After the summer movie "Dogfight", no one cares about the "love file"?

Viewing habits are changing, and with the continuous popularity of realistic movies in recent years, audiences are gradually disenchanted by love-themed works.

Taking advantage of the residual temperature of the summer stall, the Qixi stall has finally arrived.

A total of 10 movies are scheduled for this year's Qixi file, and there are 4 love movies with slightly higher attention.

Starring Liu Haocun, Song Weilong and Bu Guanjin, "Missing and Forgetting" has the largest number of people who want to watch on the platform, and the main creators have also opened online and offline publicity activities such as "Hello Saturday", intending to increase publicity. This movie is a more common but tried-and-true campus background in love movies, so it has its own popularity, but the two leading actors have not been exposed in front of the public for a long time, and it is unknown how much it has played a role in the flow of the movie.

"Burning Winter" starring Zhou Dongyu, Liu Haoran and Qu Chuxiao was previously shortlisted for the "A Kind of Attention" unit of Cannes at the 76th Cannes International Film Festival, which tells the story of three young men and women who meet in the winter border town of Yanji, meet briefly but passionately between ice and snow, and then leave.

Judging from the trailer released by the film, whether it is the three people passing ice cubes with their mouths or the bathroom scene with sexual tension, it can be seen that the film tries to explore the subtle character relationship and emotional flow between young men and women, with a strong literary and artistic texture. In terms of lineup, the three leading actors have interpreted classic movie roles, and director Chen Zheyi's feature film debut "Parents Are Not Home" has also won many awards such as the Golden Camera Award at the Cannes International Film Festival and the Golden Horse Award for Best Picture, and the quality of this film is worth looking forward to.

However, the film's hazy treatment and strong awareness of the flu publicity have made the audience's understanding of the content of the film still vague, and the "triangular relationship" values revealed in the trailer are obviously beyond the audience's cognition, and it is difficult to imagine how the story should unfold. The audience is still curious and wait-and-see about this movie.

Feng Shaofeng and Naza's "Curious Dogs" takes the "protagonist" dog as the central perspective, telling the story of three pairs of urban men and women who meet and pet. Similar to this kind of warm love movies with pets strung together the story line is not uncommon in recent years, "Pet", which was released in the 2019-20 New Year's Eve schedule, finally won more than 600 million box office, from the perspective of publicity and lineup configuration, "Dog Adventure" does not know whether it can occupy the "right time and place" like it.

Another love movie "The Most Regrettable Is to Miss You" is a film produced in Taiwan, China, with a very typical "Bay Bay Love Film" style. But the film was released in Taiwan as early as Christmas 21, and there may be a considerable part of the target audience in mainland China who have already enjoyed the work on the Internet. Whether it can adapt to the narrative background and style of "Bay Bay Romance Film" also requires the audience to enter the cinema to test whether it is "unsatisfactory".

Although the Qixi movie has opened pre-sale, the pre-sale results are not optimistic today, compared with the grand situation of the pre-sale box office on the first day of the summer file, the most pre-sold box office "Burning Winter" among these films does not exceed one million. Judging from the publicity of the short video platform, only the official Douyin fans of "Miss and Forget" exceed six figures, and has produced a popular video with more than 500,000 likes, but it cannot be compared with the pre-screening publicity results of other popular movies in the summer.

There is still nearly a week left before the Qixi file, the Qixi movie has not yet started high-intensity publicity, the content of the film has not been exposed in front of the public, perhaps after the release of the box office and word of mouth "take-off", it is not known.

Is the "love schedule" out of order?

This year's "Qixi file" is still in the state of "opening blind boxes", but from the situation of "Qixi file" and "Valentine's Day file" in recent years, the "love schedule" strongly related to love movies is indeed slightly "dumb".

Four love films in 2022 are scheduled for Qixi, "Meet You" starring Li Wenhan and Xu Ruohan is the highest box office, but the total box office is only less than 80 million, and the higher box office during the schedule is the sci-fi comedy movie "Walking on the Moon Alone" released a few days ago. Among the 8 movies released on Qixi in 21, almost no love movies with a strong lineup were released, and "Rabbit Violence", which ranked first at the box office, is a youth family film about the relationship between mother and daughter.

From the perspective of Valentine's Day schedule, the box office of the 5 movies released in this year's Valentine's Day schedule does not exceed 100 million. 3 movies such as "Ten Years of One Pin Wen Ruyan" released on Valentine's Day in 22 years have a final box office of about 100 million, and almost all of them account for more than 50% or even 80% of the total box office on the first day, and the endurance is insufficient. The 21st Valentine's Day schedule is on the fourth day of the Lunar New Year, which is recorded in the Spring Festival file, and basically no love movies are released within the schedule.

