Introduction: Sometimes, the anxiety about breaking the circle coexists with copyright owners and fundamentalists. The former wants to go out, but the latter does not want others to blindly squeeze in.
Although talking about the issue of contemporary traffic artists, players are still a certain distance away from the more experienced Tiger Fighting JR, but when the "Pokemon Super Cute Counterattack Evolution" officially announced the spokesperson. , This kind of situation, as if the soldiers were approaching the city, "the worst thing finally happened", still quickly caused dissatisfaction among players on social networks.
In 2020, the total value of my country's game market has reached 285 billion yuan. We all know that the so-called "console game" in the traditional sense accounts for a very small proportion of it. The special feature of "Pokemon" is precisely that the non-player group of people who consume this ip in my country (the consumption method is based on the number Thousands, or official or pirated peripherals), far more than gamers. From this point of view, it is not surprising that an outside artist, even a traffic artist, will endorse the film.
Super Dream counterattack did not have Super Dream, fish-flavored pork shreds did not put meat
"Super Dream's Counterattack Evolution" was announced a few days ago, the film party imitated TV animation classic "What is this?" Interacted with the audience in the form of a video game. At that time, the players had already smelled a dangerous atmosphere, and worried that they would invite some artists who could not match the original work. The result did not let everyone "disappointed". It is not directly related to the game itself, but there are certain popular artists to help Chaomeng complete this counterattack on the big screen in China.
may be because the matter itself is too commercial, so the players' reaction is almost "express dissatisfaction according to the script". There have been many unsatisfactory precedents in similar situations. The reason is:
1. Thanks to business operations, rice circle culture and traffic awareness, it has formed a social consensus that idol stars will have a high probability of being scolded indiscriminately as long as they leave their fan circle. Even from the perspective of big data, "black fans" are considered fans, after all, they also contribute the same 4G/5G/wifi traffic.
2. The importer of foreign films repeats the promulgation routine of "not enough data, flow to make up", especially for many films that lack the foundation of our country’s viewing experience, and the film party has larger expectations, "I am such an excellent film There is no reason why the kind and intelligent Chinese people do not like it. It must be the idea that the publicity is not in place. It will make the introducing party continue to look for a more “direct” publicity strategy that has reached box office expectations.
Compared to finding a spokesperson, Disney should actually think about how to shoot the following "Star Wars" movie. The protagonist of the film), but disappeared from the domestic promotional posters this time, making players feel very dissatisfied, and fans have experienced this kind of thing several times. In 2015, Disney chose a high-traffic artist at the time to be the "Cinema Ambassador" of "Star Wars 7", hoping to make Star Wars, the enduring golden sign of Hollywood movies, be able to gain popularity in China's box office, which has soared in volume. The market cashes in value.
turned out to have little effect at the actual box office. The box office of 825 million yuan only surpassed the fraction of the 2.67 billion box office of "Speedy 8" in my country. At the same time, the announcement itself also caused a lot of comments from domestic Star Wars fans. Later, the same thing was repeated when another artist became the ambassador of "Superman vs. Batman Dawn of Justice", but the problem of the film itself was more lively than the endorsement of the artist. At that time, the fans and the fans were torn apart, and they didn't bother to comment on endorsement matters.
The most classic example of external celebrity endorsements appeared in the 2018 "Reunion 3" Shanghai conference. Due to improper arrangements by the organizer, several domestic singers who were supposed to be resident guests took the lead. They not only took the place of Teacher Downey in the group photo. In the C position, some fans of the singer also "occupied" the audience's chances of admission, which made the scene embarrassing for a time, which can be described as full of the negative effects of endorsement activities. The original intention of the
filmmakers and the propaganda organizers is to seek out the film to attract more audiences.But ignoring that these works themselves are already a strong cultural trend. To some extent, "Super Dream Counterattack Evolution" is to go to the same river as "Star Wars 7" and "Reunion 3". It is important to know that "Detective Pikachu" did not use these "off-the-box tricks", the domestic box office still obtained 623 million yuan, and also received the treatment of the cinema to extend the response schedule.
Therefore, the dissatisfaction of the players is not the willfulness of the so-called fundamentalist superiority, but "Pokémon" has a deep cognitive foundation in our country. The image of Pikachu has long surpassed the scope of the game and has become a popular and adorable attribute. Cultural symbols, when the introducing party propagates, just follow the flow of the boat, there is no need to change the route.
The ever-expanding "player circle of friends"
has seen the bitter tears of movie fans who are tired of the film party’s desire to “go out of the circle”. Let us return from the big screen to the display, looking back at the beginning of the 1990s to the present in my country Video games have several iconic "outs".
First of all, it is undoubtedly the rhythmic and continuous "flood beast theory" from the mainstream media since the end of the 90s. For a long period of time, this theory has given the game playing the "funny" label admonished by our ancestors. Regardless of whether you play "Red Alert" at home for a while, or go to the arcade hall with your classmates to play "KOF", it will all be regarded as the dude of the Qing Dynasty who raised caged birds in Forty-nine cities. When I was in school, the school also held a ceremony for all students to sign. The theme was "start with me, reject electronic heroin".
