Gree Dong Mingzhu, like the lyrics described in Donye.S’s Miss Dong, is a female classmate with a story.

In addition to the story of feather boy’s freedom, there is also the story of spicy eyes.

With the design of Barbie pink roses and the pricing of luxury goods, netizens cried uglily. I didn’t expect a sequel to be released these two days.

Source: poison tongue digital

After being vomited by the whole network for a week, Gree Rose Air Conditioning was exposed to poor sales.

Source: Oriental Finance

Although the sales volume is not good, Gree’s public relations has a strong desire to survive, and finally boldly responded, once again dumbfounded everyone.

Source: pear video

Gree responded to how to treat it as expensive and ugly, and couldn’t wait to pile up high-level words and paste gold on the air conditioner:“Give people roses with lingering fragrance, and give users artworks to show the beautiful vision of’ Let the world fall in love with Made in China’. "

This response is just like "putting air conditioning on roses".

But even more outrageous is that Gree is atGifts, Made in China and Works of Art.Three key words: rollover.

The first isHigh pricingObviously, it is incompatible with "giving". After all, consumers have to spend tens of thousands of dollars to buy it, which hurts consumers at once.

Followed byoverturnCategory cognition. Gree is obviously a household appliance. For the sake of public relations, he put on the coat of "art" and broke the public’s cognition of the air-conditioning industry. No wonder it is more like a luxury.

Finally,Pull the topic too high. You know, if you want to wear a crown, you must bear it. The words "Made in China" carry a lot of weight.

If the design has been overturned, and then moved to "Made in China" for sublimation, it will inevitably give people a feeling of using domestic products as a shield, and it is easy to jump on netizens’ thunder points.

Seeing this, I have to say,I’m not sure whether the warm air of the air conditioner has blown young people to be elated. What is certain is that Gree blew himself to be elated with this wave of water:

Moving out all the artworks and China-made products, we can see that the power of rose air conditioner can’t be blown down, only the flow of self-entertainment is left. After all, air conditioner products can gain such a large exposure in winter, which is also a win.

However, speaking of the premise of public relations rollover, the main reason is that the design rollover is too hard and it is difficult to recover.

One year, on a whim, Miss Gree Dong personally led the team to design an air conditioner that is "rich in flowers, intoxicating at the sight of flowers" and was born for newlyweds!

Source: excellent design

There must be a rumor here.Not jointly designed by Dong Mingzhu and Wang Ziru.It was not designed by any Gree employee.

I don’t blame everyone for this misunderstanding, becauseAir conditioning is designed in the shape of love:A rose in bud, a flower blossoming freely, and a suffocating beauty.

Source: Weibo netizens

Like the title of "The Temptation of Going Home", like underwear, like a toilet, like a baton, it is hard to be like air conditioning.

Source: Tianyancha

The history of rollover in the design world is always strikingly similar, which reminds me.RIO’s strong advertisement.

Before RIO was strong and cool, a group of advertisements of "Flowers bloom with wealth" were put on the Hangzhou subway. The colorful colors and flowers of the Hu Li flower whistle were not very good for my joints, and I was guilty of rheumatism after watching it.

Source: Puxiang Industrial Design Station

Whether anyone is romantic by rose air conditioner is uncertain, but this thing makes me allergic to romance.

This design is very explosive in the whole air conditioning industry.I don’t know whether it’s fashionable or humid at the moment. In addition to the design, the function is also cracked.

As soon as the Barbie pink lamp turned on and the warm wind blew, she was so elated that she couldn’t help dancing in subject three and singing freely.

Source: @ Design Youth

Don’t think that there are only roses and casual flowers. Miss Dong personally designed them, and the price is not cheap. The price is 29,999-32,999 yuan, which can only be explained by the priceless love.

The price is not cheap, and the design is not easy. After three generations and four upgrades, the whole rose shape was created.

Don’t ask why you moved to roses,Q is that roses are the image of love.Sign, air conditioning is self-aware, love is like drinking water,Each is well-being, and this wave of play is synaesthesia marketing.

Image source: @ 中中中中

Therefore, after picking up the melon of design and public relations, I found that "Rose Air Conditioning" should be upgraded in concept and marketing for n times:

It shouldn’t sell 29999, it should be 29.9.

It shouldn’t be called a rose, it should be called a blooming flower.

It shouldn’t belong to household appliances, it should belong to luxury goods.

It should not be sold to young people, but to the elderly.

It shouldn’t be in the wedding room, it should be in the sex hotel.

We should not promote "both gold and silver weddings can be used", but "anti-marriage, anti-parenting and anti-humanity".

It’s really hard to judge whether Gree has opened his mind or closed it.

I only know that it is a "rose" after all, silently carrying all this.

What’s wrong with Rose? It’s just that it has been romantic for a long time. What’s wrong with Gree? It’s just trying to please the young people’s market. One careless driver drove too fast.

Roses are a good thing, romance is also a good thing, and marketing is also a good thing.

However, brands can’t be infatuated with flowers in a hurry, and the flower elements are mechanically confused. Here, I share some marketing ideas of roses and flowers to help Gree open his mind.

The first isAtmosphere marketing of flowersInspire young people to share their interests through the romantic atmosphere of flower marketing.

Last year, many tea shops launched flower cups to create a combination of "1 cup+half a glass of water +1 flower":

A flower that blooms just right, put it in a transparent milk tea cup, add some water and throw a few pieces of ice, and the rounding is the "frozen rose", which means that love will never die.

Source: Xiaohongshu User

When you click it in the sun, it will be very beautiful. This flower marketing atmosphere is amazing.

Does romance need a lot of money? Sometimes it needs a transparent cup of 2 yuan from a tea shop.

reviewSakura Marketing of Bawang ChajiThe idea of giant marketing is used to enlarge the shape of flowers and create a sense of visual impact.

When Bawang Tea Kee warmed up the oolong series of cherry blossoms, she put on a pink logo, launched # Bawang Tea Kee Powder #, and blew up the streets in Chengdu to create a dimensional space for cherry blossoms: a giant cherry blossom and a giant milk tea cup were set up, setting off a pink storm.

Source: Weibo netizens

Sweet and cool dopamine powder, with cherry blossom elements, creates a scene association of "a cherry blossom oolong, feeling romantic spring", and provides young people with a new place to punch cards in online celebrity.

Still canRoses with stalksFor example, Ruixing combines the characteristics of roses to do things.

Ruixing X-line puppy launched the joint product "Rose Latte with Stitches", because the remark that "Rose Latte with Stitches does not contain any stinging ingredients" reminded netizens that He Guangzhi laughed at himself for "Rose with Stitches" in the talk show conference, so he called Ruixing to invite He Guangzhi to be a contemporary speaker.

Rui Xing really listened to the persuasion official to declare He Guangzhi as "Rui Xing forced product experience officer". From the design of rose people to the marketing of Valentine’s Day, Rui Xing held the rose tightly and staged "strong twisted melon sweetness!" Let your new Valentine’s Day products be exposed once.

Source: Rui Xing

alsoRT Mart’s March 8th MarketingRT Mart was renamed as "Darun Flower" in a limited time, and a "flower-leading" activity was launched in some cities across the country. Female customers can receive a flower when they enter the store, and they can also exchange points for seed poetry books to convey the beautiful meaning of "every one of them is a flower".

Source: Weibo @ RT Mart

RT Mart’s activities not only focus on Women’s Day, but also strengthen the connection between flower elements and RT Mart, giving the brand a differentiated holiday memory, which can be regarded as a small-cost and large-scale communication.

As an element with its own emotional filter, flowers can set off the atmosphere, which is undoubtedly the carrier of holiday marketing of major brands, but brands should not "spend casually" but "spend beautifully".

