Thisage, the film criticincome came from twoaspectsmainly, the Film Studiopublic relationsfeeandnewspapermagazinepublishes the payment for published piece of movie criticism, naturally, film critic of mosttopwill have othertypeincome, such aspublishes booksoron the television programand so on.
这个年代,影评人的收入主要来自两个方面,电影公司的公关费和报纸杂志发表影评的稿费,当然,最顶级的影评人还会有其他类型的收入,诸如出书或者上电视节目之类的。ButGeorgeNorthernhas not calculatedthatgroup of mosttopobviously, otherwise after 《Premiere》magazinereceivesexerting pressure of Columbia, will not dismissGeorgeeasilyNorthern.
而乔治・诺森显然还不算最顶级的那一拨,不然《首映》杂志受到哥伦比亚的施压之后,也不会轻易地解雇乔治・诺森。Because of the reason of blacklist, Film Studiohasagain the newmoviewill soon open, GeorgeNorthernnot onlycannot receiveonecentpublic relationsfee, the invitation of movieprevieworfirst showingwas impossibleto receiveagain. Cannotattend the previewor the first showing, is impossibleto attainagainin advancein the firsthandviewshadematerial of ordinary viewer, newspapermagazineregardinghas screened the movie criticism of movieis nottooearnest, therefore the movie criticismpayment for published pieceincomealsodrasticallywill reduce continually, twoaspectsadd, the income of losshas surpassedoriginally80% of income.
因为黑名单的缘故,电影公司再有新电影即将上映的时候,乔治・诺森不但收不到一美分的公关费,连电影试映或者首映的邀请也不可能再收到了。不能参加试映或者首映,也就不可能再拿到超前于普通观众的第一手观影资料,报纸杂志对于已经上映电影的影评并不是太热切,因此连影评稿费收入也将大幅减少,两方面加起来,损失的收入就超过了原本收入的80。Therefore, had been includedblacklistbySix Great Film Studios, means that GeorgeNorthernis impossibleto treatagainin the film criticcircle, spends for manyyearsin the fame in the circlebuildingalsoalong withitvanishing into thin air.
因此,被六大电影公司列入了黑名单,就意味着乔治・诺森不可能再在影评人圈子里待下去,花费多年时间在圈子里营造的名气也随之烟消云散。Actually, mingles among a circlemanyyears of slippery customerasone, GeorgeNorthernalsoclearlyknows that thiscircle the game rule, manycannottouch, therefore before him, has not handledanymatterout of the ordinary, aftermanyyears of fighting, healsoinindustryinhad not the smallfame, every yearvariousincomeaddedevento achievemadesixfigures that oneadmired.
其实,作为一个混迹圈子多年的老油条,乔治・诺森也清楚地知道这个圈子的游戏规则,很多线是不能碰的,因此他之前也从来没有做过什么出格的事情,经过多年的打拼,他也在业内拥有了不小的名气,每年各种收入加起来甚至达到了令人艳羡的六位数。Perhapsalsobecause ofthese manyyearsbeing elated with success, letsGeorgeNorthernsomewhatthinks oneself infallible, has forgottenownduty, thereforesuccessivelypublishedseveralto attack the 《Running Out of Time》article, hewas onlybecausethought that had been played tricks onbyNicole, wantedto vent anger, slightlyretaliated the opposite party, did not haveto thinkonehad underestimatedby farthatspecializedfullarticle‚influence’, waitedto respondallwere too late, ruinedowncareerdirectly.
或许也正是因为这么多年的春风得意,让乔治・诺森有些自以为是,忘记了自己的本分,因此才连续发表了好几篇抨击《暗战》的文章,他原本只是因为觉得被妮可戏弄了,想要出口气,小小地报复一下对方,却没有想到自己远远地低估了那篇专业性十足的文章的‘影响力’,等反应过来一切都为时已晚,直接断送了自己的职业生涯。
After the firstweekended, perhapsbecause ofthatdisturbance, possiblyisbecauseEricmounts the publicity role that «SophiaTalk show»plays, in the firstThursdayworking day, 《Running Out of Time》has taken1more than 6 millionBox Office, firstweektotalBox Officehas achieved4more than 3 million, compared withColumbiaafterfirstweekendBox Officedraws a charge the estimate that makesat leastmuchleft3 million, thisdatamakesColumbiaconfident.
