Chapter 637

Publicity, this is a huge system. How much influence can a "Tonight Show" have? What about an "Allen Show"? Why does the same program sometimes have excellent publicity effect, but sometimes it has no effect? What is the relationship between the publicity effect and the quality of the work? Will the publicity personnel have a direct impact on the publicity effect? What chain reaction will the audience's psychology and the trend of public opinion produce?

This is a subject. It is a subject that needs continuous study, research and deepening in the University; But in real life, people can only see one result: "love crazy" box office once again wrote a miracle, after the "Tonight Show" hot ratings and "no doubt" billboard ranking.

The incredible expansion strategy of focus pictures shows their strong confidence. Even though they have expanded for the third consecutive week, the box office performance of "crazy love" is still strong at the weekend, and the decline has been successfully controlled at an incredible 19%. This is also the only work in the top 30 with a decline of less than 20%, At the end of the weekend, three-day hall took 15.4 million US dollars, and the box office of a single Hall was still as high as 6000 US dollars.

Two weeks ago, the focus film industry launched a bold expansion, which was criticized by countless people. But now it has become a magic stroke, and has magnified the topic effect, word-of-mouth effect and focus effect of "crazy love" to the extreme.

The so-called gambling, it also means that either a total defeat, or soaring. A little deviation, maybe "love crazy" will lose everything, but now it seems that the focus of the film's gambling success, "love crazy" belongs to the latter, at this moment is ushering in their own biggest victory.

After the three-week screening, the cumulative box office of "crazy love" has exceeded $40 million and reached $45 million. For an independent work with an investment cost of only 250000 yuan, and for a film with a distribution copyright of 5.5 million yuan, this achievement is enough for the focus film industry to celebrate.

At this time, the industry is acutely aware of the changes in the airflow: what does the box office revenue of 45 million mean? Means profit and dividend? Of course, this is a part. More importantly, it means that the film has received more attention. At the same time, it also means that the focus film industry has received more funds, and the Institute's public relations can make a big show. This also means that in the award season of 2011, the fighting capacity of "love crazy" is in the forefront.

It's hard to say whether "crazy love" helps "firmly believe" or "firmly believe" helps "crazy love". But it's certain that lanli is the biggest winner.

In the third week of October, in the North American weekend box office charts, "crazy love" gave up the champion and retired to the second place. However, it is still one of the most popular and beautiful works in this year's Halloween schedule.

This year is no exception to the desolation and solitude of the autumn show. So far, the highest box office work is the 3D re screening of "Lion King", which has earned a cumulative box office of 92 million US dollars since its release. This is the best performance after two-thirds of the autumn show this year, and even failed to break through 100 million, Clearly let people feel the silence and silence of the whole film market.

In such a depression, "love crazy" suddenly emerged. It gained a total of 45 million yuan in three weeks, and won the box office champion in the weekend. Its outstanding performance was amazing; The next week's decline created the best data for this autumn. Even compared with "penalty into gold", it is not inferior.

"Penalty kicks into gold" is also an art film of the Oscar department. This year, it is coming fiercely.

The director is Bennett Miller, who once led Capote. The screenwriter is Alan Sorkin, who won the Oscars with "social network" and Steven Zailian, who won the Oscars with "Schindler's list". The cast of main roles is composed of Brad Pitt, Jonah hill and Steven Zailian Philip Seymour Hoffman, Robin Wright.

The All-Star lineup, which means "penalty becomes gold", is no inferior to the sensational "eleven Arhats" of that year. Since the landing of the Toronto Film Festival, it has received much attention and constant praise, and is generally regarded as a strong competitor for this year's best picture Oscar.

Sony Columbia, the publisher of the film, is ambitious. Both art and business are working together to skip the screening link. According to the distribution scale of the commercial film, the film is officially released in 3000 theaters, and the publicity and distribution are going all out. This shows their confidence in the film. Unfortunately, the feedback from the market is not satisfactory. The cumulative box office has reached 63 million US dollars in the current five weeks.

Compared with the investment of 50 million yuan, the shining lineup of stars and the publicity expenses of more than 30 million yuan, this achievement can only be said to be mediocre.

If there is no comparison, there will be no gap. The debut of "love crazy" has taken away a lot of the limelight of "penalty kick into gold". The three new stars, the leading role, the screenwriter and the director are all Rookies of unknown origin. Even the investment cost is only 250000, but they have won 45 million US dollars in the box office in just three weeks, Such a rising trend makes people's expectations rise. Can "love crazy" really become "Juno" or "Sunshine beauty" in 2011?

