"If You Are the One 3", written and directed by Feng Xiaogang and starring Ge You and Shu Qi, was released on December 30, 2023. It has never been able to continue the glory of "If You Are the One" and "If You Are the One 2". So far, the box office of "If You Are the One 3" is only over 60 million.
is also a romance film, "If You Are the One 3" was completely beaten by "Twinkle Twinkle Star". Under the bright starlight of "Twinkle Twinkle Star", Feng Xiaogang and Ge You, the once brilliant old couple in the New Year film, have lost the magic that impressed the audience in the first place.
Although "If You Are the One 3" failed at the box office, its box office was still much higher than that of "The Founding General 1955" directed and starring Tang Guoqiang some time ago. The box office of "The Award of the Founding General 1955" was only over 5 million, and it is estimated that Director Tang will not be able to recoup the cost.
Why did "If You Are the One 3" fail at the box office? Quite simply, times have changed, the audience has changed, but directors and actors have not kept up with the changes and are still stuck in the past model. What the movie provides is not what the audience wants, or to put it simply, what the audience does not want.
At the time, Feng Xiaogang, Ge You and others made movies, such as "Party A and Party B", "See You or Be Parted", "Big Shot", "Cell Phone", "A World Without Thieves", "If You Are the One", "If You Are the One 2", etc., which were very popular with some audiences. The tone of these movies includes both Beijing Kanye's wit and Western-style humor. They interpret real life in a condescending manner, which has attracted the admiration of many audiences.
Why can't it work in "If You Are the One 3"?
The director and actors are still at their original height, but the audience has become taller. They used to look up, but now they look at level or even looking down.
What's more important is that after experiencing impetuosity and hustle and bustle, people's views on love and marriage are returning to traditional and orthodox concepts. Under such circumstances, the outdated humor and wit are still being used to tease love and marriage. Can the audience agree? Can you buy it?
The mistress whom she was once proud of but not ashamed of has now become a street rat that everyone shouts about. Why do audiences resent, criticize, and complain about polyamory, sister-brother love, and aunt-nephew love in urban idol dramas? It’s because these things are too biased, too fake, too superficial, ungrounded, and lifeless.
There is a lot of discussion on the Internet about the box office failure of "If You Are the One 3", with various opinions. Some people think that the director has exhausted his talent, while others think that the lead actor is too old. Among the many opinions, there is one point of view that hits the nail on the head. The reason why "If You Are the One 3" hit the street was not that the audience abandoned Feng Xiaogang, but that Feng Xiaogang abandoned the audience first.
Some viewers said that "If You Are the One 3" is the "last pot of cold rice" fried by Feng Xiaogang, and they were left with goosebumps after watching it.
Each of the above statements has its own truth. The audience has already entered the 2020s. Feng Xiaogang, Ge You and others are still living in the 1990s and can no longer keep up.
Audience tastes, heights, concepts and needs have changed, so directors, screenwriters and actors need to keep pace with the times and adjust themselves in a timely manner. If you adapt, there will be a market; if you don't adapt, you will definitely become lonely. Film and television dramas must adapt to the audience, not the audience.
If some directors and actors are really unwilling to adapt to the audience, please just go to sleep.
"If You Are the One 3" failed this time. Can Feng Xiaogang and the others still make a comeback in the future? It's hard to say, but it's probably going to be very difficult. There's nothing you can do but let the flowers fall. Just quit when it's time to quit.
Feng Xiaogang and Ge You, if they pounce this time, just pounce. I don’t know, which big director or star will be next to hit the street?
