评《地球最后的夜晚》:谁来为艺术电影解围

2019-01-08 18:00:26    中国文化报

原标题:谁来为艺术电影解围

当《地球最后的夜晚》在上映前拿到1.59亿元的预售票房成绩时,舆论重燃对艺术电影在国内影市的信心,没想到片子上映之后的表现令人大跌眼镜——尽管首日斩获2.62亿元票房,稳坐“元旦档”冠军宝座,但随着口碑陷落,上映次日该片仅获得1116.9万元票房。据猫眼专业版数据显示,2018年12月31日,大盘退票人次为32.2万,大盘退票率为4.4%。业界所呼唤的“艺术电影的春天”并未到来。

票房及口碑的负面消息随之影响到二级市场。就在今年第一个交易日,该片主要出品方华策影视的股价跌停并创上市以来新低,公司市值一天缩水16亿元。之后的两个交易日里,华策影视持续低迷。1月4日,在市场大幅上攻的情况下股价也仅仅微涨0.51%,3个交易日市值合计蒸发高达20亿元。

“与最重要的人一起度过一个最有仪式感的夜晚,一吻跨年。” 这是此前影片发行方联合院线、影院以及抖音等社交平台为营造浪漫氛围进行的营销宣传,吸引了数量庞大的商业片、爱情片消费者。然而,这种被营销带动的观影情绪似乎在一夜之间消失了,上映第二天即出现“断崖式”口碑和票房表现。

综合观众反馈来看,最主要的原因当属营销错位:“抱着欢乐、浪漫的期待去看这场电影,没想到收获的只是沉闷、眩晕和困倦,完全看不懂,感觉被骗了……”积极参加预售活动并在“跨年夜”去观看影片的不少影迷对影片非常失望,这种不满情绪很快就转化为对影片的报复性恶评。

尽管营销带偏观影方向令不少影迷感到不满,但也有一部分影迷认为,铺天盖地的谩骂对这部影片并不公平,因为该片在艺术上的探索、叙事上的构思都令人感到“意犹未尽”。还有影评人表示,艺术电影本身并不应执着于是否“看懂”,而在于是否“用心去体验”。

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