Chapter 1886

Generally speaking, the release date of a film often needs to be one year or even two years in advance, especially for commercial films aiming at the box office market. On the one hand, it is to work out an release schedule to provide reference for the filming progress of the crew; On the other hand, in order to get to know the competitors in advance, the film companies communicate with each other, just like enclosure, and announce the ownership of the schedule early.

In addition, on the one hand, it is to carry out early publicity step by step according to the schedule.

In the Internet age, film publicity has become more and more diversified, from posters to trailers, from viral videos to street activities, from Super Bowl advertising time to tubing video advertising, and so on. The whole publicity has become three-dimensional and lively. The Distribution Department must formulate corresponding plans, and then promote it according to the shooting work of the crew, Let out more news to attract the audience's attention.

In this era of information ocean, the role of publicity is becoming more and more important. Correspondingly, the cost of publicity is also rising——

Are there any films that rely on word-of-mouth to counter attack without publicity? Of course, almost every year, there is such a dark horse miracle. With the help of social networks, those small cost works of unknown origin 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 the summer commercial blockbusters.

Lack of publicity is often the precursor of a film's box office collapse.

If the schedule is determined one year or more in advance, the publicity and Distribution Department will be able to pave the way for publicity according to the schedule from the early stage of preparation and selection, then launch the second stage of publicity according to the shooting schedule of the crew, and then launch the third stage and the follow-up publicity before the formal release according to the post production schedule.

This is a huge and scientific project. The detailed process is more professional and complicated than expected.

According to the plan, "Star Trek" will be officially released on Thanksgiving this year, and Warner Bros. has also launched early publicity and promotion in an orderly manner; But a series of accidents disrupted the plan. After the Oscar ceremony, Warner Brothers, after careful consideration, officially launched the "Star Trek" promotion. From November 7 to June 6, Warner brothers joined in the summer season.

There is no doubt that this is the most sensational and important news before "Captain America 2" is about to open the summer program. Warner Bros.'s move to promote the program immediately disrupted the whole summer program.

It is true that there are still six weeks to go before the release of "Captain America 2" and three and a half months to go before the promotion of "Star Trek". There is still room for all plans to be adjusted. However, for the summer of 2014, this is still a big news that can not be ignored. It is very likely that all major projects will have to be reshuffled.

Uncertainty suddenly exploded, even for the Star Trek crew itself.

From November 7 to June 6, the promotion was advanced by five months, which also means that the publicity time was shortened by five months. Is the communication effect enough? Is the expected effect sufficient? Is feedback enough? More importantly, is there enough time to revise the publicity plan and market positioning?

The theme of "going home" has always been the focus of publicity before, and all aspects have targeted at the Thanksgiving season. But now we have to fight for the summer season. The theme of "going home" is too warm, and the focus of publicity must be adjusted to "hard science fiction" to explore the science fiction market of summer season.

Now it's only three and a half months to complete the preparation and preparation. It's really too hasty and urgent. Is it time? Is the effect enough?

Of course, "Star Trek" still has incomparable advantages over other films

First of all, Christopher Nolan's strong appeal in the field of science fiction film. After the continuous foreshadowing of "Batman" series and "Inception", his name has become a hard signboard, which has been constantly emphasized in the early publicity, laying enough fierce momentum for the film.

The second is the influence of Langley hall. After the Oscars came to an end, the popularity and fame of the whole award season were suppressed and counter attacked in an all-round way; Considering the far-reaching influence of the Sundance Film Festival, from the word-of-mouth of "pop drummer" to the popularity of the live broadcast of the forum, "Star Trek" has an inherent advantage, and its popularity and popularity have accumulated to a certain height in the first two months of 2014.

The third is the return of the core theme of "going home". Even in summer, this theme is in line with market expectations, and may unexpectedly attract family audiences other than sci-fi fans. "PG-13" is a standard feature in Thanksgiving, but it is an unexpected advantage in summer.