Clever flower marketing can’t copy flower elements mechanically and market them for the sake of gimmicks. Instead, it needs to gain insight into the topics that young people like to see and their emotional consumption needs, find the connection point between brands and flower elements, and integrate the connotation of flowers into brands or products, so as to better empower flower marketing and bring talk to brands.

　　Workers operate on the production line of Hongqi Prosperity Factory of FAW Group. Our reporter Ma Hongchao photo

　　Since the beginning of this year, Jilin Province has further promoted a series of policy measures, such as steady growth, structural adjustment, strengthening foundation, nurturing vitality, attracting foreign investment, and promoting opening up, to speed up the release of policy effectiveness, and the province’s economy has recovered rapidly. Statistics released recently show that in the first quarter of this year, the regional GDP of Jilin Province increased by 8.2% year-on-year, which was 3.7 percentage points higher than the national average, and the growth rate led all provinces in China.

　　Rapid industrial development as a support.

　　In the first quarter, the added value of industrial enterprises above designated size in Jilin Province increased by 7.6% year-on-year, which was 4.6 percentage points higher than the national average. Among the 40 categories of industries above designated size in Jilin Province, 29 industries have achieved positive growth. Among them, the automobile manufacturing industry increased by 7.8% year-on-year, and the growth rate was 3.4 percentage points higher than the national average.

　　Automobile industry is the first pillar industry in Jilin Province. At the two sessions of Jilin province held in January this year, the work report of Jilin provincial government proposed to implement the "going up the stairs" project of automobile industry cluster. Since then, a series of practical measures have been introduced, and related projects have been vigorously promoted.

　　On January 30th, the mobilization meeting of the "Climbing the Steps" project of the automobile industry cluster in the whole province was held. In the Opinions of Jilin Provincial People’s Government on Implementing the Project of "Upgrading the Automobile Industry Cluster", 50 main tasks were defined. On February 21st, the project of "going up the stairs" of automobile industry cluster in Jilin Province was started, and 39 key automobile industry projects were started in a centralized way, with a total investment of about 44 billion yuan. This year, Jilin Province plans to implement 167 projects to "upgrade" the automobile industry cluster, with a total investment of nearly 100 billion yuan.

　　Sun Dawei, the second-level inspector of Jilin Provincial Department of Industry and Information Technology, said that since the beginning of this year, the province’s industrial information system has maximized the potential of industrial growth, formulated a series of policies and measures to achieve a good start in industry, carried out special actions for service enterprises, and went deep into key enterprises to carry out warranty services to ensure the stable operation of key industrial chains and key enterprises.

　　Audi FAW New Energy Vehicle Project, with a total investment of about 35 billion yuan, is Audi’s first factory in China focusing on the production of pure electric vehicles, with a planned annual output of more than 150,000 vehicles. At present, the project has started equipment installation and commissioning, and will be put into production by the end of 2024 as planned.

　　The FAW-Foday Power Battery Project, which is co-operated by China FAW and BYD, is the first automobile power battery project in Jilin Province. At the end of June, the installation of pipeline equipment and environmental control decoration in the remaining factories will be completed here; By the end of September, the construction of basic supporting facilities will be completed and the conditions for production will be met.

　　Sun Dawei said that in the next step, the province’s industrial information system will focus on promoting 500 key enterprises to seize the opportunity of market recovery and implement the plan of increasing production and arranging production with "one enterprise and one policy" to consolidate the growth momentum. At the same time, we will focus on promoting major industrial projects to put into production and achieve efficiency, thus forming incremental support for industrial growth.

　　The growth of investment in key areas is gratifying.

　　In the first quarter of this year, the investment in fixed assets in Jilin Province increased by 28.1%, which was 23 percentage points higher than the national average. The investment in the three industries in the province has increased in an all-round way, and the investment in key areas has increased gratifying. A number of industrial projects and infrastructure projects that lay the foundation and benefit the long-term have been accelerated.

　　Recently, key projects in the energy field in Jilin Province were held in spring. This year, Jilin Province will focus on promoting the construction of 148 energy projects, with a planned investment of 36.485 billion yuan. Zhao Yanfeng, Party Secretary and Director of Jilin Energy Bureau, said that during the 14th Five-Year Plan period, Jilin Province plans to invest 200 billion yuan in energy projects and 120 billion yuan in the next three years.

　　In recent years, Jilin Province has made ice and snow and summer leisure tourism as one of the three trillion-level industries in the province. In March, 72 spring tourism projects were started in Jilin Province, with a total investment of 108.3 billion yuan. "This year, Jilin Province plans to build 160 tourism projects with a total investment of 179.8 billion yuan, and the annual planned investment is 14.5 billion yuan, a year-on-year increase of 15%." Sun Guangzhi, director of the Jilin Provincial Department of Culture and Tourism, said.

　　Since the beginning of this year, Jilin Province has continuously strengthened the clear orientation of "project is king", promoted the early start and rapid construction of projects, and achieved sustained and steady growth in the province’s investment.

　　Seize the early, promote the project to start early and build quickly. In winter, we will carry out special actions in the early stage of the project, guide all localities to use winter to speed up the preliminary procedures such as project establishment, land, planning and environmental assessment, and make every effort to promote the preliminary work of newly started projects. Organize relevant departments to carry out the project commencement activities in five key areas: automobile industry cluster, top ten agricultural industry clusters, tourism, energy, medicine and health, and promote the early start and rapid construction of the project in spring.

　　Deepen service and promote coordinated problem solving. According to the deployment arrangement of Jilin Province Service Enterprise Action Plan, Jilin Province selected 109 major projects and key projects as the service targets, formulated the implementation plan, established the list of sorting out problems and doing practical things for enterprises, and promoted the accelerated implementation of projects. We will comprehensively strengthen the service guarantee in terms of project employment, energy consumption and funds, and rely on 94 project centers in the province to track the difficulties and problems existing in project construction around the clock and coordinate and solve them in time.

　　At the same time, strengthen supervision and promote the effectiveness of policies.

　　Xing Tianyu, deputy director of the Development and Reform Commission of Jilin Province, said that in the next step, Jilin Province will actively seize the golden period of the second and third quarters, further highlight the guarantee of factors, strengthen coordination services, discharge the list of projects to be started on a monthly basis, and push forward the project to speed up the construction progress and strive to achieve the annual investment growth target.

　　Consolidate the consumer market with good momentum.

　　In the first quarter of this year, among the 18 categories of goods counted by Jilin Province, the retail sales of 16 categories achieved positive growth, among which the retail sales of automobiles and petroleum increased by 43.0% and 11.7% respectively, and the total retail sales of social consumer goods above designated size increased by 15.7 percentage points.

　　According to YuGe, the first-class inspector of the Department of Commerce of Jilin Province, the consumption in Jilin Province achieved a "good start" in the first quarter, thanks to the two-way efforts of "policy+platform".

　　On the one hand, it is driven by policies. At the beginning of this year, the Jilin Provincial Government issued "Several Measures to Vigorously Boost Market Confidence and Promote the" Good Start "of the Province’s Economy in the First Quarter", and the Jilin Provincial Department of Commerce successively issued 20 measures to accelerate the recovery and expansion of commercial consumption and support the upgrading of consumption.

　　On the other hand, it relies on active traction. Since the beginning of this year, Jilin Province has continued to carry out promotional activities. The "1.8 Consumption Festival" and "March Consumption Promotion Month" were held successively, and the "National Consumption Season" was launched by relay at the end of March, which will last until the end of June.

　　In March this year, China FAW launched the Huimin subsidy activity in Jilin Province, with a total subsidy of 150 million yuan and a maximum bicycle subsidy of 37,000 yuan. By the end of March, nearly 300 million yuan of consumer vouchers had been distributed in various parts of Jilin Province, driving sales of 4 billion yuan. Commercial circulation enterprises also actively carry out activities of giving back to consumers, such as discounts, profits and gifts, with the help of activities such as celebrations, festivals and member days.

