1591 Expansion Curve

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"Drunken Country Ballad" was officially screened, announcing the addition of another general to the competition for awards season. Although Renly is intensively filming "Interstellar" in Iceland, and completely missed the pre-promotion of "Drunken Country Ballad", this does not harm the film at all. The spree of screenings, debuted with the gesture of creating a historical record at the box office of a single venue!

As an art film, in the North American weekend box office battle, it is destined to be incomparable with commercial films, but "Drunk Town Ballad" managed to occupy a place in the North American weekend box office chart in the second week of December. The miracle-creating "gravity" is still on the list, and Renly's appeal in the entire North American film market needs no elaboration.

In the face of such good results, Sony Classics not only did not get carried away, but became more cautious, which requires us to understand the release strategy of Sony Classics this year.

As we all know, the awards season is a long process, and every film distribution company will cast a wide net. From the Cannes Film Festival in the first half of the year, the seed players have been successively collected, and it has been until the Telluride Film Festival as a temporary Comma - Although there are still occasional dark horses after this, but after all, it is a minority, and most of the final winners of the Oscar will come from the previous interval.

In other words, each distribution company will have multiple works that hit the awards season, and the Weinstein Brothers are the most, they may even have more than 20 works in their hands, and then travel to major film festivals, according to word of mouth. And feedback step by step to eliminate, and finally select their own seed players before and after the Golden Globes:

No. 1 seed, No. 2 seed. Occasionally, the third seed may appear, but basically two seed players are selected, and the public relations are further carried out according to the competition for various awards. For example, all the public relations of "Iron Lady" are concentrated on the heroine. For example, "Midnight" All of the focus on "Paris" is on best original screenplay, with only a handful of works competing for multiple awards.

This is why people always say that "nominations depend on strength, and awards depend on luck", because in the process of college public relations, strength and quality have become secondary factors. Outstanding works may not be the most suitable for public relations marketing, or the parties are not good at public relations marketing, then they will inevitably become abandoned children, and the nomination has been capped.

The industry has always criticized the Weinstein brothers for this. Harvey Weinstein was decisive, and he gathered a lot of works under his banner early, but after the New York Film Festival, he began to abandon his abandoned sons. The work did not even have a chance to enter the public relations promotion in December, so it was abandoned by Harvey and completely ignored.

For commercial films, even if no one cares about them, they are still displayed on the cinemas or on the rental shelves of videotapes; for art films, once they are abandoned, they are truly dark and unknown, even if Professionals in the industry are not necessarily able to know the existence of these works, let alone ordinary audiences?

For independent film art creators, being abandoned by Harvey basically means that all their previous efforts have been abandoned. Life is better than death.

Of course, from a business point of view, Harvey's decision is understandable, which is why he was able to succeed. But without human touch and artistic taste, when everything is reduced to commercial figures, artistic creation will be useless, and the quality of the finished film will naturally gradually decline.

In recent years, even the Hollywood industry has expressed serious dissatisfaction with Harvey, but Harvey is long-sleeved and good-natured, and he will never offend those bigwigs easily, while those who are oppressed and weak have no way to appeal, so he also The family became more and more independent. Now many distribution companies are secretly uniting, helping each other and supporting each other, hoping to break through the blockade of Harvey above Oscar and win a breath of space.

Back to the Sony classic.

This year’s Sony Classics awards season preparations can only be described as mediocre. There were the Weinstein Brothers in the past, Focus Pictures and Fox Searchlight in the back, and Sony Classics has been in a deadlock since 2010, unable to make a breakthrough— -In 2011, there were two leading works, "A Farewell" and "Midnight in Paris". In 2012, there were only four works left: "Love in Rome", "Chile Says No", "Love" and "Looking for Sugar Man" .

Quantitatively, 2012 was better than 2011, but why is it a step back?

In 2012, except for Woody Allen, who has always cooperated with Sony Classics for a long time, the other three works are all in foreign languages. It is also because this work was not favored in the early stage of the Cannes Film Festival that they took the lead in winning the North American distribution rights in front of their competitors.

Just a year ago, "A Parting" swept all the most important awards at the Berlin Film Festival. Sony Classic still easily defeated all competitors and won it strongly, but now their situation is getting more and more difficult.

