The King of Huayu Science Fiction

Chapter 415 Eye-catching Crazy Marketing
The fundamental reason why DreamWorks can participate in these games across the ocean is that the cooperative relationship between DreamWorks and Universal Pictures has become closer.

Although the two co-produced "District [-]" had some twists and turns during the production period, it was successfully completed in the end.

"Matrix II" Global is purely an investor, so naturally there is nothing wrong with it.

A film adaptation of "The Walking Dead" is also on the agenda, and according to the two parties' negotiation, the film will be divided into two series, one for Huaguo and one for the United States, both of which will be co-produced.

After all, the origin of the zombie virus always depends on the debtor, and the United States is more suitable.

Moreover, Raccoon City was blocked by the army, and then it would be a pity not to film the plot of the nuclear bomb washing the land. This is the highlight moment of this kind of theme.

This is obviously not acceptable in Huaguo.

One of the protagonists of the two waves is in China and the other is in the United States. Each of them will shoot a few movies. It will be a surprise for movie fans to reunite when the time is right.

This plane has not had such a setting and a zombie movie under the big pattern before, and there should be many movies before the audience gets tired of it.

In addition, Universal Pictures is also buying shares in DreamWorks, and the two parties even discussed the possibility of equity replacement, but because DreamWorks' stock price is still on the rise, Universal Pictures has some concerns about the relatively high asking price. .

In the grand strategy formulated by Chen Jingxing, Xu Wenshen and others, DreamWorks will deeply cultivate domestic theaters, hold shares in Station C, and honestly continue to make industrial films that can be exported overseas so as to maintain its official and industry status.

In foreign countries, two allies need to be bound. One is Netflix, which is a streaming media platform. In essence, the two are complementary and there is no conflict of interest.

Netflix is ​​the future, and it has dispelled the English-centric system of dissemination of film and television products to a certain extent. Under the great changes brought about by streaming media, non-English film and television works have obtained a low-cost transnational and cross-language communication channel.

This ship, DreamWorks, must be boarded, and it has already been boarded. The equity replacement agreement between the two companies has already been reached.

The other is Universal Pictures. The North American market is still the pinnacle of the English-speaking cultural area. DreamWorks' film and television dramas and IPs must gain a foothold in North America before they can radiate more deeply into Europe and the United States.

Because it is only Universal, the two companies can avoid direct competition to the greatest extent through cooperation and in-depth binding. After all, even if DreamWorks withdraws from the North American market, will Universal enjoy the benefits it spits out?

Overseas, as long as Netflix and Universal are bound as two partners, DreamWorks will be the world's top content producer in the foreseeable future.

With the support of Universal, "The Martian" opened with an unprecedented scale of more than 1.82 theaters, and the final box office reached 2017 million US dollars, ranking 12th in the North American box office list in [-].

值得一提的是票房前11位中有8部都是漫改电影，《火星救援》竟然是环球影业2017年发行的60多部电影中票房最高的，还有上半年的《明日边缘》也拿到了接近6000万美元的票房成绩。

The increasingly close alliance between Universal and DreamWorks has also opened the door for major awards to DreamWorks films, provided that they are released in North America and have achieved not low box office results.

Not only "The Martian" was nominated for the Golden Globe Award, but "The Return of the Great Sage" was also nominated for the Golden Globe Award for Best Animation. The 700D animation style with oriental aesthetics is more influential than the box office results.

As a result, "The Great Sage" became one of the two foreign animated films nominated for best animation at the Golden Globe Awards this year. The other animated film was the French animated film "Love Van Gogh".

However, with the nominations of "Gravity" and "Matrix" last year, Huaguo netizens and the media paid less attention to the Golden Globe nomination for "Mars" again, and Chen Jingxing's fans were far less excited than last year.

On the contrary, the response to the best animation nomination for "The Return of the Great Sage" was greater.

Netizens felt that Huaguo Animation had finally stopped.

