This summer can be described as domestic animated film "concentration camp": July has four domestic animated film release, are "Quebec pull of the fierce urgency" (July 8), "Rabbit Man Legends" (July 11), "Tibetan Mastiff Dorje "(July 12)," Purcell Road "(July 28), with" Purcell number "from the same company, another animated film," Moore Park Ice century "the specific release date has not yet determined , but also in the summer.
This is undoubtedly a fierce competition. Of the film's producers, the most critical than the three words - "into the theater": one is to make their own work into the theater, rafts good schedule; the other is to let the audience into the theater, in order to harvest More box office.
The difficulty of the film into the cinema: selling animation to do animation ≠
The earliest release of the "Quebec pull" on the network launched a campaign early on, such as micro-blog, blog, paste it and so on. In mid-June, Baidu "Quebec pull it" a screen name "Yong Hua Xiaoliang child" of the post caused concern about the animation industry, but also to domestic users understand the difficulties of animated films into theater.
Claiming to be "a top tier city star cinema manager on duty" and "Yong Hua Xiaoliang child" involved in the cinema film table to develop a daily schedule, his experience and practice under the row of film that theater to the "Quebec pull" of the row films are likely to be two to three games a day, basically confined to the 9:00 time period to 14 points, 18 points to 22 points of prime time is not even think. Reporters in the "Quebec pull" after the release of more than 20 days, through an understanding of theater rows of pieces of the schedule of facts to verify this prediction, there are many people in the microblogging laments missed the theater only a two day show .
This exclusive piece on the reasons for forecast was "never Hua Xiaoliang child" lists five points: First, non-theatrical film shoot, with no direct interest in cinema; second, a small minority of the film subject matter, non-viewing mainstream target audience too limited; third, the film component shortage, only the theater in Hollywood animated film or the United States as "Pleasant" was the kind of very popular films to be jam-foot row of film ; fourth film non-3D, 3D film currently more than 2D ordinary film market, because of the high fares will bring a relatively high rate of return; the fifth, the film lacks adequate and effective marketing.
Clearly, the market and the interests of the main principles row of film theaters. "Yong Hua Xiaoliang child" made to last summer's animated film "Expo Story," for example, "we show here only three days off the assembly line." He said, "heard before a special trip to various theaters to play the leading say hello to a lot of support, but useless, cinema look to market feedback. "
It besides "Pleasant", other domestic animated film on impossible to escape "non-exclusive film screenings less + prime-time" of the row of film nightmare it? In this regard, "Yong Hua Xiaoliang child" gives two solutions: one is the movie market, the general rule - be able to do 3 consecutive days (not weekends) of the screening and the screening of 70% attendance per game over the weekend to 80% or more, you can increase appropriate screening; the contrary, "if the first week show cycle attendance less than 30%, the second week will be reduced or even directly off the assembly line field." Another unspoken rules involving so-called industry - to improve the sharing ratio to the theater, "made films into the current rules are generally forty-six split, that is, to remove a film's total box office and turned over to the state's tax payable to the state film development special fund than 5% of the management committee, the remaining 55% obtained by the theater side, 40% owned by all the film side, so if you are willing to slice into the proportion of private parties to thirty-seven or even 28. cinemas in Canada may also be appropriate field. "but" never Hua Xiaoliang child "Then added," This (increase share ratio) of usually only occurs in the film did not cost him little fame, big production with the theater at large is the bargain of disdain. "
Reflects the difficulty of the film into theaters problem? Perhaps the key is not to argue how the quality of domestically produced animated film, but as a friends said, "is not a lack of domestic animation to do animation, but rather lack of selling animated people." An animation producer said: "Although we did do the animation for 19 years, but in a market or recruits."
Audiences into the theater of the difficulties: advocacy, strength, reputation, identify which one?
Film schedule rafts into the theater, box office may have to achieve, as the level of box office depends on how many people are willing to pay into the theater to film. Customary DreamWorks, Disney, Pixar, Miyazaki animation brands in China these audiences, what power would encourage them to pay for the animated film made it?
Has directed animated film "Happy things," "Ma small jump" animation director Wang Yunfei was made in microblogging, "an animated film (Hayao Miyazaki and the Pixar brand effect of such exception) or means through which channels to promote, will let you into the theater, "the problem, causing no small response, should those hundreds of people. According to the reporter, including the animation industry, including all the users answers to this question can be divided into three categories: First, by virtue of the power of propaganda, and second, by virtue of the strength of the film, three by virtue of reputation.
