"Hot and Hot" was eaten up by marketing: the box office shrank by 800 million, and Wang Jing mocked Jia Ling for losing weight for the box office
The box office of "Hot and Hot" exceeded the 3 billion mark in 11 days after its release, and the filmmaker's account share exceeded 1 billion, even if the production cost was as high as 300 million on the Internet, the film had made a profit of at least 700 million.
But this is impossible, you must know that the production cost of a big production like "The Wandering Earth" is only 50 million US dollars, which is equivalent to more than 300 million yuan, and the production cost of more than 300 million yuan for "Hot and Hot" may be a publicity gimmick, or the production cost is exaggerated, and the main controller leaves more room for profit.
But today it's not about how much money to make. After the release of "Hot and Hot", Jia Ling's status as the first phenomenal female director in China was consolidated, and the two films "Hello, Li Huanying" were great successes, her hard work, perseverance, and inspirational desire to lose 100 pounds have become a role model for many women, and both works can arouse strong resonance with the audience.
But with great success comes great controversy. "Hot and Hot" has a lot of discussions on the adaptation of the original book from the bridge to the core, and Jia Ling's weight loss of 100 pounds is also full of controversy, which also leads to polarization of online comments, so that the audience who loves the movie and the fans who support Jia Ling slowly began to "change their taste" and put out fires everywhere like a fan circle war.
From an objective point of view, the marketing of "Hot and Hot" is very successful and in place, the movie can achieve such a high box office, and the marketing has contributed a lot, and it continues to be on multiple hot searches every day, one of the hot searches is that Kua Jialing's planning ability and execution ability are very strong, and all promotional materials are planned and gradually released, from film shooting, actor relationships, weight loss process, and even now to the point where I am afraid of disturbing the people to give gifts to everyone are on the hot search, when we wrote this manuscript," Jia Ling faced up to her talent for the first time", "Jia Ling has seven works to be broadcast", "It turned out that the girl who ran downstairs last year was Jia Ling", "Hot and hot, all the staff are very hot" and other topics still occupy the hot search.
Since the movie entered the publicity period, there will definitely not be less than 100 hot searches on "Hot and Hot", some of which are touching and tearful, which is of great benefit to the promotion of the movie, but there are also individual hot searches that are incredible, such as breaking the hot search shell The core is that the female staff of the feminist crew can't sit in the apple box, this problem has long existed in today's crew, and it is not Jia Ling's credit.
When the movie and Jia Ling's own propaganda offensive has overshadowed the imbalance between the proportion of the movie, publicity and the movie itself, it can be called excessive marketing, and the backlash brought by the marketing of Jia Ling and "Hot and Hot" has already appeared.
On the one hand, the backlash is manifested in falling behind at the box office. Proper marketing is to attract the audience to watch and achieve the ideal publicity effect, excessive marketing is to maximize the audience's expectations, but the quality of the film does not match it, and you will be disappointed after watching it, as of press time, on the Zhihu platform with a high proportion of highly educated and rational audiences, the score of "Hot and Hot" is only 5.3, which is lower than the passing line, and the scores of "Flying Life 2" and "Article 20" on this platform are 8.7 and 8.3 respectively. It can't be said that the Zhihu score completely represents the quality of the film, but at least it reflects the evaluation of the movie in the minds of some audiences.
The change in word-of-mouth has led to the box office of "Hot and Hot" falling behind, because there will be some viewers who see negative news who feel that the movie is "not worthy", starting from February 19th, although "Hot and Hot" occupies the highest proportion of films, the single-day box office has fallen to third place, behind "Article 20" and "Flying Life 2", as of press time, the film schedule has also been reduced to 28.3%, if "Hot and Hot" is next 's publicity can return to the movie itself, and there may be a chance to continue to lead, if the hype still revolves around Jia Ling and her weight loss of 100 pounds, the movie has no hope of returning to the first place in the box office list.
The second aspect of the backlash is manifested in the expected shrinkage of the total box office, reflecting the platform's analysis of the box office trend, believing that "Hot and Hot" will be weak in the long run, and "Hot and Hot" can be described as invincible a few days before the Spring Festival, the total box office forecast given by the professional platform at that time was as high as more than 4.3 billion, and the expectation was lowered several times halfway, and now it has shrunk to 3.552 billion, a reduction of 800 million.
The third aspect of the backlash is manifested in the increasing number of critics.
Looking at the publicity of "Hot and Hot", the marketing point deviates from Jia Ling's own views. For a long time, Jia Ling's weight loss of 100 pounds has been the biggest publicity stunt of this movie, and even Jia Ling's own MV is also emphasizing this point through the same frame of the two images of fat and thin, but Jia Ling has repeatedly emphasized that it is not a weight loss movie, and losing 100 pounds is just the smallest highlight of the movie, where is it convincing?
From the perspective of the movie itself, the huge change of losing 100 pounds has become a particularly attractive point, but the weight loss and beauty and changing the ending of the movie have also caused the movie to suffer a lot of criticism. Luo Gangji, a big V film critic who has participated in programs such as "Seeing Words Like Faces", recently posted a video to point out the problems of "Hot and Hot".
Luo Gangji expressed in the video that weight loss should not be emphasized as an inspirational element (because some obesity is an uncontrollable disease), so most movies do not encourage people to lose weight, but let the audience understand the reasons for their obesity, and criticize the bullies who discriminate against the obese group; 。 Frankly speaking, the third point is debatable, after all, professional sports athletes should have sportsmanship, and it is more important for an ordinary girl like Le Ying to be healthy, optimistic, and get out of a dark life.
When "Hot and Hot" became a phenomenal movie, when the hot searches appeared one after another, in addition to film critics, there were also some celebrities in different fields who spoke out.
For example, director Wang Jing, a director who has been in the entertainment industry for decades, speaks very "artistically", he did not sharply criticize the movie, but he was obviously praising one by one, secretly criticizing "Hot and Hot", he wrote in the article "The excellent publicity of "Hot and Hot" and Jia Ling's hard work to lose weight and boxing deserve such a box office return", which seems to express that the box office success of the movie is not because of the good quality of the movie, but because of the credit of publicity and weight loss.
The text in the back also proves this, Wang Jing brushed off "Hot and Hot", followed by "But in drama, I think "Article 20" is director Zhang Yimou's best work in recent years", and then they are all praising "Article 20". didn't mention "Hot and Hot" again.
Yan Ning, an academician of the Chinese Academy of Sciences who enjoys a high reputation in the scientific research community, couldn't help but post a comment after watching Jia Ling's fat and thin MV "Everything is in Time", although she had a hunch that "it is estimated that she will be sprayed".
She said in the article that when she saw that many comments on the MV were amazing for Jia Ling in the big wave evening dress, she sighed peacefully, thinking that the MV led netizens to fall into a stereotypical aesthetic. And wrote, "What I like is Jia Ling's will, cheer for her success." But she was really beautiful before, so why use secular aesthetics to assimilate an interesting person?"
Soon, the documentary of "Hot and Hot" will be launched, I hope that Jia Ling can avoid those marketing minefields in the new wave of publicity, don't let the marketing team continue to make a fuss about losing 100 pounds, and try to focus on the movie and the documentary itself to do publicity! It's not easy to make this movie, I really hope that the box office of "Hot and Hot" can exceed 4 billion, which is the reward that Jia Ling deserves for a year of hard work.