There were only two similar events in my school days. The other time was during the Kosovo War, when American fighter jets bombed our embassy in Yugoslavia. The school therefore organized all teachers and students to sign and denounce the shameless actions of US imperialism. It can be seen that the serious nature of the game playing at that time has risen to the level of national hatred. Because of this, for a long period of time, the entire game market in our country has shown a semi-underground operation-it is not visible. The popularity of
KOF97 in my country is closely related to the intersection of the background of the 97 years and the adolescence born in the 1980s.
Then, when the millennium has passed, the first decade of the 21st century has come, marking the emergence of the MMO era of the digital Internet. From the labor-intensive kimchi online game to the emergence of "World of Warcraft", due to the rapid development of the information age itself, the game, as one of its components, took the wind and waves and began the second wave of popularization, and the player group rapidly expanded among the masses. . The holding of the first Chinajoy can be seen as a sign that the industrialization of my country's game industry has returned from behind the scenes and has since moved toward the normalization of public opinion.
is the last time that many of us are now experiencing, but the 10th generation of smart phones has become popular without knowing it. After the emergence of smart mobile devices, the threshold for the experience of electronic games in a broad sense has been greatly reduced. Together with the dailyization of social networks and virtual economy, a similar "temporal trend" has been formed between explosive games and the general environment of the era's technology tree The tacit understanding of “making heroes” resulted in national-level games such as PlayerUnknown's Battlegrounds and Glory of the King.
It’s meaningless to talk about “out of the circle” at this time. The game has become a popular entertainment app from the hobby of a small group of people. The definition of the player is different from the “player of the game”. Experience a deep independent circle. Many games that are very popular among the general public are not pleasing to the core players, and game makers have also begun to follow the practices of the film industry, hoping to package a certain cultural trend to allow games to gain a wider range of recognition, such as The forthcoming "Cyberpunk 2077" relied on wave after wave of multimedia promotion and cross-brand co-branding, vowing to set off a wave of neon aesthetics in our country where science fiction culture is relatively weak.
Pros and cons after going out of the lap
Finally, let’s talk about the benefits of the game’s “breaking the circle”, as well as some of the problems that still exist at this stage-hey, how come you suddenly feel like playing officialdom? With age, it is inevitable to become a little greasy, both in appearance and psychological.
I don’t know how to chat.
To return to the topic, this year's "The Last of Us Part Two" has set off stormy waves among players (and cloud players), but traditional player groups andAfter the crowd of habitual spectators dispersed, for those who don't pay much attention to the game, it still seems like nothing has happened. The one who really listened to the thunder in the silent place was "Assemble!" Animal Crossing Club" and "Fitness Ring Adventure".
Just like the above said that online games benefit from the “heroes created by the times” in the Internet age. Objectively speaking, the epidemic’s restrictions on communication between people have allowed the "Animal Crossing Club" that brings everyone together to play, and the house "Fitness Ring Adventure", which can be exercised at home, has become a mental vaccine to deal with emergencies. From February to May this year, friends who bought NS at a high price, "Animal Crossing Friends" or "Fitness Ring Adventure" must have a deep understanding of this. The benefit brought by
after going out of the circle is that the continuous increase in exposure will bring the attention of game manufacturers and market participants. When relevant capital is introduced to the National Bank version of software and hardware, there is more motivation (after all, game introduction is a business , It has nothing to do with feelings or "education users"), let the market develop in a healthy and healthy direction. The simplest truth is that if PS5 has a national version, it cannot be the exaggerated price in China. The good thing for players to be within reach is that the increase in the number of users after going out of the circle will give the second-hand market, including a certain fish, a foundation for prosperity. The disadvantage of
is that after each wave of heat, the number of players who are converted and retained is actually very limited. Only from my personal experience of opening stores for more than ten years, "games" are like literature, movies, or sports, and they are also very fateful. If you like it, you like it. If you don’t like it, you can try GG. After many people (ordinary consumers) follow the heat and consume certain consoles, the biggest feeling is that "I am not suitable for this at all", and then quit, To put it bluntly, it means "trial and error" yourself. Another drawback is that considering the current general environment, some games are banned for sale, and someone has reported the Bank of China, which has affected the newly established market.
Conclusion: In addition to being curious about whether "Super Dream's Counterattack Evolution" can get material confirmation at the box office after choosing a spokesperson out of the circle, I am also concerned about the promotion of "Cyberpunk 2077" in China. To what extent is the general public’s enthusiasm for the most advanced ("advanced" refers to its industrial indicators, but it is not clear whether it is the best in actual play) video games. Those who do not have too high demands on the game will do it for Go to the world of "Cyberpunk 2077" to find out and upgrade your equipment?
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