Core Insights - The animated film "Langlang Mountain" has emerged as a significant success in the summer box office, grossing 6.6 billion yuan within 10 days and surpassing 1 billion yuan in total box office, ranking among the top ten animated films in Chinese history [1][2] - Controversy arose from the film's promotional event, where unrelated internet celebrities made statements that diverged from the film's themes, leading to a decline in both box office and audience ratings [1][4][5] - The marketing strategies in the film industry are increasingly misaligned with the content of the films, as seen in the case of "Langlang Mountain," where funds intended for content creation are diverted to marketing efforts [1][19] Marketing Controversy - The promotional event on Xiaohongshu featured influencers who brought a perspective that contradicted the film's core message, resulting in public backlash and negative reviews [2][4][7] - Influencers like Fu Shouer and Su Min, known for their narratives of breaking away from traditional family roles, were seen as inappropriate representatives for a film centered on themes of family and perseverance [5][7] - Following the event, the film's Douban rating dropped from 8.6 to 7.8, reflecting the immediate impact of the controversy on audience perception [7][9] Industry Trends - The film industry has been experiencing a decline, with a 23% drop in total box office revenue in 2024 compared to 2023, indicating a troubling trend for domestic films [17][19] - The reliance on excessive marketing rather than content quality has become a common issue, as filmmakers seek quick returns in a challenging market environment [17][20] - The shift towards prioritizing marketing over storytelling has led to a proliferation of similar projects, undermining the potential for innovative and quality filmmaking [20][22] Marketing Evolution - The evolution of film marketing has seen a shift from genuine audience engagement to sensationalized promotional tactics, often involving unrelated celebrities and exaggerated narratives [11][16] - Historical examples, such as the success of "Lost in Thailand" and "Ex-Files 3," illustrate how effective marketing can drive box office success, but the current trend risks alienating audiences [13][19] - The industry's focus on social media-driven marketing strategies has resulted in a disconnect between audience expectations and the actual film experience, leading to increased dissatisfaction and ticket refunds [16][22]