第一周结束之后,或许因为那场风波,也可能是因为艾瑞克登上《索菲亚脱口秀》起到的宣传作用,第一周四个工作日内,《暗战》拿下了1600多万的票房,首周总票房达到了4300多万,比哥伦比亚在首周末票房出炉后做出的预计至少多出了三百万,这个数据让哥伦比亚信心十足。Butmeanwhile, along withclarification that the 《Running Out of Time》ringerquestioned, beforehanddiscussedgood‚topicmarketing’planalsostartedto start, the eventstartedinseveralentertainmentnewspaperwordsin the implantationadvertisementto《Running Out of Time》attacksintensely.
而同时,随着《暗战》枪手质疑的澄清,事先商议好的‘话题营销’计划也开始启动,事件开启于几家娱乐报纸言辞激烈地对《暗战》中的植入广告进行抨击。«30manyimplantadvertisement, welook is really the movie?»
《三十多个植入广告,我们看的真的是电影吗？》«AdvertisementBigPiece that DoubleSoupCollaborates, WeLook It is not ‚Running out of Time’, Is‚Ad war’»
《双汤联手的广告大片,我们看的不是‘暗战’,是‘广告战’》«EricWilliamsimplantsadvertisementroad of no return!»
《艾瑞克・威廉姆斯植入广告的不归路！》A series ofattract the bigtitle of eyeball the topicabout《Running Out of Time》to advanceabove the keenest struggledirectly, the public opinion of mediaafterquestioningdisturbanceonce morein an uproar, Columbiaalsotakes advantage of opportunitybeforeothercompetitorshave not responded, startsto operate the public opiniondirectionvigorously, changesto the commentarytone of thismatter the majority ofmediateases the stance.
一系列非常吸引眼球的大标题直接将关于《暗战》的话题推到风口浪尖之上,媒体的舆论经过质疑风波之后再次哗然,哥伦比亚也顺势在其他竞争对手还没有反应过来之前,就开始大力操纵舆论方向,将大部分媒体对这件事的评论口吻转向调侃姿态。Quick, 《Los Angeles Times》has published an audiencereport, the investigationisColumbiacompletesbeforehand, the goalcrowdwasthesejust the audience who came outfrom the 《Running Out of Time》broadcasthall, the contentabout the view of audience'sinadvertisementto《Running Out of Time》.
很快,《洛杉矶时报》发表了一篇观众调查报告,调查是哥伦比亚事先做好的,目标人群是那些刚刚从《暗战》播放厅出来的观众,内容是关于观众对《暗战》中广告的看法。1000people of random inspections, 76%audienceshave not feltin the movieexistence of advertisement, 15%peoplefeltexistence of advertisement, butdid not care, 7%audiencessaidsomewhatcaredto the advertisement, butchoiceveryrepugnantadvertisementonly thenfew2%.
1000人的随机抽查当中,76%的观众没有感觉到电影中广告的存在,15%的人感觉到了广告的存在,但并不怎么在意,7%的观众表示对广告有些在意,而选择非常讨厌广告的只有寥寥的2%。《Los Angeles Times》toguaranteeowncredibility, but alsoentireonepack of spot-checkreportpictureswill have publishedon the page layout.《洛杉矶时报》为了确保自己的公信力,还将整整一叠的抽查报告照片登载了版面上。Thisreport was almost the 《Running Out of Time》implantationadvertisementeventhas set the main key.
这篇报道几乎为《暗战》的植入广告事件定下了基调。Whenevermentionedthismatter, manypeoplewill thinkthatmost peoplehad not even feltexistence of advertisement, thisdid not haveanythingactually, in additionColumbiaotherteasedclass the ringerarticlepublished, the thoughtdirection of publicstartedto be transferred.
