The Spring Festival war has ended, but the discussion around the Spring Festival movies has not stopped, and many topics about movies are still hanging on the hot search all day long.
This happened once last year. "Man Jianghong" walked out of the schedule with the strong performance of the champion of the Spring Festival file, but the Douban score went all the way, Zhang Yimou's "one shot to the end" interview was also used as ghost animal material and began to spread widely, while "The Wandering Earth 2" has an obvious long-tail effect, and with the continuous fermentation of word-of-mouth, it finally ended with 4 billion. There were also rumors of "stealing the box office" during the two films, which are still believed by many netizens.
This year's "Hot and Hot" and "Flying Life 2" and the rest of the Spring Festival movies are also constantly discussed. In the relatively public domain and high-traffic platforms, the topics are complex and directly visible, but the publicity methods, fan behaviors and passers-by are intertwined, and it is difficult to distinguish which ones are the real voices.
In all the word-of-mouth based on scores, only a basic average can be seen, and whether it is a Douban score or a Maotao score, they all have their own limitations, and it is difficult to say which one can better highlight the audience's real feedback. On the surface, it is a Spring Festival file with the highest average score on Douban, but in fact, audiences who like one film are likely to hate the other one extremely, and this is not reflected just by looking at the score.
In more vertical content communities such as Station B, Xiaohongshu, and Hupu, of course, there are also means of publicity, and there may be more uncontrollable real comments. The circle attributes of these community users are stronger, and the inherent labels such as male, female, and young people show a very distinct reputation.
For film practitioners, only by listening to the public's real views on the film - sometimes not only the content of the film, but also its marketing actions, social value, personality charm, product form and other multiple views, can we be as close to the public's needs as possible in the future film planning process and avoid lightning points. Of course, it is difficult to reconcile the crowd, and sometimes it is not easy to find your own corresponding audience group and achieve a circle level of satisfaction.
Tiger Pounce: I'm disgusted with marketing, and I can do it
There is a convenient tool for examining the opinions of Hupu users, that is, the scoring function of Hupu last year. Among all vertical content communities, Hupu's rating system is one of the most widely used by users, second only to Douban. However, Tiger Pounce's score has the same flaw as Douban - those who haven't seen the movie can also be scored.
Judging from the scores, the Spring Festival champion "Hot and Hot" is only 42 points, while "Flying Life 2" and "Bear Infested: Reversing Time and Space" each got 97 and 98, Article 20, 86 points, in the middle of the stream.
Judging from the number of scorers, "Flying Life 2" received 1440,000 ratings, more than twice as many as the other three. According to the Lighthouse Research Institute's "2024 Spring Festival Film Market Insight Report", "Flying Life 2" is the film closest to the male range among ticket buyers in **, and the portrait is very stable before, during and after the schedule.
In the comments with a large number of lights in the front row, Hupu users' negative reviews of "Hot and Hot" focused on product ideas and marketing actions, believing that the film was "**documentary" and "overly focused**" in terms of marketing
As for "Flying Life 2" and "Bear Infested: Reversing Time and Space", the comments lit up in the front row are more focused on the content of the movie, especially some impressive lines.
In the discussion of Article 20, the reply with a high number of lights is significantly longer, and the content of the film is analyzed from a more rational and objective perspective.
Of course, the scoring system is only one part of the content ecology of Hupu. In the posts of the Hupu community, there is also a lot of discussion about the Spring Festival films. Among them, there are the most posts discussing "Hot and Hot" and its related materials, and the highlighted comments are almost all negative comments, and occasionally a few posts "admire Jia Ling's perseverance" but do not recognize the content of the movie itself. And "Flying Life 2", which has almost absolutely positive reviews, is not as good as "Hot and Hot" in terms of the number of posts and replies, and the degree of discussion is not positively correlated with word-of-mouth.
According to the chronological order of the Spring Festival stalls, the focus of the discussion is also changing significantly. On the first day of the Lunar New Year, when the film was just released, the post about "Hot and Hot" was still discussing who could win the box office championship for this year's Spring Festival, and the post about "Flying Life 2" had already begun to directly affirm the content of the film.