　　In Changchun City, the indoor holiday town "There are mountains here", which integrates tourism, food, business and leisure, has become increasingly popular since the New Year. Liu Chaoxia, deputy general manager of this mountain travel business development Co., Ltd., said that in the first quarter, the passenger flow of "this mountain" increased by 176% and the sales increased by 273%.

　　YuGe said that in the next step, the Jilin Provincial Department of Commerce will continue to take the recovery and expansion of consumption as an important task, and do everything possible to stimulate the consumption potential and consolidate the good momentum of the consumer market.

　　Stabilize bulk consumption. In the second quarter, we will carry out actions to promote the upgrading of automobile consumption and hold home appliance consumption season activities. At the same time, around the seasons, festivals and other time points, other categories of consumption promotion special activities will be carried out.

　　Innovative consumption scenarios. Focusing on the two themes of "midsummer consumption season" and "lighting up the night economy", we will organize the midsummer consumption season in Jilin Province in 2023, and launch a series of activities such as awarding the provincial demonstration pedestrian street, selecting the vitality and heat list in the night consumption season, and beer summer food festival.

　　Improve consumption conditions. Make efforts to create a "quarter-hour convenience life circle" to provide convenience for consumption. Deepen the action of county commercial construction and improve rural consumption conditions. In-depth implementation of the "number of merchants to promote agriculture", expand the online and offline sales channels of agricultural special product lines, and expand online consumption. (Economic Daily reporter Ma Hongchao)

　　On the eve of Guangzhou Auto Show in 2016, the arrival of WEY "Wei Pai", a high-end brand owned by Great Wall, set off a wave of concern among fans. Today, the question of how high-end brand WEY, founded in the name of Wei Jianjun, the founder of Great Wall Motor, can raise the technological quality of China brand cars has finally been answered.

　　I believe that fans who have been paying attention to WEY brand already know that the W01 model, which appeared as a concept car not long ago, has been given the official name of mass production — — VV7c and VV7s；; Like Haval’s red and blue double standard strategy, VV7, the first product of WEY brand, is also divided into two models with different orientations. "C" stands for Comfort, while the letter "S" stands for Sport. In the test drive that Aika was invited to participate in, the author was very lucky to experience these two models at the same time. Let’s watch them from the outside.

　　◆Design meets the mainstream trend of the world;

　　The WEY VV7 car series we saw this time used the very popular concept of coupe SUV in design, with the body size of 4749×1931×1655mm, wheelbase of 2950mm and curb weight of 1967kg；. The biggest difference in appearance between them lies in the design of front and rear bumpers. In terms of color matching, according to official data, VV7 has launched seven body colors, including Hyun Jing Black, Mars Red, Victoria Purple, Swarow Blue, Snow White, Siberian Silver and Ayers Grey.

　

　　The fog lamps of VV7c and VV7s also use longitudinally arranged LED light sources, and the decorative board beside the fog lamps of VV7c adopts honeycomb design elements echoing the central air intake grille.The fog lighting board blends with the air intake grille under the front bumper, and its shape is somewhat similar to Maserati Levante.

　　From the side view of the car body, we can find that WEY VV7c and VV7s have richer lines than Haval’s existing models in the treatment of waistlines, and with the waistline rising at the back door, they create a heavy feeling of the car body. However, this design seems to have an impact on the opening range of the rear door electric window. The rearview mirror is designed on the door, and the shape of inclined outward support is conducive to increasing the visual field of the driver’s seat, which is said to have a positive effect on aerodynamics.

　　The exhaust pipes on both sides of the rear of the VV7c vehicle are equipped with trapezoidal decorative covers. It can be observed that there are two exhaust pipes in the decorative covers on each side.

　　WEY VV7c and VV7s are equipped with 20-inch aluminum alloy wheels as standard, and 21-inch aluminum alloy wheels are optional. At present, it has been confirmed that the 20-inch wheel rim will be equipped with Michelin tires with specifications of 235/55 R20, while the 21-inch wheel rim will be equipped with Jiatong tires with specifications of 255/45 R21.

　　It can be said that WEY VV7 has already achieved a high degree of completion in design, and it has done a good job in both the proportion of the whole vehicle and the elements of the details. Although the waistline raised high on the side of the car body and the falling ceiling have caused some oppression to the internal space, they have indeed made the design younger. It can be seen that WEY is not willing to continue the design of "seeking nothing", and a bold and attractive design will obviously become the design keynote of WEY in the future.

　　In 2022, Spring Festival travel rush kicked off on January 17th. Under the epidemic situation, Spring Festival travel rush in Tianjin attracted special attention. How to ensure the safe and smooth travel of passengers who really need to leave Tianjin under the condition of strictly controlling the risk of epidemic spillover is a big challenge for the relevant departments in Tianjin. The reporter went to Tianjin railway station, airport and other places to visit the relevant situation, and learned how transportation hubs such as major stations in Tianjin can prevent the epidemic from spilling over and ensure passengers’ travel.

Looking back at the end of the year, "recovery" is undoubtedly2023Key words of China film market in. After the biggest uncertainty affecting the film industry in the past three years was eliminated, the market order gradually returned, and a large number of backlog projects were released, which changed the dilemma of new films in previous years. The continuous content supply and the audience’s enthusiasm for watching movies have finally helped the box office.twelvemoon25Day,2023The annual total box office has exceeded536Billion.

2023So is the year.2018Years,2019The annual box office of China movies broke through continuously in.600After 100 million yuan, the annual box office of China movies returned to a high level for the first time. From the time distribution of box office, the concentration effect is still obvious. The total box office of the four largest slots, Spring Festival, Summer, National Day and Lunar New Year, exceeded.333100 million yuan, accounting for more than the annual box office60%. Specifically, the durationsevenDays of the Spring Festival cumulative box office.67.65100 million yuan, for a period of92Days of summer cumulative box office.206.20100 million yuan, continuouseightThe box office was generated in the National Day file of the day.27.34100 million yuan, and the Lunar New Year file has accumulated box office so far.32.28100 million yuan. And the relatively unpopular schedule, such as the Dragon Boat Festival,threeThe total daily box office is only9.11100 million yuan, even less than the average daily box office during the Spring Festival.9.66100 million yuan.

The unpopular schedule is still the same, and the months without holidays and schedules are even more deserted. coversevenTianguoqing dangoneMonth by month100.90Billion yuan becomes2023The month with the highest box office in the year, which is in the summer filesevenYueheeightYueyi87.19Yiyuanhe77.67Billion yuan ranked second and third, and the box office in these three months also accounted for nearly 50% of the box office in the whole year. The two months with the lowest box office are11YuehethreeMonth, the monthly box office of these two months are as follows16.84Yihe19.07100 million yuan.11Moon andthreeThe monthly average does not include any schedule, and the sum of the box office in February is even lower than the Spring Festival.sevenThe box office generated by the day.

The Matthew effect of the schedule can also be seen in the box office performance of specific films.2023The top ten films at the annual box office in 2008 were all produced in the popular period, among which "Man Jiang Hong" and "Wandering Earth"2Bear haunts Bear Heart with me are all released during the Spring Festival, while All your eggs in one basket, Disappeared She, Goddess of God Part I, In an octagonal cage and Three Wan Li in Chang ‘an are all released during the summer vacation, Rock Solid is the box office champion of the National Day, and Unfamiliar Life Road, which ranks tenth in the annual box office, is released on May 1st.

