author 丨 Zhang Yuan
editor 丨 Meiqi
official interpretation of entertainment value:
ID: wenyujiazhiguan
In this single-day box office repeatedly hitting new highs, and the enthusiasm for watching movies remains high, few people can think of A comedy starring Shen Teng The film will be "carried away" within a few days. It can be said that the speed of "Super Family" hit the street beyond everyone's imagination..
Although the film performance of Happy Twist has been ups and downs, Shen Teng has not missed this sign yet. With the "misfiring" of "Super Family", the word "contains volume" also lost its meaning. For Happy Twist, the failure of "Super Family" not only means that the investment has been "lost", but also means that the "movie assembly line" has completely failed.. For domestic films, Happy Twist's heavy fall this time may mean that national comedy will become history from now on.
Why did the highly anticipated "Super Family"
hit the street at the speed of light?
"Super Family", which was withdrawn twice during the Spring Festival last year and this year, was once regarded as a seed player for the summer file. After all, when the withdrawal was announced on January 5, its Tao Piao Piao and Maoyan Want to Watch Index ranked first in the Spring Festival. Both the industry and the audience have high hopes for this film.
First of all, the leading actors Shen Teng and Allen continue the standard actors of the popular movie "Happy Twist", and the director is Song Yang who directed "The Iron Fist of Shame". This lineup undoubtedly gave everyone a reassurance. Secondly, last year, "Lonely Walking on the Moon" with "comedy core and sci-fi outerwear" let the audience see the possibility of happy twist breaking through the bottleneck. The 3.1 billion box office also proved the market's recognition. A Family" naturally has the potential to replicate the success of "Lonely on the Moon" . In such a summer season when domestic movies are blowing out collectively and the audience’s enthusiasm for watching movies is completely stimulated, it seems destined to be the traffic that carries the box office. "The box office can reach at least 1.5 billion or more.
On July 10, when "Super Family" released the latest trailer, someone from Douban's "Movie Box Office" group launched a box office prediction vote. 70% of the people believed that the box office would be more than 1.5 billion, and only 6% Think box office will be less than 1 billion . Judging from the release schedule, "Super Family" also takes up all the "time". The lack of a point was identified as "beating the street", and "Super Energy" was given the important task of rekindling the enthusiasm for the summer file.
However, the day before the release, Maoyan gave "Super Family" a total box office forecast of 800 million . collapse, Shen Teng alone can carry 800 million." However, followed the word-of-mouth collapse of "Super Family" on the second day, and the Douban score dropped from 4.8 to 4.1 points. Some viewers urged "Super Family" to spit out the film . Sure enough, the film schedule of "Super Family" fell freely from 36.8%, 30.1%, and 17.9%, and it will face the end of "being carried away" after only three days of release. For a happy twist movie starring Shen Teng, This still hasn't happened.
"Super Family" hit the street at the speed of light this time, which is a major blow to both Happy Twist and Shen Teng.Before this, although the word-of-mouth of Happy Twist has been in jeopardy due to the bad movies, but because of the uniqueness of "Twist Comedy", Shen Teng's accumulated favorability for films such as "Charlotte Annoyance" and "The Richest Man in Xihong City" , Ma Li's reputation and popularity in the eyes of the public, audiences are always willing to give Happy Twist a chance again and again, and it can always cheer up after a few bad movies and restore a little word of mouth, as long as it can make the audience laugh in the theater, Twist The film business can continue to do so. Last year's "Lonely Walking on the Moon" also allowed the audience to see Twist's sincerity and efforts to step out of the comfort zone and explore "comedy +".
However, "Super Family" brought Happy Twist back to its original form, and further confirmed the title of "King of Publicity and Fraud". If we say that the box office hit the street in the past and there was a fig leaf of "containing volume", this time it is not only "Shen Teng is hard to save", but also smashed his only golden signboard to smash , and then want to rely on a It is almost impossible for "Lonely Walking on the Moon" to turn over.
When Happy Twist's "three axes" completely failed
"Super Family" box office and word-of-mouth collapsed, once again exposing the long-standing problems of Twist. When "Charlotte Annoyance" was born in 2015, whether it was the high-concept setting of time travel, the sensuality of identity swapping, or the high-energy and intensive jokes, it was a blow to the comedy market at that time. At that time, the drama-style performance style also made the audience feel fresh and interesting, and the down-to-earth story setting also made the audience feel more cordial.
However, for many years, Happy Twist has always only had these "three axes". Not only has the background of the story become more and more suspended and out of touch with reality, but it has also been unable to establish a set of logically coherent and emotionally solid play methods, relying only on the imagination The playful plot is highly dependent on the self-replication of the comedy plots played by the actors. After running out of the IP of the drama, the remakes again and again only prove that Happy Twist does not have the patience and ability to create movies. It just wants to take a story setting from the original and stuff it into the familiar jokes. Put on a layer of family carnival-style emotional coat, and it becomes an assembly-line "twist comedy".
