Why are the "new works" starring in hit dramas such as "Everything is Very Good" and "Yanxi" always unpopular?

recently, the TV series "Action Skynet" starring Huo Zheng proverb and Zhu Yilong is being broadcast by Youku. The TV series, which was killed in 2012, finally came to light seven years later. However, although Zhu Yilong is on an equal footing with Huo Zheng's proverb in the poster, and a lot of his scenes are cut in the trailer, Zhu Yilong only plays a supporting actor in the plot. Netizens question that there seems to be an element of "hot marketing". After Yanxi Strategy became popular, it wasn't long before four films involving its main actors were released in droves. Is it "hot marketing" or "chance coincidence"? Can the popularity of actors really drive the popularity of their other works? Judging from the data, it is obviously wishful thinking.

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Last July Costume drama "Yanxi Strategy" not only won the popularity of Wu Jinyan and Xu Kai, but also famous actors such as Qin Lan, Nie Yuan, Tan Zhuo, who had made their debut for many years. Then, in September, the cinema chain "coincidentally" released four films starring "Yanxi Family", including "virtue rises ten" and "Tomb Shadow" starring Nie Yuan, "leaving without saying goodbye" starring Wu Jinyan, and "Kiss addict" starring Tan Zhuo. Among them, "the Shadow of the Beast in the Ancient Tomb" was released three years ago under the name of "the lost Ring of Black Tortoise". The Beijing News contacted the distributor of the Ancient Tomb Animal Shadow, who responded that the film had only been released on a small scale three years ago, but it did have something to do with the Yanxi Strategy. "the film feels that it can bring a lot of traffic. It would be better on this schedule, and the release of virtue rises ten, starring Nie Yuan, was helpful to our publicity to a certain extent." However, the general trend of "extended Jubilee Strategy" does not seem to bring good luck to the four films, only "virtue rises ten" exceeded 10 million at the box office, while "Kiss addict" ended up with only 700000 at the box office.

"hot marketing" is not the only failure of the "Yanxi family". The Beijing News has taken stock of a number of artists who have become popular rapidly, as well as other works broadcast during the hot period, most of which are not satisfactory. The TV series "my first half of my Life" and "Surgical Wind and Cloud" made Jin Dong hot again, and then his starring "our Love" and "Guardians surfaced" landed in the prime stalls of first-line satellite TV non-stop. Although it has achieved good results as a backlog of works in the past two years, the ratings of Douban are only 3.5 and 4.5 respectively. After Cai Xukun, who has tens of millions of fans and more than 100 million traffic, made his debut with the variety show "Idol trainee", Youku quickly launched its online drama "I won't be bullied by Girls" a year ago, but the number of views was only 1.3 billion. Douban has a rating of only 5.7.

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has "hot marketing" become a new trend of distribution? A staff member engaged in the distribution of TV dramas revealed that whether it is film or television distribution, it is a long and complex process, which needs to go through the later stage, over-examination and other links, and it is also necessary to take into account the competitive situation of the platform and the market at that time. It's not "hot". "but it does not rule out the possibility that some of the backlog of works are not popular at the time of filming, and the later stages and reviews are all done, and when the actors are popular, they will take advantage of the opportunity to go online." However, from the current data, "actor hot marketing" seems to be more than hot, lack of word-of-mouth. A cinema manager once said that there is a gap between the audience of movies and TV dramas, and the popularity of TV actors does not necessarily drive the film box office. "very few viewers will convert the popularity of TV dramas into paid movies." Just like actors who are very popular in TV dramas, they don't necessarily get high-quality screenplays. " In the opinion of Li Nan, a critic of the play, compared with traditional publicity, there is no doubt that this kind of marketing is an once-in-a-lifetime opportunity, "but now the audience still pays more attention to the quality of the work itself." Fans can only bring the initial heat, but not for long. The popularity of actors is only the advantage of getting started, and the tap water marketing brought by high-quality content is the best way to keep it hot. "