Made in Hollywood

Even if so many movie fans lined up for seats half a month in advance, in the eyes of the North American media, it is not something worth reporting, because in their view, this is too normal.

No one can deny that the Star Wars series has spent more than 30 years casting a top-level commercial IP. If this IP is added to the same top-level Duke Rosenberg as a super IP, all unexpected results will be achieved. It's not an accident...

A comment from The New York Times even believed that, Star Wars plus Duke Rosenberg, the global box office must start at two billion dollars. If it is lower than this figure, it can only be said to be a failure.

The release time is getting closer and closer, and countless movie fans across the United States are preparing to welcome this film. Warner Bros. and Lucasfilm's promotion and marketing are also becoming more and more intense. The entire pre-promotion has invested nearly 200 million US dollars.

Movies like Star Wars: The Force Awakens with a strong audience base and cultural heritage make more use of the Internet and offline channels to promote the brand itself, and hardly involve the story and characters themselves.

However, Duke will not slack off in publicity and marketing because of this. He asked the producers Charles Rowan and Robin Grande to adopt more ARG methods to create suspense and strengthen the audience's understanding of the story and characters. Curiosity, in order to attract it to the theater.

There is no doubt that getting the audience to buy tickets is the purpose of all promotion and marketing.

In this Internet age, we are facing the impact of consumerism all the time, and the explosion of information and the pervasiveness of mobility actually make the audience lose more and more attention to the works and content itself. What Duke has done is to let the audience The energy is turned back, arousing their curiosity and desire to watch and even consume.

It is a kind of luck to be in this best and most prosperous era of rapid development.

but. Star Wars: The Force Awakens covers not only the North American market, but also a broader global market. The differences in each country and region cannot be ignored, and the publicity and marketing strategies formulated must have different.

No one can deny the cultural differences, and the cultural background also determines the marketing strategy of Star Wars: The Force Awakens in different regions, especially the Far East in Asia. There are hugely important Hollywood markets like Japan, South Korea and China.

In the South Korean market, Lucasfilm and Warner Bros. have identified a major trend: sophisticated South Korean audiences tend to localize imported blockbusters and create their own interpretations of the film.

Japanese audiences have followed and loved the Star Wars series of movies for a long time, and Lucasfilm even ordered a special The Force Awakens movie trailer for Japan.

But the popularity of Star Wars films in the Chinese market is far less than that of South Korea and Japan. What should we do?

Due to the natural advantages and appeal of Duke and Star Wars in the North American market, starting from December, Warner Bros. began to make efforts in China. Create insane marketing effects.

Duke also produced a special Star Wars: The Force Awakens trailer for China. The trailer not only highlights Daniel Wu's leading role, but also specially adds big scenes to cater to the needs of Chinese audiences.

At the same time, it is still creating controversy on the Greater China Regional Network. Highlight the difference between the trailer of the Chinese version of Star Wars: The Force Awakens and the international version, and win the audience's clicks and attention.

A Chinese-American actor who becomes one of the absolute protagonists of a super A-level Hollywood masterpiece is bound to attract the attention of a considerable number of Chinese audiences.

And that's just part of a promotional campaign for Star Wars: The Force Awakens in China, starting in December. Various activities related to Star Wars: The Force Awakens are extremely dense. Appeared in front of the Chinese audience.

Before the release of Star Wars: The Force Awakens, Warner Greater China used BB-8 to make a head start, and used BB-8 to make the whole of China cute! Taking the lead with brand new characters, BB-8's popularity in China has been quite astonishing.

From a month before the movie's release. Warner Bros. Greater China continues to hold Star Wars real scene restoration activities, and the national offline tour exhibition has been launched in major cities and business districts across the country, and various offline installations of Star Wars: The Force Awakens have appeared one after another.

As Star Wars is about to be released, a large number of Chinese products combined with the Star Wars brand are coming out one after another. Warner Greater China is also targeting 800 million users in China, and uses the cooperation with Penguin to expand its promotion and marketing channels.

Then there is the star effect, signing a contract with a popular Chinese idol as the spokesperson for the Chinese market promotion.

It has to be said that Lucasfilm and Warner Bros. have put a lot of thought into the entertainment marketing of the Star Wars franchise.

