CCTV News:The Yangtze River is the mother river of the Chinese nation. Four years ago, General Secretary of the Supreme Leader pointed out at the symposium on promoting the development of the Yangtze River Economic Belt held in Chongqing that the Yangtze River has a unique ecosystem and is an important ecological treasure house in China. At present and for a long time to come, it is necessary to put the restoration of the ecological environment of the Yangtze River in an overwhelming position, work together for great protection and not engage in great development. How has the Yangtze River been managed since the Yangtze River Economic Belt was comprehensively promoted four years ago? How can we call back green mountains and green waters? Maanshan City, Anhui Province, was once a big polluter. What is the situation there now?

　　　　　　 In 2019, the Ministry of Ecology and Environment and Taiwan formed a joint investigation team to conduct unannounced visits to 11 provinces (cities) along the Yangtze River Economic Belt in eight months. The investigation found that the Yangtze River still faces three main problems: the total amount of pollution discharge is huge, the ecological damage is serious, and the risk of environmental pollution is still great.

　　　　　　 According to statistics, the total amount of wastewater received by the Yangtze River basin accounts for about one-third of the whole country every year, and the pollutant discharge per unit area is about twice the national average. The biological integrity index has reached the worst fish-free level; More than 400,000 chemical enterprises are densely distributed along the river, and a large number of solid wastes are piled up on the shore, which poses a greater risk of environmental pollution. In a word, the Yangtze River is still a river with high load, high pollution and high risk, and the environmental protection situation is still grim.

　　　　　　 Xing Changcheng, deputy director of the Second Inspector Department of the Central Eco-environmental Protection Inspector Office, said: "In some localities and departments, the ideological understanding of protecting the Yangtze River and the great protection of the Yangtze River is still not in place, and the implementation of the new development concept is still not in place, especially in some places, the phenomenon of seeking temporary economic development at the expense of eco-environmental protection still exists, and many similar problems have been found during our inspection."

　　　　　　 So how to deal with the relationship between economic development and environmental protection? Maanshan City, Anhui Province has made some explorations. Speaking of Ma ‘anshan, Maanshan and pollution may be the first thing that many people think of. In 1956, Ma ‘anshan was set up for steel, and changed from a small fishing village into a city of steel. Since then, it has been in the situation of "one steel dominates" and "one Mara city" for a long time. Later, many related industries were derived along the Yangtze River, which made Ma ‘anshan long-term "riverside not see the river, water is not hydrophilic".

　　　　　　 Xuejiawa is a depression near the Yangtze River. Two years ago, it was devastated, and it was the most prominent and typical place for environmental protection in Maanshan.

　　　　　　 At the end of 2017, Zhang Yuefeng, secretary of the municipal party committee, was interviewed by his superiors as soon as he took office because of pollution.

　　　　　　 Although I have no bottom in my heart, I have no way out. In Zhang Yuefeng’s view, the key to whether this thing can be done is to make up your mind. To solve the environmental problems in Ma ‘anshan, we must not only use environmental protection means, but also adjust the economic structure, upgrade backward industries and treat them from the source. Xuejiawa was regarded as a breakthrough. The pollution sources in Maanshan can be roughly divided into water, shore and city. On the shore where the problem is most concentrated, there are 153 illegal docks, 684 scattered pollution enterprises, 62 solid waste dumps and 497 farms. This was a stumbling block that was placed in front of the local government two years ago and must be dismantled or shut down according to law, but the resistance is great. Wanjiang Cement Plant located in Xuejiawa wants to stay on the riverside by completing the formalities.

　　　　　　 Zhang Yuefeng, secretary of Ma ‘anshan Municipal Party Committee, said: "I told him (the business owner) that it was impossible. I said that now not only I but also you must follow the general secretary’s requirements for the great protection of the Yangtze River. At that time, we said ‘ Four zeros ’ It is called zero tolerance in attitude, zero luck in thought, zero slack in action and zero tolerance in punishment. "

　　　　　　 Although some enterprises can’t shut down, they can greatly reduce pollution through upgrading. The refractory factory under Masteel is near Xuejiawa, only 2 kilometers away from the Yangtze River. Although it has made great contributions to Masteel, it is also a highly polluting enterprise and needs rectification.

　　　　　　 When Maanshan began to renovate along the Yangtze River, the refractory factory set up a new company with a listed company, invested 200 million yuan, moved into the industrial park, built new factories and used new equipment, and the pollution problem was completely solved.

