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"We all hope that the Spring Festival file next year will be a peaceful, festive and clean Spring Festival file for all three of our films"-at the midnight forum of the Golden Rooster and Hundred Flowers Film Festival last night, four directors Chen Kexin, Zhang Yibai, Xu Zheng and Chen Sicheng joined forces An initiative was issued to call for the Spring Festival stalls next year not to be black, and to work together to expand the Spring Festival stalls market.
In addition to "to discuss" the major events of the 2020 Spring Festival, the forum last night was also a discussion about "new commercial blockbusters". At present, the Chinese film market is entering the era of "new commercial blockbusters". Looking at the phenomenal films in recent years , Such as "Wolf Warrior 2", "I am not the God of Medicine", "Wandering Earth", "My Motherland and Me", etc., all have strong social attributes, focus on topics of common concern, and arouse a wide range of emotions resonance.
▲ Zhang Yibai, Chen Kexin, Xu Zheng, Chen Sicheng
So, what are the characteristics of the new commercial blockbusters, how will the future new commercial blockbusters develop, and who are the seed players worth paying attention to in the new commercial blockbusters? This article will elaborate on these issues.
High quality, strong empathy, and social significance
The era of "new commercial blockbusters" is coming
Before discussing what is "new commercial blockbusters", let's review the development path of commercial blockbusters in Chinese movies. In 2002, Zhang Yimou's "Hero" turned out, opening the era of Chinese commercial blockbusters with a box office of 250 million. At that time commercial blockbusters were mainly characterized by the propaganda actions of big directors, big stars, big productions and big battles; 2012 Xu Zheng's "Tai囧 of People Re-Embarrassed" debuted, creating a new era of 1 billion Chinese film box office. Starting from "Tai囧", commercial films have paid more attention to the reality and reflection in addition to being entertaining. , From spiritual themes to aesthetic expressions have a deeper level of improvement;
in the film market in recent years, it is obvious that there have been newer commercial blockbusters, such as "Wolf Warrior 2" in 2017 and "Wolf Warriors 2" in 2018. Compared with the commercial blockbusters in the first two stages of development, these films are more closely integrated with reality and have more realist features than this year's "Wandering Earth" and "My Motherland", etc. , Not only achieves the balance between business and art, and wins the super high box office with super high reputation, but also has huge social value and influence, so it is called "new commercial blockbuster."
In the field of "new commercial blockbusters", Chen Kexin is undoubtedly a representative creator, especially in the "Chinese Partner" and "Dear" in recent years, closely integrated with the issues of the times and enhanced market structure. Obviously, the following "Chinese Women's Volleyball" for the Spring Festival in 2020 is another breakthrough for Chen Kexin.
"Always looking for something new to challenge myself, to make myself more enthusiastic when shooting, but also to challenge my own weaknesses." In the forum last night, Chen Kexin also gave a comprehensive account of his filming of "Chinese Women's Volleyball". The original intention-"When you see everyone’s reaction to the women’s volleyball team, that thing is worth taking. It goes far beyond volleyball and sports. In fact, it is the interaction between the whole people and the sport itself, and the whole Chinese people are in line with international standards. It is the expectation and confidence of the whole people."
Therefore, it can be seen that the reason why the "Chinese Women's Volleyball" can be called a "new commercial blockbuster", in addition to the commercial attributes of advancing with the times, and more importantly, its spiritual and emotional core for the market and the era's influence and leading role .
New breakthrough, high-standard, social marketing strategy
"Chinese Women's Volleyball" leads the Spring Festival file
After the midnight forum last night, the "new commercial blockbuster" became a hot topic in the industry. At the same time, from a development perspective, new commercial blockbusters The prosperity of the field is not only the current market boom, but also the future development direction. From the point of view of sir, behind paying attention to the new commercial blockbusters, it is actually paying more attention to the spirit and emotion behind the film works. In the vernacular, it means looking for the power that touches people's hearts in the film works, under the support of this power. At the same time complete the artistic spiritual value of the film and market commercial appeal.
It is well known that "Chinese Women's Volleyball" is an emotional and spiritual symbol of China's pride, and the core of the women's volleyball spirit such as "unity and cooperation, tenacious struggle, never give up" also has a strong and positive effect on the present. Therefore, the Chinese women's volleyball team has a strong vitality and highly cohesive national sentiment.Sense first constitutes the strong resonance and strong attraction of "Chinese Women's Volleyball".
Under the premise of a high level of spirit and emotion, all aspects of film production and publicity also need to be fully upgraded, so that every link in the entire industrial chain reaches the highest level of "new commercial blockbusters". It is worth mentioning that
is the publicity work of this film. The film is scheduled for the Spring Festival next year. With the market upgrade, head competition has become more intense. From the current point of view, there are already nine films scheduled for the Spring Festival in 2020. Basically, it can be said that each movie is strong, but from the perspective of the propaganda body, that is, the film itself, the propaganda potential of "Chinese Women's Volleyball" is quite deep, thus ensuring the film's high popularity and leading market space in the competitive echelon.
