At the beginning of the new year, cinemas ushered in a "snow" frenzy. On December 30, the box office soared, nearly 4The result of 700 million yuan set a new record for the same period. And the total box office of the entire New Year's Day stalls exceeded 900 million yuan in one fell swoop. One of the most eye-catching works should be the adaptation of the series of the same name, "Twinkle Twinkle Twinkle", this "parallel universe" movie version of the film version grossed 22.7 billion yuan, and the pre-sale exceeded 500 million yuan, firmly sitting on the box office laurel of the schedule, and is expected to break the 5A record of $2.5 billion. The film broke a number of records in every way. In just one day, the enthusiasm and support of the audience has already made it famous. At a time when new films are springing up, old films have also shown strong competitiveness. "Twinkle Twinkle Twinkle Star" exceeded 30% of the number of films scheduled on the first day, and the average attendance rate was as high as 228%, far ahead of other films released in the same period. However, when the film was shown at 13:14 p.m., a series of "snow fields" appeared in an embarrassing way. This innovative marketing method has sparked heated discussions and even topped the hot search list.
This time, "Snow Field" has also become a hot topic on the Internet, and the classic line "Zhang Wansen, it's snowing" in the film has been given a variety of new stalks. However, cinemas have been uneven about this innovative approach. From the ** spread on the Internet, it can be seen that the snowmaking effect of some theaters is a bit excessive. Artificial snow is very different from the light and romantic that the audience expects, looking like snowflakes from a distance, but up close, it is an unsightly foamy liquid, and even has some sticky texture, which is not friendly to the audience's sensory experience. In addition, because the snow guns can only spray snowflakes from a single angle, the snowflakes in the theater are unevenly distributed, and some seats become "snow-affected areas". This phenomenon sparked an in-depth discussion among the audience and experts. Some experts point out that while innovative marketing methods can attract audiences, attention to detail is still needed in the execution process to ensure that the audience is comfortable while enjoying it. At the same time, the audience also said that they were pleasantly surprised by the theater's innovative attempts, but hoped that the theater could pay more attention to details in the future and bring a better viewing experience to the audience.
Perhaps, in this era of innovation and experimentation, we need more tolerance and understanding. The theater's attempt at "snow field" may have been a failure, but it also showed us the courage and determination to innovate. I hope that in the future, we will be able to see more innovative attempts and more excellent works. I hope that the theater can continue to improve and bring a better viewing experience to the audience. In the past few days, "snow field" has become a hot topic among netizens, some people are confused, some people are emotional, and some people complain. In order to experience the "winter snow scene", many netizens deliberately bought the "snow field" of the movie theater for **, but found that only a small area was artificially sprayed with a few snowflakes, which could not meet expectations. The snow effect in some theaters was well received by the audience, and the audience resounded with exclamation and applause, and everyone took out their mobile phones to record this rare and beautiful moment. However, what exactly should a "snow resort" look like?What are the challenges faced by cinemas in this "snow" frenzy?And how to balance the audience's expectations and the actual effect?
It is understood that in the original plan, Maoyan Film only prepared 1,314 theaters across the country to carry out a one-time "snow field" activity at 13:14 on December 30. However, due to the flammable and explosive safety hazard of snow cans, many places have been forced to suspend this activity. However, the popular "snow resort" event has attracted more and more cinemas, some of which have even purchased and installed snow guns at their own expense. However, the actual way of "snowing" is very different, some theaters choose to start the snow at the climax of the movie, some are under the lights when the subtitles are rolled, and some theaters even have staff carrying snow guns to run through the theater to make snow. This allows the audience to experience a completely different "snow" effect in different theaters. A staff member of a cinema chain said: "Some cinemas are more focused on saving costs, while others will let it snow more and longer after the audience is high, so the snow will pile up. This illustrates the great flexibility in the implementation of the "snow resort", and this flexibility depends largely on the specific operation and management of the theater.
So, in the face of the audience's enthusiastic response to the "snow field", how should the cinema respond?Perhaps, theaters can conduct stricter safety checks on equipment before the "snow resort" event to ensure that there are no safety hazards during the event. At the same time, in order to better meet the expectations of the audience, the theater can strengthen the training of staff and improve the operation level of the "snow resort" activity to ensure that the audience can enjoy the real "snow" experience in the theater. Finally, we might as well jump out of the traditional movie-watching experience, and hope that in the future, theaters can be more attentive when holding "snow field" activities, bringing a more real and shocking audio-visual feast to the audience. After all, the "snow resort" is not only a marketing tool, but also a test of the overall operation and service level of the cinema. It is hoped that the theater can take on more responsibilities while spreading a beautiful experience, so that the audience can truly feel pleasure and surprise in the theater.
*：1.Shanghai Cinema SHO No. 2 Hall Snow Resort, this novel idea has attracted many fans to check in, but what kind of story is hidden behind the "snow field"?The cinema revealed that it tested the snow gun in order to create the most perfect effect. In such a wonderful atmosphere, can the audience really enjoy this different movie-watching experience?Another theater chose the "local snow" method and made a prompt on the screen before the film opened, is this more reasonable?Snow guns are not only used in the snow resorts of Shanghai Film City SHO 2, but are also being used more and more worldwide.
According to a report by the New York Times, a theater in Utah, USA, also tried to use snow guns when showing "Snow White", creating a romantic snow scene. In Japan, some theaters are also using snow guns to bring a different kind of movie-watching experience to the audience. Is this innovative way of watching movies a novel experience or a marketing gimmick?In addition to the facilities and services of the theater, the audience is more concerned about how to ensure the quality and environment of the movie. In the snow field of Shanghai Film City SHO No. 2 Hall, the staff said that the snowflakes melt into water and will not have much impact on the theater environment. But in another theater, due to the impact of snowmaking on the theater seating and cleaning work, they chose the "local snow" method, which is closer to the actual needs of the audience?For movie fans, they are more concerned about the quality and content of the film itself. In the snow resort of Shanghai Film City SHO Hall 2, the audience can enjoy the love story of "two-way crossing" while also feeling a different romantic atmosphere. But is the movie-going experience just visuals enough to captivate the audience?
The quality and depth of the film's content is also a constant focus of attention. Therefore, as a theater, how to provide a different viewing experience while ensuring the audience's viewing quality and viewing environment, as well as the quality and content of the film itself, is a problem that needs to be seriously considered and handled. The solution of these problems will directly affect the audience's overall evaluation and continued attention to theaters and movies. In this era of fierce competition, only by constantly improving their own strength and attractiveness can they be invincible in the fierce market competition. Therefore, theaters need to provide a different viewing experience while not ignoring the audience's pursuit of viewing quality and content. Only by doing a good job in these aspects can we truly win the favor and continuous support of the audience.