Chapter 628

MM's Oscar night was very grand. The police were dispatched to block the whole block. In advance, they sent invitation emails to all nominees.

This is different from the style of Oscar night in Vanity Fair. They send invitations and then let the guests hold them. Mm just entered the guests' avatars and brushed his face directly to let them see what high technology is.

The resources used to prepare the "Oscar night" are more than those integrated by the Hollywood special issue of vanity fair. Behind this, in addition to the brand influence and planning and execution ability of Vanity Fair magazine itself, it also benefits from the influence and strength of condenas magazine group.

Since 1993, "Oscar night" has become a gorgeous party in American Vanity Fair. In addition to being suspended due to the strike of Hollywood writers last year, it is also held as usual during the economic depression this year. Every year, 15 to 20 Vanity Fair employees will fly to Los Angeles at least two weeks in advance to ensure that everything goes smoothly. Carter will arrive one week before the party and direct it in person. In order to ensure that all Oscar winners can participate, the nominees of major awards will receive invitations, because this can ensure that the final winners can get all the necessary documents and pass through various checkpoints, so that some people didn't expect to receive party invitations.

Vanity Fair attaches so much importance to "Oscar night", which is naturally related to its ability to absorb gold. A few years ago, vanity fair had the highest annual advertising volume of nearly $200 million. Even in 2008, it had more than 100 million advertising revenue. One issue of "Hollywood special" can bring tens of millions of advertising volume to the magazine, because advertisers hope that it will get more publicity opportunities than other issues of magazines. This issue is a "grand event magazine", which is equivalent to the "film blockbuster" in the publishing industry.

This is actually quite a fat piece of meat. It's just that he has made less in the past two years. He's not as enthusiastic as before, so mark gave him a loophole.

Oscar parties, from lights to snacks, are extremely luxurious and expensive, but celebrities can't eat enough at this party, which may be one of the reasons why they have such a bad temper. It is said that those top stars dare not eat anything in public to avoid being photographed when their mouths are full of food. For VIP guests who pay attention to image at any time, It's as bad as taking pictures of them going to the bathroom.

This is the same with MM's party. They live broadcast, no less than another Oscar. Celebrities attend the party to increase the exposure rate and obtain more opportunities. Mm provides a platform from TV and the Internet, which is difficult to refuse.

The audience rating and scene of this academy awards ceremony were OK and remained unchanged. The advertising age reported a few days before the awards ceremony that the little golden man would not know until that night, but the loser of this luxury party was doomed. That was Oscar himself, It is likely to add those advertisers who play brand advertisements in the gap between the ceremony, which is an obvious miscalculation.

Generally speaking, the box office of the best film nominated for the Oscar goes up, and the audience rating of the Oscar ceremony will jump up. In 1998, the total box office of the five films nominated for the best film for the Oscar was as high as $996 million in the United States alone. As a result, more than 57.25 million viewers witnessed this grand occasion in front of the TV on the night of the live broadcast of the Oscar that year.

Last year, the total box office of the five films nominated for Oscar best picture was only 356 million yuan. This year's Oscar ceremony was well received, with an average audience of 36 million, almost half of the audience rating in 1998. The box office of the nominated Oscar best picture in 2009 was unprecedented low, only 275 million yuan, It makes sense that the ratings of the Oscars are depressed, but there are some unpredictable things.

Although ABC under Disney Group paid more than $10 million for the broadcasting right of this year's Oscar night, the declining ratings and the impact of the economic recession have led to the withdrawal of veteran sponsors of Oscar awards such as general motors and L'Oreal.

Although ABC adjusted the advertising unit price from the original US $1.7 million to a low price of US $1.4 million, several advertising spaces remained unattended until a few days before the award ceremony.

Of course, there are also many advertisers who took the opportunity to pick up bargains. Hyundai made up for the vacancy of general motors. Eight advertisements were broadcast in the Oscar live program, and Coca Cola broadcast four advertisements. Most of the advertising time was given to its diet coke. One of the advertisements was intended to stimulate the brand slogan of diet coke in the past "it's for this taste", Three advertisements promote Coca Cola's existing happy spirit and encourage TV viewers to do something good about waste recycling. In addition, they are the two super blockbusters of mm, and only they dare to spend so much money on film publicity.

