Text | Yue Mu, author | Pang Hongbo's "749 Games" is getting further and further away from dominating the market. The pre-sales went "crazy", it "exploded" on the first day, and the reputation "collapsed". I believe no one can fully understand Lu Chuan's mood these days. As a blo

text | Yue Mu, author | Pang Hongbo

"749 Bureau " is getting further and further away from dominating the market. The pre-sale of

went "crazy", it "exploded" on the first day, and its reputation "collapsed". I believe no one can fully understand the mood of Lu Chuan these days. As a blockbuster project left over from the previous cycle of the Chinese film market, it was finally mentioned by the Film Bureau as a National Day saver. However, after successfully igniting the market for a day, "749 Games" has been cut in half in the market due to its poor reputation.

html In July, during the release of " ", director Lu Chuan posted on Weibo that it was a cultural tragedy that low-quality and highly alkaline comedy films dominate the Chinese film market. In October, when "749 Bureau", which had extremely high investment costs and was finally released in a hurry after eight years of ups and downs, was ridiculed by the crowd, director Lu Chuan didn't know if he could really "come at me if anything happens."

Of course, the people behind "749 Bureau" do not deny that there are "passers-by" who have watched the movie and followed the trend. This movie is not a "strong acid science fiction movie" with no merits. But blaming the market and the audience is actually just an escape.

Director Lu Chuan mentioned from the first time he saw the film that this film will definitely be a highly controversial film. The strength of the visual effects can still be discussed, but the lack and swing of the film's narrative level is destined to not be accepted by everyone. Starting from industrial sentiment, I hope that "749 Bureau" can at least gain something in the market. I also hope that films with strong visual effects can be supplied to the market and enrich the audience's choices.

However, the release caused such a big controversy. It is a pity that Lu Chuan did not explain more about the plot of the movie from the director's perspective, so as to eliminate the audience's doubts about the movie. Instead, he posted a "serial bombardment" on Weibo, believing that the audience "the deeper the love, the higher the demands, and the harsher the blame."

This is actually Lu Chuan falling into a typical "hard work trap". The audience votes with their feet and looks at the results rather than the process.

After eight years of starting a business, hard work is not the same as merit.

Sometimes self-pity will give birth to narcissism.

In April this year, "749 Bureau" was completely completed after reshoots. Lu Chuan posted on Weibo: After eight years of towing this ship, it can finally dock. Later, Lu Chuan accepted a media interview, and in his self-report, you can see a lot of details about the production of the film. In the past eight years,

has started from the peak of the film industry where "money is not bad". It has hired five Hollywood giants with an average salary of 20,000 US dollars per hour. It has also made famous British films such as " Dune " and " Avatar " Visual effects company dneg converted half of the production fee into overseas distribution investment shares, becoming its only investment film in Asia.

But as the industry collapsed, the film’s capital chain broke. Lu Chuan first filled the hole by himself, and then continued to "work part-time" to "extend the life" of "749 Bureau" by filming commercials and dramas. Finally, it took five years from completion to now for "749 Games" to finally reach the audience.

From a personal level, this is an "ultimate exercise" for Lu Chuan's self-growth. The predicament encountered by "749 Bureau" is worthy of sympathy, so when "749 Bureau" is finally finalized, most people in the industry actually hope that the film can win market recognition and bring the project to a successful conclusion.

But from a market perspective, audiences should not pay for the eight-year "suffering" of "749 Bureau". "Feng Shen Part 1", which also had a similar experience, had completely different results in the market last year. The difference between the two is that "Feng Shen Part 1" has a story that can be understood and brought into the current audience. On the other hand, the "restraint" and "obedience" of Wuershan itself can satisfy the emotions of ordinary viewers in some marketing.

Looking back at "749 Bureau" and Lu Chuan, they were too caught up in the "eight years of starting a business, and they will eventually be proud", which made their self-pity deepen into narcissism in the praise of the premiere's reputation.

In fact, the audience's expectations for this kind of "stock item" are already low enough. Anyone who can reach above the passing line will reap miraculous results because "it's not bad". Is such a requirement still high? Because it led the pre-sales and first-day box office, a large number of negative reviews came in. The split between the two made Lu Chuan naturally think that the movie was "hacked". But what did Lu Chuan do? Is there a targeted auxiliary explanation of the plot that the audience does not understand? Or can public opinion be stopped by just saying "Come to me if you have any problems"?

The off-kilter "749 Game" has no supernatural, only monsters.

The most taboo thing for viewers is "being cheated".

In fact, many viewers' expectations for "749 Bureau" are based on the curiosity of supernatural phenomena. What the audience hopes to see from the beginning is what kind of "superpowers" are hidden in the little-known 749 Bureau. , what kind of "paranormal phenomena" have been studied here.

It can be said that the audience has a "realistic" expectation. However, the 749 Bureau in "749 Bureau" is just an "institution" and is not linked to "reality".

Due to various reasons such as censorship, the movie cannot emphasize that Bureau 749 is a real organization. This is understandable and most viewers can understand it. However, "749 Bureau" is not a film with a certain realistic tone from beginning to end. It is essentially a "monster movie."

returned to the 749th game from Mashan. His teammates flew into the air and pulled down the "Welcome" banner, basically telling the audience "Thank you for your patronage". Because no matter how supernatural or super-powerful they are, no normal person can imagine that there are really people in this world who can fly as they please.

Since "Welcome", the 749 rounds that the audience expected and the 749 rounds in the movie have completely gone their separate ways. In the movie, the wing tribe, No. 0 creature, mutated animals, Mashan's wings, and the flattened city are all related to science fiction and have nothing to do with reality.

However, because the movie has always been "mysterious" in terms of marketing, and because Lu Chuan himself has repeatedly revealed his real-life experience in his first job in the 749 Bureau, it has aroused the curiosity of the audience. But the movie is not interested in presenting "supernatural", but only wants to create "hyperreality".

What the director hopes to convey and what the audience hopes to satisfy are actually very misaligned at the beginning of the movie. Not to mention the many unreasonable points in the plot of the movie, just the scene where wings grow on Mashan's back in the bar, from the director's perspective, this should be a change in Mashan's "teenage growth", he still He was ridiculed by everyone as a "monster", but he was finally about to fly. This scene is at least emotionally a highlight and should move the audience. But the audience endured it for an hour. Ma Shan grew wings. Instead of being afraid, ordinary people in the bar laughed at him. It was simply ridiculous and outrageous.

What the director wants the audience to "move" is exactly what the audience "dislikes". Even if it is a science fiction film, ordinary viewers hope that the film will contain real emotions and normal behaviors that normal humans have in reality, rather than completely suspended settings and expressions.

Although the National Day release has just passed three days, the fate of "749 Bureau" may not be too good. Perhaps for Lu Chuan, many years later, along with the "eight years of entrepreneurship", the confusion and confusion of "half positive reviews and half negative reviews" came to mind. Of course Lu Chuan was puzzled because the audience didn't understand the movie because the special effects were too "difficult" and the director's eight-year job was too "hard". But it seems that the audience does not need to understand that when the movie tickets in the hands of the audience are not worth the price, they can only accept the curse.

You spend money, and the audience also spends money, which is fair.