's summer archive "Shanghai Fortress" was so pleasing that it once witnessed the fiasco of the "traffic star + big IP" model. Behind this fiasco, contemporary audiences began to sober up, and the Internet began to circulate that "traffic is dead".
"Flow" is dead or not, the success or failure of an iconic film may be able to imply its development trajectory, but individual cases will never represent all.
During the Mid-Autumn Festival, potential seed movies were withdrawn one after another, and "Zhu Xian I", which was full of "traffic stars", turned out to be the biggest winner. Since "Zhu Xian I" was released on September 13 on the day of the Mid-Autumn Festival, its box office results were much higher than those of the same period, and it won the single-day box office championship for three consecutive days in the Mid-Autumn Festival. As of September 15, "Zhu Xian I" had a cumulative box office 270 million yuan.
, as a movie with the theme of Xianxia, "Zhu Xian I" has failed to construct characters and stories under the world view of "the world is not benevolent, and everything is a humble dog". The main content of the film is basically separated from the original, and the original storyline of a large number of magic changes is both insulting the fans and trampling on the passion of fans. And the rookie actor who became a monk in the middle of nowhere can't grasp the charm of the role. Whether it is the role modeling or the inner expression of the character, it basically has nothing to do with the original. The
movie is nondescript, saying that it is innovative, but the plot of the magic change is difficult to accept, saying that it restores the novel, uh, sorry, the editor can’t say such a thing...
is such a crude film, why it became Mid-autumn box office champion? Is it really because of the driving ability of "traffic" stars?
low-key publicity, lowering the audience's expectations. Before the official release of "Zhu Xian I", there were no large-scale screening activities, nor in-depth publicity activities. The biggest topic and discussion volume in the early stage of the movie was the "whole network mockery" of the Baguio look played by Meng Meiqi. On major social platforms, Meng Meiqi's Baguio look was rated as "earth and ugly" by netizens. The image described in the book is a thousand miles away. The fixed-file posters of the character
lowered the expectations of many audiences. There was no large number of publicity activities and no overwhelming material information. In sharp contrast with the previous high-profile promotion that it is the hardest core "Shanghai Fortress" after "Flow Earth", the low-key "Zhu Xian I" has no title and no benchmark before its official release.
's screen debut, the debut of a new idol. "Zhu Xian I" is the first screen show starring Xiao Zhan and Meng Meiqi, and the joining of powerful actresses such as Li Qin and Tang Yixin made the audience mistakenly think "Zhu Xian I" is a good movie. This summer, the hottest TV series is not "Dear, Loved", nor the highly acclaimed "Twelve Hours in Chang'an", but the TV series "Chen Qing Ling" adapted from "The Master of Magic Dao". "Chen Qing Ling" has a rating of 8.1 by 610,000 people on Douban. The two leading actors have also been promoted from childhood actors to "traffic giants", and Xiao Zhan has become the second "Zhu Yilong".
Zhu Yilong was a blockbuster in last year's online drama "Soul of Town". He is low-key and calm, with superb acting skills. He seems to be a rookie actor, but he has made his debut for ten years. Once he became famous, fans were everywhere. This year, Xiao Zhan successfully reproduced Zhu Yilong's road to success, and became popular in the online drama adapted from Tanmei's novel. Turning over his resume, it turned out to be a "treasure" that has been up and down for many years. Coincidentally, the starring movie "Zhu Xian I" was released with the help of the force, and a large number of fans were willing to be harvested.
"Zhu Xian I" is the heroine Meng Meiqi's first film heroine after "Creation 101". Meng Meiqi, known as the "Singing and Jumping Devil" in the girl group, was first involved in the data group under his fan group and was suspected of fraud. Zhang Ziyi praised her dedication, and her fans had spared no effort in propaganda, control and commentary, as if they had been beaten up.
"Zhu Xian I" was able to break through the Mid-Autumn Festival, and the film "Little Wish" at the same time also reduced a lot of pressure for it. The high-reputation animation film "Luo Xiaohei Zhan Ji" was released in advance and original animation Fan’s fan base was too small and other reasons failed to squeeze the box office space of "Zhu Xian I", and "Detective Conan: Fist of Cyan Blue" was also difficult to attract fans because of the suspense theme made into a fantasy theme, which made "Zhu Xian I" a success. The "prudence" of the Mid-Autumn Festival.
The small-cost film "Zhu Xian I" can be a big success, thanks to the right time and place, and careful analysis of the reasons, in fact, the relationship with the "traffic star" is not big or small. As for whether the "traffic star" without strength can drive the film box office in the future, we still need more data to analyze it. but IWhat we can know is that the predicted box office of Zhu Xian I will stay at around 380 million, which shows that large-scale audiences have begun to be rational.
