Aesthetic differences or playing hard to get？ Universal Studios’ ＂Earthy Flavor＂ Marketing is a hot topic.

Special feature of 1905 film network In November, the first bite of "earth" that many last-class people ate came from Universal Studios Beijing.

In that viral vertical video, online celebrity-shaped girls who follow the dinosaur, steamed stuffed bun and snitch in the special effects template, turn this 83-second noise into an embarrassing spectacle for a century.

This kind of thunder on the ground seems to provide an excellent opportunity material for Slifen, the only blogger of Farmhouse Parkour. But even he, who has experienced a lot of "thunder", can only sigh in the forwarding copy: am I alive or unemployed?

Judging from the village-flavored news images, Slifen and his fans who love curiosity may not be disappointed. The balance in 2020 is seriously insufficient. Will Universal Studios Beijing, which will officially open in 2021, really "land" as expected by the public?

Perhaps, under the most economical and kind filter, the fragrance of this earth is only a small and broad one for Universal Studios Beijing.

"Black and red" is also red.

The local flavor and saving money in Beijing Universal Studios

Since its establishment in 2014, Universal Studios Beijing, which has always lived in the expectation of the public, has never been so "red" as it is now.

"I don’t know what purpose they made this video for," recalled the video image, and a Beijing resident interviewed by Today Film Review gasped. "It’s very embarrassing, and I think it really doesn’t fit their brand."

First, there is a strong realistic photo with a "farmhouse filter", and then there is a "propaganda" video of "dancing with demons". At the first time when the main project of Universal Studios Beijing was completed, such "promotional materials" obviously chilled every expectant heart.

Tutu Tuguiyao … … The overwhelming question of "earthy flavor" has made Universal Studios Beijing the top brand of "black and red" at present. "The things here are particularly unlike the materials made by an international film giant and a paradise giant." Chen Shuangru, director and vice president of Chenming Media Group, who is a guest of Today’s Film Review, lamented.

However, after "calmness", Chen Shuang, who has the intuition of a professional propagandist, still vaguely saw the difference behind it. "Maybe the studio is just built, its spread, its materials, and the services corresponding to each of its professional nodes are not yet in place."

In recent years, many international brands have played the "local flavor" brand in order to penetrate the China market deeply. In Chen Shuang’s view, this video marketing attempt of Universal Studios Beijing is likely to be a spontaneous "local marketing" in line with them.

Compared with Kenzo brand’s "dog" internal standard or Balenciaga’s rural sticker advertisement, which is completely triggered by cultural differences, Universal Studios basically follows the marketing method of short video platform play, so it can be said that it has not conducted a "geographical survey" on the current popular culture in China.

China Customer: We don’t want to.

There is a cloud in the entertainment circle: black and red are also red.As it turns out, this video, which is basically pieced together by user interactive videos, has aroused much more splash than the previous activities that invited Haoran Liu, Li Bingbing, VAVA and other stars or took popular animated images such as Minions as gimmicks.

Even if a series of interactive activities such as "Audition of Opera Artists in Global Resort" are prepared for the production of this video, it may be difficult for even the planners themselves to predict the current "black and red" result.

"For better or worse, it has produced a good effect of communication and gained a lot of traffic." Sitting in the studio of Today’s Film Review, Chen Shuang couldn’t help laughing. "You see (Universal Studios Beijing) hasn’t contacted the advertising department of the film channel, but we are still talking about it actively, which will not achieve the effect."

The propaganda of tightrope walking

The local flavor can only be the current dish.

Four or two is not enough, and Universal Studios Beijing, which "accidentally" wrote a book to save money, is afraid that only word of mouth is bothering to face at present.

Although this wave of local flavor marketing has not been raised to the level of discriminating against consumers and even Chinese people, from the feedback of all parties, the public’s "dream" expectations for Universal Studios Beijing have collapsed.

In Chen Shuang’s view, this is another super theme park that focuses on fantasy IP such as princesses — — Related to the impression that Disneyland brings to the public. "Universal Studios’ original intention in essential design is different from Disney’s, such as Harry Potter, Jurassic Park, Transformers … … Each IP is different, and different positioning and temperament determine that it will try to do diversified and different marketing methods. "

In the era of mass network, being able to "break the circle" is obviously the greatest compliment to a short video and the brand behind it. However, the "disfigured circle-breaking" of Universal Studios still makes Chen Shuang, who is used to movies, slightly worried.

"What it breaks may be counterproductive." For this wave of local flavor marketing trend, Chen Shuang prefers to regard it as a curve of "wanting to promote first and restraining". "The most important point is not how to write its opening, but how well it can be written in the novella."

In the process of film propaganda, it is often the prerequisite for the effectiveness of publicity means to grasp the expected value of the public immediately and accurately. Universal Studios, based on the world-famous movie IP, is not only a playground function, but also should extend the dimension of the screen world on a realistic scale, so that the expectations of movie audiences that cannot be filled by images alone can be within reach.

"In the final analysis, when everyone really goes to this paradise to play one day, the real experience on the spot should make me feel satisfied, make me feel truly integrated into it, and I can’t feel the earthy feeling at that time. That may be the beginning of the real disaster."

If the follow-up propaganda means still stick to the heavy interest of "earthy flavor" and can’t meet the needs of fans to explore the dream of the screen in any exposure materials, Universal Studios may really only become a "global park".

"Movie IP+ Theme Park", a successful cultural tourism industry model in the world, is bound to take off rapidly in Beijing with outstanding film culture atmosphere if it is operated properly.

The mixed pre-publicity has already pushed Universal Studios Beijing onto a suspended tightrope — — How can it successfully complete the next road after its thrilling appearance depends on how to end the propaganda balance bar in its hand.