Producer Xiaolei detailed the release tempo of the movie trailer and the final effect feedback. The movie is eager to reach different audiences through each trailer, and the timely data feedback from the Internet platform can also provide more real-time support for the movie.
After repeated trial and error in the early days of “data-driven”, films are now beginning to use the “Internet.” The rapid outbreak of genre films this year is actually not an accidental blowout, but because in the past two or three years, the timely feedback from the Internet gave creators a deeper space for thinking. Similarly, for the audience, the formation of the circle layer is also aided by the word-of-mouth transparency of the Internet platform.
The rise of genre movies and circle culture is actually not just a market feature this year, but also an industry trend in the coming years.
Sympathy and resonance
The normalization of realistic themes.
This year, whether it is the “homeland feelings” produced by “Wandering Earth” or the “rebellious boy” of “Nazi’s Witch Child”, it is essentially the most easily extracted from the movie Emotional resonance. This is actually the most prominent in the theme film of National Day.
The “collision of the times” between the moments of history in “I and My Motherland” and the little people burst out of great energy, and in the “China Pride Trilogy” of Bona and Ali Pictures Focus on professional heroes. This “heroic emotion”, the most easily touched by ordinary people, and mainstream ideology form a high degree of unity, which provides a key support for the film to achieve the final box office breakout.
Also in the introduction films, “Oscar”, “Green Book”, “Freehand Climbing” and other “Oscar” -grade imported films have achieved breakthroughs in magnitude in the Mainland. And this breakthrough depends not only on the quality of the movie itself, but also on the fact that it seeks to connect with the audience to lower the threshold for movie acceptance.
For example, the “Green Paper” that Ali Films participated in and produced and promoted. The film broke the inherent publicity of the Academy Awards best film. Compared with the award halo of the movie itself, the movie enlarges elements such as “solitude”, “brave”, and “friendship”, which obviously wins more users for the movie.
This year, the performance of the entire imported film in the Mainland is not dazzling. Except for “Avengers 4”, which ranks third in the annual box office rankings with a height of over 4 billion, the overall market share may be less than four. to make. In fact, judging by the poor performance of many imported films in the box office in the Mainland, this is not just “water and soil dissatisfaction” and “aesthetic fatigue”. In fact, the movie itself is less attractive to the public. From this point, it can be seen that for the general public, in addition to visual stimulation, the film pays more attention to the resonance of internal emotions and the empathy of reality.
This is not similar to the popularity of individual literary films. The intensive cultivation of genre films on realistic themes has also lowered the acceptance threshold of the public to some extent, which has brought the film’s commerciality and artistry to a relative balance.
In summary, Because young audiences can quickly form a circle culture in the Internet age, they are actually innovating the rules of the entire industry. The foundation of the rapid spread of word of mouth is the resonance and sympathy with the public, and the rapid spread of word of mouth is the precise “projection” of the circle, at the same time the real-time feedback of data on the reflection of creators and Internet companies Its enhanced role in the industry has made the Chinese movie market in 2019 an “Internet year.”
Actually, the content and digital characteristics of the film market during the whole year of review will not actually cover the overall trend of the market this year. The supporting role of Internet in the industry is not only a boost to the market this year, but also a key point worth considering in the future film market.
Cover image from pexels