However, the controversy about Jia Ling's new movie "Hot Hot" has never stopped. Recently, some netizens broke the news that the poster of "Hot Hot" is highly similar to a poster designed by a Japanese designer, and it is suspected of plagiarism. .
The comparison will shock you. Both posters are photos of faces. The photography style focuses on the exaggerated and distorted facial features of the characters, aiming to catch the audience’s attention at first sight. Comparing the two posters is indeed quite interesting. It is somewhat similar but the similarity is not 100% but 80%, so it is reasonable for netizens to speculate that Jia Ling's poster is plagiarized.
In addition to the movie poster being accused of plagiarism, the much-watched plot of "Hot and Spicy" was also revealed to be a remake of the Japanese movie "100 Yuan Love" released in 2014, which is all about motivation, weight loss, and boxers. The topic unfolds.
Regarding the remake of "One Hundred Dollar Love", many netizens left comments and complained. They actually didn't want to watch the remake immediately. They only remake foreign movies. If they can't write an original script, they just don't make it. It feels like the film studio is cutting corners. Audience leeks.
The movie "Heat Wave" has been extremely popular since it was officially announced. In addition to being hotly discussed for plagiarism, it is also inseparable from director Jia Ling's sparing no effort in publicity and marketing. After Jia Ling revealed that she lost 100 pounds for the movie, it quickly became a hot search topic. The top search topics were all related to Jia Ling and the movie "Hot and Spicy". It is no exaggeration to say that they were all successful. It opened up a new way of marketing movies.
Jia Ling, who has grasped the traffic password, spared no effort to use the topic of weight loss and slimming to constantly build momentum for movie marketing.
In the latest promotional video of "Heat Wave", Jia Ling drags her fat body and stands in the corner, showing low self-esteem, sensitivity and cowardice. However, this low-level marketing method has caused complaints and disgust from many netizens.
A popular public opinion has suddenly gone in the opposite direction. It has also promoted appearance shaming and body anxiety. It is really suspected of objectifying women. According to this propaganda logic, don’t fat girls deserve to be loved? ? Are only fair and thin women worthy of being loved?
In fact, the starting point of this marketing plan is good, but the direction has shifted. The marketing point should be the determination to change, not weight loss itself. Although the incident about Jia Ling losing 100 pounds is indeed very curious, the audience Definitely go to the cinema just for this. After all, as soon as the movie is released, photos of Jia Ling after losing weight will go viral on the Internet. If you want to retain the audience, you still have to look at the quality and novelty of the movie.
If Jia Ling always blindly relies on the gimmick of losing weight to create popularity instead of relying on her content, then the audience will leave her one day, and the popularity and good reputation she has built over the years will also collapse, and finally It ended in a lose-lose outcome. Movies that rely solely on marketing traffic to build momentum are fake and empty. They will not resonate with the audience at all, and they are far from meeting the passing standards of the movie.
