Please give me a monthly ticket and a recommendation ticket!

“How is the post-production going?”

In the studio, Kara Fisch saw Murphy's notification to take a temporary rest, walked over and asked, "Can it be done on time?"

Murphy rubbed his forehead and said, "The color tuning work will not end in three days at most, and all the post-production work will be completed by April at the latest."

"Kara, here." He pointed to the resting place outside the glass window, went over with Kara Fais, first received a cup of coffee and a cup of water, and sat opposite Kara Fais, "Where are you there? How is it going?"

After taking the water cup and taking a sip, Cara Fais knew that Murphy was asking about marketing. He thought about it and said, "The company's board of directors just decided yesterday afternoon to add $50,000 to the original marketing expenses of "City of Chaos"!"

"Oh..." Murphy immediately became energetic, "Add an additional $50,000!"

The original promotional and marketing budget of this film was $750,000, which is half of the production cost. If the $500,000 is added, the promotional and marketing budget of $1250,000 is also the second highest among the films he directed, second only to "Man of Steel".

"This video is relatively risky, and the company is very clear about this."

Facing Murphy, Carla Fisch doesn't have to turn around and say anything. "But 20th Century Fox is very confident in you, believing that even if this film cannot recover the high investment, as long as a certain foundation is laid, the next two films will inevitably have high profits."

She put down the water cup and laughed, "So, reputation is very important."

Murphy shrugged, "If the reputation is too bad, will Twentieth Century Fox cut off the last two directly?"

"Yeah." Kara Fis nodded and said bluntly, "The film company is a commercial company, not a charity."

"Then you try harder." Murphy said deliberately, "increase the publicity budget to $150,000, or more."

Kara Fis thought for a while and said, "You can consider it."

Murphy is not kidding, "I'll leave this to you."

The promotional and marketing budget of up to $12.5 million seems to be quite large, but among Hollywood's first-tier commercial blockbusters, it is only at the mid-to-highest level.

As the film industry with the highest marketization in the world, Hollywood's publicity investment can be said to be "spendless of money". As early as the early 1990s, the publicity budget of mainstream commercial blockbusters could account for 30 to 50% of the production cost. Over time, the budget in this area continued to increase. By the beginning of the century, the publicity and promotion expenses of some films had approached or even exceeded the 100 million US dollar mark.

Nowadays, mainstream commercial films with over $100 million in publicity and promotion expenses are not rare, but they are not uncommon. For example, Twentieth Century Fox invested more than $250,000 in publicity on "Avatar", which was once a blockbuster with over $150,000 in publicity, like "Iron Man 3" and "Avengers", which are marketed in global film markets.

Even the former "Frozen" cost nearly US$300 million for global publicity and promotion, which is twice the production cost. However, such investment is indeed rewarding. Just a skirt from Elsa made Disney make a lot of money.

In the Hollywood circle, no matter how dull the mind is, people understand that if any film wants to sell well, sufficient publicity and marketing efforts are a necessary condition. Where there is no place behind the small production cost to win high box office movies, is it a huge amount of publicity and marketing investment.

Today, Hollywood, including all the films that can be released in theaters, the average publicity cost generally accounts for 50% of the production cost. The overall publicity and marketing cost of a global Hollywood blockbuster is rarely less than US$100 million, and some may even reach twice this number. Although the sky-high cost is astonishing, the overall scale of overseas markets, the global box office of blockbusters and the returns of surrounding industries are also the confidence and motivation for Hollywood manufacturers to be willing to spend a lot of money on publicity and marketing.

Of course, the high promotional cost of Hollywood movies was not caused overnight, but also went through a long process of gradual improvement.

Looking back to 198o, the average promotional cost of a big Hollywood studio movie was about 50,000 US dollars, but by 2oo7, the cost soared to about 40,000 US dollars. In a few years, this number will rise to 50,000 US dollars.

Hollywood, which advocates practicality and efficiency, will not be "willful" in publicity investment. There is only one reason why it is profitable to invest such money.

There is a very precise description of this in Hollywood. The quality of the film determines how far the film can fly, and marketing determines how high the film can fly.

Murphy agrees very much with this statement.

"What about the specific promotional and marketing plan?" Although Murphy doesn't know how to operate it himself, he will understand it every time. This can better allow the crew to cooperate with the promotion of 20th Century Fox. "Has it been formulated?"

