The Best Entertainment Era

Some time ago, I talked with director Martin Campbell. He said that Warner Bros. itself has an unshirkable responsibility for the failure of Green Lantern.

In the reception room of Relativity Entertainment, Christopher Nolan put down the coffee cup in his hand and said to Ronan: Martin Campbell has repeatedly emphasized that the management of Warner Bros. likes to dictate and over-participate in film production, even if there is no role in the crew. duty.

He sighed: I thought he was shirking responsibility, but now I know that what Martin Campbell said is true.

Ronan knew more about Warner Bros.'s mysterious operation, and asked, Nolan, has Warner Bros. management intervened in The Dark Knight Rises?

Christopher Nolan didn't have to hide it in front of Ronan, and said with a little anger: Yes, there were four people who went to the crew to dictate, and they didn't have any positions in the crew. It's okay to say, I can handle it. But Charles- Rowan and Diego Harris, also asked me to revise the content of The Dark Knight Rises.

Why? Ronan was somewhat curious.

Under normal circumstances, continuing the inherent mode is the correct way to open Hollywood sequel movies.

Hollywood film companies are very taboo to make too big changes in the sequel, because it often means uncontrollable risks.

Warner Bros. and DC Comics wanted to bring The Dark Knight Rises into line with their Justice League plans, explained Christopher Nolan. capabilities, especially combat and armor research capabilities.”

Ronan immediately understood: Warner Bros. is thinking too much.

Christopher Nolan continued: Warner Bros. and DC Comics are planning Batman v Superman, and want to make Dark Knight Rises dock with this film.

The strongest human challenged the gods? Ronan shook his head slightly: They are planning to rush the progress like crazy.

Christopher Nolan said: But doing so fundamentally violates my setting! Even if I am still the strongest human being, it is actually beyond the limits of reality.

He sighed: This is something I cannot accept anyway.

Ronan said: The management of Warner Bros....well, how to say, sometimes make some impulsive decisions. They are eager to use the heat of the new Batman trilogy to catch up with the Marvel Avengers movie universe. progress.

Christopher Nolan is no kid,

Naturally thinking of this, he said, They broke their promise to us. He looked at Ronan: Because of the withdrawal of Relativity Entertainment, Warner Bros. and DC Comics have become unscrupulous.

Ronan thought for a while and said, Nolan, submit your resignation to Warner Brothers.

Christopher Nolan looked at Ronan in surprise, with doubts on his face: Resign? We signed an agreement with Warner Bros., and the new Batman trilogy exists completely independently...

Ronan raised his hand to interrupt Christopher Nolan's words, and said, It's not that you really resign. The management of Warner Bros. has been dazed by catching up with Marvel, and they need a bigger stimulus to clear their brains. Nolan , you are the core of the new Batman trilogy, show a strong enough attitude, Warner Bros. and DC Comics will see the situation clearly.

Perhaps because of the smooth sailing relationship with Ronan before, Christopher Nolan also has a weak side.

Ronan was not surprised either. Most of the director's talents were focused on the film, and there were bound to be flaws in other aspects.

Christopher Nolan thought for a while, nodded and said, I see. He smiled and said, Thank you, Ronan.

You're welcome. Ronan shook hands with him and reminded: By the way, the premiere of Inception will soon be here. Say hello to Warner Brothers in advance, and don't make any compromises except for film production. It’s best not to have too much trouble with the production company.”

Christopher Nolan said, Okay.

He didn't stay in the Theory of Relativity Building for long, and took his leave soon.

According to Ronan's comprehensive information, it is not difficult to find one thing. Warner Bros. is really anxious about the Justice League movie universe.

They were so desperate for success that they didn't hesitate to sabotage the setting of the new Batman movie trilogy.

Ronan also knows that this may be a series of chain effects brought about by the early appearance of the Avengers movie universe.

Warner Bros. has always had all sorts of coquettish manipulations in the DC Mantian movies, and it's no surprise that the waves hit Batman.

However, Warner Bros. belongs to the kind of company that will not go all the way to black, and can always find another more saucy operation besides one kind of saucy operation.

Therefore, as long as Christopher Nolan resigns with a strong attitude, Warner Bros. and DC Comics will definitely change their minds.