Last year's "Lonely Walking on the Moon" focused on science fiction concepts, but the logic of the play was also the same, so although it was well received, it was not well received. The reason why "This Killer Is Not So Calm" was able to win the 2.6 billion box office is because Happy Twist has found a very flattering way of acting. The story setting of 's fake show makes the logic jump and the performance exaggerated all seem reasonable. Because the film made a self-declaration at the beginning: This is a farce . For Happy Twist, this is a successful gamble of exploiting strengths and circumventing weaknesses, and self-deconstruction. However, such an operation is destined to only be played once, and it also exposes that the creator is on the verge of being on the verge of being technically exhausted.
In fact, Happy Twist's "three axes" have long since failed, and even Shen Teng's hard-working performances are unable to recover, just as an audience commented, "Even if the content is 100%, it can't change "Super Family" is The essence of bad movies. " With the rise of short video platforms such as Douyin and Kuaishou, and the emergence of a new generation of comedy content such as talk shows and comedy contests, the audience's "happiness threshold" is constantly being raised, " sketch-style movies "In the same two hours, I can watch 100 short videos, or listen to 20 talk shows at home." For comedy movies, audiences pay more and more attention to the logic and emotional core of their stories. , Caring for reality, I am tired of the "slapstick comedy" that Twist has always been.
In the past, the reason why Shen Teng was able to "continue his life" for Mahua was because, as a top comedian like Zhou Xingchi, no matter how exaggerated the role was, no matter how imaginative the setting, he had the ability to act so that the audience would Be convincing and kind, and don't think it's artificial or false.It can be said that he has always been the thread as thin as a gossamer between Happy Twist and the audience, so that it will not let it go away completely. However, in "The Super Family", Shen Teng, who asked to wear a mask to play the role, personally cut off this connection. I don't know if it was because he realized that he could no longer pull the mahua back to the ground . As for him, who is ridiculed as "the Antarctic man in the film industry", his popularity is deteriorating at a speed visible to the naked eye. From the perspective of personal development, he will also be further "untied" from Mahua in the future. After the
happy twist, there is no one to succeed the
national comedy?
With "Super Family" completely hit the street, only "Unfamiliar Life" is left among the top 10 pure comedy movies in this year's box office list. "Enthusiasm", which is about to debut in the summer season and is very popular, from the perspective of Wang Yibo's casting, is more inclined to focus on "a youth inspirational film with a hip-hop theme". Wang Baoqiang's "In the Octagonal Cage" deliberately avoided comedy elements, and washed away the bad impression left by "Havoc in Tianzhu" with realistic glaze. In "The Missing She", Chen Sicheng also gave up the comedy color of the "Tang Detective" series that made the audience feel tired. The reason why Zhang Yimou's "Man Jianghong" has the best box office in his personal career is also because he gave up "Three Guns Surprise". The absurd comedy tries to let the comedy only be used as a suspenseful embellishment to hedge against the chilling atmosphere of the film.
If you look back at the two comedy movies that did well this year, you will find that they both have a realistic core under the comedy coat. "Life is Unfamiliar" Because of the joining of Xiaoxing called Beast Yi, Happy Twist completed a small self-breakthrough. Through the localization attempt of the "囧 series" road film, various realistic issues and popular hot spots have been integrated, and it no longer gives people a sense of floating in the sky. The combination of pure comedy + road film + hot topic is also pleasing enough. However, judging from Douban's failing score of 5.9, this film has not restored the reputation of Happy Twist. Like "This Killer Is Not So Calm", it is also an isolated case that is difficult to replicate.
"Keep You Safe" is a comedy that is more closely related to real issues (cyber violence, campus bullying), without losing the theme of real life, and without losing the emotional rendering of sadness and joy. In order to add a bright tone of light-hearted self-deprecation to this little character story.
It can be seen that a self-referential pure comedy like "This Killer Is Not So Calm" may become a "swan song", whether it is "Unfamiliar Life" with a box office of 1.18 billion or "Keep You Safe" with a box office of 700 million. ", failed to become a national comedy that hit the box office. When the routine of Happy Twist completely failed, the genre of national comedy faced an embarrassing situation with no successors.
Perhaps, in the era of short video clips and talk shows, it is difficult to have a comedy that can satisfy everyone's laughter. As a separate movie type, comedy is becoming more and more difficult to establish. Only with realistic themes, The in-depth combination of suspense, science fiction and other genres will become the icing on the cake, and there will be greater room for development .
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