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《三生》“锁场”攻防大战台前幕后

2017-08-16 11:12:10   中国经济网

截至8月13日正午,上映18天的《战狼2》票房已达43.88亿元,毫无疑问登顶中国票房史冠军。与此同时,上映11天的《三生三世十里桃花》(下称《三生》)累计拿下5.16亿票房,在被前者拉开明显档次的同时,完成传言中8亿的保底票房也遥遥无期。

比票房正面对决更“精彩”的,是《三生》粉丝引发的一次“锁场”攻防大战:原本各取所需的粉丝与影院撕破了脸,预想中的票房“灵丹”也成了“毒药”。双方互怼之余,业内也借机审视“流量明星+大IP”的运作模式。

值得注意的是,济南本地影院的营销更加务实,使得济南市场在本次“锁场”风波中风平浪静。业内人士据此认为,未来行业在采用激进的营销策略时会更加慎重,而像《战狼2》这种“流汗”拍摄的影片可能将更受重视。

“锁场”引发的风波

对于《三生》的粉丝来说,13日并非一个普通的周末。一份印有“ForLi-uYifei”水印的“锁场”行动指南称,8月13日是《三生》上映后的第二个周末,也是影片票房输出关键的时期。

然而无论是从上文提到的票房数据,还是从观影的口碑依据(《战狼2》的豆瓣评分为7.4分、《三生》为4.3分)上看,《三生》想从这个“票房输出关键”的周末逆袭难上加难。于是,《三生》的粉丝们不惜剑走偏锋,也就有了这次大规模的“锁场”。

“所谓‘锁场’,简言之,就是防止空场以免院线撤场和换场。”一位名为“刘亦菲吧官方”的网友称,“对于《三生》这样的热门大片,要让路人有机会观影”,所以号召“菲迷”们用购买空场预售票的方式,“锁住地段好、人流量大影院的非黄金时段(放映场次)”。另据一位网名为“夜华奶妈养殖厂”的网友爆料,到8月1日影片上映前一天晚11时,53个全国重点关注城市中,预售总场次68619场,“锁场”已达42091场,完成“锁场”百分比61.34%。“夜华奶妈养殖厂”被认为是《三生》“锁场”全国总指挥。

在济南新世纪影城泉城路店,市场主管万德萍对经济导报记者表示,粉丝“锁场”可以保证平时影院的营收,一般影院不持负面评价。泉城路另几家电影院的情况,也大同小异。

粉丝锁定了数万场电影,影院增加了营收,双方应该是各取所需,看起来很美。但接下来的反转令人大跌眼镜:一篇《三生》粉丝撰写的“檄文”将矛头指向《战狼2》的导演吴京,称是他的粉丝污蔑《三生》“锁场”“抄袭”,才造成《三生》“活生生在国内被整死”;另一些粉丝则将矛头指向影院,称影院的“反锁场”影响了《三生》的票房。

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