The picture above is a discussion post of "Hot and Hot"; The picture below shows the discussion post of "Flying Life 2".
In the middle of the Spring Festival holiday, more comments about the content of the film began to flow out. The main opinions of the users of "Hot and Hot" Tiger Pounce are "illogical" and "deliberately set up bad guys". Regarding "Flying Life 2", it has progressed to topics such as picking out the details of the film and discussing whether there are bugs in the plot, and many users said that they have brushed it twice or three times.
By the end of the Spring Festival, the discussion about "Hot and Hot" has become over-marketing, remakes, "plagiarism", etc.
And the box office and Douban score gap between "Flying Life 2" and "Hot and Hot" are also getting more and more to the center of the topic. In the conclusion of Tiger Pounce users, this is attributed to gender issues.
An interesting side note is that some users initiated "Give you Jia Ling's resources and connections, can you direct a remake of "Hot and Hot"? More than 4,000 users participated in the vote, and 40% of them chose "yes".
Little Red Book:Focus on people, but also pay attention to outside the film
Although Xiaohongshu has not yet opened the rating function, judging from the posting situation, the views and concerns of Xiaohongshu users are completely different from those of Hupu.
For example, the interpretation of the same ** and a plot on Xiaohongshu is "In the past, fat people rarely had bed scenes in film and television dramas, and the shooting expression of female directors from the female perspective is still different", and when it comes to Hupu, the comment is "The overnight dinner is out".
The picture on the left shows the discussion post of Xiaohongshu; The picture on the right shows the discussion post of Tiger Pounce, and in the discussion of the main content of the film, the discussion status of "Hot and Hot" by Xiaohongshu users is more similar to that of Hupu users when discussing "Flying Life 2" - they will also raise questions about the plot, but they can resonate emotionally, and the overall expression state is rational and objective.
In addition to the content of the film itself, a lot of discussion also pointed to the evaluation of Jia Ling herself. Unlike Hupu, who thinks "I can do it", Xiaohongshu users pay more attention to the psychological motivations behind Jia Ling's filming, as well as the encouragement for her behavior.
Of course, there is also a large part of the discussion about "Hot and Hot" is based on fitness, Xiaohongshu itself is also a lifestyle sharing platform, and Jia Ling's ** success has stimulated many users' desire to share their own ** experiences.
For "Flying Life 2", some Xiaohongshu users also gave very high praise. Although there are no female lead actors in the film, the all-male cast is still considered "very clean and fresh".
One of the major features of Xiaohongshu's posting to discuss movies is that it is more popular to focus on a single character or a single actor than to talk about the movie as a whole at length. For example, "Fan Chengcheng showed the correct use of traffic actors", "Xiande (played by Sun Yizhou)'s talent, Zhang Chi (played by Shen Teng) actually knew it from the beginning", "The most difficult person in the whole film is Manager Ye (played by Wei Xiang)" and so on. It can be seen that the atmosphere of different content communities and the incisions for talking about movies are also different.
Also, many details in popular science movies, and even relevant knowledge outside popular science movies, can also become the forefront of popularity.
Compared with "Flying Life 2", the praise of "Article 20" is more one-sided. At the end, Hao Xiuping (played by Zhao Liying) and Wang Yongqiang (played by Pan Binlong) **waited for the scene, which became the most posted**. Xiaohongshu users were not only moved by the film's justice upheld, but also recognized the short passage in the parents, "My parents are also arguing like this at home, which is very real." ”
The posts about "Bear Infested: Reversing Time and Space" are mainly based on "childhood memories" and "ten years of feelings". In the hottest ranking, a large number of short ** materials released by the official account of "Bear Infested" occupy the forefront. It has 1.07 million followers on Xiaohongshu, while most of the other movies have not even opened an official account on Xiaohongshu, showing the advantage of brand movies in the promotion and distribution stage.
But I have to mention that in Xiaohongshu's discussion of movies, the proportion of screen shots is very high. "Shoot and share with Xiaohongshu" is becoming a regular viewing habit for Xiaohongshu users.
