This article is from WeChat public account:Entertainment Hard Candy (ID:yuleyingtang), author: Xie Minghong, editor: Li Chunhui, from the title figure: Oriental IC
As if not long ago, the common words we used to praise a movie were “smiles intensive”; I don’t know when to start, “seeing crying” has become the biggest compliment. Looking back at the box office list of the mainland movies in the past three years, comedy films and tears, showing a clear trend.
In 2017, the top 10 domestic box office films were still in the world of comedy films. Movies such as “Shameful Tekken”, “Kung Fu Yoga”, and “Westward Traveling Demon” almost occupied half of the country; in 2018, the situation turned sharply. “I am not a medicine.” God and “Late Us” formed a pincer attack on “The Richest Man in Xihong City”, and the tears began to counterattack. Good things don’t go out, bad things pass thousands of miles. The spread of happiness will be hindered by the heart, and the path of small sorrow will be assisted by empathy.
Happy Twist is almost a slippery curve, from the stunning appearance of Charlotte Troubles in 2015 to the shameful Tekken in 2017, and then to the aunt of Li Tea in 2018. The cockroach fell to the head. Among them, there are naturally reasons for the decline in quality and the intensification of the three-view struggle, but the rudder of the market cannot be ignored.
The 2018 summer file “I am not a drug god” can be considered an inflection point. Thanks to Xu Wei and Ning Hao, the film’s early announcement was the main theme. With the counterattack of the word-of-mouth, it began to tearPoint sales, also rewrote the commercial fate of the film. In the same way, if you missed the summer of 2019 but it seems to be a blessing to the “You of the Boys”, the reason for success is also worthy of further investigation.
“You are a teenager” released for 5 days, the box office has broken 700 million, so that the once-disliked youth pain film sees the dawn again. Coincidentally, last year was also reflected in the campus bullying of the “sadness against the river” also achieved 350 million box office. “You are younger” is a word of mouth further than the former. The score of 8.4 points of Douban is even higher than that of the director Zeng Guoxiang’s predecessor “July and Ansheng”.
And in this queue, there are 950 million box office “Sorrowful and sad story”, 1.36 billion box office “later us”, 1.94 billion box office “predecessor 3”, they prove again and again – Today, tears are better than laughter. People don’t lack laughs and cry.
It should be said that the success of the tear film hides a large and complex discourse ecology, which is related to all aspects of the market, audience, society and culture. The viewer’s obsession with tears and the gaze of the character made him have a special connection with the storyline and a narcissistic thinking in the illusion.
In other words, the tears of the “You of the Boys” can be described as “the time of birth.” The audience’s identity fantasies are a collective symptom of young people.
Product Attributes: Good Cry
As a commodity, teardrops have the property of “good crying.” If you want to share a movie in a circle of friends, then “moving and crying” is obviously more sharing power and creating value than “smile into sand sculpture”. “Ha ha ha”, sharing short video and microblogging is enough.
The reputation of “Gemini Killer” and “Sleeping Curse” is not as expected, creating a “supply gap.” The temporary “Junior of You” and “More Sad than Sadness” trend is very close, a youth film in the “cold period””Becoming a dark horse is largely related to the main emotional marketing.
Emotional marketing of “You’s You” begins with a nasty script selection and a precise user portrait. In the cat’s eye to see the portrait, the proportion of female audience is 67.5%, and the age of the audience is mainly 20-24 years old(41.6%) and 25- 29 years old (22.5%). The movie clearly locates the audience. Female users under the age of 30 are sensitive and love to share, and it is easy to break the circle. Hit the tears is to hit the box office.
Secondly, the copy of “You of the Boys” created a huge emotional tension, and the QQ space verses won again. Such as “only if you win, I will not lose”, “Nobody cares about me anyway, I am afraid of it”, “You protect the world, I protect you” and other posters, so that many potentials do not understand the story The audience can also be dragged by emotions. After releasing the theme song, “You of the Teenagers” also selected 9 “listening feelings” into the stills official announcement, all based on the audience’s emotional experience.
The “Late Us” is the nostalgic for the former, “Predecessor 3” inciting the feeling of loss of love, “The Story of Sadness More Than Sadness” focuses on the modern “love incompetence” and finds the point of emotional power. In “Marketing Management”, Kotler puts forward: “People’s consumption behavior is divided into three levels, of which the highest level is emotional consumption.” For the audience, moving emotions is the most effective way to stimulate the desire to watch. the way.
For tear film, tears are the best compliment. For example, the story of “Sorrow more sad than sadness”, which won the box office, is based on the “purification and refinement” of modern emotional relationships. In order to arouse wider resonance, the creators even consciously sacrificed personalization and chose a more radical narrative routine.
Despite self-sacrifice, lyrical and other plots exaggerated, “more sad than sadness” has triggered the audience’s feelings. After repetitive and distorted “purification” processing, the film has become a qualified consumer product. This is not a defect in the type of film, and there is a cultural culture that cannot be ignored behind it. That is, people always have a strong embarrassment and expectation for love, regardless of its existence.
