Chen Sicheng accidentally killed "Mozart"

Text/Dewey

Source/One Entertainment Observation

"Mozart in Outer Space" failed to become the "savior" of the summer season, but "stabbed" Chen Sicheng.

Seven days of release, "Mozart" suffered a comprehensive defeat of word -of -mouth and box office. Its single -day box office did not exceed 50 million, and it was also released by the "Detective War" that has been released for a week. The cumulative total of 152 million yuan box office is only two days of pre -sale of "Chinatown Detective 3". Douban scored 4.8 points, "Mozart" came to the minimum value of "Chen Sicheng Film Universe".

Before it was released, the market's expectations for "Mozart of Outer Space" have always been complicated.

On the one hand, the online transmission of more than 250 million yuan in cost investment, "Chen Sicheng+Huang Bo "'s comedy creative team, coupled with the type of" science fiction+comedy "breakthrough," Mozart "has been regarded as being able to save the market since the start of the filming. "One of the heavy projects.

Stills of Mozart in Outer Space

However, on the other hand, "Mozart" was postponed several times. After the airborne this summer, the pre -screening of the heat has been sluggish, and the propaganda materials such as the mediocre predicament and the lack of reflection and the lack of reflection ... It directly led to 7 million pre -sale box office in the film, and the quality of this film gradually rose.

One week after the release, the dust -setting box office, word -of -mouth, double Waterloo, and the situation of "Mozart of Outer Space" were pushed to the cusp of public opinion. At the same time, Chen Sicheng's proud "product thinking", and he continued to imagine The "another movie universe" was undoubtedly seriously injured by the performance of "Mozart".

Behind the loss of "Mozart in Outside", what did Chen Sicheng think wrong?

Science fiction or child,

Chen Sicheng "played" and smashed

"Mozart in the sky" is a childlike imagination symbol with "outer space", plus the image of world artists. Chen Sicheng tried to fill the more difficult science fiction comedy movie for Chinese types after detective and suspense.

Science fiction films, since the "predecessor" "Wandering Earth" set a box office myth in the 2019 Spring Festival file, ambitious creators have been pursuing.

As far as this summer is concerned, from the hardcore science fiction "Tomorrow's Battle" of the end of Hollywood, "Lone Moon", which also focuses on science fiction comedy, and then combines ancient myths with science fiction packaging to the domestic animation film "Rush Out of the Earth". The "science fiction war" was touched.

"Lone Moon" stills

First of all, Chen Sicheng, who was in the battle, chose the "Huanjia Happy Children's theme" to cut into the perspective to break the question.

In 2008, Zhou Xingchi's "Yangtze River VII" became a classic, and then the Chinese film market entered the stage of taking off, but at present, the Chinese version of "E.T. Alien" is still absent. At the same time, the indispensable virtual IP image in science fiction children's movies is also satisfied with Chen Sicheng's "product thinking" and "IP universe", and the feasibility of developing derivatives is another focus.

However, it is clear that Chen Sicheng has attached to the "product thinking" and "IP universe" this time, and directly ignores the importance of respecting the thinking of the film industry. Chen Sicheng has appetite as soon as he comes up, and it just lost his success of his past series of movies. Key -first make a high -quality ultimate movie.

Regardless of the "Beijing Love Story" in love movies, "Chinatown Detective" and "Mistake killing" to suspense movies, Chen Sicheng's reputation is a bonus for the successful exploration of the type film.

And this time "Mozart in Outer Space", Chen Sicheng directly skipped the ultimate element of the first part of "Chinatown Detective", and ran to "Tang Tan 2" and "Tang Tan 3". Can it be good?

"Chinatown Detective Case" fills the vacancy of the "detective group" of the Chinese film market. In addition, although the first is a suspense comedy, the hardcore reasoning that is reversed everywhere, and Zhang Zifeng's circle of names, let the "Chinatown Detective Case" Get 823 million yuan box office, and 7.7 points Chen Sicheng's highest score.

In the second part, "Chinatown" began to integrate more commercial elements, and settled in the Spring Festival. At this time, the audience no longer tangled the stories of hard nuclear reasoning. A fun detective combination could let them take out their wallets, but word of mouth The decline is also an indisputable fact. By the time "Tang Tan 3", the suspense reasoning elements weakened again. When Chen Sicheng died a pot of commercial elements, the audience exclaimed. Although the box office was high, the "Tang Exploration Universe" also faced the most serious. Word of word of mouth back.

There is no doubt that as a IP universe, the importance of the first film is very important, but the key to the first movie to win the victory is necessarily that it has played a certain type of element to the extreme instead of coming up. It's naked "big and complete" -I have everything.

"Mozart of Outer Space" at the beginning of Chen Sicheng's new IP universe obviously made this error, focusing on "science fiction comedy" and "children's subject matter", but the ultimate direction is that there is no fresh science fiction setting, only a joke of evil fun. And the vulgar story of the father and son.

Until now, whether Chen Sicheng wants to play well this time, is it science fiction or children. With the final quality inspection, "science fiction" has no novelty and just routine. "Children" is not childlike. Get "excellent".

Stills of Mozart in Outer Space

Of course, if you cannot further explore in the type, the moment when Chinese audiences need emotional vent, and talk about a social issue, then "Mozart" can continue to applaud, but unfortunately Chen Sicheng could not do it as expected.

