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Sentence No. 2 Explorer
Editor|Explorer No. 2
Is the movie roadshow an invalid way to publicize it?
At the beginning of the year, many movies were released one after another at the time of New Year's Eve, and the leading actors followed the director to promote them one by one across the country, but the box office of the movies was miserable one by one.
Young people nowadays don't watch movies anymore?
Looking at the style of the current roadshow scene, it is not difficult to understand why movie-loving audiences do not enter the cinema.
A roadshow scene full of tricks
Now the roadshow of each movie seems to be to not only satisfy the audience at the scene, but also to "perform" a clip suitable for online platform dissemination.
As a result, there is a scene where the main creator of the serious criminal investigation movie "Three Teams" challenges the popular dance "Subject Three" in the current short video.
Friends who often watch short videos must be very familiar with this dance, but can anyone say anything about the perception of this dance?
This is a very controversial dance.
The movements that have no dance beauty at all, coupled with the rhythm music of the stuck points, and the crazy spread of short videos, have become a "big hit" on the whole network, and even spread abroad.
Korean netizens danced "subject three" and also taught dance.
After the stage performance of Yang Liping's team, she danced "subject three" before the curtain call.
The Ballets Russes came to the mainland to perform, and before the curtain call, they also danced "subject three".
However, even if "Subject 3" has such a high popularity, it does not prevent some audiences from disgusting this dance.
At the scene of this roadshow, the leading actor Zhang Yi stopped the farce, saying that he wanted to talk more about movies and dancing with the audience, and he could have fun in his spare time.
And when Zhang Yi said this, the other actors next to him also expressed their agreement.
Since when did movie roadshows start to gain popularity in short video content?
At the roadshow of the new movie "Goldfinger" starring Andy Lau and Tony Leung, the two even "sold corruption" on the spot in order to publicize it.
As for what this movie is about and what type of film it is, passers-by and audiences almost don't know anything.
IN ADDITION TO THE STARRING PERSONAL PROMOTION, TONY LEUNG'S WIFE CARINA LAU ALSO POSTED A NEWS TO CALL FOR THE NEW MOVIE.
However, how many viewers who really like to watch movies will have the same thoughts as Carina Lau when they see Andy Lau and Tony Leung comparing hearts:
Didn't see it.
This is a criminal investigation type movie, but the announcement is based on "starring in selling corruption" and "whether Tony Leung is really introverted".
Passers-by and audiences are in a fog, and the movie is all supported by the fans of the starring role, why did the roadshow make it like this?
Previously, Andy Lau promoted "Sneaking", but what attracted attention was that some viewers shouted "wife" to him at the scene.
and Peng Yuyan, who is in his early 40s, performing a handstand walk.
Yu Hewei participated in the roadshow to promote "Solid as a Rock".
Some viewers in the audience did not express their stance on the content conveyed to the characters, but praised the leading actor's long legs and handsomeness, which caused heated discussions.
Audience: What's wrong?
Could it be that the atmosphere of the roadshow is too good, so that the ordinary audience is intoxicated by the starring role?
At the roadshow scene of "Your Wedding", I don't know what the movie on stage played, but I only saw that in the short video announced, every audience member cried a lot.
Have you ever seen this movie?
Tell me if you're crying?
Love-related movies, the audience at the roadshow doesn't cry, it seems to be a kind of publicity failure?
At the roadshow site of "Only You Can't Be Missed", in the short video promotion, a girl cried uncontrollably.
In a follow-up interview, she said a great truth about love.
Have you ever seen this movie?
Is there a girl who says it's so good-looking?
However, compared with these passers-by, at the roadshow scene of "Thirty Thousand Miles of Chang'an", a blind man cried with sorrow, which was surprising.
In the interview, he said that although he couldn't see it, he realized the pride of the poet in the film through his voice.
And although this movie is well-made, it is slightly different from historical facts.
According to historical records, Li Bai and Du Fu should have met for the first time in Luoyang.
Du Fu also lived in Luoyang in his early years, not Chang'an and so on.
Why is the roadshow no longer an in-depth exchange with moviegoers?
The controversy caused by a roadshow of "Shocking Rescue" last year can be seen.
The reason for the official apology of the film was that when the main creator of the film was on the roadshow at Peking University, he encountered a student's questioning of the details of the film, so there was an unpleasant exchange.
And after the matter fermented, this classmate was criticized by the school.
Although the rumors were later refuted as fake news, the film's reputation was greatly affected.
In addition, at the roadshow scene of Jackie Chan's "Dragon Horse Spirit", it was reported on the Internet that when Jackie Chan explained the content of the movie, the news that the audience shouted "refund the ticket" fermented on the Internet.
Will such negative news affect the box office?
The "road show" before the release of the parent-child movie "Learning Dad".
The two leading actors went directly to the live broadcast room of the popular fitness coach Liu Genghong and danced with them.
Yan Ni got out of the circle because of her bad dance, which also made a small splash in the promotion of this movie.
