1998 mirage
According to incomplete statistics, the premiere of "Interstellar" in the Magic City mobilized more than 5,000 spectators, easily setting a record for the largest premiere in the history of China. The enthusiasm and madness of the audience truly ignited Throughout the night, even the blazing flames and the setting sun were eclipsed. The noise and excitement ran through the entire night and could not dissipate until the early morning. It seemed that in this way, it was responding to the "boycott" on social networks. Declaration" 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 a mirage? What is real about all that is happening?？
The first thing that can be determined is that all of this is real, but the truth is mixed with a lot of water, creating an illusion that the fake is confused with the real, so that the boundaries between the fake and the real begin to be further blurred, which also makes people examine social phenomena. perspectives and perspectives must be adjusted：
In the Internet age environment, publicity 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 more Many changes have taken place in the methods.
When major major film companies, including Disney and Warner Bros., formulate commercial film promotion plans, the spread of Internet viruses and the social interaction methods of the main actors are becoming important components, and are gradually forming a new discipline that continues to develop. in progress.
These are all facts.
However, with the advancement of time and social development, multiple tests and studies such as market reaction, theoretical research, practical operation, and experience accumulation have gradually brought the logic and theory of the matter to the surface, providing a professional perspective to see "social networks". economy” on contemporary times, and presents a different conclusion.
In a simple summary, it is the "social network craze". How much is a substantial existence, and how much is a bubble accumulated by nothingness; further, how closely is the connection between the so-called craze in virtual space and the real world? How many waves it can create is a matter to be discussed..
First, the conversion rate of network popularity.
Active groups on social networks are spread across all age groups, but the peak is relatively concentrated among young people aged 18 to 30. At the same time, groups of different ages, different regions, different classes, and different educations are interested in social network platforms, The way they use social networks and so on are also different.
In other words, the main groups of social networks are relatively special, and their impact on movie box office is mainly concentrated on a special group of a specific age group. However, the attributes of movies are different and changeable, which also means However, the works suitable for dissemination on social networks are relatively limited..
In other words, some movies are suitable for spreading on social networks, while others are not; furthermore, the craze of social networks can affect some movies, while others are not..
Take "Inception" for example. This brain-burning movie has certain requirements for education, knowledge, hobbies, etc. It is not suitable for social network 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 without social network promotion; conversely, for target groups who do not like such works, 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 "The Avengers" are closely related to social networks. Even during non-movie promotion periods, they can always create connections through network communication. This also means that social networks The energy burst out can directly affect the movie box office - because their target audience group is the active members of social networks, this segmentation is also the inevitable result after the market matures..
From this perspective, looking back at the boycott of social networks again, we can see different content：
Who is protesting and cursing Renly? Fans of popular celebrities; then, are these fanatics the target audience of "Interstellar"? no.
Who is resisting "Interstellar"? Fans who don’t know the truth; then, are these fanatics who just follow the trend without any independent judgment the target audience of “Interstellar”? Neither.
Actually, the answer is that simple.
The uproar on social networks is real. It is a real bubble that has expanded ten to a hundred times after being injected with water on the network platform. Similarly, the excitement at the premiere is also real. Without the radiation effect of the Internet, it covers Don Quixote. A real scene presented in a down-to-earth manner to all ages of Germany.
Both are real, just the magic effects are different..
However, even for "Avengers", the box office conversion rate of the social network craze is far from as good as expected. Just look at the second and third parts of "Avengers". The success of this work is closely related to The long preparation and excellent marketing of the entire Marvel universe are inseparable, and social networks are just one of the subsequent catalysts..
Here, it also involves the second branch：
Attributes of young groups on social networks.
Everyone has different purposes for choosing social networks, which then form different attributes..
Some people hope to gain attention. In short, they are "Internet celebrities". They will repost hot topics to follow the trend, but they may not actually go to the cinema..
Some people just want to pass the time. In the era of fingertip sliding information reception, they enjoy the relaxation and comfort of the virtual world of social networks. Movie theaters are an additional option rather than a necessary option..
There are also some people who, in order to keep up with the times and do not want to be abandoned by the mainstream, always pay attention to hot topics and choose whether to enter the cinema based on the trend of social networks..
To put it simply, the peak body of social networks is full of uncertainties, market demand is complex, and there are too many uncertainties in factors that affect the conversion rate of Internet popularity and movie box office..
Traffic stars headed by Chris Wu and Han Lu are the most typical representatives. They can make waves on the Internet and easily create huge noise; however, the box office and ratings data of their works often fail to explode with the same energy, and the topics are just Topics and traffic are just traffic, and the final interest conversion rate is far from that simple..
To sum up, active groups on social networks are a specific target, but the main audience of the movie market is much broader. Only the overlapping parts of the two can have an impact. The larger the non-overlapping part of the movie positioning, the higher the box office conversion rate of Internet popularity. the lower.
Secondly, the bubble of Chinese traffic stars.
“"Traffic stars" are special products in Chinese society, which also makes the Chinese market have unique products. The deceptive nature of the popularity bubble often creates many misunderstandings..
Let’s not talk about how much water is contained in the proportion of zombie fans, which also lowers the conversion rate of Internet popularity; it is enough to just talk about the traffic manufacturing industry..
“Industry", and now the production of traffic stars has gradually formed an industry, that is, "flood army" and "list brushing." Many times, what seems to be a vigorous discussion is just a small splash in the real world. Five people The team can easily generate 50,000 or even 500,000 traffic, which also makes China's Internet hot spots only reach hundreds of millions. Compared with Twitter and photo walls, which are still in the tens of millions, this is several times higher. grade.
But in fact, all this popularity is just smoke and mirrors, and the truth cannot be seen at all. It is completely impossible to judge whether the content is true or false..
The peripheral industries generated based on this 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 cases where things are vigorous on the Internet but calm in reality - not all of them, but they do account for a large part..
The gap between virtuality and reality has also become an alternative interpretation of loneliness in the Internet age..
Today is the best interpretation of the whole day.
Starting from the hotel's false alarm incident that triggered online discussions, everything showed an excessively fast and exaggerated development trend; in the afternoon, because the "key" of two traffic stars was triggered, the incident accelerated like a sports car with failed brakes. Running wildly in the direction of destruction, without the driving force of "industry", this is absolutely impossible.
The conclusion is very simple. If everything is a bubble, then there will be no conversion between "virtual and reality"..
Then, looking back at the resistance to social networks from this perspective, we can raise new questions.：
Who is against Renly? Who is resisting Renly? Who is driving the incident? Most importantly, last night's pick-up frenzy and car chase were all an illusion? Which phenomenon is real?？
At this moment, the red carpet of the premiere gave the answer.
This is why Renly doesn't care - not because he has seen through the truth in advance, but because he clearly understands how bluffing the mirages on the Internet can be, and how powerful the illusion those bubbles can create. If you believe it, Then it’s only you who gets hurt in the end..
Renly rarely uses social networks such as photo walls and Twitter. The main reason is this. He hopes that he can pursue his dreams down-to-earth instead of being addicted to the virtual world built in cyberspace. He needs to be real! Just like this moment, the boiling sea of people in front of you is the real Don Quixote..
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