Two heavens. On the one hand,
is the collapse of reputation. Douban dropped sharply from 6.7 to 5.5.
CCTV commented that "Xiao Zhan and Li Qin are quite satisfactory, and Meng Meiqi makes people more performers", and Cheng Qingsong diss "male and female protagonists only have traffic but no acting skills."
, on the other hand, is strong at the box office. Breaking 200 million in two days, locked the Mid-Autumn Festival box office champion. If
applies the former soulmate body to describe the box office phenomenon of "Zhu Xian I", it is probably: "a hard-fought traffic movie, Xiao Zhan's brother Xiao Zhan who has a thin cloud of justice will hold up a sky for you".
does not mean to disrespect the efforts of Meng Meiqi's fans, but Xiao Zhan's unexpected soaring in popularity from the establishment of the film to the release of the film may indeed change the fate of this series and even the flow of movies.
from the Mid-Autumn Festival premiere of 140 million in recent years, to break 200 million in two days, Maoyan’s latest forecast reached 450 million box office, this movie, or the flow movie has exceeded many people’s expectations. After all, there is "Shanghai "Fortress" was the first to lose. Many previous reviews believed that the box office of this ordinary fan movie was "at most 100 million capped."
But all the previous disapproval actually stems from a simple judgment: the traffic movie is dead.
Facts have proved: the flow is not dead, it is just iteration.
The excessive increase in the meaning of the traffic of "Shanghai Fortress" by the industry and the audience has created an "illusion" of excessive traffic. But which number is closer to the real volume of traffic movies in Xiao Zhan and Meng Meiqi's "Zhu Xian" or Lu Han's "Shanghai Fortress"? What kind of traffic movies can win the market? The answer to
may be outside the flow.
In other words, to find out what other factors have contributed to the unexpected box office trend of "Zhu Xian 1" outside of Xiao Zhan’s traffic boom. This is the key to understanding the future fate of traffic movies, rather than combining all traffic + IP movies. Success or failure is due to a simple "traffic shift."
So, why does "Zhu Xian I" exceed everyone's box office expectations? Of course, there is the next question: can the "Zhu Xian" series continue to be popular at the moment when the traffic iteration is accelerating?
Chinese version of "Harry Potter"? Can it work?
Let's talk about movies first. With a budget of only 50 million yuan, which is less than one-third of the budget of director Cheng Xiaodong’s last movie, The Legend of White Snake, the first part of the "Zhu Xian" series was filmed.
My answer is within expectation-it is not a bad movie that fails, this is not something that a veteran director like Cheng Xiaodong would do; it is not a high-quality commercial film of the explosive level, with the current budget, especially the legend In the case that Tsui Hark did not join in, it is beyond Cheng Xiaodong's ability to shoot stunning works.
Generally speaking, the film's plot processing is biased towards comedy films. In the CCTV-6 film reviews, the film is also excellent in special effects and action scenes, which can satisfy a group of less critical audiences.
At least with a limited budget, Cheng Xiaodong did shoot the original fairy chivalry, which shows Cheng Xiaodong's ability to spend a small amount of money to do big things.
But whether it counts as the Chinese version of "Harry Potter", this matter has different opinions.
"Zhu Xian" surpasses ordinary Xianxia novels. First, it has excellent literary skills. It draws on a large number of Chinese myths, legends and classical literature. It is magnificent and magnificent. If it is really fully shot, at least a "Harry Potter" level budget is needed, which is relatively difficult.
For example, Qimai Huiwu is the highlight in the novel, but the film version is estimated to be skipped in order to save money. A few duels almost turned into martial arts movies. In fact, there is no way.
Two is a relatively cool article of many immortals. The main line of "Zhu Xian" is the struggle between man and destiny, and the heavy feeling of the theme can easily get rid of similar novels.
But this is the weakness of Hong Kong film directors.
Don't talk about Cheng Xiaodong, even Tsui Hark's "Shushan Biography" is so bad in the ending battle and emotional sublimation. Created by the director of a Hong Kong film, the film is destined to abandon part of the excavation and presentation of the original core while remaining popular, and become an industrial assembly line work.
Of course, the key to the success or failure of a movie is to see the actors.
