It’s no use climbing the Great Wall？ Hollywood stars need value recognition to become normal in China.
(This article was first published in "Movie Rising Potential", welcome WeChat to search filmmore for attention)
1905 movie network exclusive feature The summer file in 2016 has passed, and the film market has once again returned to calm. Recently released, it has become an important film connecting the summer file and the Mid-Autumn Festival file. Paramount Pictures, its production company, attaches great importance to the mainland market. In mid-August, it arranged for the film’s main creator to come to China and hold two premieres in Beijing and Guangzhou.
On the day before the Beijing premiere, director Lin Yibin boarded the Great Wall with chris pine, zachary quinto, zoe saldana and simon pegg to warm up for the event, which can be described as dedication. As of yesterday (9.7), the box office of the five-day release was 267 million yuan, with a mediocre performance. It seems that the hard publicity of the crew of Enterprise did not play a big role.
Star Trek 3 was mediocre.
For friends who like foreign films, this year should be a relatively satisfying year. Many sub-account films have not only achieved synchronous and quasi-synchronous introduction, but also Hollywood first-line stars have come to China one after another, giving mainland fans the opportunity to get close to idols. One premiere after another, one meeting after another, kept the stars and fans busy. However, how much impact does this have on the commercial performance of the film? In recent years, Hollywood stars have broken their heads and come to China. Why?
Why do Hollywood stars come to China more and more frequently?
Nowadays, the frequency of Hollywood stars coming to China is unimaginable four or five years ago. In 2009, before the release, director michael bay and the leading actors: Shia La Beouf and megan fox came to Asia for publicity. First, they held the world premiere in Tokyo, followed by the premiere in Seoul, South Korea, and returned to the United States after circling China for half a circle. As for why the China premiere was not held, michael bay gave the explanation that no one in China paid for the invitation.
In 2009, Transformed king kong 2 held its world premiere in Tokyo.
In February 2012, China and the United States reached the "China-US Film Agreement". China will add 14 3D or IMAX films on the basis of introducing about 20 American film quotas each year; The US box office account has increased from 13% to 25%. The increase in the proportion of accounts has laid a prerequisite for Hollywood stars to come to China in the future. The mainland box office is 280 million, and the film can get about 36 million (equivalent to about 5.5 million US dollars), which is probably why the cast of Transformed king kong 2 is unwilling to come.
With the rise of the mainland film market, the annual box office in China reached 44 billion yuan in 2015, especially the emergence of two 2 billion-level box office bombs, which greatly stimulated Hollywood film companies, and the roles of China and the United States in the distribution of sub-accounts films also changed. Looking back at the mainland publicity activities, we can clearly see this change.
"Star Wars 7" Juyongguan "The Force Awakens at the Top of the Great Wall" Publicity Campaign
In October, 2015, Star Wars 7 held a publicity campaign of "The Force Awakens at the Top of the Great Wall" in Juyongguan. Hundreds of die-hard Star Wars fans with lightsabers and many media visited the site, and 500 storm troopers occupied the steps of the Great Wall. The four beacon towers at Juyongguan Great Wall lit up the four characters of "Original", "Strength", "Consciousness" and "Awakening" in turn.
At the end of the year, "Star Wars 7" held a grand premiere in Shanghai, with director Jeffrey Jacob Abrams, producer kathleen kennedy, leading actor J·J· boyega and heroine Daisy Ridley all appearing, next to the Shanghai landmark building at the premiere site — — Two giant "lightsabers" were lit on the top floor of Le Meridien Royal Shanghai Shimao. In addition, Lu Han was hired as the promotion ambassador in China, and materials were put in. It is understood that Disney spent $20 million on the promotion of Star Wars 7 in mainland China.