The Greatest Showman

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The second week of June in 2012 was the busiest time in the entire summer. none of them.

There are three works, each with an investment cost of more than 100 million US dollars, and they all chose to be released this week. Even for a summer stall with a lot of works and popular schedules, this is really too crowded and almost breathless.

In contrast, there was only one "Snow White and the Huntsman" in the previous week; in the next week, there were two works with an investment of about 75 million, namely "Rock of Ages" and "Dad's Good Son". A series of car accidents, crowded together in a crowd, people can't bear to look directly, it's terrible.

It can only be said that under the wrong circumstances, everything is possible in the summer vacation as a battleground for the military.

The "Madagascar 3" jointly produced by Paramount and DreamWorks cost 145 million US dollars. The performance is even more dazzling. This year's third sequel is highly anticipated.

"Prometheus," produced and distributed by Twentieth Century Fox, cost $130 million. Directed by Ridley Scott, after 20 years, it presents the prequel to the classic series "Alien", which brings together Michael Fassbender, Charlize Theron and Noomi Rapace ( noi-rapae) three actors Noomi is the heroine of the Swedish version of "The Girl with the Dragon Tattoo".

The "Edge of Tomorrow" created by Warner Bros. has an investment cost of 130 million. As for the cast lineup, there is no need to go into details.

All three works have their own advantages and disadvantages, and they are competitive, but also full of uncertainty.

For example, "Madagascar 3", the sequel movie and Family Fun are the mainstays of the box office in the summer, but the first two films in the series failed to break through 200 million at the North American box office, and the overseas box office performance completely exploded in North America. The explosive power of the three films in the local box office still needs to be marked with a question mark.

Another example is "Prometheus", as a prequel to "Alien", there is no doubt that it is a classic, and the announcement of the trailer has already made countless fans high. However, that was more than 20 years ago, and "Alien" and "Alien 2" are undoubtedly the peak, but the third and fourth films after that have encountered Waterloo.

Therefore, a suitable schedule is crucial for all three works.

"Prometheus" is the first to be set. 20th Century Fox's combat effectiveness is weak in this summer's file. There are only three works released in total. Among them, "Prometheus" is the top priority, and the July "Ice Age 4" released in three weeks. Therefore, they determined the schedule early, and then launched an overwhelming and intensive publicity.

The next set is "Madagascar 3", they must avoid "Brave" in the third week of June, and "Ice Age 4" in the third week of July. The three cartoons will be the main fighting force of this summer's file; At the same time, they must avoid "The Avengers" and "The Amazing Spider-Man," and they must avoid Johnny Depp, Will Smith, and Tom Cruise, plus they must avoid cannibalism. ,then……

DreamWorks, which has lost its domineering and vigor, can almost be said to survive through cracks. So, they chose the second week of June. Although it is head-to-head with "Prometheus", the audience positioning of the two is completely different, the influence of each other is limited, and it is worth trying. At least, the three leading actors are artistic actors who have not proved their box office appeal.

The last to join the battle is "Edge of Tomorrow", but Warner Bros.

This summer, Warner Bros. has released a total of six works, "The Dark Knight Rises", "Rock of Ages", "Sombra", "Edge of Tomorrow", "Magic Mike", "Politics Dogfight", and two other low-budget horror movies It's all scheduled for the end of August, so I won't show it for the time being.

Among them, "The Rise of the Dark Knight" is the worthy of the biggest crocodile in the whole summer, and is even considered to be a work that is enough to fight against "The Avengers"; "Rock Age" starring Tom, "Soul Shadow" starring Johnny "Thanks to the protagonist's status in the industry, the two works are also the main force of the unshakable, and the release schedule has been determined early.

One in May, one in June, and one in July. As for August, at the end of the summer season, the market potential was exhausted, and most film companies chose to give up.

The second week of May, "Sombra"; the third week of May, "Super Battleship"; the fourth week of May, "Men in Black 3". Opponents are stronger than each other on paper.

Week 1 of June, "Snow White and the Huntsman"; Week 2 of June, "Prometheus" and "Madagascar 3"; Week 3 of June, "Rock of Ages" and "Daddy's Good Son"; Fourth week of June, "Brave" and "Lincoln the Vampire Slayer"; fifth week of June, "Teddy Bear" and "Magic Mike."

The first week of July, "The Amazing Spider-Man"; the second week of July, "Ice Age 4"; the third week of July, "The Dark Knight Rises."

Looking at the entire schedule, Warner Bros.'s best bets should be the third, fourth, fifth week of June, or the second week of July.

