The Internet outflow incident is a promotional point for Duke and Warner Bros. to hype, but in terms of regular publicity, the film is also strong enough.

How to ensure that movies can be sold at the box office? This can be said to be a topic that is being studied by the film industry all over the world.

The content of the film, actors, directors, etc. are of course very important, but necessary exposure and publicity before release are also essential, especially in the current nearly fierce competition. If you want to avoid being buried in hundreds of films, the marketing and publicity of the film will even become a decisive element.

In Hollywood, super blockbusters like "Iron Man" with a total investment of nearly $250 million usually account for about 50% of the total cost.

Although according to the film promotion and distribution routine, the $100 million promotion and distribution expenses also include a certain proportion of advertising inventory replacement expenses. The producer and distributor can replace advertising inventory through character image and film copyright, so it does not mean that the film company really invested 100 million US dollars in full, but the promotion and distribution expenses of Hollywood commercial films account for 30 to 50% of the total investment in the film, which has long become a market practice.

The quality of the film is very average. With the help of successful promotion and promotion examples, it is not uncommon in Hollywood. In recent years, Hollywood promotion and promotion have shown two important trends.

First, the promotion and promotion of movies will directly affect and even determine the success or failure of a film's box office; second, the hard promotion and promotion using online media are increasingly being used in the marketing and promotion activities of films. In the selection of media channels, the promotion and distribution concept of "new media social marketing + traditional media hard promotion" has gradually been formed, and the promotion and distribution concept of multimedia and multi-platform combination application is used.

The use of multimedia combinations has become a must for every commercial film. Under such a background, publishers who have strong media resources and can form a strong master-controlled media service platform will naturally become the high-end location in the entire industrial chain.

For example, the extremely unfair distribution contract between Pixar Studios and Walt Disney, and the current cooperation between Marvel Studios and Warner Bros.

Don’t these companies want to release movies they make, but instead transfer a large distribution fee?

The answer is of course no, but promotion seems simple, and it will take a long-term process to do it. The manpower and material resources put into place in the middle are all terrifying numbers.

The six traditional Hollywood companies encircled DreamWorks, not in production, nor in production, too restricted DreamWorks. What they encircled was nothing more than the promotional channels of DreamWorks.

Nowadays, the freedom and immediacy of online media often give great convenience to the publicity party.

In the leaked version, there is a scene where Robert Downey Jr. was wearing a motion capture suit and attacked the green screen. Duke released a thirty-second special effects completion version. For those who have seen the leaked version on the Internet, this is completely different new content. Tony Stark transformed into Iron Man and bombarded the tank with one shot. He was so arrogant that he would never look back and watch the explosion.

Duke just released a video clip on the instant sharing, and Warner Bros. immediately followed the hype. There were quite a lot of comments and reports on the Internet that Iron Man is definitely not a paper tiger, and the navy, army, air and air force are not opponents.

Not to mention these contents related to the video, even things that seem to be very related to the video can also be used for hype.

For example, the heroine Rachel McAdams was admitted to the hospital due to her recent work stress and was sick. She was dragged out by Warner's publicity staff.

"It is understood that Rachel McAdams' health was very bad when he was admitted to the hospital. Because she could no longer walk at that time, her boyfriend had to put her in a wheelchair and push her into the emergency room. According to the hospital, the actress has invested too much time and energy in "Iron Man", which has caused her body to be in a sub-health state for a long time. In the end, it led to..."

As "Iron Man" approaches its release, in addition to tracking reports on early leaks, the media is also full of news about this film, and it is difficult not to attract attention.

In Duke's view, all conditions are developing in a favorable direction.

It was in this case that the advance reservation service for the first week of "Iron Man" movie tickets was officially launched.

When he returned home from get off work on Friday, Drake turned on his computer as soon as possible. He remembered very clearly that "Iron Man" started ticketing reservations today. Since he watched the leaked version of the Internet, he had an extremely urgent idea of ​​watching the completed version, especially since there have been many news about the incident recently, which has always reminded him.

As soon as the computer started, Drake entered the imdb and clicked into the ticket booking business column.

Sure enough, the name of "Iron Man" was ranked in the most conspicuous position. Drake opened the relevant reservation link without thinking.

“What?”

Just after a glance, the guy opened his mouth wide. This film is different from "Batman: The Beginning Moment". There will be many early releases on Thursday, so of course he wants to see it as soon as possible.

