On December 30, the movie "Twinkle Twinkle Twinkle Star", adapted from the drama of the same name, was released and won the box office championship on the first day of New Year's Day with a box office of more than 200 million yuan. Since the pre-sale announced the opening of the "Snow Field", the box office of the film has been unbeatable, leaving other films of the same schedule far behind. Nowadays, the derivative topic of "Snow Field" continues to swipe the screen on social **, and the creativity of drifting snow continues to attract a large number of viewers to buy tickets, but at the same time, some netizens complain about the impact on the experience.
During the New Year's Eve period, 1314 theaters were selected, and the "snow field" was opened at 13:14, the filmmakers understood marketing, and from the moment this idea was launched, they won, at a time when people urgently needed a gimmick to increase the festive atmosphere, "Twinkle Twinkle Twinkle Star" did what it liked, which can be described as a hit with the audience, which should have been a win-win result. It's just that some problems at the implementation level have caused the "snow field" to embarrass some spectators, and even been accused of potential safety hazards.
There is no specific standard, and the "snow field" has become a "going through the motions" or even an "embarrassing field", which is related to the communication between the filmmaker and the theater and the system.
First, the preparation of materials, personnel training, etc. are also related, which is destined to the "snow field" may be just a "trick fresh", after fresh, it is unlikely to be copied.
Judging from some **or** circulating on the Internet, some viewers are covered with a thick layer of "snow" all over their bodies, and the theater is in a mess ......A pre-designed artificial snow has the flavor of "ideal is very plump, reality is very skinny".
At the same time, around the marketing of "snow resort", there have been many controversies on Weibo, such as "embarrassing snow resort" and "Zhang Wansen has a local blizzard" and other topics have appeared on the hot search. The audience posted their experience of watching the "snow field", and the ridiculous language was full of joy, and the social function of the movie was amplified, which attracted many curious netizens to buy tickets to experience it to a certain extent, showing "embarrassment" for fun. This is an emerging trend of social **, mainly to win resonance, so "Twinkle Twinkle Twinkle Star" has a box office hit.
Judging from gimmick marketing and related controversies, it is necessary to think that it should be chasing the marketing of the filmmaker and watching a movie that joins in the funOr do you choose accurately and pick a work that you really like?For the audience, it is not difficult to make the right choice, or in other words, in such a celebratory atmosphere as New Year's Eve, the audience can choose the right choice. But the filmmaker can't think the same, if the filmmaker feels that as long as the marketing is in place, the quality of the content can be dealt with casually, it is likely to cause the audience to be disgusted.
Judging from the single-day box office of "Twinkle Twinkle Twinkle Star", this can be regarded as a successful marketing, but related controversies and complaints inevitably began to eat away at word of mouth. This kind of "ritual marketing" can certainly bring a good box office for a while, but marketing also needs to highlight the truth, carefulness, and appropriateness, and never be simple and rude. Attracting audiences through marketing is not the end of the value of the movie, and the box office value ultimately depends on the quality of the movie. To put it bluntly, "ritual marketing" cannot rely on emotions alone, but also needs to be "value-closed".
Author: Han Haoyue, **Red Star Review).