The New Year of the Dragon is approaching, the firecrackers belonging to the Lunar New Year have not yet exploded, and the air is already faintly filled with the smell of gunpowder from Spring Festival movies, and the box office war is about to break out. This year's Spring Festival file can be described as a gathering of famous directors and a luxurious lineup, Zhang Yimou, Han Han, Jia Ling, Ning Hao, Han Yan will compete on the same stage, Andy Lau, Shen Teng, Ma Li, Zhang Xiaofei, Zhao Liying are all on the battlefield, and the strong showdown is full of expectations. 
Source: Weibo officially announced 6 Chinese New Year blockbusters in one go, the audience was dazzled, and the major filmmakers also riveted their efforts to do marketing. However, excessive marketing will only backfire, and there seems to be a tendency to collapse before broadcasting. Following the national hit "Hello, Li Huanying", Jia Ling, the "box office queen" of domestic entertainment, brought her new work "Hot and Hot" to meet the Spring Festival stalls. After a year of leaving the big screen, Jia Ling's official announcement on Weibo caused a sensation on the whole network, and she blew herself up for the new movieLost 100 pounds! 
Source: What is the concept of Weibo 100 catties? It is probably the general weight of our small girls in Guangdong, and I can't believe that Jia Ling has lost a "person". In order to avoid "spoilers" and retain the greatest sense of surprise for the audience, Jia Ling has rejected many invitations to variety shows and major galas such as "Ace vs. Ace" this year, and even on Weibo night, Zhang Xiaofei took Jia Ling's doll on the red carpet, and the degree of secrecy is comparable to "**".
Source: Weibo Although Jia Ling does not "show her face", her "plastic surgery" ** topic is overwhelming, and once slaughtered the Weibo hot search list. 
Source: Weibo In the two recent live broadcasts, Dong Yuhui also mentioned Jia Ling. Incarnated as a friend in the industry, ** helped Jia Ling refute the rumors, and clarified that the recent photos of Jia Ling circulating on the Internet are all fake. 
also said that he had seen Jia Ling herself in advance, and he couldn't recognize it at all, and he could see the "true face" in the theater on the first day of the Lunar New Year, and continued to sell Guan Zi, satisfying the appetite of "mothers-in-law". 
seems to be an unintentional cue friend, but in fact, a discerning person can also see that this is part of Jia Ling's new film to build momentum. After experiencing the "small composition turmoil", Dong Yuhui gained many loyal fans, and the sales of "Walking with Hui" exceeded 200 million in the first three days of the broadcast, and he soared to become a super head anchor second only to Brother Xiaoyang, Simba and Li Jiaqi. Integrating popularity and word-of-mouth, Dong Yuhui's live broadcast room is undoubtedly an excellent channel for movie promotion. After all, Jia Ling has the same inspirational nature as Dong Yuhui, and under Dong Yuhui's affectionate narration, it is not a matter for the "mother-in-law" to walk into the cinema in response to the call. In fact, Jia Ling's struggle story of losing 100 pounds has been quite effective, and at present, the popularity of the movie is rising, and it already has the first choice to break through 30. According to Maoyan data, as of February 6, the screening and pre-sale box office of "Hot and Hot" topped the TOP1 of the Spring Festival stalls, and it is expected to create the miracle of the Spring Festival box office champion again. 
It can be said that Jia Ling after ** has taken on the biggest selling point of "Hot and Hot". 
The frequent mention of "** has brought hot topics to the new film, but it has also attracted the disgust of more and more netizens. Some netizens even bombarded the "three deadly sins" of "Hot and Hot" on social platforms, saying that they would never contribute to the box office of a movie whose marketing is greater than substance. The first sin:Create body anxiety。In the filming footage officially released by the movie, the character played by Jia Ling has low self-esteem and introversion due to her obesity, and she is deeply trapped in the sexual brain friction of "no one is looking for it, no one likes it". 
This clip caused discomfort among netizens, and seemed to imply that a woman's good figure is a necessary condition for being liked, with a strong sense of body PUA.
And the movie frequently uses Jia Ling's success as a publicity gimmick, which invisibly deepens the long-standing strict requirements of society for women's images and further promotes the aesthetics of white and thin. The main selling point of "body thinness" is easy to suffer from the backlash of selling body anxiety. The Second Sin:A remake of the script and a suspected magic change plot。Another slot is that "Hot and Hot" is not an original script, it is a remake of the Japanese film "100 Yuan Love", which won the best film at the 2015 Tokyo International Film Festival and created a miracle in the film industry. "Hot and Hot" bought the copyright and changed its name to be released, compared with the sincere and moving story of "Hello, Li Huanying", it is somewhat lacking in creative sincerity. The promotional poster "copied" the original design as it was, and it didn't look distracted.
