Made in Hollywood

"Cut!"

On a sand dune illuminated by the setting sun, Duke's shout sounded. Daisy Ridley and the staff manipulating BB-8 immediately stopped performing, and looked at Duke at the same time. Duke waved to them, indicating that it was not them. He made a mistake and quickly walked over to John Schwartzman.

With limited sunset time in the desert, Duke didn't have much time to waste.

"John, change the way you shoot."

Standing behind the IMAX camera "Death Star," Duke said quickly, "Use a reflector on the opposite side. Also, have camera number two shoot with a wide-angle lens."

John Schwartzman understood the importance of time and said quickly, "I see."

The adjustment of the film crew was very fast, and after just a few minutes, the shooting started again, and the picture presented on Duke's director's monitor was significantly improved compared to before.

Because the golden shooting time will give the best light on the overall outline of the subject, but the part in the shadow will be completely lost. The high light intensity is easy to overexpose. Use a reflector to brighten the excess light that is too dark. part, making the whole picture even and unified.

The film crew used golden hour light as the background key light, and added a reflector to make the shot even more dazzling.

In the same way, the light conditions under the golden shooting time can make any shooting scene look extremely beautiful. The display of details and the shaping of layers are very suitable for shooting with wide-angle lenses, while shooting with close-up or telephoto lenses will make the golden The advantage of shooting time belies it.

After staying in the desert of Abu Dhabi until June, Duke ended the filming here, and the huge crew moved northward, leaving the hot desert area and flying to relatively cold Iceland. The filming of the ending lightsaber duel scene started.

In the forest of Iceland, Daniel Wu picked up the lightsaber for the first time. This still photo was released by Duke immediately, which caused an uproar in North America. Black Jedi Small.

But Duke isn't all that worried. Because these are all illusions, just like the previous film, an illusion created to promote the topic of marketing.

Unlike North America and the Western world, when this still photo appeared on the Internet in China, it aroused the curiosity of countless people. There are indeed not many Star Wars fans among Chinese audiences, but people who have heard of "Star Wars" definitely don't. few. Now that a Chinese actor becomes the protagonist, it seems that he is still a symbolic Jedi Knight. 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 has also been initially finalized. Since December is the domestic protection month set by the scissors, in principle, new Hollywood films will not be released during the New Year holidays. "Star Wars: The Force Awakens" can only be opened in China on January 9, 2015.

This is more than half a month later than the release time in North America and the world, and it was released after the holidays. It will not only be affected by the market decline, but also be impacted by the strong Chinese New Year films.

At this time period. Duke will never underestimate the competitiveness of Chinese films in the local area, especially the promotion and marketing of the entertainment industry on the other side, which is absolutely no worse than Hollywood, under the condition of occupying the home court. There are certain advantages.

In the last few years when he lived on the other side of the Pacific Ocean, some promotional and marketing methods in the circle, even thinking about it now, have to be admired. The most typical one is the promotion and marketing of a certain party held by the Monkey King in the Year of the Monkey. It has mobilized the attention of the whole of China.

Duke still clearly remembers that in his circle of online friends back then, an unconfirmed piece of news hit the screen, "The Monkey King of Liu Xiaolingtong missed the Spring Festival Gala", and all Chinese people began to complain collectively.

"You guys are so stupid in the Spring Festival Gala crew and scissors department, even sticks can go to the Spring Festival Gala, why can't Liu Xiaolingtong go?"

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

"The great sage played a trick on the Spring Festival Gala, and when the music of Journey to the West played, the people of the whole country were happy."

"I love watching the great sage nibbling melon seeds on the stage."

"Do you still remember the result of not inviting the Great Sage to the peach feast last time?"

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

"The whole of China is waiting for your great sage to return."

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

""Liu Xiaolingtong Says He Didn't Receive an Invitation from the Spring Festival Gala Crew"."

""Liu Xiaolingtong said that he is always waiting for the call of the Spring Festival Gala, and will be there at any time."

""Liu Xiao Ling Tong Liao TV Spring Festival Gala Rehearsal"."

At the end of this incident, there was such a thing-Pepsi Year of the Monkey advertisement and KFC's Dasheng set meal became the biggest winners.

This seems to be a "victory of the people" for super close.

However, as an insider, the former Duke couldn't help smelling a sense of marketing. At that time, he dismantled this matter as a case, of course, to learn the paradigm that can be learned from it.

Duke likes the great sage played by Liu Xiaolingtong very much. Until now, he still thinks that the great sage played by him can really be called the "Monkey King". But take off the monkey king's attire, from a business perspective, it is not difficult to find the trader behind the above marketing behavior.

Liu Xiaolingtong's appearance in the Pepsi commercial must be the result of some people's matchmaking, and Duke is impressed by the manipulation of these people.

At the same time, he also discovered a good way of online propaganda, identifying an enemy with a clear target, and directing the anger of netizens to him.

On the other side of the Pacific Ocean, some characters themselves are blacklisted, and even these emotions have formed a conventional existence within a specific period of time. Just like the "Positioning" theory, we never want to change consumers. Habits, we just found the position and switch already in the minds of consumers.

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

Therefore, the emotion itself has always existed, and the villain has always existed, what is lacking is a suitable manipulator.

The Liuxiaolingtong incident can be said to be an extremely classic case of online marketing, 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 first-line stars with absolute appeal. No matter in China or in the global market, no one can ignore the appeal and topicality brought by first-line superstars.

However, Lucasfilm and Warner Bros. also have a targeted publicity strategy.

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

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

During the promotion process, 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 their identity as Star Wars fans not only participated, but also accepted interviews from the media.

Afterwards, Lucasfilm and Warner Bros. jointly published a Star Wars special with The New York Times, which highlighted these director fans.

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

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

"James Cameron was also 23 years old that year: 'Watching "Star Wars" made me pee my pants. I jumped out of the chair, my God! Who did it? I said to myself: I want to shoot this too Movie! I quit my job as a truck driver.’—7 years later he directed The Terminator, 17 years later he made Titanic.”

"Spielberg was 31 years old at the time: 'It dazzled me! I love it to death.' --- He was originally a good friend of George Lucas. Since then, he has directed "The Third Kind of Contact", "E .T", "Jurassic Park", "The Lost World", "Artificial Intelligence", "Minority Report" and other sci-fi blockbusters."

"Ridley Scott was 40 years old that year: 'I watched Star Wars, I was dumbfounded, and I said to my producer: what are we waiting for? I didn't shoot such a great thing'— —He caught up and directed "Alien" two years later, and "Blade Runner" five years later."

Not only that, after Duke made several phone calls in a row, George Lucas, who was already in retirement, also stood up and began to create topics for "Star Wars: The Force Awakens" in various ways.

Therefore, for the sake of publicity, in media reports, the relationship between George Lucas and Duke began to become delicate.

"George Lucas, who created the "Star Wars" universe, chose to applaud the new work. On the one hand, the prequel trilogy has been criticized by old fans. This puts great pressure on Lucas, expressing that he does not want to get more after hard work. It’s the fans’ criticisms, but on the other hand, the real reason was revealed in our interview—creative differences.”

"George Lucas wanted to tell a story that he thought was good. He focused on the changing times of his son, father and grandfather. Obviously, Duke Rosenberg, who had the right to speak, didn't think so. So Lucas was directly blocked from the door..."

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

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