Peninsula reporter Zhong Weili
never expected that in such a prosperous movie market today, a re-screening of an old movie that has been 21 years away would have a box office of over 100 million in a dozen days, surpassing all movies in the same file. . "The Pianist on the Sea" allows us to see a huge market for classic rescreening films, but at the same time, not every remake film audience will buy it.
Why is the re-screening market popular?
For the re-screening of classic movies, technology is the main element. If it is simply refurbished and painted, it will not be very interesting to the knowledgeable audience; but if you use 3D, IMAX The latest film technologies such as 4K and 4K are repackaged. For the audience, in addition to the plot, whether it is from the perspective of picture, visual and auditory, what they appreciate is a new movie. From the actual situation, before "The Pianist on the Sea", the "classics" that were reproduced on a large scale in mainland China were both applauded and popular, and they also carried the "feelings" of many audiences. For example, James Cameron's "Titanic", the film premiered in 1997. At that time, mainland Chinese audiences had not yet seen the "Hollywood blockbuster" in theaters, and the film was an "enlightenment." Fifteen years later, its 3D version of the re-screening is still unprecedented, and finally won the box office of 946 million yuan, far exceeding the results of many new films. From "My Neighbor Totoro" at the end of last year, to "Spirited Away" this summer, and then to "The Pianist on the Sea", which achieved a counterattack, from this perspective, it is not so much the audience's "feelings" for the film. It is said that Chinese filmmakers have become more and more unique in their selection of films. The meaning of the term "classic" has also surpassed the quality of the film itself.
Not all sentimental viewers will pay for
, but not any classic film re-screening viewers will pay for it. There must be something new for the audience. Looking at the classic films previously released on a large scale in the domestic market, the number of viewers on Douban is basically in the hundreds of thousands or even millions. Among them, the huge base of movie viewers cast their feelings and background, which is the advantage of classic re-screening. Whether it is "Red Sorghum" or "The True Colors of a Hero", "The Great Journey to the West: The Great Sage Marriage", etc., the restored and re-screened films are mostly high-quality films that were popular in the 1980s and 1990s. They are recalled by classic originals Entering the theater, the emotional effect is obvious. However, the main "feelings" route is not a panacea for all re-screening movies. For example, "New Dragon Inn", which was released in February of the same year, even though it was called a classic production of a Mandarin film, the final box office was only 6.26 million. In November last year, the National Film Administration issued the Interim Provisions on the Re-screening of Domestic Movies, stipulating that the scope of re-screening of films is to obtain the ``Film Public Screening License'' or the public screening license, and to release and screen again more than two years after the end of the first screening Domestic films; the scale of re-screening films does not exceed 2500 theaters, and each theater's projection unit does not have more than one theater for re-screening films. In this way, the idea of trying to use the re-screening to collect the "feeling tax" is no longer so easy to work.
reproduces the classic power and sets an example at the box office. The re-screening of old films
will inevitably make people think of the word "make money". But regardless of interest, new releases of old films can at least let people see the power of classics. Nowadays, the box office of China's film industry has soared along with the decline of film quality, and the re-screening of old films is a kind of stimulation. People are eagerly "looking forward", hoping that movies can provide more novel entertainment, hoping that their favorite male gods and goddesses will perform lost youth on the screen, hoping that Chinese movies will replicate the box office miracle that blows out every year. But in fact, you might as well stop and "look backwards" at the right time to reflect on the gains and losses of the film on the artistic level, and the re-screening of classic old films is to set the quality standard of the past in today's theaters.
reproduces the nostalgic emotion rooted in people, not only radiating classic colors, but also a way to continue brand value, but also a business experience that burns fans' feelings, makes up for market vacancies, and fights for the best interests. However, if there are too many re-screening films, it will also over-consume the feelings of watching movies. The development of the industry ultimately requires continuous creation of new works. In any case, judging from the market response of "Sea Pianist", there is still a market for "classic re-screening", but whether it is "classic" is no longer the marketing of film and television companies. Weigh.
