I’m in Hollywood Chapter 158: Reverse decline
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In this era, film critic ’s income mainly came from two aspects: Film Studio ’s public relations fee and newspaper magazine ’s publication fee for film reviews. Of course, the top film critic will also have other types of income, such as publishing books or TV shows. .
And George · Northon is obviously not the top one, otherwise 《Premiere》 magazine will not easily dismiss George · Northon after being pressured by Columbia.
Because of the blacklist, when a new movie is about to be released in Film Studio, George · Northon will not only receive a one cent public relations fee, and even the invitation to preview or premiere the movie will not be received. If you ca n’t participate in the trial or premiere, you ca n’t get the first-hand viewing materials that are ahead of the average audience. newspaper magazine is not too eager for the film reviews of the films that have been released, so the income of the film review fees will also be greatly reduced. Together, the lost income exceeds 80% of the original income.
Therefore, being blacklisted by Six Great Film Studios means that George · Northon can no longer stay in the film critic circle, and the fame that has been built in the circle for many years has disappeared.
In fact, as an old fritter for many years, George · Northon also clearly knows the rules of the game in this circle, many lines can not be touched, so he has never done anything extraordinary before, after many years He also has a great reputation in the industry, and the annual income of all kinds even adds up to an enviable six-figure figure.
Perhaps precisely because of so many years of spring breeze, George · Northon was somewhat self-righteous and forgot his duty, so he published several articles criticizing 《Running Out of Time》 in succession. He had originally thought that he was teased by Nicole, Want to be angry, revenge a little bit, but did not expect that he underestimated the "impact" of the professional article far away, and when it came to reaction, it was too late and directly ruined his career. career.
After the end of the first week, maybe because of the storm, or because of the promotional role of Eric on the Sophia talk show, within four working days of the first week, 《Running Out of Time》 won 1more than 6 million Box Office, In the first week, the total Box Office reached 4more than 3 million, which is at least 3 million more than the prediction made by Columbia after the release of Box Office in the first weekend. This data makes Columbia confident.
At the same time, with the clarification of the 《Running Out of Time》 gunman ’s clarification, the previously discussed ‘topic marketing’ plan also started, and the incident started with several entertainment newspaper vocabulary fiercely attacking the 《Running Out of Time》 implant ads.
"W30 has multiple placement ads, are we really watching movies? 》
"Advertising blockbuster with Shuangtang, we are not watching‘ Running out of Time ’, but‘ advertising war ’”
"The Way to No Return for Eric Williams Placement Advertisement! 》
A series of very eye-catching headlines directly pushed the topic of 《Running Out of Time》 on the cusp of the storm, and the media ’s public opinion was again in an uproar after questioning the storm, and Columbia also took advantage of the situation before other competitors had responded. The direction of public opinion shifted most of the media's comments on this matter to ridicule.
Soon, 《Los Angeles Times》 published an audience survey report. The survey was prepared by Columbia in advance. The target audience is those who have just come out of the 《Running Out of Time》 broadcast hall. The content is about the audience's views on the advertisements in 《Running Out of Time》.
In a random sampling of 1,000 people, 76% of the viewers did not feel the presence of the advertisement in the movie, 15% felt the presence of the advertisement, but they did n’t care much. 7% of the audience said they care about the advertisement. Only a few 2% chose to hate advertisements.
In order to ensure their credibility, 《Los Angeles Times》 also put a whole stack of photos of spot check reports on the page.
This report has almost set the tone for 《Running Out of Time》 ’s advertising placement.
Whenever this matter is mentioned, many people will feel that most people do not even feel the existence of advertisements. In fact, this is nothing. In addition to the publication of some other ridiculous gunman articles by Columbia, the direction of public thinking begins Was transferred.
Immediately, Columbia also came forward to clarify that there were indeed some advertisements in the movie, but it was not as exaggerated as those irresponsible media said. Columbia also took out the gunman who just happened to question the storm and said that this was a malicious slander by competitors on 《Running Out of Time》.
As the guidance of public opinion continues, more and more people are beginning to be curious about what advertisements in 《Running Out of Time》, because, as shown in the survey, when a large number of people watched the movie for the first time, Not even aware of the existence of advertisements in 《Running Out of Time》.
When Columbia ’s competitors reacted and began to manipulate their own media to reverse the direction of public opinion and guide the public to loathe the implanted ads in 《Running Out of Time》, Columbia directly threw a blockbuster again.
On the second weekend of the movie release, early Saturday morning, 《Los Angeles Times》, 《The New York Times》, "The Washington Post" and a few newspaper also published a statement of Columbia Corporation.
