From "You at the Table" to "Gardenia Blossoms" to "About Winter" and "I will have you in my life 2019", movies adapted from popular music are a new trend in Chinese youth movies in recent years.
's "music first, story later" expression method uses familiar and sentimental popular music to try to arouse the audience's youthful perception, so as to achieve resonance with the audience, and play a leading role in the film announcement and box office reputation.
However, the word-of-mouth box office in recent years has shown a trend of "cold" in word-of-mouth, from 5.9 points to 5.3 points to 3.9 points. The creation of excessive consumption feelings and pursuit of market efficiency has not achieved the expected results. Because of "feelings", tired of "feelings"!
The "marriage" of "song + movie"
A good song adaptation of a movie can to a certain extent promote the "explosion" of the song and the "big sales" of the movie. Of course, this is based on the excellent quality of the movie and both Based on the three characteristics of commercial, artistic and social.
For example, the big movie "Old Boy Raptor Crossing the River" by Chopsticks Brothers, this movie is not strictly a song adaptation movie. However, because the "marriage" is appropriate, before the movie is released, this song "Little Apple" "The song of "First hit all over the country. The powerful announcement of the
movie has not only brought popular songs to the movie, but also increased the popularity of the movie and increased the box office. It can be described as a typical "song + movie" marketing success, and once the song and the movie "marriage" If something goes wrong, it will soon have a certain backlash on the box office.
01, the shackles of the creative theme
In recent years, popular music adaptation films have been based on the original songs expressing feelings for film and television artistic creation, and it is difficult to jump out of the theme and theme ideas expressed by the songs. The author believes that "fetters" "Sexual" restriction is the most important reason why the word-of-mouth of the song adaptation film is cold.
"You at the same table" is based on the content of songs sung by Gao Xiaosong, expounding the nostalgia for the friendship and love of the same table in the youth and youth. Among them, the touching lyrics "Will you remember tomorrow, the diary you wrote today" has become a popular classic song for several generations, and it has also become the sentiment criterion of a generation.
When the movie of the same name was created, it was deeply limited by the content of the song, and could only be created within a certain range, expressing the recollection of the campus time in the ignorant period.
uses the sentimental love of the male and female protagonists to try to resonate with the audience. However, the content lacks a certain degree of innovation. Many audiences can guess the end from the beginning, and even the "Easter eggs" and "stalks" in the play lack a certain degree. suspense.
"About Winter" is a recently hit movie, adapted from Qi Qin’s song that was popular around the world 30 years ago, and a large number of Qi Qin’s concert materials and memory elements of that era are also quoted in the play. Love songs in the winter of youth.
is more preconceived because of the overall tone of the song. In the process of presenting the movie, it is bound to be based on the song and "served" by the content of the song to the greatest extent. Therefore, the lines presented are slightly stiff.
For example, the heroine An Ran asked Qi Xiao when he would be back, and the hero thoughtfully said "about winter". It can be seen from
that the image focuses on the surface layer of the song content, while the film and the expression of youth do not reflect on the deep level. Therefore, the film presents the characteristics of "good feelings and lack of logic". The soul of "The plot" lacks in-depth scrutiny, which is a more typical expression of "taking one and losing the other.
02, for the excessive "consumption" of youth
has nostalgic elements and feelings for youth love movies, and song adaptation movies are favored by many filmmakers due to their unique texture and meaning of time, and become youth movies Publicity stunt.
domestic scholar Jin Danyuan once said: “Although nostalgic movies point to the past and have certain historical significance, the true historical significance does not lie in what it really pursues, but in its nostalgic consumer value.”
is in a lot of love In campus movies, they all try to show the past by presenting the dreams of students, but they are easy to be called "capitalization" or the drawbacks of co-consumerization.
such as the mansions and villas shown in many movies, The luxurious life of drunken gold fans, and the inner dreams of teenagers.
The male character "lives in a mansion, the work and life of an overbearing president", and the female character "fishes a golden tortoise and marries a rich man". The director tried to use these straightforward lines to reflect the frivolous and impulsive youth.
For example, in "Blooming Gardenia", the capitalization of the university youth campus is more serious. The Baroque style decoration of the bedroom, the dazzling array of cosmetics and clothing, and even the appearance of elements such as wine and nightlife are far higher than those of ordinary universities. The conditions and life of the campus are more about the excessive consumption of youth and feelings, rather than the throbbing and beauty of youth in the true sense.
03, excessive pursuit of commercial value while ignoring artistic value and social value
For the film market, "selling and popular" youthful love films require not only directors, screenwriters, and actors' profound artistic skills, but also social value and coincidence. The psychological characteristics of the audience.
, for example, the widely acclaimed "Youth", which fits the audience’s psychology and also reflects socially sensitive events. Through images, the representative social phenomenon of "campus bullying" has been put on hot searches. It has aroused the attention and reflection of various departments, which has social and artistic value. For movies adapted from the
song, many investors like to use the feelings of the song to try to evoke people's inner memory, and use a lot of emotional vocabulary and hot searches to serve as a "catalyst" in the process of publicity and to increase the box office of the movie.
However, even if many fans of songs enter the movie theater, they watch it with a certain feeling. What can retain the audience is the overall quality of the movie.
Once the quality of the movie deviates from the sentiments of the song from the audience, it will be backlashed by the publicity, which will affect the reputation and spread of the movie. This is also caused by excessive pursuit of commercial value and ignoring the artistic and social nature of the movie. of. The prosperous and lively scene of
film adaptation of songs cannot conceal the shortcomings and defects behind it.
If excessive reliance on the emotional nostalgia brought by songs and the effects of its own IP fans is possible, it may create a temporary illusion of false prosperity, and make movies that lack ideological and artistic characteristics have similar plots, typographical and prominent features, which will be Word of mouth has an adverse effect.
