What are the audiences of the real movie "Gang Rinboqi" that won 60 million yuan at the box office?

Gang Rinpozi returned to the unpopular position of the small group of Wenqing, and the market was gradually occupied by real Chinese feature films and genre films.

original title: win 60 million at the box office! Who is watching "Gang Rinpozi"?

"Gang Rinpozi" has already returned to the original in its first week of release. This is actually a "set" film. How can it grow tenaciously in the gap of a big commercial series such as Transformers, even higher than the return on investment of many commercial blockbusters? Director Zhang Yang has repeatedly stressed that this is not a documentary, not a drama, but a "real film".

what on earth makes such a "real movie" attract such unexpected attention? Who is contributing to the box office for Gang Rinpozi?

" Gang Rinpoqi "is the name of a sacred mountain. It is called the four sacred mountains of Tibetan Buddhism along with Meili Snow Mountain, Animaqing Mountain and Gadujuevo in Yushu, Qinghai. It is also recognized as the center of the world by Hinduism, Tibetan Buddhism, the native religion of Xizang, and ancient Jainism. Unlike ordinary feature films, "Gang Rinpozi" looks like a documentary, but the performers are all actors, and this "pilgrimage" is also a well-planned trip. However, although the actors are performing, the performers are not professional actors, they are really ordinary people, and they also want to make a pilgrimage to Gangrinpozi and Lhasa, so the film has been filmed and the pilgrimage wishes of a group of people have been completed, which sounds like a performance art, which is why Zhang Yang refuses to call it a "road movie" but a "real movie."

even so, the return on efficiency has puzzled many "IP-only" investors. Why can a film with little plot attract people to the cinema?

"Gang Rinpozi" was actually filmed by Zhang Yang during the year when he went to Tibet to shoot "Soul on the Leather Rope." although it took more than a year, it was not a typical film, and there was basically no expectation for its box office. This kind of film, which was originally unpopular and thought to be an one-day trip at most, is still fermenting 14 days after its release.

since wrestling! "Dad" has changed people's stereotype of "Chinese audience", and films such as "Gang Rinpozi" also seem to reportray "Chinese audience".

strong > who on earth is watching Gang Rinpozi? / strong >

according to the data provided by Maoyan, Baidu search and Yien, the gender balance of the audience who want to watch / have seen the film is surprisingly balanced, with a male-to-female ratio of about 46% and 54% respectively. In terms of education, the dividing line for undergraduates is about 58% (above) and 42% (below). However, this time the audience in second-tier cities is more than double that in first-tier cities, and there is little difference between the audience in traditional first-tier cities and that in fourth-tier cities.

if the interest in "Gang Rinpozi" represents a yearning for a purer spiritual life, then this time, the demand for spiritual life of audiences in first-tier cities seems to be obviously lagging behind. maybe the audience in the bustling metropolis is too busy and the competition is too fierce, maybe they really have feelings or have a more stable life and basically solve the needs of life. And the audience who still have a complex for "on the Road".

after all, who and where are these people? Through sampling surveys on scoring platforms Douban, Maoyan, Guevara and the cinema, the audience who went to see "Gang Rinpozi" basically had the following categories of people--

strong > the relics of the culture of "back to Lhasa" and people who attached importance to spiritual growth / strong >

"back to Lhasa" was a hit more than 20 years ago. The old Chinese hippies who rode motorcycles to Tibet in search of soul purification have already returned to their respective lives, either twirling valuable articles to become leaders in various industries, or banishing themselves to the border to live a comfortable life in a small hotel. Everything that was popular then-tassels, old leather goods, cowboy hats, plain robes and woven blankets-have become memories of yesterday. There are no real hippies in China, but the post-70s and 80s who sang "back to Lhasa" all the way from the 1990s to the beginning of the 21st century became a famous cultural trend, and it was also the rebellion of a generation of Chinese young people against the commercial society. Zhang Yang once said that when he was planning to shoot "Soul on the Leather Rope," he came up with the idea of shooting "Gang Rinpozi." there were many Tibetans kowtowing on the roadside, and he wanted to make a movie for them. It was the year 2000, and those audiences who were still nostalgic for and influenced by the culture later became the main audience group of "Gang Rinpozi." when it comes to Xizang and pilgrimage, it is like mentioning Beatles and Woodstock to hippies, they still enter the cinema with abundant emotion and become one of the groups that initially applauded "Gang Rinpozi."

for another kind of audience, they are obsessed with Xizang culture and have great interest in Tibetan Buddhist culture. They call themselves" spiritual Kangba people "and are sure to see the right subject matter. Although the number is small, they are still a consumption force to be underestimated. Regardless of occupation, gender and age, it is difficult for this group to sum up the rules, but they are not obsessed with material life, pay more attention to spiritual growth, and pursue scenery farther away than "living in front of the eyes." it is also a group of people who can be moved by Tibetans who measure the mountain road with their bodies. According to the analysis of the comments posted on the scoring platform, these two groups are the main consumers of "Gang Rinpozi".

