The earthy magic world you don't want is all in the promotion of Universal Studios Beijing.

Wen Wangzhong

What should I do to welcome 221 after the New Year holiday?

Of course, it is necessary to start to figure out where the first trip this year will be the most meaningful.

according to the research report on tourism consumption of China scenic spots in 219, the three most popular tourist attractions in China are natural scenery, ethnic customs scenic spots and theme parks.

For example, the "Disney Princess on the Run", which has been popular for more than half a year, has to go to the castle to be more devoted to being a princess. /unsplash

It is estimated that every dollar spent by tourists in theme parks will drive the local GDP by 6 dollars. No matter for ordinary workers or urban developers, theme parks are a good place to earn money and play with dreams.

No, Universal Studios Beijing is gearing up to welcome the fans back to the magical world. On New Year's Day, Weibo, the official of Beijing Universal Studios, issued a document saying that the core project has been completed and entered the preparatory stage of operation, and it is expected to open in May this year.

The biggest surprise for fans of this "Happy News" comment seems to be not that the opening of the park is near, but that the official has finally changed to a normal announcement.

If we want to go back to the end of 22 and choose the worst announcement of the year, it must be Universal Studios Beijing. The magical world that everyone is waiting for has become a messy magical world in the wind in the earthy publicity that the official personally left.

the official renderings that are fascinating to watch. Presumably, it didn't expect the development of things to become like that later.

what's wrong with the "earthy smell" announcement of rollover?

global stage, come if you have enough soil

If I am guilty, I hope that the law will punish me, instead of letting me watch the promotional film of Universal Studios Beijing, which is "1 minute and 23 seconds long".

from the first shot of the promo, there was a strong smell of something wrong. Probably trying to create a magical world atmosphere that young people want to go to, the well-meaning editor used a girl wearing a JK skirt that young people love to wear as the opening character.

Of course, you don't have to understand what she is doing, because the next second, another JK girl is swimming in the magical world, and you don't even have to turn on your voice to make an exaggerated exclamation. You can feel her "shock" through time and space just by looking at her mouth.

unlike surprise gift's fans in the video, the off-screen audience should feel more "scared" after watching it. Or rather, it is offensive.

After all, watching a huge snitch fly in front of us didn't reach out and grab it quickly, but only looked at himself. This kind of person will be expelled from our fans.

Compared with the "fantastic magic" at Hogwarts, Jurassic World next door is no better.

After all, it's hard for Jing M.Guo to give an S-card after seeing such an emotionless acting skill.

Not to mention that this kind of matting is incomplete, but also to challenge the ambiguous special effects of "how to escape from dinosaurs". The dinosaur behind is like the expression on your face in front of the screen, three points confused, four points frightened, and one hundred percent embarrassed.

However, in view of this magical earthy effect, there is still a famous slogan-"Beijing Global Resort will bring you an immersive feeling". (Fans: You don't have to)

This kind of self-confidence is almost in line with the copy of this promotional film: all kinds of actors perform 36-degree fancy shows, laughing until Fiona Fang Shili voice control lights shine for me.

It is debatable whether it is a brilliant play or not, but from the perspective of the propaganda film alone, it is really a 36-degree all-round nerve.

This promo, which was linked to two hot searches in Weibo in November 22 with the ultimate strength, is not a meaningless confusing act to reward.

As early as October, Universal Studios officially launched an activity called "Dancing God Audition" with Tik Tok, and released a variety of special effects on the Tik Tok. Tik Tok users can take selfie videos to participate in the activities, and then the official of Universal Studios Beijing selects "excellent works".

These carefully selected "excellent" works constitute this extremely embarrassing video of digging out the underground castle.

compared with the eye-catching propaganda film, the promotion of "Dancing Audition" is not too much.

in the endless song of "you can eat, play and touch movies here, and make you fly", and the textbook-like atmosphere of "just be big" that conforms to Party A's aesthetics, it is like a large barrage of demons dancing around. Even the material of Universal Studios Orlando, which is tall, has to serve Universal Studios Beijing, which is grounded.

actually, these are not the first "broken circles" in the local flavor marketing of Universal Studios Beijing. The completion map of the park released one step ahead of the promotional film has attracted the attention of many netizens earlier.

