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《钢铁侠3》在上周五北美正式上映,不过这回中国影迷受到一个特殊的礼遇:比欧美提前两天开画,单是首映头天便怒斩2120万美金票房。这部包含众多高科技元素的电影在中国内地可谓赚足眼球。

记录不仅于此,我们也看到了国内一线演员范冰冰与王学圻“友情”加盟好莱坞大片,强大的某牛奶广告品牌植入其中。这源于电影制片方DMG公司基于中国市场策划的“精准营销”。

包括电影的主角Robert Downey Jr,不仅亲自莅临中国参加首映仪式,同时开设新浪微博的账户。对了,这人还没有Twitter账户

Robert的新浪微博账户开设于4月24日,10分钟后发出第一条“Hello China”开头的微博。文中发表其对于四川雅安地震遇难者的哀悼,这条微博迅速被转发超过一万次,据外媒报道,虽然Robert不怎么玩社交媒体,但他懂得如何深入群众,Robert在另一条微博写道:“在美国,了解我的人都知道,我对关于中国的一切都很感兴趣。”

毫无疑问,Robert使用的微博属于社会化营销里最激进的一种,制片厂商Marvel与DMG公司针对Robert建立起了好莱坞明星与中国大陆影迷的在线互动平台,通过与中国微博广告营销公司“粉丝堂”的合作,开展市场营销,Robert只是其中之一。

粉丝堂是一家定位为“ 国际一线艺人明星以及运动员粉丝互动平台”的公司,并不是一个评论互动的产品,只是简单的一项把国外明星在Twitter上的留言翻译成中文并发布在微博账户上的服务,已有的明星客户包括 《吸血鬼日记》的Ian Somerhalder,篮球运动员 Dwyane Wade等。

显然,这回是钢铁侠希望能在国内多卖些电影票,实际上也没有多少个像Robert这样的在国内拥有众多微博粉丝的明星,国外媒体的记者表示,他们也很感兴趣在这部电影下画后,这种略带尴尬的恭维式对话能维持多久,这种为取悦中国政府及观众针对性“重写内容”的做法已经开了先例,制片方对以电影明星为影迷基地的商业价值十分看好。


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