《地球最后的夜晚》票房大跳水，都怪營銷

A Long Day’s Journey Into Night took USD 38m on its opening day, but some viewers complained that marketing suggested it was a seasonal romcom, rather than a challenging drama.

《地球最后的夜晚》在開幕當天獲得了3800萬美元票房，但一些觀眾抱怨宣傳稱這是一部季節(jié)性情感喜劇，不料卻是很考驗觀眾的劇情片。

As Variety reports, a campaign suggested the film was the perfect first-date film, with promotional messaging playing on the film’s Chinese title to ask potential viewers: “Do you know what kind of sweet talk you’ll use to invite someone to the last film of 2018, The Last Night On Earth?”

《Variety》雜志報道，宣傳活動稱這部電影非常適合初次約會的人看，利用電影的中文標題制造營銷效果，用這樣的策劃語對潛在觀眾說：“在‘地球最后的夜晚’，你想邀請戀人去看2018年最后一部電影嗎?那你會對她/他說怎樣的甜言蜜語呢?”

Some USD 15m of tickets were pre-sold, with many spots fully booked and cinemas hosting more screenings to cater for demand. State broadcasters joined social networking sites in stoking anticipation, asking: “How will you spend your last night of 2018? Watching ‘Last Night On Earth’ or eating a big meal?”

大約1500萬美元的門票預售，許多電影院早已預訂完畢，很多電影院加放以滿足觀影需求。 一些國營廣播公司在社交網(wǎng)站上制造觀影期待：“你將如何度過2018年的最后一晚? 是看《地球最后的夜晚》還是吃一頓大餐?”

But a backlash is spreading after many audience members said they felt short-changed by the film, and cheated into believing it was a much more mainstream movie. Some felt angered by what they suspected was cultural snobbery at play. Wrote one commentator on Weibo: “Those who say that the film had artistic meanings that we’re just unable to understand, please go eat shit.”

但是，許多觀眾表示他們有種上當受騙的感覺，強烈的不滿蔓延開來，他們原以為這是一部主流電影。 有些人覺得這部片子充滿了文化勢利，因此他們感到很憤怒。 在微博上，一個網(wǎng)友寫道：“那些說這部電影具有藝術意義，是我們無法理解的，這些人請去吃屎。”

Word of mouth proved so negative that takings fell to USD 1.5m on the film’s second day of release.

此次口碑營銷影響級差，以至于在該票上映第二天，票房驟降至150萬美元。