CATDOLL: The producer of "The Monkey King: Hero is Back" revealed his marketing strategy of using trolls to post soft articles

The domestic animated film "Journey to the West: Hero is Back" created the rise of domestic animated films this summer. It not only achieved great success at the box office, but also gained extremely high popularity. In addition to the animation itself being carefully produced and the touching story, there is another force that cannot be ignored for this success. "Tap water" is the spontaneous fan base. The help of these "tap water" and "pure water" has made great contributions to the promotion of "The Return of the Great Sage". However, Lu Wei, the producer of "The Return of the Great Sage", revealed at the "TGC Summit" that the "Great Sage" team published more than 100 soft articles for this film, "Many of the soft articles you see are written by us."

As a domestic animated film that has not been taken seriously for many years, "The Monkey King: Hero is Back" had only 10% of the national screenings on the day of its premiere on July 10 this year, but it successfully "rebounded" and was released at the same time, and finally created a miracle of 956 million yuan for domestic animated films. Along the way, the good word-of-mouth communication of the audience has played a great role, and it can be regarded as one of the most successful cases of "tap water" and "pure water" promoting movie box office in recent years. However, the recent news about "The Monkey King: Hero is Back" is mostly not very good, such as the previous one that lost to "McDull" by 1 vote, and the news that it set up its own "tap water" for marketing.

Lu Wei, the producer of "The Monkey King: Hero is Back", revealed at the "TGC Summit" that the word-of-mouth communication process of "The Monkey King: Hero is Back" was not completely spontaneous, and the "Monkey King" team also played a certain guiding role in it. "We have published more than 100 soft articles, and many of the soft articles you have seen were written by us." However, Lu Wei emphasized that although they are soft articles, the content is true. "We do not represent our film company, we represent a user. Our creative director represents the 70s, and our editor represents the 90s. Together, they have made this dimension differentiated, and they are deeply involved and are part of it. We have built several water companies. We have separated the tap water, which is tap water and which is purified water. We provide some information at the appropriate time. It seems unintentional, but it is actually a step-by-step plan."

Different viewers have different opinions on Lu Wei's revelations. Some think that this is a slap in the face of "tap water"; others think that the so-called 100-plus soft articles are far from being effective in promoting word-of-mouth communication, and the key is that the quality of the movie "The Return of the Great Sage" itself is excellent; and some viewers think that as long as the soft articles are not overly exaggerated, they are normal publicity activities and there is nothing wrong with them. I wonder what everyone thinks of this revelation? Let's discuss it.