**: Entertainment.
During the roadshow of the movie "The Three Teams", Zhang Yi refused to skip subject three The news exploded the silent majority.
From the beginning of the rise of short ** and entering the film marketing, the talent conspicuous bag has quietly occupied every corner of movie premieres, roadshows, and marketing. In almost every post-screening exchange, you will find those conspicuous bags that are arranged and brought to life at first glance.
Some of them gave the creators the first cup of milk tea in autumn and a mouthful of roasted sweet potatoes in winter, and some rubbed the most popular hot spots at the moment, such as letting artists dance subject three together, in short, the interactive content has nothing to do with the movie, and the people present often feel inexplicable and embarrassed.
Entertainment Studio learned from a number of film marketing practitioners that not all artists like these awkward interactions, and many people can only be forced to accept them. This time, Zhang Yi refused to skip subject three, and finally an artist stood up and pointed out that these embarrassing and inappropriate work, regardless of the occasion, and not decent enough, called on everyone to pay attention back to the movie itself.
Zhang Yi's refusal and subsequent explanation also aroused the support of the "silent majority", and many viewers were embarrassed to work on marketing for a long time, and finally some actors openly spoke up for those audiences who wanted to discuss the movie more and wanted marketing to return to the film itself.
After Zhang Yi refused to skip subject three, he used "dream interpretation" to describe the meaning of the roadshow
The conspicuous bag occupies the movie publicity, who is hurting?
Under the hot search of Zhang Yi's refusal to skip subject three, there are many real voices of movie audiences
I'm on the spot, I just want to listen to the interpretation of the movie, and I don't want to watch any dance, it's really embarrassing", "It's very unfair to the audience, it's equivalent to spending money to brush up the **" ......
Movie premieres and roadshow tickets are not easy to come by, and the audience generally has to spend 200+ ** to get a chance to meet the main creator, everyone is willing to spend money for this, one is to get close to the main creator, and the other is to have the opportunity to communicate with the main creator for the first time after watching the movie and ask questions.
The time for post-screening communication is as little as 5 minutes or as much as 15 minutes, and there are only a few opportunities for the audience to speak, and the embarrassing interaction of skipping subject three not only occupies a place but even wastes more time.
In the ** of Zhang Yi's refusal to dance subject three this time, it can be seen that Zhang Yi and other main creators did not dance, but only watched awkwardly from the side, but the audience still finished the dance on stage, which was completely an inopportune waste of everyone's time.
Recently, subject three has become a hot stalk, Zhang Ruoyun and Yang Liping's team are dancing admittedly, subject three is very popular, but it is just a hot stalk in the short term of a platform, not everyone understands this stalk or likes this stalk, this is a kind of self-esteem regardless of it.
Entertainment Studios has attended many movie premieres and experienced this embarrassment on the spot, generating anger at the time being wasted. I remember that during the 2020 Golden Rooster Awards, the movie "Warm Embrace" once held a press conference to take the embarrassing work to the extreme.
The event invited a large number of traditional ** to report, but the protagonists of the press conference were a group of Internet celebrities, and the main content of this press conference was to invite several talents to go on stage to shoot short with Shen Teng and other main creators**, so we almost didn't get any information about the movie on the spot, and only saw embarrassing content such as the stars touching Shen Teng's face on stage, bringing friends to chase stars and confess Shen Teng.
Who did the embarrassing whole work hurt?The first thing that hurts is the other audience on the spot, depriving more fans who love movies and want to communicate about movies, and depriving everyone of the opportunity to get information about movies.
At the Golden Rooster Conference, Internet celebrities came to the stage to chase stars Shen Teng and Zhang Yi are rare artists who refuse, but it does not mean that artists like and are willing to cooperate with these hot stalks that are popular in the short term.
Jiang Jiang, who has done several star-studded blockbuster movie promotions, revealed that some top artists with more fans will clearly not cooperate with these embarrassing interactions, and if there are really talents who want to interact with artists awkwardly, they can only interact with other supporting artists present.
Nowadays, in addition to the premieres and roadshows, there are influencers buried on the scene to throw out the whole interactive requirements, and there is also a way to play is that Internet celebrities and artists co-produce, that is, to shoot miniature sitcoms, and the talents plan the shooting script, so that the artists can join in and cooperate with the shooting.
The more high-quality scripts are combined with the content of the movie, but this kind of high-quality scripts are rare, and more scripts are full of embarrassment, some don't know what to do, and more are how excited the interpreters are to see the stars.