Bilibili: The views are fierce, but there is no lack of respect
In fact, station B has also launched a movie rating function, but compared with Tiger Pounce, the user usage is still too low.
Judging from the score, "Bear Infested: Reversal of Time and Space" is the highest, reaching 98 points, "Flying Life 2" 95 points, while "Hot and Hot" and "Article 20" are 9 respectively3 points. The overall score is above 9, which is on par with the Maotao scoring system. The number of ratings for each film is only three digits, which is difficult to show the overall view of station B users.
Based on the characteristics of the platform, station B has more horizontal comments and discussions about the entire Spring Festival movie than other communities. From the beginning of the year to many up masters.
Under the "evaluation category" of the movies released in the first and second years of junior high school**, it can be seen that it is still "Flying Life 2" and "Bear Infested: Reversing Time and Space" that have a higher review mention rate and a higher praise rate.
Judging from the films, "Hot and Hot" has a higher proportion of "bad movies" in the ** made by the up master, but there are also a very few up masters who "blow up". It is also based on the characteristics of the ** platform, compared with the other two communities, the title of station B is more sensational and the attitude is more intense.
However, in the comment area, the views of station B users are relatively neutral and peaceful. For example, under the "Seven Deadly Sins of "Hot and Hot"**, many users of Station B refuted the views of "remake is the original sin" and "marketing is the original sin", even if there are users who don't like the film, they also expressed respect. And the same ** was also moved to Hupu, and below Hupu's post, the highlighted comment was "This kind of bad movie has really lowered the level of Chinese movies, and no one pursues really good movies." ”
The picture above is a discussion post at station b; The picture below shows the discussion post of Hupu At the same time, some of the topic selection perspectives of station B netizens are also more novel. One has only 2The up master with 70,000 fans of green garlic blindly beep concocted a ** of nearly 2 million **, and the general point of view is that "Flying Life 2" saved Shen Teng's artistic career and turned him from a comedian to an actor. There are also up masters who put forward the metaphor of "comedy has become an aphrodisiac in the Spring Festival", which is also eye-catching.
But except for "Hot and Hot" and "Flying Life 2", the proportion of other films being produced separately is not high. The core discussion of Article 20 is focused on the criminal law. The ** has already gained 4.2 million at station B**, Luo Xiang popularized to the public in simple language why Article 20 of the Criminal Law should be concerned, which is one of the most hardcore word-of-mouth fermentation methods of the film.
And "Bear Infested: Reversing Time and Space" is highly rated in the comment area, but except for the horizontal review**, it has hardly been analyzed by the up master alone, which may be one of the overlooked topic bonanzas.
The reputation of the Spring Festival stalls is all aspects
In summary, although users in different content communities have similar opinions about the quality of the film, their concerns and emphases are completely different.
Poison Eyes mentioned in a previous article that the Spring Festival file is the closest time for a movie to be a commodity. If the film is understood as a commodity, then its components are not only the content in the feature film, from the selection of the topic of the film (whether it is a remake), to the composition of the main creator (whether there is a female director or actress), and then to the focus of publicity (whether the marketing and the content of the film match), all of which are presented to consumers together and belong to the "content" of this product. Several communities have shown inconsistencies between the most acclaimed films and the most discussed films, and many community topics don't even revolve around the content of the film itself. Therefore, doing a good job of "off-site work" and facing controversy is itself part of the "content" of the film. If you only know that you are responsible for the content of the feature film, then the end is likely to be the state of several withdrawn films, and it is difficult to find posts dedicated to them by native users in major communities. At the same time, gender issues are also an issue that the industry as a whole can no longer pretend to turn a blind eye to. The community of users in the circle of users amplifies the discussion of gender issues, which is a real feedback on its actual impact. If any film has obvious gender characteristics in the product layout, but does not respond regardless of the advantages and disadvantages at the stage of external publicity, then what awaits the film is only further tearing. For the creators who participate in the film, it will also affect the future brand effect. Be honest with yourself, be honest with your gender, be honest with your consumers.