How to get into the audience with "Outsmart Tiger 3D"

There was a great enthusiasm on Christmas Eve and the movie at the box office last week. The 687 million-dollar week box office was not only 21% higher than the previous week, but also the highest week at the box office after the 11 holiday.

On the eve of the "Outsmart Tiger 3D," the box office is ferocious, the first week 5 days harvested 318 million box office, became last week's box office title. The love comedy of the same time, "The love of the better" despite the mediocre reputation, but still with the type of advantage to achieve the first week of 142 million results, the two new films contributed to the last week, two-thirds of the box office.

By contrast, the more controversial "one step Away" at the box office shows a marked decline in the first week after the 335 million box office, last week, the box office only 126 million, plunged more than 60%. Instead, the fourth week of the "hurried that year" performance, and then made 27.9 million weeks after the box office, the total box office has reached 574 million, ranked the Chinese film box office in the 6th place.

However, "hurried that year" the title of the box office Title I am afraid to maintain a long time, according to the current situation, "Outsmart Tiger 3D" the fastest in this week, the latest in the next week to complete the box office beyond, become a lunar no.1.

It is no exaggeration to say that the remake of the 3D film, which has been the classic version of the movie several decades ago, has saved the lunar year. Before that, the "Taiping Wheel" and "one step Away" at the box office, at the same time let the audience lost the previous accumulated for John Woo, Jiang and other big directors of the confidence, and "hurried that year", "My early girlfriend" such a mediocre type of film has not stimulated the entire market, until the "Outsmart Tiger 3D" blockbuster.

In addition to the first week of more than 300 million of the box office, "Outsmart Tiger 3D" quality has also been recognized by most viewers. The film averaged 7.9 points on the Douban and is the only Chinese-language film that has averaged more than 7.5 this year. And the previous several lunar year file film, the average score the highest "one step away" only 6.4 points, the remaining few films have no more than 6 points.

"One Step Away" and "Outsmart Tiger 3D" were held on December 15 the first watch film meeting. The former held a global premiere of more than 2800 people, and the latter was only a small scale for a handful of media and film critics. Interestingly, the first batch of comments that night, "one step Away" by many people scold, and "Outsmart Tiger 3D" but unexpectedly "praise such as tide." The big contrast between the two is that the latter has become the biggest suspense in the schedule from a project that is not favoured.

A week later, "Outsmart Tiger 3D" has in all respects overwhelmed the "one step away." Try to compare two movies together, and you'll find that "outsmart Tiger 3D" has a lot to do with "How to get the story closer to the masses", and there are plenty of places to learn about it.

Give the movie a clear type and let the audience produce expectations

Almost every occasion, each of the promotional materials, as well as through the title, "Outsmart Tiger 3D" (hereinafter referred to as "Tiger") are telling you, he first is a visual action blockbuster.

There are several obvious benefits to doing so. The first is to lock the audience, for an ordinary audience, he has his own vision preferences, the film provides a clear type of information, can help him to make a better decision to purchase. For example, like action movies, for the visual effects of a certain consumption needs and tendencies of the audience, can quickly notice the film.

The audience's expectations of "action" and "visual effects" will not consciously reduce the expectations of the movie story and plot, the story will become more tolerant-because from the film publicity to let you go to the cinema is largely your expectations of action scenes and special effects, so you rarely deny yourself, The premise story and the special effects are not too slag. Your so-called "Tiger" did not hold too much anticipation "in many ways is the film side in various occasions to guide the initiative," Hello "to your results.

On the contrary, "one step away" does not give an explicit type. All we know is that it's a "drama," a story about the Republic, a Jiang movie. This means that the audience will naturally be the film's "Plot", "story" as the biggest selling point of the film, and their own expectations linked to the vision. Once the audience is not satisfied with the story, it is easy for her to feel that the film is worthless-no one will notice that the costumes and scenes of "step away" are actually quite good.

This is one of the reasons why art movies are so hard to make a hit, it's hard to say what "literature" is. To give yourself a clear type, in fact, is to find a step to yourself--although it sounds a bit treacherous, but whether it is Hollywood or our own film practice, has proved that this is an effective business strategy.

Let the audience create a sense of generation, even if the method looks silly

There is a joke, said many viewers because of "tiger" the opening minutes of the drama, resulting in the wrong hall of their own illusion. Many people feel that one end of the modern part of the plot and the whole story does not match, just let Han Geng's classmate again dozen soy sauce, remove will be better.

I think it would be more helpful to keep one end of the film. The only reason we go to a movie is because I think it's about me, whether it's the genre, the appeal of the story itself, or the actor or director you like.

"Tiger" and "one step away" in this respect there is a common problem, how to let the audience feel that this story related to me. The majority of the audience has not heard and seen the "Linhai snow", do not know Zirong and 203 teams. And, more importantly--why should I know this, to see a story about the north-east that happened more than 60 years ago?

The role of the modern part is right here. For a person who doesn't know any story background, he can easily understand, this movie is about "a young guy in the past some of the things with him" such a story, and please believe me, will take the initiative through Baidu and watercress in advance to understand the film information of the audience is still a small part, For most people who come to the cinema to decide what to look for, this scenario makes it easier to create a sense of generation--even if it's really silly and blunt.

In contrast, "one step Away" does not provide such a convenient access to the passage, many people after the movie to say "do not understand." If the majority of the audience will be through Jiang interview to know the story of the main line and the theme, not good with the bad, at least this approach is not friendly.

Consider the audience's ability to understand, is to respect the audience and the market

When we say a film is not easy to understand, we often refer to the word "the threshold of the shadow". And we always mistakenly believe that the high level of viewing threshold means that the film is more advanced, many creators often take this to defend their work, the film is not popular responsibility to pass to the audience, that "the audience is not smart enough."

When we look at a piece of work that needs to go into the yard for a commercial show and be viewed by tens of hundreds of of thousands of people, "the audience is not smart enough" (or a similar hint) is an absurd formulation.

With as many as 9 writers, we can understand what these clever creators want to tell the audience--but perhaps overlooked or not fully considered: how it might be possible for viewers to receive such information and ideas more effectively.

If the introduction of a product thinking, then the product through a convenient and friendly way to the hands of the audience to help the audience better understand and find the characteristics of products, not also product competitiveness, creative embodiment?

"Heavy skills, light stories, heavy expression, light communication" may be the main reason why Chinese films tend to be mediocre and ugly in recent years, if you've contacted a few directors, you'll find they are always telling you that they've had a very good idea lately, or that they want to play a cool structure, actually these so-called "cows" and "cool" Either there is no operability, or is already being played but not self-knowledge.

In the film "Tiger", we saw Tsui Hark's self-discipline and amendment. Tsui Hark is a famous domestic director who likes to play with techniques and special effects, and does not spend the same time researching stories. However, in comparison with several previous works, Tsui Hark devoted more energy to the story, the result is that the whole story is more complete, the characters fuller, plus the original technical advantages, to the audience to create a pleasant viewing experience.

It is easy for the audience to tell whether you are casually making a story or a piece of work that really goes through careful and logical deduction. So there is no artistic expression at the expense of the creator, considering the audience's ability to understand.

In many times, it was just a "market" and an "audience" that the ambitious creators themselves fantasized about.