In recent years, domestic youth love movies have been favored by various film producers for their "small cost and high rate of return".
From "To Youth" to "The Year in a Hurry", "Left Ear", "Later Us" and other youth dramas appeared, the box office rose all the way and became the "dark horse" in the movie, a youth romance with nostalgic sentiment, Aroused widespread recognition and resonance among the audience.
"No nostalgia, no youth"
"Nostalgia" in Chinese is interpreted as homesickness, derived from the ancient Greek meaning of "return home".
The fast pace in real life, there is not much time to allow people to think quietly. Many people "look back" in their spare time and miss that youthful and ignorant, stress-free age and life, listen to that The unique melody of the era.
The development of history and the progress of the times are the main reasons why people want "nostalgia".
Faced with many unknown futures and current panic in the road of life, many people can find their inner comfort and sense of belonging by chasing the passing time. This is also the fundamental reason why youth love movies can move people. The
type of youth romance dramas are all set around 2000. For example, the release of the classic comedy "Charlotte Troubles" of Happy Twist has caused a wave of nostalgia in the mainland.
In this period of time, the post-70s, post-80s, post-90s have certain memories and perceptions, and it is easy to form a certain scale of word-of-mouth communication among young people, using the audience’s desire to "look back" to trigger topics and emotions .
In "Charlotta Troubles", the screenwriter weaves a "dream" for the audience that everyone wants to make up for. Combining reality and ideals, the protagonist travels from the dream back to the school days and retaliates. The teacher who despised him, recovered his first love, and saw his mother again, making up for the regret of the family hurt. The unique atmosphere rendering in the
movie, the classic popular songs of the 90s, and the various "stalks" that have come with their own comedy have become the topic of the audience, and the chain reaction that can produce such a good chain reaction is because of the plot It evoked the audience's "relation to the old" mood.
evokes collective memory
"There is no era in history where people are so confused about themselves."-Scheler
In the opinion of Jung, the Swiss psychologist and founder of analytical psychology, there is A noun is "collective unconsciousness".
Regarding this term, the encyclopedic explanation is: “refers to the human universal spirit that is accumulated in the deepest psychological layer by countless experiences of the same type retained by genetics.” The two categories of
collective unconsciousness are prototype construction and emotional identification. The youth nostalgic films of the use of the audience's inner "emotional identification". According to a survey conducted by
, among the audience who like to watch youth dramas, 50% think that the "memory and youth" in the drama attracted them. In the growth stage of the audience,
has a recollection of youth, but in the current depressive environment, they also need to find a confession to achieve the purpose of catharsis. The characteristics of the times and character experiences in
youth dramas are likely to allow the audience to extend this experience to themselves, to think about the time and unfinished wishes of the year.
For example, "Teacher Good," starring Yu Qian, achieved a box office score of 350 million this year, which was 10 times more than expected.
In the movie, many classic elements of that era have evoked the collective memory of the audience.
printed "Serving the People" enamel cup, female students wear fitness pants and white sneakers, boys break dance, nostalgic walkman and tape, teachers wear white shirts and "two eight old donkeys" , How familiar and vibrant nostalgia elements, coupled with the twisted and rebellious youth past, everything is so familiar. In the crisis of identity and the anxiety of identity, the youth of each era have undergone transformation to varying degrees.
Young people want to find the "self" in the prototype, and middle-aged people want to find the "young self", and such a fate and opportunity can be achieved through a way of film professional.
Low-cost, diversified new media marketing strategy
General domestic youth dramas, with less investment, in film production andActors are not comparable to commercial blockbusters, but topic marketing is an indispensable process in publicity.
This year's youth romance film "A Story More Sad Than Sad" was released in mainland China, and all popular social platforms were screened by words such as "crying", "youth" and "moved".
In the Chinese consciousness, youth can arouse people's nostalgia and resonate with the soul. Therefore, in the discussion and forwarding of hot topics, it also promotes the fermentation of word-of-mouth in the film promotion.
Even if many people are not used to watching movies, they will walk into the movie theater to get a glimpse of "just how sensational it is". Such curiosity has also contributed to the marketing of movies.
At the same time, in the publicity of youth dramas, the support of popular movie stars is also indispensable, specifically in the links of popular film and television actors and popular singers singing.
Ni Ni in "The Year in a Hurry", Dongyu Zhou in "Later Us", and Yi Qianqianxi and Dongyu Zhou in "You are a Younger" are currently popular actors, and they also play the leading role. Their fans will also promote the release of the movie in the process of dissemination.
And star assisting singing is also a way of publicity. The singing of Faye Wong in "The Year in a Hurry" and the singing of Liu Ruoying in "Later Us" can arouse the audience's thinking about the times and memories. When
was born in the 80s and 90s, these singers were the memories and idols of many people. Listening to the familiar melody naturally aroused people's tracking of memories and provided strong support for the propaganda of the film.
film is a special artistic expression in the development of the new era. It can use both audition and vivid three-dimensional images to present and create a mainstream social value for the audience, and guide the audience to think about youth, inspiration, love, friendship, etc. Thinking.
The development of Chinese youth romance films is tortuous and long, and has also experienced a development process from naive to mature, showing the unique youth memory of contemporary youth, and is an indispensable part of our country's literary creation.
Therefore, on the premise of presenting the theme of the times and love, domestic youth dramas should keep up with the pace of the times, lead the positive and positive mainstream values, explore more mature and systematic plot patterns, and be able to cater to the current audience. A critical aesthetic concept has made greater breakthroughs.
