movie " Wolfpack ", the box office has not exceeded 20 million. This figure is far from the results of the "Wolf Warrior" series previously produced by producer Lv Jianmin . In terms of word of mouth for
, "Wolf Pack" has dropped from 7.1 points at the beginning to 6.9 points today. The ratings of the two "Wolf Warriors" have remained at 7 points and 7.1 points respectively. In comparison, it seems to be about the same.
Then, they are all "wolves" as well. "Wolf packs" can't match the power of "lone wolves". They obviously have their own halo. What happened to this military action movie "Wolf Pack"?
From the perspective of the film's arrangement alone, there is still 10.6% on the first day, and it won the box office of over 8.44 million, ranking third in a single day. At the same time, even though the next day occupied the "day time" of the Mid-Autumn Festival file, the overall rate still plummeted to 2.6%. In the following days, the highest number of films was 4.7% (September 15). At the premiere,
producer Lv Jianmin kept appealing to the theaters to arrange films. Starring Zhang Jin, , Jiang Luxia and others have also been shouting that there are fewer and fewer action movies now, and it is not easy for such movies to appear in the market.
Even so, the "counter-attack" of "Wolf Pack" seems to have become a small probability event. We tried to reproduce this film from all aspects of the film, to the current audience's preferences, from the subject matter to the title of the film, all trying to copy "Wolf Warriors" movie, where the problem lies.
The propaganda does not mention "Wolf Warrior", but "Wolf Warrior" is everywhere
When it was officially announced in 2020, the title of the film was "My Mercenary Career", and the main creators were lined up on the poster. Finished in 2021, it was originally planned to be released that summer.
may be caused by various uncontrollable factors. The director said on Weibo at the beginning of this year that the film was completed in the later stage, renamed "Wolf Pack", and planned to be released in the spring. As everyone knows, it was finally set for the autumn. The posters released by the
movie, from the design style to the standard word of the movie , make it difficult for the audience not to think of "Wolf Warrior 2". Especially on the font of "wolf", they all carry a dagger, and the style can be said to be very consistent.
is only during the promotion process of the movie, except that the producer Lu Jianmin is the producer of the "Wolf Warrior" series, there is no active association with "Wolf Warrior" in other places.
It is true that from the perspective of the film brand, it is understandable for the producer to continue the "Wolf Warrior" series.
Just as Lv Jianmin said frankly when talking about "Wolf Pack", when "Wolf Warrior 2" was released, it had already formed a mature IP after the market feedback of the previous work, "But "Wolf Pack" is still blank, I signed with the main creator. It’s three films, I hope the series can continue, but I hope that the audience can have a good reputation for this film, so that they can have the opportunity to shoot it later.” At the beginning of April, in the eyes of the industry, the "unpopular period", the main creators ran roadshows one after another, and the final total box office exceeded 544 million. In the era when " Wu Jing " had not yet become a national symbol, it was not easy, and it was even more popular. Called a miracle; 2 years later, Wu Jing's information about selling a house and making a film was repeatedly mentioned, and "Wolf Warrior 2" set a box office champion for 4 years in the summer of that year.
"Those who offend China will be punished even if they are far away", which became the hottest slogan that summer. And when it comes to "Wolf Pack", the film also extracts a similar slogan, "If a person commits a crime against me, I will commit a crime".
Obviously, without a strong brand concept, the appeal of "Wolf Pack" is relatively weak.
In terms of film promotion, the early stage of "Wolf Pack" made the topic that the Chinese people's sense of security overseas came from them. In this mode, it is easy for the audience to think of the role played by Wu Jing in "Wolf Warriors 2" to save people, and At the end of the film, reflects the value of the Chinese passport .
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film obviously hopes to resonate with the audience and empathize with through the promotion of this strong emotional output.
senior filmmaker Gao Jun said in an interview, "The operation of a film needs more passion, and it must be passionate to make your own films. If you are not passionate, can you impress the market and influence the audience? It is your film that you want to shoot. Well, when you are operating in the market, you still have to have enough space for this kind of thinking, find the most suitable promotion point for your film, and launch it." "Wolf Warrior 2" is the same, but more or less, it will make the audience have a "similar" perception of it.
is just in the pre-release period of the movie, which caused a lot of controversy because of some radical slogans posted in the bathroom. The so-called too much is too much. The filmmakers may want to emphasize that the quality of the film itself is excellent, but such out-of-time rhetoric has only had the opposite effect in the end.
Are military action movies really outdated? In addition to the emotional output, the
movie "Wolf Pack" is also a more prominent and strengthened place in the promotion process. As the only action movie in the Mid-Autumn Festival,
is easier to sink than many other movies in terms of genre and subject matter. After all, from the point of view of distribution, the box office will have the opportunity to gain more space if it can sink to win the market fundamentals.
just backfired, even though the lead actor Zhang Jin said in an interview, "Many people now say that there are fewer and fewer action movies, I really hope that there will be some actors who can still endure hardships and fights, and use a I want to be seen by more people and get more recognition, so I hope everyone can support this film.”
From behind-the-scenes perspectives such as movies, Zhang Jin, Jiang Luxia and other actors, for the action scenes of this film, did their best and did not have a single complaint. Even during the filming of Jiang Luxia, the brow bone was broken and the needle was scarred, and she still said calmly, "Just leave me a life. ".
Now it seems that these efforts have not been responded to by the market. Is it really because these kinds of action movies are outdated in the market?
It is difficult for everyone to give an absolute answer, but Gao Jun commented, "I think these audiences who like to watch action movies now. Especially young audiences, they are no longer satisfied with the kind of petty jokes, they want to watch There are thousands of troops, especially a big scene like " Changjin Lake "."
Looking back at the popular military action movies on the market in recent years, not to mention the "Wolf Warrior" series, just " Red Sea Operation " ""King Kong River" and "Changjin Lake" always have a lot of burning and bloody scenes, and such scenes naturally become the key to the audience's emotional point of view. In the process of publicity, "Wolf Pack" lacked the advancement of this content.
At the same time, Gao Jun pointed out that the title of "Wolf Pack" is also difficult to have a direct connection with this hot scene. For example, although "Wolf Warrior" is also a "wolf", it focuses on "war", not to mention other "actions" and "rescue".
did not capture the audience from the early stage, and if it did not get word-of-mouth support for the second round of diffusion in the later stage, it could only face the current situation in the end.
may look back at "Wolf Pack" again, from the propaganda caliber similar to the "Wolf Warrior" series, to the inability to really capture the audience's content emotions, even if it is "time", there is no "place" and "people", it is destined to go. On the "cold field" realm.
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