Xiaoyu Wang (Wuhan University).
"Hot and Hot" is the second film directed by Jia Ling, she came back with the movie with the sentence "I lost 100 pounds" after half a year of retreat, and was continuously discussed by netizens before the movie was released, and different versions of Jia Ling's **success** were also circulated on the Internet. If you turn on your mobile phone, it will be the same content every time, which will indeed arouse the audience's resistance and disgust, but when the movie was released, the theater chain reported frequently, and Jia Ling really appeared in front of the public, all suspicions and controversies took a turn again. The author believes that we don't need to pay too much attention to the marketing, complaining and arguing about the "best success", we might as well pay attention to the movie itself, audience feedback, and the emotional value and spiritual power that the movie brings to people.
First of all, let's talk about the complaints of netizens in the early stage. Netizens complained and argued about nothing more than two points, one was the irritability of the overwhelming "**100 catties", which led to a decline in interest in watching movies; Another point is that when Jia Ling announced the ** version of the movie poster, there was a controversy over whether it was successful or a technical blessing. When Jia Ling announced the news, we couldn't avoid the publicity of self-** and marketing accounts, and now it seems that many factors have caused the promotion direction of this movie to deviate, covering up the light of the movie itself. But these two doubts were dispelled by director Jia Ling's interview, she said in an interview with the **TV movie channel, "**100 pounds is not a gimmick, and the disappearance of more than half a year is not to make the audience feel that I have become thinner, but that I have become stronger." Judging from the feedback from the audience after the release of the movie, the content released by the short **, and the premiere of the movie, it is true that the audience no longer simply pays attention to the success, but to the transformation of Le Ying (the character played by Jia Ling) in the movie, and the power and courage of change. Although there are problems of procrastination of the plot and light character creation in the early stage of the movie, it brings the audience a strong emotional value and motivation for change, and the memo at the end makes the firmness and courage of "living for yourself" directly conveyed to the audience.
Secondly, movies in the Internet era have ushered in a new survival ecology, from the original screening, from the point to the surface of word-of-mouth diffusion of publicity, to network marketing. Today's short ** brings film marketing into 20 era, so short ** marketing is inevitable, and it has become one of the necessary factors for the success of the movie. However, the biggest effect of marketing is for the first batch of audiences, the first batch of audiences are attracted to the theater by the content of propaganda and marketing, and after the first batch of audiences is finished, their feedback will also determine the later box office trend, whether marketing is a gimmick at a glance. From the current box office data and audience feedback of "Hot and Hot", as of 13:50 on February 12, the box office of the film "Hot and Hot" exceeded 1 billion (real-time data of Lighthouse Professional Edition), and the audience's positive feedback is more than negative feedback, film marketing is an important part of the final acceptance of the film from production, distribution, and screening, when the film content is seriously not in line with the publicity, the film should be condemned, and when the film content may be in line with the promotional content or exceed expectations, the audience can wait, There is no need to "beat the movie to death" because of "excessive" marketing.
Finally, talking about the influence of the movie "Hot and Hot", in addition to bringing a viewing experience with strong emotional value, there is also the significance of Jia Ling as a female director, and the impact of her works on the film when she went to sea twice. Jia Ling is a female director who cannot be ignored, female directors are scarce from China and even the world, and she was able to score 54 in the first "Hello, Li Huanying".With a box office of 1.4 billion and described by The Hollywood Reporter as "the most commercially successful female filmmaker of all time in China", her ability is obvious to all. We are proud to have such sincere and excellent female directors in the domestic film market. At the same time, from director Jia Ling's "Hello, Li Huanying" was won by Sony Pictures in October last year, to Sony Pictures' purchase of the global distribution rights of "Hot and Hot" on February 10 this year, director Jia Ling won two consecutive hits in Sony Pictures, her creation revolves around the greatness of maternal love and the eternal proposition of loving herself, and will not be estranged because of different cultures, nationalities, and countries, which provides a good idea for our national films to go overseas and cultural export.
Hot and Hot "From the release of Jia Ling's "**100 catties" news at the beginning to the complaints of netizens, and then to the positive feedback and excellent box office results of the audience, Jia Ling's personal attributes and Le Ying's character attributes are combined in the movie, bringing the audience the motivation and courage to fight for themselves, and laying out the transformation of an adult ideal for the audience.