The "snow field" marketing of the movie "Twinkle Twinkle Twinkle Twinkle Star" created a box office record, but also caused controversy such as high refund rate, fire hazards, and noisy marketing gimmicks, and then after the premiere on December 30, "Snow Field Embarrassment" once appeared on Weibo hot search. The Beijing News reporter personally bought tickets to experience the "snow field" and interviewed some theaters and audiences, analyzing the "embarrassing" behind-the-scenes.
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Beijing News reporter Teng Chao, Zhou Huixiaowan, Beijing News Cartography, Sun Jianfei, Editor, Huang Jialing, Proofreader, Zhao Lin.
On December 30, the movie "Twinkle Twinkle Twinkle Star", adapted from the drama of the same name, was released, and as of press time, the box office has exceeded 200 million on the first day. As early as before the release, the film maintained a super high popularity in the publicity, especially the special screening of the "Snow Field" at 13:14 on December 30, which not only set off a wave of ticket grabbing craze among fans, but also made many theaters spontaneously buy snowmaking equipment. The total pre-sale box office of the film is 36.6 billion, the first day of pre-sale box office 17.5 billion, becoming the first-day pre-sale box office champion of love movies in Chinese film history.
The movie "Twinkle Twinkle Twinkle Star" set a box office record and also caused a lot of controversy.
However, while setting a record at the box office, the marketing of the "snow field" of the movie "Twinkle Twinkle Twinkle Star" has also caused a lot of controversy, such as the refund rate higher than the normal value of the market, the safety hazards that may be caused by "snow", and whether the noisy marketing gimmick will eat up word of mouth, and why the "snow field embarrassment" on the premiere day was once on the hot search on Weibo. With these questions, the Beijing News reporter interviewed a number of theater workers and audiences who purchased the "snow resort" while buying tickets to experience the "snow resort" in person, and jointly analyzed the "embarrassment" behind the marketing of the "snow resort".
The "Snow Resort" marketing is romantic, and it is hard to find a ticket.
At the end of the online drama "Twinkle Twinkle Twinkle Star" released in 2022, after the actor Zhang Wansen died in order to help the heroine Lin Beixing, Lin Beixing said alone on the snowy street: "Zhang Wansen, it's snowing." Are you okay, I miss you so much. This line touched countless fans at the time, and it quickly became popular on the short ** platform, and it also became the idea of this movie version of "Snow Field".
At the end of the web series "Twinkle Twinkle Twinkle Star", "Zhang Wansen, it's snowing" became the creative idea of the movie version of "Snow Field".
At 17:00 on December 5, 2023, the movie "Twinkle Twinkle Twinkle Star" officially opened for pre-sale, and at the same time, the film announced on Weibo that the film will be released from December 30 to January 1, 2024 during the special viewing activities, including 13:14 "Exclusive Confession Field: 20 "Long Time No See" Scene, 15:20 "I Like You" Scene, 16:20 "Star River Turn" Scene, etc. Among them, the "Exclusive Confession Field" at 13:14 on December 30 is a "snow field" carefully designed by the filmmaker, and in this screening, the audience can enjoy a romantic snow experience in the theater. "You are by your side, it is the first snow", this is the marketing slogan played by the filmmaker for the "snow field".
To this end, the film company selected 1,314 theaters across the country to open 1,314 "snow fields" at 13:14 on December 30, and the theaters participating in this event can get a box of artificial handheld snow cans, a small limited card for the film and a special logo on the "snow field" platform of the Maoyan APP.
After the marketing of "Snow Resort" was opened, the market sales of this session were extremely hot. A staff member of a cinema in Chaoyang District, Beijing, told the Beijing News that the theater was about to be blown up at that time, and many audiences inquired about the situation of the "snow field" every day. Soon, the "snow fields" in theaters across the country were basically sold out, and there was a situation where it was difficult to find a ticket. Because the filmmaker stipulates that each theater can only schedule one "snow field", many theaters lined up the "non-snow field" of the film at 13:14 on December 30, and the attendance rate is also very high.
At the same time, in addition to the 1,314 theaters designated by the filmmaker, a large number of theaters spontaneously organized "snow field" screenings, and these theaters made some small cards and purchased snow cans and snow machines independently, just to achieve the romantic effect of snow drifting in theaters, and even snow guns were sold out in some areas.
