Even if so many movie fans line up half a month in advance to grab seats, it is not something worth reporting in the eyes of North American media, because in their opinion, this is too normal.pbtt

"No one can deny that the Star Wars series has spent more than three years to cast a top commercial IP. If this IP is added to the same top Duke Rosenberg super IP, everything that exceeds expectations will not be an accident..."

The comments from the New York Times even believed that "Star Wars plus Duke Rosenberg, the global box office must start with $2 billion. If it is lower than this number, it can only be said to be a failure."

As the release date is getting closer, countless movie fans across the United States are preparing to welcome this film. The promotion and marketing of Warner Bros. and Lucasfilm has become increasingly fierce, and the entire pre-promotion has invested nearly $200 million.

"Star Wars: The Force Awakens", a movie with a strong audience base and cultural heritage, uses more Internet and offline channels to promote the brand itself, and almost does not involve the story and character itself.

But Duke would not be slacking off in publicity and marketing work because of this. He asked Charles Rowan and Robin Grand, who are producers, to use more arg methods to create suspense and strengthen audiences' curiosity about the story and characters in order to attract them to the theater.

There is no doubt that letting audiences buy tickets is the purpose of all promotional and marketing.

In this Internet era, we are facing the impact of consumerism waves all the time, and the omnipresence of information explosion and mobileization actually makes the audience lose their attention to the works and content themselves more and more. What Duke does is to redirect the audience's energy back and stimulate their curiosity and viewing and even consumption.

It has to be said to be a kind of luck in this era of best and most prosperous rapid development.

However, Star Wars: The Force Awakens are not only in the North American market, but also in a broader global market. The differences in each country and region are not something that cannot be ignored, and the promotional and marketing strategies formulated must also be different.

No one can deny the differences in culture. The cultural background also determines the marketing strategy of Star Wars: The Force Awakens in different regions, especially the Far East in Asia, where there are extremely important Hollywood markets such as Japan, South Korea and China.

In the South Korean market, Lucasfilm and Warner Bros. have discovered a major trend: experienced South Korean audiences tend to localize imported blockbusters and create movie interpretations that suit them.

Japanese audiences have been following and loving the Star Wars series for a long time, and Lucasfilm has even customized a special trailer for the "The Force Awakens" movie for Japan.

But the popularity of "Star Wars" in the Chinese market is far less than that of South Korea and Japan. What should we do?

Due to the natural advantages and appeal of Duke and Star Wars in the North American market, Warner Bros. began to make efforts in China since December to create a crazy marketing effect.

Duke also produced a special trailer for "Star Wars: The Force Awakens" for China. The trailer not only highlights Daniel Wu's leading role, but also deliberately adds large scenes to cater to the needs of Chinese audiences.

At the same time, it also creates controversy on the Greater China regional network, highlighting the difference between the Chinese version of "Star Wars: The Force Awakens" trailer and the international version, attracting viewers' clicks and attention.

A Chinese actor who becomes one of the absolute protagonists of Hollywood's super A-level masterpieces will inevitably attract the attention of a lot of Chinese audiences.

This is just part of the Chinese publicity campaign of "Star Wars: The Force Awakening". Starting from December, various activities with "Star Wars: The Force Awakening" appeared in front of Chinese audiences in an extremely intensive manner.

While "Star Wars: The Force Awakens" is still a while away, Warner Greater China uses bb-before the first place, and uses bb-before to transform the whole of China! Use new characters to seize the initiative, bb-before the popularity in China is quite amazing.

Since the month before the movie was released, Warner Greater China has continuously held a live-action restoration event for Star Wars. The national offline tour exhibition has been held in major business districts across major cities and major cities, and various offline devices of "Star Wars: The Force Awakens" have appeared one after another.

With Star Wars coming soon, a large number of Chinese products jointly launched with Star Wars brands. Warner Greater China also targeted 800 million users in China. Using cooperation with Penguin to broaden its own publicity and marketing channels.

Then there is the star effect, signing contracts with Chinese popular idols as the spokesperson for Chinese marketing promotion.

It has to be said that Lucasfilm and Warner Bros. spent all their effort on entertainment marketing for the Star Wars series.

In order to create momentum for the new film, we have the courage to break the traditional marketing thinking model. At the same time, in order to avoid fighting alone, we actively seek non-industry partners and give full play to the promotional and marketing role of different categories of brands in this film.

