Four Discussions on the Spring Festival in 2023
Everything is still unclear, let’s talk about the Spring Festival file.
For the 2023 Spring Festival, there are probably two contradictory orientations-
First, it’s really too important.
As the first schedule, the annual Spring Festival file is very important, but this year, 2023, because it is at this pessimistic node, looking forward to a turning point, is particularly critical.
Therefore, even if everyone used to talk about the phenomenon of getting together in the big schedule, this Spring Festival file may be treated specially and tolerated.
Second, it is really too difficult.
What’s the difficulty? The difficulty is special.
One of the great consequences of 2022 is to completely destroy the relatively mature and stable rhythm of film announcement in the past.Limit file setting and limit announcement have become daily life, and this abnormal destruction of the box office ceiling makes people angry and helpless.
This is a masterpiece of censorship and virus cooperation, so put it in the Spring Festival file that cares most about the box office ceiling and needs the announcement cycle most, and every new film that intends to join should be weighed-
The size of the Spring Festival file is really attractive, but at the same time, the ten or twenty-day announcement cycle and the cold consumption caused by the large-scale infection tide can’t support their own box office expectations?
You may delay, but time will not.
What has been decided, we must turn this little time advantage into victory; It is still undecided, and the breathing space left for the decision may only be this weekend.
The four problems arising from this may be discussed together (as usual, the series "Bears Come and Go" with a stable basic disk is not among them).
How to play Wandering Earth 2 and Man Jiang Hong?
Worst of all, there are Wandering Earth 2 and Man Jiang Hong in the Spring Festival.
The former set the file early, plus the influence of the first black horse explosion four years ago, and it definitely leads in recognition and recognition.
The latter can be regarded as the top match of domestic movies, and the types of ancient costumes and realistic styles have a lot of freshness in recent years.
Each has its own advantages, and the ideal result is naturally to stand up to each other and work together for a win-win situation. Just before the screening, Wandering Earth 2 is slightly ahead of one position.
Time is pressing. How should these two front-runners announce how to fight?
A, let’s start with Wandering Earth 2-
Spectacle+emotion.
Despite the early start, the announcement action is relatively cautious. There are four previews, the first one is very good, and the second one is a little confusing. The latter two previews make a neat comparison between Jason Wu and Andy Lau, and with the poster of the characters, it is considered that the basic work of introducing the core characters has been completed.
Further advancement actually meets the audience’s expectations of watching movies established from The Wandering Earth-
That is, the visual spectacle of national pride and the abundant emotion mixed with national pride and universal values.
In just 20 days, these two parts can be consolidated and stabilized, even if the goal is achieved.
Let’s talk about "Man Jiang Hong"-
Type+expression.
The booking a few days ago was exciting. The high-yield Zhang Yimou Spring Festival file deserves an explosion of box office data. However, just set the file for the first wave and pour a little cold water-
Introducing characters and setting the tone are all standard actions, but there is a key point of ambiguity, that is, the type is unclear.
Commercial films, especially in the super-schedule such as the Spring Festival, have always been one of the iron laws announced to let the market clearly understand the core types and styles of films without pressure.
Just looking at the preview, suspense and action are visible to the naked eye, but the comedy tonality is faintly revealed, including the appearance of too many actors who focus on comedy recognition, which will make people guess that Zhang Yimou actually made a satirical comedy?
Unclear types will affect the firmness of the first wave of ticket buyers, and many swing groups will be more easily pried away by competitors.
Therefore, in the next 20 days, it is necessary to quickly dispel the doubts of this part of the audience, and the film type and image style, including the core expression that this story is trying to convey, should be output simply and clearly as soon as possible.
After all, during the Spring Festival, sinking matters a lot. It’s not simple and unclear, let alone sinking.
Deep Sea, what are you waiting for?
Everyone is waiting for Deep Sea to be finalized.
There seems to be no discussion about whether Deep Sea is suitable for the Spring Festival, and how much box office space it will have after it is finalized. Its visual wonders, universal expression and audience of all ages all determine that the Spring Festival file may be the most suitable one.
So, what is it waiting for?
Answer, there are only a few reasons-
First, it has not been tried;
Second, I have passed the trial, but I choose the summer vacation with a complete declaration cycle;
Third, it has been tried, and it is still hesitant and tangled.
