Chapter 1999

According to incomplete statistics, more than 5000 people were mobilized at the premiere of "Star Trek" in Mordor, which easily set the record of the biggest premiere in the history of China. The enthusiasm and madness of the whole audience really ignited the whole night. Even the burning flame of the setting sun was eclipsed, and the noise and excitement ran through the whole night, It's been a long time until midnight and seems to be responding to the "boycott Manifesto" on social networks in this way.

The sense of separation between the virtual space and the real world has reached its peak at this moment. At the same time, it also raises a realistic research question

Is the bubble of social networking on the Internet real or mirage? What are the real things that are happening?

First of all, we can be sure that all this is true, but the truth is mixed with a lot of water, and then creates a false image, so that the boundary between the false and the real is further blurred, which also makes people's perspective and viewpoint of examining social phenomena must be adjusted

In the environment of the Internet age, great changes have indeed taken place in the way of publicity and the composition of news. The we media group created by social networks has now become a part that can not be ignored; At the same time, the sense of distance eliminated by smart phones has changed the way of publicity.

When major film companies, such as Disney and Warner Bros., make commercial film publicity plans, the spread of network virus and the way of social interaction among main actors are all becoming an important part, and gradually forming a new discipline, which is in constant development and progress.

These are facts.

However, with the advance of time and social development, multiple tests and researches, such as market reaction, theoretical research, practical operation, experience precipitation and so on, gradually make the logic and theory of things come to the surface, provide a professional perspective to see the impact of "social network economy" on the contemporary, and present a different conclusion.

To sum up briefly, that is the "social network frenzy", how much is the substantial existence, and how much is the accumulation of emptiness. What's more, how close the relationship between the so-called upsurge of virtual space and the real world is, and how many waves can be created, are all issues to be discussed.

First, the conversion rate of network heat.

The active groups of social network are all over the age groups, but the peak is relatively concentrated in the 18-30-year-old group; At the same time, different age, different region, different class, different education groups, their favorite social network platform, the way they use social network, and so on, are also different.

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

In other words, some movies are suitable for social network communication, while others are not; What's more, the upsurge of social networking can affect some movies, while others don't.

For example, "Inception", a brain burning movie, has certain requirements for education, knowledge, hobbies and so on. It is not suitable for social networking platforms. Even if it is a big bombardment, the final box office conversion rate is very limited. Audiences who like similar works will still go into the cinema even if there is no social network promotion; On the contrary, the target groups who don't like this kind of works, the overwhelming publicity of social networks, the ultimate effect is limited.

There is no doubt that "Star Trek" is also such a movie.

Relatively speaking, works with popular cultural attributes such as "Avengers alliance" are closely related to social networks. Even during non film publicity, they can always create connections through network communication, which also means that, The energy generated by social networks can directly affect the box office of movies - because their target audience is the active members of social networks, and this kind of differentiation is the inevitable result of the mature market.

From this perspective, if we review the boycott of social networks again, we can see different contents:

Who is protesting and swearing at Lan Li? Fans of traffic stars; So, are these fans the target audience of Star Trek? no

Who is resisting Star Trek? Fanatics who don't know the truth; So, are these fanatics who follow suit without independent judgment the target audience of Star Trek? Neither.

In fact, the answer is so simple.

The social network raise a Babel of criticism of existence. After the waterflooding of the network platform, the bubble that has been expanded ten times and 100 times is expanded. Similarly, the bustle of the premiere is also real. There is no radiation effect of the network. It covers all ages of Don Quixote and presents a down-to-earth real scene.

Both are real, but the magic effect is different.

However, even for "Avengers alliance", the box office conversion rate of social network upsurge is far from as good as expected. Just look at the second and third films of "Avengers alliance". The success of this work is inseparable from the long foreshadowing and excellent marketing of the whole Marvel Universe. Social network is only one of the catalysts later.

Here, the second branch is involved

The attributes of young groups in social networks.

Everyone chooses social networks for different purposes and then forms different attributes.

Some people, who want to win attention, simply say "Internet celebrities", will forward hot topics to keep up with the trend, but they don't really go into the cinema.

Some people, purely to pass the time, enjoy the relaxation and comfort of the virtual world of social networks in the era of finger tip sliding information reception. Cinema is an additional option rather than an inevitable option.

Others, in order to keep up with the times, do not want to be abandoned by the mainstream, pay attention to hot topics all the time, and choose whether to enter the cinema according to the trend of social network.

In short, there are many uncertainties in the peak value of social network, the market demand is complex, and there are too many uncertainties in the factors affecting the conversion rate between network popularity and film box office.

The traffic stars headed by Chris Wu and Han Lu are the most typical representatives. They can easily create huge noise on the Internet; But their box office and audience rating data often can't produce the same energy, topic is just topic, traffic is just traffic, and the final profit conversion rate is far from that simple.

To sum up, the active group of social network is a specific target, while the main audience of the film market is broader. Only the overlapping part of the two can have an impact. The larger the non overlapping part of the film positioning is, the lower the box office conversion rate of network popularity will be.

Secondly, the bubble of Huaxia traffic star.

"Flow star" is a special product of the Chinese society, which also makes the Chinese market have unique products. The deceptive nature of the popular bubble often makes many misunderstandings.

Not to mention the proportion of zombie powder in the end contains how much water, which also lowers the conversion rate of network heat; It's enough to talk about the flow manufacturing industry alone.

"Industry", now the manufacturing of traffic stars has gradually formed an industry, namely "water army" and "brush list". Most of the time, the seemingly vigorous discussion is just a small splash in the real world. A team of five people can easily generate 50000 or even 500000 traffic, which makes the network hot spots of Huaxia reach hundreds of millions. Compared with Twitter and photo wall, they are still at the level of tens of millions of times, which is several grades higher.

But in fact, the heat is just in the fog, there is no truth at all, and the true and false content has completely lost the possibility of judgment.

Based on this, the surrounding industries have pushed the virtual popularity of the Internet to the peak. Hot search lists can be bought, records can be swiped, and data can be made... Behind these huge data, there may be nothing. More and more cases are booming on the Internet but calm in reality - not all of them, But it's a big part of it.

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

Today is the whole day.

From the hotel false alarm event triggered by the network discussion, everything shows a trend of excessive rapid and exaggerated development; In the afternoon, because it triggered the "key" of the two traffic stars, the event sped up like a sports car with failed brakes and ran towards the direction of destruction. It would be absolutely impossible without the "industry" behind it.

The conclusion is also very simple. If all bubbles are, then it can not be said that the conversion between "virtual reality" and "reality".

Then, from this point of view, reviewing the boycott of social networks again, we can ask a new question:

Who on earth is against Langley? Who on earth is boycotting Langley? Who is driving the event? The most important thing is that last night's pick-up frenzy and car chasing heat wave were all illusions? Which phenomenon is real?

At this point, the premiere red carpet gives the answer.

This is why blue Li doesn't care about it not because he has seen the truth in advance but because he knows clearly how bluffing the mirage on the Internet can be and how strong the bubbles can create. If you believe it, you will end up being hurt yourself.

Lanli seldom uses social networks such as photo wall and twitter. The main reason is that he hopes to be able to pursue his dreams down-to-earth rather than indulge in the virtual world built up by cyberspace. He needs reality! Just like at this moment, the boiling sea of people in front of us is the real don Quixotes.