The title of wonderful films is not enough to attract eyes, and there is more than "Persuasion"
2022-03-31
The title of wonderful films is not "eye-catching" enough, and there is more than "Persuasion". The reporter of Beijing News interviewed the cinema manager, box office experts and directors to talk about the mystery of film naming In the face of the dizzying number of new films, the title has become the first impression left by the film and the audience for the first time. It is also the first round of publicity in the promotion process of the film. After market test, the title, as a creative part of film production, plays an extremely important role in the publicity, advertising, multiple sales and brand construction of film products. Since it is so important, what are the elements of a high-quality film title? What is the audience's and cinema's acceptance of the film title? How to make an accurate and outstanding "good title"? Some seemingly "wonderful" film titles are "eye-catching" or "Persuasion" for the audience? The Beijing News reporter interviewed industry insiders such as cinema managers, box office experts, directors and publicists, and asked them to summarize some practical experience in combination with their own experience. At the same time, the audience is also invited to express their most direct feelings about the title. Cinema Line The long film name will not affect the face printing, and the secondary fans "eat" the long film name very much Many cinema managers told the Beijing news that as long as the released film can be approved, no matter how long the title may appear. Li Yulin has worked in cinemas for more than ten years and witnessed the release, publicity and release of several films. In his impression, most of the film titles with high scores each year are no more than four words. Such film titles are easy to read and easy to understand and have momentum. For example, film titles such as "riding the wind and waves", "on the cliff", "winning the championship" and "800" have improved the sales of films. He said that why the film titles of recent films are getting longer and longer, many of which are related to the type attributes of love and literature. Generally, they love Japanese, pure love, small and fresh style films, or golden sentences extracted from the adapted original novels. The film side believes that such names can arouse the emotional resonance of the audience, so there will be film titles above the cross. Tang Le, the film arrangement manager at the headquarters of Huayi Brothers cinema management company, told the reporter that the long film title has no impact on the actual operation of the cinema line. The film title will be fully displayed on the screen. Generally, the film title will be displayed by rolling on the display screen of the regular cinema ticket hall. The ticket system generally stipulates the ticket size and font size format, There may be the phenomenon that the film title is too long and serial on the ticket, But generally speaking, the film title will be fully displayed: "it is difficult for the cinema to adjust the printer for a film with a long film title, so there may be serial phenomenon on the ticket display, but the entry and dissemination of film titles must be subject to the release notice. These films with too long film titles may be abbreviated in the work exchange, but the creator will be respected and the release notice will prevail." He said that the relationship between the length of the title and the box office can not be defined. Relatively speaking, the short title will make the audience feel concise, but sometimes the long title will attract another part of the audience. "Some young audiences who like popular culture such as the second dimension and light novels are very 'eat' the title of the long film," to our lost youth "," if the voice doesn't remember "and so on. For example, the animation series" the rise of Altman in the iron dragon "and so on, no matter how long the title is, it's not a problem for fans." expert Should pay attention to functionality, not too much pursuit of artistic form, not too much play In the interview, many filmmakers gave a similar view: it is very difficult to name a film. Sometimes it needs to choose from hundreds and thousands of film titles, but sometimes it can't even "hold" a word. The degree of difficulty is comparable to that of parents who name newborns. They need to think and screen again and again. In Luo Tiantian's view, the film title is not 100% perfect. After all, it is necessary to express the content for two or three hours in a limited number of words. Therefore, the film title should not be too harsh, but we should pay attention to the functionality of these words, so that the audience can explore more film information, not an art form, and must operate harmoniously with other parts of the film to package the film. The reporter found that there are many tweets on the Internet to solicit the opinions of netizens and name the film. So, what is the stress of choosing the name of the film? As can be seen from the previous data, a good film name should extract the most wonderful parts of the film content. Song Weicai, associate professor of the school of art and media of Beijing Normal University, said that excellent film titles can catch the interest of the audience and attract the attention of the audience at the first time. For example, I and my motherland and my hometown can intuitively feel the novel expression of the main theme film. At a glance, you can know that what happened in the motherland and hometown is closely related to the real life of each audience, The audience's enthusiasm and patriotism will be aroused. Second, the title should arouse the audience's interest in the film. The accurate description of the film type will help to attract the target audience. For example, "ancient", "immortal", "devil" and "Xia" are the themes of fantasy and ancient costume, such as the birth of Nezha's demon child and the journey to the West; Another example is the adaptation or remake of novels and online literature, which is more attractive to the audience by marking the title or using the names of other literary forms, such as tomb robbing notes, wolf totem, three lives and three generations, ten miles of peach blossom, etc. Luo Tiantian said that there are no rigid requirements for the film title. Specific films have the operation mode of specific film titles, but some experiences are