has seen the first day of the box office of "Zhu Xian 1", you must admit that IP+ fan movies are still a hurdle for domestic movies.
As of 19:00 on the first day of the show, the box office of this classic IP blockbuster has easily exceeded 100 million on the first day, which also means that the film is very likely to win the Mid-Autumn Festival box office champion.
. What’s more interesting is that after a fan’s 5-star VS book fan 1-star Douban game, the Douban score quickly dropped from 6.7 at the beginning to 6.1. In contrast, the cat’s eye score was relatively stable and basic. Keep it at around 8.5 points, which is less than the top and more than the bottom.
On the other hand, the topic of "Li Qin drama", one of the main actors of the film, once topped the top search rankings, and it triggered a breakup between Li Qin fans and Meng Meiqi fans about whether to "press fans" or not.
But regardless of the dispute, at least the film's box office is stable. Before
, "Shanghai Fortress" lost at the box office. Many people were still sweating at the box office of the film, which is also a combination of traffic star + IP, but it turns out that fans are still strong in pulling the box office.
But can the box office of the film remain strong? Can the fate of a fan movie really counterattack with a blockbuster? The answer seems to be uncertain.
On the one hand, based on the methodology of fans breaking their heads and directly relying on fans to boost word-of-mouth and box office counterattacks, it does not seem to have much reproducibility. On the other hand, the phenomenon-level box office does not necessarily mean this movie. The movie is excellent in nature. The question for
is whether the door of fan IP movies closed by "Shanghai Fortress" was really opened by "Zhu Xian I", which broke 100 million on the first day?
Xiao Zhan's "Into the Devil" praise, Li Qin's drama is hot search, "Zhu Xian I" is the polarization of word of mouth is serious?
Now watching the online reviews of the film, the biggest feeling is that the aesthetic isolation has spread all over the rivers and lakes.
star fans are sincerely like, and book fans are sincerely complaining. Is
film okay?
My opinion is: not amazing, but pass. The attitude of
, first of all, lies in the fact that the original work is hard to change.
is one of the pioneering novels of inland fairy tales. The novels "Zhuxian", "Journey of the Floating Miao" and "Legend of Little Soldiers" are also called "Three Wonders of the Internet", and they are also known as "the martial arts of the post-Jin Yong era" Bible". An internet novel that was all the rage more than ten years ago has occupied such an important position in the history of Chinese internet literature.
can almost be said that everyone has a "Zhu Xian" in their hearts.
I believe in director Cheng Xiaodong’s ambition to shoot "Zhu Xian", but when it comes to the movie, he must face a practical problem: no money.
50 million production fee, still no money? But for a large-scale fantasy blockbuster, only enough to make the movie 2D.
So this leads to the movie's first bug: special effects anticlimactic.
just started, Tian Ling'er waved the red silk, full of aura.
the fourth ambassador of the ghost king Zongsi appeared on the stage, with great momentum.
Cheng Xiaodong created a story of immortality and devil in the immortal world when he exerted his strength.
Then, then there is no more. . The wonderful seven-channel martial arts in the original
is basically reduced to a cold weapon with frontal rigidity, sword and imperial objects, basically non-existent. The budget of
is limited, and the tactical play of the fairy world can only be done. In the final battle, many Qingyun disciples formed a fleshy wind and fire wheel to attack the Great Demon King of the Ghost King.
said the good Zhu Xianjian array? The sacred beast water unicorn that disappeared after a moment came out, surely it was not a fan? The
story became bug two.
On the one hand, Cheng Xiaodongsheng controls the rhythm of storytelling in place. With the help of Zhang Xiaofan's perspective, different camps, different characters and perspectives are introduced, and the audience is gradually taken to fully accept Zhu Xian's worldview, and basically covers the content of the first part.
The problem is that the story Cheng Xiaodong tells is too anxious and too rushed, whether it is Dazhufeng’s test skills, Xiaozhufeng’s peeping, Baguio’s stealing fire sticks, and Baguio’s offering.Kisses, Zhang Xiaofan vs. Qingyunmen, etc., all have a sense of rush to be funny in the first half, and rushing to send lunch in the second 20 minutes.
So the movie really can't be seen? Nor is it.
Advantage one: It is a fairy tale.