During the premiere of "Disappearing Her", an Internet celebrity came on stage to interact with Ni Ni during the promotion of a movie, and may find several top talents and artists to co-produce it, and top artists are even more reluctant to cooperate with this kind of request. But there are also some first-line artists who have had the experience of co-production, Jiang Jiang said that there are indeed a small number of artists who like this kind of play, and more artists are holding the mentality of "I want to be the best and I will do it if I can help" to cooperate with the filmmaker's publicity requirements.
Even some artists are forced to shoot, and the person has been taken to the shooting room, and it is not good to refuse in front of the talent, and the artist is not happy after the filming is barely finished, thinking that these shooting content is completely playing with Internet celebrities, and has nothing to do with movie promotion. Entertainment Studio once went to interview an artist on the announcement day, and was told that the artist was in a bad mood that day, because he cooperated with too many embarrassing short ** shooting.
The artist advertises that she is a short ** audience, and she also has a favorite head talent, but after brushing up on the co-production of the artist and the talent**, she still said that she didn't understand it and was unwilling to let her artists participate in this kind of shooting, "I don't think you have any promotional works, you have purely become a tool for Internet celebrities to put gold on themselves, see that I have a cooperation case, I can make requests with more artists in the future." Have you ever thought about the artist team, in fact, if you cooperate with these talents, maybe the fans of the owner of the account don't like you. I think these artists don't cherish feathers too much, and they reduce their texture. ”
The Internet celebrity co-produced with Liu Shishi and Luo Yunxi to brush the short ** empty space every day and also put forward a point of view, now some post-95 female artists are very high about short ** hot stalks, and they dance whatever is popular, and they have been on the front line of endorsing these Internet memes, "So I can't watch their works, I always feel that I will start dancing in the next second." In the past, everyone always discussed that actors should be less on variety shows and retain a sense of mystery, but now it can actually be said that artists should also stay away from bad stalks on the Internet and have less embarrassing interactions, otherwise they will blur their image as actors.
From this level, if the movie promotion is occupied by hot Internet memes, and the artist also cooperates with these stalks, in the context of film promotion, it is a kind of destruction of the character and the artist's own image.
Behind the revitalization everywhere is the dilemma of film marketing.
Each premiere and roadshow has 1-2 influencers participating, which is all spent by the filmmaker to bury themselves in the audience and interact with each other. Since artists don't like to cooperate, and ordinary audiences are also disgusted, why is film marketing still occupied by these embarrassing jobs?
Behind this is actually the multiple dilemmas of film marketing.
First, it is difficult to market the film ontology.
The film promoted that Xiao Gong once had a roadshow with a movie, because the filmmaker did not bury some nursery children in the audience in advance to stand up and communicate, and there was an embarrassing situation after several screenings where no one asked the main creator questions. This is because the movie itself is not good-looking, there is not much content to communicate, if you do ontology content marketing for such a movie, it is indeed a bit difficult, you can only play with memes to find some entertainment-oriented grips.
Senior film publicity rice said that even for high-quality movies, there may be only three points in the content of the movie body that can really resonate with the public, and the remaining dozen or so publicity points are all made up, and some entertainment content is also needed at this time.
On the other hand, not all movie actors can express themselves like Zhang Yi, have their own ideas about the movie, and can calmly answer the audience's questions after the screening. In the few ** that Xiao Gong has followed, the leading actors are very boring, they don't like to express themselves or are not good at expressing themselves, and the promoter will bury the problem and write it to the artist. When encountering such a difficult person, it is not as easy to discuss the film itself as it is to live a whole life.
A movie blogger's second impression on Zhang Yi's refusal to skip subject three is that practitioners mistakenly think that the whole job can quickly get out of the circle.
Entertainment marketing is necessary, but many people mistakenly think that they can get on the list and get out of the circle if they get on the popular meme.
Several interviewees have participated in the premieres and roadshows of many movies, and have watched countless influencers rub hot interactions, and the overall feeling is "all very embarrassing".
Propaganda Xiao Gong said that the stalks that people interact with are basically popular at any time, and everyone is completely copying and pasting hot stalks. Publicize that Jiang Jiang has watched countless interactions between influencers sending rolling paper to the main creators, implying that the movie is very crying, "The current influencers themselves have no ideas, and they don't have anything particularly fun and funny, so they can only play back and forth with these rotten stalks." ”
Practitioners are also worried about these hot stalks that follow the trend, repeat, reduce intelligence, and lack texture, but they are coerced to promote this atmosphere, because hot stalks already have basic heat, and once they are rubbed, they may create a popular **, so that they can have good data performance and can be reported upwards, which is essentially the dilemma of working for data.
