丨 Leap screen, author丨July
Recently, the new year comedy "The King of Bath", which is set for December 11th, released a trailer. The steaming bathhouse culture and the Kung Fu film-style presentation techniques have caused A lot of the audience's expectations.
After all, in today’s domestic film market, the comedy market has exposed its problems. It is difficult to break the constraints of standardized models and limited themes. Familiar themes, characters, and routines have become many audiences' favorites for many domestic comedies. Resonate unanimously.
Looking back, in recent years, there have indeed been many domestic comedy films that have achieved good market performance in the "comedy+" composite genre, but they are basically based on "suspense + comedy", "crime + comedy", etc. Mainly type. In terms of themes, the audience has already experienced aesthetic fatigue with the common comedy formulas of "little people counterattack" and core inspirational chicken soup, and many comedies since then have failed to bring more new experiences. After the release of the first trailer for "The King of Bathing",
caused a good market response. In fact, the uniqueness of the theme of "The Bathing King" can broaden the theme creation of domestic comedy to a certain extent.
Obviously, for domestic comedies, how to innovate next has become a key issue that needs to be considered and discussed. Against this background, "The Bathing King" focuses on traditional culture through a very grounded bathhouse story, and has carried out new attempts in genres, which may help the market to explore more possibilities for domestic comedies. "Bath" on
1,
In fact, in the rapid development of the domestic film market for several years, comedy films once became a popular genre in the market. However, as the entire market has entered a period of in-depth adjustment, the "shell effect" of the genre alone has not been popular, and the mere genre of comedy no longer plays an important role in the domestic market.
In 2019, the proportion of domestic comedies in the box office fell from 26% in 2018 to 11%, a significant drop; however, the total box office of movies containing comedy elements reached 12 billion, accounting for nearly 1/5 of the total box office of the year. Obviously, although the comedy genre is no longer the first factor in selling, the comedy element is still an important genre on the market.
But unfortunately, although there are many composite types of comedy in key films, such as "Crazy Aliens" such as "Science Fiction + Comedy" genre innovation, there is also a significant volume of "The Nameless". Breakthrough, but "comedy+" genre films are still not diversified enough.
This means that, because of the lack of sufficient differentiation, domestic comedies of similar genres are difficult to highlight from the market, and it will even accelerate the arrival of audience fatigue.
For the Lunar New Year comedy "The King of Bath" scheduled for December 11, one of its own advantages lies in the unique comedy style of the film director Yi Xiaoxing, which can be used in the more repetitive domestic Comedy has a certain degree of differentiation.
Specifically, Yi Xiaoxing was a director who was widely recognized by the public during the early rise of the Internet era. Under the influence of the common focus on small characters and more life-oriented comedy works, he has also formed his own unique comedy style. This can be seen from the series "Unexpectedly" launched by Yi Xiaoxing. He is good at taking the small details of ordinary people's real life as comedy themes and making film and television creations, which has been loved by many young people. , And aroused a lot of resonance. "The Bathing King" directed by
is actually another upgrade of Yi Xiaoxing’s more grounded comedy creative expression. While having the comedy element of "bathing" that can make the audience laugh and laugh, it also has a more grounded atmosphere. "The Bathhouse Story" came to fully resonate with the public, which to some extent became a shadowThe guarantee of the film's comedy content also adds more competitiveness to the film.
Secondly, as an action comedy, "The Bathing King" incorporates some kung fu elements in it, which is not available in other similar movies. This difference has become the current "Bath King" One of the advantages. From a long-term perspective, this new attempt in "The Bathing King" will also bring some new experience in genre innovation to the current market that has gradually fallen into a single and concentrated domestic comedy genre.
2, "Innovation" of traditional cultural themes
In fact, compared with other types of films, domestic comedies seem to have an inescapable "curse", and the available themes are scarce. Therefore, while more domestic comedies are trying more "comedy +" composite combinations, they are also constantly expanding the range of subject creation. The problem with
is that even though domestic comedies are innovative in subject creation, they still fall into a very typical standardized production model within a limited subject matter.
