Core Viewpoint - The promotional event for the movie "浪浪山小妖怪" organized by 小红书 backfired, leading to significant public backlash and negative reviews, highlighting the disconnect between marketing strategies and audience expectations [1][4][25] Group 1: Event and Initial Intent - 小红书 hosted a screening event titled "薯你最懂浪浪山" for the film, aiming for a light-hearted discussion and social media engagement to extend the film's popularity [1] - The event featured influencers傅首尔 and苏敏, who were expected to resonate with the predominantly female audience of 小红书 [2] Group 2: Public Reaction and Backlash - The event resulted in a flood of negative reviews on platforms like 豆瓣, with many expressing disappointment and even calling for refunds [4][20] - Some feminist voices criticized the event for misappropriating the women's rights narrative, suggesting that the film's family-friendly theme was being exploited for marketing purposes [5][9] Group 3: Marketing Misalignment - The marketing strategy shifted from a focus on the film's core themes to a controversial emphasis on "independent women," alienating both male and female audiences [18][20] - The promotional approach was described as "brutal" and indicative of a short-sighted strategy that prioritizes controversy over genuine audience connection [15][21] Group 4: Platform Dynamics - 小红书's content ecosystem encourages individualistic and often contrarian narratives, which can clash with the emotional unity required for family-oriented films [22][25] - The disconnect between the film's intended audience and 小红书's user base contributed to the promotional failure, as the influencers' messages did not align with the film's themes [23][25] Group 5: Recommendations for Future Marketing - The film industry is urged to adopt a more product-oriented mindset, focusing on precise audience targeting and aligning marketing strategies with the film's core message [21] - Future promotional efforts should leverage themes that resonate with the film's emotional core rather than relying on trending topics that may not fit the narrative [25]