IAIH :: Volume #2

#147: Trying another method

Eric maintains has been lowering the head to glance through front document the appearance, is actually some are distracted slightly, he also in thinking the «Batman» matter, although first part «Batman» attained greatly successfully, but in the memory Warner also started the endless big hole road of Batman series. 艾瑞克本来一直保持着低头翻阅面前文件的模样,其实是有些微微走神,他也在想《蝙蝠侠》的事情,虽然第一部《蝙蝠侠》大获成功了,但记忆里华纳也开始了蝙蝠侠系列的漫漫大坑路。 Over the next ten years, Warner will have produced several Batman sequels continuously, the average investment surpasses 100 million USD, but North America Box Office also only then 100 million are many, it is estimated that is counted global Box Office and periphery, Warner also can only maintain the balanced revenues and expenditures the condition, regarding investing the big manufactures of over a hundred million USD, achieves the balanced revenues and expenditures, even if slightly gains, in fact was also equal to compensating, because hundred million funds, even if stores the bank, several years can also harvest a big interest, but placed in other projects even possibly to turn time. 未来十年间,华纳连续出品了好几部蝙蝠侠续集,平均投资超过一亿美金,但北美的票房也都只有一亿多,估计算上全球票房和周边,华纳也只能维持收支平衡的状态,对于投资上亿美元的大制作,达到收支平衡,哪怕是小赚,实际上也等于是赔了,因为过亿的资金即使是存入银行,几年时间也能收获一大笔利息,而放在其他项目上甚至可能翻倍。 Until Amy poked his arm with the fountain pen gently, Eric discovered one have become the vision focal points of conference room all people, in many person vision is also having the obvious disaffection. 直到艾米用钢笔轻轻戳了戳他的手臂,艾瑞克才发现自己已经成了会议室所有人的目光焦点,不少人目光里还带着明显的不满。 Although 《Running Out of Time》 this project was Columbia pays very big price to snatch from the Fox hand, but does not mean that Eric will receive the Columbia high-level affection and welcome, in fact, in the entire office few management liked Eric, even if were has related good Amy to Eric Pascal, the sense of innermost feelings to Eric somewhat was also complex. 虽然《暗战》这个项目是哥伦比亚花了很大代价从福克斯手中抢过来的,但并不意味着艾瑞克会受到哥伦比亚高层的喜爱和欢迎,实际上,整个办公室里没有几个高管喜欢艾瑞克,即使是一直对艾瑞克关系不错的艾米・帕斯卡尔,内心对艾瑞克的感官也有些复杂。 All these mainly because of «Home Alone», in at the end of May under files, «Home Alone» Box Office started the settlement, Eric will obtain about 120 million USD share is the conference room known to all matter, but Columbia can only take 40 million profits, the distribution rights of overseas for various reasons is also snatched by Fox. Therefore, Eric took away majority of profits, means that at the end of the year drawing bonus of all management present will be few big truncation. 这一切主要还是因为《小鬼当家》,五月底下档之后,《小鬼当家》的票房已经开始了结算,艾瑞克将获得1.2亿美元左右的分成是会议室人所共知的事情,而哥伦比亚只能拿40000000的利润,海外的发行权还因为各种各样的原因被福克斯抢去了。因此,艾瑞克拿走了大部分利润,也就意味着年底所有在座高管们的分红会少一大截。 In addition because of the 《Running Out of Time》 share agreement, how regardless of this movie Box Office result, Eric is in fact biggest profit, this project does not have the one cent investment of Eric, the opposite party can actually obtain the high proportion Box Office to be divided. A numerous management are not feeling well that is the affirmations. Although many shareholders also because 《Running Out of Time》 pushes the high Columbia stock price to obtain benefits, but in majority of management in conference room may not have the Columbia stock. 再加上因为《暗战》的分成协议,无论这部电影票房结果如何,艾瑞克都是实际上最大的获利者,这个项目没有艾瑞克的一分钱投资,对方却能获得高比例的票房分成。一众高管们心里不爽那是肯定的。虽然很多股东也会因为《暗战》推高哥伦比亚股价而获益,但会议室里的大部分高管手里可都没有哥伦比亚的股票。 Under this complex mood, the people neglected existence of Eric not to be difficult to understand in the conference unintentionally. 这种复杂的心情之下,众人有意无意地在会议上忽略艾瑞克的存在也就不难理解了。 Before Eric , an own propaganda mentality document that submits has not been responded, he had expected to the situation of today, although before coming, has prepared an excuse specially, the cold reception that because receive in conference, Eric is also disinclined to jump to annoy the person to be repugnant again on own initiative. 