The age of Big data: The survival way of "small Time"

By the youth literature writer Guo, director of the film "Small Time" to release 45% of the first day of the row, and two days over billion, three days over 200 million, six days over 300 million box-office speed, ranked the top three in the mainland film. With "The third" as the main body, a large number of Guo fan and many people in the industry, forming a clear-cut two camps. From the film itself to the heated debate, so that "small time" has become a special case of the Chinese film industry.

In the global film viewers tend to "low age" background, young viewers will undoubtedly become the main audience for future Chinese films. Such audiences are bound to affect the creation trend of the film, their audience needs to pay attention to, guide. We published three different positions on the "Big Data" era of "small age" phenomenon of discrimination, hope that the discussion of the film can return to the rational, and return to the open and tolerant of the Chinese film "Big era." --Editor

The survival of the "Small Time"

Liu

At the end of 2012, Zhang, president of Music and video, said in an interview about the plans for the next few years: "What we are going to do now is simply the movie of the internet age." ”

At that time I could not fully understand what is "the movie of the internet Age", interaction and sharing, but also is only a concept.

June 2013, the Chinese Academy of Social Sciences released the 2013 "China New Media Development Report," said, as at the end of 2012, the number of Chinese Internet users reached 564 million, young people have become the absolute subject of this era and the most active users. In parallel with these phenomena, the American Victor Maire Schoenberg "Big Data Age" a book in China set off a "big data" discussion upsurge, big data become people's thinking mode, production mode and way of life basis and basis.

According to the thinking logic of "big Data Age", "Big data" changed our way of thinking, "Small Time" is "movie of internet Age". Its story, which took place in the main user base of the internet age, sparked a big discussion on the web before it was released, and its target audience was the more than 10 20-year-old teenager who was the main producer of these big discussions, clicks and data streams. On the basis of the analysis of these data, the "small time" obtained the most accurate market positioning and production, marketing strategy, which makes it effective to avoid many films in the face of the market "eyebrows" of the deserted chamber. Or, its production and marketing process from the beginning is with the majority of domestic films inverted, throughout the concept is also contrary to many films, it is a vivid interpretation of a film in the "Big Data Age," the survival of the road.

Of course, as far as art is concerned, there are many problems and deficiencies in the "small Time", and the controversy over it continues. This is the film market is growing, the focus of the market began to appear good signs. The bigger meaning of "small time" is its new exploration to the film market's digging and testing water, and the way of promoting the film production.

What is the "movie of the internet age"? It is not only a teenager's film, not only rely on the network to promote the film, it is based on a large number of data, the audience needs in-depth analysis after the production and promotion of the film, is to market as the goal of all development behavior of the film. In this sense, it might be named "The Big Data Age movie"--based on data from the audience and the market, which provides an operational paradigm that respects the audience and respects the market, thus making the film the essence of "mass art" tangible.

"Small Time" let us understand that the "big Data Age" has come, respect for the audience, in order to survive the fittest.

"Dazzle", the expression of youth after 90

Li

It's a risky thing to praise Guo, but I still want to be sure about the film "The Little times."

Not bad. Its story is pompous, the creation is false, the sentiment view is superficial, extreme, the understanding of youth is not profound, however, it in the record, write, express a unique form of youth, and "Those years we chase the Girl" Sunshine is different, and "to us will eventually die of youth," the tangle of different, and Wang Meng's "Long Live Youth", Mo's " The song of youth is more different.

Let's call it "dazzle youth". This is the human into the consumer era, urban youth mastered a certain amount of material control ability, in the consumption of desire, individual awareness of the rise, the combination of youth turmoil, driven by the display of youthful form.

What is "dazzle youth"? In the movie, the columnist's Speech points out: The world is a boundless universe, we are a small planet emitting faint light. The shining person, dazzle also. Show your youth, perform, burn out, shout out your individuality!

