"Did I hear me right? Could it be that Gu Cheng thinks that the current film industry in Huaxia has no credit? Miss Quan, do you need to cut out this sentence?" Chen Luoyu interviewed for half a morning, and finally became energetic, it was a kind of professional excitement when he grabbed the other party's explosive words. Pen & Fun & Pavilion www.biquge.info

It's a pity that Quan Baoya is very confident: "You heard it right, I've been learning Chinese for seven years, and I know what I'm talking about." ”

Chen Luoyu's eyes flashed a trace of unwillingness, but more of an excitement of "the stakes have increased again", she smiled proudly, and asked softly: "Okay, then I must listen to the high opinions." ”

Quan Baoya calmly said: "Over the years, I know that there are more serious special effects problems in the Chinese film industry, which makes the audience very disappointed, over the years, people jokingly call domestic movies 'five-cent special effects', and then when they look at Hollywood blockbusters, they will say, 'Look at these blockbusters from more than ten years ago/more than 20 years ago, let domestic movies shoot, and now they can't shoot this' - these are of course angry words, in fact, the development of film special effects technology in recent years has been very rapid, and Huaxia is only 5 years behind the United States at most."

However, this kind of problem is not only in China, but also in my motherland Dongyi, but it is not so serious. Fuso is similar, but it is limited to live-action movies, and Fuso people still have high requirements for cartoons.

When preparing "The Unspeakable Secret", Brother Cheng and I discussed this issue many times, saying why Asian films can't make Hollywood-style top-notch special effects - of course, he is just purely on the facts, not that movies with high-quality special effects are necessarily good movies or have high artistic value. ”

When speaking of this, Quan Baoya had to explain and plug the loophole in advance. lest he be led to the fork in the road of "does Gu Cheng think that the special effects are good and the artistic value of the film is also high".

Chen Yuyu's lips really fanned a few times, and he was originally preparing to attack. Seeing that Quan Baoya's rhetoric was so calm and stable, and there was nowhere to start, she pretended to nod her head and ponder, and continued to shut up and listen.

Quan Baoya continued: "If it is because of the problem of money, the former Huaxia Film Company was not strong enough to use good special effects, which seems to be an explanation. However, in recent years, China's national strength and economic growth have been very rapid, and the top film companies at the head should be able to afford to make international first-line special effects blockbusters.

But the best scene achievements we have seen before are limited to "Red Cliff", which spends money on sets and modeling, and there is still a gap with Hollywood.

We can't help but ask: the doors of ILM and D2 are always open. As long as there is money, Huaxia's film companies can buy their top post-production, why doesn't anyone buy it?"

When Quan Baoya said this, Chen Luoyu had already been circumvented. Seeing that the other party had solved such a grand problem, she forgot that she was here to find fault and hype, and couldn't help but ask: "Yes, why?"

Five-cent special effects are prevalent, who should carry this pot? Is it for the person who does the special effects to carry it?

"The biggest problem here lies in the cash-out system of the Chinese film industry and the credit system formed over the years. As we all know, Hollywood film producers and distributors form a huge brand effect. Whether a movie is released by Warner, 20th Century Fox, or Sony is almost destined to the audience's perception of the scale of their investment.

So even if their blockbuster tickets are five to ten dollars more expensive than the average non-special effects feature film, audiences will still expect to pay for it — they know they're paying for the extra five dollars for that visual enjoyment.

However, in China, it has only been six years since the film industry allowed private capital to enter, and it has only been five years since the film was released. Even if it is Huayi Brothers or Eslite Film and Television, it still has not formed a brand reputation. When the audience paid for tickets, they didn't care whose logo was inserted in the title of the domestic film, and they did not form the brand impression of 'XX production, must be a high-quality product'.

Therefore, when Chinese audiences watch domestic films, they are like people who go to Taobao to buy assembly machines and computers, they only look at the configuration, not the brand. If the brand is good but the same configuration is more expensive than others, they will not pay. ”

Gu Cheng didn't let Quan Baoya give an example of the "cost-effective" selling point of Xiaomi mobile phones, because it is impossible for Xiaomi mobile phones to appear in this world.

Although the sales of Xiaomi in later generations are good, the word Xiaomi really can't talk about brand value. Because it doesn't generate any brand premium for any of the products it sells. No matter how many hundreds of millions of products this brand sells, it only sells hundreds of millions of cheap goods.

Gross profit margin is the dignity of the brand. Brands that burn money or get it at a low price, no matter how high the sales are, they have no dignity and loyalty.

"This ...... It sounds very reasonable, but does it have anything to do with the topic we just discussed?" Chen Luoyu finally came back, only to find that he was almost fainted.

"Of course it does. Quan Baoya was a little nervous, and it seemed that Gu Cheng taught her the latter words, "If there is no brand, at this time, the film manufacturer must analyze in detail: what factors are attracting audiences to the cinema and the key to determining box office revenue?"

