The Greatest Showman

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According to incomplete statistics, more than 5,000 spectators were mobilized for the premiere of "Interstellar" in the magic capital, easily creating the record for the largest premiere ever in China. The enthusiasm and madness of the audience really ignited. Throughout the night, even the burning flames of the setting sun were eclipsed. The hustle and bustle and excitement ran through the whole night, and it could not dissipate for a long time until the early hours of the morning. Manifesto" in response.

The sense of separation between the virtual space and the real world reached its peak at this moment, and it also raised a realistic research question:

Is the popularity bubble on social networks real, or is it a mirage? What is going on, what is real?

The first thing to be sure is that all of this is real, but the real is mixed with a lot of water, which creates an illusion of being fake and real, so that the boundary between fake and real begins to blur further, which also makes people look at social phenomena. perspectives and perspectives must be adjusted:

In the environment of the Internet age, propaganda methods and news composition have indeed undergone earth-shaking changes. The self-media group created by social networks has now become a part that cannot be ignored. At the same time, the sense of distance eliminated by smartphones has also made publicity. The way has changed a lot.

When major major film companies including Disney, Warner Bros. and other major film companies formulate commercial film promotion plans, the way the network virus spreads and the social interaction of the main actors are all becoming an important part, and a new discipline is gradually formed and continues to develop. in progress.

These are facts.

However, with the advancement of time and social development, multiple tests and studies such as market response, theoretical research, practical operation, and experience precipitation have gradually surfaced the logic and theory of things, providing a professional perspective to see "social network" economics” and present a different conclusion.

In short, it is the "social network frenzy", how much is the actual existence, and how much is the bubble accumulated by nothingness; further, how close is the connection between the so-called boom in virtual space and the real world? How many waves can be created, this is a subject to be discussed.

First, the conversion rate of network heat.

The active groups of social networks are spread across all age groups, but the peak is relatively concentrated among young groups between the ages of 18 and 30; at the same time, groups of different ages, regions, classes, and educations, their favorite social network platforms, The way they use social networks, etc., also varies.

In other words, the main groups of social networks are relatively special, and their influence on the movie box office is mainly concentrated on a special group of a certain age group. However, the attributes of movies are different and changeable, which also means that works suitable for social network communication are relatively limited.

That is to say, some movies are suitable for social network dissemination, and some are not; further, the social network craze can affect some movies, and some are not.

For example, "Inception", this brain-burning movie has certain requirements for education, knowledge, and hobbies. It is not suitable for social networking platforms. Even if it is bombarded, the final box office conversion rate is very limited. Audiences who like similar works will still go to the cinema even if there is no social network publicity; conversely, if the target group does not like such works, the overwhelming publicity on social networks will ultimately have limited effect.

Needless to say, "Interstellar" is also such a movie.

Relatively speaking, works with pop culture attributes such as "Avengers" are closely related to social networks, and even during non-movie promotions, they can always create connections through network communication, which also means that social networks The burst of energy can directly affect the box office of movies because their target audience is the active members of social networks, and this segmentation is also an inevitable result after the market matures.

From this perspective, looking back at the boycott of social networks again, we can see different content:

Who the hell is protesting and swearing at Renly? Fanatical fans of traffic stars; so, are these fanatics the target audience for "Interstellar"? no.

Who is resisting "Interstellar"? Fanatics who don't know the truth; so, are these fanatics who follow the trend without judgment, the target audience of "Interstellar"? Neither.

In fact, the answer is that simple.

The uproar of social networks is real, and the bubbles that have expanded tenfold and one hundred times after the network platform is injected with water; similarly, the liveliness of the premiere scene is also real, without the radiation effect of the network, covering Don Quixote Germany's all-ages, down-to-earth presented the real scene.

Both are real, just the magic effect is different.

However, even for "Avengers", the box office conversion rate of the social network boom is far from being as good as imagined. Just look at the second and third "Avengers". The success of this work is closely related to The long foreshadowing and excellent marketing of the entire Marvel universe were inseparable, and social networking was just one of the catalysts that followed.

