Once upon a time, it was impossible for well-known celebrities to go live broadcast; but with the rise of live broadcast, many big-name celebrities have invested in it. A few days ago, Andy Lau walked into Dong Yuhui's live broadcast room, and 300,000 movie tickets were sold out instantly. Logically speaking, a star of Andy Lau's caliber shouldn't have to do this, but the symbolic meaning behind this incident is far more important than selling tickets.
Do you feel that times have changed.
Why do you say that?
On January 31, Andy Lau walked into Dong Yuhui’s live broadcast room. Looking back, a year ago, or even less than a year ago, celebrities appearing in live broadcasts would have been considered a gimmick or another form of marketing for the brand.
After all, in the eyes of many people, traditional celebrities and Internet live broadcast celebrities are two completely different forms of entertainment and audience groups.
The former is often strongly associated with keywords such as exquisite image, high-end quality, and big IPs with works; Internet celebrities are mostly young, humorous, and through unremitting efforts, they are accidentally favored by fate and accidentally seize the opportunity to become famous and occupy everyone's minds. .
However, this collaboration between Andy Lau and Dong Yuhui seems to have broken a layer of barriers.
Well, did you read it? Or busy with work and no time. I watched it, and the interaction between the two people was quite interesting. It was neither bragging nor slanderous, and it was inspiring. The entrepreneur of
said that the live broadcast brought huge traffic, with 40 million people online at the same time, 700 million likes, and 600,000 movie tickets sold out. It must be for business.
Netizens said that the conversation between the three people on the theme of "communication and understanding" was very profound. Especially the sentence: Communication is useless, understanding is useful; sometimes trying desperately to make the other party hear your voice turns into endless quarrels in the end. I look forward to the inspiration this age gap conversation brings to everyone.
Previously, Brother Yang also mentioned that he invited Andy Lau to be a guest in the live broadcast room, but due to certain timing and other reasons, the cooperation was not successful; So, I am thinking, is it as simple as selling tickets for Andy Lau to come forward this time?
01
In order to bring movie tickets, the director and team can use conventional marketing methods. For example, organize movie viewing groups and promote slices through various online short video channels.
But why did Andy Lau come forward in person this time?
First of all, Andy Lau's status in the entertainment industry decided that he would personally promote "Mr. Red Carpet", with Zhou Hongyi and Fan Deng talking to each other, which is definitely not easy; Director Ning Hao has not made a new film in 5 years. You can watch this work Create a new way of communicating with the public.
Do you remember what it was like five years ago?
At that time, short videos were not as popular as they are now, and our daily lives were relatively peaceful. The sudden arrival of the black swan of the epidemic changed everything.
media is developing at an accelerated pace. Kuaishou, Douyin, and Bilibili are rapidly rising. Short videos have become the new favorite. Many celebrities are also accelerating their transformation and trying to sell goods through live broadcasts. The film industry was once considered one of the "worst" industries.
I have personal experience and have seen too many Internet companies grow rapidly at the beginning and then fall into trouble; some once prosperous bosses are now in trouble, and many small and medium-sized enterprises are laying off employees every day, as if everyone has shed a layer of skin.
It can be said that in the past five years, every industry has created a sense of dislocation.
Therefore, judging from Andy Lau’s first conversation in Dong Yuhui’s live broadcast room, Ning Hao seems to want to use the narrative in this film to explore the theme of changes in the relationship between individuals and society, and to present some of his thoughts on the great changes in society in the past five years. .
Secondly, Andy Lau's life can be divided into four stages: dreaming, pursuing dreams, realizing dreams, and returning. This is not only the career trajectory of a superstar, but also reflects the ups and downs of every ordinary person's life journey.
I am very interested in that picture of Hai Bo (you can check it online if you are interested).
Andy Lau rode a balance bike on the sloping red carpet and walked forward. The question asked on the official Weibo is: Is this a downhill road leading to loneliness, or is it a road leading to brilliant awards?
Here, the image of superstar Liu Weichi (played by Andy Lau) becomes an artist walking on a tightrope, constantly looking for the balance point in life.
I think this not only talks about Liu Weichi's character, but also reflects a choice faced by director Ning Hao in this drama. That is: stick to your own ideas like the previous dramas, or follow the changes in the market and get good reviews. go?
Therefore, through Liu Weichi’s story, Ning Hao is not only talking about how a Hong Kong star goes through his life, but he may also be indirectly saying that no matter who he is, chasing dreams in this world will go through some struggles and choices. Find your place.
Furthermore, Andy Lau's social image has been sublimated again off-screen.
remember that 12 years ago, in the "nomination voting" for chief executive candidates initiated by the Hong Kong website, he received more votes than other well-known figures and was nominated as the No. 1 candidate. At that time, he was not only recognized by the public, but also reflected his important influence in society. force.
In response to the extremely high popularity, Liu Tianwang’s image does not seem to have changed significantly over the past few decades, but the signs of maturity are more obvious. The most intuitive thing about is that he has recently added the title of Vice Chairman of the China Film Association. This Undoubtedly another recognition of his artistic achievements.
