The "Flash Girl" announcement team responded to "kneel": the movie is right, it's our fault!

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"flashing Girl" announced an exclusive response to kneeling is an apology, not a bad sell. On the evening of July 24, the five-day youth film "Flash Girl" released a poster of the propaganda team's collective "kneeling apology" with the caption, "I'm sorry. Please don't miss a good movie because of our mistakes. On the evening of July 24, the official WeChat account of the five-day youth film "Flash Girl" released a poster of the propaganda team "kneeling down to apologize." however, public opinion almost overwhelmingly criticized the difficulty of this marketing method.

on the evening of July 24, the official WeChat account of the five-day youth film "Flash Girl" released a poster of the propaganda team "kneeling down to apologize", but public opinion almost overwhelmingly criticized the marketing method as difficult to appear on the stage.

original title: "Flash Girl" announces an exclusive response to kneeling is to apologize, not to sell badly

netizens have expressed their views on the issue of" kneeling and apologizing. "as of the press release, public opinion has almost overwhelmingly criticized the marketing means of" kneeling and apologizing "that it is difficult to appear on the stage. The major media websites respectively use "kneeling marketing to dim the shining girl" and "emulate the hundred birds"? "flashing Girl" propaganda kneeling was criticized as too low ";" surprised to show the old routine? The publicity team of "Flash Girl" knelt down and "asked for a film to cause controversy"; "the publicity team of" Flash Girl "knelt down and apologized, and the marketing of domestic films came up with new tactics" and other titles expressed their "disdain" for the announcement team's move.

Today, the Anle Pictures team in charge of the promotion of "Flash Girl" responded to the Chinese film report on "kneeling and apologizing."

the publicity team said that unlike "A hundred Birds to the Phoenix" knelt down to ask for a film, Anle's move was more of an apology for its own mistake. "We don't sell badly, we don't ask for movies, we don't kneel at the box office, we just apologize from the bottom of our heart to the audience of true love movies, we just try our best to ask everyone: don't alienate such a film from your heart just because of the mistake of publicity. Don't always be one step away from a good movie just because of the title and poster," the person in charge told reporters.

in the six days since its release, Douban has scored 7.2 and Cat's Eye 9.2, making it the best youth film in recent years. Such word-of-mouth is not in direct proportion to the current film's box office of nearly 40 million. The head of the publicity team said that during the film promotion process, they heard a lot of "curses" from the audience on the film title and posters, which made them feel "heart-wrenching" and "remorse", believing that the quality of the publicity materials could not match the quality of the film. "Don't want the audience to miss a good movie because of the title and poster" is the original intention of "kneeling and apologizing" this time.

since the launch of the campaign, "Flash Girl" has been promoting "two-dimensional" as a hot spot, and posters also follow the publicity points, showing a two-dimensional style. This publicity line will undoubtedly "block" many non-second-dimensional audiences. Indeed, many ordinary viewers said, "when I see all the posters of cosplay, and then I hear the story of 'two dimensional', I think it's quite different, so I don't want to see it."

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in fact, the story of the shining girl is not only not different, but also as a youth film, the film really achieves the word" inspirational "," the correct values are rare in recent years ". It tells the story of Chen Jing, a sophomore who learned dulcimer, set up a 2.5-yuan folk music band, broke the prejudice of Western music students against folk music, and finally boarded the stage of the Grand Theater with friends to realize their own value. If we had carried out publicity and material design according to the orthodox motivational youth films, we might not have missed out on a group of audiences who were insensitive to "two dimensions" as we do now. From this point of view, the announcement of the team's apology is not unreasonable.

looking back on the evening of May 12, 2016, Fang Li, co-producer of "A hundred Birds to the Phoenix", begged cinemas to increase production through live video and other forms, which immediately caused a public outcry and mixed praise and criticism, but it is undeniable that this "kneeling" did increase attention and stimulate cinema production, and the box office jumped from tens of thousands of thousands to 86 million. This special marketing method will also be imitated by the publicity team in the future.

in the face of the question of public opinion about "asking for film production", the person in charge of Anle frankly said: "under the current circumstances, there is unlikely to be much room for reversal at the box office, so it is difficult to say 'kneel for film'. This is just not to let the audience misunderstand that the film is implicated. We are wrong, but the film is right."

Edit: xiongwei