Sohu Entertainment Special Article (Shanjin/Text) There are two "Shen Ma" in the field of public opinion. One is the national comedy partner Shen Ma, and the other is the CP Shen Ma who is full of BE aesthetics.
"Catching the Doll Publicity" was on the hot search, because Shen Teng was absent from the roadshow, some fans and CP fans were dissatisfied with the official publicity efforts, and felt sorry for Ma Li running the roadshow alone. The two "Shen Ma" are intertwined and subtly opposed to each other at this moment.
In the eyes of the audience, CP's remarks about selling Shen Teng are quite anti-Tiangang. In the eyes of CP fans, it is a fact that Shen Teng was absent from the roadshow and the box office of the movie did not meet expectations.
However, the more worthwhile question may be why a pair of middle-aged comedians who do not rely on appearance and traffic can attract a group of die-hard CP fans? What do they swallow when they snort on a horse?
01 How is "Shen Ma" made?
35.3 billion, 21.3 billion.
Shen Teng + Ma Li have undoubtedly become the most box office appeal pair in the mainland film market.
The pair's on-screen collaboration began with Charlotte's Troubles. , which was considered a niche low-cost comedy at the time, won a box office of 1.44 billion as a dark horse in the competition with "Hong Kong" and "Nine-Story Demon Tower". The two of them, who can be regarded as newcomers in the film industry, participated in a large number of interviews, programs, and activities, and the Shen-Ma combination began to take shape.
This is followed by a lengthy cooling-off period. "Iron Fist of Shame" starring Alan Ma Li, "The Richest Man in Xihong City" has experienced a storm of changing roles, and in the seven years after "Charlotte's Troubles", Shen Ma and the two actually only briefly shared the stage in the movie "A Thought of Heaven" and the platter short film.
Without important cooperation, there is not much consumption, which to a certain extent ensures the reputation of Shen Ma as a combination.
In the years when they were no longer close partners, Shen Teng and Ma Li more or less encountered a word-of-mouth crisis. Shen Teng still has "Teng Content" as a fig leaf, but Ma Li's participation in the starring works is really not a passing Douban score.
But the Shen Ma group is still under the highlight of "Charlotte's Troubles". The audience is willing to believe that they may not be full of stars, but the gathering should still be a fire.
At the same time, Shen Teng became a resident guest of the variety show "Ace vs. Ace", and his frequent exposure and tacit partnership with Jia Ling also cultivated his strong audience popularity and national popularity.
The successive withdrawal of competing products also ensured the status of the Shen-Ma combination. Ning Hao, Huang Bo, Xu Zheng, Wang Baoqiang, these comedy partners who had good box office appeal in the early years, have all gone their own ways after becoming famous, and they are no longer strongly bound, only Shen Ma is still a deeply bound comedy partner.
Shen Ma's story outside the play is also touching and good-looking.
When the two met in Weiwei, they performed in offline small theaters together, and they also partnered in the Spring Festival Gala. When they stepped into the film industry together, no one was optimistic about them.
Before the release of "Charlotte's Troubles", Shen Teng Ma Li needed to ask He Jiong for help on "Happy Camp", and Ma Li later recalled: "No one will know us, and we won't be on any shows"; The two appeared on "Venus Show", Shen Teng said: "We don't have more appeal at the box office, and the audience doesn't know that this is a good movie." ”
But the film was an unexpected success. The two who were not optimistic supported them all the way, worked together to break through the sky, and truly achieved the summit meeting, during which they were also mixed with twists and turns and dramatic story lines such as being coerced by capital, parting ways, and reuniting with broken mirrors.
In the eyes of many viewers, this is the story of a pair of comedy pairs who have been working together for 17 years.
There is another version of the story.
02 What do they do when they snort Shen Ma?
CP fan KK began to pay attention to Shen Ma in 2019, when she was already working, and Shen Ma's good atmosphere as a work partner made her quickly like this pair.
"At first, I thought they had a good team atmosphere, and for migrant workers, I would like to have such a team." KK said.
