v2 Chapter 921： Chop hands

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Even if there are so many fans lining up for seats half a month in advance, in the eyes of North American media, it is not something worth reporting, because in their opinion, this is too normal.pbtt

"No one can deny that the Star Wars series has spent more than 3 years casting a top-level commercial IP. If this IP is coupled with the same top-level Duke Rosenberg's super IP, all the results will be beyond expectations. Not an accident..."

A comment from the "New York Times" even believes that "Star Wars plus Duke Rosenberg, the global box office must start with 2 billion US dollars. If it is lower than this number, it can only be said to be a failure."

As the release time is getting closer and closer, countless movie fans across the United States are preparing to welcome this film. Warner Bros. and Lucasfilm’s marketing campaigns have become increasingly fierce. The entire pre-publication has already invested nearly 200 million US dollars.

"Star Wars: The Force Awakens" movies with a strong audience base and cultural heritage make more use of the Internet and offline channels to promote the brand itself, and hardly involve the story and the characters themselves.

But Duke will not be the slightest slack in publicity and marketing because of this. He asked Charles Rowan and Robin Grande, who are acting as producers, to use more arg methods to create suspense and strengthen the audience's story and characters. Curiosity in order to attract it to the theater.

There is no doubt that letting the audience buy tickets is the purpose of all publicity and marketing.

In this Internet age, we are facing the impact of consumerism all the time, and the explosion of information and the pervasiveness of mobile has actually caused audiences to lose more and more attention to the works and content themselves. What Duke did is to let the audiences The energy turned back again, arousing their curiosity, watching and even consumption.

Being in this best and most prosperous era of rapid development, I have to say that it is a kind of luck.

However, "Star Wars: The Force Awakens" not only covers the North American market, but also a broader global market. The differences in each country and region are considerable and cannot be ignored, and the development of publicity and marketing strategies must also Be different.

No one can deny cultural differences. The cultural background also determines the marketing strategy of "Star Wars: The Force Awakens" in different regions, especially the Far East of Asia, where there are extremely important Hollywood markets such as Japan, South Korea and China.

In the South Korean market, Lucasfilm and Warner Bros. have discovered a major trend: sophisticated South Korean audiences tend to localize imported blockbusters. Create a film interpretation that suits you.

Japanese audiences have followed and loved the "Star Wars" series of movies for a long time. Lucasfilm even ordered a special "The Force Awakens" movie trailer for Japan.

But the "Star Wars" movie is far less popular in the Chinese market than South Korea and Japan. What should we do?

Due to the natural advantages and appeal of Duke and "Star Wars" in the North American market, starting in December, Warner Bros. has begun to make efforts in China. Create frenzied marketing effects.

Duke also produced a special "Star Wars: The Force Awakens" trailer for China. The trailer not only highlights Daniel Wu's protagonist status, but also deliberately increases the scenes to cater to the needs of Chinese audiences.

At the same time, it also created controversy on the Internet in the Greater China region, highlighting the difference between the Chinese version of "Star Wars: The Force Awakens" trailer and the international version, and garnering viewers' clicks and attention.

A Chinese actor has become one of the absolute protagonists of Hollywood's Super A-Class masterpiece, and it is bound to attract the attention of many Chinese audiences.

And this is just part of the "Star Wars: The Force Awakens" China promotional activities, starting in December, various activities with "Star Wars: The Force Awakens". In an extremely dense posture, he appeared in front of the Chinese audience.

When "Star Wars: The Force Awakens" was released for a while, Warner Greater China used bb- to win the crowd, and bb- to cute all of China! With a new role to seize the opportunity, the popularity of bb- in China is quite amazing.

From a month before the movie was released, Warner Greater China has continuously held Star Wars live-scene restoration activities. The national offline tour has been successively launched in major business districts in major cities, and various lines of "Star Wars: The Force Awakens" have appeared one after another.下装置。 The device.

With the upcoming release of Star Wars, a large wave of Chinese products co-branded with Star Wars has been launched. Warner Greater China is also targeting 800 million users in China. Use the cooperation with Penguin to broaden your own marketing channels.

Then there is the star effect, signing a contract with a popular Chinese idol as the spokesperson for Chinese market promotion.

have to say. Lucasfilm and Warner Bros. devoted their efforts to entertainment marketing for the "Star Wars" series.

