China Youth Daily·China Youth Daily reporter Wang Pinzhi
According to data released by the National Film Administration on May 6, the box office revenue of my country's film market during the May Day holiday in 2024 exceeded 1.5 billion yuan. On social networks outside the cinema, audiences are overwhelmed with a variety of movie marketing methods, but some people also complain that movie marketing continues to be chaotic.
Recently, a survey of 1,500 respondents conducted by China Youth Daily Social Survey Center United Questionnaire Network (wenjuan.com) showed that 51.6% of the respondents pointed out that there is a problem of over-inviting Internet celebrities and celebrities in film marketing. 50.7% of the respondents believed that there were problems with exaggerated emotions, expressions, and plots. 78.3% of the respondents expect movie promotion to focus on the movie itself.
50.7% of the respondents believe that movie marketing emotions, expressions, and plots are exaggerated
00 post Wang Jue believes that publicity and promotion are necessary for movies. If there is no publicity, it will be difficult for everyone to know which movie is released, so it is difficult to talk about it. Don't go to the cinema to watch it. "My mother often sees short videos promoting movies. If she is interested in the subject matter or has an actor she likes, she will let us accompany her to watch them."
Wang Lu, a movie lover in Taiyuan, Shanxi, likes to pay attention to the stories behind movies. She feels that most of the promotional videos for movies are edited from movie clips, and a lot of the content can be seen in the feature film. "I like to read the story behind the main creator, how much effort it took to make this film, and what considerations went into the art setting. Seeing these will give me a comprehensive understanding of the film. But now the early promotion of the film does not seem to involve much of this."
"You can get a preliminary understanding of the style and story direction of the movie through the trailer. A fascinating trailer can present the essence of the movie in just a few minutes. But now the marketing and promotion methods of some movies are too exaggerated." A university in Zhejiang Liu Ruonan, a college student, said that some movies are a little too strong in the emotional rendering during the marketing process, and the plot processing is a bit deliberate.
Beijing-based photographer Han Shier noticed that short videos have become the main way to promote movies, and more people can learn about movies by using the influence of short videos. However, this method may over-emphasize certain wonderful moments or fragments in the movie, causing the audience to over-expect the movie, and ultimately create a psychological gap when watching the movie.
What are the problems in current movie marketing? In the survey, 51.6% of the respondents pointed out that there is a problem of over-inviting Internet celebrities and celebrities, and 50.7% of the respondents believed that movie marketing emotions, expressions, and plots are exaggerated. Others include: creating false audience reactions (47.5%), advertising Excessive cooperation and implantation (42.1%), speculation on CP and creating scandals (31.0%), kidnapping the audience by exporting feelings (30.7%), marketing that has nothing to do with the content of the film (29.9%), etc.
Wang Lu found that now the main creators will send short videos to promote the movie during the marketing period, but some short videos have nothing to do with the movie content. “I often see these short videos, but after watching so many, I still don’t know what the movie is about. Some of them are even 'off the mark'. The marketing is about one point, but the movie is about another set of content."
Zhou Qingya, born in the 1980s in Heilongjiang, said that when marketing a movie, the most exciting parts of the movie and the actors in their best condition will be captured to attract everyone. However, when they actually watch the movie, they find that the marketing content is the highlight of the entire movie. Some viewers even think that Short videos are better than movies.
Zhou Qingya also found that some promotional posters were inconsistent with the tone of the movie. For example, the movie was a literary film, but it imitated a hit movie to make an exaggerated poster. The content of the movie and the poster were completely different.
Han Shier said that it is understandable that producers and distributors use short videos to market movies. This method can highlight the key points in a short period of time, let the movie attract more people's attention, and thus obtain better box office, but be careful to avoid over exaggeration. and deviations from film content.
Zhou Qingya can accept the bundling of character CPs in movie marketing, which allows the audience to enter the plot, but she believes that relying solely on the actors' own traffic to drive box office or bundling peripheral sales may be counterproductive to movie marketing.
Liu Ruonan said that everyone goes to the cinema to watch a good movie, so they hope to know whether the content is in line with their taste before watching the movie, instead of watching flashy marketing content.
"Some film producers will use videos of audiences crying, laughing, and being shocked for promotional purposes, but some of them may be staged." Wang Lu believes that excessive film marketing is not enough, and excessive marketing will arouse the audience's resentment and distract them. People's attention to movies has eliminated the artistic value and social significance of movies. She believes that instead of spending a lot of thought on things other than the movie, it is better to focus on the movie itself. In the era of social media, a good movie will not be buried. In the
survey, 45.0% of the respondents said they might go to the cinema because of this kind of marketing, 36.7% of the respondents would not, and 18.3% of the respondents were not sure.
Wang Jue said that some film producers will deliberately produce short marketing videos and release them in large quantities to attract people to watch the film. However, the quality of the film and whether it is worth the movie ticket will be judged by the audience after watching it, and this judgment will eventually be projected onto the main creators. , if you feel deceived by the movie's marketing, you may not watch this director's movie next time.
78.3% of the respondents expect film promotion to focus on the film itself.
Liu Ruonan hopes that film production and promotion parties should not cater too much to the public's tastes, but should pursue more authentic and profound expressions. She believes that marketing is not the most important thing for a movie and cannot put the cart before the horse. Once the movie marketing is divorced from the content of the movie, it will greatly affect the perception and it will be difficult for the audience to resonate with the movie.
"There are many successful movie promotions nowadays, which focus on the content of the movie and use real and emotional promotional content to shorten the distance between the movie and the audience." Wang Lu looks forward to more such promotions.
Han Shier said that what really attracts and impresses the audience is the content of the film, not the marketing method. Therefore, the film producer cannot be divorced from authenticity when promoting the film. In order to pursue the effect, it must be over-exaggerated to make the audience truly feel to the charm of the movie. In the
survey, 78.3% of the respondents expected movie promotion to focus on the movie itself.
"In the Internet age, the form of short video communication is more in line with the habits of modern audiences. Online and offline publicity is also essential, which can more comprehensively cover the target audience and increase the exposure and appeal of the movie." Han Shier said , no matter what method is used, film marketing must balance art and market, and pay more attention to substantive content, which is the core of attracting audiences.
Among the respondents, 35.3% were from first-tier cities, 42.0% were from second-tier cities, 19.1% were from third- and fourth-tier cities, 1.9% were from towns and villages, and 1.7% were from rural areas. Post-00s accounted for 14.5%, post-90s accounted for 45.0%, post-80s accounted for 32.3%, post-70s accounted for 6.6%, post-60s accounted for 1.5%, and others accounted for 0.1%.
(Bao Junli also contributed to this article. At the request of the interviewee, Liu Ruonan and Zhou Qingya are pseudonyms)
Source: China Youth Daily client
