Author: Dewey, the original title: “after” traffic film “formula for failure, changed its name to switch network” Grand Trace 2 “can only be a victim? “, the source of the head picture: “Grand Trail 2”
Beginning in December, movie audiences finally remembered the fear of being dominated by Guo Jingming. After a four-year absence from the film market, Guo Jingming returned with a number of works, and his ideas were clear.
On December 4th, the two-year dormant “Grand Trail 2” was renamed “Cold Blood Banquet” and abandoned the theater line, transferred to the network in the PVOD mode, and landed on the video platform as the pioneer of “Guo Jiajun”, or welcomed the audience because of Guo Jingming’s works The “indiscriminate bombing” of negative word-of-mouth triggered by the original sin theory.
On the same day, “If the Voice Doesn’t Remember”, produced by Guo Jingming and directed by Luo Luo, was released in theaters. Based on sharp social issues, the film intends to reproduce the box office results of “Sadness Against the River”. The next day, “Actors Please Get In Place 2”, which has led the online comprehensive market for two months, has come to an end. The controversial Guo Jingming has become the center of the storm with the help of Li Chengru, Er Dongsheng and others.
Guo Jingming’s controversial S-card choice in “The Actor Please Take Part 2”
Such a high-density market exposure can be seen to a certain extent that Guo Jingming continues to warm up for his film market’s “back-to-back” works. The final weight is “Qingya”, which was launched on the big screen on December 25 and personally directed. set”.
Guo Jingming once again incarnates as “Guo Jingming”, and through a series of market operations, he has become popular at the bottom of the capital market.
And this series of “wars” must first of all focus on “Cold-Blooded Banquet” as a pioneer. As a “legacy issue” of “traffic movies”, is the fan advantage of “Cold Blood Banquet” still there? At this point in time, what is Guo Jingming’s intention to come up with this chess piece that may cause a negative word-of-mouth storm? Look back at Guo Jingming’s “FlowSeven years have passed from the heyday to the end of the film. How should Guo Jingming prove his “existence is reasonable” in the film market?
“Cold-Blooded Banquet” is weak in playing, and traffic fans are no longer naive
Open the cast of “Cold-Blooded Banquet”, Wu Yifan, William Chan, Yi Yang Qianxi, Wang Junkai, Wang Yuan and other traffic stars are dazzling, and all of them are in the preparatory period of 2016. “The generation”, it’s just four years have passed. When they are put in the current movie-watching market, their “traffic” has changed, and more importantly, their food circle has also changed.
According to the original work, the absolute male protagonists of “Jueji” belonged to Chen Xuedong and Wu Yifan. However, after the announcement of “Jueji 2” and the rename of “Cold-Blooded Banquet”, the propaganda party turned Yi Yang Qianxi into a guest appearance. The role of is placed in the position of the protagonist, creating an illusion for the audience. But with this illusion, will Yi Yang Qianxi’s rice circle pay the bill? Obviously not.
Even if #易烊千玺冷血狂宴摄影# was operated on the hot search, the fans also unanimously promoted his other work “Send You A Little Red Flower” in the hot search, even I feel that idol has become a “tool man” forced to operate.
Picture source network screenshot
In the eyes of the “Thousand Paper Cranes”, Qianxi Yi is already on the road of pursuing a good actor. How can they admit such “mistakes” made in their youth? Therefore, opening the super words of Yi Yang Qianxi is basically the promotion of “Send You A Little Red Flower”, and “Cold Blood Feast” is hard to find.
Will other traffic stars pay the bill? In the super words of the absolute male protagonist Wu Yifan, the topic of #吴亦凡银尘爵荟# occasionally appears. After all, it is Wu Yifan’s only film and television drama starring work this year, but the enthusiasm of “Meganies” for “Cold Blood Banquet” It’s not too high, other Wang Junkai,The super words of Wang Yuan, William Chan and others make it difficult to see the Amway post of “Cold-Blooded Banquet”, and their fans also chose not to speak out.
Recall that when the first part of “Lord’s Trail” was released in 2016, fans of Wu Yifan, William Chan, Wang Yuan, Yang Mi and other fans collectively reserved the venue and continued to support them. However, “Cold-Blooded Banquet” that originally wanted to continue to rely on the meal circle is obviously You can’t get the dividends of these traffic stars. This situation is directly reflected in the “Soul Power List” campaign prepared by Tencent Video for fans of “Cold-Blooded Banquet”.
