Hollywood Road

"Here is a report from the Fox Television Entertainment Channel from Missouri."

In the TV screen, a reporter stands on a small dirt bag in the wild. Behind her is a large wasteland with green grass. Nearly a hundred people search the wasteland, seemingly looking for something important. The reporter looked at the camera lens and said, "In order to find the magical Amy's prototype Amy Dunn, a search team has been officially established. They searched near a small river where Amy might disappear..."

Withdrawing his gaze from the TV, Murphy nodded with satisfaction. This is a planned event. However, unlike the previous "Fantastic Amy" readers who gathered in St. Louis spontaneously, everyone on the search team All are hired by the crew signed a strict confidentiality contract.

These activities aimed at gaining attention and attention will not allow the public to participate easily.

Murphy and Twentieth Century Fox formulated a rigorous plan, and everything is currently proceeding according to the plan. From the media to the Internet to the public's response, the effect has far exceeded their expectations.

Although it has not become a hot event in the United States, the attention that the magical Amy can arouse is enough for a film.

However, just like not admitting foreigners into the so-called search team, Murphy and Twentieth Century Fox will pay due attention to the degree.

It is undeniable that this kind of publicity and marketing method has its inescapable drawbacks. The overwhelming news about the magical Amy will inevitably arouse some people's disgust. When the truth is revealed, some people will be angry with it. , But compared to the attention and discussion that can be triggered, these are all worthwhile.

Any marketing will have both gains and losses. For example, Apple’s hunger marketing will also cause the loss of some potential customers who are not patient.

Choosing the right marketing method, the most important thing is to look at the gains and losses.

Compared with the lost, "The Lost Lovers" can undoubtedly get more, and no matter how the film is artistically packaged, this era is the standard entertainment industry, and the most feared thing in this industry is never being talked about. No one talks about it.

This kind of publicity model that is separated from the Internet viral marketing is not very common now, and it will not be long before it will become a habitual method in Hollywood. For example, Murphy once saw that "Clover Archives" spread monsters in New York. According to the news of the attack, "District Nine" produced tracing posters to hunt for aliens hidden in humans. The most excessive one was "2012". Sony Entertainment used its media to desperately promote doomsday remarks, and even caused Certain social panic.

It is no exaggeration to say that these propaganda are simply without morality and bottom line, but when did Hollywood have a bottom line?

What Hollywood movies want is high box office and high profit. The so-called mainstream values ​​in the film serve these. As long as there is enough profit, Hollywood filmmakers can promote the three fats in the film and eventually rule the world. When it comes to global peace, there will definitely be companies doing it.

This kind of publicity and marketing cannot continue for a long time. Entering mid-July, Twentieth Century Fox organized an internal trial screening. Almost all the people who participated in the trial screening gave the film unanimous praise, which also strengthened Twentieth Century Fox. The determination to continue to increase investment in publicity and marketing.

The production cost of "Disappearing Lover" is only 45 million US dollars, but 20th Century Fox added 10 million US dollars in publicity and marketing expenses on the previous basis, and the entire film’s publicity expenses will be as high as 30 million US dollars.

With the release date approaching, the time has come for the marketing strategy to change.

Just entering the second half of July, someone broke the news on the Internet, claiming that they had taken a photo of Amy Magical in New York and posted it on the blog, which immediately attracted the attention of countless people.

The next day, this photo also appeared in many paper media. After previous publicity, the mysterious disappearance of Amy has attracted the attention of the North American public.

But on the blog of the photo shoot, a sharp-eyed person left a message, "How do you look like the young Charlize Theron?"

Not only netizens, but also the media publicly questioned, "Amy is simply a copy of Charlize Theron when he was young."

And the well-informed media publicly accused, "The magical Amy is a scam!"

Regardless of whether it is a scam or not, with the explosion of photos, the public's attention to Amy Magical has reached a new height.

That photo was taken when Charlize Theron was in ballet school, and some adjustments were made by the technicians to make her look plausible.

Some things are more interesting than poke the answer at a time.

Later, the friend of the so-called Amy Dunn who had been interviewed said that he had found a photo of her and Amy from home, but the photo was a bit overexposed, and Amy’s face was not clearly visible, but the small neck The mole is clearly visible.

