"The later will be" PK "small Time": an artificial "fan movie"

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Newspaper reporter Zhang Hanyu Shanghai Report

Do you remember the puppy in "the life after"? It should be the most popular animal actor of all time: After opening its own "dog" microblog, it immediately had 560,000 fans and even a media exclusive interview.

If it could speak, it would be the first to say, "Thank you, father-in-law!" Yes, there is no "national father-in-law" Han Cold director, this piece of road with this dog, may still be in obscurity. As of August 6, Han's debut "after will be" after the release on July 24, a short 15-day box office has reached 534 million yuan.

The strength of Han's fans cannot be ignored. "I do not have much attention to the publicity before the end of time, and I do not know exactly what kind of theme the film is, but because it is Han Han, I will choose to see it." Said one Han fan.

The term "fan economy" has never been mentioned so frequently in the film industry as it is now. In fact, the word was first used in the music field. For the music industry to contribute to the value of the fans, fans buy CDs, concert tickets, ring tones download and karaoke song royalty and other expenditures to build the music industry's "fan economy."

Today, the phenomenon of "fan economy" was reproduced in the 2014 film confrontation between Han and Guo: Han and Guo represent the cultural consumption symbols of the Chinese and the other, and the film itself is reduced to a supporting role.

"It's too narrow!" Guo is not impressed by the name of the "Small Time" series that has been crowned "fan movies". And Han's reaction appears noncommittal: "is not the fan movie really unimportant, as long as a good movie on the line, I also strive in this direction." ”

"There is a structural shift in the Chinese film industry, previous films were confined to the film industry, but recently we have seen a growing trend of cross-border integration, with a lot of cross-border stars, and the film they directed seems to have been a breeze, because there is a symbiotic effect based on the entertainment industry. , different audiences in different areas are easily transformed into each other, which is what we call a fan economy. "Peng, Director of research and Development and consulting, the film and television industry researcher, told the 21st century Economic report.

A man's fan marketing

Based on good interactivity and communication, Weibo is considered to be the ideal platform for current fan marketing, which is crucial to the box-office success of the movie. Though a newcomer to the film, Han is clearly familiar with it.

The first microblog of "after-will-go" was posted on January 6, 2014, on the same day, Han on his microblog to the Netizen announced the film is about to turn on the news, because he had never disclosed his plan to make a film, this micro-blog caused extensive discussion, received up to 126,000 of the forwarding volume. In the one months since then, Han has released no more than 19 tweets.

From January 6 announced the start of the project, until July 9, 15 days before the release of the film 184 days, according to the network is not complete statistics, Han has issued a total of 84 related micro-blog, about every more than two days.

In contrast, from November 9, 2012 on the Micro-blog announced the "Small Time 1" project, to June 17, 2013, 10 days before the film release 220 days, according to incomplete statistics, Guo on the personal micro-blog also released the relevant micro-blog 148, about every day and half a.

Throughout the process, the content of Guo Weibo has a clear focus in different periods: for example, in the early stage of the promotion, the film selection angle to create the topic, before filming, release the main role of posters and other materials to strengthen the concept of film; After entering the filming period, Guo began to use the easy water, sensational documentary and interaction with actors and other information to release, Media reports are sometimes forwarded to keep fans ' attention to the little times; in the post-production stage, Guo chose to interact with a small number of actors and use a large amount of materials (posters, trailers, previews, songs, MV) to cooperate with the marketing bombing, until the film was released.

In addition to film selection, film Field water, On-the-spot documentary and other conventional elements of transmission, Han and previous Guo and other people different places in the sensational topic of the processing and dissemination. Han's daughter, Ono has become the opportunity to create a topic.

January 31, 2014, Han on Weibo posted a photo of a small wild, soon there will be "Han powder" in the reply will be called "father-in-law", Han Han is soon to return the article to the microblog. Since then, the reputation of the "national father-in-law" has been gaining popularity.

February 20, Han also released another photo of the wild, can be seen as the "national father-in-law" topic continues to strengthen. These two tweets are more than 100,000 of the forwarding volume, the role of fan marketing is a credit to Wei. Since then, "after the Future" starring Feng Shao and other stars are also competing in micro-blog called Han "father-in-law", which will be the topic and film seamless convergence together.

In fact, from Zhao Wei's first director of the "to Youth" began, the fan marketing began to be included in the film is an important part of the publicity, and continue to be strengthened. "Han and Guo's film success is not just a matter of personal talent, but rather a perfect combination of their influence and the social networks of Twitter, which are behind the box-office success of these films." "Peng said.

The following July 16, Han on his microblog published a film theme song "Ordinary Road", continued to be released in 8 days after the "after" to make the last wave of propaganda offensive.

The theme song, which was played by Han and Hackberry, sparked the memory of the dream and youth of the "Korean powder" group. This song became the most discussed network event of the day, was forwarded to the 40余万次, at the same time boarded the day of shrimp and Tencent network of the first music charts.

is "fan movie" The final answer?

As of August 6, "after the period" movie box office reached 540 million yuan, and "small time 3" cumulative box office in 510 million yuan. Such a report card is enough to make Zhang Yimou, Chen Kaige and other traditional sense of the big name Guide feel ashamed.

"I think the ecology of the film industry may indeed have changed, and the era when traditional filmmakers can produce high box-office by artistic creation is gone, and movies have become a marketing product." "The Chinese film industry has entered the era of fan economy," Peng said.

And the new "jungle law" will even affect the early stage of film marketing means. From the samples of Han and Guo, the two methods have a great discrepancy, Guo prefers to focus on the outside of the "small time" itself, and Han in the early use of personal brand popularity to attract fans eyes.

Professional analysts believe that this difference is largely due to the different status of Guo and Han. Guo's most worldly culture has the regular periodical, also publishes many contract writer's work, has formed a kind of Guo Wei Signboard's cultural ecology, has cultivated a large number of consumers who have been proven to have sustained purchasing power, which has laid a strong box office foundation for Guo's "Little Times" series.

Han, however, had little sound after the Ark incident, the last novel, "1988: I want to talk to the world" published four years ago, after the "solo Regiment" of the periodical attempt to declare failure, Han and Tencent produced a "one" app is not as influential as before. A few years of silence so Han's fans, as well as the willingness to pay for idols are still how many, was hit a big question mark. Perhaps because of this, in the early days of the publicity, Han Han is more willing to draw attention to the outside world to individuals and daughters, in exchange for a larger audience, and the film itself.

In fact, the concept of "fan movies" is inherently fraught with risks. A very typical example is the 2013 Christmas file, "China's good voice for you to turn" the overall planning jinlei once shouted "broken 1 billion" box office slogan. But from the market feedback, the audience is not interested in the film, the film's first day box office only 1 million yuan, the beginning of Three days of the box office about 2 million yuan, the result is extremely dismal.

Peng's interpretation is that the key to "fan movies" is effective transformation, in this highly developed media era, a slightly slower pace of conversion means that fans may be taken away by other brands. "For example, last year's happy male is now too angry, such fans can hardly be converted into a valid box office." That's why Hunan TV will be eager to get the movie version on the screen two months after the end of the TV. ”

Obviously, the "good Chinese Voice", which begins in July every year, takes too optimistic a fan's "freshness" period, and Han is apparently much more sophisticated at this point.