Behind the position, what do fans really care about? Reveal the marketing dilemma of the two protagonists

now because of the emergence of a large number of idol films, coupled with the development of many two-male IP, there is a "dilemma" in the film marketing world. The reason why it is called a dilemma is that films such as "Tomb robbing Notes" and "Xia you Arbor" are caught in a dispute among male owners, which on the one hand blurs the focus of film publicity; on the other hand, if it angers fans on a certain side, the film will encounter a collective boycott by fans.

original title: reveal the fan marketing dilemma behind "grave robbing" and "Arbor": how to use idol circle tickets without being boycotted by fans?

We notice that because of the emergence of a large number of idol films, coupled with the development of many two-male IP, there is a "three-uncle dilemma" in the film marketing world (because the third uncle likes to write about double actors and actors who like to use idols, solid journalists coined this term. )

is called a dilemma because movies such as Tomb robbing Notes and Xia you Arbor are caught in disputes among male owners. On the one hand, this controversy makes the public blur the focus of film promotion; on the other hand, if it angers fans on one side, the film will encounter a collective boycott by fans.

at least for now, according to a reporter's investigation, "Xia you Arbor" was boycotted on a large scale because Han Geng gave up publicity, causing fans to think that it had been suppressed by the film. As a result, it only grossed 130 million at the box office five days after its release, which is still a big difference from its guaranteed amount. On the other hand, although there was a fierce quarrel among fans of Lu Han and Jing Beran, this did not prevent "Tomb robbing Notes" from grossing more than 600 million in just five days, and fans on both sides spared no effort to promote it.

how to deal with the dispute over position and how to hold fans have become the era of fans' power promotion, and film marketers have to face a new issue.

< strong > Power struggle between movie propagandists and fan support associations < / strong >

after its release, some fans even calculated which of Jing Beran and Lu Han had more playing time and who was the well-deserved leading actor.

"at first I was concerned about it, that is, the other party was tearing it up all the time." A fan of Jing Beran told the reporter that Lu Han told the film that if Lu Han didn't do something, he wouldn't pay for the movie. "as actors eventually have to speak with acting skills, so we don't care." However, there are more plays in each other, which successfully attracted everyone's attention, but it is only limited to attention. "

in the eyes of Jing Beran's fans, this has always been a riot among Lu Han's fans, and most of Jing Beran's fans are more rational.

but in the eyes of Lu Han's fans, it is a different story: "the position issue is more of a contract coordination between the film side and the studio, and fans can't intervene or affect anything, but we will never allow interested people to smear Lu Han by taking advantage of the position dispute."

and another film," Xia you Arbor Paradise ", released at the same time, appears to be even more" ill-fated. "at first, it was temporarily skipped for the sake of the distributor. later, it was revealed that one of the leading actors, Han Geng, gave up publicity because he was dissatisfied with his cut and treatment. Han Geng fans thought that his idol had been wronged and adopted the same attitude. Han Geng posted all the posts about" Xia you Qiaomu "were emptied.

of course, this does not affect Wu Yifan's enthusiastic support for the film. The reporter searched for the keyword "Xia you Arbor" on Weibo, and the vast majority were comments from fans praising Wu Yifan's handsome appearance and high acting skills. A Wu Yifan fan head told that they had arranged 200 fan parcels for the film "Xia Youqiao". This kind of behavior which easily spends hundreds of thousands to support idol makes the reporter have to lament the huge potential of fan economy.

"as a matter of fact, there has always been a problem in debating the position. Didn't the feud between the two ice ice go on for a long time?" "in my opinion, the phenomenon of position warfare seems to be becoming more common now, because there are more channels for fans to voice, and things are easy to make a scene," he told reporters. "

in addition to the promotion of fans' right to speak, the increase of idol performance resources has also led to the dispersion of fans' dividends. In the fan economy era, because every family wants to cash in the fan economy on the youth idol, this has led to the phenomenon of film and television screen hegemony in the summer, such as Wu Yifan, Jing Beran, Yang Yang and so on. Fans will certainly choose to support those films that are ahead of the idol, pleasing roles and excellent production, rather than flocking crazily as long as the idol comes out of the movie.

in this case, controversial movies may be more likely to get attention from fans and even the public.

