979 head-on collision
After getting out of the taxi, Gavin Hunter trotted along the street. But just after passing an intersection, he couldn't help but stop. He stared at the scene in front of him with jaws on his face. The bustling crowds on both sides of the road were too much. The excitement was not the kind of excitement like a premiere or an Oscar ceremony, but... it was a grand carnival..
The little girl holding marshmallows is riding on her father's neck, eating the food with her face dipped in pink cotton wool; the little boy wielding the Dark Knight lightsaber is wearing Superman's red cape, and several The friends were chasing each other on the streets.……
Two lovers who painted themselves green on the roadside successfully dressed up as Shrek and Fiona. People passing by asked to take photos with them. They shouted "Wow" and followed the sound and saw a bunch of flowers. The hydrogen balloon slowly flew into the sky. Under the red balloon, a little girl was rubbing her eyes and crying.……
Gavin froze on the spot, his eyes filled with astonishment. For a moment, he thought he had come to the wrong place. This was not Highland North Street, but Universal Studios, or Disneyland. The dense crowd in front of him made him look at it at a glance. Looking at it, there are at least five hundred and six hundred or even more.
The next moment, noisy and cheerful music came from the street. A group of staff wearing doll costumes appeared among the crowd and began to dance. At the same time, they also called... tourists on both sides to join in the dance. During this time, the carnival atmosphere spread on the streets..
Now it can be confirmed that this is the premiere of "Madagascar 3". Because those dolls are all classic characters from "Madagascar", as well as various images from other famous animation works of DreamWorks..
Before setting off, Gavin had heard that today Paramount and Warner Bros. were working hard and preparing for a serious competition; not to mention the reporters, even the major Hollywood film companies were paying close attention and paying attention. Let’s take a look at the public relations strategies and publicity plans of the two major film companies to see if they are worthy of reference..
Two days ago, the editorial department of "U.S. Weekly" was still discussing among themselves that during this super schedule, Warner Bros., 20th Century Fox and Paramount are competing for glory, and I don't know who will have the last laugh; leaving aside the box office , what kind of gimmicks can be played on top of the publicity for the premiere?.
But when he actually arrived at the scene, Gavin realized that professional knowledge limited his imagination.——
Close to half of the east side of Hollywood Boulevard, Paramount blocked off three blocks, using the hotels, shops and street-facing residences on both sides to transform the site into an amusement park, where you can see trampolines, inflatable castles, slides and swimming pools. Wait for the equipment to really hold a garden party.
Gavin only glimpsed a corner of the entire amusement park and was already stunned. The colorful colors, colorful paints and cute inflatable dolls. Paramount moved all the animation elements of DreamWorks to the street, and you can even watch them. By 2010, Toothless from the popular animation "How to Train Your Dragon" was perched on a high-rise building..
“Damn it." Gavin couldn't help but exclaim. Paramount has really spent a lot of money. This premiere may cost eight figures..
I recalled in my mind the cast of voice actors in DreamWorks' previous animated films. If Jeffrey Katzenberg, the boss of DreamWorks, had called on these top stars to attend, then today's premiere would definitely be star-studded, even Not even last night's "Prometheus" could compare.
Now, Edge of Tomorrow is under a lot of pressure.
Gavin couldn't help but smile bitterly. Unless Renly used his personal relationship to invite Steven Spielberg and Tom Hanks to appear, it would be difficult to overshadow "Madagascar 3" in terms of topic—— DreamWorks completed its split in 2004. The film department led by Steven and the animation department led by Jeffrey belong to different owners..
Without entering the premiere ceremony of "Madagascar 3", Gavin walked straight along the street on the left and headed west. However, after reaching the end of the short 500-meter street, he turned right and entered a completely different world.
A group of soldiers in military uniforms and holding guns were scattered in every corner of sight, seemingly on patrol; across the street there were two platoons of soldiers arranged in a neat square formation, and a non-commissioned officer who looked like an instructor was lecturing, behind him A dark green tent with sandbags piled in front.
What's even more exaggerated is that what was originally an open ordinary street was now covered with a black roof, turning the entire street into a black tunnel. Standing outside, you can't see anything; at the entrance of the tunnel, there is a The security check is just like the security check at the airport customs. There are four metal detection gates, each gate is equipped with soldiers and professional inspectors..
Such a scene seems not to be a movie premiere, but a real military base or something like that..
