Movie Master

In the third week of April, Ghosts Cry and Gods Howl was screened in 3,330 theaters, continuing the warm-up frenzy of the previous two weeks. But people's focus is no longer on Howling with Ghosts. To be precise, they cannot focus on Howl with Ghosts. The Saharan Cavalry once again grabbed people's attention.

The film suffered a waterloo opening weekend, with a mere $15 million weekend almost a death sentence, but apparently its distribution company hasn't given up hope.

Sahara Cavalry launched an activity called Looking for the 'Ship of Death'. The two locations finally lead to the treasure of the Death Ship-this is the ultimate treasure in the movie-anyone who finds six gold coins or more can participate in the sharing of the treasure.

The most special thing about this activity is that the gold coins distributed every day are limited. One day is divided into three time periods, each time period has three gold coins, and there is only one winner who finally finds the treasure. As a public relations campaign, instead of a large-scale publicity for participants, a limited distribution will not only increase the rarity of the treasure, but also stimulate people's enthusiasm.

Limited Edition, the word can always make people crazy.

Sahara Cavalry launched this publicity campaign in 15 cities including Los Angeles, Seattle, New York, Miami, Chicago, Houston, etc., and the ultimate prize of the event is 3,000 US dollars, as well as participating in the Sahara Cavalry live promotion Chance.

This activity is considered by many people as a dying struggle in despair. After all, the box office results of the opening weekend of Sahara Cavalry are so bad that it is almost impossible to recover; but because the setting of the event is really special, this It also caused people in the industry to pay attention to it, wondering whether this method can drive the enthusiasm of the audience and whether it can boost the box office data.

Even people in the industry are like this, let alone the news media. The second wave of promotional activities of Sahara Cavalry has attracted the attention of major media in North America. Yu took away the demeanor of howling ghosts and howling gods.

From Sin City to Saharan Cavalry, the propaganda methods in the Internet age are becoming more and more diverse, but it is not known how much they can play.

It's been a dreary week for Sin City, and Lance arrived in New York on Tuesday to visit the Museum of Modern Art exhibition and chat with a handful of the winners. This activity has caused quite a stir among people in the industry, because it has broken away from pure film promotion and entered the professional field, even out of the form of film, and has attracted the attention of modern art creators.

On Wednesday night, Chaos Films organized an artist party. In addition to the attendance of more than 50 award winners, many contemporary artists and modern artists were also present. In addition, many professionals from the publishing and auction industries were invited. This is a real professional party, no reporters, no interviews, and no publicity.

Because of this, the exposure rate of the event in the media is very limited, and the reporters can't even get first-hand information, they just conduct official reports. This also makes the Saharan Cavalry steal the show.

The treasure hunting activity of Sahara Cavalry started on the 11th, and it has spread all over the United States in just five days. When it officially started on Friday, it really caused a sensation. In the city of Los Angeles alone, the first batch of activities at 10:00 a.m. attracted more than 800 people. The first location was set at the Chinese Theater on Hollywood Boulevard. Within fifteen minutes, three The gold coin was found, and everyone headed for the next level, the Grove Shopping Village.

Treasure hunting adventures are not new, but activities that use the city as a map are really rare, which reminds people of the reality show Extreme Speed on CBS TV.

But the ideal is plump, and the reality is skinny. The event quickly caused chaos, and the situation was gradually getting out of control. Those who missed the first time period at 10:00 a.m. simply ignored the Chinese/Chinese Theater, and rushed to the next location to find Gold coins; and then the 12:00 noon time slot started again, which caused the participants of the two time slots to mix up. Many people directly ignored the procedure and the time limit, and dug out the three gold coins regardless. , and then pursue the ultimate treasure; to make matters worse, before the third time slot started at 3:00 pm, the enthusiastically participating crowd had already surrounded the Chinese Theater and the Grove Shopping Village, making it impossible for the staff to put the gold coins to a hidden location.

To make matters worse, during the process of searching for gold coins, some people had disputes and even physical conflicts, which seriously affected the normal operation of various gold coin distribution locations and caused concerns from all sides. Many people suspect that this event will die immediately after only one day. Obviously, Diorama Pictures did not think through the details of the entire event, which led to the current situation out of control.