Cool and dazzle, is the youth form of a pair of mirrors. Dazzle is a special impact of the show, cool is to dissolve the display of the way, the same impact of the show.

See "Small time" with this kind of eye, can understand: in the city center pure Glass constructs a big house, everywhere is the famous brand Walk the show, with the dark glasses bodyguard to contrast the handsome cool boss ... These "uncles" feel naïve, shallow structure, why can impress the hearts of teenagers, let their blood boiling. Because the film, Guo to his understanding of the crowd tailored to their understanding and even longing for the dream, this dream, dazzling. At this time, all the exaggeration, affectation, shallow seems to become acceptable.

Is there a problem with this dazzling youth? Face the material desires, inevitably into fetishism, the pursuit of the current burning, ignoring the fuel deposition, its flame will be weak ... However, the youth mentality is also a reflection of the objective existence, they to dazzle the youth of the embrace, with plain moral preaching can not be eliminated. We only use the historical researcher "Understanding of compassion" of the law into which, respect for the juvenile mentality, follow the tour, can find ways to our bright children secretly handed some not dazzle, but the far-reaching nutrients. But that's the next thing. The first step is to dig out the positive value, try to appreciate the "want to sing, I am the most shiny" philosophy.

False ideals of commercial packaging

ren Shanshan

Movies in China, often encounter the meaning of "overload." The pan-politics, the pan-art, the pan-commercialization will bring unbearable lightness to the Chinese movie. The film "Small Time", which is being hotly discussed, is a new "overload".

No matter how the box office soared, the businessmen and fans cheered, single to the standard of art to judge, "small era" of the mishap is unavoidable: The story is not complete, the character tag, those who are filtered by the soft light mirror life so do not pick up the Earth, but also in the material worship of the film wantonly sway consumption symbols. The whole film, "like a gorgeous robe, is crawling with lice," she said, citing the overuse of Eileen Chang. ”

The simple line and the rough crusade obviously deviate from the nature of the commentary, but understanding does not mean being overly tolerant or even indulgent. Herd to boost or stick to kill, enough to be hearty, and then? For films, audiences and even inclusive literary and artistic creation, literary criticism environment, it is not helpful. So, on the evaluation of the previous paragraph, I would like to reiterate the "art" standard. Because, "The small Time" presents is a network medium and the consumer society conspires under the cultural polyhedron, it is clearly not a story-driven film, nor is it a mere director-led or star-dominated film, but art is but a face in many facets, and the film is but a dazzling enclosure of commercial ambitions. For it, consumer demand is far greater than cultural expression.

Rome was not built in a day, nor did the little times come out of the seams of stone. Although this is Guo's first director works, but when he chose to use the image language to reconstruct this best-selling youth literature, is destined to point to today. Just as many literary critics have faced the millions of the "little times 10 percent paper times", "book sales do not represent the quality of the work and the literary content". In the film, it is also a truth, "the box office does not represent the quality and artistic content of the film."

But a lot of viewers are buying it. Because "small time" gave them what they like or pursue in reality------------------------------------ So the film was tailored to these consumers from the start. As for the others, it is not flattering at all. Because most of these audiences belong to teenagers, the movie will lead to controversy about the misleading values. Can a movie really destroy the values of young people? If we look around, use Browse instead of reading, use collage instead of narration, use communication instead of creation, replace responsibility with vain, replace culture with commerce. Almost spread into the common fault of this age. "The small Time" is one of the mortal beings, it enlarges the eye-catching commercial element, but avoids the youth Idol's responsibility to bear. "Small time" of course will become a classic business case, but this is not a film on another dangerous element overload? My concern is to take off the ornate cloak of the so-called "ideal and individuality", how long will the "flying" of the little times last? As fans grow up, "little times" and "fans" How long will the relationship last?

The blowout of Chinese film industry, the blending of Chinese film and world culture will inevitably bring about the change of production mode and utterance expression. "The small time" walked in the cusp, it causes the social phenomenon, is worth us to reflect.