In 2010, Xu Zheng won 1. in the Spring Festival with the comedy movie "Let the Bullets Fly".300 million box office, became famous in one fell swoop. While other actors are still testing the untapped fertile soil of comedy, Xu Zheng has begun to build his own comedy kingdom. He perfectly combines the details of sitcom lines with exaggerated body language, and gradually advances from a small supporting role to the top of the film industry. 
What really made him break through the bottleneck in the film industry was 2011's "People in Embarrassment: Thailand", a low-budget film with a box office of only 6.7 million investment, and finally gained 12700 million box office. For a time, the "Embarrassment" series and its protagonist Xu Zheng became well-known Internet celebrities;, and Xu Zheng was also fully displayed in this work. Whether it is the weird ridicule of the language or the exaggerated expressiveness of the body movements, it has made this comedy classic. In the following years, Xu Zheng continued to launch many comedy masterpieces such as "People Are Embarrassed in Thailand 2" and "Hong Kong Embarrassment". "Hong Kong" alone received a box office of 1.3 billion, and Xu Zheng was officially promoted to a 10 billion male god in the film industry. 
Many people in the industry sincerely admire Xu Zheng's ability to combine commercial value and comedy genre to the extreme, and his acting skills and box office have been harvested. It can be said that in the film industry at that time, few people could perfectly match the concept and commercial value of sitcoms like Xu Zheng and achieve a generation of comedy empires. In 2020, Ben was known as the strongest Spring Festival season in ten years. Lin Chaoxian's "Emergency Rescue", Chen Sicheng's "Detective Chinatown 3" and many other blockbusters are aiming at the box office, including the third installment of Xu Zheng's embarrassing series, "Embarrassing Mother". Everyone was looking forward to this visual feast, but nature did not favor this beautiful vision. Just before the Spring Festival, the new crown epidemic spread across the country. The dreams of all filmmakers have come to naught in this pandemic, and no one has been spared. Many films have been postponed or withdrawn, and the publicity that has been heavily invested has been lost. 
At this time, Xu Zheng made a shocking decision - he announced that "Embarrassing Mother" would be screened for free on the online platform. This move immediately drew public outrage from film and television practitioners. 23 theaters and 20,000 staff members jointly boycotted Xu Zheng, denouncing him for betraying his partners at a critical moment. We can understand Xu Zheng's anxiety and helplessness to save himself at that time, but his decision undoubtedly hurt the long-term cooperative relationship. This also caused Lin Chaoxian, Chen Sicheng and other industry bigwigs to be heartbroken and criticized Xu Zheng's various actions. For a time, Xu Zheng became a sinner in the film industry. But in fact, he is only looking for his own way in the turbulent waves of this epidemic. We should not criticize a commercial filmmaker for his desire for profit, but at the same time, we should recognize that the breakdown of trust and partnership can leave an irreparable hole. 
This turmoil has undoubtedly become an important turning point in Xu Zheng's film career, and the wounds hidden deep in his heart will also hinder his footsteps on the road ahead. After the "Embarrassing Mother" incident, Xu Zheng obviously felt the snubbing and criticism from the film industry. As a commercial filmmaker, this is undoubtedly an unbearable result. So, he began a crazy road to make amends. The first thing is to take the initiative to contact major cinema chains to provide various conveniences and support. For example, he personally led a team to build momentum for new movies, cooperated with theaters to set up a movie ticketing team, and developed a special ticketing app. It can be seen that Xu Zheng has made a lot of money, just to gain the trust of the theater party again and repair the rift in the past. 
At the same time, Xu Zheng also fully supports the development of domestic films. He will vigorously Amway all kinds of excellent films on social **, and give full play to his appeal to build momentum for niche films. It also integrates resources to set up a public welfare ** association to recruit cutting-edge screenwriters and directors from Asian countries. This has undoubtedly greatly promoted the development space of independent filmmakers. In addition, Xu Zheng also worked hard to participate in various film exchange activities. For example, film festivals, industry exchange meetings, venture capital fairs and so on. These actions all show his sincerity to integrate into the film industry again and serve the film industry. Gradually, film and television practitioners also let go of their prejudices against Xu Zheng, and mutual trust was re-established in these exchanges. 
Therefore, we have seen Xu Zheng's contributions and efforts to the film industry in recent years. He did not hesitate to spend a lot of human and financial resources, just to regain everyone's recognition and make up for the loss of trust caused by the momentary decision. This has also become an important experience in his film career. Just when the industry's evaluation of Xu Zheng was gradually picking up, a shocking scandal broke his carefully repaired peaceful life. That is the ** of Zhang Ting's case. Zhang Ting and his subsidiaries were reported to have engaged in large-scale power trading and demolition violations, involving billions of dollars. The scandal was wide-ranging, and many celebrities in the entertainment industry who had business dealings with it were implicated. 
And attentive netizens found that Xu Zheng's name was also among them. It turned out that as early as a few years ago, Xu Zheng had endorsed a red wine product under Zhang Ting Company, and named this "Zheng wine" after himself. This has made the outside world extremely suspicious of the relationship between the two. Later, someone broke the news that Xu Zheng acted as a spokesperson in an advertisement for Zhang Ting, vigorously promoting his business model. This undoubtedly made Xu Zheng, the actor who had just rebuilt his trust, fall into a word-of-mouth crisis again. At the same time, Xu Zheng's movie box office has also continued to decline in recent years. The returns of the films he participated in investing and acting in are getting lower and lower, and he has lost his former appeal. 
This has intensified criticism of his declining popularity. Xu Zheng, who thought that his career was picking up, has now suffered a double blow of trust and reputation. We have to say that this Zhang Ting case put Xu Zheng in a dilemma. On the one hand, he needs to purify himself and cut off ties with lawless institutions;On the other hand, he must also improve the quality of his film works and regain the recognition of the public and the market. How to find a balance between word-of-mouth and business is a difficult problem in front of Xu Zheng. Looking at Xu Zheng's experience in recent years, we can clearly see that the comedy king's path to film has not been smooth sailing. Once upon a time, he was still a 10 billion box office male god standing at the peak of the film industry, but now he has fallen into a trough, and both word-of-mouth and box office have suffered. 
Among them, the two most critical points are the breakdown of trust and the decline of word of mouth. Let's start with the theater joint boycott, which is undoubtedly a fatal blow to Xu Zheng's connections and trust accumulated over the years. Anyone in the entertainment industry understands how precious mutual trust and cooperation in the industrial chain is. However, after Xu Zheng hurriedly chose to save himself, he destroyed this foundation and needed to re-establish it at a huge cost. The second is the involvement of Zhang Ting's case, which has questioned Xu Zheng's personal image and character. As a cultural product, film must be built on the public's trust in the creator. 
Once this trust is lost, it means the abandonment of the market, and the most direct manifestation is the decline in box office data. So in short, trust and word-of-mouth are the fatal keys for every commercial filmmaker. They are the building blocks of survival, and if they collapse, the altar will collapse with a bang. We can't guess whether Xu Zheng will be able to climb to the top again in the future, but at least we must understand that he is now trying his best to make up for these two fatal injuries. We also look forward to more surprises from the comedy king.