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2036: Nexus Dawn
案例简介：大纲 这部电影的开场白无缝地融入了《银翼杀手 2049 》的世界，因为它是在电影的主要摄影过程中被设计成的，具有独特的生态系统。它的建筑师处理了生产计划，人才计划和现有设置和位置的平衡。然后他们不得不让《 2036: Nexus Dawn》与电影制作人的愿景保持一致 -- 在这种情况下，银翼杀手 2049 导演丹尼斯 · 维伦纽夫。想法、脚本和制作必须解决所有这些变量，就像在飞机飞行时建造飞机一样。 策略 《 2036: Nexus Dawn》背后的创意团队是由导演丹尼斯 · 维伦纽夫在《银翼杀手 2049 》的开发过程中引进的。他们有独特的机会接触电影制作人、人才和制作团队，以创造原创的、世界范围内的内容，这些内容无缝地折叠成《银翼杀手 2049 》的背景故事。作为整合电影营销活动的重要组成部分，官方序幕电影旨在吸引原创粉丝，一个全新的观众第一次学习《银翼杀手》世界 -- 这次是通过今天最杰出的天才之一杰瑞德·莱托，作为他的角色尼安德 · 华莱士，他的表演非常精彩。杰瑞德·莱托在电影首映前一个多月在推特上推出了《Nexus Dawn》; 这是银翼杀手 2049 的第一部官方序言电影。它像病毒一样传播开来，吸引了各种媒体和社交媒体渠道。 相关性 这项工作是电影营销演变的典范。它超越了电影预告片，以完全原创的内容扩展了电影的叙事，实际上帮助电影制作人填补了角色和故事片情节的背景故事。“2036: Nexus Dawn” 是世界范围内的内容，在主要摄影期间拍摄。这部官方电影的开场白吸引了开创性的原创《银翼杀手》 (1982) 的现有粉丝，并吸引了全新的观众 (视野超过 2.5 米) 他们迷上了杰瑞德·莱托作为《银翼杀手 2049 》的迷人表演，并渴望更多原创内容。 结果 这部电影在华纳兄弟的YouTube上达到了 2.5 以上，在客户、合作伙伴、影响者和粉丝的社交渠道上还有数十万人。在一周多的时间里，它被各种媒体广泛报道，包括Fast Company，Adweek，Deadline，Hollywood Reporter，Vice，EW，The Verge等等。娱乐品味者多边形引用了Nexus Dawn作为 “解释特定情节点的四分钟短片如何比戏弄预告片更有效” 的例子 执行 拍摄于 2036 年的洛杉矶，《 2036: Nexus Dawn》于 2017 年 8 月 30 日在网上首次亮相，此前银翼杀手 2049 的官方预告片于 7 月发布。这是 2017 年 10 月 6 日电影上映前一系列扣人心弦的世界电影的第一部。它在华纳兄弟的YouTube上播放，对撞机拥有 48 小时的媒体独家新闻; 杰瑞德·莱托在推特上向他的粉丝介绍了它，它通过华纳兄弟和合作伙伴公司的社交渠道分享 -- 脸书、推特、instagram。在一周内，“Nexus Dawn” 被广泛的媒体报道，包括Fast Company，Adweek，Deadline，Hollywood Reporter，Vice，EW，The Verge等等。娱乐品味者多边形引用了Nexus Dawn作为 “解释特定情节点的四分钟短片如何比戏弄预告片更有效” 的例子 活动描述 《 2036: Nexus Dawn》是《银翼杀手 2049 》的原创序言电影。“Nexus Dawn” 解释了 2019 年拍摄的第一部电影和 2049 年拍摄的续集之间在《银翼杀手》世界中发生的事情。短片发生在 2036 年，围绕着杰瑞德·莱托的角色尼安德 · 华莱士。华莱士引入了一条新的 “完善的” 复制系列，叫做Nexus 9，他们正在寻求废除对复制的禁令。
2036: Nexus Dawn
案例简介：Synopsis This in-world prologue film folds seamlessly into the world of Blade Runner 2049 because it was filmed, by design, during the film's principal photography with unique access to that ecosystem. Its architects dealt with a balance of production schedules, talent schedules and existing sets and locations. Then they had to make "2036: Nexus Dawn" align with the filmmaker's vision - in this case, Blade Runner 2049 director Denis Villeneuve. The idea, script and production had to address all these variables, much like building a plane as it flies. Strategy The creative team behind "2036: Nexus Dawn" was brought in by director Denis Villeneuve during Blade Runner 2049's development. They had unique access to the filmmaker, talent and production team to create original, in-world content that folded seamlessly into Blade Runner 2049's backstory. An important part of the integrated film marketing campaign, the official prologue film was conceived to appeal to original fans, and an entirely new audience learning of the Blade Runner world for the very first time - this time via one of today's most phenomenal talents, Jared Leto, who delivers a powerful performance as his character Niander Wallace. Jared Leto introduced "Nexus Dawn" on his Twitter when it dropped online over a month before the film's premiere; it was Blade Runner 2049's first official prologue film. It went viral, getting traction across a wide range of media outlets and social media channels. Relevancy This work is exemplary of the evolution of movie marketing. It goes beyond the movie trailer to extend the film's narrative with entirely original content, in effect helping the filmmaker fill in backstory on both characters and feature film plot. "2036: Nexus Dawn" is in-world content, shot during principal photography. This official prologue film appeals to existing fans of the seminal original Blade Runner (1982), and engages an entirely new audience (with views exceeding 2.5M) who get hooked on Jared Leto's mesmerizing performance as Blade Runner 2049's Niander Wallace, and have their appetites whet for more original content. Outcome The