RIH :: Volume #8

#716: Propaganda and marketing

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Returns to shortly after Los Angeles, Ryan went to Jenkins film company, by Kidman work room product and Zach? «Sparta 300 Warrior» that Schneider directs, in the big conference room here, held extremely crude preview meeting, has not invited what movie critic to participate, except some representatives in institute line outside, appears here mostly is Disney's affiliated media. 回到洛杉矶不久,瑞恩就去了詹金斯影业,由基德曼工作室出品、扎克?施耐德执导的《斯巴达三百勇士》,就在这里的大会议室中,举行了极其简陋的试片会,其中并没有邀请什么影评人参加,除去一些院线方面的代表外,出现在这里的大多是迪士尼旗下的媒体。 The movie completed all late work, joins the picture of cg special effect on have the visual impact strength, this absolutely is not the epic war piece in the traditional sense, in some sense, is more like lengthy MV that the vigorous and healthy men of 300 wear red underpants play. 影片完成了所有的后期工作,加入cg特效的画面极具视觉冲击力,这绝对不是传统意义上的史诗战争片,从某种意义上来说,更像是三百个穿着红裤头的健壮男人出演的长篇mv。 However, the traditional epic piece lets the institute line side worry now. 不过,传统的史诗片现在才让院线方担心。 Experienced in 2004 and in 2005 two nearly crazy epic piece years, «King Arthur» «Alexander the Great» «Kingdom of Heaven» and other failure of a series of big manufacture, almost advanced the pirate theme this type the difficult position on Hollywood facing, is not only the producer and issuer, institute line also worried to this theme. 经历了2004年和2005年两个近乎疯狂的史诗片年度,《亚瑟王》《亚历山大大帝》《天国王朝》等一系列大制作的失败,几乎将这个类型推到了海盗题材在好莱坞面临的困境上面,不单是制片方和发行方,就连院线方面对这个题材也有所顾虑。 Does not experience several years of cushion, this situation will not have the distinct improvement. 不经历几年的缓冲,这种情况不会得到明显的改善。 Is good because of the blood and free spirits that the strong muscles and winds fly, causes «Sparta 300 Warrior» seemingly has the selling point, but after preview meeting, some institute lines are worried, has not reached the agreement with issuer Jenkins film company. 好在健硕的肌肉、飙飞的鲜血和其中的自由精神,使得《斯巴达三百勇士》看起来颇具卖点,但是试片会后,还是有些院线心存顾虑,并没有与发行方詹金斯影业达成协议。 As the matter stands, Ryan estimated first Zhou Yuanxian who movie at most is also 3000 over, regarding the recent years the commercial manufacture that is distributed by Disney, can only be general. 这样一来,瑞恩预计影片的首周院线顶多也就是三千家出头,对于近几年由迪士尼方面发行的商业制作来说,只能算是一般。 But the epic piece is facing the huge difficult position, this situation is also very normal. 但史诗片正面临巨大的困境,这种情况也很正常。 The quality of movie has the guarantees, propaganda release also has Jenkins film company to operate the skilled teams to be responsible, Ryan make the phone calls that made her feel relieved to Nicole, «Sparta 300 Warrior» placed temporarily one side. 影片的质量有保证,宣传发行方面又有詹金斯影业操作熟练的团队负责,瑞恩只是给妮可打了一个让她放心的电话,就将《斯巴达三百勇士》暂时放在了一边。 So long as propagandizes release the too major problems, the probabilities that the movies make money are much more do business at a loss. 只要宣传发行方面不出太大的问题,影片赚钱的几率远远大于赔本。 After the movies screen, can be attacked is violent and bloody, in the face of enough commercial interest. These are not the issues. 至于影片上映后,会不会被抨击过于暴力和血腥,在足够的商业利益面前。这些根本就不是问题。 Except that «Sparta 300 Warrior» outside, Walt Disney more resources will invest in the movie that affiliated company produced, is getting more and more near from the summer files, «Iron Man» will soon attack blockbuster, after Ryan and Scarlett Johansson photograph the painted eggshell, two people inevitable took to make much ado about nothing by surprised film company. 除去《斯巴达三百勇士》外,华特迪士尼将更多的资源投入到了旗下公司制作的电影中,距离暑期档越来越近,《钢铁侠》即将重磅来袭,在瑞恩和斯嘉丽?约翰逊拍摄完彩蛋后,两人不可避免的被惊奇影业拿出来大做文章。 