In the second week of July, the next week is about to collide with its own annual drama. Warner Bros. did not want to lose both parties and gave up first; in the fifth week of June, the powerful cast of "Magic Mike", the director, producer and actor all It was the object of long-term cooperation, and then gave up; in the fourth week of June, it was forced to give up because there were works of Warner Bros.

In the end, Warner Bros. actually thought this way, either moving "Rock of Ages" to the first week of June, and then putting "Edge of Tomorrow" in the third week, but

, Tom Cruise staunchly rejected such a proposal "Daddy's Good Son" is a comedy starring Adam Sandler, obviously better bully than "Snow White and the Huntsman".

Or put "Edge of Tomorrow" in the first week of June.

But...Universal Pictures protested. After the game and negotiation between the two sides, Warner Bros. chose to withdraw not because Universal Pictures was too tough, but because Warner Bros. did not want to mention the "borrowing door" of Renly and Chris again. , such an overnight cold meal is not good for publicity; in addition, it is also considered to avoid the aftertaste of "Men in Black 3".

So, "Da Da", the super schedule of the second week of June was formed.

In comparison, "Prometheus" and "Madagascar 3" are not works with strong impact and edges; at the same time, the market audiences of the three works are slightly shifted from "Prometheus" and "Edge of Tomorrow" "They are all science fiction works, but the main audience of the former is fans of the "Alien" series, with a relatively older age, while the latter is obviously younger.

This is not the best choice, but it is an optimization choice that is helpless.

During the set date, 20th Century Fox and Paramount did not protest or negotiate, nor did they change the schedule. In other words, the three companies accepted the opponent's choice after internal discussions; they also reached a consensus with each other, and compared with other opponents, the current opponents are acceptable. Even if it is crowded, the odds of winning are still not small.

After all the movies have been finalized, the second week of June has become a super-scheduled schedule. Three commercial blockbusters with a cost of over 100 million and medium investment will be released at the same time. It is not known who will die.

For Renly, the test was especially strong.

This is his first commercial work in which he has single-handedly taken the lead. After winning the Oscar, the title of "The Youngest Actor in History" has brought endless pressure, especially after the noise and silence of the "hype door", once the work If it fails, the reporters will surely become the best interpreters of "It is not too late for a gentleman to take revenge in ten years".

Now, "Edge of Tomorrow" needs to face more tests. The box-office failure of "Snow White and the Huntsman" in front of it has also spawned questions and discussions about the box office appeal of Generation Y actors; this week, we need to face a head-to-head confrontation between two powerful competitors to compete for media resources and market share; next week There are also Tom Cruise and Adam Sandler eager to try.

There is a wolf in front, a tiger in the back, and a black bear on the side.

That's the dilemma facing Renly.

Unintentionally, Renly became the target of siege and suppression by everyone. This is not a situation that Warner Bros. deliberately created, and other film companies never imagined it; but the fact is that the hot Renly has always been on the cusp of the storm, and now it is even more popular. The purple, even the West End show has created wave after wave of news frenzy, those jealous arrows trying to pour cold water, everywhere.

Bearing the pressure of undefeated works, bearing the test of the actors of the Y generation, and bearing the burden of 130 million investment, success or failure is in one fell swoop. Failure, this will not affect Renly's reputation in the field of independent films. This young actor with outstanding acting skills still has continuous film appointments, but the pace of commercial films and the advancement of the power pyramid in the industry will inevitably need to be slowed down.

But what about success?

If you succeed, you will be on the altar. The problem is that there are many kinds of success. 200 million in North America is a kind of success, and 500 million in North America is also a kind of success. Like "The Avengers", 200 million in the opening weekend is an incredible success. Renly, who is only 22 years old, where will his footsteps go is undoubtedly the hottest topic in the super schedule.

On Friday, June 8, all three films will have their full premieres on Friday; but to avoid each other's publicity period, the premieres of the three films have been staggered.

"Prometheus" was the first to debut, and they chose June 5th, Tuesday, held a grand and grand premiere at the Chinese Theater; then on June 6th, Wednesday, "Edge of Tomorrow" and "Madagascar 3" at the same time debut

The former occupied the venue of the Chinese Theater and held a grand premiere; the latter held its premiere at the former Kodak Theater, which was renamed the Dolby Theater next door.

Also located on Hollywood Boulevard and on the north side of the street, the two theaters are only less than 30 meters apart; today, they are clearly divided into two parts, separated by a dazzling set baffle in the center. The side entrance, that's "Madagascar 3," and the west entrance, that's "Edge of Tomorrow."

This may have been the most absurd and hilarious premiere in Hollywood in a decade, but Warner Bros. and Paramount have also been serious about promoting it.

At this time, people are both fortunate and embarrassed. Why is "Prometheus" absent?

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