It can’t be said to be down and out, but Sony Classics really needs to find a breakthrough: otherwise, how could Sony Classics be willing to cooperate with Sisyphus Films, who have no qualifications or experience, to win the co-production rights of “Boom Drummer” first?

So far, there are only four seeded players in Sony's classic awards season list - compared to the Weinstein brothers who easily grabbed the distribution rights of double-digit works; it can be said to be shabby; Yes, three of the four seed works are all related households.

Woody Allen's 'Blue Jasmine', 2008's Midnight Barcelona

" was Woody's final work in awards season with Weinstein Pictures, and after that, starting with 2009's "Anything Goes," all Woody's work has been distributed by Sony Classics, signed by both parties. long-term cooperation agreement.

Asghar Farhadi's "The Past", "A Parting" two years ago was the first collaboration between the two parties, and Sony Classics managed to push the work to the throne of the best foreign language film, and also Nominated for Best Original Screenplay, the pleasant experience has prompted the collaboration again this time.

Richard Linklater's "Love Before Midnight", in the past few years, Richard has never had a fixed partner, each time it is an independent work at a small cost, and after the completion, he will find a distributor, but the original reason is Chad shot "Love Before Dawn," which was released by Sony Classics.

Finally, there is the "Drunken Country Ballad" by the Coen Brothers.

It's obvious that Sony Classics is not in a good state right now; but the positive factor is that, in this way, they focus all their energy on these four works, and the resources of the Academy's public relations are more concentrated, and the competition for awards season is more concentrated. War-wise, that's a good thing. What's more, the focus of the four works should be different.

"Blue Jasmine" focuses on Best Original Screenplay and Best Actress, while "Past" focuses on Best Foreign Language Film and Best Actress - but the latter's heroine, Berenice Bejo, has apparently lost her PR resources. Behind the former female No. 1 Cate Blanchett, "Before Midnight" focuses on the best adapted screenplay.

As for "Drunk Town Ballad", from the current word of mouth and momentum, the best film, best director, best actor, best supporting actress and other awards can all compete for a look, which is bound to become the Sony classic this year's awards season. main event.

Now that the first week of screenings has achieved such an excellent response, the public relations department and the publicity department need to be more cautious. If the rhythm of the expansion is wrong, it can easily ruin the future of an awards season work. Similar cases Countless, they naturally dare not take it lightly. The higher the expectations, the more careful planning and calculation is required.

In the third week of December, after careful consideration, Sony Classics did not rush to expand the show, but adjusted its pace carefully, expanding from four theaters to eight, only adding one city of Los Angeles, but the number of theaters is still concentrated in New York , there are seven theaters in total, while there is only one in Los Angeles, which vaguely means throwing stones to ask for directions——

Greenwich Village's folk tale of petty bourgeoisie, can Los Angeles accept it?

The tastes of art and culture on the east coast and the west coast have always been different, not to mention the uncommon genre such as folk songs, even the popular rap and hip-hop in the United States are "East Coast School" and "West Coast School", and they have been arguing for years; then Not to mention my movie preferences.

To adopt such a careful screening strategy is nothing more than hoping that professional and senior movie fans can enter the theater chain as soon as possible, and then interpret and evaluate the movie, bringing more praise, so that other ordinary audiences can be psychologically prepared, and even in advance. The film has more in-depth understanding, paving the way for subsequent expansion.

Sony Classics is obviously worried that the "negative" word of mouth will spread too fast, so this is why the number of theaters is tightly controlled.

Senior movie fans in Los Angeles have expressed strong dissatisfaction, isn't it obvious that they look down on them? Are their aesthetic tastes inferior to New York? Or do you think they're just for watching popcorn? But in the end, there was no further complaint: a theater is better than none, right?

In comparison, cities such as San Francisco, Seattle, Chicago still need to wait patiently, and a small number of ardent movie fans in Los Angeles have been very lucky.

Interesting to say, this week the North American film market started to become lively again. In terms of commercial blockbusters, "The Hobbit 2" officially debuted, and in terms of art works, there were star-studded "American Hustle" and "Big Dreamer". , the focus is definitely not a few, but "Drunken Country Ballads" still leads the pack, and it seems to have become the new favorite of the hot seeds in the awards season.

Judging from the box office of a single hall, Sony's classic point-and-click strategy has obviously achieved results:

For the second week in a row, "Drunken Country Ballads" made history again!

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