It can be seen that the popular schedule is still the backbone of the box office. However, there is also a gap between popular schedules. Judging from the average daily box office during the period, the average daily box office during the Spring Festival is about9.66100 million yuan, summer contract2.23100 million yuan, National Day contract3.41Up to now, the average daily box office is about 100 million yuan.1.04100 million yuan. Although the upcoming New Year’s Eve file will definitely boost the average daily box office of the whole Lunar New Year file to a certain extent, the overall situation has basically been settled.

It is worth noting that the daily average box office of each popular schedule is almost decreasing according to the order from the beginning of the year to the end of the year. Although there is no evidence that the audience’s enthusiasm for watching movies has faded over time, the growth rate of box office is slowing down. According to the data of the National Film Office,2023The time nodes at which the annual box office broke through each billion yuan were as followsonemoon31Day,fivemoonsevenDay,sevenmoon14Day,eightmoon18Rihe11moon13Day. compare withsevenmoon14Solsticeeightmoon18Japanese only35It’s from heaven300Yidaofour hundredBillion, the film market has grown to500The speed of 100 million has obviously slowed down. And the rest of this yearsevenIt is impossible for heaven to produce more than60The box office of 100 million yuan,2023Return of box office in 2008600100 million is hopeless.

Overall, although it has not returned.2018Nianhe2019Annual level, but20232008 is the year when the film industry recovered after three years of cold weather. Besides the box office data, there are some questions about the type, marketing, distribution,2023There are still many things worth reviewing in the film industry in 2008.

If "recovery" is used to summarize the box office2023Keywords of the year, then "criminal suspense" belongs to2023Clues to the content of the film in 2008.2023The top ten box office in 2008 plus the monthly box office champion are altogether.15A film. According to the theme types divided by lighthouse professional edition and cat’s eye professional edition,15There are a total of films with "crime" or "suspense" elements in these films.sevenDepartment.

From "Man Jiang Hong" in the Spring Festival to "Three Battalions" in the Lunar New Year, movies with the theme of "criminal suspense" have performed well in every schedule. Among them, "Man Jiang Hong" is45.44Billion yuan becomes2023He won the box office in 2008 and also ranked first in the total box office list of Chinese movies.six; "put all your eggs in one basket"38.49100 million yuan became the summer box office champion, ranking first in the total box office list of Chinese movies.11.

Judging from the monthly box office, movies with the theme of "criminal suspense" also have an advantage. bytwelvemoon24The top box office winners of the day and month were Man Jiang Hong and Wandering Earth.2Keep you safe, slam dunk expert, unfamiliar road in life, lost her, in an octagonal cage, put all your eggs in one basket, the eighth suspect, rock solid, rescue the suspect and the third brigade. exist2023AnnualtwelveIn the last month, there were a total of films with the theme of "criminal suspense"sevenBecame the box office champion in a single month.

It is worth mentioning that, 2023The films with the theme of "criminal suspense" which achieved good results in 2008 also showed commonality in content, that is, integration into social issues. "Put all your eggs in one basket" and "She Disappeared" in the summer file were "out of the circle" respectively because of two topics that were highly discussed on social platforms: "Fraud" and "Love Brain". However, "social issues" do not necessarily bring box office appeal to movies, such as Across the Furious Sea and Hot Search, which are being released. The former stars Bo Huang and Zhou Xun, contains "crime" elements and discusses intergenerational relations; The latter, starring Zhou Dongyu and Justin, focuses on cyber violence and covers female subjects. And Across the Furious Sea released.31Daily cumulative box office5.48100 million yuan, the highest single-day box office is1.04One hundred million yuan; "Hot Search" since11moon30Up to now, the cumulative box office is only6311.9Ten thousand yuan.

The reason may be related to the long backlog of films such as Across the Furious Sea. Across the Furious Sea as early as2019Completed in 2008 and finalized. The film has a certain lag in the presentation of reality. A film with a long project and a long shooting time may cater to the social trend of thought of that year, but the content that was hotly discussed and concerned at that time may not be equally concerned and hotly discussed when it was released, and the long backlog will inevitably lead to the disconnection between the image and narrative style and the current mainstream.

On the one hand, the backlog film proves that the film is also a time-sensitive literary form with an optimistic box office performance, and the theme and form must keep pace with the times; On the other hand, it also makes the screen occupied by "familiar faces".

"I think Zhang Yi can try to get away from this kind of drama for a while" is one of the most popular comments in the short commentary of the movie "Three Battalions" currently being shown. Zhang Yi once again played a policeman in the movie "Three Battalions", and his role image was very similar to An Xin in the drama The Knockout and Wei Guoping in "Who Is He" at the beginning of the year. The same thing happened to Zhou Dongyu. In Burning Winter and Killing Parrots, Zhou Dongyu played a literary girl full of worries.

Judging from the number of works released, Zhang Yi and Zhou Dongyu are also "model workers" this year. In addition to "Three Battalions", Zhang Yi starred and was2023Other films released in 2006 include Knife’s Tip, Priceless Treasure and Manjianghong. Zhou Dongyu includes Hot Search, Rock Solid, Parrot Killing, Burning Winter, King of the Sky and Nightlife in Changsha.sixThe Ministry participated in the film release and played the leading role in Hot Search, Parrot Killing and Burning Winter. In addition, Bo Huang also has this yearfourStarring in the film release, including Across the Furious Sea’s "Learning Dad", "Feng Shen I" and "Enthusiasm"; Movies starring Andy Lau include Wandering Earth2"Moscow Action" and "Golden Finger" and "Stealth" which will be released in the New Year’s Eve; NI YAN’s films this year also include "The Founding General was awarded the title"1955"Learn Dad", "The Last Truth" and "Goodbye, Li Kele" by Across the Furious Sea.fiveDepartment.

There are many films released by these actors in succession, such as "Knife Point" filmed in2018In 1998, Across the Furious Sea was early in2019It was completed in 2000 and has been finalized. The first part of "Feng Shen" is in2020In 2006, Rock-Solid was also filmed in.2019Years.

The continuous release of works is essentially due to the intensive participation of head actors in projects, that is, most film projects are inclined to a small number of actors. To some extent, this is related to the market environment in the past few years. The huge uncertainty brought by the epidemic has narrowed the film industry from upstream investment to downstream creation. The head actors have higher popularity and box office appeal, and naturally get more opportunities.

On the other hand, the success of an existing role also means that an actor plays a similar role again with lower risk in acting performance and audience cognition. The audience can identify the types of movies through similar roles, which also helps a movie to gain audience affinity. For example, after Zhang Xiaofei became famous with Hi, Mom and won the Golden Rooster Award for Best Actress, she also played a mother who could sacrifice everything to save her daughter in the recently released Save the Suspect. Shen Teng becomes the traffic password of comedy movies, and "including Teng quantity" is directly equal to the punchline of the movie.

However, as the audience of the movie "Three Battalions" expressed, an actor frequently plays the same type of roles, which not only consumes the actors, but also causes aesthetic fatigue to the audience, and the inclination of resources also excludes the opportunities of other actors.

The box office is the most important indicator to measure the success of a film, but the new force may not have box office value, and the "proton group" in "Feng Shen I" is the best example. At first, Fengshen Part I was hotly debated on social platforms because of the appearance of Proton Group. Subsequent live broadcasts, roadshows, and derivative variety Fengshen Training Camp around the selection and training process of Proton Group all helped the movie Fengshen Part I to reap the box office. "the first part of the gods" was released in2023yearsevenmoontwentyDay, buttwelvemoononeThe Japanese film "Feng Shen I" announced the extension of the secret key for the fifth time, and the validity period of the secret key was extended to.2024yearonemoon19Day.

Although movies need mature typed actors to reduce project risks, they also need fresh blood. The real boom of the film market should be the coexistence of the two, rather than letting some actors frequently "brush their faces" on the screen.

