Then the question is coming. Douban scored 7.3. How did the "mediocre" movies on both sides of the word-of-mouth become champions? # Note that this is not a compliment, this phenomenon is a bit strange, let's try to find the reason #
First, the content is not enough, Stephen Chow gather together.
Stephen Chow's films naturally attract people's attention, and the strong personal nonsense style makes Stephen Chow's films unique, with its own IP and box office appeal. With the quality endorsement of Stephen Chow's previous films, The Mermaid was recognized as a success before it was released. Just like every rich second generation, success should be easier, and failure is strange. Therefore, before the release of Mermaid, Hopewell Film, Light Media and Longteng Yidu (Beijing) Film and Television Media jointly signed a box office guarantee agreement with Stephen Chow of 65.438+0.6 billion-65.438+0.8 billion. Stephen Chow played a key role in the success of The Mermaid. Stephen Chow won the championship, not the mermaid.
Many critics of Stephen Chow's new work say that The Mermaid is "eating old terrier", but don't all successful artists repeat their artistic expressions to varying degrees? For the criticism of mermaid, more people hate the feeling that iron will not produce, which is different from the feeling of simply rejecting a bad film. Therefore, The Mermaid is even worse than the worst in Stephen Chow. Stephen Chow who passed the exam will be better than the director who got full marks, and will also reap the heartfelt laughter of the audience in the cinema.
In the choice of starring role, even though Deng Chao used two films to brush the audience's goodwill towards his films, it is Deng Chao's directorship that bears these negatives. Deng Chao's acting level is recognized from his debut "The Son of Heaven" to last year's "Hot Sun". He is an acting actor with a certain box office appeal. From Deng Chao's early "Cui Hua, Pickled Sauerkraut", Deng Chao began to actively show his comedy side. It was not until Run, Brother and Deng's confession worked together that he was successfully labeled as a "comedian" in the eyes of the audience, which met the requirements for the starring role in The Mermaid.
In addition, the length of the movie "Mermaid" played a careful machine. The Mermaid is 93 minutes long, which is nearly half an hour shorter than the 130 minutes of Macau Fengyun and the 120 minutes of Monkey King Thrice Defeats the Skeleton Demon in The Journey to the West. The short half-hour of The Mermaid has won more space for film arrangement. In the limited 24 hours, "Mermaid" has more time to play.
Second, the immature Spring Festival file is conducive to "pulling out"
As for the schedule, mermaid has two advantages, one is two consecutive box office peaks, and the other is that competitors are too weak in the same period.
Stephen Chow learned to grasp the advantages of the Spring Festival schedule as early as in The Journey to the West. "The Demon of Journey to the West" was released on the first day of February 13, and it beat10/marriage proposal and cloud picture with a box office score of 530 million. The war situation of this film was very similar to that of this year's Spring Festival: three films were mainly responsible for box office pressure, and one of them was the biggest. In addition, The Mermaid also experienced the second box office peak like The Journey to the West, and the Valentine's Day file was also embedded in the Spring Festival file. The performance of The Mermaid on Valentine's Day even surpassed its own opening day box office.
Not only during the Spring Festival and Valentine's Day, up to now, there is still no movie in the cinema that can compete with mermaid, even the old IP of Crouching Tiger, Hidden Dragon is not an opponent. According to the cinema staff, due to the lack of competition in the same period, the number of films in The Mermaid has been high. However, with the release of ip man 3 on March 4th, cinemas will naturally reduce the number of mermaid films until the next stage. It is estimated that the box office of The Mermaid will reach 3 billion before the next stage.
New Year's Eve starts at around 1 1.20 every year, which has always been regarded by ambitious filmmakers as a battleground for military strategists, so the phenomenon of large-scale films getting together is getting worse. On the contrary, the Spring Festival stalls at the end of the year didn't care too much. Looking back on the Spring Festival last year, movies such as The Lion, Macau Fengyun 2, The Enchantment of Zhong Kui: The Snow Devil, Where's Dad Going 2, Rushing to the Sky and so on were released. From the point of view of the normal audience, these films are not top movies, or even bad movies. But even such a movie can reap hundreds of millions of box office results, which can be said to be the best destination for bad movies.
Therefore, the excellent "Mermaid" is more likely to stand out in the schedule of bad movies, not to mention that this year's "Gathering" has not yet been realized. "Macau Fengyun" scored 4.3 points, and The Journey to the West Monkey King Thrice Defeats the Skeleton Demon scored 5.7 points. Although it was not as good as "Mermaid", the box office was not bad. Why do bad movies take a fancy to the Spring Festival and win gracefully?