　　　　　　 Maanshan Iron & Steel Refractory Factory did not close down because of environmental improvement, but took the opportunity of Yangtze River improvement to upgrade. According to this idea, Maanshan will either completely shut down other polluting enterprises along the Yangtze River, upgrade or transform into other low-pollution industries.

　　　　　　 In addition to polluting enterprises along the coast, water pollution sources are also one of the key points of remediation. Before the regulation, there were both past transport ships and more than 11,000 fishermen on the river. There were four or five hundred people and more than 200 boats in Xuejiawa alone. These fishermen have lived by fishing for generations, and as a result, they have almost no fish to catch because of pollution and overfishing. If we want to cure it, we must let these fishermen go ashore to retreat and change their production. But in the face of going ashore, the fishermen are on tenterhooks.

　　　　　　 In view of the fishermen’s greatest concern, the Maanshan government has put forward a "four haves and one free ride" scheme with jobs, housing, schooling, social security and a good mood, so as to reassure the fishermen.

　　　　　　 Due to proper measures, it only took more than two months, and Maanshan took the lead in completing the ban on fishing in the main stream and main tributaries of the Yangtze River and the fishermen’s retreat and conversion, one and a half years ahead of the national requirements. More than 5,100 fishing boats were dismantled and all 11,000 fishermen landed.

　　　　　　 Besides water and coastline, the third pollution source is urban domestic sewage. In the past, due to the backward urban planning and weak environmental awareness, rainwater and sewage in many old communities were mixed and discharged, which led to the pollution of the Yangtze River. This is a long-standing problem that has accumulated for decades. To achieve a radical cure, it is necessary to transform the city’s pipe network, which is equivalent to a major operation for the city. There are many difficulties. First of all, money is a hard bone.

　　　　　　 In order to solve the problems of capital, technology and management, Maanshan hired top domestic scientific research institutes to make plans, and also launched an "environmental butler" to seek breakthroughs by using third parties.

　　　　　　 After finding a way, Maanshan began to treat the rain and sewage pipe network and the rivers in the city from the source.

　　　　　　 After the rain and sewage are separated, the sewage is sent to the treatment plant for treatment, and the black and smelly sewage immediately turns into clear water and flows into the river. Therefore, the water quality of rivers in the city has improved significantly. Cihu River is the mother river of Maanshan. In the past, there were many black and odorous water bodies, but now it has changed a lot.

　　　　　　 In this way, Maanshan solved the pollution problems on water, coastline and city. Only when the environment is well managed can we introduce low-pollution high-tech industries, thus solving the problems of environmental protection and development from a higher level of adjusting the economic structure. Ma ‘anshan Zhengpugang Modern Industrial Park is a new park to develop high-end industries. When the reporter met the director Wu Xiaodong, the person in charge of the park, he had just returned from Shenzhen with Zhang Yuefeng, secretary of the municipal party committee.

　　　　　　 Wu Xiaodong, secretary and director of the Party Working Committee of Zhengpugang Modern Industrial Park in Maanshan, said: "All highly polluting enterprises will not enter, and all industries will be oriented, mainly high-end manufacturing, electronic information industry and green food, as well as port logistics relying on ports."

　　　　　　 After years of construction, a number of advanced high-end manufacturing enterprises and research institutes have settled in the modern industrial park of Zhengpugang New District.

　　　　　　 Environmental protection and economic development are no longer a pair of contradictions in Maanshan, but partners that promote each other. In the first three quarters of 2019, the city’s GDP reached more than 150 billion yuan, an increase of more than 20% over the same period in 2017. In 2018, Maanshan City was re-recognized as a national health city. Xuejiawa has become a good place for people to relax.

　　　　　　 Xue Mingfei, deputy head of Yushan District, Maanshan City, Anhui Province, said: "There are more biodiversity than before, especially we can see finless porpoises here. In the past, we could not see finless porpoises on the river."

　　　　　　 It is urgent to control pollution and restore ecology. In the process of promoting the development of the Yangtze River Economic Belt, what we want to "break" is not the environment, but the thinking and practice of barbaric and disorderly development, and what we want to "establish" is "ecological priority and green development". "Pollution before treatment" is not a law of development, but a lesson of blood. From January 1, 2020, the fishing ban will be implemented in key waters of the Yangtze River basin by classification and stages, and at the latest from 0: 00 on January 1, 2021, the fishing ban will be implemented for a tentative period of 10 years in the natural waters of the main stream and important tributaries of the Yangtze River except for aquatic nature reserves and aquatic germplasm conservation zone. This is a responsible attitude and action towards history, the future and future generations.

