Exploiting Hollywood 1980

“Does this movie have award potential?”

Eisner had no doubts about Ronald's vision, and the movie certainly won't lose. But there are doubts about the film's award-winning potential. To do co-distribution, it is not only the distribution costs, but also the costs of public relations, film critics and next year's Oscars. What kind of public relations investment you make and what kind of benefits you can get need to be considered.

“Does this movie have award-winning potential?

Katzenberg was questioned by his boss and became angry. He immediately called and asked Ronald the same question.

"I can't tell. You know I'm still confused about the Oscars. I don't know how to please the judges..." Ronald thought to himself, if I say that such a western film can win the favor of the judges, so will you. I don’t believe it…especially coming from my mouth.

"We are very willing to jointly distribute this film with you, but the Oscar budget is fixed, and we can only be responsible for part of the normal publicity and public relations expenses. If you want to make additional awards..." Katzenberg said implicitly, Disney is only willing to pay normal money. If you want to claim the prize, you have to pay it yourself.

"No problem. My public relations consultant has already made good arrangements for Dances with Wolves. It doesn't cost much extra."

Ronald felt that other people’s considerations were normal. How much does it cost and how much profit do you get? It just so happened that he brought some marketing plans from Michael Gray, so he gave a brief introduction to Katzenberg.

Originally, Ronald was going to rely on daydreaming to publish it himself. The company was small and had little power, so he had to be creative and not spend money on public relations like "Rain Man" did in the past.

The first is Heyin

This organization is cross-tribal and cross-regional and aims to improve Indian

"Dances with Wolves"

In order to strive to truly reflect the culture of the Sioux people, this film did not have white actors put on paint to play Indians like traditional Hollywood.

Sioux clothing is truly traditional and made of real deerskin. Buffalo hide, feathers and beads are used to create accessories. Nineteenth-century Plains seal from the town of Black Hills, South Dakota

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Kathy Smith was very cooperative. She just needed this to get a university teaching position. It was a win-win situation.

The Nature Conservancy's mission is to protect plants, animals, land and water, and to maintain some of the natural flora and fauna communities that represent biological diversity. This charitable environmental organization is not as famous as the World Wildlife Fund, but it has a good reputation in America. More than 88% of the donations they raised were used for real conservation causes, and only 12% was used for their own operations and staff salaries, which is considered a clean stream among charitable organizations.

The World Wildlife Fund is even more famous. They have the cutest black and white photo of a giant panda as their emblem, and most children in America know them.

It just so happens that these two associations also need big Hollywood stars to be their spokespersons. Because the theme of this "Dances with Wolves" is the harmonious coexistence of humans and animals, the Sioux seal of not killing animals indiscriminately and doing so in moderation.

Both parties had publicity needs, and they hit it off immediately. The two actors wore Sioux costumes and used the Sioux concept of harmonious coexistence to promote environmental protection and animal protection.

The so-called American frontier was the slogan of America’s mainstream narrative during the westward expansion movement. In the first half of this century, the public had been immersed in Hollywood western movies all year round, and it can be said that they have developed a conditioned reflex to this slogan. When you hear it, you will think of cowboys, the West, and defeating the Indians.

This slogan is so deeply rooted in the hearts of the people that in the TV series "Star Trek" that has the most influence among American science fiction fans, Captain Kirk's famous saying is "Space, the final frontier, this is the mission of the Enterprise."

The spirit of exploring strange new worlds, looking for new life and new civilizations, and bravely going to places that no one has ever reached before has also been moved to the commercial battlefield and has become America's most iconic spiritual force.

The documentary series "Rediscovering China" hosted by Helen received favorable reviews after being released on PBS. Gerald Slater is ready to strike while the iron is hot and shoot documentaries about all civilizations in the world, following China's

This documentary borrows the concept of "America's Frontier", but in turn takes it from India.

In addition to guest appearances by Kevin Costner and Mary McDonough. Daydream Pictures also held a lottery to reward five lucky viewers who watched the documentary with a seven-day in-depth tour of an indigenous village in southwest America worth US$3,000.

The official draw will be on the scheduled release date of "Dances with Wolves". In addition to sightseeing, there are also opportunities to get up close and personal with celebrities. Kevin Costner still has a lot of fans among female audiences, and this event received a lot of registration letters.

