Fan Chengcheng's PR Nightmare: The Backlash Over Deleted Behind-the-Scenes Video

The controversy surrounding the deletion of Fan Chengcheng's "lucky shot" instant film photos, also known as "撕拉片" in Chinese, has sparked a heated discussion on social media. The incident began when Fan Chengcheng's studio released a behind-the-scenes video of the photoshoot on social media platforms, only to be met with widespread criticism and ridicule from netizens. The concept of "撕拉片" refers to a type of instant film that produces a physical print after taking a photo, which has gained popularity among celebrities and netizens alike for its unique, retro aesthetic.

However, Fan Chengcheng's attempt at this trendy style fell flat. The released video showed the actor taking close-up shots, but netizens panned the attempt, describing it as "dull" and "ordinary." Some even compared the photos to "K-drama male leads" and "big toes," which quickly snowballed into a public outcry. The failed experiment highlights the risks associated with using instant film, which has been out of production for years. The limited supply of film paper, mostly sourced from second-hand markets, is prone to quality issues due to factors like temperature and humidity, resulting in a high probability of defective prints.

According to professional photographers, a single pack of 10 instant film papers can cost between 3,000 to 4,500 yuan (approximately $450 to $670 USD) on the black market, with each shot costing around 300 to 400 yuan (approximately $45 to $60 USD). The incident also raises questions about the risk management and planning of celebrity teams when chasing online trends. On one hand, the high cost and uncertainty of using instant film require more professional execution teams. On the other hand, Fan Chengcheng's studio failed to accurately gauge the audience's aesthetic preferences, simply replicating popular formats without emphasizing the actor's unique qualities.

As the incident continues to unfold, it raises questions about the handling of public relations by celebrity management teams in the age of social media, where information can spread like wildfire and any attempt to control the narrative can be seen as an admission of guilt. This event, coupled with the mixed reception of Fan Chengcheng's performances in projects like "Small Alley," suggests a need for reappraisal in how his team approaches engaging with trends and managing public expectations, emphasizing the importance of showcasing his unique talents and connecting with his audience in a meaningful way. The future success of Fan Chengcheng and similar celebrities will depend on their ability to strike a balance between riding trends and staying authentic to their artistic vision and public image.