Good content and good methods are both important.
"Is it possible to perform well or not to work? I am responsible for it and bear it myself. I won’t be ashamed if I win, and I’m not ashamed of losing."
On November 6, aimed at fans to promote Hu Ge’s new film "Southern Station" Regarding the fundraising of "Gathering", the Hu Ge Viewing Group posted a long post on Weibo to reflect on whether the move violated Hu Ge's original intention and stated that it would refund the more than 840,000 yuan raised by fans. Subsequently, Hu Ge posted a picture comment in the Weibo comment, first expressing his apologies to the fans, but at the same time, he also declared that he had always "disapproved and did not support" the support of fans. He "does not want to use special methods. Create the illusion of prosperity". The refusal of
Hu Ge caused a controversy on the Internet for a while: many netizens praised him, saying that "good actors with real acting skills do not need these". This is a malicious competition and pollution of the industry environment; but There are also netizens who think that what the fans do is "just try to expand the publicity to make more people willing to go into the cinema to watch the movie", and it did not disrupt the order of the industry.
Behind the heated discussion about the behavior of Hu Ge fans, Poison Eye found that the behavior of fans raising funds to promote movies on behalf of idols has long been not unique, and the publicity methods of fans have surpassed passersby’s understanding. "Control and evaluation, charter and lock-in" also includes monitoring public opinion, big screen support, content UGC output and so on. Some fans even recruit a special management team to distribute materials and exchange resources in an organized manner.
When "Zhu Xian" was released a month ago, there were a large number of blue V accounts on Weibo, various KOLs forwarded lottery tickets, and specially brought single posters or topics of the movie starring, and even more specifically Ai Te The starring fan club-this means that behind this "welfare" is a replacement: the fan club cooperates with a well-known large-size lottery ticket to get more exposure for the movie in which the idol is participating.
Orange Entertainment Tickets Event @孟美淇LoveMQ应援团
As the fan culture becomes more mature and the fan organization becomes more standardized nowadays, there are more and more tricks that fans personally promote for idols. Regardless of how passers-by comment on this model, an undeniable fact is: fans personally come to publicize for idols, and they have almost formed a complete marketing system, which has even become a very important part of the whole movie publicity situation. One ring.
"Meanquan" brand publicity company
has always been in the film industry for "fan fundraising support", people always seem to be "heard of it." The reason for
is mainly because there have been several cases of "out of the circle" in the industry before: During the release of "Three Lives III, Ten Miles of Peach Blossom" in 2016, Yang Yang fans were rumored to be "locked up" on a large scale, that is A very small number of seats were purchased for each show to ensure the film arrangement of the theater. However, because of the low reputation of the movie, the film attendance rate was not good after the "lock-in", and it happened to encounter the popular "Wolf Warriors 2", a large number of film "Three Lives III Ten Miles of Peach Blossom" caused theater losses, causing fans and theaters to lose money. contradiction.
"Lock the market"
Regardless of whether "a lock" is true or not, such news did trigger a lot of negative public opinion at the time, which led to fans raising funds for film support, which was regarded as a way of disrupting market order to a certain extent. After Hu Ge opposed fundraising, someone left a message saying: "For actors, it is not necessary to play the charts and do statistics."
But in fact, "a lock-up" is not the norm in the restaurant circle. As early as 2011 when "Far Cry" was released, Yang Mi fans had organized many movie-watching activities across the country, but more of them were "private rooms". Even if there are fans who “lock the venue” to ensure the filming, they will generally “lock” about two rows. They will not only buy one or two tickets for a game, and will “fill the venue” afterwards, that is, they will automatically purchase tickets to fill the audience. Fewer movie shows guarantee a certain attendance rate.
After the "lock-up event" of "Three Lives III, Ten Miles of Peach Blossoms", in the face of the outside world's incomprehension of fan fundraising, in order to maintain the reputation of their own idols, the fan circle began to become more cautious about movie support and their methods changed. To be softened-joint KOL to diffuse the sound volume, organize the spread of materials, etc., are gradually being widely used. A recent example of
comes from Yi Yang Qianxi fans who have contributed a lot to the box office results of "You Are Young".
On the afternoon of October 22, "You are a young man" temporarily announced that it will be scheduled for October 25, leaving only two and a half days for the announcement of the film.In the meantime, people in the industry close to the film party all sighed with Dumo, that the release and promotion time is extremely limited, and some of them are lacking in skills. For the "Thousand Paper Cranes" (referring to Yiyan Qianxi fans), these two and a half days are equally precious.
"You are the young" is the first theater movie starring Yi Yang Qianxi, and it is an important step for him to move to the big screen. Therefore, the paper cranes attach great importance to the promotion of this movie. As early as March this year, when the news that the movie was going to be released in China, the KOLs ("big fans") inside the fan circle were already discussing the division of labor and mission goals.
