Chapter 1097： not blindly arrogant

"Reunion" was fully released in early April, and even Japan, which had been postponed, was released, and the final box office figure was also fixed at 1.537 billion US dollars.

From the whole graph, it basically opened high and dropped quickly, drawing a beautiful half-wave. In the previous month, 70% of the total box office figure was taken away, and the rest of the time was slowly falling, rising and falling again. , The main reason for the increase is that there is still a certain market for the second round of screenings in some remote towns.

For example, in North America, the average daily income does not reach 40% of the occupancy rate in some well-located theaters, and the posters and shifts that are basically hung are not optimal. In other words, the peak of a film’s screening. After that, many academies have realistically considered changing the main game.

After all, the market is here, and if you want good treatment, you need to use your grades to speak.

And from the weekly rankings, we can also see the trend of this market choice. If a big hit film falls out of the top 20, it is basically too cold to wait for the next step to count the money. There is no room for screening.

Back to "Reunion".

The value created by this movie does not take into account the hidden benefits that will be brought later, such as the audience base brought about by the expansion of popularity, the deepening of the Marvel brand, etc., but only the direct benefits, which are huge.

In terms of box office, North America 643 million (accounting for about 41%), overseas 894 million (accounting for about 59%), the domestic and overseas markets are close to sixty-four, and the North American market has better additional losses and better screening conditions. , the producer can get 398.6 million. Overseas, there are middlemen who make the difference, labor, transportation, and conditions vary from place to place. The producer's account is relatively less generous, but the base is there, and 413.4 million can be divided. In this link with the theater chain, the producer earns a total of 812 million.

The 812 million li, because of the joint distribution, the three shared 225 million, and the average one received 75 million, and Sony and Universal can also take part of the publicity money paid by Marvel Pictures. It is conservatively estimated that one is left-handed on the announcement The right hand can make a net profit of about 135 million, and only the schedule resources and publicity resources, as well as the operation of manpower and energy, are paid.

In this way, after deducting the 200 million shooting cost from the money left to the producer Marvel, plus more than 100 million brand placement, there is still 167 million.

Even this money has to be settled with the creators such as Stan Lee, and almost 42 million will be divided. This is because the actors and the creators have signed a long-term contract. Unlike the previous life, it was left to Downey's management team to fight for the split. In the end, Marvel Studios only made a net profit of 127 million in box office revenue.

This is how movies are. The more you want to have a huge influence, the more the cost of publicity increases geometrically, so sometimes the money earned at the box office is distributed to advertisers and distributors. It is normal, but all of this is It's worth it, because Hollywood studios really want to make money, and they all look at the operation of copyright, and that's the money that the producer should get.

First of all, 1.5 billion movies and the broadcasting rights of the optical TV platform, after one round and two rounds, it is easy to earn 100 million US dollars in three years, and it is no problem to earn 500 million US dollars in the largest home entertainment market, not to mention Small money for emerging industries such as streaming media on demand;

Let’s talk about the operation peripherals. What “Reunion” brings is the market value of the derivative figures, models and dolls of Iron Man, Captain America, Thor, and Hulk. When the role economy market has sales prospects, of course, the interests of this part are very wide, from toy factories to flagship stores to the production and distribution of other channel dealers and distributors, easily creating an output value far higher than the box office. , but subdivided, Marvel can earn one-tenth of it, which is 1.2 billion US dollars, through authorization and a part of the sales share it eats.

It's not over yet.

With the popularity of Marvel, many brands have signed money-making agreements with Marvel, bah bah, it's a mistake, it's a joint model, such as trendy shoes, jewelry, and even KFC packages with Marvel elements. For a period of time, Marvel's popularity, these brands from daily chemicals to automobiles, including Marvel's own brand clothing in the mainland, also jointly brought in more than 200 million US dollars in revenue.

All of the above, just running a "Reunion", Marvel can eat a profit of 2.127 billion US dollars within three years, which is almost the salary expenditure of all Lehman's assets and personnel including management for 7 years.

......

In American carnival parties, the culture of alcohol and mama is not something Lehman likes to participate in. Of course, considering that his identity as a boss will constrain employees, people will not be able to play, which will affect the atmosphere of their vacation and enjoyment, so the group of "Reunion" He did not participate in the construction activities, but only signed the budget and financial documents.

After a little leisure time, the five-day party life was over. After Blue Butterfly Pictures freed up some of its manpower and energy, it was intensively preparing for the promotion plan of "Thor 2" at the end of April.

In fact, "Thor 2" has not yet been officially made into a film, but in fact it is almost the same. It is just that it will take some days in the later stage. On the contrary, the warm-up of this level of blockbuster is all meticulous work.

For example, Fox, the co-publisher of "Thor 2", followed Blue Butterfly Pictures from last year to this year to release some small appearances in the manuscripts, to build a sense of presence among the core audience fans.

Then the sense of existence became more and more prosperous, until the overwhelming previews and posters were released, but at that time, it was near the stage where the screening had to be invested heavily.

On April 7th, after Liam's four activities, he first discussed the promotion process with the sponsor of the "Thor 2" advertising sponsorship, and then he went to contact the senior management of Fox's distribution department to negotiate and communicate with the two parties. Schedule issues and publicity plans When the two parties sit down and discuss in detail, the agreed goals will be much clearer.

The whole announcement is mainly implemented in several directions:

1. Determine the opening screen in North America, and secure the regional theater chain for release at home and abroad;

2. The transportation and security of the copies and the action arrangements of the distributors at home and abroad;

Third, in terms of publicity, it is mainly to attract audiences from the general direction covered by the Marvel brand, and the other is the exposure between the main creators and the early release of news to stir up the background concepts of the villains Malekis and Aether;

Fourth, be sure to explain that the story continues after the New York War, and put pressure on the theaters to strive for a split account position in the peak period;

Fifth, the online and offline guidance must be done in place, and try to arouse the audience's interest in watching movies.

Among them, in terms of viewing interest, the screening advantage of "Thor 2" is not bad. Objectively speaking, in North America, although Thor is not as popular as Iron Man and Captain America, in Australia, Thor is still very good. Overseas markets There is still a lot to do, and the publicity work is not difficult to implement. After all, is it a sequel to the series, and there is the blessing of the Marvel family.

"According to the estimated market situation, the initial publicity investment is about 60 million."

"Well, I'm not blindly arrogant, I'm very thoughtful."

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