It's time for a replay.
This is not so "May 1st gear".
In the past prime time, both the box office and the degree of discussion were lower than expected, especially compared with the "strongest Spring Festival file" just past.
What's the problem?
Let's start with this unusual "new champion":
Life is not familiar
Up to now, the box office of "Life is Unfamiliar" has reached 700 million, narrowly defeating "The King of the Long Sky" by 50 million and winning the box office championship of May 1st.
This turned out to be quite a surprise.
For "Life is Unfamiliar", it did not have the "platoon" of the champion.
Yi Xiaoxing's third feature film.
The beast who filmed on the Internet back then has now won the theater box office championship.
Looking at the starring lineup, in fact, there are no big names that can carry the box office, especially Fan Chengcheng and Zhang Jingyi, who are all newcomers on the big screen.
The only label that catches people broadly is comedy.
But this year, not all comedies can be earned.
For example, last month's "Love is Delicious", the reputation was quite good, but the box office lost miserably.
Why?
Seem:
The front of domestic films, for many audiences who have been away for a long time.
It also began to become a little "unfamiliar with the road of life".
01
Simply put, "Life is Unfamiliar" is the story of a son-in-law (played by Fan Chengcheng) who goes all the way back to his hometown with his girlfriend's family in order to strive to obtain the recognition of his husband (played by Qiao Shan).
The essence is a road comedy.
On the way back to the hometown, there were various situations, chickens and dogs jumped, but in the end, through hard work, they reached a certain sense of complete "end".
Similar to the Hollywood classic comedy "Little Sunshine Beauty".
"Life is Unfamiliar" is by no means a bad comedy.
It is a work that is carefully filmed and produced, and the degree of completion is relatively complete.
But strictly speaking, "The Road of Life is Not Familiar" is still not outstanding in domestic comedies.
The core problem, everything is too "simple".
Laughter, it's a tendon.
The comedic effect is that the male protagonist continues to make stupidity.
Being stupid is also a common method in comedy, but you have to be moderate.
Look at our male protagonist.
Seeing the first side of the old man, he froze the people in the cold storage. (Being locked up in frozen cold storage is a matter of human life)
Navigation, led the old man's truck into the ditch.
He gaffed after drinking at banquets, performed fountains in public, and fed all the high-end wine from the wine cellar to pigs.
But even so, he can still be forgiven by the old man's family all the time.
But the premise is that the old man looked at the male protagonist unfavorably from the beginning.
Sir can't figure out this logic, does the old man have masochism?
Some plots are so funny that they are very out of touch with reality.
For example, the male protagonist accidentally drove Director Jia's million-dollar RV into the pond.
The old man understated Director Jia, the car repair model called you, and praised the male protagonist for doing a good job.
Because he had a festival with Director Jia before.
Then Sir can't figure it out even more, this is eight hundred wounds to the enemy, eight thousand for self-damage?
How rich is this? It turned out to be just a truck captain who made hard money.
There are also characters with flat faces, and naïve and arbitrary value judgments.
For example, the manager of the male protagonist, how does the director shape him?
When forcing the male protagonist to work overtime, he used a perspective similar to the horror principal in "The Crucible".
Finally, when he was scolded by the male protagonist pointing to his nose and scolding back, he was ugly and his wig fell out.
When you want to satirize someone, in an extremely ugly way, you are actually lazy.
Do you see how Feng Xiaogang made fun of the rich in "Big Names"?
They look like they're awesome, they're talking the best things, and they're running high-speed trains with their mouths full.
But if you look closely, what are you talking about?
Even more absurdly, this is in a psychiatric hospital.
The sense of irony is full.
What keeps "Life Unfamiliar" out of excellent comedy lies in this straightforwardness and simplicity.
On the other hand, however.
The "simplicity" of "Life is Unfamiliar", in this period, is precisely what the audience lacks the most.
02
The advantage of simplicity is that there is no threshold.
Compared to "Love is Delicious", it has a specific audience.
From a few children to grandpas and aunts, anyone can walk into the theater to watch a simple comedy like "Life is Unfamiliar".
There is no need to think about the inner logic of the characters, what is the deeper meaning.
There should be, it seems to have it.
Great scenery along the way, shocking convoy.
Even, there is wonderful speed and passion.
The various jokes you work hard to design can always physiologically point to your laughing hole at some moment.
Plus cool text narrative:
The beating worker scolded the boss and scolded overtime.
Even the lines are in the original words of "employees scolding their bosses for overtime requirements" that caught fire on the Qingming Day Internet: I will work overtime to sweep your grave.
At the same time, do not forget to output simple positive energy: what is right is always right, and you must live for yourself...
By the way, it can't be without sensational tears.
