《一念关山》宣发土味满满,刘诗诗成美女奸细,都是为了下沉市场

资讯12个月前更新 坏哥
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粉丝们期待已久的《一念关山》,终于开播了。

很早之前,这部剧的预约人数就已突破百万。谁叫这毕竟是85后超一线小花刘诗诗回归古偶的第一部作品,这么多年的一姐不是白喊的,她的粉丝小狮子,当年可是一己之力掀翻搅乱整个85花粉圈。再加上作品滤镜和气质加成,人们永远对刘诗诗有偏爱,尤其是穿着古装的刘诗诗。

《一念关山》宣发土味满满,刘诗诗成美女奸细,都是为了下沉市场

而时隔这么多年回归古装偶像剧的刘诗诗,究竟能不能够再返巅峰,目前还是个未知数,这需要多方面的努力。别的因素还不好说,就现在观众市场偏好,都已经与刘诗诗爆红的那几年变得不一样了。

最典型的,就是在这些年以来短视频的迅猛发展。因此,大家看到了《一念关山》片方在宣传的时候,铺天盖地在短视频平台上投放了各种各样搞笑的土味视频。题目取得太有水平了,像“女奸细扮猪吃老虎,柔弱女子竟是绝世高手”、”家人们谁懂啊?任如意怎么强抢民男?”

《一念关山》宣发土味满满,刘诗诗成美女奸细,都是为了下沉市场

如此爆款标题,搭配部分片段的快节奏剪辑,迅速洗脑传播。而这最终的目的,都是为了搞定下沉市场。

《一念关山》宣发土味满满,刘诗诗成美女奸细,都是为了下沉市场

下沉市场潜力大 已经有了基础规模

大家都说,因为在短视频的冲击下,人们没有耐心再完整地看完一部剧,都更喜欢追微短剧。微短剧就是从短视频衍生而来,一集时长最多不过两三分钟,伴随着一些独有的、比较醒目的标签字眼,像“报复渣男”、“手撕绿茶”、“重生逆袭”等,配上洗脑的音乐,微短剧就这样悄悄走进了网友们的世界里。

《一念关山》宣发土味满满,刘诗诗成美女奸细,都是为了下沉市场

渐渐的,这个市场就已经达到了千亿级规模。海内外的媒体都在讨论,没能想到不知不觉当中,这个市场经已经这么牛了。有款海外微短剧App ,据说现在每天能赚一个亿,几轮融资让人咂舌。

《一念关山》宣发土味满满,刘诗诗成美女奸细,都是为了下沉市场

即便是这些短剧当中,剧情不值得推敲,演技也很浮夸,甚至一切都看起来很劣质,但是架不住网友们就是上头。所以说,是个人现在都知道这个市场潜力无穷,而且已经有了一定的规模,影视行业的人必须更加与时俱进,走在时代的前端,不然,迟一步,蛋糕就被别人分完了。

电影宣发都靠它 土味一点不算丢人

很多人都觉得微短剧代表着低俗,它主打的是下沉市场,是那些上一秒钟还在打扫卫生、贴瓷砖,下一秒钟,不用花钱,不用费脑子,只能休息一两分钟的体力劳动者们在刷的短视频。其他需要情感共鸣的中产阶级,都市丽人不需要微短剧。

可是,事实却并非如此。今年暑期档跟大家见面的几部电影里面,《孤注一掷》和《消失的她》,就非常善于利用下沉市场进行洗脑式宣传。两部电影在下沉市场的宣传方式,几乎是可以载入教科书级别的,引起了业内外人士不少的分析。

人家这些几十个亿赚钱的电影都没嫌弃下沉市场丢人,那就更别说今天利用什么“美女奸细”来博取眼球的《一念关山》。这是一种营销手段,手段有好坏优劣,但是没有高雅和低俗之分。

《一念关山》宣发土味满满,刘诗诗成美女奸细,都是为了下沉市场

烂剧也能有生机 没有剧情得有后路

刚刚好,就在最近这段时间热播结束的现代偶像剧《以爱为营》引发了一场大规模吐槽。这部剧在豆瓣拿下了4.8的分数,让粉丝很生气,说这个网站早已经没有了公信力,分数都是胡打的。可说真的,这部剧的槽点不止一两处,4.8都是个奇迹了。

女主角是业界知名的财经记者,结果天天想的是怎么打扮妩媚后换取采访机会,看着男主角就两眼放光。辛辛苦苦的底层打工人受尽磨难还得是反派,主角负责拥有一切岁月静好。这放在以女性视角来看的偶像剧里面真的很难评,分明就是赤裸裸的性别职场歧视。

奇怪的是,这样扭曲的三观也架不住《以爱为营》在短视频平台上剧集热度突破1.1亿,断层登顶热榜。因为确实,有人就是单纯看一下男女主角的甜蜜瞬间,不去推敲整个剧情故事逻辑。这个数据,无疑给了现在很多剧方提了一个醒,那就是如果做不到在剧情上面的优秀,能够吸引并且留住观众,就得给自己想个退路。

《一念关山》土味宣发有没有用,能不能搞定下沉市场,就要大家静观其变了。

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