Hollywood Road

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"How is post-production going?"

In the studio, Kara Firth saw Murphy's notice to take a break, walked over, and asked, "Can you finish it on time?"

Murphy rubbed his forehead and said, "The color correction work will not take more than three days at most, and all post-production work will be completed by April at the latest."

"Kara, this way." He pointed to the resting place outside the glass window, and went there with Kara Feiss, first got a cup of coffee and a glass of water, and sat opposite Kara Feiss, "Where are you? How is it?"

Taking a sip from the water glass, Kara Firth knew that Murphy was asking about publicity and marketing, thought for a while, and said, "The board of directors of the company just decided yesterday afternoon that the original promotion and marketing expenses of "City of Chaos" On top of that, an additional $50 million!"

"Oh..." Murphy immediately came to his senses, "an additional 50 million US dollars!"

The film's original promotional and marketing budget was $75 million, which is half of the production cost. If you add the $50 million, the promotional and marketing budget is as high as $125 million, which is also the second highest among his films. Alright, second only to Man of Steel.

"The film is relatively risky, and the company is well aware of that."

Facing Murphy, Kara Firth didn't have to beat around the bush, and always said something, "But Twentieth Century Fox has great confidence in you, and believes that even if this film doesn't get back the high investment, as long as you make it With a certain foundation, the next two films will inevitably have high profits."

She put down her water glass and laughed, "So, word of mouth is very important."

Murphy shrugged, "If the reputation is too bad, will 20th Century Fox just cut off the latter two?"

"Yes." Kara Feith nodded, bluntly, "The film company is a commercial company, not a charity."

"Then try harder." Murphy said deliberately, "increase the publicity budget to 150 million US dollars, or higher."

Kara Feith thought for a while and said, "It can be considered."

Murphy was not joking, "I will leave this matter to you."

A promotional and marketing budget of US$125 million may seem like a lot, but among Hollywood's first-line commercial blockbusters, it is only at the upper-middle level.

As the film industry with the highest degree of marketization in the world, Hollywood’s publicity investment can be described as “spending no expense”. As early as the early 1990s, the publicity budget of mainstream commercial blockbusters could account for 30% to 100% of the production cost. Fifty-fifty, budgets in this area continued to grow over time, and by the turn of the century some films were approaching or even breaking the $100 million mark.

And now, it is not uncommon to find mainstream commercial films with promotional expenses exceeding 100 million U.S. dollars, but it is not uncommon. For example, 20th Century Fox spent more than 250 million U.S. dollars on "Avatar". There are even super blockbusters such as "Iron Man 3" and "Avengers" that have been promoted and sold for more than 150 million US dollars and are released to the global film market.

Even, the former "Frozen" spent nearly 300 million US dollars on global promotion, which is twice the production cost, but such an investment is indeed rewarding, and it is only a dress for Elsa , Let Disney make a lot of money.

In the circle of Hollywood, no matter how dull-headed people are, they also understand that if any film wants to sell well, sufficient publicity and marketing is a necessary condition. It is possible that there are places that cannot be seen behind those films that win high box office with small production costs. Huge publicity and marketing investment.

In today's Hollywood, including all films that can be released in theaters, the average publicity and distribution expenses generally account for 50% of the production cost, and the overall promotion and marketing expenses of a global Hollywood blockbuster are very high. at least less than $100 million,

Some may even reach twice as much as this figure. Although the sky-high cost is staggering, the overall scale of the overseas market, the global box office of super blockbuster films and the return of peripheral industries are also the confidence and motivation for Hollywood manufacturers to spend a lot of money on publicity and marketing. source.

Of course, the high cost of publicity and distribution of Hollywood movies did not happen overnight, and it also experienced a long process of gradual increase.

Recall that in 1980, the average publicity cost of a major Hollywood studio film was about US$5 million, but in 2007, the cost soared to about US$40 million, and within a few years, this figure will rise to 50 million Dollar.

Hollywood, which advocates practicality and efficiency, will not be "willful" in publicity and distribution investment. There is only one reason why it is willing to invest so much money-profit.

Hollywood has a very accurate description of this. The quality of a movie determines how far a movie can fly, and marketing determines how high a movie can fly.

Murphy very much agrees with this statement.

"What about the specific publicity and marketing plan?" Although Murphy won't operate it himself, he will understand it a little bit every time, which will better allow the crew to cooperate with 20th Century Fox's publicity and promotion. "Has it been formulated?"

