"Hello, Li Huanying" quietly dropped the file, so that people who have been paying attention to this movie finally breathed a sigh of relief.
From the lively scene of gongs and drums when the new year's day was released, to the postponement of the schedule and the golden file of May Day, the audience's enthusiasm for "Hello, Li Huanying" was almost exhausted.
The contrast between the word of mouth and the heated discussion of the movie "Hello, Li Huanying" is rare in the current film industry.
As a warm comedy style film, "Hello, Li Huanying" can be said to have created history, breaking through the 5 billion mark at the box office and ranking second in China's total box office list, and Jia Ling has also become the highest-grossing female director.
The first real Spring Festival file after the epidemic was released, with the tone of "mother" and "family affection" as the core, the comedy style that has always been pleasing, coupled with Jia Ling, Shen Teng and other actors with good audience popularity and passers-by, a collection of heaven, place, and people, "Hello, Li Huanying" is difficult to think about.
It can be said that the film "Hello, Li Huanying" won on "sincerity".
However, sincerity does not fully represent the quality of the film.
Many people's evaluation of "Hello, Li Huanying" can be summed up in one word. To tell the truth, "Hello, Li Huanying" was able to achieve a box office success, largely thanks to its "peers" in the Spring Festival file.
This year's Spring Festival file is a very special node, everyone has suppressed the enthusiasm for watching movies for a long time poured out of the brain, and "smashed" out of "Tang Detective 3" and "Hello, Li Huanying" two box office "Big Mac".
In particular, "Hello, Li Huanying" has surpassed and counterattacked the whole line of "Tang Detective 3", which has become a classic battle recorded in film history.
To a large extent, what has dragged down the reputation of "Hello, Li Huanying" is its long delay! After all, some victories are not enough.
"Hello, Li Huanying", which was released on the first day of the Chinese New Year on February 12 this year, was dropped on May 12 after repeated postponements. Because it was full of momentum at the beginning, everyone hoped that it would break the box office record of "Wolf Warrior 2".
Although the vision is good, but the audience is tired, and the box office performance of "Hello, Li Huanying" is fixed at 5.4 billion.
Fortunately, "Hello, Li Huanying" was only postponed to the May 1st file, and if it is released on the ground, it may not even be able to enter the top three of the May 1st file.
Of course, this is not an empty word, or a word of jealousy. "Hello, Li Huanying", which can enjoy the benefits of "peer setting off" in the Spring Festival stall, is not so lucky to be placed in the May Day slot.
The May Day movie file that has ended is known as "the most crowded May Day file in history". Indeed, more than ten films of different genres such as suspense, love, anti-black, and comedy were released at the same time, and they chose to "fight" in the May Day show.
Comparing all the movies released in this year's May Day show, no matter from the perspective of theme, director or cast, if "Hello, Li Huanying" is released in the May 1st show, the final chances of winning will never be as dazzling as it is now.
As Zhang Yimou's first spy war movie, there has been a drama version of "Cliff" in front of the jade, and "On the Cliff" has been highly anticipated before its release.
In addition, in the past two years, the audience's love for the "acting school" actors has been increasing, and "On the Cliff" starring Zhang Yi, Yu Hewei, Ni Dahong, Zhu Yawen, Qin Hailu and other powerful factions is naturally not to be underestimated.
Although at the beginning of the release, the scheduling and box office of "On the Cliff" have been suppressed by "Your Wedding", but it turns out that it is like the "surging crowds" of the Spring Festival file, and good works will eventually catch up later.
In addition, the "large-scale" "Sweeping Black Battle", sensitive themes were put on the big screen for the first time, and the strength of Jiang Wu, Jin Shijia, and Zhang Songwen was interpreted, which made people see an adrenaline rush;
The suspenseful and brain-burning "Secret Visitor" gathers the film emperor Aaron Kwok and the acting school Xiaohua Zhang Zifeng;
The combination of fresh meat + small flowers of "Your Wedding" is menacing, and the word-of-mouth box office is not bad;
"Chasing the Tiger and Catching the Dragon" jointly played by the four major film emperors is full of points to watch;
"Looking for Han Ji", which also has a family affection component, the combination of old drama bones + strength factions, does not fall behind in the interpretation of family affection.
"Hello, Li Huanying" is like an excellent student in the "class", in the fight of the Spring Festival movie, defeating other opponents to stand out.
However, if it is put into a "grade", the so-called "people outside the people, there are heavens outside the sky", the advantages of this "excellent student" are no longer obvious, and even dwarfed.
For Jia Ling, who is a director of "halfway out of the house", the current results of "Hello, Li Huanying" may also be unexpected by her.
Originally just to commemorate the mother, who could have imagined but unexpectedly became a hit, becoming the second-highest-grossing film in China.
It is this "second" position that has also become the root cause of the collapse of the reputation and continuous criticism of "Hello, Li Huanying" later.
Perhaps the initial marketing worked, or it may stem from everyone's good feelings for Jia Ling, or the theme of "mother" and family affection, which can resonate too much.
I believe that when a large part of the audience first chose to watch "Hello, Li Huanying", it was influenced by public opinion evaluation and people around them.
It's like a kind of "herd mentality", the more people talk about it, the more people want to see what this movie is about and what is good.
