This is the best of times, this is the worst of times, this is a "micro-era".
this is the best of times, this is the worst of times, this is a "micro-era".
with the popularity of online social interaction platforms such as Weibo and Wechat, the importance of using Weibo for marketing in movies and TV is becoming more and more prominent. In the past, "Let the bullets fly" set off a frenzy of criticism of "Let the bullets fly for a while" and "to Youth" triggered a wave of nostalgia for "a kind of emotion called Zhao Wei and Huang Xiaoming". Later, Guo Jingming wholesale stills to promote "tiny Times" and Han Han's Weibo exposed the actors' information about "meet indefinitely" one by one. Micro-era provides more opportunities for film marketing as well as more challenges. In Weibo marketing, what can be done and what can't be done, and how to bypass the legal minefield and not step on the red line of the law? the common ways to use Weibo accounts for promotion and other marketing activities include original Weibo writing, hot Weibo retweets, Weibo topic discussions, voting competitions, Weibo live streaming, gift distribution, and so on. In these ways, there may be a legal risk of infringing upon the intellectual property rights of others. what elements appear in the official Weibo marketing, it is possible to step into the legal minefield? First of all, it is about words. Many Weibo marketers use large chunks of text to raise the visibility of movies and TV dramas by publishing other people's articles, commonly known as "soft articles", in which infringement is involved without the authorization of the quoted party. Not only the official Weibo of film and television, but also some new media and new media APP have to deal with the copyright of written works when developing. is followed by images used in Weibo. Interactive PS is a common way to increase attention and retransmission rate, but are these pictures copyrighted? In some cases, spoofing star / Internet celebrity avatars can make a person hot overnight, but it may also be suspected of infringing on portrait rights. In Weibo marketing, there are also photographic works and pictures containing trademarks that need special attention. In addition, for some fonts commonly used by designers, if it is officially stated that there are copyright protection restrictions, random use will lead to infringement. is the use of video again. Is the video material of film and television marketing licensed if it contains music, images and specific video clips edited from other places? finally, there is Weibo interaction. Weibo platform is a public place, through topic hype and marketing guidance can trigger national discussion and topic effect, but the language scale is uncertain, once there are rumors, false information and foul language, it is easy to cause quarrels under the topic. In fact, libel information is clicked on, viewed more than 5,000 times, or forwarded more than 500 times may constitute libel. Therefore, Weibo marketing by creating topics also need to pay attention to guard against slander and false information. since the above legal problems will arise in Weibo marketing, what methods can be used to avoid it? the first thing is to get permission and authorization. The main way is to sign an authorization contract and pay a certain amount of remuneration to the right holder. The contents of the contract must be clearly understood, indicating the contents and matters authorized by the obligee and the use of the authorized person. The second is to use your own materials and materials. Such as the stills of the film, the photos of the contracted stars and the matters authorized by them, etc. The third is to be original, do it yourself, and have plenty of food and clothing, such as inviting professionals to design images, words and music (of course, there is a cost). As a last resort, unable to obtain authorization, you can also forward other people's Weibo to avoid their own risk of infringement. Some parody videos may have problems such as quoting other people's music or incomplete authorization of pictures, but if it is uploaded by an individual, the official Weibo retweets and promotes, you can avoid such risks for marketing companies or production companies-- of course, it will also lead to another risk, once the relevant copyright holders notify the video website. Video website is likely to deal with such videos off the shelves, and can not play a marketing effect. so, although film marketing is an industry that examines creativity, it is getting better and better day by day. However, with more and more fancy film marketing, the official Weibo has become another "rising bird" of film and television studios. If you don't pay attention to it, you may risk breaking your wings, so we'd better pay attention to the compliance.