Text / Guan Yadi
's film "Confucius" was released with great vigour. Ironically, what was most discussed was neither the director's film technique nor Fa Ge's superb acting skills, but was criticized by a "Strive for a screening space for "Confucius". , "Avatar" 2D version was forcibly removed" news stole the show. Originally, it was very common for the relevant departments to issue such an administrative order to support domestic films (friends of the theater chain confirmed that the national theater chain has indeed received such an official order), but this time it caused a lot of "discordant voices". Many netizens and viewers called for "boycott Confucius". Judging from the data that "Confucius" earned more than 30 million at the box office in the first weekend, this epic blockbuster, which claimed to "spend 150 million", seems to be a "cup set" this time. More than 2,000 years ago, Confucius was full of ambition and traveled around the world. When he was down, he jokingly called himself a "lost dog". This time, Confucius traveled through time and space through the big screen. When he came to 2010, he just "unearthed" and showed his head. , is Confucius' life really so sloppy?
Let's talk about this "fight for screening space" incident. At first, the incident was just a crisis public relations incident that is normally encountered during film promotion, but the current situation has turned it into an annual film promotion failure case. Speaking of the essence, "Confucius" "offended" the audience before it was shown. The core of the failure was that it failed to grasp the basic acceptance psychology of the audience. From the perspective of the film industry, according to the weekly box office data released by the China Film News, the 2D version of "Avatar" only accounted for about 25% of the total weekly box office revenue of the sci-fi blockbuster in the second week of its release. In the first week, the proportion of box office revenue of the 2D version can still reach about 60%, and the revenue of the 2D version has dropped sharply. This also confirms that the domestic media's publicity of the 3D effect of "Avatar" is quite successful, and most people have a soft spot for the 3D version and the IMAX version. According to normal market rules, by the third week, the 2D version of "Avatar" will be released. market share will continue to decline significantly. At this time, any blockbuster of sufficient weight, whether Chinese or foreign, must be the first choice for theater managers across the country who are purely profit-seeking to remove most copies of the 2D version of "Avatar". This does not require any administrative orders. This is the basic of market laws. No matter whether it is "Confucius", "Jin Yiwei", or "Sherlock Holmes", as long as there is a blockbuster with a little weight, the results will not make much difference.
Secondly, it is nothing new in China for the competent authorities to regulate the film market through administrative orders. Just to say that last year, in order to "celebrate birthday", the competent authority issued a red-headed document to name no less than dozens of domestic films to be supported. In the past, every year, there were several random activities similar to the "Domestic Film Protection Month" in China, and the screening of domestic films was supported as much as possible through administrative orders. From this perspective, it is understandable that the state supports domestic films, but generally speaking, these government support activities are carried out in a low-key and orderly manner. Any film that uses government support to talk about things will inevitably face ridicule and ridicule from the audience, and finally end up with a "cup" - such as last year's "Iron Man". Of course, "The Great Cause of Founding a People's Republic of China" is a rare "washing utensil", and that is also thanks to the help of more than 100 stars.
Furthermore, the funny thing about "Confucius" this time is that it has to make a very common thing big, and it turns out to be a big one. People all over the country know that "Confucius" has to "kick" the audience and buy it in order to be released. "Avatar" without tickets, many innocent viewers who can't buy "Avatar" movie tickets, are full of anger, and then "Confucius" just pops out, who will not throw fire at you? Therefore, "Confucius" once again became a "lost dog". In my opinion, it is nothing more than the following reasons: to make things big that don't need to be big; to make things that should be low-key to be high-profile and annoying; Holding chicken feathers as an arrow; and people who send chicken feathers are super unconfident. There is also the most important thing, the common people are lovely to join in the fun at the moment, looking at the crowded place, go in first and then talk about it. For example, two days ago, a netizen posted on the Internet faithfully recording his 72 hours of hard work. He came to the Film Museum across the province to watch the IMAX 3D version of "Avatar". As a result, nearly a thousand people stayed up all night queuing until dawn, when he suddenly heard that there was no one in front of him. A young man in the queue asked: Who is James Cameron? It is said that the netizen's mood at that moment should be "heart and gallbladder split". Looking back and looking at "Confucius", which is about "a cup", I really feel that it is not worth it for Confucius. You have come all the way, and in the end you are still a "lost dog".
10-1-25
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