The whole world is jumping "subject three".
"Subject 3" is not a traditional driver's license program, but a popular Douyin dance recently. Its origin is no longer known, but its popularity is staggering. Netizens from all over the world danced, Haidilao changed the dance field, and even the "tall" Russian Royal Ballet, Latin dance world champion Joanna, and Yang Liping's team are dancing "subject three".
Yang Liping's team jumped "subject three" after returning to the field
But there was one person who refused to dance this dance, which caused heated discussions on the Internet. He is Zhang Yi.
Recently, in the post-screening exchange session of the Shenzhen roadshow of the movie "Three Teams", some fans and friends danced "Subject Three" on the spot, and invited Zhang Yi and other leading actors to dance together. Zhang Yi said that he would like to hear the audience's interpretation of this movie, and dancing is only suitable for "playing with everyone in their spare time".
His refusal has a flavor of "the whole world is turbid, and I am alone". Some people dismissed it as a big name and a show, while many more expressed understanding. Right and wrong, but also from the roadshow itself.
one
"In the movie roadshow, what do the main creators do?" Zhihu asked. Zhang Yi answered in 2016.
He said that the film roadshow is "the last tremor of a film's fate, and it is also the most important part of the film's promotion." "Movies are commodities that need to be shouted. Roadshows are a kind of shouting, "It is conducive to the spread of film word-of-mouth, and it will also increase the schedule of theaters to a certain extent." ”
Roadshows tend to focus on the eight "ticket warehouse" cities of "Beijing, Shanghai, Guangzhou, Shenzhen, Wucheng, and Hangzhou" to radiate the surrounding areas. Directors, actors and other main creators should efficiently shuttle between different theaters in different cities and communicate with the audience face-to-face. Zhang Yi said that his highest record was to run more than a dozen halls a day, saying similar things, which consumed great energy and physical strength. After participating in the roadshow of "I Am Not Pan Jinlian", he heard Feng Xiaogang mutter, "This (roadshow) is much more tiring than filming all day......
"I Am Not Pan Jinlian" backstage of the roadshow, according to Zhang Yi Zhihu
In fact, the large-scale film premieres held by Feng Xiaogang's Chinese New Year film and Zhang Yimou's "Hero" are considered to be the embryonic stage of domestic film roadshows. It was the beginning of the millennium.
Around 2015, the roadshow reached its peak, taking "Never Expected" as an example, the 20 main creators of the film ran 500 roadshows in 100 cities in 35 days. Like "Pancake Man", "Monster Hunt", "Mermaid", "Wolf Warrior" and many other films and directors and actors such as Stephen Chow, Wu Jing, Dapeng, Zhang Yi and other directors and actors have run roadshows like crazy.
In 2015, the scene of the Fuzhou roadshow of "Never Expected", according to Visual China
This propaganda inertia continues to this day. This year, China's film market has recovered, and roadshows have risen again. As Zhang Yi said, it is a tool to leverage word-of-mouth and box office.
First of all, the interaction between the main creators of the film, especially the star actors and fans on the spot, can shorten the distance with the fans, enhance the sense of ritual and experience of watching the movie, and at the same time, it can also supplement the behind-the-scenes information in a timely manner, so that fans can have a deeper understanding of the "difficulty" and "advantages" of production. These fans can stir up the reputation and evaluation of the movie to a certain extent.
Secondly, if the main creator of the movie appears in offline theaters, the attendance rate and film schedule of theaters will increase accordingly. It's also good for the theaters themselves, increasing their exposure and box office of the day. It's a win-win. Taking "The Wandering Earth 2" as an example, Chengdu Eying 1958 Cinema City held a roadshow for the film, and all the seats for the three screenings were sold out that day, and the cinema ranked 7th among 277 cinemas in Chengdu that day. Perhaps it was because of the power of the roadshow that "The Wandering Earth 2" launched the second round of roadshows after the 12-city roadshow, entering major campuses and driving the box office of the film to achieve a "long-tail effect".