每当提起这件事,很多人都会觉得,大部分人甚至都没感觉到广告的存在,其实这也没什么,再加上哥伦比亚其他一些调侃类的枪手文章发表,公众的思维方向开始被调转。Immediately, Columbiaalsostartstandsto clarify, indicated that in the moviereallyhasimplants the advertisement, butnotthese‚irresponsible’exaggeration that the mediasaid. Columbiaput out the ringerquestiondisturbance that justhadto say the matter, indicated that thiswascompetitor'sevil intentionto the 《Running Out of Time》stabs.
随即,哥伦比亚也开始站出来澄清,表示电影中确实有一些植入广告,但并没有那些‘不负责任’的媒体说的那么夸张。哥伦比亚又拿出刚刚发生的枪手质疑风波说事,表示这是竞争对手对《暗战》的恶意中伤。Along withcontinuing of public opinionguidance, more and more publicstartedto haveanyadvertisementto produce the curiousheartto《Running Out of Time》, becausesuch that just likeinthatinvestigation demonstrated that a large part ofpeopleobserved the shadetimefor the first time, evenhas not realizedin《Running Out of Time》existence of advertisement.
随着舆论引导的持续,越来越多的公众开始对《暗战》中到底有什么广告产生了好奇之心,因为正如那项调查中显示的那样,很大一部分人首次观影的时候,甚至都没有意识到《暗战》中广告的存在。Waits for the Columbiacompetitorto respondthatstartsto operateownmediato reverse the public opinionwind direction, the guidancepublicloathes the implantationadvertisement in 《Running Out of Time》time, Columbiaejected a heavy case bombdirectlyonce more.
等哥伦比亚的竞争对手反应过来,开始操纵自身媒体对舆论风向进行扭转,引导公众厌恶《暗战》中的植入广告的时候,哥伦比亚直接再次抛出了一个重磅炸弹。
The secondweekend that the movieopens, isSaturdayvery early in the morning, 《Los Angeles Times》, 《The New York Times》and«The Washington Post»and otherpoints of newspaperhas simultaneously printed a statement of Columbia Corporation.
电影上映的第二个周末,也就是周六一大早,《洛杉矶时报》、《纽约时报》、《华盛顿邮报》等几分报纸同时刊载了哥伦比亚公司的一份声明。„Althoughaccording to the investigation, the implantationadvertisement in 《Running Out of Time》has not affected the viewshadefeeling of generalmovie fan, buttothankmovie fan'ssupport, anddistributesall parties'communicationafter the filmmaking, wedecideto implant the advertizing costback couplingto give the generalmovie fans2 millionUSD that in《Running Out of Time》receives. Starting from the date of thisstatementpublication, the audiencecanimplant the advertisementwith the letterformtocomplete12 of followingaddresssendingguess, wein the television programlive transmission, on the spotwill draw200completecorrectluckyaudiences, everyone rewards10000USDcashes.”
“虽然根据调查,《暗战》中的植入广告并没有影响到广大影迷的观影感受,但为了感谢影迷的支持,经过电影制作和发行各方的沟通,我们还是决定将《暗战》中收到的200万美元植入广告费用回馈给广大影迷。自本声明发表之日起,观众可以用信件形式向以下地址寄送猜测的全部12个植入广告,我们将在电视节目直播当中,现场抽取200份全部正确的幸运观众,每人奖励10000美元的现金。”Afterward, thisstatementleaves behind the receivingaddress and closing dateas well assuch aseachcitizenIDonlylimits a letter, deliversinsteadbrushes the limit that repeatedlybecomes invalidand so on.
随后,这则声明留下收信地址、截止日期以及诸如每个公民ID只限一封信件,反复投递作废之类的反刷限制。In a flash, the entireUnited Statesmediaonce morein an uproar, even ifmanyaudiences, cannot bearrespondthatthisis the flagranthypebehavior.