For ordinary audiences, the various needs of going to the theater to watch a comedy seem to be basically met.
There are youthful handsome guys and beauties who are eye-catching, and natural comedians like Qiao Shanma Li can be amused. If you can't get out, follow the protagonist on the screen. Laughed, and then cried with tears by the father-daughter relationship. There is also a male protagonist who vents the dissatisfaction of the workers who are depressed in five internal knots for you. Fantastic happy ending, leaving people without any burden.
As long as you don't want too much, you can get a more relaxed and entertaining viewing experience.
More importantly, "Life is Unfamiliar" chose a right schedule.
Take a look at the movies of the same period on May 1st.
Two small-cost, just-passing romance films "So Many Years" and "Countdown to Say Love You".
Only the couple's money can be earned.
A highly regional, literary sketch film "Changsha Nightlife".
The rest is the main theme movie "King of the Long Sky", "Shocking Rescue" and "Prosecutor Storm".
"Life is not familiar" has become the only comedy in May 1st.
Its simplicity quickly translates into a unique advantage.
Especially when you don't have a trip scheduled and want to spend a May Day holiday with ease.
When such a May 1st movie is in front of you, which one will you choose?
The experience of choosing "Life is Unfamiliar" is like choosing this May Day holiday destination.
You know you don't have many options.
It's either too expensive or too crowded.
If I don't go out, I feel that the vacation I have worked hard to take is wasted.
So, pick a place that doesn't seem to you want to go to, but at least it shouldn't be too bad.
Countless "insurance options" have made this comedy easily sit on the seemingly competitive championship throne.
03
But that brings us to the last question.
Why can "The Road of Life Is Unfamiliar" "small and broad"?
That's right, at the beginning, everyone's attention was on the blockbuster "King of the Long Sky" and "Shocking Rescue".
Especially "King of the Long Sky".
It stands to reason that it was supposed to go for the box office champion.
It's top again, and it's a big production scene.
Wakamitsu on word of mouth.
In terms of Douban score, the two are not much different, and even the king of the long sky is higher.
But in terms of volume and box office, "Life is Unfamiliar" won too easily.
In the past, a theme like "King of the Long Sky" + production + cast, the box office will not be low.
However, a fatal problem is that this kind of Big Mac-style theme movie has gradually faded its former plus aura.
In recent years, every important schedule, the main theme must occupy the head resource.
The most important Spring Festival stalls have to go to the theater to be baptized.
From the beginning, the main theme was only some specific genres, and now, it has penetrated into various genres - sci-fi blockbusters, costume comedies...
No matter how hot the blood, no matter how high-pitched the melody, the audience's ears will also be calloused.
Why did you choose "Unfamiliar with Life"?
It seems ordinary, but it does not dissuade people.
During the holidays when I finally have time to go to the cinema, I want to simply relax, smile, and simply enjoy a story.
Or go out with friends and find a movie to watch that makes everyone happy.
Isn't that the only one?
The same situation is "This Killer Is Not Too Calm" in last year's Spring Festival.
It is also a comedy around the qualifying line, which won 2.5 billion at the box office.
Since "Operation Red Sea" unexpectedly won the 2018 Spring Festival box office championship, it has changed the situation of the Spring Festival file:
It's no longer just a family comedy.
Other types of high-quality movies can still break through.
△ Before the release of "Operation Red Sea", many people questioned who wants to watch war movies for the New Year, and how unlucky it is to see broken hands and feet on the screen
But here's the thing.
The Spring Festival stall can enrich the dishes, but it cannot be overwhelmed.
Last year's spring file, the three main theme blockbusters "Changjin Lake", "Sniper" and "Miracle", both of which are war themes, and as the mainstream comedy of the original Spring Festival file, only "This killer is not very calm" is left.
With no choice, Hitman already wins as long as it passes.
At the moment, ticket prices are skyrocketing, and the broader market is weak.
Audiences don't love theaters as much as they used to.
Because when you have no money and no time, watching movies has become a matter worth thinking about from a daily consumption.
And it's like forcing workers to hate taking leave:
When options are extremely limited.
What we hate most is not the lack of choice, but the choice to pretend to be "good for you".
So when "The Road of Life is Unfamiliar" became the only comedy without any background, it naturally became a dark horse.
But after watching the movie, Sir was more worried.
Will the audience gradually abandon this only option?
One detail is.
At the end of the movie, everything is complete, and the old man accepts the profession of son-in-law and game designer.
Knowing that his son-in-law had already resigned to start a business to develop games, he immediately began education:
"To engage in positive energy."
When the two talked happily, in this fantastic beauty, the movie came to a bright ending.
A least "comedic" ending.
The picture of this article comes from the Internet
Editor's Assistant: M is the murderer