v2 Chapter 778： The situation is not optimistic

In this awards season, many Olympic films will be drawn in the form of click-to-show. This is also a very formal strategy for the Olympics. For the previous Hollywood, the more important meaning of click-to-show is to guide the release.

As early as a few decades ago, the major theater chains in North America have realized the differentiated screening of films. For the producer, in addition to the necessary steps of marketing and media strategy, the filming of the distribution strategy formulation and execution , Is also of great significance. For example, by analyzing the data after the screening, determine the target audience of the film and whether it can enter the mainstream market for distribution, how many screens are more appropriate for screening, and the distribution cooperation strategy with different theater lines, etc.

However, now that the media is highly developed, and there is even a media with extremely fast sharing speeds like the Internet. Starting in the 1990s, movies that have been distributed on a large scale have not been very closely related to the distribution strategy.

Nowadays, when it comes to screening, the first thing that comes to mind is literary films and awards.

For literary and artistic films, it is possible to control the audience of the film through very few screens. At the initial stage, only fans in this area are attracted to the theater, which can easily create a super reputation. This can be said to be a literary film. An important reason for the generally high reputation.

No one can deny that when the quality of the film is similar, the less people watch, the higher the evaluation.

Award-winning movies and commercial blockbusters are completely different, and the publicity strategies of the two parties are also completely different. Word-of-mouth and the ratings of various media and even film critics have an important influence on award-winning movies.

Screening also provides opportunities for some films that do not want to be released on a large scale before the New Year to participate in the Oscar competition. The works participating in the current Oscar competition must be released before the New Year. This is one of the most basic conditions for applying for the Oscar.

Compared to striving for high reputation, this can be said to be the most important reason why "Gravity" adopts the point of reflection. Time is too tight, and the copies that Warner Bros. sent to all parts of North America are not yet fully prepared, so they have to first put them on file in the most famous cities in North America.

to be honest. For a film like "Gravity" that will be released on a large scale later, it doesn't make much sense to click on it.

Click on. Nowadays, it is basically dedicated to small-cost independent films.

For example, Duke has thoroughly studied the typical "Crouching Tiger, Hidden Tiger" in this area. It was screened before its release. Through questionnaire surveys, the publisher already knew that the film was not focused on the mainstream market when it was released, but targeted at a small number of genre fans. , Lock them as the first part of the core audience.

This part of the distribution is very small, and there are even a few dozen theaters nationwide, although it is also released at this time. But in fact, for the subsequent expansion of the scale of issuance and finally entering the mainstream market, it can also be regarded as "pre-ordering".

"Crouching Tiger, Hidden Dragon" was promoted through the high reputation of the first batch of genre fans and eye-catching box office data, and gradually expanded the target audience and the number of screens, such as Chinese and Asian Americans in North America. For marketing, the screening theaters are located near the gathering areas of these target groups, and then the North American mainstream movie-watching group is planned, and the relevant media will put advertisements.

In the end, it took hundreds of millions of dollars in the box office from North America by means of super long-term screening.

This method is obviously not suitable for "Gravity".

From December 26, "Gravity" will be shown in North America on the scale of 50 theaters. For Duke's film, high attendance is almost inevitable, and it earned $1.68 million that day. Single-library box office exceeded $30,000!

This is not surprising, not only the time period of the film, but also the screens that are shown are the imax screens of the super large theater.

Unlike the summer commercial masterpiece, a film released during the awards season wants to make a difference at the Oscars, and it must be professional word-of-mouth marketing, but this is just a routine work that Warner Bros. does every year. Moreover, the quality of "Gravity" is completely satisfactory, and word-of-mouth marketing is not a difficult task at all.

""Gravity" depicts outer space in a spectacular way, with the same groundbreaking as "Avatar"."-"New York Times"

"Words cannot describe the amazing visual presentation of this space opera. The effect can only be captured in 3D in the cinema."-"Los Angeles Times"

Among the 66 North American media scoring, "Gravity" scored an average of 93 points!

High scores are one aspect. The movie's spot sensation is another aspect, starting from December 27th. Even during the working day, many dot-screen theaters in North America are full of seats, and the box office of single libraries has been operating at a high level.

As of December 31st, when the Oscar Executive Committee mailed nominations to nearly 6,000 members, "Gravity" had already taken the box office of more than 7 million U.S. dollars from North America, five days later. The box office of Yingde's single library is as high as 140,000 US dollars.