Go to the end of the month, distance2023At the end of the year, there are stillsevenDay, the suspense of the New Year’s Eve has not yet been unveiled, but the New Year’s Eve movie has been2023The film market brought a new shock in 2008. In "Twinkle, Twinkle, Bright Stars", it was obtained by the marketing of "Under the Snow Field"7000After Wan’s first-day pre-sale at the box office and became the highest-grossing Chinese film on the first day of pre-sale, The Annual Meeting Can’t Stop and Taylor Swift: The Times Tour Concert are also joining the marketing of special events.

The annual meeting can’t stoptwelvemoontwelveAt the same time as the opening of the screening, the official announced the special sessions of the "Beer Field". The rules of the event show that the exclusive preferential fares for the designated sessions of the designated cinemas are as low as19.9Yuan, the cinema staff will distribute Tsingtao beer free of charge when entering the stadium. The movie "Stealth" is also intwelvemoon15The "New Year’s Ceremony" movie-watching activity was released on April, and the detailed rules of the activity showed that you will get a New Year’s sign for watching special events marked "New Year must be done", and you will have a chance to win lottery tickets for watching special events marked "Lucky Year". Taylor Swift: Time Tour Concert was also announced.twelvemoon31sunseventeen past nine p.m.Divide the whole country130Yujia Studios will open the "New Year’s Eve Singing" venue, and the ticket buyers will get the official customized surroundings.

Marketing is no longer the effort of the film side, the necessity of cinema for marketing has been re-recognized, and the scene experience created by both parties is attracting the audience together.

Not just a special field, marketing is2023The film industry has a strong sense of existence in. In the summer file, short video marketing with Tik Tok as the main position helped the box office of Lost Her and Put All Your Eggs to sing all the way and became the first and second place in the summer file. "Disappeared She" first completed many hot fermentations on Tik Tok with short video materials of movie clips, and then bound with hot social issues, which finally led to a rising box office. From the beauty of Janice Man, to the urban legend of the man, to the voice of the prototype of the "Thailand’s wife-killing fraud", "Disappeared She" successfully advertised the film as "curing the love brain" and "Girls Help GirlsThe master of ". During the screening of "Put all your eggs in one basket" in Tik Tok, with the short video materials of actor Eric Wang’s "changing face" and "going crazy first if you want to succeed", and "Suggest to check, it’s not like acting", it became a hot topic in Tik Tok and also entered the hot search list in Weibo. After the official release, the film launched the prototype of the characters in the film, and publicized the two hot social topics of "North Myanmar" and "fraud" to attract different audiences from different angles.

The contents released by the official Tik Tok account of the two films "Disappeared She" and "Put All Your Eggs" can be divided into four aspects: tidbits, actors’ roles, plots and emotions. Attract the audience with the actor role, bind social topics with the plot, and then guide the emotional expression, which has become the common marketing method of the two films.

"Topic to social events.+Spectacular presentation+The marketing strategy of "emotional guidance" is11It was proved to be effective again in "Saving the Suspect" released in May. On the Tik Tok, the video of Kara Wai’s mother trembling and crying when she saw the photo of her daughter’s murder in court became one of the hot topics in Tik Tok. Subsequently, the netizens under the official account of the film were associated with Jiangge Incident because of the plot of "Daughter killed, Mother revenged", and Kara Wai’s short video materials were once again listed on the hot list of Tik Tok with the topic of "Don’t challenge a mother", and the film was also bound to the topic of "maternal love", which never goes out of date.

Although compared with the story logic and characterization of the film itself, short video marketing has more gimmicks from the presentation of a spectacle and the connection between the film and hot topics in real life. The short video platform magnifies the audience’s participation, presents the audience’s preferences more intuitively with the amount of short videos played and clicks, and gives the film direct feedback, so that it can realize the "two-way trip" between the film and the audience by responding to hot topics and supplementing materials.

But in any case, marketing is only icing on the cake for movies, and the box office of movies is ultimately determined by the quality of movies.

In addition to marketing, new year’s eve movies have once again made the distribution of sub-lines highly discussed.

Split-line distribution means that the filmmaker can choose to distribute the film in one or several cinemas. After the filmmaker and the cinema reach an agreement, the cinemas affiliated to the cinema can freely decide whether to join the procurement and screening.

twelvemoononeDay, "If You Are the One"threeThe official announced the filing and announced the rules for the distribution and registration of the line. The first published version shows that the film "If You Are the One"threeIt is required that the proportion of participating cinemas should not be less than three days before the release.15%Before the releasenineThe daily film arrangement time isnine o’clocktill/extremelyeleven o’clock pmBetween, "no invalid screenings".twelvemoon2On, the cat’s eye professional edition updated and displayed "Twinkle, twinkle, bright stars", "Golden Finger" and "The annual meeting can’t stop! The distribution logo of Shukebeta Pentagon Flying saucer. But soon, in addition to "If You Are the One"threeIn addition, the distribution labels of new films in the New Year’s Eve file all disappeared.twelvemoon11Day, "If You Are the One"three"Change the requirements for the distribution of sub-lines to" The proportion of the first day of the release is not less than10%”。

If you are the onethreeThe distribution rules of "The Divided Line" require cinemas to arrange a higher number of film screenings and golden times without watching the film and being sure of the quality of the film, which is tantamount to a gamble. Other films with high volume in the New Year’s Eve include Twinkle, Twinkle, Bright Stars, Golden Finger co-starred by Andy Lau and Tony Leung Chiu Wai, comedy The Annual Meeting Can’t Stop, etc. In If You Are the OnethreeInvesting too many times in the film will inevitably affect the cinema to get higher income from other key films, and once you are the one,threeThe popularity and reputation of the film are not good, and the situation of the cinema is bound to be more passive.

If you are the onethreeWhat’s exposed is only one of the uncertainties that split-line distribution is facing at present, and on the other hand, it is a question about whether split-line distribution can really protect small-scale movies.

The film "Silent Record", as the first film to be released in separate lines, was released on11moontwentyThe specific plan was announced on the 20 th. According to the rules, The Record of Silence will be shown in 30 cinemas, and the lowest settlement price in first-tier cities is40Yuan per person, non-first-tier cities are35Yuan per person, and the lowest settlement price of the films released in the same period is30Below yuan. On the first day of its release, The Record of Silence averaged only one audience.1.4People, the first day of the box office only43.07Ten thousand yuan.twelvemoonnineOn, the release rules of Silent Record were changed, and the screening scope was increased to all cinemas in nine provinces and cities, including Beijing, Guizhou, Sichuan, Hubei, Shanghai, Chongqing, Zhejiang, Tianjin and Jiangsu. But it was not untiltwelvemoon24Day, "Silent Record" accumulated box office only.142.8Ten thousand yuan.

In fact, The Record of Silence is not popular in terms of genre or main lineup, and the nature of literary films makes it difficult to become an explosive film. However, the cumulative box office of art cinema’s Yong ‘an Town Tales, which is similar to Silence Record, is as follows322.710,000 yuan, and the film was not distributed by line. Therefore, it is difficult to judge whether the separate distribution has hindered the silent record from getting a higher box office to some extent.

What is the future of sub-line distribution? Perhaps more films and cinemas need to be explored together.

The changes in the film industry can be traced back to the upstream link, which is reflected in the change of the head film company. In 2023, WANDA CINEMAS and Bona Film, which were once strong, fell into the double dilemma of film shortage and profit, while Alibaba Pictures and Cat’s Eye Film, which started from the Internet platform, gradually occupied the head of the market.