To tell the truth, "Hello, Li Huanying" is indeed very sympathetic to everyone from the perspective of themes, and stimulates the thinking of mother's love and affection.
But judging from the quality and level of the film itself, it may be more appropriate to describe "Hello, Lee Huan Ying" as a "big sketch".
Because no matter from the level of director, the depth of the script, the plot structure, etc., "Hello, Li Huanying" is not mature, and even said that the shortcomings are obvious, such as the excessive force of funny, deliberately created a funny atmosphere and so on.
However, as we said earlier, it wins over "sincerity".
From an emotional point of view alone, the audience can even overcome reason with emotion, and use emotion to contain the obvious flaws in those films.
The focus of "filial piety" and "laughter" is nothing more than to resonate with everyone. "Hello, Lee Huan Ying" captures the "emotional card" very well.
As we all know, the most feared thing about feelings is to be over-consumed. The audience's love and emotion for a movie can not withstand the repeated and repeated tossing, which is why the reputation of "Hello, Li Huanying" will suffer a total collapse today.
Any movie has the possibility of postponement, for the theater or the audience, whether a movie has the "vitality" of postponement, whether it is worth postponing is the criterion.
If you blindly extend the "life cycle" of a movie for certain purposes, it is not counterproductive.
From the Spring Festival file to the Qingming file, and then to the second postponement to the May 1st file, the three-month release time is quite rare in the domestic film market.
You know, "Hello, Li Huanying" was released on February 12, and by March 6, the box office had exceeded the 5 billion mark, breaking the fastest record for domestic films to break through the 5 billion box office.
And this is less than a month before the release of the movie, in the face of such achievements, perhaps from this time on, the wolf ambitions of the capital, theaters and other parties have become more and more intense.
After all, at this time, it is only 690 million yuan away from the box office of the first "Wolf Warrior 2" of 5.69 billion, for the ticket price of more than 100, coupled with the rapid momentum of the movie, it seems that everyone thinks that "Hello, Li Huanying" surpasses "Wolf Warrior 2" is just around the corner.
Such a situation is like a student with a moderate score in a mock exam, just happened to review the content of the exam, just happened to play an extraordinary role, and all kinds of students who just happened to have a moderate score got excellent grades.
And such a result has made parents germinate ambitions. So he sacrificed the student's health and spare time, and immersed himself in hard study, just to make him the new first.
It is just that this approach ignores the most essential things, the actual intermediate level and a good luck, is not enough to support the long-term success of this student, on the contrary, choose to sacrifice health, etc., but may lead to the original middle grade plummeting.
Isn't "Hello, Li Huanying" who has undergone a second postponement this "middle school student"?
The choice of a second postponement to achieve box office transcendence, but consumed the emotional resonance of the early audience and the hard-won popularity of passers-by, in exchange for today's sharp decline in word-of-mouth evaluation, and even affected Jia Ling, who has always had a good audience popularity, and was ridiculed as a "consumer mother".
For this wave of deferred operations of the capital side, it is really "too ugly to eat", and it is no wonder that some netizens joked that "why not directly postpone it for one year, so that the box office exceeds 10 billion, not better".
Whether it is from the audience's reputation or the box office growth rate of about 100,000 per day after the postponement of "Li Huanying", the decision to postpone the two extensions of "Hello, Li Huanying" has become "stealing chicken and not eroding rice".
Beyond "Wolf Warrior 2" has no hope, in the end also lost the accumulated good reputation, the producer "play Laipi" like operation, let "Li Huanying" end up in a mess.
Perhaps this is the punishment of not knowing how to "accept when you see the good".
Director Jia Ling herself was a little hung up on her face, she said on social platforms:
"Everything was unexpected, unexpectedly I was ready to use too much publicity, and I didn't dare to do it after the movie was released", "Every time the unexpected hot search, the publicity was very frightening, afraid that friends who had not yet seen the movie would be disgusted."
In fact, behind the high box office of "Li Huanying", we also see a kind of sadness in the film market.
In the "Hello, Li Huanying" of the capital to eat ugly choice repeatedly postponed, is bound to squeeze the box office, not to the end of the last audience will not stop the flag, Mingjin at the same time, directed by Chen Jianbin "Eleventh Time" was released for 8 days, the box office is less than 50 million, the director online begged the theater line "don't rush to go offline, give "The Eleventh Time" some more opportunities."
Also as a movie, the situation of "Hello, Lee Huan Ying" and "The Eleventh Time" can be described as a double heaven of ice and fire. One postponed repeatedly, one film was cold.
Even if the box office weakness of "Li Huanying" in the later period and the decline in attendance rate have become a fact, the filmmakers and theaters would rather stand up than give new films a chance, is such a choice and practice really conducive to the development of the film?
Audiences can't see good movies and are forced to choose a handful of movies, is that really good for the audience?
This is also reminiscent of a few years ago, wu Tianming's film "A Hundred Birds and a Phoenix" was released coldly, and producer Fang Li knelt down to increase the live broadcast of the film schedule.
Regardless of whether this is a marketing method or not, at least this kneeling has allowed more people to see the good movie "A Hundred Birds and a Phoenix".
"Hello, Li Huanying" became the second largest box office film and television in China, and Jia Ling became the world's highest-grossing female director. Regardless of who is behind such a result, is such an achievement and name really worthy of glory for Chinese films?