Traffic is not the original sin
Editor’s note: This article is from the WeChat public account “Film Information Service” (ID: dianyingqingbaochu), author Lu Shiming.
Are you satisfied with the 2019 movie summer file?
Under the continuous record of “Where the Devil’s Angels Come into the World”, the summer file finally retains the face and flattens the same period last year. This disappointment is more of the performance of some “traffic stars” and “traffic movies”. For a time, it seems that the saying that “traffic star” has died and the traffic movie IP is invalid is once again discussed by the public.
So, traffic stars and traffic movies are really not good? not necessarily.
All movies are inseparable from “traffic”
“Don’t look at “Where”, this summer’s file unexpectedly broke out. I missed the days of “Small Times” selling a few years ago. Although the film is generally the same, the pre-sale and stability of this film are good. It may be an earlier wave of traffic movies.”
A few years of studios, A-Jun, who had been practicing for many years, and sir talked about the summer file, he said with trepidation, such as “Where”, this “freak magic pill” that can not be met is still awkward, after all, Super-pheno-quality movies are extremely difficult to predict and control, but not as secure as some traffic videos.
This year’s Chinese-language film “You in the Boys” wants to see the index first
This summer, you can even say that the biggest “flow” movie of the year “You of the Boy” has a “dead” midway, but the latest trailer of the film is still on the big screen of the recent cinema, but this preview The film only appeared on the cinema line and there was no exposure on the web platform.
Although I want to see the index may not be able to watch and support the movie on behalf of all the audience, but on a certain level, he is indeed a real flow of expression, and is also the future cinema and studio arrangement. Questions and grounds that must be referenced.
In particular, in the past two years, the cat’s eye and the Taobao ticket have been strengthened to strictly and standardizedly manage their own platforms, and the two platforms want to see the index’s water less and less, during the same period, especially non-gold. Zhou, the first day to see the highest index of the film will often get a one-day box office champion, and at the same time it will rarely have a box office ratio is lower than the proportion of the film.Happening.
In the eyes of fans, the explosions like “The Devil’s Angels”, “Wandering Earth”, “I am not a Medicine God” are not flow movies, but more from the fine grinding and production of the film. And the word-of-mouth fermentation brought about by the excellent quality of the film.
But actually, most of the original projects of Chinese science fiction movies, especially some of Liu Cixin’s works, are “quasi-flow” products, especially after the “Three-body” won the Hugo Award, the Chinese science fiction film as a whole in the film industry. The influence and absorbing power increase.
Including military action films such as “Wolf 2” and “Red Sea Action”, there are real and real-life events behind it. The spread of high social topics is a high-traffic attribute, but This kind of traffic is easily overlooked by everyone, and it is also easy to convert into a more efficient movie mode to be output.
Traffic stars, traffic movies, is what viewers and markets need
骂归骂, ridiculed, perhaps everyone’s perception of traffic stars and traffic movies may be fundamentally wrong.
Don’t say that the film companies have problems with the capital chain in the past two years. Most of the projects have been shut down and put on hold. Even in the early years of the film industry, most of the film companies’ cash flow is very tight. Opening a project still requires more investment and “golden owners”.
The “golden master” here is not the upstart of the ordinary people’s imagination. In the Chinese film and television industry, there will always be a large number of cash holders who can fund and promote projects at any time and place, their requirements for the project. In fact, it is quite simple.
It is to make money.
So whether it is a film company or a director, he will be respectful to the investors. After all, no money to talk about any project may be a sky platform or a paper talk.
Investors may do business to destroy the city, and there is no disadvantage to the market. But for the film, it may still be dependent on the stars, themes and the flow. After all, these are real data, visible and tangible.
Like “Guo Fankong Gloves Wolf”The story may be just a case, it won’t appear again and exist on other projects. After all, even if the final high-yield project like “Wandering Earth”, his early risk is great.
Therefore, investors will still pursue more stable traffic data, which basically lays a long-standing problem and problem in the development of Chinese film, and “has a good project, but will not receive investment. The favor of the level.”
The root cause of this is the audience’s self-selection and the rendering of the media. This also makes everyone more skeptical about many traffic stars, traffic star data fraud, artificially brushing data, changing voter turnout, Ratings, etc., also make the relatively pure and simple data from the public to be trusted by the public.
This will of course allow many people to continue to resist traffic stars and traffic movies, but it will not fundamentally change the nature of traffic and projects. The audience will have to consider whether they play or not, and if they want to watch movies. Not to mention the need to come up with millions or even tens of millions of investors.
There is a doubt that the film industry must face during periods of unstable factors. Even with Ali, Tencent and some Chinese companies currently involved in overseas investment, the traffic attributes of the project must be considered first.
We now have the opportunity to participate in big projects in Hollywood, not only because we have money, but also because our market is re-edited, but we need to find more stable returns and lower risk projects. .
Let traffic become a real science,Traffic movies never die
There are many domestic box office data evaluation agencies, but everyone will find that the accuracy rate is not high for both the film and data analysis organizations. The biggest reason for this is the uncertainty and schedule of our project itself. The instability, the unknown nature of the competition and the ability to pass the trial are doubtful, but in the final analysis, based on our data sampling and research is still too little.
For example, a big company in Hollywood can estimate the box office volume of a film in various ways for its main project, data analysis and evaluation organization. The North American film market will not be the same as the mainland. In the key schedule, there are very few cases where the film gets together.
In addition, its schedule is relatively stable, pre-sale data is accurate, the theater has long operating hours and rich experience, which makes their data analysis more refined.Accurately cut, this is extremely difficult to do in China at present.
However, with the continuous upgrading of the Chinese film industry, our data stock will be more and more abundant, and the methods of analysis and modeling will be more elaborate. This is for analyzing traffic movies and traffic stars for movies. Influence will also have a more direct effect.
Traffic movies never end!
In the past, traffic stars and traffic movies were important for Chinese film’s role and positive significance, but he is now more of a “small meat” endorsement, but from now on, whether it is returning to China The four sons, or some of the older young actors, are also at the age of the coming year, and they will feel embarrassed for themselves.
Of course, there are different eras of aesthetics in different eras. The audience is very fond of star actor. All the actors and actresses also have to go through the process from small flowers and small meats to old actors and mature actors, but the current high pay and more Money that is easy to get will make the star easy to burn out and indulge yourself.
The good thing is that the cruel market and the bloody reality always return the market to rationality and rationality, which will make the future personality data become more real and effective. The fake data and fake traffic that are eliminated by the market will not be washed away. The map is re-introduced into the market.
Traffic movies and traffic stars are actually not at fault. The increasing audience level and the industry’s continuous improvement and learning will make traffic movie movies more and more normal. In fact, in theory, Disney is currently one of the world’s best companies to play the flow of movies, whether it is Marvel, Star Wars or other series of films, can be classified into the scope of traffic movies.
It’s just that Hollywood’s industrial system is more complete, which is accompanied by the in-depth development of our films, as well as younger, smarter and more dynamic filmmakers entering the industry. In the future, our film industry is bound to be highly industrialized. On the basis of content, the content production, theme expression, audience description, national awareness and data flow are completely unified.
This may be the final result of the Chinese film’s needs and hopes after sitting in the world’s largest viewing group and the largest number of screens.