I’m in Hollywood Chapter 978: Marketing strategy
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The pre-announcement, which was entirely based on the specifications of blockbuster movies, only invested 50 million USD in the advertising budget. Even for the package promotion of the three movies, the three Film Studios are still quite confident about the film ’s opening Box Office.
However, no one thought that Box Office on the first day of "Austin Powers2" would be so unexpected.
On the first day, 15.37 million USD, the key to landing on the single-day Box Office leaderboard without suspense, and even broke the Box Office record of the Hollywood Easter schedule.
According to this standard, only three days during the first weekend, the Box Office of "Austin Powers2" may reach about 45 million. As long as the Box Office curve is stable, Box Office may even be close to 70 million USD in the first week.
The first week of 70 million USD, this is equivalent to the opening of the first week of a blockbuster movie in the hottest summer, Box Office.
Before this, the best tone for Box Office in the first week of "Austin Powers2" in Fox was only about 30 million. According to the opening of the first week of 30 million USD, the film will hope to get Box Office around 60 million throughout the Easter period Let Fox recover the production cost.
It seems that it only takes two days on the weekend to reach the originally planned goal of Fox, and even if the Box Office curve of the successor of "Austin Powers2" is still weak, but with this kind of start, "Austin Powers2" was withdrawn from production in the first week. The cost is almost a matter of rigidity.
Compared to Warner Bros.'s "City of Angels", Box Office on Friday is only 5510,000 USD, which is less than one-third of "Austin Powers2".
Although the first day Box Office of the two is quite different, the first day Box Office of "City of Angels" is not much lower than the Box Office tone of Warner. On the first day, 5510,000 USD, which means that the Box Office for the first three days of "City of Angels" is around 15 million USD for the first weekend, and Box Office may reach 25 million USD in the first week.
As a literary character love film, there are two Nicolas · Cage and Meg · Ryan two Box Office big coffee, Warner was still very confident that "City of Angels" can come out of a single-week decline of about 2% 30 Long-term, in this case, "City of Angels" may get Box Office around 70 million USD in North America.
With the appeal of the overseas Box Office of Cage and Meg · Ryan, the film is distributed overseas, and Warner Bros. can steadily recover costs and achieve profitability.
This is actually what Warner Bros. expects for "City of Angels".
However, when Box Office on the first day of "Austin Powers2" was released, Warner suddenly lost its original confidence.
Obviously, only "Austin Powers2" can make such an amazing first day Box Office, then, next week, "Species" and "The Wedding Singer" two new films are on the file, under strong pressure, "City of Angels" The decline in the price is absolutely impossible to look good.
At the same time, the strong contrast with the first day of Box Office is the poor reputation of "Austin Powers2" which has almost been badly criticized by the media.
The media and film critic's decay in word of mouth has been a cloud over the heads of the three companies' "Easter Movie Package" plan from the beginning.
Although they are media groups in their own right, the three also control two of North America four Major TV Networks, but it is difficult to control the three companies that determine another traditional channel of film reputation, newspaper.
Because the paper media industry of North America is very developed, every city, from an international metropolis such as New York to a small city with only tens of thousands of people, has its own regional newspaper, although News Corp holds a number of Very influential paper media, but it is also impossible to affect North America thousands of large and small newspaper, each of these newspaper will have an influence on the residents within the coverage.
"Austin Powers2", a spoof film that is so ridiculous and ridiculous, it is impossible to be recognized by the traditional paper media film critic, and the word of mouth can naturally be imagined.
However, the first day Box Office of 15.37 million USD was obtained at the start. Whether it is Fox or Firefly, it is impossible to let the negative comment bombing of traditional media affect the subsequent Box Office curve of the film.
Due to the breaking point in the family, Elizabeth, which has gradually taken over all Film Industry services under 20th Century Fox Group, flew back to New York in the past two years, but the group Chairman Joe Ross was also unambiguous. On the morning of Saturday, I saw the first day of "Austin Powers2" Box Office, Immediately summoned the executives of the Fox distribution department to discuss the follow-up marketing strategy of "Austin Powers2". At the same time, Joe Ross will not forget to send an invitation to Eric, but, although it is the weekend, Eric still has too much work to do. There is simply no time to participate in such meetings.
If it were n’t for Firefly ’s ‘Easter Movie Package’ plan, Box Office of “Austin Powers2” would not be so good, which is almost everyone ’s consensus.
No matter whether Eric's status in Hollywood or his personal relationship with Elizabeth is ignored by Joe · Ross, Eric cannot participate in the marketing meeting of "Austin Powers2", Joe · Ross deliberately rushed from Century City Fox Headquarters to Firefly Studios at noon During the meal rehearsal with Eric, the two again considered the next plan in detail.
So, from Saturday afternoon, the media controlled by the three companies began to fight back against the negative media reviews suffered by "Austin Powers2".
Of course, neither Fox nor Firefly attempted to refute the negative reviews of "Austin Powers2" in traditional media. Instead, they took a different approach, taking the strong contrast of "Austin Powers2" that was welcomed by the audience but suffered by the media as a starting point. Mercilessly criticized the traditional film critic for its harshness, old-fashioned and lack of entertainment spirit.
"The movie is a mass entertainment after all, not a small part of film critic. If it ’s just to cater to film critic ’s preferences, Hollywood will definitely not be as powerful as it is today, but will become more and more like Europe movies. Niche. "
"" Austin Powers2 "got Box Office of 15.37 million USD on the first day, which is enough to prove its popularity among the audience. Most people walk into the cinema after a week of busy, not to feel preaching, nor In order to learn philosophy, all they need is to laugh and forget about troubles while watching the movie. "
The Firefly system defended "Austin Powers2", which naturally caused a rebound of traditional media and film critic.
