Chapter 1463： chain sales

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On October 13, "Perfume" was officially released in North America, along with the UK, France and Germany. Obviously, the film "Perfume" is one of the best in Europe. Then, in the third week of October, five European countries including Italy, Ukraine and Spain, and seven countries including Argentina, Australia and Japan, a total of 12 countries held the premiere of "Perfume".

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However, due to the controversial nature of the film "Perfume", its international dissemination has also encountered certain obstacles, but it is much better than "Brokeback Mountain". After the struggle of "Mountain", the global distribution strategy of Eleven Studio and Constantine Pictures is obviously much easier this time.

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On the day of the release of "Perfume" on October 13th, the "Eleven" men's clothing brand also released a fragrance called "Thirteen", which was launched simultaneously with the movie. This fragrance was officially authorized by Eleven Studio. "Perfume" was released and sold around the movie.

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The so-called "Thirteen" specifically refers to the thirteenth fragrance of ancient Egypt and the legend that can make the smell not disappear for thousands of years, and also symbolizes the last essence of Lola Richis in the movie. Of course, the most important propaganda slogan is still the sentence, "A drop of perfume from Grenouille's hand", which directly names the use of this perfume. Obviously very gimmicky.

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This is the first time that Eleven Studio has directly touched the film surrounding issues, although before "American Idol" and Pixar Studios, there was a lot of knowledge about the surrounding area. But knowing it is one thing, touching it with your own hands and executing it is another.

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Catherine Bell started preparations as early as a year ago. Because the theme of the perfume in the film "Perfume" is fatal temptation and absolute control, it is a very strong and domineering fragrance, so Catherine Bell has long been This "Thirteen" is positioned as a men's perfume, hoping to create a perfume that can exude a man's deadly charm.

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To this end, Katherine Bell found a group of top perfumers through Karl Lagerfeld, Tom Ford and others, and carefully described the bottle of peerless perfume in the original novel and movie of "Perfume". Research, and finally deployed this "Thirteen".

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Bright and refreshing Italian citrus, Italian lemon and French violet leaves, with hints of spice cardamom and pink peppercorns, are the top notes; oriental notes of iris and vetiver essence, rich sandalwood cedar, white pepper, This is the middle note; the scent of tonka lavender, tonka bean, amber and musk is the base note. Various elements such as sexy, spicy, deep, sweet and chalky are fully bloomed in the perfume, and the perfect blend of various smells creates a "light and dark" artistic conception in the sense of smell. A strong feeling of contrasting passion and seduction.

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The scent of "Thirteen" is positioned as a temptation and taboo. Generally speaking, it is very aggressive. It only needs a little bit of that domineering and strong scent, which is enough to make a man's sense of sexuality distinct. Of course, this is not exclusive to men, and women can also use it. The scents of violet leaves, iris, and aromatherapy also combine the enchanting temptation of women, and there is no gender distinction.

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The design of the perfume bottle is personally shot by Evan Bell. It is the same as the perfume bottle in the movie. A small drop bottle with the thickness of a finger is constructed by chalking through the diamond-shaped side of the crystal. When the light is projected, the chalk can be refracted on the bottle. There are thousands of completely different rays of light, which are dazzling and ingenious.

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The release of "Thirteen" coincided with the release of the movie "Perfume", and only one 10ml version was released worldwide, and each bottle was priced at $39. This price can be said to be sky-high. Even the most famous "Chanel No. 5" is only $79 for 50 ml. If you make such a comparison, you can see how expensive the price of "Thirteen" is.

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However, Evan Bell also said that "Thirteen" is actually only sold as a peripheral, not an official project of the "Eleven" menswear brand. Although "Thirteen" is not sold in limited quantities, after the "Perfume" is fully released, "Thirteen" will be officially removed from the shelves. Sales are not the point.

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Indeed, the true meaning of "Thirteen" is a supplement to the movie "perfume", but its commodity value and use value take a back seat. After watching "Perfume", many people do not forget the shocking scene in the square at the end of the movie. What is the taste of the peerless perfume prepared by Jean-Baptiste Grenouille, which also made countless audiences produce curiosity. Therefore, the significance of the existence of "Thirteen" is highlighted.

With the release of "Perfume", the sales of "Thirteen" are slowly rising. Most people regard "Thirteen" as a souvenir of the chalk, just like the surrounding of other movies, the significance of the chalk is the first. After purchasing "Thirteen" and satisfying curiosity, this is enough. Put it on the bookshelf or dresser at home as a proof for this memory about "Scent."

