In the Chinese film market in 2016, a film called "A Hundred Birds and a Phoenix" attracted "widespread" attention from society.
The cause of the matter is this, in order to let the theater line more points of the film, Fang Li did not hesitate to kneel.
This may be the only time in the history of Chinese cinema.
Mr. Wu Tianming, the director who is already in heaven, may not be able to think of anything.
Not to mention the ancient precept of the seven-foot man with gold under his knees, Fang Li is also a well-known person in the film circle, why should he use such an extreme way to "market"?
Where is the necessity? What is the real reason behind it?
Let's start at the beginning. This film is the posthumous work of director Wu Tianming. So who is Wu Tianming?
He is one of the representatives of the fourth generation of directors, the director of the Xi'an Film Studio in the 1980s, and the Bole of the fifth generation of directors.
His "Old Well" made Zhang Yimou the Tokyo Film Emperor and had an important impact on Jia Zhangke and others.
In the short period of 6 years as the director of the factory, he tried his best to help Zhang Yimou, Chen Kaige, Huang Jianxin, Zhou Xiaowen, Tian Zhuangzhuang and a number of fifth-generation directors shoot works.
It can be said that director Wu Tianming is a director among directors, a leading figure in the history of Chinese cinema, and can be called the "godfather" of the fifth generation of directors.
The problem is that his last film, "Birds and Phoenix", was shelved for two years after the director's death due to lack of promotional costs.
Although the reputation after the release is very good, but the schedule is very low, which makes many people in the industry unable to watch, they want to shout support for director Wu Tianming.
Zhang Yimou chartered the venue at his own expense and invited relatives and friends to watch the film;
Ang Lee recorded a video, recalled a long talk between him and director Wu Tianming in New York, praised Director Wu's contributions to Chinese films, and hoped that everyone would support "A Hundred Birds and a Phoenix";
Jiang Zhiqiang, Yu Dong and other bigwigs in the circle volunteered to publicize.
It is no exaggeration to say that half of the film circle is building momentum for this movie, but the reality of low-ranking films (few and more is not golden) cannot make more audiences watch this film.
It is in this context that Fang Li, as the producer of the film, said:
As long as you (the theater manager) can give us a golden show this weekend, I'm willing to kneel for you.
What a poignant scene!
For colleagues in the film industry, their full support for the publicity of the film is out of respect for the personality of director Wu Tianming and the recognition of the work.
In particular, the Slovaks have passed away, and this is a little practical thing they can do to the deceased, and they should do their best.
In fact, Fang Li did not participate in the production of the film at the beginning.
Later, when a suitable distribution company could not be found, Wu Tianming's daughter Wu Yanyan asked Fang Li for help, and he promised to volunteer for this good film.
The scene was very moving.
Fang Li turned his back after watching the film, and when he turned around, he was already crying into tears.
He immediately decided that he must bring the film to the market, even if his head is bleeding, he will fight a battle for this film and the market.
Earning or not making money is secondary, and he can't bear to see good works buried. However, this battle is too difficult to fight.
Obviously, the two are both helpful and warm-hearted, and they are also warriors who strive for Chinese films, and their hearts are connected.
We can't help but ask, why don't the theaters give more than one row of films?
Quite simply, the theater side considers economic interests, and the commercial "color" of "Birds and Phoenix" is not enough.
First of all, the theme is to tell the story of the contemporary inheritance of The Art of Oh Na, and the "point of view" is not so attractive.
Secondly, there is no star lineup, and the person who plays Third Master Jiao is tao Zeru, who is familiar to everyone, but he is an older generation of actors, and young people may not recognize him.
Finally, "Captain America 3", which was released at the same time, is more in line with the public's viewing taste.
In this way, how can the theater line of mercenary intentions give "A Hundred Birds and a Phoenix" more films?
Therefore, on the one hand, the high attendance rate and good reputation of "Hundred Birds and Phoenix", on the other hand, it is the low ranking and low box office of the film.
That is, the artistic quality and market returns of the work are misaligned.
The essence of the question is still, where should literary and art films go in China? Or where is the way out for Chinese literary and art films?
For many years, there seems to be nothing new to go except to participate in international film festivals.
It is not difficult for literary and art films to enter domestic theaters, the difficulty is that there is no return, even if the score is high and how good the reputation is, it is inevitable that the fate of applauding and not being popular is not popular.
People who can sell "Daytime Fireworks" such as Diao Yinan are really rare.
Besides, if it weren't for Liao Fan, Gui Lunmeng, Wang Jingchun, Wang Xuebing, Yu Haolei and other familiar faces, what would have happened?
In any case, China already has its own art theater alliance, although it has not yet played too much substantive role in promoting, but after all, it has set sail, and literary and art films still have a long way to go in China.
I hope that more people will appeal, I hope that the big guys in the film industry can work together, and I hope that the majority of audiences can support literary and art films.
Fortunately, with the active efforts of all parties, the box office of "Birds and Phoenix" reached 869.5 billion.
Most importantly, many people know this work, know Wu Tianming, and know Fang Li.
Finally, a tribute to director Wu Tianming! Hats off to Mr. Fang Li!
PS: Recommend Wu Tianming's "Old Well"; Fang Li's "Home in a Place with Lush Water and Grass".