The change of painting style was so fast and so different that Gavin couldn't help but be stunned. Looking back, you can see a stupid donkey and a few noisy penguins spinning in place at the end of the street. A child was giggling and circling around the donkey and penguin, laughing constantly; when he turned around again, he saw a chilling and desolate scene in front of him..
“queue! Please obey the order and join the queue! Don't pry around, don't rush away! "A stern voice interrupted Gavin's thoughts, "Hey, gentleman, please enter the team to be tested, otherwise please leave the scene immediately! Don't pry around for information！”
“"Pfft", Gavin immediately thought of reality: Is this a warning issued by Warner Bros.? Treat Paramount and 20th Century Fox as enemies, refuse spies' spying, and then impose total martial law? Of course, everyone knows that this It's just a premiere gimmick, but Gavin has to admit that Warner Bros.'s new approach reflects reality and fits the movie, which is really original..
Gavin didn't hesitate anymore, walked up quickly and joined the team, then turned around and asked, "Are there any taboos? What do I need to check? Is there anything I can't bring with me?？”
“Yes, didn't you see the explanation next to it? "A young girl standing in front of Gavin was so excited that her voice was slightly distorted, "You are not allowed to bring dolls, you are not allowed to bring pink, you are not allowed to bring balloons, you are not allowed to ride horses, and you are not allowed to bring whales and sharks. come watch movie……”
Gavin blinked, and then suddenly burst into laughter, "What if you wear something pink? For example, a T-shirt？”
“there! "The girl pointed to the corner next to her, and then she could see a group of girls wearing pink skirts, laughing and standing beside the dark green tent. Everyone had a bright smile on their face, laughing endlessly. "God! Do I really want to do this? "Oh, this T-shirt is nice, I like it!" is this free？”
There is a long table next to them, with a variety of T-shirts, jackets, trousers, hats and other movie peripherals..
The reporter's sense of smell was immediately activated. Gavin quickly walked forward and saw the various peripheral products on it, including even handsome armor. After just taking a look, Gavin was ready to buy it.——
These peripheral products are not simple assembly line products. Each item has been carefully designed..
For example, a T-shirt doesn't just print a picture of Renly or a movie poster; instead, it has sentences written in artistic fonts, "This is not the first time", "There is no courage without fear", "This is just "Killing", "The end of reincarnation, the eternity of time"... Then, on the back of the T-shirt, in the palm-sized space behind the neck, he wrote "Edge of Tomorrow", which proved to be the peripherals of the movie..
With such peripherals, there is absolutely no problem even if it is used as ordinary daily wear when going out; occasionally meeting like-minded partners, this becomes a secret password between each other. This is simply a dream for every science fiction otaku Surrounding.
“Are these all free? Gavin asked curiously.
“Yes." The staff member standing behind the long table replied with a smile, "After changing clothes, the audience can go directly; the only requirement is to take a photo and post it on their Facebook or photo wall. above.”
“What about everyone else? I mean, no pink-clad spectators? "Gavin asked.
“There is a souvenir shop inside." The staff pointed to the location of the black tunnel..
“What? And a souvenir shop? "Gavin almost dislocated his jaw. After living in Hollywood for so long, he had never heard of a souvenir shop above a movie premiere..
The staff member smiled again and replied, "Yes, it is only for this week, from today to Sunday. The souvenir shop is in the lobby of the Chinese Theater. You can see it after entering.”
“All of these souvenirs were designed by Mr. Eaton Dormer, Renly Hall’s royal costume stylist, and were designed and produced in collaboration with Renly, Jennifer and other movie actors. For example, these T-shirts The fonts are the lines of the corresponding characters in the movie, which are then written by the actors who play them." The staff explained skillfully..
Before Gavin could speak, there was a scream from behind him, "Ah ah ah, this is the young master's note, this is the young master!" Gavin turned his head, and then he saw the girl who had just finished changing her clothes, and pointed at him On the left shoulder, there is a small cursive signature.：
Renly-Hall.
Gavin couldn't help but start to get excited, "You mean, these are limited editions? After this weekend, you won't be able to buy them anymore.？”
“Yes." The staff responded in the affirmative, "Next, the crew will go to several other cities to promote, but only Los Angeles has this batch of peripherals. They will be sold until Sunday, and they will not be produced again. This is Renly and Eaton's request.”
“Jesus Christ! Gavin exclaimed, "I, uh, I'd better go back and queue up right away." After saying that, Gavin hurried back to the end of the queue and started to queue up with great anticipation..
This summer season is really interesting.
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