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Some people use "Thirteen" as a decoration. The perfume bottle designed by Evan Bell is very beautiful, and there is a personal mark of "EB," on the bottom of the bottle, whether it is a keychain or a necklace pendant, "Ten. "Three" can show good fashion accessories ability. Especially when Evan Bell attended the New York premiere of "Perfume", he used a silver chain to string the "Thirteen" perfume bottle as a necklace. Use; when it was released in Los Angeles, the perfume bottle was tied with a black leather rope and wrapped around the left wrist as a bracelet... These two times Evan Bell personally demonstrated the use of the "Thirteen" perfume bottle as a fashion accessory After the method, this small and delicate perfume bottle has suddenly become one of the trendiest and hottest accessories in the fashion industry.

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There are also a small number of people who make the best use of everything and really use the "Thirteen". For ordinary people, the taste of "Thirteen" is too heavy and too strong. Even if it is just a drop, the taste is very strong, which is not suitable for daily use. But someone later discovered that when enjoying the nightlife, the power of "Thirteen" was fully exerted. In the mixed environment of nightclubs and bars, the rich fragrance of "Thirteen" is not pungent, but it can bring out the dark seductive charm of the essence of this fragrance, which is undoubtedly attractive to the opposite sex. The existence of equinoxes. This also makes people finally understand the origin of the scene in the last square in the "Perfume" movie: "Thirteen" does have a seductive effect, but it is only used for the right occasion.

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As people use "Thirteen" more and more widely, many people who have never seen "Perfume" have also started to buy "Thirteen", and even went into the cinema to watch "Thirteen" because of "Thirteen". perfume". This creates a mutually reinforcing cycle, which is really surprising.

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In the second week of October, in addition to the United States, "Perfume" also won the box office championship in France, the United Kingdom, and Germany, grabbing a total of 32 million US dollars at the box office, and a total of 50 million box office worldwide. Successfully won this week's global box office champion.

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In the next third week, "Perfume" was released in thirteen countries and regions including the United States, and won the championship in nine of them. Among them, the four countries that won the championship last week actually won the championship. All of them were reelected, and finally won the box office of 41 million US dollars in regions other than the United States, and the total global box office reached 63 million, winning the championship of the global box office chart.

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Just two weeks after its release, "Perfume" has grossed $78 million at the box office outside of North America, a remarkable achievement. This figure is much better than the $52 million at the North American box office during the same period. This also proves that on the surface, the French dialogue does not have much influence in the US market, but in fact the influence still exists. The performance of "perfume" in the overseas market has obviously surpassed the US market, which is not a frequent occurrence.

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With the French dialogue factor and the fact that the original novel came from Germany, "Perfume" has won three consecutive championships in France and Germany, and other countries and regions have stepped down from the championship, but relying on comprehensive strength, "Perfume" still defeated "Chainsaw 3", which was only released in the United States, at the global box office, and once again won the global box office rankings.

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Three weeks after its release, the cumulative box office in overseas markets exceeded the threshold of 100 million and reached the position of 109 million. After adding the US box office Perfume, the global box office in three weeks has reached 170 million At $19 million, compared to the $60 million investment, it is clear that this film once again continued Evan Bell's unbeaten myth and continued to move forward at the box office and word of mouth.

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Under the stimulation of the global box office of "Perfume", the sales of "Thirteen" have been rising steadily. It was not obvious in October and November. After entering December, the sales of "Thirteen" increased by as much as % Forty-five, plus the base accumulated in the previous two months, the global perfume market share of "Thirteen" in December actually reached three percentage points, and it sturdily ranks among the top ten in the global perfume sales list. After Chanel's No. 5 collection, Dior's True Self collection, and Thierry Mueller's Angel collection, it really surprised everyone.

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However, "Thirteen" was originally just a short-term business, and the mutual stimulation between it and the movie "Perfume" has created the current boom situation. On the basis of the background, it is naturally impossible to compete with other perfumes. On top of that, Evan Bell promised that after the "Perfume" movie went off the line, "Thirteen" would also be removed from the counter. If it's another brand, I'm not sure. After all, businessmen seek profit. As long as the fragrance is popular enough, it is not uncommon to overthrow their previous words and keep their products on the shelves; but this is none other than Evan Bell. Therefore, the "Thirteen" boom is also a short-term outbreak, which has not attracted the attention of other competitors.

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