After 50 days of release, why did "burst" "Hidden Dust Smoke" fire?

On August 31, the literary film "Hidden Dust and Smoke" created the highest -day box office of the single -day box office since its release. At present, its cumulative box office has exceeded 50 million. Cat eye and other movie platforms predict the final box office of this film will exceed 100 million. No one expected that a film has been released for 55 days and has been launched for more than 20 days. The box office and vowels can get out of such a strong rising curve. The "counterattack" of this film is due to the help of "tap water" audience, short video platforms, and streaming media platforms. The kernel and romantic style also poked the softest part of many audiences. As the box office rose, the film's Douban score also rose from 7.8 to 8.4 points, becoming the first Chinese -language cinema movie with 8 points in 2022.

Movie "Hidden Dust Smoke" poster

Like other literary films

It is very deserted

To talk about the counterattack of "Hidden Dust Smoke", we must first introduce to those who have not seen movies. This film is a relatively niche art film. However, it should be noted that the types of literary films are indeed easy to produce some high -quality unpopular movies, but not all "literary films" are "unpopular films".

In the early days of creative career, many directors were trapped in creative experience and investment funds, and chose to shoot more personal and personalized literary films. For mature commercial blockbusters, the shooting cycle of such films is long and cost -effective. Whether it is the theme, content, rhythm and other aspects, it is relatively unique and niche. From the perspective of artistic creation, such works can trigger a small number of senior movie fans and enthusiasts, but from the perspective of the market, it is difficult for such films to attract popular audiences, and there is no big box office call. force. "Hidden Dust and Smoke" is such a niche art film. When the film was released on July 8th, the box office was 350,000 yuan on the first day and 1.77 million yuan on the first weekend. Essence

Lou Ye, which was released in April 2019, "The Clouds of Rain in the Wind" obtained 64.999 million yuan box office

In recent years, the names of many literary films in the Mainland have become more loud among the popular audiences. Many literary films have landed on the big screen. Among them, the box office performance is relatively good. "Children" (69.953 million yuan) and Lou Ye's "The Clouds of Rain in the Wind" (64.999 million yuan), which was released in April 2019. Both works are criminal films. The former is starred by Liao Fan, Zhao Tao, Xu Yan, etc., and the latter is starred by Jing Bairan, Song Jiachun, Ma Sichun, Qin Hao, Chen Yanxi, Zhang Songwen, etc. The box office of these two literary films creates domestic art films.

Compared with these two films, "Hidden Dust Smoke" directed by Li Ruiyi does not occupy too much advantage. The movie focuses on the marriage of the people on the edge of the northwest rural areas. The story is very simple: the honest person has iron (Wu Renlin) and Cao Guiying (Haiqing) with a disabled body is two people who have been disliked by their respective families. In the baggage, the two families forcibly matched them together. After marriage, the relationship between the two has from strange to tacit understanding, alienation to familiarity, from knowledge to each other, and the support of the two has made the poor life more and more tasteful.

Stills of the movie "Hidden Dust and Smoke" (top), Miller's oil painting "Set the Ears" (below)

When the film was just released, the only selling point of the film was that the 72nd Berlin International Film Festival main competition unit was shortlisted in February this year. A small countryside in the Hexi Corridor in Gansu Province -filming in Zhangye Wall Village, Gansu, Gansu Province. Except for the heroine Hai Qing, everyone else is an amateur actor. This film does not have gorgeous special effects, the plot of "grabbing the horse", and starring the star.

When the "Hidden Dust Smoke" was released 30 days on August 6, the film had only a box office of more than 17 million yuan, and the row rate was only 0.1%. On August 20th, it was released on the 44th day, and the cumulative box office of this film exceeded 20 million. During the 50 days before the release, it had only four times in a single -day box office, and most of the box office usually only hundreds of thousands or hundreds of thousands. Therefore, in early August, it was launched on the streaming platform, which can be regarded as a conventional move to recover costs.

Movie "Hidden Dust Smoke" poster

New media platform help

The reputation of the film is widely spread

Just after August 20, "Hidden Dust Smoke" opened its counterattack journey.

First, it is the help of short video platforms such as Douyin. The short video platform is roughly divided into two categories related to this film. One is a common plot commentary. Short video bloggers divide the movie plot on the streaming platform into several paragraphs to make a simple explanation. Attract. There is another type of creation. Some short video bloggers pass their views and comments on this film and convey their emotions and attitudes after watching the movie. Some of these high -praised short videos have more than one million likes, and also attracted the recommendations of many large V characters such as Dong Yuhui, such as "Eastern Selection".

