This year’s movies are all very good at marketing, but it’s also a bit too much!
For example, during the promotion of "Stealth" starring Liu Yase and Andy Lau, they were too close. They held hands, linked arms, and looked at each other quite naturally, which made people doubt their relationship for a time.
No matter who the man is, he will not be able to escape a scandal and an online violence.
Also over-promoted is " Hot and Spicy " directed and starred by Jia Ling.
This film adaptation of "100 Yuan Love" has successfully aroused resentment among some viewers even before it was aired. The reputation has plummeted. The reasons are roughly as follows.
dislike one: excessive marketing.
This movie is probably about an inspirational story about a fat otaku girl who decided to practice boxing and successfully change herself because of her crush on a boy. Jia Ling plays the inspirational girl who turned from a fat otaku into a boxer.
So, one of the highlights of this movie is: How thin has Jia Ling become?
Of course, the publicity team also seized on this point to arouse the curiosity of the audience, so they hyped up Jia Ling's weight loss. One moment she lost a hundred pounds and her voice changed, and the next moment she was so thin that she looked like when she was in school. Pan Binlong was shocked.
In short, "thin" has been repeatedly promoted, and Jia Ling's photos are not revealed at all during the promotion. The movie materials all show her fat appearance, and her daily activities are also in the form of dolls or humanoid signboards, always maintaining a sense of mystery. It whetted my appetite, as if to say: If you want to see Jia Ling lose weight, just buy a ticket and watch the movie.
caused disgust precisely because it promoted the movie while trying to keep it secret, so as to let the audience into the cinema in disguise.
"Who would spend tens of dollars to go to the cinema to see how much weight a woman who has nothing to do with them has lost?"
"I have never seen her thin, so why use it as a gimmick?"
"I lost a hundred pounds. , there are still one hundred and sixty, and you haven’t lost any weight!”
always talks about superficial weight loss, thereby ignoring the movie itself, causing this movie that has not yet been released to be criticized wildly, and Jia Ling’s popularity continues to grow. consumption.
can even predict the next marketing direction of this movie: the painful process of losing weight, being hungry enough to search the refrigerator in the middle of the night, eating "grass" every day, etc.
When the promotion point of a movie is "see how thin a woman becomes", then there is nothing to look forward to in this movie.
dislike two: remake.
is another remake?
Yes, another remake!
Why are domestic movies always being remade? It is also an issue that has been discussed a lot in recent years.
There is no shortage of actors, money, directors, and screenwriters. However, foreign movies are still being remade, but high-quality original movies are rarely seen.
Most of the remakes of high-scoring movies at home and abroad end up destroying originals and classics.
For example, Bao Beier's remake of "Sunshine Sisters" scored 8.8 points for the original version and 4.4 points for the remake.
and "Bride Wars", Chen Guohui's remake of "Wedding Wars", scored 6.7 points for the original version and 4.3 points for the remake.
and "Troublesome Family", Huang Lei's remake of "Family Pain", scored 8.1 for the original version and 4.5 for the remake.
There are many failed remakes of movies, and the reason for their failure is very simple: they only learned the surface, but not the essence.
is like Bao Beier's remake of the Korean version of "Sunshine Sisters". It almost copied the whole thing without adding any of his own ideas. And this remake is only a superficial copy, without showing the core of the original version at all. It just takes the dilemma of women's growth. It turned into a simple friendship between besties.
The high-scoring original version is difficult to surpass, the classic has been ruined, and the audience has begun to resent the remake over and over again.
Therefore, the audience naturally has less expectations and more worries about Jia Ling's "Hot and Spicy": the remake will inevitably taste like chicken soup.
objection three: suspected of plagiarism.
Some netizens found that the poster of "Hot and Spicy" was suspected of plagiarism. From the poster style, to the composition, to the emotional expression, it was almost copied.
's work was a remake, and the poster was copied. There was no innovation in "Hot and Spicy" and it caused controversy.
In fact, this is not the first time Jia Ling has been involved in a plagiarism scandal. The sketch "The Goddess and the Tomboy" she performed in the Spring Festival Gala was also found to be suspected of plagiarizing the Korean sketch "Sexy and the Tomboy".
From the form of the skit to the action design, to the performance style and rhythm, it is very similar to the original version. Regarding the plagiarism controversy, Jia Ling responded this way: she does not admit plagiarism, only admits it is a reference.
's response can be described as "fresh and refined". She also mocked other sketch actors: It's better than standing still.
Not only that, she also brought out Da Zhangwei, who was also involved in plagiarism.
This wave of responses shows the panic after being exposed for doing bad things, as well as the guilty conscience of being busy trying to support others.
