"Disappearing Her" was a big seller because Chen Sicheng accurately hit the anxiety of women today

"Disappearing Her", which has a box office of nearly 2 billion in 10 days of release, is produced by Chen Sicheng and will be within 200 million yuan after a premium, has undoubtedly become the film with the highest return on investment in the film market this year.

According to the ticketing platform, the film can eventually reach 3.4 billion at the box office, considering that there will be no competitors until next week's "Disappeared Her", its final result may be more than that. For a suspense film that is not a big IP and has no dazzling visual effects, this result is unexpected, but it is reasonable to think about it.

The popularity on the Internet and the consumption power of female audiences have jointly contributed to its explosion - the fermentation of movies on new media, the popularity is like "Predecessor 3" that year; From the perspective of audience, the audience gender distribution of "Disappearing Her" is comparable to the female version of "Wolf Warrior 2".

As of noon on July 1, "Disappearing Her" has accumulated 1,436 topics and has landed on the popularity lists of Weibo, Douyin, Kuaishou and other platforms, of which 131 have topped the top, making it the hottest movie in the same period.

Weibo is the main position of this movie announcement, and related topics have appeared on the Weibo hot search list, rising list and circle list thousands of times.

Among them are #The man disappeared after her post-screening theater proposal #, #看完消失的她 girls must keep in mind #, these topics that are very easy to trigger discussion among female audiences, #girlfriends broke up after watching her disappear# This topic has even topped the Weibo list of circles, and it is one of the topics with the highest degree of fermentation and breaking during the release of the movie.

On Douyin, there are also nearly 200 topics that have appeared on various popularity lists, in addition to topics related to celebrities, #China Women's Daily commented on her disappeared #, "disappeared her couple status after dispersing", #disappeared her friendship is true#, #disappeared she is so suitable for her partner to see#, etc., have also landed at the forefront of the popularity list. Considering that Douyin is one of the producers of the film, the fermentation of these topics should be inseparable from the latter's help on the platform.

The spread of new media has successfully led to the breaking of the circle of film. As far as the observation of the teachers in the circle is concerned, more of the people around me who actively discuss and share this movie are women, and even many girls who don't usually like to watch movies will send a circle of friends to watch it together.

Judging from the user portraits provided by Lighthouse Professional Edition, the proportion of female audiences is close to 80%, which is much higher than other films directed and produced by Chen Sicheng before, and this proportion is more than the proportion of men in the famous straight male movie "Wolf Warrior 2".

This kind of one-sided proportion of female audiences has not appeared in history, such as "Nameless" in this year's Spring Festival, the proportion of female audiences is even more exaggerated, as high as 83%. But this is mainly because the competition in the same schedule is too fierce, "Nameless" has not eaten many passers-by, and Wang Yibo's fans have become the main contributors to the box office. Although "Disappearing Her" also has traffic actor Zhu Yilong, it is obviously impossible to sell 3 billion + by relying on fans alone.

Marketing on new media is a regular routine for film publicity at present, but there are not many that can cause wide dissemination. "Disappearing Her" can be popular precisely because she hits the collective anxiety of women in today's society.

Although on Douban, there is no lack of evaluations such as "Chen Sicheng thinks too straight" and "male directors can't shoot girl help girls at all", and the movie's rating is also declining all the way, but compared with Wen Qing's criticism, it is obvious that Weibo and Douyin can better represent the basic plate of passers-by of the movie.

Open these two platforms, non-Zhu Yilong fans' evaluations of the movie are surprisingly consistent - watching fear of marriage, watching it every day to eliminate the love brain, marriage will only make people unfortunate. There is even a lot of posing content with the same theme on Douyin: after the couple watched the movie, the boy wanted to hold the girl's hand, but the latter hid far away.

It is not difficult to see that "Disappearing Her" stepped on the marriage anxiety of Chinese women this time.

A previous project of the Communist Youth League showed that the willingness of China's Z generation to marry is showing a downward trend, and among the reasons affecting the intention to marry, 30% of young people choose to "not believe in marriage", and among such young people, women account for as much as 70%. In other words, young Chinese women are far more likely to fear marriage than men. In this context, the scolding of scumbags after watching the movie has become an outlet for many people's emotional catharsis, thus forming a word-of-mouth spread on social media.

According to the point of view of communication, the effect of interpersonal communication is often better than that of mass communication, and interpersonal relationships determine the effect of interpersonal communication. Simply put, the preferences of girlfriends who have a better relationship with you will influence your perception of something to a greater extent than Amway in authoritative media. This is why the box office of "Disappearing Her" can reverse the decline, apparently the fermentation of acquaintances' reputation, prying more incremental people.

This result is undoubtedly a targeted attack made by Chen Sicheng on the basis of a full understanding of the market and user needs.

"Disappearing Her" is a remake of the former Soviet film "The Trap for the Bachelor", and the male protagonist of the original film is a male who does not stand out in appearance. However, the Chinese version not only began to adjust from the title, the perspective focused on women, the actors also chose Zhu Yilong and Ni Ni, who are quite popular with women, although the director of the film, Liu Xiang, said in an interview that scumbags are not the focus of the film, and there is no intention to interpret the film from the perspective of gender opposition, but the teacher believes that the film should have been circled as early as the planning stage to focus on female audiences and create topics among women.

(Poster for the former Soviet film "A Trap for Bachelors")

What's more, using the topic to drive the movie out of the circle, Chen Sicheng has long been familiar with the road.

Although the "Manslaughter" series previously produced by him was classified as a crime suspense film, what really sparked heated discussions after its release was not the labels such as brain-burning and reversing, but the themes such as family affection and parental dedication that are more likely to move Chinese audiences. This is also why "Manslaughter 2" can still sell 1 billion + even if it fails the Douban score.

The difference is that all the previous movies labeled Chen Sicheng have focused on men, and his portrayal of women has always been quite criticized-Ivy, played by Zhang Junning in the "Detective Chinatown" online drama, is one of the few impressive female characters. Therefore, this time taking the initiative to hit the topic of women may also be regarded as Chen Sicheng's intention to broaden the audience circle and pave the way for the future content layout.

(Zhang Junning plays Ivy in the "Detective Chinatown" online drama)

Although this routine even with some face-based character shaping, as well as too "standard" content telling mode, there is a certain controversy among fans, but it is undeniable that from a pure market perspective, mobilizing the emotions of a specific group of people is the most suitable way to play non-head blockbusters, this kind of film is also in the Spring Festival file and the National Day file, the most arouse the enthusiasm of the market for watching a type of content, it does not need to provide the audience with a perfect work, only after tea, can make people have a nagging topic, It is enough to hype the box office market.

At this stage, in addition to Chen Sicheng, Dapeng, the director of "Keep You Safe", and the director of "Unfamiliar Life" called Beast Yi Xiaoxing, etc., are also experimenting with similar creative models. At a time when Hollywood blockbusters are declining and capital enthusiasm for the film and television industry is declining, this type of medium-sized films that can be quickly copied may to some extent replace blockbusters with unstable production and become the backbone of supporting the annual box office.