, as a senior director who has joined hands with Tsui Hark from the very beginning and participated in the production of many fairy tales such as "The Legend of Shushan", Cheng Xiaodong himself is good at shooting fairy tales and fantasy. The atmosphere of the film is completely established, but it cannot be done under a limited budget. To be more refined.
Advantage two: It is young.
is mainly praised by Xiao Zhan.
No matter what the movie is, Zhang Xiaofan in Xiao Zhan's version still got the support and approval of many original fans. From the ignorant boy entering the rivers and lakes to becoming a tragic hero after many hardships, Xiao Zhan's performance in the film is indeed enough to make the audience forget. Wei Wuxian in "Chen Qing Ling".
Xiao Zhan’s acting skills in the film are always online, whether it is manslaughter of the senior sister, the heartache of holding the senior sister in his arms, or the coldness and decisiveness of holding Baguio away from the world, or the ghost king fled and turned back With the desperate roar of besieged and killed by the teachers, Xiao Zhan was able to perform these famous scenes in place.
Although Zhang Xiaofan's setting became a little bit ridiculous under Cheng Xiaodong's direction, Xiao Zhan still performed the role's clean, simple and late cold and melancholy.
Therefore, it is not surprising that the film’s reputation has differentiated. On the one hand, Cheng Xiaodong did not fully capture the original book’s grand opening and thrilling duel between good and evil, but at the same time, the performance of the protagonist was generally qualified, even Meng Meiqi It did not hinder the whole play. But under the polarization of word-of-mouth, why did the movie's box office counterattack?
IP movie box office losing streak, how did "Zhu Xian I" come back against the wind?
The counterattack mentioned here is a relatively recent ugly IP movie at the box office, and it is also an atmosphere that has been unanimously degraded compared to the previous film.
Don’t watch movies are now so hot that both the box office record and schedule of the film ranked first in the same period, but when the first wave of modeling and trailers was released, there was a lot of scolding on the Internet. The addition of
and the film did not start screening, which deepened the audience's doubts about the quality of the film.
But as expected, no one can escape the "really fragrant warning". Since its release, the popularity of the film has skyrocketed, and it has successfully won back a city for IP+ traffic movies.
is also worth noting that the methodology of "Zhu Xian I" counterattack has a certain contingency, which makes it impossible to copy.
1. Tianshi: Schedule bonus + fan movie resurgence.
has undergone tearing, withdrawing, and changing of files for the Mid-Autumn Festival, but "Zhu Xian I" has been extremely stable. From the beginning, the Mid-Autumn Festival was fixed, and the publicity pace was in an orderly manner. Other films have left one after another. At the end of the battle, "Luo Xiaohei" has a reputation but no box office. The strongest enemy "Little Wish" has experienced a fierce battle, which has a certain impact on the film's box office.
is the so-called hero of the times. There is no strong enemy to grab the box office. The dividends brought by "short and taller" are immeasurable.
On the other hand, it was the low tide of the fan movie experience of "Shanghai Fortress", which also produced a certain resurgence. At this time, the quality of "Zhu Xian I" appeared, and everything happened at the right time.
2. Geographical advantage: IP advantage + celebrity fans, constitute the basic box office reputation.
One night in 2003, when Xiao Ding, a Fuzhou native (pen name), typed the three words "Zhang Xiaofan", he might not have thought that the book quickly topped many bestseller lists, with more than 20 million fans.
From serialization to physical publication, from novels to games, film and television adaptations, the popularity and influence of "Zhu Xian" has continued to rise, and it will last forever. In more than ten years,
has been refined into a super IP, which has become a memory of a generation. Regardless of whether the quality is completely satisfactory, the film may still mobilize a considerable number of book fans into the theater.
is the so-called "fans decide word-of-mouth, passers-by decides the box office." Star fans moved quickly to support the box office and control word-of-mouth. Even if the starring fans tore each other because of their doubts, the film's popularity still increased invisibly. Of course, the most important thing about
is humanity.
evenEncountered by word-of-mouth controversy, I still have to admit that director Cheng Xiaodong's aesthetic and romantic martial arts action style is still very consistent with the overall style of "Zhu Xian". The director choice
is basically correct.
casting is also good. The success of
's original work lies in the fact that the author Xiao Ding described the protagonist Zhang Xiaofan's vicissitudes of growth with his ups and downs. Zhang Xiaofan is right, but the film can't be wrong. Xiao Zhan apparently played a Zhang Xiaofan who achieved the greatest common divisor among passers-by, book fans and fans.