“Although according to the survey, the placement of advertisements in 《Running Out of Time》 did not affect the movie watching experience of the majority of fans, but in order to thank the fans for their support, after the communication between the film production and distribution parties, we decided to receive 《Running Out of Time》 The cost of 2 million USD implanted advertisements will be returned to the majority of fans. Since the date of this statement, the audience can send all 12 guessed advertisements in the form of letters to the following address. We will draw 200 copies of the live broadcast of the TV program. All the right lucky viewers, each reward 10,000USD cash. "
Then, the statement left the address, deadline, and anti-flashing restrictions such as one letter per citizen id and repeated delivery and invalidation.
In an instant, the entire United States media was in an uproar again. Even many viewers could not help but react. This is a blatant hype.
But even if this is discovered, it cannot stop the enthusiasm of many viewers. After all, it is the end of the 1980s. For many United States families, 10000USD is a huge sum of money. Anyway, everyone has a habit of watching movies during the holidays. What to watch is not watching. If you watch the movie and spend dozens of cents to get an envelope to mail out the guesses in your heart, you may win the prize of 10000USD. . Moreover, the number of 200 winners seems to be quite large.
The day after this statement was issued, many plays 《Running Out of Time》 Of the movie theaters are directly full, the day of the statement, 《Running Out of Time》 Got it 13 million USD Of the day Box Office And Sunday ’s Box Office Also reached 11 million , Plus Friday's more than 8 million USD Box Office , 《Running Out of Time》 Three days total on the second weekend Box Office Reached 3 2 million , Miraculously achieved nearly 20% in the highly competitive summer Box Office Reverse, is also the only one in this summer Box Office Falling movie.
And seven days after the second week, 《Running Out of Time》 got 4more than 9 million the next week Box Office, the total Box Office has reached 92 million.
Compared to the five weeks of release, Box Office ’s already weak 《Ghostbusters II》 has only got the Box Office in the early days of 90 million USD, while “Batman” was affected by the 《Running Out of Time》 wave. In the fourth week, Box Office fell again by 44% I got the Box Office of 16 million USD. Although the accumulated Box Office reached 100 million 6 8 million, but in the next release week of "Batman", if Box Office drops again by about 40%, Box Office can only be kept within the tens of millions. 《Running Out of Time》's Box Office trend, tens of millions of Box Office data per week may also be maintained for three to four weeks, and it is really hard to say who will be the winner of this summer Box Office champion.
This result makes many Film Studios look dumbfounded. Even Columbia Film Studio executives have a sense of happiness that comes too fast to adapt, Columbia Corporation stocks have risen quickly again, and the total market value has broken through within a few weeks. After 4500 million USD, Sony, which had initially reached an acquisition agreement, became anxious. The acquisition was originally planned to be completed at the end of September, but the person in charge of Sony issued several requests, hoping to sign a final agreement in August. If 《Running Out of Time》 surpassed "Batman" and won the summer Box Office championship, this stock price increase will definitely not stop.
When 《Running Out of Time》 Box Office fell by 26% again in the third week and won 3more than 8 million Box Office, the puzzled media could only attribute this trend to the masses ’desire for flying and fortune.
Although many Film Studio also want to learn the Columbia sweepstakes model for publicity, it is a pity that the wave of summer movie releases has ended, 《Running Out of Time》 can be said to be the last wave of big production movies, the previous movie It doesn't make much sense to carry out similar propaganda.
The movies released after 《Running Out of Time》 are basically not very promising works that take advantage of the end of the summer season to make money, so other Film Studio dare not smash 2 million, even if it is 1 million, few people are willing to After spending it, after all, this kind of risk is too great. Even if a movie gets 100 million Box Office, after the cinema is divided, the remaining half will also need to be divided between investors, producers, and distributors, and finally the tax will be paid. The profit is usually It's just a million levels. A "Home Alone" like Eric has hundreds of millions of shares, and it is unique in the circle. Even the most profitable 《Star Wars》 series at present, only Lucas on Box Office can not get such a high profit.
And this time Columbia uses hype to place ads to achieve the Box Office major reversal, and it is destined to become a classic marketing case to be studied by major Film Studio.
Eric is not worried about this method being learnt, because this time the operation is completely sword-fighting, to put it bluntly, once or twice okay, the audience will also think that speculation is quite new. Once used a few more times, the audience will definitely have the anti-psychology of ‘I ’m watching movies for entertainment, not advertising’, and then doing so would only be counterproductive.