Looking back at the "Chinese Women's Volleyball" publicity campaign so far, in fact, the film has started a relatively intensive publicity process since the end of September. Within one and a half months, two trailers, four groups of 11 posters and two promotional short films have been released. It is said that preemptive strikes occupy the high position of the market space. At the same time, based on the strong content vitality of the film, the publicity of "Chinese Women's Volleyball" actually presents a panoramic interpretation of "Chinese Women's Volleyball", from the perspectives of historical retrospect, character memorials, spiritual presentation, emotional detonation, etc. Reach and communicate during the action, awaken the emotional memory of the audience, and create a broad and deep emotional foundation for the film's release in the Spring Festival next year.
So judging from the current propaganda actions, "preemptive strike" is actually a way to fight for a longer period of time for audience guidance and movie-watching emotions, and a series of marketing actions that are deeply integrated with the image of the Chinese women’s volleyball team are not only for film services, but also for A publicity for the entire women's volleyball team, from a content perspective, it can be said that each other achieves each other.
Last night there was a set of marketing data about "Chinese Women's Volleyball" on the forum (as of November 19). The film led the Spring Festival with more than 1.5 billion views on related topics, and it was on hot search 6 times, and the number of video views exceeded. 480 million, users in more than 40 fields including sports, humor and finance, etc. participated in the discussion of women's volleyball, which shows that the film has an obvious advantage in popularity. From a comprehensive point of view, "Chinese Women's Volleyball" can be understood as a leapfrog development of a new commercial blockbuster in different composition and subdivision fields, whether it is the creation of film quality, the presentation of spiritual values or the new ideas provided by the propaganda trader. Because a new commercial blockbuster is not only the most senior representative of the current film market, but also a guide and thinker of future film development prospects.
Time memory, high-burning inspiration, and a new experience
The "Chinese Women's Volleyball"
, which is most suitable for the Spring Festival file, is actually a film that is naturally suitable for the Spring Festival file regardless of its type advantage or market potential.
First of all, from the perspective of schedule attributes and film genes, the Spring Festival file is the most important family movie viewing period of the year, and "Chinese Women's Volleyball" is a movie that carries the memories and emotions of the whole people. The protagonist of the story is the Chinese women's volleyball girls. Not only is the group of people most familiar to the people, but the glorious history created by the women's volleyball team is integrated with the passionate years of generations. Since the women's volleyball team took off in the 1980s, the image and spirit of the women's volleyball team have accompanied generations of people. Growth, so for the "Chinese Women's Volleyball", the film has the most extensive audience.
is like what Chen Kexin said: "When we were doing the "Chinese Women's Volleyball" promotion, many of the post-90s in the team received calls from home. Mom, Dad, grandparents said they would like to watch the Spring Festival. I think this is good, really It is a movie suitable for all ages and can be watched by the whole family. Every age (people) can find the memories of watching the women's volleyball team in the movie."
Secondly, from the perspective of the film theme, the story of "Chinese Women's Volleyball" is not only Contains the struggle history of the Chinese women’s volleyball team. At the same time, its inspirational, upward, positive, high-burning elements due to the particular theme are also unique. Moreover, next year (2020) coincides with the Olympic year. The increase in attention to related content also provides a good market atmosphere for sports-themed movies, which is also a big boost for the future entry of "Chinese Women's Volleyball" into the market.
From the perspective of the breakthrough of "Chinese Women's Volleyball" itself, the film not only has the characteristics of a "new commercial blockbuster", but is also a rare film for the Chinese film market, and the film brings new viewing The experience will also become a highlight during the Spring Festival. For the Spring Festival, An important behavior during the movie viewing event of Family Fun, which also shows that the audience group in the Spring Festival file is not a "high-frequency audience", that is, it is mainly a more ordinary audience group, and for a larger number of ordinary audiences , They enter the cinema just to get a fresher viewing experience and more shocking spiritual and emotional gains. At this point, "Chinese Women's Volleyball" also has the powerful ability to meet the needs of the largest audience.
The current industry has already reached a consensus that the Spring Festival market in 2020 will inevitably refresh its history again. Under the newer and larger market structure, new commercial blockbusters like "Chinese Women's Volleyball" need to be the backbone of the schedule and upgrade in the market. Under the background of the film, the film will also gain more dazzling market results. The era of
new commercial blockbusters has arrived, and the 2020 Spring Festival file with the help of new commercial blockbusters is bound to be more exciting, and among them, "Chinese Women's Volleyball" is not to be missed.
