As December approaches, the publicity and promotion work for "La La Land" is progressing at full speed.
As a director, Wang Shu works behind the scenes. Under normal circumstances, the publicity and promotion work mainly relies on the actors in the crew.
It’s just that the starring team of “La La Land” is not as famous as his director, so he had to step to the front.
In fact, the promotion of a movie is usually divided into 7 steps.
1. Clarify the promotion and marketing goals: First, it is necessary to clarify the market positioning and target audience of the film, determine the brand image and communication direction of the film. At this stage, it is necessary to conduct in-depth analysis of the film's subject matter, style, cast, etc., in order to determine the core selling point of the film.
2. Formulate publicity and promotion strategies and plans: formulate appropriate publicity strategies based on the target audience and film characteristics, including the selection of online and offline publicity channels, planning of publicity timelines, setting of important publicity nodes, etc. At the same time, formulate a detailed publicity plan, including the production of publicity materials, arrangement of publicity activities, media promotion, etc.
3. Execution of publicity and promotion activities: During this stage, various publicity activities will be carried out, such as press conferences, movie premieres, celebrity meet-and-greets, etc., to attract the attention of the media and the public. At the same time, online publicity will be carried out, including social media promotion, advertising, cooperation with film review websites, etc. In addition, word-of-mouth marketing will be carried out to spread film information through reviews from film critics and word-of-mouth from the audience.
4. Warm-up period: Before the movie is released, a series of warm-up activities are carried out, such as the launch conference, the wrap-up conference, the release conference, etc., and posters and trailers are produced and released.
5. Intensive period: When the movie is about to be released, increase publicity efforts and expose promotional materials through various channels, such as pilot posters, character posters, final posters (trailers), etc. At the same time, organize previews and premieres, and conduct city roadshows and variety show cooperation.
6. Tracking period: After the movie is released, continue to conduct film critics’ reviews and box office tracking reports to maintain the popularity and topicality of the movie.

7. Evaluation and feedback: During the entire promotion process, we continuously collect feedback information, evaluate the promotion effect, and adjust the promotion strategy and activity plan according to the actual situation. The evaluation results of this stage also provide valuable experience and reference for future film promotion work.
For the movie "La La Land", it is not advisable for the publicity department to praise the crew and actors.
Because except for Ryan Gosling, the other actors have no say.
Therefore, before its release, the core selling point of "La La Land" was that it was directed by Wang Shu.
In order to highlight Wang Shu's outstanding performance, his many works will be listed one by one to show their value.
For example, the promotion of "Interstellar", which has just been taken off the theaters, can take advantage of the opportunity to take advantage of the popularity of "La La Land".
Xuan Fa clearly stated that "La La Land" is the painstaking work of the director of "Interstellar", a movie that grossed $ million worldwide.
Of course, "La La Land" is an art film, and its publicity and promotion efforts are much smaller than those of commercial films.
But, no matter how small it is, it is just a change of name.
For example, before a commercial blockbuster is released, there will be overwhelming media promotion, advertising, movie posters, etc.
Art films do not have such a big budget, and the scale of publicity and promotion is much smaller.
Just like the promotion of "La La Land", the main focus is on highlighting Wang Shu's direction and listing Wang Shu's achievements in order to attract people to go to the cinema.
…………
"Director Wang, are you returning home for the Spring Festival?" Fan Binbin asked while having dinner with Wang Shu.
The promotion of "La La Land" began, and she would not miss the opportunity to appear on the international stage, so she squeezed out time to come to Los Angeles.
"It depends on the situation. If you have time, you can go back. If you don't have time, you can't go back." Wang Shu continued.
2011年奥斯卡金像奖的颁奖典礼是在2月27日,除夕是在2月2日,理论上是有时间回国的。
Even the 2011 American Television and Film Golden Globe Awards held its awards ceremony on January 1.
Even the 2011 British Academy Film Awards held its awards ceremony on February 2.

