According to incomplete statistics, the "Interstellar" Magic City premiere mobilized more than 5,000 viewers on the spot, easily creating the biggest premiere record in China's history. The enthusiasm and madness of the audience really ignited the whole night. Even the burning flames and setting sun were overshadowed. The noise and excitement ran through the whole night, and it could not dissipate for a long time until the early morning. It seemed that it was responding to the "boycott declaration" on social networks in this way.

The sense of separation between virtual space and the real world reached its peak at this moment, and it also raised a realistic research question:

Is the popularity bubble on social networks real or a mirage? What is the real thing that is happening?

The first thing that can be confirmed is that all this is true, but the truth is mixed with a lot of water, which creates the illusion of falsehood, so that the boundary between falsehood and truth begins to blur further, which also makes people's perspectives and views when examining social phenomena:

In the environment of the Internet age, the propaganda methods and news composition have indeed undergone earth-shaking changes. The self-media group created by social networks has now become an indispensable part; at the same time, the sense of distance eliminated by smartphones has also caused many changes in the propaganda methods.

When mainstream large film companies such as Disney and Warner Bros. are formulating commercial film promotion plans, the spread of online viruses and the social interaction of major actors are all becoming important components, and are gradually forming a new discipline, constantly developing and progressing.

These are all facts.

However, with the advancement of time and social development, market reactions, theoretical research, practical operation, experience precipitation and other multiple tests and research, the logic and theory of things have gradually surfaced, providing a professional perspective to see the impact of the "social network economy" on the contemporary era, and presenting a different conclusion.

To sum up, it is the "social network frenzy", which is somewhat substantial, and is a bubble accumulated by nothingness; furthermore, how close the connection between the so-called craze of virtual space and the real world, and how many waves can be created, are all topics to be discussed.

First, the conversion rate of network popularity.

Active groups of social networks are spread across all age groups, but the peak is relatively concentrated among young people aged 18 to 30; at the same time, different ages, different regions, different classes, different educational groups, the social network platforms they are passionate about, the way they use social networks, etc., are also different.

In other words, the main groups of social networks are relatively special, and their impact on the box office of movies is mainly concentrated on special groups of a specific age group. However, the attributes of movies are different and changeable, which also means that works suitable for social network communication are relatively limited.

In other words, some movies are suitable for social network dissemination, while others do not; further, the social network boom can affect some movies, while others do not.

For example, "Inception", this brain-burning movie has certain requirements for education, knowledge, interests, etc. It is not suitable for social network platforms. Even if it is bombarded, the final box office conversion rate is very limited. Audiences who like similar works will still enter the cinema even without social network promotion; on the contrary, if the target group that does not like such works, the overwhelming publicity of social networks will have limited final results.

There is no doubt that "Interstellar" is also such a movie.

Relatively speaking, works like "Avengers" with popular cultural attributes are closely related to social networks, and even during non-movie promotion, they can always create connections through the Internet. This also means that the energy bursting out by social networks can directly act on the box office of the movie because their target audience group is the activists of social networks, and this segmentation is also an inevitable result after the market matures.

From this perspective, if you look back at the social network boycott again, you can see different contents:

Who is protesting and cursing Lanley? A fanatical fan of traffic stars; then, are these fanatical fans the target audience of "Interstellar"? No.

Who is resisting "Interstellar"? Fanatics who don't know the truth; then, are these fanatics who follow the trend at will without independent judgment the target audience of "Interstellar"? Nor.

In fact, the answer is so simple.

The social network is really hot. After being injected with water on the Internet platform, it has expanded ten times and a hundred times. Similarly, the lively scene at the premiere is also really there. There is no radiation effect of the network, covering all ages of Don Quixote, and presenting a real scene down-to-earth.

Both are real, but the magic effect is different.

However, even for the "Avengers", the box office conversion rate of the social network boom is far less outstanding than expected. Just look at the second and third parts of the "Avengers" that the success of this work is inseparable from the long prelude and excellent marketing of the entire Marvel Universe before. Social networks are just one of the catalysts later.

