On November 2, "Detachment" officially held films in three theaters in New York and Los Angeles, and started its journey in a low-key manner amid the enthusiasm of the awards season.

The so-called low-key means that firstly, there is no landing at the noisy Toronto Film Festival and Telluride Film Festival to carry out publicity, second, there is no step-by-step release of trailers and movie posters for the camp to promote, third, there is no marketing advertising, no radio publicity, no television promotion, and even no theatrical publicity; fourth, there is no official announcement, no Twitter, no Facebook, no official website, and even the print media have not received the news.

The only one advertisement is from the official IMDB page.

At the beginning of September, just when all eyes were on Venice and Toronto, the official IMDB page of "Detachment" was updated with a message: the film will be officially released on November 2 (New York, Los Angeles).

That's all.

This is the real low-key, and it can almost be said that it has quietly walked into the theater.

Despite this, the first week of the screening of "Detachment" still achieved a good single-theater box office of 33,000 US dollars, which is eye-catching, compared to the low-key and calm in the early stage, such a result can even be said to be a huge surprise, far beyond expectations.

The reason is not complicated.

At the Berlin Film Festival in February, "Detachment" won the Silver Bear Award for Best Actor, which sparked a lot of discussion. Although it is said that among the three major film festivals in Europe, Berlin's influence is the weakest, and the waves caused by a silver bear trophy are fleeting, but unexpectedly, at the subsequent Oscars, Lan Li rode the wind and waves to win the Best Actor Golden Man, which instantly detonated all discussions.

In addition, the box office of the two works "Love is Crazy" and "Me Who Fights Cancer" have made huge breakthroughs, and at the same time, before the Oscars, the "detachment" that had just won the Silver Bear naturally became the focus of discussion.

Everyone is wondering whether "Detachment" can be compared to "Love Crazy"? What does the performance in "Love Crazy" look like? Last year, "Love Crazy" won the Special Jury Prize above Sundance, and this year it won the Little Golden Man, so what will happen next year when "Detachment" won the Silver Bear in Berlin this year?

In the midst of the boiling discussion, "detachment" also invisibly got a chance to publicize it for free.

However, curiosity and gossip still prevail over the film itself, and it is not the work that is expected of the work, but the so-called gimmick on the work that directly links the work to the Oscars. Later, the crew did not further promote it, and it seemed that they had no ambitions for this year's awards season, and these gimmicks did not get enough soil support, and gradually disappeared in the tide of movies and were forgotten by most people.

But there is still a small group of viewers who remember it firmly, not only did not forget, but became more active. For Lan Li, for "detachment", for Tony Kaye, curiosity continues unabated.

Throughout the year, Detachment attends five festivals, including Berlin, along with Tribeca, Woodstock, Tokyo and Stockholm.

At every film festival, the reputation of "detachment" is mixed, ice and fire, and the controversy that gathers on this work is more and more, and it has never disappeared, even the senior professional film critics are no exception, expressing their opinions and arguing, and there is a heated discussion about the artistic value of this work.

Things are getting more and more interesting. In one sense, controversy means not being able to convince the public, but in another sense, controversy also means more possibilities. When it comes to art, controversy is always exciting.

As a result, curiosity and expectation are rising, and after entering the second half of the year, the audience who have been waiting for it has accumulated little by little, even if the "Edge of Tomorrow" has detonated the entire summer file, Blue Gift has achieved great success in the commercial field, but for these audiences, "detachment" is still their biggest expectation of the year for Blue Gift.

On social networks, some people jokingly said: He is now gearing up, impatient, ready all the time, rolling up his sleeves, blood boiling, and he is bound to scold "detachment" to the point of bloody and incomplete criticism, otherwise, he will definitely not give up.

From this aspect, expectations have been slowly rising.

For mainstream audiences, and even for the mainstream media, it seems that they have long forgotten about the work of "detachment", and the topic of the Berlinale is not as good as that of Venice and Cannes, but for certain groups of audiences, they have been waiting for it, even after the opening of the awards season, "detachment" has never been forgotten.