艾瑞克之前提交的一份自己的宣传思路文件没有得到回应,他就已经对今天的这种情况有所预料,虽然来之前特意准备了一番说辞,但因为会议上的受到的冷遇,艾瑞克也懒得再主动跳出来惹人反感。 In any case according to the agreement that signed, how after the movie opens, regardless of the result, he is biggest benefit, but is gains gains few differences, does not have the possibility of loss regarding Firefly that the one cent has not invested. Eric truly also somewhat worried the Box Office prospect of this movie, after all this is one is built on stilts completely, recent work that Hollywood did not have. 反正按照原本签署的协议,电影上映之后无论结果如何,他都是最大的获益者,只不过是赚多赚少的差别而已,对于一分钱都没有投资的萤火虫来说不存在亏损的可能性。原本艾瑞克确实还有些担忧这部电影的票房前景,毕竟这是一部完全架空出来的,原本好莱坞不存在的新作。 But after passing through a series of internal previews and film critic previews obtained the high praise, Eric also then felt relieved. 但经过一系列内部试映和影评人试映都获得了好评之后,艾瑞克也便放下心来。 Internal preview basically can determine a commercial value of movie, sometimes although also will make the mistake, but in the majority of situations, these gradually dozens years of specialized movie public figure visions will not have made a mistake in Hollywood, but the result of film critic preview also indicates after a movie opens, reputation in movie fan mind, before Internet age, the establishment of movie reputation mainly on all kinds of the movie criticism through media, after many movie fans has looked at the movie criticism on newspaper, will decide whether watches a movie. 内部试映基本上可以确定一部电影的商业价值,虽然有时候也会出现失误,但大部分情况下,那些在好莱坞浸淫了几十年的专业电影人士眼光还是不会出错的,而影评人试映的结果也就预示着一部电影上映之后在影迷心目中的口碑,网络时代之前,电影口碑的确立主要还是通过媒体上的各种各样的影评,很多影迷都是看过报纸上的影评之后,才会决定是否去看一部电影。 Now these two some basic guarantee, Eric also no longer worried that this movie becomes his Waterloo, as for runs upon «Batman» unfortunately, that can only say downs on one's luck, antiwar crime. 现在这两者都有了基本的保证,艾瑞克也就不再担忧这部电影会成为他的滑铁卢,至于不幸地撞上《蝙蝠侠》,那只能说时运不济,非战之罪。 Amy after Pascal sees Eric gains ground , the somewhat vacant look, has to collect in a soft voice to say several in his ear. 艾米・帕斯卡尔看到艾瑞克抬头后有些茫然的眼神,只好凑过来在他耳边轻声说了几句。 „Sorry, everybody, I just somewhat was distracted.” After Amy reminder, Eric opened the mouth to say the sound was sorry, then said: „Actually, I in the suggestion in propaganda, had delivered to the Columbia release department through the way of document before, possibly is because I am quite unprofessional in this aspect, the content of that document has not manifested in the 《Running Out of Time》 propaganda strategy that I see.” “抱歉,各位,我刚刚有些走神了。”艾米提醒之后,艾瑞克开口道了声抱歉,才接着道:“其实,我在宣传方面的建议,之前就已经通过文件的方式送到了哥伦比亚的发行部门,可能是因为我在这方面比较外行吧,那份文件的内容并没有在我看到的《暗战》宣传策略上体现出来。” In the conference room resounds humming sound the discussion sound immediately, most people do not know that Eric has also submitted this kind of document, but the propaganda department managers somewhat are also afraid, he was initially Blunt Cohen promotes, although Blunt Cohen left job, but he is also maintaining with the opposite party the good relations. 会议室里顿时响起嗡嗡的讨论声,大部分人根本就不知道艾瑞克还提交过这样一份文件,而宣传部门主管也有些心虚,他是当初布朗特・科恩提拔出来的,虽然布朗特・科恩已经离职了,但他也一直与对方保持着良好的关系。 Similarly, because of Blunt Cohen reason, he not to Eric many favorable impressions, after the secretary sends Eric that document, he looking had not looked that laughed is losing the document in the one side, he already does not want to make Eric meddle the propaganda of 《Running Out of Time》, does not think that Eric can give any novel comment. 同样的,因为布朗特・科恩的缘故,他也不会对艾瑞克又多少好感,在秘书送来艾瑞克那份文件之后,他连看都没看就嗤笑着将文件丢在了一旁,他既不想让艾瑞克插手《暗战》的宣传,也不认为艾瑞克能提出什么新颖的意见。 Facing the gaze of people vision, this manager can only stutter argue: „I...... I think the Mr. Williams plan not...... Does not have what extraordinary place, therefore does not have to care,............” 