Stan Lee in an interview, told the reporter, „in the universe setting of surprised movie version, black widow Natasha? Norman Knoff and American Chief Steve? Relations between Rogers, will have to be different from the development of cartoon. These in Ryan and Miss Johnson are in the painted eggshells that «Iron Man» photograph, will have preliminary development.” 斯坦?李在接受采访时,就对记者透露,“在惊奇电影版的宇宙设定中,黑寡妇娜塔莎?诺曼诺夫和美国队长史蒂夫?罗杰斯之间的关系,会有不同于漫画的发展。这些在瑞恩和约翰逊小姐为《钢铁侠》拍摄的彩蛋中,会有初步的展现。” „I like this role, likes the interaction between black widows and American teams leader.” Scarlet when accepting the interview of Disney online channel, said that „During World War II, Steve? Did Rogers save Natasha? Norman Knoff, when they meet again, has crossed was close for 70 years, this is one type separates the feeling of the world suddenly. This feeling will form the huge impact on the character innermost feelings, the ally who when these once fought side-by-side after the senility died, the person who two accepted the human experiment, actually meets by chance in the society of modernization. Also only then they, can understand each other sentiments.” “我非常喜欢这个角色,也喜欢黑寡妇和美国队长之间的互动。”斯嘉丽在接受迪士尼在线频道的采访时,如此说道,“二战时,史蒂夫?罗杰斯救了娜塔莎?诺曼诺夫,等他们再一次相见时,已经过了接近七十年,这是一种恍然隔世的感觉。这种感觉会对人物内心形成巨大的冲击,当那些曾经并肩作战的战友因为衰老而死亡后,两个接受了人体试验的人,却在现代化的社会相逢。也只有他们,才能体会到彼此的心情。” When the reporter asked in the movie universe the black widow and Iron Man relations, obtains Scarlet who Marvel Comics has incited to acknowledge naturally, „Natasha? Norman Knoff and Tony? Stack will have happening together. Because they will form a team, on an Earth most powerful fight combination- Avengers!” 当记者问到影片宇宙中黑寡妇和钢铁侠的关系时,早就得到了惊奇漫画授意的斯嘉丽大方的承认,“娜塔莎?诺曼诺夫和托尼?史塔克会产生交集。因为他们将会组成一个团队,一个地球上最强大的战斗组合-复仇者联盟！” Although the media and senior movie fans guessed correctly lofty aspirations and high ideals in surprised aspect, but this is the first time that some people acknowledged in public. «Avengers» already during Marvel Comics and Walt Disney's plan. 虽然媒体和资深影迷都猜到了惊奇方面的雄心壮志,但这是第一次有人在公开场合承认。《复仇者联盟》已经在惊奇漫画和华特迪士尼的策划之中了。 Tony? Stack definitely is one, after Scarlet's interview, «Iron Man» triggered many attention immediately. 托尼?史塔克肯定是其中的一员,斯嘉丽的采访之后,《钢铁侠》立即引发了更多的关注。 In addition, landed the abc television station by surprised film company manufacture «Agent Carter» in mid April, this mini play mainly told that is changed by? Peggy who Atwell plays? Is Carter losing Steve? Job and life after Rogers, Tony? Stack's father Howard? Stack holds the important actor's pay. 除此之外,由惊奇影业制作的《特工卡特》也在四月中旬登陆了abc电视台,这部迷你剧主要讲述改由海莉?阿特维尔饰演的佩吉?卡特在失去史蒂夫?罗杰斯后的工作生活,其中托尼?史塔克的父亲霍华德?史塔克占有重要戏份。 This anthology is origin to the movie universe and supplement of aegis bureau, Walt Disney places this time to promote, naturally is thinks that the mini play and surprised super heroic movie form the positive interaction, from the viewing ratio and echo of first broadcast collection, the effect is quite good, Peggy who although many people are fondly remembering the Nicole version? Carter, lets one clearly, when the red two Oscar movie queens play the mini play, that is the basically impossible matter. 这部剧集是对电影宇宙和神盾局来历的补充,华特迪士尼放在这个时间段推出,自然是想迷你剧与惊奇超级英雄电影形成良性互动,从首播集的收视率以及反响来看,效果相当不错,虽然很多人都在怀念妮可版的佩吉?卡特,却也明白让一个当红的两届奥斯卡影后出演迷你剧,那是基本不可能的事情。 Although in anthology Tony? Stack had not been born, but the ark reactor and other series of black science and technology, have the embryonic form. 剧集中虽然托尼?史塔克还没有出生,但方舟反应炉等一系列黑科技,已经具备了雏形。 Naturally, small Robert? Tony attended surprised film company specially is the press conference that «Agent Carter» held, as «Iron Man» acting the leading role, accepted the group interviews of many media. 