Text | Reading Entertainment, Author | Zero One
The National Day movie schedule of 2024 has kicked off. Among the ten new films, " is only this green " has become the most special existence: no dialogue in the whole process, extremely prominent visual aesthetics, unique The charm of oriental culture made many viewers say that "cultural confidence has become concrete at this moment."
Especially during the National Day, this work adapted from a phenomenal cultural IP and paying tribute to China's excellent traditional culture is obviously highly suitable for the current schedule in terms of content, subject matter or implications. Currently, the film has a Taopiao Piao score of 9.6 and a Douban score of 8.0, with its reputation leading the National Day release. At the same time, with the continuous fermentation and spread of word-of-mouth, the film bucked the trend and grew. The single-day box office reversed decline for two consecutive days, and the proportion of films in the schedule continued to rise. It became the only National Day new film to reverse the decline on the 4th.
Since 2024, the film market has been facing many new changes. The head effects seem to be less than in the past, the box office performance of major periods is unsatisfactory, and audience preferences are also confusing. But at the same time, there are many genre films such as " Get rid of the three evils in a week", " What kind of life do you want to live ", " Grandma's grandson " and other genre films that have won awards in non-core schedules. Excellent word-of-mouth and box office performance. With the fog rising, all aspects of the industry are facing the dual challenges of content and publicity. How to be patient and impatient, target high-quality works with precise vision, and gain greater market advantages for the film through refined publicity and distribution not only reflects the power of the platform, but also tests whether it has a firm long-term strategic orientation. force.
is very Chinese and very suitable for the National Day movie.
A touch of green paints the "aesthetic peak" of this year's National Day screen.
When the lights came on, Duyujun realized that he had just experienced an unprecedented movie-watching experience - the look and feel of "Only Green" was so special, with no dialogue throughout, and almost entirely relying on audio-visual performance and cultural heritage. , achieving a complete narrative and highly emotional expression through powerful aesthetics.
What's even more rare is that "Only Green" has almost no viewing thresholds such as age and region. Everything that the film hopes to convey starts from the audio-visual senses and goes straight to the soul. Even if the audience has no in-depth understanding of the art of dance drama, Wang Ximeng and "A Thousand Miles of Rivers and Mountains", they can smoothly "get into the picture" and feel that the film is indescribable. watch, but absolutely outstanding aesthetics.
When excerpts from the 2022 dance poetry drama "Only Green" appeared on the CCTV Spring Festival Gala stage, it triggered a nationwide "green wave" with its elegant and beautiful Chinese aesthetics. The extremely high starting point of the dance drama also laid a good foundation for the film adaptation.
It can be seen from the word-of-mouth feedback from the market that this film, produced by China Film and China Oriental Entertainment Group and co-created by the original stage version director and director team, is both a continuation and innovation of the original play. 's fresh and refined visual colors, the spatial layout inspired by Chinese landscape paintings, the wanton solo dance while listening to the rain, the interesting brushwork practice in the painting academy, and the highly freehand green group dance. The shocking when entering the painting, all won praises from the audience. It stirs up every Chinese heart that has a passionate and affectionate love for traditional culture, and captures every young person who has awakened to the Chinese blood.
In the view of Duyu, the reason why "Only This Green" is so highly recognized by the audience is that while IP fully demonstrates the treasures of Chinese culture and national self-confidence, it also finds the " roots" of contemporary aesthetics and traditional culture. The common points of ". With the dual force of external formal beauty and internal cultural beauty, the audience can understand and understand the context and charm conveyed by the work. This Eastern aesthetics, which shows the vitality of traditional culture and is enough to transcend time and space, reflect the present and even spread to the world, is the deep reason why the work can impress the audience.
As Tang Tian, the lyricist of the film’s ending song of the same name, said, the reason why the film is so deeply touching is precisely because each of us “comes from this painting”—“We Chinese come from This kind of landscape comes from such ultimate aesthetics. This kind of beauty is related to me and to you."
This shows that the "very Chinese" "Only This Green" obviously comes from a higher level. In terms of value, it is highly suitable for this National Day as a tribute to Chinese culture.
"Longer board" makes theater movies "irreplaceable"
The unique dance drama film "Only Green" jumped onto the big screen and once again allowed us to see the "irreplaceability" of theater movies.
Reading Entertainment believes that in recent years, the intensifying competition in multiple entertainment forms, the great enrichment of social media topics, and the current communication model of interest distribution have made the film market more segmented. Especially when the market lacks obvious top hits, multi-theme films do not necessarily need to be "big and comprehensive". Instead, they need "longer boards" with high-definition selling points and unique features for the theater. online movie experience and the efficiency of reaching a clear target audience.