In order to build momentum for the new film, he has the courage to break the traditional marketing thinking mode. At the same time, in order to avoid fighting alone, he actively seeks non-industry partners to play the role of different types of brands in the promotion and marketing of this film.

The biggest benefit of entertainment marketing to the brand is to allow the elements that were originally irrelevant to penetrate and integrate with each other, thus giving the brand a sense of three-dimensionality and depth. Duke also believes that these measures will have a significant impact on the promotion and marketing of Star Wars: The Force Awakens Even achieving brand success can be a huge boost.

At the same time, Duke also asked Tina Fey to fly to China in person to formulate further publicity strategies with his media partners.

Duke is very clear that although Lucasfilm and Warner Bros. have been working hard to promote the first six films in recent years, there must be many Chinese audiences who have not seen these six films. Knowing the history and system of Star Wars, if such an audience watches Star Wars: The Force Awakens, it will definitely not bring a good reputation.

Carrying out the most basic popularization work of watching Star Wars: The Force Awakens before its release in China is the main task of Tina Fey's trip.

So, not long after Tina Fey arrived in China, a movie viewing guide written by Duke himself appeared on the media and the Internet here.

Seven things you should know before Star Wars VII hits theaters.

This is the title Duke came up with. Perhaps the content he wrote may not truly reflect the previous six Star Wars films, but it is a customized version that combines the Chinese market and mainstream movie fans.

Fans all over the world suddenly started to talk about Star Wars. This awesome sci-fi series is back. In early January 2015, the seventh part of the series, Star Wars: The Force Awakens, will be released in China. This series used to be It has influenced countless filmmakers and directors, and today we can have enjoyable Hollywood commercial blockbusters, largely thanks to the Star Wars series.

The long-established Star Wars series is about to be revived again, and the plot of Star Wars 7: The Force Awakens released this time will follow Star Wars 6: Return of the Jedi, for those who have not had time to brush the first six , please pay close attention to the following content.”

First, what are the first six Star Wars stories about?

Star Wars Prequels 1-3 mainly tells the story of the talented Anakin Skywalker growing up from a pure boy to Darth Vader, the big accomplice of the evil empire, and the main story 4-6 The first part is the story of his son Luke Skywalker and his partners resisting the tyranny of the Empire and finally gaining peace in the universe.

The main plots of the first six volumes are simply, 'I went to the pinnacle of an alternative life, but the dead child took over my work unit'. On this basis, the light and dark sides of the force The confrontation, the political wrestling between the factions, the love and hatred of the protagonists, the imaginative customs and customs of the infinite universe, all kinds of robots and battleships and spaceships, these are the fascinating aspects of the Star Wars series.

Second, you must know a few famous characters.

Jedi Knights: They hold non-red lightsabers, and they are basically good people. The most famous of them is Master Yoda, the little green monster who can be cute but must speak by strength; and Obi-Wan? Kenobi, he It was Anakin's master, and later became Luke's mentor. If you want to choose the camp of good people, you must pay attention, don't choose the red lightsaber when cosplaying.

Third, why is Star Wars so horizontal in Western popular culture?

To put it simply, Star Wars has influenced almost all blockbuster directors we can see now, including Spielberg, James Cameron, Luc Besson and other film giants are deeply affected, and the famous Director Duke Rosenberg is a fan of the series, and he received his initial film education on the set of Star Wars.

The Star Wars series of films also led the development of the film industry of an era: director George Lucas established Industrial Light and Magic in 1975 because of Star Wars, created the film special effects industry, and is still the industry leader; Star Wars is one of the most profitable movies in history, and its derivative products are extremely rich. European and American audiences who entered the cinema in the 1970s are now married and established businesses, and their love for the Star Wars series has been passed down to the second or even third generation. In daily life in Europe and the United States, the appearance of Star Wars series cultural elements is as common as eating oil, salt, sauce and vinegar.”

In order to arouse the interest of Chinese audiences and create explosive box office results in the world's second largest box office market, Duke, Lucasfilm and Warner Bros. can be said to have worked hard, especially in these seven points At the end, Duke also specifically mentioned a stalk that often appears in mainstream North American commercial films.

This stalk originated from the Star Wars series, and even gradually became a unique trend.

Why do you say that the hand-picking scenes that often appear in North American movies today are a bad trend created and triggered by the Star Wars series? (To be continued~^~)

PS: Ask for a monthly ticket and a recommendation ticket!