< strong > what do fans really care about? < / strong >

Why is it that "Tomb robbing Notes" still has the support of fans on both sides in the controversy, while "Xia you Arbor" has become Wu Yifan alone at the box office?

in fact, we can see some clues from the subtle attitude of the film propagandists and the idols themselves. The dispute between fans is easy to fall into the above Luoshengmen state, both sides feel that their idols have been wronged, and the film propagandists sandwiched in the middle appear to be particularly embarrassed, and timely remedy is the only solution.

the reporter noticed that Lu Han and Jing Beran did not share the same stage in the follow-up promotion of "Tomb robbing Notes", and the poster was made into two male masters, one left and one right impartial. Even the official blog has become extremely careful, rarely mentioning two names at the same time.

according to the propagandist, they have made a lot of coordination. After screenwriter Nan Pai's third uncle and director Li Rengang came forward one after another to declare that the two men's main studios were in harmony, Jing Beran also took the initiative to say at a press conference on July 31 that "I like Lu Han very much and will cooperate with him without discord." Lu Han, who had not appeared for a long time in the publicity, also attended the film press conference on August 3, and when "Tomb robbing" was released in time for release on the evening of August 4, Lu Han, who did not often post on Weibo, sent a message: "go to the grave early, gogogo!" Weibo, which has been liked by nearly 1 million fans.

driven by idols, fans naturally spare no effort to promote the movie. For example, Lu Han has called on everyone to post ticket stubs every day since the release of Tomb robbing, and wrote film reviews to protect Lu Han's reputation: "he has taken on the responsibility of an actor; let's try our best to do what fans should do." Maintain Lu Han's reputation, protect Lu Han's painstaking efforts, write more comments, give more likes, and focus on Lu Han. It's important, please do your best! "

originally Han Geng, as the producer of this film, joined the crew early and worked hard for several months, but a lot of scenes were cut out in the later editing. Wu (Yifan) was later entered the crew to make a make-up, just won the male lead position, and then the crew also stepped on my Geng, so Han Geng as a guest, there is no need for publicity and therefore withdrew funding. "

these are the reasons that Han Geng fans understand that Han Geng does not promote the film. Regardless of the truth or not, we can see the logic of fans in supporting the idol movie. Whether the film takes care of the idol or not and the attitude of the idol to the film promotion directly determines whether the fans of the film will buy it or not.

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

throughout Lu Han's past films, such as "20 again" and "I am a Witness", although they have achieved good results, such films can not escape the stereotype of fan movies in the eyes of the public. In recent years, Jing Beran has gradually matured by virtue of film acting skills such as "lost Orphan" and "waiting for the Wind", but he still lacks a masterpiece, and starring in "Tomb robbing" is an excellent opportunity for both of them to break through the limitations of their idols.

fans are well aware of this. When the success or failure of the film is deeply tied to the interests of the idol, even if there is a dispute, they will still stand on the United front in promoting word of mouth for the film at the box office, because all fans think that their idol is the "first leading actor" and bears the responsibility of the box office.

for Xia you Arbor, in fact, the name of the movie itself has decided who is the first place, which led to the original invitation of two popular idols, but turned into the end of high-profile promotion by only one fan.

< strong > in the era of fan economy, can movie marketing find the right posture? < / strong >

is idol war a good thing or a bad thing for movie publicity? Some people think that the position war is harmful to film promotion: "the so-called fan rivalry is often carried out in a small circle at the beginning, and these behaviors do not attract attention. They spread the matter and talk about it. Sometimes it is done by third-party companies, and we generally avoid this kind of thing in film marketing."

"the power of fans can help promote the film a lot, so the film's side only considered the use of well-paid stars in the early casting, also taking into account the appeal of fans." Most fans have the mentality of taking care of the idol as their own family. They will go to the crew to give thanks and take care of everything for the people around the idol. In order to create a momentum for the idol, they will go to the press conference to send a room full of flowers, so that the idol can become the person who attracts the most attention on any occasion.

fans will directly ask artists not to attend the event, including when artists forward materials related to film promotion, fans will not forward them either. You should know that artists retweet is much better than the general Weibo Wechat large-account promotion effect, this kind of boycott is undoubtedly disadvantageous to the film promotion. "

"some fan support associations are related to and communicate with the Artist Economics Company, and we can coordinate and solve them, while others are beyond the control of the brokerage company, which is scary." The reporter had previously reported on the phenomenon of Zhang Yixing's fans tearing up his studio. Fans who had the right to speak listed seven major crimes, pointing out that when Zhang Yixing's idol career was booming, "Zhang Yixing could not keep up with Zhang Yixing's footsteps and become a burden to him."

others believe that the position war is the result of the decision-making power of actors' rankings. The position should have been clearly stipulated in the contract, but it is not the case in practice: "some contracts are not what you think, because when inviting actors, they are all begging to come, there must be some possibility of conflict." A marketer said helplessly that usually the producer would adopt a more ambiguous way to solve the problem in order to sign it as soon as possible at that time, and then left the problem to the film publicity and marketing company. "

of course, no matter how to fight for the position of" flow Xiaosheng "or not, in the end, the film still has to speak in terms of the acting skills and content quality of the actors.

at the end of last year, fans of Li Yifeng and Wu Yifan had conflicts over who was three times and who was four times before the release of "Lao Pao er". But with the success of the film's release at the box office, both the public and fans no longer pay attention to the position issues that have nothing to do with the film itself.

Edit: yvette