一瞬间,整个美国的媒体再次哗然,即使很多观众,也忍不住反应过来,这是明目张胆的炒作行为啊。Buteven ifhas discoveredthis point, cannot prevent the enthusiasms of manyaudience, after all the presentwasin the late 80's, regardingmanyUnited Statesfamilies, 10000USDwas a great sum of money. During having a vacationin any case, everybodyhadto look at the custom of movie, looked that anythingis notlooked, ifwatches the movie, spendingdozenscentslaneenvelopeguessat heartto mail, probablywill win10000USDawards, why not. Moreover, 200people of prize-winningnumbers, look like the probabilityareconsiderably large.
但即使发现了这一点,也阻挡不住很多观众的热情,毕竟现在是八十年代末,对于很多美国家庭来说,10000美元算是一笔巨款了。反正放假期间大家本来就有看电影的习惯,看什么不是看啊,如果看完电影,花几十美分弄个信封将心里的猜测邮寄出去,就可能获得10000美元的大奖,何乐而不为。而且,200人的中奖数目,看起来几率还是相当大的。
The second day that thisstatementsends out, broadcast the 《Running Out of Time》movie theaterdirectlyto have the fullsituation, publishedto state the same day, 《Running Out of Time》has attained13 millionUSDthe same dayBox Office, butSundayBox Officehas also achieved11 million, in additionFridaymore than 8 millionUSDBox Office, 《Running Out of Time》secondweekendthreedays of totalBox Officewill achieve32 million, the miraclehas realizedabout20%Box Officecounterto fallin the competitionintensesummerfiles, wasthissummerfilesonly one movie that presentedBox Officecounterto fall.
这种声明发出的第二天,很多播放《暗战》的电影院都直接出现了爆满情况,发表声明当天,《暗战》就拿到了1300万美元的当日票房,而周日的票房也达到了1100万,再加上周五的800多万美元票房,《暗战》第二个周末三天总票房达到了3200万,奇迹地在竞争激烈的暑期档实现了将近20%的票房逆跌,也是这个暑期档唯一一部出现票房逆跌的电影。But the secondweekaftersevendays, 《Running Out of Time》attains4more than 9 millionnext weekBox Officeonce more, totalBox Officehas achieved92 million.
而第二周七天过后,《暗战》再次拿到4900多万的次周票房,总票房已经达到了9200万。Compares, screens for fiveweeks, Box Officestartedworn out《Ghostbusters II》alsoonlyto attainBox Office that 90 millionUSDhas raised one's headto the present, but«Batman»came under the influence of 《Running Out of Time》unrest, fourthweekBox Officefalls44%once more, has only attained16 millionUSDBox Office, althoughBox Officehas achieved100 million68 million, but«Batman»followingscreeningZhouNei, Box Office, ifpresents about 40%decline rangesagain, Box Office can only maintaininthousands oflevels, butby the 《Running Out of Time》Box Officetrend, every weektens of millionsBox Officedataalsopossiblymaintainsthreearrives atall around, finally the Box Officechampion of thissummerfiles. The luck of the draw is very difficultto say.
相比起来,上映五周,票房已经开始疲软的《捉鬼敢死队2》到现在也只拿到了9000万美元出头的票房,而《蝙蝠侠》受到了《暗战》风潮的影响,第四周票房再次下跌44%,只拿到了1600万美元的票房,虽然累计票房达到了1亿6800万,但《蝙蝠侠》接下来的上映周内,票房如果再次出现40%左右的跌幅,票房就只能保持在千万级以内,而以《暗战》的票房走势,每周数千万的票房数据还可能保持三到四周,最终这个暑期档的票房冠军。花落谁家还真的很难说。Thisresult, makingmanyFilm Studiolooksomewhatscared, including a ColumbiaFilm Studiomanymanagementhappinesscametooquickly the nihilityfeeling that was hardto adapt , the Columbia Corporationstockto riseonce morefast, the totalmarket valuebroke through4500 millionUSDwithinseveralweeks, reached the purchaseagreementinitiallySonybecomesanxious, in the plancompleted the purchase at the end of September, but the Sonyheadactuallyseveral timessent out the request, hopes that cansign the finalagreement in August, the opposite partyalsorealized, if《Running Out of Time》counter-ultra«Batman»wonsummer the filesBox Officechampion, the rise of thisstock pricedefinitelycannot stop..