If it were an ordinary director, the publisher wouldn't bother with it at all, but Murphy was different. Among other things, the relationship between Kara Firth could play a certain role.

Kara Firth took another sip of water, "It's finished, I'll send you a copy to your mailbox when I go back."

She looked at her watch and stood up, "I should go back to work, call if I need anything."

Murphy nodded, "Well, you communicate with Galdo."

Kara Firth turned around and was about to leave, but suddenly thought of another thing, stopped quickly and said, "I almost forgot the most important thing, the company plans to advertise on this year's Super Bowl, you should make a commercial as soon as possible."

"no problem."

Murphy waved his hand and watched Kara Firth leave.

Back at work, Murphy began to think about what Kara Firth called the Super Bowl commercial. Even in this Internet age, the effect of the Super Bowl halftime commercial is still unparalleled, but the post-production of this film has just begun. Soon, all the special effects were not completed, and it was very difficult to make a commercial that was hot enough.

How about giving up all the special effects scenes and changing to a different kind of commercial? Murphy thought for a while and felt that it was feasible.

The entire post-production was proceeding exactly as planned. After finishing the color correction, Murphy and Jody Griffiths went into the editing work together. Kara Firth also sent the pre-screening publicity plan formulated by Twentieth Century Fox to In his mailbox, Murphy took a look at it while he was busy.

Due to the theme of the film and its not too youth-oriented, the publicity and marketing plan formulated by Twentieth Century Fox was not too surprising, but focused on safety, but it was very targeted.

The biggest success of Hollywood movies is that they can produce what the audience wants to see, and successfully influence the taste of the audience, creating a large number of specialized customer groups.

Twentieth Century Fox is very clear that the initial audience for such a film will not necessarily be teenagers in their teens, but people with certain life experiences, and the pre-screening marketing plan is aimed at them.

Based on this, in the time before the release, it is the top priority of marketing to carry out appropriate publicity and promotion, and to improve the popularity and reputation of the film through publicity.

Twentieth Century Fox's promotional system consists of different promotional platforms and various promotional materials to form a static framework, and according to the progress of film production and publicity, it is coordinated, promoted, operated, and effective.

This aspect is mainly divided into several methods such as broadcasting trailers on multiple platforms, placing a large number of movie posters, comprehensively using promotional media, and using various activities to expand the influence of the movie.

There are many summer movies in North America, and the screening cycle of theaters is generally short. The importance of publicity and marketing is becoming more and more obvious. Publicity and marketing can not only affect the size of the first audience and the box office of the first weekend, but also indirectly determine how long the film can stay on the screen, and even from a certain point. Affects the success or failure of the film to a certain extent.

From the perspective of commercial attributes, as an entertainment product, the principle of promotion and marketing of movies is not fundamentally different from that of general consumer products. The fundamental purpose is still to attract consumption and maximize investment returns.

The publicity and marketing of movies mainly focus on the potential consumers in the general public and the cooperation with distributors. The expenses generally include the production costs of film promotional materials, the development and production costs of theater promotional materials, media publicity and promotion costs, and film distribution costs.

Among them, media publicity and promotion is the most important thing. As the core link of publicity and distribution, the investment in media publicity and promotion is scattered in multiple channels, and the high publicity and distribution costs can easily reach tens of millions. On the way to the cinema.

However, unlike the previous publicity and promotion, in this plan of 20th Century Fox, the investment in traditional media accounted for nearly half of the investment.

The most important thing is TV commercials. Not only 20th Century Fox, but Hollywood as a whole has spared no effort in investing in TV commercials. More than 70% of its overall advertising costs will be spent on TV commercials. Although for many years, various singers The argument of declining traditional media is heard endlessly in Hollywood, and the rise of new media is also a fact. There are also predictions that TV advertising investment will decline, but there seems to be no sign of such predictions being fulfilled.

Television advertising is still the most important publicity vehicle in Hollywood.

Although there are many successful film cases using emerging online media, Hollywood tends to be conservative in this regard. Just like Kara Firth told Murphy, it is impossible for distribution companies to use precious marketing budgets to experiment with some new things. However, studios are all hamstrung by the release window of three weeks to one month, and they often don't have the determination to take risks.

Murphy has no objection to 20th Century Fox's relatively conservative publicity and marketing plan. Different movies have different plans, and promotion and marketing must be formulated according to the actual situation.

The first thing he completed was the Super Bowl halftime commercial. (To be continued.)

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