979 Head-On Collision
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After getting out of the taxi, Gavin Hunter trotted along the street, but he just passed an intersection, and his footsteps stopped. The turbulent liveliness, not the liveliness of the premiere or the Oscars, but... but a grand carnival.
A little girl with a marshmallow rides on her father's neck, chomping on food, her face dipped in pink cotton wool; a little boy wielding a Darth Vader lightsaber wears a Superman red cape, and a few The little friends are chasing after the rampage on the street...
Two couples on the side of the road who painted themselves green, successfully dressed as Shrek and Fiona, and passers-by all asked to take pictures with them; with a shout of "Wow", they followed the sound and saw a bunch of them. The hydrogen balloon slowly flew into the sky, and under the red balloon, a little girl was rubbing her eyes and crying...
Gavin froze in place, his eyes full of astonishment, and in a trance, he thought he had come to the wrong place. This is not Highland North Street, but Universal Studios, or Disney. The crowd of people in front of them is at least five hundred and six hundred, or even more.
The next moment, there was loud and cheerful music on the street, and a group of staff wearing doll costumes appeared in the crowd, and they started to dance. Among them, the atmosphere of the carnival spread on the streets.
Now it can be confirmed that this is the premiere scene of "Madagascar 3". Because those dolls are all classic characters from "Madagascar", as well as various images from other famous DreamWorks animation works.
Before leaving, Gavin had heard that Paramount and Warner Bros. are all doing their best today, ready to compete well; not to mention the reporters, even the major Hollywood studios are paying close attention to them. Check out the PR strategies and publicity plans of the two major film companies to see if they are worthy of reference.
Two days ago, the editorial department of "US Weekly" was still chatting and discussing, in this super schedule, Warner Bros., 20th Century Fox and Paramount are fighting for each other, I don't know who will have the last laugh; aside from the box office , What kind of gimmicks can be played on top of the publicity of the premiere.
But when he really arrived at the scene, Gavin realized that professional knowledge limited his imagination——
Near the east half of Hollywood Boulevard, Paramount blocked three blocks, using the hotels, shops and street-front residences on both sides to adapt the site into an amusement park, where you can see trampolines, bouncy castles, slides and swimming pools Wait for the equipment to really host a garden party.
Gavin only glimpsed a corner of the entire amusement park, and he was already stunned. The colorful colors, colorful paints and cute inflatable dolls, Paramount moved all the animation elements of DreamWorks to the street, and you can even watch it. In 2010, the Toothless boy in the popular animation "How to Train Your Dragon" was entrenched in the high-rise buildings.
"Damn it." Gavin's exclamation popped out involuntarily. Paramount really made a lot of money, and this premiere may cost eight figures.
I recalled in my mind that the voice actors of DreamWorks’ previous cartoons, if Jeffrey Katzenberg, the boss of DreamWorks, called on these top superstars to attend, then today’s premiere will definitely be star-studded, even Not even Prometheus last night.
Now, "Edge of Tomorrow" is under great pressure.
Gavin couldn't help showing a wry smile. Unless Renly used personal relationships to invite Steven Spielberg and Tom Hanks to play, it would be difficult to overshadow the limelight of "Madagascar 3" in terms of topics—— DreamWorks completed the split in 2004. The film department led by Steven and the animation department led by Jeffrey belonged to different owners.
Without entering the premiere of "Madagascar 3", Gavin walked along the street on the left, all the way to the west, but after the short 500-meter street, after reaching the end, he turned right, and then entered a street. very different world.
A group of soldiers in military uniforms and armed with guns are scattered in every corner of the line of sight, and they seem to be on patrol; there are two platoons of soldiers across the street in a neat phalanx, a non-commissioned officer who looks like an instructor is giving a lecture, and behind him is a platoon of soldiers. A dark green tent with sandbags piled up in front.
What is even more exaggerated is that it was originally an open ordinary street, but at this time it was covered with a black roof, and the whole street became a black tunnel. Standing outside, you couldn’t see anything; After the security check, just like the security check at the airport customs, there are four metal detection doors, each door is equipped with soldiers, and professional inspectors.
Such a scene does not seem to be the scene of the movie premiere, but a real military base or something.