"Young You" is set for the first time on June 27th. The first time for
film is announced on June 27th. At that time, Qianzhihe has already formed a preliminary plan, namely the online line. The offline linkage is carried out at the same time: online contact with KOL accounts in various fields to cooperate with ticket prize draws, maintain data, and organize offline fan venues, passersby, and charity venues.
"In June, a list of KOLs to be contacted online was already listed, but the fans to be contacted did not identify specific people. The offline planning was more detailed and implemented to the person in charge of the theaters in each region and region. The plan is to start a few days before the movie is released.” Fafa, one of the planners, told Poison Eye. In terms of
's offline work, Qiu Mai, who was in charge of related work, recalled: “We have investigated the theater data, hall size, charter fees, advertising spaces for fans, contact information of the theater, etc. in each city in advance, and did a few things. Ten forms before deciding which theaters will be reserved. It took about two weeks for the theater to investigate and determine the schedule of fan-specific shows.” After the investigation, the group opened in the restaurant circle to conduct training on the management of each area's reserved space, and write and contact the theater. Note to avoid errors.
However, when everything was ready to go, the film temporarily announced its withdrawal, and a lot of work was forced to stall. After the news of the movie's release on October 22, the paper cranes immediately restarted their publicity work: during the pre-sale stage, fans immediately changed to the unified avatar of "You, the movie boy, will be released on October 25" , Start Weibo promotion; in the small group where the fan alliance is located, the executors responsible for contacting KOLs for the cooperative ticket lottery will quickly divide the work and contact, and update the list at all times in the group.
and the executors in charge of offline bookings also contact the relevant theaters according to the list of persons in charge set in early June. In addition to the regular fan venues, fans also planned two types of "passers-by performances": one is to organize college teachers and students, front-line educators, police prosecutors, and welfare agencies to watch movies based on the characters who appear in the movie; The category is based on the "left-behind children" group of the protagonist of the movie, organizing the "One Yuan Movie Watching to Help Free Lunch" charity movie watching special, and the raised funds are directly sent to the two Hope Primary Schools regularly donated by the fan organization.
"Young You" charity special show
"Because the movie was fixed late, some places did not even get the release on the first day of the show, so the first day of the reservation in Maoming, Guangdong was all postponed. There were also some small theaters without subtitles, which violated regulations Operation, temporary price increases, handwritten invoices..." Fafa recalled the "emergency situation" at that time, but still felt "heart tired": "No matter how well the preliminary work is done, there is no guarantee that there will be no problems in actual combat. We can only The district manages various science popularization, encourages fans to communicate with the theater on the spot, and asks them to re-check and issue the tickets." After the movie is released, the "big fans" still cannot relax. They monitor the public opinion of the movie at all times and produce a complete score. Raiders, calling on fans to write film reviews, to achieve the spread of positive publicity of the film. At the same time, because of the tight schedule, many of the promotional materials that the publicity team has no time to produce can only be filled by fans. Insiders and Poison Eyes revealed that during the film's promotion period, a fan group could even recruit dozens of artists within an hour, planning and executing on the same day.
In addition to traditional materials, planners will also communicate with the painters and scissor hands inside the fan circle in advance, allowing them to upload the promotion of the movie, secondary editing, etc. to Weibo, Douyin, and B station. Multiple platforms, as far as possible to cover all aspects of the crowd. A rice-made video cut with the song "That Girl Said to Me" has so far reached 726,000 broadcasts at station B.
In the end, "Young You" received a pre-sale score of over 100 million. Up to now, the total box office has been close to 1.4 billion, and the Douban score has reached 8.4 points. Yi Yang Qianxi's performance in the film has also been widely recognized. However, Fafa still feels a bit regretful when talking about such achievements: "It’s less than three days from beginning to end.. If we can give us more time, we will do better. "
"Rice Circle" announcement, is it feasible?
Although "Young You" is very popular, it is more because the film itself is of good quality and topical, but the active publicity of the paper cranes is indeed the film The increase in the volume in the early stage and the subsequent fermenting of the heat have provided help. And the poison eye noticed that Yi Yang Qianxi fans are not the only fans who are so hard to support and promote the film. There are actually many similar cases this year.
During the summer "Zhu Xian" was released, fans of Meng Meiqi and Xiao Zhan cooperated with various media, blue V, and KOL accounts to carry out ticket-giving activities; after the National Day file "My Motherland and Me" was released, Zhu Yilong fans initiated using themselves Musical instrument performance "My Motherland and Me" activities, Zhu Yilong's fans' musical instrument solitaire topic read more than 200 million and was reported by the central media... In addition to control reviews and booked venues, more and more fans announced actions, almost already Become the “prescribed action” of fans when today’s traffic artists participate in movies.
