Core Summary
This article analyzes several cases of box office failures to identify seven key pitfalls in the film industry that can lead to significant losses. It advises professionals to avoid these mistakes when the market is sluggish, as avoiding them is more important than pursuing high returns. These pitfalls cover various aspects such as sequels, creators' attitudes, actor selection, content presentation, and thematic overlap. The essence of the message is that today's audiences are becoming more discerning, and approaches that deviate from their preferences are likely to result in failed projects.
Detailed Explanation
1. Sequels should not deviate from the original
Investors prefer sequels because they hope to replicate past successes, but in reality, less than half of sequels maintain the same quality as the first installment. For example, "The First Part of Fengshen" earned 2.6 billion yuan, while its second part fell by half to 1.2 billion yuan; "The Saint of Love" generated 650 million yuan in the first part but only just over 40 million yuan in the third. The problem lies with audience expectations—they want a similar experience to the previous film, whether in terms of quality or style. If the creative team changes, the story deviates, or the theme shifts (for instance, if the first part is a comedy and the second part tries to impose profound philosophical themes), viewers will be disappointed, leading to a decline in box office performance. New directors who gain success with remakes or under the guidance of experienced producers may struggle when they try to work independently, as their works often differ too much from the original, potentially falling into this pitfall.
2. Avoid being labeled as "narcissistic"
The term “narcissistic” is not given by the creators themselves but by the audience. For instance, Chen Sicheng's film "Decryption" had good technical and artistic quality, but his appearance in a cameo at the end was criticized by viewers for making it seem narcissistic, which negatively impacted its box office. This pitfall can occur when a director also acts as the lead actor or produces the film; in such cases, their influence over the team is too great, leading to a product that catered solely to their preferences (e.g., the camera always focusing on them or unnecessary scenes added to highlight their role). Viewers perceive this as arrogance and are less likely to support the movie.
3. Don't rely on celebrities outside the film industry
Internet influencers, idols, or comedians may not be effective in driving box office success. For example, the movie starring Li Wenhuan, a winner of a youth competition, only sold 3 million yuan, and the same was true for a film featuring Meng Hetang, a crosstalk champion. The reason is that audiences think they can watch these celebrities for free online and see no need to pay at the cinema. Additionally, transitioning from one performance genre to another (e.g., an idol singing and dancing in a romantic movie) can be awkward, and forcing them to take on major roles often results in poor audience reception.
4. Pedantic or didactic films are unpopular
Today's audiences dislike being “educated” through movies. Some of Xu Zheng and Jiang Wen’s films have been criticized for being too preachy. While films can certainly convey messages, they should not be simplistic (e.g., explaining history or moral lessons in a straightforward manner). If viewers want to learn something, they can watch short videos or documentaries. Films that try to impart grand ideas in a “panoramic” way, such as those trying to cover all aspects of the Three Kingdoms period, may fail because audiences feel disrespected (e.g., “Who are you to teach me?”).
5. Being too serious or showing off resources can be detrimental
Too serious films can be boring; for instance, the animated film "The First Part of Three Kingdoms: The Battle for Luoyang” spent the first two-thirds of its runtime resembling a live-action movie, wasting the potential of animation. Similarly, movies with protagonists who are constantly in distress and rely on emotional melodrama to move the audience may seem too somber and unsatisfying. Showoffing expensive production values (e.g., starring a cast of celebrities) can also backfire; while audiences might appreciate the presence of well-known actors in the past, they now see it as a director showing off their connections, which can alienate them. Overlapping themes (e.g., two animated adaptations of the Three Kingdoms period) or releasing a film after a TV series (which may contain spoilers) can also harm both the films.
These pitfalls all stem from a failure to understand audience preferences. Today’s audiences value an immersive experience and do not want to be lectured at, entertained by self-centered content, or forced to support celebrities without genuine appeal. To avoid losses, filmmakers must carefully avoid these common mistakes.