Good news.
The sisters are back, Douban 7.7, a new domestic high-scoring film, Sir's circle of friends has given it a thumbs up.
And then just...
No news.
It was released for 9 days, the box office was 13 million, and there was no heat for discussion.
Domestic films that have been cold at the box office are not unusual.
But this Sir is particularly curious, there should be popular elements, why can't it be hot:
Love is delicious
Honestly, Sir at one point thought it might be the little dark horse of the month.
There is a reliable team.
Director Chen Zhengdao, "Hypnotic Master", "Memory Master", "Back to 20 Years Old" and "Midsummer Future" have all had good results.
There is a fan base.
In 2021, the drama version of "Love is Delicious" scored 8.1 on Douban with 260,000 people, which was a small hit that year.
Topical.
Comply with the call of public opinion, urban women's themes, emotions, marriage, workplace... Almost a topic with its own traffic on Weibo.
That is, such a film, did not make a splash.
Irrationality?
Expectations are always wonderful, but it's also time to face the skinny reality.
01
Summarizing the story of "Love is Delicious" is simple, because it has no complicated plot.
It is the urban emotional life of three thirty-year-old girls, Liu Jing (played by Li Chun), Fang Xin (played by Zhang Hanyun), and Xia Meng (played by Wang Ju).
First of all, Sir has to affirm the best of "Love is Delicious".
That is "normal".
After watching Sir, I can't help but be moved, how long has it been since I saw normal young people in domestic films and television?
Director Chen Zhengdao is good at shooting young people's stories, with sincere posture and diverse perspectives.
For example, in "Midsummer Future", he can capture the characteristics of Generation Z middle school students very vividly.
How they make friends, how they face emotional budding, how they surf the Internet, their pop culture...
The same goes for the movie "Love is Delicious".
It can make urban young people feel that many places are filming their own lives.
Director, understand me, respect me, don't lust me.
For example, it is a very real restoration of the ecology of today's dating software.
It is convenient to find someone on the map, say hello and "look at you" first.
Some urban young people don't fall in love because they don't want to fall in love, and there are not so many unforgettable injuries.
Another example is "game socialization" into the same kind of circle, but also beware of the little sister on the other end is another dead house turned on the voice changer.
Live broadcast shop exploration routine, Internet celebrity character creation, can make you smile.
The presentation of sisters getting along is very natural, and they will not shoot too hard.
The laughs and memes in the film are not embarrassing, and they are the sense of humor bred by the contemporary young netizen culture.
Chen Zhengdao used the role to complain about generosity and self-blackening.
- "The Visitor's Secret" I didn't understand
-The threshold for viewing movies is a bit high
- High threshold of Douban 5.3?
Xia Meng found her boyfriend to play the king on his behalf, and called his teammates to change "residual blood" into "prenatal examination".
While it is close to the current Internet epidemic ecology, it also touches reality with a smart gesture.
You know, in the genre of light comedy, a very key place is "light".
That is, the control of the "degree" of real problems.
Shallow, suspended.
Deep, easy to bitter and deep.
"Love is Delicious" balances this well.
A plot.
Fang Xin had morning sickness during the meeting, and the boss flew in with an eye knife.
Nothing was said, nothing was said.
Another pregnant colleague comforted her, otherwise we will take a leave of absence, it's okay, we all understand.
The next second, this sister, "Boom-", the amniotic water broke.
They don't need the help of others, and they take a taxi and go to the hospital to give birth.
As soon as she left, her boss arranged for Fang Xin to take over her job.
In two minutes, an unjuanable workplace atmosphere came out.
Not only that, the film goes one step further, using a self-reactionary way to dissolve the profound.
Zhang Zong (played by Ni Hongjie) talked to Fang Xin, split his head and covered his face, and exchanged emotional cards.
I want both a career and a family, why is it so difficult, as a mother-to-be, you understand my suffering, right?
Sir was praying that there would be no Declaration of Independence.
In the next second, Mr. Zhang, who had just returned to the bitter melon face, smiled slyly.
Hehe, I know you understand me, so what, my son has an extracurricular manual homework that needs to be completed by parents, I'm too busy, otherwise you will help do it.
Women understand women best, and Mr. Zhang knows that using the trick of "comparing hearts to hearts" to deal with female subordinates who are also in trouble, it is the most spiritual.
Women are sometimes most willing to pretend that they don't understand women, otherwise, how can she be inconsiderate of the difficulties of pregnant female colleagues.
There is also a sense of realism in the plot, which Sir also thinks is rare.
During the epidemic, the life of urban young people wrapped in uncertainty was recorded by Chen Zhengdao in a seemingly relaxed bridge.
When Fang Xin's boyfriend Zhang Ting accompanied her to the hospital for a maternity examination, because of the strict scanning code + flow limit, coupled with the conflict between the two, Fang Xin entered the hospital alone.
