With the completion of the post-production work, the film really entered the final stage of publicity and marketing. As in the past, Duke once again stood up.

In order to thank the actors for their hard work, Duke deliberately posted a thank you letter from the entire production team to the actors on instant sharing and Twitter. This thank you letter is full of praise for the actors' performances.However, the most crucial sentence is written like this: "From the deserts of Abu Dhabi to the forests of Iceland, and then to the studios of Ireland, you have completed the shooting perfectly every time, proving that you are the most talented actor."

At the same time, Lucasfilm and Warner Bros. released the first official trailer, and the trailer immediately caused an uproar.

Among them, the focus is naturally the new generation of cute god BB-8 and Daniel Wu holding a lightsaber in a close-up.

All the Star Wars fans are not calm anymore, they mainly did two actions, one is to look around for BB-8 related products, but found nothing; the other is to criticize the scene of Daniel Wu becoming a Jedi Knight crazily...

This is different from the previous Samuel Jackson's temperature master, which was only a supporting role after all, while Daniel Wu's role is the leading actor!

Controversy inevitably emerged, and it quickly fermented on the Internet, creating a huge topicality.

This is exactly what Duke and the crew are happy to see. Daniel Wu's character is of course not a Jedi Knight. The trailer was cut like this on purpose in order to create topics and controversy.

Topics and disputes are also the basis for publicity and marketing. If there is no controversy, publicity and marketing will be as flat as water.

And these are just part of the promotion and marketing. During the time when Thanksgiving is approaching, North America has almost been captured by content related to Star Wars.

Lucasfilm announced that BB-8 and "Star Wars: The Force Awakens" related products will be officially launched on "Black Friday", an online shopping day full of North American characteristics.It has attracted countless Star Wars fans to look forward to it.

The warm-up period of "Star Wars: The Force Awakens" is very long, not counting the "slow heating" stage in the early stage. The high-density investment period alone can be traced back to at least this year's summer vacation. "The flag, but the "money bag" that "Star Wars VII" really wants to conquer is not mainly the old "Star Wars fans" that have been accumulated and cultivated since 1977.It is a new generation of young fans who only have an ignorant impression of the works of the first six generations and are in the impulsive period of consumption and fashion pursuit.

Since the main radiant target is the new generation of audiences, "fresh tastes" are essential, such as brand-new character settings, dazzling and contemporary scenes, so that the new generation of movie fans are more likely to have "consumption desires", and the specious The "nostalgia" and "tribute" sections are enough to make these "new Star Wars fans" have a sense of satisfaction and pride of "better than their peers", and once this feeling spreads in the social circle of peers .It is easy to have a cascading effect on the surrounding partners and stimulate more "consumption desire".

It is precisely because the essence of the commercial marketing positioning of "Star Wars VII" is to use the name of "nostalgia" and "tribute" to "shape the new "Star Wars" market in the new era", so Duke will "preheat" The "acceleration phase" has made great fanfare and made some seemingly controversial marketing promotion methods on a global scale.

The box office and peripheral consumption of old "Star Wars fans" are "rigid".And the new generation of viewers just eat this seemingly "vulgar" set-controversy will inevitably lead to more relevant hot discussions, and it can also create more effective clicks that may bring huge money. .

Of course, it wants to attract audiences whose hobbies and tastes are already unpredictable into movie theaters, and to stimulate the interest of teenagers who have not had much enthusiasm for the Star Wars series.How can a movie that has no popular stars, no rotten elements, and no gags be accepted by the current audience?

In addition to creating topics, before the audience sees the movie.Another method is to take advantage of the tide of mobile and Internet.

Lucasfilm cooperated with Google to launch a Star Wars theme event. Users can not only install Star Wars theme plug-ins in Chrome browsers, but there are no Star Wars easter eggs on tools including maps and translations.Even instant shared videos have lightsaber sound effects when they are paused.

But these are just the most basic and simple Star Wars propaganda. Google also launched "Lightsaber Unsheathed", which is a small game through the webpage interconnection between the browser and the smartphone.

The official Star Wars website itself has also updated Star. The Wars application not only includes local weather, GIF emoticons and sound effects, but also uses AR technology to display Star Wars-related mini-games and R2D2 images in front of users, achieving excellent results.

While carrying out new marketing through the Internet, Warner Bros. and Lucasfilm have not relaxed their offline promotion efforts.

