From 200 million pre-sales to 470,000 refunds, "Twinkle Twinkle Twinkle Star" was suspected of being "flooded" at the box office
In this dazzling year-end New Year's Eve, a bright movie superstar has emerged, it is "Twinkle Twinkle Twinkle Star" starring Qu Chuxiao and Zhang Jianing.
This romance movie broke through the 100 million yuan mark at an astonishing speed during the pre-sale period of just two days, which is amazing. However, is this box office turmoil really caused by the audience's eagerness to expect the quality of the film, or is there a more intricate story in it?
What makes us have to sigh is the ceremonial marketing strategy carefully designed by the producer, as if adding a layer of brilliance to this film. Prior to the pre-sale, the recruitment of 1,314 theaters was eye-catching.
What's even more ingenious is that the "snow resort" was chosen to open at 13:14 on December 30, which not only created a visual feast, but also immersed the audience in a different romantic atmosphere. Receiving a limited number of character cards and experiencing a unique "snowing" ceremony undoubtedly added a lot of highlights to the movie.
Amazingly, this is not the first romance movie in the history of cinema to use ritualistic marketing. Back five years ago, "The Last Night on Earth" took "One Kiss New Year's Eve" as the highlight, and the box office on the first day was as high as 2600 million, successfully attracting countless audiences.
At the same time, other romance movies have also followed suit and were released at specific times, such as "Ten Years of Warm Words", "Journey to the West" and "I Want Us to Be Together" all chose to be released at 13:14 in the afternoon, conveying the romantic meaning of "one lifetime".
There is also a series of controversies behind ritual marketing. Some viewers raised the suspicion of "water injection" on the pre-sale results of the film, questioning whether to increase the scheduling rate through false and prosperous pre-sales, and then stabilize the box office through large-scale ticket refunds in the later stage. Some people even pointed out that the film's pre-sale box office curve from December 4 to 6 was too flat, and there seemed to be traces of human manipulation.
In addition to doubts about the authenticity of the box office, up to 20The 4% refund rate has also become another bright spot in this turmoil. Up to now, Maoyan Professional Edition data shows that the number of refunds for "Twinkle Twinkle Twinkle Star" has reached 4790 thousand.
Reasons for refunds include dissatisfaction with the theater's false labeling of "snow resort" or unofficial "snow resort", as well as dissatisfaction with the execution of the "snow" ceremony.
This ** battle has made "Twinkle Twinkle Twinkle Star" one of the most watched movies in the Chinese New Year file, but the focus of attention has inevitably deviated from the film itself. From the perspective of the industry, this film broke the law of split-line distribution of Lunar New Year stalls, squeezed the space of other films, and caused many Lunar New Year films to withdraw from the split-line distribution, which once again triggered the "film scheduling war".
Behind all this, we should perhaps think more deeply about the question: whether the audience buys tickets for the ritual sense of the film, or the quality of the film itself?Although the sense of ritual can attract the audience in a short time, only high-quality, good-looking movies can leave a deep impression in the hearts of the audience. The challenges of Twinkle Twinkle Twinkle Star will gradually become apparent after its release, because only the quality of the film is the real lifeline.
The success of the film is due both to clever ceremonial marketing and to the audience's recognition of its IP. Behind the controversy, however, there are more concerns about the quality and authenticity of the film.
For producers, it is necessary to improve marketing at the same time, but also to ensure that the quality of the film can make the audience love it for a long time. In today's fierce competition in the film industry, only by continuously improving the quality of films can we move forward steadily in the market.