Zhang Ting took advantage of this opportunity to go to a jewelry store in a nearby mall, wanting to buy a wedding ring and propose a surprise.
Who knows, came an even bigger surprise.
The clerk of the jewelry store was suddenly notified that it was a close contact, and the mall immediately pulled up the cordon, and Zhang Ting also wore a big white to be transferred and isolated, and the marriage proposal was lost.
Planning, never keeping up with change.
Outside of the main theme film, we hardly see any other film reflecting the life of the past three years.
Such an emotional comedy makes us feel the reality of life.
02
"Love is Delicious" has a good reputation, why didn't it become a dark horse like the show?
The reasons are, of course, diverse.
First of all, in essence, it is equivalent to the TV version of an online drama.
It must be admitted that although "Love is Delicious" is very popular and has a good reputation, it is only a masterpiece of the year, and it is not a classic.
It will not have the basic plate and deep feelings of a generation like Conan and Slam Dunk when they came out of the TV version.
There is also no phenomenal popularity of the drama version of "Want to See You".
The audience for this IP is limited.
It may just be a favorite of urban youth, especially female audiences.
There is no problem with this kind of work with a precise audience on online dramas, but not on theatrical films.
The most obvious reasons:
Money.
Sir was in Guangzhou and bought a movie ticket for "Love is Delicious" and spent 68 yuan.
Counting the transportation expenses, you may go specifically to see this one, and a hundred dollars will be gone, not to mention the time cost of a trip to the cinema.
Very real problems lie ahead.
"Love is Delicious" may be delicious.
But.
It's one thing to open a delicious pack of e-squeezed vegetables after ordering takeout, and quite another to go out to the cinema to open e-squeezed vegetables.
That is to say, "Love is Delicious" provides careful, small, beautiful, interesting, and the ticket is not full.
"Want to See You" is also a screen dinner version.
But the drama itself is a suspense drama, the male and female protagonists rely on a strong obsession to cross to see each other, and even if the screenwriter finishes, there are still some holes that have not been filled.
All this gives the audience a reason to go to the cinema to put an end to it.
And "Love is Delicious"?
I have seen it, but I don't necessarily have a strong obsession with goodbye.
The movie version is more like moving the first two episodes of the second season of the drama version to the big screen.
Maintain the level of the series and continue the plot of the series, then it is no different from the Internet drama.
Then it's better to wait until the next screening, watch it online, and let it return to the essence.
This is true for audiences who have seen the show, let alone those who have not seen it.
Because "Love is Delicious" even the rhythm is online drama-style, the characters and story are highly dependent on the original plot line, and there is no previous history and no much change.
Passers-by who have not seen the drama may have a little difficulty entering.
In addition, we have to consider that the theater line is becoming more and more prominent now:
Social attributes.
Spring Festival file, accompanying family is just needed; Valentine's Day file, the process of dating small couples; "Slam Dunk" was released, calling the brothers to go for a wave.
And "Love is Delicious".
Sisters?
The ideal is full, the reality is the backbone.
Although the sisterhood of "Love is Delicious" is very heartwarming.
But think about the original viewing scene of this drama - most of the girls watch the drama alone with their mobile phones or tablets, and they are not boiled with their girlfriends.
Everyone is busy and tired.
The sisters ask out for a cup of coffee and go shopping, they may not be able to match the time, not to mention the movie has to pick the number of scenes.
When it's time to rest, I just want to collapse at home, brush up on drama, and catch up on sleep.
Why did "Small Times" sell so well back then, think about it, how much of it is the credit of students?
College students have leisure.
Middle school students are busy with schoolwork, but the busier they are, the more they want to go out and relax on weekends and make appointments with their sisters at the cinema "We said yes not to separate".
Only adults know best:
Tired, staying at home to cook drama is leisure, going out to find leisure is a burden.
If you have to go out, there are strong reasons.
In addition to hardcore fans, there are probably only left:
Couple.
That's why every year's holidays, especially Valentine's Day love bad movies, even if they are bad, can easily exceed 100 million.
Last year, the 2.7-point "Ten Years of One Pin Wen Ruyan" scored 160 million in Valentine's Day, and the 4.4-point "I Really Hate Long-distance Relationships" scored 160 million in the May 1st file.
Even if these films are some mushy starring actors that no one knows, it is enough to highlight the "romance film" in the name and marketing.
Holiday couples go to watch love movies, has become a ritual, a picture, an atmosphere.
Quality is not important, the cinema is an excellent dating place, and those PPT-like exquisite and empty romance films are audiovisual at best.
"Love is Delicious" obviously does not fall into this category either.
Although it is called "Love is Delicious".
But "love" is not actually its focus, let alone its publicity gimmick.
What it wants to talk about is actually "life".
