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粉丝电影透支市场潜力

2017-08-12 04:12:16   中国青年网

【文化评析】

近期,正在上映的电影《三生三世十里桃花》闹出一场“锁场”闹剧,突显了粉丝电影狂热荒谬的一面。所谓“锁场”,指的是粉丝为了避免电影因票房惨淡被电影院下线而购买电影票的行为。为了避免偶像的放映场次被取消,该片男主角杨洋的粉丝在每场次的角落里都购买少量票来“锁定”。据称,该片被锁场的场次高达7万场,使相关影院蒙受巨大的经济损失。

娱乐明星拥有粉丝群体的现象早已出现,但把粉丝做成一桩生意,乃至出现粉丝电影这种电影类型,却是近几年才出现的。

粉丝经济的巨大商机,催生了粉丝电影的产生、发展和壮大。郭敬明导演的系列电影引发专业评论的万炮齐轰,但凭着这些连续播放的明信片画面、PPT电影,郭敬明获得了超过20亿元的总票房。粉丝电影显示的惊人吸金能力,使其迅速成为电影人争相挖掘的金矿。

在电影《奔跑吧兄弟》中,粉丝电影的荒谬性达到极致。这部粗制滥造的电影,竟然狂收4.389亿元票房。在一系列质量跌破底线、票房却大获成功的粉丝电影示范之下,商业电影的游戏规则被改写。人气明星成为电影的核心资源,其他一切似乎都无关紧要。在这种市场生态下,影片质量不再是电影人苦心孤诣追求的目标,争夺人气明星成了电影人的头等大事。没有人气明星,影片再好都可能遭遇票房滑铁卢;有了人气明星,影片就有了票房大卖的可能。同样,对演员本人来说,炒作话题、提升人气成为首要任务,因为话题、人气和狂热的粉丝群体远胜于敬业的态度、良好的修养和精湛的演技。

粉丝电影不仅在市场上透支了国产电影的公信力,而且侵蚀着专业奖项的权威性。在第33届大众电影百花奖颁奖典礼上,在狂热粉丝团夜以继日的网络刷票以及现场观众评委的力挺下,备受瞩目的最佳男主角颁给了两位具有巨大流量价值的青年男演员。百花奖号称“内地最高水平的电影奖项”,要说此二人的表演代表了目前中国电影表演的最高水准,很难让人信服。诚然,百花奖更加注重观众和市场的认可度。然而,与设立奖项时的情况大不相同的是,现在的粉丝与我们所说的电影观众已经无法画上等号。粉丝群体中有相当一部分人并不考虑演员的演技、人品,也不考虑影片是否精彩、打动人心,只认偶像明星的一张脸。由这样的粉丝来决定奖项的归属,只会让真正爱电影的观众心寒。这种“按脸颁奖”的机制消弭了重要奖项应该具备的严肃性和专业性。

粉丝电影持续地透支电影市场的发展潜力之后,已逐步显现出颓败势头。《三生三世十里桃花》邀请大红大紫的杨洋和刘亦菲主演,但上映之后引来如潮差评,票房也被同期上映的《战狼2》远远地甩在后头。正是因为上座率不如预期,才发生了恶意“锁场”的闹剧。

粉丝电影在激活市场人气、助力电影产业化方面具有一定作用,但整体来看,它颠覆了电影艺术的基本规律,冲击了电影市场正向的激励机制和质量评价体系,从长远来看弊大于利。我们期待粗制滥造的粉丝电影遭遇市场和口碑的双重惩罚,以此来实现电影市场激浊扬清的正向机制。然而,在规模庞大、态度狂热的粉丝群体面前,实现这一目标仍然任重道远。如何让粉丝群体走出狂热、回归理性,则是一个更为深刻的话题。

(作者:封寿炎)

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