2023In 2006, there were only four film projects controlled by WANDA CINEMAS. Among them, the cumulative box office of the "Three Battalions" that is still in the heat is more than4.30100 million yuan is the highest box office item in WANDA CINEMAS this year. Cumulative box office of Cosmic Exploration Editorial Department6704.310,000 yuan, the cumulative box office of Countdown Love You.2637.0Ten thousand yuan, "Shen Jilan" only.456.5Ten thousand yuan. According to WANDA CINEMAS,2023Fiscal year semi-annual financial report, although WANDA CINEMAS achieved operating income in the first half of the year.68.69100 million yuan, but the income from cinema screening accounts for over 60%, while the income from film production, distribution and related businesses is only2.02100 million yuan, accounting for less than the total revenue.3%. WANDA CINEMAS’s decline in content is evident.

WANDA CINEMAS is here.2023In 2008, it also experienced great changes in the change of actual controllers. According to WANDA CINEMAStwelvemoontwelveThe announcement issued on April, after signing the Agreement on Equity Transfer of Beijing Wanda Investment Co., Ltd. with Shanghai Ruyi Investment Management Co., Ltd., the actual controller of WANDA CINEMAS will be changed from Wang Jianlin to Ke Liming. What changes will the change of the actual controller bring to WANDA CINEMAS, perhaps in2024The annual meeting will get the answer.

Bona Film is as dumb as WANDA CINEMAS in the content sector. Bona Film is at2023In 2001, only four projects were produced: Nobody, King of the Sky, Don’t Call Me "Gambler" and Burst Point. Among them, "Nobody" accumulated box office.9.31100 million yuan, "King of the Sky" accumulated box office.8.50100 million yuan, the cumulative box office of "Burst Point" and "Don’t call me" God of Gambling "has not exceeded 100 million yuan, respectively9345.1Wanyuanhe4078.3Ten thousand yuan.

According to Bona Film’s previous release,2023Semi-annual report,2023In the first half of the fiscal year, Bona Film achieved operating income of about8.50100 million yuan, a year-on-year decline.42.31%; The net profit attributable to shareholders of listed companies is about-2.65100 million yuan, a year-on-year decline.212.22%. In fact, the state of Bona Film’s loss is from2022Landing inAShares continue until2023In the first half of 2008, despite2023The recovery of the movie market since 2000 has boosted the performance of the cinema business, but the company has not turned a profit. The decline of the content sector may only be a side manifestation of the company’s poor operating conditions.

Used to be the bestfilm companyThe advantage is gone, and new players are entering the game. Cat’s Eye Pictures in 2023In 2000, a total of products were produced, including Manjianghong, octagonal cage, Enthusiasm, the first part of the gods, and Three Wan Li in Chang ‘an.31A film, the total box office of the production project exceedsone hundred and eighty 100 million yuan.

Alibaba Pictures is here.2023In 2000, a total of products were produced, including "Put all your eggs in one basket", "Three Wan Li in Chang ‘an", "Disappeared She", "Enthusiasm" and "Unfamiliar Road in Life".27The number of cinema films produced this year is second only to Cat’s Eye Film, and the total box office of production projects exceeds.170100 million yuan.

What Cat’s Eye Pictures and Alibaba Pictures have in common is that there are many layout projects and diverse types.2023Among the top ten films at the box office in, Cat’s Eye Film produced or participated in them, including Man Jiang Hong, The Disappeared She, Feng Shen Part I, In an Octagonal Cage, Three Wan Li in Chang ‘an, Bears Come and Go and Life is Unfamiliar.sevenDepartment, Alibaba Pictures produced or participated in the "Wandering Earth"2"Put all your eggs in one basket", "Disappeared She", "Three Wan Li in Chang ‘an" and "Unfamiliar Road in Life"fiveDepartment.

Internet film companies, which have laid an advantage in channels and publicity, have an increasing voice in the film market, and the pattern of film supply seems to be quietly changing.

There are also some shadow people leading.film companyI handed in good transcripts this year. For example, Joy Media, which is owned by Xú Zhēng and Ning Hao, produced Man Jiang Hong, Learning Dad and It’s not as if I’m so excited. Even the worst performance, It’s not as if I’m so excited, the cumulative box office reached 1.75.One hundred million yuan; Bad Monkey Pictures, with Ning Hao as the beneficiary, mainly produced "Put all your eggs in one basket" and "Second-hand Masterpiece", and the cumulative box office of the latter also reached.1.15One hundred million yuan; Chen Sicheng is the same legend as the beneficiary owner.2023In 2006, she disappeared and Three Battalions were also produced.

Anyway,2023The year is drawing to a close, and the new changes brought to the industry by film and television recovery, marketing and sub-line distribution will be2024There is a more obvious performance in 2008. After the backlog of films is released,2024Whether the cinema in 2008 is lively or not is still worth watching. And the upcoming New Year’s Eve is both for2023The end of the year, too.2024At the beginning of 2008, we will wait and see whether the New Year’s Eve can start the first shot in 2024.

1905 movie network news On January 5th, the film released the Hong Kong version of the role poster, starring,,, and appeared in turn, and the cartoon style was playful and lovely. The film will land in Hong Kong, China cinema on January 13th, 2022.

It is reported that the film "Antique close encounter of mahjong" is adapted from the novel of the same name, and tells a series of adventure stories that happened when the descendants of Five Veins made a wish to find out the truth about the Buddha head in the Tang Dynasty. The film was released in the mainland on December 3, with a total box office of 429 million.

Perhaps AMG is seeking a new challenge after installing a new hybrid system for its One supercar which is close to Formula One racing power. However, this hybrid system is undoubtedly the most complex power system in the new model market, which shows that AMG is undergoing an innovation in the era of the popularity of hybrid and electric vehicles. Overall, this C-class car with the highest performance and closest to Formula One racing car has 671 horsepower and three motors. One of the most powerful motors has its own two-speed transmission, which rotates concentrically with the rear axle. The other motor is installed in front of the most powerful mass-produced four-cylinder engine. Finally, AMG integrates the third motor into the turbocharger, mainly to increase the power in advance to minimize the delay. To understand all this, you need a chart [see "AMG’s new hybrid technology analysis"].

When C63 was not listed in the United States, we went to the south of France for a comprehensive test. Why not just call it southern France? French architecture is really not that simple. ) In the slow stop-and-go traffic, it is amazing how C63′ s power system works so seamlessly and harmoniously. We often joke that a vehicle with poor performance will feel like a bunch of parts running closely together, but C63 is like a bunch of power systems. In the default comfort mode, the engine will be turned on and off frequently, and the shutdown process is very smooth. Even under its high torsional performance (469 horsepower, 235.6 horsepower/liter, peak boost pressure of 23.0 psi), the smoothness of some shifts even exceeds that of some transmissions. However, under this condition, the sound of this latest and most powerful M139 2.0-liter inline four-cylinder engine may sound a little sharp and noisy; In other words, it may sound like it sometimes does — — Generator.

Driving in the coastal area south of Marseille, we will meet the narrow road of Barely A Lanewade in a small town, which makes the C-class car look more like the S-class car immediately. There are some peculiar trapezoidal deceleration pads in France, the size of which is roughly equivalent to the track width of vehicles, and vehicles need to cross them. Once we get over these deceleration pads, we will realize that the sliding vehicles depicted on the sign and reading Verglas Fréquent (meaning "frequent ice") mean that we are approaching the best roads, which seem to be paved by a dog chasing its tail.

You can feel the texture of the road on the steering wheel, and when driving in the central position, the power output is very deep and there is no resistance, which can resist the unlimited autobahn speed. The damping in the central position is also moderate, which is completely different from the latest adjustment style of BMW M3. When turning, the vehicle speed responds quickly, but the power output after that is somewhat smooth and delicate. In sport mode and above, the engine keeps running and makes a "bang" sound and a "giggle" sound when accelerating vigorously. The optional AMG Performance sports seat is very supportive, especially in the thigh, and the adjusted side support and lumbar support are also excellent. Although the rear seats can accommodate adults, the space is not spacious.

