v2 Chapter 756： A classic of word-of-mouth marketing

The premiere of the film in China is not much different from that of North America. It is nothing more than a red carpet, screenings, press conferences, etc. After the premiere, in order to further promote the film, Duke also led the cast and crew to accept An interview with a social media network that claims to be the world's number one user.

The interview was directed to all Chinese audiences in a live webcast, and after some routine interviews, some hot issues raised by netizens were selected.

What Duke did not expect was that his appeal in China seemed to be higher than that of Leonardo DiCaprio. One of the most frequently mentioned questions by netizens was the actors’ views on cooperating with his director. .

Of course, the crew will only make a similar sound on this occasion.

Charlize Theron, who was first asked about by the famous host from Mango TV, made no secret of his admiration and admiration for Duke.

"I'm a big fan of Duke, so I'm very excited to join his team. And the script itself makes me admire so much. I have never had such a reading experience."

In the process of answering, she has been looking at Duke, and it is easy to make some associations, "I feel that I have completely integrated into the script, and after reading it, I am all sweaty. This story is conceived in a unique way and it is touching. Deep, the emotional main line of the story makes people feel that they are closely related to oneself. It is a kind of work that can work in a hypothetical world with such a creative director like him. Supreme enjoyment."

Although Duke himself knows the source of these so-called ideas, in the eyes of others in Hollywood, especially those who have worked with him, to some extent, Charlize Theron's words are the most appropriate description.

James Franco did not conceal his admiration for Duke. "When Duke called me and asked me to join his team. I agreed without thinking, because I liked working with him before. Especially after I read the script, I am more happy about my decision, and I am 100% willing to join the filming of this movie because of my emotions and reasons."

"I was really excited when I saw the script. Duke also introduced me to other actors who participated in the movie. I knew that this movie can't be wrong." These are the words of Cillian Murphy, who has already worked with Duke. I've been twice, and I seem to be particularly impressed. "I think Duke's works have always been thoughtful and highly admirable. This film surpasses his usual style."

The microphone turned to Scarlett’s side. She avoided the question of her private life with Duke, and only said a few words about his directorship, “His heart is so rich. This is necessary for an extraordinary director and screenwriter. One of the conditions. For an imaginative and creative movie like this, most actors need a reliable director, a director who can share his vision with you. I trust him 100%, and he will continue To inspire you and give me all the keys to the door to ideals."

"Duke is a brilliant filmmaker," Leonardo DiCaprio added Scarlett's words timely. "Unbelievable, I have the opportunity to work closely with a talented team. We have had a long discussion about roles, the past of each individual and the relationship between each other. Duke encourages everyone to express their opinions, regardless of the role. In terms of size and number of scenes, he hopes that everyone can integrate with the character and give his own ideas. Let the character and the actor truly become one."

The question inevitably came to Duke's side, but from another angle, he wanted to talk about his views on the protagonists.

"It is an indescribable enjoyment to see that the actors can develop into a team that conforms to the relationship between the characters in the story according to the needs of the characters. This harmony is very beneficial to the live shooting. It enriches the performance of the characters."

Duke did not specifically mention the individual, but treated all the actors as a team. "As a director, I especially hope to see the chemical reaction between the characters. However, this kind of reaction cannot be seen on the spot, and I cannot feel it. Yes. When you see the character’s unique temperament and subtle interpersonal relationship embodied in the plot, for each movie, this is the soul. Especially for "Inception", it is very important. I I think our actors did it completely, very real."

He pondered for a moment, and then said, "This group of characters in the movie have their own characteristics. They are not the same. Everyone has special skills. They are called together to complete a very special task. If any one of them fails, the consequences will be disastrous. This is a closely cooperating team! We can experience their feelings because we are walking with them all the way."

Then some questions were asked for each person, and Leonardo DiCaprio, Charlize Theron, Scarlett Johansson and others also answered accordingly.

It's just that when the last question came to Duke, he frowned slightly.

The supporter of Mango Channel asked a question asked by a film critic here, "Some people think that the action scenes and special effects drag down the whole film. They have no effect on deepening the theme of the film, but have a counter-effect. ."

