On the mainstream media on the other side of the ocean, limited to some regulations of the big scissors, Warner Bros.’s propaganda cannot be exerted, but on the Internet with a higher degree of freedom, it is still possible to make some articles, and Warner Bros. has been developing the Chinese market for many years, and gradually Abandoned some publicity and marketing strategies that are suitable for North America but not suitable for this market, and began to formulate more targeted plans.

In addition to hype on the Internet to attract the attention of the Chinese media, another important publicity method of Warner Greater China is to use some strategies to narrow the distance between Batman and Chinese movie fans.

Distance can sometimes produce beauty, but more often it is alienation, and professional publicity and marketing personnel are well aware of this.

When 2012 was about to pass, Warner Bros. officially announced the first Chinese poster of "The Dark Knight Rises". On the poster, Batman and Bane were about to move, and it seemed that they would fight at any time.

Moreover, China Film Group and Warner Bros. also announced that the film jointly invested by the two companies will be released in China on time in early May next year.

At the same time, a letter sent by an ordinary Chinese movie fan to Warner Bros. was widely circulated on the Internet in the Greater China region.

"I finally saw the huge poster of "The Dark Knight Rises" last night, and the stone hanging in my heart finally fell. After all, there are countless disgusting precedents where movies were canceled before they were released, which made our movie-watching level lag behind by ten years. It is said that Some foreign media have not hesitated to compare the three "Batman" directed by Duke to the contemporary "Godfather" trilogy, I think it is no exaggeration. "The Dark Knight Rises" must be a feast, not to be missed!"

"I picked up my pen several times before, wanting to write something for my favorite "The Dark Knight", but I gave up because I knew it. It would not be fun without thousands of words to express, it would be very tiring. Simply not Writing. It is also a kind of relaxed pleasure, here is just a casual chat."

"A product produced by Duke must be a high-quality product. This is the consciousness formed spontaneously by movie fans after years of watching movies."

"I like Duke because I like his movies. He is a man with a heart. He does what he likes and insists on his own ideas. There is no doubt that his film "The Dark Knight" is the pinnacle of movies, a new benchmark for commercial films .Many people saw it for the first time. They must have been shocked and indescribable. Then they watched it repeatedly. Hans Zimmer's soundtrack swayed, and he was arguing about the ethics of justice and evil. He was moved by the kindness of citizens and thugs. In the end, he was shocked by the huge amount of information hidden in every line, and was moved by the meaning of every action and eye. move……"

"These are all gifts from Duke and his creative team. We've seen them all. We can't appreciate them all, but we can always find reasons to keep coming back. This is a good movie."

"A good movie will give you shock and surprise from all aspects, just like a galaxy, each star is very shining, you find one. The other catches your attention, and Duke? Rosenberg was always the brightest one."

""The Dark Knight Rises" will be released in early May. You must go to the cinema to see it. It's a feast! Duke Rosenberg will definitely bring you a different kind of movie-watching experience! So get ready, it will be a commercial blockbuster. Go on a wild ride!"

While building momentum for "The Dark Knight Rises", Warner Greater China also cooperated with Lucasfilm to do basic popularization work for the new Star Wars series released by Warner Bros. in the future.

Yes, it is the most basic popularization work.

When Katherine Kennedy and Jamie Johnson first came to China, Duke solemnly confessed to these two people that they should not overestimate the influence of Star Wars in the Chinese market, and hope that this series can achieve excellent business in China in the future. Achievements, publicity should start from the most basic popularization work.

The original "Star Wars" series of films were not released in Chinese cinemas. The first "Star Wars" was released in 1977, and the "Star Wars" trilogy was not screened in Chinese cinemas until June 2015. Although various forms of pirated copies It has existed for a long time, but the culture or influence of Star Wars has not really penetrated into this country.

For example, the most important lightsaber in the Star Wars series, I am afraid that few Chinese fans can tell the general origin. Even if they have a little understanding, they only know that it is the weapon of the Jedi Knights.

Under Duke's behest, Lucasfilm reached an agreement with a number of Chinese online platforms and national and local TV stations to license the broadcast rights of the Star Wars six-part series for free for three years in order to promote the series in China. play and influence.

In addition, a number of Star Wars-themed activities were held successively, inviting many movie fans and celebrities to participate.

In today's most important online propaganda position, it is popularized from the most basic Star Wars knowledge. For example, Duke's official Chinese cooperation website and Time Online, which has a huge influence among ordinary movie fans here, have published articles one after another. The origin of the lightsaber in numerous Star Wars articles.