In this context, vertical films with novel themes and a sense of quality will have higher potential. This is also conducive to the long-term healthy development of the film market - because currently, in order to re-attract audiences, what movie theaters crave most is the "irreplaceability" of movies as entertainment consumption content, and the "sense of gain" that is different from short videos and streaming media.
From this perspective, the content innovation of opera films such as "The Legend of White Snake: Love" in the past, and the filmic re-creation of the dance drama "National IP" in "Only Green" are both very pioneering attempts. The emergence of "Only Green" with its "extremely long board" is the realization of theater movies trying to find "effective entertainment demand" and refine the "irreplaceable advantages" of theater consumption scenarios in the competition of multiple entertainment forms. One of the paths.
The reason why I say this is that firstly, from the content creation side, while retaining the essence of the original drama, the film has been transformed by a large number of film techniques such as real-life shooting, special effects assistance, and montage lens switching. Almost every scene has a new cinema experience. . Especially Xi Meng's solo dance in the water in the "Listening to the Rain" scene and the wonderful flow of green paint in the "Green" scene. These plots, which have become more vivid with the help of film language and techniques, have made a difference to the audience. A unique experience of watching a dance drama.
Secondly, from the market side, as a National Day masterpiece with great aesthetic value and cultural connotation, the movie "Only Green" attracts not just IP fans, but a wider audience of moviegoers, especially during National Day. The main movie-watching groups at this stage are family carnivals and parent-child groups.
Family carnival groups do not necessarily only watch comedies, and parent-child audiences do not only watch animations for young adults. Their obvious demand for the excellent traditional Chinese culture can be seen from the popularity of " Chang'an Thirty Thousand Miles " last year. From this perspective, "Only Green", which has extremely high aesthetic and traditional cultural and educational values, is an excellent choice for family fun and parent-child viewing during the National Day period.
More importantly, for this IP, movies have a lower consumption and experience threshold than theater . Although the dance drama "Only Green" has so far toured more than 70 cities across the country and performed nearly 600 times, which is a huge scale, for most audiences across the country, they want to enjoy "Only Green" in addition to the Spring Festival Gala excerpts. "Green" is no easy task, after all, its offline performances are hard to get tickets for.
The movie market can provide more than 14,000 theaters and 86,000 screens across the country. The viewing effect is far better than that on mobile terminals and TVs, and the viewing experience is also unique. For audiences who love "Only Green" but have never had the opportunity to enter a theater, being able to watch "Only Green" in a theater is a rare opportunity.
During this National Day, I believe that "Only Green" will be an opportunity for many audiences to come into contact with the art of dance drama for the first time. These audiences will also serve as a considerable potential audience group for offline dance dramas, triggering another round of the national "Green Wave" market dynamics.
As the fog rises, content and publicity are facing double challenges. Upgrade
It is worth noting that while the beautiful "green" brings an aesthetic leap, the actions in the film's publicity are also remarkable. Based on the background of the film being adapted from a dance drama performance, Alibaba Pictures, as the producer and co-distributor, fully leveraged its business advantages in covering the dual scenarios of "movie + performance" and enhanced the promotion of the film through in-depth linkage and resonance between film and performance.
During the National Day period when movies are being released together and competing to compete, the leading platform resolutely invested in such an "unconventional" and "alternative" work. There is also a deep meaning behind it.
Since 2024, the Chinese film market has become foggy. Schedule effects, large productions and star lineups seem to be unable to guarantee box office. But at the same time, unconventional films such as "The Three Evils" performed better than expected during non-popular periods.
Faced with such a rapidly changing market environment, how to balance the accurate prediction of content and the continuous innovation of publicity and distribution paths is becoming a new topic that all parties in the industry need to think about.
There is no doubt that clear, positive and firm value standards are the key to stable output of good content.
looks back at the film market this year, including "The Three Evils", "Grandma's Grandson", "The Sinking of the Lisbon Maru", " Diary of a Young Man ", " Taylor Swift: Time Tour " and other series with high reputations. Landed on the screen, and Alibaba Pictures is behind these films with a Douban score of more than 8 points.
These works either pay tribute to idealistic sentiments, convey deeply touching universal emotions, or bring rich emotional satisfaction and ultimate sensory experience to the audience. Combined with the content values of "little people, real heroes, big feelings, and positive energy" that Alibaba Pictures has always adhered to, it is not difficult to see its firm film selection strategy and precise content vision. With this content focus, the brand mentality of "all good movies can be found on Taopiaopiao" continues to be consolidated on both the industry and user sides.
