Film marketing enters the "Weibo era"

Word of mouth is crucial to the success of a movie, and it usually takes several days for the audience to be able to reflect the movie box office.　　However, the rise of social networking tools such as Twitter has reduced the cycle to hours or even minutes-when viewers sit in cinemas watching movies, their film critics may have been "live" on the internet and spread out at a geometric rate. In the summer of 2009, the American film "Bruno" suffered a surprising fiasco at the box office. Critics point out that the film suffers from a "micro-blogging effect"--powerful social networking sites such as Twitter that have passed the negative comments on the film several minutes after it was released. More users have put their hate speech on some scenes in the film on Weibo, scaring off other potential viewers.　　In the past 2010, more and more people in Hollywood have been unable to ignore the fact that "Twitter is also a flop," and social networks have been increasingly influential in the movie box office. North American cinema box-office decline last year "werewolf", "Tianlong Special Attack Team", and even two famous stars Angelina Jolie and Johnny Depp joined the "tourists" and by the popular TV series adapted from the "Sex and the City 2" have been the box office Waterloo. Although the films were marketed before they were released, the audience didn't buy it.　　The rapid spread of passable word-of-mouth on social networks has left the market with a lukewarm response to these films. Film analysts note that in North America, with the advent of the Internet and social networking sites such as Twitter and Facebook, information is spreading faster and the "drop" in the movie box office is becoming increasingly apparent. According to the Hollywood.com Web site, 2010 North American cinema attendance fell 4%, cinema revenue fell 1%, a total of 10.5 billion U.S. dollars. Thanks to 3D technology, the average price of movie tickets rose by 5% to $7.85, making the theaters profitable. While there is no clear evidence that the development of social networks has an exact link to the drop in the movie box office, these numbers are enough to make filmmakers think about the impact of social networks on the box office. One thing the filmmakers have seen is that some of the box office guarantees and marketing methods that the traditional movie market thinks are now no longer a panacea. Cartoons are not like the previous launch can be sold, the stars of the film will not necessarily be able to get applause, and even the film critics simply declared: "With the traditional bombardment-style marketing tools to coax viewers to buy tickets to see the bad movie era is over." "Micro-blog marketing to small broad at the same time, smart film manufacturers also launched a new marketing strategy for social networks. The "Ghost Record", which costs only 15,000 dollars, is the best example of using social networks for widespread publicity. The film took only a week to complete, and then some small screenings were arranged. The studios are socializing with Twitter and eventfulThe site opens a forum where viewers have the opportunity to express their differences. In the weeks that followed, the "Ghost Record" became a hot topic on Twitter, "the scariest movie I've seen in my life" and a similar commentary on "The most horror movie of our age". At the same time, more than 47,000 "fans" uploaded videos on Facebook to express their views on the film. A good word of mouth contributed to the film's large-scale release, and ultimately to the million-dollar box office. "This film is the biggest surprise of this century's film, and an ultra-low-cost film opens a paradigm of Word-of-mouth marketing," Robert Moore, the film's vice-president, said proudly. "Since the second half of last year, Chinese filmmakers have come to realize the influence of social networks," he said. Famous filmmakers have opened their accounts on Weibo to publicize "Bo eyeball" for the film. Feng Xiaogang has not been able to "golden Horse" after a fan in micro-blog on the issue of scold, was suspected to be in his new book "Not Sincere don't disturb 2" do publicity. and relatively successful micro-blog marketing of domestic films on behalf of the High Group book director of the "West Wind." Before the film was released, the movie's Music, flower and film critics spread wildly on the internet.　　The film producer Guanyadi has said that the marketing of new media such as Weibo and social networking is much better than traditional advertising. However, some filmmakers said: When Word-of-mouth has become a marketing approach, Weibo and posts directly become advertising platform, its credibility will inevitably decline.　　In the final analysis, to win the word of mouth, the quality and originality of the film itself is fundamental. Newspaper reporter Xu Luming