Why are National Day posters so "vulgar"? Reveal poster making rules

It is very pitiful to make movies in China. Because they are not sure what the audience likes, filmmakers are likely to suffer from "box office anxiety".

it is very pitiful to make movies in China. Because they are not sure what the audience likes, filmmakers are likely to suffer from "box office anxiety". One of the major symptoms of this disease is messing with posters. For example, the posters of several blockbuster films on National Day recently shocked a lot of people.

in fact, Chinese filmmakers can not be blamed for "rustic". In fact, shocking posters are usually the ultimate version of the movie. Before that, the pilot version, the concept version and the international version were mostly high-end. So the question is: why do we have to force the audience to see the "dirt" poster?

< strong > [phenomenon] < / strong >

< strong > ● is afraid you don't understand. Come on, shout it out! < / strong >

Xu Anhua's Golden Age was released during the National Day, which aroused a lot of topics. Previously, the film launched a set of "attitude" posters, summing up the main characters in one sentence. Miss Xiao Hong, who has had an affair with N men all her life, said, "live as you want!" Dear Mr. Lu Xun is more direct: "you can scold as much as you want!" There is also the gentleman who "if you want to get married," is Duanmu Yiliang, the famous "pickup" in the Golden Age. When Xiao Hong was pregnant with the child of another man, Xiao Jun, this gentleman bravely broke through the limitations of the times and the man's instinct to marry her.

but what is the big-character cry of the Republic of China? Many young writers and artists said that this group of posters had seriously "tarnished" the literary and artistic sense of the film. Because reviewing several international posters of "Golden Age": American "Pen Feng" version, "Mark." The high-end view of Tu Wen Zhuan; the Japanese version of "Ink" does not worry that the audience will not buy tickets if it is too quiet; in the Korean version of "Literature and Art", sometimes the characters can be expressed better with only one look. So in the final analysis, still do not trust the level of appreciation of the Chinese audience, the film is afraid that we only know that Zhang ailing does not know Xiao Hong.

< strong > ● is afraid that you are stingy. Come on, get on the head! < / strong >

Let's talk about the only National Day comedy, "Love in the Heart". Judging from the hot box office, this type doesn't have to worry too much at all. However, there is a big difference between the trailer version and the ultimate version-the trailer version is simple and cheap, and the nature of the comedy is already obvious; the official version must point out all the actors, including Xu Zheng, Huang Bo and Ning Hao. Everyone is grinning as if to tell you: it's not funny, no money!

this is not what one or two families think. Almost all the filmmakers feel that the Chinese audience looks at the face and looks at the scene. So a large number of posters do not hesitate to destroy their image and take the "three vulgar" route. The Legend of the White-haired Lady: the Heavenly Kingdom of the Moon directly let Xiaoming have sex with Fan Yeh; the theme of "going Home" in the South Korean Hai newspaper "returning" is in place, and the big faces of Chen Daoming and Gong Li are nakedly sold in the mainland version; the posters of "Day fireworks" at the Berlin International Film Festival are both artistic and creative, and they can only sell heads back home.... In this regard, Guo Jingming's "tiny Times" is the top model of "head tactics". What aesthetic, what composition, what style, get out of my way in front of people!

< strong > ● is afraid of your heart blockage. Come on, make it look good! < / strong >

is also the "dear" of the National Day file. Because it is the theme of "anti-abduction", the film is very worried that the audience will feel heartbroken. As a result, a group of posters hanging everywhere are also designed with great care.

the poster of Huang Bo's polished face is handsome and classy, but in fact he has nothing to do with the word "handsome" in the movie. A poster of Zhao Wei in the state of a white-collar woman, but she is a farmer full of dialect and freckles in the movie. In fact, to put it bluntly, the producers are still afraid that the audience will not pay for the tickets because they think the film looks too realistic and unartistic. You know, in the Chinese film industry, literary films basically mean that they are not commercial and that they do not sell tickets. Anyway, I just think the audience only loves "popcorn".

< strong > [follow up] < / strong >

< strong > don't like it? I didn't mean to show you! < / strong >

"this group of 'attitude' posters are not aimed at all audiences, but for young post-90s viewers." Zhu Weijie, president of the Infinite Free Culture Communication Company, which is in charge of marketing the Golden Age, told reporters, "We analyzed a lot of online data and found that in the final sprint stage of the film, we must use such a group of posters to promote the interest of this part of the main force."

in Zhu Weijie's view, the poster marketing of "Golden Age" is a gradual "dynamic" process. "at the beginning, the concept poster was' walking alone in the snow', which was so cold that it made people's eyes shine. The following international poster focuses on temperament to let everyone know that this is a completely different film from other National Day films. In the end, when the audience had recognized the quality of Xu Anhua's works and expected Tang Wei's performance, we used a group of 'attitude' posters to make the film 'approachable'. " Zhu Weijie said that the "attitude" poster did make some viewers feel "incomprehensible", but the feedback they received from the post-90s was good. "people think it's more direct to the hearts of the people," Zhu said.

in Zhu Weijie's view, the movie poster is like a woman's face. "when there is a lot of makeup, there are times when there is no makeup, in the final analysis, it is a first impression." But in fact, film marketing workers have also done a lot, such as "making special features, stills, trailers, these are very important materials." To get the audience to buy it, all of these are indispensable.

< strong > annoying head? What else do you want from the bus stop? < / strong >

in the past two years, Zhang Jie, founder of Beagle Movie and CEO, who has received many blockbusters, including "riffraff Hero 2," said more directly that "head poster" is indispensable in the Chinese film market at this stage. "carrying a head is the most direct from a business point of view. For example, at the bus stop, you put on a romantic scene, and people simply don't know what it means after a glance. " Zhang Jie said that there is also an "hidden rule" reason that is not easy to say. "most of the actors finally acted in a movie, and they also want their faces to appear on posters."

Zhang Jie admits that a considerable part of today's Chinese audience already has a "certain level of appreciation", so posters aimed at them are usually posted on online channels. "both concept posters and theme posters can play tricks. But when it comes to the final poster, it is more effective to be an honest head. "

of course, Chinese movies are developing and a lot of things are changing. Zhang Jie predicted: "as the audience becomes more and more mature, heads may gradually become less common, and movies will be sold by genres rather than stars." What film to watch, first take a look at what type it is, and then ask who acted it. Only then will we have room to do more designs and tricks on the poster. "