v2 Chapter 583： Unexpected pre-sale

The network outflow incident is a publicity point that Duke and Warner Bros. are hyping up, but in terms of regular publicity, the film is also strong enough.

How to ensure that the movie box office can sell well? This can be said to be a topic that the film circles all over the world are studying.

The content, actors, directors, etc. of the film are of course very important, but the necessary exposure and publicity before the release are also essential, especially in the current almost fierce competition, if you want to not be submerged in hundreds of films, the film The marketing campaign will even become a decisive element.

In Hollywood, a super blockbuster like "Iron Man" with a total investment of nearly 250 million U.S. dollars usually accounts for about 50% of the total cost.

Although in accordance with the usual movie announcement and distribution routine, the US$100 million announcement fee also includes a certain percentage of advertising resource replacement costs. Producers and distributors can replace advertising resources through character images and movie copyrights, so it is not the film party. It really invested 100 million US dollars, but the advertising costs of Hollywood commercial films accounted for 30% to 50% of the total investment in the film, which has long become a market practice.

The quality of the film is very average. It is not uncommon in Hollywood to rely on examples of successful publicity and distribution. In recent years, Hollywood publicity and distribution have shown two important trends.

The first is that the announcement of a movie will directly affect and even determine the box office success or failure of a movie; the second is the hard promotion of the use of online media, and more and more are used in the marketing and publicity activities of the movie, in the media channels In terms of selection, a publicity concept of "new media social marketing + traditional media hard-broadcasting" multi-media and multi-platform combination application has gradually formed.

Multimedia combined use has become a must for every commercial film. Under such a background, having strong media resources and being able to form a publisher with a strong dominant media service platform will naturally become the high end of the entire industry chain. .

For example, the extremely unfair distribution contract between Pixar Studios and Walt Disney before, such as the current cooperation between Marvel Pictures and Warner Bros.

Don't these companies want to release their own movies? Instead of transferring a large amount of issuance fees?

The answer is of course no, but the publicity seems simple. To do so, it will take a long-term process. The manpower and material resources paid in the middle are all terrifying numbers.

The six traditional Hollywood companies siege DreamWorks. It's not in production, nor can it be too restrictive in terms of production. What they encircle and suppress is nothing more than DreamWorks' publicity channels.

Nowadays, the freedom and immediacy of online media tend to greatly facilitate the propaganda party.

In the streaming version, there was a scene where Robert Downey Jr. was wearing a motion capture suit and attacking the green screen. Duke released a thirty-second completed version with special effects. For those who have seen the leaked version of the Internet, this is completely new and completely different content. Tony Stark is transformed into Iron Man, bombarding the tank, and never looking back at the explosion.

Here, Duke just released a video clip on instant sharing, and Warner Bros. over there immediately caught up with the hype, and there were quite a lot of similar comments and reports on the Internet-Iron Man is by no means a paper tiger, and the navy, land and air forces are not rivals.

Don't talk about the content related to the film. Even things that seem to be unrelated to the film can also be hyped.

For example, the heroine Rachel McAdams has been busy with work recently. I was admitted to the hospital but was dragged out by Warner's propaganda staff.

"It is understood that Rachel McAdams was in very bad health when she was admitted to the hospital. Since she was unable to walk at the time, her boyfriend had to put her in a wheelchair and push her into the emergency room, according to the hospital. The actress was because The time and energy invested in "Iron Man" has left the body in a sub-healthy state for a long time, and finally led to..."

In the time when "Iron Man" was about to be released, in addition to follow-up reports on the early leak, the media was also full of news about the film. It's hard not to attract attention.

In Duke's view, all conditions are developing in a favorable direction.

In this case, the pre-booking service of "Iron Man" movie tickets for the first week officially started.

When he returned home from get off work on Friday, Drake turned on the computer for the first time. He remembered clearly that "Iron Man" started ticket booking today. Since seeing the leaked version of the Internet, he wanted to read the finished version again. His urgency, especially the various news about the incident recently, has always been reminding him.

As soon as the computer started, Drake entered the imdb website and clicked directly into the ticket booking section.

Sure enough, the name of "Iron Man" was ranked in the most conspicuous position. Without even thinking about it, Drake opened the relevant predetermined link.

"What?"

Just one glance, this guy opened his mouth. This film is different from "Batman: Beginning Time". There will be a lot of screens in advance on Thursday. Of course he wants to see it early.

