On the floor of the Disney Headquarters Building, Matthew walked through the corridor and entered a huge conference room, greeted Sean Daniel, Sophia Coppola and others who were sitting next to the long conference table, then came to the other end of the conference table, pulled a chair and sat next to David Ellison.

"I heard you were in some trouble?" David Ellison asked with concern.

The news had already spread, and Matthew had no need to deny it and said, "Yes, someone threatened me."

David Ellison is also an investor in "Fast and Furious 4". Of course, he knew what the crew encountered on the US-Mexico border and said, "Did it be the drug dealer of Tijuana?"

Matthew wasn't sure either, "The possibility is very high."

"Do you want me to help?" David Ellison whispered, "a few little drug dealers..."

Matthew smiled, "I won't be polite to you if I need it."

He looked up at the opposite side of the conference table, where Sophia Coppola, Sean Daniel and the crew's producers in charge of public relations, were discussing in a low voice, and he and David Ellison were idle in comparison.

David Ellison suddenly asked, "It is said that Walt Disney intends to acquire the entire Marvel Comics?"

"They have already started to act," Matthew said simply, "I have a little bit of Marvel shares in my hands, and Disney people have also contacted me. Helen's people are currently negotiating with Disney."

Two business negotiators under Angel Brokerage began negotiations with Disney after Robert Iger contacted him.

At present, the negotiations are basically not bad. Walt Disney will take over 4% of Marvel shares in his hands by using the share price of Marvel Comics at the end of this year.

The share price of Marvel Comics has been rising steadily, and it seems that such a price acquisition is not worth it for him.

But Matthew nodded because he focused on winning another right in the negotiations.

Once the acquisition of Marvel Comics is successful, Walt Disney will not only admit that Matthew and Marvel Comics have an investment option for the next six Marvel superheroes.

In other words, on the basis of the original, Matthew can choose six more Marvel superhero movies to invest in.

This kind of future profit will undoubtedly benefit him more.

Of course, he also understood why Walt Disney was willing to do this. The funds for major Hollywood studios to shoot and produce videos did not come from the studios themselves, and foreign investment also accounted for a considerable proportion.

It would be no harm to absorb investment from No. 13 Film Studio.

"Disney is such a big deal." David Ellison said with emotion, "Robert Iger is very ambitious."

Matthew nodded, "I guess Robert Iger wants to build Disney into the number one entertainment media group in the United States and even the world during his term."

The door to the conference room opened, and Bill Felton, the head of distribution of Disney Pictures and Bowei Pictures, walked in. He first greeted Matthew and others politely, and then started this promotional and distribution conference about "Twilight".

The six major Hollywood companies are very mature in their usual publicity methods. Bill Felton first lets the plan be distributed to everyone participating in the meeting, and then briefly talks about some traditional publicity methods.

There is nothing new about those soft publicity and hard marketing.

"I have to emphasize one thing first." Bill Felton changed the topic at this time, "Twilight is not a popular movie! Promotion must be targeted!"

Matthew nodded slightly and fully recognized this. "Twilight" is a pure teenage love movie, and it is estimated that few adults like it.

Bill Felton emphasized, "The key to film marketing is to explore the core information of the movie and then accurately and effectively convey this information to the core audience, rather than simply informing the movie about it. Therefore, problems in both content and channel dimensions need to be solved in order to improve marketing efficiency."

"Now, when making a movie, everyone hopes for a miracle," Bill Felton said. "A miracle means that your core audience is the general public, which means that you are out of focus. The formulation of a movie marketing strategy is actually the search for the core audience: if a movie cannot be seen by people who like it first, it will not be able to generate a reputation."

To find a core audience, you need to first clearly focus on the temperament and expression of the movie, and create a public opinion environment suitable for the movie through the information channels exposed to the core audience. Bill Felton believes that this is an important step in film marketing.

Matthew didn't say anything, and kept listening. Bill Felton is a well-known teenager marketing expert in the Hollywood industry and has always been researching and formulating strategies for Disney Pictures to promote teenager movies.

There is no doubt that he matches the movie "Twilight".

