This article is from WeChat public account: Yuemu China Film Watch (yuemuchina) , author: Zhang melon, the original title: “Lu Gengxu of” Reflection “and” the reflection “| interview” life have you “director Lu Gengxu” title figure from: “life have you” stills < / span>

“What can I do?”

In the face of Douban’s movie “You Have Your Life” adapted from the music of the same name, the director Lu Gengxuan was anxious to find the answer.

“I know” You Are My Lifetime “is not so good, but it is not a bad movie. A movie with 5 points at least recognizes it as the movie itself. The content of the movie at 3.30 is basically messy. The logic is not clear, it is completely unreadable, and “You Have My Life” does not stop there, then this result has appeared and it really has an impact on me, what should I do?

As a senior user of Douban, Lu Gengkun knows what it means to have a Douban score of less than 5 points. This makes him as a creator a very strong sense of loss.

What Lu Gengzhen didn’t understand was why he had spent so much time and effort shooting “You Have My Life”, why did he encounter the audience so unfriendlyly. Is his starting point wrong? There is no market for music IP adaptation movies? Youth films featuring the 70s and 80s are no longer accepted by mainstream audiences? So, what do current audiences want to see? What the market needsWhat kind of movie? And how should you shoot youth movies?

When the IP adaptation gradually failed in the market, and when the youth film fell into the creative corner, this was no longer the confusion of Lu Gengyi, but also the answer that the entire creative end wanted to seek. At the same time as the creators began to reflect, in fact, the entire market also needs to perform simultaneous reflections and mentality adjustments.

“Life is not like you” “I Have You in My Life”

“In the past ten years, I feel that I have been walking at the back of the times.” Lu Gengyi said.

From 2019 to 2014, “Life with You” adapted from the music of the same name looks a bit out of time, not only paying high production costs, but also missing the screening node that best fits the content of the film.

In 2014, “You at the Same Table”, adapted from the music of the same name by Gao Xiaosong, received a box office result of 455 million yuan upon release. As a result, it opened a door for the filming of music IP, and classic music IP began to become capital Robbery. At this opening scene, the director also teased at the beginning of the film “A Life With You”.

As a school ballad at the same level as “You at the Same Table”, after the fire of “You at the Same Table”, “A Life with You” was naturally sought after by capital and became a hot music IP at the time. However, just in 2014, after the filming of the first feature film debut in his life, “Goodbye in Full Youth”, the director ’s dream has just been ignited. Therefore, he did not easily sell the IP of “You Are My Lifetime” to others, but Decided to personally complete the film and television.

However, it was the end of 2017 when Lu Gengzhen polished the script and sought investment until conditions in all aspects became mature.

At that time, IP adaptation was already popular and was no longer a new thing. Moreover, “the time when the film was shot was when the actor was the most expensive.” Lu Gengzhen said.

Movies adapted from music IP, such as “Bijab Blossom”, “Brothers Sleeping on My Upper Bed” and “First Love Experience”, have been released. IP adaptations have swept the country, and the entire environment is “prosperous”. In short supply, almost all cast members in the film and television industry are busy in various IPs, so that the actor’s pay is pushed to a high level, and it is still high. In the end, “You Have My Life” was shot at twice the cost of “The Goodbye of Full Youth” filmed by Lu Gengzhen in 2014.

However, “Your Life Has You” was not released immediately after filming. The more realistic director subsequently made corresponding changes and made additional shots, which delayed the film’s release time until November 29, 2019. “I Have You in My Life” officially met the audience. This happens to be only 2 weeks away from the release of the same movie IP adaptation film “About Winter”. The movie market, which has been quite controversial about the music IP adaptation film, naturally will have to bear more.

In addition, the content of “A Life with You” is adapted based on Lu Gengzhen’s real past experience. Although the scenes in the film, such as Ximen Roasted Wings and Wudaokou Hotel, are enough to make Tsinghua students move, the director is impassioned and full of memories. The content of the youth films focusing on the post-70s and 80s has become outdated in 2019, especially after “You at the Same Table”, “Hurry That Year” and “Towards Youth”, the audience has experienced aesthetic fatigue about the youth films related to the feelings .

“In fact, I was the first to make a youth movie. I didn’t use IP when I shot” Bloody “. If I had filmed” I Have You in My Lifetime “at the beginning, I would probably get a box office and word of mouth harvest according to the quality at that time. Now < span class = "text-remarks" label = "notes"> (video) may not be in line with the trend, (me) It ’s bad, I did n’t catch up, it ’s very emotional. ”For ten years, Lu Gengzhen not only seemed a little slow in film creation, but also missed a lot in music, especially when the music variety fire was a few years ago, we rarely Seeing his figure, he rubbed with opportunityShoulder too many backs. “I feel like I have been walking at the back of the times, and I have made up for the money I made in the past. The audience is still not buying enough. What can I do?” Lu Gengyi’s tone of sigh and emotion.

I Have You in My Life is too late, missed too much, and took too much.

Lagging market critique and a concentrated outburst of audience emotions

The audience ’s attitude towards IP-adapted films has transitioned from tolerance to prejudice, with jet lag.