But it is unknown whether the audience can buy tickets to enter the cinema because of this.
There are countless such circus-like movie roadshows, and the main creators want to have in-depth exchanges but don't seem to dare.
The promotion and distribution of all types of movies are towards a festive and joyful atmosphere, and after every roadshow, the audience on the Internet can't see what the movie is about.
Just to see "he's handsome, she's beautiful", "they're dancing", "they're saying witty things".
And the reason for this is not only the problem of the film promotion department.
Because it is different from the previous movie roadshows, now at the roadshow scene, many of the people sitting in the audience are fans of the leading actors.
What is the movie about, does it matter to fans?
Scalpers hype up movie roadshow tickets
The producer came out and shouted at fans not to buy scalpers' movie roadshow tickets, and such a surprising thing happened.
In the roadshow before the release of the youthful movie "Warm" starring Huang Bo and Wang Yibo, producer Chen Zhixi posted several times, first refuting rumors about the roadshow date, beware of being deceived, and shouting not to buy scalpers.
Such a scene is estimated to have opened the eyes of some viewers.
I've only heard of people watching concerts and buying scalper tickets before, why do movie roadshows now also have scalper tickets?
Shouldn't it be the movie itself that matters?
Since there are scalpers who raise ticket prices, it is natural that some theaters choose to set high prices on their own and screen out some passers-by.
However, hundreds of yuan movie roadshow tickets still can't escape the fate of selling out in an instant.
It's no wonder that scalpers will take the opportunity to raise ticket prices, but this also reflects a problem from the side, it is obviously difficult for audiences who buy movie roadshow tickets at high prices to go to the movie itself, but to a certain leading actor.
Fans want to see their favorite movie actors, and it's understandable that they want to get up close and personal with them.
In addition, the fan group has always been very enthusiastic about the promotion of their idols, and after the publicity and distribution perceives such an atmosphere, it is inevitable that they will choose a more "both" way.
The leading actor performed the "circus" on stage, and the fans shouted and laughed below, and the atmosphere was warm and thunderous.
But when it comes back to the market, passers-by who like to watch movies are inevitably confused when they look at such publicity.
The roadshow scene of each movie is like a comedy announcement, and what the movie itself looks like requires the audience to "open the blind box".
And such a situation is no longer "news".
In 2023, when the main creative team of "The Wandering Earth 2" began to run roadshows across the country on the fifth day of the Lunar New Year, scalpers had already begun to work.
A roadshow ticket sells for 2,200 yuan, and the seats are random.
Such a price is more expensive than concert tickets, but the scene is still full, which shows the popularity of the movie at that time.
The scalpers who tasted the sweetness soon made this their own industry.
With the popularity of the movie starring, the ticket price of the movie roadshow also shows a price curve in the hands of scalpers.
Has anyone in the audience seen the movie "The Eighth Suspect"?
At that time, the roadshow price was as high as 999 yuan.
The original movie roadshow was also directly marked as a "star meeting", just because Sun Yang, one of the male leads, is on fire at the moment.
In this way, the content of the movie is no longer important at the roadshow scene, and it is no wonder that the leading actors are juggling and bringing joy to the atmosphere.
Fans hope to interact more with their favorite stars, and the publicity also wants to make the atmosphere a little better.
In the end, only the audience who did not go to the roadshow site, but would go to the movies regularly, looked at the movie announcement content on the Internet and looked confused.
Will fans who have been to the roadshow go to the cinema again?
I'm afraid that these star chasers are looking for the next roadshow, and they can also brush their faces in front of their favorite leading actors.
Continuing to go to the roadshow is often more important than going to the cinema.
The main creators of the movie racked their brains to find ways to create "stalks", to enliven the scene, and to please the young people on the Internet, but they ignored the movie itself.
The "era of involution" made young people spend nearly 100 yuan in bills and sit in the cinema for nearly three hours.
If the movie is not good, how can the feeling of sitting on pins and needles during this period not be memorable?
If the enthusiasm for watching movies is consumed again and again, will most of the young people who used to be the main force of movie-watching still be willing to go into the cinema?
epilogue
Finally, it is quite surprising that a movie adapted from a TV series such as "Twinkle Twinkle Twinkle Star" has become popular.
A youth campus love movie that runs through with regret in the early stage and ends with a successful end in the later stage, how can it be unexpectedly out of the circle?
Even many viewers who have watched the TV series already basically know the plot of the movie.
In line with the plot of the movie, the heroine said "It's snowing", and "snowflakes" sprayed in the movie theater.
Although the scene of "Avalanche" is frequently swiped, it has been complained by netizens.
But in fact, there are still many fans who go to enjoy the "baptism of heavy snow" for the sake of curiosity.
Thinking that this movie can have a good box office, this trick is indispensable.
When the publicity effect that the movie roadshow can get begins to be limited, and the creators use all kinds of juggling and amusing methods, when the movie content is exciting enough, is it more effective to combine the movie content itself to have some interesting "peripheral interaction"?
What do you think?
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