From the perspective of deepening the theme, this statement is not wrong, the action scenes and special effects scenes in "Inception" actually do not help deepen the theme.

But without these, is "Inception" still "Inception"?

The other party didn’t say who the critics were, and Duke didn’t bother to ask. Compared with North America, the film review industry here is just getting started and is facing death. In the Internet age, there is unlimited room for professional film critics to survive. narrow.

However, Duke still said a few words.

"Film is first of all a kind of visual art. It is said that now is the era of picture reading, paying attention to visual impact, shock, and enhancing memory."

These words Duke said are very realistic, and the market is indeed like this, "If there is no special effect of rolling up the city in "Inception", there is no collapsed building, fierce gun battle, no chasing car battle..."

He shook his head slightly, "We can't say that this is a commercial blockbuster, so the number of people entering the theater will be less than half or more."

Duke emphasized, "Inception is a sci-fi action commercial masterpiece first, and then others. Commercial blockbusters must be impactful. If they lack visual effects, they cannot sell so high box office."

"If you can't sell the box office, you will lose money. If you lose money, no one will invest." Duke said that the most normal law of the film industry. "No one invests, no matter how good the idea is, it can only stop in your mind. There is no way. , As a brand, especially a film brand..."

He started talking, "What we have to do is the combination of commerce and art, commercial art, artistic commerce, art is a bonus for commerce, and commerce is art sales. Only when the two parties join forces can they produce benefits."

Because there is still another film to be prepared, Duke spent two days in China and then took the crew to another country to promote it.

At the same time, "Inception" has aroused strong repercussions around the world.

At the beginning of May this year, there were no big-name sequels in movie theaters all over the world to join in the fun, and there were no superheroes running out of various comic books flying all over the sky, coupled with ambitious films such as "Agent Sauter" and the box office misfire, let this summer The beginning of the file really seemed a bit deserted.

In this loneliness, "Inception" appears to stand out from the crowd. This film has attracted the attention of fans from the day it was filmed, and even the subsequent waves of promotional videos and ubiquitous viral marketing campaigns have all To stir up the nerves of the audience, Warner Bros. can be said that the original publicity of this movie-120 million US dollars in publicity expenses.

This is already quite expensive for a movie that is not aimed at family audiences and is not eye-catching with a big scene.

The announcement of Warner Bros. is one reason for the strong response of Inception, and another reason is that it is too controversial.

If analyzed from the consumer psychology model of advertising, the film is definitely a success.

At the same time, a clever addition was added, that is, controversy! The questions raised in the film about dreams and reality have left many viewers indulging in aftertastes for a long time.

It also aroused the audience's interest and enthusiastic comments after watching the movie. This kind of residual temperature has a profound impact on the brand.

For example, several questions raised: What is the difference between the real world and the dream? Isn't life a dream? Does the spinning top at the end mean that the hero is still in a dream?

What I have to say is that the world is becoming more and more virtual now. What is the difference between online dating and the real world? What is the difference between online games and violence? In a period of such rapid development of blogs and virtual social interactions, people will interact and communicate, which promotes the rapid spread of Inception.

"Once you start to hope to understand the meaning of your dream story, you will inevitably continue to recall the dreams you have had and try to figure out what happened. At this time, you will unknowingly put your understanding of the real world into your mind and propose A series of interesting questions that I may never have asked myself."

The sentence that Duke threw out in an interview in London can be said to be the best interpretation of many fanatical fans of the film.

These people have seen the various questions raised in the film, not to mention that Duke, the director, finds it unbelievable, and even they will not understand it in the future.

It is no exaggeration to say that the various controversial word-of-mouth publicity caused by the media, the Internet and reality are the main reasons for the low-cost, high-efficiency and rapid spread of Inception.

This film can be said to be a huge success in publicity and marketing, and it is enough to become a classic of Hollywood word-of-mouth marketing. (To be continued.)

ps: I have caught a cold recently, and I'm so uncomfortable to die. I would like to ask for some refunds and monthly tickets to comfort me...