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In 2023, the Chinese film market will produce a total box office of 54.915 billion yuan, and the box office of Chinese-made films will be 46.005 billion yuan, accounting for 83.77%.
But among the top ten Chinese in 2023, "The Wandering Earth 2" has a serious story split; The story of "The Thing About Me and the Ghost Becoming Family" is terrible, but it's just a plus for the same-sex theme; The essence of "Space Exploration Editorial Department" is very simple, and it is not a high-quality product; "Wading through the Sea of Wrath" is obviously the conflict between the rich and the poor and the performance is too violent; The logic of "Fengshen Part 1: Chao Song Fengyun" is obviously flawed.
In Luo Xue's view, 5 of the top 10 Chinese in 2023 have serious problems, and as the last of the top 10, "Wading in the Sea of Anger", its score of only 7.2 really shows that the top ten Chinese in 2023 is not the best of the best, but 10 of the bad movies that can be watched to decorate the façade!
However, in stark contrast to the overall low quality of films, the box office of Chinese films, especially domestic films, has been rising steadily, gradually getting out of the impact of the epidemic for 3 years, especially the proportion of film box office during major festivals such as the Spring Festival, National Day, and May Day has increased year by year.
This year, "Hot and Hot" won 3.46 billion yuan, "Flying Life 2" won 3.398 billion yuan, and "Article 20" also won 2.454 billion yuan. The recently released "Spending Money at the End of the Road" has grossed 551 million so far, and "Peacekeeping Riot Squad" has 480 million.
Although the overall box office has declined slightly, if you superimpose the economic downturn in 2023 and 2024, the continuous layoffs, the downturn in the real estate market, and the repeated record lows of a certain A stock, the box office performance of movies in 2024 will be extremely strong, and it can even be said that it is stronger than the total box office of domestic films in 2019 of 64.266 billion yuan.
Moreover, the total box office of Chinese films in 2024 has exceeded 20 billion on May 4, reaching this result 3 days earlier than last year.
You must know that this year's market is tougher and the ability to make money is even worse! But this year's box office can be so strong, which is enough to show the movie's ability to make money!
But the embarrassing thing is that the consumption power of movies has gone up, but the quality of movies has seriously declined! There is even a feeling of writing circle money on the movie! Take "Flying Life 2" as an example, in the first part, Zhang Chi had obviously flown off the cliff "dog belt", but the second part was resurrected on the spot, and although the score of the second part was 7.7 points, the story was not as good as the first part with a score of 6.8. "Fly 2" neither highlights the despair of the older generation, nor does it shoot the passionate dreams of the younger generation, it can be said that "Fly 2" is a random copy and paste of the plot of the first part, and its obvious money-making behavior has won a high box office and high ratings.
It's no wonder that from the serious water injection of the top ten Chinese in 2023 to the no lower limit of money in the bad movies in 2024, Luo Xue can't help but wonder if the movie is more rubbish, or is the audience more rubbish as Feng Xiaogang said? Or maybe there are more channels to make movies more rubbish!
The filmmakers, the media, Internet celebrities, recommendation experts, and brainless fans are actually all vested interests in this feast of bad movies, carefully packaging bad movies into high-quality masterpieces, and finally ordinary fans pay for them!
1. Film marketing
Starting from 2023, we find that there are more and more demon distribution strategies of the filmmakers, especially "Fengshen Part 1: Chao Song Fengyun" in 2023 and "Hot and Hot" in 2024.
In fact, there is nothing wrong with a movie going out of the circle in a promotional way, but the problem is that the filmmaker especially likes to kidnap the audience or market the audience out of the circle in a way that is not human. The most obvious case of this is "Fengshen Part 1: Chao Song Fengyun".
In May 2024, 10 months after the release of "Fengshen Part 1: Chao Song Fengyun", Luo Xue saw #Fengshen's first real phenomenal movie ##回想封神第一部开局票房惨状#这样两条热搜词条 on Weibo hot search.
To be honest, "Fengshen Part 1: Chao Song Fengyun" is not as good as "Man Jianghong" at the box office in 2023, and "Ball 2" in terms of scoring and special effects. What kind of phenomenal level can make this film appear on the hot search again after 10 months? And the box office trend of "Feng 1" is also worse than that of "Nezha: The Devil Boy Descends" in the same period in 2019, but "Magic Boy" does not have such a hot search entry, how did the hot search of "Feng 1" come about?