The change of style of painting is really too fast, so different that Gavin couldn't help but be stunned. Looking back, you can see the end of the street, a stupid donkey and a few noisy penguins are spinning in place, and a few children are joking around the donkey and penguins, laughing constantly; turn around again, and then see When I came to a scene of chilling and desolation in front of me.
"Queue! Please obey the order and join the queue! Don't scout, don't rush!" A stern voice interrupted Gavin's thoughts, "Hey, gentleman, please enter the line for inspection, otherwise please immediately Leave the scene! Don't look around for news!"
"Pfft", Gavin immediately thought of reality: this was issued by Warner Bros.
Warning? Treat Paramount and Twentieth Century Fox as enemies, reject spies, and put martial law in full force? Of course, everyone knows that this is just a stunt for the premiere, but Gavin has to admit that Warner Bros.'s new approach, which reflects reality and fits the movie, is really ingenious.
Gavin didn't hesitate any longer, walked up quickly, joined the team, and then turned to ask, "Is there any taboo? What needs to be checked? Is there anything I can't carry?"
"Yes, didn't you see the explanation on the side?" A young girl standing in front of Gavin was so excited that her voice was slightly deformed, "No dolls, no pink, no Balloons, no horseback riding, no whales and sharks allowed to watch movies..."
Gavin blinked, then burst into laughter, "And what if you're wearing something pink? Like, a t-shirt?"
"There!" The girl pointed to the corner next to her, and then she could see a group of girls in pink dresses standing beside the dark green tent jokingly, with bright smiles on their faces. With laughter, "God! Do I really have to do this?" "Oh, that's a nice t-shirt, I love it! Is it free?"
Next to them is a long table with a wide variety of t-shirts, jackets, trousers and hats and other movie accessories.
The reporter's sense of smell was immediately activated, Gavin quickly stepped forward, and then saw the various peripheral products above, and even handsome armor. Just looking at it, Gavin was eager to buy it——
These peripheral products are not simple assembly line products. Every item has been carefully designed.
T-shirts, for example, don't just print a Renly avatar or a movie poster and you're done; instead, they write sentences in artistic font, "this is not the first time", "there is no courage without fear", "this is just Killing", "The end of reincarnation, the eternity of time"... Then, on the back of the t-shirt, in the palm-sized space behind the neck, "Edge of Tomorrow" was written, which proved to be the periphery of the movie.
In such a surrounding area, there is absolutely no problem in going out as a normal daily wear; occasionally encountering like-minded partners, this has become a secret password for each other. For every sci-fi otaku, this is simply a dream peripheral.
"These are all free?" Gavin asked curiously.
"Yes." The staff standing behind the long table replied with a smile, "After changing clothes, the audience can wear them directly; the only requirement is to take a photo and post it on your Facebook or photo. on the wall."
"What about the others? I mean, no audience in pink?" Gavin demanded.
"There is a souvenir shop inside." The staff indicated the location of the black tunnel.
"What? And a souvenir shop?" Gavin almost dislocated his jaw. After rolling around in Hollywood for so long, he had never heard of a souvenir shop on top of a movie premiere.
The staff replied with a smile again, "Yes, it's only for this week, from today to Sunday. The souvenir shop is in the lobby of the Chinese Theater, and you can see it after entering."
"All of these memorabilia were designed and produced by Renly Hall's costume stylist, Mr Eaton Dormer, in collaboration with Renly, Jennifer and other film actors. For example, on these t-shirts The font is the lines of the corresponding characters in the movie, and then written by the actor who plays." The staff explained skillfully.
Before Gavin could speak, a scream came from behind him, "Ah, ah, this is the note of the young master, this is the young master!" Gavin turned his head, and then saw the girl who had just finished changing clothes, and pointed to himself On the left shoulder, there is a small cursive signature on it:
Renly-Hall.
Gavin couldn't help but start to get excited. "You mean, these are limited editions? After this weekend, you won't be able to buy them anymore?"
"Yes." The staff gave a positive answer, "Next, the crew will go to several other cities to promote, but only Los Angeles has this batch of peripherals. It will be sold until Sunday, and there will be no production after that. It was the request of Renly and Eaton."
"Jesus Christ!" Gavin exclaimed, "I, uh, I'd better go back to the line right away." After that, Gavin hurried back to the tail of the line, expecting to start lining up.
This summer is really fun.
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