Hey, entertainment fans, the film market in 2023 is lively and exciting, but it always feels like something is missing. There are four movies in the Spring Festival and summer files that broke 3 billion, especially the domestic giant "Fengshen", which has injected a shot in the arm into the entire industry. But the cold time is still a bit deserted, and only 11 movies have a box office of more than 1 billion throughout the year, which is still close to the pre-epidemic level. However, don't be discouraged, what burns the most this year is not the movie itself, but some "wonderful" things in the film industry, such as the movie makes the dog cry, Wu Jing visits the class, Huo Siyan cried at the premiere, and the producer asked the film critic to ......These lace gossip, although they may not directly stimulate us to pay for tickets, can certainly bring us a lot of fun.
Aspect 1: The frenzy swept in, and the audience cried
Oops, you know what?There is a literary film, and the premiere invited a group of performers to perform "Iron Man Crying" and "Crying until the glasses are blurred" and it only cost 500 yuan. The director said that this is the standard, but this triggered a short ** involution, from amateurs crying, to Internet celebrities crying, and even dogs crying. In the cinema, the audience not only sits and watches the movie, but also becomes the actor of the small theater. I was infected by the plot at work, and laughed until I laughed out loud;When watching the movie, some of the couples broke up angrily because of the progress of the plot, and some cried bitterly.
The drama in the cinema is not finished, and the big drama outside is quietly staged.
Aspect 2: The main creator is controversial, and the audience fights back].
The creators are also this year's "eye-catching responsibility". In the first half of the year, director Chen Zheyi coquettishly responded to the movie being complained about, and actually said that he was "such an elegant person was attacked for no reason";Director Wang Jing also staged a "refund storm" on Weibo. In the off-season of the film market in the second half of the year, the main creators shifted from "coquettish" to "wild", the producer said "we were hacked" and had to make an appointment with the film critic, and the screenwriter called the audience "mediocre gully" and "humble coward".
However, the audience didn't buy it this year, and said "please, don't break it" to the creators' miserable sales and responses, which made the movie cause more controversy among the audience.
Aspect 3: The rise of short, marketing becomes homogeneous
The short ** platform is really the "big killer" of this year's film marketing. I heard that 60% of the movie promotion budget is now spent on short ** platforms, especially on Douyin. In order to attract attention, marketing companies go to great lengths. However, the problem also comes, the number is inflated, and the top ten movies at the box office this year have released ** from 300 to 1000 on the official Douyin account.
It's all a routine, which makes the audience aesthetically tired. The bloggers ridiculed this routine fiercely through a lot of ironic second creations, allowing the audience to see aesthetic fatigue and distrust.
Aspect 4: Homogenization leads to bottlenecks, and the audience is tired
Short** marketing homogenization, the audience began to go crazy. The emergence of a large number of short ** has led to the content being in a tone, the audience is dazzled, and the aesthetic fatigue and distrust are getting heavier and heavier. is just a bunch of cookie-cutter and boring routines, and the filmmakers and marketing companies also said that marketing is becoming more and more difficult to do, and it is becoming more and more difficult to attract the audience's attention, and they have to keep thinking of new tricks.
In short, the audience is fed up with this homogenization, which is really tiring.
Aspect 5: Short** marketing is in a bottleneck, creativity is king].
Short** marketing is stuck in a bottleneck, and it is as boring as the previous ritual marketing. The routines that used to be easy to make are now cheesy, but to break through this bottleneck, it is not to subvert the underlying logic, but to add some material on the original basis. For example, the recent "Twinkle Twinkle Twinkle Star", with the ritual sense of "snow field" marketing success, although there is also a bit of "water injection doubts" and "refund of tickets", but in this era of attention economy, this trick really works.
Perhaps short-term marketing needs such specific and unique creativity, rather than blindly copying routines.
Summary] In 2023, although the film industry has come out of the epidemic, marketing has also encountered a lot of challenges. The short ** involution annoys the audience, and the problem of homogenization has caused the market to fall into a bottleneck. In the new year, how to engage in more creative and attractive marketing has become a big problem for the film industry to solve. Audiences are expecting something unusual and interesting to play new tricks, rather than the same old routines. In this era of attention economy, creativity is still the most important, and only by constantly innovating can we stand out in the fierce market competition.