On the other hand, as the needs of movie audiences continue to refine, it becomes more difficult for content to be “available to all”, formulaic publicity and distribution routines begin to fail, and film promotion and distribution are entering an era of differentiation and refinement.
Recently, "The Sinking of the Lisbon Maru" and "Grandma's Grandson", and previous films such as "The Three Evils", "What Kind of Life Do You Want to Live", "Taylor Swift: The Age of Concert Tour" and other films have been supported by precise publicity and distribution. The market feedback obtained is strong evidence.
What’s even more rare is that looking back at the distribution strategies behind them, we can find that these films did not choose to rush into the top schedules and compete for existing market resources, but adopted a more personalized and refined approach. , a comprehensive publicity and distribution strategy - place high-quality films in the schedule most suitable for the presentation of the main content, and plan the actions reasonably to maximize the box office potential of the film while providing more diversification for different periods of the film market. content selection.
For example, "The Three Evils" was released during the cold season after the Spring Festival at the beginning of the year. However, it was a dark horse and received 665 million yuan in box office, which exceeded the pre-release forecast several times and became the mainstay of the entire March market; "Uncomprehensive" " Hayao Miyazaki's "life work" "What kind of life do you want to live" is aimed at the Qingming Festival. With the linkage of the "revealing publicity" and the content launched at the same time at the IP Film Festival, it once again injected 791 million in the box office into the imported film market. Strong confidence; the Thai film "Grandma's Grandson", which incorporates a large number of social issues with cross-border family ties and cultural resonance, was released on the weekend near the end of the summer season, earning a box office of 126 million yuan, with a Douban score of 8.9, small but beautiful The market potential of genre masterpieces is fully unleashed.The same is true for the National Day release now. Alibaba Pictures has chosen to focus on a small but beautiful film like "Only Green" that focuses on traditional culture. This kind of "restraint" that refuses to be eager for quick success is really rare.
Such a refined publicity and distribution strategy can not only give more market space and communication opportunities to typed and stylized high-quality films, but also reflect full respect for creators, film producers, theaters and other industry parties, while also focusing on the development of the film industry. For long-term healthy development, this will also help to boost the construction of daily weekend slots, healthy competition among films and the continued strengthening of industry confidence. is not only a test of the platform’s publicity and distribution capabilities, but also a test of its strategic determination.
Text | Reading Entertainment, Author | Zero One
The National Day movie schedule of 2024 has kicked off. Among the ten new films, " is only this green " has become the most special existence: no dialogue in the whole process, extremely prominent visual aesthetics, unique The charm of oriental culture made many viewers say that "cultural confidence has become concrete at this moment."
Especially during the National Day, this work adapted from a phenomenal cultural IP and paying tribute to China's excellent traditional culture is obviously highly suitable for the current schedule in terms of content, subject matter or implications. Currently, the film has a Taopiao Piao score of 9.6 and a Douban score of 8.0, with its reputation leading the National Day release. At the same time, with the continuous fermentation and spread of word-of-mouth, the film bucked the trend and grew. The single-day box office reversed decline for two consecutive days, and the proportion of films in the schedule continued to rise. It became the only National Day new film to reverse the decline on the 4th.
Since 2024, the film market has been facing many new changes. The head effects seem to be less than in the past, the box office performance of major periods is unsatisfactory, and audience preferences are also confusing. But at the same time, there are many genre films such as " Get rid of the three evils in a week", " What kind of life do you want to live ", " Grandma's grandson " and other genre films that have won awards in non-core schedules. Excellent word-of-mouth and box office performance. With the fog rising, all aspects of the industry are facing the dual challenges of content and publicity. How to be patient and impatient, target high-quality works with precise vision, and gain greater market advantages for the film through refined publicity and distribution not only reflects the power of the platform, but also tests whether it has a firm long-term strategic orientation. force.
is very Chinese and very suitable for the National Day movie.
A touch of green paints the "aesthetic peak" of this year's National Day screen.
When the lights came on, Duyujun realized that he had just experienced an unprecedented movie-watching experience - the look and feel of "Only Green" was so special, with no dialogue throughout, and almost entirely relying on audio-visual performance and cultural heritage. , achieving a complete narrative and highly emotional expression through powerful aesthetics.
What's even more rare is that "Only Green" has almost no viewing thresholds such as age and region. Everything that the film hopes to convey starts from the audio-visual senses and goes straight to the soul. Even if the audience has no in-depth understanding of the art of dance drama, Wang Ximeng and "A Thousand Miles of Rivers and Mountains", they can smoothly "get into the picture" and feel that the film is indescribable. watch, but absolutely outstanding aesthetics.
