"Confucius" challenged the "Avatar" to provoke a public relations crisis embarrassed marketing

"Confucius" facing the embarrassing public relations crisis aiming at "Avatar" as the marketing object of "Confucius", may create the domestic film industry's first major public relations crisis case. January 22, "Confucius" on the scheduled release.　　The film party announced the first 3 days of the cumulative box office for 38 million Yuan, the domestic blockbuster is not good in the first week of the box office data still has been some netizens doubt. The rating of Confucius was at a new low in several famous movie forums. Many netizens have expressed reluctance to watch Confucius.　　According to the survey, some netizens refused to see the "Confucius" there are two main reasons: First, "The Confucius" release led to "Avatar" 2D version of the early line, the second is the "Confucius" cast staff some of the excessive rhetoric caused resentment. People familiar with the situation said that some "protection" on the "Confucius" is hurt, or even directly caused by the hospital line, cinemas disgust.　　Several publishing and screening practitioners told reporters that the storm will certainly affect the "Confucius" box office, can be regarded as the film industry's first major public relations crisis.　　Reporters recently interviewed a number of distribution, projection industry personage said, "Confucius" film side of the ability to respond is weak, in advance almost did not take into account the crisis management.　　Marketing encounters netizens "saliva" starting from January 18, "Confucius" marketing encountered the adverse impact of verified before and after.　　January 18, a succession of news from the Network forum, SNS social networking site, said the hospital line, cinemas received notice, will be in January 23 before and after the release of the "Avatar" 2D version, and will be sent back to the relevant distribution company, suspected of domestic blockbuster "Confucius" smooth debut.　　With a number of traditional media from the theater operators to confirm the withdrawal of the film rumors, the "Confucius" strong posture in the network was questioned, that "Confucius" does not respect the market law, a large number of netizens said will refuse to watch the way to express dissatisfaction with this behavior. January 22, the investment of 150 million yuan of the domestic epic "Confucius" officially released. The next day there will be media on the release of Confucius, said the box office flat, Word-of-mouth polarization.　　And in the film review website Time Network, Douban, to 10 divided into full marks, "Confucius" scoring only 3~4 points, significantly lower than the recent other domestic film scoring. Some netizens said in the comments, actually did not read the "Confucius", but just want to petaling points, a part of the "Confucius" of the creative staff in the publicity on the eve of the release of some comments expressed protest.　　For example, Chow Yun-Fat, who plays Confucius, once said that "Confucius" does not shed tears.　　But more people who hit the lower points admitted to the "Avatar" 2D version of the "Confucius" early withdrawal of the film dissatisfaction. January 25, "Confucius" on the 4th day of release, a press release on the network widely circulated, the article called "Confucius" 3 days before the box office for 38 million yuan. The article again angered netizens, according to local netizens to describe the actual scene of "Confucius", most of the area attendance is not high, it is impossible to appear in the text of the "one vote difficult to ask", questioned the film side false box office results. Of course, there are a lot of"Confucius" expressed the positive netizens. The reporter randomly interviewed several people who often went to the cinema to watch the film. Miss Qin told reporters: "Check a lot of Web site comments, found that the general evaluation is not high, so not going to see." Mr Zhang thinks he wants to see if Confucius is as bad as he says on the internet.　　More people said that the "Confucius" such a biography of the film is unfamiliar, and believe that "Avatar" for "Confucius" the message is true, the message from the side reflects the "Confucius" because of their own strength problems need to be protected. The film side calls for objective evaluation Shanghai United Hospital Line Deputy Wu He Shanghai to interview confirmed that the rumor in advance of January 23, "Avatar" 2D version is currently in normal show.　　The film occupies the hospital line 74% of the box office share, is the hospital line single month box-office impact billion the biggest hero. Wu Hexing says any theater will only have the most film theaters for the most box-office hits.　　Although the "Confucius" announced before the release of 2,500 copies than "The founding of the Great cause" to become the largest number of copies of the domestic film, but in fact, the United House line under the cinema left the "Confucius" a number of screening hall is not much. "Confucius" investment in the Earth Era Culture Communication (Beijing) Co., Ltd. has a land courtyard line. Lin Meiyao, general manager of the Earth yard line, said in an interview that cinemas are only the channel of film sales, so they do not because the "Confucius" is the investment of their own company, arranged more screening hall.　　At present, the Earth courtyard line is still the "Avatar". Several people do not want to give the name of the hospital line, theater Personage told the reporter, "Avatar" originally really want to withdraw, and later received notice said not in a hurry to go offline. Thus there is no question of "Avatar" as the way of "Confucius".　　"Confucius" did not get any benefit, on the contrary, because of excessive protection caused by the public relations crisis, this incident will certainly affect its box office results. Confucius, a person familiar with the film, said the Confucian has never taken the initiative to seek special protection, but did not deny that the crisis was the result of "good intentions to do bad things". It is difficult to eliminate the negative impact of current comments, and to proactively seek media clarifications or press releases. The person admits that Confucius has done a lot of propaganda for the traditional media throughout the country, ignoring the online rhetoric and lacking experience in crisis response.　　At present, some people have been invited to "Confucius" to play ultra low scores of netizens, and hope that they read after the film scoring again, I believe can be more objective evaluation.　　: 9 people with the closest relationship with Chow Yun-Fat (graphic) [page] China Film's first major PR crisis? Compared to other industries frequently encounter public relations crisis, before this, the domestic film industry did not appear before the "Confucius" type of public relations crisis.　　However, the film may be the first to set a precedent, in contrast to the current embarrassing situation, from the marketing of Confucius before the release or the Ming or the dark. Confucius had decided on the opening schedule in October 2009, the person said. The original considerationis also very careful, distance "Avatar" premiere has been the past 3 weeks, but not with other domestic blockbuster confrontation. "Perhaps just no one can predict that Avatar will be a global box-office marvel." In general, a popular film in the 3rd week, the box office results have been a large landslide, theaters according to the release will be adjusted in time.　　So how did the idea of "Avatar" get off the line in advance? The hospital line personage Analysis said, did not anticipate is "Avatar" to break through the general film the rule, objectively actually will disperse after the movie box office. In this case only appeared based on the domestic film support, so that "Avatar" part of the idea of early offline. A person who received an oral notice of the "Avatar" 2D version of the proposed withdrawal said that domestic films do need to be supported and protected. In the past few years, the support and protection of domestic films has obvious effect on the development of film and television industry, but with the maturity of the film market, it is difficult for the executive order to intervene in the market.　　The "removal of the door" is a case, and ultimately should respect the market, improve the competitiveness of domestic films. In addition, some people who know the investment land Culture company said that the company had previously cast a number of small cost films, from the subject matter is not consistent with the law of commercial film. When investing in Confucius, the investors had consulted the courtyard and cinema people, who had suggested that the market was unfamiliar to the subject.　　It is risky to spend 150 million yuan to make such a movie a commercial blockbuster. In the end, Confucius was filmed as a film. In the publicity campaign, in order to increase the topic, some of the comments made by the cast members too bold, but also brought some negative impact on the film.　　It is understandable to hold on to your work, but it is not appropriate to have some offensive and derogatory remarks when confronted with questioning. "The most important thing is the strength of the film itself, if it is a good film, it will eventually attract viewers." Wu He Hu said that some domestic film parties to strive for a good release period, and repeatedly adjusted, and for the box office results each other attack. As a result, last year's Christmas schedule, this year's New Year's Day schedule no one, these are also the whole industry to ponder the problem.