It even says that women should learn to value love and value themselves.
This leads to the fact that even if it is still a commercial chick movie, it lacks the appeal to the group of couples compared with "33 Days of Broken Love" and "Beijing Meets Seattle", which once had strong love attributes.
Various reasons have added up, resulting in the misalignment of the reputation and box office of "Love is Delicious".
03
But having said that, there is finally the most important point.
At present, ordinary movies are losing the ability to attract people into theaters.
That is to say, it is increasingly difficult for movies that are above the middle to reach the box office of the past.
The 28 effect is further highlighted.
In fact, if it had been placed in previous years, such a chick comedy with a good reputation would not have been so tragic.
Although the film market looks to pick up this year, a variety of new films have been released.
However, the audience does not seem to return to the theater.
It's like saying how explosive "Slam Dunk" is now, but it's just leveling the past normal.
When the data speaks, compare it with April every year.
It is almost over in April this year, the total box office is currently 1.9 billion, three years after removing the intermediate epidemic, it was 4.7 billion in April '19 and 3.9 billion in '18.
This gap is almost a foregone conclusion.
What kind of movies can still attract people into theaters today?
Let's just say a few films that have a slightly better box office this year.
Makoto Shinkai's "Journey to the Bell Buds" has a box office of 700 million, and the student group has contributed a lot to the box office.
"Slam Dunk", the IP is too powerful + 30 years and other +9.1 points of phenomenal word of mouth.
In this comparison, the medium-sized "Keep You Safe" won 680 million, which is a pretty good result this year.
In addition to this, there are many more like "Love is Delicious".
There is the potential of a dark horse, and the result is only a dismal ending.
Not exactly, because of the eyes.
It is the standard of "explosion", which is different today.
For example, "More than Endless" and "When the Wind Rises Again" were released after a lot of hard work, but they pitifully lost the strength that everyone originally expected.
The unexpected phenomenal discussion of "I Am Not the God of Medicine" in 18 years will not happen again.
Looking at Hollywood cool films, this year it failed miserably in the mainland box office.
Superhero films have a double collapse at the box office, and popcorn blockbusters such as "Dungeons and Dragons" with quite good quality have also achieved miserable results.
Even "Avatar 2" at the end of last year did not trigger the expected viewing frenzy.
So, what kind of movie can still attract people to the theater?
Going to the cinema to watch movies, for the general public, is essentially a kind of cultural entertainment consumption.
Most theaters are built in shopping malls, just for everyone to watch a movie when they are tired of spending in the mall.
A few years ago, when Chinese movies were the hottest, no matter how bad the comedy, many passers-by were willing to spend some money to watch a lively.
But today, that demand is decreasing.
The consumption rate of the shopping mall itself continues to be weak, how can it drive cinemas?
Add to that rising fares.
When you have no money and no time.
Watching movies has become a matter worth thinking about from a daily consumption, and has become a secondary choice that is increasingly backward.
Just like "Love is Delicious", this paragraph of his own spit on "molecular cuisine" tries his best to attract customers.
Eating also requires various reversals
It feels unexpected
Of course, this does not mean that people's needs are decreasing.
On the contrary, when people feel that reality is tired and hopeless, they need cultural and entertainment products to soothe anxiety.
People don't like to step into the theater at the same time.
The enthusiasm for chasing dramas has not diminished in the slightest.
This year, blockbuster movies didn't appear much.
But explosive dramas and topical dramas come out every three to five.
From "Crazy", to "Dark Glory" and other popular levels of national popularity, to popular dramas such as "The Last of Us" and "Restart Life" that have aroused a lot of discussion.
Yes, everyone still needs it.
But prefer to do so at a low cost, or even no cost.
Unless the movie provides a reason why you must go to the cinema:
For example, a blood-boiling nationalist theme education, a benchmark industrial upgrade of domestic science fiction, a large-scale criticism of reality themes that "really dare to shoot"...
However, all three are unattainable.
First, with the increase of quantity, it is easy to show a diminishing marginal effect;
Second, it takes years to sharpen a sword;
Third, no dreams come reliably.
After many years of frenzy in domestic films, I feel that any film has the opportunity to make a fortune, and anyone can "certain and excellent" the end of the era of the entire film debut.
△ Wu Kequn, "Writing Poems for You"; Yue Yunpeng's "Mad Yue Prying Beauty"; He Jiong's "Gardenia Blossoms"; Zhang Xinyi "Miss Puff"; Wang Baoqiang's "Big Trouble in Tianzhu"; Xiao Shenyang "Fierce Insects Across the River"
The domestic film market may be about to enter a round of extreme slimming.
The most extreme and core movies and needs can survive.
Is this news good or bad?
The picture of this article comes from the Internet
Editorial Assistant: Almodovanya and M are the murderers