The Beijing News reporter entered "snow machine" in the search box of a treasure shopping platform, and found that there was a seller who directly marked "the movie 'Twinkle Twinkle Twinkle Star' adjustable snow volume", **According to the power and performance, the 800-watt wire control model is 221 yuan, which can only spray 2-3 meters, covering 15-20 square meters;The 2000 watt vertical model is 1548 yuan, which can spray 8-12 meters and cover 65-85 square meters ......When the reporter consulted the seller, the other party revealed that the sales volume has doubled recently, and there are many people who buy snow machines in theaters. Subsequently, the seller sent a section of the snow machine spraying snowflakes in the theater, with **, which is very romantic.
There is a seller on a treasure shopping platform who directly marks "the movie 'Twinkle Twinkle Twinkle Star' Adjustable Snow Volume".
Audience] The majority of female viewers pursue a sense of ritual.
The online drama "Twinkle Twinkle Twinkle Star" is iQiyi's account-sharing drama and will be launched in January 2022. After the broadcast of the report, it refreshed the record of iQIYI's account-sharing drama, becoming the first account-sharing drama to break through the 100 million-level ** volume. The popularity of the marketing of the movie "Snow Field" in turn has driven the first volume of this drama broadcast nearly two years ago. On December 8th, the iQiyi platform drama "Twinkle Twinkle Twinkle Star" reached more than 10,000 people at the same time, and many viewers began to make up or rewatch the drama.
Most of the viewers who bought the movie version of "Snow Field" came from fans of the series. In an interview with the Beijing News, several fans showed their "top" for the series. Because the show was released in all 24 episodes at one time, a fan spent a day chasing the show and felt that this campus youth drama "has a lot of stamina and is obsessed with Zhang Wansen's character design".
The poster of the snow version of the movie "Twinkle Twinkle Twinkle Star".
As early as the launch of the film project, many fans of the series shouted for "must be the original cast" and "don't change people, all TV drama actors must be included". The movie does respect the opinions of fans, and it is created by the original cast of the series, which guarantees the best experience of fans of the series to a certain extent.
When fan Xiao A saw the special screening of "Snow Field", he opened the ticketing platform to grab tickets as soon as possible, and finally only grabbed two tickets in a theater far away from the school. Another fan, Maruko, grabbed two tickets at first, but after a few days, he found out that this theater was not a snow resort, and after refunding the tickets, he mobilized his roommates in the same dormitory to help find a theater with a "snow resort" sign, and finally grabbed the tickets.
I was asked why I chose the "Snow Resort" sessionSeveral respondents almost all mentioned the term "sense of ritual". "Watching a movie in the cinema, you can still see the snow, how romantic, how ceremonial" "13:14 'Snow field', 1314 originally had a strong sense of ceremony, for a lifetime, in the theater with snow and boyfriend to witness this moment, there are few such opportunities" ......
The Lighthouse Pro movie "Twinkle Twinkle Twinkle Star" wants to see user portrait data.
The movie "Twinkle Twinkle Twinkle Star" in the professional version of the lighthouse wants to see the user portrait shows that female viewers account for 851%, and 74 under the age of 244%。The user portrait is obvious: young female audiences are the main consumer force of the film. And several fans interviewed by the Beijing News are all women. Female audiences like romance and pursue a sense of ritual, and the marketing of "Snow Resort" just hits the consumption preferences of female audiences.
The love movie "Your Wedding" (which was released on April 30, 2021), which was re-screened on December 30, also opened a special viewing activity on December 14, with a "single-minded" scene at 13:14, a "Love to Confess" scene at 17:20, and a "New Year's Eve Appointment" at 22:05 on December 31 (the end time of this screening is exactly 0:00 on January 1, 2024), which is also an attempt to make a very ceremonial "New Year's Eve file" The value is maximized, and in comparison, it is much inferior to the "snow field" marketing concept of "Twinkle Twinkle Twinkle Star".
Twinkle Twinkle Twinkle Star "Snow Resort" Audience Survey (100 Spectators).
The Beijing News mapped Sun Jianfei.
The audience shared the feeling of "snow field":
I was devastated by an "avalanche", can you consider my makeup at the "snow field"?
