“Luo Xiaohei” did not bring surprises at the box office, but as a 2D animated film, it is at least not bad at the box office.
Editor’s note: This article is from WeChat public account “Poisonous” (ID: youhaoxifilm), author Cheng Tianhua Miao .
“The Douban score of the movie has risen to 8.9 points.” In a post-show exchange on September 5th, “Luo Xiaohei Ji” (hereinafter referred to as “Luo Xiaohe”), the host excitedly Said.
“This is everyone’s encouragement, the score is high.” Compared with the passion of the host, the director MTJJ wood is very calm.
Douban opened 8.8, three rounds of favorable comments, this fan-made domestic animation movie version called “I am old” finally landed in the national theater last week. Since the Fan Opera version has laid the 9.6 points of Douban and the enthusiastic and loyal audience base in the eight years, the movie version has been immediately sought after by fans, and has become the “tap water” for film promotion.
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And after the release of “Luo Xiaohe” to September 7th, the first day of the film also accounted for 25% of the film, for domestic animation movies, this is a very high score; the film is also on the first day He won the box office of 44.69 million, although it is far lower than the 130 million box office on the first day of the release of “The Magical Boys of the World” (hereinafter referred to as “Where”), but the results are still far beyond the box office ranking of domestic animation movies. The second day of the “Journey to the West” (hereinafter referred to as “the return of the Great Stories”) and “black horse” film “White Snake: Origin” are respectively 17.999 million, 9.759 million first day box office.
Many animated film practitioners told me that the results of “Luo Xiaohei” have been quite good for a 2D domestic animated film, but because of its time node It coincided with the 4.8 billion box office of “Where”, and because of the rave reviews in the fan circle, the audience’s expectation of domestic animation movies was suddenly heightened by this phenomenon-level film, which resulted in a current box office of 180 million. “Luo Xiaohe” seems to be lower than the “illusion” that many people expect.
4.8 billion and 180 million, which number is closer to the normal volume of domestic animated films? Chinese movie audiences favorWhat exactly is the adult to an animated film?
01. Why is Luo Xiaohe a hard circle?
In the “Luo Xiaohei” period, almost zero bad reviews, fans shouted “the last year of life is finally waiting”, thanks to the good reputation of the Fan Opera version since the 3rd year of 2011 update. Although as of 2017, in the past seven years, the drama has only slowly updated 26 episodes, the director and the creative team have become the “daily operation” of the barrage by the fans, but the score of the drama is 9.6 points in the watercress. This kind of achievement is not only in the animation, but even among all the film and television works, it is among the best.
The “Rom Little Black Wars” series all scored high
From the data of the Lighthouse Professional Edition, the total number of viewers of “Luo Xiaohei” before the screening is 327857, which is much higher than the 250693 of “Where” and the 2317 of “The Return of the Great”, which means Before the film was released, it has accumulated a large number of audiences who are full of expectations for the film. Based on the expectations of a large number of fans and a good reputation, “Luo Xiaohe” will be scheduled to be released on September 12th until September 7th.
However, not all fans will pay for it.
After winning the nearly 50 million box office on the first day, the third day of the show, “Luo Xiaohei” box office fell to 12 million, and maintained a single day in the next few days. The box office results, and the “Grand St. Return”, “Where” and other explosions of the film in the late rise, the situation is far from the situation. Such box office trends are often the most common situation for fans to film – fans first poured into the theater, contributing to the first week of the box office, but in the case of late film heat and word of mouth did not spread, the box office trend began to weaken .
“Luo Xiaohei” box office trend
“I also thought this was a movie with strong fan attributes after reading it.” An animated filmThe director said to the drug lord. There are also film critics who believe that the story setting and storytelling of “Luo Xiaohei” is not friendly to non-fans. It is not an accident to fail to make a circle. In the view of a data analyst, “Luo Xiaohei” is now a good box office for cost, and 2D movies like “Big World” and “Da Bao” are far less than it. “The fans are limited.” In the case that the film is not completely out of circle, the current performance of “Luo Xiaohei” belongs to ‘normal play’.”
In fact, from the original IP itself of “Luo Xiaohe”, unlike the public classic IPs such as “Where” and “Dasheng”, the former is still a niche IP. The drama version of “Luo Xiaohe” scored 34,399 people in Douban, with a short review of 9,716 and a review of 52. Compared with many IP dramas such as Journey to the West and Tomb Notes, the momentum and discussion are Not too high – “Luo Xiaohe” is not a household name in the traditional sense.
“It’s like being a Sun Wukong. You don’t need to spend time in the film to explain the background to the audience. This is an image that everyone knows, but Luo Xiaohei is still a niche.” A senior animated film practitioner The drug lord said frankly. A number of studio managers also told the drug lords that non-fan audiences are not particularly satisfied with the setting of the world view of Luo Xiaohe and the acceptance of the author’s expression. “The ordinary audience does not have “Where” from the theater. Strong resonance and empathy.”