Hu Jianli believes that Xiao Zhan, Li Qin, Tang Yixin and others are quite satisfactory, while Meng Meiqi did not perform well, "it makes people more playful." The statement
certainly caused dissatisfaction among Meng Meiqi fans.
In fact, Cheng Qingsong, the founder of the Golden Broom Award earlier, criticized it more rudely, saying, “The hero and the heroine clearly only have traffic, and it’s ridiculous to have to promote acting through their marketing account.”
In other words, even Xiao Zhan and Li Qin. A piece of mockery.
So is the traffic performance really so bad?
I have a different opinion.
First of all, Xiao Zhan's acting skills are at least above the standard.
previously played the role of Yiling ancestor Wei Wuxian in "Chen Qingling", and it can be seen that playing a character with a large contrast between the early and late stages is regarded as an acting skill within Xiao Zhan's range. This Xiao Zhan performance was also good, especially the performance at the last moment of enchantment, which blended a variety of complex emotions such as grievance, anger, sadness, and pain. This performance level has obviously exceeded the average level of traffic.
Li Qin, who plays Lu Xueqi, fits well with the role and has done a lot of homework for the role. First of all, it is beautiful in the film, and secondly, the performance is flawless. If
has to say that it is seriously inadequate, it is that the dubbing of several protagonists is not lip-synching, which is particularly uncomfortable to watch. This is really a minus item.
In summary, this is a fusion of Hong Kong film style and fantasy themes. It is more like Cheng Xiaodong's early Hong Kong film in the style of "A Chinese Ghost Story" + "Swordsman", but it lacks Tsui Hark's whimsical ideas. If you like that style, you can look hard, otherwise you will feel boring and old-fashioned.
flow fans and original fans, who has supported the 200 million box office of "Zhu Xian I" in two days?
So the question is, how did such a blockbuster "Xianxia" hit the box office? One of the key drivers of
is of course the flow powder. If
opens up Xiao Zhan's super words before the release of "Zhu Xian", it is almost exactly a post calling fans to buy "Zhu Xian 1" pre-sale box office. Behind
is the super organizational power of this generation of fans. It can even be said that the new generation of fans has become box office marketing experts.
It is precisely because "Zhu 1" does not have screening and media viewing, the pre-sale box office has become the only data basis for cinemas to refer to for film arrangement, and the first-day and next-day box office driven by the pre-sale has become the decision of the film trend. Therefore, in the eyes of fans, sprinting into the pre-sale box office to influence the theater schedule is the key battle that he can complete for his brother. After all, this is Xiao Zhan's first big-screen movie.
and sprinting into the pre-sale box office, mainly relying on fans to book and fill in.
Before the film was officially released, Peter Pan (known as Xiao Zhan fans) had already started private film viewing in more than 30 cities across the country through fan support clubs, mainly targeting the golden shows of high-box office theaters in first- and second-tier cities. The number of participating fans in major box office cities such as Beijing and Shanghai exceeded two thousand.
not only needs to book the venue, but also the fan club will screen the crowded theaters in important cities, calling on fans to actively choose unpopular scenes to watch the movie under the original movie watching needs, and avoid the best viewing area in seat selection.
The domestic rice circle culture has matured and the division of labor is fine. There is a set of standard procedures for how to support idols in various situations. Fans’ box office analysis is likely to have been professionalized by any box office agency. In the
video era, fans will inevitably use clips as the material and put meal-made clips in short video communities such as station B for Amway. With the concerted efforts of fans of
, the pre-sale amount of "Zhu Xian" reached 40 million, and the box office on the first day reached a new high of 140 million on the first day of the Mid-Autumn Festival. The results of the efforts are obvious.
But there is another important force that helps the film hit the box office: the original fan. Many fans of
who watched the movie mentioned in the summary and found that the uncles sitting next to them.
This is of course because "Zhu Xian" is an old male IP with a decade of history. Most of the core fans have already married and established businesses. Even if entertainment consumption is limited, the support should be supported at critical moments, but it is already difficult to drag the family. It is the good friends who joined forces to support Zhang Xiaofan.