Propaganda rice said that the traditional movie ** promotional materials are a few trailers, specials, and play out according to the rhythm, but now the propaganda party needs to send 10 materials a day, and 1 publicity period may be hundreds**, the industry rolls up, everyone can only rack their brains from different dimensions, so rubbing these Internet hot stalks is the best way to operate.
Rice still remembers the volume of movie promotion in the past, which is a volume of ideas and pomp, such as "Monster Hunt 2" and "Detective Chinatown 2" in the Spring Festival Gala of that year, but now everyone will no longer spend a lot of money to do such a thing, maybe spend money to find two talents to jump the subject three, and can also produce two million likes**.
So, can these embarrassing interactions of rubbing hot spots really have good data performance?Does it help with movie promotion?Can it achieve box office conversion?
The answer is not promising.
According to Jiang Jiang and Xiao Gong's experience and observations, if those pre-buried talent stalks are not suitable for movies and artists, the probability of becoming a hot spot in the end is very small.
For example, the recently popular stalk of "Strangers Give Me Candy, Don't Don't", Ruan Jingtian and other main creators at the premiere of "Raging Tide" also played it, but the response was not good, and Zhao Lusi, the star of the drama "Shen Yin", played this stalk with good data performance. The reason is that the cast of "Raging Tide" and the content of the movie itself have nothing to do with this stalk and are not suitable, and there is no point in forcibly rubbing the stalk, and Zhao Lusi herself has a good sense of networking.
Even if the data is good, these awkward interactions in the direction of entertainment will hardly serve to promote the movie.
Propaganda Jiang Jiang said that after these talents finished being conspicuous bags on the scene, the small ** content sent back was basically "Oh my God, I went to see the movie premiere of a big star today, I talked to him on the spot and taught him to dance!"."Sharing the surprise of meeting a star in an exaggerated tone can't output the content of the movie itself.
We ask the talent to definitely hope that he can have an output around the movie, and the whole life is just an accessory", Jiang Jiang said, "But in fact, these talents can't output anything, and you will also find that they speak very differently, such as 'oh my God, you have to go and show me', 'family members must go to see it', they just keep giving you **, they can't output any opinions." ”
The bigger problem is that the audience's ability to discern is gradually improving, and everyone is starting to stop eating this set.
When the influencers are rubbing the same hot stalk to promote the movie, the audience will feel annoyed, and they will also realize that the influencers they follow have received money and been put on the market. These hundreds of thousands of likes** produced based on the number of fans of the influencers themselves, how much box office conversion can they really achieve?The people who like these low-quality ** may not have an emotional connection with the movie itself, but just watch a lively and smooth thumbs up.
Some time ago, marketing stalks like Huo Siyan's crying and Zhang Yimou's shock have begun to be ridiculed, and the backlash has begun.
Zhang Yi's refusal to skip subject three once again made everyone start to call for embarrassment to leave film marketing and call for the return of normal post-screening communication.
She once went to see a premiere of "Moscow Action", and she remembered that a fan gave Andy Lau a cassette tape from more than 20 years ago on the spot to express her love for Andy Lau, and she was very moved by that moment.
Therefore, normal audiences are not reluctant to express their love for artists and send things to artists after the screening, what everyone expects is sincere communication and providing some real emotional value, rather than following the trend to send the first cup of milk tea in autumn.
Promotional rice believes that the post-screening communication of the film festival may be the atmosphere that everyone wants the most, and fans are communicating around the content of the film and the main creator, but this may be the next stage of the industry's maturity. In the current environment, it is necessary to rely on publicity and gimmicks to attract audiences into the cinema, and in order to strive for higher data and better material click data, the marketer will use all means, which will inevitably include those embarrassing work.
But when Zhang Yi refused to skip subject three on the hot search, this issue should be taken seriously, and it was time for the principled and bottom-line promoter to make a change.
When we saw this, we immediately felt that we should really stay away from this kind of thing, and we actually did this thing against our will, maybe just because everyone did it, because this thing has data, but in fact, we also felt that this thing was inappropriate, and we also wanted this thing to be less", said Rice.
In the last episode of the recent hit drama "News Queen", the protagonist Sister Man broke the fourth wall to tell everyone a truth: what the TV feeds, the audience eats, but we should have our own discernment ability.
In the matter of embarrassing rectification, from the promoter to the platform, there should also be this sense of responsibility: stop feeding the audience these non-nutritious garbage, if you still regard movies as art, or even just treat movies as a normal consumer product, please also return the movie to promote a pure land.