IC photo / Picture "Pearl Curtain" starring Zhao Lusi and "Eternal Night Star" starring Yu Shuxin were released on the same day. The two post-95s florets started to fight head-on, pushing the drama promotion technique of "shaking people" to the extreme. The so-called "people-shak

ic photo / picture

" Pearl Curtain and Jade Curtain " starring Zhao Lusi and " Yongye Xinghe " starring Yu Shuxin were launched on the same day. The two post-95s florets are fighting head-on, which will also "shake people" in this drama Pushing propaganda techniques to the extreme.

The so-called "people-shaking war" refers to the fact that during the promotion of film and television dramas, the leading actors and crew use their personal social network influence to invite friends and celebrities in the circle to repost, comment and interact on a large scale to expand the popularity of the work. and capture the audience's attention.

Is the "shaking battle" really effective? Will it be counterproductive?

The essence of the "Shaking War" is marketing

Zhao Lusi and Yu Shuxin are facing each other head-on, and they attach extraordinary importance to their respective dramas. The reason is that both of them have similar positioning and are far from the top. This showdown is not only a competition between their works, but also an important turning point in their personal acting careers. Going online on the same day means direct market competition. Whoever's work can stand out will be able to occupy a more favorable position in the hearts of the audience. Naturally, both parties will spare no effort in publicity.

"Pearl Curtain and Jade Curtain" tells the story of Dragon Boat Festival, a pearl-fishing girl played by Zhao Lusi, who escapes from the pearl field to avoid being insulted, meets Yan Zijing, a businessman from the Western Regions, and Zhang Jinran, a modest gentleman, and then goes west to do business together. With her flexible mind and business talent, Duan Wu struggled in the business world and eventually grew into a generation of businesswomen.

In order to promote this drama, Zhao Lusi spared no effort to "shake people" and invited a large number of celebrity friends including Xiao Zhan, Lu Han, Ma Li, Xue Zhiqian to support him. These celebrities actively forwarded the promotional information of "Jade Curtain" on their respective social platforms to express their support and expectations for Zhao Lusi's new drama.

In addition to celebrity friends, Zhao Lusi even invited some controversial Internet celebrity bloggers to promote "Pearl Curtain and Jade Curtain". Some netizens believed that Zhao Lusi worked hard enough to promote the new drama and was responsible enough for the work. However, this strategy of "casting a wide net" also caused some controversy.

"Eternal Night Galaxy" is a book-traveling system adventure drama adapted from the novel "Black Lotus Strategy Manual" by Bai Yu Zhai Diao Gong. Ling Miaomiao, a ghostly girl played by Yu Shuxin, accidentally enters the novel's mission system. In order to return to the real world, she must complete the missions assigned by the system and work with Mu Sheng and other characters to catch monsters and upgrade. In the end, she not only rewrites the fate of the characters in the book , and also found self-worth and true love.

Yu Shuxin also took part in person, inviting many friends in the industry and celebrities to support this new drama. quanhongchan, Huang Xiaoming, Yang Tianzhen, Ju Jingyi, Hu Yitian, Zhang Linghe and others released promotional content through social media to build momentum for the series.

In essence, "Shaking Battle" is the marketing of the series. It first shows the star's personal influence and network resources. In the complex interpersonal network of the entertainment industry, the relationship between stars is intricate. By inviting friends to help promote, it can not only expand the exposure of the series with the help of each other's popularity and influence, but also allow the audience to feel the sincerity between the stars. Friendship, increase the favorability of the series.

Secondly, in the era of information explosion, the audience's attention is highly dispersed, and it is difficult for a single publicity method to achieve the desired effect. The "shaking people" strategy can bring together the voices of different stars from different fields to form a multi-angle and multi-level publicity offensive. Reposting, commenting, and spreading on social media can bring abundant exposure opportunities for dramas; when audiences see their favorite stars or celebrities calling for a certain drama, they often respond out of curiosity or support. Psychologically, take the initiative to understand and watch this drama.

The "shaking battle" should not put the cart before the horse

It is not the first time for Zhao Lusi and Yu Shuxin to do such "shaking" drama promotions in the entertainment industry. In fact, in recent years, "shaking battles" have become an emerging means of promoting dramas and frequently appear in the public eye.However, this time, Yu Shuxin and Zhao Lusi not only "battled" in the series, but also competed in the "Shaking Man Battle" - many fans kept competing to see who was the bigger man, which triggered more netizens to express their opinions on the "Shaking Man Battle". Reflection on the negative effects hidden behind the "Great War".

The original intention of the "Shaking Battle" is undoubtedly to use the stars' personal influence and extensive connections to build momentum for the new drama and attract more viewers. However, when this method of publicity is overused and even becomes a "comparison" trend, its essence quietly changes. Celebrities have invited friends and celebrities in the industry to support their new dramas. It seems lively, but have they fallen into a blind "network competition"?

's over-reliance on "shaking battles" may cause the drama to put the cart before the horse, causing the quality of the work itself to be marginalized. When the focus of publicity is too much on "shaking people", although it can attract the audience's attention in the short term, what the audience ultimately cares about is whether the plot is fascinating and whether the performance is sincere and moving. If the play blindly pursues formal excitement , and ignores the construction of substantive content. Even if it gets more traffic in the early stage, it will be difficult to achieve a double harvest of word-of-mouth and ratings.

Back to the two dramas themselves, the reputation of "Pearl Curtain and Jade Curtain" is not ideal. In terms of plot, some plots appear too bloody and deliberate, lacking necessary logical support. For example, the plot of selling beads during the Dragon Boat Festival seems absurd, forcibly creating conflicts and lacking credibility. When dealing with complex emotional scenes, Zhao Lusi's performance was a little stiff. Her handling of lines in the play was not natural and smooth enough, and sometimes there were problems with sentence breaks and improper emphasis, which affected the overall presentation of the character.

Although "Eternal Night Star" has a good reputation, many viewers criticized the plot for being immature. The logic of the characters' behavior in the play is simple and straightforward, like children playing house, which is difficult to satisfy the audience who have higher requirements for the plot.

"Shaking War" may also trigger a series of unfair competition phenomena, and there are suspected problems of false propaganda and misleading consumers. Before the quality of the series is clear, vigorously encouraging the audience to watch it is actually irresponsible to the audience. If the content of the series is not presented well in the end, it will constitute deception of the audience. Marketing should be based on integrity and respect the audience's intelligence and aesthetics.

Finally, the frequent "shaking battles" have caused the audience's aesthetic fatigue. Although the huge momentum of "shaking people" can attract a lot of attention at the beginning, if most dramas rely on such activities and lack innovation and change, the effect will be greatly reduced or even counterproductive.

In the final analysis, in order to achieve the success of a work, the key is to return to the content itself and continuously improve the artistic value and market competitiveness of the work. Exaggerated publicity may attract attention for a short time, but it is not a long-term solution. The audience's eyes are sharp. Producers and actors should devote more energy to core elements such as polishing the script, shaping the characters, and improving acting skills. They should speak with strength and win with quality.

Dramatist

Editor-in-Chief Liang Xinting