Deng Chao's "Galaxy" is a big hit at the box office, which is in line with the consistent nature of commercial films. "Nezha" is actually a success at the box office. This phenomenon is very interesting.
I think the main reason is that the publisher has a very rich marketing experience. The three major producers of the film are Enlight Media, Cocoa East Lake, and October Culture. The representative work of October culture is "The Return of the Great Sage", which opened the "light of domestic products", not to mention the light of the boss, "The Return of the Great Sage", "Big Fish and Begonia" and "Your Name" can all be regarded as A classic case in marketing.
This time, the announcement of "Nezha" used a large-scale screening to gain word of mouth. Screening is a part of the promotion and promotion of a movie. It is mainly used to build momentum. Usually, some media people and film critics are invited to watch it. Sometimes, some plots will be deleted according to the effect of the screening.
The success of the screening this time lies in its guiding significance to the market. The publisher clearly sees that this film is aimed at audiences aged 20-30 in second-tier cities. After the user portraits are made, it can be seen that these people are eating, drinking and having fun. Where are the places, and then accurately place advertisements in these places (all are praised), through this batch of audiences, word-of-mouth and box office data, and then gradually and orderly expand the target audience and the number of screens, and then wait until the topic heats up, Go to Weibo Zhihu and other places to buy a few hot searches. At this time, you will not be afraid of bad reviews, because it is more real because there are good and bad. At this time, the bigger the controversy, the more people will see it.
The following is my personal viewing experience:
Indeed, the production of "Nezha" is worthy of praise. Whether it is special effects or dubbing, I think it has reached a world-class level (except for Nezha's mother who can hear a bit of drama), which shows that there is no problem with the domestic technical level.
The real problem is the plot. First of all, the values of the whole movie are not very resonant with people. Ne Zha advocated "my world is my master", but he did not see any positive changes from the beginning to the end. (Sneaking out of the barrier to make a fuss about the village and bullying the villagers is not a "positive" action) And Nezha is too easily influenced by others, right? When the villagers scolded him "monster", they wanted to kill him, and he ran wild several times.
The language skills are also too weak. Pretending to be funny rather than humorous, as soon as he appeared on the stage, he made jokes by "splashing jokes". Later, the important thing of guarding the spirit beads was so absurd that I almost wanted to leave after watching it. Some people say that this is a tribute to Stephen Chow. But Xing Ye's jokes are based on some kind of insight into life at the core. His jokes can even become popular Internet buzzwords, and they are still classics ten years later. But the funny thing about this movie is that it adds Internet buzzwords to the current picture and context. It's like a sketch by Mr. Cai Ming on the Spring Festival Gala. I believe it will be ten years later, and after three years, you will feel "this what the hell."
The transition is driven by almost all the lines. The background is explained clearly with one line of reading-like lines, and the conflict is introduced with one-line reading-like lines. For example, when introducing the motives of the dragon clan, the dragon king alone was talking to himself, why not design a short story to intuitively tell the audience what the dragon king has done, and because of what kind of prejudice he was finally locked at the bottom of the sea, so that Let's look at the frustration, disappointment and anger of the Dragon King, it's much better than listening to three minutes of lines. If you use a real actor, you can't perform well if you don't have enough acting skills, so I pile up the lines, which I also recognize. Shouldn't this kind of animation pay more attention to screen language?
The shaping of the characters is superficial and does not reveal the character of the characters. When I saw the end of the film, I generally felt that Taiyi was a fat man, Shen Gongbao exposed himself when it was completely unnecessary (it would be better if he shot a cold shot when the big guy was not paying attention), Nezha's parents Besides loving him, I didn't see what else to do (Slaying the Demons and Eliminating the Demons and guarding the Qiantang River are all hilarious, and there is no picture to show or side to set off). The protagonist is somewhat contradictory, but has no insight into his inner struggles and his environment.
The whole film gives the impression that there is no vitality, no resonance, and there are still problems with values. But the animation effects are really good, so I give 3 stars.
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