Rhino Entertainment Original
Text: Xiaofu, Editor: Pu Fang
Regarding this year's Spring Festival, everyone has a lot of worries.
The absence of heavy industry blockbusters, the excessive proportion of comedy, and the lack of confidence in the quality of content, coupled with the news that several films in the Spring Festival file may be forced to be scheduled in a unified manner, can be said to have cast another layer of haze on the already not so optimistic Spring Festival file.
Although it is reported that the sub-line distribution has not yet taken shape, even if the mandatory film scheduling and distribution policy becomes a reality, it still does not mean that the film company can take it lightly during the Spring Festival. After all, there is never a shortage of counterattacks during the Spring Festival. What's more, this year's Spring Festival file is 8 days long, which naturally tests the quality of the film and the pre-publicity strategy of each filmmaker.
And now, with the end of the sub-line issuance event, the publicity and distribution of the Spring Festival stalls will also be accelerated again. Among them, which film will be the first to fight their way out of the encirclement?
Fight for the top of the head
This year's Spring Festival head lineup has formed a three-hero hegemony pattern, and the overall publicity and distribution style of the three films in the first echelon still adheres to the traditional Spring Festival head film style.
It can also be found from the previously leaked mandatory scheduling ratio information that these three films have coincidentally chosen a 22% ratio, and there is a high degree of overlap in terms of volume and market goals. The start of the situation is bound to be strong, and the follow-up battle situation may also be stalemate.
Han Han's new film "Flying Life 2" has been performing well in the pre-screening warm-up stage. The previous Waterloo of "Four Seas" did not seem to have had much impact on this film, and the original cast starred, coupled with a good early reputation in the industry, laid a good foundation for the film.
This film is the first official announcement this year, and it is also the first to enter the intensive publicity stage. In addition to continuing the style of the previous work and continuing to roll out the material in a light comedy tone, the film also took the lead in holding an offline press conference and an online live broadcast on Weibo on Monday. This action directly pulled the film, creating another high point of 5w+ in a single day on dual platforms.
Zhang Yimou's new film "Article 20", which has entered the Spring Festival file for three consecutive years, is not far behind, gathering a group of powerful actors, and is expected to compete for the Spring Festival champion seat with "Flying Life 2" and "Hot and Hot".
However, compared with the 22 Spring Festival file "Sniper" and the 23 Spring Festival file "Man Jianghong", the biggest difference between this year's "Article 20" is that the focus of publicity and distribution has caused a certain ambiguity to the content of the film.
Judging from the positioning of the film and the introduction of the previous outflow, "Article 20" is a main theme film with "legitimate defense" as the core, and the current release of the material temperament shows that the film adopts a strategy that is more in line with the temperament of the Spring Festival file.
With the theme of "I love my home", light comedy content, social topics and actors are the main publicity focus, which dilutes the serious temperament of the film to a certain extent, but it also leads to the lack of clarity in the content of the film.
Next, "Article 20" will also start the Douyin live broadcast on January 31, and the warm-up page has been displayed on Douyin.
The last film in the first echelon is "Hot and Hot" directed and starred by Jia Ling.
The first thing to affirm is that the film is still in the absolute C position during this year's Spring Festival, with "Hello, Li Huanying" in front of Zhuyu, and the mystery left by Jia Ling's disappearance for a year to "lose 100 pounds" for filming. Boosted by these gimmicks, the film's publicity and release started extremely hot, filling the audience's expectations early.
But with the release of more materials in the film, on the one hand, the filmmaker is still continuing to raise the audience's curiosity, and on the other hand, it is also consuming the audience's patience.
Compared with the other leading actors of the film and the publicity of the plot, the audience is now more concerned about whether Jia Ling has really lost 100 pounds.
And when will the film party reveal this answer, and whether this answer meets the audience's expectations, may determine the final trend before the film's release.
Lie down or stand up
How can we talk about winning during the Spring Festival?
This is a question that only Bear Infested: Reversing Time and Space can answer.
As recognized as the most stable film in the Spring Festival file, "Bear Infested: Reversing Time and Space" has a solid foundation that other live-action films in the schedule do not have. The annual upgrade of content performance has helped "Bear Infested: Reverse Time and Space" to realize the transformation from young age to animation to family carnival animation, and the box office capacity is also improving one after another.
Even if you don't need to participate in hand-to-hand combat, this film still has the strength to play steadily and steadily, and continue to "lie down and win" in the Spring Festival. I'm afraid this is why Lianrui used "Bear Infested: Reversing Time and Space" as a hole card before, and almost acted in a Spring Festival special sale that made it difficult for the theater to refuse.
Let's Shake the Sun Together was originally expected to rely on the success of the "lying to win" of the sub-line distribution, but now everything is back to the original point, and it is about to face a tough battle of publicity.
As the smallest film in the Spring Festival live-action movie, if "Let's Shake the Sun Together" wants to stand out, there is only one way to go. But for this film, a huge difficulty lies in how to hit the selling point of the disease topic without rushing customers.
We found that this film may take into account the schedule style of the Spring Festival file, and avoid too much content of designing sick and tear-jerking elements in the direction of material release. At present, the materials focus on strengthening the love temperament of the film, releasing a large number of daily materials, and the overall content tone is relatively relaxed.
The avoidance of the direction of propaganda is definitely a wise move for this film. However, the insurmountable project volume and basic disk limitations are still a gap in front of "Let's Shake the Sun Together". Whether it can cross over and become a little dark horse for the Spring Festival is all determined by the quality of the film.
And the last "Mr. Red Carpet" is the most special one for this year's Spring Festival announcement.
"Mr. Red Carpet", which has undergone a round of file changes, should be regarded as the most authorial film in the same period. After entering the publicity period, the film has always continued its own rhythm and carried out the black humor to the end.
It is worth mentioning that this film almost became the only single project in this year's Spring Festival file that did not participate in the sub-line distribution. Last night, the film promotion team cleverly grasped this hot spot and used a new material poster to vaguely indicate their situation.
At the same time, the two main creators of the film, Ning Hao and Andy Lau, will also come to Dong Yuhui's live broadcast room on the 31st to promote. Combined with Dong Yuhui's Internet turmoil some time ago and the current situation of "Mr. Red Carpet", the two inexplicably echo, and the combination of the two swords at this time is a good move.
Although there was a false alarm in the end, this wave of operations may still pull a wave of goodwill for "Mr. Red Carpet", which is in a weak position. If used properly, it is not impossible for "Mr. Red Carpet" to rely on the audience's emotions to make a small counterattack.
Of course, the premise for all this to be achieved is that the quality of "Mr. Red Carpet" can withstand the test of mainstream audiences.
Conclusion:
Putting aside the "turmoil" of the sub-line distribution that failed to take shape, in the view of Rhino Jun, the announcement of the Spring Festival film was originally expected to "shake hands and make peace". With the successful precedent of the New Year's Eve file, Weibo, one of the main publicity and distribution platforms of the film, also planned a series of on-site publicity activities for this batch of new films during this year's Spring Festival.
If the film in the same period can shake hands and create a joint effort, and work together to make the cake bigger, it will benefit the industry and do no harm.
But the Spring Festival stalls are special after all, and in just one week, it may determine the performance trend of the vast majority of theaters in the country in the first half of the year and even the whole year. And the filmmakers involved in it will definitely not waste a huge upfront investment. Even if the battle situation is not presented in the form of a split line release, this year's Spring Festival file will definitely be a bloody battle.
With the full opening of the next pre-sale, the propaganda war will also enter the white-hot stage. Let's do it and see.