In fact, even if the filmmaker buys the hot search in advance and has already started to build momentum for "Seal 2", after all, it is a commercial activity, which is reasonable!
But the topic was at the top of Weibo and said: "Netizens said that when the first part of Fengshen was first released last year, the box office was really dark-eyed, after all, it was a big investment and a big production, and the box office in the first two days made people feel shocked and felt that they were going to hit the street, so the director and staff were really emotionally stable, which is also confidence in the quality of the movie, and finally counterattacked all the way with word of mouth, and also brought fire to many actors in the movie."
In the comments on this Weibo, the highest number of likes said, "I didn't kneel, I didn't cry live, I didn't judge the audience, I didn't sell miserably", and there is also such a sentence in the picture of this Weibo, "Fortunately, it has reached more than 2.6 billion thanks to the quality of the movie and the efforts of tap water, and the audience has expanded after it has been streamed, and the reputation is also very good, come on the second part!" ”
Didn't sell badly? All on tap water? Is it the snow that is blind, or is there really no memory on the Internet? Does it have to be at the same time?
"Seal 1" first said that if the first part fails at the box office, the next two parts are likely to be miscarried; At the same time, the director also said that if the first part fails, he will take 10 years to pay off his debts; It was Huang Bo who said during the live broadcast that the director did it out of his own pocket in the later stage of "Fengshen Part 1".
It can be said that "Seal 1" has used miserable marketing to the extreme, and it is the first movie in China to "stand and sell miserably". While selling miserably, marketing (boys' SM-style bundling), reverse marketing, etc., are the most noisy movies in 2023, and they are also the most popular movies so far.
In the months after the movie was released, "Seal 1" had an average of more than a dozen hot searches (total) per day, and almost every time I watched Weibo, I could find 3-5 related hot searches, and it was also a movie that really became popular with huge marketing. "Fengshen Series" claims a total investment of 3 billion, and it is reasonable to suspect that half of it is used to buy hot searches, right?
It is precisely because of the success of the marketing of "Seal 1" that we found that later movies began to pay great attention to marketing, such as Jia Ling's "Hot and Hot". In essence, the quality of the movie "Hot and Hot" is not very bad, but the extremely enthusiastic marketing methods of the director and the filmmaker have ushered in a large number of media people.
It was justified and should have been publicized that the leading actor had lost 110 pounds for filming, but such an achievement has become the only gimmick for the movie to attract the audience into the theater, which is exactly the same as the SM-style male marketing in "Seal 1".
Therefore, it also ushered in the complaint of Wang Jing, the most successful commercial film director in Hong Kong, "This Spring Festival, I watched the two movies "Hot and Spicy" and "Article 20", and the excellent publicity of "Hot and Spicy" and Jia Ling's fat-selling fat loss fist are worthy of such a box office return. But in terms of drama, I think "Article 20" is the best work of director Zhang Yimou in recent years."
Why are there bad movies everywhere in China now, and the top ten Chinese movies in 2023 are all selected from bad movies? A large part of the reason for this is that when the filmmakers no longer use the quality of the film itself, the social reality reflected behind the movie and other essential things of the film as the selling point, but try their best to create topics, cater to the audience, and drive the audience with marketing.
At this time, since bad movies can make money, and since marketing is the focus of a movie, why should the director ask the movie to be better and better?
Relying on the so-called pain gimmick, at the end of 2017, "Predecessor 3" won a box office of 1.941 billion, and in 2023, "Predecessor 4" won a box office of 1.012 billion yuan;
The rot of the movie is not only a problem for the audience, but also the result of the filmmaker doing what he likes and kidnapping the audience with marketing. Of course, when the filmmaker kidnapped the audience, the self-media platform also became one of them.
PS. There is also "The Last Night on Earth" directed by Bi Gan in the classic case, which is also a classic representative of the film's deception of fans and heavy marketing.
2. We-media marketing
How many people were affected by the overwhelming self-media marketing before going to the theater to watch a movie?
