Fan economy creates "face value theory" stars can rely on their "face" to support the market?

Recently, chaos such as sky-high salaries for small fresh meats have been bombarded and double dubbing has been revealed. It feels as if the era of replacing value with appearance seems to have reached an end. "Is appearance the market?" Such a question, which may seem a bit entertaining but is actually very serious, is also worthy of deep thought by producers, investors, platforms and a huge number of fans in the film and television industry.

Two days ago, Lin Jiadong, a golden supporting actor who has been criticized for his lack of eye-catching appearance, unexpectedly won the Hong Kong Golden Film Award, so the topic of "whether only high appearance can open up the market" was once again pushed to the forefront of the wave. "Beauty is justice" once became the highest rule in the entertainment industry to judge stars. Almost every film uses high-appearance actors as a means to attract attention. It can be said that "the winner is determined by appearance." However, recently, chaos such as sky-high salaries for small fresh meat have been bombarded and double dubbing has been revealed. It feels as if the era of replacing value with appearance seems to have reached an end. "Is appearance the market?" Such a question, which may seem a bit entertaining but is actually very serious, is also worthy of deep thought by producers, investors, platforms and a huge number of fans in the film and television industry.

Current situation: If you have good looks, there will be money owners who are willing to pay for it, who

is the best looking person in the entertainment industry today? In terms of male actors alone, Yang Yang, Li Yifeng, Lu Han and Wu Yifan are estimated to be the ones with the highest roll call rates. However, when you put their names together with "acting skills" on search engines, the keywords are almost the same,"so-and-so has poor acting skills, poor acting skills, embarrassing acting skills" and so on.

Judging from the data released by the "Star Power List", the top few places are Wang Junkai, Lu Han, Yang Yang, Yi Shou Qianxi, Ma Tianyu, Wang Yuan, and Li Yifeng. All of them are "King Yan". However, at the film and television awards ceremonies that test their hard power, they were almost invisible to win awards.

The strength is not enough to match the appearance, and no matter how poor the acting skills are, there are still financial investors who are willing to pay the bill. It seems that as long as a film and television drama displays the names of those few high-looking fresh meat and flowers, there is no need to worry about not being watched, and naturally there is no need to worry about not getting money.

Well-known director and screenwriter Song Fangjin revealed not long ago that the "director-centered system" in the past has now become a "fresh meat centered system". When shooting a film and television series, all producers, directors, and screenwriters have to focus on small fresh meat. Although it is common for them to be late and leave early, and to interfere with the scenes, who asked them to be handsome and popular? The remuneration they receive often accounts for 50%-80% of the total investment in the entire work.

Fans and the market have created the "face value theory"

without acting skills and can dominate the film and television industry by relying solely on a face. Who gave such preferential treatment to high-looking young meat? The answer, of course, is also the market. The fan economy creates false prosperity in traffic, uncontrolled popularity in the buyer's market, and there is also the wrong value that appearance is justice.

Let's talk about the fan economy first. In this era of looking at faces, beauty can definitely drive a lot of traffic. For example,"Tiny Times" was criticized as a bad movie, but the movie still made a lot of money due to its large wave of beauty;"Three Lives of Ten Miles Peach Blossom" was criticized as a bad movie, but it still received more than one billion clicks. A high-looking fresh meat can bring in tens of millions of traffic, and can also silently buy lists and swipe the amount of traffic for idols. It is not difficult to understand the fan economy's huge energy in the film and television drama industry by looking at the fans 'local tycoons in every movie theater and the fans' phoenix bonus points on Douban.

Let's take a look at the unrestrained enthusiasm in the buyer's market. Nowadays, some producers, distributors and broadcast platforms are keen to make quick money and grab hot money. Screenwriter Wang Hailin revealed that after the introduction of the two-star policy for one drama, the purchase fee dropped sharply. Many producers cried to him for "price reductions" to tide over the difficulties. However, in fact, costs in these places have been reduced, and actors 'pay has doubled.

A senior producer told reporters that nowadays, both investors and platforms in the film and television drama market are more cautious. Compared with buying a work that may have a good reputation, they prefer to take less risks to buy high-quality and high-quality works with "guaranteed" popularity. They believe that at least there will be fan effect to support them. Even if the reputation is spreading, at least the traffic will be guaranteed.

