"Back to Tibet" and "Chasing the Moon" has become a type of "explosion" of the North Film Festival deserves more attention

In this year's "Tiantan Award" shortlisted film, two domestic new films have seen the audience for the first time.

In "Back to Tibet", the old Kong Kong's work played by Song Yang, while solving local problems in large and small, has a wonderful chemical reaction with the local customs and another main character Jiu Mei. This response, through the vast natural scenery, the vicissitudes of the characters and the sincere eyes of the characters on the screen, walked into the hearts of the audience.

"Back to Tibet"

"Chasing the Moon" brings a relatively scarce view of the movie market -the charm of Yue Opera, the obsession of the "madman" and the elements of these "niche" in these big screens are the uniqueness of the film. The film experiences life and emotions that he can't experience.

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Although the two plot films carry universal emotions, it is not a large -scale production movie of commercial films, and may also introduce the topic into discussions about plot films and art movies. When we discuss a art film, the motivation to win the award, the industry's praise, and the audience watching movies are two completely different contexts. And in the mainland film market to eliminate the gap between the two, there is too long way to go.

However, whether in order to cultivate newcomers or the diversity of the subject matter, supporting literary films is a long -termism that Chinese films need to adhere to.

No need to avoid

The "Hidden Dust Smoke" released not long ago, although the Douban score was once raised from 7.8 to 8.3, the pads could only rise slightly from about 1%. With the continuous spread of the appeal and film reputation of all parties, they can get close to now. 20 million box office -and such a performance is already a rare "victory" in art films.

The Tibetan theme "Balloon" two years ago was released in China, and the row rate was always hovering around 1-3%. Director Wanma Cai Dan sent a circle of friends to strongly call for the increase in vowels, and publicly stated in the media interview that for the creators, This is a very sad thing. However, the theater said that the increase in rowing but continued to decline. The number of audiences who watched the film was extremely low. In terms of business logic, the theater could not make more "sacrifice" for art films.

It is not difficult to understand. As a Tibetan film, "Balloon" tells the story of a family of Tibetan districts in the 1990s. The threshold has always existed, and there is no hot topic in marketing without star actors, so it makes it difficult for "Balloon" to break the circle.

Art films have always been weak in front of the high -topic blockbuster and audiovisual Hollywood films. The small cost production, the budget is also limited, and the overwhelming marketing; the theater is not a public welfare organization. Naturally, there are many blockbusters to be released to maintain the operation. Non -golden periods; a large blockbuster time and effort to spend hundreds or thousands of people, and the scale of investment of hundreds of millions to get a higher box office. What is the fact that the factory fee is so big?

"The sound film market must be full of various types of films." Some practitioners said to poisonous eyes (ID: domottumou) that only more and more art films can continue to the audience. Only the opportunity to watch the movie viewing environment will gradually be formed. For art films, it may be difficult to evaluate whether it will be successful in commercial dimensions. They are another existence required by the film market -simple, solid, and moving, and approach the audience calmly.

This is exactly the significance of films such as "Back to Tibet" and "Chasing Moon". As two films, iQiyi has been exploring the way out of the film since entering the film industry.

"Back to Tibet"

The "Sweeping Battle" produced by iQiyi was released on May 1st last year and won over 400 million box office. The film is in reality and seeking the resonance of the audience, reflecting the creative ideas of the type, rhythm and emotions at the same time. Essence The creative logic of this content is also reflected in its commercial types such as "Edge Traveler", "Tomorrow War" and "Chinatown Detective 3". Explore the possibility of lasting output of explosive commercial films.

And high -quality literary films such as "Picnic Roadside", "August" and "A Driven in the North" in the past enriched the existence of art films in the commercial theater line, and also met the big screen desire for audiences who had stable demand for art movies. ; The "Best!" Released in 2020! The teenager "Douban opened 8.5 and won multiple documentary awards, which also enriched the narrative type and theme of domestic documentary to a certain extent.

Some practitioners mentioned that compared with the return of income, it is more important to insist on making a good artistic film. Because once the market has a poor response, it will push to the enthusiasm that affects upstream creation, and everyone is discouraged, and the dilemma of the art film will never be improved.

