The starting point of genre films, the end of domestic blockbusters.
Editor’s note: This article is from the WeChat public account “make a movie together” (ID: yiqipaidianying), author: Lu Shiming.
The Shenyang chicken rack is out of the circle.
A few days ago, when the epidemics in Liaoning and Anhui rebounded, a Shenyang uncle’s trip aroused heated discussions among netizens. To everyone’s expectation, it was originally a very serious patient trajectory, but because of the frequent “chicken racks”. “Let the comments and hot searches change the direction.
This is not the first time that Shenyang Chicken Stand has been paid attention to by netizens across the country. Once there is a food show, “Shenyang Chicken Stand” must appear in the comment area and barrage. As a new first-tier city in Northeast China, it actually comes at all levels. Look, compared to other economically developed regions and coastal cities, Shenyang’s sense of existence is subtle.
This uncle Shenyang trip is enviable. He has just retired and was re-employed. He has a good pension and supplementary salary. The May Day self-driving tour plus the chic life after returning to Shenyang is not only the local young people in Shenyang who are inferior. , And even happier than the uncles of the same age in most economically developed areas in China.
From this “chic trip” between Shenyang Jijia and the uncle, it can be seen that Shenyang and the Northeast are “lost economically” no longer convincing, although in terms of intuitive GDP figures and growth rates, the Northeast is completely behind. It is true, but is this really the factor that completely restricts the Northeast movie market?
The gradual adjustment and transformation of human touch, firework, and mentality
For a long time, the Northeast has not been considered “glorious” in the semantic environment of the Internet, and it is easier to be misunderstood. Its industrial base is limited to “live broadcast” plus “barbecue”, and it also maps to the blessing of various economic data, whether it is GDP The growth rate is still the result of the census. For the entire Northeast, the economic downturn may be a deep-rooted impression.
But from the diversity and consumption power of the Shenyang Uncle’s flow schedule, and the “Shenyang Chicken Frame” on the hot search, you can see the fireworks and human touch of this old city in Shengjing, the eating habits and consumption behaviors are the most It can represent the characteristics of a city, which is the same in other cities.
Many times the industry inside and outside the industry attaches great importance to the linkage between economic development and box office performance. It seems that the economy will determine everything in the film market. It is often easy to overlook a key issue, that is, the particularity of the film industry, which is different from others. Offline catering and other entertainment consumption that also have social functions. Movies are cultural commodities. Although the attributes of fast-moving products are relatively strong, they are stillA product with high cultural added value.
This special attribute requires a corresponding cultural atmosphere and a cultural atmosphere in the city. In fact, compared with other regions, the pace of Northeast China is still relatively slow, although it is not as good as Chengdu & Chongqing. This kind of extreme slowness, but still can be seen as a city with a scent of firework.
At the same time, compared with other regional plans, the overall national identity of the Northeast region is stronger. Whether it comes from the Liaojihei area, all parts of the country will assume that everyone is a Northeast fellow, and the performers in the Northeast will return For roadshows in Liao, Ji and Hei, regardless of whether they are locals or not, they will tacitly agree that they are going home (returning to their home in Northeast China).
In fact, the economic situation in Northeast China has gradually improved in the past two years. After the increase in national power and military power, the pressure on Northeast Asia as an important military strategic location in Northeast Asia has eased, and the relations between China, Japan and China and South Korea have also eased in recent years. Later, as a regional hub and geographical advantage, it is just that the economic development and talent retention of the Northeast were not as good as other regions in the early stage. There is still a certain gap. Fortunately, the central government and various departments have made strategic adjustments to this gap. Will shrink step by step.
Cultural tourism & catering are further upgraded, and cultural, sports and education stimulate the overall industry upgrade
This time, Shenyang Chicken Rack has become a hot search. It may be unexpected by many people. Before then, there are only a handful of hot searches for local specialty restaurants, except that “China on the Tip of the Tongue” was a phenomenal program that promoted some delicacies. In view of national awareness, the “Shenyang Chicken Frame” can be described as amazed by the people all over the country.
Although Shenyang has one palace and two mausoleums and other world cultural heritages, there are also several national 5A-level scenic spots, and even the surrounding famous mountains and rivers are not a few, including modern military museums such as Jinzhou and Dandong. They are also very professional and influential. outstanding.
But for a long time, it may be difficult for even old Shenyang people to tell friends in other parts of the country about the fun things in their hometown, which is a pity. In fact, this year is not just the famous Bayuquan. He welcomed millions of tourists during May 1st. At the same time, the number of visitors to the Shenyang Forbidden City also reached 133,700, second only to Huashan and Longmen Grottoes among the newly popular scenic spots in the country.
Similarly in terms of catering, many people will probably find that Northeastern cuisine is rarely broken in the whole country, but in the Northeast, or in Shenyang, although Northeastern cuisine is still the dominant home-cooked cuisine in most parts of the Northeast, But if the cuisines from all over the country do not have outstanding standards and tastes, it is difficult to establish a foothold in the Northeast.
