According to incomplete statistics, the premiere of the magic capital of "Interstellar" mobilized more than 5,000 spectators, easily creating a record for the grandest premiere ever held in China, and the enthusiasm and madness of the audience really ignited the whole night, even the blazing flame remnant sun was eclipsed, and the noise and excitement ran through the whole night, until the early hours of the morning could not be dissipated, and it seemed to be responding to the "boycott declaration" on social networks in this way.

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

Is the popularity bubble on social networks real or a mirage, and what is happening in real terms?

First of all, it is certain that all this is true, but the real is mixed with a lot of water, which creates the illusion of being fake and true, so that the boundary between false and real begins to be further blurred, which also makes people's perspectives and perspectives on social phenomena have to be adjusted:

In the Internet age, the way of propaganda and the composition of news have indeed undergone earth-shaking changes, and the self-media group created and constructed by social networks has now become a part that cannot be ignored, and at the same time, the sense of distance eliminated by smartphones has also made many changes in the way of propaganda.

When major studios, including Disney and Warner Bros., are formulating commercial film promotion plans, the spread of the virus on the Internet and the way the main actors interact with each other are all becoming an important part, and a new discipline is gradually forming and evolving.

These are all facts.

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

To sum it up simply, it is a matter of discussion how closely the so-called boom in the virtual space is connected to the real world, and how much it can create waves.

First of all, the conversion rate of network popularity.

The active groups of social networks are all over the age group, but the peak is relatively concentrated in the young group between the ages of 18 and 30, and at the same time, the social networking platforms they are keen on, the way they use social networks, etc., are also different for different ages, different regions, different classes, and different educations.

In other words, the main group of social networks is relatively special, and their influence on the box office is mainly concentrated in a special group of a certain age group. However, the nature of cinema is different and varied, which also means that there are relatively limited works suitable for social media dissemination.

In other words, some films are suitable for social media distribution, some are not, and furthermore, the social network craze can affect some films, while others do not.

For example, "Inception", this brain-burning movie has certain requirements for education, knowledge, hobbies, etc., it is not suitable for social networking platforms, even if it is bombarded, the final box office conversion rate is very limited. Audiences who like similar works will still go to the cinema even if they don't have social media promotion, and conversely, if they don't like the target group of such works, the overwhelming publicity of social networks will have limited effect.

Needless to say, "Interstellar" is also such a movie.

Relatively speaking, a work with pop culture attributes like "The Avengers" is closely related to social networks, and even during non-film promotion periods, it can always create connections through network communication, which also means that the energy burst out of social networks can directly act on the box office because their target audience group is the activists of social networks, and this segmentation is also the inevitable result of the maturity of the market.

From this point of view, looking back at the boycott of social networks, we can see different contents:

Who is protesting and cursing Lan Li? Avid fans of traffic stars; So, are these fanatical fans the target audience of "Interstellar"? No.

Who is resisting "Interstellar"? Fanatics who do not know the truth; So, are these fanatics who follow the trend at will without making their own judgments the target audience of "Interstellar"? Not really?

Actually, the answer is as simple as that.

The boiling of social networks is real, and the bubble that exists after being injected with water by the online platform has expanded tenfold and hundredfold, and similarly, the excitement of the premiere scene is also real, without the radiation effect of the Internet, covering all ages of Don Quixote, presenting a real scene in a down-to-earth manner.

Both are real, just the magic is different.

However, even the "Avengers", the box office conversion rate of the social network boom is far from as good as imagined, just look at the second and third parts of "The Avengers", the success of this work is inseparable from the long foreshadowing and excellent marketing of the entire Marvel Universe before, and social networks are just one of the catalysts later.

Here, the second branch is involved:

Attributes of the young group of social networks.

Everyone chooses a social network for a different purpose, which in turn forms different attributes.

Some people, they want to win attention, simply put, "Internet celebrities", they will retweet hot topics to follow the trend, but they will not necessarily actually enter the cinema.

For those who are purely here to pass the time, in the age of fingertip swipe, they enjoy the relaxation and coziness of the virtual world of social networks, where cinema is an add-on rather than an option.

Others, in order to keep up with the times, do not want to be abandoned by the mainstream, always pay attention to hot topics, and choose whether to enter the cinema according to the trend of social networks.

To put it simply, the peak body of social networks has many uncertainties, the market demand is intricate, and there are too many uncertainties about the influencing factors of network popularity and the conversion rate of the movie box office.

The traffic stars led by Chris Wu and Han Lu are the most typical representatives, they can call for wind and rain on the Internet, and easily create a huge noise, but the box office and ratings data of their works often cannot burst out with the same energy, the topic is just a topic, the traffic is just traffic, and the final benefit conversion rate is far from being so simple.

To sum up, the active group of social networks is a specific target, while the main audience of the film market is much broader, and only the overlap between the two can have an impact, and the larger the non-overlapping part of the film's positioning, the lower the box office conversion rate of online popularity.

Secondly, the bubble of Chinese traffic stars.

"Traffic star" is a special product in Chinese society, which also makes the Chinese market have a unique product, and the deceptiveness of the popularity bubble is often easy to create many misunderstandings.

Putting aside how much water is contained in the proportion of zombie fans, which also lowers the conversion rate of Internet popularity, it is enough to talk about the traffic manufacturing industry.

"Industry", now the manufacturing of traffic stars has gradually formed an industry, that is, "water army" and "brush list". In many cases, what seems to be a vigorous discussion is just a small splash in the real world, and a team of five people can easily create 50,000 or even 500,000 traffic, which also makes Huaxia's Internet hotspots only 100 million, which is several grades higher than Twitter and Instagram, which are still in the order of tens of millions.

But in fact, these heats are in the fog, and the truth cannot be seen at all, and the true and false content has completely lost the possibility of judgment.

The peripheral industries that have emerged based on this have pushed the virtual popularity of the Internet to the peak, and the hot search list can be bought, the records can be swiped, and the data can be created...... Behind these huge data, there may be just a void, and there are more and more vigorous situations on the Internet but calm in reality, not all, but they do occupy a large part.

The gap between the virtual and the real has also become an alternative interpretation of loneliness in the Internet age.

Today is the best interpretation of the whole day.

Since the hotel created a false alarm incident and triggered an online discussion, everything has shown an excessively rapid and exaggerated development trend; in the afternoon, because the "key" of the two traffic stars was triggered, the incident accelerated with all its might, and the brakes failed sports car, rushing towards destruction, without the impetus of the "industry", this is absolutely impossible.

The conclusion is very simple, if it is all bubbles, then there is no transition between "virtual and real".

Then, from this perspective, looking back again at the boycott of social networks, it is possible to raise a completely new question:

Who is opposing the Blue Ceremony? Who is resisting the Blue Ceremony? Who is pushing for the incident? Most importantly, last night's pick-up frenzy and car chase fever were all illusions? Which phenomenon is real?

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

This is the reason why Lan Li doesn't care about it, not because he has seen through the truth in advance, but because he clearly understands how bluffing the mirage above the Internet can be, how powerful the illusion can be created by those bubbles, and if he believes it, then it is only himself who will be hurt in the end.

Lan Li rarely uses social networks such as Instagram and Twitter, the main reason is this, he hopes that he can chase his dreams in a down-to-earth manner, instead of indulging in the virtual world built up by cyberspace, he needs to be real!