What you see is not only star wars, but also the ten-year marketing history driven by Internet technology

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Similarly, with the development of the Internet in recent ten years, the promotion and marketing of Star Wars has become more exciting and diversified. While constantly refreshing various box office records, its promotion and marketing have become increasingly diverse due to the development of Internet technology in recent years.

It was not until the emergence of Star Wars: the awakening of the force that this film series, which was the most commercially successful in history and had the most far-reaching impact on American culture, finally came out of its previous trough and radiated new vitality. Similarly, with the development of the Internet in recent ten years, the promotion and marketing of Star Wars has become more exciting and diversified

introduction: the hottest event in the film circle this week is Star Wars 7: the awakening of the force, which is on display in China today. After the film was released in overseas Cinemas at the end of last year, the box office broke records one after another, breaking the 700 million mark in North America, and the cumulative global box office rose to 1.5 billion. While constantly refreshing various box office records, its promotion and marketing have become increasingly diverse due to the development of Internet technology in recent years

Impressive, Most Impressive.

Darth Vader's lines are undoubtedly the best description of the recently released star wars: the force awakens (hereinafter referred to as "the force awakening")

This movie is breaking all kinds of box office records

On December 16, 2015, "the awakening of the force" was first released in 12 countries around the world, and it was no surprise that it grabbed the top of all box office charts, with a total box office of $14.1 million. The next day, the film was released at midnight in the United States, with a box office of $57million, breaking the record of "Harry Potter and the Deathly Hallows 2". On December 18, the film was officially released in North America, becoming the first film in history with a single day box office of more than 100 million, The domestic box office of "the awakening of the force" reached 247 million US dollars in the first week, and the box office in the overseas market reached 281 million US dollars

after its release, the awakening of the force easily broke various box office records source: boxoffice mojo

" I prefer Star Wars. Of course, as long as the original trilogy. " In this year's popular original novel the Martian, engineer Jack triff told NASA's Mars program director humanities Carter

More than a decade ago, the trilogy of the prequel to star wars, which was once highly expected, finally encountered unprecedented criticism and boycott. It was not until the emergence of the awakening of the force that this film series, which was the most commercially successful and had the most far-reaching impact on American culture in history, finally came out of its previous trough and radiated new vitality. Similarly, with the development of the Internet in recent decades, the promotion and marketing of Star Wars has become more exciting and diversified

 the changes in marketing are also the epitome of the development of the Internet and technology over the years. Let's look at the reporter's extreme record: 

previous history of virus marketing 
"The awakening of the force" is the fifth film directed by J. J. Abrams. This is almost the most original and imaginative producer in Hollywood today. After directing his debut film "mission: Impossible III", he did not launch any film works, but as a producer launched "Cloverfield" in 2008
From the perspective of marketing, Hollywood films can be divided into two times with this film as the node: pre clover era and post clover era previously, no film could operate virus marketing and social communication on the Internet with such ease
the beheaded statue of liberty in the trailer first disclosed makes this work produced by JJ full of topics and gimmicks
in 2007, with the box office boom of transformers, an unnamed movie trailer that only shows JJ production and 1-18-08 attracted extensive attention and discussion. Later, the website www.1-18-08.com was found by netizens, and a large number of pictures related to the plot scenes of the movie appeared on this website.

Photos first posted on www.1-18-08.com
the website successively released night vision pictures of the army fighting against monsters, etc. 
soon, www.slusho.jp was also found by curious netizens. Slusho is the logo on the shirt worn by a leading actor in the trailer. A deep-sea adventure story appeared on the website and buried some clues about monsters in the film. Then the clues continued to lead to the website tagruato. A report on the website mentioned that offshore drilling platforms were protected by the environmental protection organization t.i.d.o Wave attack. On the MySpace page of a character in the film, what appears is his relationship with other characters
the location of the deep-sea drilling platform is very close to New York in the movie
co producer Bryan Burk introduced in the interview that in the past, films used a big publicity method, but" the clover archives "did the opposite, deliberately adopting this mysterious and abnormal approach.

in fact, all netizens and fans involved in decrypting and mining these websites know that these serious websites are a means of film marketing. However, because the" Clover archives "adopts the way of pseudo documentary, the story background and characters can only be filled by the hidden details in these virus marketing websites. Therefore, it can be said that the" Clover archives " A truly interactive film, these virus marketing methods themselves are part of the film
the low-cost" Clover archive "has achieved a far greater publicity effect source: Google Trends

the virus marketing of the clover archives finally achieved excellent results, although iron man and Indiana Jones 4 Its production cost and box office are much higher than it, but it is completely unmatched in Internet search. Relying on excellent marketing methods and film quality, this suspense horror film with no stars and a production budget of only $25million finally achieved a box office result of $170million worldwide
The dark knight, also released in 2008, uses this marketing technique to an astonishing degree

as a key role in the dark knight, this campaign poster of prosecutor Dante was pasted all over more than ten cities in the United States before it was released

the two websites launched successively correspond to the plot of the film
as early as May 2007, the website ibelieveinharveydent.com was launched. With the supporting offline publicity activities, a series of poster publicity activities were praised by the Los Angeles Times as" one of the most interactive film publicity activities in Hollywood history " 。 Later, the website ibelieveinharveydenttoo Com was also found by netizens that every time a user submitted his email, he would deal with a prospect. In less than 24 hours, tens of thousands of users visited the submission email, which finally made the clown image played by Heath Ledger known to the world. However, the website quickly deleted this picture
the media in the film has been grafted into real life

at the same time, with the help of Gotham City, where the film plot takes place, the publisher has derived from Gotham times, Gotham cable news network and other offline fan activities and plots, and launched the why so series activity to further create topics.

the publisher also launched a website of citizens for Batman, and sent promotional materials including Batman masks, brochures, etc. to fans and netizens offline by sending pizza. Finally, this offline activity achieved extraordinary results, and Batman's logo was even spotlighted on Woolworths building in New York.

it is estimated that the producers spent more than US $100million on the marketing of the dark knight, and the production cost of the film was only US $185MILLION, but the comprehensive, three-dimensional and high coverage promotion finally achieved a huge return, with the local box office alone reaching US $534million - regardless of inflation, before 2009, there were only dark knight and Titanic in the history of American films The box office of the two films exceeded $500million
In May, 2008, George Lucas said in an interview, "there is really no story to tell."
 Star Wars Program
In October 2012, George Lucas, the father of star wars, sold the copyright of Lucasfilm and Star Wars to Disney
January, 2013, J J. Abrams took over as the director of "the awakening of the force". Due to the midway change of screenwriter, the film's originally scheduled summer season of 2015 was postponed to the end of the year
meanwhile