These advertisers who find bargains believe that TV viewers in the recession will reduce outdoor activities and sit in front of the TV to watch the stars on the red carpet. At this time, advertising is not so much for sales as to peddle a lifestyle and enhance their brand assets.

Brand managers who insist on advertising at this time believe that the live broadcast of the Oscar ceremony is still one of the few programs that can be called major TV events, and many TV viewers still love it. Nowadays, the prime time of TV stations mostly gives reality shows that can only see the content summary in advance and need to place an order. In the eyes of some advertisers, the live TV program of Oscar night has a higher reputation than the reality show, which can provide a good advertising environment. There are good films, big stars and exciting audience experience, So it is more valuable.

For brands that want to reach female consumers, Oscar night is still a rare media content despite the aging audience. It is often known as "women's super bowl", with more than 60% of female audiences. At the same time, the audience watching the Academy Awards ceremony has a higher education and income level than the audience watching ordinary TV programs.

What's different from usual is that none of the advertisers who placed an Oscar night this year showed a low profile. Before the award ceremony, they refused to show their face in the media to discuss their advertisements, which is obviously related to the current consumer psychology. They reduced conspicuous consumer goods and changed their attitude towards brands that spend a lot of money on advertising.

However, this time they took the right risk. The average audience rating of 38 million is less than the top and more than the bottom, which is enough to return the investment in advertising. For example, MM's Transformers 2: making a comeback and iron man showed the audience the special effects of big losers. After the Oscar, they uploaded it to youtube, and the click through rate soared all the way, It exceeded 3 million in three hours, and all exceeded 20 million on the same day.

Mm is slandering for the broadcasting right of Oscar, but it has always been controlled by ABC. There is no leak and there is no loophole to drill. However, the party on Oscar night has been successfully dug up by them, and mm Oscar night has become the king of the party.

Under their vigorous investment and publicity regardless of the cost, they have successfully attracted more than 70% of the winners and nominees. As for those stars and celebrities, they have always been busy there. Mm provides such a huge platform, and sharpening their heads should also go there.

Looking at the starlit scene, mark was very proud. My brother's contacts were so strong that he had to go to the vanity fair Oscar night to the king of self innovation party. It was not an easy thing, but he finally did it. This was a great opportunity to expand his influence and promote mm brand. Mm was rich and powerful, but he always lacked time, Lacking the heavy history of large companies, this emerging group must show itself more and show its muscles.

MM's four giants and eight heavenly kings sent out to greet guests from all parties, so as to build this party into another Vanity Fair, Oscar night and a brand of mm. Such a party doesn't earn much money, but it is a great opportunity to expand fame and improve influence.

And today, mm took back 12 little golden men with brilliant achievements and ranked first among the six giants. With such a momentum, it is very necessary to hold another rich family banquet.

Originally, they were going to have a celebration party. Now they are put together, concentrated and big. This mm Oscar night came into being. With more than a dozen little golden people, they have full congenital advantages, which puts great pressure on the party in Vanity Fair.

The editor in chief of vanity fair and the person in charge of Oscar night looked at the deserted scene. Only 30% of the guests almost cried.

The main winners went to the MM night, and the well-known producers, directors and superstars also went to join the fun. They invited the 13 nominated crew of "the wonder of Benjamin Barton", "foster talking to Nixon" and "the reader", but it was more like a gathering of losers. When Kate slipped away under the pretext of physical discomfort, It's more like the loser League.

Then came the departure of Pitt and Julie, which made it even more desolate. The restaurant that can accommodate 700 people came to less than 200 people, and few won awards. Without stars, there were few fans and journalists. Carter hated the bastards of the board of directors. It was because he didn't do it last year that he gave the mobile phone meeting and robbed their scenery.

Harvey's fat man was also quite angry. He spent a lot of energy holding some people as movie queens. Unexpectedly, he didn't recognize anyone when he lifted his pants, and didn't even say thank you.

Harvey thought angrily, "if it weren't for me, could you Starr in this film? If it wasn't for me, could you be the queen of the film? In order to be the queen of the film, your thighs can be turned off. Now you don't recognize people when you put on your pants. This ruthless bichi!"

"Mr. Weinstein, we should talk."