However, the box office potential of the original fans may have been exhausted two days before the film was released. The main reason is that the "original party" netizens posted after watching the movie, saying that they were "very grumpy after watching the movie" and wanted to be a screenwriter very much. Compared with the original fans,
is playing a role in the stable start of the film. The film continues to rise at the box office and control reviews by flow fans. The fans of
this year are really real, and the one that is not neat, the show uses krypton gold to express love. The question is, can fans continue to open the box office for "Zhu Xian"?
Xiao Zhan and Meng Meiqi proved that the flow movie was not dead, but "Zhu Xian I" could not be a popular hit
.
From the beginning of the story, "Zhu Xian I" comes with the fate of streaming movies.
"Zhu Xian I" is the first theater film project to be approved. In October 2017, one year later, on October 17, 2018, some media revealed the start-up picture of "Zhu Xian I". On January 29, 2019, the official release The film "Zhu Xian I" was finalized, and the entire shooting process took 104 days. An intriguing detail of
is that the title of the movie has undergone a subtle change from "Zhu Xian I"-"Zhu Xian"-"Zhu Xian I".
From the beginning, "Zhu Xian I" was not favored by the industry. On the one hand, it was affected by the failure of the TV series "Zhu Xian". On the other hand, the movie itself seemed to have insufficient "flow" at the time.
At that time, the male protagonist Xiao Zhan was still a member of the X Jiu Youth League. Five months after the movie was shut down, his starring "Chen Qing Ling" was only a big hit; although one of the heroine Li Qin had "Chu Qiao Biography" and "Ru Yi" "Biography" and many other works are blessed, but they are not counted as first-line traffic.
's only traffic burst at the time was Meng Meiqi.
You all know the story of Xiao Zhan later.
So just two weeks before the movie was released, the movie "Zhu Xian" was renamed "Zhu Xian I", and the film party announced that "the sequel is in preparation".
is currently watching a movie and it also contains easter eggs at the end. With the film dominating the Mid-Autumn Festival, if nothing happens, it can reach the box office of 400-500 million. In other words, it will easily cross the cost line. The first part of
relied on box office return without pressure, and the sequel is certainly expected.
But the movie may not be a hit.
is first of all fan movie inertia.
is a "fan movie", "Zhu Xian I" and "Ne Zha" and other hit films have seen strong growth and constant counterattacks in the late stage. This kind of box office trend is also the most common situation for fans to movies-fans flooded into the theater for the first time to contribute to the box office in the first two days, but the box office trend did not spread on a large scale when the popularity and reputation of the film did not spread on a large scale. Began to weaken. The box office of
dropped rapidly to 84.5 million on the second day of its release. On the third day of its release, the box office may continue to fall. The subsequent box office appeal is insufficient. The overall box office curve forecast is similar to that of "Little Times" and other fan films.
This leads to the second question: fan team building has already taken place, and passers-by can't move it.
In a sense, "Zhu Xian" is like a traffic touchstone. Although the drama version had the blessing of the top traffic Li Yifeng and Zhao Liying at that time, it still suffered a loss in popularity and word of mouth. One of the key reasons was that word of mouth led to a decline in traffic.
on the film review platform Douban, "Zhu Xian 1" opened 6.7 points, Maoyan, Taoping vote 8.6 points and 8.3 points, which of course is beyond expectations, but it is obvious that there are fans controlling points, which has fallen sharply. , Douban has dropped to 5.6 points.
If the "high scores" made by the fans at the beginning of the show will inevitably drive some audiences who think the film has a good reputation to enter the theater, and successfully stabilized the box office of the previous few days; then when the bubble subsided, the ratings of the three major platforms declined. , The film will also encounter a certain degree of backlash. The conclusion of
is that in terms of box office performance, "Zhu Xian I" can hardly be called a "national explosion", but it is a qualified fan movie. The reason behind it is that ordinary viewers may not have the strong sympathy and empathy of fans when they walk out of the theater. "As an IP film, the film also failed to break the circle, and the enthusiasm of non-fan audiences was not fully mobilized. The
flow movie does not die, but the flow transfer! But what kind of flow movie does the audience like?
A simple conclusion that can be drawn from "Zhu Xian I" is: the flow of movies is not dead.