Although he said it was not plagiarism but reference, he was still feeling guilty in his heart. Not only did
's sketches fall into plagiarism controversy, but his first film "Hello, Li Huanying" was also accused of plagiarizing the play "Once 5-Dad, Oops".
From the story structure to the presentation method, we cannot say they are similar, we can only say they are exactly the same.
Just when the plagiarism controversy was intensifying, and Jia Ling was about to be punished, the screenwriter of "Once 5 - Dad, Oops" personally spoke out to prove that she had not plagiarized, and the controversy subsided.
Although it has been proven that there is no plagiarism, the plagiarism controversy has affected Jia Ling's reputation. Now a new movie poster has been exposed to plagiarism again, which has lowered her favorability to a certain extent.
The movie has not yet been aired, but its reputation has plummeted one after another. Can Jia Ling's "Hot and Spicy" still create a box office myth like "Hello, Li Huanying"?
is really difficult! In addition to the above reasons,
also has the following reasons.
First, his ability is not as good as that of professional directors.
Jia Ling, graduated with a major in cross talk. After doing cross talk for many years, she switched to the field of sketches. Although the sketches are very successful and the Dawan Entertainment team she founded has the ability to compile and write, this is limited to sketches. This kind of writing and writing is limited to sketches. The ability is still much weaker in the film industry.
Even if "Hello, Li Huanying" was a box office hit back then, it was not considered a work of art, more like a long sketch. It was just the right time, place and people that made this movie possible.
but not having enough ability to write and film original scripts, isn’t that another sign of lack of talent? How can it compete with Zhang Yimou's "Article 20", Han Han's " Flying Life 2" and Ning Hao's " Mr. Red Carpet " in the same period?
It can also be seen from the trailer and lineup of "Hot and Spicy" that Jia Ling has incorporated many comedy elements, and this kind of movie that is not a pure comedy has also encountered Qiangjin's rival "Flying Life 2".
Based on the first film, "Flying Life 2" has attracted much attention. The slogan of its promotional poster is "A comedy team, a must-see for the whole family". The first sentence of its movie introduction is "100% content." ".
Similarly, "Mr. Red Carpet" directed by Ning Hao continues to use the absurd comedy style of the past, and to a certain extent, it also alienates some viewers who want to watch comedy.
In this way, it will be difficult for Jia Ling's "Hot and Spicy" to stand out.
Second, the starting point is too high.
"Hello, Li Huanying" is Jia Ling's first cross-border director. She is neither a professional director nor a professional actor. No one in the industry or outside the industry has expectations for it. Naturally, movies of the same period will not treat it as such. Take it seriously.
But things are different now. With a high starting point, she will not only get excessive attention from her peers and get involved in business wars, but she will also receive attention and even criticism from the audience.
After all, with the foundation of "Hello, Li Huanying", peers will no longer underestimate Jia Ling, and the fight will become more powerful.
Audiences who like to create and destroy gods will also watch this movie with a critical eye. They will be criticized and compared at any time, which will affect the box office.
Third, there is a lack of ace starring.
The lineup of several movies scheduled for the 2024 Spring Festival is quite strong, which can be said to be a perfect combination of strength and traffic.
For example, the famous director Zhang Yimou hooked up with the top Zhao Liying, the powerful Ning Hao hooked up with the top Andy Lau, and the top Han Han hooked up with the top Shen Teng.
needs traffic, strength, and box office appeal. In comparison, "Hot and Spicy" is weaker.
Although Jia Ling has box office appeal, without Shen Teng as a top partner, she also lacks a trump card. Even with Zhang Xiaofei and Lei Jiayin in charge, it will be difficult to make a big splash.
After all, Zhang Xiaofei’s personal box office appeal has not increased significantly after being promoted to a celebrity, and it is difficult to compare with Shen Teng, Andy Lau and Zhang Yimou.
Generally speaking, it is quite difficult for Jia Ling to recreate the box office myth with "Hot and Spicy".
But everything is unpredictable, Jia Ling’s victory depends on her gender. As a rare female director in the industry,
caters to female audiences to a certain extent, and telling female stories from a female perspective can arouse the resonance and love of female audiences.
So "Hot and Spicy" is quite special. If it doesn't explode, it will be a big hit.
Of course, in this era where women have super purchasing power, whether "Hot and Spicy" can create a box office myth ultimately depends on whether Jia Ling can tell a good story and seize the opportunity.
How the heroine has transformed, how love is unconventional, and how novel the embodiment of female power is. Even if it is a remake, it can turn around as long as the core is well told, rather than relying on weight loss and forced sensationalism to gain attention. Such superficiality is only It will offend the audience.
