Chapter 1369 1369 Hungry Marketing
Rare is precious, this saying never changes.
In fact, the so-called hunger marketing is to create a "hard-won" experience. Through various limited or time-limited strategies, it can fully attract consumers' attention and attention, and stimulate consumers' desire to buy. see. This approach is widely used in many products, the most famous of which is the subsequent marketing strategy of smart phones, which has a considerable impact on a global scale. Twentieth Century Fox has officially capitalized on this hunger marketing to bring "Death Ramble" to life.
"Death Ramble" is a very special work. Objectively speaking, it is a work without any box office competitiveness. Maybe if it wins the Oscar for best picture, you can try it hard. However, in the past four months, "Death Ramble" has become the focus of attention because of the media's unconscious hype, especially the audience's countless curiosity about Hugo's performance, so 20th Century Fox keenly seized This opportunity, and maximized the "Hugo effect", and then strengthened the effect of hunger marketing to the peak, so that people's curiosity and expectation for Hugo's excellent performance in "Death Ramble" is accompanied by excellent word of mouth. One step of brewing and fermenting, this detonated the single-hall box office of "Death Convict Walk"!
An excellent distribution company should have such a keen sense. Of course, media cooperation, the influence of the protagonist, the quality of the work, the deviation between the expected and the actual effect, etc., these factors are all indispensable.
It can be said that "Death Row Walk" has an excellent single-hall box office in the first week of its release, and the single-hall box office has always maintained an extremely good level in the following month, which is all thanks to the excellent strategy of hunger marketing. But if that's the case, the effect of 20th Century Fox's hunger marketing is still limited. The accumulated box office is 18 million US dollars. Although it is not bad, it is definitely not a success.
But the success of 20th Century Fox's strategy this time is that it takes every step of the way. The first three weeks of hunger and thirst marketing have accumulated the highest expectations, and the next three weeks of expansion has gradually started. Then, in the third week of January, the 53rd Golden Globe Awards kicked off, which is also a crucial publicity platform for "Death Row"!
As a literary drama film with a deep thought and a heavy theme, "Death Convict's Walk" did not have much ambition at the box office from the beginning. What really locked in the word of mouth of the film critics, or in the more direct words of the production company, then It's the awards. Therefore, the performance of "Death Ramble" at the awards ceremony is crucial.
As one of the most watched awards ceremony in the United States, the Golden Globe Awards should not be underestimated. If "Death Ramble" is a disappointment at the Golden Globes, then 20th Century Fox's expansion footsteps will be slightly adjusted; but conversely, if the work is a big hit at the Golden Globes, then the influence of hungry marketing will be even greater. Going to the next level, the expectation value that has been gradually exhausted in the previous three weeks will be spread again, and thanks to the curiosity of the Golden Globe Awards and the anticipation of the Oscar, the second stage of hunger marketing will be launched.
Clearly, Twentieth Century Fox has confidence in Hugo. Not only because of the outstanding reputation of "Death Ramble", but also because Hugo's own strong influence cannot be ignored. No matter whether Hugo wins the award or not, as long as he appears on the Golden Globe Awards red carpet, he will be the focus of attention. So, 20th Century Fox, after the first week of "Death Row Walk," devised such a thirsty marketing distribution plan without knowing how things were going.
In the fourth week of January, 20th Century Fox, following the momentum of the Golden Globe Awards, once again increased the scale of "Death Ramble" to 770 rooms! Further upgrade the scale of the film's screening.
Facts have also proved Kevin Pence's vicious vision. With the further expansion of the screening scale, "Death Ramble" handed over an excellent box office of 8,300,000 US dollars in a single hall, and 640 in the weekend and three days. The box office of 10,000 US dollars, on the basis of last week's excellent performance, once again gained a green letter of increase, and the cumulative box office easily crossed the threshold of 20 million US dollars, and sprinted through 25 million in one fell swoop, allowing all the People are impressed.
This year's Oscars are held on March 25, which means that there is still two full months left after the Golden Globes. For a work with limited box-office traction like "Dead Man's Walk," there's only so much room for even thirsty marketing to win.
Therefore, 20th Century Fox has made adjustments in its next expansion. The number of additional screening venues every week is limited. The most important thing is to increase the number of screening cities. The number of screening venues in each city has not increased too much, allowing the audience to Being able to walk into the cinema one after another with the spread of word of mouth of the work, you can tell at a glance that it is a long-term release plan.