In order to create momentum for the new film, dare to break the traditional marketing thinking mode, and at the same time, in order to avoid fighting alone, actively seek non-industry partners, and play the role of different types of brands in the promotion and marketing of this film.

The biggest benefit of entertainment marketing to a brand is to let the original irrelevant elements. Mutual penetration and integration give the brand a sense of three-dimensionality and depth. Duke also believes that these measures will be a huge boost to the promotion and marketing of "Star Wars: The Force Awakens" and even the brand's success.

At the same time, Duke also asked Tina Fei to fly to China in person to formulate further propaganda strategies with his partner media.

Duke knows very well that although Lucasfilm and Warner Bros. have been working hard to promote the first six films in recent years, there must be many Chinese audiences who have not seen these six films. It does not matter if they have not seen them before. What he fears is that they are basically not. Knowing the history and system of Star Wars, if such an audience watched "Star Wars: The Force Awakens", it would certainly not bring a good reputation.

Tina Fei’s main mission is to carry out the most basic popularization work of "Star Wars: The Force Awakens" before the Chinese release.

So shortly after Tina Fei arrived in China, a guide for watching movies written by Duke himself appeared in the media and on the Internet.

"Seven things you should know before the seventh "Star Wars" is released."

This is the title Duke came up with. Perhaps the content he wrote may not truly reflect the previous Star Wars Six Parts, but it is a specially customized version that combines the conditions of the Chinese market and mainstream movie fans.

"Film fans all over the world suddenly started talking about "Star Wars" again. This sci-fi series is back. At the beginning of January 215, the seventh part of the series "Star Wars: The Force Awakens" will be released in China. This series has been Influencing countless filmmakers and directors, we can have an enjoyable Hollywood commercial to watch today, to a large extent we need to thank the "Star Wars" series."

"The historical Star Wars series is about to be reborn, and the "Star Wars 7: The Force Awakens" will be released this time. The plot will be followed by "Star Wars VI: Return of the Jedi". For those who have not had time to brush the first six , Please pay close attention to the following."

"First, what did the first six of Star Wars say?"

""Star Wars Episode 1-3" mainly tells the story of the gifted Anakin Skywalker who grew from a pure boy to the big accomplice of the evil empire Darth Vader, and the true story 4-6 The Ministry is the story of his son Luke Skywalker and his partners who resisted the tyranny of the empire and finally achieved peace in the universe."

"The main plots of the first six films are simply, "Lao Tzu embarked on the **** step into the peak of alternative life, and the dead child gave Lao Tzu his work unit. On this basis, The Force's bright and dark sides Confrontation, political wrestling between various factions, the love and hatred of the protagonists, the imaginative customs in the boundless universe, various robots and battleships, these are the fascinating features of the Star Wars series of movies."

"Second, a few famous characters you must know."

"Jedi Knights: They are basically good people with non-red lightsabers. The most famous of them is Master Yoda, a green monster who can be cute but must speak with strength; and Obi-Wan Kenobi, he It was Anakin’s master, and later became Luke’s mentor. If you want to choose a good person’s camp, you must pay attention. Don’t choose the red lightsaber when osplaying."

"Third, why is "Star Wars" so horizontal in Western popular culture?"

"Simply put, "Star Wars" has affected almost all the blockbuster film directors we can see now, including Spielberg, James Cameron, Luc Besson and other film predators are deeply affected, and the famous Director Duke Rosenberg is a fan of this series, and he received the initial film education on the Star Wars set."

"The "Star Wars" series of films also led the development of the film industry in an era: director George Lucas founded the Industrial Light & Magic Company in 1975 for "Star Wars" and created the film special effects industry, and is still the industry leader today; "Star Wars" is one of the most profitable movies of all time, and its derivative products are extremely rich. European and American audiences who entered the cinema in the 7th are now married and their love for the Star Wars series has been passed down to the second and even third generations. In daily life in Europe and America, the emergence of cultural elements from the Star Wars series is as common as if you use oil, salt, sauce and vinegar for meals."

In order to arouse the interest of Chinese audiences and create explosive box office results in the world's second largest ticket market, Duke, Lucasfilm and Warner Bros. can be said to have worked hard, especially in these seven points. In the end, Duke also specifically mentioned a stalk that often appears in mainstream North American commercial films.

This stalk originated from the Star Wars series, and has gradually become a unique trend.

"Why is it that the chopsticks that often appear in North American movies today is a bad trend created and triggered by the Star Wars series?" (To be continued.)

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