Original title: “Crazy marketing” of movies is not a long-term solution
“Crazy marketing” is penetrating into the promotion of film and television works. “Rescue the Suspect” is “the craziest female anti-murder crime suspense blockbuster of the year”, “Mistake by the River” “If there is no truth, it is better to go crazy”, “Second-hand Masterpiece” “first “Go crazy after success”, “Wading in the Angry Sea”, “Who is not crazy”, “Crazy to new heights”, “Priceless Treasure”, “Zhang Yi leads a child to lead a crazy person”, “Dragon City”, “The most bloody family, “The craziest housework”… Some of these “crazy marketing” are officially released on their own initiative, some are voluntarily labeled by netizens, some are considered to be more appropriate, and some are criticized for gaining popularity.
This year’s summer box office champion “The Vanishing Her”, “everyone goes crazy” and “female counterattack” are two major tools that helped it reach the top of the box office. It is also the work that reaps the most dividends from the popular “crazy literature”. He opened the door to “crazy marketing” and explored a “low-cost, high-yield” publicity strategy. But just like the popular marketing model in the past, after the best fruits of “Crazy Marketing” have been picked, the followers are somewhat embarrassed. At the same time, “Parrot Killing”, which closely followed the announcement ideas of “The Vanishing Her” and “Desperate”, Both word-of-mouth and box office response were mediocre.
“The Mistake by the River” tells the story of “a madman killing someone”, and the open ending is consistent with the positioning of “without the truth”, but the slogan of “without the truth, it is better to go crazy” is closer to what the creator refuses to explain. Motives are used to avoid some vague points in the plot that are not suitable for clear description. Although there are many characters in the movie who are “crazy”, “The Mistake on the River” uses “crazy marketing”, which obviously misunderstands the true meaning of “crazy literature” – “crazy literature” is said in the name of “crazy” To publish some cold facts is to cover up the cold rationality with the appearance of madness. If “mad literature” really means that there must be madmen, this is obviously a misunderstanding.
There are still many viewers who accept and understand the “crazy marketing” route taken by “The Mistake by the River”, because during a period when the popularity of movie watching is not strong, in a public opinion that lacks a diverse understanding of literary and artistic creation and is tolerant. Under such circumstances, taking a serious promotional route that is close to the original intention of the work can easily bring unnecessary trouble and pressure to the film. Under this pressure, the film studio and the main creator may have been abandoned before the true appearance is shown. Comparing various plans Under this circumstance, you will find that it is better to “be crazy first and be respectful” – I don’t know when, “crazy” not only has a marketing effect, but also has a “protective color” effect.
“Crazy marketing” is not impossible to continue, but the premise is that the quality of the work can be classified as “excellent”. When the story is good, the audience will consciously find the explicit or potential connection between the plot or characters and “crazy”, and realize it once The emotional interplay on and off the screen. And when a work has a passing score or even a quality that is difficult to bring to the table, “crazy marketing” is not only easily regarded as a way to gain popularity, but can even be considered “fraudulent marketing.” So, in the final analysis, it’s not that “crazy marketing” is a big problem, but that the works that are disseminated under this label have problems of one kind or another.
In the past week or two, the movie box office has been sluggish, with daily box office hovering between 10 and 20 million during weekdays. After the box office boom of the summer season, the National Day season was weak and the audience was not enthusiastic about watching movies. This has put a lot of pressure on the newly released films in more than a month. Low-cost and effective publicity has become the most ideal choice. The fundamental reason why so many film and television works follow the “crazy marketing” route is that the popularity of “crazy literature” is still there. Audiences and netizens are still relatively sensitive to the word “crazy” appearing in public opinion. If “crazy literature” becomes completely popular, I believe these film and television works will not use this hot term rashly.
Some netizens are disgusted with “crazy marketing”. In addition to being dissatisfied with the quality of the film and believing that there is a great contrast between the work and the marketing, the other reason is that “crazy marketing” does not really hit the mark. It only has the appearance of “crazy” and does not understand “crazy”. the essence of. In addition to the superficial excitement and arrogance of form, “crazy literature” actually hides a deep sense of powerlessness, helpless fatigue, etc. If a movie wants to hit the audience’s heart more directly, it is better to bypass “crazy marketing” , allowing the work to more directly face the current emotional needs of the audience, and giving new keywords that can not only represent the style of the film but also match the needs of the audience.
A little understanding of “crazy literature” has led to the nonsense of “crazy marketing”. Even if there are works that are very suitable for “crazy marketing” in the future, I am afraid not many people will be willing to believe it. A movie that truly has the essence and connotation of “crazy literature” has yet to appear. I hope that when such a work comes out, both the creator and the audience can be in another resonant emotion, and can go both ways without going crazy. (Han Haoyue)
