In the TV series "Hot and Hot", although Le Ying lost the game, she finally won her heart. This story of "I won him" sparked heated discussions after its release during this year's Spring Festival, not only the audience applauded and applauded, but even people in the film industry praised it. In addition to the movie, director Jia Ling has also achieved a win-win situation, not only won a good reputation and box office during the Spring Festival, but also continued to rise steadily, and is still the No. 1 character in the schedule in terms of word-of-mouth.
This movie, whether it is from the presentation of the plot or the current market response, can be called "shocking", and it is Jia Ling's original and unique work".
Especially in the MV of "Everything in Time" a few days before the release of the movie "Hot and Hot", Jia Ling's "fat and thin" duet scene was hailed as a "beautiful work". Jia Ling plays a "fat girl", every muscle on her body can show the unique charm and temperament of women, and every line on her body is even more impressive. This picture not only brings a shocking visual experience to the audience, but also makes people have to think about how many materials Jia Ling prepared in advance during the filming of the film.
Some netizens commented on Jia Ling that she is not only a marketing expert, but also a product manager. I think if she's just a product manager, she's a marketing expert. This comment is really fascinating.
However, we must clearly recognize that when a film or television work is intended for the general public, it naturally has the character of a commodity. As a cultural product, the ultimate purpose of film is to meet people's spiritual needs, and the box office is the main criterion. Especially during an important period such as the Spring Festival, it is absolutely necessary to adopt a suitable marketing strategy in order to make movies a product more popular.
Perhaps, through this opportunity, we will be able to delve into the special nature of this marketing campaign.
The "commodity" produced by Jia Ling
In one of the few interviews with "Hot and Hot", Jia Ling made it clear why she didn't choose to have a face-to-face communication with the audience before the official release of the movie. Jia Ling said, "It was at that stage that I decided to do this. She believes that in that particular period, people will definitely be attracted to her ** method and will constantly ask her questions related to it, because in the movie "Hot and Hot", ** is not the decisive factor.
may be because Jia Ling is a cross talk performer, so she has a deep understanding of the audience's emotions and mentality. In this year's "Happy Camp" program, she has won the favor of many fans with her humorous and humorous performance style. Sure enough, when "Hot and Hot" was officially released for the first time, the sentence "I lost 100 pounds" written by Jia Ling in the long article quickly became the central topic of public discussion.
"Weight loss" is undoubtedly a shocking issue, especially when it comes to 100 pounds. The "weight loss" shot in Avatar is impressive. The film's publicity has two sides: when she's not really in touch with the outside world, viewers may be curious about her, but at the same time there may be people who are suspicious of her.
At the same time, Jia Ling did not rush to come forward to clarify or take other public actions. She just adjusts her life to a normal state. Instead of just all the materials before the release, it strengthened the chubby Jia Ling that everyone was once familiar with. At this stage, Jia Ling's role and her identity have changed dramatically. Three days before the official release of the movie, that is, on February 7, the movie showed the outline of Jia Ling** in the final trailer.
Despite this, the audience did not fully believe that this was Jia Ling, on the contrary, many people resonated with the image of boxer Zhang Xiaofei in the first trailer of the film. Jia Ling played a woman in the movie "I Am Not Pan Jinlian", she is a gentle, kind and empathetic woman, but she has a heart that is "as ruthless as a knife". Interestingly, this clip of Zhang Xiaofei did not appear in the official film, even the audience who has experienced this film can understand that this is completely a visual effect specially customized for the trailer.
This effect is especially pronounced in the early pre-sales phase of the film, where there is a clear "conflict" between the film and Flying Life 2, but the difference between the two is always kept within a very small range. From "The Amazing Race" to "Crazy Stone", Jia Ling has attracted the attention of many audiences with her unique performance style, and has also given people a deeper understanding of the film. However, compared with the group comedy emphasized in "Flying Life 2", Jia Ling in "Hot and Hot" seems to be a little powerless in the early days."
In "Hot and Hot", the first day of the Lunar New Year is the first real power point.
On the day of the movie's premiere, two important news materials were made public, one of which was a promotional poster of Le Ying's fist, which made Jia Ling finally have a chance to show up; In the promotional materials of another movie "I Am Not the God of Medicine", there is also a ** about Le Ying using "she" to describe her body. Le Ying's motion sequences provide a clear and intuitive perspective for potential viewers, helping them better understand the core content of the film.
In addition to these, Jia Ling has previously been interviewed by many mainstream **, including movie channels, and was released one after another on the night of the first day of the Lunar New Year. Among them, Jia Ling's conversation with the reporter of "China Film News" is the most eye-catching. In this series of dialogues and exchanges, a more in-depth interpretation of the film and Jia Ling's mental journey in the creative process have been presented in more detail.
The content of these interviews and the positive reviews on the first day of the interview introduced a higher-level concept to the topic of the film and online discussions - "win for yourself once". After the release of "I Am Not the God of Medicine", Jia Ling has become a new symbol in the Chinese film industry. The film successfully transformed its core content from Jia Ling's ** to the core expression of the film's theme.