As for other film award ceremonies, I don’t have to go.
Therefore, Wang Shu has time to return home for the New Year.
And he did plan to return home for the New Year.
However, in response to Fan Binbin's question, the answer was ambiguous.
Fan Binbin nodded and complimented with a smile: "Interstellar has a global box office of million US dollars. If you return to China, President Han will definitely ask you to make a movie."
"Haha." Wang Shu laughed and said, "He has always wanted to make a blockbuster."
Fan Binbin blinked and looked at Wang Shu intently, then asked with a faint smile, "Do you have any ideas?"
Wang Shu laughed when he heard this and said, "It depends on the situation."
"You also know that Interstellar grossed $ million worldwide. Now many people in Hollywood want me to make movies."
Although this was not made clear, Fan Binbin understood it in his heart.
Wang Shu is now very successful in Hollywood and should continue to make his mark here. It would be a waste of time for him to return to China to make movies.
Because it is difficult to achieve a box office of million US dollars by making a Chinese-language film in China, even if it is made into a co-production and released globally.
However, making movies in Hollywood can not only achieve this box office, but even higher.
Fan Binbin sighed softly and said, "I was thinking that if you returned to China to make a movie, I would have a chance to participate in it."
Wang Shu is not a bootlicker, and when he heard this, he did not rush to respond, "Even if I make a movie in Hollywood, you will have the opportunity to participate in it."
Instead, he smiled and said, "I won't stay in Hollywood forever. If there is a suitable opportunity, I will return to China to make movies."
This was not what Fan Binbin wanted to hear.
She pretended to say that casually, originally wanting to lead Wang Shu to tell her about the opportunity to act in a Hollywood movie, but Wang Shu didn't understand.
"Ah~" Then he pretended to sigh, "You said you wouldn't stay in Hollywood forever, but I can't say for sure how long."
Wang Shu smiled and didn't say anything.
Fan Binbin was silent for a while, then changed the subject and said, "There is one more thing, Director Wang, do you know?"
"What's the matter?" Wang Shu looked up and asked.
Fan Binbin pursed his lips and said with a smile: "I heard that Huayi and Shanghai Film Group both have the idea of ​​making a science fiction blockbuster."
"A science fiction blockbuster?" Wang Shu was a little surprised when he heard that, thinking, has he finally flapped his wings?
In recent years, science fiction films have achieved impressive box office results. Domestic film and television companies such as Huayi and Shanghai Film Group must be unable to sit still and will inevitably invest in similar projects.
It’s just like selling buns at a roadside stall. If there are a lot of people buying them, it won’t be long before someone else comes and sells buns too.
Wang Shu makes money with every science fiction film he makes. Film and television companies in both sides of the Taiwan Strait and Hong Kong and Macau are unlikely to sit back and watch him make money, but will flock to this market.
"Yes." Fan Binbin nodded and said with a smile, "Maybe he couldn't sit still after seeing your movie making money."

Both Huayi and Shanghai Film Group are wealthy film and television companies, and they also invest in other films.
Now that science fiction films are making money, it’s natural to want to invest in science fiction films.
However, at this stage, it is the science fiction films directed by Wang Shu that make money, not just making science fiction films.
Whether the audience will buy it or not will only be known after the science fiction films of Huayi and Shanghai Film Group come out.
如今已经到了2010年底,明年就是2011年,后年就是2012年。国内的电影市场也进入快车道,10亿、20亿、30亿票房将会相继出现。
Huayi and Shanghai Film Group are now making a science fiction film. Even if they are completed quickly, it will start shooting next year and be released the year after.
The year after next is 2012.
This year, the movie "Lost in Thailand" earned billion yuan at the box office.
There were as many as 1 movies (including foreign-language films) whose box office revenue exceeded 44 million yuan throughout the year.
Therefore, even if the investment in a science fiction blockbuster is relatively large, as long as it is not super large, by 2012, the domestic market will be sufficient to recover the cost.
Wang Shu asked curiously, "Huayi invested in a science fiction film? Who directed it? Feng Xiaogang?"
If he was on stage, Wang Shu would definitely politely call him Director Feng.
However, in private, as a consecutive Oscar-winning director, there is no need to keep referring to him as Director Feng.
"I don't know... I think so..." Fan Binbin shook her head, indicating that she was not very clear about the matter.
Seeing this, Wang Shu immediately asked, "What about Shanghai Film Studio? Who are you looking for to direct it?"
"I don't know about that either." Fan Binbin continued, "I just heard that Shanghai Film Group was looking for someone to write a script for a science fiction film, and then the news came out."
“I heard that Shanghai Film Group initially wanted to purchase the film and television adaptation rights of The Three-Body Problem, but the film and television adaptation rights of this science fiction novel have already been bought by Huayi Film Group.”
"The Three-Body Problem?" Wang Shu was a little surprised again. He didn't expect that Huayi had obtained the film and television adaptation rights of this novel.
Fan Binbin nodded: "I see that many people have recommended this novel to you, hoping that you will adapt it into a screenplay and make it into a movie."
Wang Shu listened to this and said calmly: "I have always been in Hollywood, I don't know this."
It's not that he doesn't know, but that he doesn't pay attention.
He is interested in the novel "The Wandering Earth" and has already obtained the rights to film and television adaptation.
Even if Liu Cixin’s science fiction novel is to be made into a movie in the future, it will be "The Wandering Earth".
As for "The Three-Body Problem", whoever wants to shoot it can do so. He has never thought of touching it.
"That's a pity. Huayi got there first." Fan Binbin felt sorry for Wang Shu.
"It's okay." Wang Shu smiled. "There are many producers in Hollywood who have the copyrights of various science fiction novels and want to cooperate with me to make movies. I am just waiting and watching."
"So if you miss it, you miss it. It's no big deal."
When Fan Binbin heard this, he thought it made sense. Wang Shu had no shortage of producers in Hollywood who came to him on their own initiative. He couldn't even pick all the projects here, let alone return to China to shoot "The Three-Body Problem."