“Previous 3” is a typical nostalgic consumption, flashback lens and intertextual reference to other movies, which compensates for the viewer’s emotional loss. Intrinsic texture, it is a narrative strategy to help complete the emotional logic of the characters in the film; external influence, it is a warm harbor for the audience to escape the current pressure, and then they have a discourse identity.
Social Attributes: Miserable
If you remember how we criticized the painful work of youth in the past, it should be clear that the tear film was synonymous with “feeling”, “dog blood” and “no disease.” But now, the addition of social values has given them a more resistant core, with a protective cap that “you can hardly criticize me.”
Among them, there are “I am not a drug god” of “solving the problem”, “You are a teenager” and “Sorrowful River”. “I am not a drug god” because of the focus of public opinion, the Prime Minister has personally made instructions, asking the relevant departments to speed up the implementation of anti-cancer drugs to reduce prices and other related measures. This kind of work that promotes the improvement and progress of the people’s livelihood with the power of a movie is one of the few in the history of domestic movies.
Universal characters enhance the story insinuation and emotional substitution. Chen Nian and Yi Yao are no longer life individuals with special experiences, but represent a group of people: groups that are misunderstood and bullied because of non-subjective factors such as family poverty, cultural differences, and image appearance.
The addition of social issues finally freed the tears from the “cultural fast food” attribute. I am bored with the dream of “dreaming” and let the audience feel more affectionate about the return of “reality.” However, this return is very incomplete. Similar to the “Youth” and “Late Us” kind of “pleasing pleasing” pain, under the parable of realism, it is difficult to hide the alienation of life.
Can you refuse to grow up? On this issue, the tears seem to give a negative answer. “You in Teenagers” solved “Campus Bullying” with “Unexpected Death”, “Later Us” used “plain marriage” to contrast “old love deep”, “Lee Thirteen” Li play changed from a child who struggled Become a sensible child.
Female Discourse: Good Win
The audience image of the tear film shows that not only the female characters are stalking in the tears, but also the female audience contributes the most box office and tears.
The Story of Sadness More Than Sadness, which writes about women’s desires and pursuits. Song Yuanyuan and Zhang Zhekai lived together for ten years. They slept in a bed, but they were “cohabiting and not communicating” and “love is not confession”. Both of them did not cross the boundaries. But it is precisely the “0.5 relationship” that has been criticized and responded to the female rights of informed consent in sexual activity.
The “sexual suggestion” that appears in “You in the Youth” from time to time is a retreat from “pre-youth films” such as “morning love, underage sexual behavior, abortion”. Zhou Dongyu is no longer the “male gaze object” of Yi Qian and Qian Qi. In turn, she will regard Yi Qian’s body as “anti-gaze”. This kind of retreat is precisely the progress of the film in the “female discourse”, “sexless youth film” to avoid the potential moral hazard.
Emotional catharsis of contemporary young people is no longer confined to the traditional way: brushing the sounds and laughing into the middle of the night, it is common to go to the cinema to bring a paper towel to cry. This kind of deportation path, focusing on entertainment and ritual feeling, is not broken with the fragmentation of society and the alienation of interpersonal relationships.
When short videos have basically satisfied people’s needs for laughter, the space that comedy movies can be applied is getting narrower and narrower. On the contrary, the tear film can often satisfy the audience’s fragmented emotional consumption needs from multiple dimensions such as family, friendship, love and honor.
The suspicion of “You of the Juvenile” is undoubtedly the natural ill of tear film creation. In order to trigger a broader resonance, it has to choose to copy and learn from the core plots and people, and crashes and plagiarism are not a problem. The effect of this type of chowder is like “emotional stew”. People who are in love are looking at love, family relationships are not good, family is bullied, bully is bully, why can’t you resonate, where do you not make tears?
Everyone has an emotional space in their hearts, which has been excavated in tears in recent years. Romantic lingering, painful and painful, tears are marked in the youth without regrets, is the imprint of the drift between the snowy moon and the cruel reality. So, in front of the screen where the lights went out, I watched the movie as if it was yesterday, and formed it with the audience on the same scene.Become a “sad community.”
In the tear film, the immersion of the regular drama was canceled, and it was replaced by a self-peek of a certain “literary feeling.” Use the glass of others to pour your own block. In this peek, the audience completed the mixing of the screen performance with their own life. Zhou Dongyu is not Zhou Dongyu, it is you. It’s not easy to be a thousand, or yourself.
Sincerely, when someone regards “Youth of the Teenagers” as a masterpiece, some people feel that their word of mouth is high. It should be said that the film has been a popular art since its birth, and it relies on the audience to survive to the greatest extent. The public has always instinctively pursued popularized stories and expressions. This is the case in the past. It is now, and it will be like this in the future – this is the unavoidable nature of the film.
It used to be a laugh, and now it’s a mess. There is still a good day in the tear film, which is a trend that no one can change.
This article is from WeChat public account:Entertainment Hard Candy (ID:yuleyingtang) author: Xie Minghong, editor: Li Chunhui