In late November, the second trailer was released, and more than 24 million viewers watched the trailer within 1 hours, which also created a new trailer viewing record.

Air France also joined the "The Force Awakens" promotional campaign in mid-November. Since the film was released simultaneously in most parts of Europe, they launched a discount for the global audience to watch the movie directly to the theater on a plane painted with the Star Wars logo. voyage.

For Asian countries where the atmosphere of Star Wars is not strong, Warner Bros. and Lucasfilm also chose to cater to the mass market despite the opposition of fans. Youth idols that have nothing to do with Star Wars are an effective means of attracting a large number of young people to theaters.

In the United States, Duke not only screened "The Force Awakens" in advance for the military family members, but also appeared in the White House press briefing. The speech ended with one of the most famous lines in the Star Wars movie, "May the Force be with you".

With the joint participation of the film crew and the whole people, "The Force Awakens" set off an unprecedented wave of viewing and discussion.

"BB-8 is a brand new robot that will appear in the seventh film of the "Star Wars" series "The Force Awakens" that has not yet been released, will play an important role, and will sell it from time to time. Its image first appeared in San Diego this year Above the exhibition at the Comic Con. Unlike the cylindrical shape of its 'predecessor' R2-D2, the body of BB-8 has been changed into a ball, so it can roll flexibly on the ground, which looks futuristic."

The second day of Thanksgiving is "Black Friday", an online shopping day full of North American characteristics. Such product introductions have appeared on many e-commerce websites led by Amazon, and the new generation of Mengshen BB-8 is also officially on sale.

This BB-8 toy is not just an empty shell. Although compared with the prototype in the movie, the BB-8 toy is just a small toy that can be squeezed in the hand, but it is a real robot, and BB-8 can recognize " The voice of the master” and respond, especially BB-8 has added the function of “adapting to personality”, the more you communicate with it, the more the “personality” of BB-8 will follow the wishes of the “master”.

At the same time, this small ball is also equipped with a Bluetooth communication module inside, and the "owner" can use the mobile phone App to control it to roll around.

Of course, you can also turn on "automatic mode", set a route for BB-8 and sit back and watch it roll around.

The BB-8 toy has a remote control distance of up to 30 meters and a battery life of up to one hour.In addition, it also has a "holographic image" transmission function that can record and view "holographic images", allowing users to shoot videos on their mobile phones and project them from BB-8.

Naturally, BB-8 sold like crazy in North America. This toy with an official price of $150 became the best-selling product on "Black Friday" and sold more than 24 million units in just 170 hours.

Likewise, Duke and Lucasfilm have a one-to-one scale BB-8 for serious Star Wars fans, which sold more than 5000 units on Black Friday despite selling for nearly $12. .

Taking advantage of the craze triggered by "Black Friday", Lucasfilm released the third trailer. Duke's navy also surged on the Internet, spreading a lot of true and false news. The plot conjectures spread by the navy especially attracted attention.

"The story of "Star Wars 7" will focus on two new characters. According to people familiar with the matter, at the beginning of the film, a broken arm will fly from the sky, and this broken arm will hold A lightsaber. Later, the main characters of the film, Daisy Ridley and Daniel Wu, found the arm and the lightsaber in the hand."

"They found out that this lightsaber was a relic of a Jedi Knight, so they decided to find the Jedi Knight and return it."

"On the way to find the Jedi Knights, they met Han Solo and the gorilla Chewbacca. Han Solo said that he hadn't seen his old friend for 30 years, so the three of them plus one The gorilla went on a journey to find the Jedi Master."

"At the same time, on a frozen planet, a group of evil forces are building a weapon more terrifying than the 'Death Star'. The purpose of these people is not to destroy a planet, but to destroy the entire world. Galaxy..."

The "leaked" plot is true or false, but it just caters to the needs of movie fans and audiences.

The release of "Star Wars: The Force Awakens" is getting closer and closer. Not only Warner Bros. and Lucasfilm are making efforts, but many brands have also obtained relevant authorization after paying a lot of sponsorship fees, and have released products related to Various activities related to Star Wars, these activities allow them to profit from the Star Wars craze, and at the same time further promote the film.

The popularity of "Star Wars: The Force Awakens" is so high that many brands are eager to try this rare hot topic and try their best to create momentum for themselves.

It is no exaggeration to say that Star Wars has captured the entire North America. (to be continued~^~)

PS: Ask for monthly tickets and recommended tickets!