Dear fans of the traffic, through the purchase of online movie tickets, watching highlights trailers, etc. (because the second method is more difficult to obtain and the upper limit Low, not counted yet) to obtain “soul power”, so that each “idol” role will be ranked. Each online movie ticket can get 20 soul points, and can be purchased multiple times to get (up to 200 tickets). Get the leading role of “Soul Power” TOP1, and get exclusive customized splash screen promotion resources for Tencent Video “Cold Blood Feast”.
As of press time, the TOP1 star in the “Soul Power List” is Wu Yifan, with a total of 205,019 soul power. Through preliminary conversion, Wu Yifan’s fans have bought a total of 10,000 (205019/20) tickets for viewing, and then a VIP member’s price of 12 yuan per ticket. 123,000 yuan. And Wu Yifan’s No. 1 fan in the consumption list of “Soul Power List” helped a total of 2,400 soul power, that is, Only 1,500 yuan can unlock the TOP1 of Wu Yifan’s Power List, which is even on most live broadcast platforms. First-class anchors are not in the top of the daily contribution list. You must know that “Cold Blood Banquet” is Wu Yifan’s only film and television work this year.
“Cold-Blooded Banquet” “Charge List” related introduction screenshots
Subsequently, the second place Wang Yuan has 30,252 soul power, or 18,000 yuan, and the third place is Yi Yang Qianxi 29824 soul power, or 17,000 yuan. Both fans can unlock the TOP1 booster list for less than 800 yuan.
This list can be described as bleak. After all, this group of traffic covers most of the domestic fans, and they are the most fanatical kryptonists. Obviously four years have passed, except for idol traffic. In addition to the weakened potential, fans are not as naive as they were four years ago. They are also aware of the changes in the Chinese film market. This past work cannot bring positive word-of-mouth benefits to their idols. The freezing point of the meal circle is also further illustrating that Guo Jingming’s proud “flow movie” routine has long since failed.
Seven years ago, Guo Jingming won 1.7 billion box office results through the “Little Times” series, successfully opening the “streaming movie era”. Seven years later, “Cold-Blooded Banquet” was sadly “switched to the Internet” and fans didn’t pay much. Guo Jingming personally buried the “traffic movie” in the dust of history.
“Grand Track 2” was renamed and transferred to the Internet, writing “epitame” for “Flow Movie”
Back to 2013, the summer file opened a new era in this year, and behind the year-round box office boom, there are also many examples of the rise of “alternatives”. In the summer archives, the negative marketing strategy of “Tianji · Fuchunshan Habitat” turned domestic film creation indirectly into product thinking.
In the same period, Guo Jingming split the “Little Times” that was supposed to be a movie into two, filling in the summer files before and after, taking advantage of the trend to push the product thinking of the movie market to a climax.
Through precise market positioning (young student fan group, summer time), the popularity of IP attributes, the ability of top stars to build momentum, topics The strong marketing and other product thinking styles, “Little Times” also opened up the era of “flow movies” and made such domestic films an exclusive shortcut for capital to make money.
The summer files from 2013 to 2015 were all surrounded by the “Little Times” series, with a total of 1.8 billion yuan at the box office. For a while, “Little Times” became one of the most profitable IP series in China. Guo Jingming proved the success of his commercial operation, which also provided solid data support for his subsequent ambitions of the “Grand Path” series.
The box office results of “Little Times” series, sourced from Maoyan Professional Edition
In 2016, Guo Jingming went to another city. His novel adaptation of “Lord’s Path” was released on the National Day file. The film is a comprehensive upgrade of “Little Times” with a high investment of 150 million yuan, magical themes, and China’s first live action. CG movies, all-flow star lineups, etc. are all dazzling, Guo Jingming and the capital side are also looking forward to the movie’s box office results.
But who knows, even traffic fans can’t carry everything. The growth of the Chinese film market is rapid.
In the end, “Juji” was defeated with a box office of 380 million yuan and a reputation of 3.8 points. Guo Jingming experienced a strong sense of frustration for the first time. In the face of box office losses and investment failures, Guo Jingming shed tears on the road show. At the same time, the box office panacea formula “flow movie” failed for the first time.
