v2 Chapter 940： It’s hard to predict the future

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"Star Wars: The Force Awakens" allowed Chinese filmmakers to see the huge potential and infinitely bright future of the Chinese film market, and also made them feel pressure and crisis.

The famous mainland director Feng Daya stated at the Directors Guild’s commendation meeting, “Star Wars: The Force Awakens has a box office of more than 400 million in a single day, and a box office of more than 1 billion in three days. Duke Rosenberg can't find any Opponents, but domestic films must hold on!"

Of course, in the Chinese film market where the number of screens is still growing, these records may soon be refreshed one after another, and the meaning and value of the so-called "film history record" is a matter of opinion.

But it is undeniable that these data can reflect the popularity of "Star Wars: The Force Awakens" in China from the side, and also allow Duke to continue to dominate the Chinese movies that have been occupied since "The Lord of the Rings: The Return of the King". The position of the box office champion.

While promoting the achievements in the Chinese market, Duke also specifically asked Tina Fei to find some North American media analysis and put it on the media and the Internet here to continue to increase the topic of "Star Wars: The Force Awakens."

"Star Wars: The Force Awakens" can be said to have set a benchmark for all movie series in terms of the diversity of the cast. It has Chinese actors like Daniel Wu and Latino actor Oscar Isaac... this movie At the same time, it is also the weakest series of'male supremacy' in the blockbuster of the same type. Actresses also have a good opportunity to show off their skills."

"This is an important lesson for Hollywood to learn. They not only have diverse leading actors, but these characters are flesh-and-blood and they will not deliberately cater to them."

The reports in this area that appeared in the Chinese media also deliberately excerpted some North American data, "Star Wars: The Force Awakens in North America, 49% of the audience is female, and racial composition,% Thirty-seven are Hispanic, 35% are white, 24% are Asian. 10% are African, and other races."

In fact, this is also part of the reason for the popularity of "Star Wars: The Force Awakens" in North America. The proportion of non-white viewers exceeds 70%.

In the context of the increasing proportion of Asian and Latino audiences. Highlighting diversity is a very cost-effective method.

Everyone who goes to the movie theater to watch "Star Wars: The Force Awakens" can find a character on the screen that gives him a sense of identity. Duke's effort in starring diversity has helped the film in South America and other parts of the world. Attracted a large number of fans.

By the same token, if the economies of those black countries are sufficiently developed, Duke will also create an African-American lead. It is a pity that almost all black-dominated countries are synonymous with chaos and poverty.

In order to attract attention, the companies and people behind a film can always create many topics.

"Star Wars: The Force Awakens" was shown in China, and Duke was also busy with publicity announcements in China. The topics that North America continued to create were also transmitted to the other side of the Pacific by Warner Bros. to increase the film's own aura.

The person who stood up this time was Stan Lee, speaking on an old topic. Such a topic has long been seen in the top of Marvel Comics and Duke's desk, but it is the first time it has been made public to the media.

"Crossing Star Wars and the Marvel Universe, can such wild ideas be realized?"

This is one of the hottest topics on the Internet in North America and China since the start of the new week.

Now, Lucas Pictures and Marvel Pictures are both under the umbrella of Duke. Many fans speculate whether Duke will let the two movie universes crossover on the screen.

During a Marvel campaign, the North American media raised this question to Stan Lee. Stan Lee was optimistic about this. "I don’t know how many characters can be included in a movie. But if Duke thinks this can If it works, he will definitely find a way to make the two universes intersect."

It is also Marvel’s tradition to allow multiple independent characters to cross-appear in the same movie. "Avengers" is one of the representatives. Stan Lee also said: "In "Avengers" Duke makes multiple superheroes merge One. We can get more characters to join in. If Luke Skywalker is also a member of the Avengers, how interesting!"

If Marvel and Star Wars, the two cosmic IPs, can join hands, it is really hard to predict the future.

Of course, Stan Lee’s words were inspired by Duke and also to promote "Star Wars: The Force Awakens" and "Avengers 2: Ultron Project" which will be released in May. Judging from Duke's own plan, even if this "cross" can be realized, it will take many years.

As for whether this is reasonable or not, it is not a problem at all.

As long as the profit is high enough, regardless of his universe, Calabash Wa Ultraman Duke can join in, don't worry about consuming fans' feelings.

