Chapter 979

In the second week of June 2012, this is the busiest time of the whole summer season. No one.

Full three works, each with an investment cost of more than $100 million, were selected to be released this week. Even for summer stalls with lots of works and hot schedules, it's too crowded and almost breathless.

In contrast, there was only one "Snow White and the hunter" the previous week; In the next week, there are two works with an investment of about 75 million, namely "rock age" and "Dad's good son". This week is a series of traffic accidents. People can't bear to look directly at it.

It can only be said that under the circumstances, as a military strategist must fight for the summer file, everything is possible.

"Madagascar 3", jointly created by Paramount and DreamWorks, costs 145 million US dollars. The first two films of the series have achieved 190 million and 180 million respectively at the box office. The global box office performance is even more impressive. The third sequel of this year is expected.

Prometheus, produced and released by Fox in the 20th century, cost 130 million US dollars. Directed by Redley Scott, after 20 years, it presents the prequel of the classic movie "alien" again, with three actors, Michael faspin, Charlize Theron and noomi rapace, who is the heroine of the Swedish version of "the girl with Dragon Tattoo".

The investment cost of Warner Bros.'s "tomorrow's edge" is 130 million yuan. As for the CASS lineup, there is no need to say more.

The three works have their own advantages and disadvantages, competitive, but also full of uncertainty.

For example, "Madagascar 3", sequel films and family fun are the main box office players of summer programs. However, the box office of the first two series failed to exceed 200 million in North America, and the overseas box office performance has exploded in North America. Therefore, the box office explosive power of the third series still needs to be questioned.

Another example is "Prometheus", as the prequel of "alien", there is no doubt that the release of the trailer has made countless fans climax. However, that was more than 20 years ago, and "alien" and "alien 2" were undoubtedly the peak, but the third and fourth films after that met Waterloo.

Therefore, a suitable schedule is very important for the three works.

Prometheus is the first one to be released. 20th Century Fox's combat effectiveness in this summer's release is weak. Only three works have been released, of which Prometheus is the most important, and ice age 4, which is released in the third week of July, is also the most important. Therefore, they determined the schedule early, and then launched a massive intensive publicity.

"Madagascar 3" is scheduled to be released later. They have to avoid the "brave legend" in the third week of June and the "ice age 4" in the third week of July. The three cartoons will be the main fighting force in this summer's program; At the same time, they have to avoid the Avengers and Spiderman, Johnny Depp, Will Smith and Tom Cruise, and they have to avoid killing each other, so

DreamWorks, which has lost its domineering spirit and spirit, can almost be said to be a crack to survive. So they chose the second week of June. Although they collide head-on with Prometheus, their audience positioning is quite different, and their influence is limited. It is worth trying to have a head-on collision. At least, the three leading actors are art actors who have not proved the box office appeal.

The last one to join the war is "tomorrow's edge", but Warner Brothers is also suffering.

This summer, Warner Bros. has released six films, "the rise of the Dark Knight", "the age of rock and roll", "dark shadow", "tomorrow's edge", "magic Mike" and "political scuffle". The other two low-cost horror films are scheduled for the end of August.

Among them, "the rise of the Dark Knight" is the biggest tycoon in the whole summer camp, and it is even considered to be enough to fight against the "Avengers alliance"; Tom starred in the "rock age" and Johnny starred in the "shadow", thanks to the leading role of the industry status, the two works are also the main force, early determined the release schedule.

One in May, one in June, one in July. As for August, at the end of the summer season, the market potential was exhausted, and most film companies chose to give up.

In the second week of May, "the shadow of the dark"; In the third week of May, "super warship"; On the fourth week of May, "man in black 3". The rivals are stronger one by one - the paper strength is so.

In the first week of June, snow white and the hunter; In the second week of June, "Prometheus" and "Madagascar 3"; In the third week of June, "rock age" and "Dad's good son"; In the fourth week of June, "brave legend" and "Lincoln The Vampire Hunter"; In the fifth week of June, "Teddy Bear" and "magic Mike".

The first week of July, "spider man."; In the second week of July, "ice age 4"; In the third week of July, "the Dark Knight rises.".

Throughout the schedule, the best choice for Warner Bros. is the third, fourth, fifth week of June, or the second week of July.

