The upcoming Mid-Autumn Festival holiday of the 1905 Film Network Special Article may bring some buffer to everyone's holiday.
This Mid-Autumn Festival is expected to meet the audience with as many as 21 films. Among them, "Wild Child", which took the lead in meeting the audience on September 15, followed by the Hollywood thriller movie "Don't Say Indecent Words", and on the day of the holiday, there were more realistic films "The Determination to Runaway" and "I Wish You Happiness!" ", comedy "A Snow Before Shame", "Big Scene" and so on. At the same time, there are also re-screenings of the movies "Journey to the West: Three Dozen White Bone Spirits" and "The Wandering Earth 2", as well as the behind-the-scenes documentary film "The Wandering Earth 2: Adventure Again" will meet the audience.
These films are vying for a "reunion", injecting a strong shot into the film market in September. This year's Mid-Autumn Festival coincides with mid-September, just between the summer and National Day files, which will play a role in connecting the market from the previous to the next.
From the current point of view, "Wild Child", "Determination to Run Away", "I Wish You Happiness!" "All Suspects", "A Shame Before the Snow" and "Big Scene" are in the forefront of the pre-sale box office, and these films have the opportunity to "run" their own possibilities.
In recent years, comedy often has a stable and large base audience. Although the two films "A Shame Before the Snow" and "Big Scene" are currently mediocre in pre-sale, they can use the advantages of the genre to break out of their own world.
The works created by female filmmakers will also shine in this year's Mid-Autumn Festival.
"Wild Child" and "Determination to Runaway" were completed by two female directors Yin Ruoxin and Yin Lichuan alone, "I wish you happiness! is a project led by female screenwriter You Xiaoying, and among the two directors of "A Shame Before the Snow", there is also a female creator.
These films seem to have a relatively homogeneous genre, but what are the different selling points of each? Perhaps we can find various breakthrough points in it.
Can the box office myth of comedy movies continue?
There is a breakthrough in the relay of new and old comedians
Looking back at the film market in recent years, comedy films have always been able to stand out from the encirclement, maintain their super standby, and give full play to their infinite possibilities at the box office in the follow-up.
The movies "A Shame Before the Snow" and "The Big Scene", two films with comedy elements as their strong selling points, will prove to the market the "ability to bring goods" of comedy films together.
Both films are the directors' big-screen debuts, and the two directors of "A Shame Before the Snow" are even more "father and daughter". But the main creative lineup is very special, in "A Shame Before the Snow", there are old comedians such as Qiao Shan, Ma Li, and Bao Bell to support them; "Big Scene" gathers new comedians from the variety show "Annual Comedy Competition".
The creation of new and old comedians seems to have completed the closed loop of inheritance in this period.
- "A Shame Before the Snow"
Since the official announcement of the movie, it has focused on the cooperation of Qiao Shan and Ma Li. This is the second Northeast comedy formed by the two after "Unfamiliar with Life", but the relationship between the two has changed from husband and wife to ex. At that time, "Unfamiliar with Life" broke out of the encirclement in the May Day file of that year, and won a box office score of over 1.1 billion.
The biggest public opinion of the film is currently in the issue of Ma Li's role, and many fans say that Ma Li is the special guest star of the film. But judging from the feature film, Ma Li's role is not as good as the Internet rumors, and I believe that after the audience watches the film, this public opinion will be self-defeating.
The chemistry between the two comedians has been shown in "Unfamiliar with Life", but compared with the previous work, "A Snow Before Shame" strengthens the concept of the Northeast region and strengthens the comedy even more.
In the film market in recent years, the core audience of comedy films has always been the audience of the three northeastern provinces, and the film can take advantage of this advantage to expand the upper limit of the box office. From the content of the materials released so far, the comedy elements largely come from the Northeast dialect itself, which greatly raises the perception of audiences in this region and helps the word-of-mouth fermentation of the film itself.
Whether it is "Unfamiliar with Life" or "Spending Money at the End of the Road", the final trend of the city's box office shows a trend of covering from north to south, and finally stabilizes the national single-day box office. This may be the breaking point of "A Shame Before the Snow".
It's not just comedy. "A Shame Before the Snow" does not only make a fuss about the comedy form, but deepens the content of the film, emphasizes the "revenge" plot of the story, and extracts this more genre and ornamental element. Comedy is a form of opening up the market, but to really gain audience popularity, it still needs stronger plot points.
- "The Big Scene"
The plot of the movie "The Big Scene" is very short, but it has enough dramatic tension and a strong sense of the net - "What should I do if I step on real thunder?" Wait online, it's in a hurry! ”
Net sense is one of the main ways to play this movie at present. Most of the main creators of the film come from the variety show "Annual Comedy Competition", which is popular with young audiences, since the show, this group of "gratifying" frequently appears in film and television works, and this "Big Scene" is a film with the highest concentration of "gratifying".
Especially recently, the comedy variety show "Joyful Wonderful Night" with the same team has just come to an end, earning enough topics, and most of these actors also participated in the film. Obviously, variety shows have become the main source of the film's popularity.
Not only that, the film took the lead in opening the national roadshow mode, in addition to going to the theater, but also entering the campus, trying to understand the audience of the show.
