Core Viewpoint - The trend of celebrities giving out cash red envelopes has become a hot topic in the entertainment industry, serving as a marketing strategy to boost engagement and visibility for their projects [1][6][27] Group 1: Red Envelope Marketing - The practice of celebrities giving out red envelopes is not new but has evolved into a mainstream marketing tactic, replacing traditional promotional methods like selfies and thank-you notes [6][16] - Red envelope marketing is seen as a cost-effective way to generate buzz and increase viewer engagement, especially in a competitive landscape where attention spans are short [16][28] - Celebrities like Chen Zheyuan have set a precedent by giving away significant amounts, with his total red envelope distribution reaching approximately 488,000 yuan since 2023 [9][15] Group 2: Audience Engagement and Perception - The act of receiving a red envelope creates a sense of being "pampered" among viewers, leading to a temporary boost in goodwill towards the celebrities and their projects [6][17] - There is a growing concern that red envelopes may serve as "hush money," distracting audiences from the quality of the content itself [6][18] - The immediate gratification from red envelopes does not translate into long-term appreciation for the content, as viewers may still critique the quality of the shows [18][31] Group 3: Industry Dynamics - The rise of red envelope marketing reflects the industry's anxiety over viewer engagement and the pressure to stand out in a crowded market [28][31] - As more celebrities adopt this strategy, there is a risk of audience fatigue, leading to diminishing returns on such marketing efforts [29][31] - The industry may need to shift focus from monetary incentives to improving content quality to sustain viewer interest and loyalty [31]