Will the IP+ fresh meat movie tactics end?

"Jue Ji", one of the important works on LeTV Pictures 'performance, lost at the box office. Guo Jingming's IP fan movie "Jue Ji", which has always been favored by the outside world, scored only 5.6 points on Douban. As of October 20,"Jue Ji" only grossed 380 million yuan in box office. Why is this so? Isn't the tactics of IP+ movie + fresh meat enough?

Original title: "Jue Ji" failed at the box office, and the end of the era of simple and crude play of IP.

"Jue Ji" was one of the important works LeTV Pictures 'betting performance, but lost at the box office. Guo Jingming's IP fan movie "Jue Ji", which has always been favored by the outside world, scored only 5.6 points. As of October 20,"Jue Ji" only earned 380 million yuan in box office. Why is this so? Isn't the tactics of IP+ movie + fresh meat enough?

To this end, Chen Liang, a reporter from "China Business News", had a conversation with the author. I thought that Jue Ji could be said to be the last big drama before the end of an era of simple and crude IP playing, and when it was staged, the audience was leaving.

Fundamentally speaking, the reason why the box office of "Jue Ji" is so flat is that it blindly uses fresh meat +IP to stimulate the eye. Without really good scripts and performances, no matter how loyal fans are, they will be aesthetically tired. In particular, several previous plays by Guo Jingming have received constant negative reviews, which has also greatly affected the audience's pace of entering the theater.

Looking back upwards, it is not difficult to find that the box office of many films recently distributed by LeTV Pictures has not been ideal. This is mainly because:

First, LeTV is too Internet-minded and follows the trend of super IP. It wants to quickly attack the field of film, television, cultural and creative, which requires long-term accumulation and accumulation.

Second, the explosive box office growth achieved earlier relying on O2O, 3D and other technical conditions has now entered the final stage. When facing the trend, most film and television companies have not put content at the core, and so has LeTV. Therefore, when the outbreak was about to end and entered a stable period, it encountered a backlash.

But all of this does not mean that IP movie craze has become a thing of the past. On the contrary, it is beginning to get better.

Obviously, the craze for IP movies is not outdated. It is just a simple and crude way of simply wearing an IP dress without paying attention to the connotation of cultivation and playing IP movies and coming to gold is outdated. Just relying on a familiar name, feelings and memories, you want to drag people into the movie theater. Such a "wolf is coming" will naturally not work if you play too much.

Similarly, the popularity of China's film market has not declined. It's just that the previous market fever relied more on flatter channels such as online ticket purchasing, and new technologies such as 3D, 4D and even VR to lure audiences. In the past, these user experiences had huge spatial energy that could be released in the domestic film market. Now that this ability has been released, the film market has grown, but the truly elaborate content has fallen behind. That's why this situation has been created.

Editor: Nancy