publicity and marketing can not only influence the scale of the first audience and the box office of the first weekend, but also indirectly determine how long the film can stay on the screen, and even affect the success or failure of the film to some extent.

From the perspective of commercial attributes, as an entertainment product, the principle of film's publicity and marketing is not essentially different from the promotion of general consumer goods. The fundamental purpose is still to attract consumption and maximize the return on investment.

The publicity and marketing of films mainly focus on the cooperation between potential consumers and channel providers in the public. The expenses generally include the production costs of film publicity materials, the development and production costs of cinema publicity materials, the media promotion costs and the film distribution costs.

Among them, media promotion is the top priority. As the core link of publicity, the investment of media promotion is scattered in multiple channels, and the high publicity cost of tens of millions of dollars often paves the way for the film to the cinema screen and the audience to the cinema.

However, different from the previous publicity and promotion, in this plan of 20th century fox, the investment in traditional media accounts for nearly half of the total.

The most important thing is TV advertising. Not only fox in the 20th century, the whole Hollywood has spared no effort to invest in TV advertising. More than 70% of its overall advertising expenses will be put on TV advertising. Although for many years, all kinds of arguments against traditional media have been heard in Hollywood, the rise of new media is also a fact, and TV advertising investment is also the most important There are also many predictions that China's economy will decline, but such predictions do not seem to come true.

TV advertising is still the most important media in Hollywood.

Although there are many successful film cases using emerging online media, Hollywood tends to be conservative in this aspect. As Kara Firth told Murphy, distribution companies can't experiment with some new things with precious marketing budget. Studios are stuck in the three week to one month window period, and they often have no determination to take risks.

Murphy has no opinion on Fox's conservative publicity and marketing plan in the 20th century. Different films have different plans. Publicity and marketing should be made according to the actual situation.

His first job is to complete the midfield ad for the super bowl. (to be continued). )