Chapter 339： Play big!

In Hollywood, each film has a unique, comprehensive marketing strategy that must be completed during the planning stage of the film.

As soon as the film is in operation, its marketing campaign has already begun, and the means of building momentum for the film vary for different stages of the film's production.

The "Pearl Harbor" project was approved in March 1999.

At that time, "Star Wars Episode 1: The Menace of Ghost Man" had not yet been released, "Spider-Man" had not yet started filming, and the only major commercial production that sold at the Hollywood box office was "Titanic"!

Disney's vision is lofty, and Jerry Bruckheimer is also ambitious, and they directly set their sights on "Titanic".

He's teaming up with Michael Bay to replicate the miracle of "Titanic" for Disney!

Therefore, "Pearl Harbor" imitated "Titanic" everywhere in the preparation of the film.

"Titanic" actor is American actor Leonardo Ricaprio, "Pearl Harbor" chose the equally handsome American actor Ben Affleck;

The heroine of "Titanic" is British actor Kate Winslet, and "Pearl Harbor" followed the steps and chose a British actor Kate Beckinsale;

"Titanic" tells about the heartwarming love behind the disaster film, and "Pearl Harbor" imitates vividly, linking war and love;

"Titanic" has grand scenes and realistic effects. The magnificent Titanic and its thrilling sinking process give the audience a great visual impact. "Pearl Harbor" is also a grand scene, and the 40-minute Pearl Harbor air raid scene in the middle of the film can also give the audience a powerful audio-visual shock;

Titanic was so well-made that it cost $150 million, and even had a giant water studio built just for it. "Pearl Harbor" directly leased the water studio, and the production cost was 140 million US dollars, and the investment was not much different;

"Titanic" is 194 minutes long, which is almost pushing the limits of commercial films. "Pearl Harbor" is 183 minutes long, and Jerry Bruckheimer and Michael Bay think they too have the ability to challenge the audience's patience.

Even during the filming of "Pearl Harbor", the name of the movie was not called this, but called "Tennessee", which corresponds to "Titanic".

During the promotion process, the producers also unabashedly expressed their intention to shoot the second "Titanic" to the public.

Now, "Pearl Harbor" is Disney's main product, especially Disney's continuous turmoil in the film market last year, and was seen a lot of jokes by peers.

Disney's next heart must make "Pearl Harbor" a success!

Backed by media giants like Disney, the propaganda campaign of "Pearl Harbor" has reached an unprecedented level of ferocity, and the propaganda budget is as high as 70 million US dollars!

This $70 million figure is far more realistic than the $100 million announcement fee for "Spider-Man".

Because many of Disney's industries, including abc radio and television, Disneyland, Disney consumer goods and other aspects of publicity, use the minimum fee standard, and even many of them are free publicity.

Throughout the month of April, the Hollywood publicity market did not appear as many professionals expected. The two commercial blockbusters "Pearl Harbor" and "Unsinkable" went hand in hand, but "Pearl Harbor" dominated!

The promotion cost of "Unsinkable" is only 50 million US dollars, and after the distributor Universal Pictures was split by the Vivendi Group, it is only a pure film company, and there is no possibility of multi-channel collaborative operation.

On the other hand, "Pearl Harbor"...

Newspapers, radio, television, posters, film reviews, the Internet, fan exchanges, college seminars... All available channels, all media that are beneficial to film promotion, the "Pearl Harbor" team is connected through Disney's relationship.

This wave of propaganda is definitely a carpet attack!

The bombardment of "Pearl Harbor" put a lot of pressure on Universal Pictures, the publisher of "Unsinkable".

According to the distribution agreement between Dunn Pictures and Universal Pictures, the cost of publicity and distribution needs to be borne by Universal Pictures, unless Dunn Pictures is willing to increase the publicity effect and pay for it out of their own pockets.

In the current situation, the propaganda momentum of "Unsinkable" has been completely overshadowed by "Pearl Harbor".

Ron Mayer personally called Dunn and asked for financial assistance.

If this continues, the publicity effect of "Pearl Harbor" will completely crush "Unsinkable"!

It is true that "Unsinkable" has the ace director James Cameron, but "Pearl Harbor" is a combination of Jerry Bruckheimer and Michael Bay, which is also very famous!

If no countermeasures are taken in a short period of time, then when moviegoers choose to watch movies, they will definitely buy tickets to watch "Pearl Harbor" with better marketing effect!

Ron Mayer's request was directly rejected by Dunn, and he didn't even pay attention to this matter, but went to the post-production of "Beautiful Mind".