After all, everyone knows that the core of the new Batman trilogy is neither the Joker nor Bruce Wayne, but Christopher Nolan.

Warner Bros. paid such a high price to take back all the rights and interests from Relativity Entertainment. It is impossible for Christopher Nolan to leave.

And Christopher Nolan is not without projects. He recently mentioned a space-themed movie to Ronan, and plans to continue to cooperate with Relativity Entertainment after the success of Inception and the completion of The Dark Knight Rises.

Christopher Nolan's Inception is scheduled to be released in October, and the scope of publicity in all aspects is constantly expanding, striving to attract more people's attention.

As the publicity distributor, Embassy Pictures once again used the strategy of conventional publicity combined with viral marketing.

As early as the first half of the year, Embassy Pictures held a number of promotional activities for Inception.

At the event, movie fans can get a special T-shirt from the propagandist. The pattern printed on the front of the T-shirt is a strange machine, and the back is a QR two-dimensional code.

At the same time, some media reporters and film practitioners also received a mysterious gift, an exquisite small tin box with a spinning top and a USB flash drive inside.

The lucky one who gets this item is naturally very happy.

These souvenirs and small gifts are just one link in Relativity Entertainment's huge viral marketing plan for Inception.

When opening the official website of Inception, most people were confused about the spinning top on the website-what is this movie about? What is the relationship between the spinning top and the plot? What does the title Inception mean?

The marketing staff of the Embassy Pictures did not play their cards early like other films, but continued to release clues to let the public know about the film, but also raised more question marks to tease the curiosity of movie fans. Let them spread the word of mouth and continue to pay attention to this film.

The front of the T-shirt is printed with the core props in the film - the dream machine that allows users to enter other people's dreams, while the QR code on the back implies a URL, which is the viral website of Inception.

The virus promotion of the film must be well balanced, and it can neither be covered nor unreserved, that is, the audience must be familiar with the film in advance, and it must still have a sense of freshness when watching the film.

This is easier said than done. Many film promotions fail to grasp this level. As a result, the audience already knows the film well before watching it, and loses the excitement of watching the film.

Therefore, the marketing team of Embassy Pictures did not start with the plot, but started with the core ideas in the film, such as dream machine technology and conscious crime, emphasizing that your brain is the crime scene, Dreams are real and other promotional slogans.

In this way, the audience has a preliminary understanding of the key settings of the film before watching the movie, and it will be much easier when watching the movie.

Movies that cannot be understood by the audience must not be sold well. This is one of the most basic laws of the movie market.

A very important point of viral marketing is to arouse the interest of others, no amount of interest is a waste of means.

On the other hand, the Netflix sharing accounts of Tom Cruise and Christopher Nolan also joined the ranks of publicity. From the beginning of the filming stage, a spinning top appeared on the homepage of the website to let fans know that it was them. The new film, and then add things to it layer by layer, and on the last day, the top fell down.

Viral marketing is a means, not an end. If it is done well, it can often play a decisive role, but the commercial success or failure of a film does not depend entirely on the success or failure of viral marketing.

It's an interesting way to promote, but if the video itself doesn't work, who cares what you do online.

If the quality of the film is not good enough to get the approval of most audiences, after the film is released, viral marketing will have negative effects, and negative word of mouth will spread on the Internet at lightning speed.

For a relatively complex movie like Inception, it is not a simple matter to sell as big as Transformers, and more efforts must be made in publicity.

In view of the quality of the film itself, as well as Christopher Nolan's good reputation among fans, media and film critics through The Dark Knight, before entering October, Embassy Pictures held the There were two previews for fans and the media. They had enough confidence in the film itself, and they obviously wanted to boost the box office after the official release with early word-of-mouth.

Even, at one point, the film had the slogan a movie that only smart people can understand.

In this world, few people would admit that they are stupid.

Both professional media and ordinary audiences did not hesitate to praise them and gave unanimous praise. Many media believe that Inception is very likely to replicate the momentum of The Dark Knight and create another miracle of selling.

Incredible, masterpiece, perfect, miracle, subconscious, Freud, Jungian theory, wonderful action, emotional impact... These words frequently appeared in the media and movie fans who participated in the audition.

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