In the second week of July, the following week, Warner Bros. is going to collide with its annual drama. Warner Bros. does not want to lose both sides and is the first to give up; In the fifth week of June, the director, producer and actor of magic Mike's powerful Cass need long-term cooperation, and then give up; In the fourth week of June, Warner Brothers was forced to give up because of their own works.

In the end, Warner Bros. is actually thinking about it like this, either raising "rock age" to the first week of June, and then putting "tomorrow's edge" to the third week. However, Tom Cruise strongly rejected such a proposal - "Dad's good son" is Adam Sandler's comedy, which is obviously better than "Snow White and the hunter".

Or the "edge of tomorrow" is scheduled for the first week of June.

But... Universal Pictures protested. After the game and negotiation between the two sides, Warner Bros. chose to withdraw the file - not because universal pictures was too tough, but because Warner Bros. didn't want to mention the "borrowing door" of Langley and Chris again. Such an overnight cold meal didn't do any good to the propaganda; In addition, we also consider avoiding the lingering charm of "man in black 3".

Thus, "dada", the super schedule of the second week of June was formed.

Comparatively speaking, "Prometheus" and "Madagascar 3" are not works with strong impact and edges; At the same time, the market audiences of the three works are slightly biased - "Prometheus" and "tomorrow's edge" are science fiction works, but the main audience group of the former is fans of the "alien" series, with a relatively large age orientation, while the latter is obviously younger.

This is not the best choice, but the best choice.

In the process of filing, Fox and paramount did not protest and negotiate, nor did they change the schedule. In other words, the three companies accepted the opponent's choice after internal discussion; They have reached a consensus with each other. Compared with other opponents, the current opponents are acceptable. Even if crowded, but their winning probability is still not small.

After all the films were put on file, the second week of June became a super schedule. Three commercial blockbusters with a cost of over 100 million and medium investment were released at the same time. It is not known who will win.

For Lan Li, the test is especially strong.

This is his first commercial work to take the lead alone. After winning the Oscar, the title of "the youngest film king in history" has brought endless pressure, especially after the clamor and silence of "hype gate". Once the work fails, journalists are bound to become the best interpreters of "it's not too late for a gentleman to revenge".

Now, "tomorrow's edge" needs to face more tests. In the front is the box office failure of "Snow White and the hunter", which also leads to the doubt and discussion about the box office appeal of generation Y actors; This week, we need to face a confrontation between two powerful competitors, competing for media resources and market share; Next week, Tom Cruise and Adam Sandler are eager to try.

There are wolves in front, tigers behind, and black bears on the side.

This is the dilemma faced by Langley.

Unexpectedly, lanli became the target of encirclement and suppression. This was not a situation deliberately created by Warner Brothers, and other film companies never thought of it; But the fact is that the hot Langley always stands on the top of the storm, and now it is even more red and purple. Even the performances in the west end of London have created wave after wave of news frenzy, and those jealous arrows trying to pour cold water are everywhere.

With the pressure of unbeaten works, the test of generation Y actors and the burden of 130 million investment, success or failure depends on this. The failure will not affect Langley's reputation in the field of independent film. The outstanding young actor is still making a lot of films, but the pace of commercial film and the advancement of power pyramid in the industry are bound to need to be slowed down.

But what about success?

If you succeed, it's going to the altar. The problem is that there are many kinds of success. 200 million in North America is a success, and 500 million in North America is also a success. Like the Avengers, 200 million at the premiere weekend is an incredible success. At the age of 22, where is Lan Li going? This is undoubtedly the hottest topic in the super schedule.

June 8, which is Friday, will be the full Premiere of the three films on Friday; But in order to avoid each other's publicity period, the premieres of the three films were staggered.

Prometheus took the lead, and they chose June 5th to hold a grand and grand premiere ceremony in the Chinese Theater on Tuesday; Then on Wednesday, June 6, "tomorrow's edge" and "Madagascar 3" appeared at the same time——

The former occupied the venue of the Chinese theater and launched a grand premiere; The latter premiered next door at the former Kodak Theatre, which was renamed Dolby theatre.

It is also located on Hollywood Avenue, also on the north side of the street, and the distance between the two theaters is less than 30 meters; Today, it is clearly divided into two parts. The central part is distinguished by a dazzling set baffle. The east entrance is "Madagascar 3", and the west entrance is "tomorrow's edge".

It may be the most absurd and funny premiere in Hollywood in a decade, but Warner Bros. and paramount have also spared no effort to promote it.

At this time, people are happy, but also strangled, "Prometheus" how absent?