As another movie directed by Jia Ling, "Hot and Spicy" has already become a hit before it hits theaters. It leads the Spring Festival movies with 30.4% of the first choice, and ranks first in all tier cities. Two sides of the same coin, behind this high popularity are controversies one after another.
1. Jia Ling was questioned after she lost 100 pounds. Was the criticism of excessive marketing backfired?
"Hot and Spicy" has been marketing a topic recently, which is "Jia Ling lost 100 pounds". Not only are the film producers and starring actors constantly promoting it on major social platforms and short video apps, but even the discussions online are abuzz. As long as it is pictures, texts or videos related to "Hot and Spicy", regardless of the content of the manuscript or Or netizens in the comment area will use this as a topic to discuss.
After reading too many such large-scale and single-minded discussions, it is inevitable to feel fatigued.
In addition, the fact that "Jia Ling lost 100 pounds" is only spread on everyone's lips. Everyone says that Jia Ling lost 100 pounds, but no one has seen the actual picture of Jia Ling after losing weight. The materials have not been officially claimed. Jia Ling has been keeping her secrets for this movie and not showing up. It is obvious that she has built up enough suspense and wants to use this as a selling point to get everyone to buy movie tickets and go to the cinema to see what Jia Ling looks like after losing 100 pounds, and Confirm whether this rumor is true.
Some netizens are already a little impatient with this announcement method and the little calculation behind it. Many people started to vent their dissatisfaction about being appetized, saying, "I haven't seen a photo after blabbing for a long time." Some people are very dissatisfied with this kind of marketing that uses weight loss as a selling point, thinking that "movies still have to rely on quality and sincerity to attract people." Some even think that this is a trick to "cheat" people into the cinema.
After such public opinion disputes for a period of time, the theme song mv of "Hot and Spicy" "Great!" "Beautiful" was released. Jia Ling, who was rumored to have "lost 100 pounds", finally unveiled her mystery, but it didn't look like she had lost 100 pounds.
Of course, the theme song mv may not necessarily be the final version of losing 100 pounds. But the audience's rebellious psychology is getting stronger and stronger.
So it can be seen that this kind of publicity method has obvious advantages and disadvantages. It can indeed achieve extremely high popularity and discussion, arouse the curiosity and confirmation psychology of the target audience, and if the work is excellent after it is released, it will naturally get more attention. It has been widely disseminated and has achieved both box office and word-of-mouth success.
But behind this high return there are also high risks. Along with this comes more stringent requirements and lower tolerance. At present, netizens venting their dissatisfaction in a rhythm can only be regarded as an insignificant emotional expression. However, if the film is released and cannot produce hard enough content, then under this kind of emotion, the flaws and problems that were originally tolerated will become huge. Otherwise, the film's reputation will suffer huge backlash.
Then why does "Hot and Spicy" use such high-risk publicity methods?
Instead of asking "why choose", it is better to say "you can only choose".
Because there is an original work for this film, it is difficult for the plot to become a big selling point. Therefore, in order to achieve the expected publicity goal, we turned to the actors to explore marketing points. It just so happens that Jia Ling's figure has always been a topic of discussion, and "losing 100 pounds" is indeed an extremely eye-catching topic. That's why "Hot and Spicy" works so hard to market Jia Ling's weight loss.
2. Jia Ling’s poster is suspected of plagiarism. The remake of the movie is not favored. What does the original version say?
mentioned above that there is an original version of "Hot and Spicy". Precisely because of the existence of the original work, many netizens are dissatisfied with the phenomenon of remakes themselves, believing that it is difficult for remakes to surpass the original work, and may not be as good as the original work.
In addition, the recently released poster of "Hot and Spicy" was also accused of being very similar to a Japanese poster and was suspected of plagiarism. Many netizens said that "copying it truthfully is really inferior to others." Then we talked about the plagiarism of posters and the movie remake. After 800 rounds of discussions, we couldn't come to a consensus.
So, what is the original version of "Hot and Spicy" about?
As the original movie of "It's Hot", "One Hundred Dollar Love" was released in Japan on December 20, 2014. It is a feature film directed by Takema Haru, written by Adachi Shin, and starring Sakura Ando. The film tells the story of a 32-year-old "sit-at-home" who encountered a series of setbacks after moving out of the house due to a conflict with his sister, and finally changed himself through boxing.
This movie caused a phenomenal discussion in Japan at that time because the film reflected the "living flat" phenomenon in Japanese society at that time. Japan entered a life of low desire, and the protagonist of the film also went from lying flat to low. Regain the fighting spirit and desire for life in desire.
Although there is no shortage of voices in the country to "lie down", more people are still running around in order to survive. It is difficult for hard-working Chinese to lie down, so if the original settings are followed, it may stimulate many people who are tired of running around. A person with a flat mind. "We are obviously working very hard. Sometimes we want to lie down and watch a movie but still have to be preached to."
Based on the current Chinese society that "only lies on the lips", what kind of modifications "Hot and Spicy" will make to fit the domestic situation depends on the screenwriter's ability. However, according to the current information, it is probably because the character played by Jia Ling is obese that she does not receive sufficient emotional supply in her life, her life is not smooth enough, and she also has a very low self-esteem. However, through the stimulation of something, she wants to change , so he started learning boxing and lost 100 pounds in the process. Finally, he achieved something and found his fighting spirit and desire for life.
3. "Hot and Spicy" warned against fraud, but its good intentions were questioned and gained popularity?
Why did "Hot and Spicy" suddenly send out such a Weibo post?
The day before "Hot and Spicy" was released, that is, January 22, the topic "Many celebrities participated in movies involving film and television investment fraud cases" topped the list of hot searches. The cases in the police notice affected as many as 12 movies. , 5 of which have been released, such as "Mai Lu Ren", "Ruffian Lover", "Poet", etc. How is the
movie related to fraud? How does film and television investment fraud work?
To put it simply, criminal gangs carefully design and arrange their words, package their identities, use social software to guide investors to buy the "profit share" of movies, and persuade defrauded people who do not understand the operation of the film and television industry to invest. As a result, the defrauded person spent his money, failed to make any profit, and could not be contacted.
So hot and hot will sound a reminder at this time, with the purpose of letting everyone beware of being deceived, and at the same time prove their innocence and avoid risks. However,
seems to be speaking in good faith, but is suspected of being a popular blog topic due to various previous operations.
This is really unbearable. After all, many netizens have already had rebellious sentiments due to various previous incidents. When you think there is something wrong with a person, you will question any of his actions.
4. Although the controversy is huge and the expectations are higher, "Hot and Spicy" has a "tough battle" to fight!
To sum up, due to the excessive marketing of Jia Ling's weight loss, the suspected plagiarism of the movie poster, the known reduction of expectations for the remake plot, and the suspected behavior of the film crew to promote the popularity, "Hot and Spicy" continues to be very popular while still Highly controversial.However, it has already become a hit before it hits the theaters. "Hot and Spicy" leads the Spring Festival movies with 30.4% of the first choice, and ranks first in all tier cities. It is expected that under the current situation of high expectations and high demands from the audience, " "Hot and Hot" is bound to fight a "tough battle"!
Whether "Hot and Spicy" can deliver a satisfactory answer depends on its specific performance after its release.
