The Greatest Showman

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Generally speaking, the release date of a film often needs to be set a year or even two years in advance, especially for commercial films aimed at the box office market. Reference; on the other hand, in order to understand the surrounding competitors in advance, the film companies communicate with each other, just like an enclosure, to announce the ownership of the schedule early.

In addition, on the other hand, it is to carry out preliminary publicity in a planned and step-by-step manner according to the schedule.

Movie promotions in the Internet age have become more and more diverse, from posters to trailers, from viral videos to street events, from Super Bowl commercials to YouTube video ads... and so on, the entire promotion has become three-dimensional and fresh. To live, the distribution department must formulate corresponding plans, and then according to the filming work of the crew, release more news in a relaxed manner to attract the attention of the audience.

In this age of information ocean where "the fragrance of wine is also afraid of deep alleys", the role of propaganda is becoming more and more important, and correspondingly, the cost of propaganda is also rising -

Are there any movie works that rely on word-of-mouth to complete the counterattack in the absence of publicity? Of course, there are such dark horse miracles almost every year. With the power of social networks, those little-known low-cost works have also won the opportunity to make their mark; but in the final analysis, there are still a few, and the power of publicity is very important, especially for the summer season. The same is true for commercial blockbusters.

Lack of publicity is often the harbinger of a movie's box-office collapse.

To determine the schedule a year or more in advance, the publicity and distribution department can start from the preparatory and casting stage according to the progress of the schedule, and then start the second stage of publicity according to the filming progress of the crew, and then start the third stage according to the post-production progress. stage and follow-up publicity before the official release.

This is a huge and scientific project, and the detailed process is more professional and more cumbersome than imagined.

According to the plan, "Interstellar" will be officially released this year's Thanksgiving schedule, and Warner Bros. has also carried out pre-publicity and promotion in an orderly manner; however, a series of accidents have disrupted the plan. After the Oscars, Warner Bros. after careful consideration , the official decision to "Interstellar Crossing" to raise the file, from November 7th to June 6th, to join the competition for the summer file.

Undoubtedly, this is the most sensational and important news before "Captain America 2" is about to kick off the summer season. Warner Bros.'s move to raise the file instantly disrupted the entire summer season.

It is true that there were still six full weeks before the release of "Captain America 2", and three and a half months before the release of "Interstellar". There was still room for adjustment in all plans, but for 2014 For the summer season, this is still a big news that cannot be ignored. It is very likely that major projects will have to be reshuffled.

Uncertainties exploded, even for the "Interstellar" crew themselves.

From November 7th to June 6th, it is five months ahead of schedule, which also means that the publicity time is shortened by five months. So, is the communication effect enough? Are the expected effects sufficient? Is the feedback effect enough? More importantly, is there enough time to revise the promotion plan and market positioning?

Previously, the publicity had always revolved around the theme of "going home", and all aspects were aimed at the Thanksgiving period, but now it has to enter the battle for the summer period. The theme of "going home" seems too warm, and the focus of publicity must be Adjust to "hard sci-fi" and strive to tap the sci-fi market in the summer.

There is only three and a half months to complete the preparation and preparation. It is really too hasty and urgent. Is it too late? Is the effect enough?

Of course, "Interstellar" still has advantages unmatched by other movies:

The first is Christopher Nolan's strong appeal in the field of science fiction films. After the continuous foreshadowing of the "Batman" series and "Inception", his name has become a hard sign, and he has been constantly emphasizing this in the early publicity. One point, laid enough ferocious momentum for the movie.

The second is the influence of Renly Hall. After the Oscars ended, it continued to climb, suppressing the reputation and popularity of the entire awards season and launching a full-scale counterattack; considering the far-reaching influence on the Sundance Film Festival, from "explosion" The reputation of "Drummer" exploded to the popularity of the live broadcast of the symposium. "Interstellar" had an innate advantage early on, and its popularity and popularity had accumulated to a certain height in the first two months of 2014.

Once again, it is the return of the core theme of "going home". Even in the summer season, this theme is in line with market expectations and may unexpectedly attract family audiences other than sci-fi fans. The classification of "pg-13" is placed on Thanksgiving Day. It is standard, but it is an unexpected advantage item in the summer file.

However, how to superimpose and release all these advantages in three and a half months, and further evolve into a driving force to attract audiences to the cinema, this is a serious issue.