Ah Juan fell in love with Shen Ma CP earlier. In the summer of 2018, after watching the sketches of Shen Ma's cooperation, the CP video pushed by the long video website was "swallowed".
"The experience that they have gone from obscurity to standing by each other's side in 17 years is quite moving."
Regarding the "BE aesthetics", Amaki explained: "When they met, they were partners who worked hard together at the beginning, and in the end they still couldn't be together, which was emotional. In terms of career, even if they are not together, they can still work together. Because "The Richest Man in Xihong City" changed roles, they were completely BE, but I think it's not easy to return to each other after BE, they don't look like the kind of people who put interests first. ”
Because of the CP addiction, at the end of last year, Ah Juan made her nowhere to vent her emotions into a series of videos called "Shen Ma Deep Analysis", and a passerby's message left a deep impression on her: "After she watched the video, she said that she could only describe it in four words, and she was angry." ”
Amaki also agrees with this evaluation, "After all, they have been gone for 17 years, and their personalities are changing, and they have experienced people and things (and a lot)." In fact, for CP, the number 17 itself is shocking enough. ”
The overlap between Shen Ma and other CPs in internal entertainment is not high. Except for Shen Ma, KK has not in-depth other CPs in internal entertainment. Ah Juan ate the CP of "Ink Rain and Clouds" some time ago, "The ending is not very good, it's a mess, and I can't eat deeply." I've seen a lot of fandom stuff, and I think everyone's routines are the same. ”
Ah Juan and KK both feel that the CP of a long-term partner like Shen Teng and Ma Li is fundamentally different from the derivative CP of film and television dramas.
For example, Di Xin Gravity and Wu Lu can escape, they know that firing CP can win more attention, which is a necessary business job for them during the broadcast of the TV series. But Shen Ma already knew each other when he was acting in a drama, and he was not a CP who was fried for a certain content. Ajuan said.
According to Ah Juan's observation, there are many junior high school students among Shen Ma's CP fans. Before, she added a fan group of Shen Ma, and when she saw someone saying that she was about to hand over her mobile phone and go to school, "I was so scared that I quickly quit the group." Now chasing CP, I like to call both CP and Mom and Dad, I think relatively young fans will have such emotional needs. ”
Another unexpected and reasonable observation is that both Amakura and KK mentioned that Shen Ma and Phoenix Legend's CP fans overlap relatively highly. "Shen Ma met relatively early, and you can see a very complete story line between the two that is equivalent to growing up together. Phoenix Legend and Shen Ma are a bit similar, they are both a combination that has grown up together, including them themselves are also very good friends. KK explained.
Shen Ma CP fans will not have the habit of krypton gold and doing data.
"There are only tens of thousands of rich women and big fans who will charter the venue, and the small fans don't have this kind of behavior, and their movies will be two or three billion at every turn, even if the fans charter the venue, it will be a drop in the bucket." A Juan said, "There is definitely no data to do, and I don't seem to see much of the personal endorsements, but the merchants must invite the two of them because of the national degree, not because of the traffic, and expect fans to rush sales." ”
KK feels that although Shen Ma mainly relies on passers-by, CP fans will take on the work of "tap water". "When the official is distributing promotional materials, it is actually doing CP-oriented things. Although they rely on passers-by to make the influence and box office of the movie, passers-by may just watch it, and fans will repeatedly promote it. The quantity of pure powder on both sides is less than that of CP powder. ”
03 Risk and Escape
KK mentioned that the node when Shen Ma absorbed the most CP fans was during the release of "Lonely on the Moon" in 2022.
"The publicity rhythm of "Walking on the Moon Alone" is very long, and the two have participated in many variety shows and activities, with a lot of materials and new things every day. In fact, from their tendency to send materials and copywriting, you can feel deliberate. Ajuan said.
The marketing focus of "Lonely on the Moon" is indeed the return of the Shen Teng and Ma Li combinations. At the premiere of the movie, Ma Li's husband Xu Wenhe spoke "You two are so sweet, I like it so much", and the copywriting of the film official was "Ma Li's husband took the lead in snorting CP".
