电影《一闪一闪亮星星》的仪式感营销路径研究

Research on the Ritualistic Marketing Path of the Movie “Twinkle, Twinkle, Bright Star”

摘要: 2023跨年档电影以极高的市场热度结尾，根据灯塔专业版数据显示，2023年跨年档总票房达到5.37亿元，打破中国影史同期最高票房记录。其中，电影《一闪一闪亮星星》更是凭借着创新性的仪式感营销强势出圈，打破了我国先前固化的从内而外的电影营销模式，整合全链条资源，携手打造《闪星》票房的新高度，但该片后续遭遇了高达18%的退票率，仪式感营销与影片质量交锋对决下，也引起广大群众的关注。因此，本文将基于詹姆斯·凯瑞的传播仪式观理论，探讨由此衍生出的仪式感营销概念，并尝试分析电影《一闪一闪亮星星》的仪式感营销路径，以及这种营销策略所带来的启示和反思。

Abstract: The 2023 New Year’s Eve movie ended with extremely high market heat. According to the data of Lighthouse Professional, the total box office of 2023 New Year’s Eve reached 537 million yuan, breaking the record of the highest box office of the same period in Chinese movie history. Among them, the film “Twinkle, Twinkle, Bright Star” is strong out of the circle by virtue of the innovative sense of ceremony marketing, breaking our country’s previously solidified from the inside out of the film marketing model, the integration of the whole chain of resources, hand in hand to create a new height of the box office of the “Twinkle, Twinkle, Bright Star”, but the film followed up the encounter of up to 18% of the refund rate, the sense of ceremony marketing and the quality of the film under the intersection of the duel, but also caused the attention of the public at large. Therefore, based on James Carey’s theory of the ritual view of communication, this paper will explore the concept of ritualistic marketing derived from it, and try to analyze the path of ritualistic marketing of the movie “Twinkle, Twinkle, Bright Star”, as well as the inspiration and reflection brought by this marketing strategy.