981 best marketing
Surprised, surprised, gradually got used to it, and finally felt completely at ease.
“Los Angeles Times, San Francisco Chronicle, Houston Chronicle, Daily News, Wall Street Journal, Washington Post, Chicago Tribune, Time, People, The Hollywood Reporter, Variety”……
If Gavin is willing, this list can go on and on, because at this time, the reporters standing in the interview area at the entrance of the Chinese Theater have exceeded four hundred in a mighty way, and it is even continuing to grow; it is even more terrifying. What is surprising is that more than 70% of the media have sent their own front-line ace reporters..
This also means that the face next door will not be saved..
Before tonight's premiere, almost everyone believed that the premiere of "Madagascar 3" would completely blow up "Edge of Tomorrow". In terms of connections, topics, popularity, and status, the relationship between Paramount and DreamWorks Joining forces, they are not inferior to Warner Bros., not to mention that "Edge of Tomorrow" still has an all-young lineup.——
Compare and refer to the premiere of "The Hunger Games" in March, and everything will be clear at a glance. The entire premiere was dimly lit and the atmosphere was empty. It only relied on a group of teenage actors to support the show. It had no appeal and no influence. Even the fan support is far less than that of "Twilight"”.
But obviously, they all expected it wrong. Or maybe they were polite on the surface and said "Madagascar 3" was their first choice, but deep down they still chose "Edge of Tomorrow"”.
Need a reason? If I had to list, Renly Hall, this is the best reason.
Since the end of the Oscars, this new generation actor who made history has never been interviewed. The interview in "Empire" magazine is only a superficial interview, which cannot satisfy the curiosity of the media and the needs of the audience; not to mention, this time, facing the summer vacation The competition for slots, deep in the super schedule, whether Renly's undefeated record can be continued is a hot topic..
No one wants to miss it.
If you can add one more reason, it would be Warner Bros. With a stroke of a pen, a lot of money, and mobilizing all connections and resources, Warner Bros. has never been afraid of any competitor when it comes to spending money..
“No, I never thought about the next door. It's very rude to say this, but 'Madagascar' has no appeal to me." "Vanity Fair" reporter Daisy Lucas spread her hands and said innocently, " I believe the same is true for you, right?.”
Gavin chuckled and did not deny it..
Now all of Hollywood knows that Renly has three top reporters: Bradley Adams of the New York Times, Gavin Hunt of Us Weekly, and Ned Mullan of Empire..
It's not because they always praise or praise Renly, but because they have a good personal relationship with Renly and can often get inside information at the first time; of course, in the storm, they never waver and always remain loyal. Renly's staunchest supporter.
“Oh, God." The bearded reporter standing nearby scratched his head in annoyance, "I'm really, really sorry about Will Smith, but I have to come over. Jesus Christ, this is nothing like what I have ever experienced. The coolest premiere ever, not even the premieres of 'Star Wars: Episode I' and 'Harry Potter' can compare.”
Raphael-Holton, chief entertainment reporter for The Wall Street Journal.
In terms of pure sales volume, the Wall Street Journal, which is based on Wall Street, has benefited from the continuation of the habit of subscribing to newspapers by all Wall Street elites and the habit of reading professional newspapers in the upper class. The sales volume of the Wall Street Journal now exceeds that of the New York Times. ", becoming the largest newspaper in the United States. Among the elite, the influence of "The Wall Street Journal" and "The New York Times" are almost equal to, or even greater than.
As the most senior and experienced entertainment reporter on the entertainment section of the "Wall Street Journal", Raphael has close personal relationships with many top names, including Will Smith and Tom Cruise; however, he has never really Face to face contact with Renly, until today.
“We have to give Warner Bros. a thumbs up." Daisy shrugged, "No one can resist a premiere like this..”
Raphael was originally attending the premiere of "Madagascar 3" next door, and had already arrived at the scene to conduct preliminary interviews; but topics about the premiere next door kept coming, even from Paramount and DreamWorks The top management has heard about it and immediately held an emergency meeting to think about response strategies..
After much hesitation, Raphael came over, "I have to say, such a concept and idea are really crazy..”
“I just met the staff from Warner Bros.'s distribution department and mentioned this matter." Gavin interjected, "They said this was an idea that came to Renly while chatting with Donald and Lamy, and later Frank Marshall I heard it, and I agreed..”
“Donald Glover? "Raphael immediately captured the core character. After receiving a positive answer, he nodded in agreement, "If it is him and Renly, I believe that Donald is an unconstrained boy, his mind is full of all kinds of things. All kinds of ideas. I think this premiere can be used as a template for all Hollywood film companies. Creativity is king.！”
Today's film companies clearly understand the publicity effect of premieres, so they are not lenient at all when it comes to spending money. For example, for "Transformers" and "Harry Potter", the cost of a premiere is 2,000 Ten thousand dollars or more.
