Jia Ling once again teamed up with Zhang Xiaofei to bring " hot ". With the box office and word-of-mouth blessing of "Hello, Li Huanying", it was originally the most powerful contender for this year's Spring Festival box office championship! However, with the outbreak of related plagiarism controversies and the film crew's repeated use of the topic of Jia Ling's 100 pounds, many netizens questioned it as "over-marketing", which also cast a shadow on the subsequent box office prospects.
You must know that the hotly searched term when "Hot and Spicy" was officially announced was "Jia Ling lost 100 pounds"! Subsequently, whether it was the warm-up of the official WeChat account or various marketing entries, they all centered around "Jia Ling lost 100 pounds"! One moment it was Lei Jiayin who felt distressed watching Jia Ling lose weight, the next moment Zhang Xiaofei came out and said that Jia Ling after losing weight was surprising, and now Pan Binlong was shocked to see Jia Ling lose 100 pounds!
Originally it was a very good point to attract the audience, but the continuous marketing of the same topic seems to give people the impression that in "Hot and Spicy", except for Jia Ling who lost 100 pounds, there is nothing else interesting! But which audience goes to the cinema not for the works and stories? Are there really so many people who want to pay for tickets just to see what Jia Ling looks like after losing 100 pounds?
Before the film is released, it is understandable to seize a certain point in the plot to create suspense, attract more netizens' attention, and build momentum for the film to achieve better results when it is finally released! However, when the same topic is repeatedly used for marketing, and there are very few core or interesting aspects of other aspects of the film, it is no wonder that many netizens feel that "Hot and Spicy" is not interesting enough!
Take " Article 20 ", which is also scheduled for the Spring Festival this year, as an example. It constantly uses different clips in the film to convey more film information to the audience. First it was the family line led by Lei Jiayin and Ma Li, then it was Lei Jiayin's work line, and now it's Zhao Liying's acting. Each marketing focus not only serves the purpose of building momentum for the work, but also raises the audience's expectations. The value is getting higher and higher.
There is no doubt that judging from the current reviews on the Internet, there is obviously a problem with the marketing direction of Jia Ling and her team! As the saying goes, when things go to extremes, they must be reversed. If you try your best to market the same so-called "gimmick" but ignore the story and quality of the work itself, it will obviously not be bought by many audiences.
You must know that compared to Jia Ling's directorial debut "Hello, Li Huanying", it was more about pouring personal emotions into it and winning the audience's recognition with the beauty of sincerity and family affection. The script of this time's "Hot" is a remake of the Japanese movie "One Hundred Dollar Love" ten years ago, and it lacks natural resonance.
Moreover, the environment for the release of "Hot and Spicy" is obviously more severe. Zhang Yimou's "Article 20" has a luxurious cast, and the script and story are extremely realistic. Han Han and Shen Teng's "Flying Life 2" has an upgraded lineup and doubles the laughs. In addition, Ning Hao and Andy Lau are eagerly eyeing "Mr. Red Carpet". No matter which movie it faces, "Hot and Spicy" obviously has no guarantee of victory!
Therefore, if Jia Ling and "Hot Hot" continue to market the so-called 100-pound weight loss meme in the follow-up, attracting more netizens' disgust and ruining the film's popularity in advance, once "Hot Hot" is released The quality of the film failed to meet the audience's expectations. If even "Jia Ling loses 100 pounds" has a certain degree of water content, the film's box office results will undoubtedly suffer a huge "backlash"!
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