This is really a bold plan for a literary and artistic work. "Twelve Monkeys" will only be released for 12 weeks, and "Death Convict Walk" is obviously rushing to the Oscar schedule, so the film's release time Twenty weeks are approaching. This is already the release cycle of a commercial film. Twentieth Century Fox's ambitions are truly surprising.
However, the performance of "Death Row" did not disappoint 20th Century Fox.
Although the main ticket warehouses in major cities have already entered the cinema to watch this work, the biggest highlight of hunger marketing is not to attract the original target audience, but to spread through word-of-mouth, hot discussion frenzy, and curiosity. Influence, so that people outside the target group are also curious about the product.
The depth and reflection of "Death Ramble" itself, as well as the excellent performances of Hugo and Susan, have been passed down by word of mouth, and the heated discussions of human rights and religious figures aroused by the film have gradually entered the homes of ordinary people. People who are not interested are also interested in them because of the constant discussions of the people around them - after all, this is the hottest topic of discussion recently. If you don't want to break away from your normal social life, you can't know everything.
As a result, this has attracted the second and even the third batch of non-targeted people into the cinema, which has made the pace of steady expansion of "Death Walk" more and more stable, and the results achieved are more and more alarming .
In the fifth week of January, there were 811 theaters, and the box office received 6.1 million US dollars in three weekends, a drop of only 9.5%; in the first week of February, 820 theaters, The box office data of 6 million US dollars was won in three days over the weekend, and the 10% decline once again caught everyone's eyes; 80,000 US dollars, actually handed over a 1% increase in the box office, which is amazing!
It is unimaginable that in the third week of February, after the "Death Row Walk" won the box office of 5.8 million US dollars, the cumulative box office officially announced that it broke the 50 million threshold, with a cumulative box office of 50.4 million US dollars. The results sparked outrage from countless media outlets.
Although the media has repeatedly emphasized the gratifying box office performance of "Death Ramble", it has already attracted a lot of admiration when its score exceeded 30 million US dollars. You must know that "Before Sunrise" at the beginning of the year almost won high praise from film critics , but still "only" reaped $32 million -- of course, the "before sunrise" cost was only $2.5 million, which is incomparable. And now, the "Death Convict Walk", which cost 11 million US dollars to produce, has once again achieved a good box office success. The 30 million US dollar box office can already be called a movie that is unremarkable, heavy, depressing, slow, and delicate. It's a miracle - "Before Sunrise" is at least more relaxed, romantic, aesthetically pleasing than "Death Ramble".
But now, under the thirsty marketing operation of 20th Century Fox, the box office of "Death Walk" has swayed past the 50 million threshold, which officially announced that DreamWorks and 20th Century Fox have entered a profit model— — The box office prospects thereafter, coupled with the rental of the videotape, put huge profits within reach.
But this is still not the end for "Death Row". Since then, the slow expansion of 20th Century Fox has echoed with the various promotional time points of the Oscars, from February to March, and from March to In April, the film's release front was stretched to the third weekend of May, and it was announced that it was offline.
An art film that started in the landmark cinema chain, a heavy film that the commercial cinema chain didn't even have any interest in, a plot film that didn't have any excitement, no climax, and no explosions, it was released for a long time for twenty-four years. Zhou, this timeline is longer than most commercial films, it is really an incredible miracle, and it is also a miracle that cannot be replicated. Even for Hugo himself, it would be very difficult to replicate such an achievement.
"Death Ramble" is such a work that has achieved brilliant success in special moments and special circumstances with special means. Interestingly, even for Hugo himself, he has experienced the biggest crisis and the biggest bottleneck since his performance in this work, the torment and fear of struggling between heaven and hell to this day. Thinking back on it still makes me shudder. It was this work that made Hugo find his way again after getting lost in the ocean of acting skills. This work is also of special significance to Hugo himself.
In the end, the release curve of "Death Convict's Walk" went from flat in February to a decline in March. After entering April, it actually ushered in a recovery, and it did not decline rapidly until May, and finally it was withdrawn from major theaters and ended. The film's cumulative box office in the North American film market exceeded 80 million, surpassing Hugo's own works "Scent of a Woman" and "Before the Sunrise", which earned $83 million at the North American box office. score!
This can be said to be an incredible achievement. What is even more astonishing is that the final box office results of "Death Ramble" are not inferior to "Twelve Monkeys". So, did Brad win? Still no win?