Let’s skip the first point. If it’s the last two points, then the Spring Festival file and the summer file are both good choices in my opinion.
Simply speaking, if Deep Sea decides to join the Spring Festival, it needs to pay attention to these three Don ‘ts in a very short time-
First,Don’t worry about the heat before reflecting.This will be one of the new films with the most long-term potential in the Spring Festival file;
Second, don’t be stingy and embarrassed to use it.nationalismAnd sensational offensive, especially at the technical level. This is an effective publicity strategy in the current market, especially for those domestic films that are not the main theme;
Third, don’t relax. Right.Stories, characters, emotional expressionsPart of the emphasis, China audience is very concerned about these, and this guidance will play a key role in word-of-mouth after screening.
"Nobody" and "China Ping Pong", are they suitable?
The main theme is indispensable in the Spring Festival.
Before winter, Bona said that he was preparing a new film to join the Spring Festival, so how many people have been waiting for the long-awaited Unknown?
China Ping-Pong released a new preview this morning. It seems that it is also making the final warm-up for the first day of the file?
Are they suitable for the Spring Festival?
Answer: In all fairness, it is probably the standard second group. Specifically, the fitness of China Ping-Pong is higher than that of Nobody.
The disadvantage of China Table Tennis is not in Deng Chao or Yu Baimei, but the sports theme in today’s market.be suspended in mid airThe awkward position.
From changing the title, name and content of the film, we can see that even if the sports film has the main theme of gold body protection, it is still necessary to tread on thin ice and be cautious in creation. However, in the eyes of the audience, if you want to hide a narrative of the main theme, it is more valuable to go directly to the relevant documentary.
From a higher perspective, when the main melody begins to enter that subtle node from prosperity to decline, to some extent,Sports types are actually the expression space and box office.The potential space is large.That one.
From this point of view, I am not pessimistic about the prospect of China Ping-Pong in the Spring Festival file. It will have a stable enough basic disk to get its own part-of course, the premise is that its narrative and emotion can be above the standard.
As for Nobody.
It is still not clear that Bona is really determined to let this new film with high hopes join the Spring Festival. If Yu Dong is hesitating, then there are obviously enough reasons to hesitate, and the biggest one is-
Director Cheng Er, how much balance has been made between the author and the business?
The super-schedules such as the Spring Festival and the National Day are correspondingly, and they must also be the ones that the author is least welcome to express. At the same time, these two schedules are equally unpopular, and there are relatively serious and heavy narrative styles.
In fact, no matter from which level, "Nobody" doesn’t have to be released during the Spring Festival.
There’s still a comedy to go. Who’s on top?
There can be no comedy in the Spring Festival.
So the following reality may be the biggest embarrassment of China’s movies at present-
Knowing that comedy and love are the two most popular and cost-effective types in the market, there are still few competitors with real strength.
The low creativity of the whole industry can be seen.
Criticism aside, rivers and lakes to save the emergency, is there a comedy that can top it?
Answer: The best effect is, of course, The Super Family, which was withdrawn last year. But considering the actual situation,If you want to choose between Exchange Life, Keep You Safe and Unfamiliar Life, then perhaps the former is the most suitable..
The advantage of "Keep You Safe" lies in the high reputation accumulated at the premiere of Hainan Film Festival, but in all fairness, Dapeng’s story style this time does not conform to the overall tonality of the Spring Festival comedy. It is a better choice to change the schedule to be the boss.
The first preview of "Exchange of Life" half a year ago was not brilliant, and it was only a short video level from the bridge to the performance. However, considering the audience relationship of the actors, the performance of the director’s debut and the popularity of the story of changing body among domestic audiences, it is still possible to fight in the Spring Festival.
With the performance of last year’s "This Killer is Not Too Cold", as the only comedy, "Exchange of Life" definitely has its advantages and upper limit space.
However, if "Deep Sea" finally joins, it is still very difficult to copy the dark horse. Under this premise, it is considered in the announcement.Long-line operationObviously, it is a wiser choice.
tag
Finally, let’s make an appeal-
Even if this Spring Festival file finally gets a decent result, I hope that in 2023, China films will not be allowed to live such a life of extreme publicity.
The long-awaited industry is just the word normal.
The epidemic prevention is over, so stop messing around.