The help of the short video platform such as Douyin "Hidden Dust Smoke" counterattack

Secondly, other platforms such as Weibo hot search also contributed a lot of power to this film. On August 28, the topic of#尘 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 At the same time, the film's topic of Douyin has soared rapidly. Since August 26, this film has exceeded 1 million yuan, 2 million yuan, 3 million yuan, 4 million in a single -day box office ... On August 30, it has reached 28 on the entire network. Almost in the film industry "hegemony". On August 31, the single -day box office exceeded 6 million yuan, and the total box office of this film also exceeded 50 million yuan on September 1. Search on Weibo many times

Film critic Feng Xiaoqiang believes that the reason why "Hidden Dust and Smoke" can "break the circle" in the later period of release is mainly because the theme content and spiritual core of the film are widely and universal, which attracts more non -literary art films in the past. The audience of the fans asked them to resonate with the two distant rural people, the fourth and Guiying.

According to the portrait of the audience, many audiences of "Hidden Dust and Smoke" come from first- and second -tier cities. In response, Li Ruiyi, director and screenwriter of "Hidden Dust tobacco", said in an interview that "human destiny is connected. Facing the dilemma of emotions, how to adapt to new changes, these are regardless of urban people or rural people. Everyone can feel the same. "

After 55 days and 20 hours, the box office of "Hidden Dust Smoke" exceeded 50 million yuan

Mr. Liu, a fans, said that "Hidden Dust and Smoke" had a small scope in February this year. At that time, he liked this film very much after watching this film. He recently watched the streaming platform on this film. The film uses a romantic way to show his difficult life to make him deeply resonate. He said: "It has been more than two years since the outbreak in early 2020, and the career of himself and many people around him has encountered obstacles and bottlenecks. There is no "sympathy" sympathy, get rid of the perspective overlooking the fate of the two 'bitter people', but to lead the audience to experience the life of the two people, feel their subtle tenderness, call for the solid and firm power from ordinary people. "

The Douban score of the film rose from 7.8 to 8.5 points

Jogging together and going to two -way

The last dark horse of the summer stall

With August 31, the summer of 2022 also ended for a large market of 9.13 billion yuan. "Hidden Dust Smoke" has become a dark horse in the late summer season.

The staff of a theater said that at the beginning of the summer season this year, the industry generally expects that this summer will exceed the 10 billion yuan mark this year. The total box office of 9.13 billion yuan did not reach the expected data, and the vacancies in the schedule also gave the opportunity to counterattack such as "Hidden Dust Smoke". It is because of the squeezing of a large commercial blockbuster that "Hidden Dust Smoke" has more opportunities and long -term spaces, and has the opportunity to heat up slowly. The large -scale discussion of streaming media platforms and short video platforms unexpectedly played a role of "large -scale early -point reflection", which accumulated reputation for the film.

On August 20th, Weibo released by Li Ruiyi, director of "Hidden Dust Smoke"

Dong Wenxin, general manager of Jinan Belle Palace theater, also believes that this film still has great potential. She believes that the Chinese film market is interested in this kind of niche literary film. Box office. Under normal circumstances, if you can mobilize one -tenth, 10 million box office is great. Literary and artistic guides such as Jia Zhangke and Lou Ye can mobilize up to half, that is, to mobilize 2 million people, with 70 million box office. At present, there are about 1.38 million total viewers of "Hidden Dust tobacco", and many people have not seen it. Without the competition of new films, the potential of this film still exists.

The box office trend chart of "Hidden Dust Smoke"

Film critic Feng Xiaoqiang said that in the past, many films that "returned from reputation" at a certain international film festival will be released while the film festival is released. It was released in February, and it was changed to July 8 this summer due to the epidemic reasons. This is an accident and an opportunity for the film. The Douban score of the film has risen from 7.8 in February to 8.5 points, becoming the highest domestic film in 2022. After the online launch of the Internet, not only did it not have the box office of the melon branch line, but because of its reputation and influence, it was promoting the box office of the courtyard. The successful "counterattack" of "Hidden Dust and Smoke" also allows many people to see the opportunities and hope of such niche literary films, and also confirms the quality and marketing of the film art itself. The principle of win -win on the screen and small screen dual platforms.

New Yellow River Client Reporter: Editor Xing Yuan: Sun Feifei

- END -