It’s worth noting that the title film of National Day, “The Legend” was easily crushed by the unpopular military theme “Operation Mekong” for 1.1 billion yuan, which also reflects the return of the film market to the era of content reputation.
Guo Jingming has not been languishing for a long time. He urgently needs to re-prove that the “flow movie” he created still has market value. Two years later, “Grand Trail 2” appeared again, and the production cost of the online transmission was increased to 700 million yuan. Of course, this investment amount is still hyped and questioned. After all, in the face of the failure of the previous game, how can the sequel be increased by more than four times investment. However, with regard to the cast, Guo Jingming made another article, and even “filled” all three of the traffic kings TFBOYS into the movie, and announced that he would return to the summer school with students as the main body, hoping to make a comeback in the movie market.
Guo Jingming miscalculated again. At this time, the movie market’s antipathy against traffic culture has taken shape. The mainstream audiences born in the 90s and 95s of the “Little Times” series have graduated from college and entered the society. Their demands for movie content and word-of-mouth have gradually become the first priority.
On June 27, 2018, the pre-sale of “Grand Trail 2” was opened for one week. Fans and viewers of the traffic gave Guo Jingming back at the box office of only 8,000 yuan, plus the “Fan Bingbing Incident”, “Grand Trail 2″Eventually, the file was dropped. Guo Jingming can only post on Weibo the empty background of sitting alone in the theater to be sentimental. At that time, the screens in the movie market witnessed the dark horse movie “I’m Not the God of Medicine” with its high reputation for winning 3 billion yuan, and the domestic film market officially returned to the benign development of word of mouth.
Guo Jingming Weibo screenshot
“Filmmaker Guo Jingming OUT!”
By the summer of 2019, the complete defeat of the movie “Shanghai Fortress” also officially brought the “traffic movie” to an end.
After two years, “Lord Trails 2” was renamed “Cold-Blood Banquet” from theatrical movie to a “net big”. Despite the change of the model and media, “Cold-Blood Banquet” as a “traffic movie” has the same original sin theory. Without dissipating, netizens and viewers who have returned to rationality still look down on the film’s performance.
Through the aforementioned Tencent Video “Soul Power List” campaign, it can be clearly seen that fans of “Flow Movies” are not as naive as they were four years ago, and “Cold-Blooded Banquet” is very likely to be here. “Cutting leeks” is hopeless, so does it have other advantages when it becomes a “net big”? Is “Cold-Blooded Banquet” suitable for the online movie environment? “Cold-Blooded Banquet” chooses to appear at this point in time. For Guo Jingming, is it an “abandoned son” that has been arbitrarily disposed of, or a “flag” that has been carefully arranged?
It’s hard to save “Cold-Blooded Banquet” by turning into a “net big”, but Guo Jingming has another picture.
When the news of the “Cold-Blooded Banquet” “Transfer to the Net” video platform appeared on the hot search, netizens and audiences not only complained, but also generally believed that becoming an online movie seemed to solve the hot issue of “Cold-Blooded Banquet” The best solution for yam. Although it adopts the PVOD model and does not follow the accounting model of pure online movies, it has a total of 700 million yuan, magic themes, and a lineup of top stars.”Cold-Blooded Banquet”, which is full of real-life CG special effects and other gimmicks, seems to be more in line with the tastes of online movie audiences.
However, Fan Dabing, who has been deeply involved in the online film market for many years, is not optimistic about the market expectations of “Cold-Blooded Banquet”.
” “Cold-Blooded Banquet” did not take the initiative to embrace the Internet. It was a forced choice. It was a forced compromise choice for reasons such as word-of-mouth, bad box office, starring Fan Bingbing incident, and even the epidemic. Cooperating with the platform. Therefore, the overall production attributes of “Cold-Blooded Banquet” do not serve the online audience.” Fan Dabing shared with Yiyu Observation.
“Although there are elements of magical themes in the film, because of the creation of full-life CG, the film is still biased towards the texture of animated movies. However, the performance of animated movies in online movies is very general. So I feel that “Cold Bloody Banquet” “The effect of broadcast on the Internet will be average, because it is not a carrier of online movies.”