"No one who is wrong with the intergenerational gap is right and who is wrong." It can have a great resonance, but the content that is finally presented. Not itchy. In addition, Chen Sicheng has no fireworks, and it is more like standing at a high place to output his understanding of "educational issues" to the audience. In the end, what the audience sees is that a child growing movie is full of middle -aged men " "Evil fun", Chen Sicheng's shortcomings in all the film series before are undoubtedly revealed in "Mozart".

"Vulgarity", "Low Young", and "Exaggeous" and other evaluations can be seen everywhere.

These evaluations are obviously "killing" to death directly to the "Mozart of the Outer Space" with the new steps of the children's movie and the intention to realize the "family -time".

Even though the audience of "Mozart in the Outside" is more positioned than "Chinatown" and "Mistake Kill", which sinks and sinks, but this does not mean that children and their parents will reduce the requirements of the Family Huan attribute film.

Chen Sicheng's hard -working "family love"

In an interview, Chen Sicheng admitted that this was the first time he was anxious for the commerciality of a movie. He even modestly expressed his expression. He was more confident in the type of film, but now he does not know "what the market is like."

Judging from the current market feedback of "Mozart in Outer Space", Chen Sicheng should really worry about whether his judgment on "Family Huan" is correct.

"Mozart" is undoubtedly defined by the "Family Huan" definition of the "Family Huan", whether it is from the story content or the direction of the publicity, that is, I hope to let the master watching people drive the children of the age of appropriate age, and even the non -main force of the elderly. Essence Therefore, in "Mozart", the family education and parent -child relationship that adults care about, and the fun dolls they want to see are all included.

Some marketing events of "Mozart in Outer Space"

In the domestic market, every commercial film with box office ambitions will try to integrate into the elements of the family. The design of the virtual cute pet image, the strong emotional resonance (patriotic feelings, extreme affection), hard core visual effects ... various elements Both have become the auxiliary device of "Family Huan".

However, to be precise, the domestic film market does not have a clear category of the family love theme, nor the creative criteria of the Family Huan film. Because there is no classification system, all the films that are screened can allow children to watch.

Conversely, the Hollywood market, the Family Huan movie is called "Family Movie", which is also a type of film. However, unlike the domestic movie field, the Family Huan movie is not synonymous with explosive movies, because the establishment of the hierarchical system, the Family Huan movie is (G/PG level), so the head box office movie such as the "Avengers" series, "Avatar" and other films do not contribute the box office for children.

Foreign Family Huan Movies (G/PG) have always been the main battlefield of animated movies or related live movies. Throughout the global (G/PG) historical box office list, the first eleven box office is all animated films. The first is the "live version" "Lion King" launched by Disney in 2019.66 billion US dollars.

"Lion King" stills

The global market is not synonymous with super explosive models in the global market, but works with a lot of creative restrictions, low investment amounts, and more investment risks. The "Family Movie" of the film market's box office success is easy to understand, but there is absolutely a story worthy of aftertaste.

However, this situation is very different in the domestic market. Once the family -time movie is bound to the commercial market, when the "The Demon of the Demon of Nezha", "Hello, Li Huanying", "My and My Motherland", "China Lianda Captain" "" Catch Monsters "," Wandering Earth ", and even" Changjin Lake "and" War Wolf "and other works have played" Family Huan ", or the meaning of the" Jialian Huan "depicting words, the meaning behind it has changed.

Even so, you can still see the commonality of the Chinese film "Family Huan" -to become an explosive model, you must eventually capture the same recognition of the same emotional value of adults and children.

"I will not help but the world" of "The Demon Boys of Nezha", after all, the children are singing "The Suster" and watching "Ultraman", inspirational and blood, which is an adult. The common language that is never outdated with the children; in addition, the affection in "Hello, Li Huanying", the patriotism in "My and My Motherland", can also be carved in every adult, every adult, every one Above the emotional center of the child ...

Stills of "The Demon Children of Nezha"

And in "Mozart of Outside", do children really want to go to the cinema to watch the naked father and son? Will it really be great to "educational issues"? What is left to them, relying on the adult style and artistic shape aesthetic panda partner to save children's hearts?

Chen Sicheng's "Jialian Huan" is overwhelming children's aesthetics or underestimation. From the perspective of "Mozart", he cannot get a unified answer.

And this ambiguous answer also determines this "Mozart". It can only be marked with "Jialianhuan" on the propaganda draft, but in the end, it cannot achieve the potential energy of "Family Huan".

But this can't blame Chen Sicheng. It is really difficult to do it in China ’s“ Jiajiahuan ”. What about the true meaning?

Perhaps, adults and children are the same, don't tell me so much truth, first "ignite", let's talk about it.

In the summer of 2022, the stall is still moving forward. As of July 21, the cumulative box office was only 3.909 billion yuan, which attracted 104 million movie viewing. In the area of ​​their respective themes, they have completed the box office contribution of their own volume, and cultivated the fertile movie atmosphere soil for subsequent films. Finally waited for "Mozart in Outer Space" to appear, but after a "face question mark" in the market. "Science fiction style" to save.

"Life Event" stills

Although "Mozart" has not achieved "family love", we still hope that after the "Nezha" this summer, this summer will come out of a explosive style "family love" again.

Even if "Family Huan" is difficult to do, it must be done!

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