But everyone has noticed one thing: the number of people attracted by this event is really amazing. There are more than 3,500 people participating in the city of Los Angeles-this is only the official data, excluding those who join in the middle of the fun and then give up halfway.

Therefore, Diorama Films subsequently announced that the event will continue, but adjustments will be made. The place where the gold coins will be placed in each time period will change, and corresponding adjustments will be made according to the number of people. The gold coins and clue hints of the first level become more important.

However, the situation on Saturday was still not under effective control, and even affected urban traffic, with serious traffic jams at many intersections. This made Diorama Films have to announce that Sunday's event will be moved to the Westwood District where UCLA is located.

Lack of organization, lack of discipline, and lack of norms, the Saharan Cavalry promotional campaign seems fragmented, but no one can deny the topical effect created by this campaign, allowing the film's exposure rate to rise again. However, in the eyes of industry insiders, this is far from being comparable to the previous activities of Sin City, mainly because of the quality of the participants.

The people participating in the Welcome to Your Sin City event are not only of high quality, but also have a closer connection with the event. Everyone needs to spend their minds on shooting truly valuable works, and at the same time, they need to win more netizens Support, which won a relatively high-end mass base for the event, and also made the spread of the event more efficient.

The crowd who participated in the Looking for the 'Death Ship' activity gained an advantage in terms of intuitive numbers, but the randomness and uncertainty of the participants were too high, and many people who came to join in the fun disrupted the order of the activity itself. Although the event was labeled as limited and effectively mobilized the enthusiasm of the masses, the effect of participation was greatly reduced due to lack of organization.

All this is clearly reflected in the box office performance of Sahara Troopers.

Under the cover of a huge publicity campaign, Saharan Cavalry once again became the biggest focus of this week, but the weekend box office was still weak. After a 45% drop, it only gained 800. Two hundred and fifty thousand U.S. dollars, the cumulative box office in two weeks is even more shocking, only 29 million U.S. dollars.

Such a result is even worse than the weekend box office of Sin City.

Objectively speaking, for a commercial film, a 45% drop in the next week is barely acceptable. It's not great, but it's not terrible either. However, considering the poor premiere box office data of Sahara Cavalry, the ultra-low starting benchmark means further deterioration caused by such a decline, pushing the film into a bottomless abyss.

More importantly, the performance of Howl, which premiered this week, was mediocre, with a weekend box office of 23 million US dollars, far from reaching the expected height, which is a big disappointment. In such a comparison, it becomes more and more obvious that the premiere box office data obtained by Sin City two weeks ago is rare. People originally thought that this would be a blowout April, but now it seems that it is only a phenomenon-level work Sin City turned out to be nothing more than that.

Howl's lack of oppression in its premiere, distribution company MGM's indifference to the fight, and a sloppy promotional campaign left Saharan Troopers with breathing room — and Diorama Pictures also caught on. , once again became the focus of the media, but was dragged down by the quality of the work, and the box office performance still did not improve, which made people more and more sure that the prospect of this work was bleak.

The cumulative box office in two weeks is 29 million. Considering the upcoming summer vacation, it can be declared that the North American box office of Sahara Cavalry has completely lost hope of hitting the 100 million threshold. The final cumulative box office is likely to be lower than 5 million. Ten million, the rest is the question of how miserable the bottom line of the box office is.

Only two weeks after its release, the box office in North America failed, which also forced Saharan Cavalry to set its sights on overseas markets. Due to the high cost of the film, the overseas box office must reach more than 400 million, so that it is possible to ensure that the film will not lose money. As for making a profit, there is hope for more than 500 million.

Faced with such a situation, Diorama Films once again announced that the Looking for the 'Death Ship' campaign will be launched around the world, following the promotional footsteps of Matthew McConaughey and Penelope Cruz, arriving in various countries. For big cities, the first stop is London, and Paris and Barcelona have been confirmed next, and the final steps are expected.

Obviously, Diorama Films placed all its bets on the overseas market, like a desperate gambler who has lost all his chips and is red-eyed, betting his wealth and life, and let go of the last fight.

Compared with the disheveled face of Saharan Cavalry, the momentum of Sin City is even more amazing. This unique cult movie is writing its own history with a soaring attitude!