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On June 5th, the premiere of "Prometheus" took place; on June 6th, the premieres of "Edge of Tomorrow" and "Madagascar 3" were both unveiled. Among the 2012 summer movies, the most discussed and paid attention to Super schedule officially unveiled.
After the premiere, "Edge of Tomorrow" fought its way out and stood out. With its ingenious layout and design of the ceremony, its accurate target audience positioning, and its flexible operation of social networks, this work is worthy of its place. has become a media darling, far ahead in terms of exposure and discussion.
On social networks such as Facebook and Twitter, the discussion topic of "Edge of Tomorrow" has exploded into focus in just twelve hours, surpassing the two works of "Prometheus" and "Madagascar 3" combined It will become even more popular, becoming this summer's biggest winner after "Avengers".
Before the super-schedule was unveiled, "Prometheus" successfully occupied the spotlight through a series of accurate marketing methods.
On the one hand, it has reawakened people's memories of the "Alien" series. 20th Century Fox even held old movie appreciation carnivals in major cities such as Los Angeles and New York, and replayed four works of the "Alien" series in art theaters. All movie fans are welcome to watch; on the other hand, there is also a majestic trailer clip, and a cooperation agreement has been reached with theaters to paste the trailer before the broadcast of "Avengers", triggering a new round of discussion and a huge publicity campaign mighty.
However, after the unveiling, the momentum of "Prometheus" was somewhat weak, and the strong momentum of "Edge of Tomorrow" completed the overtake in one fell swoop and became the leader on social networks; not only that, among the media discussions, On, "Edge of Tomorrow" also detonated all the energy in one go.
In the end, more than 450 media attended the premiere of "Edge of Tomorrow". In the news reports the next day, more than 70% of the media gave the entertainment headlines to "Edge of Tomorrow" ", less than 20% of the media chose "Madagascar 3", and the remaining small number of media cunningly paid attention to the entire super schedule, and the three movies made headlines together..
In addition, “Edge of Tomorrow” has an absolute advantage in terms of report quantity, report click-through rate, report response rate, and audience interaction activity..
The most straightforward example is the official Twitter account of "Us Weekly". They reported on the premieres of three movies respectively, but the report items of "Edge of Tomorrow" had more than 35,000 retweets; "Mitheus" is over 10,000, and "Madagascar 3" is even less than 6,000..
The difference is so obvious that I can't bear to look directly at it..
Although it is said that attention does not mean box office, the main target audience of "Madagascar 3" is family audiences. Parents and children are not the main users of social networks. The lack of enthusiasm for discussion does not mean that the movie cannot achieve excellent box office; but from now on; From a publicity perspective, "Edge of Tomorrow" has indeed achieved a resounding victory..
After the super schedule was officially confirmed, it has almost become an annual media event. All entertainment media have paid attention. In a sense, the exposure rates of the three works have skyrocketed, and they have all benefited; at the same time, the media I am also curious about how things will go. It may be a lose-lose situation for all three parties, or one work may stand out. I have speculated on various possibilities, including the current situation..
However, when "Edge of Tomorrow" really stood out, people couldn't help but exclaimed: they lamented Renly's popularity, which was simply unstoppable; they also lamented Warner Bros.'s wealth, the size of the premiere and the lightness of the lineup. Easily beat Paramount and 20th Century Fox.
Even "Prometheus", which had its premiere one day in advance, broke into a cold sweat, let alone "Madagascar 3", which had its premiere on the same day. This has become the biggest collision of the year since 2012. Ruining accident. The strong performance of "Edge of Tomorrow" is jaw-dropping.
What has triggered the most discussion among media reporters is undoubtedly the ingenious design of limited-edition peripherals. From the peripheral design itself to the marketing methods, it has completely refreshed people's fixed perceptions..
Peripherals are not uncommon; limited edition peripherals are also not uncommon, but Warner Bros. has boldly limited the sales scope of the limited edition, only selling them in Los Angeles, and stopping sales after the opening weekend. This is not surprising for any "business" , it is completely self-destructive; more importantly, the surrounding design is completely high-end and boutique, and it does not save money at all..
However, Warner Bros. threw out another bait: there was a reason for such an arrangement; they even set a date for the truth to be revealed, which made it clear and created another wave of topics, but forced the media to follow suit - and We can’t accuse Warner Bros. of being profit-seeking yet. We have to wait for the truth to be revealed before we can express our opinions..
Such a method, professional and wise, clever and ingenious, is really amazing.
