"Private custom" is also timely

The film "Private Custom," directed by Feng Xiaogang, won an extremely high box office at the end of 13, but at the same time, the film also received controversy from all quarters. In the box office after breaking 500 million, Feng Xiaogang finally could not stand bursts of 7 microblogging abuse critic. After many years, the New Year movie directed by Feng Xiaogang has always been loved by the people. Not only do they not disappoint at the box office, they can impress the audience psychologically. The classic lines that appear in the movie can always quickly become popular words. But this time, with Ge You again cooperation meaningful movie "private custom" has encountered a lot of bad reviews. "Private custom" really criticized that as unbearable, or critics have expectations of it too high?

Source: China Radio and Television

China Radio and Television, in conjunction with Toppages' creative analysis office, took a total of 431,000 original microblogs from "private subscriptions" on the microblog, as well as a total of 431,000 contrasted series, "囧 囧," "Little Times." 305,000 independent audiences conducted data analysis. From the perspective of big data analysis "private custom" word of mouth evaluation, and through the audience for the group outline, look at the future Feng Xiaogang in the end can go far?

Word of mouth analysis

"Little Times" and "Private Bookmakers" were all the movies that caused much controversy in 2013. "Thai 囧" is the best New Year comedy film at the box office in 2012. It is also the phenomenon of three high paying box office shows Class "movie, the audience, critics, financial evaluation of what kind of difference?

Through the semantic statistics of the positive and negative terms mentioned simultaneously with the films, "Private Custom" has a total reputation of 6.23 points among the audience, which is not as good as "Thai 囧" but higher than "小 小代". "Private custom" audience rating can also refer to: Douban 60695 people evaluation, score 5.5 points; time network 14301 people evaluation, score 5.8 points.

"Film Critics" searches through 1259 Sina Weibo lists that claim to be "film critics" in certification notes, personal tags or presentations, and digs out the most influential 273 people in the circle using social network analytics. In the critic's evaluation system, "private custom" only 4.05 points, is the "fail" level. The "Little Times" composite score even slightly higher than the "private custom." However, critics of the "era" of the evaluation of two levels of differentiation, critics critics most think they should hold the "tolerant attitude" of GJM's debut; and Feng Xiaogang, critics of the standard seems to be more "high standards and strict Claim". It seems, critics indeed Feng Xiaogang handed over the questionnaire dissatisfaction.

Before the release of the movie, Huayi Brothers held a pre-show for institutional investors. After the meeting, several investors complained that the film was disappointing, causing Huayi shares to plunge and limit the next day. So, what about the appraisals of "private subscribers" by the financial professionals? We selected 4362 V-plus VC practitioners in Sina Weibo and found that financial analysts rated "private subscribers" as 5.72, Harsh, but more tolerant than film critics.

So how does Feng Xiaogang evaluate the movie himself? He wrote in Weibo: "Private Ordering" For the sake of the integrity of the movie, I gave it 5 points. In terms of entertainment, I gave it Hit 6 points, on the reality of critical, I give it hit 9 points. Conversely, for the vast majority of movie critics, I give you only 3 points. From "1942" to "private order," your ridicule and spree precisely reflect your superficiality, and I look down upon you.

We can see that "private subscription" is not as "legendary" as it is, with 70% of the audience giving a positive and neutral assessment. Critics and audiences, especially in controversial movies, do have some differences. But they can also reach a consensus, such as "Thai embarrassing" score is basically the same. From the overall word of mouth, whether it is film, financial or general audience, "private custom" reputation is lower than the same period last year's comedy movie "Thai 囧."

Scene mentioned

The audience's Tucao point focused on: and "Party A Party B" the same "fried rice," Internet joke is not funny, ad implacable, plots jump messy logic, and so on. In addition, since Feng Xiaogang will serve as the general director of the 2014 Spring Festival Gala, many viewers find the four stories in the movie "Private Custom" like a comic dialogue with poetic rituals, as if they saw "Spring Festival Gala" on the screen On the preview.

In the audience's praise, "to apologize to nature" gained everyone's approval of this paragraph, and episode "where are the time gone" is also one of the tears. The film was repeatedly stressed that "fulfill others, disgusting themselves," seems to be Feng Xiaogang issued by the movie self-deprecating. Wang Shuo once said that if "1914" fails at the box office, "I'll help you write a comedy and we'll make it back." To a certain extent, "private subscription" is Feng Xiaogang's debt repayment. However, "all others" in the end is to complete Huayi, the completion of the box office, or complete the audience, we do not know.

It is noteworthy that we found that the number of viewers who mentioned "Want to see how bad it is" reached 0.24%, which is very close to the number of "0.20% of the masses have bad people" in the praise. These "clumsy" viewers, to some extent, also pushed up the box office, it seems indeed like Feng Xiaogang in the movie feeling so, "the masses there are bad guys" ah!

Audience attribute analysis

In the end what kind of people read "private custom"? We may wish to make a group picture outline.

The ratio of men and women in "private subscriptions" is 34:65. Contrast "Thai embarrassing" "Little Times" data can be seen, there are more male audiences concerned about "private custom." However, since the data sampling is from Sina Weibo, the proportion of women in the audience sampling is generally higher than that of men because of the higher proportion of women in Weibo as a whole and their preference for forwarding and sharing.

