The box office is not directly proportional to the film quality. Douban score, Shameful Iron Fist scored 7.4, Sewing Machine Band scored 6.9. This is much higher than the score of 6.0 in Dapeng's last Pancake Man, but why is it such a different result? The movie is good, but I'm afraid the alley is deep. Analyzing the propaganda context of the two films, we will find that "Shameful Iron Fist" is going step by step, while "Sewing Machine Band" is even more jaw-dropping, which leads many netizens to start bad reviews before watching the films. Although the audience after watching it generally said it was good-looking, it could not save the whole game from losing.
Pancake man is luck, and being tied to it is adventure.
In the summer of 20 15, the first film "Pancake Man" directed by Dapeng was released, ranking behind Monster Hunter and earning nearly/kloc-0.2 billion box office. The audience praised the film and sold it well. The main reason is that Dapeng's The Man of Diers has accumulated a high popularity. At the same time, there is only one comedy movie, Pancake Man, which has no competitors in the same genre. For these reasons, Dapeng himself doesn't seem to know. Since the sewing machine band entered the publicity period in April this year, it has been tied up with Pancake Man intentionally or unintentionally. In the press release, "Dapeng's second director's work" was repeatedly mentioned, and the propaganda slogan was "Continue to save unhappiness", which forced netizens to think of Pancake Man. In addition, Dapeng is not equal to Ning Hao, Xu zhēng and Wang, and the personal brand is not strong enough to make the audience pay for it. Why do we keep emphasizing ourselves instead of other leading actors, such as Gulnazar? Where did you get the confidence?
The propaganda is unplanned and the positioning is not clear.
At the moment when reading pictures and short videos are popular, posters and trailers of movies become more important, and the advantages and disadvantages will not be magnified several times. At the beginning of April, the Sewing Machine Band just started shooting, and it was anxious to release a "boot poster". The poster is black and white, a broken big guitar stands in the square, and excavators on both sides are ready. After watching the movie, I knew the meaning and context of this guitar, but the movie just started shooting in early April, and the audience was puzzled by the plot and the meaning of this guitar. What can this poster remind them of? Declining and decadent northeast old industry? Or do you think of the piano of steel, which received rave reviews at the box office? The seemingly tall poster has actually misunderstood the audience. What is the positioning of the film? The temperament of Sewing Machine Band itself is colorful, passionate, and touched by regaining dreams. Does this poster contradict the film?
The poster took the wrong first step, and the pilot trailer released on June 15 made mistakes again and again. Posters should be forced to lead trailers.