Chapter 498： heavy marketing

Wirick is a very ordinary office worker. At first, he can be said to be a movie lover. He goes to the cinema almost once or twice a month.

However, the initial reason is that he spends his time watching movies and entertains himself.

Or rather than meaningful, he prefers the popcorn that critics rave about.

Unfortunately, his girlfriend has different tastes and likes to watch a French director named Lyman-Last, so he has to accept the persecution.

But no way, girlfriends are more important than movies.

……

After the night of Super Bowl XXXVII, in addition to enthusiastically discussing how the championship-winning New England Patriots were doing, or how the halftime show, singer or dancer was doing, what was also sought after was The "Mist" trailer that appeared in the live broadcast.

The number of viewers of this Super Bowl is not as high as in previous years, but it also has an audience base of 120 million. In addition, the suspense given by the edited preview is very large. Just like the title of the film, the fog can't see the overall situation, attracting many viewers. Sight.

According to word of mouth, in just one day, most fans knew that Lehmann's new film would be released.

The Super Bowl at this time was worthy of daring to charge such a high advertising fee. The influence of the platform was amazing. Of course, the studio also knew the role of the Super Bowl.

But the key point is that the spring schedule is really not worth fighting for, and the distribution expenditure is too much, which itself is a great risk of screening.

After all, the publicity effect is very good, if the quality is not up to standard, the possibility of being sprayed is too great.

This is a problem brought about by excessive marketing itself, such as a castle.

However, Blue Butterfly Pictures is still very confident in the work, and almost unanimously that the cinema has a good market prospect.

The next day, Blue Butterfly Pictures threw in another five million dollars to contact the media and go online to build momentum, and the discussion became so hot.

The main creators of the crew went to major talk shows and TV station variety shows to promote; posters and hard broadcasts were all over the crowd, shopping malls, office buildings, movie theaters...you can see them everywhere.

The consequence of this is that nearly 60% of the publicity channels are occupied by "The Mist".

Even after being released for several days, the popularity of "Rivals in Love", which had a good box office, was suppressed by "The Fog".

With such a big move, spending money is like flowing water.

In the past week, the publicity expenditure has exceeded 30 million.

The first step of the distribution company is very crucial. Lehmann has long decided to make a big move, otherwise spending money little by little, although it lasts for a long time, it will not have such an effect.

However, the cost of publicity is higher than that of production, which is very common in the film industry.

Of course, the accounts are not calculated in this way. After all, many film companies have large media groups behind them, making better use of resources and spending much less.

For example, if the distribution work of "The Mist" is handed over to the Big Six, they will not only be able to achieve the same popularity effect without spending so much money, but also make a lot of money from it.

After all, there are six major parent companies behind the advertising companies or newspaper publications on the market. Anyway, American newspapers can also be founded by non-governmental capital, but the national conditions are different.

But for Blue Butterfly Pictures, these expenses are justified. In the invitation pages of the major public relations paper media, the prices are almost always open, and whoever will give you the pages without spending any money.

Lehmann also does not expect to be able to directly lay down the market for publicity resources, but only wants to have a relationship, understand the way, and be able to release low-cost movies.

Otherwise, the release of a blockbuster will focus on publicity, and the channel costs will not be saved. Isn't the risk multiplied, then it is better to give the six majors to eat, at least they have the qualifications to eat.

The road has to be taken step by step, this time it is good to lay a solid foundation and stand firm.

After all, when you have money, it is also a skill to be able to spend it smoothly.

Not everyone can get in touch with so many media to help build momentum.

For a layman, maybe 30 million will be swallowed up after spending 30 million. It’s not as good as Blue Butterfly Pictures. At least, we are not unprepared. For the “Mist”, we specially cooperated with Lionsgate and borrowed from others. established propaganda network.

"Fortunately, the momentum has come out, otherwise it would not be enough to sacrifice the market interests of "The Mist", and it will be a headache later." In the office of Blue Butterfly Pictures, Lehmann was relieved to see the market report of the internal investigation.

Liam, who was sitting opposite, said with a smile: "Yeah, if you spend so much money, if you also waste the topic of the Super Bowl, the start of "The Mist" will be a nightmare. It not only costs money, increases the risk of the film, but also It didn't work."

The reason why the two said this is because the heat dropped rapidly in the week after the Super Bowl. After all, after the game is over, the discussion will naturally go downhill.

However, the money-burning marketing of Blue Butterfly Pictures has instead increased the attention of "The Mist" to a new level, and the hype on the topic of continuing popularity is very smooth.

"Lyman, are you really not going to participate in the promotion of "The Mist"?"

"No." Lehman shook his head and said, "It's thankless for me to show up. It's not necessary. It's enough to have Cage and Eva cooperating to build momentum. I'm the director, so how can I keep participating in activities."

Liam refused to persuade Ryman, so he gave up.

As far as he is concerned, the behind-the-scenes workers still return to the backstage at the end. Too much exposure is not good for the director.

Lehmann doesn't need these, as long as he keeps putting out good works, he will naturally be recognized by movie fans and audiences.

……

2005, February 11.

"The Mist" premiered at the China Grand Theater.

In an instant, it overshadowed those works that were being released on the market.

"The Rivals in Love" released by Universal was originally very popular. In the original time and space, this film would have won more than 170 million domestic box office in North America. Now it has been released for nearly nine days, and it is less than 60 million. The momentum is not enough. "The Mist", the competition pressure is also much fiercer than in the previous life, and it is destined to be greatly affected by the market.

And Warner's "Hell Star" can't even compete with "The Rival of the People", and now they have directly started to reduce the number of screens, which is even more miserable.

The two are fighting back and forth, and they are meeting the "Mist" and joining the battlefield. The theater parties in North America choose to support "The Mist" and tend to its resources, which can naturally match the popularity of the media tracking and reporting.

During the publicity period, Eva Green frequently appeared in front of fans as "French Rose".

And beauty always attracts attention, not to mention Eva's fame is much better than her previous debut. When she was the cover girl of "The Hollywood Reporter" in the latest issue, the sales were even more prosperous, and they were all sold out.

This made Lehman not know whether to laugh or cry when he heard the news.

He really didn't expect Eva to be so popular...

Perhaps, it has something to do with her down-to-earth acting character, or perhaps, Eva rarely appears on the cover of magazines, and the audience has a very strange psychology...

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