2020, Guo Jingming once again became a variety show celebrity for "Z1z Actors, Please Install Z3z". At the same time, he is also a living target of public opinion attacks. The show's strong support for idols and the aesthetics of his works have been criticized a lot.
Of course, after the end of "The Actors, Please Get In", this director who has received the most scolding in variety shows has become the big winner in the last month of 2020. With three works in hand, the box office has made the old director "beyond the dust."
Guo Jingming had a producer film "If the Voice Cannot Remember" that has been screened in theaters in December. He chose the webcast " Jubilee 2 Cold Blood Banquet", and the upcoming "Qing Ya Collection" on Christmas. All three works of
have strong trends.
The small-cost movie "If the Voice Doesn't Remember" confronts Li Xian and Chen Linong's "Red Fox Scholar". The latter started very well, but was soon overtaken by "The Voice". The current box office gap between the two films has exceeded 50 million. .
The current box office performance of "Sound" is also twice that of the national teacher Zhang Yimou's film "One Second". According to this trend, its final box office performance is estimated to be between 300 and 400 million, which is a little dark horse.
changed from theaters to network big "Cold-Blooded Banquet" was initially not favored, not only because netizens did not trust the work, but also because of the high production cost of this movie, and there are box office barriers between webcasting and theaters themselves.
Guo Jingming's initial attitude was also very unconfident. At the beginning of the broadcast, he was the first to declare to the fans that he would "sell the house and shoot the grand track 3", and was quite prepared that he would not be able to recover the cost and could not find the investor in the third part.
However, according to media reports, "Cold-Blooded Banquet" broke 300 million at the box office within six hours of its launch. Based on the current 80 million broadcast volume and 12 yuan on-demand price, the total box office is close to 1 billion. The result of
is a proper "championship" for the current theaters. However, there are different opinions on how to calculate the amount of broadcast on the platform. The real box office of "Cold-Blooded Banquet" is still to be discussed.
However, Guo Jingming happily revealed on the night of "Cold-Blooded Banquet" that "you don't have to sell the house", indicating that the real box office is not far from recovering the cost.
The box office of "Qing Ya Ji" which is not online is not easy to predict, but the total number of people who want to see on the two major ticketing platforms has exceeded 300,000. The possibility of Guo Jingming recreating a good box office is not low.
of the three films, two of which completely exceeded expectations at the box office, basically all have a "dark horse" posture. A movie to be released has skyrocketed, and Guo Jingming has become a big winner in the film industry in December.
is surprising and confusing. Two of Guo Jingming's three films have become dark horses, and the other is a popular work to be shown. However, the two movies that have been released have no corresponding dark horse reputation.
"If the Voice Doesn't Remember" Douban scored 4.2. Moreover, encouragement points are often found in the praise. Many viewers who scored high and supported them also admitted that there was a problem with the work.
borrows the depression package to accumulate "hot + dog blood" elements, which is a common comment tag for this movie. It continues the high box office trend of the small era series, but it is not as good as the small era series.
"Cold-Blooded Banquet" is even less popular. Currently Douban has a score of 3.9 and a positive rating of only 18. As a high-scoring fan said, this is a work with fans of the original, which is difficult for ordinary audiences. Empathy. The word-of-mouth of the two works
did not show a clear upward trend, but why did these low-reputation works make Guo Jingming the big box office winner in December?
Putting aside the complaints and going deeper, Guo Jingming is not a top director, but an absolutely smart director.
Know where the audiences you can influence
and the original work of "Little Times" is highly popular, "Grand Trail"Compared with the original work + celebrity appeal, the original novel is mediocrely popular and "The Voice" starring a pure newcomer, obviously there is not much original audience.
has neither a highly popular original escort nor a popular celebrity. Who is paying for the poor reputation of "The Voice"? Open the audience portrait, you will find that the audience structure of this movie is very special.
adolescents, 20-24 young people accounted for a very high proportion.
20 young people in their early 20s are an important contributor to the box office. This is well known to the public, but live-action movies that allow young audiences to account for more than 30% are quite rare. There is only "The Voice" in the same period. Z3z
00's "Red Fox Scholar" and the animated film "Jiang Ziya" starred by Z3z
00 did not allow young people to account for more than 20% of the audience, but the newcomer "Sound" has captured the favor of a large number of young people and 20+ audiences.
Obviously, most of the audience who are interested in Guo Jingming's works are concentrated in these two age groups, and Guo Jingming obviously also knows which group he can influence.
The audience has complained about Guo Jingming's preference for small fresh meat, and his colleague Chen Kaige also reminded Guo Jingming's aesthetics not to be broad enough, but he has always been unwavering in his aesthetics amidst the criticism.
Is he too dedicated? Merchants are profit-oriented. In the film and television industry, Guo Jingming will not be included in the list of directors who can insist on being a work he likes but the audience does not like.
His persistence may have personal preferences, but he also knows that his aesthetics are well received by the crowd.
shoots a core art film, he can't win Zhang Yimou, Jia Zhangke , he can't be more professional than Wu Jing, and can affect the aesthetics of most 25+ audiences. Guo Jingming's current aesthetic is obviously difficult to achieve.
