The movie that Yao Mingyue invested in and participated in is called "Red Memory".

This is her transformation work, which is completely different from the business routine of youth idols.

Before and after the release, the media and fans who watched it were full of praise, and the word of mouth was not bad.

It's just that the box office is too miserable.

Less than two weeks after its release, many theaters are ready to paint and no longer schedule films.

In Daewoo, although "Red Memory" did not win too many awards, in Europe, where literary films are popular, the reputation is excellent, and it has won many awards.

At that time, although Yao Mingyue was not the leading actor, she also ran a lot with the director.

The blackboard in her company's personal lounge is full of the film's itinerary, Toronto, Rome, Venice, the romantic capital, the treasure island......

In the past few months, she and her director have traveled to almost all major film festivals around the world.

At that time, Yao Mingyue was full of ambition and optimistic.

She feels that the global film market is getting better and better, and the cake is getting bigger, so it is time to cut a small piece to give art films room to survive.

But the reality is that in the first week after the release of "Red Memory", the film rebounded from 1.15% of the scheduled film on the first day of release to hovering around 3%, and the box office was very struggling, only to hold up to 7 million.

Such a box office is only a fraction of the commercial films released at the same time, and it is far from the recovery of its production costs.

Yao Mingyue had to speak out on Weibo and ask the audience to support her.

Who knows that it has aroused the spread of remarks on the Internet, such as "coquettish begging for hugs" and "serious movies shouldn't ask for box office".

Yao Mingyue was very frustrated, the transformation was really difficult.

It seems that success also requires luck.

My cousin was successful in his transformation, firstly, he had strength, secondly, he also had luck and a good script.

Alas, Daewoo movies are soaring on the road of 100 billion annual output value, while serious movies are suddenly forgotten by the times.

The number of screens is increasing every day, and box office records are frequently created, but how can serious movies not share these "market dividends".

Facing reality, Yao Mingyue sighed.

Although the audience always complains about being polluted by bad movies, the industry is also calling for more high-quality movies every day, hoping that the market types will be more diversified, less follow the trend, and be more attentive.

But when such a movie really stood in front of the market, it was ignored.

Just like the historical memory forgotten by the times in the movie "Red Memory", a subtle metaphor is formed in and out of the play.

Some people say that "Red Memory" chose the wrong schedule, and serious movies deserve to be lively when they run to May 1st!

Some people also say that serious movies just need to do a good job of artistic expression, what box office do you want?

However, is there really a schedule in the entire market for serious movies to survive?

Aren't they qualified to gain a certain market share?

In the past, the literary film team may not understand the market-oriented publicity, but only use its own Weibo and other social tools to promote it online.

But this time, "Red Memory" completely set up a publicity team, invested 11 million publicity and distribution expenses (half of these expenses were from Yao Mingyue), bought advertisements, ran roadshows, and did landing activities......

Before the release, she felt that the market was good, the market was also large, and there was a 5% bottom line for the film schedule, and no matter how bad it was, it would not be worse than before.

As a result, "Red Memory" accounted for 1.15% of the film schedule on the first day of release.

Before it was released, the market pronounced a verdict in advance - you can't.

"You at least give me more chance to play, I haven't started yet, you said I should be over, and sentenced me to death, and now it's a reprieve. In the first week of its release, Yao Mingyue complained in the group.

When the cake is bigger, the share will be larger, and if given the opportunity, the audience who likes this kind of movie will become a crowd.

But the reality is that in the market economy, capital and the audience will not pay too much for idols.

Such an emotional question is thrown in front of the theater manager, and it can only be exchanged for a hehe.

After watching "Red Memory", Wang Zi'an saw Yao Mingyue chatting with everyone in the group.

It's daytime over there in Daewoo, and Wang Zi'an can't help bubbling: "Sister Mingyue, "Red Memory" was filmed very well, I've been busy filming these days, I didn't pay attention, I'm sorry." ”

"Cousin!" Tan Yong was the most positive and responded quickly, this guy seemed to be online twenty-five hours a day.

"Cousin, it should be late on the American side, right?" Harry also appeared.

"Cousin, why haven't you slept yet, Cousin Yui?"

