Can 'kneeling-down' save a film?
- By Zhang Rui
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E-mail China.org.cn, July 27, 2017
A "kneel-down" poster from the film "Our Shining Days" sparked controversy online on Monday with many internet users calling it "pathetic."
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The "apology" poster of "Our Shining Days" [Photo / China.org.cn] |
On the poster, seven employees from the film's promotion team kneeled down and each of them holds a paper reading "I cut the trailer," "I made the poster," "I decided the film title" and so on. On top of them there was a headline saying "A group apology from 'Our Shining Days' marketing and promotion team: Sorry! Please don't miss a good film due to its (unattractive) title and posters."
There was also a line on the poster saying the film only has 6 percent of screening time (of all films), if audiences didn't go to see it, they would really miss out. In addition, several high scores ranging from 7.3 to 9.2 on various film rating or ticketing platforms such as Maoyan and Douban, were displayed on the poster.
The inspiring movie aiming to encourage dream-chasers, is directed by Wang Ran and penned by Bao Jingjing, the winner of the Golden Horse best adapted screenplay award for "Love is Not Blind" in 2012, and stars Xu Lu, Peng Yuchang, Liu Yongxi and Luo Mingjie. Set in a high school which specializes in training musical talent, the movie follows a young girl's efforts to set up a folk music band with several fellow girls obsessed with comic books, games and cosplay.
The movie is veteran producer Bill Kong's latest investment in a coming-of-age movie, 10 years after he produced Jay Chou's directorial debut, "Secret," also about youngsters. At this year's Shanghai International Film Festival, the movie won five awards in the media’s favorite section, including for best new director and best supporting actress. Around 1,000 preview screenings were held across the nation, and most of them gave the movie the thumbs-up.
Bill Kong wrote before the film’s release appealing for help and support for the low-profile film. "Every film has its own fate. This film is a very good kid, it is small, but it never gives up and wins people's hearts step by step." Kong added he hoped the critically-applauded film could "stand straight and earn its deserved respect and market space."
But the team of the film kneeled down so soon instead of standing up straight. While many moviegoers admitted the film is good, they considered the promotion to be bad or "lacking," while others were disgusted by their "kneel-down" action.
"It's pathetic, it's moral kidnapping of the audiences," one wrote on the Weibo platform.
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