Friends specially grabbed tickets for the special scene of "Twinkle Twinkle Twinkle Star", we specially drew a good makeup, and also deliberately made a hairstyle, came to the theater to wait for the romance of "snow", before watching it, we saw some official propaganda **, the overall snow looks light, and then floating in the black theater also looks very romantic. Of course, we didn't expect the tickets we bought to look as good as the promotional images, but it still gave me hope. But our "snow" was really unsatisfactory, I don't know if this snow gun is unstable, just a few minutes after the show started, it began to "pour heavy snow", it was indeed like an "avalanche", my friends and I were wet with hair and whole body, and all the styling was gone. I am really disgusted by the filmmaker's excessive marketing, I think that "making snow" or creating romance must be based on the good looks of the movie, but some of the plot and characters of this movie are really disappointing.
Dictator: Audience Wang Jie.
To test the quality of the audience, some people "hi" and didn't care about the feelings of others.
The snow-making conditions for our show were that one person was given a snow spray canister and the "snow" began to "snow" at the very end, but it was all up to the audience to create it manually. The two young people in the seat next to us were particularly "naughty", so they sprayed everywhere like crazy, maybe they wanted to joke with each other, so they sprayed each other's heads and faces, because the scene was full of screams and crazy snow, and it was impossible to see who and what situation at all, and I was "not spared" to be sprayed with "snow" by strangers. At that time, it was really helpless, and this snow spraying method is actually a safety hazard, I saw a fire police officer before, if this snow blaster encounters an open flame, there is a possibility of causing a disaster, and this kind of "snow" sprayed directly on the ** is also doubtful. To be honest, it was quite hi at the time, but when I left the scene after the operation, I was very "afraid", I think everyone can be "hi", but there must be a bottom line and scale, otherwise I am afraid of causing any unexpected danger.
Dictation: Audience Li Xiang.
Overall, it's still quite romantic, and the atmosphere is pretty good.
came to watch "Twinkle Twinkle Twinkle Star" because I was originally a fan of the previous drama works, so if there was no special arrangement, I would also buy tickets to the theater**, but I found that the difference between the "snow field" and the ordinary field in our city is not so big, and I will naturally buy the "snow field" in such an acceptable **space. It is true that in the last unexpected time we have a "snow" in this hall, on the whole it is still more romantic, and even we have someone to propose marriage at that time, there is some surprise feeling, but this kind of occasion is indeed more suitable for couples. After the movie, the atmosphere of our scene was quite good, but there were many cleaning staff standing at the door of the theater looking at a bubble "snow disaster" in despair, and they should be the last people who want to see "snow".
Dictation: Audience Tan Meng.
It has increased the workload of the theater cleaning staff.
In addition, the reporter interviewed the cleaning staff of some cinemas, and they generally believed that the cleaning after the "snow field" did cause a great burden to the cleaning work of the cinema. For Aunt Li, a cleaning staff in a certain cinema, she was very devastated by the "new way" of "snow field". When Aunt Li received the notice of cleaning the "snow field", she thought that the situation was under her control, but later found that the situation was more complicated than she imagined when she came to the theater. "Our auditorium is not paved with any protective measures in the seats and aisles, this time the snow is a large snow machine, this 'snow' is indeed very heavy, it will make the whole hall very humid, because there is only so much time between shows, we have to complete the cleaning within 10 minutes, we have to quickly dehumidify the aisle of the auditorium, and remove the foam on the seats, which is really a huge workload for us. ”
Controversy] Snow field embarrassment" is on the hot search.
While the marketing of the "snow resort" of the movie "Twinkle Twinkle Twinkle Star" brought huge box office benefits, it also caused a lot of controversy, such as the refund rate higher than the normal value of the market, the fire safety hazards that may be caused by snow cans or snow guns, and topics such as "embarrassment in the snow field" and "Zhang Wansen's local blizzard" rushed to the hot search.
1. The viewing message is not equal, resulting in a high refund rate.
Maoyan and Taopiao tickets show that as of December 16, the number of refunds for "Twinkle and Twinkle Star" has exceeded 1 million, and the average refund rate of the two platforms is 181%。The normal refund rate for a movie is generally 2% to 8%. Many viewers questioned that the pre-sale box office of the movie is so high, there may be "water injection" behavior.
In response to the film's higher-than-normal refund rate, the Beijing News interviewed some theater managers and audiences. Manager Chen, who has been working in theaters for many years, told the Beijing News that it is normal for this kind of special schedule movies to open pre-sale 25 days in advance, and the refund rate is high. Because some theaters got the inside news in advance, they opened the "snow field" before the official announcement of the filmmaker, and some fans bought movie tickets for the show. After that, the film officially announced the special screening event of "Snow Field", and marked the special logo of "Snow Field" on the Maoyan ticket purchase platform, at which time fans chose to refund or change the tickets they had purchased before, which led to a sudden increase in the refund rate.
