v2 Chapter 919： Black friday

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With the completion of the post-production work, the film really entered the final stage of promotion and marketing, as in the past, Duke once again stood up.

In order to thank the actors for their hard work, Duke deliberately sent a thank-you letter from the entire production team to the actors on instant sharing and Twitter. This thank-you letter is full of praise for the actors' performance. However, the most critical sentence was written like this: "From the desert of Abu Dhabi to the forests of Iceland, to the studio in Ireland, you have completed the shooting perfectly every time, proving that you are the most talented. actor."

At the same time, Lucasfilm and Warner Bros. released the first official trailer, and the trailer immediately caused an uproar.

The focus is naturally the new generation of cute **** BB-8 and Daniel Wu who gave a close-up of the lightsaber.

All Star Wars fans are not calm. They mainly did two actions. One was looking for BB-8-related products, but found nothing; the other was frantically attacking Daniel Wu becoming a Jedi Knight...

This is different from the previous temperature master of Samuel Jackson, who is only a supporting role after all, but Daniel Wu’s role is the leading actor!

Controversy inevitably appeared, and quickly fermented on the Internet, creating a huge topicality.

This is exactly the situation that Duke and the crew are happy to see. Daniel Wu's role is of course not a Jedi Knight. The trailer was deliberately cut into this way to create topics and controversy.

Topics and controversy are also the basis of publicity and marketing. If there is no dispute, publicity and marketing will be as ordinary as water.

And these are only part of the promotion and marketing. During the time around Thanksgiving, North America has almost been taken over by content related to Star Wars.

Lucasfilm announced that BB-8 and "Star Wars: The Force Awakens" related products will be officially launched on Black Friday, a North American online shopping day, attracting countless Star Wars fans eagerly waiting.

The warm-up period of "Star Wars: The Force Awakens" is very long. Excluding the early "slow heating" stage, the high-density investment period alone can be traced back to at least this year's summer file, although it is "tribute" and "nostalgic". "banner. However, the "pocket" that "Star Wars VII" really wants to conquer is mainly not the old "Star Wars fans" accumulated and cultivated since 1977, but only ignorant impressions of the first six generations of works, and they are in the impulse of consumption and fashion pursuit. A new generation of teenage fans in the period.

Since the main target of radiation is a new generation of viewers, "fresh taste" is essential. For example, brand-new character settings, dazzling and contemporary scenes, so that a new generation of movie fans are more likely to have "consumption desire", and the specious "nostalgia" and "tribute" segments in the film are enough to make these "new star war fans" "Produce a sense of satisfaction and pride that is "more of a share than peers", and once this feeling diffuses in the social circle of peers. It is easy to have a cascading effect on the surrounding peers and stimulate more "desire to consume".

It is also precisely because the essence of the commercial marketing positioning of "Star Wars VII" is to take the name of "nostalgia" and "tribute", and want to "shape the new era and new "Star Wars" market", so Duke will be "preheating" “Acceleration stage” has made some marketing and promotion methods that seem to be controversial on a global scale with great fanfare.

The box office and peripheral consumption of the old "Star Wars fans" are "rigid", but the new generation of audiences just eats this seemingly "vulgar" set — the controversy will inevitably lead to more relevant hot discussions, and how fast it can be More efficient creations can bring more effective clicks that can bring a lot of money. 【ㄨ】.

Of course, I want to attract audiences whose hobbies and tastes are no longer measurable into the cinema, and stimulate the interest of those youths who are not very enthusiastic about the Star Wars series. What must be done to be accepted by the current audience?

In addition to creating topics. Before the audience sees the movie, there is another way to use mobile and the Internet.

Lucasfilm cooperated with Google to launch a Star Wars theme event. Users can not only install Star Wars theme plug-ins in Chrome browsers, but there are no Star Wars easter eggs on tools including maps and translation, and even instant sharing videos There is a lightsaber sound when the playback is paused.

But these are just the simplest Star Wars propaganda at the most basic level. Google has also launched the "Lightsaber Out of the Sheath", which enables small games to be played through the Internet between the browser and the smartphone.

The official Star Wars website has also updated Star itself. The Wars application not only contains local weather, GIF emoticons and sound effects, but also uses AR technology to display Star Wars-related mini games and R2D2 images in front of users. Obtained excellent results.

While carrying out new marketing through the Internet, Warner Bros. and Lucasfilm did not relax their offline promotion efforts.

In late November, the second pilot trailer was released, and more than 138 million viewers watched the trailer within 24 hours. This also created a new trailer viewing record.

