The Greatest Showman

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On June 5th, the premiere of "Prometheus" debuted; on June 6th, the premieres of "Edge of Tomorrow" and "Madagascar 3" were both unveiled. In the summer of 2012, the most discussed and paid attention to the most. Super schedule officially unveiled.

After the premiere ended, "Edge of Tomorrow" made a breakthrough and stood out. With the ingenious layout and design of the ceremony, with the accurate positioning of the target audience, and with the flexible operation of social networks, this work does its part. It has become a media darling, far ahead in terms of exposure and discussion.

On the social network led by Facebook and Twitter, the discussion topic of "Edge of Tomorrow" has detonated the focus in just twelve hours, more than the two works of "Prometheus" and "Madagascar 3". It's even hotter, becoming the biggest winner this summer after "The Avengers".

Before the unveiling of the super schedule, "Prometheus" successfully took the spotlight through a series of accurate marketing tactics.

On the one hand, people's memories of the "Alien" series have been reawakened. Twentieth Century Fox even held old movie appreciation carnivals in major cities such as Los Angeles and New York, and replayed the four works of the "Alien" series in art theaters. All movie fans are welcome to watch; on the other hand, there are also the magnificent trailer clips, which have reached a cooperation agreement with the theater, and pasted the trailer before the "Avengers" broadcast, which has triggered a new round of discussions and publicity. mighty.

However, after the unveiling, the momentum of "Prometheus" was somewhat weak, and the strong force of "Edge of Tomorrow" completed the overtake in one fell swoop and became the leader on social networks; not only that, in the heat of media discussion , "Edge of Tomorrow" also detonated all the energy in one go.

In the end, more than 450 media outlets attended the premiere of "Edge of Tomorrow", and in the next day's news coverage, more than 70 percent of the media gave the entertainment front page headline position to "Edge of Tomorrow" ", less than 20% of the media chose "Madagascar 3", and the remaining small number of media paid attention to the entire super-period, and the three films made headlines together.

In addition, "Edge of Tomorrow" has an absolute advantage in terms of the number of reports, the click-through rate of reports, the response rate of reports, and the activity of audience interaction.

The most straightforward example is the official Twitter account of "US Weekly". They reported the premieres of the three films respectively, but the number of retweets for "Edge of Tomorrow" reached more than 35,000; "Metheus" is in the early 10,000s, and "Madagascar 3" is even less than 6,000.

The difference is so obvious that it's hard to look at it.

Although it is said that attention does not mean the box office, the main target audience of "Madagascar 3" is family audiences, and neither parents nor children are the main users of social networks. From a publicity point of view, "Edge of Tomorrow" has indeed achieved a hearty victory.

After the super schedule was officially determined, it has almost become the annual media prosperous world, and all entertainment media have cast their attention. I am also curious as to how things are going. It may be that all three will suffer, or that a work may stand out. All kinds of possibilities have been guessed, and naturally the existing situation is also included.

However, when "Edge of Tomorrow" really came to the fore, people couldn't help but exclaim: they sighed at Renly's popularity, which was simply unstoppable; they also sighed at Warner Bros. Easily kill Paramount and Twentieth Century Fox.

Even "Prometheus", which had its premiere one day earlier, broke out in a cold sweat, not to mention the "Madagascar 3" that chose to collide on the same day, which seems to have become the biggest collision of the year since 2012. Destruction accident. The strong performance of "Edge of Tomorrow" is jaw-dropping.

The most discussed among media reporters is undoubtedly the ingenious design of limited-edition peripherals. From peripheral design itself to marketing methods, it has completely refreshed people's fixed cognition.

Peripherals are not uncommon; limited edition peripherals are also not uncommon, but Warner Bros. boldly limited the limited sales range, only sold in Los Angeles, and stopped sales after the opening weekend, which is for any "business". , completely self-destructing the future; more importantly, the surrounding design completely follows the high-end boutique route, which does not save money at all.

However, Warner Bros. threw out another bait: The reason for this arrangement is that there is something in it; it even set a date for the truth to be revealed, which made it clear that it created another wave of topics, but the media had to follow - and Can't accuse Warner Bros. of being mercenary yet, and must wait for the truth to be revealed before expressing its opinion.

Such means, professional and wise, clever and ingenious, are truly amazing.