面对众人目光的注视,这位主管只能结结巴巴地辩解道:“我……我觉得威廉姆斯先生的方案并没有……并没有什么出奇的地方,所以没有太在意,就……就……” „consider as finished, was needless to say again,” sat in Columbia current Chairman on head waves to interrupt the argument of opposite party, these many people looked that he has been lying, quibbled only to be able again to look at the joke: „Eric, just everybody here, simply elaborated you...... Em, plan.” “算了,不用再说了,”坐在上首的哥伦比亚现任总裁挥手打断了对方的辩解,这么多人都已经看出来他在说谎了,再狡辩下去只能让人看笑话:“艾瑞克,刚好大家都在这里,简单地阐述一下你的……恩,方案吧。” „Good, is this,” Eric under hint of opposite party, before standing up arrives at the conference room dead ahead the writing board, takes the black pen in the tabula rasa to write down a glossary: „I am called topic marketing my plan ‚’, naturally, this is only a quite appropriate glossary that I want to come out temporarily, if in the legitimate marketing study theory does not have this concept, please everybody do not mind.” Memory the concept of topic marketing after the network blog appears gradually develops maturely, before then, although some hypes sex scandal and so on similar marketing behavior, but when this concept appears specifically, Eric does not know. “好吧,是这样的,”艾瑞克在对方的示意下,站起身来到会议室正前方的写字板前,拿起黑色水笔在白板上写下了一个词汇:“我把我的方案叫做‘话题营销’,当然,这只是我临时想出来的一个比较贴切的词汇,如果正统的营销学理论里没有这个概念的话,请大家不要介意。”记忆里的话题营销的概念在网络博客出现之后才逐渐发展成熟,在这之前,虽然有一些炒作绯闻之类的类似营销行为,但这种概念具体什么时候出现,艾瑞克就不知道了。 „The 《Running Out of Time》 beforehand publicity has achieved in a big way, therefore we impossible to make anything in the legitimate propaganda technique again diligently, therefore wants to break through, can only choose one seems like with the movie many topics of relations has not propagandized, actually, I think that some movies through hyping the male & female leads sex scandal way arouse the interest of movie fan, can classify for the topic marketing that I said.” “《暗战》之前的宣传力度已经达到了最大,所以我们不可能在正统的宣传手法上再做什么努力,所以想要有所突破,只能选择一个与电影看似没多少关系的话题进行宣传,其实,我认为一些电影通过炒作男女主角绯闻的方式引起影迷的关注,就可以归类为我说的话题营销。” Eric said that it seems like a people's response, then said: „Before everybody's argument focal point lay in 《Running Out of Time》 must retard for one week to screen, I thought that the effect of satisfying both sides my plan just can have, the movie did not need to postpone, if operated appropriately, Box Office of movie second week will present the unexpected result, can maximum limit make up, because first week Box Office had the loss that the «Batman» extrusion incurred.” 艾瑞克说完,看来一下众人的反应,才接着道:“之前大家的争论焦点就在于《暗战》要不要延迟一周上映,我觉得,我的方案刚好可以起的两全其美的效果,电影不用延期,而如果操作得当的话,电影第二周的票房会出现意想不到的结果,可以最大限度地弥补因为第一周票房受到《蝙蝠侠》挤压而带来的损失。” In the conference room people curious vision, Eric writes down in the tabula rasa ‚implants advertisement’ and ‚TV series’ two glossaries. 在会议室众人好奇的目光中,艾瑞克又在白板上写下来‘植入广告’和‘电视剧’两个词汇。 „As we all know, in 《Running Out of Time》 has many implantation advertisements, therefore among us has had some small disputes,” Eric points at ‚is implanting advertisement’ to say with a smile, the management in conference room also coordinated the hollow laugh, because before Eric, in massive the implantation advertisements by 《Running Out of Time》 attained the 6 million USD advertising expenditure, Columbia had known after the situation, wanted to slice, after all 6 million USD was not the change, can produce a movie. But Eric through the specific contract, transformed his personal income this advertising expenditure, but the income of non- 《Running Out of Time》 this movie, the Columbia one cent has not attained finally. “大家都知道,《暗战》中有很多的植入广告,因此我们双方之间产生过一些小争执,”艾瑞克指着‘植入广告’笑着道,会议室里的高管们也配合地干笑了下,因为艾瑞克之前凭借《暗战》中大量的植入广告拿到了600万美元的广告费,哥伦比亚得知情况后还想要从中分一杯羹,毕竟600万美元可不是小钱,都能制作一部电影了。但艾瑞克通过特定的合约,将这笔广告费转化成了他的个人收入,而非《暗战》这部电影的收入,结果哥伦比亚一分钱也没拿到。 