这一结果,让很多电影公司都看得有些傻眼了,连哥伦比亚电影公司很多高管都有一种幸福来得太快难以适应的虚无感,哥伦比亚公司的股票再次快速上扬,总市值在几周之内突破了45亿美元,已经初步达成收购协定的索尼变得焦躁起来,原本计划中九月末完成收购的,但索尼的负责人却数次发出请求,希望能在八月份签订最终协议,对方也意识到,如果《暗战》反超《蝙蝠侠》拿下暑期档票房冠军的话,这股价的上涨是肯定停不下来。了。Whenthirdweek《Running Out of Time》Box Officeslightlyfalls26%once more, takes3more than 8 millionBox Officetime, the doubtspuzzledmedia can only sum uptoflying togetherunexpected wealththistrendin the hope of people's.
当第三周《暗战》票房再次小跌26%,拿下3800多万票房的时候,疑惑不解的媒体就只能将这种趋势归结于群众对于飞来横财的渴望。AlthoughmanyFilm Studioalsowantto studyColumbiathisdrawingpatternto propagandize, butunfortunately, summer the screeningunrest of filesmoviehad ended, bigmanufacturemovie that 《Running Out of Time》can be said aslastwave of screening, the movie that beforeshowedcarried onsimilarpropagandanot to havetoomanysignificancesagain.
虽然很多电影公司也想要学习哥伦比亚这种抽奖模式进行宣传,但可惜的是,暑期档电影的上映风潮已经结束了,《暗战》可以说是最后一波上映的大制作电影,之前上映的电影再进行类似的宣传已经没有太多意义。But after 《Running Out of Time》 , the work that makes money the movie that shows, basicallyenters the arenawhile the summerfilesend is not favored, thereforeotherFilm Studiodo not dareto pound2 million, even if 1 million, few peopleare willingto spend, after all, thisriskwas too big, even if a movieattains100 millionBox Office, after the institutelineis divided, surplushalfalsoneed the investor, the constructorandreleasesideall partiesto carve up, finally the junctionpays dutyagain, the profitusuallyis only1 millionranks. «Home Alone»likeEricattainsover a hundred millionto be divided, incircleunique, even ifrecognizes the 《Star Wars》series that mostmakes moneyat present, LucasonBox Officecannot attain that highprofitmerely.
而《暗战》之后上映的电影,基本上都是趁着暑期档末尾进场捞钱的不太被看好的作品,因此其他电影公司根本不敢砸出200万,哪怕是100万,也很少有人肯花出来的,毕竟,这种风险太大了,就算一部电影拿到一亿票房,院线分成之后,剩余一半也需要投资人、制作方、发行方各方进行瓜分,最后再交完税,利润通常只是1000000级别的。像艾瑞克那样一部《小鬼当家》拿到上亿分成,在圈内绝无仅有,哪怕是目前公认最赚钱的《星球大战》系列,仅仅在票房上卢卡斯也拿不到那么高的利润。ButColumbiathesetimeimplants the advertisement the wayto realize the Box Officebig reversalusinghype, is doomedinto a classicalmarketingcaseby the majorFilm Studioresearch.
而哥伦比亚这一次利用炒作植入广告的方式实现票房大逆转,也注定成为一个经典的营销案例被各大电影公司研究。Ericis not worried aboutthiswayby the personstudy, becausethisoperationcompletelyis the swordwalks the slant, to put it bluntly, onetimefortunately, the audiencealsowill think twice the guessimplants the advertisement is very new. Oncein the multipurposeseveraltimes, audiencedefinitelywill produce‚mewatches the moviepastimeentertainment, is notcounts the advertisement’reverse psychology, sowill be again drywill only work just the opposite.艾瑞克并不担心这种方式被人学去,因为这一次运作完全是剑走偏锋,说白了,一次两次还好,观众还会觉得猜测植入广告还挺新鲜的。一旦多用上几次,观众心里肯定会产生‘我是来看电影消遣娱乐的,不是来数广告的’逆反心理,再那么干只会适得其反。
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