Also on Friday, December 31st, "Gravity" ended its screening and began to be shown on a large scale in North America, with the number of theaters reaching 4120.

Due to the previous screenings, the film has accumulated a huge reputation and expectations. On Friday, the film broke out in a blowout style, and easily took away 27.65 million US dollars.

More importantly, after the large-scale release, the reputation of "Gravity" has not fallen sharply.

The audience praise rate of the re cinema is as high as 93%, and the audience scores an average of'a+'. The 38,775 users of imdb website score 9.4 points, the audience love popcorn index is 92%, and the average 77 media reporters of metacritic score A high score of 91 points.

If the audience’s word of mouth is more a guarantee of the film’s box office trend, and there is not much help in winning the prize, a related comment by Frank Pearson in the "Vanity Fair" New Year's special issue shows certain trends. .

"Gravity has made great innovations and breakthroughs in both form and content. In the genre of space-themed movies, it is realized with new photography, special effects, and 2D conversion to 3D technology. This is definitely an innovation in film history."

"It gives people a completely new movie-watching experience and emotional experience that have never been seen before. It is completely new. This movie takes a step forward on the basis of creating a new world. It can make you immersive, and the 3dimax effect seems to be in it."

"This kind of experience is obviously different from watching "Hubble Telescope 3d" and "International Space Station" in the film museum. First of all, the type is different. Because the motion of the virtual camera brings strong subjective feelings, the documentary cannot provide it. It is experimental, pioneering and enlightening-for me, just like seeing "Pulp Fiction" for the first time, the value of "Gravity" is to prove that'the movie can still be shot like this', just this One point, in terms of its super high degree of completion, director Duke Rosenberg can be classified as a master of film."

"This "Gravity" is quite inspiring for all future space films, and even other types of films. The form and content of this film are highly unified. Many critics think the film story is thin. In my opinion, This is a stress response to encountering fresh objects."

“I couldn’t make any comments for a few hours after watching this movie because I don’t know how to evaluate it. This is my true reaction. In such a story setting, the current story capacity is appropriate. Now, the story looks simple, but because of the breakthrough in the form of the film, the amount of information contained in the film itself is quite large. The viewer has to face massive information processing from the audiovisual and brain levels. After the combination of new form and content appears, We should also adjust to find the angle of how to view and appreciate this movie."

"So, for me, "Gravity" is a'new' film from the perspective of film history. I can't draw any more conclusions about this film because of its influence on subsequent films. just started."

Although quite a few people who watched this movie gave negative comments, Duke’s appeal is undoubtedly huge in terms of commercial films and the mainstream market. The number and scope of influence of Duke Bluff in recent years have been It is constantly expanding, and some media even claim that he is the first director in history to have superstar fans.

The 3D effect of "Gravity" is absolutely outstanding. This alone is enough to attract a large audience.

On the second day of the film’s large-scale release, that is, on New Year’s Day in 2011, the North American box office rose again, with a single-day closing of 28.54 million U.S. dollars. Although the single-day box office fell sharply in the following day, it still received 25.77 million U.S. dollars.

Without any suspense, "Gravity" easily won the first North American weekend box office championship in 2011, and the result of $81.96 million is eye-catching.

In addition to the box office obtained from the previous screenings, "Gravity" has taken 89.06 million US dollars from North America.

Another point is that "Gravity" does not have a rival of the same magnitude at this time. The first week of the box office that lived up to expectations and the excellent reputation are enough to ensure that the subsequent box office of the film runs in an extremely stable trend.

Whether it is Duke or Warner Bros., they are not too worried about the commercial performance of this film. On the basis of maintaining sufficient market promotion, their main work gradually shifted to Oscar's public relations operation.

Even though Duke, Penny Kellys, Scarlett Johansson, Nancy Josephson, and Warner Bros. have made enough efforts before, they have won the support of such heavyweight academy members as Frank Pearson. Not optimistic at all.

The late release of "Gravity" is a considerable factor that cannot be ignored, and it also increases the difficulty of the Olympics.

"We missed a series of outpost awards..."

In the hospitality room of the Eye-shaped Villa, Penny Kellys frowned. The current situation is indeed not optimistic. "This has caused a series of negative effects on word-of-mouth marketing, especially the best actress, Natalie Porter. Mann almost won the best actress in all outpost awards." (To be continued.)

ps: Ask for monthly and recommended tickets!