Just like men buy computers online. The easiest to quantify and influence the purchase decision are the CPU frequency, memory, hard disk, graphics card, these indicators, and in the film circle, the indicators that are easy to quantify and describe are mainly directors and movie stars, plus the descriptible plot and scene size, which are easy to be shared by Douban and Renren, and can also promote the audience's desire to buy tickets.

And what is the most difficult thing to be described by film critics and Internet celebrities in words? It is the special effect details of the picture. For example, in "Red Cliff", the hottest film review on Douban may say that 'Liang Chaowei and Chen Jianbin duel that scene, burned 40 prop warships', which can be quantified, but it is difficult for film critics to criticize 'There are six of the boats that are exactly the same modeling, and how many goofs there are in physical motion'.

Therefore, over the years, film companies have been forced to be more willing to spend money on those "aspects that are easy for film critics to quantify." Under the limited total cost investment, we can only abandon the links that cannot affect the audience's ticket purchase and shoddy production. Because the audience can only see the flaws in these details with their own eyes after buying tickets and entering the cinema, and at this time he has already spent money, bought tickets, and completed consumption.

Huaxia Film Company has no brand effect, and it is also destined that they don't care about the loyalty of the audience, and every movie is regarded as a one-shot deal of 'as long as the audience is tricked into the cinema'. Just as souvenir shops in tourist attractions will rip off customers, because they know that customers only come to spend once in a lifetime, and you can't turn a good experience into repeat customers.

In the long run, even if the doors of Hollywood's top special effects companies are always open and can be bought with money, people are reluctant to buy them because whether the special effects are good or not depends on buying a ticket, or at least after seeing pirated copies. In the long run, the audience has also formed a psychological expectation: as long as it is a domestic movie, no matter what the special effects of the film are, it is not good.

And the shooting cost of Chinese films is also more and more inclined to 'spend more money as a salary to hire stars and set up big scenes' - in Dongyi and Fusang, it is difficult for actors, directors and other personnel to pay more than half of the production cost of the whole film, while in Huaxia it is normal to reach 70% or even 80% of the money for inviting stars. ”

When Chen Yuyu heard this, he had already put himself in his shoes and felt that these words made sense.

Indeed, it is only in the face of people who go to boutiques to buy things that the 'total user experience' can be emphasized.

And for the tech nerds who click on Taobao to search for performance indicators and buy things, 'remove all intermediate links, and no middlemen make the difference', they don't need user experience.

Since the indicator they want is the star and how many props are burned, then it is better to spend the money on the knife edge of the star.

If producers in a field tend to be shoddy, it is often not because the practitioners are despicable, but because "even if they do a good job, others have malicious speculation that they are doing as bad as most of their peers", because "I have done a good job, but there is no big data statistical dimension to prove that I have done a good job".

Just as Japanese cars were sold to China back then, the material of the bottom bar was much worse than the same model they sold to Europe and the United States. On the one hand, it is necessary to condemn Fusang car companies for cutting corners, on the other hand, we should also review the domestic quality inspection standards - in the early days, only the strength of the positive collision was measured in China, and the side collision and roll were not tested. Later, the national standard was upgraded, and the side impact and rollover were also measured, and the strength of the Fusang car was improved, but in general, it was still "stuck at the bottom of the law as much as possible and being a bad guy allowed by the law".

"Then how did Gu Cheng solve this problem? Is it still throwing money regardless of the cost and regardless of the return?" Chen Luoyu digested it for a long time, but still couldn't think of how to solve it.

Chen Luoyu even speculated maliciously: Could it be that Gu Cheng just asked Quan Baoya to help him complain, but in fact there is no solution?

"Brother Cheng tried to introduce an internal supervision mechanism, imitating Hollywood's 'completion insurance system', and getting an external third-party agency similar to an insurance company - charging a certain fee to ensure that the film can be completed, and following up the filming work throughout the process.

Ensure that the proportion of the producer's investment in each link is in line with the budget at the time of the original project filing. If the upfront overrun is too obvious, the third-party agency has the right to deprive the director of the director's right to direct the film, hand over the remaining money and the half-finished film to the director hired by the insurance company to finish the filming, and ensure that the funds for the post-production process, including special effects and editing, are sufficient and in line with the budget plan.

Of course, this is only a temporary measure to cultivate the self-discipline habits and industrial credit of the domestic industry, and it is not creative. As far as I know, according to the laws of China, private capital is not allowed to handle insurance companies, and there is no such insurance company with a business scope in law, everything is blank.

In the long run, Brother Cheng hopes to establish a self-regulatory agency for the domestic film industry, and everyone will establish a set of credit value evaluation system for producers, and those who are willing to be brand producers will join together to voluntarily join, take the initiative to report the project and apply for insurance, and accept the supervision of this agency. Cheng Ge will also prepare a set of credit big data collection platform for film companies, and a set of neutral algorithms will give a certain increase or decrease in the credit score of each film completed in proportion to the budget or failed to complete the film in proportion to the budget - just like the 'Sesame Credit' that Ant Financial tried to implement on Alipay at the end of last year. ”