As for Li Qin, it can be said that Lu Xueqi is the best candidate. Lu Xueqi, described in the book
, is "empty and clear, with a cold temper and unhappy speech", which can be seamlessly substituted into Li Qin's face!
Another very popular female character Baguio has caused a lot of controversy since the filming started. Fans believe that the image of Meng Meiqi is far from the pretty and ghostly Baguio. But now it seems that this bold casting has also spawned a sense of freshness, and the facts have proved that Meng Meiqi's overall performance is not a drama.
In any case, the "Zhu Xian I", which has the right time and place, exploded on the first day, and the fans of Mercury retrograde + flow movie finally waited for this rain, but a "Zhu Xian I" that passed the box office on the first day is really Represents the turnaround of the entire fan movie? It is too optimistic. The era of
fan movies has not passed, has it been upgraded?
What needs to be pointed out is that "Zhu Xian I" was filmed before Xiao Zhan was on fire. The original idea of the producer was not to rely on traffic stars to drive the box office, but to put more investment in film production. , Otherwise he would not choose Xiao Zhan, who was still a small coffee actor.
Cheng Xiaodong said that one of the reasons he chose Xiao Zhan to play Zhang Xiaofan is that there is a kind of clear kindness and simplicity in his eyes, and this is also fully demonstrated in the movie.
turned out to be unexpected, the film was not released, Xiao Zhan suddenly became popular.
plus Meng Meiqi, "Zhu Xian I" has become a top fan movie.
But even as a fan movie, "Zhu Xian I" can still see some changes.
For example, director Cheng Xiaodong stamped and filmed "Zhu Xian I". Xiao Zhan was the one who suffered the most.
Because the filming period of "Zhu Xian I" is in the fall and winter, here the cold winter has just finished soaking on the water and there are blower scouts over there.
blows almost every scene, and Xiao Zhan's nose and tears flow together. Director
complained for him, but Xiao Zhan said: I don't think it is bitter, I just think it is necessary for the plot. Because the overall feeling we present is more realistic and chivalrous. We took a lot of real scenes, and we took a lot of landscapes, all of which felt like a sense of dryness in the desert. I think it's quite interesting.
Meng Meiqi, who has been questioned, responded to the "Zhu Xian" casting controversy and said: if there are deficiencies, improvements will be made. I also said that I am not sure if I have talent. Does
feel a change in traffic stars? At least, he is humbled and sincere, and no longer has his own domineering. It is not blindly eating the dividends of traffic.
This may be the self-cultivation of an actor that an idol should have.
And such hardship, there is an unconventional IP blockbuster operation method from the film: live shooting.
Cheng Xiaodong, who has been a witness to the development of Chinese-language movies for more than 40 years, insists on actors who have no kung fu foundation and experience, and insists that all the actors play in person, and do not fool the audience with so-called cutouts and substitutes.
This also means that although "Zhu Xian" is a big IP + traffic star movie, but at least at the main creative level, IP or star is not just a gimmick. Instead,
tried to photograph the Zhuxian River and Lake where "a teenager, holding a fire stick, facing the whole world alone".
Seeking truth from facts, the film’s reputation and box office still show the traditional aesthetic isolation of fans.
some book fans were so angry that they screamed, and some star fans were moved to scream. How does
view this phenomenon? Can only say that the flow of fan movies, alsoFar from leaving the Chinese movie arena. What
can do is try to resist the brainless, bubble-like words.
recognizes the existence of fan films, but also strives to establish a benign and sustainable belief in works. The
fan movie is not a problem. The problem is that you must let passersby and the audience without regretting your movie ticket money.
In other words, fan movies also need an ecologically upward purification. The famous sentence of
"Zhu Xian I" is: the world is not benevolent, and everything is a dog.
The era of traffic fan movies has not passed. This is a fact, but whether fan movies can re-emerge, the key is still: at least make movies worthy of the audience-don't use the audience as a dog.
As for the first day after the Douban score dropped sharply from 6.7 to 6.1, whether "Zhu Xian I" can keep the Mid-Autumn box office champion until the end, fans said it was useless, it still depends on the audience.