The tabloids, like a treasure, took out the photos of Charlize Theron and Amy to compare, and then the duty of anger. All the incidents about the magical Amy were a propaganda conspiracy for a certain movie.

This caused a lot of people's disgust, but more people are still paying attention to the progress of the incident.

Then, Nick Dunn showed up. The blog signed by Nick Dunn updated his picture profile picture and defended that he did not murder Amy Dunn...

"Fu@k! Isn't this James Franco?"

"Is this really a propaganda trick?"

At the same time, the website named "Secret Lake" was officially changed to "The Lost Lover", and all the questions floating on the website became ‘What did Nick Dunn hide from Amy Dunn? ’

The mystery is also completely revealed. On the official website of the magical Amy, in the blank avatar column representing Amy Dunn, the head of Charlize Theron suddenly appeared!

The pre-screening propaganda bombing of Fox in the twentieth century also kicked off.

The trailer first appeared in prime time on Fox News.

"Famous director Murphy Stanton’s new suspense and thriller "The Lost Lovers" officially released its first poster and trailer today. In the film, James Franco is trapped in the puzzle of murdering his wife. The trailer is paired with a song "Notting Hill". "The classic theme song "She" interweaves a melancholy and weird atmosphere in the picture of memory and reality. The film will be officially released on August 5, 2005."

"From the perspective of the trailer, Murphy Stanton still continues his iconic dark and treacherous image style. The soundtrack of the film is sad and depressing, and the atmosphere is full."

"At the beginning of the trailer, Nick Dunn, played by James Franco, held a press conference to announce that his beloved wife had disappeared three days ago. After that, with multiple flashbacks, Nick recalled the sweet time with his wife. The audience You can see the mysterious and weird smile of Amy Dunn, the wife of Charlize Theron, who seems to be hiding behind some secrets. At the same time, what is being alternately promoted is the plot of Amy that the police and the news media are looking for."

"Nick's situation has also changed with the in-depth investigation. The misery and even the evil of his personal life have changed with the intervention of the media. What is even more difficult is that Nick is suspected of killing his wife Amy!"

With the advent of the trailer, the truth of the previous series of events is undoubtedly certain, all of which are propaganda plans.

On the Internet, in the media, and among the public who follow the magical Amy incident, like all the films using this marketing method, there have been a lot of insulting voices, and many people have vowed that they will never go to the movies of liars. .

But "Disappearing Lovers" steadily occupied the headlines of most entertainment media, and in the feedback from the 20th Century Fox survey, only a few people really minded this incident, and most people were still aroused by curiosity. Xin, as long as the conditions permit, will go to see what it is like to make a movie like this.

If the film is bad, needless to say, Murphy and Twentieth Century Fox will definitely be overwhelmed by spit.

This kind of publicity and marketing method is not suitable for every movie. If you want to use it, the most basic point is that the quality of the movie itself must be excellent. The success of "Clover Archives" and "The Ninth District" has confirmed this.

In the twentieth century, Fox was able to agree to Murphy's proposal. These were not made out of thin air, but based on his continuous success in the past.

Now the film has been screened internally. Although limited to confidentiality, no external screenings will be held, but Twentieth Century Fox is full of confidence.

"The Lost Lovers" is so popular that it completely robbed the limelight of "Superman Returns", which was released at the end of July in order to avoid "Star Wars: Revenge of the Sith".

Later, Twentieth Century Fox released a series of posters. Because of the previous heat, this film has undoubtedly become the focus of media attention.

"Murphy Stanton’s new film "The Lost Lovers" released four new posters. In these four new posters, you can see in turn the police's collection of tool knives for suspected crimes, and the heroine Amy Dunn’s Underwear, burnt notes, and family photos in Amy Dunn's films, all sorts of clues seem to reveal the truth about the heroine’s death, but the fragmented details still cannot give a complete answer."

Whether it's out of hatred after being misled by propaganda or aroused interest, more and more people are paying attention to this film.

Murphy also stood up and accepted an interview with Fox Television Network.

"This is a story involving love, marriage, and suspenseful murder." Murphy talked openly in front of the camera lens. "This is a movie that husband and wife can talk about after watching it. I believe men and women can talk about it after watching it. There will be different opinions. I think this will be the best dating movie."

Since "The Lost Lovers" will be released two weeks after "Superman Returns", the reporter asked specifically, "After directing a superhero movie, why did you choose such a movie?"