In the highest gear, the engine sound is urgent and not full of energy. Under the wide throttle, the noise inside the car remains polite at 78 decibels, which is quite different from the 83 decibels of the predecessor V8 Predecessor of C63. In sports+and racing mode, the rear driving force is more balanced, and the neutral performance on corners is better. However, the situation will not become wild until you choose drift mode, transfer all the power to the rear axle, require manual gear shifting and completely turn off the stability control. Even so, C63 won’t really go crazy. From the point of dynamic performance, it is very confident.

Ride quality is hard, but this feeling is more about rolling rigidity than ride roughness. It is not surprising that the undulating road may cause the head to swing. After all, the huge anti-roll bar is like a pipe support. The brake pedal is a little soft at the top of the stroke, which is a criticism of the adjustment, not the braking hardware. This braking hardware can stop at 70 mph within 139 feet, partly because it has a better grip on the test surface than we usually experience.

Carry out a test drive under the starting control of 4000 rpm. After adapting to the fierce acceleration, you will notice a feeling like a slow shift, or when driving to the top of the third gear, the engine will reach the speed limit of 76 mph in an instant. That’s the second gear of the rear drive. Although there are some slight fluctuations in power transmission, the linear speed is still very fast — — Mercedes takes only 2.9 seconds to complete 60 mph, and it takes only 11.2 seconds to run a quarter mile, reaching 121 mph. Compared with the previous C63, this is 0.7 and 0.6 seconds faster, although most of the improvement is due to the fact that this is the first flagship AMG C-Class sedan with all-wheel drive. For comparison, the last all-wheel drive E63 S we tested before can complete 60 mph in 3.0 seconds.

Although the power of BMW M3 CS was reduced by 128 horsepower, it still won a decisive victory in the linear acceleration race. Why is this? Because, considering that Mercedes-Benz (4749 pounds) is 859 pounds heavier than C63(4890 pounds) (762 pounds heavier than the previous generation C63), its power-to-weight ratio is only slightly better than that of BMW. But C63 wins in reaction speed. Look, it takes 3.6 seconds to start rolling from 5 mph to 60 mph, which is 0.4 seconds faster than BMW. It also surpassed the Cadillac CT5-V Blackwing. Look at 2.3 seconds from 30 to 50 mph, which is more than M3 CS, even though the C63 was started in comfort mode (we passed the test in the default driving mode of the vehicle) and the engine was turned off. In racing mode, the time spent from 30 to 50 mph is reduced to 1.5 seconds, which is the field of electric vehicles.

The electric turbine itself finally realized its promise of boosting without delay, and its reaction speed was much faster than that of C43. Of course, the electric turbine of C63 works at 400 volts, while the lower version of AMG is a 48 volt unit.

We stopped at a scenic observation deck to enjoy the beautiful scenery, where the white rocks protrude and meet the deep blue Mediterranean sea. Most of the vegetation below is composed of this common vine in Provence.

Unlike the powertrain, the appearance of the C63 is quite low-key. There is a simple front lip, a rear spoiler and a central hood vent. The front fender is also equipped with vents containing the E Performance logo. Maybe AMG spends all its budget on power, but there is no carbon fiber roof or anything special in appearance. There are not even carbon ceramic brake discs.

On the other hand, the power system and display mode of C63 are consistent with the complexity. There are devices that display the real-time power and torque of each motor and each source. The option of one of the instrument clusters radiates the engine speed, just like the bomb zone, and the emitted light represents the motor output. The bar graph around shows the power and torque output of each main power source. The two knobs on the steering wheel control many adjustments of the overall mode, as well as individual fine-tuning of shock absorber, regenerative braking amount, stability control setting and engine sound enhancement. Even AMG has planned the best electric output of various competition venues, showing the driver where to push the accelerator pedal when the accelerator damping reaches the maximum, and where to slow down and charge the battery.

Returning to the slow pace, under the European standard (78 miles per hour), there are also some nominal pure electric driving capabilities: it is realized when the battery is 8 miles left; This should be roughly equivalent to 7 miles in the United States. We observed between 4 and 10 miles, depending on the driving conditions. Part of the reason is that the engine starts when the battery is 25% left, so as to ensure that there is always a buffer and provide acceleration assistance when acceleration is needed. But this small 4.8 kWh battery charges faster — — It takes about 1 hour in a 240 volt socket. If you choose the competition mode, the gasoline engine will actively charge the battery.

Why bother to tame this complexity? Well, the fuel economy data of the United States have not been released, but C63 is about 50% more efficient than M3 CS in European fuel economy indicators. Although this is amazing, the naturally aspirated Mercedes-Benz engine can only use a very small part of the power reserve. Our average fuel consumption of 17 miles per gallon (about 20.6 kilometers) may be quite Impressive for its predecessor V8 engine. In Europe, a high-end gas tank can easily exceed a comfortable hotel room. Therefore, fuel economy is really very important here. In addition, the price has also risen sharply, and it is expected that the starting price will be around 100,000 dollars.

We are impressed by the integration of C63, and feel that it is not as complicated as it looks. However, AMG’s latest model seems to make us more shocked by the left brain than unconditional enthusiasm. We still miss the V-8.

Special feature of 1905 film network Bilibili scored 9.6, Taobao Film scored 9.5, and the animated film scored 7.7 with Douban, which won the highest score of domestic films in the current summer file and became a surprise dark horse of word of mouth!

Six years ago, Zhong Ding, an associate professor of Guangzhou Academy of Fine Arts, led a team of graduates to create an animated short film "Falling into the Dust". After a year of production, it appeared online in bilibili and quickly became an explosion with tens of millions of broadcasts. Netizens also called for a movie version on the barrage.

The 7-minute short film presents the mythical elements of the 28 stars, an oriental aesthetic world composed of weaving, a brotherly relationship between a fairy who is responsible for "releasing the stars" and a naughty sister, with original story themes, innovative animation aesthetic exploration and interesting emotional interaction.

The success of the short film contributed to the evolution of Falling Dust into a cinema feature film, which lasted for five years. More than 50 production teams and 2,000 animation artists jointly created this new Chinese-style blockbuster.

A feature film can be regarded as a prequel to a short film, starting with the composition of the world outlook and the origin of brother and sister’s life experience. This is also the first time that domestic animated films have put the legend of the Cowherd and the Weaver Girl and the myth of the stars on the big screen.

"The short film is a test of water to see if the audience will be interested in such creativity and character relationship. The feedback is quite good, so we will use these elements in the film." In the "Dialogue" column of the 1905 film network, director Zhong Ding shared the creation process of "Falling Dust" from short film to long film.

"The movie may not be perfect, but we are telling stories seriously. There are many new ideas that will make the audience shine and have sincere feelings. If the audience goes to see it, they will be able to find a resonance point."

Although Fallen Dust has a good reputation, Zhong Ding admits that Guoman’s original IP is difficult, and the audience’s attention and understanding are not high. The film’s current arrangement and popularity in the market are not as good as expected, and it is in urgent need of more people’s support and the spread of "tap water".

Excavate "Twenty-eight Stars"

The stars are one of the important components of China traditional culture, and belong to the constellation culture of Chinese.

Zhong Ding said that the 2012 animated film "The Adventures of Grandpa with Big Ears" was the first time that an animation in China took the stars as the theme, but there was never an animated film with the stars as the story, which was worthy of further exploration, and Fallen Dust took the first step.

The starry sky is divided into seven nights according to the four directions of southeast, northwest and northwest, which are the "four elephants": Qinglong, Suzaku, White Tiger and Xuanwu. The stars in each night are connected by imaginary lines, which constitute various shapes of graphics. The creative team extracted these important concepts and designed them into various forms of starry beasts.