Many fans confirmed this statement. Because the filmmaker's official announcement of the special viewing information of "Snow Field" is a little lagging behind, some fans choose to buy tickets "betting" and buy tickets for the 13:14 show on December 30 in many theaters, "just gambling on luck". There is a fan who has had a bumpy experience of selling tickets and refunding tickets. On the first day of the pre-sale, she bought a ticket for the evening of December 30. Later, I found out that there was a "snow resort" at 13:14, so I quickly refunded my night ticket and bought a new "snow resort". didn't think about it, a few days later, the theater itself canceled the "snow field" screening, and finally she found a theater with a "snow field" and grabbed the ticket. She went through two bounces alone.
In addition, many theaters originally participated in the special screening of "Snow Field", but later canceled the screening due to various reasons. On December 12, the official Weibo of Vientiane Cinema announced that in order to effectively protect the personal and property safety of the audience, Vientiane Cinema decided to cancel the special snow event of the movie "Twinkle Twinkle Twinkle Star" released from December 30 to 31. According to Vientiane Cinemas***, there are a total of 55 Vientiane Cinemas across the country, and all of them have canceled the "Snow Resort" screening, which is a large refund number. Moreover, the cancellation of the "snow resort" screening nationwide is not only a chain brand of Vientiane Cinemas.
2. The artificial snow sprayed by the snow tank is "combustible" and has potential fire safety hazards.
Fire safety is the most controversial issue in the "snow field" of the movie "Twinkle Twinkle Twinkle Star". After the cancellation of the "Snow Resort" screening at Vientiane Cinemas, the Beijing News called the staff of the Shenzhen store to inquire about the matter, and the staff of the other party said that the main reason for the cancellation of the screening was "due to safety concerns". Many theaters in Beijing did not choose the "snow resort" special screening, and the Beijing News ** asked the Universal CityWalk Cinema why there was no "snow resort" show, and the other party said "there is no such arrangement".
The five Beijing stores of the Capital Cinema also did not arrange "snow resort" screenings. Yu Chao, deputy general manager of the Capital Cinema, told the Beijing News that the main reason is that the "snow" sprayed out may have potential safety hazards, and the "snowflakes" float everywhere and float onto the screen, the stains are difficult to clean, which will pollute the screen and reduce the viewing effect, so the "snow field" screening was not done.
The Beijing News also asked more than a dozen theaters in Beijing that have arranged "snow fields" to be screened, and the fire departments in some places have intervened in the fire safety problems that may be caused by "snow", so in terms of the time and scale of "snow", compared with the romantic scenes of snow falling in the theater on the Internet before, it is relatively conservative.
In the ** consultation, many theater staff said that they would start to "snow" when the easter eggs came out at the end of the movie, and until the subtitles came out, "just for a short while, and it won't last long". As for the coverage of snow, some theater staff said that only a small part of it can be covered, "between the front of the screen and the first row of seats, it will not spray on people, or cover the seats".
Raincoats distributed by the staff to each spectator before entering the snow field. Photo by Beijing News reporter Teng Chao.
The "snow" equipment of some theaters is the film company or its own snow can, which is sold online for about 4 yuan per can, and many theaters have purchased their own snow guns, whether it is a snow tank or a snow machine, the snow sprayed out is foamy artificial snow. In response to the safety of artificial snow, the Beijing News reporter consulted the seller of a snow machine on a treasure shopping platform, and the other party replied: You can't touch the open flame. After the "snow" falls, it will melt away on its own, so you don't need to clean it up.
The staff of the Shuangqiao store of Jinyi Cinema told the Beijing News that this artificial foam actually has some safety hazards, "our superior unit said to try to get as little or no as possible", so the "snow" can only cover a small part of the theater, and after the movie is over, the theater staff will spray it in the aisle with a snow can, and it is impossible for the audience to have a can.
Bona International Cinema Tongzhou Tuqiao Store also attaches great importance to the potential fire safety hazards of the "snow field", and the staff told reporters that the staff will also hold fire extinguishers at the door at that time, so that they can be dealt with in time in case of fire.
