As the only Hollywood blockbuster in July this year, Universal's "Despicable Me 3" can really be said to have occupied the sky this time, the location and people.
Let's start with the time of day.
In the first half of 2017, the market share of domestic films was only 39%, which is really ugly. Not surprisingly, July opened the domestic protection month: "Spider-Man: Homecoming", "Dunkirk", "Rise of the Apes 3", "Interstellar Agent" and other Hollywood summer blockbusters, postponed to August-September. Only "Despicable Me 3" broke into July 7, such a mouth-watering golden slot: students have just taken a holiday, the weather is not hot enough to go out, and the long-accumulated enthusiasm for watching movies is waiting to explode.
Let's talk about the location.
There is a fact that everyone may have forgotten.
2015's Minions big eyes were the second-highest-grossing animated film in Hollywood history (after Frozen at $1.27 billion) and grossed $1.15 billion worldwide. And what is the mainland box office of "Minion Big Eyes"? RMB 435 million. The mainland contributed only 5% of the global box office.
Is it true that Chinese movie fans are not interested in minions? Of course not, due to the schedule more than 2 months later than north America
Two weeks before the mainland release, the Korean version of high-definition resources was released. Due to the high expectations, the core target fans can't wait to see it.
This time, no matter how radical the Korean window period is, it is impossible to shorten it to a week.
Finally, people and people. After 9 years in the industry, this time "Despicable Me 3", Pocket Jun feels that it is the most successful marketing of Hollywood blockbusters in Chinese mainland. Not one of them.
When you see ordinary people riding happily on the streets of Shanghai, ofo Minion version of sharing bicycles, is there a better and more natural implantable advertisement than this?
And the major brands, also play High. Cross-marketing with minions continuously. People also didn't give me advertising fees, so I won't list them here.
However, the most interesting thing is that you can use the QQ mobile phone to scan (choose QQ-AR) the banana at home (scanning the banana picture can also be), you can get a 10 yuan coupon for the entertainment ticket
If the above animation does not appear, please upgrade the QQ client
With such a favorable time and place, the mainland box office of "Despicable Me 3" has indeed exploded. 40% of the scheduling rate output 63% of the box office, the average number of people per game is 43, and the attendance rate is as high as 27%.
At present, the film has been released for two days, and the cumulative box office in the mainland has exceeded 300 million yuan.
Considering that there is no equal-magnitude animation blockbuster with the same movie-going group in the future, it is not impossible for "Despicable Me 3" to sell to 1 billion yuan + in the future.
Therefore, 1 billion yuan + is the real selling level of the big IP of the minion in Chinese mainland.
Despicable Me 3 also cost only $80 million. Yes, 80 million US dollars is really not expensive, in the Hollywood animation industry, casual budget burned over $100 million, or even over $200 million (Toy Story 3), from the formation of the concept to the final release, Pixar animation is not 3-5 years, don't think about it. Lighting entertainment is an outlier in the Hollywood animation industry: extremely fast hands, diligent and thrifty, small and broad.
Back to the movie itself.
On Friday, Pocket Jun had already watched the advance field.
If the score is 5 stars, I give it 3.5 stars.
Now that I think about it carefully, I really can't find the feeling of surprise when I watched the first part of the film.
From the perspective of the finished film, lighting entertainment actually has a clear tendency to make commercial calculations in the choice of the main plot line and branch lines.
To put it bluntly, I just want to sell more toys around
Too many people are pointing to the minions to eat
The main line is known to everyone:
The new villain, Brad, has made a comeback and wants to conquer Hollywood to gain global attention. Drew joins forces with Gru to stop the horrific plot.
And the plot side line is more complicated:
1) Villain Brad's origins revealed: a former child star in the 1980s
2) The minion really can't stand the days when Gru doesn't want to go bad and can't stand the mediocre days, sings on the stage similar to the good Voice of China, and as a result, he enters the prison and escapes successfully in the wrong yin and yang
3) The two brothers, Gru and Drew, re-recognize each other
4) Gru's wife, Lucy, aspires to be a good mother
5) Gru's 12-year-old eldest daughter Marg and the little boy's engagement
6) Gru's two young daughters go in search of unicorns, only to find the goats
If you haven't seen Despicable Me 3, it's hard to imagine how so many side lines could fit into a 90-minute movie.
But lighting entertainment, really put 1 main line + 6 side lines, all into the 90 minutes of "Despicable Me 3". As a result, the rhythm of the whole film is quite a kind of feeling, and the appearance of a pot of dishes all poured into a large pot and stewed.
If there is a detailed trade-off, Wrestlemania! If "Daddy" is 100 points, Pocket Jun can only score 40 points for the indicator of "Despicable Daddy 3".
