Who is pushing "Hidden Dust Smoke"?

How much imagination can a literary film be in the box office market?

In the past, countless cases have given some relatively fixed laws for film practitioners: for example, the number of national art film audiences may only be about 3 million, and most of them are concentrated in first -tier cities; for example, after the movie login in the streaming media, the trips of the theater are basically announced. At the end, the increase in the key extension of the key; or, the mainstream audience is "no cold" for literary films.

But all these have been released for 58 days of "Hidden Dust Smoke". As of press time, the box office of "Hidden Dust Smoke" had reached 64.5 million, and yesterday, it surpassed a single -day box office championship with a score of 8.9247 million. The 42 million of them were brought by the film 50 days after the film was released.

Each accident counterattack is of course the result of the common role of "the time and the place and the place and the place". Near the end of the summer stall, the existing film basically consumed the demand for movie viewing, and when there were few new films released, "Hidden Dust and Smoke" had room for growth, which was "Tian Shi". In a week, the proportion of "Hidden Dust Smoke" rowed from 0.5%to 9.5%.

However, compared with the commercial film of the same period, "Hidden Dust Smoke" still has less than half of the picked films, relying on the number of people's upper seats to counterattack to the second -day box office. This comes from its word of mouth fermentation on the short video platform -after logging in to the streaming media, many short video bloggers have edited materials and started to release two -innovation video, which triggered users in low -line cities to resonate and form a broken circle. This is "geographical".

But the premise of all this is the best word of mouth of the film, and it is the reputation of "elegant and vulgar rewards", which is "human harmony". As of now, the Douban score of "Hidden Dust Smoke" is 8.5, and the scores of Cat's Eye Tao tickets are 9.2. It is a rare film that can be well received on the three platforms.

There is no doubt that "Hidden Dust Smoke" will be the one that cannot escape when talking about the successful case of the literary film market in the future. Many accidental additions make it difficult to copy it, but it also reveals that practitioners reshape their imagination of the sinking market.

The vitality of "tap water"

"Don't say a bit of suffering, but it's bitter to the sky; don't say a word, but love to the extreme." Users who love to brush Douyin have not seen this sentence recently.

This method of publicity with golden sentence attributes and the relatively low -key and simple film texture of "Hidden Dust and Smoke" are actually departing to a certain extent, and the preparatory orientation of most of the literary films respected by fans in the past is not Same. But the "tap water" bloggers have picked up the hearts of short video users in this way.

Short video bloggers who are familiar with the law of spreading the new media, knowing what entry point can be more eye -catching. Some bloggers seized the details of "he has never eaten eggs in his life, the only time he is to bleak pesticides" to arouse the sympathy and anger of users; some bloggers just cried at the screen and threw out a one The topic of "Hidden Dust and Smoke" can stir up the curiosity of many users; some bloggers even launch the challenge of "wheat printing" to imitate the protagonist Ma Youtie printed on their own hands, but there is no wheat without wheat, but there is no wheat. The bloggers can only be replaced by rice or corn.

Poisonous Eye (ID: DOMOREDUMOU) just wrote a case of "Tomorrow War" a week ago that the successful marketing effect of Douyin caused the box office counterattack (previous article: "Gu Tianle Cry", but movie marketing is not so easy to do "), Some film marketing practitioners said to the poisonous eyes that the films with heavy emotions are more suitable for Douyin marketing. "Hidden Dust Smoke" itself is not very emotional, but from these short videos in the circle, you can also clearly see the powerful power of "emotion".

It should be pointed out that, unlike films such as Tomorrow's Battle, judging from the box office order of "Hidden Dust Smoke", the counterattack of the "Hidden Dust Smoke" is related to the marketing behavior of the filmmakers independently planned by the film party. It is not so obvious, more like the topic selection of Douyin bloggers.

Therefore, the reason why the box office explosion occurred nearly two months after the release, and after the film was launched, the short video blogger had the source of the editing material. If the film is only displayed in the courtyard, the limited material released in the trailer is not cut into the paragraphs of short videos such as "horses and iron eating eggs".

Relying on short video to create a drainage, this is closer to the logic of the episode industry. For a long time, many episodes have been tangled among the two "using short video two -innovation drama" and "too much editing may make users no longer need to watch the positive film", hoping to grasp a subtlety The scale to maximize its own interests. The cognition of the film industry has always been inclined in the latter. When the film is still screening, the content of the positive film is too exposed, so that the audience will buy tickets.

At present, the online film industry is also actively trying this marketing method to open the material to some bloggers to create two. In addition, the short video platform has recently attached great importance to copyright work, and short videos of the type of over -exposed videos will appear less and less.

Facts also prove that good movies are not afraid of exposure. After landing on the streaming platform in early August, the online popularity of "Hidden Dust Smoke" has continued to this day. As of press time, the hot search list of Tencent Video is still "Hidden Dust Smoke", which exceeds many hit dramas. Open the video, the barrage of the first eye is "brushed in the middle of the night."