Judging from new media channels including official Douyin, in addition to focusing on the gratifying main creator, the promotional content of the film is more through the method of second creation, showing the plot content of the film in a fancy way, although it is very network communication attributes, but it also returns to the film itself, there are certain questions - what is the story of the film?
To some extent, the film reinforces the selling point, but also makes appropriate adjustments to the audience's expectation management. Whether the first batch of audiences can output a more effective word-of-mouth after watching the movie and guide the subsequent incremental audiences has become a major challenge for "Big Scene".
The Mid-Autumn Festival of realism broke out
The female perspective may be a plus
The realist theme has always been another perennial winner in the film market. The emotional fermentation after the release of such films, as well as the excavation of events, have the opportunity to help the subsequent word-of-mouth and box office of the film.
"Wild Child" "I wish you happiness!" This is the case for the three films "The Determination to Runaway", among which "Wild Child" and "The Determination to Runaway" are all true stories as the base, providing more fresh energy for the creation of the film.
It is worth mentioning that all three films are led by female filmmakers, who either directors or screenwriters, use more unique perspectives to touch the core of these stories with a more realistic and three-dimensional mode. In particular, "I wish you happiness! and "The Determination to Runaway" both touch on the issue of marriage and childbirth in terms of themes, and interpret the value of happiness belonging to women's ontology in a new dimension.
- "Wild Child"
At present, the pre-sale box office exceeds 20 million, which is the film with the highest pre-sale box office in the Mid-Autumn Festival. There are two aspects of the popularity of the film in the early stage, the super high appeal of the popular actor Wang Junkai, and the awareness of the outside world about the accumulation of the withdrawal in July.
When it comes to the achievements of "Wild Child", it cannot be ignored that part of it comes from Wang Junkai's box office appeal. We can see the movie "Hedgehog", which was just released in August, with a box office of more than 140 million, far exceeding expectations. I believe that "Wild Child" therefore has a certain box office foundation.
On the other hand, director Yin Ruoxin has created the movies "My Sister" and "Goodbye, Boy". The former received high market feedback and had an excellent reputation, and won 860 million box office in a relatively unpopular schedule, but the latter had an unsatisfactory reputation, with a box office of only 20.25 million.
So whether this "Wild Child" can have a good reputation will become a moment to demonstrate the level of director Yin Ruoxin.
In addition to the main creative factor, the most favorable element of "Wild Child" is that the film is adapted from the street child incident, which ensures the dramatic conflict of the play and the guarantee of emotional fermentation. But the problem is also more obvious, how to use real events to serve drama creation, as well as publicity strategies, this is what "Wild Child" should think about.
Judging from the current official shake and official WeChat, the film is strengthening the value of street children in society, stimulating the audience's empathy, and realizing another movie-watching mood.
- "The Determination to Runaway"
Like "Wild Child", this film is also based on a true story - the 50-year-old Aunt Su Min's road trip.
Aunt Su Min's story has caused heated discussions on social media many times in the past few years, and when the film was officially announced, Aunt Su Min personally endorsed it, bringing a high natural popularity to the film.
"The Determination to Runaway" faces a relatively big problem, Aunt Su Min's story is not over, and the divorce with her husband is still being processed. Such an event close to the present, while ensuring the enjoyment, can also be "fidel", which is the biggest breakthrough point in the face of public opinion in the future.
In terms of content, it is very clear that "The Determination to Runaway" is the story of women's awakening. Judging from the current official Douyin and official WeChat, following the closed loop of "strengthening real events - behind the archetypal characters - the sublimation of the core of women's awakening", it has a complete publicity landing point, and it will also be the key to the continuous fermentation of follow-up films.
Although the scale is not large, with a total box office of more than 4 million in two days, it has won a relatively good reputation on the ticketing platform - Maoyan Screening scored 9.5 points. It's just that at present, for publicity, how to use the market performance of on-demand screenings to get more films in the future.
- "I wish you happiness! 》
"I wish you happiness! The screenwriter of " is the above-mentioned You Xiaoying, the screenwriter of "Wild Child" director Yin Ruoxin's previous work "My Sister".
This film continues the style of You Xiaoying's past works ("My Sister", "Love and Blind Date"), finding the details of life in an extreme conflict, continuing the life story from imperfection, and supporting sweetness with bitterness.
The script of this work still lays a very solid foundation for the movie, and with the addition of Xiao Yang, Song Jia, Ni Dahong, Wu Yue and other powerful actors, it continues to add points to the quality of the film.
"I wish you happiness! It directly points to the current topic of marriage and childbirth, and explores how people should cooperate with external factors and self-state when pursuing a happy life, and truly write happiness. Judging from the content of the current official shake and official WeChat, it is precisely this main line to carry out propaganda.
It's just that now "I wish you happiness! Judging from the content of ", how to really land these issues, really sink, and guide more audiences, especially in third- and fourth-tier cities, to think and discuss may be the core opportunity for this film to be seen by more audiences in the future.
In short, in the face of this very "volume" Mid-Autumn Festival, the promoter can't "lie flat", how to find their own advantages in these films that seem to be of the same type and theme, and give full play to them, may be the top priority for every film.
So which of these films are you most looking forward to at the moment?