Drake lives near the San Francisco Bay, which is one of the most prosperous areas in the Greater San Francisco area. There are many movie theaters, but what he did not expect is that several theaters are closer to home. There are no tickets in the early stage of "Xia Xia"...

How is this possible? The pre-sale is only one day time!

"There must be something wrong with the imdb system."

With this in mind, Drake turned off imdb and opened box again, where movie tickets can also be booked.

However, after clicking on the relevant link, Drake was disappointed again, and it proved that there was no problem with the imdb system at all. The "Iron Man" of several theaters closer to his home was played in advance, and the tickets were already booked. !

"Why is this?"

Drake felt very strange. It was obvious that the film had been leaked ahead of time. Why would those people like him rush to grab tickets?

He has not considered this carefully.

It’s difficult to book tickets for theaters in the bustling area, but tickets for places that are close to the location will definitely not be so nervous. Drake knows this very well. Although those theaters are far away from home, he wants to see "Steel "Xia Xia", and finally had to book an advance ticket in a suburban theater.

In any case, in Drake's view, it is worthwhile to reserve tickets for the early stage and see the finished version of "Iron Man" as soon as possible.

Not too far from the house where Drake was renting, Eliza Wood had just taken over the evening shift in a theater of the Emperor Entertainment Group. She was mainly responsible for answering the phone and handling related ticket booking services.

"Hello, this is San Francisco Bay Imperial Cinema..."

While answering the phone, Eliza Wood checked the ticket status of the internal system through the computer, "I'm sorry, there are no tickets available for the advance show of "Iron Man" next Thursday. I suggest you choose Friday or Saturday. Five nights? Four? Okay, no problem. Thank you for calling. Goodbye."

Just put down the microphone, the phone rang again. Like last time, the call was also reserved for "Iron Man" tickets.

In less than five minutes, Eliza Wood answered ten calls, eight of which were related to "Iron Man."

Eliza Wood couldn't help being a little curious. She has been working in theaters for some years, and she has seen films that were leaked in advance. After those films were released, let alone nobody cares, the attendance rate is not very satisfactory, but "Iron Man" Can't help but not be affected, but scheduled to be so hot.

what is happening?

Even after get off work hours, Eliza Wood did not want to understand.

The reservation status of the affiliated theaters of the Emperor Entertainment Group will be transmitted to the branch offices in various regions as soon as possible. After the branch offices are collected, they will be sent to the group headquarters. The group headquarters will also pre-sale the movie according to the different conditions of the pre-sale. Estimate and adjust.

The relevant statistical data of pre-sales on Saturday morning and Friday were sent to the head office of Emperor Entertainment Group.

"Never underestimate Duke Rosenberg and his movies."

Looking at the statistical report in front of him, Lynch, the head of the company's theater department, said to Robert, "We should adjust our strategy."

"It really needs to adjust the strategy for "Iron Man"." Robert nodded gently.

It is impossible for the leak to not affect the theater company. Emperor Entertainment is also worried, worried that the box office of "Iron Man" will be greatly affected, and secretly even intends to lower the film directly on the weekend if the attendance rate is not ideal in advance. The film layout rate.

But it turns out that their worries are somewhat redundant.

"According to yesterday's pre-sale statistics, after the leak, "Iron Man" not only was not dragged down in advance, it also exceeded our best expectations."

Putting down the statistical report, Lynch said again, “As of 12 o’clock last night, the ticket sales rate of "Iron Man" in the early stage of "Iron Man" in the theaters of Emperor Entertainment has exceeded 60% on average. It was booked in advance."

Robert laughed, "This is only the first day of the pre-sale, and this number will continue to grow in the future."

"Duke Rosenberg and Warner Bros. are smart strategies."

Having said this, Lynch suddenly moved in his heart and said in a low voice, "Is this a marketing strategy they deliberately planned?"

Hearing this, Robert thought about it seriously and said, "It's not that there is no such possibility. Judging from the pre-sale situation, this is simply a classic film marketing case."

Of course, not everyone can get the relevant pre-sale data in time, nor can they form a clear judgment based on the pre-sale data.

In the Waldorf Astoria Hotel in Manhattan, New York, a party belonging to the upper class is going on. Irene Lauder is standing in a corner of the banquet hall, chatting with a few friends about topics of interest, and suddenly something familiar The voice was loud and reckless, I couldn't help turning his head and glanced. (To be continued...)

ps: Ask for monthly and recommended tickets!