Made in Hollywood

In the six films of "Star Wars", there are countless shots of important supporting roles and passers-by being chopped off. As the protagonists, the number of times Anakin and Luke and his son were chopped off is even more terrible. Anakin's hands are in " Parts 1-3 of "Star Wars Prequel" were chopped off twice. In "Star Wars 6" his manipulator was chopped off by his son Luke, and Luke was cut off by his father Darth Wei in "Star Wars 5". Da cut off a hand. 【,

This heavy hand-cutting plot has undoubtedly affected many movies, such as Marvel’s superhero movies. In the second-stage Marvel movie series that have been released, each has a true or false hand-off plot, so the audience People have seen Iron Man, Thor, Grout, the Winter Soldier, and other characters have been chopped off. The heroes of the "Women's Federation" are simply suffering.

Times have changed. The generation that grew up with "Star Wars" has gradually grown old, and the new generation has grown up, but "Star Wars" has lasted longer.

The story of Star Wars and the direction of the character's destiny have always been in an extremely confidential stage. Except for a few core personnel such as Duke, not many people know the specific plot direction.

However, after nearly a year of strict secrecy, "Star Wars: The Force Awakens" finally unveiled its mystery.

Warner Bros. is full of confidence in both Duke and Star Wars. Duke also knows what to do to gain the favor of Star Wars fans. Therefore, before the release of "Star Wars: The Force Awakens", many media and like George Luca were invited. Celebrities in the circle, such as Si and Steven Spielberg, held a trial screening.

There is no doubt that this trial screening is the focus of attention of the media and fans across the United States.

For publicity, George Lucas once compared his relationship with "Star Wars: The Force Awakens" to "breaking up men and women", and the two sides will go their own way and no longer contact.

However, this is ultimately a need for publicity. On the day of the screening, George Lucas still appeared in the theater on time.

The reporters who accepted the invitation handed over their microphones, recorders, cameras and even mobile phones under extremely stringent security measures, and happily walked into the theater, and were fortunate to be the first audience to witness "Star Wars: The Force Awakens". .

The reporters who did not accept the invitation did not give up. These people surrounded the screening theater. A look ready to go, ready to be interviewed by every Hollywood celebrity who watched the movie in advance.

The number of these reporters far exceeded those of the lucky ones, and thousands of people gathered around the screening theater.

They waited outside for nearly two hours, and every minute was suffering. The moment the theater door opened, it surged past like a storm and surrounded everyone who came out.

There are the most journalists around George Lucas and Steven Spielberg.

A reporter’s voice was extremely loud, almost completely suppressing the voices of others, "Mr. Lucas. I have just watched "Star Wars: The Force Awakens", can you talk about your views on this movie? "

It’s too crowded here, and George Lucas’s age is too old to bear such a scene. When he walked out under the support of more than ten security personnel, he only left a sentence, “I like it very much. For this "Star Wars: The Force Awakens", Duke made the most appropriate choice!"

Maybe the same reason. Steven Spielberg, who is not far from George Lucas, also left a comment of "I like it very much. Very good" under the siege of reporters.

This was just the beginning of the trial screening. In the following days, Duke and Warner Bros. held several trial screenings for "Star Wars: The Force Awakens". They also made full use of the media to smash the audience's reputation and conduct word-of-mouth marketing.

"Star Wars: The Force Awakens" just finished the audience trial yesterday, and the first wave of reviews has been released. On the famous movie scoring website imdb, 367 people have rated it, with an average score of 100 points; on Rotten Tomatoes there are also 57 With a rating, the praise rate reached 100%; on another rating website metacritic, 32 media outlets across the United States gave the film a high score of 98."

Just like the original "Dark Knight" and other movies. Proper word-of-mouth marketing is also a big boost to the success of the film.

As we all know, the quality of a movie’s audience’s reputation is indeed the foundation, but it also has a lot to do with publicity and marketing.

With the collective efforts of Warner Bros. and Lucasfilm, word-of-mouth hype like this can be described as numerous in the media and the Internet.

"The quality and good-looking degree of "Star Wars: The Force Awakens" is unquestionable. Director Duke Rosenberg used an artistic approach to integrate the past themes and character characteristics of the series into a new background and text. No look Audiences who have been to the "Star Wars" series will also like "Star Wars 7," but if you have watched it, you will know more about its twists and turns and how successful it is."

