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in 2023, the fate of chinese films seems to be shrouded in a kind of "fog". whether it is the backlash against "under the others" or the cold reception of the preview of "safe escape from the 21st century", it shows the huge gap between audience expectations and reality. the audience no longer simply pursues a lively visual feast, but desires realism, internal conflicts, and hopes that the film can trigger thinking. however, the film industry is in trouble, facing the audience's higher requirements for content quality and marketing strategies.

labels of “incomprehensible” and “abstract”

the preview experience of many movies made the audience feel "trapped", and the labels of "incomprehensible" and "abstract" spread rapidly on the internet. the failure of the film's publicity and promotion strategy led to negative public opinion on the film, and there was a huge gap between audience expectations and reality. the preview performance of "safe escape from the 21st century" and the popular word-of-mouth performance of "decryption" both reflected this trend. the stereotype of "deducting points before watching" has also become an off-site interference factor.

how to deal with a life that goes against the flow?

in the face of the crisis, the film industry needs to innovate boldly. film promotion strategies need to break through traditional models and find new ways of expression to attract audiences to the cinema. for example, the public statement and weibo of hu mei, the director of dream of red mansions, tried to explain her creative concept, which also reflected the current difficulties faced by the film industry.

the dilemma of “safety first”

the "safety first" attitude has also become the achilles heel of some movies. after the conflict in the real life of "reverse life", the directors chose to remain silent and missed the opportunity. this is not the only case. the publicity and promotion strategies of many films have also encountered the same problem.

market strategy needs to be reshaped

in the face of these challenges, the chinese film industry needs to change. the strategies for film production, publicity and marketing should be updated accordingly. everything from storytelling to marketing strategies needs to be re-examined. for example, the public statement by the director of dream of red mansions, which attempts to explain his creative philosophy, also reflects the difficulties facing the current film industry.

a ray of hope

despite the challenges faced by the film market, chinese films are still full of hope. film is a medium for cultural exchange, which can bring emotional resonance and stimulate thinking. what is needed is stronger execution and innovative spirit to make cinemas a place for audiences to relax and enjoy again.