□ Zhu Taiyang (Xiangtan University)
On December 28, self-media blogger Papi Jiang posted a video called "2023 Apology Letter" on the online platform, in which she mentioned: "I want to apologize to our country's film market. I I should not blindly listen to the marketing videos for movie promotions, and I should not use this as a basis to raise my expectations and repeatedly buy tickets to watch bad movies without sufficient understanding of them, which indirectly contributes to the chaos in the film industry." The video quickly spread on the Internet and sparked heated discussions among netizens.
It is not difficult to see that Papi Jiang’s remarks are an irony of the wrong propaganda and marketing methods that have emerged in our country’s film market. On the surface, he is apologizing to the film market, but in fact he expresses his dissatisfaction with this method of film promotion and marketing. Agree. Many netizens said that Papi Jiang was their "mouth substitute" and said what they wanted to say. Under the enthusiastic attention and discussion of netizens, the entry "Papi Jiang apologized to the film market" was posted on Weibo's hot search. This reflects a broad audience's resistance to the film's misguided marketing as well.
This year, the movie promotion method of "stunning directors with acting skills" has been criticized by the public. In the promotional video, the actors fully mobilize their emotions to perform, but when the camera turns to the director behind the monitor, the actors' expressions of "shock" can't help but appear It is too exaggerated, and netizens have ridiculed this kind of publicity method. Many works that imitate "The Director is Shocked" appeared on the short video platform; at the same time, the "deliberately explicit" publicity method has also been criticized by a large number of netizens, such as a movie official account released In the video, the protection of actresses filming explicit scenes is deliberately promoted to show respect for actresses, but this most basic respect should not be treated as the object of deliberate publicity and praise. What's more, the film studios use a large number of online "movies" to confuse the public and attract audiences by posting comments such as "the movie is really good" and "it's worth going to the cinema" on the Internet. movie theater, but whether these people actually watched the movie is uncertain.
It is true that a movie needs publicity and marketing to expand its communication effect and popularity and gain profits. As an audience, we are not absolutely opposed to and disgusted with the promotion of movies. What we resist is wrong promotion and marketing methods. Under exaggerated and false promotion, we will have higher expectations for the movie, but we can really go into it. Afterwards, the movie theater was left disappointed. This was "deceptive marketing" for the audience who paid to watch the movie, and it would also have a negative impact on the movie's reputation. The correct publicity and marketing method of
should be based on an in-depth understanding of the target audience, provide real and valuable information, while avoiding over-promising or involving sensitive topics, etc., and establish a true and authentic relationship with the audience through word-of-mouth marketing, social media interaction, etc. Long-term interactive relationships, thereby increasing the film’s popularity and box office performance. In addition, film producers should focus on improving the quality of the film itself, strengthen script creation and production levels, replace quantity with quality, and replace exaggeration with sincerity, so that they can truly gain the attention and recognition of the audience.
