No movie will be withdrawn before its release. This year's Spring Festival has been fiercely fought, with half of the eight films withdrawn. It can be said that the film market has never been troubled, and it is an abnormal state. Coming to the May 1st schedule, the new film " Nothing Can't Be Solved by a Hot Pot " (hereinafter referred to as "A Hot Pot") is also on the road to withdrawal. Previously, "Rescue", " Stuntman " and "" "Xiao Qian " has been withdrawn one after another, which makes the abnormal gradually become the new normal. Talented netizens summed it up as "the film industry's seven-day return without reason", and even speculated whether it will be withdrawn in the future. It has become a regular promotion and marketing method - films come and go like the wind, scheduled, uploaded, postponed, and withdrawn. The agreement with the audience can be changed at any time. Use the lines of Guo Tao in "Crazy Stone" To exaggerate, "Is it a public toilet? Come when you want, leave when you want?"
Withdrawing the film is also a last resort move by the film studio. It rushes to pay for the withdrawal of troops before defeat, and prepares to fight another day, so that the result of waiting for death will appear. At the slightest sign of improvement, the deadline may even be postponed indefinitely. Thinking about the films in the past that were withdrawn and never seen again, there may not be any possibility of rebirth in the future. Of course, there are also producers in the industry who say, "You can fight to the death on the battlefield, but you will not retreat." This is also an attitude, and each has its own reasons.
The winners are generally similar, but the losers each have their own misery. Ding Sheng, the director of "Hot Pot Meal", recently returned to his alma mater for exchanges. He believes that there are two reasons for the box office failure. One is the difficulty in promoting the film, and the other is the threshold for viewing. For today's audiences who love to watch short videos, it is not easy. Can see in. However, his mentor, director Xie Fei, commented one by one that the problem of publicity still stems from the unclear genre of the film itself; due to the structure of the script, the length of the film could have been cut from more than two hours to one and a half hours. Unexpectedly, this academic discussion became a hot search topic, and the topic became more popular than the movie itself. This in itself is a living drama in the "double speed society".
"Double-speed society" is a concept frequently mentioned by Japanese writer Yutaka Inada when he analyzed the phenomenon of watching film and television works at double-speed in contemporary society. There are an excess of film and television works, an increase in people who pursue the ratio of results to time, that is, the "sex-time ratio", and the use of lines to express The increase in all film and television works is the background reason why "double-speed audio-visual" has gradually become a trend. His observations and analysis in the book "Double Speed Society" can also be confirmed in today's movie market. For example, he believes that a two-hour movie is too long. This is because modern people are very busy and their working hours have increased significantly. Income has not increased, especially during Japan's "lost thirty years"; in the era of double speed, how should film and television workers change their thinking to conceive and write scripts, such as creating suspense to retain the audience; and how must film promotion and distribution be They don't hesitate to release trailers, and even allow uploaders who interpret a movie in three to five minutes to become official promotional media, etc. They are simply giving advice to movies like "Hot Pot Meal".
There is at least one practical problem that is undoubtedly faced by today’s film and television workers, and that is how to compete with short videos and the habit of fast-forwarding and doubling the speed to grab audiences. Instead of complaining that the audience has changed their minds, it is better to respond positively to this. Otherwise, the film studio will quickly withdraw the film, just like the audience quickly closes the browser, and these problems created by the double-speed era will never be solved.
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