And in the case of many streaming media platforms that can already watch "Hidden Dust Smoke", there are still endless audiences in theater. After watching the streaming media, some audiences hope to come to the theater to support the box office. This is enough to show that in the face of high -quality works, the relationship between the theaters, streaming media, and short videos is not opposite, but to make the cake bigger and pull the incremental crowd in. People will have the idea of ​​"seeing at home, no need to go to the cinema", perhaps because of the insufficient charm of the film.

Word of mouth is the hardest truth

Speaking of 10,000, word of mouth is the absolute prerequisite for "Hidden Dust Smoke" to counterattack. Without a strong word of mouth, without putting it off, the short video blogger's hands will only be vomiting videos.

The high word of "Hidden Dust Smoke" is different from the high -mouth literary film in the traditional impression of the audience. It tells the story of a rural couple who knows each other from each other, and emphasizes the value of narrative at the same time. For non -film fans, there is no high understanding threshold. Unlike some literary films that emphasize emotional feelings and emphasize audiovisual languages, ordinary audiences may not know the meaning of word of mouth after watching it.

This is related to the aesthetic concept of director Li Ruiyi, and it has continued to this day since his first work "Old Donkey Head". In the dialogue with the poisonous eyes before the movie was released (the previous article: "Find the Most of the Silence | Dialogue Director Li Ruizhen"), Li Ruiyi mentioned, "I hope the internal banks are looking at the doorway, the layman is lively, the layman is lively, the layman is lively, the layman is lively, the layman is lively, the layman is lively, the layman is lively, the layman is lively, the layman is lively, the layman is lively, the layman is lively, the layman is lively, the layman is lively, the layman is lively, the layman is lively, the layman is lively, the layman is lively, the layman is lively, the layman is lively, the layman is lively, the layman is lively, the layman is lively, the layman is lively, and the layman is lively. You have to see it. Every director will be different. Some directors may think that I just want to add some emotions. It is not critical to have a story. But my way is, even if it is a simple story, I want to go Do a story -based processing, and pass these things through the development and changes of characters in this story. "

Popularity is one aspect, and authenticity is the other. The theme of the film is rooted in the daily life of the northwestern farmers, which is the key to impress the incremental audience.

Data Source Lighthouse Professional Edition

The poisonous eyes counted the distribution of the first week and this week's box office cities, and found that the third and fourth -tier cities were absolutely the main force in this round of box office growth. From the box office of first -tier cities on August 26, it has reached 1.5 times that of first -tier cities on September 1, and in the first week, it was only about 0.5 times.

And the gradually sinking trends such as Douyin and other short video platforms have also enabled movies to more conveniently come into contact with these incremental groups. Unlike past film marketing, it also needs to use the "rural brush wall" method to achieve breaking circle. Poisonous eyes mentioned in yesterday's article (previous article: "from Li Zi to the sheep of the gray wolf, the rural areas is the traffic password of short videos") mentioned that rural content is becoming more and more commonly becoming Douyin and even all short videos. The direction of the platform's explosion, behind this, the short video is increasingly deepened by the user structure of the market.

The film shooting place is the village that Li Ruizheng grew up from an early age. Most of the actors are villagers. It presents the most authentic rural life that can be exposed to the big screen, not just a kind of review and viewing and vision of urban vision. Hunting. It is precisely because of this that "Hidden Dust Smoke" has been truly recognized in the sinking market.

This is not a condition that every film creator, so it is not that every literary film can imitate "Hidden Dust Smoke" and gain the favor of incremental audiences. The creation of literary films still needs to start from the director's creative desire and personal style, and find the audience who are suitable for your film.

For example, "Gang Rinpoche", which was once regarded as the box office ceiling of the art film, won a good results of 100 million box office in 2017. As a Tibetan film, in fact, more attractive is still the charm of the Tibetan culture with curiosity and longing for Tibetan culture, rather than an incremental group like "Hidden Dust Smoke". According to media reports, when its release ten days, the audience ratio of first and second -tier cities was as high as 68%.

Another obvious case is "The Last Night of the Earth". Due to the marketing gimmick that focuses on "one kiss", it has attracted a large number of audiences with love movies as expected to enter the theater to watch. Although its final 282 million box office has achieved great success, the "Revenge Rebate Evaluation" with 6.9 points, Cat's Eye 2.6 points, and 3.9 points of Tao Tickets has also brought a certain negative impact on the creator itself.

In the final analysis, unexpected births are always full of accidents. The work of film declaration should still be down -to -earth, because it is adapted to the film.

But the accident also brought some inspiration. The current film industry's level of understanding and grasp of the sinking market is still limited. Most of the time, the perspective is limited to the existing groups with certain movie habits, especially in the field of literary films. But those incremental people who only stepped in once a year and did not even enter the movie theater were the most important hope for the future development of the film market.

This issue is often mentioned before the epidemic, but after the epidemic enters the recovery period, it is always forgotten, but it is hoped that the existing audience is pulled back to the theater. However, the cases of "Battle of Tomorrow" and "Hidden Dust Smoke" have explained that even in the recovery period, this group still has a lot of box office potential. They need to be more understood and studied, and they need to enter the cinema. If a film can find a combination of resonance with them, try more.

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