"If You Are the One" and "24 Cities" are frequently placed in advertisements and become a trend

Jia Zhangke's work "A Tale of 24 cities" is about the fate of the third generation of ldquo; factory flower & rdquo; in an old factory in Chengdu, so as to show the change and development of the city. Because the title of the film-A Tale of ldquo;24 & rdquo; is the name of the new building at the original site of the old factory shown in the film, the film is also partly funded by investors in the real estate. The natural real estate-A Tale of ldquo;24 & rdquo; has appeared for quite a long time in the film. In Feng Xiaogang's New year film "if you are the one", advertisements such as real estate, computer and foreign wine also appeared frequently, and the scenery show about Hangzhou Xixi and Hokkaido in Japan was jokingly called & ldquo; city promotional film & rdquo; by the audience.

"if you are the one" is filmed in Hangzhou and Hokkaido, and "A Tale of 24 cities" in Chengdu. The marriage of film and city & ldquo; & rdquo; has become a trend in the current film market.

strong > & ldquo; Advertising & rdquo; dispute has an explanation / strong >

the two directors have their own explanations for whether their works have become & ldquo; commercials & rdquo;,. Jia Zhangke said that there has been a lot of controversy since the film was filmed under the sponsorship of China Resources Group. Ldquo; audiences will know that the real estate is just the end, the fate of the land and the epitome of the city. There is no need to avoid business or reality in making a movie. If the content of the film is embedded in the director's idea, it will not be a simple & lsquo; commercial & rsquo;. & rdquo;

when Feng Xiaogang talked about "if you are the one", he called himself & ldquo; boycott & rdquo; advertising intrusion, once dropped a cup on the set, and apologized to the audience & ldquo; & rdquo;:“ film should not have so much advertising content to join, but advertising is also an important source of investment, I can only try not to be too blunt. & rdquo;

strong > Advertising placement should be regulated / strong >

whether they use advertising products as props or directly show the scenery in the film, said Ishikawa, a professor at Shangda Film and Television School, these are the concrete manifestations of implantable advertising.

Ishikawa believes that implantable advertisements are generally beneficial to the development of the film industry. on the one hand, they reflect the commercial value of films and can become one of the means of film financing, on the other hand, they can also promote the development of the surrounding economy. In the domestic film and television production, the current problem is to standardize its operation, implantable advertising must be based on the premise of not harming the interests of audiences and consumers. & ldquo; viewers do not pay to watch TV. It is understandable for TV to make a direct profit from advertising, while viewers enter the cinema to buy the right to watch the film. & lsquo; implantation & the premise of rsquo; is that it does not destroy the integrity of the film's narrative and visual style. & rdquo;

strong > ingenious & ldquo; Marriage & rdquo; is a win-win / strong >

in Hollywood, where commercial films are the most mature, implantable advertising is nothing new. Ldquo; Autobots in Transformers & rdquo;, makes Chevrolet Hummer and other car brands take for granted protagonists; & the famous cars sunglasses and other props used by the never-old agent protagonist in the ldquo;007” series have become one of the highlights of the film. When the film was released, most of the audience not only did not resent it, but also responded with a knowing smile.

people in the industry pointed out that in fact, the marriage of film and city & ldquo; & rdquo; also had a precedent in our country, but the commercial value had not been discovered at that time. "Love on Lushan Mountain" shot by in the last century made Lushan Scenic spot famous and brought a large number of tourist resources. up to now, "Love in Lushan Mountain" is still shown in cinemas in Lushan Scenic area. The earlier film "five Golden Flowers" let the national audience know the beautiful Yunnan Dali, the film has become a local cultural business card, attracting an endless stream of tourists. Whether the way of implantation can be accepted by the audience is the criterion to judge the success of implantable advertising and advertised films, which is also what domestic film directors must constantly think about and practice in the future.