After the roadshow began on the third day of the Lunar New Year, the discussion about the core of the film reached a new peak. This time, we saw the arrival of Jia Ling. Whether it is the scene preset by the advertising company for the audience, or the "Give Jia Ling a Hug" activity that the audience actively participates in, it all echoes Jia Ling's previous long article and provides services for the theme of the movie.
Judging from the *** of "It's All in Time", the theme of "loving yourself" is likely to have been explicitly proposed in the early stages of filming of the film, so all relevant materials and programs are driven by this core idea.
Especially this MV, it doesn't look like a flat promotional poster, it involves the pre-recording of the song and the shooting of Jia Ling at different body stages, so it is necessary to know very clearly the next direction of development, and there may not even be other plans. In this era of "entertainment for all", such works seem a bit out of place. If there is a deviation in the later audience evaluation or the topic of discussion on the Internet, then the shock of this MV will be significantly reduced.
Clearly, for Jia Ling, putting all of her publicity plans first seemed like a lone tactic.
In addition to this, Jia Ling also implanted a certain connection with her previous work and future works in the film.
In terms of clothing, she paid tribute to her mother, Lee Hwan Young, and recalled that she mentioned in the interview with "Hello, Lee Hwan Young" that she should become as slender as lightning. In "Hello, Lao Pao'er", the "old" woman played by Li Huanying appeared in front of the audience again in "You Are the Most Important Person in My Life". In addition to these, she also revealed her new work "A Thought Blossoms" with Zhang Xiaofei and Yang Zi through interviews.
Looking back, we can see that Jia Ling showed excellent planning talent for the movie "Hot and Hot", and she was able to ensure that these hidden easter egg topics were effectively disseminated after the film's release and had a substantial impact on the box office.
It is no exaggeration to say that Jia Ling's artistic presentation in the movie "Hot and Hot" is undoubtedly an outstanding director, and she is also an excellent "product manager" when it comes to pushing the film to achieve more outstanding performance.
The director's way of thinking about the product.
There was a time when the term "product manager" seemed to be used to disparage a director, but this was not the case. Nowadays, the term "product manager" is nothing new in China. On the Internet, there is a quote that describes this position: "The role of a product manager is to provide services to end users and manage the entire lifecycle of the product." ”
As mentioned above, when a film interacts with the market, in addition to the director's unique artistic presentation, it also shows the characteristics of the commodity. As a commercial product, a film requires a huge investment of money and manpower to produce, and at the same time, it will also produce corresponding benefits. For directors, the first thing they need to think about is the potential value of a film in the market, and the continued vitality of the film in the future.
It is undeniable that "Hot and Hot", as a commercial film, has successfully demonstrated its intrinsic value. Through this film, the value of director Jia Ling's previous work "Hello, Li Huanying" has been further strengthened, and it has laid the groundwork for her future work "A Thought Blossoms".
This further confirms the work "Hot and Hot" and the rare achievements shown by director Jia Ling.
When it comes to "product managers" in the film industry, directors such as Chen Sicheng, Xu Zheng, and Zhang Yibai always come to mind first in the minds of many audiences.
It is only the basis of the product, and the reputation of the movie is also indispensable.
For example, the film "Detective Chinatown" series directed by Chen Sicheng and the "Manslaughter" series produced by Chen Sicheng will be difficult to succeed at the subsequent box office if they only rely on the way of thinking of the product. Especially the "Manslaughter" series, which was not a popular movie at the beginning, gradually emerged and became a follow-up "dark horse".
From the perspective of the film industry, we observed that this group of directors gradually formed an industrial thinking mode, they thought about the subsequent development of product IP in advance, and carried out in-depth control of every link of the industrial chain.
In the past, we have always emphasized the industrialization process of film creation, but we often miss that film industrialization is actually a transformation of a complete industrial chain from creation to publicity. "The Wandering Earth" is a typical case. When we look back at the screening process of the "The Wandering Earth" series, we will find that director Guo Fan not only built a unique system in film creation, but also showed a very organized way of thinking in the subsequent publicity and IP development stages. From the core content of the film to the subsequent word-of-mouth communication, he was able to tightly integrate with the promotional materials to ensure that each round achieved the desired effect.
Chen Sicheng once mentioned the "product manager" point of view, saying: "We should respect the nature of film as a commodity, because film is a customer-centric business activity. If the audience is no longer willing to enter the cinema, then it becomes difficult to discuss the so-called elegance and popularity. Therefore, we first need to make sure that the film exists so that the audience is willing to go.
In this era of "the smell of wine is still afraid of deep alleys", we allow the film to be properly packaged to attract the audience's attention, but every director must not forget that the packaging is only external, and the secret to retaining and attracting the audience is always the film itself.
Source: 1905 Movie Network.
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