What do fans really care about behind fan position? Uncover the dilemma of double protagonist film marketing

Now, due to the emergence of a large number of idol films in the film industry, coupled with the development of many dual male host IP, there is a "dilemma" in the film marketing industry. The reason why it is called a dilemma is that at present, films such as "Tomb raiding notes" and "summer arbor" have fallen into a position dispute among male owners. This dispute, on the one hand, obscures the focus of film publicity; On the other hand, if you annoy a certain Party of fans, the film will encounter collective resistance from fans

Original title: uncover the marketing dilemma of fans behind tomb raiding and arbor: how to use idol circle tickets without being boycotted by fans

We have noticed that due to the emergence of a large number of idol movies in the film industry and the development of many double male host IP, there is a "three uncle dilemma" in the film marketing industry (because three uncles love to write double male hosts and use idol actors, which was coined by reporter Gu.)

The reason why it is called a dilemma is that at present, films such as "Tomb raiding notes" and "summer arbor" have fallen into a position dispute among male owners. This dispute, on the one hand, obscures the focus of film publicity; On the other hand, if you annoy a certain Party of fans, the film will encounter collective resistance from fans

At least for now, according to the reporter's investigation, "Xia youarbor" has been boycotted on a large scale because of Han Geng's abandonment of publicity, causing fans to think that it has been suppressed by the filmmakers, resulting in a box office of only 130million five days after its release, which is still a big difference from its guaranteed amount; On the other hand, although the fans of Lu Han and Jing Boran quarreled fiercely before, this did not affect the box office of tomb robbers' notes to exceed 600million in just five days after its release. Fans of both sides spared no effort for publicity

How to deal with the dispute of position and how to hold fans has become a brand-new issue that film marketers have to face in the era of fans' power improvement

< strong > the power struggle between the film propagandists and the fan support association < /p >

" Tomb raiding notes "may be a typical example of the idol position war. From the role poster to the actor ranking, and then to the artist agency team tearing each other apart and putting forward unreasonable requirements, the film has presented a good play to the audience before it was released.

after the release, some fans even calculated who had more time to play and who was the well deserved male host.

" at the beginning, I paid attention to this matter, that is, the other party has been tearing it up. " A fan of Jing Boran told reporters that it was Lu Han who told the filmmaker that if Lu Han didn't pay for the film, "as an actor, we ultimately have to speak with acting skills, so we didn't care about it originally. However, there were many other plays, which successfully attracted everyone's attention, but it was only limited to attention."

In the view of Jing Boran's fans, this has always been the trouble of Lu Han's fans, and most of Jing Boran's fans are more rational

However, in the eyes of Lu Han's fans, it is another scene: "the problem of fan position is more about the signing and coordination between the film company and the studio. Fans can't intervene and can't affect anything, but we will never allow people with intentions to use the dispute of fan position to smear Lu Han."

Another film released at the same time, "Xia Youqiao Ya Wang paradise", appeared to be more "ill fated". First, it was temporarily skipped due to the distributor, and then it was revealed that one of the leading actors Han Geng gave up publicity because he was dissatisfied with his cutting and changing treatment. Han Geng's fans believed that his idol was wronged and adopted the same attitude. All the posts about "Xia Youqiao" in Han Geng's post bar were emptied

Of course, this did not affect Wu Yifan's fans' enthusiastic support for the film. The reporter searched the keyword "summer has arbor" on the microblog, and most of them were fan comments praising Wu Yifan's handsome appearance and high acting skills. A fan of Wu Yifan told that they arranged 200 fan private shows for the film "summer has arbor". This kind of behavior of spending hundreds of thousands to support idols made the reporter have to lament the huge potential of the fan economy

"In fact, it has always been a problem to argue about the position. A long time ago, didn't the gratitude and hatred between the two Bingbing also fry for a long time?" He told reporters, "in my opinion, the phenomenon of fan position war seems to have become common now, because now there are more channels for fans to voice, and things are easy to make a big deal."

