Text/magic sound beet
If the film is the most popular art form, then it has evolved into the most important Spring Festival file in the whole year, and it must be an entertainment event with the deepest and widest public participation. This event will last at least one month from preheating to residual temperature.
The film industry has experienced hardships, and the Spring Festival in 2023 has once again made itself the center of public opinion. YiBo fans of Nobody enthusiastically helped the film pre-sale, Man Jiang Hong and Wandering Earth 2 competed for the top spot, and China Ping Pong was withdrawn. Every incident set off a wave of public opinion on social media …
The Spring Festival in 2023 is still going on, but some of the contents have been settled, and "Man Jiang Hong" topped the list and became the holiday box office champion. This is the most popular Spring Festival file, and it also makes 2023 the fastest year to break through the 10 billion box office. The popular influence of Spring Festival movies is unparalleled.
2023 Spring Festival box office ranking Source: Lighthouse Professional Edition
In fact,It is the Spring Festival movies, the public and social media that jointly build a public opinion field with the participation of the whole people.In this field, the birth of every hot spot is promoted by many parties, including the efforts of the film, the active participation of users, and the traffic tilt of social platforms.
In this logical system, it exists in the most competitive battlefield of the Spring Festival file. It can be said that whoever creates greater heat can transform and bring more box office.Even the controversy itself is a reflection of the influence of the public opinion field."Man Jiang Hong" can stand out from the crowd in this Spring Festival. Apart from its good quality, it also expands the popularity and influence of public opinion, which is also a major point for it to become the "top seller" in the schedule.
Spring Festival file back to the center of public opinion field
In 2023, the total box office of the Spring Festival holiday reached 6.734 billion yuan, exceeding the same period in 2022, with a total of 129 million people entering the cinema. Driven by the strength of the Spring Festival holiday, the annual box office of China film market broke the record of 10 billion in the first month of 2023.
Among these data, the total number of people watching movies in the 129 million Spring Festival file is not the most eye-catching, but it is the most important. It points to a point.Movies are still indispensable spiritual consumer goods,Movies have always been an indispensable element of public life.
It is six films of high quality that bring the audience back to the cinema. Last time, the rapid development of China’s films depended on the increase in the number of screens brought about by rapid urbanization. Then, with the Spring Festival in 2023 as the node, the next development cycle will return to the film quality itself. Only when more kinds of rich works enter the market and drive the development of derivative fields can the next round of industrial development be driven again.
Source:Lighthouse professional edition
In 2023, the film returned to the center of public life again. The most intuitive perception is that the hot topic derived from the Spring Festival movies has continued from before the Spring Festival to the present. The public opinion in the Spring Festival file itself is very wonderful.
As early as "Wandering Earth 2" released its first preview, the vertical take-off and landing version of the J-20 model had a scientific flaw in the take-off screen. After pointing out the problem, the netizen got a quick response from the director Frant Gwo-"Let’s change it quickly". It is reported that there are still several changes together. In an interview with the media afterwards, the director said that he was very grateful to the Weibo netizen for his correction, and thought that this was the cool feeling brought by the public’s participation in science fiction works.
After the release of "Man Jiang Hong", the simple patriotic feelings of the masses were aroused. After watching the movie, some viewers spontaneously recited the poem "Man Jiang Hong". In addition, a content that people lined up to slap Qin Gui’s sculpture in the face also spread rapidly on the short video platform, and the short video with huge traffic carried the public’s feelings conveniently.
When China Ping-Pong was changed, the other six Spring Festival movies wished Ping-Pong good results on social media platforms, which made the public see a better side of China’s films, a situation in which they sincerely wished China’s films better results without stepping on each other.
Source: Six Movies Official Micro
I have to say that the Spring Festival movies have occupied a lot of attention of the general public. Video clip templates popular on short video platforms such as Tik Tok and Aauto Quicker, and hot search topics on the list in Weibo, have become a major weather vane for the popularity of public opinion during the Spring Festival.
According to public data, during the Spring Festival of 2023 (from January 21st to January 27th), the number of articles discussing the Spring Festival in Weibo reached 250 million, and the amount of interaction among netizens reached 1.79 billion.The reading volume of topics related to the Spring Festival file was 45.96 billion, an increase of 157% compared with the same period in 2022.
Hot topics are frequent, which directly push several Spring Festival movies to the center of public opinion field during the Spring Festival holiday. The popularity of the national discussion helps the film information to reach a wider audience quickly and inspire more people to enter the cinema during the limited few days of the Spring Festival holiday. According to the data, except for the last holiday, the Spring Festival broke 1 billion a day in the first five days, creating the history of box office in China.
How to really reach the public?
In the past, it was generally recognized that whoever has a larger film, a stronger reputation or can touch the public’s mood the most is probably the box office champion. This rule can be applied to Watergate Bridge of Changjin Lake and the counterattack of Operation Red Sea and Hi, Mom.However, in the case of similar conditions in some films, such as the stable output of word-of-mouth quality, greater public opinion will often make subtle changes in the battlefield situation.
In this year’s Spring Festival file, "Man Jiang Hong" may be the most provocative public opinion. In fact, the promotion of this film is not easy to do. Zhang Xiaobei, a veteran practitioner, said that as a film based on suspense types and with comedy elements, how to deal with the relationship between suspense and comedy and patriotic feelings on the historical background in the promotion of this film is a big problem.