The day before the release of "Twinkle Twinkle Twinkle Star", the reporter snapped up a ticket for the 13:14 "Snow Field" of Poly International Cinema Tiananmen Store on the ticketing platform. On the day of the release, the reporter experienced it personally. Before entering the venue, each audience member received 6 movie character cards and a raincoat. During the whole film screening, the theater staff sprayed "snowflakes" in the direction of the audience at the beginning and near the end of the film at the beginning and end of the film, which lasted for a long time, and the "snow" was very large, even if they were wearing raincoats, they would get on their clothes, and the back of the seats was covered with a thick layer. Some of the popcorn bought by the audience was sprayed with "snow" and could not be eaten, and it was still full on the seats after the show. At the same time, it also increases the cleaning burden of theater staff.
The amount of snow "is so heavy that even if you wear a raincoat, you can get on your clothes." Photo by Beijing News reporter Teng Chao.
Artificial snow does hide a lot of potential safety hazards, the theater is a confined space, people gather, there are many lighting machines, these are heat sources, all of which may cause disasters. A long time ago, the fire and rescue detachment of Tongzhou District, Beijing, conducted an experiment on the safety of snow spray cans: take a snow spray can and spray it at a lit alcohol lamp, and the flame burns more violently. Because the main ingredient in the snow can is polymer resin compound, which is combustible, and there is pressure in the snow can, if it is sprayed into people's eyes, mouth and nose, it will also cause harm to the body, so the atmosphere must be created with safety as the bottom line.
3. Gimmick marketing is embarrassing, ugly, and the experience is not good".
After the screening of "Snow Field", topics such as "Snow Field Embarrassment" and "Zhang Wansen's Local Blizzard" once rushed to the hot search on Weibo. Netizens have posted the scene of the "snow field"**, and some viewers are covered with a thick layer of "snow", and the theater is in a mess. Some netizens commented: "There is a feeling of a beautifully dressed bride and groom who has encountered a wedding trouble with a fire extinguisher", and even some viewers were so angry that they wanted to "call the police" after being sprayed with foam.
For many audiences, the experience of "snow field" is not good, especially some theater staff are unprofessional, turn on the field lights when the movie is halfway through, distribute snow cans to the audience in the front row, let everyone shake it and spray "snow", and then turn off the lights after the end.
The "snow field" where the reporter bought a ticket was not comfortable. The process of the movie will be interrupted by the "snowflakes" sprayed by the snow gun, which affects the smoothness of watching the movie, and the snow gun can only spray the audience at a distance due to the short power cord and the limited spraying distance, and the audience at a distance cannot be covered at all. The staff didn't have time to clean up the "snowflakes" at all, because the screening of this scene was delayed for 9 minutes because of queuing to receive cards and raincoats, and after the movie ended, the audience for the next show was already waiting in line outside the door.
Towards the end of the film screening, the staff began to spray "snow" with snow blowers in hand. Photo by Beijing News reporter Teng Chao.
As for the marketing point of "Snow Field", some netizens also said that they had a "feeling of being deceived", because the whole story of the movie takes place in the summer, a period of time before and after the end of the college entrance examination, and the scene about the snow only appears in a few flashback shots at the end of the film, with a total duration of less than one minute.
The movie "The Last Night on Earth", which was released on December 31, 2018 on New Year's Eve, is a typical case of film marketing. The slogan "One Kiss New Year's Eve" before the film's release made the audience mistakenly think it was a romantic film, but when they actually walked into the cinema, they realized that everything was not the case. The interweaving of long shots, dreams and reality is full of literary and artistic atmosphere, and the audience not only does not feel the romance at all, but also falls into "the sleepiest night on earth", which is called "fraudulent marketing" by the audience. Although the box office on the first day won 26.2 billion, but the final box office only received 28.2 billion. Success is also marketing, failure is also marketing.
In addition to topics such as "embarrassing snow field" and "Zhang Wansen's local blizzard", "ugly" also appeared on the Weibo hot search list, and the noisy marketing began to eat away at word of mouth. In terms of box office revenue alone, "Twinkle Twinkle Star" can be regarded as a successful marketing, but good marketing can not only bring high box office to the film, but also output good content for the audience, so that the filmmaker, the theater, and the audience can all benefit. If it is completely reliant on drama fans and marketing gimmicks to harvest the box office, then word-of-mouth will soon be counterattacked, and a work still depends on quality and content.
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