There have been successful cases in China for the series of fan movies. Guo Jingming's "Little Times" series was once the most profitable series of movies in China, but it is also Because of the inversion of high box office and low word-of-mouth, it has brought a serious backlash in fan movies. Guo Jingming’s second series of fan films "Jueji", after the launch of the first one, continued to criticize, until today "Jueji 2" has not yet failed Finalized.
can see that the fate of streaming movies has never been finalized. When
suffered a fiasco at the box office, many film critics concluded that:Thankfully, the "flow thinking" has completely failed.
But my conclusion is: it's not that traffic thinking has failed, but traffic thinking has failed here in "Shanghai Fortress".
even put it more bluntly: Can Luhan’s traffic failure be deduced from the box office failure of "Shanghai Fortress"? The answer is no.
Because even if it is a flow movie, success or failure is usually outside the flow.
Take "Zhu Xian I" as an example, what kind of traffic movie might get box office success?
is the correct file first.
"Zhu Xian I" was initially set on August 8, facing the strong enemy "Ne Zha", and was adjusted to September 12, and withdrew from the summer competition; it was postponed one day later and was released on September 13 with the help of the Mid-Autumn Festival The painting was opened on the first day of the long holiday. Facts have proved that the adjustment is completely correct, thus avoiding the film from becoming cannon fodder under the aura of "Nezha". The
Mid-Autumn Festival has always been a neglected schedule for the box office potential. Compared with the weak schedules that are known as empty schedules such as Valentine's Day, the Mid-Autumn Festival has a three-day red holiday bonus. In 2018, there are two scheduled movies with more than 300 million. At the box office, they were "Golden Brothers" and "Sorrowful Against the River". The producer of
adjusted the release time of "Zhu Xian" to the Mid-Autumn Festival, which not only avoided the summer artillery, but also avoided the official finale of "Chen Qing Ling", allowing Xiao Zhan fans to concentrate on making "Zhu Xian" change against the sky. Life.
plus "The Whistleblower" starring Lei Jiayin and Tang Wei, "Ice Storm" starring Zhang Jingchu and Lin Bohong, and "Hypnosis · Judgment" starring Zhang Jiahui and Zhang Han are all cancelled and shifted. "Little Wish" because of Peng Yuchang's rights defense made the film's box office damaging, and finally made the film dominate the film.
The second is word-of-mouth management. It is precisely because "Zhu Xian I" has no screening, no media to watch the film, and schedule changes, so that passers-by audiences have low expectations of "Zhu Xian" before entering the theater. On the contrary, reducing expectations can effectively improve the look and feel of a movie.
So after "Zhu Xian I", has the fan movie revived? The answer to
is that fan movies have never passed away. As a product of the fan economy, the fan economy has an operating system and aesthetic system independent of the mass market. As long as the fan economy does not die, the existence of fan movies makes sense.
However, if fan movies are to become popular, they must also have a solid and logical script, and reach the standards of excellent movies in terms of stories and emotions, not just from the perspective of fan movies. Everyone knows these truths of
, but it is still too difficult to make, so "flow thinking" is still the easiest password for box office success.
"Zhu Xian I" also proves that as long as the schedule is appropriate and the content meets the standard, the box office formula of "IP + traffic star" will still maintain a stable place in the movie market. The only problem with
is that traffic movies are actually the biggest venture capital. In addition to movies, you have to bet on the traffic life of traffic stars. The domestic traffic of
has already entered the iterative period. The top two generations are Zhu Yilong, Deng Lun, Bai Yu and Luo Yunxi last year, and this year Xiao Zhan and Li Xian. To what extent can
second-generation traffic fans do, "Zhu Xian I" is even the most direct answer.
So whether the "Zhu Xian" series of movies can be unbeaten at the box office depends on whether Xiao Zhan and Meng Meiqi have unbeaten traffic. The
controversy has always been a sign of thriving traffic. People’s controversy is because the traffic is still there. People who scold you love you, and those who really dislike you don’t talk. One day, all spontaneous commentators will be on a certain traffic. When the movie avoids talking, when there is no harsh comment, that does not mean the rise of traffic movies, but complete annihilation.