I think this is probably because the atmosphere of killing movies in the Spring Festival file has not yet become a climate. A large number of excellent movies were released early in the Lunar New Year file, and the box office potential has all been exhausted. Therefore, as a result, there are many good Chinese New Year movies, but the supply of Chinese New Year movies is insufficient. This result is mainly that the development of movies has not kept up with the changes of audience's viewing behavior.
According to the China Film Newspaper, the popularity of China movies during the Spring Festival began around 20 13 years ago, which is attributed to the development of cinemas and the change of Chinese New Year custom from "playing mahjong" to modern entertainment consumption. 20 13 Up to now, there are very few movies with both word-of-mouth and box office in the Spring Festival, and The Demon of Journey to the West is one of the best.
On this premise, Mermaid's Stephen Chow and Douban Score 7.3 are very valuable in the Spring Festival, and stand out from the crowd compared with the films of the same period. The success of "The Uber of Journey to the West" and "The Mermaid" in the two Spring Festival stalls will probably make Stephen Chow a signboard of the Spring Festival stalls, just like Xiaogang Feng, who also made comedies in that year, created a sky in the Spring Festival stalls.
Third, even the weakest marketing is better than nothing.
Mermaid's most famous marketing event is that "everyone owes Star Master a movie ticket", but this marketing method is easy to make the public fall into the classic memories of Star Master in the past, which has little connection with the new movie and lacks the interaction between the audience and the new movie itself.
Other marketing points such as "love can break through all boundaries" and "environmental protection" are even more difficult for people to participate in. After all, no one has experienced cross-species "mermaid love", and the love and environmental disputes between people and mermaids are difficult to apply to real cross-gender and cross-age love or environmental protection behavior, which makes it difficult for people to have a scolding.
But little influence is better than nothing. Mermaid doesn't make people feel strongly about the success of marketing, but at least there are traces of marketing. The Journey to the West's Macau Fengyun and Monkey King Thrice Defeats the Skeleton Demon Fengyun can be placed in the same period, not to mention marketing. Although Monkey King Thrice Defeats the Skeleton Demon in The Journey to the West was suspected of creating a hot event of "Six-year-old children were killed in the Spring Festival Evening" years ago, the beneficiaries of this event were six-year-old children or netizens who collectively fell into memories. Besides being stigmatized, Strike Three can't be said to have promoted the box office.
Choosing the right partner is half the battle.
After the film is finished, the announcement is also the key. According to Sina Entertainment, the publisher of Mermaid is Tianjin Ang Lee Ruiying Film Co., Ltd., which was founded on 20 13, and became famous for the successful release of Monster Hunter, Return to 20 Years Old and My Girlhood. The marketing team is Beijing Maite Culture Development Co., Ltd., which has successfully marketed films such as flowers of war, To Youth We Will Die, Tiny Times Series, Flowers on the Road, and Taoist Down the Mountain. Hopewell Film, as the producer and guarantor of the film, provides resource management and docking services for publicity activities.
According to Yang Wei, Chairman of Hopewell Films, "Mr. Stephen Chow and his Star Exchange Overseas Co., Ltd. are the chief commander and decision makers of this announcement. Matt Culture, as the marketing responsible party, has formulated the overall marketing strategy, which will coordinate and guarantee the implementation of the plan after being approved by Xinghui. All film distribution work is planned and implemented by Li Anrui Film. Hopewell Film is responsible for the support and management of publicity expenses, as well as the service docking of various resource channels. Hehe Co., Ltd. Black Ant Film is responsible for the cooperation and docking of business channel resources and the development of derivative products. "
In the distribution work, Li Anrui Film is responsible for the overall strategy, planning, planning, adjustment and implementation of all distribution work. China Film, Light, Stellar Beauty and Hayes Alliance, as joint issuers, cooperate as resources to carry out related distribution work in the overall project distribution.
The success of The Mermaid means a lot to every element of it.
Last year was of great significance to the film industry, with a total box office of 44 billion. China films began to enter the era of professional production. The box office of 20 16 is endowed with 60 billion hopes, and the success of any work will have a certain guiding role for later filmmakers. As far as the mermaid is concerned, although it is not completely correct, it has a demonstration role in some details.