In addition to the improvement of fans' voice, the increase of idol performance resources has also led to the dispersion of fans' dividends. In the era of fan economy, because all families want to cash in the fan economy on young idols, this has led to the phenomenon of film and television screen hegemony in the summer, such as Wu Yifan, Jing Boran, Yang Yang Yang, etc. everyone has several films on their shoulders. Fans will definitely choose to support those idols who are in the top position, have pleasing roles, and make excellent films, instead of rushing frantically as long as idols make movies

In this case, the controversial film may be easier to get the attention of fans and even the public

< Strong> what do fans really care about behind fan position

Why is it that it is also a dispute over the position, "tomb robbing notes" still has the support of fans on both sides in the dispute, while "summer has arbor" has become Wu Yifan's box office

In fact, we can get some clues from the subtle attitude of the film propagandist and the idol himself. Disputes among fans can easily fall into the above Luo Shengmen state. Both sides feel that their idols have been wronged, and the film propagandist caught in the middle is particularly embarrassed. Timely remedy is also the only solution

The reporter noticed that Lu Han and Jing Boran were not on the same stage in the follow-up publicity of "tomb robbing notes", and the poster was made of two men, one left and one right, impartial. Even the official blog wording has become extremely careful, rarely mentioning the two names at the same time

During the film promotion period of tomb raiding notes, although Jing Boran and Lu Han have not been in the same frame, the stalemate between the two sides seems to have loosened near the release of the film

According to the propagandist, they have made a lot of coordination. After the screenwriter's third uncle of Nanpai and director Li Rengang came forward one after another to say that the two male hosts were in harmony, Jing Boran also took the initiative to say at the press conference on July 31 that "I like Lu Han very much, so I will cooperate with him, and there is no discord". Lu Han, who hasn't appeared in the publicity for a long time, also attended the film Conference on August 3, and when "Tomb theft" was released first on the evening of August 4, Lu Han, who doesn't often post Weibo, sent a message "go to the tomb in advance, gogogo!" Weibo received nearly 1million fans' likes

Driven by idols, fans naturally spare no effort for film publicity. For example, Lu Han's post bar official blog has called on everyone to dry ticket stubs and write film reviews every day since the release of tomb raider to maintain Lu Han's reputation: "he has shouldered the responsibilities of actors; please try our best to do what fans should do. Maintain Lu Han's reputation, protect Lu Han's painstaking efforts, write more reviews, praise more, and focus on Lu Han. It's important, please go all out!"

On the other hand, Han Geng did not participate in any publicity of the film from beginning to end. An iron fan of Han Geng told reporters that in the past, as long as it was a film in which Han Geng participated, he would carefully publicize it. "Like the previous" growth of all things ", many colleges and universities across the country have publicized it, running one stop after another". This time, there was no information about "Xia Mu" through Han Geng's microblog, The only Weibo satirized sina that it forced itself to pay attention to the official wechat of the film, and had to close it several times

Different from the tomb robbing notes, Xia Youqiao seems to have simply given up trying to woo Han Geng. It focuses on Wu Yifan in publicity, using \, It seems to be just an insignificant guest

"Originally, Han Geng, as the producer of this film, joined the crew very early and worked hard for several months, but many scenes were cut off during the late editing. Wu (Yifan) was the crew that joined later to make up the film. He just won the position of the male host, and then the crew still stepped on me, so Han Geng as a guest star, there was no need to publicize and withdrew his capital."

These are the reasons why Han Geng's fans understand that Han Geng does not promote the film. Aside from the truth or not, we can see that the logic of fans in supporting idol movies, whether the film side cares for idols and the attitude of idols themselves towards film publicity directly determine whether fans of this film buy it

In addition, whether the popularity of the film itself can bring immediate benefits to idols is also a consideration for fans to support idols

Looking at the films Lu Han participated in in in the past, such as "back to 20 years old", "I'm a witness" and so on, although they have also achieved good results, such films still cannot escape the stereotype of fan films in the eyes of the public. Jing Boran has gradually matured in recent years with his film acting skills such as "lost orphan" and "waiting for the wind", but he still lacks a representative work. Acting in "Tomb raiding" is a great opportunity for both of them to break through the limitations of idol positioning

Fans are very clear about this. When the success or failure of the film is deeply bound to the interests of idols, even if there is a dispute first, they will still stand on the United Front in winning word-of-mouth for the movie ticket room, because all fans think that their idols are "the first star" and the box office

For "arbor in summer", in fact, the film name itself has decided who is the first, which led to the original invitation to two popular idols, but turned into a high-profile publicity ending with only one fan

< Strong> in the era of fan economy, can film marketing find the right posture

Is the idol position war a good or bad thing for film publicity? Some people think that the fan position war is an injury to the film publicity: "the so-called fan coercion is often carried out in a small circle at the beginning. These behaviors originally did not attract attention, but