“Zhu Yilong Fan Musical Instrument Solitaire”
, is this kind of “rice circle” propaganda useful?
Poison Eye Consultation related practitioners have been affirmed 'S answer: "What you need to do is traffic and box office. These two are the strengths of fans. In the past, there were movies in which traffic artists participated, but they were not warmed up because they were released in advance, and fans did not have time to organize to rush to the box office. In addition, the quality of the movies was also average. Naturally, the theater did not give enough schedules, and the movie box office ended up rushing. Down the street. Therefore, fans often not only guarantee the box office, but also determine the volume of the movie. "
And the role of fans is not only reflected in the film before the release, but also in the spread of the film after it is released. After the film is released, ranking, data, etc. are no longer the top priorities, and the focus of the promotion is on the reputation of the film. On. Especially for works of better quality such as "Youth in Youth" and "Me and My Motherland", if the positive word of mouth can be amplified in time, it will have a good opportunity to further stimulate more passers-by to watch the movie, and let Cinemas choose to tilt more films.
In theory, the work of fermenting word-of-mouth should be undertaken by professional propaganda and marketing workers. However, due to the fluctuating period of the film and television industry in recent years, many project budgets have dropped sharply, and many film studios In fact, there is also a lack of sufficient manpower and budget to do similar word-of-mouth maintenance work. The above-mentioned practitioners revealed that the number of publicity teams for a film project is often very small, and it is also responsible for other projects in parallel. It is also prone to personnel changes, leading to internal communication and There is confusion in the docking.
In this case, fans’ contributions to movie ratings, film reviews and other public opinion data and their support for continuing to book the show have become a rare help. It is easy to open thousands of loose fans to the "Young You" announcement For example, there are more than 40 "big fans" in the entire fan circle participating in the planning, which is far more than the configuration of a film promotion team. And the fan team gathers more than ten artists in an hour. The company’s work advancement is very difficult to achieve.
In addition, because there are negative precedents, many fans now pay special attention to maintaining the reputation of their idols when organizing for assistance, and they will try to minimize deviations when planning and execution are small. In the fan circle, the fans participating in the fundraising process will also supervise the entire promotion process and provide timely feedback. In the end, the planning team will list all the account details of the entire promotion process. Because of this, some have For movies in which traffic artists participate, the promotion team will take the initiative to communicate with fans, build momentum on related topics and produce content online. Some practitioners believe that fans' spontaneous publicity support can play a role, but contact with the team and various After the parties are linked, the effect will be better. A related practitioner at
told Poison Eye: "If there are no fans in the propaganda team and the network is not enough, it is definitely not as good as the fans to understand which topics, which can make more sinking fans cheer. ; On the other hand, regarding the connection between artists and movies, fans may not be familiar with it from a professional perspective, so the publicity team needs to grasp the scale. "Under such a premise, the "strong combination" of the two will naturally get twice the result with half the effort.
However, from the current point of view, it seems that the publicity and promotion party cannot maximize the enthusiasm and efficiency of fans. The promotion team and fans In general, it is necessary to discuss the plan with the film party and the artist team first, and then connect the fans through the artist team. The efficiency of multi-party communication and transfer is often not as good as the spontaneous organization of fans. At the same time, the promotion of insufficient team budget will also lead to failureThe situation is sufficient for fans' needs, so that many programs cannot be implemented in the end. A related practitioner revealed to Poison Eye: "So many film studios and management teams (during the promotion) will not bring fans to'play', thinking that as long as the fans will always buy tickets for themselves, give them authorization. You can do it yourself, and you don't need to spend your own budget." Therefore, what kind of cooperation and linkage between fans and film producers need more practice to explore.
Of course, like all traditional publicity models, fans’ “rice circle” publicity has only an “icing on the cake” for the film itself, and it is not realistic to “turn things around”. As a traffic artist, Lu Han’s fans also tried their best to conduct online control and comment promotion and offline reservations before the release of "Shanghai Fortress", but the fans’ "one-handedness" ultimately failed to save Douban's "2.9" rating. "Shanghai Fortress", its final box office only stayed at 120 million.
"Shanghai Fortress" Douban score fixed 2.9
"The fan is '0', the quality of the movie is the front '1', if the '1' stands, the more the '0' at the back, the greater the impact, but without this '1' 'Yes, no amount of '0' will help.” Some practitioners reminded that instead of relying too much on fans, it is better to make movies well so that fans and passers-by are willing to make "tap water." No matter how large the number of fans is, the main audience of the movie is still a broader public. What makes the fans’ public support truly “stands” is the quality of the movie itself.
