I just finished watching "Astro Boy Returns" from the Capital Cinema, and I was greatly disappointed. The first-class classic Asian legend, the second-class mixed-race production team, and the third-class scene design. Director David Powers still continues the style of big Hollywood productions and big scenes, trying to create a visual fast food with strong impact. Obviously, viewers looking for Astro Boy in memory with nostalgic emotions did not buy his orders. On the contrary, most of them felt the same aesthetic fatigue as me.
But when I walked to the door of Xidan, the advertisement that was playing attracted me instead.
Obviously, the production team of this advertisement has traveled all over the country and collected scenes from different regions as materials, such as wheat fields, mountains and rivers, full corn kernels under the sun, and joyfully jumping fruits in the warehouse. into a magnificent natural scenery. Advancing with a series of shots, the cut became the brand's "field to table" spectacle.
Visually, the accentuated strong colors, enlarged details and the LOMO tones of several negative recoils are quite a tribute to "Brokeback Mountain". And the remarks of "COFCO's real-life shooting" told me that this is by no means a pile of bizarre special effects in Hollywood movies, but a presentation of real materials from its own side.
The same is true for the characters. According to the remarks in the film, the performers are all corporate employees. When an uncle with a wrinkled but radiant face appeared on the big screen, I suddenly realized why the scene in just a few minutes attracted me to stand. Watched it several times in the same place - real - so different from what I felt in the cinema half an hour ago.
I like the naturalness after he is refined, the ordinary after carving, and the broadness of simplicity and simplicity.
Reminds me of a film critic who said: "Movies are more and more like advertisements, and advertisements are more and more like movies". The current movies, apart from Huang Bo's films and some new ideas, are nothing more than commercial elements that can no longer be commercialized. The tried-and-true plots, the plot of life and death, and the special effects that no longer feel after screaming, the most abhorrent thing is the implantation of the thunder and stealing bells, which makes people want to vomit. On the contrary, the commercials are getting better and better.
Come to think of it, artists want to make money. Fast-forward, fast-out, fast-food-style movies, and then the advertising sponsors are well served, and the job is in place. On the contrary, in order to make consumers pay, advertisers must make their own brands and products perfect and let the audience recognize them. More and more advertisers, out of familiarity with brands and their understanding of movie editing, can naturally make commercials gradually show a cinematic effect. A few minutes of commercials can be better than a 2-hour movie, and it's no wonder that more and more people don't hate commercials, but embrace them as a form of entertainment.
I heard a beautiful woman next to her saying to her boyfriend: "This scene is so beautiful, should we go out for a trip?" After watching the perfectly beautiful advertisement, I will watch the activities of this COFCO company, and all the products on the display shelves also have a feeling of closeness. That's probably what a good ad should be like. Seeing such two "blockbusters" on the bustling road, I couldn't help but sigh with emotion. Maybe one day, everyone will not need to watch movies in theaters, but will sit in front of TV and look forward to commercial breaks.
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