The rampant domestic bad movies, although there are reasons for the marketing and publicity of the filmmaker, but self-media marketing is actually a very important part of it. Relying on their fan base, Internet celebrities recommend some movies that are not masterpieces from all angles, and finally let fans who don't know what to do pay!
On February 10, 2024, "No One in My Eyes 2" will be released, and Luo Xue saw a certain movie on the Internet recommending Big V "Uncle is no problem", and recommended "No One in My Eyes 2" on the Internet, which not only said that the movie has action and plot design, and it is the best martial arts film in five years, but also said that Yang En is the surprise of the film.
However, the story of this film is fragmented, the fight design is not new, and the logic is seriously buggy. Compared with "Eye 1", it lacks the compactness of the story and the ruthless and cold texture of the large-scale, and in terms of martial arts design, it does not have the handsomeness of throwing a knife to extinguish the fire in "Eye 1", and on logical issues, Semyon is a blind warrior who kills 300 private soldiers, which is simply nonsense. Even if the movie adds a private soldier who is frightened and runs away, he can come back, but the director doesn't add anything.
You must know that in the movie "Myth", Meng Yi played by Jackie Chan blocked the Qin army from killing a hill, and there were no 300 people in total, but the blind man in "Eye 2" killed 300 private soldiers, and he may have no concept of 300 private soldiers.
Later, Luoxue's comments refuted the blogger's point of view, and it was completely blocked!
But in fact, the role of self-media film critics in recommending movies does not stop there, Luo Xue has seen the task of soliciting essays for films such as "Spy Playing House Codename White", "Peacekeeping Anti-riot Team", "Spending Money at the End of the Road", "Journey Through the Moon" and other films to get movie tickets, as well as the task of requesting manuscripts.
There is a very uniform requirement for such tasks, that is, "the content must be related to the movie "XX", and malicious negative content will be disqualified from winning the award". is like what a netizen in a group said: "Eating people has a short mouth, why do you say what people are doing when you give you a ticket."
Because he participated in the essay collection task, or because he participated in the manuscript request, or directly because the film party spent money to ask someone to do a good job of evaluation and recommendation, then no matter how bad the movie is, he always has to praise the other party, after all, in order to ask for movie tickets and collect money, how can he ridicule the movie because it is a bad movie?
"Learn from the movie of Star and Cecilia Cheung next week, even if it's that or something, you can find a few points to praise it"
Luoxue never participates in such an appointment activity, does not sign up, and is indifferent to watching others get movie tickets, because if I encounter a bad movie, I can't help but scold it, and I will analyze why the movie is bad for fans on a subjective basis, and where is it rotten? In addition to being bad, what are the other points worth watching about the movie.
Because he couldn't restrain himself, Luo Xue didn't participate in the event, and even changed his creative direction to the direction recommended by classic old films.
3. Hope for the future
The box office of the movie is a market behavior! But in this market behavior, there are too many interests involved, and the filmmakers, cast and crew, Internet celebrities, self-media, and fans all rely on fraud to gain a lot in this scam feast, and only ordinary audiences pay for bad movies.
Domestic movies are getting worse and worse, and it has nothing to do with the garbage audience in Feng Xiaogang's mouth. However, the audience does not know the quality of the movie before watching it, and the overwhelming praise on the Internet is the only criterion that the audience can refer to.
Once, Douban was still a good reference, but with the intensification of fan behavior, Douban has gradually lost its former credibility.
Luoxue really wants to say to the bloggers who recommend the movie, please evaluate it carefully, please be worthy of the fans who support you! However, after a bad movie, there will be a good film that will be bred in the ashes, and people will gradually change their tastes or understand the channel.
I look forward to the better and better Chinese films, and I also hope that movies are no longer just a tool for entertainment, and it should give full play to its greatest value!
Okay, let's talk about it here today, I think what Luo Xue said still makes some sense, so please turn it to a comment, just give one, I want to understand a movie from different dimensions, if you want to watch a good movie, please pay attention to Luo Xue, thank you!
Thank you for your rewards, compared to a few yuan, Luoxue is more pleased that my ideas and my cognition can be affirmed by you. In the vast sea of people, it is a rare happiness in life to be appreciated by you. I can't say thank you, but I can only say thank you!
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