Air France also participated in the promotion of "The Force Awakens" in mid-November. Since the movies were released simultaneously in most parts of Europe, they launched a discount for global audiences called planes painted with the Star Wars logo to watch movies directly. voyage.

For Asian countries where the Star Wars atmosphere is not strong, Warner Bros. and Lucasfilm also chose to cater to the mass market despite the opposition of their fans. They have invited young idols as co-promoters for the film, for the filmmakers. These youth idols, who have no intersection with Star Wars, are actually effective means to attract a large number of young people to the theater.

In the United States, Duke not only screened "The Force Awakens" in advance for military members, but also appeared in the White House news briefing session as a stormtrooper of Star Wars, and even in the Democratic Party's presidential candidate debate, Hillary was also The speech ended with one of the most famous lines in the Star Wars movie, "May the Force be with you".

With the participation of the film crew and the whole people, "The Force Awakens" set off an unprecedented wave of viewing and discussion.

"BB-8 is the seventh "Star Wars" series movie "The Force Awakens" that has not yet been released. It will appear, play an important role, and sell a stupid new robot from time to time. Its image first appeared in San Diego this year. At the Comic Con exhibition. Unlike the cylindrical shape of its predecessor R2-D2, the body of BB-8 has been changed to a ball, so it can roll flexibly on the ground and looks futuristic."

The second day of Thanksgiving is "Black Friday", an online shopping day with North American characteristics. Many e-commerce websites such as Amazon have appeared on such product introductions. The new generation of Mengshen BB-8 is also officially on sale.

This BB-8 toy is by no means just an empty shell. Although compared with the prototype in the movie, the BB-8 toy is just a small toy that can be held in your hand, but it is a real robot, which BB-8 can recognize. The host’s voice responds to it, especially BB-8 has added the “adapt to personality” function. The more you communicate with it, the more BB-8’s “personality” will follow the “master”.

At the same time, the ball is also equipped with a Bluetooth communication module, and the "master" can use the mobile phone App to manipulate it to scroll around.

Of course, you can also turn on the "automatic mode", set a route for BB-8 and then sit and watch it roll around.

This BB-8 toy has a remote control distance of up to 30 meters, and the battery life can last for one hour. In addition, it also has a "holographic image" transmission function that can record and view "holographic images", allowing users to take a good video on the mobile phone and project it from BB-8.

Naturally, BB-8 is selling crazy in North America. This toy with an official price of US$150 became the best-selling product during "Black Friday" and sold more than 1.7 million in just 24 hours.

Similarly, Duke and Lucasfilm also prepared a one-to-one ratio of BB-8 for Star Wars fans who are willing to spend a lot of money. Although the price is close to 5,000 US dollars, the sales of "Black Friday" exceeded 120,000 units. .

With the upsurge caused by "Black Friday", Lucasfilm released the third pilot trailer. Duke’s naval forces are also surging on the Internet, spreading many true and false news, due to the confidential work of the crew. The story is very well in place, and the plot conjecture spread by the navy has particularly attracted attention.

"The story of "Star Wars 7" will focus on two new characters. According to people familiar with the matter, at the beginning of the film, a broken arm will fly from the sky, and this broken arm will hold A lightsaber. Then, Daisy Ridley and Daniel Wu, the protagonists of the film, discovered the lightsaber on the arm and hand."

"They discovered that this lightsaber was a Jedi Knight's relic, so they decided to find the Jedi Knight and return it."

"On the journey to find the Jedi, they ran into Han Solo and Chubaka the gorilla. Han Solo said that he hadn't seen his old friends for 30 years, so this group of three people added one. The gorilla embarked on the journey to find the Jedi Master."

"At the same time, on a frozen planet, a group of evil forces are building a weapon that is more horrifying than the'Death Star'. The purpose of this group of people is not to destroy a planet, but to destroy the entire planet. Galaxy..."

The "Leaked" plot is true or false, but it just caters to the needs of movie fans and audiences.

As "Star Wars: The Force Awakens" is getting closer and closer, it is not just Warner Bros. and Lucasfilm that are working hard. Many brands have also obtained relevant authorizations after paying expensive sponsorships. All kinds of activities related to Star Wars, these activities allow them to profit from the craze of Star Wars, but also to further promote the film.

"Star Wars: The Force Awakens" is so popular that many brands are eager to try this rare hot topic and try their best to build momentum for themselves.

It is no exaggeration to say that Star Wars has captured the entire North America. (To be continued.)

PS: 　　 ask for monthly and recommended tickets!