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Dwayne Johnson is back for more big-screen adventures in this week's skyscraper
Legendary and Universal, estimated at $ 129 million, projects Johnson as a veteran injured. brought to Hong Kong to evaluate a mbadive new building. He and his family are there at the same time as the building is targeted by a group of criminals.
This is Johnson's second major release this year, after Warner Bros. Rampage which brought in $ 99 million nationally and $ 425 million globally.
The film, which carried his summer popcorn Die Hard and Towering Inferno influences on his sleeve, is following for 33 to 40 million of dollars. Here's how the marketing for the film went:
The Posters
Johnson jumps from a crane to the broken window of a flaming building on the first poster, a busy urban landscape behind the action. So, it is clear that we are in summer action territory here, with a story that is sold primarily on the belief that the audience will react to a large sequence guided by a show.
Reaction to the poster, published in February to not overlap with Sony's Dwayne Johnson-starring Jumanji was, of course, that it was ridiculous. In a fun thread, a Twitter user even did the math on the Jump Physics and found that in no scenario did he enter this window.
The following poster shows an extreme closeup of Johnson while he hangs outside the mbadive skyscraper in which he is stuck, flames coming out through the windows floors below him. Another shows him driving his daughter through the flames as a way of conveying human issues into the story.
Two posters revealed by Johnson in early July recognized the cultural inspirations of the film, placing his picture as well as images of the building. film and some of his promotional messages within a leaf resembling those of Die Hard and Towering Inferno .
The Trailers
The first trailer (16.4 million views on YouTube), also released in February, begins by showing that Johnson is – or was – a soldier who suffered an injury resulting in the loss from one leg. Now he is a security consultant who has been brought to give his opinion on a new building, the largest ever built. And his family was brought in because that's how it happens. When a group of terrorists invade the building and start to explode things, Johnson is the only one who can stop them, all to protect his family.
The second trailer of May (3.2 million views on YouTube) gives us a little more backstory before pushing it into the skyscraper situation that it must then escape and save his family. The rest of the trailer is filled with a few wisecracks, a few nods in the sense of ridiculous history and lots, lots of action and far reaching pieces.
A final trailer (3.8 million views on YouTube) released in early July, just a few weeks before the release of the movie, began with an extended version of the scene where Johnson sails outside the building before offering some extra cuts to help establish the stakes.
Stunts for Advertising and Advertising
The first look we had at the film was in the form of a Super Bowl TV commercial that gave us the smallest outlines, by jumping on any character development or story in favor of showing the public huge show involving Johnson jumping cranes and fighting the bad guys to save his family.
AMC Theaters and Real 3D offered a virtual reality experience that recreated the scene from the trailers and posters that had the attention, na is the case of Johnson who jumped from A construction crane at the fire building across a huge moat.
For promotional partners, Universal lined up a few brands to help with additional marketing efforts:
► Carl's Jr./Hardee's, which Cathay Pacific, who offered a special screening of the film and he later teamed up with the Hong Kong Tourism Board during a raffle to reward the winner of a trip to Hong Kong. 19659002] The film was part of the studio's CineEurope presentation in June, about the same time Universal was publishing a short column with Johnson and other people telling the story and the characters and how they wanted to convey a message about injured veterans. history.
Just a week or so before the movie reached the theaters, a featurette was released with director Rawson Marshall Thurber not only talking about working with Johnson in general but specifi Causing the incredible scene of Will Sawyer jumping from the crane to the building. Thurber notes how the scene was inspired by The Fugitive and Harrison Ford's jump from a barrage to avoid Tommy Lee Jones as well as by stories of true veterans who shared the stories of what's going on. They accomplished after losing a limb.
Overall
Given the importance of overseas markets and Johnson's popularity outside the United States, it makes sense that he, as well as D & D Other members of the cast, be present in Hong Kong. talk about how much they love the city, why the story is there and more.
The campaign has its inspirations on its sleeve in many ways. The overall mood released by the initial trailer and poster, namely that it was a return to the old-world disaster movies on the big screen, is explained in the retro posters shared by Johnson in the last weeks of the campaign. The comments of the star and the director on how they were able to represent wounded veterans on the screen clearly show what it meant to them.
The film has a window a week before the sequel to Sony Denzel Washington The EQ 2 hits the theaters. If the tracking estimates are valid, it could be one of the most important films to have been opened this year, but if the campaign did not reach the audience, tired moviegoers might choose to take a break or give priority to their family. like Hotel Transylvania 3 .
Chris Thilk is a freelance writer with 15 years of experience in the social media and content marketing industry.
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