Wang Zi'an replied: "It's really late here, I haven't slept yet, but I coaxed Yui to sleep." I can't sleep, I watched this movie by Sister Mingyue, I just finished watching it. ”

Coax?

Everyone was in a cold sweat.

Cousin, you made Yui's cousin so tired that she couldn't sleep, right?

I didn't expect my cousin to speak so freshly and refinedly.

Worthy of being a literate rogue.

But think about it, everyone, especially Ivanka, didn't believe that Sansan was tired and fell asleep with Aragaki Yui.

Pure all day long with his eyes open and talking nonsense!

"It's okay, it's just a little hard to figure out why it's so a failure, and there are so few films. Yao Mingyue said in frustration.

Wang Zi'an: "Let me tell you my opinion. ”

Everyone was in high spirits.

My cousin's opinion has always been very popular, just like a smoker who smokes cigarettes, an alcoholic who drinks alcohol, and finds a girlfriend who can evolve into a complete body after being single for 30 years......

Wang Zi'an felt that typing was too tiring and slow, and sent a direct voice message and said: "First of all, the theater manager who faces consumers has his own interpretation of the very small number of films scheduled for "Red Memory", "Red Memory" has not received the attention of a large number of audiences, and the publicity movement is weaker than that of the films in the same period. ”

"Cinema is very realistic, it won't give you time to cultivate and guide, the market is also very short, and now if the performance of a film on the first day doesn't attract people, it can't give you a lot of time. ”

"There are a large number of theaters in the country, and the competition is fierce, and how to pay the annual rent and make a profit is the first factor that theater managers consider. ”

"Under the basic pressure of survival, if the theater wants to cultivate the audience, who will bear the cost for the theater?"

"As a film to be circulated in the market, the commercial element cannot be ignored. ”

"First of all, it has to have a box office, and it can be taken care of at the beginning, but how long can it be taken care of? Now it is a market economy. ”

"The theater manager's prediction is not out of the market, no matter how high-quality "Red Memory" is, it is still a niche film after all, and at most it can only appeal to the conscience of the theater manager to support serious films. ”

"The current situation is the choice of the market, and it is also your own choice of timing. ”

As Wang Zian said, in addition to this, Daewoo does not attach importance to serious movies now.

In order for serious films to have a market in Daewoo, the state should first give policy support to serious films that have been shortlisted or won awards at the three major European film festivals, such as tax exemptions or special funds for theaters that show these films, and bonuses for the producers of award-winning films.

However, the film management department does not provide financial incentives for serious films or award-winning films, and does not include them in the public cultural service system, and domestic cultural policies do not seem to encourage the creation of art films or serious films.

The competent authorities also blamed art film directors for not considering the audience's interests and confusing literary and art directors.

The whole world is supported by the government, and Daewoo here has to have a box office of more than 100 million to give rewards.

For example, Europe and the United States have material rewards for entering international film festivals, but Daewoo is the opposite.

After Yao Mingyue posted on Weibo to ask the audience to support me, she became the "star" of this incident, some people criticized her market abacus, and some people spurned her transformation to have the posture of an artist, and she would even ask for the box office.

The art film industry is not a money-making format, which can be known by counting how many pure art theaters there are in the country.

Today's situation is what "Red Memory" deserves, and those who engage in art should not think about the box office, and there are a lot of remarks on the Internet.

Yao Mingyue listened to such remarks, and was a little crying and laughing, not that we compete in the market to make money, but to give serious movies or feature films the basic space, "Red Memory" is a market movie.

Some people also say that you shouldn't come to the market at all, you just go to the film festival to do art, why do you come?

Yao Mingyue is not convinced, who stipulates that a feature film cannot be on the market, and I don't advertise that I am an experimental art, what I watch at home in the office, I also sell it abroad, why can't I go back to my own country to sell films?

The investment cost of "Red Memory" is 20 million, and the publicity and distribution cost is 11 million.

Yao Mingyue was also puzzled, after spending so much time, energy and cost, the current situation made her feel no different from ten years ago.

