Army rampage, marketing blunder, content less than expected

Army rampage, marketing blunder, content less than expected

"1942": The Fall of the "Lunar festival season"

Liang Night

"A few minutes long subtitles, no applause, no conversation, a silence." Scattered, everyone lightly applauded farewell, weekdays, the tongue can be like flowers of the film critics are only two words of evaluation: very good. November 6, after reading the "1942" of the preview, CCTV host Zhang on micro-blog spontaneous viewing experience.

But the viewer, Yin, who is equally hopeful about the film, is disappointed, the film is not halfway through, she has become impatient, and finally by the opportunity to answer the phone to "escape" the theater, "the actor's performance is in place, but that the story is not attractive narrative style, tedious and tedious." ”

Such polarization of the evaluation also stimulated the network of "saliva dispute", some people to "shock, touching" applauded at the same time, but also some people to "suppress, sensational" Pat Brick, on the one hand, Feng Xiaogang to the micro-blog to forward a positive view of the evaluation, side, the major forums on the negative attacks. Is this all because of the navy? Or the "1942" defeat in the marketing battle?

"Whitewater" VS "Blackwater"

"1942" has not finished the premiere, watercress shows 1572 people evaluation, 62% of the people gave a star, the average score of only 5 points (out of 10 points).

"1942" in the low tide than "normal" a little earlier.

"The premiere has not finished, watercress shows 1572 people evaluation, 62% of people gave a star, the average score is only 5 points (out of 10 points)." "Some people said on Weibo that this was also referred to as" Navy "ght.

Art Consulting in the analysis of the grid of the November 29 data on the screen, said that the purchase of the "1942" Shadow ticket user Rating and did not buy the film user rating is very different, the purchase of users of 59% select "9~10" points of the high score, the minimum score of 4 points accounted for 2%. In the case of an unpaid user rating, the "0" user is accounted for 49%, which is presumed to be a malicious attack by the network Navy.

"The King's Feast" related to the person responsible also said that the "navy" attack, Luchuan Studio spokesman Li provided a sample screenshot of some of the comments on watercress, noting that some of the users who rated the film were up to date and that their record was very suspicious, while acknowledging that the king's Feast was to resist the madness of the smear and repression. The word of Mouth maintenance team on December 1 has also been urgent to join, which is also called "Whitewater" by Lu Chuan--only borrow praise to improve the score, but do not hit the opponent with bad reviews.

"Internet Movie rankings and online advertising has become the most effective way for viewers to understand video, so the" Internet Blackwater "has become increasingly apparent in the movie market. "said Yang Shuting, an analyst at Art Consulting. Due to the low rating of the army has a precedent for the rebellion, last year, the film "Close Long" film party issued a "Lake Pursuit order", a reward of 100,000 yuan in the network organized, premeditated malicious comments on the film "Black Water" behind the mastermind.

And in Beijing Kai-Fang Culture Communication Co., Ltd. Wang Dayong, president of the Navy, the actual most direct impact is to improve the visibility of the film, and will not directly affect the final evaluation of the film and the box office situation. "The navy doesn't have a particularly big impact on the box office results, because first, the Navy is only in a small, specific circle to exert influence, therefore, the direct effect of the Navy is to cause controversy, and the traditional media will form an interactive, and ultimately the role of the brand is positive or negative also depends on the quality of the film. ”

In particular, such as "1942" film, famous guide, famous actor's aura has made the film's appeal in the market continues to ferment, many viewers are very early in anticipation, in such circumstances, the controversy will only make this part of the audience would like to see the movie theater.

However, the low rating did give the film The Fanghua Brothers (300027, shares bar) (300027). SZ) brought trouble, the second day after the film premiere, Huayi's share price fell to a halt, creating a new low of nearly 10 months.