The average age of "private subscriptions" and "Thai embarrassing" audiences are both 24 and basically the same age as the active users of Sina Weibo. However, "private custom" 90 and 70 after the audience more, age span. "Thai 囧" is more focused on the audience after watching 80, which is the main audience of the film group. "Little Times" is obviously different from the two. After 90, the female audience is the absolute main force. Some people use "small town young women" to describe these people.

What is quite interesting is that in the geographical distribution of viewers' preferences, "private customization" is concentrated in the north, the furthest only to "capture" Henan Province, "Little Times" get together in the south and Midwest cities, "Thai 囧" Is covered throughout the country. Of course, the geographical distribution of audiences analyzed by microblogging is not the same as the box office output of cities. It can be understood that people in a certain region are more willing to watch this movie.

From the perspective of audience preference, "private subscriptions" are not considered as "customized" films for national audiences. Wang Shuo's Beijing style ridicule, Feng Xiaogang and Ge You's "Feng's New Year Golden Sentence" are more of a linguistic humor Ironically, the northern audience loved, the southern audience is not too buy it. The same comedy movie "Thai 囧" to win the plot, interspersed with 80 after the familiar jokes and expressions, more easily recognized by the national audience.

Stars concerned about the list

The average age of 24-year-old young audience in the end like what, it is probably Feng Xiaogang did not ponder understand.

By focusing on the leaderboards, we can see that "private subscription" audiences are highly overlapped with "Daddy Go Where" audiences and are similar in taste to the audiences. In addition to "Where is Dad?", Host He Xun, writer Zhang Jiajia, actor articles appear in the top ten, which reflects the urban white-collar aesthetic taste.

In "Thai embarrassed" audience star list of concerns, Xu Zheng ranked first, indicating that this movie fully mobilized Xu Zheng fans, and many people just read this movie began to pay attention to and recognize Xu Zheng. And "private custom" audience, Feng Xiaogang ranked fourteenth, and other actors such as Bai Bai Ho, Li Xiaolu, Cheng Kai are not on the list, indicating that the actors are not very attractive to the target audience. In contrast, the audience of "Little Era", actors Guo Jie Jie, Chen Xue Dong, Guo Biting, Xie Yilin and director GJM rank high, they are indeed fans of an actor and director. Therefore, "Little Times" positioning is quite accurate, is for these fans "customized" movie. The "private custom" crowd positioning is vague - to see "where is my father," like to see the New Year's white-collar workers at the end of the class.

Who is "Feng girl"?

From the movie posters, Li Xiaolu and Bai Bai Ho should be the two important corners of the film, but the audience's references to the two were 1.82% and 2.05% respectively. It seems that the audience is "who is Feng girl "do not care. As a result of the exaggerated "rich man", SONG Dan-dan, who is a supporting role, is even more outstanding. Referring to the matching rate of 3.23% and Happy Birthday to Zhu Danjie, "Where are the time gone?" This episode is impressive.

Compared with the "Feng girl", whose audience is not high, the audience apparently paid more attention to the "Iron Triangle." The audience mentioned that the rate was 11.9% for Feng Xiaogang, 4.1% for Ge You and 2.07% for Wang Shuo. "Feng Xiaogang director + Wang Shuo play + Ge You actor" "Iron Triangle" is still the most valuable Feng Zixie signature gold, which is the excitement of the audience point lies, but also let the audience into the cinema's biggest motivation.

Box office data

Feng Xiaogang received the Huashi Award for outstanding director award, "I do not seriously film the movie sold for 400 million yuan a week, I seriously make a movie, the result is not profitable." It appears that Feng Xiaogang's "1942" Box office failure still heart to heart. "Private custom" released the first day in 20 major cities in the country as much as 50% of the film layout, breaking the first week of breaking 400 million, a good start. However, four days after the release, the box office quickly slipped to an average of 30 million yuan a day, and continued to fall, stamina obviously insufficient.

In the first three quarters of 2013, the national box office totaled 16.4 billion yuan, almost 17 billion yuan in 2012. However, the first half of December was the negative growth compared with the same period of last year. This is the first time in 10 years. It can be said that Feng Xiaogang this time to catch up with a market in great need to release energy a good time, but "private custom" failed to save the 2013 Lunar New Year file weakness. In 2012, "Thai embarrassed," the file advantage is not obvious, before and after the release of strong hand Lin, the first day at the box office 35 million yuan, but continued to go high and cross the war Yue Yong, leading the Lunar New Year stalls.

In 2010, Feng Xiaogang's movie "Tangshan Earthquake" won the box office champion with a performance of 648 million yuan. However, the total box office in 2010 was just over 10 billion yuan. In 2013, the national movie box office reached 21.7 billion yuan, and the release of "private subscriptions" has been more than two weeks. As of press time, the box office has reached 650 million yuan. As you can see, the movie market has doubled in size in two years, but Feng Xiaogang's box office performance did not grow accordingly. Against the boat, do not go back, at the box office appeal, we can say Feng Xiaogang is on the decline.

Feng Xiaogang rallied seven microblogging shelling critics, but failed to change the movie box office stamina less the trend. Film critic's assessment is really low, but the audience's eyes are sharp. Feng Xiaogang's core competitiveness is still faithful to the "Iron Triangle" of the old audience, the "private custom" word of mouth controversy, so that the audience loves his movie a lot of regret, they next will join? In this Market segmentation era, "private custom" in the end is customized for whom? Audience positioning is fuzzy, and is still concentrated in the north, did not expand to the country, Feng Xiaogang's box office charisma can continue for how long? Nowadays film director new generation, Feng Xiaogang The age is over?