Chapter 362 Dances with Wolves is hot before it airs
“Does this movie have award potential?”
Eisner had no doubts about Ronald's vision, and the film would definitely not lose money. But he had doubts about the film's award-winning potential. To do a joint distribution, not only the distribution costs, but also public relations, film critics and next year's
The cost of the Oscars. What kind of public relations investment is made and what kind of benefits can be obtained need to be considered.
"Does this movie have award-winning potential?
Katzenberg was angry when his boss questioned him. He immediately called Ronald and asked Ronald the same question.
"I can't tell. You know I'm still confused about the Oscars. I don't know how to please the judges..." Ronald thought to himself, if I say that such a western film can win the favor of the judges, you will too.
I don’t believe it...especially when it comes from my mouth.
"We are very willing to jointly distribute this film with you, but the Oscar budget is fixed, and we can only be responsible for part of the normal publicity and public relations expenses. If you want to make additional awards..." Katzenberg said implicitly,
Disney is only willing to pay normal money. If you want to win the prize, you have to pay it yourself.
"No problem. My public relations consultant has made good arrangements for Dances with Wolves. It doesn't cost much extra."
Ronald felt that it was normal for people to consider how much money they would spend and how much profit they would get. He happened to bring some of Michael Gray's marketing plans, so he made a brief introduction to Katzenberg.
Originally, Ronald was going to rely on daydreams to publish it himself. The company was small and had little power, so he had to do it creatively and not just spend money on public relations like "Rain Man" did back then.
The first is to cooperate with the largest Indian organization, the National Indian Education Association.
This organization is cross-tribal and cross-regional, aiming to improve the education level of Indians and preserve Indian culture. In the hearts of Indians and the people, this association that educates children has a better reputation than other Indian associations.
many.
The first round of hype for "Dances with Wolves" came with them. The first was to promote the participation of the Sioux Indians in the film. More than 150 Sioux people were hired as extras.
In order to truly reflect the Sioux culture, this film did not have white actors put on paint to play the roles of Indians like traditional Hollywood. All Indian characters were played by purebred Sioux people from the Rosebud Reservation in South Dakota.
of.
Sioux clothing was truly traditional, made of real deerskin. Buffalo hides, feathers and beads were used for accessories. Kathy Smith, a 19th-century Plains Indian expert from Black Hills, South Dakota, was brought in for consultation
Costume and production design.
These contents will first be broadcast on a large scale on Native American radio programs, and then distributed nationwide through radio and television networks. Kathy Smith will be a guest to show off the traditional costume culture on TV.
Kathy Smith was very cooperative. She just needed this to get a university teaching position. It was a win-win situation.
The second public relations attempt was to cooperate with the Nature Conservancy in America and the World Wildlife Fund, and let Kevin Costner and Mary McDonald shoot public service announcements for them.
The Nature Conservancy aims to protect plants, animals and land and water sources to maintain some natural animal and plant communities that represent biodiversity. This charitable environmental organization is not as famous as the World Wildlife Fund, but it has a good reputation in America.
More than 88% of the donations they raised were used for real conservation causes, and only 12% was used for their own operations and staff salaries, which is considered a clean stream among charitable organizations.
The World Wildlife Fund is even more famous. They have the cutest black and white photo of a giant panda as their emblem, and most children in America know them.
It just so happens that these two associations also need Hollywood stars to be their spokespersons. The theme of this "Dances with Wolves" is the harmonious coexistence of humans and animals, the kind of Sioux Indians who do not kill animals indiscriminately and in moderation.
Attitude, very suitable for the purpose of both charities.
Both parties had publicity needs, and they hit it off immediately. The two actors wore Sioux costumes and used the Sioux concept of harmonious coexistence to promote environmental protection and animal protection.
The third public relations attempt was to cooperate with the PBS station where Helen Slater's father worked, to produce a documentary about Indians and early American pioneers, "Searching for the American Frontier."
The so-called American Frontier was the slogan of the mainstream narrative of America during the westward expansion movement. In the first half of this century, the public was immersed in Hollywood western films all year round, and it can be said that this slogan has developed a conditioned reflex.
