Extreme News commentator Qu Jing
On February 14, the crowdfunding project around the movie "Manjiang Hong" launched on a crowdfunding website caused controversy, and "Manjiang Red Peripherals" and "Storm Pavilion Hourglass" appeared on Weibo. Design and production Fangtanutou Trend (Beijing) Culture Co., Ltd. announced that it decided to remove the event "due to the deviation between the original intention of product design and creativity and the understanding of some netizens".
The "Ling" brand aromatherapy that was complained about by netizens (source: network screenshot)
"Manjiang Red", an officially authorized peripheral derivative project, was only released on the evening of February 13, and it was removed in less than a day, not because it was quickly raised, but because it could not stand the doubts of netizens, which was really embarrassing.
Some netizens found that there is a "Ling" brand aromatherapy diffuser stone in the surrounding area it released, based on the token used by the protagonist Zhang Da in the movie as the prototype according to the 1:1 scale, with the words "Prime Minister General Order, Whole Army Raised" written on it, the film is a token personally given by Qin Hui to Zhang Da to investigate the case, and the two fragrance types of diffuser stone, "Qingmei" and "Yaoqin", are the names of the two singers who tragically died in the hands of Qin Hui in the movie. It's hard not to think that buying this peripheral is equivalent to buying the peripheral of Qin Juniper.
In addition, the giveaway with a crowdfunding of 600,000 yuan for the event is the royal token card pack, whose golden appearance reminds netizens of Song Gaozong's recall of Yue Fei's twelve gold medals, and the "red cherry" creative hourglass designed with Chinese courtyard elements in the movie scene is considered by netizens to be easily associated with the bloody "Wind Wave Pavilion"... It can be seen that in the field of cultural and creative industries, which pays special attention to design concepts, once a problem is found and the impression in everyone's minds is damaged, there may be problems everywhere.
Statement on the removal of crowdfunding activities around "Manjiang Hong" (Source: Network screenshot)
Whether the peripheral design of "Manjiang Red" is as netizens said to "cute" Qin Juniper, lack of awe of history, or what the designer said, there is a deviation in understanding, I am afraid it is difficult to have a firm conclusion, but it is certain that this peripheral crowdfunding activity is a gray failure. And the root cause of the failure is probably that it is too anxious to earn this money, ignoring the connotation of the design and ignoring the feelings of the audience.
The surrounding area of the movie is essentially an extension of the TV world view and values, and through specific elements and connotations, the world created by the film and the feelings triggered by the film are continued in the real world. Therefore, it must require consumers to have a certain sense of substitution, on the one hand, the love for the movie is projected onto the peripheral products, on the other hand, the emotions and functions that cannot be obtained in the movie can be realized through the peripheral products.
In this way, you can understand the confusion and dissatisfaction of netizens around "Manjiang Red". These peripheral design products are not reminiscent of the interesting and sentient parts of the plot, but of Qin Juniper, which makes people hate Qin Juniper whether in history or in movies, how many people want to substitute Qin Juniper? Will such a peripheral be misunderstood? Since the film uses a historical background and tries to resonate with the audience in patriotic feelings, it should also pay more attention to humanistic feelings in the surrounding design and consider the audience's feelings more.
"Manjiang Red" only launched a crowdfunding campaign around the movie on February 13, and it was removed in less than a day (Source: Network screenshot)
In comparison, the surrounding crowdfunding project of "The Wandering Earth" next door can be called a hail and a great success. The fundraising goal is only 100,000 yuan, and the total amount of crowdfunding in the end exceeds 120 million yuan, and many netizens expressed that they want to buy more, in addition to everyone's enthusiasm for supporting the first domestic excellent sci-fi movie, the fit of peripheral products and the temperament of the film, the display of popular characters, is also the reason why it has attracted countless netizens.
Since the release of "Manjiang Hong", although the box office has been high, the controversy has not stopped, and the propaganda copy has misused "Jing Kang shame" and was ridiculed as "desperate illiterate"; Questioned for low cost and rough production; Now that it has been "scolded" and taken off the shelves, it can be said that it is a "negative teaching material" announced by the industry. It can only be said that in order to earn more audience money and praise, it is not enough to rely on directors and traffic stars, and you need to use your brain in all links!
(Source: Polar Eye News)