978 super time slot
2012The second week of June this year is the busiest time of the entire summer..
A total of three works, each with an investment cost of more than 100 million US dollars, were all selected to be released this week. Even for the summer season, which is full of works and has a popular schedule, this is really too crowded. Almost breathless.
In contrast, the previous week there was only one "Snow White and the Huntsman"; the next week there were two works with an investment of about 75 million, namely "Rock of Ages" and "Daddy's Boy". This week was simply A series of car accidents, crowded with people, it is unbearable to look at, it is terrible to see.
It can only be said that under the circumstances, in the summer season, which is a battleground for military strategists, anything is possible..
"Madagascar 3", co-produced by Paramount and DreamWorks, cost US$145 million. The first two parts of the series achieved impressive box office records of US$190 million and US$180 million respectively. The global box office The performance is even more impressive, and this year’s third sequel is highly anticipated..
"Prometheus" produced and distributed by 20th Century Fox, costing US$130 million. Directed by Ridley Scott, after 20 years, it once again presents the prequel to the classic series of movies "Alien" , which brings together three actors: Michael Fassbender, Charlize Theron and Noomi-Rapace - Noomi is the heroine of the Swedish version of "The Girl with the Dragon Tattoo".
"Edge of Tomorrow" created by Warner Bros. has an investment cost of 130 million. As for the cast lineup, there is no need to go into details..
The three works all have their own advantages and disadvantages. They are competitive but also full of uncertainties..
For example, "Madagascar 3", sequel movie and family fun, are all the main box office hits in the summer season. However, the first two films in the series failed to exceed 200 million in box office in North America. The overseas box office performance completely exceeded that in North America. Therefore, the box office of the first two films in the series has exceeded 200 million in North America. There is still a question mark over the explosive power of the three films at the local box office..
Another example is "Prometheus". As the prequel to "Alien", there is no doubt that it is a classic. The release of the trailer has already made countless fans excited. However, that was more than 20 years ago. " "Alien" and "Alien 2" are undoubtedly the peak, but the subsequent third and fourth films all encountered Waterloo..
Therefore, a suitable schedule is crucial for the three works.
The first one to be released is "Prometheus". 20th Century Fox's combat effectiveness in this summer's release is weak. There are only three works released in total, among which "Prometheus" is the top priority, and there is also the third film in July. "Ice Age 4" will be released in three weeks. Therefore, they confirmed the schedule early and then launched an overwhelming and intensive promotion..
The next scheduled release is "Madagascar 3". They must avoid "Brave" in the third week of June and "Ice Age 4" in the third week of July. The three cartoons will be the mainstay of this summer's schedule; At the same time, they have to avoid The Avengers and The Amazing Spider-Man, they have to avoid Johnny Depp, Will Smith and Tom Cruise, plus they have to avoid killing each other. ,then……
DreamWorks, which has lost its domineering and sharp spirit, can almost be said to be struggling to survive. Therefore, they chose the second week of June. Although it collides with "Prometheus", the audience positioning of the two is completely different and they influence each other. Limited, head-on collision, worth trying - at least, the three leading actors are all artistic actors who have not proven their box office appeal..
The last one to join the fray is "Edge of Tomorrow", but Warner Bros. also has troubles in its heart that it can't express..
This summer, Warner Bros. has a total of six films released, including "The Dark Knight Rises," "Rock of Ages," "Dark Shadows," "Edge of Tomorrow," "Magic Mike," "Politics," and two other low-budget horror films. They are all scheduled for the end of August, so I won’t announce them for now..
Among them, "The Dark Knight Rises" is undoubtedly the biggest giant in the entire summer season, and is even considered to be a work that can compete with "The Avengers"; "Rock of Ages" starring Tom, "Dark Shadows" starring Johnny ”, thanks to the protagonist’s status in the industry, the two works are also unshakable mainstays, and the release schedule has been determined early.
One in May, one in June, and one in July. As for August, at the end of the summer season, the market potential has been exhausted, and most film companies have chosen to give up..
The second week of May, "Small Shadow"; the third week of May, "Battleship"; the fourth week of May, "Men in Black 3". Each opponent is stronger than the last - so is the paper strength..
The first week of June, "Snow White and the Huntsman"; the second week of June, "Prometheus" and "Madagascar 3"; the third week of June, "Rock of Ages" and "Daddy's Boy"; Six The fourth week of June, “Brave” and “Vampire Slayer Lincoln”; the fifth week of June, “Teddy Bear” and “Magic Mike””.
The first week of July, "The Amazing Spider-Man"; the second week of July, "Ice Age 4"; the third week of July, "The Dark Knight Rises"”.
Looking at the entire schedule, Warner Bros.’s best choices would be the third, fourth, fifth week of June, or the second week of July.
