The clumsy "era" triggered a social phenomenon

The younger generation, directed by the youth literature writer Guo Jingming, won 45% of the films in the film on the first day of his release, even spent billions in two days, two hundred million in three days, and 300 million in six days , Has firmly settled in the top three mainland movies. With "90 after" as the main body, a large number of Guo Jingming fans and many people in the industry, constitute a clear distinction between the two camps. From the movie itself to lead the heated debate, so that "era" has become a special case of China's film industry.

Against the background of the "younger age" of global moviegoers, young audiences will undoubtedly become the main audience of Chinese movies in the future. This audience is bound to affect the creative trend of the film, their filming needs deserve attention and guidance. We have published three articles with different positions to differentiate the phenomenon of "small age" in the era of "big data" and hope that discussions on the film can return to rationality and return to the "grand era" of opening up an inclusive Chinese film. --editor

The survival of "little time"

Liu Yang

At the end of 2012, Zhang Zhao, president of the music video industry, said in an interview about the plan for the next few years: "What we are going to do right now is, in short, a movie in the Internet era."

At that time, I still could not fully understand what is "movie in the Internet age", interaction and sharing, is just a concept.

In June 2013, the Chinese Academy of Social Sciences released the 2013 China New Media Development Report. According to the report, as of the end of 2012, the number of Internet users in China reached 564 million. Adolescents have become the absolute subject and the most active users in this era. In parallel with these phenomena, the book The Big Data Age by Victor Meyer Schoenberg set off a boom in "big data" discussions in China, where big data has become a way of thinking, mode of production and The basis and basis of lifestyle.

According to the logic of thinking in the "big data era," "big data" has changed our way of thinking. "Little Times" is "the movie of the Internet age." Its story, which took place in a major user base in the Internet age, triggered a big debate on the web prior to its release, and its target audience was precisely those big discussions, click-through rates and the biggest producers of data streams - a dozen Twenty-year-old adolescents. On the basis of a full analysis of these data, "Little Era" won the most accurate market positioning and production, marketing strategy, which made it effectively avoid many movies in the face of the market, "eyebrows bearded grasp" of the abyss Go board. Or, its production and marketing process from the outset is the practice of most domestic films upside down, the concept runs through it is also a lot of movies with the left, it vividly portrayed a movie in the "big data era "Way of survival.

Of course, as far as the arts are concerned, there are indeed many problems and shortcomings in the "Little Times," and the controversy over it continues. This is the movie market is getting bigger, Focus Market began to appear good signs. The greater meaning of "Little Era" is that it explores and tests the movie market and explores new ways of promoting film production.

What is the "movie in the internet age"? It is not only a film for teenagers, not for movie promotion based solely on the internet. It is a movie based on a large amount of data and based on an in-depth analysis of the audience's needs. For the goal of all development activities movie. In this sense, it may be named "the movie of the era of big data" - based on data from the audience and the marketplace, which provides a paradigm of operation that respects the audience and respects the marketplace, thereby making the film a " The essence of "art" is effectively demonstrated.

"Little Times" Let us understand that "big data era" has come, respect the audience, to be able to survive.

"Hyun" after ninety youth expression

Li Zhiyong

GJM is a risk to praise, but I still have to affirm the movie "Little Times."

Not bad Its story is exaggerated, its construction is fake, feelings are superficial, extreme and its understanding of youth is not profound at all. However, it records, writes and expresses a unique form of youth, and "those who chase after us in those years" Different from the sunshine, and "the youth that will eventually pass away to us," the difference is different from Wang Meng's "Long Live Youth" and Yang Mo's "Song of Youth."

Let's call it "Shine Youth." This is the youthful form exhibited by human beings after they entered the consumption age and the urban youth have mastered certain material dominance and are driven by the mixture of consumer desires, individual awareness and youthful turmoil.

What is "flashy youth"? The lecture by the columnist points out in the film: The world is a vast universe, we are a little planet that emits faint light. Luminaries, Hyun also. Show your youth, show it, burn it out and shout it out!