Although the past is not established compared to the art cinema lines and network distribution channels, the market has changed in the "living road" of art films. It is being established, and the streaming media platform also provides online markets and audiences for art films such as "Spring River Water Warm" and "Spring Tide", but the real change of the living environment of art films requires more time and more people’s. effort.

What else can I do?

On the upstream creation end, the most direct way to support the film is to support the creators.

Especially at the moment, the film industry is still in the stage of recovering vitality after the impact of the epidemic. Behind the insufficient supply of film content is a large number of projects that cannot be turned on due to funds. In this case, the support of funds and platforms is tantamount to sending charcoal in the snow. Essence At the Beijing International Film Festival China Film Investment and Financing Summit, practitioners said that the development of the film industry is inseparable from the help of capital, which is the period when capital support is required.

Since 2019, "iQiyi Products Movies" has not set up an upper limit on the volume of high -quality projects through development exploration and experience in the past two years. I hope to cooperate with the best partners and creators in the industry to jointly create high -quality movie works Essence The most direct manifestation of this idea is that "iQiyi produced movies" keeps close connection with young creators.

At present, the number of young director groups and creative desires have been maintained in a high state, but there are still a few who can create good projects and find the "Bole" managers. Capital's attention and investment in young creative groups can give new people a large extent.

At the FIRST Youth Film Show, iQiyi has been a strong supporter for many years. Whether it is a film that is seeking help or cooperation, or a movie project that is only script and shooting plan in venture capital, as long as the content is good enough, it will become the object of iQiyi's attention and willingness to cooperate. From the earliest "Northern" to "Spring River Water Warm", iQiyi spent time and energy and capital investment, accompanied by young creators and immature film projects to gradually grow and mature until the film was seen by the audience.

In these exploration actions, iQiyi has always maintained respect for film art. "IQiyi respects the creators very much. This platform is always like their logo, green, vibrant, hopeful and youthful. It may also be this, which attracts many young creators, young creators, and young creators. It is a virtuous circle to feed back good works for iQiyi. "The director desert who participated in the" Kai Sha "said.

The result of mutual trust and cherishment with the creators is that more and more good works have come out of iQiyi. Including the release of "August", "Tallo", "Balloon", "Memory", "Sniper", "Back to South Sky", "Roadside Picnic", "Sweetering Battle", "Goodbye!" "Boy", "Best! "" "" Snow Mountain Flying Fox Treasure "," Tomorrow War ", and the universal" Jedi Chasing "," Hot Search "," Pippi "," Chinese Ping Pong "," Blade of the Blade ", etc., all produced by iQiyi Movie list.

It's just that the logic and art films of commercial movies are not the same. The latter, which is more difficult for the situation, the support given by the platform is not enough. It is equally important to broaden its market space and income channels in the distribution.

"The niche art films are not like commercial films. They can attract many audiences and release high box office in a short period of time. Eye said that if the art film is to find its own target audience group, it is still a mechanism that needs to be screened in long -term, and slowly attract audiences who may like this film. It won't have a good effect. "

In 2017, iQiyi bought the copyright of "A Brightness in the North". While broadcasting the platform, it also pushed it to the "National Art Federation". Since then, art films such as "Thirteen Dogs", "Four Spring" and "August" have made good benefits. Art films such as "Spring River Water Warm" and "Spring Tide" are released online in iQiyi adopting high -end demand single -film payment models, which has opened up a new box office revenue model.

"Whether it is the cost of copyright sales or the box office sharing obtained by the account division model, it will become an important source of income for art films, which is very precious for art films." The network is becoming a good supplementary channel for the source of income of art films. "

With upstream content creation and distribution, and market space support, the possibility of maintaining vitality of art films will gradually increase. Of course, this is a too long road, and the "Back to Tibet" and "Chasing the Moon" just seen the audience are just roadkeepers on this road.

When there are more and more ways of road visits, art films can truly have more audiences. There is a place in the market, and the film industry can realize real flowers.

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