Although the "Qixi stall" and "Valentine's Day stall" in the past two years are in the epidemic period, the box office is less affected by it in essence, such as the Dragon Boat stall and the Mid-Autumn Festival stall before and after the Qixi stall, which are actually not bad. "Brother, Hello" in the mid-autumn period of 22 years won a total box office of 547 million, and this year's Dragon Boat schedule "Disappearing Her" was released, which swept away the decline of the film market after the Spring Festival and directly continued the popularity to the summer file.

And itself "Qixi file" and "Valentine's Day file" are in the residual temperature of the two hot schedules of "Spring Festival file" and "summer file", and the popular movie theme type of the hot schedule is often different from the love movie of the "love schedule", for these love movies, it is a good opportunity to get a piece of the pie in the heated market.

But in terms of box office and influence, the "love schedule" of these two years did not take off with love movies. On the one hand, because the theme of movies has become more diverse, love in many movies is only one of the main lines, but the overall form of expression may be science fiction, suspense, etc., the more elements, the more novel, the so-called pure "love" movies are less, and it is not necessary to be released around the "love schedule", but there can be more schedules to be considered.

On the other hand, the audience's viewing habits have also changed, and with the release of more realistic films around social issues in recent years, the audience has begun to disenchant love-themed film and television works.

Take this year's Qixi file, "I Passed Through the Storm" about domestic violence has just been released, the women-themed "Barbie" has not yet been released, and even the fear brought by "Disappearing Her" to the audience has not completely dissipated, even if you want to see the beauty of male power, you can brush the "Fengshen Part 1" that opens the second round of roadshows a few more times, and there is a large range of choices outside of love movies.

"Dogfight" hot schedule

In fact, from the perspective of film scheduling, many relatively good love movies will not be put into the so-called "love schedule", but directly enter the May Day, New Year's Eve, Christmas and other hot schedules for melee, and the box office achieved is not disappointing.

"So Many Years" starring Zhang Xincheng and Sun Qian won 300 million box office in the May 1st schedule, and there are many hot-blooded blockbusters such as "The King of the Long Sky" released at the same time. "Want to See You" came to the Christmas schedule of 22 years, and became the box office champion in the same schedule. However, both works have the traffic blessing of the original novel and the previous work, and it is not surprising that there are such achievements.

When it comes to successes, you can't ignore the short video marketing of these two works. "So Many Years" was bombarded with more than ten videos a day and release frequency before its release, and the editing rhythm and content direction with a network sense brought dozens of popular short videos, so that many people who did not know the novel were simply attracted to the cinema by the publicity. "Want to See You" movie short video marketing linkage TV version, as soon as the familiar background music sounds, it is difficult not to let people "brave the cinema" to watch their stories.

Putting in the early publicity is also a place where love movies need to be learned. In fact, love movies have a unique advantage in publicity, because love is always the closest to life and the most emotionally resonant feelings. And compared with the heavier family theme, it is bitter and sweet, and will not make the audience overly resist entering the cinema to relive the mood they have experienced. Therefore, in the promotion of love movies, improve the sense of network, seize the audience's emotional resonance points, and maybe accumulate attention for the movie.

The same May 1st "Later Us" and "Your Wedding", one still dominates the box office champion of the May 1st domestic film in mainland film history with 1.361 billion, and the other still dominates the first day box office champion of the May 1st file in mainland film history with 789 million box office, such results show that love movies themselves have a strong audience popularity.

If you extract successful experiences from these two works, it is that they both have regretful beauty, but this BE aesthetic is not deliberate, but a little regret and missed superimposed, and finally naturally came to such an ending. From the performance point of view, the leading actors' acting skills are natural, even if there are many emotional ups and downs, many dramatic conflicts that have to be unfolded, they can be controlled so that the audience can follow along.

This also represents the most important reason for the success of love movies, which is that "quality" comes first. The first thing that a successful love movie must satisfy is that the story can resonate with the crowd in real life, whether it is regret, missed or crush, love and can't, it must interpret real emotions. The second is the delicate emotional transformation. Love movies pay more attention to the flow of emotions than a strong sense of plot, and whether this kind of virtual content can be interpreted appropriately is the skill of the creator.

epilogue

Today, love movies are still a very important category of themes in the film market, and they are gradually stepping out of the "love schedule" and entering a more intense schedule war. But regardless of the schedule and the effect of the early publicity, what can ultimately make the film invincible is its own quality. Whether it is a director, screenwriter, or actor, it is necessary to accurately describe the relationship between the characters and the changes in emotions, and the more true feelings are revealed, the less the audience will be allowed to play.