Chapter 1679： viral marketing

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As the latest work of Belle after ''Perfume', ''Wild Survival' did not attract much attention during the filming. After all, 'Perfume' had not been officially released in North America at that time, and the results of the whole awards season were still It has not been able to get heated discussions among all film critics, so naturally the hope placed on "wilderness survival" is relatively small.

But last summer, the disappearance of Evan Bell first appeared, and then there were rumors of malicious hype and the ups and downs of killing incidents, which directly led to the film "Wild Survival" winning some inexplicable attention. For example, audiences who believe that Evan-Bell is hyping up the film will have a rejection mentality towards the film; for example, audiences who are concerned about Evan-Bell's concubine danger will also have the idea of ​​entering the cinema to see the movie's true content; For example, audiences who were not interested in this movie before, even if they still won't buy tickets to watch the movie, they will still say a few words after tea and dinner.

"Wild Survival" finished shooting in September last year, and the entire post-production was completed before the arrival of 2007. Originally, Evan Bell planned to take "Wild Survival" to the Sundance Film Festival, but he missed the registration time and could only regret it. Subsequent Palin Film Festival and Shana Film Festival came one after another, and there were many opportunities, but "wilderness survival" was not suitable for the attributes of these film festivals, so Evan and Bell simply did not sign up, and finally came to Toronto Films again. Festival.

It is not without reason that the Toronto Film Festival can be called the fourth grand slam. The eleventh issue has a very close relationship with Toronto. From "Brokeback Mountain", "Little Sunshine" to "Perfume", and now "The Wilderness Survival," Eleven Studios has come to Toronto for three consecutive years.

On the one hand, Toronto is a very accommodating platform, and it is very welcome to movies of various themes; on the other hand, it is also because Toronto, as the gateway for movies to enter the North American market, has a unique location. Of course, on the other hand, it is impossible for Eleventh Release to release only the works produced by Eleven Studio. They also need to go to various film festivals to Taobao, find excellent films, buy them at excellent prices, and then sell them by self-published. Although there is no official action for the eleventh issue in the past two years, it has been inquired about at major film festivals. Therefore, Eleven Studio has also been actively developing the relationship between itself and Toronto, and Toronto obviously attaches great importance to Eleven Studio, a new emerging overlord, and the cooperation between the two parties is always very pleasant.

So, even if Evan...Bell didn't go to Toronto because he was on the set of "Batman: The Dark Knight", the Toronto Film Festival Organizing Committee didn't mind at all. In fact, when "Perfume" was released in Toronto last year, "Evan Bell was unable to go because of the preparation of the album "Four", but the three giants of the eleventh issue all arrived in Toronto together. face off.

Because of the absence of Evan and Bell, the crew of "Survival in the Wilderness" seemed dimly lit. After all, this work was branded, directed and acted by Evan and Bell from beginning to end, and the whole play was Christopher Linkander In his autobiography, there are not many supporting actors at all, so when Evan Bell is absent, the entire crew looks very thin. Even with Kristen Stewart and Katherine Keener to help out, the scene was relatively deserted.

Fortunately, the enthusiasm of the Toronto audience is always available, and even for an atypical indie film like "Survival in the Wild," the scene is still packed. And reporters from major media did not ignore "Wild Survival" because of Evan Bell's absence. On the contrary, they were full of curiosity about the film.

The publicity and marketing of "Wild Survival" started a brand-new attempt. Beginning in July, "Wild Survival" first released its first poster in New York. This poster is a picture of the McCanders family eating in a restaurant. However, in the picture, the alienated and unfamiliar eyes between father and Christopher are particularly obvious.

There are only two lines of words on the entire poster, namely "Survival in the Wilderness (ed at the top, and "This is my home, only me" in the lower right corner. In addition, there is no actor's name, even Even Evan... Bell's name did not appear, it was completely like a pictorial produced by a university art group, and it could not even be linked with the movie. The whole poster showed a cool sea blue' goose-yellow sunlight also couldn't dispel that. This icy tone can make people feel that there is indeed a problem with the McCanders family.

