从《富春山居图》到《不二神探》再到《小时代》,近期几部国产电影上映之后接连遭受观众差评,然而却都又都骂声中实现了漂亮逆袭,均获得了过亿的票房,这在中国电影市场上十分罕见,引发社会各界广泛关注。有人将这种现象称之为“差评营销”、“负面营销”或者“烂片营销”。一面是电影制 From “Fuchun Habitat map” to “not only the detective” and then to the “era”, several recent domestic movie released after the audience suffered poor reviews, but they all scolded to achieve a beautiful counterattack, have gained Hundreds of millions of box office, which is very rare in the Chinese film market, causing widespread concern in the community. Some people call this phenomenon “poor marketing”, “negative marketing” or “bad marketing”. One side is the film system