For example, Niu Jinniu belongs to the Xuanwu system. There is a star pattern of Niu Su in the shape of the calf’s beast, and a turtle shell reflecting Xuanwu elements is added to the back. The winged salamander belongs to the Suzaku family, so it is a red snake with wings like Suzaku.

Based on this logic, the image of each star beast has been recreated in color and attribute. However, the movie did not spread out the 28 beasts corresponding to the stars one by one, nor did it fully introduce these details through the storyline.

"The first is too complicated, and the second is that this is not the point. The stars are still a clue in the movie, because the space is limited, so we mainly focus on the emotions of the main characters. "Zhong Ding said that if it can be successfully developed into IP, more stars and beasts will be displayed in the future. At present, the film has initially achieved visual science popularization.

The story of fairy brothers and sisters joining hands to soothe the stars will inevitably remind people of "Bao Ke Meng" and so on, all of which have similar collection settings. Zhong Ding’s response is really influenced by these works. "We also think that this is a proven business model, which can be used to promote the role, and there is room for drama and derivatives in the future."

Rewrite the legend of cowherd and weaver girl

Falling into the Dust rewrites and deconstructs this legend that has been circulating for thousands of years through the story of the descendants of Cowherd and Weaver Girl. Zhong Ding believes that the traditional stories have the limitations of the times, and the films reshape the images of the Cowherd and the Weaver Maid with ideas that are more in line with modern people.

The Weaver Girl in the movie is a role of guarding the family and the balance between the two worlds at the same time. "She is not a simple love brain, but a woman with responsibility and responsibility, and has the right to choose herself and strong ability." Cowherd saved the Weaver Girl in an accident, and he is a simple, caring person who protects his family at the expense of himself.

Affection is the emotion that can most touch Chinese’s inner resonance. Unlike other movies that express affection, Zhong Ding pointed out that there are many levels of affection reflected in Falling into the Dust:

First of all, the love between the cowherd and the weaver girl developed family ties. Goldwind and Yulu met on earth. One wanted to atone for his mother, and the other went to heaven to find his mother. They formed friendship by helping each other and holding a group to keep warm, and brother and sister recognized each other under the fetters of family ties. In the great war, Jin Feng saw families suffering, and he chose to inherit his mother’s mission and sacrifice, thus saving the mortal world, showing the thread of family affection, and finally settled on the discussion of "home".

The film also uses the concept of "stitching" to tell these emotional stories layer by layer. Jin Feng experienced the "suture" from misunderstanding mother to understanding mother and repairing mother-child relationship. He and his sister never met each other until they cooperated and found that the other was a "suture" of their loved ones; The two worlds of man and god have also gone through the "stitching" of world outlook and values.

The film doesn’t copy the rebellious confrontation route of "My fate is not determined by heaven". The two worlds of man and god in the film are not on opposite sides, and heaven and earth support each other. Instead, the selfishness of the villain God leads to disputes. What Jin Feng finally does is to maintain the two worlds so that they can communicate and understand each other.

"The Emperor of God raised the Golden Wind like his father. His love and dedication are that the Golden Wind is valuable and conditional, while the sacrifice of the Cowherd and the Weaver Girl to protect their children and the sacrifice of his brother to his sister are unconditional." Zhong Ding said, "As long as you have the power of love, you can be the patron saint of your loved ones", which is the theme that the whole film wants to express most.

Different painting styles between the divine world and the human world

When creating the short film, Fallen Dust has already established a basic world view: the ancient gods sewed the celestial world and the human world into a "big cloth" through the power of the sun and the moon, and the sewing position was "the canopy". "Lingluo" is the smallest energy in the whole world, and it is woven into two boundaries: thread and sewing, and the small thread group generated from it forms twenty-eight stars, so the twenty-eight stars have strong energy.

Based on this self-consistent logic, the visual systems of man and god form their own references and have their own characteristics.

According to Zhong Ding, the design of the celestial body integrates the concepts of silk thread and weaving, adopts the pale and elegant tone, and the architectural style refers to the Huizhou architecture with white walls and blue tiles. The color of black on the top and white on the bottom continues to the costumes of the celestial figures, achieving a cold and solemn overall atmosphere.

The human world is set in an overhead ancient world, which is a gathering place of China’s traditional cultural impressions. The visual design mainly refers to the Riverside Scene at Qingming Festival in Song Dynasty to create the ancient fireworks temperament, and also refers to the overlapping and scattered urban architecture pattern in Chongqing.

On this basis, we added elements from different dynasties and even modern times, such as hot pot, milk tea and barrage. "Our materials and crafts are ancient, but some concepts are new. There was hot pot in the Eastern Han Dynasty, and there was milk tea in the Tang Dynasty, all of which had a history of development. We became more modern and made the audience smile. In particular, hot pot has a strong portrayal of human life and emotional projection of family reunion, which is more in line with the humanistic attributes of the film.

Compared with the short film, the style of Goldwind is no longer gorgeous. Through the headband and tightly woven belt, it gives the characters a sense of restraint and better shows the character temperament of Goldwind.

Xiao Fan, a young girl, is also the image design inspiration of her younger sister Yulu, which originated from the magpie who claimed to be the "Magpie Bridge" in the legend of Cowherd and Weaver Girl. My sister is jumping and chirping like a little magpie, and her clothes have a long tail.

On the basis of three-dimensional animation technology, Fallen Dust is interspersed with two pieces of two-dimensional animation: one is a traditional cultural element that integrates shadow play and embroidery, and describes the process of brothers and sisters taking over the stars; A period of rock color style shows the past when the cowherd and the weaver girl knew each other and loved each other, with a dreamlike memory color.

Zhong Ding said that these two paragraphs are montage paragraphs with large plot span. The embroidery style of the first paragraph continues the visual system of the film with cloth as the main part, and the performance on the reel is full of fun. In the second paragraph, the story of the life of the Cowherd and the Weaver Girl and their family is outlined in series with a gold thread, which makes the movie viewing experience more extreme and artistic.

Surprise eggs throughout

In Fallen Dust, there are many details that need to be carefully explored by the audience, among which the core egg that runs through the whole film is — — Ginkgo biloba

The short film begins with a falling ginkgo garden, and ends with my brother helping my sister fend off the floating ginkgo garden, and my sister helping my brother take off the ginkgo garden stuck on his forehead, which not only embodies the oriental artistic conception, but also reflects the harmonious relationship between brother and sister.

In the feature film, Ginkgo biloba has further become the image of the whole theme. There are some details in the film that are linked with the short film: Xiao Jinfeng holds a piece of ginkgo garden and sticks it to his sister’s forehead. After Jin Feng’s sacrifice, there is also a leaf attached to his forehead, forming an emotional echo.

Director Zhong Ding said that Ginkgo biloba is characterized by "cutting branches to live" and has the meaning of "many children and many blessings", which is in line with the expression of family affection and blood inheritance in the film.

Cowherd and Weaver Girl know each other and love each other because of a ginkgo branch, and the ginkgo tree becomes the witness of the family and protects them like an umbrella. After the accident, the ginkgo tree fell and the home was destroyed. But ginkgo garden covered and protected her sister, and was not found by the gods. After Jin Feng’s sacrifice, he turned into a ginkgo tree, and the leaves fell back to the roots, grew again and flourished.

Falling into the dust has opened up a brand-new world, and the new concepts such as twenty-eight stars, silk weaving, and the two worlds of man and god have great room for continuous digging and expanding the series of stories.

As for whether Fallen Dust will shoot sequel to the movie, Zhong Ding said it depends on the box office performance of this film. Compared with movies, it is more likely to be developed into animated series in the future.

Individual consumer

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