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锁场,锁了别人还是自己?

2017-08-11 10:49:37   中国青年网

□黄里

电影《战狼2》破纪录成为中国电影票房新冠军,粉丝的功劳不小,许多人用刷三次四次来表达对中国硬汉吴京的喜爱。然而,同期上映的电影《三生三世十里桃花》,粉丝却炒热了一个关于电影的新词——锁场。

正常情况下,如果一场电影没有人购票就会被临时取消放映,影院按照数据统计来决定排片,该电影此后的排片量就会减少,自然就会影响该片的口碑和票房。锁场,就是有人有意挽救“空场电影”,预订了票,放映前临时又退票,或者只购一两张票,以此锁定场次,让影院没办法撤场或换场,从而制造出排片量虚高数据。电影《三生三世十里桃花》的粉丝们就玩了一把这样的小把戏,有统计说“锁”住了7万场。让人不解的是,这种作弊行为还被粉丝们用来在网络上炫耀、相互取经。

电影排片不足影响票房成绩是一种客观存在。导演制作方不惜“下跪”“对骂”救场也有先例,粉丝锁场这种“绑架”影院的方式也算是创了一次纪录。

可是,有了声势,未必唤来票房。电影票房毕竟是口碑和市场才能最终决定的。“锁”住了场,未必能“锁”住观众,观众不足又何谈票房?事实上,一张票锁场最受伤的可能是影院,没有影院愿意为空场电影买单。影院为了自保,只能是进一步减少排片,减少被锁场的机会。所以,到头来,损失的还是影片本身的市场成绩。

实际上,在大数据统计市场预期的今天,为某一明星锁场的行为不仅会影响一部电影,对该明星和团队今后的拍片计划都是负面的,谁又会为“一张票”拍一部电影、排一轮上映计划呢?

支持一部电影、喜欢一个明星,做粉丝的最好的方式是多买票支持,而不是以畸形的手段虚张声势。

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