To a certain extent, freshness will make people ignore the flaws of their own things and become relatively tolerant. Just like when the IP adaptation film has not yet become popular, viewers will mostly buy it and think that the flaw is not covered. However, when IP adaptation films became popular and the homogenized content of youth films poured into the market, the audience began to gradually shift from tolerance to seriousness and harshness. Coupled with the appearance of some inferior adaptation films, the audience’s prejudice against IP adaptation films was deepened.

The viewers ’reverse emotions for the IP adaptation film did not form overnight, but the concentrated outburst caused by the accumulation of accumulated emotions. It seemed to be a bit lagging, and it seemed too violent when it broke out. Many subsequent works were affected and innocently shot.

Like “Life with You”, objectively speaking, although the film is not enough to be a good work, a horizontal comparison from the same type of film can still be regarded as a highly completed film. However, the audience has rebelled against the music adaptation of the music IP, and IP backwash has made “Life With You” a victim, making it necessary to bear the audience’s prejudice against it. As a result, the film was criticized and rejected by the audience before it was released.

“For a period of time, everyone collectively gave the film a low score. At present, there are two sayings. One is that the audience is emotionally scoring. They have vented all their dissatisfaction with youth movies and music IP adaptation movies to this movie. , Another statement is that someone was hacking this film, I do n’t know, this is something I had never thought of before. ”“ I Have You in My Life ”received in the market before it was released.Negative feedback. Ben held Lu Gengyu who waited for the film to meet the audience, and the audience would “wash away the injustice”. After the film was released, Douban’s score of 3.8 was still beyond his expectations.

He accepted the most positive comments of most audiences, but he was full of extreme negative ratings and reasons.

“It ’s like a test student, and then the grader can pass you, but given that there is nothing new in your subject matter and content, I will give you a fail or bad review, and you do n’t know what to do. Do. “This puzzled Lu Gengzhen.

Until now, no one has given a fair judgment standard for IP adaptation films, and the market ’s lagging adjustment ability and passiveness have given the audience the soil from tolerance to rebellion. The audience who have been victims of some IP adaptation films is gradually Becoming the perpetrator of the next film has created vicious feedback that has led to market imbalances.

Arousing the market backlash and emotional rebound of audiences for today’s music IP adaptation films, while creators need to reflect, capital, audiences and the market also need to reflect on themselves.

Where does music IP adaptation go, and is there still a future for music IP adaptation?

“I don’t want to do youthful themes anymore. In the future, I need to make something that I am good at and more expressive.” The enthusiasm of the audience for the youth films and the music adaptation of the music IP let Lu Gengyu grow rapidly.

So, will the market for movies based on music IP really be bleak? Actually, not necessarily.

The current music IP adaptation film is mainly focused on youth love, in fact, it still has room to break through and obvious advantages.

The value of classic music IP lies in its distinctive theme and unique characteristics, which makes it have a strong vitality across time and the ability to evoke nostalgic emotions for everyone, which is an energy that many original films do not have. The most important thing is that at the moment when IP adaptation has occupied half of the country, the copyright of music IP is much lower than that of web text IP, and due to the limited number of lyrics, music IP can expand more content and express the music. Something wider and deeper outside.

Like the film “Sweet Honey”, which was made by Chen Kexin and adapted from the music of the same name by Teresa Teng, the theme of his shooting was love, but it is also the epitome of the wandering fate and the special era of two young men and women who worked hard from inland to Hong Kong. The content has already exceeded the love expression of Teresa Teng’s “Sweet Honey”.

At present, many people’s attitude towards IP adaptation is like propositional composition. They cannot escape the limitations of the name and semantics of IP itself, so that the expression is too shallow and superficial. The IP adaptation can be full of new ideas, such as Jay Chou’s “The Secret That Cannot Be Told”, and he constructs a story that takes place in different spaces. Although simple, it also gives the audience a lot of fresh experiences. For another example, the film “You of the Youth” uses another aspect to look for the theme of youth, and breaks away from the original love affair, thus touching the audience and resonating with it.

Whether it is a music IP adaptation or a web text IP adaptation, they need to consider effective reach to the audience when realizing film and television. If the theme of expression can not have a chemical reaction with this era, it is only a game for the creator Useless.

The Birth of a Superstar, which has been reprinted many times, has attracted much attention every time. The reason is that its content changes with the theme of the times.

In fact, the space that music IP can tap is huge. It can be expanded not only from a few hundred words of lyrics into a movie, but also into a TV series, like the TV series “Across the Ocean to See You”, a season series. Animation, like “Love in BC”, as long as the creator has enough imagination and expression, IP adaptation is far more exciting than imagined.

Back to the play itself, as Lu Gengji said, “Whatever the film is, the most important thing is to have a solid script, a good performance, and a professional team to help express it.”

After “I Have You in My Life”, it is not the end of the music IP adaptation, there are more IPs on the road. Earlier, Ren Xianqi had publicly stated that he would adapt “Too Soft Heart”, “The Girl Across the Side” and “Sad Pacific” together into a movie trilogy. Perhaps Lu Gengzhen’s reflection can give some inspiration to the latecomers.

This article is from WeChat public account: Yuemu China Film Watch (yuemuchina) , author: Zhang melon