In 2015, because Dreamworks, a catfish, entered the animation industry in a big way, and produced three high-quality non-sub-supplied animation dramas at once, so that year was called the year of the rise of Huaguo animation by the media.

And 2017 has just passed, and netizens and the media looked back at this year and found that 17 years can be counted as the beginning of the rapid rise of Huaguo Animation.

Not only did DreamWorks bring the film "The Return of the Great Sage", which created a miracle at the box office, but also brought such masterpieces of animation with cross-age significance as "Aquila Warrior" and "Special Mobile Team".

Other film and television companies that have been stimulated are also making continuous moves, buying shares, investing, digging corners, establishing animation companies, and investing a lot of money in the animation industry.

Streaming media giants such as Penguin Video and Huanshiwang, which have earlier layouts, have produced and produced many self-made animations for non-sub-suppliers, all of which are adaptations of well-known online novels.

While nothing can match Aquila or Special Forces, the amount and quality of animation for teens or adults has improved by leaps and bounds.

Against this background, the breakthrough of "The Return of the Great Sage" at the Golden Globe Awards has extraordinary significance.

And this also makes "Kung Fu Panda", which will be unveiled during the Spring Festival, more attention.

DreamWorks has been fighting for the Spring Festival since 2016, and has been the biggest winner every year for two consecutive years.

"Operation Mekong" staged a counterattack miracle, surpassing "The Mermaid" to become the box office champion.

Last year, "The Return of the Great Sage" beat all the live-action movies except "Tang Detective II" and got a box office of 15.8 billion. It became the box office champion of the Spring Festival stalls.

This year, DreamWorks' lineup is even more luxurious. "Operation Red Sea" and "Kung Fu Panda" are also a combination of a real person and an animation, which makes other companies secretly awe-inspiring.

The 43 billion box office record of "Spike II" is still on the box office list. "Operation Red Sea" was also filmed in Africa, and it is said that it also has elements of evacuation of overseas Chinese. The same military action theme naturally makes people People are intimidated.

Even the level of production of "Monster Hunt II" cannot shake "Red Sea"'s position as the most popular movie in the eyes of the media and netizens.

Even though some media and many people in the industry think that "Monster Hunt II" as a comedy-themed family movie has more advantages than "Red Sea", their words are quite conservative.

The tastes of Chinese audiences are really unpredictable. Who do you think would like to watch fights and kills during the festival?But this view was slapped in the face as early as two years ago.

And the importance of word of mouth has also formed a consensus in the industry.

It can even make animated movies counterattack live-action movies.

During the Spring Festival period, when there are hundreds of millions of movie viewers, the development of social media means that even the best marketing and public relations methods can confuse people for a day or two at most, and the real word-of-mouth will definitely be exposed within three days.

And word-of-mouth is really DreamWorks' strong point. Many people are looking forward to the day when DreamWorks will capsize in the gutter, but this possibility is really unlikely. If DreamWorks makes a bad film one day, it will be really exciting. Melon mass carnival event.

In addition to "Red Sea" being the main force, "Kung Fu Panda" is also something that cannot be underestimated.

This animated film, which was launched at the same time as "The Great Sage", is said to have a higher investment than "The Great Sage". Even without the blessing of the IP of Journey to the West, it will make the filmmakers who are going to be released during the Spring Festival feel like a formidable enemy.

What's more, although "Kung Fu Panda" does not have the IP of Journey to the West, it has the blessings of Kung Fu and Panda. I have to say that DreamWorks' selection of materials is quite chicken.

There are tigers before and wolves behind, but "Monster Hunt II" and other filmmakers have to bite the bullet. There is no way to hide during the Spring Festival. "Monster Hunt II" is the same as "Tang Detective II" when it was filmed. Came here for the Spring Festival stalls.

"Monster Hunt II" added more comedy and family elements than the first one, and it was born for the Spring Festival. This year there are "Red Sea" and "Kung Fu Panda", so I shy away from it. Is DreamWorks not going to have a movie next year? up?Without DreamWorks, there are other film companies squeezing in.