Precisely, the art theater that was screened was such a group of audiences. Naturally, the screening achieved a good result of 33,000 US dollars and emerged.

However, this achievement is still not enough to shake the attention of the mainstream media, and the number of film reviews and related reports has always been tepid, growing and spreading slowly, very slowly, which also makes the film cut off the influence from mainstream opinions, and all communication is still more confined to senior audiences, and the discussion is becoming more and more lively and hot.

In the film market at the end of the year, the focus is constantly and lively, Thanksgiving, Halloween, and Christmas are on the scene one after another, "The Invincible Destruction King", "00: Skyfall", "Twilight: Dawn (II)", "The Hobbit" has been bombed in turn, breaking one record after another, and the word-of-mouth and box office are flying together, which is simply overwhelming.

Not to mention, after the awards season began to kick off, the hit works were one after another, and they were talked about every week.

Among them, who will notice a "detachment"?

Quietly, the screening of "detachment" is still spreading in New York and Los Angeles.

In the second week of November, it was still three theaters in two cities, but the single-theater box office went further, rising to $39,000, although it still did not rank on the historical list, but it was the first time that the single-theater box office could rise during the screening, and it can be seen from the side that the influence of this work is slowly expanding.

The New York Times and The Hollywood Reporter noticed this anomaly and reported on it, and it was at this point that Hollywood realized for the first time that another awards season worthy of attention was on the scene—or, rather, not? After all, Tony Kaye's style was so terrifying that it could almost be said to push the audience and the award out.

In the third week of November, it was still the same three theaters, and the box office of a single theater dropped slightly, at $35,000, and the performance was still wonderful.

It's a bit tongue-twisting, but it's very funny. Undoubtedly, the cinematic curve of this work is worth a closer look.

In the fourth week of November, the expansion of screenings finally began, still in New York and Los Angeles, but the number of theaters has risen to 14, nine in New York and five in Los Angeles.

What is amazing is that the box office of the single theater is still maintained at the level of 30,000, and the performance of 32,000 US dollars is really eye-catching.

Of course, there is nothing to boast about in the box office data of a single theater every week, and even if the box office results of a single theater in the fourth week of screening still cannot be ranked among the top 30 in film history. In other words, it can be seen as "the self-amusement of a specific group of avid viewers".

But no one can deny that during the screening period, the stable performance for four consecutive weeks also proves once again that the controversy of the film is slowly spreading, and more and more professional audiences are constantly entering the theater chain and joining in the controversy and refutation of the work.

For a work of art, this is the best reward. Tony Kaye obviously couldn't be more satisfied with the waves he has made, and he is in a particularly happy mood.

Similarly, the attention of the media has gradually gathered, and related comments have begun to be released one after another, with only three reviews in the first week of screening, and in the fourth week of screening, the number of reviews has reached 20.

Compared to the high-profile awards season productions, the number of reviews in the past 40 or so makes the "detached" media feedback simply pitiful, and even with the Berlinale bonus, even with the Blue Rites as a gimmick, this work has fallen far behind its competitors in the awards season.

In terms of attention alone, "detachment" has fallen behind in advance. In the awards season, there is not enough exposure, and it is definitely difficult to fight out, and judging by Tony Kaye's attitude, he has no intention of launching an awards season college PR.

What's more, the feedback from the media is not optimistic.

The overall score of 20 media is only 55 points, which is still five points away from the passing line, which has become a piece of news -

This is the worst work in the media review of Lan Li Hall's career, and it is also the first work in Lan Li Hall's career that the media comprehensive review has not passed.

In less than four years, Lan Li has successfully entered the front line, fighting its way out of the encirclement, the average quality of the works is definitely one of the important factors, since the "Pacific War", Lan Li's works have maintained an excellent state, from word of mouth to the box office to audience feedback, to achieve a comprehensive victory, so far has not tasted a defeat.

But today, the "detached" media comprehensive reviews are really hardly good-looking, and can even be said to be ugly.

Could it be that the first Waterloo of Lan Li's career has come like this? Thinking about it seriously, although it is unexpected, it seems that it is also time, and it is better to be late than never. Perhaps, now is the perfect time?