《地球最后的夜晚》票房大跳水，都怪营销

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》在开幕当天获得了3800万美元票房，但一些观众抱怨宣传称这是一部季节性情感喜剧，不料却是很考验观众的剧情片。

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》杂志报道，宣传活动称这部电影非常适合初次约会的人看，利用电影的中文标题制造营销效果，用这样的策划语对潜在观众说：“在‘地球最后的夜晚’，你想邀请恋人去看2018年最后一部电影吗?那你会对她/他说怎样的甜言蜜语呢?”

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?”

大约1500万美元的门票预售，许多电影院早已预订完毕，很多电影院加放以满足观影需求。 一些国营广播公司在社交网站上制造观影期待：“你将如何度过2018年的最后一晚? 是看《地球最后的夜晚》还是吃一顿大餐?”

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，许多观众表示他们有种上当受骗的感觉，强烈的不满蔓延开来，他们原以为这是一部主流电影。 有些人觉得这部片子充满了文化势利，因此他们感到很愤怒。 在微博上，一个网友写道：“那些说这部电影具有艺术意义，是我们无法理解的，这些人请去吃屎。”

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

此次口碑营销影响级差，以至于在该票上映第二天，票房骤降至150万美元。