film reached 2.5M + on Warner Bros' YouTube, with hundreds of thousands more across client, partner, influencer and fans' social channels. Over one week, it was covered extensively by a wide range of media outlets, including Fast Company, Adweek, Deadline, Hollywood Reporter, Vice, EW, The Verge and more. Entertainment tastemaker Polygon cited Nexus Dawn as an example of "how a four-minute short film that explains a specific plot point can be more effective than a teasing trailer." Execution Set in 2036 Los Angeles, “2036: Nexus Dawn” debuted online on August 30, 2017, following the release of Blade Runner 2049’s official trailer in July. It was the first in a series of gripping in-world prologue films released before the film’s October 6, 2017 theatrical release. It dropped on Warner Bros.' YouTube with Collider having a 48-hour media exclusive; Jared Leto introduced it to his fans on Twitter, and it was shared across Warner Bros' and partner companies social channels - Facebook, Twitter, instagram. In one week, "Nexus Dawn" was covered extensively by a wide range of media outlets, including Fast Company, Adweek, Deadline, Hollywood Reporter, Vice, EW, The Verge and more. Entertainment tastemaker Polygon cited Nexus Dawn as an example of "how a four-minute short film that explains a specific plot point can be more effective than a teasing trailer." CampaignDescription “2036: Nexus Dawn” is an original prologue film for Blade Runner 2049. "Nexus Dawn" explains what happened in the world of Blade Runner between the first movie, set in 2019, and this sequel, set in 2049. The short takes place in the year 2036 and revolves around Jared Leto’s character, Niander Wallace. Wallace introduces a new line of “perfected” replicants called the Nexus 9, who are seeking the repeal of the prohibition on replicants.
2036: Nexus Dawn
案例简介：大纲 这部电影的开场白无缝地融入了《银翼杀手 2049 》的世界，因为它是在电影的主要摄影过程中被设计成的，具有独特的生态系统。它的建筑师处理了生产计划，人才计划和现有设置和位置的平衡。然后他们不得不让《 2036: Nexus Dawn》与电影制作人的愿景保持一致 -- 在这种情况下，银翼杀手 2049 导演丹尼斯 · 维伦纽夫。想法、脚本和制作必须解决所有这些变量，就像在飞机飞行时建造飞机一样。 策略 《 2036: Nexus Dawn》背后的创意团队是由导演丹尼斯 · 维伦纽夫在《银翼杀手 2049 》的开发过程中引进的。他们有独特的机会接触电影制作人、人才和制作团队，以创造原创的、世界范围内的内容，这些内容无缝地折叠成《银翼杀手 2049 》的背景故事。作为整合电影营销活动的重要组成部分，官方序幕电影旨在吸引原创粉丝，一个全新的观众第一次学习《银翼杀手》世界 -- 这次是通过今天最杰出的天才之一杰瑞德·莱托，作为他的角色尼安德 · 华莱士，他的表演非常精彩。杰瑞德·莱托在电影首映前一个多月在推特上推出了《Nexus Dawn》; 这是银翼杀手 2049 的第一部官方序言电影。它像病毒一样传播开来，吸引了各种媒体和社交媒体渠道。 相关性 这项工作是电影营销演变的典范。它超越了电影预告片，以完全原创的内容扩展了电影的叙事，实际上帮助电影制作人填补了角色和故事片情节的背景故事。“2036: Nexus Dawn” 是世界范围内的内容，在主要摄影期间拍摄。这部官方电影的开场白吸引了开创性的原创《银翼杀手》 (1982) 的现有粉丝，并吸引了全新的观众 (视野超过 2.5 米) 他们迷上了杰瑞德·莱托作为《银翼杀手 2049 》的迷人表演，并渴望更多原创内容。 结果 这部电影在华纳兄弟的YouTube上达到了 2.5 以上，在客户、合作伙伴、影响者和粉丝的社交渠道上还有数十万人。在一周多的时间里，它被各种媒体广泛报道，包括Fast Company，Adweek，Deadline，Hollywood Reporter，Vice，EW，The Verge等等。娱乐品味者多边形引用了Nexus Dawn作为 “解释特定情节点的四分钟短片如何比戏弄预告片更有效” 的例子 执行 拍摄于 2036 年的洛杉矶，《 2036: Nexus Dawn》于 2017 年 8 月 30 日在网上首次亮相，此前银翼杀手 2049 的官方预告片于 7 月发布。这是 2017 年 10 月 6 日电影上映前一系列扣人心弦的世界电影的第一部。它在华纳兄弟的YouTube上播放，对撞机拥有 48 小时的媒体独家新闻; 杰瑞德·莱托在推特上向他的粉丝介绍了它，它通过华纳兄弟和合作伙伴公司的社交渠道分享 -- 脸书、推特、instagram。在一周内，“Nexus Dawn” 被广泛的媒体报道，包括Fast Company，Adweek，Deadline，Hollywood Reporter，Vice，EW，The Verge等等。娱乐品味者多边形引用了Nexus Dawn作为 “解释特定情节点的四分钟短片如何比戏弄预告片更有效” 的例子 活动描述 《 2036: Nexus Dawn》是《银翼杀手 2049 》的原创序言电影。“Nexus Dawn” 解释了 2019 年拍摄的第一部电影和 2049 年拍摄的续集之间在《银翼杀手》世界中发生的事情。短片发生在 2036 年，围绕着杰瑞德·莱托的角色尼安德 · 华莱士。华莱士引入了一条新的 “完善的” 复制系列，叫做Nexus 9，他们正在寻求废除对复制的禁令。
2036: Nexus Dawn
