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Editor’s note: This article is from WeChat public account “Communication gymnastics” (ID:chuanboticao ), author Zheng Zhuoran.
The collapse of the word-of-mouth of “Shanghai Fortress” reflects the failure of the current film and television marketing routine.
On August 9th, the second episode of the Chinese science fiction “Shanghai Fortress”, which was highly anticipated by netizens, was officially released. What makes people stunned is that “Shanghai Fortress” has not continued the popularity of “Wandering Earth”, but it is buzzing. The wolf is unbearable.
After five days of release, the Douban score of “Shanghai Fortress” has dropped to 3.2 points. More than 60% of the users of nearly 130,000 users scored 1 point. Douban shows “Shanghai Fortress” is better than 1% of science fiction. Film, better than 0% of love movies.
Even in the more tolerant cat’s eye score, “Shanghai Fortress” scored only 5.8 points. Some netizens commented that “Wandering Earth” changed the Chinese science fiction, and “Shanghai Fortress” changed it back.” At present, the cat’s eye professional version of the “Shanghai Fortress” box office forecast is only 136 million yuan, compared to the “Wandering Earth” 4.654 billion box office, it is a heaven and earth.
The collapse of “Shanghai Fortress” means that the traditional “Traffic Star + Big IP” marketing routine has failed. In addition to the plot, the performance of the star star starring Luhan’s acting and marketing is still the most popular dispute. The point, even if the author of the original novel Jiangnan personally participated in the production of the screenwriter, the film is still unsightly.
The star does not bring the goods, the user does not pay the bill, which also allows the marketing industry personnel to reassess the commercial value of the traffic star. Let us first make a simple combing of the film marketing of “flow star” in the past decade.
2010-2014, IP Adaptation Achievement Traffic Star
The marketing routine of “Traffic Star + IP Adaptation” began to appear as early as around 2010, but in the early days, it was more to create a popular drama series through big IP, which will drive the popularity of traffic stars and let traffic stars Interacting influence with big IP.
The “Fairy Swordsman III” broadcasted in 2009 not only relied on the IP influence of the “Sword” series, but also made Yang Mi, who was famous for “The Condor Heroes” three years ago, enter a larger stage. The actor Tang Hao and the actor Liu Shishi also received extensive attention because of the drama. Two years later, Yang Mi, Tang Yu, Liu