Katzenberg was relieved when he heard this. With this approach of doing big things with small money, it seems that Ronald doesn't have much energy to publicize the Oscars. I would not become a laughing stock because I missed the Oscar, so I immediately signed the joint distribution agreement.

"Your plan is really good. It's not like the big studios I've worked for, which have one purpose - to ask for money.

"Happy cooperation, Mr. Katzenberg." Ronald took the agreement and handed it to Michelle Cannold beside him.

He turned back to get his coat and cursed in his heart, "If I had money and resources like you, could I still think of doing public relations in this way? Although the free page is good, it is completely out of control. How many times can it be published? , what page will it be on? How many minutes can the TV host give me to replay it? It’s not like you, Disney, have enough money to say it only as many times as you want.”

…

"We are very happy to have Tantu Cardinal and Rodney Grant, two Sioux Indians.

"Hahaha..." The audience was amused and laughed.

The talk show of Richie Lake, Ronald's former assistant, invited two Sioux actors from "Dances with Wolves" to come on the show today. It was a side joke from the beginning. Because the Sioux seal in the movie

"Actually, we are all wearing traditional tribal clothing. The so-called light... riding horses are all rumors."

Two seals

"I heard that the star and director of this movie, Kevin Costner, has great respect for India.

Fortunately, the public relations tone set by Ronald and others is from the perspective of respecting customs. This kind of guiding question, hello, me, hello, everyone.

"No, actually there are some inaccuracies..."

In the movie, Rodney Grant plays the most powerful warrior among the Sioux tribe, Scattered in the Wind. He smoothed his long shawl hair and said something that didn't follow the script.

"Ah? Is there any inaccuracy? Can you tell me?" Rich Lake liked this kind of performance very much. If it were all according to the script, the audience would not like it most. Such a controversial answer is fun.

"You will be able to see the movie in two months. If you don't want to wait that long, you can go watch the screening next month." Rodney Grant did not forget to promote the release date of "Dances with Wolves" .

"In the movie, there is a Sioux child who made a mistake and was afraid that his father would punish him by "breaking a bow on his back."

"Why, isn't this in line with the punishment of the Sioux?" Rich Lake asked. The audience, which was mainly young people, loved this kind of strange news and gossip.

"No, we Sioux people will never beat our children. Only the Pani people will do this..."

"Hahaha, oh oh..." The teenage audience at the scene was very happy when they heard this. Although there are laws to prevent child abuse, mild corporal punishment is still allowed in many states. The young audience at the scene and in front of the TV resonated with it.

That night, Rich Lake's talk show had a very large number of viewers.

"Ronald, I thought we were good friends."

"Of course..." Ronald was confused.

"Then why don't you let your people do interviews on my show?" David Letterman is now very eager for all kinds of programs that can boost ratings.

"Hey, I wish I could be on your show..." Ronald thought he had offended his old friend somewhere. It would be a great thing to be on Letterman's Late Show.

"Let your two seals

"Huh? I thought you were going to invite Kevin..." Now Ronald didn't understand why Letterman didn't invite a big star like Kevin Costner, but instead invited two supporting actors?

"They are not printing

"Okay, but can you tell me why?" Of course Ronald wanted to be on Letterman's Late Show to promote the movie, but he also vaguely felt that he had caught some kind of breakthrough in publicity.

"Don't you know? Now in Congress, there is a film targeting India.

Good guy, Ronald really doesn’t know about this hot social issue. The name of this bill is "Seal

print

The economy is developing very well, and these things that can decorate the room are very popular among housewives. and seal

This caused many impressions

Therefore, after years of struggle, it was finally put on the legislative agenda this year. The scope of this bill is very broad. As long as the outer packaging or advertisement implies that the printed

All stamps produced after 1935

The penalties are also severe, and individuals who violate the act for the first time may face civil or criminal fines of up to $250,000, five years in prison, or both. If a business violates the act, it could face civil penalties or be prosecuted and fined up to $1 million.

Unexpectedly, there was such a level, so Ronald quickly arranged for two seals to

The show was so effective that the two actors received many more offers.

The current seal

Seeing this situation, Ronald and Michael Gray discussed and simply re-edited many tribal costumes, residences, and hunting scenes in the documentary film "Dances with Wolves" that was originally planned to be broadcast after the movie was released. The cultural content is sent to major TV stations in advance without spoiling it.

For a time, "Dances with Wolves" had gained some popularity even before it was released.