Nowadays, many investors like David Ellison have entered Hollywood investment. Many people have entered this industry with the halo of movies. Their understanding of the film market and products themselves is still on the surface. They seem to only focus on the "art" of marketing actions, and rarely think about the "Tao" behind it. After all, movies are a complex product that combines various elements such as business, art, culture, and society.

Many people think that as long as you have vitality and ideas in film marketing, it is enough. In fact, what is more important is to study and think about film works and the market with awe, and to truly implement and implement creative marketing plans down-to-earth, which is professional in the final analysis.

Accurately refining the core expression of the movie is the top priority. Doing this step well requires daily accumulation of market cognition and a lot of thinking and communication.

Therefore, Matthew never works as a person who formulates marketing and promotion plans by himself. At most, he only puts forward an idea, but to make the idea a practical plan, it is precisely a professional like Bill Felton.

Of course, some small and medium-sized distribution companies in Hollywood nowadays will also outsource publicity and marketing.

Bill Felton's words continue, "Twilight is a typical youth idol love movie. The first thing we need to impress the teenage audience. Therefore, in addition to the inherent traditional propaganda methods, we must appropriately tilt resources towards online social media."

"Since the rise of social media in 2006, traditional television, paper media, and portals are no longer traffic centers, and media has become more vertical and fragmented, which also means that the audience's attention is becoming increasingly difficult to attract."

"In the era of social media, everyone is a traffic entrance. Faced with such changes, how to integrate media channels according to users' preferences is our focus, that is, precise marketing..."

Subsequently, Bill Felton introduced a lot of publicity and marketing methods for teenagers, and in addition to social media, they also cooperated with other brands.

For example, when cooperating with McDonald's, which accounts for the majority of teenage consumers, it can make money by selling joint promotional products, and the audience can also get in touch with movie information, killing two birds with one stone.

This is also looking for new value-added services outside the box office of the movie.

The movie is so charming that you shouldn't just make some box office money.

The meeting did not last long and ended in less than an hour. At the end of the meeting, Bill Felton emphasized that the distribution of "Twilight" in North America and overseas was led by Disney Pictures and Bowei Pictures respectively.

Matthew had no objection to this. He worked with Disney many times and knew that this was the distribution routine that Walt Disney has used since the new century.

Previously, Disney Pictures was basically only responsible for production and rarely participated in distribution, but Disney's strategy has also changed in recent years.

As we all know, there are laws in America that the three rights of Hollywood film production, distribution and screening must be separated.

For example, Walt Disney has studios, production companies such as Disney Pictures and Touchstone, and also has a well-known Bowei Pictures, which is specially used for distribution.

Bowei Pictures can publish Disney films and other companies' films. In terms of law and finance, it is independent from Disney studios.

In fact, Disney Pictures has been losing money, but Bowei Pictures has made very high profits.

As for the separation from "showing", it is even more important.

The United States has an antitrust bill, and the first person to issue a penalty that year was MGM.

At that time, MGM had its own theater chain, studio and distribution company, production, distribution, screening, and a series of candied haws were pulled down. The problem was big: MGM's theaters only broadcast MGM's films and tried every means to exclude other theater chains. In the end, no one could make money, and only it was the only one who dominated.

Therefore, the US court forced the "separation of production and broadcasting" and asked MGM to split it into three.

Nowadays, the Anti-Monopoly Act has clear provisions on production release and screening. The production and release parties and the screening parties cannot have the same board members, cannot cross-hold shares, etc., so as not to avoid a company becoming a group of monsters that are so powerful that they cannot control.

Promotion is the top priority of commercial films. In Hollywood, it is very particular about when to post official trailers, when to receive media access, and when to open a viral website.

Similarly, the public relations interaction with the media is also very particular. When and how to use it, it is clearly divided; there are high-level mainstream media, such as two times - The New York Times and The Los Angeles Times; it is also divided into gossip media, tmc and so on.

Disney's promotion for "Twilight" is done systematically and plannedly.

In addition, Bowei Film is negotiating with companies across the Pacific Ocean to strive to enter the vast market that is gradually gaining popularity.

Once upon a time, many people said that the market across the Pacific changed Hollywood, but Matthew's observations over the past few years were completely boring speculation.
Chapter completed!