It can be seen from this that, for the audience, the domestic comedy films that have developed so far are not rich enough in themes, the selectivity provided is not high, and the demand for viewing movies has not been fully satisfied. The market needs more domestic comedies with innovative themes to draw more audiences into the theater. Compared with
, 's film and television works focusing on the theme of bathing are not common, and there are not many comedy works that naturally match it. The emergence of "The Bathing King", in addition to some supplements on the subject of domestic comedy, also provides the entire industry with more reference and thinking directions in the creation of domestic comedy themes.
From the perspective of "The Bathing King", the film is obviously a very down-to-earth comedy. As the main scene of the film, the public bathhouse carries the memories of the lives of generations. It is also a place for public social and entertainment. The farce performed in it is full of jokes, and at the same time it can present the most authentic The original appearance of real life. The hard work of "The Bathing King" based on this on the creation of a very life-like topic of "The Bathhouse Stories" may provide a reference for domestic comedies in terms of film content that fits the lives of the people.
At the same time, "The Bathing King" has very cleverly turned the "bath house story" into the cultural background for the film creation. For example, the film uses different titles in different regions with "the same body of mud", which connects the bathing culture of different regions in China. This kind of creative method that integrates traditional culture as the core of the story is worthy of recognition, and it also gives "The Bathing King" a distinct advantage.
Next, the market still has a demand for domestic comedies of different themes. How to realize the theme innovation of domestic comedies will become an important proposition that the industry needs to face. Therefore, the emergence of "The King of Bath" is more critical in the inspiration and breakthrough brought by the industry.
3, market "demand"
For today's film market, the suspension of regional subsidence has become the most serious market dilemma. In other words, if the film cannot move audiences in third- and fourth-tier cities, it will be difficult for the film to break out of the market.
Therefore, what should the users who activate the sinking market rely on has become a concern of the entire market. From the perspective of actual market demand, the content quality and reputation of the movie itself are naturally the most important, but the market influence of the film's main creation and genre itself should not be completely ignored.
In fact, the natural "user coverage" of comedy genre films makes it the preferred genre choice to accurately meet the "demand points" of the market. And on this basis, although the cast lineup is no longer the core force of the film's sinking, it is the key boost for the film's sinking.
From the perspective of "The Bathing King", the film has a set of multi-dimensional combination cards of "genre theme + cast lineup + sentiment call", obviously making a lot of preparations for activating the sinking market.
is the first two leading actors. As a comedian, Qiao Shan’s previous image is very grounded, and his unique style has left a deep impact on the audience. This time he played the role of Rubin in "The King of Bath". Bathing worker Zhou Donghai, many viewers expressed their expectation that "this film plus Qiao Shan is really the right taste"; Peng Yuchang's character shaping ability has been recognized in the National Day file "Win the Championship" and other films, "Wind Dog" "Youth Sky" also allows more people to see his own cute temperament, which fits well with the rich second-generation Xiao Xiang, who has regained his memory in "The King of Bathing" and practiced his bathing skills. What kind of jokes this first cooperation between the "rubbing brothers" can bring has undoubtedly become the biggest attraction of the film.
Secondly, "The Bathing King" also added two female characters: "Sister" Zhou Xixi played by Bu Guanjin and "Grandma" Wang Sufen played by Wei Qing. Such role innovations of different age groups, especially the more attempts of female comedy roles, are rare in domestic comedy films. In fact, this can broaden the audience range of films to a certain extent, and also provide more opportunities for domestic comedy films. More space for character imagination.
In addition, in "The Bathing King", the "Wan Wan Brothers" composed of Bai Ke, Zhang Benyu and others are once again combined, which can also evoke the memories of a generation of viewers of the "Unexpected" series, thereby attracting more to the film The eyes of the audience.
Generally speaking, public resonance can be said to be the core element of domestic comedy market competition. The Lunar New Year comedy "The King of Bath", which is scheduled for December 11th, is very novel in its selection of materials. "Bath" itself has a strong resonance foundation. In addition, the film incorporates the techniques of Kung Fu films in genre elements, making "bath" more interesting. Just as the film slogan "washes off a year of unhappiness", in the Lunar New Year file at the end of the year, a unique film may give the audience a bathing experience both physically and mentally. The "resonance" in genre, theme and lineup, "The Bathing King" also provides a new idea for the increasingly tired domestic comedy.
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