However, relative to the initial one-sided bad reviews, with the cooperation of paper media, television and web portal, the three companies quickly took back the initiative.
For a time, the argument that 'movies are just a mass entertainment and viewers should not be influenced by film critic' instigated the separation of film critic from ordinary audiences. Under the control of the powerful media channels of the three companies, the rapid spread of the emerging Internet In this process, the media platform also received a lot of attention.
Everyone has a blind obedience, not to mention, this kind of argument that almost challenges traditional ideas. Under the guidance of these people, many people are just trying to join in the fun, holding a kind of watching the fun is not too big. Mentality, deliberately ran to the Internet movie platform to rate "Austin Powers2".
Of course, the negative effects are not without. Some well-known traditional film critics that have already stationed in the Yahoo movie and IMDB website have announced their withdrawal from the Internet movie platform in order not to protest the marketing strategy of the three companies.
However, for the overall situation, the actions of these people have not caused a substantial impact.
Later, driven by this marketing trend, the Box Office curve of "Austin Powers2" was not affected by one-sided media bad reviews, and even these reviews played a counter-productive effect.
After the first day Box Office of 15.37 million USD on Friday, "Austin Powers2" won the single day Box Office of 17650,000 USD and 13.97 million USD on the following Saturday and Sunday.
Finally, the first weekend of "Austin Powers2" Box Office reached 46.99 million USD.
Compared with the increasing popularity of "Austin Powers2", "City of Angels" is gradually becoming almost forgotten. The final Box Office of the film is only 15160,000 USD in the first weekend, which is less than one-third of "Austin Powers2" .
Although accompanied by Natasha · Henschüche who finished shooting "Iron Man", Eric is still busy with his feet this weekend.
On Saturday, I watched the most recent "Iron Man" shoots material with Joss Weiden, and also participated in the designation of the "Austin Powers2" follow-up promotion strategy.
Saturday night, Eric also attended the party of Coppola as scheduled, during which he watched some Sophia · Coppola Director neodymium works "Death of Neodymium".
Sunday is naturally still busy.
When the new week comes, the first thing Eric needs to face is the Fireflyer second-generation MP3 player released by Firefly Electronics and Nokia and the first music phone M-100 from Nokia.
The conference of the two products of San Francisco was held at two o'clock in the afternoon, "Iron Man" shoots would not naturally stop, but Eric hurried to San Francisco after the completion of shoots in the morning to participate in this conference.
After another round of capacity expansion in half a year, the production capacity of Firefly's Fireflyer series music players has reached 2 million per month. This conference is actually the global conference for Fireflyer2 and NokiaM-100 music phones.
The following Easter weekend, Fireflyer2 will land in the main markets of North America and Europe at the same time. Yahoo music stores will also be opened in several major countries of Europe at the same time. However, the NokiaM-100 music mobile phone will be tested at North America and opened at the same time. Connection with North America Yahoo music store.
The venue for the two product launches is still selected at the Marriott Hotel San Francisco.
Eric took off from Los Angeles at 12 noon, about half past one, and arrived at the Marriott Hotel half an hour after the press conference.
This time Eric is not going to be on stage again, it is purely coming as an audience to help this new product launch. Under the careful preparation of the senior executives of Firefly electronics, this time it is clear that there will be no agreement that the singer will be able to attend Embarrassment.
The press conference is about to begin, and the grand banquet hall is already full of guests and media from all parties. The news conference of Firefly Electronics is much stronger than when the first generation Fireflyer was released. In addition to the invited media, many uninvited journalists, outside of the Marriott Hotel, are waiting for news when they cannot obtain entry permission. This situation did not exist when the first-generation Fireflyer was released.
In the Marriott hotel, in a large meeting room specially reserved for the organizer, the mood of Eric is very relaxed at this time. He has kept in touch with several senior executives of Firefly during this time. The preparations for the press conference are well-understood, and naturally you will not worry about any unexpected situations.
Beside meeting table, Eric chatted with a few executives and beckoned to let Christina · Aguilera, who was the performance guest of this press conference, come to his side: "So, you will release your first album at the end of the year Alright? "
Christina is still the petite little figure, sitting down beside Eric, saying: "Yeah, two consecutive test waters single have been released in succession, the effect is good, so the company has begun to give I chose a song. "
After saying this, the girl looked like a kitten asking for food from the owner, and looked at Eric with big eyes.
Because of Eric ’s preference for Christina, Firefly Records is also more inclined to Christina. Although Christina's singing skills are very powerful, this time, Firefly Records does not intend to let Christina take this route, but standard youth popular.
In the original Christina, her career started with the popular trend of teenagers. She sold the best record, and it was precisely the youth popular style album featuring "Elves in a Bottle".
It's just that this market has been swiftly launched by Britney. With Xiaotiantian getting more and more popular, the popularity of Christina, which is regarded as a "follower" by a large number of fans, naturally dwarfs it. Although Christina later won a series of Grammy and other music awards for her outstanding singing skills, in terms of career, she is far from comparable to Britney.
Thinking of this, Eric did not meet the desires of the kittens around for the first time, but just asked: "Yes, what is Britney doing recently?"
"She has also started to prepare her own single," Christina felt a little wary about Eric suddenly mentioning Britney, but still cleverly did not conceal, said the truth: "The company has set the route for us two or the Oh you said . "
"Me, did I say anything?" Eric thought about it, but couldn't remember it for a while. He has said too much.
"Oh, that's that, my image is a little rebellious, but Britney is the kind of girl route of the girl next door." Christina smiled and reminded. (To be continued.)