What is the concept of vice chairman?
I will list a few at random. They have to promote Chinese films, organize various lectures on a regular basis, communicate with foreign countries on behalf of the association, and safeguard the rights and interests of the industry. It is not difficult to feel a strong sense of responsibility from this. The influence brought by
, which takes action with strength, will undoubtedly play a positive role in society and the industry. Therefore, Andy Lau's choice to embrace Dong Yuhui at this time must represent the "official finalization" and one of the trendsetters in the entertainment industry.
02
From a macro perspective, this kind of cross-border behavior also illustrates another change in the short video industry and entertainment forms.
First of all, the public has to accept the ability of social media to “create gods”.
Let’s look back:
5 years ago, 26-year-old Dong Yuhui just became the subject leader of New Oriental Online’s senior high school English. Two years later, the company transformed and he became the anchor of Oriental Selection. He quickly became popular relying on bilingual live broadcasts and high-frequency literary quotes.
In the same year, Brother Yang integrated humor into content creation, bringing a lot of joy to everyone, and ushered in the highlight moment by cheating along the way.
Li Jiaqi, who focuses on selling beauty products, was called the "Lipstick Brother" because of his frequent lipstick trials during Double 11 in 2019. Double 11 set a live broadcast audience record of 36.835 million; Wei Ya soared, with personal sales of nearly 3 billion, and the number of live broadcast room viewers during Double Eleven reached 43.1536 million.
html In 2005, they relied on the reform of the shopping mall and media channels, and took advantage of the information gap and content power, and the monthly sales of a single person could exceed 90% of A-share listed companies.In the past, celebrities and Internet celebrities were described as "dislike each other", which is not surprising at all. Now, some heads are on an equal footing, and there are even many artists under the umbrella of some mcn companies headed by capital.
As his influence grows, we have also witnessed a fantastic dramatic life.
For example:
Brother Yang had a dinner with Stephen Chow, Wei Ya gradually faded away from the scene and transformed into a boss behind the scenes; Zhou Hongyi discussed that entrepreneurs should transform into Internet celebrities for business in the future, and Dong Yuhui opened his mouth and ran around the streets behind his mother-in-law's back.
is a powerful media that has reshaped the narrative style of the business and entertainment industries. It has also redefined the live broadcast industry and the position of super anchors and traditional stars in everyone's hearts.
Secondly, there are specialties in the art industry, and the traffic no longer belongs to actors.
Nowadays, traffic is not a bonus for celebrities. In the past, celebrities could attract a large number of fans by making movies, appearing in TV series, and singing. Good works were directly equated with fame and traffic. After the popularity of
short videos, academic circles proposed the concept of media dustification from media fragmentation.
Anyone who shows their talent, creativity, and shares their daily life can gather traffic. This means that traffic and popularity are no longer exclusive to celebrities, and everyone has the opportunity to become an Internet celebrity.
As a result, everyone's attention is spread to a variety of content. They no longer just focus on the big stars and their works, and the choices become wider.
This traffic dispersion further aggravates the refinement of the addictive model.In other words, a good work may not be able to get out of the circle quickly. By coincidence, popular content may satisfy the emotional needs of the public.
In the same way, it indirectly proves that if a new work of a celebrity wants to be seen by the public quickly, it must spend more publicity energy than before, otherwise it will easily be overwhelmed by debris.
Therefore, the rapid development of short videos has led to a new integration with the entertainment industry. In the past, content was the domain of professionals, but now everyone can create content. The order between Internet celebrities and celebrity popularity will inevitably be restructured.
03
So, does this mutual embracing relationship have any impact on the fan base?
I think, no. Why?
On the surface, there are two different voices after the live broadcast:
Firstly, the Four Heavenly Kings also ask Dong Yuhui to come to the dock for new works. Dong Daihuo is professional and cannot be a star; secondly, Andy Lau Assisting Dong Yuhui made it happen.
In my opinion, both sides can benefit from it. Andy Lau will promote the new movie "Mr. Red Carpet" through Dong Yuhui's platform, while Dong Yuhui will give top support to enhance the brand image and appeal.
When it comes to fan relationships, the difference between Internet celebrities and celebrities is even greater.
Internet celebrities live broadcast and shoot content every day, and constantly chat with fans and bring products, which makes them have closer relationships. Unlike celebrities, most of their interactions with fans are through their works, which is an obvious one-way behavior. Moreover, once celebrities participate in more social activities, it is easy for them to He was labeled as "crazy money-maker and not doing his job properly".
You may say, isn’t it good for celebrities to hold live broadcasts occasionally? Thinking about it from another angle, "Li Tianwang", who was just appointed as the vice chairman, devoted himself to live broadcast to promote goods, which will definitely attract a lot of discussion.
Therefore, a more ideal strategy is to find a partner who can not only bring goods but also match your own market position and style. It may be more suitable to sit down and chat and sell movie tickets by the way.
understands this and understands why Andy Lau did not choose Brother Yang.
