The incident where the filmmaker of "Ma da" was criticized for taking advantage of the names of Meritorious Artist Thanh Loc and Cam Ly for PR but cut almost all of their scenes caused a strong reaction.
Movie PR tricks using artist names
Up to now, it is not uncommon for filmmakers to take advantage of the appeal of artists to promote their films to attract the attention of the audience. This is considered an effective way to quickly make their projects known to the audience. Because of that, many projects have more influence and become the focus of the media.
However, the incident with the film crew of "Ma da" is creating a negative reaction when the audience went from loving it to being upset and wanting to give up buying movie tickets because of the unprofessional behavior of the producer.
Accordingly, the incident of Meritorious Artist Thanh Loc and Cam Ly having many of their valuable scenes cut in the movie "Ma da" - a horror film currently ranked number 1 at the Vietnamese box office, even though before that, they were the names that the film crew heavily promoted to attract audiences.
The controversy continued to spread after artist Thanh Loc spoke up about producer Nhat Trung's apology post for cutting out many scenes of him and singer Cam Ly in the movie "Ma da". Thanh Loc shared: "I don't regret the effort, I just regret the time wasted. So, instead of spending time listening to and receiving apologies... I might as well spend that time on better relationships". This shows that Thanh Loc himself is not satisfied with the crew's behavior.
Producer Nhat Trung's post is having the opposite effect, while before, this film project was selling tickets very well, even earning more than 10 billion VND in one day - a desirable number for Vietnamese horror filmmakers.
A few years ago, singer Ho Ngoc Ha had disagreements with the film crew of “Hy sinh doi trai” because her image was being overused for PR purposes. Ho Ngoc Ha’s side said that she did not want to do too much PR for fear of being labeled as “empty barrels make the most noise” because in this film she only played a guest role with a few scenes. She also did not care about taking photos for the film.
However, when mentioning this movie now, people immediately think of Ha Ho because the movie was almost promoted based on her name. The producer even designed a movie poster in which Ho Ngoc Ha's photo was the focal point, while the main actors were just... background characters.
Not only cinema, television also has the same problem. Minh Hang was upset when the crew of "Fire Records" used her image for PR without permission. "I affirm that I did not participate in that film and I am very sorry to the audience who loved me and watched and believed the information recently posted about this film" - she was upset.
Short-term attention, long-term consequences
Obviously, the Movie PR Using the reputation of prominent stars is always the fastest way to reach the audience. The immediate benefit is that viewers are easily attracted, even spread word of mouth about a project with box office stars, famous stars, rating stars...
However, it can be said that this attention is only temporary, in the long run, whether a film has a place in the hearts of the audience or not depends largely on the content, acting and script. In particular, with dirty tricks, the audience will gradually lose sympathy, PR based on the reputation of the stars is counterproductive, not bringing in good revenue as planned by the film crew.
Previously, the film crew of "Claws" was also criticized by the audience for taking advantage of Kaity Nguyen's reputation to promote their project even though she had withdrawn from the female lead role for quite a while. Accordingly, director Le Thanh Son was criticized by the audience for constantly mentioning Kaity Nguyen and implying that she had left the role, causing the film crew to suffer. Kaity Nguyen's name also appeared on film forums when the project was about to be released. Therefore, many audiences were not interested in going to the cinema because they thought that the film crew was taking advantage of the actress's reputation. As a result, "Claws" also left the cinema with only 4 billion VND, while previously, the film crew expected the revenue to be up to 300 billion VND.
It can be said that PR and film promotion to reach more audiences to the cinema is always in the strategy of filmmakers. However, PR must always go hand in hand with quality and respect for the audience and artists mentioned.
If you want to achieve the goal of quick attention but forget about quality and lack respect for the artist's reputation, it can easily backfire, and the audience will also lose faith in the film crew.
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