When you hear it, you will think of cowboys and the West, defeating the Apaches who are accustomed to scalping Indian tribes, or the Comanche tribe, exchanging materials at cheap prices with the peaceful Sioux tribe to make a fortune, and finally taking the beauty home, etc.
plot.
This slogan is so deeply rooted in the hearts of the people that in the TV series "Star Trek" that has the most influence among American science fiction fans, Captain Kirk's famous saying is "Space, the final frontier, this is the mission of the Enterprise."
The spirit of exploring strange new worlds, looking for new life and new civilizations, and bravely going to places where no one has gone before has also been moved to the commercial battlefield and has become America's most iconic spiritual force.
The documentary series "Rediscovering China" hosted by Helen received good reviews after being released on PBS. Gerald Slater is ready to strike while the iron is hot and shoot documentaries about all civilizations in the world. Following the second series of "China",
These are the many indigenous tribes of America.
This documentary borrows the concept of "American Frontier", but is shot from the perspective of the Indians, which is consistent with the purpose of "Dances with Wolves".
This chapter is not over yet, please click on the next page to continue reading! In addition to guest appearances by Kevin Costner and Mary McDonough, Daydream Films also ran a sweepstakes to reward five lucky viewers who watched the documentary
, receive a seven-day in-depth tour of an indigenous village in southwest America worth US$3,000.
The official lottery draw will be on the scheduled release date of "Dances with Wolves". In addition to sightseeing, there are also opportunities to get up close and personal with stars. Kevin Costner still has a lot of fans among female audiences. This
The event received a lot of registration letters.
Katzenberg was relieved when he heard this. With this approach of spending a small amount of money to do big things, it seems that Ronald did not spend too much energy on public relations for the Oscars. He will not become a laughing stock because of missing the Oscar. He will soon be released in the joint
signed the agreement.
"Your plan is really good. It's not like the big studios I've worked for, which have one purpose - to get money.
"Happy cooperation, Mr. Katzenberg." Ronald took the agreement and handed it to Michelle Cannold beside him.
He turned back to get his coat and cursed in his heart, "If I had money and resources like you, could I still think of this way to do public relations? Although the free page is good, it is completely out of control. How many times can it be posted?
, what page should it be on? How many minutes can the TV host give? How many times can it be replayed? It’s not like you at Disney, where the money is given and you can say it as many times as you want.”
…
"We are very happy to invite Tantu Cardinal and Rodney Grant, two Sioux Indian actors. They are actors in the new film 'Dances with Wolves' that has just been completed. I heard that this
In the movie, you were naked... riding a horse? Right?" The fat host was making the opening remarks of the show in a New York studio.
"Hahaha..." The audience was amused and laughed.
The talk show of Richie Lake, Ronald's former assistant, invited two Sioux actors from "Dances with Wolves" to come on the show today. It was a side joke from the beginning because the Sioux Indians in the movie
Soldiers all ride bareback horses. There are many jokes about Indians riding horses in America, and the one Lake mentioned is the most famous one.
"Actually, we are all wearing traditional tribal clothing. The so-called light... riding horses are all rumors."
The two Indian actors pretended to be serious and refuted the rumors, and then laughed together. The atmosphere at the scene was very good.
"I heard that the star and director of this movie, Kevin Costner, respects Indian customs very much. All the costumes, decorations, customs, and houses are based on the Sioux traditions of South Dakota?" Lake
I started to praise the movie. Anyway, in this kind of program, you can't spoil it, you can only praise it from surrounding places.
Fortunately, the public relations tone set by Ronald and others is from the perspective of respecting customs. This kind of guiding question, hello, me, hello, everyone.
"No, actually there are some inaccuracies..."
In the movie, Rodney Grant played the most powerful warrior among the Sioux tribe. He smoothed his long shawl hair and said something that did not follow the script.
"Ah? Is there any inaccuracy? Can you disclose it?" Rich Lake liked this kind of performance very much. If it were all according to the script, the audience would not like it the most. Such controversial answers are fun.
"You will be able to see the movie in two months. If you don't want to wait that long, you can go watch the screening next month." Rodney Grant did not forget to promote the release date of "Dances with Wolves"
.
