Made in Hollywood

"Cut!"

On a sand dune illuminated by the setting sun, Duke’s shouts rang. Daisy Ridley and the staff manipulating the bb-8 immediately stopped performing and looked at Duke at the same time. Duke waved his hand at them, indicating that it was not them. The mistake, quickly walked to John Schwarzman's side. 【,

The sunset time in the desert is limited, and Duke does not have much time to waste.

"John, change the way of shooting."

Standing behind the "Death Star" of the imax camera, Duke quickly said, "Use a reflector on the opposite side. Also, let the second camera use a wide-angle lens to shoot."

John Schwarzman understood the importance of time and said quickly, "I understand."

The camera crew adjusted very quickly. After just a few minutes, the shooting started again, and the picture presented on Duke's director's monitor was significantly improved compared to the previous one.

Because the golden shooting time will give the best light on the overall outline of the subject, but the part in the shadow is completely lost. The high light intensity is easy to overexpose. Using a reflector can brighten the extra strong light too dark Part, making the whole picture uniform.

The film crew used prime time light as the main background light, plus a reflector, making the shots even more dazzling.

By the same token, the light conditions under the golden shooting time can make any shooting scene look very beautiful. The display of details and the shaping of the levels are very suitable for shooting with wide-angle lenses. When shooting with close-up or telephoto lenses, it will be golden. The advantage of shooting time is overshadowed.

After staying in the desert of Abu Dhabi until June, Duke finished filming here. The huge crew moved north, leaving the hot desert area and flew to relatively cold Iceland. Start shooting for the ending lightsaber showdown.

In the forests of Iceland, Daniel Wu picked up the lightsaber for the first time. This still was released by Duke for the first time, causing an uproar in North America. The shock caused by a Chinese Jedi knight among Star Wars fans is definitely not more than one. The black jedi is small.

But Duke was not so worried. Because this is an illusion, just like the previous film, an illusion created to promote the topic of marketing.

Unlike North America and the Western world, when this still appeared on the Internet in China, it aroused the curiosity of countless people. There are indeed not many Star Wars fans in the Chinese audience, but people who have heard of "Star Wars" are definitely not. Few, now that a Chinese actor becomes the protagonist, it seems that he is still a symbolic Jedi. Under the guidance of some people, it is difficult not to attract attention.

At the same time, the release time of "Star Wars: The Force Awakens" in China is also preliminarily finalized. Since December is the domestic protection month set by Big Scissors, in principle, no new Hollywood movies will be released during the New Year holiday. "The Force Awakens" can only put the opening date of the Chinese painting on January 9, 2015.

This is more than half a month later than the release time in North America and the world, and the release after the holiday will be affected by the market decline. Will also be hit by the strong Chinese New Year film.

At this time period, Duke will never underestimate the competitiveness of Chinese films in the country. In particular, the promotion and marketing of the entertainment industry on the other side is definitely not worse than that of Hollywood. Under the conditions of occupying the home court, it still has certain advantages.

He used to live on the other side of the Pacific in the last few years, some marketing methods in the circle, even if I think of it now. I have to admire it. The most typical thing is the publicity and marketing of a party at the Monkey King in the Year of the Monkey, which has mobilized the attention of the whole China.

Duke also clearly remembered that in the original network of friends, an unconfirmed news swiped the screen. "The Monkey King of Six Young Children Missed the Spring Festival Gala", so all the Chinese began to complain collectively.

"You are so stupid with the Spring Festival Gala crew and the Scissors Department. You can go to the Spring Festival Gala with all your sticks. Why can't the six-year-old boy be there?"

Then, some Internet slogans who were hired and followed suit began to follow up.

"The Great Sage played a stick at the Spring Festival Gala. When the Journey to the West music played, the people all over the country were happy."

"I love to watch the big sage eating melon seeds on the stage."

"Do you still remember the result of not having the Great Sage at the Pan Peach Banquet last time."

"The Sixth Child is 58 years old, and he will no longer be able to play the Monkey King in the next 12 years."

"All China is waiting for your return."

The people and companies who planned this incident also started to release new news continuously through major news websites.

"Liu Xiaoling Tong said that he did not receive an invitation from the Spring Festival Gala crew."

""Six youngsters said that they are always waiting for the Spring Festival Gala call and are always there."

"Liu Xiaoling Tong Liaoshi Spring Festival Gala Rehearsal."

At the end of this incident, there was such a thing-Pepsi-Cola's Year of the Monkey advertisement and KFC's Great Sage package became the biggest winners.

