Chapter 994

On June 5, Prometheus premiered; On June 6, the premieres of "tomorrow's edge" and "Madagascar 3" were both opened, and the super season with the most heated discussion and attention among the 2012 summer holidays was officially opened.

After the premiere ceremony, "tomorrow's edge" has made its way to the top. With its unique layout and design on the ceremony, its accurate target audience positioning, and the flexible operation of social networks, this work has become a media favorite, far ahead in terms of exposure and discussion.

On Facebook and twitter based social networks, the discussion topic of "tomorrow's edge" has become the focus in just 12 hours, which is even more popular than the combination of "Prometheus" and "Madagascar 3", becoming the biggest winner this summer after "Avengers alliance".

Before the super schedule was unveiled, "Prometheus" successfully occupied the focus position through a series of accurate marketing means.

On the one hand, it reawakened people's memories of the "alien" series. In the 20th century, fox even held a carnival of appreciation of old films in Los Angeles, New York and other major cities. Four works of the "alien" series were re broadcasted in art theaters, and all fans were welcome to watch them; On the other hand, there are magnificent Trailer editing, reaching a cooperation agreement with the cinema, pasting the trailer before the "Avengers alliance" broadcast, triggering a new round of discussion, and the propaganda momentum is vast.

But after the unveiling, Prometheus's momentum was somewhat weak, and the strong power of "tomorrow's edge" completed the anti super at one stroke, becoming the leader on the social network; Not only that, on top of the heat of media discussion, "tomorrow's edge" has also exploded all the energy in one go.

In the end, more than 450 media attended the premiere of "tomorrow's edge". In the next day's news reports, more than 70% of the media gave the entertainment front page headlines to "tomorrow's edge". Less than 20% of the media chose "magarska 3". The rest of the media paid a glib attention to the whole super schedule, The three films hit the headlines together.

In addition, in terms of the number of reports, click through rate, response rate and audience interaction activity, "tomorrow's edge" has an absolute advantage.

The most straightforward example is the official twitter account of "American weekly". They reported the premieres of three films respectively, but the number of reported items of "tomorrow's edge" reached more than 35000; The number of "Prometheus" is more than 10000, and the number of "Madagascar 3" is even less than 6000.

The gap is so obvious that I can't bear to look directly at it.

Although attention does not mean the box office, the main target audience of "Madagascar 3" is the family audience, parents and children are not the main users of social networks, and the calm discussion does not mean that the film will not achieve excellent box office; But from the perspective of publicity, "tomorrow's edge" has indeed won a victory.

After the super schedule has been officially determined, it has almost become the annual media golden age, and all entertainment media have paid attention to it. In a sense, the exposure rates of the three works are rising in a straight line, benefiting all of them; At the same time, the media are also curious about how things are going. It may be that the three defeats are all hurt. It may be that a work stands out. All kinds of possibilities have been guessed, including the current situation.

However, when the "edge of tomorrow" really stands out, people can't help but exclaim: the popularity of lanli is overwhelming; He also lamented Warner Brothers' wealth, premiere specifications and battle, easy to kill paramount and 20th century fox.

Even Prometheus, who held the premiere one day ahead of schedule, was in a cold sweat. What's more, Madagascar 3, who chose to collide on the same day, seems to have become the biggest crash accident of the year since 2012“ The strong performance of "tomorrow's edge" is astonishing.

It is undoubtedly the limited peripheral design that causes the most discussion among the media reporters. From the peripheral design itself to the marketing means, it comprehensively refreshes people's fixed cognition.

It's not uncommon to see the surrounding; It's not unusual to have limited sales in the surrounding areas, but Warner Bros. has boldly limited its sales scope, selling only in Los Angeles, and stopped selling after the premiere weekend, which is completely self destructive for any "business"; More importantly, the peripheral design is completely high-end boutique line, without saving money.

It happened that Warner Brothers also threw out a bait: the reason for this arrangement is that there is something in it; It even set a date for the truth to be revealed, which made it clear that another wave of topics had been created, but the media had to go with it - and Warner Bros. could not be accused of being mercenary and had to wait for the truth to be revealed before they could express their views.

Such means, professional and wise, clever and clever, really amazing.