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

In the final analysis, the time is still too short, "Star Trek" is almost an airborne summer camp, and all the preparatory work is seriously insufficient. Compared with other competitors who have been promoting for half a year, Warner Brothers' promotion almost drives "Star Trek" to the edge of the cliff.

Industry insiders don't even know whether Kevin Fu was bold or irrational, but it's certain that the general view in the industry is that the box office data of the premiere of "Star Trek" has lowered expectations——

Maybe the follow-up box office can rely on the advantages of word-of-mouth and the appeal of Langley and Christopher to complete the counter attack, just like the explosive power of gravity; But the lack of publicity, the explosive force of the premiere box office is bound to be directly positive impact, which can not be ignored.

In addition, according to the feedback from the internal audition in early March, the overall evaluation still maintained a positive trend, and the praise for Christopher and Langley still prevailed; However, professionals participating in the audition generally said that this is a hard science fiction involving profound theoretical knowledge, and the importance of theoretical knowledge exceeds that of "Inception", which also means that the audience's acceptance needs to be higher.

As the saying goes: the popcorn index of summer season is not high enough, so how the market will give feedback can not be clearly predicted.

The feedback of word-of-mouth in the trial also adds further uncertainty to the box office prospects of "Star Trek" summer season, which can be seen at a glance by referring to the box office prospects of "Inception" summer season——

It premiered on July 16, 2010. The box office of the premiere weekend was 62 million. The final box office was 290 million in North America and 828 million in the world. On the whole, the box office data of the premiere was still low, and the subsequent outbreak depended on word-of-mouth. Unfortunately, the box office in North America failed to cross the threshold of 300 million, but the overseas box office broke through 800 million; But the problem is that the location of "Inception" involves overseas cities such as London and Paris, and these advantages no longer exist in "Star Trek".

It has been mentioned before when "tomorrow's edge" and "gravity" were released. In recent years, the box office trend of science fiction films has become unstable, and many uncertain factors may become the negative influence that restricts the box office to go up. Star Trek originally needs to face such a dilemma, but now it has the action of raising the file, The development of things adds more uncertainty.

This will also be the "Hope" of Fisher and diesel——

If the final box office of "Star Trek" really encounters Waterloo, after all, the summer camp is a mass grave, with risks and opportunities, which may soar to the sky or fall to pieces; Then, it will become the first flaw of the "invincible aura" of Lanley's career, and also the first gap for diesel to win a breathing opportunity.

For today's Langley, the tragic defeat of a work is not enough to shake his position in the industry. However, it is undeniable that the negative impact still exists more or less objectively. It should be noted in particular that the particularity of "Star Trek" brings together the enmity between Kevin Sawara, Thomas tour and Langley hall, Its box office failure is bound to involve more power disputes.

Most importantly, it also enables Universal Pictures, Sony Pictures, Disney and other film companies to gain more breathing space for diesel when measuring the confrontation between Lanley and diesel, which is not much but precious.

After a series of attacks, diesel has already stood in the abyss and is in a desperate situation. Any chance of breathing should be firmly grasped, otherwise he may be really broken to pieces.

Therefore, diesel now began to sincerely pray: "interstellar crossing" please be sure to suffer a disastrous defeat, preferably a complete collapse; At the same time, we are looking forward to the full explosion of other works in the summer archives. It's better to put layers of pressure on "star crossing" and squeeze the box office market bit by bit. Any work that can pose a threat to "star crossing" will now become an ally of diesel.

Genuinely, he needs to gather the spirit of the sun and moon in the whole Hollywood, and then accumulate strength to look forward to destroying the "unfailing aura" of blue rite. If he can, he would like to go to church every week to express his sincerity.

Although Fischer thinks that diesel's idea is absurd, rather than looking forward to the opponent's failure, it's better to focus on himself, but diesel is still a little bewildered; But... If "Star Trek" really failed miserably, Fisher was also very happy, so he didn't stop diesel.

Of course, is everything negative?

Obviously not!

Warner Bros. is not a fool, the risk of file promotion is clear, but they still choose to file promotion, which also sends a signal to all audiences and peers in the industry: we are full of confidence!

This is an important declaration for the whole film industry.