Here, the second branch is involved:

Attributes of young social networks.

Everyone chooses social networks for different purposes and then forms different attributes.

Some people, they hope to win attention, are simply "Internet celebrities". They will forward hot topics and keep up with the trend, but they may not necessarily go to the cinema in real life.

Some people, who are purely trying to pass the time, enjoy the relaxation and comfort of the virtual world of social networks in the era of sliding information reception with fingertips, and cinemas are additional options rather than inevitable options.

There are also some people who keep up with the times and do not want to be abandoned by the mainstream. They always pay attention to hot topics and choose whether to enter the cinema based on the trend of social networks.

Simply put, the peak body of social networks has many uncertainties, market demand is complex, and there are too many uncertainties influencing the popularity of the network and the conversion rate of the movie box office.

Traffic stars led by Chris Wu Hehan and Lu are the most typical representatives. They can call the wind and rain on the Internet and easily create huge sounds; but their box office and ratings data often cannot burst out with the same energy. The topic is just a topic, and traffic is just a traffic, and the final conversion rate of interest is far less simple.

In summary, the active group of social networks is a specific goal, while the main audience in the film market is wider. Only the overlapping part of the two can have an impact. The larger the non-overlapping part of the movie positioning, the lower the box office conversion rate of the Internet popularity.

Secondly, the bubble of Chinese traffic stars.

"Traffic stars" are special products in Chinese society, which also makes the Chinese market have a unique product. The deceptive nature of the popularity bubble is often easy to create many misunderstandings.

Let’s not talk about how much moisture the proportion of zombie fans contains, which also reduces the conversion rate of network popularity; just talking about the traffic manufacturing industry is enough.

"Industry", now the manufacturing of traffic stars has gradually formed an industry, namely "water army" and "selling list". Many times, seemingly vigorous discussions are just a splash in the real world. A team of five people can easily create 50,000 or even 500,000 traffic, which also makes China's online hot spots reach 100 million, which is several levels higher than Twitter and photo walls.

But in fact, these popularity are like watching flowers in the fog and you can't see the truth at all. The true and false content has completely lost the possibility of judgment.

The surrounding industries generated based on this have pushed the virtual popularity of the Internet to the peak. Hot search lists can be bought, records can be brushed, and data can be created... And behind these huge data, there may be nothingness. The Internet is vigorous but calm in reality, and there are more and more situations. Not all, but it does account for a large part.

The gap between virtuality and reality has also become an alternative interpretation of loneliness in the Internet era.

The whole day today is the best interpretation.

Since the hotel created a fake alarm incident and triggered online discussion, everything showed an overly rapid and overly exaggerated development trend; in the afternoon, because it triggered the "key" of two traffic stars, the incident accelerated the brakes and failed sports cars, running wildly towards the direction of destruction. Without the promotion of the "industry", it would be absolutely impossible.

The conclusion is very simple. If it is all bubbles, then there is no way to say the transition between "virtual and reality".

Then, from this perspective, looking back at the social network's boycott again, you can ask a brand new question:

Who is opposing Renly? Who is boycotting Renly? Who is promoting the incident? The most important thing is, are the pick-up craze and car chase heat waves all illusions last night? Which phenomenon is real?

At this moment, the premiere red carpet gave the answer.

This is why Lan Li doesn't care. It's not because he has seen through the truth in advance, but because he clearly understands how bluffing the mirages on the Internet can be, how powerful illusions those bubbles can create. If you believe it, then you will only be the one who will be hurt in the end.

Lan Li rarely uses social networks such as photo walls and Twitter. This is the main reason. He hopes that he can pursue his dreams down-to-earth, rather than indulge in the virtual world built by cyberspace. He needs reality! Just like at this moment, the boiling crowds in front of him are the real Don Quixote.
Chapter completed!