The people’s consumption willingness and desire in a region often represent the specific consumption power of the area. Although the uncle Shenyang may only be an individual behavior, we must also see that the uncle’s consumption power and directionality will also be more towards popular catering Consumption in stores for many consecutive days not only shows that personal consumption ability is becoming stronger, but also shows that there is rigid demand and popularity in actual catering consumption.
Similar to the development process of other economically developed regions in China, more and more ordinary people in Northeast China have also made family kitchens and settled dinner in physical stores. This consumption behavior will also make the original family dining consumption step by step. Transition to convenient and faster store consumption.
It’s just that the uncle and some other people who have the habit of spending in offline stores have not formed the habit of going to the cinema on weekdays to watch movies, but breaking through to eat at home and going out for consumption is still a better behavior to stimulate consumption.
▲The joint ice cream of Shenyang Imperial Palace and a well-known manufacturer
The previous article mentioned that the Shenyang Forbidden City set a record high in the number of visitors received during the May 1st holiday this year. At the same time, it also reached 1.15 million in terms of cultural and creative activities (numbers during the 1-4 days). Of course, compared with other areas in the country, it is still insufficient, but It is visible to the naked eye that Shenyang’s emphasis on cultural tourism has increased and the planning intensity has increased, and the pace of marketization and commerce has not been interrupted.
At the same time, as the only remaining flagship of Liaoning Sports, the Liaoning Men’s Basketball Team has also received more policy support from local governments and local sports commissions in the past two years. Liaoning, including the entire Northeast region, has also invested more in culture, education, sports and tourism. With certain improvements, the overall progress of the cultural, tourism, sports and entertainment industry is only a matter of time.
Of course, compared to some domestic economically strong provinces and cities, the Northeast region is not only lagging behind in terms of economy, but also has obvious gaps in tourism and sports, but the development of backward regions is easier to learn from the experience of advanced regions. Detours and fewer problems are valuable start-up opportunities for economically underdeveloped regions.
The starting point of the genre film, the ending point of the domestic blockbuster
The reasons for the relative backwardness of the Northeast film industry in recent years are many. In fact, problems in any single industry can easily be attributed to the support of the system and policies, but at the same time, there will also be the overall industry’s contempt for the Northeast film industry and shrinking investment. .
Back to the beginning of the outbreak of mainland movies in recent yearsIn 2015, the two box office outbreaks of “Pancake Man” and “Charlotte Annoyance” both started the roadshow publicity from the northeast. In addition to the precise placement of genre films and comedies, it was more because if If a comedy cannot start in the Northeast, it may fail in the whole country.
This is just like the famous actors of Peking opera during the Republic of China. It is not enough to sing well in Peking. You must be successful in the box office and fame in Shanghai to be considered the top star. Comedies that can really make a big name in the Northeast will also perform well in many cases across the country.
Not only a comedy, but the acceptance of a super blockbuster in the Northeast is comparable to most first- and second-tier cities in the country. After all, these films will be watched by elite fans and enthusiasts. At this stage, the national fan group is concentrated. With higher performance, the requirements for regionality have been reduced a lot.
Different from Jiangsu, Zhejiang and Shanghai and some economically developed regions, the Northeast region has always paid more attention to the education of children. This is not only because of the need for the quality of talents for economic development, but also because of the regional cultural atmosphere. This makes the audience groups with higher stickiness in the Northeast show more of the trend of elite movie fans, and the less educated masses rarely go back to the cinema to watch movies.
This also makes genre films and word-of-mouth films have a certain amount of audience in the region, but affected by factors such as brain drain, the overall number has been declining step by step, despite the demand for viewing and the harshness of the film There is no reduction or change in the above, but it is still difficult to meet the further increasing demand of audiences in the region.
In recent years, many film parties have reduced their efforts to deliver resources in the Northeast, including key schedules. Film parties will have stronger strategies and resources like box office strong provinces and cities. In fact, for these schedules, the rigid demand in economically developed regions is absolute. Yes, there are also considerable demand for movie viewing in the Northeast region, and the inclination of the film city policy will better allow the film industry in the Northeast region as a whole to have a large room for development.
This time, the uncle Shenyang and the chicken racks have become hot spots. The most gratifying thing is that the people are now more rational about the local rebound of the epidemic. This is what everyone wants to see. It can even be asserted that this rebound is only for Shenyang. He Lu’an’s weekend box office will have a certain impact, and it will not have a depressing effect on the overall domestic box office.
At the same time, the “silver-haired consumption” behavior will be seriously analyzed and explored in the future, and how to use the existing resources and conditions to attract more senior audiences to return to the cinema.Drinking is consumption, and watching the special two-person transfer in the Northeast is also consumption. Why can’t the grandfather and aunt only promote the movie watching during the golden holiday to weekdays?
At the same time, not only in the Northeast, but in many parts of the country, China is gradually entering an aging society, and the pressure and working conditions of young people are becoming increasingly difficult. It is not enough to rely on a single group of young people to promote the box office. It may be a good plan to provide good content and related support policies, so that the uncle and aunt can return to the cinema as much as possible.