Special feature of 1905 film network On December 31, 2018, the single-day box office was 261 million.

On January 1, 2019, the single-day box office of the film was 11.4131 million.

On January 2nd, the single-day box office fell off a cliff again, earning only 1.96 million yuan, and plunged by 99.3% in two days, setting a record for the highest decline in China film history.

At the same time, the score of Douban movies dropped from the initial 7.5 points to 6.8 points; Taobao Film’s score dropped from 5.4 to 3.4; The cat’s eye score dropped from 3.7 points to 2.8 points.

Perhaps "The Last Night of the Earth" is one of the films with the lowest score in 2018 of the two ticketing platforms.

　

Whether it’s a resumption or before evaluating the above data, let’s turn the time and go back to December 6, 2018.

　

It seems that from that day on, a content was frequently brushed on the vibrato short video software. This content was just a simple switch between two pictures: one was the page details page of "The Last Night of the Earth" on a certain platform, and the other was from other social platforms. A user’s broadcast reads: "Make a small wish: I want to watch" The Last Night of the Earth "with my favorite people on the last night of 2018."

Of course, there is a sentence attached to some content, "Hug and kiss at the end of the movie until the next year."

　

On December 7th, the film propagandist issued a new media poster in the official Weibo. At the same time, the slogan of the film changed to "One Kiss for the New Year".

In terms of distribution, it even issued a statement on the relevant New Year’s Eve activities, emphasizing that "the cinema can choose this film as a New Year’s Eve activity, and it can choose to start at 21:50 on December 31, and the film will end at exactly 0: 00 on the New Year’s Eve. The audience can spend the most ceremonial night with the most important people and kiss the New Year!"

At the same time, the number of people who want to see "Earth" has increased rapidly in the order of 10,000. By the time it was released, Taobao Film wanted to see 370,000 people and Cat’s Eye wanted to see 280,000 people.

In addition, this director, who seems to be completely incompatible with variety entertainment, took part in the "Thirteen Invitations" for the film to start; I also went to "Tucao Conference" and "Tucao" Jing Wong’s bad films; I even participated in Durex’s Q&A activity.

The director is very calm, and the caliber is the same. "Publicity arrangements, I’m here to work."

Bi Gan participated in Durex related activities.

At this time, more and more fan groups began to speak out, and the propaganda party was falsely marketing and even began to "swear" the propaganda party.

　

On December 16th, Bi Gan publicly responded to the marketing at an activity, saying, "My colleagues in Xuanfa don’t steal, rob or kneel down, but do one thing by their own ability and knowledge. I don’t think they are at fault." "Then there is an art film that has suddenly become empathetic with the public, and everyone should enjoy it at this moment. Of course I know the result. Maybe people don’t understand it, maybe they don’t like it, but what kind of movies do they like? We haven’t chosen yet, and we can have one more chance when we have no choice. "

　

During the period, on the ticketing platforms such as Taobao Film and Cat’s Eye, many theaters specifically noted, "The film The Last Night of the Earth does not support refunding tickets. Please contact the cinema for consultation if you need to refund tickets."

On December 25th, the pre-sale box office was 100 million. Before the final release, the pre-sale achievement exceeded 150 million. Only the Spring Festival files and the summer files.

However, the higher the pre-sale results, the louder the doubts seem to be.

　

On December 27th, Tian Qi, the producer of the film, made some "restless venting" in the circle of friends.

　

In a long article, he repeatedly asked, "Who is the’ audience’ and who is the’ ordinary audience’ for the last night of the earth?"

　

On December 31, the film was officially released. After the first screening, there was a wave of abuse on the Internet, and the topic "I can’t understand the last night of the earth" was on the hot search list. It is in complete contrast with the evaluation of the film after it was shown at Cannes International Film Festival.

Today, on the third day of release, the box office of "Earth" has not exceeded 2 million in a single day, and the ratings of all platforms are almost locked. Only the voice of public opinion remains constant.

　

Whether it is "fraudulent marketing" or "marketing that goes down in history", everyone from different angles has their own answers, but as far as box office performance is concerned, it may make the early investment too high and get the guarantee of capital recovery.