Next year, "Tang Detective III" may be ushered in, and the two comedy movies are still competing with each other.

However, Jianghe Culture and Anle Films from Hong Kong Island are not without countermeasures.

Misplaced competition.

The Spring Festival stalls must have a need for family viewing, and there must also be a need for comedy. The violence and gore of The Red Sea?Wouldn't it be good if the movie theaters were filled with the sound of children crying?
Maybe there is "Kung Fu Panda" in Carnival instead, but after all, it is an animated movie, and there must be a lot of people who are not interested in the theme of animation. Otherwise, how could the word-of-mouth of "The Great Sage" stop at 15 billion during the Spring Festival last year? "Tang Detective II" has to be praised by him.

However, "Monster Hunt II" includes both real people and animations, and its coverage must be larger than that of "Kung Fu Panda".

This is the fundamental reason why Jianghe Culture dared to take "Monster Hunt II" head-on against "Red Sea". 30 billion, although the "Mermaid" two years ago was overwhelmed by "The Mekong River", but in fact, it is also a big profit.

In addition to the advantages in the subject matter, the greater confidence is the sky-high publicity fee and overwhelming marketing.

The focus of marketing went directly to the direction of melatonin.

Tightly bind "Monster Hunt II" with the Spring Festival—the Spring Festival Gala, "Monster Hunt II" anyway, you have to watch one, ah, no, the Spring Festival Gala plus "Monster Hunt II" is complete, otherwise your festival will be in vain pass.

It seems that "Monster Hunt II" is being marketed as a custom of the Spring Festival.

It even played the slogan of live-action movie + animated movie in one.

The trailer is also divided into a live-action version and a monster-based animation version, not to mention the cute monster modeling.

Kids want to watch animation?It doesn't matter, "Monster Hunt II" is all inclusive, and both adults and children will be satisfied for a fraction of the money.

Because the quality of the first part of "Monster Hunt" is actually not bad, and there is no box office scandal in this plane.

In the plane of Chen Jingxing's previous life, "Monster Hunt" was to create a record in film history and get the first box office champion domestic film that broke Hollywood's monopoly, so when the box office was close to 22 billion, it reached 24 billion in this way. .

In this plane, because of the butterfly of DreamWorks, the 15-year box office record is 20 billion of "Source Code".

Therefore, the marketing of "Monster Hunt II" really didn't make people feel too disgusted, and the audience was willing to go to the theater to watch a good-quality family movie.

However, this unprecedented marketing not only shocked the industry and the media, but also shocked Chen Jingxing and the executives of DreamWorks.

That’s not how money is spent. The highest publicity cost of DreamWorks is “Gravity”, and it is mainly invested in overseas publicity.

According to Chen Jingxing's estimate, the exaggerated publicity of "Monster Hunt II" cost at least 1.3 million yuan, and the production cost of "The Return of the Great Sage" was only 1.3 million yuan.

Moreover, according to the feedback from the theaters, "Monster Hunt II" also set a sky-high price for the film schedule.

According to last year's market conditions, the screening fee for each theater during the Spring Festival stalls was about 2000 yuan, but "Monster Hunt II" actually doubled to 4000 to 5000 yuan.

The big theaters in the central cities even exceeded [-] yuan.

Even if 4000% of the [-] theaters in the country are paid, the cost of arranging films alone will cost [-] to [-] million.

It is important to know that film scheduling fees and distribution fees are not the same thing. Distribution fees are for theaters, and each theater also pays film scheduling fees, especially theaters in first-, second-, and third-tier cities. They are in a gray area, which can be regarded as one. Kind of unspoken rules.

"Monster Hunt II" did this, and other companies, including DreamWorks, were also upset. This was a complete introversion, and Xu Wenshen even cursed.

Under such crazy marketing, "Monster Hunt II" overtook "Operation Red Sea", and got 34% of the film schedule, and became the most popular movie during the Spring Festival.

(End of this chapter)