My singer girlfriend is super fierce

As one of the "five hottest schedules" in the domestic film market, the competition during the "May Day" schedule is undoubtedly very fierce.

This "May Day" schedule has a total of 15 films released, including 8 new films, covering multiple genres such as action, romance, crime, etc., including works starring well-known directors and popular movie stars. There are 8 films that are claimed to have invested over 100 million yuan!

Among them, the total investment amount of "The Return of the Great Sage" can only be considered medium and low at best.

With so many blockbusters, the competition before the release is naturally fierce, especially in terms of publicity and scheduling.

Today, "Autumn of Light" is no longer the small studio it used to be. Although it cannot be compared with those film and television media giants, it is at least the "leader" of the domestic animation industry, and it will naturally not be stingy in terms of publicity.

Although quality is the core competitiveness of a film, in this era, good wine is afraid of being hidden in a deep alley, and the importance of marketing is self-evident.

"The Autumn of Light" is willing to spend money, but this money is also spent skillfully. Unlike the high-cost methods of traditional press conferences and roadshows of general crews, they adopted a more "down-to-earth" approach.

- Post posters! The kind that covers the sky.

Almost overnight, the horse-faced monkey sitting on the edge of the cliff with one leg bent, wearing golden armor and a flying red robe, can be seen at bus stops and subway stations across the country.

On the extremely eye-catching red poster, the four golden characters "The Return of the Great Sage" are particularly eye-catching, and the first to attract are children on their way to school.

"Mom, it's the Monkey King!"

"Mom, I want to watch the movie of the Monkey King!"

"Dad, why is this Monkey King different from the one on TV?"

Faced with the children's questions, the parents carrying heavy schoolbags and walking in a hurry finally noticed the poster. When they saw the cartoon image on it, their first reaction was.

Is this the Monkey King? It doesn't look like it.

But after a closer look, I found that I could vaguely see the shadow of the Monkey King in "Journey to the West". Although the body shape and temperament are completely different from the image in my impression, with the unique "golden hoop" next to it, I finally confirmed that this is the "Monkey King".

After a closer look, it turned out to be an animated film released during the "May Day" holiday. I had a vague idea in my mind that "it's okay to take the children to watch it during the holiday."

But as a parent, how could I miss such a good opportunity to "chicken baby".

"If you are in the top ten in the class this time, I will take you to watch it."

"Practice the piano well tonight, mom will think about it."

"Do your homework well this week, dad will take you."

The young parents said this, but in fact they were also a little interested in their hearts. They wanted to see what the unique Monkey King was like, especially after seeing the name "Ye Zhiqiu" in the column of behind-the-scenes personnel.

With such a simple and crude method, the promotion of "The Return of the Great Sage" was launched, and the effect was surprisingly good.

In this case, why don't other film crews adopt this method?

For example, what would happen if you put up the poster of the romantic film "Years" directed by the famous female director Kong Jing and with a luxurious cast?

The answer is that there will be a certain publicity effect, but it is definitely not as good as "The Return of the Great Sage".

The reason is also very simple, because one is an animated image and the other is a real "photo".

Nowadays, there are so many celebrity endorsements. When passers-by see well-made posters, their first reaction is that this is an advertisement for another product. They will ignore it after a glance. Even if they can see clearly that it is a movie promotion, they will not pay much attention to it.

After all, it is just a specious movie name, plus the actor's photo, who knows what you are going to say.

But "The Return of the Great Sage" is different. There are so many advertisements of handsome men and beautiful women on the streets and TV, but this well-made and eye-catching "Sun Wukong" image is the first time everyone has seen it, so naturally they will take a second look.

Moreover, no matter how famous a star is, how many passers-by can recognize your face except for those who are popular all over the country?

But "The Return of the Great Sage" is different. From elementary school students carrying schoolbags to old men and women walking in the park, everyone on the street knows the name of "Sun Wukong, the Great Sage Equaling Heaven".

So, the sense of substitution and familiarity came up all at once, and the subsequent information reception was naturally smooth - oh, there is a movie about Sun Wukong during the "May Day" holiday.

This is the advantage of "big IP", the audience has a high degree of recognition of the character.

Of course, it is also difficult to adapt this kind of well-known "big IP". After so many years of baptism of classic works, the image of "The Great Sage Equaling Heaven" has long been deeply rooted in the hearts of the general public, and it is difficult to change.

Not only that,If it is not handled properly, it is very likely to be backlashed by the "self-contained traffic" of this big IP.

However, before the backlash came, some people had already attacked this animated film.

A week after the promotion began, a well-known director in the industry commented on "The Return of the Great Sage" in a media interview.

"What do you think of Ye Zhiqiu's new animation work "The Return of the Great Sage"?"

"Yes, I watched the trailer and felt that the production was quite sophisticated. It must have taken a lot of effort..."

Facing the camera, this man who has just turned 30 and has already directed two official films. Although the box office is mediocre, he is still known as an excellent director of the younger generation. He first praised the trailer of "The Return of the Great Sage" in a light-hearted way, and then changed his tone.

"But, for me personally, there is one thing that I find extremely inappropriate and difficult to accept."

"That is the character setting of 'The Monkey King'. In the film, Sun Wukong has a long horse face, a long upper body and a short lower body inverted triangle shape, which is very different from the image I remember."

"In fact, this kind of 'inverted triangle' long body character is particularly common in American animation works. I don't know whether the producer and Ye Zhiqiu have learned from relevant experience, but this image is definitely not in line with the traditional aesthetics of the Chinese people. At the same time, it also feels a bit like subverting classics and randomly adapting..."

As soon as the director named Kong Jing made his remarks, he immediately attracted great attention. Soon, many marketing accounts on Weibo forwarded them. At the same time, many film and television bloggers made comments and expressed similar views.

"I also feel that the proportions of Sun Wukong in "The Return of the Great Sage" are a bit strange."

"Although the trailer is well-made and some scenes are exciting, Sun Wukong really doesn't look good!"

"Using American comics' character design and technology to interpret our traditional image, I can't accept it."

"Adaptation is not making up stories, it is tarnishing the image of the characters in classic works!"

Under such circumstances, "The Return of the Great Sage" has become a hot topic in another way.