Why is the short video marketing of movies frequently vomited？

　　Remember the short video "Watch a movie in five minutes"? This kind of fast food commentary based on the film’s release allows everyone to understand the outline of a movie without buying a ticket. Over the years, the film’s own short video marketing has become a common practice. However, problems such as "the goods are not right" and "the preview is the whole film" are exposed, and many deceived viewers complain in the film comment area.

　　Short videos make movies have social attributes.

　　The viral spread of short video is attractive because its content logic lies in exaggeration and spectacle, picking up high-concentration emotional fragments in the film, not paving the way for a prelude, or selling badly, or sensational, or seeking novelty, and directly giving people conflicts and story climax, including a golden sentence or a look, etc., giving birth to emotional explosion points and triggering everyone’s sense of participation and expression.

　　There is also a kind of "suspense" to let everyone know how difficult it is to make a movie, how exquisite the actors are, and how exciting the story is. "Seeing crying" and "laughing crazy" are the key words in such short video comments, which also promotes the rapid sinking and spread of such videos.

　　Looking at many explosive movies this year, although the word-of-mouth of many movies has dropped again and again, the box office is riding a dust, which is somewhat related to its short video marketing. Short video marketing is full of flowers and volumes, constantly amplifying the emotional value given by the film and promoting the social nature of the film.

　　For example, "She Disappeared", short video marketing tied up hot topics such as anti-love brain, Thai pregnant woman falling off a cliff, deformed show, etc., which were constantly broken; The official short video number of "Put all your eggs in one basket" has a lot of videos around the fraudulent team’s demonic brainwashing slogan and clear division of labor. In particular, the short video material that actor Eric Wang shouted "Want to succeed first" not only made this film hot, but also made the marketing team change its style of play, and put the propaganda focus on the fraudulent leader played by Eric Wang, and finally the popularity continued to increase; Looking at the first part of Feng Shen, the publicity in the early stage took a detour, paying attention to showing the intention of serving the Tao, and was complained by the audience that it was "unable to put down the shelf" and was not grounded enough. After aiming at the short video in the middle and late stage, the film created hot stalks such as "hakimi", "U23" and "Proton Group", which made the topic of Feng Shen soar. The official number of "As Hard as a Rock", such as "Zheng Gang not only has a lover, but even his niece, and Zheng Gang and Xiaowei are actually lovers", has aroused netizens’ curiosity and contributed movie tickets in succession.

　　The unexplored clips have all been cut into short videos.

　　Undeniably, short video marketing is also a "double-edged sword". On the one hand, the overwhelming promotion of short video slices will raise the audience’s expectation and attract the audience into the cinema. On the other hand, short videos will release the most spectacular clips in advance, which will also easily lead to a psychological gap for the audience after watching the movie.

　　This year, this kind of situation is even more prominent. Many films released have been vomited that "short video preview is the essence, and there is no need to go to the cinema to watch the whole film". The previously released Burning Winter itself is a literary film, but in order to cater to the sinking style of short videos, it was promoted as a love triangle story by the film side, and the slogan of "A must-see romance film on Chinese Valentine’s Day" was shouted, which made many viewers who went to the strange mood call out to be cheated.

　　The official of "As Hard as a Rock" even "rolled up" the clips that were not shown in the movie into short videos, which led many viewers to ask "Why didn’t I see the clips brushed in the cinema", and some viewers questioned whether the feature film and promotional materials were not on the right board, which was considered fraudulent marketing.

　　As a matter of fact, the movie’s efforts to boost box office with short video marketing can be traced back to "Former 3" in 2017, when the segment of "Kelly eats mangoes" and the film Divine Comedy "Decent" and "Say goodbye" became famous in the first world war on the short video platform, which helped the film with a production cost of tens of millions and a douban score of only 55 million to win 1.942 billion box office. However, this year’s National Day copy of "Former 4" was not successful. The "Emotional Confession Bureau" and Kelly’s theme song "Why" did not spread like the previous one.

　　The industry should not be dominated by short video marketing.

　　Marketing can indeed amplify the value of the film to a certain extent, but its core is still in the film itself.

　　Short videos used to promote marketing should also be rich in content, not just crying and laughing. When sensational and miserable selling become the usual routines of short video marketing, it will only lead to disgust and even bite the word-of-mouth of movies. What is more alarming is that short video marketing has not only helped the box office, but also brought negative effects to the film industry. The logic of short video marketing has gradually invaded the film content creation level, making the film slide to the fragmented creation of light logic and heavy climax, which has been reflected in the film market.

　　Marketing should be used for movies, and not destroy the movie itself, otherwise it is putting the cart before the horse. Russo brothers, a Hollywood director, once said in an interview that today’s audiences are good at forecasting and analyzing, so they must be very clever in making trailers, and try their best to make the marketing and publicity work not spoil the surprise brought by movies.

　　Therefore, the film industry should not be dominated by short video marketing, but should be explored in many ways. The integration of the two should be more organic and benign, so that the primary and secondary order can promote each other, which is the problem that the film industry needs to seriously consider.

　　Yangzi Evening News/Zi Niu Journalist Kong Xiaoping