In 2023, the "Wandering Earth 2" Changchun Station Roadshow, according to Visual China
And, the film roadshow will undoubtedly bring high regional exposure. When a movie comes to a city, the local mainstream media, fans and audiences will generally gather in the theater, and the main creative team will communicate with them after the screening, generate good content feedback, and it will become a news hotspot.
Roadshows are useful in terms of film promotion, but the extent to which they are "useful" is debatable.
From the point of view of the evaluation system, the number of theaters and fans participating in the roadshow is limited, and it is difficult to judge whether this limited praise can affect the viewing decisions of more audiences; the key is that these fans cannot influence the rating system, such as "The Wandering Earth 2", the number of Douban ratings is as high as 1.24 million, compared with it, the number of fans participating in the roadshow is almost negligible.
From the perspective of box office improvement, the roadshow can increase the attendance rate and film schedule to a certain extent, but it is only for the theaters participating in the roadshow, and it cannot shake the film schedule of the entire city and even the domestic region. As for the publicity reports of the local media, if the film does not have high-profile stars to participate in the roadshow, it will be difficult to form a news hotspot, and even if it does form a news hotspot, it is still unknown to what extent it can affect the audience.
In addition, the cost consumption of the roadshow, the star schedule and the on-site safety have also affected the film roadshow to a certain extent.
In 2023, Zhang Yi in the roadshow of "Three Teams", according to Visual China
Therefore, the effectiveness of the traditional roadshow model is actually limited. It is aimed at a limited number of theaters and fans, rather than a comprehensive and majestic audience. In the game between "useful" and "limited", the roadshow once became the "chicken ribs" of the film's publicity. It urgently needs a change.
two
The conditions for change are soon ripe: in recent years, the online ecology has changed drastically, short video algorithms have risen, Internet celebrities are no longer derogatory, and hot searches have become beacons in the ocean of information. In order to occupy the hot search, the roadshow quickly adapted to this set of rules, from the offline "road" mode to the offline and online "network" program.
In March of this year, a movie about online rumors was released, "Keep You Safe". When Dapeng and other film creators held a roadshow in Chengdu, an incident of a boy at Soochow University who made a yellow rumor for a girl fermented into a hot spot on the Internet. Subsequently, Dapeng responded to this hot spot at the roadshow, "I hope that people who do this kind of similar thing (Internet rumors) can ask themselves." ”
In 2023, the Chengdu roadshow of "Keep You Safe".
From a stage like a roadshow, movies and reality are interacted with, and related entries and videos are on the hot search. Hot search means that information can be pushed to more people in a prominent position. This is exactly what the film promotion work desires.
At the beginning of the release of the popular summer movie "Fengshen Part 1", it was "admitted to the ICU" (intensive care) due to unfavorable publicity. Until the main creator of the film was conducting a roadshow, Fei Xiang called Daji his "Hakimi", and met the wishes of fans who knocked CP (couple pairing), restored the scene of the princess hugging, and played the accent stalk of "Business Yinyu" with many fans. Fei Xiang's bearing and "network sense" at the roadshow scene created a large number of positive hot searches for the film.
Fei Xiang claimed the "Business Yin Yu" at the roadshow site, according to the Internet
Subsequently, the "Fengshen Proton Battalion" team represented by Yu Shi frequently "lived" at the roadshow site. They have a healthy appearance, outstanding business, and affinity, attracting waves of "tap water" to shout for their platforms, fermenting all kinds of hot searches from the roadshow site, driving the film to accumulate steadily, and finally successfully counterattacked, saving enough "Wen Taishi's travel expenses back to the court".
If there is no roadshow, the two generations of male gods will not have the opportunity to face the audience and release their charm. The number of people in the offline event is limited, but it is better to be realistic, vivid and real-time interaction. This is exactly what the hot search is looking for.
In 2023, the Shenyang roadshow of "Fengshen Part 1", according to Visual China
Like the movie "Disappearing Her", Zhu Yilong's various dynamics frequently dominate the hot search list, and the interaction between Ni Ni and Wen Yongshan makes people call "Sister I can".
Almost all popular movies will create hot searches at the roadshow site. In the era when everyone is a short video blogger, it provides an excellent communication carrier for hot searches. Probably only the roadshow can create opportunities for celebrities and short video bloggers (fans to be present) to interact at close range.