"In the movie, there is a Sioux child who made a mistake and was afraid that his father would punish him by "breaking a bow on his back."
"Why, isn't this in line with the punishment of the Sioux?" Rich Lake asked along the way. The audience, which was mainly young people, loved this kind of strange news and gossip.
"No, we Sioux people will never beat our children. Only the Pani people will do this..."
"Hahaha, oh..." The young audience at the scene were very happy when they heard this. Although there are laws to prevent child abuse, in many states, mild corporal punishment is still allowed. The young audience at the scene and in front of the TV
, are very resonant.
That night, Rich Lake's talk show was so well-watched that it was aired in daytime reruns on national television networks the next day. Later that night, Ronald received a complaining call from David Letterman.
"Ronald, I thought we were good friends."
"Of course..." Ronald was confused.
"Then why don't you let your people do interviews on my show?" David Letterman is now very eager for all kinds of programs that can boost ratings.
"Hey, I wish I could be on your show..." Ronald thought he had offended an old friend somewhere. It would be a great thing to be on Letterman's Late Show.
"Let your two Indian actors come and do a show at my place!" Letterman named Tanto Cardinal and Rodney Grant.
"Huh? I thought you were going to invite Kevin..." Now Ronald didn't understand why Letterman didn't invite a big star like Kevin Costner, but wanted to invite two supporting actors?
"They are not Indians, and they react quickly, and the audience will like it." David Letterman insisted on having them both.
"Okay, but can you tell me why?" Of course Ronald wanted to be on Letterman's Late Show to promote the movie, but he also vaguely felt that he had caught some kind of breakthrough in publicity.
"Don't you know? In Congress, a piece of legislation targeting the indigenous Indians is being debated fiercely..."
Good guy, Ronald really doesn't know about this hot social issue. The name of this bill is called the "Indian Arts and Crafts Act." It is actually an advertising-related legislation.
This chapter is not over, please click on the next page to continue reading! In the minds of ordinary Americans, Native Americans are a mysterious, ancient, and incompatible group of people. In the 1980s, there were many businessmen
, borrowed this impression and started selling Indian jewelry, pottery, baskets, stone statues, woven carpets, clothing and other items.
The economy is developing very well, and these things that can decorate the room are very popular among housewives. Indian herbal medicines are old products that have a history of one or two hundred years to enhance male power. As long as these products bear the Indian name, their sales volume will often increase.
A big rise.
This caused dissatisfaction among the chiefs of many Indian tribes. According to the reservation laws at that time, the chiefs owned the property rights of each tribe, which was equivalent to taking money out of their pockets.
Therefore, after years of struggle, it was finally put on the legislative agenda this year. The scope of this bill is very broad. As long as the outer packaging or advertising implies that Indian manufacturing, Indian products or products of specific Indian tribal arts and crafts organizations will be included in the regulation
.
All Indian products produced after 1935 (previously considered antiques and not subject to supervision) must be Indians registered by the government or craftsmen recognized by Indian tribes before they can bear the name Indian.
The penalties are also relatively severe. For a first-time violation of the act, an individual may face a civil or criminal fine of up to $250,000, or five years in prison, or both. If a company violates the act, it may face a civil fine or be prosecuted.
and fines of up to $1 million.
Unexpectedly, Ronald quickly arranged for two Indian actors to appear on David Letterman's show. The two also wore traditional Indian costumes and performed with the famous Indian rock band...Red Bones (
The current members of Redbone performed their representative song "Come And Get Your Love" live.
The show was so effective that the two actors received many invitations.
The current Indian legislation has caused a wave of enthusiasm for Indian culture among the people, but there are not many TV programs about Indian culture that can be broadcast on TV stations.
Seeing this situation, Ronald and Michael Gray discussed and simply re-edited many tribal costumes, residences, and hunting scenes in the documentary film "Dances with Wolves" that was originally planned to be broadcast after the movie was released.
The cultural content is sent to major TV stations in advance without spoiling it.
For a time, "Dances with Wolves" had gained some popularity even before it was released.