When "Catching the Doll" premiered, there were also a large number of Shen Ma-related hot searches, such as "Shen Teng watched Ma Li wear a veil", "Shen Teng Ma Li your name", "Shen Teng Ma Li responded to break into the middle puppet track", "Catching the doll second marriage setting" and so on.
Speculating CP is a traffic weapon, but in the view of movie promotion Miao Miao, Shen Ma's CP's marketing method does not have any replicability and reference significance, "Shen Ma is too unique, they are not CP in the sense of internal entertainment, but more like a golden partner, just like Guo Degang Yu Qian, Zhao Benshan and Song Dandan in the early years." First accumulate audience popularity and national popularity through works, and then CP binding. ”
Miao Miao felt that the cost of copying Shen Ma was too high, and not only required the CP and the two parties to be friends with a good relationship in private, but also highly bound in their careers.
"Most people in internal entertainment can't do it, everyone wants to go in different directions, and there will be a problem of benefit distribution behind it. Guo Degang and Yu Qian have been partners for so many years, also because the two are gentlemen's friends, Yu Qian does not have shares in Deyun Club, he has his own industry, and there is no conflict of interest. ”
Yixuan Shiqing corroborated Miao Miao's point of view, "Even if the artist gets dividends from CP, we definitely hope that it is ourselves who will be more marketed." As an artist, I always hope to output personal content, and I will work hard to promote myself. The artist will continue to have new jobs after that, and the CP will be unbound silently, and it won't last long. ”
Even a unique CP like Shen Ma is accompanied by traffic and risk in the marketing process.
The day before yesterday, the entry "Catch the Doll and Publicize" appeared on the hot search, and some CP fans accused the filmmaker of not making enough publicity, Shen Teng was on vacation in Ningxia, and Ma Li participated in the roadshow alone.
Similar fan friction has been staged in the past.
"It happens every year, but it's not on a large scale, and in essence it feels like there's an asymmetry between the two sides. For example, in that hot search, what I understand is that Shen Teng took a break during the filming transition. If the box office of the movie is good, fans will not care, but because the box office is now under expectations, the fans themselves are also anxious about publicity, seeing Shen Teng playing, the heroine ran two roadshows non-stop, and the heroine is also filming, everyone will have a new imbalance. KK said.
Ah Juan mentioned that during the promotion of "Lonely on the Moon", Shen Teng also withdrew from the publicity period early because he wanted to shoot "Man Jianghong", "At that time, Ma Li ran a lot of roadshows alone, which was very hard, and this time Ma Li ran alone, probably a little complaining." ”
In Miao Miao's view, the absence of the leading actor from the roadshow is difficult to coordinate, "The absence of the leading actor is really not good, because the more complete the main creator, the more directions that can be planned, and the better the final effect will be." But as a movie promotion, there are several main creators who can cooperate, how many resources can be given to you, just make good use of these. Regardless of the protagonist and supporting roles, they will try their best to communicate, but in the end, they can't come and can't do it, and propaganda is the most helpless class. ”
Behind this will also involve the size of the coffee position, "The main creator with a high coffee position has a greater choice, and the actors with a low coffee position also need to be exposed, and they need more opportunities to cooperate with the director or production company, and the degree of cooperation is higher." But Shen Teng was absent from the roadshow because of filming, there is really no way, there is no way for CP fans to be dissatisfied, and Shen Teng and Ma Li do not rely on this in essence. ”
Even as CP fans, Ah Juan and KK also think that Shen Ma and the two rely on the national degree and passers-by.
"Works are the foundation of an actor's life, aside from CP, Shen Ma can become popular because the two of them have been moving forward on the road of making movies for so many years. Before making a movie, they acted in the Spring Festival Gala sketches, which also established the national degree, the kind that almost everyone knows. Ajuan said.
This may also be the reason why Shen Ma can retreat from various CP disputes while marketing strongly with the appearance of CP. If you want not to be coerced by fans and traffic, you must first get rid of your dependence on fans and traffic.
Frying CP will backfire, but the work will not.
(The names of the interviewees have been changed)