The Greatest Showman

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I was surprised, surprised, and gradually got used to it, and finally I was completely calm.

Los Angeles Times, San Francisco Chronicle, Houston Chronicle, Daily News, Wall Street Journal, Washington Post, Chicago Tribune, Time, People, "The Hollywood Reporter", "Variety"...

If Gavin wants to, this list can still be stated endlessly, because at this time, the reporters standing in the interview area at the entrance of the Chinese Theater have surpassed the number of 400 mightily, and even continue to grow; it is even more frightening. What's more, more than 70% of the media have all sent their own first-line ace reporters.

This also means that the face of the next door will not be preserved.

Before tonight's premiere, almost everyone thought that the premiere of "Madagascar 3" would blow up "Edge of Tomorrow", on connections, topics, popularity, and status. Paramount and DreamWorks Teaming up, they won't lose the slightest in front of Warner Brothers, not to mention that "Edge of Tomorrow" is still an all-young lineup——

Contrast that with the premiere of "The Hunger Games" in March, and it's all clear. The entire premiere was bleak in starlight and empty in atmosphere. It only relied on a vote of teenage actors to support the show. It had no appeal or influence, and even the support of fans was far less than that of "Twilight".

But obviously, they were all wrong. Or, they are polite on the surface, "Madagascar 3" is the first choice, but deep down they still choose "Edge of Tomorrow".

Need a reason? If it had to be listed, Renly Hall, this is the best reason.

Since the Oscars ended, this new-generation actor who has made history has never been interviewed. The exclusive interview with "Empire" magazine is only a shallow taste, and it can't satisfy the curiosity of the media and the needs of the audience; what's more, this time facing the summer vacation The competition for the stalls is deep in the super stall, and whether Renly's unbeaten record can continue has detonated a hot spot.

Nobody wants to miss out.

If there's one more reason to add, it's Warner Bros. With a stroke of a pen and a lot of money, Warner Bros. has never been afraid of any competitor when it comes to mobilizing all connections and resources.

"No, I've never thought about the next door. It's very impolite to say that, but 'Madagascar' has no appeal to me." "Vanity Fair" reporter Daisy Lucas spread his hands and said innocently, "I believe, so do you."

Gavin chuckled lightly, without denying it.

Now the whole of Hollywood knows that Renly's three top correspondents: Bradley Adams of The New York Times, Gavin Hunter of Us Weekly, and Ned Mullan of the Empire.

Not because they were always praising or praising Renly, but because they had a good personal relationship with Renly, and they were often able to get insider information immediately; Renly's staunchest supporter.

"Oh, God." The bearded reporter standing next to him scratched his head in annoyance, "I'm really, really, really sorry about Will Smith, but I have to come. Jesus Christ, this is what I've been through. The coolest premiere ever, not even the premieres of 'Star Wars' and 'Harry Potter' can compare."

Raphael-Holton, chief entertainment reporter for The Wall Street Journal.

In terms of sales volume alone, the Wall Street Journal, which is based on Wall Street, benefits from the fact that all Wall Street elites have continued the habit of subscribing to newspapers and the habit of reading professional newspapers in the upper class. Now the sales volume of the Wall Street Journal exceeds that of The New York Times. , became the No. 1 newspaper in the United States. Among the elite, the Wall Street Journal is almost as powerful as the New York Times, if not better.

As the most senior and hottest entertainment reporter on the entertainment page of The Wall Street Journal, Rafael has close personal relationships with many top names, including Will Smith and Tom Cruise; however, he never really have had face-to-face contact with Renly to this day.

"We have to give Warner Bros a thumbs up." Daisy shrugged, "No one really can resist a premiere like this."

Raphael was originally attending the premiere of "Madagascar 3" next door, and had already arrived at the scene to conduct a preliminary interview; but the topic of the premiere next door kept coming, even Paramount and DreamWorks The senior management has heard about it, and immediately held an emergency meeting to think about coping strategies.

After hesitating again and again, Raphael came over, "I have to say, it's really crazy to have such an idea and such an idea."

"I just ran into the Warner Bros. distribution staff and brought it up," Gavin chimed in. "They said it was an idea from Renly and Donald, Rami and the others in a small talk, and then Frank - Marshall heard and agreed."

"Donald Glover?" Raphael immediately captured the core character, and after getting a positive answer, he nodded in affirmation, "If it's him and Renly, I believe it. Donald is an unrestrained kid. , with all kinds of ideas in my head. I think this premiere can be used as a template for all the studios in Hollywood. Creativity is king!"

