A documentary portrait of an industry from a movie
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The annual summer season not only makes variety shows on major TV stations popular, but also drives the continued popularity of the film market. In July, many popular movies were released one after another, including "The Taoist Goes Down the Mountain", "Tiny Times 4", "Gardenia Blossoms", "Journey to the West: Hero is Back", "Monster Hunt", etc. However, the fantasy comedy blockbuster "Monster Hunt" which was just released in the early morning yesterday became a slightly different movie among the many movies. Fateful and unfortunate: a radio and television ban caused a "replacement" storm According to the director of "Monster Hunt", Xu Chengyi, the film "Monster Hunt" has been in preparation since 2008 and took 7 years to prepare. It was very difficult. The so-called difficulty not only refers to the long production cycle of the entire film, but also the "replacement" storm that many audiences do not understand. It is reported that the film "Monster Hunt" completed the filming of the entire film in early 2014, but when it was preparing to enter the full promotion period, it suddenly encountered the drug abuse incident of the lead actor Kai Ko. Xu Chengyi initially thought that the release would only be postponed for two months, but the State Administration of Radio, Film, and Television issued an order notifying that no news about actor Ko Chen-tung should be reported, no content should be used, and all advertisements related to Ko Chen-tung should be removed from all TV stations. Throughout 2014, negative news about celebrities being arrested for drug-related and prostitution-related crimes continued to be reported. As the regulatory department of radio and television media, the State Administration of Radio, Film, and Television investigated and revised the ban, and issued a "lifetime ban" to celebrities with serious misconduct. It can be connected that Tiny Times 4 and The Taoist Goes Down the Mountain, which are currently scheduled, actually encountered the same problem. At present, some panoramic shots of Ko Chen-tung's face appeared in Tiny Times 4, while The Taoist Goes Down the Mountain retained many of Jaycee Chan's scenes. In order to achieve the perfection of the entire film's picture and plot, Monster Hunt had to add 70 million yuan to have Jing Boran reshoot all of Ko Chen-tung's scenes. In this regard, director Wuershan questioned the policy of "banning bad artists". He said that this policy is unfair to movies made by hundreds of thousands of people and is not conducive to the normal development of the entire film industry. Can the high-investment film of 350 million be "paid for" by the audience? After the commercial imprint of the entire film industry has been increasing, the film and television production industry has also begun to enter the "vicious" cycle of high investment, high income and high returns. It is reported that the original investment in the film "Monster Hunt" was only about 100 million yuan, but during the filming and promotion period, with the emergence of various emergencies, in order to be able to produce the work itself, the investment continued to increase, and finally there was a total investment of about 350 million yuan. In fact, in addition to "accidental" works such as "Monster Hunt", the current Chinese-language film market is collectively copying the American Hollywood film production model in order to create greater film commercial value, and huge investment is one of them. As we all know, the production process of Hollywood films is almost an industrial assembly line, coupled with large marketing expenses, the production cost of most films is about 300 million yuan. In order to increase the investment in the film itself in the picture and special effects, Hollywood actors' remuneration is mostly based on the box office dividend system, that is, the producers only pay the actors a small amount of remuneration, and after the film is released, the dividends are distributed according to the box office. In this way, the investment cost of the film is controlled, and the profit risk of the film is shared with the actors. However, unlike Hollywood's high investment in film production technology, the excess investment of domestic films is mostly spent on big-name actors. Take "Monster Hunt" as an example. Its starring actors include Bai Baihe, Jing Boran, Zeng Zhiwei, Sandra Ng, Jiang Wu, Zhong Hanliang, Tang Wei, Yao Chen, Yan Ni and many other first-line star artists. Even the two "cute monster" roles are played by the most popular new second-generation stars Tian Yucheng and Zhang Yuexuan. Since its official release at midnight yesterday, the first-day box office of "Monster Hunt" has reached 173 million, far exceeding the 131 million record set by Stephen Chow's previous work "Journey to the West: Havoc in Heaven". After resetting the first-day and single-day box office records for domestic films, whether "Monster Hunt" can recover its costs and set an example for the current impetuous Chinese film market is still worth discussing. A head-on competition between original power and high-quality IP . In the same period, except for the film "Monster Hunt", other films such as "The Taoist Goes Down the Mountain", "Tiny Times 4", "Gardenia Blossoms", etc. are all transformed from high-quality IP resources such as novels or music works. There is only one "Monster Hunt" that is an original script. In this regard, Jiang Zhiqiang, president of Anle, one of the investors of "Monster Hunt", said, "At a time when IP resources are extremely popular, the production and filming of original works are more important. Take the famous adapted film "Harry Potter" as an example. China has not yet adapted a series of works from a well-known novel, and the next step for "Monster Hunt" is to continue to explore content." In the past two years, the exploration of high-quality IP resources in the form of novels has become the main development direction of the film and television industry. Carrying the most commercially valuable Internet thinking and fan economy, the IP resource effect has become a hit. In fact, the attention and competition for IP resources actually also reflects the pursuit of content resources in the film and television market, that is, high-quality original content does not properly meet the real needs of the current film and television market, which has led to many high-quality IP resources that can be turned into film and television scripts by simply purchasing copyrights becoming the focus of attention of investors and producers. However, the current mining of IP resources is too commercial and quick. Often, the purchase, preparation and release of a high-quality IP are completed in just half a year. And no matter how high-quality IP is with connotation and expectations, it will become a naked commercial blockbuster with bad reviews after relying on some popular star artists. Of course, it is still hard to say whether a "Monster Hunt" can return to the glorious era of original dramas.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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