　

Starting from "one kiss for the New Year", it is destined to "rotate"

　

There is a line in "The Earth", "Read the spell on the cover page of the green book and the room will rotate". At the end of the movie, the protagonist Huang Jue read the sentence — — After "you counted the stars in the sky/they are like birds/always parachuting on my chest", the room did spin, and the protagonist did kiss.

　

However, beyond movies, word-of-mouth and box office have also begun to spin earth-shaking.

Is the film quality really that bad? Xiao Dianjun, frankly speaking, no, it is actually a more refined upgrade of the director’s previous work. Of course, there is not much analysis on the evaluation of the quality of too many films here.

　

The Roadside Picnic won a total of 6.46 million box office, with Douban scoring 7.8, Cat’s Eye and Taobao Film scoring 8.1. The film itself is not high at the box office, but it has received high enough recognition. However, in terms of box office results, it does seem that the threshold is slightly higher for ordinary audiences who pursue fast pace.

　

In "Earth", although famous actors such as Tang Wei, Zhang Aijia, Huang Jue and Hong Chi Lee were invited, the film still maintained the style of the previous work, even more extreme in terms of sense of form than the previous work.

In the face of such a film with strong authorship, the marketing side has grasped the concept of kissing at the end of the film and made every effort to make a marketing model for commercial films.

　

It can be found from Cat’s Eye and Taobao Film’s desire to watch movies that it was December 6th, the day when the marketing event of "One Kiss for New Year" started, and the desire to watch movies surged wildly, which became the peak in the growing list.

It is true that this has naturally become the key point of the audience’s word of mouth.

　

Since the beginning of 2018, "Former 3" successfully carried out a wave of emotional marketing on the short video of vibrato, the platform has been paid more and more attention by various propaganda teams. However, there is no other emotional marketing that can really arouse strong and drive purchasing power again after "Former 3".

Until the appearance of "Earth".

　

In general, users can easily compare things conceptually after seeing relevant information. Many viewers were moved by the romantic concept of "one kiss for New Year’s Eve" and watched a movie similar to "Former 3" directly, but watched a so-called "literary boring film".

　

This is the turning point of the whole marketing event — — "One kiss for the New Year" strongly captures the audience’s mood and logic of paying the bill.

In fact, it is very simple. Most viewers are willing to spend 10-30 seconds watching a short video without thinking, and at the same time attract the short video content simply and rudely. Only a few of them will spend another 5-10 minutes.Carry out its contentInspection.

　

This has directly become the most basic and shallow authentication of the audience to the film itself, thus completing all the ticket purchasing behaviors in a specific time situation. This situation is also the smartest place for the marketing side of Earth.

　

But, was it successful?

　

Judging from the box office revenue, yes, and it was very successful. But we forget that word-of-mouth maintenance is also included in publicity and marketing. But obviously, "The Earth" has not been maintained, or the maintenance is not as strong as the audience’s "self-attack".

　

Will the publicity and marketing party have no expectations? Xiao Dianjun believes that the propagandists who have successfully publicized films such as "Roadside Picnic" and "Suddenly Cracked and Silent" will not have no forecast.

　

So, why?

　

"One kiss for the New Year" is actually "coincidental"

　

When interviewed by a certain media, the propagandist of the Earth team said that the team’s plan before December 6th was completely different.

　

The schedule is set on the last day of 2019 (1-2 days later than the film of the same period), which is very suitable for the title of "The Last Night of the Earth". Especially after the synchronization of the schedule, many fans on the Internet have called for similar New Year’s Eve viewing activities on the 31st.

This appeal has also successfully stimulated the film’s propaganda ideas.

　

The "Earth" team once said in an interview, "Our initial planning was based on the consideration of the content of the film. We planned to arrange 10: 50 at night, so that the film would enter the zero point when it was played to the 70-minute node, which was also in line with the expression appeal created by director Bi Gan himself."

　

Of course, with the coverage of Tik Tok’s publicity, then the publicity team slowly adjusted the plan, and the concept of "one kiss for the New Year" came into being.

　

Compared with the previous content propaganda of the film, it focuses on film festival awards and overseas word of mouth, which is a typical propaganda route of literary films. In the later stage of publicity, the love element in the film was grasped, and through a series of UGC communication, the publicity sank successfully. In particular, it attracted a large number of audiences in third-and fourth-tier cities.

　

Judging from the pre-sale of the film, a large number of audiences concentrated in the 21: 40 session on December 31st, and even some cinemas opened three or more cinemas during this period.