"Children are just playing house, Disney and Jerry Bruckheimer want to make trouble, let them make trouble!"

Tang En's old-fashioned reply almost choked Ron Mayer to death!

Disney Productions Chairman Richard Cook, producer Jerry Bruckheimer, and director Michael Bay are all over 150 years old together. Still playing as a child?

Too much breath!

Tang En downplayed it, and was as strong as ever, "There is also a threshold for publicity, too much...it's poison!"

What is Marketing?

Philip Kotler defines it as a social and managerial process in which individuals and groups obtain what they need and want by creating, offering to sell, and exchanging products or value with others.

That is to say, marketing in the modern sense is different from the traditional concept of sales, but includes at least three links of production, sales, and customer demand satisfaction. The quality of marketing results is largely determined by the production link.

In other words, the product is the root of marketing!

In terms of marketing, "Pearl Harbor" is compared with "Titanic", the most classic commercial blockbuster in film history, and Michael Bay even clamored to break the box office record of "Titanic"!

However, is the quality of the two films comparable?

"Titanic" closely follows the theme of love in the plot setting, and the shipwreck as the background of the story gives the audience a visual impact, but it does not overwhelm the audience at all. Ups and downs, and finally cast a poignant love story.

When the audience is watching the movie, the emotional input and venting are done in one go, which makes people reminisce over and over again.

"Pearl Harbor" seems to be erratic in the setting of the plot. It shows love at one time and war at the same time. There is a strong sense of separation between the two, but when it shows love, it also forcibly adds a heavy brotherhood. nondescript. The wandering of the theme leads to a messy plot, which prevents the audience from accumulating emotions while watching the movie and venting in the final episode.

In the previous life, in fact, after the release of "Pearl Harbor", it had a good reputation overseas, and some people even compared this film to "Black Hawk Down".

After all, both films are produced by the same producer.

However, in North America... the word of mouth is completely one-sided, the film critics scolded, the audience also scolded, and the scolding made Disney unable to resist, and even the stock price began to plummet.

It is because of the excessive publicity of "Pearl Harbor" that the audience and fans are completely regarded as idiots.

Would you like to compare it to "Titanic" for such a film?

Still trying to break 'Titanic' box office records?

The big joke of slipping the world!

Angry film critics gave "Pearl Harbor" the most harsh irony. At the Golden Raspberry Awards the following year, "Pearl Harbor" was successfully nominated for the worst film of the year, Michael Bay was nominated for the worst director, and Ben Affleck was nominated for the worst film of the year. ...also became the candidate for the worst actor of the year.

So, foresight, let Dunn be full of confidence.

"Pearl Harbor" is very high-profile now?

Then let them continue to be high-profile and continue to expand!

Extremes must be reversed!

When the movie is released and the true face of "Pearl Harbor" is presented to the audience, they will naturally understand that the low-key and simple "Unsinkable" is the real masterpiece that opens the summer season!

...

Dunn has been busy with the post-production of A Beautiful Mind during this time, and in addition to this, he has also been trying to establish a connection with one person - Roy Disney back in the beginning of the year , The Disney's second-in-command sent back news to Dunn, saying that there was an opportunity to meet and chat.

But a few months later, the opportunity never came.

It's not that Dunn doesn't fight for it, it's that Roy Disney repeatedly shies away.

Everyone is smart. Dunn has a grudge against Michael Eisner, and Roy Disney and Michael Eisner are rivals, so the main content of this meeting is well known.

Maybe it's because he is old and naturally paranoid, maybe there is still a glimmer of hope for Michael Eisner... Of course, the greater possibility is that he is waiting for the battle between Dunn Pictures and Disney this summer!

Compared with the confrontation between the two companies in the film market last year, this summer's program will be more intense and more popular.

In addition to the high-profile commercial releases of "Pearl Harbor" and "Unsinkable" on the same day, Disney's $120 million animated feature "Atlantis: The Lost Empire" will also be joined by "Smith" Couple" is in the same schedule.

This is a completely unreasonable head-on conflict!

Dunn came out of the editing room and saw Ella Fisher shaking his head at him.

"That old guy still refuses to come out?" Dunn shook his head and smiled.

Ella Fisher said angrily: "Isn't this Mr. Disney a liar? Didn't we all agree to meet you when we got a chance."

"It seems...he is waiting for the result."

"Result?" Isla Fisher was startled, "What result?"

"Of course it's the result of this summer!" Tang En twitched the corner of his mouth, showing a bit of a sneer, "Okay, since he's not in a hurry, let's play slowly! Tell West, get all the materials ready, this year In summer, let's play big!"

(Sanqi Chinese)