If it were an ordinary director, the leader would not care about it at all, but Murphy was different. If nothing else, the relationship between Carla Fais can play a certain role.

Kara Fis took another sip of water, "It's done. When I go back, I'll give you a portion into the mailbox."

She looked at her watch and stood up, "I should go back to work and call me if I have something to do."

Murphy nodded, "Well, you communicate with Galdo."

Carla Fis turned around and was about to leave. Suddenly he thought of another thing, and stopped quickly and said, "I almost forgot the most important thing. The company plans to advertise on this year's Bowl. You can create an advertising film as soon as possible."

"no problem."

Murphy waved his hand and watched Carafes leave.

Back at work, Murphy began to consider what Carla Fais mentioned in the Bowl advertisement. Even in the current Internet era, the effect of the Bowl midfield advertisement is still unparalleled. However, the post-production of this film has only begun, and all the special effects production has not been completed. It is difficult to create a popular enough commercial.

How about giving up all special effects scenes and changing to a more alternative commercial? Murphy thought for a while and felt that it was feasible.

The entire post-production was carried out completely according to the plan. After completing the color tuning work, Murphy and Jody Griffith devoted themselves to the editing work together. Carla Fox also brought the pre-screening promotional plan formulated by 20th Century Fox to his mailbox. Murphy also took a rough look at it while he was busy.

Because the theme of the film is not very teenager, the publicity and marketing plan formulated by 20th Century Fox is not too surprising, but is mainly stable, but very targeted.

The greatest success of Hollywood movies is that they can shoot what the audience wants to see, and successfully influence the audience's taste, creating a large number of dedicated customers.

Twentieth Century Fox is very clear that the initial audience of such a film will inevitably be teenagers aged 15 or 16, but people with certain life experiences. The marketing plan before the screening was formulated for them.

Based on this, it is the top priority of marketing to carry out appropriate publicity and promotion in the time before release, and to increase the popularity and reputation of the film through publicity.

The 20th Century Fox's publicity system consists of different publicity platforms and a variety of publicity materials to form a static framework, and coordinate the promotion, operation and effectiveness according to the progress of video production and publicity.

This aspect is mainly divided into several ways to broadcast trailers on multiple platforms, put on a large number of video posters, comprehensively use publicity media and use various activities to expand the influence of videos.

There are a lot of summer films in North America, and the theater screening cycle is generally shorter, so the importance of publicity and marketing is more obvious. Promotional marketing can not only influence the scale of audiences and weekend box office, but also indirectly determine how long the film can stay on the screen, and even affect the success or failure of the film to some extent.

From the perspective of commercial attributes, as an entertainment product, the principles of promotion and marketing work of movies are not essentially different from the promotion of general consumer goods. The fundamental purpose is still to attract consumption and maximize investment returns.

The promotion and marketing of movies mainly focuses on cooperation between potential consumers and channel dealers in the public. The expenses generally include the production costs of film promotional materials, the production costs of theater promotional materials, the cost of media promotional promotional costs and the cost of film sales.

Among them, media publicity and promotion is the top priority. As the core link of publicity, media publicity and promotion investment is scattered in multiple channels, and the high publicity costs of tens of millions of yuan have paved the way for films to the theater's big screen and audiences to the theater.

But unlike previous publicity and promotion, the investment in 20th Century Fox's plan accounts for nearly half of the investment in traditional media.

The most important thing is TV advertising. Not only Twentieth Century Fox, but the entire Hollywood has been investing in TV advertising. More than 70% of its overall advertising expenses will be invested in TV advertising. Although various arguments that criticize traditional media have been heard in Hollywood for many years, the rise of emerging media is also a fact, and there are also predictions that TV advertising investment will decline. However, such prophecies seem to have not yet fulfilled.

TV advertising is still the most important publicity carrier in Hollywood.

Despite the many successful movie cases using emerging online media, Hollywood is still tending to be conservative in this regard. As Cara Fais told Murphy, it is impossible for a business company to use its valuable marketing budget to experiment with some new things. Studios are stuck with the three-week to one-month release window, and they often have no determination to take risks.

Murphy had no objection to the more conservative publicity and marketing plan of 20th Century Fox. Different movies have different plans, and publicity and marketing promotion must be formulated based on the actual situation.
Chapter completed!