"Man Jiang Hong" stills
"Man Jiang Hong" puts the breakthrough point on the "comedy" bridge. Funny tidbits such as # How hard is it for Shen Teng and Yun-peng Yue to play # and # Jackson Yee Man Jiang Hong kicks Shen Teng tidbits # frequently appear on the hot search in Weibo. The related topics of this film have been listed on the hot search for more than 200 times, among which comedy fragments account for the majority. Compared with the suspense of "spoiling everything you say", comedy is the magic weapon to attract the audience into the cinema, especially in the atmosphere of "family fun" during the Spring Festival holiday.
In the process of film release, social media’s in-depth exploration of film content and derivative topics has added a fire to the rare box office "reverse decline".Big V professional interpretation, netizens are passionate about Amway, attracting more people to enter the theater to find out.
On the basis of the great success of the previous work, Wandering Earth 2 is the player who needs to stabilize his own rhythm so as not to make mistakes. But how to pull the science fiction content with a threshold to a level that the public can understand? At this time, it is necessary for "professional players" to have an in-depth exchange with netizens and audiences.
Stills of Wandering Earth 2
There are many big V’s in Weibo, which are interpreted from their own professional perspective.
Wang Yuanzhuo, a researcher at the Institute of Computing Technology, Chinese Academy of Sciences, is one of the scientific consultants of Wandering Earth 2. He found that many audiences didn’t know much about the hard science knowledge of the film, so he explained the concept of space elevator in a simple way, and at the same time popularized many scientific issues closely related to the plot of the film, such as shooting and avoidance of lunar rover and unmanned aerial vehicle. After being reported by CCTV news, # scientist daddy explained the wandering earth by hand # was listed on the hot search list. Teacher Yang, who built the spaceship, shared the story of conceptual design and more than 1,000 special props for the film in Weibo.
When the word-of-mouth of the film was fermented to the later stage, the name of the country also came to the end to support "Wandering Earth 2".
On the eighth day of Lunar New Year’s Eve, CNNC shouted, "You can imagine, but we are responsible for realizing it." Then China Aerospace Science and Technology Corporation and China Nuclear Power followed suit, and People’s Daily followed suit, feeling that scientific progress in China is the driving force for the development of science fiction movies.
Source: Guanwei of China National Nuclear Corporation
The curiosity of the audience+the influence of the big V+media reports+the help of hot search have formed a clear path for the film to "go out of the circle".
In the current media context, filmmakers are well versed in traffic and hot spots. With the help of social media, they carefully convey every selling point of the film to the audience, and at the same time get feedback from the audience on social media. Such a "two-way trip" has become the standard of entertainment marketing. If "Man Jiang Hong" and "Wandering Earth 2" are quite equal in hardware conditions, then if you want to harvest more ticket warehouses in the Spring Festival file, you still have to fight hard.
Word of mouth is the foundation, and heat is more critical.
China Film Market Data Insight in 2022 released by Cat’s Eye Film pointed out that the proportion of viewers who only watch one movie in 2022 is increasing. In fact, this points to the Spring Festival file, and a group of viewers only enter the cinema during the Spring Festival file, which means that they have a strong herd mentality. These viewers may not be movie lovers at ordinary times. For them, the Spring Festival file movies are more like mass consumer goods than aesthetic works.
The box office performance of the Spring Festival films is determined by the popularity of the films to a certain extent, which means the friendliness of the content and the extensive discussion of the audience.Ordinary audience is the most important audience during the Spring Festival holiday. Among the factors that affect their movie-watching decisions, popularity seems to be ahead of word of mouth.
The heat value during the short holiday determines the life and death line and final ranking of a film, which is well reflected in this year’s dispute between Man Jiang Hong and Wandering Earth 2. The latter’s word-of-mouth score is actually higher, but in the heat of public opinion, "Man Jiang Hong" is the proper top position. The hot search situation of "Man Jiang Hong" in the early stage makes it difficult to ignore this film.
Douban screenshot
It can be said that in the special period of the Spring Festival, when the head movie has the same reputation and production level, higher popularity means more direct box office transformation, which is probably the reason why Man Jiang Hong can overtake Wandering Earth 2 at the box office on the second day of the New Year’s Eve and finally win the box office champion of the Spring Festival.
In fact, the popularity of "Man Jiang Hong" also includes a considerable number of negative comments. For a film with large interpretable space, the participation of a large number of non-fan groups in the holiday public opinion field will inevitably produce more mixed and even polarized evaluations.
However, what needs to be faced is that the polarization of word of mouth objectively makes Manjianghong surpass Wandering Earth 2 in hot search, topic quantity and other heat indicators.The "black and red is also red" in the discourse system of rice circles can generally summarize this phenomenon.
In the second half of the holiday, the public opinion about "Man Jiang Hong" began to deteriorate rapidly. about“ghost screenings" “steal the box office"“Buy box office"“Capital manipulation"“copy"The allegations were also fermented on social media, and the film side also responded quickly, and it was tough to say that it would pass the Beijing Internet Court to "rumors.""Bring a lawsuit.
Source: The movie "Man Jiang Hong" Guan Wei
During this period, many people in the industry are saddened by the bad accusations against non-professionals, thinking that these public opinions will destroy the film market. But in fact,It’s normal for a literary and artistic work to be controversial. If there is room for discussion, there will be "wrong remarks". In the silent spiral communication formula, more than 70 million people are "resisting" these "wrong remarks".
With the end of the holiday, the passers-by left the cinema, and the fans began to brush two brushes and three brushes. Wandering Earth 2, which has a better reputation, began to narrow the total box office gap with Manjianghong. Perhaps the attribute of "consumer goods" will give way to "art".
