[Topic·Shanghai Films] Huang Jianxin talks about the film industrialization system: Big producers say that producer is a characteristic of China

China will always be a characteristic of China and is not closely aligned with the world. When criticizing it, it must be ruthless, but after criticizing it, it requires calm thinking and fruitful actions.

Perhaps the most important thing in China's film market is criticism. Especially at this year's Shanghai International Film Festival, halfway through the schedule, many industry leaders have issued sharp criticisms on the current chaos in China's film market."Old cannon" Feng Xiaogang has mainly focused his artillery fire on idols and idol culture this year.

However

, it is not enough for the speakers of the roundtable forum to criticize it. After the big break, it is even more necessary to establish a big position. Huang Jianxin, as the most famous producer in the country, had just "bombarded" the China film industry system the day before yesterday: However, at the "Audience Data and Film Production" roundtable forum held on the afternoon of June 20, Huang Jianxin, director and screenwriter of "Guardians of the Galaxy", James Gunn, famous American director and senior deputy director Sergio Miika Gozan, and Sarah Fein, American senior deputy director, shared the execution and management experience of various aspects of large-budget films and discussed how to be more scientific, systematic, Develop and produce projects professionally.

Before Chen Qin

's roundtable discussion on film production began, Chen Qin, a researcher at the School of Economics and Doctor of Economics at Fudan University, Li Zhan, founding partner and Doctor of Communication at Fanying, and Ted Skidmore, former vice president of global market research at Walt Disney, also gave separate speeches on the theme of "audience data" from their respective perspectives. At the same time, Fan Ying also joined hands with the School of Economics of Fudan University to analyze the "Factors Influencing the Total Box Office of China Film Market" and released the "2016-2017 China Film Audience Behavior Survey" on the spot.

Regarding the analysis of factors influencing the total box office of China's film market, Chen Qin, a researcher at the School of Economics at Fudan University, started integrating data from various aspects such as potential consumer groups, total social consumption levels, and film competitiveness. He believes that the main factors for box office growth have shifted from the supply side to the demand side. At the same time, it can be learned from last year's data that people's consumption habits in our country are relatively fixed, with about 11% of their income spent on leisure and entertainment. However, the proportion of movies has declined in 2016, and movies are also facing competition from other entertainment consumption items. It is becoming increasingly hot.

Ted Skidmore

, a film marketing expert Ted Skidmore shared his experience at Disney and Hollywood. He believes that it is very important to find the "positioning" of the film and stand out in the highly competitive market."First of all, we must find the target audience and check in advance whether the promotional materials can achieve the purpose, then formulate communication strategies and implementation plans, and constantly revise them through audience feedback."

After a large amount of data revealed the problems faced by the current film market, during the subsequent roundtable discussion, several industry insiders who were on the front line of film production and had rich experience in large-scale film production also discussed how to make films more standardized and effective based on their respective experiences and perspectives. When faced with the question of whether a producer and a producer are the same thing at the beginning, Huang Jianxin, as the most well-known producer in China, laughed and said that the producer was invented in Hong Kong. In fact, all foreign countries are producers. However, China calls the big producer producers producers, which belongs to China. China will always be China. It is not very compatible with the world.

James Gunn, director of the "Guardians of the Galaxy" series

, talked about the director's responsibilities. As the director of the popular "Guardians of the Galaxy" series in recent years, James Gunn emphasized that they must constantly make innovative things and give the audience emotional resonance can we attract the audience into the theater. This is something that cannot be discovered just by looking at the data. Just as he used classic songs, family and other elements in movies to arouse the audience's feelings, which made the movie a lot of points. These are not judgments based on data, but more of them require his sensitivity as a director to make decisions.

Senior deputy director Sergio Mimika Gozan also shared many of the deputy director's responsibilities and experience at the scene. As an assistant director who has worked with Spielberg eight times, he described the assistant director's job as "a person sitting in the passenger seat". At the same time, he used another more vivid metaphor to further explain the importance of the assistant director: "If we were a construction project, the director would be like an architect, and the deputy director would be equivalent to a project manager, ensuring that various positions participated and participated in the most productive and efficient way possible."

One of the great successes of Marvel films is that its characters are played by actors who are very suitable for the characters, whether it is "Iron Man" played by Robert Downey Jr. or Chris Evans, who plays "Captain America", is a perfect combination of actors and characters. Most of this is attributed to Hollywood's mature casting system. Well-known casting director Sarah Fein revealed that in the mature film industry in the United States, there are about 700 professional casting directors, and even have their own union. Their main task is to "recommend the most suitable candidates to the director from among thousands of candidate actors" and "promote cooperation between actors to form a tacit understanding."

Huang Jianxin

's model also made Huang Jianxin sincerely envious. He said that many actors in China are "all-around.""If you want to participate in variety shows, after all, variety shows make ten times more money than movies in the same period of time." This makes it difficult to determine the schedule of actors in China. For popular actors, they have to make an appointment "12 to 18 months in advance." In Hollywood, the time required to advance the schedule is "the shortest one month and the longest one month." Huang Jianxin lamented: "In China, suitable actors are as scarce as pandas."

Despite this, the previous "Founding of the People" and "Founding of the People" directed by Huang Jianxin, and the recent "Founding of the People" produced by him are star-studded, especially "Founding of the People", which will be released this year, which brings together more than 50 popular young actors in China. Faced with how to select casting and coordinate the schedules of these young big-name actors, Huang Jianxin said that "first of all, there are requirements for the appearance." They started with the appearance and filled the room with comparative photos of historical figures and candidate actors, and finally decided on the candidates. As for the filming schedule, he said that these drew on Hollywood methods. The filming plan of "The Founding of the Army" was locked and the filming plan was implemented to a specific date. They would then use the date to invite actors, which would make it easier.

However, he also frankly asked why he could invite so many popular stars: "Because everyone wants to play a great figure in history, great figures are tempting. We are inspired by historical themes and the light of great people."

Editor: jessica