But now it seems that the cost of these premieres was not spent on the cutting edge, just some models, global synchronization, on-site connections, poster distribution, etc. For media reporters, promotional photos are very beneficial; but in the end there is no Get the audience involved.
“Do you know? Gavin suddenly remembered another thing, "There was a weird requirement when you came in at the door. You are not allowed to wear pink clothes."……”
“…… Otherwise, they must change their official T-shirts and pants. The only requirement is to take a photo and upload it to Facebook, Twitter or photo wall." Daisy immediately took over the conversation, "I know, this is really a genius idea, so smart..”
“If I told you that this was Renly's idea, would you believe it? Gavin continued, and then Daisy and Raphael were stunned. Finally, Daisy exclaimed, "What?" The guy who never uses social networks came up with this idea? God, which planet is he from?？”
“Wait, wait, what's going on? I can't keep up with the rhythm." Raphael quickly interrupted their conversation and asked.
……
“After the premiere of "Edge of Tomorrow", according to unofficial statistics, more than 50 million people mentioned the movie on Facebook, Twitter and Instagram..
What’s even more gratifying is that on the photo wall, an elderly couple about seventy years old took a photo wearing “Edge of Tomorrow” peripheral T-shirts. The old woman was still holding her own pink tutu in her hand. This photo was taken less than six years ago. Within an hour, the number of likes exceeded 10 million, setting a new record for the photo wall.
In addition, on YouTube, a well-known movie broadcaster recorded a video of a black tunnel, and then used his own editing to coolly cut out a short film, which has been played twice in six hours. Ten million.
On social networks, the discussion about the premiere of "Edge of Tomorrow" and the peripheral products of "Edge of Tomorrow" has easily surpassed all other competitors, even surpassing "Avengers", becoming this year's summer movie hottest topics.
This is just an index within six hours, that is, the effect on the day of the premiere. Before media comments and audience feedback had time to come out, "Edge of Tomorrow" had already swept the entire social network, allowing people to see it again The Power of the Internet Age.
In addition, the topic of "Limited Movie Peripheral Products" has become a hot trend on Twitter, with more than 30,000 retweets..
Warner Bros. had no choice but to issue an official announcement immediately, confirming that the peripheral products of the movie were designed by Eaton Dormer himself and were personally participated in writing by all the actors. At the same time, Warner Bros. took advantage of the situation and released a behind-the-scenes production video of the peripheral products, which was shared by the entire crew. Actors are involved.
Finally, Warner Bros. confirmed that this batch of peripheral products will only be sold in Los Angeles for five days, as of the weekend of this week; Warner Bros. also left a suspense. The reason for formulating such a rule is because of all the profits from this peripheral sale. Proceeds will be used for special purposes.
“The specific answer will be announced next week. On June 13, Renly Hall will record the 'Today Show' in New York, and the answer will be announced at that time.”
At this time, the Internet was completely blown away; at the same time, the other five major film companies were also completely blown away - Warner Bros.'s promotional strategy this time was interconnected and advanced layer by layer, which not only fully mobilized the characteristics of young audiences, but also fully mobilized the characteristics of young audiences. The youthful nature of "Edge of Tomorrow" is brought to the extreme; social networks are effectively used, and every penny is spent wisely..
This is definitely the best marketing strategy in 2012. The question now is: what are the benefits? Otherwise, it just looks lively but doesn’t actually make any money, so it’s still in vain. The box office premiere of “Edge of Tomorrow” is quietly raising expectations..
But it is undeniable that at least on the day of the premiere, Warner Bros. really fought a beautiful turnaround and suppressed its competitors. Even on the red carpet of the premiere of "Madagascar 3", Ben-S Tiller, Will Smith, Jessica Chastain and others all took the initiative to mention "the excitement next door"”.
More and more people are flocking to the premiere on the west side of Hollywood Boulevard, and even the crowds on the east side are quietly starting to move towards the west side.
Warner Bros. seems to have been prepared for a long time. Several streets outside the black tunnel have also applied for traffic control in advance. Although the audience entering the red carpet stage is restricted, the audience entering the black tunnel to experience the visual effects is not. As a result, the premiere became more and more noisy, and even those who were not interested in the premiere came to join in the fun..
Amidst the hustle and bustle, guests from the premiere of "Edge of Tomorrow" finally began to arrive one after another. At this time, people realized that the good show had just begun..
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