As soon as the Spring Festival holiday ended, the platform announced the box office champions and runners-up of Spring Festival movies, among which "Hot and Hot" won the championship with a box office of 2.7 billion. Surprisingly, "Hot and Hot" then suffered a word-of-mouth crisis, and lost its position as the daily box office champion on the first day of release.
At present, the total box office has dropped by more than 1 billion, and the box office growth has also fallen to fourth place, which is quite unfavorable. At the same time, Jia Ling herself has been questioned, although she emphasized that the core purpose of the movie is to love herself, not to lose 100 pounds. However, it is undeniable that "*100 catties" has become the highlight of the early stage of the movie, occupying a favorable position in terms of publicity, and also allowing the movie to achieve a skyrocketing box office performance on the first day of the Lunar New Year.
The related short** with a greatly changed appearance quickly caused a sensation on the short** platform, and the behind-the-scenes footage and shooting highlights of the film have also attracted much attention, in addition to the songs written and sung by Jia Ling herself, and even follow-up projects such as documentaries and concerts, making "Hot and Hot" a topic of conversation everywhere.
However, the potential danger posed by this type of propaganda is as previously anticipated, and it can even be said to be a double-edged sword.
Nowadays, the negative comments about excessive marketing are gradually increasing, and many netizens have expressed their increasing disgust, especially since almost every day there are related topics on the hot search, including many complaints about the body anxiety caused by movies.
Jia Ling herself also began to be directly affected by this public opinion, and a large number of negative comments appeared in her personal Weibo comment area.
Some netizens advised her not to buy hot search marketing services in a milder tone, while others took a more drastic approach, bluntly calling her a "marketing coffee", and even accusing Jia Ling of bad words, thinking that it was normal for actors to make a scene, and questioning why Jia Ling was so hyped.
At the same time, a new wave of word-of-mouth crisis also hit "Hot and Hot".
In addition, the short **comment area is also full of a large number of disparaging remarks, criticizing "Hot and Hot", and at the same time advocating other films, it can be said that they are completely immersed in a new "craze".
Perhaps because there are too many voices of overmarketing, the behind-the-scenes documentary originally scheduled to be launched on February 22 was also hastily announced to be canceled and postponed, and the specific time was not specified.
*'s disagreement is obvious, which also has an impact on the filmmaker's promotional strategy. The decision to urgently postpone the release also shows that the filmmakers are taking measures to actively reduce the heat of the topic.
The film was overwhelmed with publicity at first, but then the marketing was poor, resulting in the film now being completely awkward and passive.
Of course, the filmmakers should be able to anticipate this situation, because they chose to rely on the marketing strategy of "**100 catties", and they will inevitably bear the follow-up chain reaction.
At present, Jia Ling, as a new director, seems to still rely on "brute force" to shoot movies. The most important thing she should improve is how to tell a wonderful story through movies, improve the quality of the film's reputation, and increase originality, so that she may be able to reduce some doubts.
Jia Ling is hot and hot