Actor: My Entertainment Era

Gu Changwei and Zhang Yuanjun didn't care about Fan Bingbing's team's marketing at all.

Literary films are inherently difficult to market, so having such a versatile heroine is sometimes a good thing.

Moreover, Fan Bingbing is considered a veteran in the entertainment industry and the originator of marketing. Her team knows very well what the standards are. They know that they are only shortlisted and the film festival has not yet opened, so they only do some small-scale marketing related to nominations.

Throughout July, only "The Invisible Guest", "Chilling 2" and "Escape" performed well.

Among them, "The Invisible Guest" has the best reputation. After Douban opened the score, it rose instead of falling. It has now risen to 8.7, firmly occupying the first place in this year's domestic film reputation list.

"Chill 2" also has a good reputation and achieved very good results.

The current box office figures of "Escape" are gratifying, but because the movie participated in a 10 billion guarantee, the current result of breaking 7 million is not enough to satisfy the distributor. In addition, the movie's reputation is mediocre, and there will be more in August. With so many competitors coming online, I guess it won’t be able to break through the bottom line of 8 billion.

Except for these three movies, almost all the other movies in July suffered some kind of failure.

Needless to say, "Rock Tibetan Mastiff" has a guaranteed base of 600 million for Huayi, but I don't know if the box office has exceeded 100 million now.

"Big Fish and Begonia" won the box office but lost in word-of-mouth. The audience thought it would create the myth of "The Return of the Great Sage", but in the end, the audience was disgusted. The distorted view of love was even criticized by the mainstream media as a negative example.

"To Youth 2", in addition to harvesting fans' box office in the first weekend, is also destined to fail to reach the bottom line of 4 million, but the current result of 3 million is already very good for a youth film - no one will really I believe this film cost over million.

The real remuneration of Wu Xuan and Yang Ying together definitely does not exceed 1000 million. Anything more than that is a fraud.

Let's not talk about "Legend of the Gods", but the love for the boss's son is known to audiences across the country.

In July, there was no movie with a box office of over 7 billion, but some "bad movies" achieved huge results.

By the end of July, the industry had reacted, and there were already voices predicting that "there will be a big problem with this summer's schedule."

On the 3rd, the daily newspaper published an article commenting on the film market. The article was titled "The phenomenon of bad films having high box office is prominent. If money is too easy to make, the works will easily become mediocre."

The author pointed out in the article: "Some domestic films with storylines full of loopholes have been soaring at the box office, which has shocked the critics. ... The more star-studded, gorgeous scenes, and good at publicity, the more popular the film. But since it is bad If the film can be a hit, how can the creator have the motivation to craft it carefully?”

"Some well-known directors have repeatedly made bad films that are of great substandard quality recently. One important reason is that they have lost their determination in the face of market temptation. If the money is too good, the works will easily become mediocre."

"The market is too big, the demand is too strong, and the hungry will eat whatever is given to them. As a result, bad movies can make a lot of money in the market. Who is willing to work hard and sharpen a sword for ten years? Too superior market resources have become One of the reasons that restricts the production of high-quality movies.”

"From the perspective of the creative cycle, today's Chinese films are increasingly tending to be short-form and fast. Some films only take a few months from planning the script to release. Of course, what is produced by short-form and fast films may not be garbage, but it will certainly not be high-quality products. , because it simply doesn’t comply with the rules of creation. Investors wish they could invest today, shoot it tomorrow, release it the day after tomorrow, and get their investment back the day after tomorrow.”

At the same time, another article appeared on the Internet, saying that the summer box office in July this year fell sharply for the first time year-on-year!

The article also provides a data: "7/2 of the dozens of movies released in July are bad movies."

The author declares at the end of the article: "Chinese films are experiencing a 'bubble summer'. The accumulation of bad films is exactly the dangerous phenomenon caused by the influx of hot money into this industry."

The daily article is not for July, but a summary of the entire domestic film market from the Spring Festival period to July.

This report implicitly pointed out that it was the intervention of hot money and fanatical capital that made film and television creators lose their creative patience.

The article did not cause too much discussion in the industry. It was indeed too hot and everyone made money. However, the market's performance in August was even more disappointing.

"There Are Arbors in Summer, Ya Looking to Heaven" sold 4000 million on its first day, and was scolded upon its release.

"Tomb Raiders" made 1.6 million on its first day, but before the release, Jing and Lu were at odds with each other, which ruined the popularity of many viewers. Even though the post-release results were good, the audience's dissatisfaction with the acting of the main creator is still rampant.

In the movie version of "A Little Smile Is Charming," Yang Ying stars as Jing Boran, and the reviews are predictable.

There is still half a month left in the summer schedule, and it can already be announced that it is coming to an end, but the domestic films are currently losing very completely.

It wasn't until this moment that anyone woke up - there was really something wrong with our film market.

Relevant agencies quickly made analyzes and reports.

As of August 8, this year’s summer box office total reached 19 billion, which is about the same as last year’s 118.7 billion.

But when the focus is on domestic films, the problem becomes apparent. This year, domestic films accounted for 6% of the total trash, and the box office has shrunk by more than 20 billion.

In terms of reputation, the domestic film with the best reputation on Douban last summer was "The Return of the Great Sage" with a score of 8.2. This year, the domestic film with the best reputation is "The Invisible Guest" directed by Xin Yukun, with a score of 8.7.

The reputation at the top of the pyramid has been won this year, but the reputation of this year's summer movies at the waist is not as good as last year.

At the box office, last year's three films, "Monster Hunt", "Pancake Man" and "The Return of the Great Sage", grossed 45.55 billion, while this year's four films, "The Invisible Guest", "Tomb Raiders", "Escape" and "Chilling 2" The box office of popular movies is only 32 billion, which is a microcosm of the collective decline in box office this summer.

The gap in the box office of single films is even greater. The box office champion of this summer's film is probably "Tomb Raider", but its performance is only comparable to that of "The Return of the Monkey King", the top runner-up in last summer's film.

The report pointed out that this year's summer season saw six major phenomena: serious homogeneity, flooding of IPs, cashing out sentiments, actors sabotaging their work, making money from bad movies, and unprofessional writers.

Among them, the industry has discussed a lot about the issues of cashing out feelings and actors.

There are two main movies that play the emotional card this year, "Big Fish and Begonia" and "Escape".

"Big Fish and Begonia" was criticized for "emotional marketing cannot match the weak plot" and was criticized for being an "emotional bitch".

The criticism of "Escape" was directed at Jackie Chan.

Since "Zodiac" tasted the sweetness of feelings, every time Jackie Chan's movie is released, the Internet will be filled with various comments such as "This may be Jackie Chan's last movie", "Jackie Chan is really old", "Jackie Chan is old, Our Childhood is Over" emotional marketing.

The criticism of the actors was even harsher.

People not only criticized newcomers such as Lu Han, Jing Boran, and Wu Xian for "not being able to see their acting skills, but they get sky-high salaries," they also criticized old people such as Fan Bingbing and Louis Koo for "always being associated with bad movies."

"Currently, only Zhang Yuanjun can maintain high-quality output, but there is only one Zhang Yuanjun, and we cannot expect him to drive the entire market alone."

The author said earnestly at the end of the article: "The six major chaos in this summer's summer season have revealed many existing problems in Chinese movies, and they are also very emotional: How can you make a good movie if you don't take your heart when making a movie?" (End of Chapter)