China News Service, Beijing, May 8 Affected by the epidemic, major theaters have not yet opened, and online movies have become one of the ways people entertain themselves online. On the 1st, the online movie "The Ghost of the Beautiful Girl: Human Love" directed by Lin Zhenzhao and starring Li Kaixin and Chen Xingxu received hundreds of millions of views 4 days after it was launched, and was regarded as a "miracle".

　　How is this done? Does it mean that the online movie has successfully "broken circle"? Can such success be replicated?

Poster of the movie "Ghost Story"

Turn on Tribute Classic Mode

　　"Ghost Story: Human Love" is adapted from the 87 version of the classic "Ghost Story". It is reported that in order to obtain the genuine license, the film party first took half a year to find the final copyright party, and then bought 3 versions at a stretch.

　　Why should we adapt this classic? The film's chief planner and producer Liu Zhaohui said in an interview, "The unique oriental legend of" The Ghost Story "and the touching classic love story are very attractive to me, and it is a network that is very in line with the atmosphere and has a strong breaking nature. National IP. "

　　In order to ensure the effect, on the one hand, the filmmaker invited the original screenwriter Ruan Jizhi to join in the creation, on the other hand he invited director Lin Zhenzhao. It is worth mentioning that Lin Zhenzhao once directed the online movie "Big Snake" series, of which "Big Snake" has a box office share of more than 50 million yuan, which is the most popular online movie in 2018.

　　In terms of cast, Yuanhua and Xu Shaoqiang were also invited to play Yan Chixia and grandma in the film, adding a strong nostalgia to the film.

　　In addition, the filmmaker spared no expense to purchase the 87th edition of Huang Zhan's lyrics and composer "The Ghost Story", let the audience revisit this original classic, and invite A Yunga to sing. After a lapse of 33 years, the familiar melody reappears, with another charm.

"Ghost Story: Human Love" A Yunga MV poster cover

The investment cost is staggering

　　At present, many online movies are taking the low-cost route of "little Boda". However, the production cost of "Ghost Story: Human Love" is much higher than the average cost, especially for special effects. The whole film completed 1430 special effects shots, accounting for 85% of the total length of the film. The behind-the-scenes team spent 370 days in post-production. A brand new process system for making large creatures, which is really rare in short and fast online movies.

　　It is reported that the cost of film production and marketing exceeds 40 million. This is not a small sum.

　　However, Liu Zhaohui has always believed that "Ghost Story" is a national IP that is very in line with the temperament of online movies, and at the same time has a strong breaking nature, and can produce phenomenal influence, so it is willing to spend a lot of money to market.

　　In his view, breaking the circle is inseparable from marketing. Online movies used to not talk about marketing, and even if there were, it was only fragmented. But marketing should be a systematic project, and it must cost money.

"Ghost Story: Human Love" stills

Actor acting controversy

　　Although the special effects in the film have been recognized by netizens, there are many controversies on the actors of Nie Xiaoqian and Ning Caichen.

　　At present, the Douban score of "Ghost Story: Human Love" has dropped to 4.9 points, while the 1987 version of "Ghost Story" scored as high as 8.7 points.

　　Some netizens believe that Nie Xiaoqian played by Li Kaixin is far from Wang Zuxian's version and lacks immortality; while Chen Xingxu who plays Ning Caichen is difficult to compare with Leslie Cheung.

　　In addition, the emotional drama in the play progressed too quickly. Ning Caichen was still "seeing no etiquette" to Nie Xiaoqian one second before, and became "Xiaoqian I love you" one second later. Such a turning point was too abrupt.

　　However, some netizens pointed out that Li Kaixin is a Singaporean and began to appear in the domestic entertainment industry four years ago. It is acceptable to act like this. This time, Chen Xingxu changed his previous role style and became an infatuated scholar, with obvious breakthroughs.

The new version of "Ghost Story" Douban scored only 4.9

Can online movies break from now on

　　According to the data released by Tencent Video on May 5, "The Ghost Story: Human Love" was launched on May 1 after the hot screen "May 1st", and it has received hundreds of millions of views within 4 days after it was launched. It exceeded RMB 17.69 million.

　　According to the way of "Ghost Story: Human Love", can you make a remake of the classics?

　　According to Liu Zhaohui, although online movies have always been at the "bottom of the chain of film and television industry despise", in fact, online movies are not low-end, not only to make a good film itself, but also to adapt to the characteristics of network-side transmission, which can satisfy the audience to use fragmentation The demand for time viewing is a market with unlimited and broad prospects.

　　"Hard-core high-quality works, full support of large platforms, scientific large-scale marketing layout, and continuous explosion of grade-level works. For this industry, we at least provide a clear and visible case." Liu Zhaohui believes that only more and more Only the best products can make online movies truly "break the circle" and win more viewers.