Cool and cool, is a pair of mirror images of this youthful form. Hyun is a special impact of the show, cool is to showcase the way digestion, the same impact of the show.

Use this vision to see "Little Times", to read: Pure glass in the city center to build a big house, full of designer catwalks, bodyguards with sunglasses set off handsome and cool boss ... ... These "uncle "They think naive, shallow structure, why can impress youth heart, let them passionate. Because of the movie, GOME Ming to his understanding of the people tailored to understand their dreams and even desire, this dream, extremely hyun. At this time, all exaggerated, contrived, shallow seems to have become acceptable.

Is there any problem with this flashy youth? Looking forward to materialism, inevitably fall into the fetishism; the pursuit of the present burning, ignoring the fuel deposition, the flame will be weak ... However, the mentality of youth is also an objective reflection of their dazzling youth support, with plain moral preaching can not eliminate. Only by using the method of "sympathetic understanding" by the historical researchers can be respected, we must respect the juvenile psychology and follow the tour in order to find a way to send secretly, but far-reaching, nutrients to our daring children. But this is the next step. The first step is to tap Hyun's positive value and try to appreciate the philosophy of "Singing and Singing, I Shine".

Pseudo ideal for commercial packaging

Ren Shanshan

Movies in China, often encounter the meaning of "overload." Pan-politicization, pan-artistry and pan-commercialization will bring unbearable light to Chinese films. The hot movie "Little Times" is a new "overload."

Regardless of how the box office hurriedly progressed, how businessmen and fans cheered, judging by artistic standards alone, Mishaps of the "Little Era" were unavoidable: incomplete stories, tagged characters, filtered by soft mirrors Life is so unpredictable, even worse is that the film under the worship of the material wantonly consume symbols. Borrowing from Eileen Chang has been quoted as saying excessive words, the whole movie "is like a gorgeous robes, covered with lice."

Simple station team, the brutal crusade obviously deviated from the nature of the commentary, but understanding does not mean over-tolerance or even indulgence. It is enough for a movie, an audience, or even a multifaceted literary and artistic creation environment and an environment for literary and artistic criticism to get one to kill or stick one after another. Therefore, on the evaluation of the previous paragraph, I would like to reiterate the "art" standard. For the "Little Times" presents a cultural polygamy conspired by the Internet media and the consumer society. It is obviously not a story-driven movie, nor is it a mere director-led or star-led movie. The arts are but many aspects The movie, on the other hand, is a dazzling shell that encapsulates business ambitions. For it, consumer demand is far greater than the cultural expression.

Rome was not completed in one day, and "Little Times" popped out of stone. Although this is GJM's first directorial work, when he chose to reconstruct the best-selling youth literature in video language, it is doomed to point to today. Just as many literary critics in the past faced the sales volume of over one million copies of the "era of 1.0 Origami Times", the book said: "Book sales do not represent the quality of work and literary content." On the movie, this is also a truth, "of course, does not mean the box office film quality and artistic content."

But many viewers still buy it. Because "Little Era" gives them what they really like or pursue in reality - costumes, shows, sports cars, luxury goods and unfettered free rebel. Thus the movie was tailored to these consumers from the very beginning. As for the others, they are not at all begging for help. Because most of these viewers belong to teens, the film sparks controversy over the misleading values. If a movie can really destroy the values ​​of youth? If we look around, use reading instead of reading, use collages instead of narratives, use dissemination instead of creation, replace empty with responsibility, replace culture with business ... ... almost spread into this era Common problem. "Little Times" is one of the mortal beings, it magnified the eye-catching business elements, and avoid the responsibility of young idols. Of course, "Little Times" will become a classic business case. But is not this an overload of the dangerous element of the film? My concern is to take off the gorgeousness of so-called "ideal and personality" Outerwear, how long can the "Age of Affirmation" fly "on the ground?" As the fans grow up, "Little" and fans of the "feeding" relationship for how long?

The blowout of China's movie industry and the blending of Chinese film and world culture are bound to bring about changes in the mode of production and expression of discourse. The "era" is at the cusp of the cusp. The social phenomenon it causes is worth our reflection.