The promotion and marketing of "Star Wars: The Force Awakens" almost occupies all the major positions of China's Internet and traditional media.

If a person has opened various apps in this week, he may be surprised that the posters of "Star Wars: The Force Awakens" occupy their opening advertising positions, ranging from Are you hungry, Ink Weather, to Qzone, Sina Weibo Bo, and then Didi and Kuaidi taxis, almost none is spared.

On the streets, you can also see all kinds of Star Wars elements.

From the layout in the mall to the merchandise in the store, if you just pass by the Le Royal Méridien Shanghai in these two days, you can still see two lightsabers standing on the top floor, pointing straight to the sky.

For now, any movie released in China should have high hopes from Hollywood production and distribution companies. There are only so many quotas for the introduction of account-sharing movies every year. Since it has been so hard to bring the movie to China, Duke and Lucasfilm naturally hope they can sell them at a good price.

When "Star Wars" first became popular, the Chinese film market was still very small. In addition, the "Star Wars" series itself had some years, and the science fiction elements and grand worldview in it did not have the soil for the development of China, so " "Star Wars" has become a movie series with no audience base in China.

A few years ago, the seemingly widespread "May the Force be with you" had no practical meaning to most Chinese audiences.

What kind of audience is watching movies in China now? Duke has been allowing professional companies to collect relevant data in recent years. Young people born in the 1980s and 1990s who have never experienced the "Star Wars" era contributed 77% of the box office of Chinese movies.

Five years ago, there was undoubtedly a huge gap between the mainstream audience in China and "Star Wars."

At the beginning, Duke’s biggest task for Catherine Kennedy and Lucasfilm was to use various marketing resources to bridge this gap with the cooperation of Time Warner.

At least, those various marketing must be able to stimulate people's curiosity, walk into the cinema to feel the baptism of the Force.

Therefore, Lucasfilm's strategy is to allow Star Wars elements to occupy all the public's sight through various propaganda and derivatives, and use various KOLs and fans to trigger topics.

In short, everything you see and hear is all Star Wars.

All of this can be said to have been planned for a long time, since Duke bought Lucasfilm.

And long-term unremitting efforts are also one of the basic conditions for "Star Wars: The Force Awakens" to break out at the Chinese box office.

In addition, the success of the film in China is also inseparable from the promotion of the partners. Among the many partners of Duke and Lucasfilm, some of them are multinational companies that have long-term cooperative relations with Duke, such as Lego, which makes toys. Has always been a major producer and distributor of Duke movies. Yili from China has been one of the main sponsors since he filmed and produced "Transformers."

Whether it is Lego or Yili, they all have a common feature, that is, they both have strong retail channels, and have the funds and capabilities to do high-intensity and high-density marketing, and they can provide "Star Wars: The Force Awakens" Some assistance.

Therefore, it is not difficult to imagine that when "Star Wars: The Force Awakens" is released in China, and all businesses cooperate with Lucasfilm and Warner Greater China's pre-set release date to start publicity, it will be What a grand scene.

Among all the cooperating manufacturers, perhaps the largest scale for the launch of Star Wars in China is Yili. This dairy company has printed the images of Stormtrooper and BB-8 on its advertisements and put them on almost everything that can be released. Advertising locations range from subway stations, bus stations, newspapers, supermarkets, shopping malls, convenience stores, to various mobile apps and Moments.

Yili even found narrators on Weibo and many Chinese celebrities for placement ads.

Of course, this is also a good opportunity for Yili to promote.

In terms of channels, this is the most comprehensive one that Yili has done. In addition to Wei Kezi's failure to catch up due to the schedule, all categories of Yili also participated in this cooperation, and advertising received more than ten times the usual attention.

In the following days, "Star Wars: The Force Awakens" continued to advance in China, and the box office in a single day did not fall below 100 million yuan. By the time it was released for a whole week, the total box office in China had exceeded 1.5 billion yuan.

This is also the fastest box office in Chinese film history to break the record of 1.5 billion.

Faced with such a high box office, filmmakers here have also walked into the theater to watch, but many of them wore tinted glasses.

For example, Feng Daya publicly claimed in an interview that "Star Wars: The Force Awakens" was very ugly. Twenty minutes after the opening, he really couldn't stand it and had to leave early.

Such criticism is also good in some respects. After all, it is impossible for any publicity to hype the same topic for a long time. (To be continued.)

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