How many TV viewers can movie IP transform variety shows into trendy director's "signboards" bring?

In recent years, the combination of movies and variety shows has not only converted variety IP into big movies, but also attempts to convert film IP into variety shows. Xu Zheng's "Food on the Lost Road" is one of them. In addition, big-name directors in the film industry, led by Zhang Yimou and Feng Xiaogang, have also crossed the border and entered variety shows. But is IP conversion really that simple?

When variety movies swept the big screen, did you buy a ticket? In fact, the combination of movies and variety shows in recent years has not only transformed variety IP into big movies, but also attempts to convert film IP into variety shows. Xu Zheng's "Food on the Lost Road" is one of them. In addition, big-name directors in the film industry, led by Zhang Yimou and Feng Xiaogang, have also crossed the border and entered variety shows.

But is IP conversion really that simple? Judging from the box office performance of variety movies and the ratings of variety movies, this conversion is easy to become "acclimatized". Why?

Can they break the "separation like mountains"?

In the hearts of many viewers, directing variety shows by famous directors such as Zhang Yimou, Feng Xiaogang, and Xu Zheng may be the same as directing films-since they are all directors, what is not directing? However, when seeing variety shows, how could it be inconsistent with expectations? They are comfortable on the big screen, but is it difficult to play on the small screen? Could it be that we should respond to the saying that "rows are separated like mountains"?

Variety and movies are indeed two different fields, and IP popularity has never been equal to success. Popular variety shows were simply moved to the big screen, and the audience was cursed; the movie director changed the type of work, and it was difficult to gain all recognition. For audiences, although IP is very eye-catching, it has never been the key to getting people to buy tickets or stay on the show. Whether it is a variety show or a movie,"good looking" is still the most important thing.

Judging from today's TV phenomenon, cross-border film directors are very famous, but it does not mean that fame is omnipotent. Famous directors have indeed had many successful cases in the film field, and variety shows are characterized by experience, interaction, and sense of substitution, which is precisely what film directors lack the most. In contrast, the response of movies is lagging behind, and the works that the audience enters the theater to watch are completed and cannot be modified. But variety shows are different. Basically all programs are broadcast weekly. In many cases, directors have to make adjustments to the next program based on the audience's reactions in the previous episode. If film works can be regarded as an expression of the director's own thoughts, then variety shows can be regarded as a collective reflection of the audience's consciousness. Among them, the director's role may not be as important as the setting of the content and form of the program.

Therefore, when film directors conduct variety shows, the biggest problem lies in the directors themselves. Have they ever thought about "separating themselves like mountains" and made efforts to break this law? If you are only immersed in the identity of a film director, how can you achieve true cross-border?

Big variety movie, or "almost"?

In the film industry, in addition to films in the traditional sense, a small team-variety films has been added in recent years. Bringing popular variety shows on TV screens to the big screen, variety movies have had astounding box office performances. The big movie "Where Are We Going, Dad 1" and the big movie "Running Brothers" both have high box office results. However, from the perspective of word of mouth, variety movies often cause audiences to criticize them as "feeling like they spent money to go to the cinema to watch an extended episode of variety shows" and "purely money-making works". They take advantage of the high popularity of variety shows, but fail to reach the level that movies should be.

However, the recently released "Battle against the God of Cookery" is regarded by the audience as a "progressive" variety movie. Because of Nicholas Tse's food variety show "Twelve Ways of Sharp Flavors" with high ratings and high popularity, as well as Ge You's joining,"The Battle of the God of Cookery" attracted high attention before it was released. Moreover, unlike previous big variety movies,"The Battle of the God of Cookery" is not a simple copy of variety shows, but a new story.

The film tells a family comedy about the realm of cooking skills and the relationship between father and son, not a variety show. Some viewers thought: "" The Battle of the God of Cookery "did not make a sequel to" Twelve Sharp Flavors ". He created a brand new story, which is still worthy of praise." "At the end of the movie, when Nicholas Tse could finally compete with his father, the God of Cooking, he chose to make a bowl of noodles to win his father's recognition. This is a tribute to Stephen Chow's movie" The God of Cooking ". Noodle is a good bowl because there is love in the bowl."

Unfortunately, the box office performance of "Battle against the God of Cookery" was not as expected compared with the huge investment in the film. "All my friends ask me, why isn't it New Year's Day?" Director Ye Weimin spoke with some regrets and regrets. The temporary change of the movie may be due to the fierce competition during the Spring Festival. In the eyes of the audience,"The Battle against the God of Cookery" is probably like a line from Nicholas Tse,"Almost"."Nicholas Tse once mentioned 'almost' twice in the movie. The 'almost' that Nicholas Tse wanted to express is the recognition of his father, and this movie is just 'almost'. What is lacking is the taste." "Water is water, face is face, cooking skills duel, father and son recognition, traditional old streets versus modern enterprises, all have their own shapes and are not mixed together at all."