Comment: Have you ever "killed" your idol with your own hands

? Regarding appearance, which is the market? In fact, the reporter thinks it's a bit big. Appearance can indeed be used as a "stepping stone", but if you want to go well and go far, you must rely on hard power.

Let's first talk about Lin Jiadong, who just became the biggest dark horse and won the Best Actor at the Hong Kong Academy Awards. Many people don't know that when he was a wireless TV artist with Andy Lau and Tony Leung, he was once pointed out by his teacher when he was at school,"Jiadong, you don't have a good appearance. You must work harder in the future!" Such a scene still leaves a deep impression on him. Now, he has finally stood at the top of the tower with his true strength.

In fact, it is not just the entertainment industry. I believe many people still remember the news that Ning Zetao was expelled from the national swimming team two months ago. This athlete also dominated the major entertainment pages with his appearance that is not inferior to a star and his perfect figure. Headlines. But his ending was not as lucky as the young meat in the entertainment industry. After all, he did not belong to this industry. All his commercial value and market were gold medals, and his appearance just made this spillover effect more intense.

The examples of Lin Jiadong and Ning Zetao actually sounded the alarm for the "King Yan" in the entertainment industry. The day when excessive consumption of appearance and popularity finally came to an end, only by showing hard power is the king's way.

Of course, whether it is high pay or hot market, this pot cannot be borne by small fresh meat. The short-sighted vision and blind follow-up of some investors, producers, and platform parties have created "beauty is justice". They and the melon-eating people have jointly created this "idol economic era." While we condemn, we should actually examine the aesthetics and values of today's young people. From this point of view, we may be too crazy. Fans have also harmed their idols with their own hands.

When interviewing

"In the Name of the People", which was recently popular, 50 investors were sent to the scene because there were no fresh meat, and the total salary of the more than 80 actors in the show was not as good as that of a high-looking and popular young meat. Such a comparison also shocked the industry. Regarding whether appearance is the market, veteran actors and professionals have something to say.

Li

Guangfu, who plays Zheng Xipo in "In the Name of the People", said that in the pan-entertainment era, many people think about the market and how much value they can sell. This is a kind of cultural corruption. "The word 'little fresh meat' itself makes people look down on it. In the past, before the performance of the Liyuan Festival, a group of boys were arranged to stand in a row and let the audience choose it like a prostitute. This is called 'little fresh meat.' Later, he was called a literary and artistic worker or actor, and his status has been greatly improved, but now he has retired from an actor to an artist. To put it lightly, it would be silly, and to put it seriously, it would be a corruption to culture."

Shu Yaoxuan, an old actor who has starred in many classic dramas such as "Golden Powder Family" and "Never Eyes on My Eyes", said: "Actors are a lifelong career. They cannot rely on their looks all their lives. They are just to improve their cultural cultivation. Young actors should increase their cultural cultivation. They are so 'lucky'now."

In the view of Feng Yuanzheng, an actor at the Beijing People's Art Theater and a national-level actor, the popularity of art exams, the popularity of small fresh meat, and the dominance of screens are all isolated phenomena."Today's young stars cannot go far by relying on their appearance. The so-called Big IP is not far away. Although it is currently popular, the market will return to rationality soon, and time will only leave real high-quality products."

Professionals

Some professionals have also discussed this issue at the "Beauty Economics" forum. Fu Lei, CEO of American Air Network, gave an example about live broadcasts. He said: "In our impression, the one with the highest income and the best popularity on the live broadcast platform should be the most beautiful one, but this is not the case. Economic or high-quality people need to be supported by high-quality content."

Chen Su, vice president of LeTV Pictures, analyzed the demand for face value in the focus market in more detail. "The evaluation standards for beauty among the focus market and the focus group are also different. From the perspective of movies, making content that conforms to the aesthetic orientation of such an age group and consumer group for the focus market may be an important guarantee of the commercial value of the box office, rather than fighting to see whether all three generations of old, middle, and young people like all the handsome and beautiful people."

Editor: Nancy