When people hollow laugh sound falls, Eric then said: „My plan revolves in that TV series topic that in implanting the advertisement and I will soon manufacture, I self-confidently to implantations of these advertisements am very ingenious, even if these participate in the preview film critic not discovering any improper . Moreover, they have not noted in the movie around that TV series picture that three times present, has not noted including these film critic, I believe that the audiences are more impossible to pay attention, they only will immerse in the plot of movie many. Topic marketing that I said that after the movie opens, we artificially create the topic, the guidance audience note these, if can cause movie fan's curiosity that in the movie many advertisements to three TV series picture contents as well as that flashes past successfully, that can in the second week of movie, cause the backflow of a large part of audience even repeatedly to watch.” 等众人干笑声落下,艾瑞克才接着道:“我的计划就围绕在植入广告和我即将制作的那部电视剧的话题上,我自信对这些广告的植入还是很巧妙的,所以即使那些参与试映的影评人都没有发现任何不妥,而且,他们也没有注意到电影中前后三次出现的那部电视剧画面,连这些影评人都没有注意到,我相信观众们就更不可能关注到,他们更多地只会沉浸在电影的剧情当中。我说的话题营销,就是在电影上映之后,我们人为地制造出话题,引导观众注意到这些,如果能成功地引起影迷对电影里到底有多少广告以及那一闪而过的三次电视剧画面内容的好奇,那就能在电影的第二周,造成很大一部分观众的回流甚至反复观看。” Here, the stage next management interposed: „Eric, your TV series topic can attempt but actually, but I remember before you, has confessed us specially, propaganda time do not mention any about implanting the advertisement topic, to not prevent movie fans, therefore has the repugnance?” 说到这里,台下一位高管插话道:“艾瑞克,你那部电视剧的话题倒可以尝试一下,但我记得你之前特意交代过我们,宣传的时候不要提到任何关于植入广告的话题,难道不是为了防止影迷们因此产生反感吗？” Eric explained: „Naturally is, therefore, what I just said is after the movie opens disclosed these, after waited for the first weekend three days of movie to screen, the reputation affirmation of 《Running Out of Time》 has determined that believes everybody's reputation to this movie was confident, since the movie fans had determined this was an outstanding movie, then we disclosed again that the movie fans will not be having the repugnance, instead will regard an interesting matter, likes our minor object to these extraordinarily talented person always very tolerantly, nobody will criticize Napoleon's height and Einstein indifferently and or Madame Curie....... cough cough, naturally, these also need to carry on the guidance of public opinion through the media, we must guarantee that the majority of media are primarily regarding the manner of this matter teasing, but is not the criticism. The specific plan, I have written, in I have submitted that document, has certainly needed the professional to revise, I after all in this aspect am only a layman, the lots have not possibly considered.” 艾瑞克解释道:“当然是,所以,我刚刚说的是在电影上映之后才透露出这些,等电影的首周末三天上映过后,《暗战》的口碑肯定已经确定下来,相信大家对这部电影的口碑是充满信心的,既然影迷们已经确定了这是一部优秀的电影,那么我们再透露出来,影迷们就不会在产生反感,反而会当成一件有趣的事情,就像我们对那些才华出众的人身上的小缺点总是很宽容一样,没有人会去批评拿破仑的身高、爱因斯坦的冷漠、又或者居里夫人。的……咳咳,当然,这其中还需要通过媒体进行舆论的引导,我们要保证大部分媒体对于这件事的态度以调侃为主,而不是批评。具体的方案,我都已经写在了我提交过的那份文件当中了,当然也需要专业人士进行修正,我毕竟在这方面只是一个外行,很多东西可能没有考虑到。” Eric said that turned back on own seat once more. Columbia Chairman changes that the vision the management that is responsible for propagandizing: „Rennes, Eric that document also in?” 艾瑞克说完,再次走回了自己的位子上。哥伦比亚的总裁将目光转向那位负责宣传的高管:“雷恩,艾瑞克的那份文件还在吗？” Rennes hid hand under meeting table has rubbed the knee, did not determine saying: „Possibly...... Still, me makes assistant look.” 雷恩藏在会议桌下的手搓了搓膝盖,不确定道:“可能……还在吧,我让助理去找一下。” „You go personally, after finding, photocopies several to deliver, as soon as possible.” “你亲自去吧,找到之后多复印几份送过来,尽快。” „Good, my this goes.” The opposite party stands up, hastily left conference room, the conference also fell into has established provisionally the condition, the people talks the thing that chaotically Eric was just saying, Eric also no longer received the cold reception, the side collected a person to hold discussions with him chaotically. “好的,我这就去。”对方站起身,匆匆离开了会议室,会议也陷入了暂定状态,众人七嘴八舌地交谈着艾瑞克刚刚所说的东西,艾瑞克也不再受到冷遇,身边凑了一圈人七嘴八舌地与他进行着讨论。
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