First, the difference between the two styles. Xiao Yang Ge is full of entertainment elements, often accompanied by exaggerated and self-deprecating performances. This relaxed and overly joking atmosphere seems a bit out of tune with the 62-year-old Andy Lau.
Second, the content attributes are completely different. This drama is not a typical inspirational one. He has chicken soup but not much chicken soup, which is obviously different from Xiao Yang's funny and inspirational show.
Therefore, out of consideration for the style of the work and his own image, he chose Dong Yuhui to go both ways. By the way, I personally admire Brother Yang very much. It’s not that he is not good, and he has also invited many entertainment stars to join the show.
For example:
Lehua Entertainment general manager Du Hua, NBA star O'Neal, musician Wang Feng, comedian Jin Jing, singer Xue Zhiqian, actor Jia Nailiang, etc.
Dong Yuhui has always said that he does not want to simply be a sales platform, but wants to explore more opportunities in culture and tourism. This idea just improves the overall level of the live broadcast room and also creates a new "communication field" for cultural-related big shots. .
Think about it. In the future, no matter whether there are blockbusters at home or abroad, or new books released by scholars, they will definitely not be able to always be guests in Douyin’s official live broadcast room, nor will they be willing to go to the funny live broadcast room to publish. Come to 321, No. 1 Little Yellow Car , Internet links and other strange businesses...
Therefore, Andy Lau found a decent and suitable choice for his figure.
The two are in the same frame and the chat-like output of life views has brought him closer and closer to his fans. Not only has his inherent status and influence not changed, it has also allowed him to maintain a good image in the all-media era.
04
From an ecological perspective, this kind of cooperation is also helping the platform slowly get out of the value dilemma.
In recent years, there have been more and more discussions about "entertaining oneself to death, information cocoon room". Nowadays, society is mainly dominated by young people from the Z generation and post-95s. They grew up in the digital world, forming a unique "tribalization" "Culture and entertainment forms give them special social effects.
For example:
I remember when I was in school, you were out, blue thin mushroom, 520, and 1314, which were almost a secret code in certain scenarios.
Now yyds (Eternal God), xswl (laughed to death), nsdd (you are right); Dinosaurs resist wolves and wolves resist, come on; I love you and walk alone in the dark alley, the king covers the tiger on the ground, go to class Two hundred and fifty-level passwords replace the older generation social passwords.
In the process of replacing the old with the new, everyone is adapting.
A few days ago, I saw parents complaining in the circle of friends that skipping "Subject Three" in school is already a headache. Now even parents have to pull it out. I didn't expect that such a rigorous term as "how to be decent" can be used. came out of my mouth.
It must be a long-term and difficult task for young people to accept traditional concepts, and at the same time, for the older generation to understand the younger generation and avoid the old-school education methods; therefore, short videos + celebrities + traditional culture will become The link that links different eras.
After all, the nostalgia of the older generation will not reject celebrities with works.
Think about it, when a senior celebrity walks into the live broadcast room and begins to try to understand and discuss the post-2000 generation, this may prompt parents to reflect on whether they are too conservative.
During the Spring Festival of 2023, I remember an interesting dialogue in the announcement of the movie "The Spirit of Dragon and Horse". Jackie Chan said:
I can't understand Internet slang at all. I used to be very strong. Everything I did since elementary school was playing ball, fitness, and sports. Now when I see someone complaining, "Your era has passed, I am a new era", I just Will reflect on myself. Therefore, the spread of attitudes by celebrities will make everyone look inside themselves.
Secondly, the new generation is also willing to explore more traditional Chinese culture.
directly talked about Huangmei Opera, Henan Opera, Qinqiang Opera, and ancient folk music to the post-95s and post-00s generations, and everyone’s perception was very low. If celebrities and scholars work hard to present traditional culture in a more modern performance form or through song integration in the live broadcast room, it will be easier to attract the attention of young people.
Some time ago, the combination of Li Yugang's "I Just Met You" and "The Great Wind Stage Play" is an excellent example; many people said that Chinese culture has a profound spirit, and only after watching the Legend of Chu and Han did they know the story of Cao and Liu Bang The story is really touching.
In addition, recently, Harbin Little Potato, Hebei Bobo Chicken, and Henan Cultural Tourism have also welcomed many celebrities to participate, inviting everyone to return to their respective hometowns to check in. all highlights the combination of celebrities and culture. The value contributed.
In the future, I think more celebrities will be willing to bring their works to the live broadcast rooms of Internet celebrities to have conversations and talk about life. The prosperity of culture leads to the prosperity of the nation. Culture is the soul of a nation. If you want to rewrite everything, education, policy, and economy play a major role. Likewise, it also depends on the continuous influence of leaders.
In summary,
in the face of the times, embrace changes.
After thirty years of ups and downs in life, everyone is a microcosm of the times, and behind them are all quietly imprinted social changes and cultural evolution.
Literature reference:
1. Media Environmental Studies: From the Edge to the Temple; He Daokuan.[j]. Journalism and Communication Research, 2015, 22(03):117-125
Columnist
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