However, he is currently able to control the creative direction of young audiences.
took advantage of the drainage and activated his own audience group
Guo Jingming was invited by "Actors, Please Get In", and Yu Zheng was invited by "I Am an Actor". Two controversial figures are favored by the platform, meaning "making things" It's clear at a glance.
Many netizens complained about the “unkindness” of the platform, specifically looking for these controversial people as hot “tools”, but Guo Jingming and Yu Zheng, who were invited by the platform, don’t know why they were invited?
They and the platform are more complementary to each other. The platform needs a hot "tool man", and they also need to leverage their strength to feed back their own business. At present, Guo Jingming has succeeded.
Before the broadcast of "The Actors, Please Be In Place", "The Order of the Samurai God" and "Qing Ya Ji", which hit the subject matter, were frequently compared by netizens, but Guo Jingming's influence of word of mouth was completely unable to compete with Chen Kun and Zhou Xun.
At the beginning of October, the number of people who wanted to see the tickets for "The Order of the Samurai" and "Qing Ya Ji" were 90,000+ and 20,000+ respectively. However, after the launch of "Actors", the number of "Qing Ya Ji" increased rapidly. Already close to "Samurai Order".
from four times the gap to the same data, there is only one stop in the middle of "actors please in place".
In this variety show, Guo Jingming not only harvested a large wave of topical interest to promote his movies for free, but also had two hidden gains.
- One is to harvest more young audiences.
Guo Jingming loves He Changxi and Ding Chengxin, two idols who happen to be also very young fans. His attention to them in the show will also make their fans interested in understanding or supporting Guo Jingming.
The audience group that is easily influenced by the aesthetics of Guo Jingming's works has a high degree of overlap with the fans of the two artists. Whether it is coincidence or deliberate, Guo Jingming's audience base is further expanded.
- Two is to activate their own audienceThe "sense of guardianship" of the group.
The entertainment industry has said that it is through the abuse of fans to solidify fans. "The Actors Please Take Place" Li Chengru, Er Dongsheng and some netizens' attacks on Guo Jingming happen to also make Guo Jingming usher in a wave of subtle fan abuse.
The greater the criticism, the "more wronged" Guo Jingming in the show, and the greater the encouragement of his fans outside the show, and the more inclined to support his idol's "counter-attack".
Moreover, Guo Jingming will also stimulate the protective desire of his audience.
For example, when "Cold-Blooded Banquet" was launched, he immediately offered "Sell the House" and also shoot "Grand Trail 3"; for another example, use "Don't support Deng Lun because you don't like me" to imply that "Qing Ya Ji" was affected. Prejudice treatment.
Let’s run a question, Guo Jingming’s art is not suitable for all ages, but it is really useful to his audience.
is a variety show that not only increases the audience, but also activates the audience's curiosity and desire for protection. The popularity of "Qing Ya Ji" in the early stage is hard to lose. If the script can be played, it is possible to go to the dark horse of the box office.
understands what his audience likes
Guo Jingming’s works always attract a lot of young audiences (discussed purely according to the data ratio, young netizens don’t think they are represented), in addition to his aesthetics, but also because most of the topics are young people Often concerned.
takes his three films in December as an example. These works each involve a popular element: super popular cast (cold-blooded banquet), depression (voice), onmyoji (Qing Ya Collection). The cast of
traffic has a huge group of young audiences, and the topic of depression is a hot social topic at the moment. Young audiences who have not read the original works of Onmyoji also mostly know such an IP because of the game. The three different elements of
have a common point: a young audience, that is, the audience that Guo Jingming focuses on.
Don't underestimate the charm of these young elements. The success of the small production film "If the Voice Cannot Remember" is largely due to its main depression. Although the effect is very "net suppresses the cloud", the topic is here.
Objectively speaking, this point of Guo Jingming is actually a reference for many established directors.
It is not necessary to learn Guo Jingming's aesthetics and the methods of training audiences, but he can learn his sensitivity to audience demands, capture current issues, and make the core of the story more compatible with the market.
otherwise it is easy to continue to fall into the predicament of applauding and not applauding.
takes the theme of youth as an example. The old directors prefer to shoot youth and humanity in a special background. These films are great, but it is undeniable that the attraction of these backgrounds and cores to young people cannot be phenomenological.
and young directors are more inclined to explore the sensitive aspects of the current campus. "You are a teenager" with the theme of campus violence is a successful model, and most of the audience can empathize with the story core.
Guo Jingming once said: I, Guo Jingming, even if I don’t make a movie today, do everyone watch Jia Zhangke?
This is a point of view that makes many netizens angry and sad, angry at Guo Jingming's confidence, but also sad that the commercial market really likes him more than a director who focuses on art.
Young audiences are experiencing or leaving dark campus violence themes, and directors who have artistic pursuits do not shoot, so they use Guo Jingming's "Sadness Against the River" to create "China's first anti-school violence movie." The content of the film
lacks artistic level. Douban reviews barely exceed 5, but the theme of the story has aroused public sympathy, so the box office has succeeded, and the success of "Sound" today is the same.
Good directors should not be biased by Guo Jingming’s aesthetic and commercial thinking, but at the same time, they can really dig into the stories experienced and concerned by contemporary audiences from an artistic perspective..
