Disaster Artist

The propaganda battlefield in the Internet age is changing rapidly, and any little bit of trouble can change the situation.

After the premiere of "The Raid" ended, Guan Zhou, the leading actor, undoubtedly became the focus of attention, and the speed of soaring popularity was unmatched.

In just a few hours, Guan Zhou has become the "new favorite" of netizens. The animations edited and produced from the trailer have quickly evolved into emoticons, which are spread out on social networks. , and then the live pictures revealed at the premiere of the film further detonated the audience's pursuit.

Of course, "The Raid" has not yet been fully released, and there are still not many viewers who feel Guan Zhou's charm through the big screen, so the Internet hotspot is not particularly exaggerated, but the streamer film industry has already keenly sensed the crisis—

For action movies, the charm of actors is undoubtedly a crucial key. If Guan Zhou can win the audience's love, then the victory or defeat will basically be settled.

Moreover, the strong rise of Guan Zhou will directly threaten the propaganda strategy of "boss speeding" and seize Fan Li's market. This is the competition that can be seen directly.

As a result, Fan Li’s fans were secretly instigated and encouraged by the streamer behind the scenes, and they added fuel to the flames. In the blink of an eye, you can see countless posts slandering Guanzhou, and even countless men came out and cursed Guanzhou, what are “ugly” and “hills” ” and other personal attacks are all online—

They seem unable to understand why a baby face like Guan Zhou can still be loved by women, nor why Guan Zhou can be the protagonist of an action movie, which obviously does not conform to the impression of traditional action movies.

More importantly, once Guan Zhou rises, it will not only be limited to the duel between "boss speeding" and "raid", Guan Zhou may also threaten Fan Li's career in the future, which will naturally make fans more and more excited, "Explosion-proof. Strategy" has been fully laid out, and the momentum is particularly huge.

Guan Zhou's fans have not yet formed a climate, and naturally they are losing ground.

It is precisely because of this that the staff of Blue Whale Films are holding their breath and have been waiting for the opportunity of a full-scale counterattack. They have been angry since midnight last night. Now that the opportunity has appeared, how can they easily give up?

What is "the best of the decade" and "must see in winter", in fact, both inside and outside are aimed at "boss speeding", the meaning of tit-for-tat is really obvious.

However, is Liuguang Pictures really just trying to "encircle" Guan Zhou?

Qu Yushi did not think so.

Liuguang Films siege Guan Zhou, who has no fan base at all, in the final analysis, it hopes to anger Blue Whale Films, and then start a confrontation between you and me, and even further stimulate the empathy of Fan Li's fans, and unite in order to "protect the best" Fan Li" counterattacked, and even formed a group to enter the cinema to brush the box office to suppress the "raid".

To put it simply, "raid" and Guan Zhou are just tools. Fan Li's fans are the calculated targets of Liuguang Films. After harvesting a crop of leeks, the box office can be lively, just like "borrowing arrows from grass boats".

If Blue Whale Pictures is involved, no matter what the result is, any method of publicity may stimulate further fanfare of Fan Li's fans, which also means that the abacus of Streamer Pictures can always be successful.

Qu Yushi recalled that "Boss Speeding" was suddenly set, and "Raid" was in a hurry, but Lu Qian's performance was very calm and calm. Avoiding the edge of "boss overspeeding" by retreating as an advance made the "push-and-kill" strategy of Streamer Films failed to achieve its wish, and even opened up a new battlefield in another way.

From the current point of view, Lu Qian's strategy has been a great success.

So can they do the same?

Don't look at Qu Yu's bluffing and calm down, but his inspiration and wisdom are definitely real, and he has an idea as soon as he turns his head.

"No, there's no need for us to hype the word-of-mouth 'raid'."

Qu Yushi had just spoken, and the conference room was immediately fried. The 89-point media review did not publicize it. Wouldn't it be like holding a heavy weapon and hiding it?

Is this really good?

Amidst the chattering voice, Qu Yushi's loud voice exploded like a thunderclap on the ground, forcibly making all eyes gather again.

"Word of mouth, put it there, it will naturally spread, and we don't need our publicity at all, but if we keep emphasizing word-of-mouth, it means stepping into the opponent's trap. Fan Li's army of fans is on the way to lead the war. In other words, it's a completely unnecessary waste of energy."

"We should focus our attention on the 'raid' ourselves."

Um?

What does this sentence mean? Isn't word-of-mouth publicity focused on "raiding" yourself?

"We should focus on running the hashtag, #MyActionMovieChildhoodMemories."

"We need to further increase the influence of this hashtag, promote more hot posts, and let more netizens participate in the topic."

As long as the topic of discussion rises, the market for action movies will naturally open up.

But someone immediately put forward an opinion, "...If you promote it like this, doesn't it mean that you will also help the propaganda of 'Boss Overspeed'? They are also action movies. As for whether it is a retro action movie or a comedy action movie, there is no difference for ordinary audiences. ."

Qu Yushi showed a smug smile in his eyes, "Yes, audiences are interested in action movies, and then they see two action movies released in the market, do you think they will choose the one that is advertised overwhelmingly, or will they choose their own? Which one is better after logging in to Green Bamboo to compare and score?"

former? Or the latter?

From the perspective of marketing principles, the former is dominant, which is also the importance of advertising and publicity. In the absence of any inclination, people often choose "heard of"; but don't forget, now is the Internet age , consumers are getting smarter and smarter, even online shopping has to shop around, and the same is true for movies.

At this point, the importance of word of mouth is highlighted.

Moreover, UU reading www.uukanshu.com current consumers do not like "hard advertising", but like "soft advertising".

What does that mean?

To put it simply, "hard advertising" is to tell consumers, "My product is very good, you can buy it, buy it"; while "soft advertising" is to tell consumers, "You see we are like this, but The decision to buy or not is in your hands, what do you think?" That is, the decision to choose is handed over to the consumer.

It has been proven countless times that when consumers believe that "buying this thing is up to their own will and not someone else's drive", the odds of actually opening their wallets are higher.

Qu Yushi's "curve to save the country" is like this, bypassing word-of-mouth publicity, rather than forcing the audience with the concept of "this movie is really good", and through the popularity of the hashtag, let the audience discover the "raid" by themselves, In the end, the proportion that can be cashed into the box office will be greatly increased.

Of course, the most important thing is that this also avoids the danger of fan circles leading to war to the greatest extent—

Does this really work?