"Bad films" are piled up or due to aesthetic fatigue, the industry calls for the establishment of a film release coordination mechanism

There are too many "ordinary" movies this year, and most of them are forgotten after watching them. In addition to the ebb tide of ticket compensation, there is a basically recognized view among the audience, media circles and publicity circles that "bad films appear every year, and there are particularly many this year."

"During the Spring Festival so far, how many movies have you seen that make your eyes shine? Only a handful." Dai Guoping, director of strategy for Guevara's film company, stopped the reporter. Indeed, there are too many "ordinary" movies this year, and most of them are forgotten after watching them. In addition to the ebb tide of ticket compensation, there is a basically recognized view among the audience, media circles and publicity circles that "bad films appear every year, and there are particularly many this year." Is bad films the "inherent sin" of domestic films? Recently, the reporter interviewed many people and experts. They admitted that there were many bad films this year, but the matter was not that simple.

Audiences complained that there were so many bad films this year

. So far this year, a total of 7 films have broken through the box office of 1 billion yuan. Four of them are the four major king Kong movies in the Spring Festival season,"The Mermaid","Journey to the West: Monkey King Three Beats the Bone Bones","Macau" 3 ", and the other three movies are all Hollywood blockbusters," Zootopia "," Warcraft ", and" Captain America 3 ". After the Spring Festival season, no domestic film has squeezed into the 1 billion yuan box office, nor has it been in the top 10. Among the summer stalls that created three phenomenal blockbusters last year and created the number one box office in film history,"Chills 2", which has the highest box office this year, ranked only 14th.

"Without a story, the script is not childish, it's simply retarded; the actors have no acting skills, so they winked and had exaggerated expressions. They think that by finding a group of beautiful little fresh meat, they can win hundreds of millions of box office?" This is the helpless sigh of fan Mr. Li."My Secret Service Grandpa","Dream Partner","Disappeared Lovers","Fast Hand Shooter","Fast Hand Shooter", and "Night Peacock" are all "big bad films" that he can easily get."His summary is," Why are there so many bad films this year?"

Wang Changtian, president of Enlight Media, also admitted when analyzing to reporters: "The overall quality of domestic films this year may be different from last year and not as good as last year." Coupled with the harsh methods of "Ip Man 3" to wildly brush the box office in the first half of the year, these "abnormal marketing techniques have also damaged the reputation of the entire film industry to some extent and even made some viewers disgusted." These factors add together, so far this year, our overall box office results have not been ideal."

Everyone wants to make a "vote" for the expectation of 60 billion yuan

. Every year, they talk about the number of bad films. Many experts still have different opinions on whether there are really a lot of bad films this year. However, from the perspective of the market atmosphere, it is indeed possible to produce bad films. Much greater. "Last year, the total box office was 44 billion yuan. Many people think that at this rate, it is very likely to break 60 billion yuan this year. Therefore, many people want to set up a film and television company to come in and make a buck." Two days ago, a publicity director of a Beijing publicity company who had just marketed a self-proclaimed "bad movie" told reporters that the film's filmmakers were very amateur and often made some requests that made people laugh and cry."They think that the box office of 100 million yuan is now a breeze."

Indeed, because of this expectation, both inside and outside the industry have made overly optimistic judgments about the current China film market. A cross-border actor who had never acted in a movie before dared to charge sky-high wages."Many movies claim to invest a lot, but most of the funds are paid to the actors, resulting in a shortage of production funds." The publicity director revealed that when the "bad film" he handled was promoting it in a certain city, the actor actually instructed the agent to withdraw from the scheduled post-show meeting due to a small matter, causing the film to offend several major theaters. The furious theater department immediately lowered its schedule.

Even third-and fourth-line actors regard themselves as big names, let alone first-line stars. A Hong Kong star and a certain young meat have canceled their confirmed roadshow schedule because they are unhappy with the film company. Such news is often reported on social media. "All parties should lower their expectations." Wang Changtian said.

"Bad films" are piled up or due to aesthetic fatigue

. However, many veterans in the film industry do not fully agree with the view that this year will be the case for bad films, because even the previously highly regarded Hollywood blockbusters are now having a difficult time. "You can't be so arbitrary. Everyone has different understandings of the quality of films, and high-box-office movies are often said to be bad films." Wu Hehu, a famous filmmaker and current deputy general manager of the Times Jindian Theater Line, told reporters yesterday. Dai Guoping also said: "Bad movies are not absolute. The main reason is that audiences 'expectations are now high. Even the popular popcorn blockbusters in the past have experienced aesthetic fatigue."

Dai Guoping, who was once the head of a well-known theater, used to watch new films for business needs. But this year,"I didn't even go to Hollywood box office blockbusters such as" Warcraft "and" Captain America 3 ". After all, they are all assembly-line products, so I know what it will look like."

His views are very consistent with those of ordinary fan Mr. Li. Mr. Li said that he had watched five films since mid-July, and he fell asleep watching three of them."I kept thinking about why it wasn't over yet." Dai Guoping said: "In the past, China people hadn't been in theaters for a long time and felt new, but now, they can't stand watching ordinary films anymore, and the level of cultural needs has indeed improved."

Wu Hehu's statement hit the nail on the head: "This year's summer holiday is cold. Ticket replacement is not the main reason, but the most important thing is the film. Many movies are indeed simple repeats, but simple repeats cannot produce the same effect as previous films. Last year's films were popular because they did not appear the year before last, so they attracted everyone's attention. No 1 billion films have been born after the Spring Festival this year., be sure to innovate! Even if it's not easy!"

Industry view: Many people call for a film release coordination mechanism.

Many people regard the box office as an important way to test the quality of films. This is of course too one-sided, but because it is the simplest and direct, it is still the most popular. Wu Hehu said that some films disappear before they even have the opportunity to be "reviewed" by the audience. Therefore, when the summer season is cold, in addition to discussions on film quality, the film market itself also needs to evolve and improve.

"This industry has prospered and there are more and more theaters. Many people mistakenly believe that the market has more and more film capacity. In fact, this is not the case." He said,"In the era of digital screening, a film can be screened simultaneously in all theaters across the country, so films with higher expectations will inevitably occupy more of the screening ratio, which is objectively unfair to other films."

This reality is something that many filmmakers don't recognize."They want to go to the summer season without looking at their own quality or how many films of the same genre are in the same period, which leads to fights with each other." He said, China market also therefore calls for a good "film file coordination mechanism,""Everyone first self-adjustment, Reasonable arrangement of large pieces, Determined schedule do not adjust to adjust."

Editor: Nancy