Text | An Qing
Editor | 9527 Miao Gujun
The rapid development of domestic movies has made the box office market in the past few years like a roller coaster. Today, suspense themes are popular, and tomorrow, the ones that are popular may be main theme works. As commercial films become more and more commercial, the market for making good films has become a "big gamble."
If you are lucky, you will get rich, but if you are not lucky, you will come back. Behind
, one of the most controversial behaviors has appeared in the film market in recent years - "withdrawal".
After the movie schedule is confirmed, it will be withdrawn due to various reasons. Some unavoidable reasons are accepted by movie fans, but to leave "in anger" because the box office is not good is tantamount to breaking the market rules.
Several movies have been withdrawn from this year's Spring Festival, and this year's May Day movie " Nothing Can't Be Solved by a Hotpot " has also been withdrawn.
According to data, the movie "Nothing That Can't Be Solved by Hot Pot" has been online for 5 days, and the box office has just exceeded 50 million. Now, even a failed youth pain movie in domestic theaters can take over 100 million. box office.
Obviously, the box office performance of "Nothing Can't Be Solved by Hot Pot" completely failed to meet the expectations of the film studio, and it is not difficult to understand why it fled in a hurry. But let me tell you, in the seemingly decent withdrawal notice from the film studio, there is no "arrogance" hidden in every word.
The producers attributed the movie "Nothing That Can't Be Solved by a Hot Pot" to more viewers, and attributed all the problems in scheduling the film to "environmental factors." To put it simply, the competition for this year’s May Day slot is too fierce and you can’t win.
In fact, this year’s May 1st Film Festival is the least competitive in recent years. There is only one blockbuster movie in theaters, " and Riot Squad ", and this movie is still a backlog of movies. Except for the first day, it occupied the box office. First of all, its reputation has been getting worse and worse in the past two years, and its daily box office growth has been even worse.
There are no high-quality movies to seize the market, and there is no competition in similar themes. The box office performance of "Nothing Can't Be Solved by a Hot Pot" is simply because the movie itself is ugly.
Click to open the Douban comment area, which is where netizens unanimously complain "This movie can still score 6 points? Are you okay?", "The plot is a bit bloody, and the final ending is also a bit," 's five-star negative reviews are all over the screen, The filmmakers didn’t read a word of it.
Films made for the public do not accept public feedback. On the contrary, when fans hold high the banner of "squeezing out films in the underworld" and vent their grievances, the film studio brazenly states that the market is not good and the environment is not good, "I will withdraw first."
Is there a possibility that the film is scheduled to be underworld because the market competitiveness of the movie is too weak, and the competitiveness is too weak because the movie itself is a big mess.
The whole movie is an attempt to perform a comedy suspense with a series of twists and turns in a three-bedroom apartment. As a result, the comedy part is so embarrassing that the suspense part is completed entirely by coincidence and lines. For the sake of curiosity, the direction of the plot is completely different. Consider reality and logic.
I still can’t figure out which screenwriter’s idea was to bring a group of strangers together to eat hot pot and eventually find out that they are all a family. The plot is far-fetched and accidental enough to warrant buying lottery tickets. For a movie like
that could barely reach a score of 6 thanks to its fans, it was still believed that the poor environment caused the box office slump. Now that it is online and withdrawn, it is just waiting for the audience to forget all about it and walk into the theater to be ripped off again. ?
Netizens’ impatience with the film’s withdrawal can no longer be concealed. Not only has the content of the film been overturned, but the attitude of the film’s creators has also caused the film to once again experience a wave of word-of-mouth collapse.
"If you withdraw a movie, you will get 0 points directly", "Withdrawal after the May Day holiday? Wait for the Dragon Boat Festival? National Day? Make another profit? A bad movie is a bad movie."
The movie itself is of poor quality, but the creator of the movie has unrealistic ambitions for the box office. This arrogance is actually reflected in the early promotion of the movie.
Yang Mi made a lot of preparations for the movie "Nothing Can't Be Solved by a Hot Pot". In order to portray a down-to-earth prostitute character, she had red nails made and specially made them grow out, leaving pits. There is nothing wrong with such small details, but they were hyped up by the film crew.
The arrogant celebrities use their imperfect manicure and cheap clothes as a way to portray poverty, and they look complacent about it, making us as the audience realize again that although the director is filming the story of the poor , Yang Mi plays a low-class prostitute, but their understanding of poverty is extremely superficial.
They arrogantly believe that poverty is just like that. Just as ordinary people's imagination is limited by poverty, they can't film the stories of the poor.
A few days ago, "Nothing That Can't Be Solved by a Hot Pot" was still marketing the gimmick that Yang Mi dyed her hair red for the movie. Dyeing hair has become a sacrifice that actors make for acting, and a "challenge" to complete a character well. At the press conference, Yang Mi talked about hair dyeing. On the set, Yang Mi talked about hair dyeing. From top to bottom, the entire crew regarded popular stars' hair dyeing as a symbol of the actors' dedication.
However, netizens commented: "When did hair dyeing become synonymous with professionalism? Then idols are so dedicated" and "It's a bit outrageous to call hair dyeing a synonym for professionalism."
It is a common thing to pay attention to the appearance for the sake of the character, but using this kind of thing for marketing will only make the audience feel disgusted. This kind of operation is just like the "xxx director shock" that was popular before, it is purely an act of making a fuss out of a molehill.
To put it bluntly, the marketing direction of the entire movie "Nothing Can't Be Solved by a Hot Pot" is extremely pretentious. The wonderful plot, aesthetic pictures, and polishing of the script have no explosive points. Only Yang Mi's hair color and nails are worth it. Mention it.
The drama team believes that the actors’ small efforts should be praised and praised by the public. Brainless recognition and admiration is a very arrogant behavior in itself.
I really have to emphasize that movies are made for the public, and the audience is the actor's parents. All the efforts made in the movie from behind the scenes and in front of the stage are deserved. Complain about the poor environment and fierce competition. The audience does not understand movies, has no aesthetics, and even morally kidnaps the audience and uses guilt-based marketing to put themselves in the wrong position.
The current reputation collapse of the movie "Nothing Can't Be Solved by a Hot Pot" is not only due to the poor content of the movie, but also because of the high-minded attitude shown in the movie's promotion and withdrawal operations.
Moreover, the act of withdrawing the movie itself is a disruption to the market order. If a movie can be withdrawn at will, then there is no point in fixing it. Withdrawing it because the box office is not good is equivalent to "deserting". Saying that this movie is a five-star movie The most crotch-flattening movie in the series is definitely the best.
Finally, what are your thoughts on the withdrawal of the movie "Nothing Can't Be Solved by a Hot Pot"? What do you think of the recent controversy surrounding the movie?