In the second week of July, the following week, their annual drama will collide. Warner Bros. did not want to lose both sides and gave up first; in the fifth week of June, the powerful cast of "Magic Mike", directors, producers and actors all It was a project that required long-term cooperation, and it was given up immediately; in the fourth week of June, it was forced to give up because Warner Bros.'s own works were included before and after it..
In the end, Warner Bros. actually considered moving "Rock of Ages" to the first week of June, and then moving "Edge of Tomorrow" to the third week. However, Tom Cruise firmly rejected such a proposal. ——"Daddy's Boy" is a comedy starring Adam Sandler, which is obviously easier to bully than "Snow White and the Huntsman".
Either that or "Edge of Tomorrow" is scheduled for the first week of June.
But... Universal Pictures protested, and after a game and negotiation between the two parties, Warner Bros. chose to withdraw the film - not because Universal Pictures was too tough, but because Warner Bros. didn't want to mention the "borrowing" of Renly and Chris again. Door", such an overnight meal is not good for publicity; in addition, we also consider avoiding the aftertaste of "Men in Black 3".
So, "ta da", the super schedule in the second week of June was formed..
In comparison, "Prometheus" and "Madagascar 3" are not works with strong impact and edges; at the same time, the market audiences of the three works are slightly shifted - "Prometheus" and " "Edge of Tomorrow" are both science fiction works, but the main audience of the former is fans of the "Alien" series, and their age position is relatively older, while the latter is obviously younger..
This is not the best choice, but it is an optimized choice out of necessity.
While the schedule was being finalized, 20th Century Fox and Paramount did not protest or negotiate, nor did they change the schedule. In other words, after internal discussions among the three companies, they accepted their opponent's choice; they also reached an agreement with each other. The consensus is that compared to other opponents, the current opponents are acceptable. Even if it is crowded, my chance of winning is still not small..
After all the movies have been finalized, the second week of June has become a super schedule. Three commercial blockbusters with a cost of over 100 million and medium investment will be released at the same time. It is not yet known who will win..
For Renly, the test was particularly severe.
This is his first commercial work in which he plays the leading role. After winning the Oscar, the title of "the youngest actor in history" brings endless pressure, especially after the noise and silence of "Hypegate", once the work If it fails, reporters will inevitably become the best interpreters of "a gentleman's revenge is never too late".
Now, "Edge of Tomorrow" needs to face more tests. The previous one was the box office failure of "Snow White and the Huntsman", which also caused questions and discussions about the box office appeal of Generation Y actors; this week it needs to face two strong competitors. Head-to-head confrontation, competing for media resources and market share; next week, Tom Cruise and Adam Sandler are eager to try.
There is a wolf in front, a tiger behind, and a black bear on the side.
This is Renly's dilemma.
Unintentionally, Renly became the target of public siege. This was not a situation deliberately created by Warner Bros., and other film companies never expected it; but the fact is that the hot Renly has always been at the forefront of the storm, and now he is even more popular. Even the West End show created a wave of news frenzy, and those who tried to pour cold water on the project were everywhere..
Carrying the pressure of undefeated works, bearing the test of Generation Y actors, and bearing the burden of 130 million investment, success or failure depends on this. Failure, this will not affect Renly's reputation in the independent film field. Young actors with outstanding acting skills are still getting film appointments, but the pace of commercial movies and the advancement of the power pyramid in the industry will inevitably need to slow down..
But, it succeeded？
If you are successful, you will be on the altar. The problem is that there are many kinds of success. Two hundred million in North America is a kind of success, and five hundred million in North America is also a kind of success. Like "Avengers", two hundred million in the opening weekend is even more. Incredible success. Where Renly, who is only twenty-two years old, will go is undoubtedly the hottest topic in the super schedule..
June 8th is Friday. All three movies will premiere on Friday. However, in order to avoid each other's promotion period, the premiere ceremonies of the three movies have been staggered..
“"Prometheus" was the first to debut, and they chose Tuesday, June 5th, to hold a grand and grand premiere ceremony at the Chinese Theater; then on June 6th, Wednesday, "Edge of Tomorrow" and "Madagascar 3" will debut at the same time——
The former took over the venue of the Chinese Theater for a grand premiere; the latter held its premiere next door at the former Kodak Theater, which was renamed the Dolby Theater..
Also located on Hollywood Boulevard, also on the north side of the street, the two theaters are only less than thirty meters apart; today, they are clearly divided into two parts, separated by a dazzling set barrier in the center, east and west. The side entrance is "Madagascar 3", the west entrance is "Edge of Tomorrow"”.
This may be the most absurd and hilarious premiere ceremony in Hollywood in ten years, but Warner Bros. and Paramount have also been serious and spared no effort to promote it..
At this time, people were both happy and sad at the same time. Why was "Prometheus" absent?？
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