After the premiere, the sales of limited-edition peripherals have been completely booming, literally "exploding". On the online sales platform, some people have started a purchasing business, specifically going to Los Angeles to buy peripherals, and then completing the transaction on the Internet. Serving movie fans in other cities and regions, and it’s really hot.
Topic, topic, topic! The premiere of "Edge of Tomorrow" has become a hit of the year. Every aspect of the body is a topic of discussion. The expectations of young audiences have seriously exceeded the expectations. It is not only limited to the main market of science fiction movies, male audiences; at the same time Female viewers also had a lot of curiosity because of Daisy's article..
The first wave of marketing strategy, Warner Bros. won! 20th Century Fox followed closely, but Paramount teamed up with DreamWorks to fall behind..
However, the higher the expectations, the greater the difficulty of the challenge. Once word of mouth collapses, a collapse of the box office will follow; in an environment with such high interest in the summer season, anything is possible - see Watch "Men in Black 3" two weeks ago and "Snow White and the Huntsman" a week ago. This is the best proof..
As a result, after the media hot spots and the focus of netizens, all eyes were focused on the reputation of the work, and the fierce competition in the super schedule was on the right track.！
“The first batch of media reviews for "Edge of Tomorrow" were officially announced.
“The New York Times", 100%, "This is a movie full of charm, lasting from the first minute to the last minute. Personally, I like the last minute the most. It has the explosive power of commercial movies and a smooth narrative. and a consistent rhythm make watching movies a pleasure; at the same time, it also has the foundation of an art movie. After calming down and savoring it, the charm of the movie even exceeds imagination. Renly Hall, how can you refuse this guy?？”
“Empire," 100 percent. "Everyone is talking about, is 'Groundhog Day' the one that can't be topped? The answer may be yes; but at least it is certain that 'Edge of Tomorrow' is an equally great work. Perhaps, this is the purest film this summer that is enough to ignite adrenaline; perhaps, this is also the only film this summer. A movie that makes people laugh and move. God, who can tell me what else Renly Hall can't do?？”
“Wall Street Journal, 100%, "The reason why this movie succeeds is that it threw all the cliché elements into a blender and then rearranged them to create a refreshing work. Paul Green Glass did it - he successfully copied the advantages of the 'Bourne Supremacy' series; and made full use of the characteristics of the actors to inject important vitality into the movie: humor.”
“The Hollywood Reporter, ninety-five points, "There's no doubt that the film is charming from the first minute -- OK, the third-act climax may not be satisfying, but the chemistry between Hall and Lawrence is The reaction literally blew up the big screen. Did anyone notice? Walker and Skarsgård both gave the funniest performances of their careers.”
“Us Weekly", 95 points, "The most exciting part of the movie is that in addition to the rapid advancement of the main plot, there is also a hidden branch line, which brings out aftertaste and reflection through the actors' performances, and it happens naturally. , this is undoubtedly the biggest surprise in commercial movies this year. In addition, Renly Hall once again proved the absolute strength of the new generation of acting actors. Selecting him as the leading actor was one of the wisest decisions of Warner Bros. last year..”
“"Seattle Post", 95 points, "For a cliche sci-fi commercial movie, you never feel tired or familiar or boring, it's high energy throughout. God, this is a summer bomb.！”
“The New Yorker," Ninety Ten, "Let me count the merits of this movie: Renly Hall, Jennifer Lawrence, Paul Greengrass, Donald Glover...well, what are you still hesitating about? , I can't think of any reason to reject this movie except that it's too short.”
“Chicago Tribune," 88 points, "This may be the smartest and most intelligent movie of the summer. Only comment? Go into the cinema and watch it.”
Praise, overwhelming praise, after the premiere of "Edge of Tomorrow" ended, a total of forty-three media released their first batch of reviews, only four media gave it a neutral review, and all thirty-nine of the media gave it a neutral review. gave good reviews.
“Rolling Stone," Sixty Ten, "As a 'Groundhog Day'-meets-'Independence Day'-esque film, it's actually quite clever, but sadly, that's about it..”
“Los Angeles Times", 65 points, "The sparks between Hall and Lawrence are too limited, and the script does not give more room for development. This undoubtedly loses the charm of the film. Relying solely on acting skills, too little information is revealed. The final twist is still not convincing; but Greengrass' action scenes and narrative rhythm still provide the most exciting popcorn meal of the summer..”
For a commercial movie, this is absolutely an unimaginable super start. Even "Avatar" and even "Inception" would not dare to dream of such a start. There is no doubt that "Edge of Tomorrow" "It has become the biggest hit this summer! om，.
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