In 2010, China film patch advertising has reached 420 million years, an increase of 82%.

It is said that the market size of film patch advertising in China reached 420 million yuan in 2010, an increase of 82.6% over the previous year, while in 2012 it is expected to be 940 million yuan. If someone is happy, what will the audience do?

Walking into the screening hall 5 minutes early, the lights were all turned off. In the dark, 20 minutes had passed while looking ahead expectantly, but I was still stuck in my seat, hoping. Cars, clothing, websites, one advertisement after another dominates the big screen for 25 minutes, which is very long and excessive.

The audience is disgusted, the unique environment is a fraud

Stimulated by the soaring box office of movies in China in recent years, advertisements have been posted. According to a research report recently released by cultural and entertainment consulting firm Yi En, the size of China's film patch advertising market reached 420 million yuan in 2010, an increase of 82.6% over the previous year. In 2012, it is expected to be 400 million yuan, which is twice as fast as advertising in new media such as the Internet.

What is the reason for being so bullish? Many businessmen who make patch advertisements like to talk about the unique environment of movie theaters and promote that if the environment is good, the advertising effect will be good.

In the theater, only the screen is bright, and everything else is black. This environment drives away interfering information and people's attention is concentrated!" rdquo; If the screen is large, the advertising will have great momentum and impact, which will leave a deep impression!" rdquo; As for the price, posting in front of a movie for 30 to 60 seconds costs 3 to 5 million yuan for advertising, which is much more cost-effective than product placement advertising! rdquo; There are even people who advocate that if the film you post gets high reviews, your advertising effectiveness will also increase." rdquo;

What is the actual situation?& ldquo; Patch advertising? Who's watching that!& rdquo; At the entrance of the movie theater, a viewer who had just finished watching "The Orphan of Zhao" was a little surprised when he heard the reporter's question. After a long time, she remembered: There was a car advertisement, and it was unclear whether Mercedes-Benz or BMW; there seemed to be a clothing brand image film that had been posted for more than ten minutes and dozens of advertisements, but it didn't leave any effective information.

Film patch ads are forced to watch, and the audience has resistance.& rdquo; Consumer psychology experts exposed the unique environment carefully choreographed by advertisers and said: What audiences want to see and pay to buy tickets is movies. Their attention is quite exclusive, and it is normal to ignore advertisements. Of course, some people watched it, but it was likely to be accompanied by unhappiness or even anger. To use Einstein's theory of relativity, during the ten minutes of waiting in vain before the movie 's main release, the audience 's anger level was equivalent to the usual hard waiting for an hour. If you are not happy, how much reputation can an advertising company get?

It's anticlimactic, fake movies kill real movies

One afternoon last week, the reporter went to a movie studio in Beijing to watch "Let the Bullets Fly". The staff selling the movie tickets followed the old rules and drew a circle at the screening time of 14:30 and reminded them to enter 5 minutes in advance. But at around 14:20, the ticket checking staff were already shouting greetings. After entering the venue, the stickers were bombarding until 14:40.

The lights turn off early and come on early. The final subtitles of "Let the Bullets Fly" have not yet been played, the lights are all on, and the cleaner is standing next to the seat with a broom. Most of the audience quickly stood up and left hurriedly. Some fans who wanted to watch the subtitles had to shamelessly persist, but they couldn't last because the film was cut off soon.

The ending song of "Confucius" was sung by Faye Wong. I really wanted to hear it finish, but the screen went black after listening to a few sentences." rdquo; Miss Guo, a Beijing citizen, told reporters that she was secretly serious about this: What she paid for should be the content of the entire movie, but why was she forced to watch the advertisement for more than ten minutes at the beginning, and then cut off the ending that should be broadcast? Doesn't this mean that it's a short position and consumer infringement?

Being anticlimactic has become a common problem in cinemas across the country, because sending off customers quickly can welcome customers quickly. Squeeze out time to post the next advertisement, and time is money.

As the army of stickers grows stronger and stronger, advertisers are playing various tricks. The more popular the film, the longer the advertising time, and the more suffering the audience will suffer.

In fact, the State Administration of Radio, Film and Television and the State Administration for Industry and Commerce issued the "Notice on Strengthening the Management of Film Patch Advertisements" in 2004, stipulating that the right to invest and publish film patch advertisements belongs to the copyright owner of the film. Without the consent of the film copyright owner, no unit is allowed to carry or delete patch advertisements; in July 2009, it was further clarified that patch advertisements must not occupy film screening time, and theaters must announce the length of patch advertisements that are shown. However, in the face of the popularity of patches, the above-mentioned reasonable regulations have encountered difficulties in implementing them.