-"Los Angeles Times"

"The addition of the old core actors did add points to the film, but it was Duke Rosenberg who re-founded an energetic and humorous atmosphere for "Star Wars: The Force Awakens."

-"Detroit News"

"Star Wars: The Force Awakens" not only has an old-fashioned tribute plot, it is also an inspiring Hollywood first-class big-production adventure film. The highly anticipated film brings more inspiration to life than the Force itself Every scene of this sequel directed by Duke Rosenberg bursts out the joyous spirit contained in George Lucas’s old trilogy.

--"New York Times"

"For Duke Rosenberg and all the participants in the film, it was an impossible task to bring the "Star Wars" series back to the screen, but they did it, and they did it very well. They made the film It’s a beautiful, honest, and very interesting work. This film and the promise it represents brings me a lot of energy."

--"Washington post"

"Duke Rosenberg understood what George Lucas did not recognize: that is that we are not so interested in the future of science fiction stories, but are more willing to return to the past. We don't really want to see it. What will happen to the distant galaxy next, we only hope to re-experience what we felt when we first watched "Star Wars" in 1977. We want to return to our hometown, and "The Force Awakens" brings us back There."

-"Boston Globe"

"Currently there are a lot of products waiting in line for our authorization, and the number is the highest in history."

In the conference room of the Warner Studios, Lucasfilm’s CEO Catherine Kennedy said, “It’s no surprise that next year, consumers across the United States will explode in spending on toys around the Star Wars movie, and sales will definitely Will exceed this year's 3.4 billion US dollars.

This news undoubtedly gave everyone who attended the conference, including Duke, full of expectations.

"We need to decide at this meeting the final plan we are going to carry out market execution with our partners next year,"

After taking a look at Duke, seeing that he didn’t specifically say anything, Catherine Kennedy continued, “These decisions include how many products to produce, how to display them in the surrounding stores, which area to display, and how to promote the entire website when the products are displayed online. Content. Any conceivable marketing method that can bring the brand around Star Wars to the market must be thought of."

In this regard, Duke believes in the abilities of Lucasfilm professionals, and Warner Bros. and Tina Fei, who has just returned from China, will also join these efforts.

Of course, the production company, surrounding manufacturers and retailers still have to gamble on the budget for investment.

"The risk is that no one knows how big this market is."

Duke tapped on the table lightly, attracting everyone’s attention, and emphasized, “We must do a risk assessment in advance, including the purchase of materials, the number of orders, etc., even for mass production orders, the risk is also Yes, because all of this has to depend on the consumer's response to the product, and it is well known that consumers' tastes are often elusive."

Since the release of the "Star Wars: The Force Awakens" trailer, although the sales of related products have exploded, Duke has not blindly formulated operating strategies. Like all large companies, film companies’ While making bold and adventurous decisions, we must be cautious enough to never allow anyone to make a decision just by scratching their heads.

The meeting gradually came to the end, and Duke also knew that Warner Bros., Lucasfilm and his entire team had been busy with this for a whole year, and now it is necessary to do some morale-boosting moves at this moment.

He nodded to Tina Fei, Tina Fei opened a folder and said, "As of last night, the North American pre-sale box office of "Star Wars: The Force Awakens" has exceeded $100 million."

Hearing this number, John Schwarzman, who was previously sleepy, couldn't help but feel refreshed. He has worked with Duke for so many years. This is the first time that a film has been filmed with a box office pre-sale of more than 100 million US dollars.

Tina Fei did not mean to stop. "The bb-8 we launched is very popular. The sales in North America have exceeded 100 million U.S. dollars, and rough statistics are about 124 million U.S. dollars."

There was a burst of admiration and discussion in the quiet conference room. Charles Rowan and Catherine Kennedy’s eyes immediately fell on Duke. The sales of Star Wars products in North America have been very good, but a single product is not enough. It can be sold for more than 100 million US dollars in half a month, and it has never appeared.

now what? The two circles drawn by Duke actually created a business miracle.

Don’t forget, this is just a peripheral!

Tina Fei added, "Stimulated by the upcoming release of "Star Wars: The Force Awakens", from October to now, the sales of related peripheral products are close to 600 million U.S. dollars, and this number will definitely be broken on the premiere day!"

"Star Wars: The Force Awakens" hasn't been released yet, and it has actually recovered the cost. The only suspense is how high the box office can reach. (To be continued.)

ps: 　　 ask for monthly and recommended tickets!