Even movie creators and short video bloggers will take the initiative to use online pop culture, such as various local love stories, reproduction of actors' historical scenes, hot songs, hot dances, hot stalks, etc., to cooperate with each other and actively create hot searches.
Left: Ni Ni, the roadshow responded to the local love words.
Hot searches are one of the most effective means of movie promotion. The roadshow surrenders to the logic of hot searches, not only is it not ashamed, it is simply deserved.
At a time when movies are increasingly relying on the sinking market, a survey of small-town cinemas and small-town youth who watch movies shows that if young people in first- and second-tier cities traditionally prefer to choose films through film review websites such as Douban, young people's perception of movies mainly comes from the recommendation of major online platforms such as Toutiao, Douyin, and Kuaishou.
Just like this year's box office dark horse "All or Nothing", the filmmaker's publicity and distribution focus is on Douyin, and several short video materials have become popular on Douyin, especially the hot stalks related to Wang Chuanjun, which frequently appear on the hot search list, and even cause many bloggers to imitate "second creation". Thanks to this, it has gained the most in the sinking market.
The official Douyin account page of "All or Nothing".
It can be said that those who get hot searches get the box office. The change of the roadshow is the meaning of the topic, and it is the trend of the times. Only in this way can it be linked to a wider audience and obtain higher box office revenue.
Therefore, we can understand the logic of fans and friends inviting the creators of "Three Teams" to jump "subject three". The host, the theater and the distributor should encourage this kind of behavior, after all, its starting point is to create a hot search and expand the promotion of the film.
It is impossible for Zhang Yi not to understand such logic, so why did he "refuse"?
叁
In fact, the "roadshow of change" is a new challenge for many actors, especially those middle-aged actors who are Xi to "speaking with their works".
Yu Hewei, who is known as the "top stream of the uncle circle", although he was very cooperative with Internet hot stalks such as "music and dance" and "blowing candles" at many roadshows this year, in fact, he also expressed in the interview that he also experienced a process of adaptation and adjustment in the face of these new things.
And Zhang Songwen shared his views on the roadshow on Weibo before temporarily replacing Bai Ke to participate in the Taiyuan roadshow event of "More than Endless" this year, "What is the significance of the roadshow of the movie? In fact, I still don't understand it very well, maybe it is: You tried your best, and then won a little audience who are willing to say a few words for the movie." Then I'm willing to do my best for it. ”
Zhang Songwen talks about the roadshow, from the Weibo pictured above
Zhang Yi actually tried his best.
He has always been humble in his roadshows. In November, during the movie premiere and roadshow of "Priceless Treasure", Zhang Yi once held a mobile phone to shoot her dancing "daughter". It can be seen that "dancing" is not a taboo in Zhang Yi's eyes. How did he risk being criticized when he came to "The Three Teams"?
Maybe back to the movie itself.
In "Priceless Treasure", "Dancing" is one of the most colorful scenes, the cheerful and free dance expresses the casual romance of ordinary people's stones, and also blooms the most gorgeous highlight moment in Shi Zhenbang's life;
At the premiere of "Priceless Treasure", Zhang Yi was still dancing during the week
"The roadshow itself is like a work, and the lines, rhythm, and even the 'baggage' all depend on the continuous learning and running-in between the two sides of the show. The audience will also bring us different touches, making us instantly feel that making a movie is happy and running a roadshow is worth it. Zhang Yi once described his perception of the roadshow.
It may be understood in this way that when the performance, revitalization, and stalk of the roadshow fit the movie, this is a good "work", and Zhang Yi is naturally willing to cooperate; and "subject three" in his eyes is like an untasteful line and an untimely baggage, in the face of this slightly clumsy "script", his refusal to act is also a natural reaction of an actor who has requirements for "work".
In 2023, the "Three Teams" Xi'an Station Roadshow, according to Visual China
It's better to let "subject three" belong to "subject three", and "Zhang Yi" belongs to Zhang Yi.
Text/Li Ruifeng Editor: Cheng Qiling
(Download Red Star News, there are prizes for reporting!)