"To the general industrial chain profit distribution rules, the producer to get 38% of the box office," 1942 "box office income reached 550 million yuan to recover the early 210 million yuan input. "1942" The first week of 4th accumulated for 140 million yuan, far less than Feng Xiaogang's "aftershock" and "non-sincere don't disturb 2", and "aftershock" of the total box office for 650 million yuan, "do not bother 2" of the total box office near 500 million yuan, Huayi will be the box-office forecast from 800 million yuan to 500 million or 600 million yuan has a certain basis, Investors face back to this difficult problem. "said Zailing, a researcher in the culture industry at CIC.

Word of mouth marketing blunder

Film marketing is not the use of personal effects from the words, but to provide enough elements and topics to allow the market to participate in the discussion, so as to extend the evaluation chain to form a virtuous circle.

Before that, "1942" Harvest is more of a marvel and praise.

Brewing 18 years, the cost of 210 million yuan, big stars gathered, the Rome Film Festival two awards so that the film carries too much anticipation, especially Feng Xiaogang himself, also has a special feeling on the film, "Aftershock" before the release, Feng Xiaogang has predicted its box-office over 500 million yuan, The final 660 million yuan box office more highlights the powerful appeal of Feng film, but for "1942", Feng Xiaogang to the box office is always not a word, the reason not to say, is "afraid to underestimate it."

Investment agencies are also quite agreeable to this, after Citic Investment research paper pointed out that the famous director and heavyweight cast to ensure the box office. Feng Xiaogang is one of the most popular film-box directors in mainland China and enjoys the reputation of surreal's father in the industry. and "1942" is the director of Feng Xiaogang's brewing 18 years of dedication, film quality assurance. ”

However, the market does not necessarily buy it, in Wang Dayong view, in the film market promotion, the issuer of the high-profile slightly deliberately, and the effect may backfire, "the more full, the audience expectations of the higher, the gap is greater." "Many of the audience who express dissatisfaction in the watercress, are looking forward to a long time, eager to see the" fans.

In fact, Feng Xiaogang has also hinted at the possible discomfort of the film, "This is not a film to win the applause of the audience, but to let the audience touch." "In Wang Dayong's view, these" relatively balanced views "should be marketed to form a" prevention and bedding mechanism "for the market, so the market reaction would not be so strong.

Also in the latter part of the market operation, Feng Xiaogang is also the "protagonist". and "King's Feast" to hire the Navy different, Feng Xiaogang in spare no effort to brush Weibo, frequent forward viewers to the "1942" positive market reaction.

But Feng Xiaogang, with 12.29 million fans, can only be overwhelmed by his personal strength, and the "Puff" Act has limited persuasive power.

In contrast, "the fantasy drift of the Juvenile Pie" (hereinafter referred to as "Juvenile Pi") produced a "spontaneous marketing" effect. Because of the role elements and environmental elements that challenge the audience's existing awareness and imagination, "juvenile Pi" sparked the film's interpretation and impact chain, which was previously seen as "the most unlikely to be the image of the novel", but for the viewer to provide a number of specific points of view, someone made the "Juvenile Pi" Animal Atlas, Some illustrations to explain the logic of the film, the star's participation more fuel, Zhang Ziyi to blow her teeth, "guest" poster of the Bengal Tiger, and Zhang play "pie."

"Film marketing is not the use of personal effects from the words, but to provide enough elements and topics to allow the market to participate in the discussion, so as to extend the evaluation chain to form a virtuous circle." "Wang Dayong said.

Before the movie, "1942" and "King's Feast" has been compared to the long time, it is believed that the competition between the two will be a major aspect of the lunar year file, but in both the bad comments and "navy" incident, previously neglected "juvenile PI" has become an unexpected winner-------------------------- Young PI "word of mouth spread, the box office in the second week ushered in the peak growth."

"Opinion leader-led discourse has been replaced by grassroots discourse that focuses on participation and experience, which is what the film marketing needs to pay attention to during the new media period." Wang Dayong said that the different market performance of the three films reflects this. In addition, the industry also said that the "1942" of its own theme has also affected the application of its marketing tools and word-of-mouth effect. "The content of the story, the tone is heavy, and viewers of the lunar film selection trend does not match." "Yang Shuting said.