As much as people don’t
want to admit, social media defines who we are, what we like, and what we are
thinking about, before we even realize. People share their interests, tastes, and their dislikes online with each other. There are actual groups among
these people, they join in, create virtual discussion groups and make friends, follow and “like” certain things, such as food, video games, or movies.
And nowadays more and more people tend to do their research and gather more
valuable opinions and reviews before actually do something, such as watching a
new movie, trying a special restaurant. It’s acting exactly like a silent and
low-cost advertising and the power is more than you can imagine.
But if you think about
it, have you ever got lots of compliments online about a new Hollywood movie
and then after watching it, you just want to shout out” It sucks”? I bet everyone has this
kind of experience. Companies with deep pockets use social media for reach and profit
is the new ‘guaranteed’ success they’ve been looking for. Let’s take a look at
one movie, I don’t want to judge this movie in my personal
opinion. “Alice in Wonderland”, which is based on fairy tale and it comes out
as both 2D and 3D. Most people know the story well so besides the originality,
this movie has to achieve more to win the audience. Disney launched a viral
Twitter and Facebook campaign that allowed fans to become loyal subjects of the
red queen, the white queen, or a disloyal subject of the mad hatter. The
largest army of followers would then receive access to an exclusive trailer
that no one else could see. It was an instant viral hit. Even today the
Facebook page has 10 million fans. And finally this movie made a big success. Put
the quality of the movie aside, in the movie industry, it’s more about creating exposure and becoming memorable, and then reaching huge profits for the companies.
How about a ‘bad’ movie
made a huge success? Is that kind of ironic? Let’s find out.
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