Nostalgia has repeatedly become a hot spot in movies without high-quality content and "feelings" become commercial risks

When more and more literary works are struggling to attract audiences with "feelings" as their focus, more and more disappointments will inevitably follow. In fact, at the moment when the work is exposed to the public, the creative team should put aside the calculation behind "feelings" and win respect with the work itself, or they should think about whether this work is worthy of the public's expectations of feelings Original title: "fast food" routine under the appearance of "feelings"

in the eyes of Chinese audiences, the "fictional heroes" in childhood memories such as journey to the west "," Hulu brothers "," Shuke and beta "and" Sheriff black cat "all have wonderful story frames and good malleable character settings. Among them, the mode of seven good brothers with all kinds of super abilities in "Hulu brothers" fighting monsters in groups is highly praised by netizens as a wonderful animation prototype that can weave endless new branches and new stories

recently, the new version of Hulu brothers was released on TV 30 years later. However, the overall" cute "painting style, uninspiring story content and scene actions have attracted a lot of criticism. Some viewers roast, and the producers are" nostalgic " In fact, in the face of increasingly diverse and fierce competition, it is to escape and make tricks by hiding in the collective memory. Although the box office of another popular live action movie "Ninja Turtle 2" has gone up all the way, it is considered to use the appearance of nostalgia to stack up fast-food dramas that are all "routines"

ZHENG Yaqi, the son of fairy tale King Zheng Yuanjie, once said, "now everyone is creating with feelings. Feelings are very important, but I don't think they can be used as food." Why did childhood classics become a failed work of "destroying childhood"? Behind this, are there hidden worries about being eager for quick success and instant benefit and feeling "cash in"? The reporter launched an investigation on this

strong > why has collective nostalgia become a fast-moving hot spot

writing memory, looking back yesterday, was originally an understandable way of writing

to our lost youth (hereinafter referred to as "to youth") is the first "nostalgic card" for the growth of domestic film and television creation in recent years. As a model of "fire before screening", to youth is positioned as a "popular youth literary film", which not only attracts a large number of Post-70s and post-80s audiences, but also the young post-90s have become the main force at the box office. The reason is that "to youth" pokes the "pain point" in the audience's mind about the memories of youth

another example of "feelings save the box office" is the movie Warcraft, which was released in June this year and adapted from the online game IP. More than 89% of the film's global box office revenue of $430million came from overseas, of which Chinese audiences contributed $221million, more than half. The box office performance and fan evaluation from mainland China far exceeded that of North America. At the beginning of the film, when the familiar game logo appeared, the game fans in the screening hall cheered. Some viewers commented that the "feelings" in the "Warcraft" movie version are the epitome of each player's youth. They are unforgettable but can't be repeated, and can only be relived in a specific way

whether it's the new version of Hulu brothers with new clothes and thick eyeliner, or the reunion and old song series of rock "old guns" such as Lao Lang on the stage of the fourth season of "I'm a singer"; Whether it is angry birds, ninja turtles, Tarzan apes and other classic animation, game characters have reappeared on the big screen, or public exhibitions with the themes of Doraemon and Hello Kitty are popular in major cities... All these confirm the famous scholar Dai Jinhua's comment: collective nostalgia can often quickly become a hot selling point in the cultural market

in recent years, the continuous rise of "nostalgia fever" has made many film and television creators put aside their plans and turn to looking for and mining the "gold mine" of collective memories. "The popularity of nostalgia in China, in addition to the cultural identity and identification methods in the process of globalization, also lies in its prompt of a space and a place for the nostalgic ship that contemporary Chinese urbanites have nowhere to anchor." Dai Jinhua said that when these fragments lost in the memory gap are re collected and highlighted in the public view, what it inspires is everyone's "self narration", that is, the psychological essence of the "nostalgia fever"

reflection on "feelings" cannot replace solid and high-quality content. The reproduction and replay of "gourd brothers" also conforms to this trend of "feelings consumption". Many post-80s and post-90s generations have a good intention to revisit their childhood. However, it can not be ignored that this rising "nostalgia" mood also has hidden worries about the spread of "false fire" caused by excessive consumption: on the one hand, the "nostalgia" trend suddenly blows up, driving and stimulating film and television creation; On the other hand, some works have the disadvantage of using emotion to falsify the content

as far as Hulu brothers is concerned, the structure and character setting of the original version are rigorous and full, and the plot is also quite tortuous. Whether from the story system or the core conflict setting, it originally has a depth and open creative space that can be tapped. But this time, "Hulu brothers", with a "nostalgic card", completely gave up the re creation of the content. The content of the new version still follows the story outline of Lushan God's discovery of the conspiracy, revives grandpa and pangolin, and asks them to go to the gourd brothers to defeat the snake and scorpion demons and stop the conspiracy of golden winged eagle...

