Hollywood legendary director

Lehman's new project is naturally "Reunion".

Back in October last year, when Kevin Fitch was supervising "Iron Man", he was also taking time to implement the plot setting of heroes rallying and confrontation based on the Battle of New York.

With so many starring series, multiple locations, and multiple venues, the estimated cost of shooting is naturally not low. In order to reduce risks, it is also the most common method of film return and warm-up. Advertising placement must be the highlight of the group.

You know, in order to promote their A8 series of sports cars, Audi spent 30 million US dollars in "Iron Man 2" to designate Downey, the protagonist, as its travel model. If it is the lineup of "Reunion", it will be even more popular. In the case of easy speculation, this is actually a large amount of revenue that can be used to stabilize the early development costs. Even in the promotion process, the brand will follow the investment and cooperate to increase the exposure.

Moreover, the scheduled start time is to shoot immediately after participating in the Golden State Comic Show, which is to start shooting in mid-July. Some actors in the itinerary have already signed contracts and prepared in advance. The framing is also proceeding in an orderly manner, even now. Downey, who is promoting the road show, will not be delayed.

The next afternoon, about 3 o'clock.

The driver drove, and Lyman and Kevin Fitch went to the country club together.

The club is a more suitable place for so many people to socialize with each other, mainly those people they invite are also members of the club.

"The two gentlemen have arrived."

The driver parked neatly into the parking space, and Lehman also adjusted his tie.

After getting out of the car, Lehman looked around. There were no fewer than thirty or fifty luxury cars parked in the exclusive parking lot of the club. After walking in, in front of the wide golf course, dozens of people were talking and laughing to each other, their bodies were rich. .

Because it is "Reunion", Marvel invited executives from large and powerful companies responsible for brand marketing. In a way, these people are used to seeing advertising spaces at various price points, and every year There is huge demand for push notifications, such as Coca-Cola, Pepsi, KFC, Procter & Gamble, McDonald’s and other high-premium giants in fast-moving consumer goods, daily necessities, and cosmetics.

These brands are also deeply involved in Hollywood. After all, the two are very compatible. If there is a real demand, they have always been generous. Anyone who spends hundreds of millions of dollars in advertising time on TV stations every year is already very important. Cheap and sometimes cost-effective solutions.

Moreover, the Marvel label’s ability to carry goods, audience stickiness, box office performance, and audience age groups are very good. The subject matter itself is quite positive. If you have seen the effect, you will pay more. For the gold master, not the one asked.

But this is very realistic. It is precisely because they recognize Marvel's so-called large-scale project and the cost-effective window launch capability, that they sent senior executives to the club to look at the situation, evaluate the investment prospects and the funding ratio.

Everyone shows enthusiasm, even if there is competition, they can’t see anything at all. After all, when this kind of thing is implanted, brands in the same field have always been contracted, and they will implement exclusive clauses. Everyone considers whether it is appropriate and how much money to invest. , For Marvel's method of calling competitors together, they all don't care-they can snatch prime-time advertising spaces from various TV stations every year, which is nothing.

Lehman also knows that although his status is not low, everyone is not in a circle. There is no conflict of interest, only mutual achievement. The reason why he is polite is to wait for the window to be valuable enough.

The film itself has the attributes of media communication. As long as it can bring the traffic and realizable capital that the brand can see, then it is reasonable for them to spend money to compete.

Therefore, when greeting Lehman, all the executives had hearty smiles on their faces. Looking at the expressions of him and Kevin, they are not well-known producers and well-known directors, but they may bring huge traffic. God of Wealth.

Among these, the most obvious performance is Angelo, the president of Audi's marketing department who has tasted the benefits. Prior to this, Audi's position in the American car market was very embarrassing. In 2008, they sponsored "Iron Man 1" for the first time. With the purpose of re-setting the brand ——

"When my team and I received the script of Iron Man, we found that Stark was a self-made man. He used technology and personal ingenuity to complete a series of great innovations," Angelo said, "This is how we created Audi brand, so we believe that Audi’s brand image is highly compatible with the characters in the play.” (Original words of interview)

Although Tony Stark is just a fictitious screen image, the impression left by the movie to the audience is real. This reality is reflected in Audi. It is just that the launched models quickly opened up a private space in the sports car market. It reflects the audience of Audi R8 buyers, which coincides with the brand image of creating a "high-end positioning" for young people.

In other words, Audi’s advertising in the Marvel series is very intuitive and effective for brand building, and their cooperation with Blue Butterfly is also very close. Every time the movie is released in the warm-up stage, it starts to follow the corresponding publicity to make potential Customers can enjoy the models driven by movie characters through various channels every day, or directly display stills of the models in its 4S stores, focusing on using the elements in the movie for publicity.

After all, behind the so-called overwhelming bombing, it is inseparable from the support of these sponsors and sponsors. Everyone works together, and it is difficult not to impress the audience.

The reason why Audi cooperates so well is also because in the past two years of cooperation with Marvel Films, consumers’ public opinion index and brand awareness of Audi have increased year by year, and sales have continued to rise, which truly demonstrates the cooperation between movie IP and car brands. , And finally realized such a successful case of mutual benefit.

If the effect is not good, how could Audi be willing to spend money.

In the case of the same tone-each brand has its own positioning, and "sense of science and technology" is the word Audi has always been talking about. "Break through technology and inspire the future" is what it reshapes and is committed to delivering The brand concept, precisely, "Iron Man" is the embodiment of Marvel's most technological vocabulary series.

Therefore, before coming, Audi's senior management also continued to firm up the bundled implantation plan. In other words, they want Iron Man to become the incarnation of Audi. When they see familiar movie elements appear, the audience will think of Audi.

"Lyman..." Angelo greeted him.

"Hi, buddy." Lyman shook his hand happily.

I have invited so many people today. Only Audi is the only luxury car field. It is enough to know that Lehman does not want the audience to think of Iron Man after seeing Audi elements, and Audi can also play a leading role in responding, because two The cooperation between home and family is too close and too frequent, and other brand giants are not as close as Audi...