"There is no evidence to prove that I can't do it, so I was sentenced to death, and I was not allowed to appeal, and I was still a coquette? What I want is dignity, the bottom line, not the wealthy, I don't want the box office, just the cost. In the group, Yao Mingyue was very unhappy.

"Don't go to the Internet to shout, it will attract more infamy, take a look, some people say, look at some literary film directors in the same schedule, the box office is also dismal, and they didn't come out to speak out for the box office, just you. Wang Zi'an comforted.

Huang Tingfei also appeared: "Headache, why should everyone acquiesce and take for granted the phenomenon that serious movies have no room for survival, why can't they shout? There are many successful cases of serious films around the world, which can get 30 million US dollars at the box office in North America. ”

"Many people think that there is nothing wrong with the market economy and the audience's choice, but I just think it is very wrong. First, our market is not really regulated, and there are too many artificial opaque factors. Policies guide film scheduling, film investment companies with their own cinema chains have a bias in scheduling their own investment films, buying box office, etc., the default rules of the industry with undercurrents have not given art films real room for survival. ”

Indeed, the market cares too much about the attributes of commodities and loses the cultural attributes of movies.

The younger generation of audiences is not mature and does not have a high degree of film and television appreciation, and at this stage, the audience needs to be guided.

And a person's voice is too weak, and the dilemma of Daewoo's serious movies is not a day or two, but filmmakers often have a vague position, and only know the cry when they are in a predicament.

Filmmakers must truly form unity, otherwise, there will be fewer and fewer films with cultural attributes.

"Change the schedule, will the box office of "Red Memory" be good?" Tan Yong also put forward the opinions of some netizens: "In the off-season in March, what is the name of that literary film? won nearly 70 million at the box office." ”

He also wants to say that in order for literary films to find their own rules of survival, there is no need to have to fight the May Day prime time, and to play special cards in the non-prime time.

But he didn't say it in the end.

Yao Mingyue voiced: "Before this, the film went to Venice to compete in the screening and went to the romantic capital...... There are too many cumbersome film festival work, and it is impossible to catch up with the domestic New Year file while the iron is hot, and even if it is rushed, it is a dead file. Countless domestic blockbusters were fiercely contested until mid-February. Entering March, "Red Memory" didn't dare to be naked, and wanted to do some preliminary publicity, there was a blockbuster in mid-April, and then it was a summer file, and it seemed out of place to run. Always hiding, but always bumping into someone. chose to be in the May 1st file, because I felt that I did not conflict with other movie genres, and I could always compete differently. ”

Wang Zi'an: ""Red Memory" has similarities with the literary film in March, but it is the configuration and pattern of commercial films, but they chose the promotion method of art films. And "Red Memory" is a serious movie, but it has taken the promotion route of commercial films. "Red Memory" should be screened in the same way as a serious movie, and then expand the release to earn word-of-mouth in the long run. And "Red Memory" chose to run a national roadshow and buy full-page advertisements in newspapers, which is a costly and illegal practice. ”

Wang Zian also said that serious films need to be promoted by Daewoo's "awards season", and instead of passively waiting for charity, it is better to take the initiative to explore.

Daewoo's film market is still developing rapidly, but dividends, serious movies are rarely available.

One of the reasons why serious films abroad are booming is because they have an awards season.

The worst thing about Daewoo is that there are few awards seasons that value art films, and there are few associations and movements that encourage good art films.

Only through the continuous fermentation of the awards season can the audience's attention and recognition of serious films be aroused.

Niche is not innate, and art films have made Daewoo art films have a glorious figure on the world stage, and they deserve the courtesy they deserve in the domestic market.

In addition to commercial theatrical distribution, art films can also actively explore more survival channels.

Domestic cinemas, TV rights, online paid on-demand...... Doing a good job in these sections can generally meet the recycling of low-cost films.

After that, as long as you can keep your capital or make money, you can enter the process of making movies again.

"The filmmakers of art films should take the initiative to find some institutions that suit their film temperament, such as film archives, art theaters in colleges and universities, art film alliances, and more places that are interested in promoting art films, and do long-term screenings. After the mainstream theatrical release of art films is over, they can still shine in these channels. Wang Zi'an reminded Yao Mingyue.