Jia Ling lost weight but failed to "lose 100 pounds"? "Hot and Hot" has a "tough battle" to fight!
As another film directed by Jia Ling, "Hot and Hot" has been a big hit before it is released in theaters, leading the Spring Festival films with 30.4% of the first choice, and ranking first in all tier-level cities. There are two sides of the same coin, behind this high heat, there are one controversy after another.
1. Jia Ling's loss of 100 pounds was questioned, and the marketing was too bad and the reviews were backfired?
"Hot and Hot" has been marketing a topic recently, that is, "Jia Ling lost 100 pounds". Not only are the filmmakers and leading actors pushing vigorously on major social platforms and short video apps, but even the online discussions are noisy, as long as it is a picture or video related to "Hot and Hot", whether it is the content of the manuscript or netizens in the comment area, they will discuss it as a topic.
After watching such a large-scale and single discussion, it is inevitable that there will be some aesthetic fatigue.
In addition, the matter of "Jia Ling lost 100 pounds" only circulated on everyone's lips, everyone said that Jia Ling lost 100 pounds, but everyone did not see the physical picture of Jia Ling after losing weight, and the materials that circulated were not officially claimed. Jia Ling has been selling Guan Zi for this movie and has not shown up, obviously saving up enough suspense, and wants to use this as a selling point to let everyone buy movie tickets and go to the cinema in person to see what Jia Ling looks like after losing 100 pounds, and to confirm whether this rumor is true.
Some netizens are already a little impatient with this publicity method and the small abacus behind it, and many people have brought up the rhythm in order to vent their dissatisfaction with being hung by their appetites, saying "I haven't seen a photo for a long time", and some people are very dissatisfied with this kind of marketing with weight loss as a selling point, thinking that "the movie still has to use quality and sincerity to attract everyone", and even think that this is a routine, which is to "trick" everyone into the cinema.
Just after such public opinion disputes for a period of time, the MV of the theme song of "Hot and Hot" was released, and Jia Ling, who was rumored to have "lost 100 pounds", finally unveiled her mystery, but it didn't look like she had lost 100 pounds.
Of course, the MV of the theme song may not be the final version of losing 100 pounds. But the audience's rebellious psychology is getting stronger and stronger.
Therefore, it can be seen that the pros and cons of this kind of publicity and distribution method are obvious, and it can indeed achieve a very high degree of popularity and discussion, arouse the curiosity and confirmation psychology of the target audience, and if the work is excellent after release, it will naturally be more widely disseminated, and the box office reputation will be bumper.
But there is also a high risk behind this high return. This is accompanied by more demanding requirements and lower tolerances. At present, netizens venting their dissatisfaction with rhythm can only be regarded as an inconsequential expression of emotion, but if the film is released and cannot come up with hard enough content, then under this emotion, the flaws and problems that can be tolerated will become huge slots, and the film's reviews will be greatly counterattacked.
So why does "Hot and Hot" use such a high-risk publicity method?
Rather than asking "why choose", it is better to say "only choice".
Because of the existence of the original film, it is difficult for the plot to become a big selling point, so in order to achieve the expected publicity goal, he turned his head to dig out marketing points from the actors. It just so happens that Jia Ling's figure has always had a certain degree of topicality, and "losing 100 pounds" is indeed an extremely eye-catching topic, so "Hot and Hot" is marketing Jia Ling to lose weight so hard.
Second, Jia Ling's poster is suspected of plagiarism, and the movie remake is not favored, what did the original version say?
It was mentioned above that "Hot and Hot" has the situation of the original work. It is precisely because of the existence of the original work that many netizens are also dissatisfied with the remake phenomenon itself, thinking that the remake is difficult to surpass the original work, and it can't make any flowers, and it may be more likely that it is not as good as the original work.
In addition, the poster recently released by "Hot and Hot" was also accused of being very similar to a poster in Japan, which was suspected of plagiarism. Many netizens said that "copying truthfully is really inferior". Then around the plagiarism of the poster, we talked about the remake of the movie, and after 800 rounds, opinions could not be unified.
So, what is the original version of "Hot and Hot"?
As the original movie of "Hot and Hot", "100 Yuan Love" was released in Japan on December 20, 2014, directed by Takeshi Masaharu, written by Shin Adachi, and starring Sakura Ando. The film tells the story of a 32-year-old "squatting at home", who encounters a series of setbacks after moving out of the house due to conflicts with his sister, and finally changes himself through boxing.
The reason why this movie sparked a phenomenal discussion in Japan at that time was because the film reflected the phenomenon of "lying flat" in Japanese society at that time, Japan entered a low-desire life, and the protagonist of the film also regained his fighting spirit and desire for life from lying flat and low-desire.
Although there is no shortage of "lying flat" voices in China, more people are still running for survival, and it is difficult for hard-working Chinese to lie flat, so if you follow the original setting, it may stimulate many people who are tired of running and lying flat. "We are obviously very hard, occasionally we want to lie flat, watch a movie and be preached."
Based on the current Chinese society of "only lying flat on the lips", what kind of modifications will be made to "Hot and Hot" to fit the domestic situation depends on the screenwriter's ability. However, according to the current materials, it is probably because the character played by Jia Ling is obese, which causes her to not get enough emotional supply in life, life is not smooth enough, and she is also very inferior, but through the stimulation of something, she wants to change, so she began to learn boxing and lost 100 pounds in the process, and finally achieved a certain achievement, and found the fighting spirit and desire for life.
3. "Hot and Hot" voiced its vigilance against fraud, but its goodwill was questioned about its popularity?
On January 23, the official blog of "Hot and Hot" issued a statement, saying that there have been cases of illegal financing in the name of film investment, copyright subscription, and income transfer by criminals pretending to be the producers and investors of the film recently. The company has not authorized any individual, company or institution to carry out any investment and financing cooperation in the name of the film, and investors are reminded to be vigilant and beware of being deceived.
Why did "Hot and Hot" suddenly send out such a Weibo?
On January 22, the day before the voice of "Hot and Hot", the topic "Many Stars Participated in Movies Involving Film and Television Investment Fraud" topped the hot search list, and the cases in the police notice affected as many as 12 movies, of which 5 movies have been released, such as "Wheat Passerby", "Ruffian Lover", "Poet" and so on.
How does cinema relate to fraud? How does film and television investment fraud work?
To put it simply, the criminal gang carefully designed and arranged the discourse, packaged their own identity, and used social software to guide investors to buy the "revenue share" of the movie, and persuaded the deceived who did not understand the operation of the film and television industry to make them invest. As a result, the deceived person spent the money, the income was not earned, and no one could be contacted.
Therefore, the purpose of reminding everyone at this time is to beware of being deceived, and at the same time prove their innocence and avoid risks.
However, it seems to be a well-intentioned voice, but because of various previous operations, there is a suspicion of rubbing the topic of hot blogging.
This is really unbearable, after all, under the previous incidents, many netizens have rebelled against each other. When you think there's something wrong with a person, you question any behavior of that person.
Fourth, although the controversy is large, the expectations are higher,
"Hot and Hot" has a "tough battle" to fight!
To sum up, due to Jia Ling's excessive marketing of weight loss, the suspected plagiarism of the movie poster, the reduced expectations of the remake plot, and the filmmaker's suspected behavior of rubbing the popularity of publicity, "Hot and Hot" is highly controversial while being hot. However, before it was in theaters, it was already a big hit, and "Hot and Hot" led the Spring Festival films with 30.4% of the first choice, and ranked first in all tier-level cities.
In the end, whether "Hot and Hot" can deliver a satisfactory answer depends on the specific performance after the release.