Stills of “Cold-Blooded Banquet”
At the same time, “Cold-Blooded Banquet” is also different from online movies in that it is presented in PVOD high-end pay-on-demand mode. In Fan Dabing’s view, this will also exclude a large part of the online audience, because whether in Hollywood or in China, PVOD mode films are directly related to film quality, and even more stringent than theater movies. Attract audiences, or attract specific audiences to pay to watch.
Furthermore, although “Cold-Blooded Banquet” has a lot of traffic and may attract a certain audience of fans, as mentioned above, traffic fans have become sensible, and they don’t have a cold with this work, and even dislike their own “love “Bean” was forced to open business.
“Although online movies lack traffic stars, this kind of traffic stars who are forced to’switch to the network’ does not mean anything. In the hearts of traffic stars, there is still a “chain of contempt” for online movies, although some action stars , Liu Yan, Gillian and others have filmed online movies, but on the whole, these stars are still repellent.” Fan Dabing JinExplained step by step.
In the unfavorable circumstances such as the lack of “switching” attributes and insufficient fan payment, what else does “Cold Blood Banquet” rely on to attract audiences? I am afraid that it is Guo Jingming himself who has been on the topic of the topic for the past two months with “The Actor Please Take Part 2”.
However, as far as Guo Jingming is concerned, even if the “box office” prospects of “Cold-Blooded Banquet” are not well received by the industry after being transferred to the Internet, regardless of whether “Cold-Blooded Banquet” has a good playback effect on the online platform, Guo Jingming’s The strategic deployment is no longer limited to the gains and losses of this single chip.
At the time of the announcement of “Lord’s Path” in 2016, Guo Jingming also publicly protested against the producer Fang LeTV Pictures because the director’s name was deliberately ignored. And in 2020, when “Jueji 2” chose to “turn to the Internet”, Guo Jingming, who has always been proud, has allowed the prefix of “Jueji” to be deleted and renamed “Cold-blooded Banquet”.
In addition to avoiding the extreme negative evaluation of the previous works and the original sin theory of Guo Jingming’s works as much as possible, it also makes the title more net-like. At the press conference of “Cold-Blooded Banquet”, Guo Jingming finally admitted publicly that “Grand Trail” is indeed not good enough, “The audience does not accept CG, but does not accept bad CG.”
So, “Cold-Blooded Banquet” that was transferred to the Internet is most likely a victim, and this victim is also to complete Guo Jingming and his subsequent film works.
After four years of silence in the film market, Guo Jingming, who re-understood the laws of the market, began to make appropriate judgments and intensively confirmed to the film market that “Guo Jingming’s existence is reasonable”.
The constant topic of “Actors in Place 2” is Guo Jingming’s first step. Taking advantage of this heat, he took advantage of the popularity of “Cold-Blooded Banquet” to switch to the Internet. Even if word-of-mouth collapses again, the attention of “Internet Big” is limited. Later, Guo Jingming’s “If the Voice Cannot Be Remembered” was re-produced with the intention of recreating the next “Sorrowful River” (currently this week’s film The predicted highest-grossing work reached 360 million yuan), and the next step is Guo Jingming’s real “back-to-back fight”, the director’s work “Qing Ya Ji” released on the Christmas file and no longer deliberately pursuing traffic.
“Qing Ya Ji” stills
The savvy Guo Jingming has already turned the helm. After the failure of the “flow movie”, although he still held the “flow actors” in “Actors Please Take a Place 2”, in fact, his own movie was against the “flow” two. The word does not insist, because in Guo Jingming’s movie label, in addition to the previous “flow”, there is another “aesthetics”.
Faced with the outdated “traffic”, there is still one aspect of its own label that needs to be adhered to. Grasping the “specific aesthetics” is still Guo Jingming’s strong point. Therefore, as a victim of “Cold-Blooded Banquet”, it can complete Guo Jingming’s aesthetic preview mission , And the real highlight is “Qing Ya Ji”.
However, whether “Qing Ya Ji” can succeed in “sophistry” by “aesthetics” depends on whether the content of Guo Jingming’s “aesthetics” is rooted or not.
After “Cold-Blooded Banquet”, Guo Jingming buried the “flow movie”, and he has already figured out that as long as he always has a topic, then his movie will have flow, and his flow can be paid for, I had to wait for “Qing Ya Ji” to confirm whether he could “sophistry” succeed again.