Carrying movie IP into variety shows and digesting some entertainment demands, while

TV variety shows have evolved into big movies, IP on the big screen has also targeted the TV variety market. Today, Xu Zheng has taken himself to cross-border variety shows with the most representative and important "Lost" brand in the film industry, and has withdrawn from the "Food in the Lost Path", which focuses on the "Food Brand", which is being broadcast on Zhejiang Satellite TV. When it comes to cross-border variety shows, Xu Zheng expressed the hope that through the "Lost" variety show format, some of the audience's entertainment demands can be digested. When making related movies, some of the "popcorn" elements can be reduced and the intrinsic values of a movie can be strengthened.

In the latest issue of "Eating on a Lost Road","Lost" owner Xu Zheng and employee Yin Zheng explore red wine culture. They visited Château Château de Bordeaux, France. They not only tasted high-quality red wine, but also met the famous French actress Juliet Binoche. Faced with the goddess's surprise appearance, Xu Zheng and Yin Zheng instantly became lost friends. Not only did they prune the vines with the goddess, but they also competed to make "embarrassing" red wine. In addition, at the New Year's party of local wine farmers, Xu Zheng won the favor of everyone with his special Chinese cuisine.

In "Food on the Lost Road", Xu Zheng is positioned as a "big lifestyle" who knows how to enjoy delicious food and taste life. Regarding this positioning, Xu Zheng said that this is actually one of his wishes, but currently lacks time to live, but he still hopes that he can really become a big life family.

Regarding "Food on the Lost Road", some netizens commented: "This is really a program that 'I will still love you even if you poison them late at night.' Some netizens followed the program to forage for food,"That Chongqing hot pot is so tempting." Some netizens also thought: "Is Xu Zheng inseparable from 'Angk'? I feel like he can perform better." "The embarrassing element is emphasized everywhere in the program, but it is not reflected."

How many TV viewers can a famous director's "signature" bring to variety shows?

Although the attempt to do variety shows has not been smooth sailing, it has not affected the new trend and phenomenon of "big directors playing variety shows".

Under the banner of "Zhang Yimou's first variety show","Cross-Border Ice and Snow King" also incorporates Winter Olympics elements, but the ratings can be described as bleak. Some netizens said: "If Director Zhang's name and all his shots are erased, it will be much the same as other similar programs." "Zhang Yimou has not yet been able to withdraw from his identity as a film and television director." It seems that the lack of distinctive personality characteristics is an important reason why the program failed to enter the hearts of the audience.

It is reported that Feng Xiaogang chose to cooperate with Hunan Satellite TV across borders to change the movie "Party A and Party B" into a variety show. Feng Xiaogang personally hosted the movie. The program will be broadcast this year, and the specific time has not yet been announced.

In addition,"72 Floors of Mystery" produced by Nanpai Third Uncle is also under preparation."Mermaid" and "Jue Ji" and other derivative programs of movie IP appear in the 2017 annual plan of local satellite TV. These "signboards" bring enough gimmicks, but can this attention be transformed into real ratings? It is not yet known.

Industry opinion

Xu Zheng: Audience demands have changed.

Recently, more and more film directors have entered variety shows with film IP. Xu Zheng has his own unique interpretation of this phenomenon. He believes that it is a good thing to completely release the potential space of movie IP, which can reduce the weight of "entertainment demands" in movies.

Because when people go to the movies, in addition to consumption, they also want to gain a sense of entertainment in the movies, which makes it more difficult for filmmakers. It is often not easy to satisfy both entertainment and connotation. But if it is made into a variety show, it will share the audience's basic needs for "entertainment". Xu Zheng believes that movies can bear more expressions of intrinsic culture and values.

Although "Food in the Lost Path" is also a continuation of the "Lost" series, for Xu Zheng, the program is not a prelude for his "Lost" movie. He hopes that the "Zhang" brand can expand at the level of "popcorn" and family fun. Whether it is variety show or other forms, he is willing to cooperate openly with everyone.

Xu Zheng also has different views on the phenomenon of "popular variety shows being made into big movies." He said: "Watching variety shows is through TV media and it doesn't cost money. Watching movies has become a consumer behavior, and everyone's demands are different. So look at what your needs are. If a movie wants to be transformed into a variety show, it has to meet the standard demands of variety shows."

Editor: yvette