In fact, the last three plot branches, being a good mother, engaging to events, and looking for a waste plot that has a bit of a snake to add to the unicorn and does not have any substantive contribution.
What is even more unacceptable to the old fans of this series is that Gru really does not do bad things, he has become a completely boring protagonist, he is not even a thief, just a grandfather. The character is heavily facialized
In fact, this matter is still really delicate. Pocket King to give you the beginning.
Do you remember what the English of the "Despicable Me" series is?
Despicable Me
Despicable is a GRE word, which translates to It: Morally Reprehensible is morally reprehensible
So, 7 years ago, when this series was just born, Pocket Jun remembered very clearly, the Chinese translation of this film was "Despicable Me".
Since Lighting Entertainment had just been established at that time, there were no people or birds to them, so this first part did not introduce Chinese mainland. This also gave the creative team of the film the greatest degree of freedom.
As a late entrant in a mature industry, how to surpass your predecessors and achieve great success? Jobs once said 5 words:
Disruptive innovation
Desruptive Innovation
At the time, Gru was a complete and utter villain in Despicable Me. Do you remember his plan? Build rockets and steal the moon.
At that time, Mines was not called Minions, in fact, their essence was a bunch of small slaves, dog legs, bent knees, inflammatory and followed Behind Gru, helping him to complete the earth-shattering bad things.
When watching "Despicable Me", Pocket Jun was really amazed, and had never seen such a highly original, novel plot, and anti-clichéd Hollywood animation.
The first part cost $69 million and grossed $543 million worldwide.
It is also a member of Douban Top250, ranking 116th in word of mouth.
In the venture capital world, there is a very important saying: the most important thing about investment is to chase growth, and it is best to grow significantly.
It is this logic that determines the direction of the "Despicable Me" series
It's time to see your original IP become the next cash cow. The creators of lighting entertainment began to be conservative.
The means are really more fierce than one, and the tricks are pointed
The global box office must grow substantially
1) The first step is to officially change the Chinese translation of the film from "Despicable Me" to "Despicable Me", which is really hard. If you continue to call "Despicable Me", how can this film be released Chinese mainland
2) The second step is to officially name the biggest explosive point in the film, Mines, and add a lot of drama. In fact, Pocket Jun feels that the minion is really only suitable for the same supporting role as a seasoning, and once he becomes the protagonist, he is consuming his popularity
3) The tone of the series of films has completely changed from the anti-hero genre film of the first series to a family comedy based on the sale of cute minions.
4) The protagonist Gru is no longer a bad guy, does not do bad things, but takes care of the super good dad of his three adopted daughters.
In the first part, Although Gru is a big bad guy, he is really bad and cute.
In fact, whether good or bad, the audience likes the protagonist with personality.
In the second part, Gru is no longer the big bad guy, nor does he have the refreshing plot and reversals in the first part, and he also joins the anti-wicked alliance. The extremely interesting anti-routine plot of stealing the moon has disappeared and become a bland villain.
In the latest "Despicable Me 3", this IP has been tied to too many commercial interests.
It's really a minion roar, and the earth will tremble three times.
First of all, in terms of marketing, Universal Pictures released a large number of trailers and clips, which are actually trailer clips that cut the positive film into small pieces and small pieces. Leaked too many laughs and points of view. If someone finishes watching it all, don't watch the basic positive film.
And Gru's character still has no growth and change in "Despicable Me 3". He actually became a coward who was better than a good person, so good that he could not leak.
In order to save a position in the anti-evil alliance, he could only curry favor with his superiors in a low voice, but he was eventually expelled.
If you follow the routine of the first part, Gru should be born of love and hate, and be a super cute and lovely world's worst villain. But in the end, it didn't happen.
All the plot points are taken away by the new villain Brad. Along with MJ's hit song "Bad", he debuted with a classic style from the 80s, and also used the handsome trick of Dance Battle (dancing and fighting).
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Obviously, the "Despicable Me" series has become a real cash cow for Illumination Entertainment and Universal Pictures.
The trade-offs of the plot have become a business calculation of how many toys can be sold.
After watching "Despicable Me 3", Pocket Jun believes that Universal Studios around the world has simultaneously put on the shelves of little Brad toys, unicorn dolls, and three little girls' handmade. The sale of these explosive toys will become universal studios' latest profit point.
This series, which has tied up too many commercial interests, can never return to the first part, the simple Gru is bent on stealing the moon, and the minion is like a little slave to death
No wonder, voiced steve Carell said, was his last voice for the Despicable Me series. Because he knew that the main creative team had lost the original intention of composing the first part of the film.
Can't help but let Pocket Jun sigh
There is no "despicable me" in the world, only "Despicable Daddy"