After the premiere, the sales of limited-edition peripherals have been completely hot, literally "exploding". On the online sales platform, some people have already started the daigou business, specifically going to Los Angeles to buy peripherals, and then completing the transaction on the Internet to serve movie fans in other cities and regions, and it is really hot.

Topic, topic, topic! The premiere of "Edge of Tomorrow" has become an annual hit, and every aspect of the whole body is a topic of discussion. The expectations of young audiences have been seriously broken, not only limited to the main market of sci-fi movies, but male audiences; at the same time Female viewers also have countless curiosity because of Daisy's article.

The first wave of marketing strategy, Warner Bros. won! Twentieth Century Fox followed closely, and Paramount teamed up with DreamWorks, but fell behind.

However, the higher the expectation value, the more difficult the challenge will be. Once word of mouth collapses, the collapse of the box office will also follow; in an environment where the attention of the summer program is so high, everything is possible - see Look at "Men in Black 3" two weeks ago and "Snow White and the Huntsman" a week ago, and that's the best proof.

As a result, after the media hotspots and netizens' focus, all eyes were immediately focused on the reputation of the work, and the hot competition in the super schedule was on the right track!

The first media reviews of "Edge of Tomorrow" have been officially announced.

"The New York Times," One Hundred, "It's a movie full of charm, from the first minute to the last minute, personally, the last minute is my favorite. It has the explosive power of a commercial movie, and it's flowing. The narrative and the coherent rhythm make watching a movie a pleasure; at the same time, it also has the heritage of an art film, and after calming down and thinking about it, the charm of the movie is even beyond imagination. Renly-Hall, how can you refuse this guy?"

"Empire," One Hundred, "everyone is discussing, is 'Groundhog Day' a work that cannot be surpassed? The answer may be yes; but at least it is certain that 'Edge of Tomorrow' is an equally Great work. Maybe, this is the purest adrenaline-fueled movie this summer; maybe, it's the only movie this summer that can make people laugh and move. God, who can tell me, and What can Renly-Hall not do?"

"The Wall Street Journal," One Hundred, "The film succeeds by throwing all the routine elements into a blender and rearranging them to produce a refreshing work, Paul- Greengrass did it - he managed to replicate the goodness of the 'Bourne Bourne' series; he took advantage of the actor's character and injected an important energy into the film: humor."

"The Hollywood Reporter," Ninety-Five, "There's no doubt that the movie is captivating from the first minute - well, the climax/climax of Act III may not be satisfying, but the two actors Hall and Lawrence have The chemistry just blew up the big screen. Did anyone notice? Walker and Skarsgard both put on some of the funniest performances of their careers."

"US Weekly", ninety-five points, "The most exciting part of the movie is that in addition to the rapid advancement of the main story, there is a hidden branch, which brings out aftertaste and reflection through the performance of the actors, and it happens naturally. Now, this is undoubtedly the biggest surprise of this year's commercial films. In addition, Renly Hall once again proved the absolute strength of the first person in the new generation of acting skills. Selecting him as the leading actor was one of the wisest decisions of Warner Bros. last year. "

"Seattle Post", Ninety-five points, "For a routine sci-fi commercial movie, you will never feel tired or familiar or boring, full of energy. God, this is a summer bomb!"

"The New Yorker," Ninety Points, "Let me count the good things about this movie: Renly Hall, Jennifer Lawrence, Paul Greengrass, Donald Glover...well, still hesitating What, other than being too short, I can't think of any reason to reject the film."

"Chicago Tribune," Eighty-Eight, "Perhaps the smartest and wisest movie of the summer. The only opinion? Go into the movie theater and watch it."

Praise, swiping praise, after the premiere of "Edge of Tomorrow" ended, a total of forty-three companies released their first batch of comments, only four media gave medium reviews, and all thirty-nine media Good reviews are given.

"Rolling Stone," Sixty Points, "As a 'Groundhog Day' plus 'Independence Day' movie, it's actually pretty clever, but alas, that's about it."

"Los Angeles Times", sixty-five points, "The spark between Hall and Lawrence is too limited, and the script does not give more room to play, which undoubtedly loses the charm of the film, relying only on acting skills, the information revealed is still too little , the final twist is still unconvincing; but Greengrass's action scenes and narrative rhythm still provide the most wonderful popcorn meal of the summer."

For a commercial movie, this is definitely an unimaginable and super-strong opening, even "Avatar", even "Inception", they dare not dream of such a film review opening, no doubt, "Edge of Tomorrow" "It has become the biggest hit this summer!

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