Hollywood Road

"Here's Fox Entertainment reporting back from Missouri."

In the TV screen, a reporter is standing on a small field in the wild. Behind her is a large piece of wasteland covered with green grass. Nearly a hundred people are searching in the wasteland, as if they are looking for something important. The reporter said to the camera lens, "In order to find Amy Dunn, the prototype of the amazing Amy, a search team has been formally established. They are searching near a small river where Amy may have disappeared..."

Looking away from the TV, Murphy nodded in satisfaction. This was an event that had been planned long ago, but unlike some readers of "Amazing Amy" who gathered in St. Louis with their own personalities, all members of the search team They were all hired by the crew to sign strict confidentiality contracts.

These activities aimed at gaining eyeballs and attention do not allow the public to easily participate.

Murphy and Twentieth Century Fox have formulated a rigorous plan, and everything is currently going according to plan. Judging from the reaction from the media, the Internet, and the public, the effect has far exceeded their expectations.

Although it didn't become a hot event in the United States, the attention that Amazing Amy can attract is enough for a film.

However, just like not accepting outsiders into the so-called search team, Murphy and 20th Century Fox will also pay due attention to the degree of it.

It is undeniable that this kind of publicity and marketing has its inescapable drawbacks. The overwhelming news about the amazing Amy will inevitably arouse some people's resentment, and when the truth is revealed, some people will be angrily denounced as deception , but compared to the attention and discussion that can be attracted, these are all worthwhile.

Any marketing will have gains and losses, such as Apple's hunger marketing, which will also cause the loss of some impatient potential customers.

To choose the right marketing method, the most important thing is to look at the gains and losses.

Compared with what was lost, "The Lost Lover" can undoubtedly gain more, and no matter how artistically packaged the film is, it is the standard entertainment industry in this era, and what this industry fears most is never being discussed, but No one talks about it.

This kind of publicity mode that is separated from Internet viral marketing is not very common now, and it will soon become a common method in Hollywood. For example, Murphy once saw that "The Cloverfield Files" spread monsters in New York. According to the news of the attack, "District 9" made posters to hunt down the aliens hidden among the human beings. The most extreme thing is "2o12". A certain social panic.

It is no exaggeration to say that these propagandas have no morals and no bottom line, but when has Hollywood ever had a bottom line?

What Hollywood movies want is high box office and high profits. The so-called mainstream values ​​in the movies are all for these. When it comes to global peace, there will definitely be companies to do it.

This kind of publicity and marketing cannot continue for a long time. In mid-July, 20th Century Fox organized an internal test screening. Almost all the people who participated in the test screening praised the film unanimously, which also strengthened 20th Century Fox. The determination to continue to increase investment in publicity and marketing.

The production cost of "Gone Girl" is only 45 million US dollars, but 20th Century Fox has added 10 million US dollars in promotion and marketing expenses on the previous basis, and the promotional expenses of the entire film will be as high as 30 million US dollars.

As the release date approaches, it is time to change the promotional marketing strategy.

Just entered the second half of July, someone broke the news on the Internet, claiming that he got the photos of Amazing Amy in New York before, and posted them on the blog, which immediately attracted the attention of countless people.

The next day, this photo also appeared on many paper media. After the previous publicity, the disappearance of the magical Amy has attracted public attention in North America.

But on the blog of the explosion photo,

A sharp-eyed person left a message, "Why does it look like a young Charlize Theron?"

Not only netizens, but also some media publicly questioned, "Amy is simply a replica of Charlize Theron when she was young."

And the well-informed media publicly accused, "Amazing Amy is a hoax!"

Hoax or not, with the leaked photos, the public's attention to Amazing Amy has reached a new level.

That's a photo of Charlize Theron at ballet school, and it's been tweaked a bit by a technician to make her look plausible.

There are some things that attract more attention step by step than poking out the answer all at once.

Later, the so-called friend of Amy Dunn who was interviewed said that he found a photo of her and Amy from home, but the photo was a bit overexposed, and Amy’s face was not clearly visible, but the small hair on the neck Moles are clearly visible.

The tabloids took out the photos of Charlize Theron and Amy for comparison, and then they were angry. All the incidents about the amazing Amy were a propaganda conspiracy of a certain movie.