You accidentally pass by a university library. If you look closer, it turns out to be a well-designed "The Grand Budapest Hotel".

Looking at the unknown building in the sales department of local tyrants, I can only comfort myself that maybe this is the "Cyberpunk Style", feeling illusory in reality and finding paradise in the messy earthy flavor.

And this kind of people's park style with clean water and clear rivers is also likely to respond to the theme of "Old Xian Yi". In addition to thrilling games, there should also be a harmonious and beautiful walking area.

After the construction started in 215, Universal Studios Beijing experienced two postponements, and finally set the opening time in 221. Although some netizens have collected live photos, on the whole, all of them are somewhat unsatisfactory.

Netizen @DAEEEEEEE once filmed the "Magic World" Park. Although she is an iron fan, she has sent many real-life pictures to try to turn the tide for the landscape review of the park, but it has little effect on innocent netizens who are blinded by spicy eyes.

I'm speechless. I can only show you a red lantern and hang it high at the school gate of Hogwarts.

Only magic can defeat magic.

Not magic

Netizens mercilessly chose to hit the face on the spot. "These few words can still smell earthy".

There are millions of local flavors. Why did it become a counterexample of a tragic rollover when it landed at Universal Studios in Beijing?

The unattractive Chinese fonts in the park have also become the focus of netizens' criticism: "Next door, Disney specially found a designer to design fonts for five years. Look at you."

since the first "splendid china" theme park was built in Shenzhen in 1989, the development of theme parks in China has gone through 32 years, and the total number of theme parks has reached more than 2,. At present, the theme park has changed from a simple sightseeing+equipment amusement type to a strong IP attraction type, and a huge IP has become the core selling point of every large theme park.

the biggest reason why this wave of local flavor announcements has been ridiculed by the public is that it has greatly lowered the public's extremely high expectations for the global IP.

The announcement of "grounding gas" in Universal Studios Beijing broke the dreamy impression that the magical world should override reality, and made fans lose the right to "dream" soberly.

In the magical world above, Muggles should not be mixed with local marketing. /unsplash

The strong sense of contrast attached to local flavor marketing and the social nature of creating communication topics are the reasons why it is sought after. Whether IP itself is suitable for local flavor marketing is the key to determine the advertising effect.

according to the analysis of advertising practitioners, the uncomfortable impression of these promotional videos does not simply come from the aesthetic deficiency of the producers. "In fact, this is a way of giving up the basics, and then through rough production techniques, the audience's discomfort will multiply."

With the opening of the park, Universal Studios Beijing is facing more challenges than the announcement. From the perspective of park operation and tourist experience, nothing is simpler than the announcement. The relatively simple announcement, however, chose to shoot the trust of fans in the first step.

Dior has something to say about the rollover of local flavor marketing. Even if we delete Weibo and apologize, it still doesn't prevent Dior saddle bag from becoming the most earthy luxury in 218.

However, the "local flavor" itself will not disappear with the end of marketing. It is engraved in the memories of all witnesses and affects their decision-making.

As we all know, the abbreviation of every Universal Studios has the rule of US(Universal Studios)+ regional name. For example, Universal Studios Osaka in Japan is USJ(Japan), Universal Studios Singapore is USS(Singapore), and Universal Studios Hollywood in the United States is USH(Hollywood).

As for whether Universal Studios Beijing will be called USC(China) or USB(Beijing) in the end, it has not been decided yet. However, if this propaganda method of reverse marketing does not stop, there is a high probability that the latter will become its default name.

USB, tut tut, you read, you taste.

In March, 219, Weibo, a Beijing Universal Resort, was launched, and the first promotional video was released. In a series of feature films planned by Guanbo, collectors and writers of China Transformers share their feelings and confide their respect for classics since childhood.

Scott Webb, the creative choreographer in charge of Transformers Base, appeared and commented emotionally: "When tourists walk into the park, they will all be agents and become part of the story."

Walking into the paradise and becoming a part of the story is the serious thing that theme parks need to do.