Promotion and marketing of Chinese animation has been considered one of the short board. "China's animation film is actually relatively weak marketing capabilities, too behave the." Users "line-off mountains," said, "similar to the way website publicity hype worth learning, such as buying a way to send derivatives may be more in the current circumstances to attract viewers in the theater and photograph to win prizes, etc., methods endless, is to see implemented. "in the propaganda, and friends" 24 tickets - so Bo "to emphasize a" fierce ", which he said:" The way to intensive propaganda , diversity, such as posters overwhelming, trailers full of network and TV, so viewers could see it. "
The work on the videos that most closely with the publicity, it was suggested to give people left more suspense, "in the API to add a variety of footage, preview, Feedback, etc. all kinds of people, so more than describes only the film itself is more interesting. "has also been suggested to be interesting," a film house Meng strongest points, made interesting small films, rather than accommodating, Ukraine posters, too many annoying ads. " Wang Yunfei is that the API is a double edged sword, sure to stand the circulation, some people see will be "seduced" into the theater, some people vowed not to see the film after watching the final analysis, the content is hard enough.
Emphasis on high-profile publicity in the same time, difficult to avoid an embarrassing - lack of money. So, some people think that domestic animated film should still be with the strength to speak. "A successful animated film of a good script = 80% +15% +3%, a good production team of outstanding marketing +2% luck." "80" animation director Yangsi Chun said, "the money to do basic animation film can rely on a strong campaign, but the new dark horse has to rely on a good story to 'catch people'. "
However, Wang Yunfei do not agree with "power" theory. "I used to think so, but then I think that good marketing and publicity release accounted for 70% of the proportion of successful full-length movies, good stories and making only 30%, because the former determines how many people look at the film premiere of one week, The latter determines whether a week after word of mouth rebound. "
"Word of mouth" to attract audiences into the theater is really a force, the audience's viewing habits have this: a friend recommended or online evaluation of high power, will go to theaters to see. Easy on that part of the publicity generated for the bombing of wait and see, or wary of people, word of mouth than any campaign work, but before the row above the cinema film is likely to be word of mouth rules the biggest obstacles. "Word of mouth spread slowly, until word of mouth up, perhaps cinema has advanced to the film off the assembly line." Wang Yunfei said.
What more difficult?
To send the film into the theater and the audience into the theater these two things, which so animated film producers feel harder?
"Difficult to get the film into theaters, the key is sent to go after the cinema how to deal with the 'window-wife'." Wang Yunfei punched for example, "'new daughter' dowry is expensive? Whether the name came from the door? It looks amazing ? mind is good? these points in theaters this she decided to 'husband' treatment. "
In viewing from view, so "home" is not the most pathetic sense of how the treatment, but the audience simply does not know that awful marriage, "therefore, to find a way to inform the world that awful marriage when, where, who is the protagonist. "" Quebec pull "may be regarded as such a" closed marriage "in a footnote. July 8 the first day of the film released, Beijing Film Culture Communication Co., Ltd. is pleased its chairman at the micro-Bo Yuan Mei said, the day Metropolis movie trailer version of a rare film of the movement, did not comment on version of the article appeared, circle in hot and cold out of the loop form a clear contrast.
Yuan Mei-called "circle hot" this year's big summer animated film market, a phenomenon different from previous years, including the animation company, animation writers, animation, researchers, teachers and other institutions, including the animated cartoon industry and the many media people, are on the network by means of micro-Bo into the theater with a strong call for concrete action to support domestic animated film. Unfortunately, it's still cold and cruel: CCTV host Wang Kai on July 9 on the micro-Bo said he going to the cinema to see "Quebec pull", but did not release the list, call a friend asked, the answer is "too sad reminder , cinema is a movie made, people do not give exclusive time. "
"The film into the theater is a threshold, how to row piece is a hurdle, but more troublesome is the audience for animation stereotypes have made deep, this is one of the biggest hurdle." Animation School of Beijing Film Academy professor, writer MCA will be two " into the theater "to describe the three banks," in writing, the person declared fat has become a purgatory-like animation of the new test, should not change things overnight. "newspaper reporter Ching Li Xian
No comments:
Post a Comment