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Text 344. The Eighteen Changes of the Female University

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    "Brother Hua, congratulations to the beautiful woman who has given up on being single. From then on, she will be accompanied and taken care of all her life. Congratulations!"

    The road show of "Predecessor 3" officially came to an end, so Yuan Hua returned to the crew of "The Wandering Earth" to complete the finishing work. When he first met Zhao Jinmao, he smiled and gave his best wishes.

    "Thank you", Yuan Hua looked at her carefully and said:

    "It's been hard work during this period, and it feels like the baby fat on your face is gone!"

    Zhao Jinma touched his face, and said in surprise, "Really?"

    "Well," Yuan Hua commented: "After the baby fat subsided, the girlishness appeared immediately. It's really a girl's 18th change. The more she changes, the better she looks!"

    "Really? Hahaha", Zhao Jinma immediately beamed with joy, covered his face shyly and kept laughing.

    In fact, Yuan Hua didn't just talk about it. Maybe the two of them were filming together every day before they didn't realize it. This time they separated for half a month and then met again. Yuan Hua suddenly noticed that Zhao Jinmao seemed to have become a little prettier. After careful observation, he found the clue. It turned out to be a baby.  Fat faded

    She used to be immature and cute, with a small round face with a little baby fat, but as she grows older, her facial features grow and open up, the baby fat fades, and her temperament gradually improves. In addition to the original sweetness and cuteness, she gradually shows a bit  The cool and quiet feeling, supplemented by a youthful and invincible smile, I feel that my appearance has suddenly risen to a big level!

    In addition, her appearance is also a bit sealed by her hairstyle. She is obviously more suitable for long hair, with a youthful vigor of twin ponytails, and a quiet and elegant long hair shawl. Short hair is not suitable for her.  But in this drama, in order to conform to Han Duoduo's identity as a middle school student, he wore short hair that "doesn't reach the shoulders".

    "By the way, Brother Hua, "Predecessor 3" is now more than two billion?"

    "2.2 billion."

    Zhao Jinmao stood in awe, clapped his hands and said: "You are amazing, no wonder everyone says you are a magic drug at the box office. How did you do it?"

    Yuan Hua laughed: "Hey, it's all luck, it's just that there are no tigers in the mountains, and monkeys are kings!"

    The reason why everyone took a look at Yuan Huagao was because the reputation of "Predecessor 3" was not satisfactory.  To be honest, "Charlotte Annoyance" is also a low-cost movie, but its big sales did not cause a lot of drool, after all, its quality is well-known!

    In contrast to "Predecessor 3", the word-of-mouth of this movie is extremely divided and polarized.  Many viewers even sparked a fierce "war of words" on the Internet over whether it was a good movie with a heart, or a bad movie with hypocrisy.

    Some viewers said, "What you can't get will always be a commotion", and the topic of the predecessor aroused emotional resonance;  Some people said that the plot was "embarrassing and hypocritical", some people wondered "I can't understand where the crying point is at all", and some people were even angry: This movie subverted my view of the movie market.

    Some people say that a movie is a kind of art, and the box office is only a reflection of the public's aesthetic taste, and cannot represent the quality of the movie.  The box office of 2 billion is too high for it, and Germany does not match it.

    Some people also say that a movie is an entertainment commodity, and it is a good movie that can be voted by millions of viewers with RMB.  The audience loves to watch it, so why not even if it wins 5 billion at the box office?

    But in all fairness, even Yuan Hua's die-hard fans have to admit that "Predecessor 3" is at best of a mediocre level, and there is still some distance from a good word-of-mouth work.

    Many people think that it can be sold well, and Yuan Hua deserves the most credit, but his family knows his family affairs. Although he has been praised and killed a lot during this time, Yuan Hua is still very clear-headed, and he knows very well in his heart that he is not that awesome.

    Of course he contributed to the box office success of "Predecessor 3", but he will definitely not lead a movie by himself as they say.  Combining some analysis of past events and events, Yuan Hua figured out three important factors for the box office success of "Predecessor 3".

    One is the lack of domestic sexual comedies. "Predecessor 3" won the first bite of the "sex comedy" crab, and this is the box office miracle of "Predecessor 3".

    The second is to find a blue ocean, which is the concept of the predecessor.