When excerpts from the 2022 dance poetry drama "Only Green" appeared on the CCTV Spring Festival Gala stage, it triggered a nationwide "green wave" with its elegant and beautiful Chinese aesthetics. The extremely high starting point of the dance drama also laid a good foundation for the film adaptation.
It can be seen from the word-of-mouth feedback from the market that this film, produced by China Film and China Oriental Entertainment Group and co-created by the original stage version director and director team, is both a continuation and innovation of the original play. 's fresh and refined visual colors, the spatial layout inspired by Chinese landscape paintings, the wanton solo dance while listening to the rain, the interesting brushwork practice in the painting academy, and the highly freehand green group dance. The shocking when entering the painting, all won praises from the audience. It stirs up every Chinese heart that has a passionate and affectionate love for traditional culture, and captures every young person who has awakened to the Chinese blood.
In the view of Duyu, the reason why "Only This Green" is so highly recognized by the audience is that while IP fully demonstrates the treasures of Chinese culture and national self-confidence, it also finds the " roots" of contemporary aesthetics and traditional culture. The common points of ". With the dual force of external formal beauty and internal cultural beauty, the audience can understand and understand the context and charm conveyed by the work. This Eastern aesthetics, which shows the vitality of traditional culture and is enough to transcend time and space, reflect the present and even spread to the world, is the deep reason why the work can impress the audience.
As Tang Tian, the lyricist of the film’s ending song of the same name, said, the reason why the film is so deeply touching is precisely because each of us “comes from this painting”—“We Chinese come from This kind of landscape comes from such ultimate aesthetics. This kind of beauty is related to me and to you."
This shows that the "very Chinese" "Only This Green" obviously comes from a higher level. In terms of value, it is highly suitable for this National Day as a tribute to Chinese culture.
"Longer board" makes theater movies "irreplaceable"
The unique dance drama film "Only Green" jumped onto the big screen and once again allowed us to see the "irreplaceability" of theater movies.
Reading Entertainment believes that in recent years, the intensifying competition in multiple entertainment forms, the great enrichment of social media topics, and the current communication model of interest distribution have made the film market more segmented. Especially when the market lacks obvious top hits, multi-theme films do not necessarily need to be "big and comprehensive". Instead, they need "longer boards" with high-definition selling points and unique features for the theater. online movie experience and the efficiency of reaching a clear target audience.
In this context, vertical films with novel themes and a sense of quality will have higher potential. This is also conducive to the long-term healthy development of the film market - because currently, in order to re-attract audiences, what movie theaters crave most is the "irreplaceability" of movies as entertainment consumption content, and the "sense of gain" that is different from short videos and streaming media.
From this perspective, the content innovation of opera films such as "The Legend of White Snake: Love" in the past, and the filmic re-creation of the dance drama "National IP" in "Only Green" are both very pioneering attempts. The emergence of "Only Green" with its "extremely long board" is the realization of theater movies trying to find "effective entertainment demand" and refine the "irreplaceable advantages" of theater consumption scenarios in the competition of multiple entertainment forms. One of the paths.
The reason why I say this is that firstly, from the content creation side, while retaining the essence of the original drama, the film has been transformed by a large number of film techniques such as real-life shooting, special effects assistance, and montage lens switching. Almost every scene has a new cinema experience. . Especially Xi Meng's solo dance in the water in the "Listening to the Rain" scene and the wonderful flow of green paint in the "Green" scene. These plots, which have become more vivid with the help of film language and techniques, have made a difference to the audience. A unique experience of watching a dance drama.
Secondly, from the market side, as a National Day masterpiece with great aesthetic value and cultural connotation, the movie "Only Green" attracts not just IP fans, but a wider audience of moviegoers, especially during National Day. The main movie-watching groups at this stage are family carnivals and parent-child groups.
Family carnival groups do not necessarily only watch comedies, and parent-child audiences do not only watch animations for young adults. Their obvious demand for the excellent traditional Chinese culture can be seen from the popularity of " Chang'an Thirty Thousand Miles " last year. From this perspective, "Only Green", which has extremely high aesthetic and traditional cultural and educational values, is an excellent choice for family fun and parent-child viewing during the National Day period.
More importantly, for this IP, movies have a lower consumption and experience threshold than theater . Although the dance drama "Only Green" has so far toured more than 70 cities across the country and performed nearly 600 times, which is a huge scale, for most audiences across the country, they want to enjoy "Only Green" in addition to the Spring Festival Gala excerpts. "Green" is no easy task, after all, its offline performances are hard to get tickets for.