strong > fans of typical Wenqing and Pu Shu / strong >

at the beginning and end of the 2015 "Gang Rinpozi" first Toronto Film Festival, there were very quiet black subtitles, not too much packaging in the middle, and very simple. At that time, many of the audience attending the premiere were local Chinese. After planning to enter the cinema, the issuer invited Pu Shu to compose and sing the theme song out of commercial considerations. Park Shu has been in the limelight in recent years, and with the gradual recovery of the record industry, his digital album Orion has sold as many as 150000 copies on a music platform alone. Over the years, Pu Shu has been a cosmetology needle for some films to enhance his literary temperament, such as singing theme songs / promotional songs for films such as "Save my husband", "Kitchen ruffian", "Forever" and "Nie Yinniang". And the good reputation of these films has also strengthened his own literary and artistic label. Therefore, asking Park Shu to sing the theme song of "Gang Rinpoqi" is undoubtedly to inject great commercial vitality into it. On the day when Pu Shu released the promotional song "NO FEAR IN MY HEART", the search volume of "Gang Rinpoqi" increased sharply, and through the chorus of Wang Luodan and Pu Shu on "Crossing King", the Baidu search index of "Gang Rinpoqi" also increased significantly on that day.

for Park Shu's fans, they are willing to pay for a digital record of 15 yuan each on a music platform or a movie that Park Shu likes. Most of them have gone from listening to "those Flowers" to the typical literary youth / middle-aged now. They keep a low profile and do not like to gather and speak in Tieba. Moreover, because of their mature age and stable career, they have considerable economic strength. In addition, the aesthetic value of "Gang Rinpozi" has also been generally affirmed by the industry and audiences, and many art film lovers also appreciate the photography of the film itself, and the audience of this group overlaps with those who are willing to pay for Pu Shu.

strong > the prodigal son of "going to the wrong hall" and the audience tired of watching Hollywood blockbusters / strong >

it is interesting to say that at the cinema, the reporter met several friends who "went to the wrong hall" and "bought the wrong ticket". One viewer didn't wonder until the subtitles came out-- isn't this a foreign film? On the opening day of "Gang Rinpozi" on June 20, there were Alien: contract, New Mummy, Wonder woman, Pirates of the Caribbean 5 and even wrestling. Dad "and other blockbusters are showing, which is simply a failed" Day Tour "movie, with only 1.6% of the movies scheduled for that day. However, there are indeed some audiences who "bought the wrong tickets" in many Hollywood movies. Although it is difficult to count the size of this lost prodigal group, some people "feel good after seeing it."

in the on-the-spot survey of a chain of cinemas in a first-tier city on the opening weekend of the film, another audience group attracted the attention of reporters that these audiences who bought tickets to watch "Gang Rinpozi" simply because "Father Wrestling has seen it." the others are not interested and are tired of Hollywood. Especially after the release of "Transformers" on June 23, the production of "Transformers" was once close to 70%, and other films were almost squeezed out of room. however, there are still people who do not like to join the fun to watch a "as long as it is not Transformers" movie for the weekend. The status of Hollywood films in the Chinese film market has been constantly challenged in recent years, which is not only related to the continuous efforts of Chinese films to push through the old and bring forth the new, but also has the reasons for the boring look and feel brought by its own routines and formulations. With word-of-mouth fermentation and the weakness of the blockbuster over the same period, "Gang Rinpozi" was gradually expanded on June 28, rising to nearly 6%. More Chinese-language films will hit the big screen in July, and many viewers have been "booked" to see the list, adding "Wrestling!" With the backbreaking of other language films such as "Dad", it has been difficult for this year's Hollywood films to empty the wallets of Chinese audiences as easily as in previous years.

although it cannot be concluded that the decline of Hollywood films gives room for films like Gang Rinpozi, Chinese films are really trying to win back intelligent and thoughtful Chinese audiences in their own way.

with the release of films of different styles, such as "Rescue against the Times" and "reverse Life", especially "when the Moon will have", as of press time, "Gang Rinpozi" has returned to the unpopular position of the small group of Wenqing. The market is gradually occupied by real Chinese dramas and genres. However, for "Gang Rinpozi" with an investment of only 13 million yuan, 60 million can already hold a victory party, and high risk means a high rate of return on investment, but this is compared with the tragedy when the producer knelt down for "A hundred Birds to the Phoenix". It can be said to be a big number worth celebrating.

Edit: mary