After the premiere, limited peripheral sales have been thoroughly hot, literally "explosion". On the Internet sales platform, someone has opened a purchasing agent business, specially going to Los Angeles to buy the surrounding areas, and then completing the transaction on the Internet to serve the fans in other cities and regions, which is really hot.

Topic, topic, topic“ The premiere of "tomorrow's edge" has become an annual blockbuster, and every link of the whole body is a topic of discussion. The expectations of young audiences have seriously broken the table, not only limited to the main market of science fiction films, but also male audiences; At the same time, the female audience also had a lot of curiosity because of Daisy's article.

The first wave of marketing strategy, Warner Brothers win! In the 20th century, fox followed closely, while paramount and DreamWorks fell behind.

However, the higher the expectation is, the more difficult the challenge is. Once the word-of-mouth collapses, the box office collapses; In such a high-profile environment, everything is possible - take a look at "man in black 3" two weeks ago and "Snow White and the hunter" a week ago, which is the best proof.

As a result, after the media hot spots and netizens focus, all eyes immediately focus on the work reputation, and the hot competition of super schedule is on the right track!

The first media reviews of "tomorrow's edge" were officially announced.

"New York Times", 100 points, "this is a movie full of charm, from the first minute to the last minute. Personally, I like the last minute best. It has the explosive power of commercial film, the narrative of Flowing Clouds and flowing water and the rhythm of one go, which makes watching movies a kind of enjoyment; At the same time, it also has the inside information of art film. After calming down and savoring carefully, the charm of the film is even beyond imagination. Langley hall, how can you refuse this guy? "

Empire, one hundred percent, everyone is talking about whether Groundhog Day is a work that can't be surpassed? The answer may be yes; But at least we can be sure that "tomorrow's edge" is an equally great work. Perhaps, this is the purest movie this summer that can ignite adrenaline; Maybe, this is the only movie that can make people laugh and move this summer. God, who can tell me what else Langley hall can't do? "

"Wall Street Journal", 100 points, "the success of this film lies in throwing all the routine elements into the blender, and then rearranging and combining them, resulting in a refreshing work. Paul Greengrass has done it - he has successfully copied the advantages of the spy series; It also makes full use of the characteristics of the actors and injects an important vitality into the film: humor. "

"Hollywood Reporter," 95 points, "no doubt the movie is full of glamour from the first minute - well, the climax of Act Three may not be satisfying, but the chemical reaction of hall and Lawrence just blew up the big screen. Has anyone noticed? Walker and scarsgarde both gave the most humorous performance of their career. "

"American weekly", 95 points, "the most exciting part of the film is that besides the rapid progress of the main plot, there is a hidden branch line, which brings aftertaste and reflection through the performance of the actors, and naturally happens. This is undoubtedly the biggest surprise of this year's commercial film. In addition, Langley hall once again proved the absolute strength of the first person in the new generation of acting skills. Choosing him as the leading actor was one of the wisest decisions of Warner Brothers last year. "

"Seattle Post," 95 points, "for a routine sci-fi commercial film, you will never feel tired or familiar or boring, full energy. God, this is a summer bomb

"New Yorker", 90 points, "let me count the advantages of this film: Langley hall, Jennifer Lawrence, Paul Greengrass, Donald Glover... Well, what are you hesitating about? I can't think of any reason to refuse this film except for the short space."

Chicago Tribune, 88 points, "this is probably the smartest and wisest movie of the summer. The only opinion? Go into the cinema and watch it. "

After the premiere of "tomorrow's edge", a total of 43 companies released their first batch of comments. Only four media gave the comments, and 39 of them all gave good comments.

"Rolling stone", 60 points, "as a groundhog day plus Independence Day movie, it's actually quite smart, but unfortunately, that's all."

"Los Angeles Times", 65 points, "the spark between hall and Lawrence is too limited, the script does not give more room to play, which undoubtedly loses the charm of the film. Only relying on acting skills, the information revealed is still too little, and the final turning point is still not convincing; But Greengrass's action scenes and narrative rhythm still contributed the most wonderful popcorn dinner of the summer season. "

For a commercial film, this is absolutely an unimaginable super start. Even "Avatar" and "Inception" dare not dream of such a film review start. There is no doubt that "tomorrow's edge" has become the biggest hit of this year's summer program!