some viewers roast: is this plot a little familiar? Pleasant goat style "you hit me, you can't kill me, I'll hit you again, I can't kill you" boring cycle... And multiply by 260 episodes! "This is really a fast food animation that enjoys the cool under IP!"

in the eyes of writer Ma Boyong, behind the seemingly simple and naive story of "huluwa", there is actually a metaphor of a story about faith, redemption and sacrifice. "Compared with the sharp blade, it is more like the slender fingers of a bard. With just a few unexpected touches of the strings, it touches the deepest part of human heart, and can always make us wake up at night, and then weep." Ma Boyong said

it is all "routine" fried cold rice, which is the reason why the new version of "Hulu brothers" has been criticized. Coincidentally, the recently popular "Ninja Turtle 2" and "Tarzan the ape" are also considered to be quick digestion and reproduction products of simple and rough visual pleasure and action scenes

a person in the film industry told reporters: "Take youth films for example, 'youth' is the positioning of the film itself, while 'Nostalgia' is the marketing positioning of the film. Now too many people set the theme of 'Nostalgia', which is actually a limitation and mistake. The content of a film is the protagonist, and the type of the film is determined by the content, not the marketing means. Works that simply inherit the market hot spot effect and apply the 'nostalgic' marketing model can be said to be 'successful and nostalgic' , failure is also nostalgic '. If you take away the marketing gimmick "nostalgia", you will find that some works can hardly be classified into any type, and the content and positioning are chaotic. Such works naturally cannot find the audience and move the audience. "

in addition, some commentators pointed out that blindly relying on the natural attraction of "feelings", replacing content with public psychology, and taking "consumption" as the first consideration in literary and artistic creation, it would do great harm to the Chinese film, television and animation market, which is far from taking shape

"we are infatuated. We say, are we creating some false dreams directed by others, or are we launching some films that consciously and confidently find and shape ourselves?" In the eyes of Hao Jian, a professor at Beijing Film Academy, "nostalgia" provides only "one in ten thousand emotional exports" to films, which can never replace real high-quality content

strong > netizens' response / strong >

lewsale: at present, the visual effects and aesthetic tendencies of world movies are almost based on Western aesthetics, and the performance of traditional oriental aesthetics has been very weak. We can see that all kinds of ancient costumes, legends and mythological blockbusters shot in China at present, no matter which special effect company we choose, the final effect is very reluctantly. I don't think it's a matter of how much money we spend. It's really because westernized art and visual effects are not suitable for Oriental aesthetics

we can think of the Oriental elegant beauty of traditional Chinese painting. It is absolutely not by accumulating details and making objects "realistic" that we can show that artistic conception. So I think if huluwa, a cartoon with Chinese characteristics, is to be made into a live action movie, it must be made in a new way in terms of visual effect, and it is not too late to find a visual effect solution that can better express our Oriental aesthetic elements

for huluwa, I support shooting, and we should shoot early and more. Only by constantly exploring can we find the right way. At present, in my mind, Tsui Hark has explored more in this area, but there is still a distance from the ideal effect, and we need to continue to refuel

＠frozenmoon: Ninja Turtle 2 is the story of four otaku men saving the world, including nerds and fitness maniacs, who occasionally come out to fight together. For most people, this feeling that ordinary people can turn into heroes at any time is probably the deep reason why they like to watch Ninja Turtles since childhood

＠ Kuang Jing: behind nostalgia is actually an early warning at the level of social fashion, that is, with the faster and faster pace of modern society, the post-80s generation shows a "young old" mentality in the process of coping and adapting, so as to temporarily avoid reality and seek psychological comfort through nostalgia. To borrow a sentence: "nostalgia is a loss and displacement."

reporters need to be cautious in observing "feelings", which may be more risky.

in recent years, "feelings" has become a "routine" of film and television creation, which makes many works become a social topic that resonates one by one, and the quality of film and television works themselves has become secondary. Take the recent spread of "big fish and Begonia" as an example. It ignited the emotional high point with the natural feelings of Chinese people for "domestic animated films", and swept a large number of passersby audiences with the help of social media. When the audience took this dose of "Amway medicine" about feelings, they rushed to the cinema to contribute to the box office. No matter how zantan plays, big fish Begonia has naturally won commercial value

this year's blockbuster films such as "100 years of Phoenix", "to youth 2", "Ninja Turtle", "Warcraft", "angry birds" and "gourd brothers" are all dressed in the cloak of "feelings", making the audience willing to pay for them. Although the liquidity of "feelings" is very strong, which can fill the pockets of investors, it also contributes to a strange phenomenon - even works of ordinary quality can always have an excuse to avoid criticism because of "ideal" and "memory"

"feelings" this fire, it is difficult to say who burned it first, but now it seems that as long as you mention these two words, you will never lack followers. "Feelings" is like a distant ocean ship. People stand on the shore and look at it