In the final analysis, the time is still too short and too short. "Interstellar" can almost be said to be an airborne summer vacation, and all the preparations are seriously insufficient. Compared with other competitors whose early publicity campaigns are half a year and a year, Warner Bros. The gear action almost forced "Interstellar" to the edge of the cliff.

People in the industry don't even know if Kevin Tsujihara is taking a risk or losing his mind, but what is certain is that the general opinion in the industry is now lowering expectations for the premiere box office data of "Interstellar"——

Maybe the follow-up box office can rely on word of mouth and Renly and Christopher

Its appeal to complete the counterattack is like the long explosive force of "gravity"; but without the pull of publicity, the explosive force of the premiere box office will inevitably be directly and positively affected, which is an objective situation that cannot be ignored.

In addition, judging from the word-of-mouth feedback from the internal test screening in early March: the overall evaluation still maintains a positive trend, and the praise for Christopher and Renly still has the upper hand; but the professionals who participated in the test screening generally said that this It is a hard science fiction involving advanced theoretical knowledge, and theoretical knowledge is more important than "Inception", which also means that the audience's acceptance needs to be higher.

It is explained in a common saying: the popcorn index of the summer season is not high enough, and it is impossible to clearly predict how the market will respond.

The feedback from the test screening word-of-mouth also adds to the uncertainty of the summer box office prospects of "Interstellar". It is clear at a glance by referring to the summer box office of "Inception"——

It premiered on July 16, 2010. The opening weekend box office was 62 million, and the final North American box office was 290 million and the global box office was 828 million. On the whole, the box office data of the premiere is still relatively low, and the follow-up depends on word-of-mouth explosion. Unfortunately, the North American box office has not been able to cross the threshold of 300 million, but it has exceeded 800 million by relying on the overseas box office; but the problem is that "Pirates of Dreams" The filming locations involved overseas cities such as London and Paris, and these advantages no longer exist in "Interstellar".

It was mentioned before when "Edge of Tomorrow" and "Gravity" were released. In recent years, the box office trend of sci-fi movies has become unstable, and many uncertain factors may become a negative influence that restricts the rise of the box office. "Interstellar "Crossing" originally had to face such a predicament, but now there is an action to raise the file, and the development of things has increased more uncertainty.

This will also become Fisher and Diesel's "hope" -

If the final box office of "Interstellar" really encounters Waterloo unexpectedly, after all, the summer file is a mass grave, with risks and opportunities coexisting, and it may soar into the sky or be shattered; then, this will also become the "undefeated" career of Renly. Halo's first blemish will also be Diesel's first notch to win respite.

For the current Renly, the fiasco of a work is not enough to shake his position in the industry, but it is undeniable that the negative effects still exist more or less objectively. It is particularly important to note that the "Interstellar" The particularity gathers the grudges between Kevin-Tsujihara, Thomas-Tull and Renly-Hall, and its box office failure will inevitably involve more power disputes.

Most importantly, this also allows studios such as Universal Pictures, Sony Pictures, Disney, etc. to gain more breathing space for Diesel when measuring the confrontation between Renly and Diesel, not much. But precious.

After being hit in a row, Diesel was already standing at the edge of the abyss and was in a desperate situation. He had to firmly grasp any chance to breathe, otherwise he might really be shattered.

Therefore, Diesel is now starting to pray sincerely and devoutly: "Interstellar" must fail, preferably a complete collapse; at the same time, looking forward to the full explosion of other works in the summer, it is best to apply layers and layers to "Interstellar" The pressure of stacking, squeezing the box office market little by little, any work that can pose a threat to "Interstellar" will now become an ally of Diesel.

Sincerely, Diesel needs to gather the essence of the sun and the moon in the whole of Hollywood, and then accumulate strength and look forward to destroying Renly's "invincible halo". If possible, he is willing to go to church every week to express his sincerity. .

Although Fisher thought Diesel's idea was absurd, instead of expecting the opponent's failure, it was better to focus on himself. Diesel was still a little stunned; but... If "Interstellar" really failed miserably Well, Fisher likes it too, so he didn't stop Diesel.

Surely everything is negative?

Obviously not!

Warner Bros. is not a fool. The risks of raising the file are naturally clear, but they still chose to raise the file. This also sends a signal to all audiences and industry peers: We are full of confidence!

This is an important statement for the entire film industry.

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