Facts have proved that the pre-sale results have already affirmed this publicity plan. Of course, some other voices will inevitably appear in the network. When Tian Qi, the film producer, sent out a series of long rhetorical questions in the circle of friends, in his view, as a film propagandist, he could not screen the audience with films.

　

But in fact, in today’s movie market,Film box officeWhen it is more and more linked to movie word of mouth, there are nearly 100 million box office experiences before. However, when achieving a pre-sale goal, the producer asked such a question of "stealing the concept", which was somewhat lacking in atmosphere.

In the past experience, people often think about how to win more effective games for art cinema. With the concept of "New Year’s Eve with a kiss", the "Earth" team successfully won the support of the cinema, and even got the support of the audience to buy tickets. At first glance, this time is a success.

　

However, if you look closely at the events on December 31st, it is mainly around 21: 40. There are few events at other times, and the attendance rate is relatively unremarkable. The audience is choosing a movie, and the movie is also choosing an audience. Perhaps, the box office outside the New Year’s Eve of "The Earth" can prove the attitude of domestic audiences to literary films to some extent.

　

Let the audience who don’t usually watch literary films try literary films, okay? There is no denying that this is good. However, this kind of attempt and acceptance requires a gradual process, not the current "recommendation".

　

For investors, can this box office achievement really enhance their confidence in investing in literary films and make the creation of directors more possible? Maybe we should draw a question mark. The marketing of Earth is destined to be a phenomenal special case, and it is difficult to form a real project case for promotion.

　

As for the quality of the film, Xiao Dianjun believes that time will tell. Just like at the beginning, it was controversial, and now the Douban score has gradually returned to 7.2 points from below 7 points during the screening period.

As for this marketing campaign, is it a success or a simple "one-stick sale"? I can’t stamp it now. In 2019, China’s films will gradually step into a "movie power", and all the literary films that were originally impossible to be released will have more and more opportunities to meet the audience.

　

Then, at that time, the market will verify the rationality of all this.

What is the purpose of "one kiss for the New Year"?

However, let’s go back to the essence of "one kiss for the New Year". Why do you want to do this?

The answer is simple, even those who make bad reviews can understand that in order to make money, in order to get the movie back.

It has been rumored on the Internet that the production cost of "The Earth" is nearly 100 million yuan, and some people have come out to clarify that it is around 70 million yuan. Counting the publicity expenses, you really have to face nearly 300 million box office to return to the book. However, Bi Gan’s previous work "Roadside Picnic" cost only 200,000 yuan in the early stage, and the total cost was about 1 million yuan with the expensive music copyright fees and publicity fees in the later stage.

Nowadays, the cost has increased by nearly 70 times, which is really lucky for a director who just made his second work. Even for many directors who have been making literary films, almost no one has ever traded such a large fund.

On the eve of the release, Shan Zuolong, the producer of "The Earth", published an article in his company’s WeChat official account, "The Dark Hour of" The Earth ". I recalled that I met Bi Gan from a roadside picnic, and then started to write the behind-the-scenes story of The Earth together. Many readers are moved by the plain words, and it is not easy to see a filmmaker behind the words. At the same time, we can also see that a new producer and a new director are unprofessional when trading tens of millions of funds.

In fact, when directors and producers "willfully" spend these tens of millions, they are already ready to face this problem. How can this problem be solved? They seem to have no choice but to give the answer, "Give it to the propaganda team".

Now, the result is coming. "One kiss for New Year’s Eve" solves the problem of "returning to the original". At the same time, however, the so-called overdraft of publicity trust has also followed, and the audience has criticized the marketers for using "one kiss for the New Year" fraud.

Not only that, there will be some audiences who are afraid of literary films. It is often said in the propaganda and marketing industry that the audience has a weak memory of movies. But in fact, the audience just has a poor memory for mediocre movies.

The audience can remember the good movies they saw at the beginning of the year and even pay for the director’s next work; In the bad movies watched in the past, the audience remembers a little fresh meat with facial paralysis in it, and maybe his works will become cautious.

Did "Earth" hit them hard? Big, maybe not. Just like the film propaganda, it is greeted with a sense of ritual. It is this simple word "sense of ceremony" that probably captures the memory of the audience, so in the future, this kind of film, this director’s work … … Will the audience still believe it?

The most important thing is, will this "gifted scholar" in the eyes of film critics be overdrawn by consumption this time?

This answer is difficult to give, but there must be doubts.

Therefore, if the current situation of word-of-mouth bite back from the film marketing problem, it may have existed from the beginning of the filming period.