    The predecessor problem is faced by the entire post-modern society. As long as there is a movie that can formally talk about this thing, countless self-moving people will make this movie into a peerless movie.  They don't need to be moved by the movie, they just need the movie as an introduction to move themselves.

    Where are they watching movies?  It's just bringing yourself into the movie while watching the movie, remembering your past regrets.  It's more like a ritual, a farewell to the past.

    If you simply look at the film itself, "Predecessor 3" cannot be called perfect.  But he understands the audience very well and grasps the pulse of the audience.

    ??Films of various genres emerge in endlessly, and there are not a few movies that are dark horses, but they all capture a characteristic of the audience-resonance and empathy. It sounds simple, but it is not easy to do it  .

    The last point, and the most important point, is that it precisely leveraged the movie-watching group of "small town youth".

    Some clues can be found from the accurate user portraits of Maoyan Movies.  Among the audience of "Predecessor 3", 60% are women; audiences in third- and fourth-tier cities account for more than 50%, and only about 10% in first-tier cities; at the same time, 64.5% of audiences have a bachelor's degree or less, and 44% are younger than 25 years old.  This part of the audience, which is summarized as "small town youth", has always been considered the most potential "box office warehouse".

    ? From the perspective of viewing preferences, the audiences in third- and fourth-tier cities are significantly different from those in first-tier cities.  Compared with literary films and imported blockbusters, they are more inclined to domestic action films or comedies that are easy and down-to-earth. As a romantic comedy, "Predecessor 3" precisely hits this part of the audience and leverages a huge box office market.

    Generally, the proportion of films in first-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen should be about 20%, and the proportion of "Predecessor" is lower.  In first-tier cities, you may feel that this movie is relatively popular from the perspective of the movie itself, and the style is not particularly high.  But in the third and fourth tiers, it has a large audience, and this audience is huge. It's just that movies don't leverage this part of the market very well, and this movie has leveraged it.

    The per capita gdp of domestic third- and fourth-tier cities has reached more than 3,000 US dollars, which happens to be almost the same as my country's per capita gdp in 2007.  As we all know, my country's film market started to blow out in 2007, and this time the third- and fourth-tier cities will also be the same. Movie box office will also blow out, generating far more box office revenue than first- and second-tier cities.

    ? In recent years, the film and television industry has experienced unprecedented prosperity, and the construction of movie theaters has been soaring. It has sunk to every county and solved the final terminal channel problem. Therefore, there is actually no obstacle to this blowout, as long as someone produces products that suit them.

    And because the housing prices in third- and fourth-tier cities are not expensive and the pressure of life is not high, they have more money to spend on this kind of low-cost additional expenses, and they are better cultural consumers than first- and second-tier cities.

    Those "high movie-watching level" users can't accept the three views of straight men, cancer and extravagant drinking, which are just the daily life in the main movie-watching areas. Since the per capita GDP of the third- and fourth-tier cities has generally exceeded 3,000 US dollars, the speed of the transformation to enjoyment consumption  It's getting faster and faster.  In the process, people in first-tier cities who are suppressed by high living costs such as housing prices, medical education, etc., live a more peaceful life.

    That's right, compared to the first-tier cities that "grow old before getting rich", the lower living pressure in third- and fourth-tier cities makes people's pursuit of consumption upgrades more intense.  According to data from Penguin Zhiku, young people in third-tier to sixth-tier towns have become a force that cannot be ignored in the pan-entertainment market.

    They have more time and willingness to pay. They are even far ahead in the fields of games and live broadcasting. Compared with the young people's market in first- and second-tier cities, they even seem a bit "tasteless", with no obvious advantages in the number of users and the proportion of payment.  As for the film market, it also conforms to this rule¡ª¡ª

    However, under the influence of this consumption mentality, works like "Predecessor 3" have been gradually separated from the essence of "movies", and follow the logic of the market more than the logic of art.  As a commercial product, "Predecessor 3" is relaxed, down-to-earth, and resonant enough, and most consumers are satisfied

    According to Maoyan data, the box office growth rate in the third- and fourth-tier regions has surpassed that of the first-tier!

    Who on earth does not understand this era?

    Capital thought that the target audience was urban white-collar college students. In fact, the target audience who really contributed to the box office were young people in small towns. The tearing of social classes made these people covered by the social elite who had the right to speak. They were the neglected silence.  most of.

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