At the same time, I also gained a new understanding of how "popular" Wang Shu is in Hollywood.
Compared to Zhang Ziyi and Gong Li, who found it extremely difficult to get a role after arriving in Hollywood, Wang Shu's situation was just the opposite.
It was the producers and film and television companies in Hollywood who begged him to cooperate, rather than him seeking opportunities in Hollywood.
Fan Binbin knew very well that with Wang Shu's status, although it was unlikely that she would be chosen as the heroine of a Hollywood film project, it would only take a word to choose her as the second or third female lead.
Since he has reached Wang Shu's level, he is now able to negotiate terms.
It can be said that if you want to work with him, you must give her the role of the second or third female lead.
Fan Binbin believed that with Wang Shu's influence, as long as it did not involve a key role like the leading actress, even projects from the eight major Hollywood film and television companies would agree to this condition.
The prerequisite is that Wang Shu is willing to make such conditions for her.
In fact, Fan Binbin has always wanted to ask Wang Shu to propose this condition when working with a Hollywood production company, but she felt that even if she and Wang Shu had a frank relationship, it was not serious enough.
In particular, Wang Shu also knew that she had a boyfriend.
Fan Binbin couldn't bring herself to speak when she thought about a woman who already had a boyfriend proposing this kind of thing to another man.
She stopped eating, propped her chin with both hands, and said sincerely with sparkling eyes: "I really envy you!"
"What do you envy me for?" Wang Shu took a bite of meat and looked up and asked.
"I'm so popular among producers and film and television companies in Hollywood," said Fan Binbin.
Wang Shu smiled and said, "They just want to see that the movies I make can make money."
Fan Binbin sighed and said, "It would be great if I could be sought after by producers and film and television companies like you in Hollywood..."
Wang Shu did not respond after hearing this. Everyone has the right to dream, and Fan Binbin is no exception.
After dinner, Fan Binbin did not return to the hotel, but followed Wang Shu to his apartment.
After a while, Wang Shu lay on the bed, looked at Fan Binbin and said comfortably: "If you like it, eat more."
Upon hearing this, Fan Binbin rolled his eyes.
She didn't like eating, and she wouldn't have worked so hard if she didn't want something.
……
The next day, Fan Binbin returned to the hotel early.
There was a movie promotion event in the afternoon, so she needed to go back to the hotel to put on makeup and dress up.
Fan Binbin is a very busy man nowadays. Although he squeezed out time to come to the United States to promote the movie "La La Land" with the crew, he had to return to China after only a few days.
Because she has many activities or announcements in the country.
Fan Binbin's busyness is not limited to filming, she also has many activities to attend.
Therefore, I only stayed in the United States for three days and then flew back home.

Wang Shu is still promoting "La La Land" with the same crew in the United States.
During this period, it was inevitable to meet with Stone, Alexandra Daddario and others from time to time.
When meeting with them, even if Wang Shu, as a consecutive Oscar-winning director, does not take the initiative, Stone and Alexandra Daddario will.
Fortunately, Wang Shu is in good health now, otherwise he would not be able to bear it.
"Shu, do you like Emma or me?"
Wang Shu's apartment, Alexandra Daddario asked while teasing him.
If he was a scumbag, and Stone wasn't here at this moment, he would definitely answer without thinking: "You".
However, Wang Shu was not a scumbag. He answered without thinking, "I like them all." (End of this chapter)

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