universal. For example, do not appear too advanced and obscure words in the film title, and do not play too much with the text stem and homophonic stem irrelevant to the content. The film title design must ensure that the audience can understand it, otherwise it will be counterproductive. "The film title can arouse the audience's desire, leave a memory for the audience, and provide the audience with a reason to buy. For example, the hero of fire arouses people's respect for firefighters, while the killer is not too calm adds the word" quiet "after the classic film" the killer is not too cold "to make the audience interested in the film; for example, the police story 2013 and the true colors of heroes 2018" Or "shuimen bridge of Changjin Lake", which follows the name of the previous work, borrows the works that have been deeply impressed by the audience, which has a high degree of recognition for the audience and can also strengthen the brand of the series of films. " director I hope the audience will feel the emotion in the film "Tell them I'm going by the White Crane" was the first film directed by Li Ruijun with a relatively long title. He recalled that there were not many films with long titles on the market at that time, and he didn't give much consideration to the length of the film title, because the film was adapted from the novel of the same name by author Su Tong. In the process of script adaptation and shooting, there was no more suitable title than this name, so it was used. Another film directed by him, home in a place with abundant water and grass, was inspired by a line in the script creation. Li Ruijun thought that this line was completely consistent with the theme and temperament of the film, and he was quite satisfied with the film title. "For me, the number of words of the film title does not have to be long or short. It is mainly suitable for this film, which can give the audience a general impression and fit the temperament of the film itself. Of course, I will think of some other film titles in the creative process. I will write down these names, but in the end, I will be loyal to self-expression and choose the most appropriate one." Li Ruijun said that he didn't expect that there were more and more long film titles in recent years. Maybe too long film titles would make the audience forget it, but so far, he hasn't been asked by the publicity and distribution party to change the film title because of the length, "The title of the film should be determined according to the specific script plot and their own aesthetic preferences. I think the audience can appreciate the temperament of the long title, just as many people commented that Li Ruijun rode the white crane to a place with abundant water and grass to make a film (laughter)." The Beijing News reporter learned from the inquiry of many directors that the number of film titles has no special regulations for directors. Most of them are determined according to the situation of the film. Yao Tingting, the director who directed many youth love films, has several long film titles, "I'll wait for you at the end of time" and "whose youth is not confused". She said that these film titles are not deliberately made, but because of the blessing of the original novel. Some movie titles from song titles will also be slightly longer, such as cloud made of rain in the wind (song of the same name of Meng Tingwei), whether you still love me tomorrow (song of the same name of Tong ange), etc. The recently released film "if one day I will leave you" has 11 words. Director Li Gen revealed that this is a lyrics from "silent ending". This title revealed that the film is a story about parting. For parting, many people may think it is very cruel, but the film is higher than life and will be more romantic. We don't have to worry about the number of words. The audience will feel the emotion in the film. Audience survey The title is too long. Will you remember it? The title of a film can be called the eye of a film. Usually, a few words of the title can describe the content of the film and highlight its attraction to the audience. The audience will go to the cinema because of the accuracy of the title. For example, they will buy tickets when they see the two key information of "above the cliff" and Zhang Yimou. They will also be "discouraged" by some titles with a large number of words, difficult to read and no memory. Similar problems have appeared in several love films released recently, "can you just like me", "one product in ten years, Wen Ruyan", "I want to go to your world, love you" and "don't forget I love you", all of which are more than 7 words and are very easy to be confused. However, the Douban scores of these long and famous films are very low, and the box office performance is also very poor. In addition, some nonsense titles, such as where were you when I wanted to get married, a love film starring Zhou xiuna in 2014, although watching the title would make people laugh and increase the popularity, it did not bring high box office... Will the audience care about the length of the title? In this regard, a reporter from the Beijing News sampled 200 viewers to tell about their "indissoluble bond" with the film title. Audience sharing Wonderful long film name, direct rejection In doing this survey, the reporter of Beijing News interviewed several viewers at random. Will the film title affect the judgment before choosing to watch the film? And ask them to recall which titles impressed them? ● before I want to see any movie every week, I usually open the Douban platform to watch the movie that is being popular. The title does not have much impact on my intuitive feeling, but the wonderful movie title will make me want to know more about the movie. For example, seeing Nara again, which was released in March 2021, I feel that the title is very artistic. In addition, I also have similar experience of studying abroad, so I want to see it. There are also wonderful feature films that I refuse directly, such as "where are you when I want to get married", which not only sells singles' anxiety, but also feels that the film is very lame. Sure enough, Douban only got 4 points in the end. Dictation: Wang Yu (pseudonym) ● some film titles are too long and awkward, and I don't know what it means. I think love films are the "hardest hit areas" of emotional expression, such as this year
Edit：Yuanqi Tang Responsible editor：Xiao Yu
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