Is it to cover your mouth or do it justice? Five movies bounty 3 million to catch malicious critics behind

On August 24, five movies, "Disappearing Her", "Super Family", "Heat", "Megalodon 2: The Abyss" and "All or Nothing", jointly staged a "play" - a reward of 3 million to catch the "Internet troll".

The official micro of "Disappearing Her" also attached the text: "I hope to do my best to maintain the market order of fair competition." ” 

At first, I thought it was aimed at all the "water army", especially the kind of brainless push with five-star praise, and if you look carefully, it turns out that it is just to catch the "black water army" who "maliciously criticizes" these five movies.

What does this bounty announcement say? The original picture is pasted below——

Emphasis -

1. Some criticism is malicious and illegal! to be administratively punished.

2. What is the specific form? The bounty announcement says this - "On online platforms such as Douban, Weibo, Douyin, Kuaishou, Xiaohongshu, Maoyan and Taobao, the act of reducing the social evaluation of the film such as publishing false negative and malicious comments on the above films..."

3. What kind of behavior is a troll? "The content includes, but is not limited to: the overall narrative of the events involving the Black Water Army in five films; Clues to the process and content of upstream and downstream tasks; Transaction records and payment and settlement clues of receiving and receiving tasks; Clues to the information of the groups and sections gathered by the Blackwater Army..."

4. Give a reward with a total amount of not more than 3 million yuan, and at least 20,000 yuan if the personal report is true.

5. Finally, in order to prevent accidental injury, it is also specially stated that this announcement "is not aimed at any audience who makes real remarks", and the film side will "humbly accept the objective evaluation of whether positive or negative from the majority of audience friends, these real suggestions are valuable assets in subsequent creation, and our clients will remember them".

First of all, put Douban at the front of all online platforms and disobey it.

Previously, Chunqiujun also said in other articles that Douban is by far the most authoritative and worthy of reference film and television rating website on domestic platforms. Because of its suppression of the water army, to the point of extremely expressing its position.

And Douban has also gathered a group of audiences who really like movies and television, and the water army is basically ineffective.

Of these five movies, which one has an unfair Douban score? Most likely higher.

Why high?

In addition to the "Black Water Army" they denounced, which one did not find the Water Army to brush five stars? Everyone in the industry knows that before and after the release, a wave of brainless praise is the basic operation.

This should be called the "White Water Army", right?

Some films will also hire third-party companies that claim to control Douban ratings to control the platform, using nothing more than finding Douban netizens to watch movies in advance, giving additional votes, and encouraging five-star ratings (even on this premise). Although it is almost a drop in the bucket for the final score (a few hundred early users are not worth mentioning in front of hundreds of thousands of viewers), it is ultimately up to the quality of the movie itself.

They can attract the first wave of audiences, but in this way, isn't it the same suspected exchange of interests as Blackwater?

To get a relatively fair rating, in fact, it is not difficult technically. Douban is the most well-done platform. Therefore, by isolating "brainless blowing" and blocking "brainless black", a relatively objective scoring system will be presented.

Otherwise, it will be reduced to a cat's eye, Taobao tickets all eight or nine points (can't believe they are 10 points) or more than the unbearable situation.

And from the fact that most of the Maoyan Taoqiao tickets are more than 9 points, you can know how rampant the "white water army" is shaking the flag, and these two platforms have done nothing about "brainless blowing". Of course, as a ticketing platform, they can't wait for every film to get full marks, and the film is good or bad, as long as it can sell tickets.

We must admit that there are trolls. But the face of the water army is complicated.

For example, is the big V touted a water army?

They are invited to attend the premiere, take red envelopes, or have a good relationship with the main creator, whether it looks good or not, first praise a wave and then talk about it.

The head movie number, which one will not accept release during the release period? "The best, the best, the most fried", can be used to praise one does not pull.

This behavior is known in the industry as "KOL marketing". This chain of interests is much more mature and deceptive than the "Blackwater Army" - because many netizens trust KOLs.

As for the hot search on Weibo, which film dares to say that it did not rush the list for marketing numbers or water army fees? (How much is a hot search, refer to this article - Internal Entertainment Tumor | Insiders deeply revealed: how much does it cost to do a hot search)

In terms of the harm to the general audience, the touted White Water Army may be even greater. Since they didn't say anything about the shortcomings of the movie, they "fooled" some audiences to go to the theater to see movies they didn't like, and the emotional and wallet were both lost ... And Blackwater, at most, did not give the audience a sneak peek, but at least kept the wallet.

For the current economic downturn, which is more important?

If we want "fair competition", we can't just crack down on the so-called "black water", and the "white water army" must also be banned together? Otherwise, there is no bottom line for praise and no freedom for criticism.

What's more, the bounty is not really about "fair competition", but is trying to have a chilling effect - making the audience subconsciously afraid to complain and criticize at will, fearing that they will be accused.

This "covering the mouth" effect may be what they want.

Today's Chinese audience, as Wang Wei, the founder of Chasing Light Animation, said - "sharp and open and inclusive", complaining and complaining, as long as the film has a selling appearance, they are willing to support.

Among the five movies, "Disappearing Her" and "Desperate" are the super winners of the summer file, although the box office of other films is not as expected, but the probability will not be lost, but the problem of earning more and earning less, near the end of the summer file, it is inevitable to have a sense of "getting cheap and selling well".

Because from a data point of view (whether it is a box office or a Douban score), they have been treated relatively "fairly".

Although, in our opinion, each of these five films has its own points to criticize:

"Disappearing Her" logic collapsed, "Warm" Wang Yibo's acting skills are poor, the plot of "Megalodon 2: The Abyss" is ridiculous, the large-scale promotional film of "Desperate", "Super Family" will not be mentioned...

Oh yes, how dare "Super Family" say that someone "maliciously hacked it"?

Is it useful?

Written by | JackA

Curated | Editorial Department of Entertainment Spring and Autumn