Here, the second branch is also involved:

Attributes of young groups in social networks.

Everyone chooses a social network for a different purpose, thus forming different attributes.

Some people, who want to gain attention, are simply "Internet celebrities"

, they will retweet hot topics to keep up with the trend, but they may not actually walk into the cinema.

Some people, who are purely there to pass the time, enjoy the relaxation and coziness of the virtual world of social networking in the age of swiping information, where movie theaters are an option rather than a necessity.

Some people, in order to keep up with the times, do not want to be abandoned by the mainstream, always pay attention to hot topics, and choose whether or not to enter the cinema according to the trend of social networks.

To put it simply, the peak body of social networks has many uncertainties, market demand is intricate, and there are indeed too many uncertainties in the factors affecting the conversion rate of network popularity and movie box office.

The most typical representatives are the traffic stars headed by Chris Wu and Han Lu. They can call the wind and call the rain on the Internet and easily create a huge noise; but the box office and ratings data of their works often fail to burst with the same energy, and the topic is only Topics and traffic are just traffic, and the final benefit conversion rate is far from simple.

To sum up, the active group of social networks is a specific target, while the main audience of the movie market is broader, only the overlapping part of the two can have an impact, and the larger the non-overlapping part of the movie positioning, the higher the box office conversion rate of network popularity. lower.

Secondly, the bubble of Chinese traffic stars.

"Traffic stars" are a special product in the Chinese society, which also makes the Chinese market have a unique product. The deceptiveness of the popularity bubble is often easy to create many misunderstandings.

Not to mention how much water the proportion of zombie fans actually contains, which also reduces the conversion rate of network popularity; it is enough to talk about the traffic manufacturing industry.

"Industry", and now the manufacturing of traffic stars has gradually formed an industry, that is, "water army" and "sweeping the list". Many times, the seemingly vigorous discussion is just a small splash in the real world. A team of five can easily generate 50,000 or even 500,000 traffic, which also makes China's Internet hotspots only 100 million. , compared to Twitter and the photo wall, which are still in the order of millions of times, which is several grades higher.

But in fact, these heat are just looking at flowers in a fog, and you can't see the truth at all, and the true and false content has completely lost the possibility of judging.

The surrounding industries based on this foundation have pushed the virtual popularity of the Internet to its peak. Hot search lists can be bought, records can be refreshed, and data can be created... And behind these huge data, there may be It's just nothingness. There are more and more situations that are vigorous on the Internet but calm in reality. Not all, but they do occupy a large part.

The gap between virtual and reality has also become an alternative interpretation of loneliness in the Internet age.

The whole day today is the best interpretation.

Starting from the Internet discussion triggered by the hotel's false alarm incident, everything has shown a trend of excessively rapid and exaggerated development; in the afternoon, because the "key" of the two traffic stars was triggered, the incident was like a sports car with full acceleration and brake failure. Rushing towards destruction is absolutely impossible if there is no "industry" behind it.

The conclusion is very simple. If all are bubbles, then there will be no conversion between "virtual and reality".

Then, from such a perspective, looking back at the boycott of social networks again, we can ask a whole new question:

Who the hell is against Renly? Who is boycotting Renly? Who is driving the event? The most important thing is that last night's pick-up frenzy and car chase heat wave, were all of them an illusion? Which phenomenon is real?

At this moment, the premiere red carpet has the answer.

That's why Renly doesn't care, not because he's seen the truth ahead of time, but because he clearly understands how bluffing mirages on the Internet can be, how powerful those bubbles can be, and if you believe it, then in the end Only you are hurt.

Renly rarely uses social networks such as photo walls and twitter. The main reason is this. He hopes that he can follow his dreams on the ground, instead of indulging in the virtual world constructed by cyberspace. He needs to be real! Just like at this moment, the boiling crowd of people in front of them are the real Don Quixotes.

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