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The announcement of the first poster made people wonder, isn't "Survival in the Wild" the story of Christopher McCanders returning to life in the wilderness? So what happened between their families, and does it have anything to do with the departure of Christopher McCanders?

In addition, people didn't pay much attention to the way the poster was released. They didn't even notice that this poster was only released in New York, and there was still no movement in other cities.

On the other hand, the media in other cities couldn't help but wonder why Eleventh Issue did not release the posters in the United States this time.

A week later, Eleven Studio's second move gave people a glimpse. This time, "Wild Survival" released the second poster, but it was only released in Atlanta. There is still no news in other cities. On this poster, Christopher McCanders, played by Evan Bell, is standing at the entrance of the university, wearing a black bachelor's uniform, but his car is parked not far ahead, and you can vaguely see the inside of the car. laying out his luggage. This time, the color of the picture is more inclined to indigo, which is still cool. The whole poster still shows a little nostalgic yellowing, and the appearance in memory makes people a little dazed.

It was initially speculated that the yellowish nostalgia was because Christopher McCanders left in the early 1990s, a sign of his nostalgia. But soon, people overturned this statement, because there are still two sentences on the poster. Except for the title of "Wild Survival", there is still no starring name. It also reads, "Once today, if They didn't meet." This implies that this should be what Christopher ... McCanders said, and the object is naturally not himself. So, people started to have different opinions. Some people said that "they" meant the girl Christopher Ling Kanders liked at the time with someone else, some said "they" meant Christopher Ling Kanders' parents, and some said "they" were It means that Christopher Lingkanders met another girl who yearns for freedom...

The first week was New York, the second week was Atlanta, and people knew that the eleventh release was intended to be a city-by-city release poster, and the posters for each city were different. This method is too special, because there are countless large and small cities in the United States. If posters are only released in these cities, the effect of publicity is bound to be very limited. How can a company publish publicity posters like this? No publicity effect. In addition, the unique posters of each city are very special, but what is the connection between the choices of these cities? What is the relationship between posters and cities? To put it back ten thousand steps, there is not even a famous star on the poster, which makes it difficult to connect the poster with the movie. This has no promotional effect at all.

But people soon discovered the error of their perception.

Week 3 is Phoenix, with a poster showing Christopher Ling Candes standing next to an abandoned car, starting to light his dollars, and the phrase in addition to the movie's title reads "Looking for freedom." The fourth week was Las Vegas, with a mirror on the poster that said 'Alexander...Super Vagabond (exanden.Supentnamp)' in lipstick, and then there were no additional words.

The poster distribution route of "Wild Survival" is actually the route after Christopher Ling Kanders left, from his hometown of Hampton, which is New York, to the University of Atlanta, and then to Phoenix, Las Vegas, San Francisco, Pier... Not only that, but the posters are also designed to match the mentality or situation of Christopher McCanders when he arrives in each city, and the words above are the essence of emotional expression.

This can definitely be said to be a brand new publicity plan. Although the weekly posters are only released in one city, the enthusiastic netizens on Gangwang will post the posters on the Internet, and then experience together like a journey. The pace of Christopher-McKanders experienced every change in his mentality. Then, people started to wonder what happened to Christopher McCanders what happened to him.

Throughout the summer, although "Wild Survival" only released seven posters, it became one of the hottest topics on the Internet throughout the summer vacation. The movie juniors can't be compared.

In fact, this can also be regarded as a kind of viral marketing, a marketing method that best fits the theme. It fully presents the essence of the work, and arouses the greatest curiosity of all audiences. It will even substitute himself into the whole journey and join Christopher Ling. Kanders followed the same pace in the past, and together they took the road away from the city and into the wilderness.

When "Wild Survival" premiered in Toronto, the entire United States was watching the film's release, and they all wanted to see it in person and experience a thrilling nature adventure.

According to incomplete statistics, "Wild Survival" was discussed more than 30 million times in July and August, and when each city's posters were released, fans in that city would plan corresponding activities , to celebrate the launch of yet another brand new poster. Such a cheap way of publicity has produced such an amazing effect, and more importantly, it has formed an unstoppable trend among young people, which is something no one has thought of.

This really made the major film companies stunned, Evan Bell actually still has such an excellent marketing method!

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