The box office of Spring Festival movies continues to be updated, "Article 20" leads the pack with a box office of 28.95 million, accounting for 36%, and "Flying Life 2" follows closely with 23.4 million. In contrast, "Hot and Hot" only won 16 million, accounting for 20%.
However, on the first day of the Spring Festival, "Hot and Hot" relied on Jia Ling's super popularity and the strong publicity of "**100 catties", which was simply invincible, second only to Han Han's "Flying Life 2", and sat firmly on the championship on the first day of the new year. With the beginning of the second year of junior high school, he gradually lost his leading position. In just 9 days, the cumulative box office reached 2.8 billion, and the target was 4 billion.
On the contrary, Zhang Yimou's "Article 20" has fallen into a serious landslide. Jia Ling and Han Han had a great time, Zhang Yimou could only drink the soup silently, and he couldn't even compare to "Bear Infested".
Since the tenth day of the first month, "Article 20" has gradually climbed to the throne of the single-day box office champion, the second place is still Han Han, and Jia Ling's "Hot and Hot" has slipped to third, on a par with "Bear Infested".
So how did Zhang Yimou counterattack?
The success of the film is attributed to the dual impact of publicity and marketing and the quality of the film.
From the point of view of a remake, "Hot and Hot" can definitely be regarded as a successful attempt. However, if you want to say why people flock to the cinema**, or directly order this movie, the main reason why "Hot and Hot" can be a big success at the beginning is undoubtedly because of the huge gimmick of "Jia Ling**100 pounds".
About a month ago, when "Hot and Hot" had not officially started to be promoted, a few photos of Jia Ling's ** after ** were circulated on the Internet. This moment set off an uproar, and Jia Ling's ** skipping rope went viral on the Internet.
Although this was a sneaking incident, some criminals stole the materials and secretly released them, which had a great impact on the film, and the filmmakers quickly took measures to block all information. But at that time, the whole network was hotly discussing the situation of "Jia Ling**", which shows that the marketing strategy of "Hot and Hot" is quite successful.
Then the movie began to be officially promoted, and the film announced the news that Jia Ling had ** 100 pounds, but her current image remained mysterious. and constantly released materials about Jia Ling**, which aroused the curiosity of netizens even more. After about half a month, the movie was finally released, and the slimmed down Jia Ling appeared, and the national audience was stunned.
The promotion of "Hot and Hot" is simply an unprecedented success, even my relatives who are usually not interested in movies have talked about Jia Ling** during the Chinese New Year. This shows the tremendous effect of publicity.
Sometimes, however, too much credit can obscure the core of the film itself. Jia Ling**'s publicity success was so thorough that too many people walked into the cinema out of pure curiosity and did not have much interest in the content of the movie. In addition, the controversy on the Internet has been fermenting, so that the essence of the movie has gradually been covered up.
Hot and Hot was labeled as a "Jia Ling** documentary", and as people accepted the image of Jia Ling**, the appeal of the movie was no longer so hot, and finally it was in third place.
And why is Article 20 successful? First of all, the cast of the film can be described as ironclad. No matter how bad the performance is, it won't be as embarrassing as "Mr. Red Carpet".
Hurricane", "The Long Season", "The Three Teams" and so on almost moved out of last year's hottest lineup, coupled with big-name actors like Ma Li and Zhao Liying, plus Zhang Yimou's name, the attraction is naturally not to be underestimated.
Although the word-of-mouth was not good at first, it was mainly because the publicity and the theme of the movie did not match. Compared with Jia Ling's inspirational film and Han Han's comedy, the theme of "Article 20" is more serious, and it is obviously not suitable for launching during the Chinese New Year.
However, with the prominence of the quality of the film and the uproar, word-of-mouth began to play a role. Although the filming period is only two months, Zhang Yimou's level is still like a national teacher.
The film does not rely on excessive marketing, nor does it use hype, nor does it deliberately design an exaggerated plot. The whole film revolves around the core issue of "justifiable defense", which is shown through three story lines.
Although at such a time as the Spring Festival, this type of movie is obviously not the best choice. However, Zhang Yimou's excellent directing skills, the clever arrangement of the film's narrative, and the wonderful performances of the actors do make "Article 20" stand out from many other films.
Zhang Yimou skillfully integrates the "bitter" emotions that the audience often feels into the plot of the cheerful comedy, so that people can enjoy the joy of the plot while also tasting the sweet and sour taste.
Although this film can't be called "the pinnacle", it is definitely a competent work. When the audience is swayed by high-intensity emotions for a long time, they will also take the initiative to choose some light-hearted works to relieve their inner pressure.
As for Han Han's "Flying Life 2", it is completely reasonable that he can firmly be the runner-up. On the one hand, the Spring Festival file always needs comedy to meet the needs of the audience, and compared with Jia Ling's combination of marketing and inspiration, the comedy elements of "Flying Life 2" are obviously richer, and the 100% joke content alone is enough to attract the audience to watch the movie.
Secondly, after learning the lessons of "Four Seas", Han Han decided to return to what he was good at, and even deleted all female characters and made a completely male-dominated movie.
In this way, Han Han regained his comfort zone and achieved great word-of-mouth success, "Flying Life 2" won 8The high score of 2 has become the most popular movie in the Spring Festival file. With word-of-mouth and rich comedy elements, the box office will naturally rise.
Although the Spring Festival stalls in 2024 have ended. The success of "Hot and Hot" relies heavily on a strong marketing strategy, but at the same time, it must be admitted that this is also the result of Jia Ling's daring to take risks.
After the success of "Hello, Li Huanying", Jia Ling became the highest-grossing female director in China in one fell swoop, rose from the variety show industry, and directly became a top figure in the film industry, and the resources are also grasped.
Losing 100 pounds is not a small challenge, but it is about changing her ingrained image. makes another movie adapted from a classic, and the score can even have 8 points, which is simply a gamble. One slip-up and it's all over. Not to mention that a year's hard work has been in vain, even the little bonus of "Li Huanying" has to be wasted.
But in the end, Jia Ling won. Her success is unyielding, and she deserves it. Maybe she's not a great director or actress, but she's definitely a respectable filmmaker.