Source: Weibo's original work tells the inspirational story of an obese and depressed heroine who reconciles with herself and reshapes her life by relying on her love for boxing. Due to the strong Japanese background and otaku culture in the film, "Hot and Hot" is bound to be "localized" adaptation, and many fans of the original work are worried that the plot will be changed, losing the depth and core, and they do not want to see the masterpiece "ruined".
Source: Weibo's Third Sin:Unbridled virality。The word-of-mouth "overturn" of "Hot and Hot" is inseparable from the publicity and marketing of the filmmaker. In the early stage, the whole network first publicized that Jia Ling lost 100 pounds, and used the ** topic to win attention for the movie, winning popularity and discussion, which is contrary to the core of the movie's story. Then, the filmmaker focused on the love line, and Jia Ling's storyline of crushing on the male protagonist Lei Jiayin was ridiculed by netizens.
On the one hand, Lei Jiayin's image does not match the crush setting, and it is difficult for the audience to enter the play.
On the other hand, the portrayal of love in the original story does not account for much, and the focus on promoting love is different from the female self-improvement tone conveyed by the original work. In addition, when "Hot and Hot" was promoting the family line, it planned the topic of "Zhang Xiaofei Becomes Soil", in order to create a sense of contrast with the identity of the "Queen of Bringing Goods to the Spring Festival Gala" and mobilize the audience's curiosity.
However, like ** and love stories, they are not the themes expressed in the movie, and the focus of publicity is seriously off.
"Hot and Hot" suffered a marketing backlash, but in fact, Jia Ling can't be blamed, but today's movie marketing has fallen into a strange circle. In order to maximize the interest of watching the movie, the filmmaker did everything possible to "capture" the Internet, doing everything possible to engage in gimmicks and eyeballs, and it became more and more crazy. For example, when "Only You Can't Be Missed" was released, a woman wearing a veil cried secretly, immersed in grief and couldn't extricate herself for a long time, so embarrassed that she pulled out her toes out of a three-room apartment.
During "Thirty Thousand Miles of Chang'an"**, a blind audience appeared in the theater just to immerse themselves in the charm of Tang poetry on the spot...
This is not enough, the filmmaker is also keen to stage a variety of "plot kills", and the reaction performance in the audience is far more exciting than the plot of the movie. The short ** of the movie "Loyal Dog Parma", dogs of different colors and breeds faced the screen, and they all left tears of emotion, even the dogs did not let go.
The scene of "The Great Night", "The young lady and her boyfriend watched a movie together, and the boyfriend and the little brother next door got better", and the love triangle scene was sprinkled with dog blood.
If it is a romance film, then there will be a magic of "beautiful women and handsome guys unintentionally looking at each other, and sparks of love" to help get rid of the single magic.
Chinese New Year's Eve "Twinkle Twinkle Twinkle Star", with the "snow field" of the theater snow as the selling point, how romantic the publicity, how embarrassing the scene is. The famous scene of "Zhang Wansen is snowing" instantly became "Zhang Wansen has an avalanche", and was called "fraud" by netizens.
And artificial snowmaking still has fire safety hazards in the confined space of the theater, and the "snow field" was urgently stopped, causing a storm of 1 million ticket refunds. Although it has achieved a good box office, the noisy marketing gimmick has eaten away at the film's reputation and has been permanently labeled as a "bad movie". When "Hello, Li Huanying" was released, it carried out in-depth cooperation with Douyin, planning the topics of "going back to the past and taking a photo with my mother", "dancing Li Huanying's magical dance", and even crying together with KOLs from all walks of life, and tears spilled on the Internet.
Perhaps because the publicity and marketing have tasted the sweetness, Jia Ling's new film has increased its firepower and used marketing combination punches to try to reproduce the grand occasion of the past. It is undeniable that "Hello, Li Huanying" is a phenomenal hit work, but the desirability is not the marketing paradigm, but the eternal topic of human beings - maternal love. "Hot and Hot" is under the banner of the transformation of the big heroine, but she works hard to promote her thin body, and this world is too magical. Publicity is only part of the movie, and if the marketing is overly forced, it is easy to pull the egg.