The movie market can provide more than 14,000 theaters and 86,000 screens across the country. The viewing effect is far better than that on mobile terminals and TVs, and the viewing experience is also unique. For audiences who love "Only Green" but have never had the opportunity to enter a theater, being able to watch "Only Green" in a theater is a rare opportunity.
During this National Day, I believe that "Only Green" will be an opportunity for many audiences to come into contact with the art of dance drama for the first time. These audiences will also serve as a considerable potential audience group for offline dance dramas, triggering another round of the national "Green Wave" market dynamics.
As the fog rises, content and publicity are facing double challenges. Upgrade
It is worth noting that while the beautiful "green" brings an aesthetic leap, the actions in the film's publicity are also remarkable. Based on the background of the film being adapted from a dance drama performance, Alibaba Pictures, as the producer and co-distributor, fully leveraged its business advantages in covering the dual scenarios of "movie + performance" and enhanced the promotion of the film through in-depth linkage and resonance between film and performance.
During the National Day period when movies are being released together and competing to compete, the leading platform resolutely invested in such an "unconventional" and "alternative" work. There is also a deep meaning behind it.
Since 2024, the Chinese film market has become foggy. Schedule effects, large productions and star lineups seem to be unable to guarantee box office. But at the same time, unconventional films such as "The Three Evils" performed better than expected during non-popular periods.
Faced with such a rapidly changing market environment, how to balance the accurate prediction of content and the continuous innovation of publicity and distribution paths is becoming a new topic that all parties in the industry need to think about.
There is no doubt that clear, positive and firm value standards are the key to stable output of good content.
looks back at the film market this year, including "The Three Evils", "Grandma's Grandson", "The Sinking of the Lisbon Maru", " Diary of a Young Man ", " Taylor Swift: Time Tour " and other series with high reputations. Landed on the screen, and Alibaba Pictures is behind these films with a Douban score of more than 8 points.
These works either pay tribute to idealistic sentiments, convey deeply touching universal emotions, or bring rich emotional satisfaction and ultimate sensory experience to the audience. Combined with the content values of "little people, real heroes, big feelings, and positive energy" that Alibaba Pictures has always adhered to, it is not difficult to see its firm film selection strategy and precise content vision. With this content focus, the brand mentality of "all good movies can be found on Taopiaopiao" continues to be consolidated on both the industry and user sides.
On the other hand, as the needs of movie audiences continue to refine, it becomes more difficult for content to be “available to all”, formulaic publicity and distribution routines begin to fail, and film promotion and distribution are entering an era of differentiation and refinement.
Recently, "The Sinking of the Lisbon Maru" and "Grandma's Grandson", and previous films such as "The Three Evils", "What Kind of Life Do You Want to Live", "Taylor Swift: The Age of Concert Tour" and other films have been supported by precise publicity and distribution. The market feedback obtained is strong evidence.
What’s even more rare is that looking back at the distribution strategies behind them, we can find that these films did not choose to rush into the top schedules and compete for existing market resources, but adopted a more personalized and refined approach. , a comprehensive publicity and distribution strategy - place high-quality films in the schedule most suitable for the presentation of the main content, and plan the actions reasonably to maximize the box office potential of the film while providing more diversification for different periods of the film market. content selection.
For example, "The Three Evils" was released during the cold season after the Spring Festival at the beginning of the year. However, it was a dark horse and received 665 million yuan in box office, which exceeded the pre-release forecast several times and became the mainstay of the entire March market; "Uncomprehensive" " Hayao Miyazaki's "life work" "What kind of life do you want to live" is aimed at the Qingming Festival. With the linkage of the "revealing publicity" and the content launched at the same time at the IP Film Festival, it once again injected 791 million in the box office into the imported film market. Strong confidence; the Thai film "Grandma's Grandson", which incorporates a large number of social issues with cross-border family ties and cultural resonance, was released on the weekend near the end of the summer season, earning a box office of 126 million yuan, with a Douban score of 8.9, small but beautiful The market potential of genre masterpieces is fully unleashed.The same is true for the National Day release now. Alibaba Pictures has chosen to focus on a small but beautiful film like "Only Green" that focuses on traditional culture. This kind of "restraint" that refuses to be eager for quick success is really rare.
Such a refined publicity and distribution strategy can not only give more market space and communication opportunities to typed and stylized high-quality films, but also reflect full respect for creators, film producers, theaters and other industry parties, while also focusing on the development of the film industry. For long-term healthy development, this will also help to boost the construction of daily weekend slots, healthy competition among films and the continued strengthening of industry confidence. is not only a test of the platform’s publicity and distribution capabilities, but also a test of its strategic determination.
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