The temporary filing also made the word of “Luo Xiaohei” not have enough time to further ferment in the non-fan circle. In the Fanying market monitoring data, we can see that the awareness of Luo Xiaohe is only about half of the market average, or even less than the same period of “Bollywood Robot 2.0: Rebirth” and the documentary “Freehand Rock Climbing”. .
At the same time, in the readers of various social platforms and drug lords, the common discussion is: “Can you read the original version without watching the original movie?” Many non-fan movie viewers may think this is a The film that needs the original foundation.
After “Where” ignited the popular audience, the audience’s expectations for “the rise of the country” and animated films have greatly increased, and the higher psychological expectations for a “minor” film like “Luo Xiaohe” In fact, it is not good. Fan Ying audience research data shows that “Luo Xiaohei” after the reflection of the general word of mouth, “recommendation” and “expected to achieve” indicators have not reached the mean, not ideal. As an IP film, the enthusiasm for non-fan audiences has not been fully mobilized.
In non-big IP, for ordinary audienceWhen the friendship is not very high, it is not easy for Luo Xiaohe to make a circle. “Luo Xiaohei” is overhead, full of author talent and expression, but it is not like the public resonance and universal emotion of “Which”, so this movie actually gave the fans an explanation, not too much To cater to the public,” said the animated film practitioner.
02. What kind of animated film will be bought by the audience?
The box office of “Luo Xiaohei” did not bring another surprise besides “Where”. “The animated film is at the top of the domestic box office. If it is normal, it will be more than one billion. After all, “Which” is only a very small number.” In an interview with drug dealers and many practitioners, it is found that in their view, the explosion is only a few cases. The practitioners did not expect too much from the box office of the animated film.
The top 15 animated films at the box office, data source: Top Movie Think Tank
Tupper film think tank data shows that in the top 20 movies of the animated movie boxing in the country, only 5 of the 1 billion box office, 500 million box office can be in the history of the top 15, most of the once popular animation Movies such as “Crazy Animal City”, “Looking for Dreams”, etc., the box office is only a billion.
In the top 20 animation movies of the box office, there are only 2 2D movies, and these two are “Your Name” (5.76), which the industry calls “Japanese Master” works. Billion) and “Spirited Away” (487 million), the domestic two-dimensional animation is currently not on the list. Compared to 3D animated movies, 2D movies are not dominant on the big screen.
“Although 2D animation has its own aesthetic height, it is difficult to compete with the market and box office of 3D animation in the short term.” Some practitioners said that the character description and facial expression exaggeration required for two-dimensional animation are large. The screen is difficult to be fully accepted by the audience, “especially when the 3D technology is mature and has become a big trend.” Therefore, from this aspect, the general audience is not interested in 2D’s “Luo Xiaohei”, and it is not unexpected. .
At the same time, in the top five user portraits of the animated movie box office provided by Lighthouse Data Professional Edition, it can be seen that the other four are moving away from the “example” of “National”. The 30-39 year old audience is between 20% and 35%, and the 40-year-old and above are between 10% and 20%. Therefore, an animated film needs to be out of the circle to remove young people and satisfy consumption. buyThe needs of the audience over the age of 30 are equally important.
The audience composition of Luo Xiaohe is only 10.5% and 6.2% in the two age groups, and it is difficult to become an attractive explosion for viewers of different ages.
In the eyes of practitioners, in addition to low-profile animation movies such as “Bear Infest”, people who want to attract more age groups can be set up and can be liked by the audience. The script is solid and logical. There are stalks in the paragraph, basically a good animated film, and even the standard of all good movies: “Which 吒 能 can become a burst, because it has reached the standard of excellent movies in terms of stories and emotions, not just from animation. At the film level, how to do well.”
On the standard, we must strive for a higher box office and more audiences. From the experience of being able to take the box office and become a national explosion movie, whether it is “War Wolf 2” “Wandering Earth” Or “Where”, has a universal, strong emotional impact, and the emotional resonance and topic discussion brought by this emotional shock is undoubtedly a necessary condition for the explosion.
However, for domestic animated filmmakers, even if they know the “routines” well, the fact that they can put them into practice and create high-quality animation works is still a rare occasion. Especially since the decline of the domestic animation industry in the last century, the lack of talent technology has also made the number of excellent animated films in China for many years always insufficient. (Click here to read: “us” record-breaking There is no suspense, but most animated filmmakers are still worried about money).
“What is good, what the audience likes, everyone knows, but it is still too difficult to make it.” The above-mentioned self-animation film practitioner said. If the emergence of “Luo Xiaohei” means that the market and box office of animated films after “Where” returned to the “normal play” level,Then, before more works that surprise the audience, it may be necessary to give more time to domestic animation movies.