In the third week of October, "smart: Ghost 3" held a grand premiere, aiming at the coming Halloween next week. After the confrontation between last year's "buried alive" and "smart: ghost 2", this year's "crazy love" collided with "smart: Ghost 3". Lanli really has an indissoluble bond with the series. But this year's and last year's box office battle has shown a very different attitude.

"Smart: Ghost 3" was warmly sought after by the audience. The box office data of 52 million US dollars broke out at the premiere weekend, which easily broke the highest box office record of this autumn's premiere, and undoubtedly won the top of this week's North American weekend box office list; At the same time, when the investment cost was only 5 million, it was only a week to enter the profit stage, so the data is undoubtedly Paramount's biggest reliance. No wonder the sequel continues to be filmed.

Top of the list followed by the harvest runner up, is "crazy love.".

At that time, "buried alive" was still on the long and arduous road of expansion, step by step, without much competitiveness on the weekend box office list; Now, "love crazy" shows a strong potential to shake the market, easily beat other competitors, ranking second on the list.

In a short period of one year, such earth shaking changes have become the best witness of the rise of lanli.

After "crazy love", the decline of "iron steel fist" has slowed down, with 34% of the decline data. It took 10 million US dollars in three days over the weekend, and this week it also dropped a position to occupy the second place.

"Iron steel fist" and "love crazy" were also shown for three weeks. In addition to the first week, "love crazy" lost to "iron steel fist" during the screening period. Then for two consecutive weeks, "love crazy" laughed to the end. In three weeks, the cumulative box office of "tiejiagangquan" reached 66 million, while "Aikuang" gained 45 million. The gap between the two is far weaker than expected.

Compared with art movies, "love crazy" is comparable to "penalty kick into gold"; To compete with commercial films, "iron armor and steel fist" can not occupy an advantage in front of "crazy love". As a result, the media marveled at the excellent box office performance of "smart: Ghost record 3" while praising the "crazy love" dark horse journey, an incredible journey.

Among the outposts of the award season, "help", "penalty gold", "a farewell", "midnight Paris", "the president killed the bureau", "driving in desperation" and other works have continued to emerge. Now, "crazy love" officially announced to join the ranks!

After that, the North American film market first ushered in Halloween, and then Thanksgiving, which also officially announced the arrival of the holiday season, followed by Christmas and new year's day, the market recovered——

"Cat in boots", "Twilight: Dawn (Part 1)", "Sherlock Holmes 2: Spooky shadow game", "mission impossible 4", "Hugo", "New Year's Eve", "girl with Dragon Tattoo" and other commercial works are on the stage, not to mention the art films that strive to occupy a place in the award season. The competitiveness of each work can not be underestimated, After going through the downturn in the autumn, the film market finally ushered in a promising dawn again.

In this bombardment, the competitiveness of "aicrazy" is not strong enough to complete the counter attack, but it still firmly occupies a place in the list every week with its excellent reputation and solid quality.

In the fourth week of October, "cat in boots" won the championship, and "love crazy" box office fell 33%, ranking fourth with 10.3 million at the weekend.

In the first week of November, "cat in boots" continued to be the champion with an adverse 3% drop. The box office of "love crazy" fell another 30%, and the weekend harvest was 7.21 million, ranking fifth on the list.

In the second week of November, "God of war" and "Jack and Jill" did not perform as expected. They were closely related to "cat in boots", which once again made a huge decline. Crazy love once again controlled the decline at 22%. The weekend box office added another 5.62 million, ranking seventh at the weekend.

The performance was amazing.

Before "crazy love" was released, no one predicted its box office results, not its prospects, but there was no need to predict. This is an art film. Box office prediction is meaningless. In the final analysis, we should see the effect of point screening and expansion, then the influence of critics' word-of-mouth and audience's word-of-mouth, and finally the trend of award season. In other words, the focus is no longer above the box office.

However, four weeks after "crazy love" was released, "American weekly" firmly believed that the North American box office of the film would exceed 100 million yuan. The official magazines participating in the exhibition also expressed the same view. The box office decline was less than 40% in a row, and the growth rate of the box office in the middle of the week was steady and fierce. The trend curve of the cumulative box office was really gratifying, and all the signs showed that, It's going to be another literary masterpiece worth more than 100 million yuan.

"Crazy love", can it really exceed 100 million?