Today's film companies clearly understand the publicity effect of the premiere, so they are not lenient when it comes to spending money. Such as "Transformers", such as "Harry Potter", the cost of a premiere

That's around $20 million, or more.

But now it seems that the cost of these premieres has not been spent on the cutting edge, just some models, global synchronization, on-site connection, poster publicity, etc. For media reporters, publicity photos are very beneficial; but after all, no Get the audience involved.

"Do you know?" Gavin suddenly remembered another thing, "There is a weird request when you come in at the door, pink clothes are not allowed..."

"...otherwise they have to change their official t-shirts and pants, and the only requirement is to take a photo and upload it to Facebook, Twitter, or a photo wall." Daisy picked up the conversation immediately, "I know, this is a genius idea, too. Smart."

"If I told you that this was Renly's idea, would you believe it?" Gavin continued, then Daisy and Raphael were stunned, and finally Daisy exclaimed, "What? The guy who uses the social network who came up with this idea? God, what planet is he from?"

"Wait, wait, what's going on? I can't keep up with the rhythm." Raphael quickly interrupted their conversation and asked.

...

After the premiere of "Edge of Tomorrow", according to unofficial statistics, including on Facebook, Twitter and Instagram, more than 50 million people mentioned the film.

What's even more gratifying is that on the photo wall, a couple of about 70 years old were photographed wearing "Edge of Tomorrow" t-shirts, and the old lady was holding her pink tutu. Within an hour, the number of likes exceeded 10 million, setting a new record for the photo wall.

In addition, on the YouTube, a well-known movie host recorded a video in a black tunnel, and then cut a cool short film through his own editing, and the number of playbacks within six hours has exceeded two. Ten million.

On social networks, about the premiere of "Edge of Tomorrow" and the peripheral products of "Edge of Tomorrow", the discussion has easily surpassed all other competitors, even more than "The Avengers", and has become this year's summer file. The hottest topic.

This is just an index within six hours, that is, the effect on the day of the premiere. Before the media comments and audience feedback were released, "Edge of Tomorrow" has swept the entire social network, once again let people see The power of the Internet age.

In addition, the topic of "Limited Movie Peripheral Products" on Twitter has become a hot trend, and the number of retweets has exceeded 30,000.

Warner Bros. had to release an official announcement as soon as possible, confirming that the movie peripheral products were designed by Eaton Dormer and written by all the actors; at the same time, Warner Bros. released the behind-the-scenes production video of the peripheral products. Actors are involved.

Finally, Warner Bros. confirmed that this batch of peripheral products will only be sold in Los Angeles for five days, until the weekend of this week; Warner Bros. also left a suspense, the reason for making such a rule is because of all the profits from this peripheral sale All proceeds will be used for special purposes.

"The specific answer will be announced next week. On June 13, Renly-Hall will record the 'Today Show' in New York, and the answer will be announced at that time."

At this time, the Internet is completely frying; at the same time, the other five major film companies are also completely frying-Warner Bros. This time, the promotion strategy, interlocking and advancing layer by layer, not only fully mobilizes the characteristics of young audiences, but also fully mobilizes the characteristics of young audiences. The youthful attributes of "Edge of Tomorrow" have been brought to the extreme; and they have effectively used social networks, and every penny has been spent on the edge.

This is definitely the best marketing strategy of 2012. The question now is: what are the benefits? Otherwise, it just looks lively and can't actually make money, it's useless. The box office of the premiere of "Edge of Tomorrow" is quietly heating up.

But it is undeniable that, at least on the day of the premiere, Warner Bros. really fought a beautiful turnaround and suppressed the competitors. Even on the red carpet of the premiere of "Madagascar 3", Ben S. Thieler, Will Smith, Jessica Chastain, and others all took the initiative to mention "the excitement next door."

More and more people are pouring into the premiere scene on the west side of Hollywood Boulevard, and even the crowd on the east side has quietly begun to shift towards the west side.

Warner Bros. seems to have already made preparations. Several streets outside the black tunnel have also applied for traffic control in advance. Although the audience entering the red carpet stage is limited, the audience entering the black tunnel to experience the visual effects is not. As a result, the premiere became more and more noisy, and even those audiences who were not interested in the premiere came to join in the fun.

In the hustle and bustle, the guests of the premiere of "Edge of Tomorrow" finally began to arrive at the scene one after another. At this time, people realized that the good show has just come on stage.

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