220 million box office in 3 days: Why is "See You Tomorrow" so popular?
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Han Han's "See You Tomorrow" box office still surprised many people. A literary film actually took in 220 million yuan in 3 days, and the first week box office closed at 284 million yuan. My WeChat conducted a survey a few days ago: Who do you think is the best among the following Chinese new directors? Han Han, Xu Zheng, Deng Chao, Guo Jingming, the one who got the most votes was Han Han, isn't it strange? Many of the golden sentences have become very popular topics on social platforms such as Weibo and WeChat, especially Yuan Quan's sentence in the movie "If you like, you will be unrestrained, but love is restraint." When Han Han met with the audience in Chengdu, he said that he was impressed by the talents of netizens in the past two days. A netizen commented on his Weibo that "If you have money, you will be unrestrained, and if you don't have money, you will be restrained", which made him feel particularly reasonable. Of course, there are also spoofs. Commentator Fang Jiaping said on Weibo: It is too much to say that "See You Tomorrow" is a propaganda film for Dongji Island or an advertisement for Volkswagen. To be precise, it should be a gangster film that goes against the core values of socialism. It is recommended to ban it. The hotel room was cheated, the client fell in love with the prostitute, and there were three scenes of men peeing in the wild. There was also Han Han's rogue language such as "I dare not say that I am tough, but my life is really tough". I would like to talk to Zong Ju about how this movie was reviewed. Han Haoyue, a well-known film critic, made an interesting comment: Some people say that with "See You Tomorrow" as a symbol, traditional film thinking has been completely outdated, and the film market has ushered in an era of audience renewal and creative concept innovation. This statement is not without reason. After Xu Zheng and Zhao Wei's films achieved great success at the box office, the domestic film market has entered a period that no one can understand. The emergence of more non-professional and high-grossing directors has caused the film industry to frequently "beat the old masters with random punches". Guo Jingming and Han Han, two post-80s writers, have been very successful in the film industry, especially in film marketing, completely leaving the old filmmakers behind. The film industry is being led more by new directors, and the stimulation of the market by "new filmmakers" is setting off a chain reaction. Another layman has entered the film industry, even leaving the old filmmakers behind. Why? 1. It's not just about telling a story, but about creating a high standard. "See You Tomorrow" is a very high-standard film. The extreme "sentiment" is also a big selling point. Moreover, this kind of layman also has a label, that is, it represents "new movies", which is a clear distinction from traditional directors in the past. Do you think of Hammer? Han Haoyue: Every "new director" can make a lot of money at the box office because the audience needs freshness. The fifth and sixth generation directors can no longer bring freshness. You can figure out what they are going to shoot just by the title. Similarly, Hong Kong directors who went north are also lackluster, and they have lost themselves by catering to the mainland market. And those stars who have never been directors have been placed with high hopes. Even if the quality of the film is proven to be so-so after the release, it still cannot stop the audience from continuing to cast their eyes on the next new director who is eager to move. 2. It is not advertising bombardment, but social viral transmission. Han Han's movie "See You Tomorrow" even has a sentence with the "Yijian" style. On July 4, Han Han released the poster of the movie "See You Tomorrow" on Weibo for the first time, and added a slogan full of Han Han's philosophy: "I have heard a lot of truths, but I still can't live a good life!" As soon as this sentence came out, it immediately ignited the hot topics that netizens were concerned about. Within 24 hours, it received 160,000 reposts, 30,000 comments and 120,000 likes. It is estimated that Han Han's Weibo and WeChat marketing also have behind-the-scenes promoters. But the most important thing is that Han Han understands this new way of playing the game the best. "I have loved countless women, but I am still single to this day", "I have been hungry for many days, but my weight has not decreased", "I have studied for many years, but I am still a poor student"... These "still-style" that make people happy are all from the hands of netizens. 3. It's not just marketing, but a sense of participation. Some people criticize: "The specialty of "new directors" is not movies but marketing. From Zhao Wei using her many years of connections in the circle to promote "So Young" to become a hot movie, to Han Han using all new online marketing methods to hype up "See You Tomorrow", "new directors" are more like marketing masters rather than creative masters. In the formation of the entire chain of works, marketing is placed at the forefront, while the works become the end. I don’t quite agree. These new directors actually have one thing in common. They are all very good at grasping the psychology of users, especially those born in the 80s and 90s. In fact, young people watch movies differently from the past. They don’t just watch a story, but need a sense of participation. They need to participate in the relevant experience of the movie. These new directors actually have three secret weapons: social marketing, participation, and big data. Similar stories also appear in other traditional industries. What do you think? As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity. |
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