案例简介：Synopsis This in-world prologue film folds seamlessly into the world of Blade Runner 2049 because it was filmed, by design, during the film's principal photography with unique access to that ecosystem. Its architects dealt with a balance of production schedules, talent schedules and existing sets and locations. Then they had to make "2036: Nexus Dawn" align with the filmmaker's vision - in this case, Blade Runner 2049 director Denis Villeneuve. The idea, script and production had to address all these variables, much like building a plane as it flies. Strategy The creative team behind "2036: Nexus Dawn" was brought in by director Denis Villeneuve during Blade Runner 2049's development. They had unique access to the filmmaker, talent and production team to create original, in-world content that folded seamlessly into Blade Runner 2049's backstory. An important part of the integrated film marketing campaign, the official prologue film was conceived to appeal to original fans, and an entirely new audience learning of the Blade Runner world for the very first time - this time via one of today's most phenomenal talents, Jared Leto, who delivers a powerful performance as his character Niander Wallace. Jared Leto introduced "Nexus Dawn" on his Twitter when it dropped online over a month before the film's premiere; it was Blade Runner 2049's first official prologue film. It went viral, getting traction across a wide range of media outlets and social media channels. Relevancy This work is exemplary of the evolution of movie marketing. It goes beyond the movie trailer to extend the film's narrative with entirely original content, in effect helping the filmmaker fill in backstory on both characters and feature film plot. "2036: Nexus Dawn" is in-world content, shot during principal photography. This official prologue film appeals to existing fans of the seminal original Blade Runner (1982), and engages an entirely new audience (with views exceeding 2.5M) who get hooked on Jared Leto's mesmerizing performance as Blade Runner 2049's Niander Wallace, and have their appetites whet for more original content. Outcome The film reached 2.5M + on Warner Bros' YouTube, with hundreds of thousands more across client, partner, influencer and fans' social channels. Over one week, it was covered extensively by a wide range of media outlets, including Fast Company, Adweek, Deadline, Hollywood Reporter, Vice, EW, The Verge and more. Entertainment tastemaker Polygon cited Nexus Dawn as an example of "how a four-minute short film that explains a specific plot point can be more effective than a teasing trailer." Execution Set in 2036 Los Angeles, “2036: Nexus Dawn” debuted online on August 30, 2017, following the release of Blade Runner 2049’s official trailer in July. It was the first in a series of gripping in-world prologue films released before the film’s October 6, 2017 theatrical release. It dropped on Warner Bros.' YouTube with Collider having a 48-hour media exclusive; Jared Leto introduced it to his fans on Twitter, and it was shared across Warner Bros' and partner companies social channels - Facebook, Twitter, instagram. In one week, "Nexus Dawn" was covered extensively by a wide range of media outlets, including Fast Company, Adweek, Deadline, Hollywood Reporter, Vice, EW, The Verge and more. Entertainment tastemaker Polygon cited Nexus Dawn as an example of "how a four-minute short film that explains a specific plot point can be more effective than a teasing trailer." CampaignDescription “2036: Nexus Dawn” is an original prologue film for Blade Runner 2049. "Nexus Dawn" explains what happened in the world of Blade Runner between the first movie, set in 2019, and this sequel, set in 2049. The short takes place in the year 2036 and revolves around Jared Leto’s character, Niander Wallace. Wallace introduces a new line of “perfected” replicants called the Nexus 9, who are seeking the repeal of the prohibition on replicants.
2036: Nexus Dawn
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2036: Nexus Dawn
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