当然,小罗伯特?唐尼特意出席了惊奇影业为《特工卡特》举行的新闻发布会,作为《钢铁侠》的主演,接受了众多媒体的联合采访。 „In the cartoon world, " Iron Man » series, «x Fights Police» with «Spider-Man» and «American Team leader» shares the honor.” Small Robert? With emphasis Tony said naturally was «Iron Man», „this cartoon red dozens years, and has been cared by the reader. Because he is not the biological variant, or was nipped by what insect. He is only a ordinary person, utilizes own IM a steel armor, a human greatest invention.” “漫画世界中,《钢铁侠》系列跟《蜘蛛侠》、《x战警》及《美国队长》齐名。”小罗伯特?唐尼重点讲的自然是《钢铁侠》,“这部漫画已经红了好几十年,而且一直受到读者的关心。因为他不是生物变种,或是被什么昆虫咬到。他只是一个平凡人,运用自己的智能制造出一件钢铁衣,一个人类最伟大的发明。” He is also far from the position that now arrives at Hollywood movie stars, understands that this series regarding own importance, „I think that ‚Iron Man’ is very interesting role ; «Spider-Man» and «x Fights Police», has succeeded surprisedly builds the supernatural power hero, the reason that but this story is very suitable to reorganize is, it touches the social concern, world that as well as we survive. This story about the redemption, the ordinary person who can transform the hero, but he must meet with be able to perform unfortunately.” 他现在还远没有到达好莱坞一线影星的位置,明白这个系列对于自己的重要,“我认为‘钢铁侠’是十分有趣的角色;《蜘蛛侠》及《x战警》中,惊奇已经成功的打造出神力英雄,但这个故事很适合改编的原因是,它触及社会问题,以及我们生存的世界。这个故事关于救赎,还有可以转变成英雄的平凡人,而他必须遭逢到不幸才能发挥力量。” Exactly said that Tony? Stack this role, with small Robert? The experience of Tony, has many things in common, under the public relations of Disney, on the media can see ‚small Robert everywhere? Tony for Iron Man lives’ and so on news. 确切的说,托尼?史塔克这个角色,与小罗伯特?唐尼本身的经历,有着许多共通之处,在迪士尼的公关下,媒体上到处可以见到‘小罗伯特?唐尼就是为钢铁侠而生’之类的新闻。 In brief, all these enhanced the audience to " Iron Man » anticipation. 总之,这一切都提高了观众对《钢铁侠》的期待。 Besides «Iron Man» outside, Disney also above invested the huge financial resource and manpower in «Automobile General mobilization», animation lengthy picture that Pixar Studio produces, is always the guarantee of profit, the profit that especially the derivative has, makes Hollywood any film company Corporation be jealous sufficiently. 除了《钢铁侠》外,迪士尼还在《汽车总动员》上面投入了巨大的财力和人力,皮克斯工作室出产的动画长片,一向是盈利的保证,特别是衍生品产生的利润,足以让好莱坞任何一家影业公司眼红。 In «Seeks Nimmo» screens, Pixar Studio in the movie is «Automobile General mobilization» has had the advertisement, starting from August of last year, the series propaganda plan of movie formally started. 早在《寻找尼莫》上映时,皮克斯工作室就在影片中为《汽车总动员》打过广告,从去年八月份开始,影片的系列宣传计划就正式启动了。 Disney ‚private’ on makes the 3D heavy blows at the cg grand meeting, «Automobile General mobilization» will promote over the next several years «that Attends to Mouse King» «Robot Tile Strength» and «Flying Room Global Recording» four animation big pieces announcement version collectives in advance presents, making many audience be all eagerness to see it loudly, shouts satisfies a craving. 迪士尼在cg盛会‘私’上打出3d重拳,未来几年将推出的《汽车总动员》《料理鼠王》《机器人瓦力》和《飞屋环球记》四部动画大片的先行预告版集体亮相,让众多观众先睹为快、大呼过瘾。 But most was paid attention, when is «Automobile General mobilization» that this summer files are shown to the public. 而其中最被关注的,当属这个暑期档公映的《汽车总动员》。 In the propaganda, Disney also hypes this vigorously is utilization „ray tracing” the first animation work of technology, this technology can help the automobile role as well as their environment is truer. 宣传中,迪士尼方面还大力炒作这是运用“光线追踪”技术的第一部动画作品,这种技术可以帮助汽车角色本身以及他们所处的大环境更加真实可信。 Since " Toy Story » series is published, Pixar Studio has been dominating the leading positions of animated film, now, Pixar Studio produced has been „high-quality animated film” synonym. 