Recently, actor Ma Li won the Actress of the Year award for her movie "Article 20" at the China Film Big Data Honor Night. It can be said that it was expected by everyone, but Ma Li's speech when she won the award caused quite a stir. dispute.
When accepting the award, Ma Li joked that she is a "powerful middle-aged actress" who doesn't like publicity and doesn't know how to promote it. "In this case, it was actually seen by big data, so I can prove that we Big data is indeed real data.”
At first glance, there is nothing wrong with what Ma Li said, and she also attracted a wave of favorability of real data for this "Big Data Night of Honor", but if you think of the excitement during the Spring Festival promotion of "Article 20", then It was another matter. Lei Jiayin also wiped away a cold sweat in the audience.
When "Article 20" was aired during the Spring Festival, there was a lot of controversy due to publicity issues. It was obvious that Ma Li was the main heroine, but Zhao Liying, who had a special appearance, went crazy with marketing and rushed to the show many times. Hot searches made everyone think that this movie was about a tragic movie about deaf-mute mothers defending their rights. It once seriously affected the box office of the Spring Festival. Fortunately, the promotion direction was adjusted later, and the situation was saved.
In the thank-you session, Ma Li first thanked director Zhang Yimou, and then thanked Lei Jiayin, Liu Yaowen, Gao Ye, and also thanked the behind-the-scenes staff and team who were not present. The only one she did not mention was Zhao Liying's name, which also aroused discussion among netizens.
During the previous Spring Festival promotions, there was a lot of controversy because Zhao Liying stole the spotlight from the female lead in the road show. Zhao Liying stood in the C position in many road shows, causing dissatisfaction among the audience. Later, it was Ma Li who stood up and said that there was no positional dispute between her and Zhao Liying. She hoped that everyone would not care about these things and pay more attention to the movie, and the situation gradually subsided.
After thinking about the excitement of the Spring Festival stalls, looking back at Ma Li's words, netizens also got a taste of it. Who likes publicity and knows how to publicize it? Is it Zhao Liying who played a deaf-mute mother, occupied a C position in road shows, and whose animated pictures were trending like crazy?
Some netizens said that maybe Ma Li's speech this time was simply to fit in with the theme of the award ceremony, "Big Data", but netizens can immediately think of Zhao Liying, which already explains some problems.
During the road show at that time, Gao Ye also made it clear that the film crew saw the controversy in the announcement and "listened to the advice". As expected, adjustments were made in the subsequent publicity, which made Zhao Liying, who had been crazily searched before, even more Like a marketing guy.
After Ma Li’s acceptance speech became a trending topic, Zhao Liying’s fans broke their defenses. While saying that Ma Li’s words were not connotative, Ma Li’s real-time comments had already fallen into disarray. Many people rushed to her comment area to take a seat. , asking Ma Li to apologize to Zhao Liying.
Some people said that since Zhang Yimou chose to use Zhao Liying, he just wanted to use traffic to drive the box office. Now that he has used up his traffic, the connotation is too small.
Some people said that if Zhao Liying had not been responsible for the box office, the results of "Article 20" would not have been so good. Ma Li said this now because Zhao Liying's performance was too brilliant and Ma Li broke her guard.
However, judging from the box office data, the reason why "Article 20" was able to achieve a "reversal" in the late Spring Festival is because it adjusted its promotion direction.
On the evening of the honor night for "Article 20", the director and everyone in the main cast won awards. Only Zhao Liying, who was on numerous hot searches for her role as "Deaf Mute Mother", did not win.
It can only be said that he is really popular with the audience or is a marketing expert. The industry actually sees it, and big data also gives the answer. I hope domestic entertainment stars can do less marketing and focus more on improving themselves! I also hope that the film and television industry will stop engaging in this model of combining traffic + powerful actors, otherwise you will have to suffer controversy if you want traffic.
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