Duke is very clear that no movie can become popular for no reason, let alone a big hit without publicity.

An article titled "What is the lightsaber in "Star Wars"?" appeared in many Chinese media and the Greater China Regional Network.

"The lightsaber in the movie consists of a hilt and a blade, and the blade of the lightsaber is not an ordinary laser, but a magnetically confined plasma."

"Plasma can be seen everywhere in the universe, and it is called the fourth state of matter other than solid, liquid, and gas. Matter is composed of molecules, molecules are composed of atoms, atoms contain nuclei and electrons, and solid, liquid, and gas states are composed of molecules. It is determined by the distance. When the substance is heated to a sufficient temperature or affected by other factors, the negatively charged electrons in the atom are freed from the shackles of the nucleus, and it is possible to form positive ions that lose electrons, negative ions that attach electrons, and negatively charged free electrons. That is, ionization occurs. After ionization, positive and negative ions mix, move randomly and collide, which is called plasma."

"In the cosmic space, many high-temperature planets such as stars continue to heat matter to produce plasma. At the same time, the boundless low-density space gives enough distance for ions to move freely, and will not fully recombine and return to neutral particles due to too frequent collisions. These factors make it possible to have a large number of plasmas everywhere in space."

"In the movie, the sword body is released from the hilt and can be folded back at the same time. Why can the plasma stretch and shape? It turns out that the plasma is composed of constantly moving, charged ions and electrons, and the charged particles are in a magnetic field. When moving, if not parallel, it is subject to Lorentz forces that change the direction of motion due to electromagnetic interactions."

"In the absence of other forces, a continuously rotating helical motion will be formed. Using a strong magnetic field, the charged particles can be confined within a certain range. On the other hand, if a mass of plasma has a strong motion, There is no external force factor, and the magnetic field in it has no way to leave the plasma, which is called magnetic freezing."

"The lightsaber in the movie only consumes energy when the blade cuts through an object. It is a 'hot' blade that is indestructible. It does not release heat when it is not in contact with an object, so it is usually a 'cold' sword."

"In Star Wars, the lightsaber is indestructible, there is no cut-off object, except another lightsaber."

In short, if you want the new Star Wars to be popular in the Chinese market, you need to do a lot of work beforehand.

Of course, the publicity about Star Wars is maintained within a certain range, and the focus at this stage is "The Dark Knight Rises".

After entering December, Duke led the entire crew to Chicago. In the first two Batman movies, Gotham City is in some respects Chicago in real life, so "The Dark Knight Rises" is also a matter of course Still chose to shoot in Chicago.

This city has dense buildings, many of which are very well designed, including a large number of modern-style buildings and classic buildings more than 100 years ago, so you can take pictures of many things casually, and the city buildings have simple lines, which can give The final film has a strong sense of realism.

With the assistance of the municipal department, the crew began filming for two weeks in the commercial center of Chicago, but encountered many difficulties during the filming process.

In order to shoot this film, Duke, with the assistance of the Chicago City Hall, blocked the streets near the shooting area. The city department allowed the crew to shoot in the central business district at night, but asked for safety. They are also doing their best to ensure the safety of the crew.

Although Duke paid great attention to safety, there was a small accident on the Batmobile.

As Gal Gadot's stunt double drives the Batbike from the alley to the street, the engine's loud sonic waves shatter many of the windows of a building.

Duke didn't expect this to happen, but repairmen were quickly called in and every window was fixed within 24 hours.

The filming in Chicago continued until Christmas. After the Christmas holiday started, Duke gave the crew a long vacation. He also left Chicago and came to the Upper East Side of New York where his mother lives. Carrie? Johnson, a rare family get together, had a short Christmas holiday.

The vacation lasted until the new year. After the beginning of 2013, Duke returned to the film crew, shooting back and forth between New York and Pittsburgh. Although the main energy was on his own film, what happened around him still made him unable to be quiet. For example, James Franco called from Los Angeles and told Duke that his project had basically received investment from Warner Bros., and that he would switch to a new project after finishing his role in The Dark Knight Rises.

In addition, there are many entertainment reporters who are eyeing Duke, not only want to dig out some of the latest situation of "The Dark Knight Rises" from him, but also want him to express some opinions on the latest list of Oscars. (to be continued~^~)

PS: Starting today, it will be temporarily adjusted to twice a day. If there is no accident, the book will end this month.Ask for a monthly ticket and a recommendation ticket!