自从《玩具总动员》系列问世之后,皮克斯工作室就一直把持着动画电影的领导地位,如今,皮克斯工作室出品早已是“优质动画电影”的代名词。 In order to propagandize «Automobile General mobilization», Walt Disney and Yahoo ! and other many partners, the experience Pixar Studio take the hype again, even influence day after day in huge yutube website home page, but also hung up one specially the video of Pixar Studio manufacturing. 为了宣传《汽车总动员》,华特迪士尼与雅虎等众多的合作方,再次将皮克斯工作室的经历拿出来炒作,甚至影响力日渐庞大的yutube网站首页上,还挂上了一个专门为皮克斯工作室制作的视频。 This video mixes to cut the classical animated movie that passing Pixar Studio produces in the same place, with by the voice of Hooker cowboy- naturally is Tom? Hanks- told Pixar's merit and characteristics you. 这个视频将过往皮克斯工作室出产的经典动画片混剪在一起,配以胡克牛仔的声音-当然是汤姆?汉克斯-向所有人介绍皮克斯的优点和特性。 „Guaranteed that each recent work makes the technical breakthrough, is Pixar personnel pursues the perfect performance, however, beyond the exquisite picture expressive force, touches the will of the people truly, is splendid moving stories.” “保证每部新作都有技术上的突破,是皮克斯人员追求完美的表现,然而,在精湛的画面表现力之外,真正打动人心的,还是一个个精彩动人的故事。” „Story that although Pixar animated film told, was the reality not too coherent world, in which role is impossible to appear, in we lived, they even were not human, but the audience can actually find own shadow, saw the human lovable general character, as well as bad shortcoming.” “尽管皮克斯动画电影所讲述的故事,是一个个和现实不太相干的世界,其中的角色也不可能出现在我们生活中,它们很多甚至不是人类,可是观众却可以从中找到自己的影子,看到人类可爱的共性,以及糟糕的缺点。” „The merit of Pixar Studio most flash also lies in they told that the charm of story, why will we when looking at Pixar animation in the heart be loving? Is what makes us be so infatuated with Pixar's animation role? Also is what stimulated our tear glands suddenly? How all lie in Pixar's work lecture of story, how to tell the story......” “皮克斯工作室最闪光的优点还在于他们讲述故事的魔力,为什么我们会在看皮克斯动画时心中充满爱意？是什么让我们如此迷恋皮克斯的动画角色？又是什么突然刺激了我们的泪腺？一切都在于皮克斯的作品如何讲故事,怎么讲故事……” With including " Automobile General mobilization » principal role, once gave the audience to leave behind the profound impression on the big silver screen the animation role, with Tom? Hanks's illustration voice, passed to front of many network users together. 伴随着包括《汽车总动员》主要角色在内,一个个曾经在大银幕上给观众留下深刻印记的动画角色,与汤姆?汉克斯的解说声音,一起传到了众多的网络用户面前。 In supplying to be bigger than the film market that needs, the importance of propaganda is not under the quality of movie completely, Ryan and Disney Group, will not neglect the function of propaganda because of the passing success, this is a quick rhythm time, is the time of being the eyeball economy, similarly is also a fickle time. 在供大于需的电影市场,宣传的重要性完全不在影片的质量之下,瑞恩和迪士尼集团,并不会因为过往的成功而忽视宣传的作用,这是一个快节奏的时代,是一个属于眼球经济的时代,同样也是一个善变的时代。 As Walt Disney's creative director, the Ryan biggest work, pays attention to the work that Disney subordinate each company and department launch without doubt, present Walt Disney Group, in film and television industry, has walked in most front row of Hollywood, moreover with the lapse of time, the advantage is getting more and more distinct. 作为华特迪士尼的创意总监,瑞恩最大的工作,无疑就是关注迪士尼下属各个公司和部门推出的作品,如今的华特迪士尼集团,在影视产业方面,已经走在了好莱坞的最前列,而且随着时间的推移,优势越来越明显。 The profit that the film and television industry creates is limited, actually under can get online the operation for the entire group line, provides the high-quality content, when the channel of Disney in the expansion, the outstanding content will have the huge market suction without doubt.( Please search the floating astronomy to be continued, the novel is better to renew is quicker! 影视产业本身创造的利润有限,却能为整个集团线上线下的经营,提供优质的内容,当迪士尼的渠道在扩张时,优秀的内容无疑会产生巨大的市场吸力。(未完待续请搜索飄天文學,小说更好更新更快!
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