This aroused the resentment of many people, but more people are still paying attention to the progress of the incident.

Then, Nick Dunn appeared, and the blog signed by Nick Dunn updated his picture avatar, and argued that he did not murder Amy Dunn...

"Fuak! Isn't this James Franco?"

"Is this really a publicity stunt?"

Meanwhile, the website called "Lake of Secrets" officially changed to "Gone Girl," and all the questions floating around became, 'What is Nick Dunne hiding from Amy Dunn? '

The answer to the mystery was also completely revealed. On the official website of the miraculous Amy, in the blank avatar column representing Amy Dunn, the avatar of Charlize Theron appeared impressively!

Twentieth Century Fox's pre-screening publicity bombing also kicked off.

The trailer first appeared on Fox News in prime time.

"Famous director Murphy Stanton's new suspense thriller "Gone Girl" officially releases posters and trailers today. In the film, James Franco is caught in the puzzle of killing his wife, and the trailer is paired with a classic "Notting Hill" The theme song "she" interweaves a melancholy and weird atmosphere in the images of memory and reality, and the film will be officially released on August 5, 2005."

"Judging from the trailer, Murphy Stanton still continues his iconic dark and treacherous image style. The soundtrack of the film is sad and depressing, and the atmosphere is full."

"At the beginning of the trailer, Nick Dunn, played by James Franco, held a press conference to announce that his beloved wife disappeared three days ago. Afterwards, with many flashbacks, Nick recalled the sweet time with his wife, and the audience It can be seen that the mysterious and eerie smile of Amy Dunn, the wife played by Charlize Theron, seems to hide some secret behind it, and at the same time, the plot of Amy that the police and the news media are looking for is alternately advancing."

"Nick's situation has also changed with the deepening of the investigation. The misery and even evil in his personal life have changed under the media's intervention. What's more troublesome is that Nick is suspected of killing his wife Amy!"

With the emergence of the trailer, the truth of the previous series of events is certain, all of which are publicity planning.

On the Internet, in the media, and among the public concerned about the Amy incident, just like all films using this kind of marketing method, there have been a lot of abuse voices, and many people have vowed that they will never watch a liar’s movie .

However, "The Gone Girl" has steadily occupied the headlines of most entertainment media, and in the feedback from 20th Century Fox's survey, only a small number of people really care about this incident, and most people are still curious Xin, as long as the conditions permit, I will go to see the movie that can make such a movement, what is it like.

If the film is bad, it goes without saying that Murphy and 20th Century Fox will be overwhelmed with spit.

This method of publicity and marketing is not suitable for every movie. If you want to use it, the most basic point is that the quality of the movie itself must be excellent. The success of "The Cloverfield Files" and "The Ninth District" has confirmed this point.

Twentieth Century Fox was able to agree to Murphy's proposals. These did not come out of thin air, but were based on his continuous success in the past.

Now the film has been screened internally. Although due to confidentiality reasons, no external previews will be held, but 20th Century Fox is full of confidence.

The popularity of "Gone Girl" completely robbed the limelight of "The Return of the Man", which was moved to the end of July to avoid "Star Wars: Episode III: Revenge of the Sith".

Subsequently, 20th Century Fox released a series of posters. Because of the previous popularity, this film undoubtedly became the focus of media attention.

"Murphy Stanton's new film "Gone Girl" has released four new posters. In these four new posters, you can see the tool knife suspected to be used by the police collected by the police, and the heroine Amy Dunn's Underwear, burnt notes, family photos in Amy Dunn’s film, all kinds of clues seem to reveal the truth of the heroine’s death, but the fragmented details still cannot make people get a complete answer.”

More and more people are paying attention to the film, whether out of hatred following the misguided publicity or aroused interest.

Murphy also came forward for an interview with the Fox Network.

"This is a story about love, marriage, and suspenseful murder." Murphy said to the camera lens, "This is a movie that husbands and wives can talk about after watching it. There will be different opinions. I think it will be the best date movie ever."

Since "Gone Girl" will be released two weeks after "The Return of Man", the reporter specifically asked, "After directing a superhero movie, why did you choose such a movie?" (To be continued.)