Drake lives near San Francisco Bay, which is one of the most prosperous areas in the Greater San Francisco area, with many cinemas distributed. But what he didn't expect was that in the nearest theaters, "Iron Man" displayed on ImDB did not have tickets in advance...

How is this possible? The pre-sale only starts for one day!

"It must be something wrong with the imdb system."

With this idea, Drake turned off Imdb and turned on Bottomjo, where movie tickets can also be reserved.

However, after clicking on the relevant link, Drake was disappointed again, which proved that the imdb system was not a problem at all. "Iron Man" in several theaters closer to his home was in advance, and the tickets were booked!

"Why is this?"

Drake felt very strange. The video had been leaked in advance, so why did those people rush to grab tickets like him?

He hasn't thought about this carefully.

It is difficult to book tickets for cinemas in bustling areas, but tickets for places with a small location will definitely not be so nervous. Drake is very clear about this. Although those cinemas are a little far away from home, he wanted to see "Iron Man" early, and finally had to book tickets for early games in a theater in the suburbs.

In any case, in Drake's opinion, it is worth it to book tickets to the early game and see the completed version of "Iron Man" as soon as possible.

Not too far from the house rented by Drake, Eliza Wood has just taken over the evening shift in a theater chain of the Imperial Entertainment Group. She is mainly responsible for answering calls and handling related ticket booking business.

"Hello, this is the San Francisco Bay Imperial Cinema..."

While answering the phone, Eliza Wood checked the ticketing status of the internal system through the computer. "Sorry, there are no tickets for "Iron Man" in advance next Thursday. I suggest you choose Friday or Saturday. Friday night? Four tickets? OK, no problem. Thank you for your call, goodbye."

Just as I put down the microphone, the phone rang again. Just like last time, the call booked for "Iron Man".

In less than five minutes, Eliza Wood received ten calls, eight of which were related to "Iron Man".

Eliza Wood couldn't help but be curious. He has been working in the theater for some years and has seen the videos leaked in advance. After the release, no one would care about those videos, and the attendance rate was not ideal. However, "Iron Man" was not affected, but the booking was so hot.

What is the situation?

Even when it was time to get off work, Eliza Wood didn't understand.

The reservations for the theaters under the Emperor Entertainment Group will be transmitted to branches in each region as soon as possible. After the branches are summarized, they will be sent to the group headquarters. The group headquarters will also estimate and adjust the screening of the film according to the different pre-sale situations.

Early on Saturday morning, the relevant statistics on pre-sales on Friday were sent to the headquarters of Emperor Entertainment Group.

"Never underestimate Duke Rosenberg and his movies."

Looking at the statistical report in front of him, Lynch, the head of the company's theater department, said to CYO Robert, "We should adjust our strategy."

"It really needs to be adjusted to treat Iron Man." Robert nodded slightly.

The leak cannot not affect the theater companies. Emperor Entertainment is also worried that the box office of "Iron Man" will be greatly affected. He secretly even planned to directly lower the schedule rate of this film on three days on the weekend if the attendance rate is not ideal in advance.

But it turns out that their concerns are a bit redundant.

"From yesterday's pre-sale statistics, after the leak, "Iron Man" not only did not get dragged down in advance, but also exceeded our previous best expectations."

Putting down the statistical report, Lynch said again, "As of Emperor Entertainment's theaters, as of 12 o'clock last night, the average ticket sales rate of "Iron Man" in advance exceeded 60%. The tickets for theaters in some popular areas have been booked in advance."

Robert laughed, "This is just the first day of pre-sales, and this number will continue to grow later."

"Duke Rosenberg and Warner Brothers have such a clever strategy."

Speaking of this, Lynch suddenly felt a stir in his heart and lowered his voice slightly, "Is this a marketing strategy they deliberately planned?"

Hearing this, Robert thought it seriously and said, "It's not that there is no such possibility. Judging from the pre-sale situation, this is simply a classic movie marketing case."

Of course, not everyone can obtain relevant pre-sale data in a timely manner, and there is no way to form a clear judgment based on the pre-sale data.

In the Waldorf Assumption Hotel in Manhattan, New York, a party belonging to the upper class was underway. Erin Lauder stood in a corner of the banquet hall and was chatting with several friends about topics of interest. Suddenly, a familiar voice came from beside him. The sound was a little loud and a little reckless. He couldn't help but turn his head to take a look. (To be continued.)

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Chapter completed!