The greatest benefit of entertainment marketing to brands is to allow originally irrelevant elements to penetrate and integrate each other, thus giving the brand a sense of three-dimensionality and depth. Duke also believes that these measures will be a huge help to the promotion and marketing of "Star Wars: The Force Awakens" and even the success of the brand.

At the same time, Duke also asked Tina Fei to fly to China in person to formulate further publicity strategies with his partner media.

Duke is very clear that although Lucasfilm and Warner Bros. have been working hard to promote the first six films in recent years, there must be many Chinese audiences who have not seen these six films. It doesn’t matter if they have never seen the film. What he fears most is that he basically does not know the history and system of Star Wars. If such an audience watches "Star Wars: The Force Awakens", it will definitely not bring good reputation.

The most basic popularization of movies before the release of "Star Wars: The Force Awakens" in China is the main task of Tina Fei's trip.

So, shortly after Tina Fei arrived in China, a movie viewing guide written by Duke himself appeared on the media and the Internet.

“Seven things you should know before Star Wars’ seventh releases.”

This is the title Duke came up with. Perhaps the content he wrote may not necessarily reflect the previous Star Wars Six, but it is a specially customized version based on the Chinese market and mainstream movie fans.

"Fan fans all over the world suddenly started to talk about Star Wars again. This awesome science fiction series is back. In early January 215, the seventh "Star Wars: The Force Awakens" in the series will be released in China. This series has influenced countless filmmakers and directors. We can watch the Hollywood commercial blockbusters that we can enjoy today, and we need to thank the Star Wars series to a large extent."

"The historic Star Wars series is about to revive, and the plot of "Star Wars 7: The Force Awakens" released this time will be followed by "Star Wars 6: Return of the Jedi". For friends who have not had time to sweep the first six movies, please pay close attention to the following content."

"First, what did the first six Star Wars talk about?"

"Star Wars Prequel 1-3 mainly tells the story of the gifted Anakin Skywalker growing from a pure boy to accomplice of the evil empire Das Vader, while the 4-6 story is about his son Luke Skywalker and his partners resisting the tyranny of the empire and finally achieving peace in the universe."

"The main plot of the first six movies is simply that 'I've reached the peak of **** and entered the peak of alternative life, and the dead child brought my work unit'. On this basis, the confrontation between the light and the dark side of the Force, the political struggle between various factions, the love and hatred of the protagonists, the imaginative customs and cultures in the boundless universe, various robots and warships, these are all the charming aspects of the Star Wars series of movies."

"Second, you must know a few famous characters."

"Jedi: They hold non-red lightsabers, and they are basically good people. The most famous ones are Master Yoda, a little green monster who can be cute but must speak with strength; and Obi-Wan Kenobi, who is Anakin's master and later became Luke's mentor. If you want to choose a good camp, you must pay attention. Don't choose a red lightsaber when osplaying."

"Third, why is Star Wars so arrogant in Western pop culture?"

"Simply put, "Star Wars" has influenced almost all the blockbuster directors we can see now, including Spielberg, James Cameron, Luc Besson and other movie giants, and the famous director Duke Rosenberg is a fan of this series. He received his initial film enlightenment education on the Star Wars set."

"The Star Wars series also led the development of the film industry in an era: Director George Lucas established the Industrial Light and Magic Company in 1975, and created the film special effects industry, and is still an industry leader. "Star Wars" is one of the most profitable movies in history, with extremely rich derivative products. European and American audiences who entered the cinema in the 70s are now starting families and their love for the Star Wars series has been passed down to the second or even the third generation. In daily life in Europe and the United States, the emergence of cultural elements of the Star Wars series is as common as if you should use oil, salt, sauce and vinegar for dinner."

In order to arouse the interest of Chinese audiences, Duke, Lucasfilm and Warner Bros. have struggled to create explosive box office results in the world's second largest box office market. Especially at the end of these seven points, Duke also specifically mentioned a meme that often appears in mainstream commercial films in North America.

This meme originated from the Star Wars series and has even gradually become a unique trend.

"Why is it said that the shopping scenes that often appear in North American movies today are a bad trend created and triggered by the Star Wars series?" (To be continued.)
Chapter completed!