This seems to be a "popular victory" that is super tight.

However, as an insider, the former Duke could not help but smell a taste of marketing. At that time, he took this matter as a case to disassemble, of course, to learn the paradigm that can be learned.

Duke really likes the great sage played by Liu Xiaolingtong. Up to now, he still thinks that the great sage played by him can truly be called the "Monkey King". But removing the costume of Monkey King, from a commercial point of view, behind the above marketing behavior, it is not difficult to find the trader behind this gameplay.

Six young children's appearance in Pepsi ads must be the result of some people's matchmaking. Duke looked at these people with admiration.

At the same time, he also discovered a good way of online propaganda, identifying a targeted enemy and guiding the anger of netizens to him.

On the other side of the Pacific, some characters themselves are blacked out, and even these emotions, in a specific period of time, have formed a common existence. Just like the "positioning" theory, we have never wanted to change consumers. Habits, we just found the positions and switches in the minds of consumers.

In this land, the Spring Festival Gala crew and the General Administration of Railways are the most complained before the New Year.

Therefore, emotions have always existed, and negative roles have always existed. What is lacking is a suitable trader.

The Six Young Children incident can be said to be an extremely classic online marketing case, and it is also worthy of reference for the promotion and marketing of "Star Wars: The Force Awakens" in China.

In comparison, "Star Wars: The Force Awakens" lacks the first-line stars with absolute appeal to join. No matter in China or in the global market, no one can ignore the appeal and topicality that the first-line superstars can bring.

However, Lucasfilm and Warner Bros. also have targeted publicity strategies.

The influence of Star Wars is unquestionable. According to a survey, more than 1 million people in the United Kingdom, Canada, New Zealand and Australia have their own data. The belief in the column of belief is very special, called-The Force !

It is no exaggeration to say that Star Wars is the belief of many people.

In the process of propaganda, a group of famous directors also joined the ranks of this belief.

Lucasfilm organized an event called "Star Wars with You". Many directors who disclosed that they are Star Wars fans not only participated, but also accepted media interviews.

Afterwards, Lucasfilm and Warner Bros. and the "New York Times" jointly released a special issue of Star Wars, which focused on these director fans.

"Peter Jackson was only 15 years old that year: "Watching "Star Wars" changed my life. How amazing, and how close to our ordinary lives." — When he grew up, he directed "The Hobbit" three Part.

"Ron Howard was 23 years old that year:'When the movie ended, I didn't say a word, and I walked out of the theater and waited in line for another hour and a half to buy tickets and watched it again.'——He later became George Lu A disciple of Cass, he directed films such as "The Cocoon", "Apollo 13" and "Beautiful Mind"."

"That year James Cameron was also 23 years old: "Watching "Star Wars" made me pee my pants. I jumped up from the chair, my God! Who did it? I told myself: I want to shoot like this The movie! I just quit my job as a truck driver.'——7 years later he directed "Terminator" and 17 years later he made "Titanic."

"That year Spielberg was 31 years old:'It made me dazzled! I love it to death.' — He was originally a friend of George Lucas, and since then he has directed "The Third Type of Contact" and "e ".T", "Jurassic Park", "Lost World", "Artificial Intelligence", "Minority Report" and other sci-fi blockbusters."

"That year Ridley Scott was 40 years old: "I was dumbfounded after watching "Star Wars". I said to my producer: What are we waiting for? I didn't shoot such a great thing."— ——He rushed to catch up and directed "Alien" two years later and "Blade Runner" five years later."

Not only these, after Duke made several consecutive phone calls, George Lucas, who was already in retirement, also stepped forward and started to create topics for "Star Wars: The Force Awakens" in various ways.

Therefore, for the need of propaganda, the relationship between George Lucas and Duke began to become subtle in media reports.

"George Lucas, who created the "Star Wars" universe, chose to clap his hands and watch the new work. On the one hand, the prequel trilogy has always been criticized by old fans, which puts Lucas under great pressure and said that he did not want to get it after working hard. It was the scolding of fans. On the other hand, when we accepted our interview, the real reason was revealed-creative differences."

"George Lucas wants to tell a story he thinks is good. He focuses his narrative on the changing times of his son, father, and grandfather. Obviously, Duke Rosenberg, who controls the right to speak, doesn't think so. So Lucas was blocked directly from the door..."

"For these, George Lucas described it as a man and woman who broke up. Since they are separated, they will no longer contact each other and live their own lives. There is a trace of helplessness in the words." (To be continued.)

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