This article is from WeChat official account:Entertainment industry (ID: yulechanye)< span class = "text-remarks">, author: George, head Figure from: “Song Palace word” stills
“Hello, excuse me, can you accept paid long and short comments, if you are interested, you can directly add me to WeChat.”
Because the entertainment sir has recently been addicted to dramas and heated discussions, the activity of Douban account has risen, and after receiving the above-mentioned invitation to get rich, Gong Jun immediately responded to the (Calm investigation).
From last week’s “Da Song Gong Ci” Douban score plummeted, to the earlier “Zui Son”, which was not open, and then think of 315 The Paper “” 8000 yuan for 7 points, 6500 yuan for 6.5 Score, 7 points or more, I’m not sure.” Earlier, Douban Books flooded into a large number of misplaced comments last year. Fans were preparing for the future works of Idou on Douban’s account, and they were once pushed to the forefront.
Although Douban has continued to emphasize and adjust in response to the operation of a large number of fans and navy forces, concerns and discussions about whether Douban scores are out of defense have never stopped.
“Open points + maintenance, projects with high budgets may cost nearly one million on Douban”
“In order not to be invalidated by the algorithm, we sometimes put negative reviews on the homepage to ensure that there is a certain amount of negative reviews.”
According to Xiaoxiao’s introduction, the process of film and television drama series on Douban mainly includes credits and maintenance of the project period, and credits are most critical.r-box”>
“For projects with a budget, it may cost nearly one million to open and maintain Douban. If you do the math, 1000 short reviews a day, hot reviews on the homepage require a high-weight account, and the cost is 18 If you reach 25 yuan, you have to arrange a live account to like. The fee for likes ranges from 0.5 to 2 yuan, and long reviews have to keep up.”
In addition to Douban, especially for movie projects, a lot of money has to be spent on the scoring of Maoyan and Taotiotiao.
“Ticket purchase + review + service fee, the ticket price is 55,5000 tickets for about 275,000. What’s more, the early stage has to be laid out “want to see”. Although everyone pays more attention to Douban scores than the ticket purchase platform Score, but this may affect the final arrangement, so it is also a must-spend.”
As for the high-level operations of locking and delaying points, “that’s a dialogue between high-level and high-level.”
0.1 must be compared: “3 points, but not 2.9”
“There is one thing that everyone recognizes, that is, absolutely good movies and absolutely bad movies. There is really not much room for manipulation in Douban.”
Zhuzhu took last year’s “Hidden Corner” as an example. She told us that the project opened at around 9 points. After that, word-of-mouth fermented and it became popular. The number of users who rated during the hot broadcast period increased, the praise increased, and the ratings were somewhat different. After a year of rising, it fell back to the current 8.9. This is the basic scoring trend of a typical Douban high-scoring drama.
“In this drama, nearly 890,000 Douban users participated in the ratings, and the proportion of four-star plus five-star accounted for more than 92%. Such a volume, even if the volume is pre-stored, ensure the opening of points, so that it can continue to be promoted in the subsequent marketing. The word-of-mouth drama is fermenting, but in the face of the overall superior praise and huge normal user ratings, the early part cannot change the final fortune.”
Another sample is the recent hot “Shanhe Ling”. Qingqing believes that the current rating of the show is 8.6, which is a bit inflated. After the CP fans cool down slightly in the future, the clubhouse will decline for a period of time. “It may not be a C-type score like “Chen Qing Ling”, but it will gradually be distributed in a regular state. It may not be a direct role in the maintenance of Douban, but a good reputation in overall marketing.”
As Qingqing said, the main reason for the high ratings during the hit period is also well understood:
First, Douban’s drama team has close to 170,000 people, indicating that Douban users are highly consistent with the drama audience. Currently, more than 330,000 Douban users are participating in the evaluation; secondly, the early stage script marketing is well laid out, plus Late-stage actors are well-operated, showing enough, peers set off, and it is normal for them to score high during the hit period.
At the same time, Qingqing also pointed out that the overall trend of last year’s vertical hot drama “Ultimate Notes” is also worth thinking about. “The trend of this show is basically a sample of self-fermented without much budget.”
According to the observation of the entertainment sir, “Ultimate Note” is the video-production of Tomb Note IP, but before that, there are too many precedents for this IP to be screwed up, and without the blessing of popular actors, no one is optimistic about it in the early stage. . But after the broadcast, the original fan and original IP audience circle received a certain recognition. It is amazing that the score has kept rising after the finale.
“No matter what kind of sample it is, it doesn’t mean that good dramas and bad dramas have no part and possibility for the navy to participate in the maintenance. At least before and after the opening, they generally need to be maintained.”
None of the “elections” voted by the masses can control the fans’ frenzied votes for their opponents. If Douban loses defense and the full screen is 9 minutes, then I spend 50 yuan in my spare time to watch a movie, and I will have to suffer 2 hours on pins and needles. “
Lianlian, who has participated in more than a dozen projects “Douban Scores”, said with emotion. We all know that, of course, public evaluation does not have complete objectivity and justification, but with such a huge film and television market, we can’t even find a professional with a high proportion. One point, a more popular approach, to evaluate the quality of a work.
The fear of fan control and the navy’s invasion of Douban is essentially the fear that everything can be suppressed by data, and that the party’s group behavior will devour rational voices.
Under such circumstances, the Douban score, as a reference that still maintains a large real-public evaluation mechanism, must indeed be preserved.
Back to the controversy about whether Douban scores are gradually losing control.
As a senior and active Douban user, Yusir remembers that Abei mentioned it in the article “Eight Questions about Douban Movie Ratings” in 2015, because the score algorithm is difficult to control, and the public opinion meeting for specific films Find a way to “strike the overall credibility of Douban scores.”
Screenshots of “Eight Questions on Douban Movie Ratings”
In recent years, there has indeed been more and more discussion about this type of discussion. “Douban users maliciouslyThere are also more and more accusations of “low scores”. Douban scores do have a certain tendency. For example, the scores of unpopular documentaries and literary films are relatively high, because non-spectators of this type will not deliberately score them and can open up Yes, it’s basically a preference.
With the increase in influence, it is indeed inevitable for the navy to invade Douban, but in terms of the overall scoring conclusion: “It is undeniable that Douban still has the most difficult “water” scoring algorithm mechanism. A good thing.”
(Note: At the request of interviewees, the names of interviewees in the text are all pseudonyms.)
This article is from WeChat official account:Entertainment industry (ID: yulechanye)< span class = "text-remarks">, author: George