Huayu 1999: Starting with nothing but getting something for nothing

"My Sassy Girl" grossed 1750 million yuan in its first five days of release, ranking eighth in the 1999 box office rankings.

There are many theories about how the production achieved this result. The mainstream explanation is that the production team was willing to spend a lot of money on production, and coincidentally, the news of their rescue also contributed to the production's failure. In short, it all comes down to good publicity.

This is equivalent to saying that a restaurant that has been popular since it opened is because GG played well, which is obviously untenable.

So why is that?

China's creative environment has long taught creators that all forms of artistic works should have an educational function, and this is a consensus.

At this time, an amateur named Yang Che found a group of recent film school graduates to make a romantic comedy. The movie was released and became very popular, but it was criticized. People said that the movie was shallow and some even said that he was not worthy of this job.

He responded: "We are being educated every day, it's too tiring. It's good to watch a movie and have a laugh during the holidays."

When I heard this statement, I felt as if I had been struck by lightning.

Having worked as an editor for a film magazine for over a decade, I've observed that the Chinese film market is deteriorating. I've analyzed a wide range of reasons, including the impact of piracy and alternative entertainment, outdated cinema facilities and services, excessively high ticket prices, and a rigid distribution system.

But I never thought about why Titanic grossed 3.6 million.

Because the creative work of the vast majority of our directors has become out of touch with the market's vision.

Is it difficult to make a movie that doesn't preach to the audience but aims to make them laugh? "Outsider" Yang Che provides the answer.

"My Sassy Girl" is a comedy, but it is different from Feng Xiaogang's comedies or other comedies. The male and female leads are young people who do not bear the burden of the times, which gives people a very fresh feeling and makes people feel relaxed. The dense comedic scenes make people laugh.

This is the main reason why "My Sassy Girl" grossed 1750 million yuan in its first five days of release, and I believe it will go even higher.

Because this film doesn't preach to the audience.

........

In addition to reports from film magazines, almost all domestic leisure newspapers have successively reported on the box office performance of "My Sassy Girl".

After all, it is the most anticipated domestic film this year.

Of course, different newspapers will have different focuses in their reporting.

The analysis in newspapers like the Life Times and various evening newspapers still focuses on publicity. For example, the subheading of the Life Times article was: "The publicity strategy of 'My Sassy Girl' is worth learning from by all Chinese filmmakers."

Of course, it wouldn't be about asking other film directors or focusing on saving someone; rather, it would be about the film being released nationwide, with the main cast interacting with audiences across the country and giving away small gifts. Naturally, it would also mention that outdoor and television screenings were cancelled.

Some continued to criticize or made sarcastic remarks.

For example, the Beijing News, in addition to objectively reporting box office information, also published a second article by Zhao Lihua of the Writers Association.

The title is: "My Sassy Girl" only grossed 30 yen in Japan after several days of release.

The content, of course, didn't mention anything about the film's release, nor did it include any pictures. It simply said he had a Japanese friend... and then reiterated his original view that "My Sassy Girl" was shallow. He also said that Japanese audiences are highly educated and simply don't like such mindless movies.

The reason why "My Sassy Girl" had such a high box office in China is simply because Chinese audiences are kind-hearted and spent money to support Yang Che's act of bravery. Zhao Lihua criticized this phenomenon, saying it was a case of "overpraising to death," as such box office success would make audiences and production companies think the movie was really good and that anyone could make a movie.

One of the original quotes was, "I understand the simple psychology of ordinary people, but it's essentially self-indulgence. If you think acts of heroism are good, then learn from those acts, instead of promoting a movie that doesn't deserve praise to a high position. That's shameful."

.........

The day after the Beijing News published this report, the Beijing Daily, the Movie Channel, and many TV stations' "Entertainment Online" programs successively reported on the videos and photos taken by Liu Chang in South Korea and Japan.

Then Zhao Lihua was quietly expelled from the Writers Association because his article was seen by a leader of the State Administration of Radio and Television.

The leader's exact words were: "It's fine for writers to argue, but what does it mean that 'Japanese audiences are highly educated and don't like this kind of film'? Why is someone so lacking in integrity still a member of the Writers' Association?"

Then the media basically stopped dissenting voices. Damn, the slap in the face came too fast!

It can only be said that the media these days still have some shame. Even the Beijing News wouldn't spread rumors, until Han Bingjiang passes away.

However, opinions within the industry are somewhat different. For example, Chen Kaige confidently told Cheng Hong: Yang Che must have saved a real heiress.

After all, which of his movies hasn't been criticized? If he had fought back, the media would have attacked him even more fiercely, unlike now where he's been quiet and unassuming.

And so, though he wasn't in the country, his name was. At least in the domestic arts and culture circles, Yang Che was discussed again, and the conclusion remained the same: this guy is incredibly lucky.

Of course, Yang Che didn't care about these things. He was more concerned about the conditions of his seat on the long-haul flight. He had bought a first-class ticket, which cost 65,000 RMB.

Entering the cabin, partially enclosed by a curved partition, he nodded in satisfaction. The seats were similar to business class seats on high-speed trains in later generations, and could be fully reclined. A suitcase could be tucked under the seat, and there was a small storage compartment above the head for a handbag or something similar.

However, Yang Che only had a backpack. As he approached, a flight attendant speaking English with a Japanese accent squatted down and stuffed his bag under the seat.

The flight attendant had slightly bowed legs, but her skin was very fair, and she was quite cute.

"Sir, would you like sparkling sake or champagne?"

"Champagne, please."

Yang Che held up his champagne and subconsciously looked across at the woman opposite him. She was a brown-haired European woman in her fifties. You could tell from her eyes and eyebrows that she must have been a beauty in her youth. But now, well, foreigners age quickly.

At that moment, she also held up a glass of champagne and looked at Yang Che. The two smiled at each other and greeted each other from afar before drinking.

Then the flight attendant brought hot towels and hand cream.

The flight attendant even helped Yang Che change into slippers; her service was incredibly meticulous and thoughtful.

The entire first-class cabin has 12 seats, but there are 4 flight attendants serving it. You can only say, it's good to be rich.

And the country he was about to visit was a symbol of capitalism, a beacon in the hearts of countless people around the world for a long time.

Yang Che felt a surge of excitement; he knew it was the feeling of wanting to let loose.

This is normal; who doesn't have this feeling when traveling abroad?