Liu Yifei’s live-action version of “Mulan“ is hotly searched, starting from the “princess economy“ behind Disney

2020-07-30 22:35:31 0 Comment 1546 views

This film has been preparing for the script since 2015, began global casting in 2016, announced the Chinese actor Liu Yifei as the protagonist at the

Article| Zhou Rui

There is a thousand Mulan in the hearts of a thousand people, and now it is to let the flower The deity of Mulan plays the role of Mulan, and some people will make a sound in a corner of the earth: I am not satisfied with this Mulan. But who cares who this person is-Disney and Liu Yifei's live-action version of "Mulan" has already gained popularity worldwide.

Liu Yifei’s live-action version of “Mulan“ is hotly searched, starting from the “princess economy“ behind Disney

Today (July 8) Disney released the first trailer of the live-action movie "Mulan" and announced that the movie will be released in North America in March 2020 27th. The script has been prepared since 2015, the global casting began in 2016, the Chinese actor Liu Yifei was announced as the protagonist at the end of 2017, and relevant roles such as Gong Li, Jet Li, and Donnie Yen were successively exposed in 2018, but the specific content is still unknown. How the movie finally revealed some information.

Liu Yifei’s live-action version of “Mulan“ is hotly searched, starting from the “princess economy“ behind Disney

The trailer of "Mulan" was announced, the classic animation IP was adapted, the first Chinese princess was exposed, and the trailer attracted worldwide attention.In overseas markets, #MuLan became a global hit on TwitterTopic first, overseas netizens discussed the pattern on Mulan's forehead in the movie, whether the Disney princess sang or not, and the protagonist Li Xiang, the "sacred beast" Mushu dragon, and the disappearance of crickets in the animation.

On the domestic public opinion platform, #花木兰妆容##花木兰福建土楼##花木兰刘亦菲打打戏# The airborne microblog hot search list, the public discussed from the Fujian Tulou in the opening of the trailer to the female makeup in Liu Yifei's movie, the armor worn in the war scene, to whether Hua Mulan should speak English, and the movie posters of Hua Mulan. , Even with all Mulan-related poems, historical stories, film and television works, etc., were taken out and forwarded repeatedly. As a joke and joke between Disney princess and other Disney characters, Hua Mulan also quickly emerged.

Judging from the current popularity of the movie "Mulan" and Liu Yifei, some people think that this may not only be a live-action of Disney’s classic IP, but also a special preparation by Disney for domestic audiences. A "big meal" with the same ethnic sentiment that "Black Panther" has to the black audience.

The most critical question is, What kind of feedback will "Mulan" cause in China? It may be foreseeable now.

"One Hundred Kinds" discussion about the real "Mulan"

An overseas film wants to truly reach the domestic cultural contextIt is difficult to understand, and this difficulty will not be reduced by the film IP or production company. The situation facing "Mulan" is the same. This domestic old age is at least familiar, and it is even possible to recite the classic story of "Two rabbits walk next to each other, An Neng distinguishes me as a male and female". It is difficult for Hollywood to satisfy domestic audiences.

Disney’s live-action "Mulan" teaser was exposed, and the feedback received was mixed. The first thing that caught public attention was Mulan's makeup. In the trailer, when Hua Mulan had not joined the army on behalf of her father, she wore a purple skirt and had thick Wei Jin makeup (sunset makeup + yellow forehead makeup) on her face that attracted public attention. Netizens have inspected historical materials and explored the rationality of film makeup, and the reason for the exploration is obvious-they are not very satisfied with the costume. The imitation makeup of the makeup was quickly generated on Weibo and ridiculed, "After painting Mulan makeup, I fully understand why a good girl is going to join the army."

Liu Yifei’s live-action version of “Mulan“ is hotly searched, starting from the “princess economy“ behind Disney

Fujian in the subsequent previewTulou has also become a topic of discussion. There are endless discussions about where Mulan's birthplace is and whether Tulou should appear in the movie. In the end, it became "Disney's Mulan should be Hu Jianren". Following the fermentation of this topic, the public once again noticed that the armor and weapons worn in the Hua Mulan war scenes did not seem to match the dynasty.

Does Hollywood like oriental cultural elements? From this situation, it is obvious that I like it, but there is a slight distance between liking and proper use. Even such "historical bugs" often appear in domestic film and television works, not to mention Hollywood, which uses symbolic cognition and element stacking as a way of understanding Eastern culture.

But is the trailer for "Mulan" completely "not as good as expected"? The answer is also no. On Weibo, some netizens sorted out the reactions of some overseas netizens when they watched the trailer of "Mulan". Following the reaction of overseas netizens, many domestic netizens said, "Look at this and cry, and follow them. Moving and breaking out together, human emotions are figured out."

Liu Yifei’s live-action version of “Mulan“ is hotly searched, starting from the “princess economy“ behind Disney

Obviously, the human emotions, scene making, and scenes revealed in the trailer of "Mulan" Actors' performances, actions, etc. can move people. Movie fans also quickly produced funny jokes between Hua Mulan and the popular character Rocky in "The Avengers", and "La Niang" between Hua Mulan and Tong Xiangyu in "Wulin Biography", as well as various kinds of characters such as Zheng Peipei, Gong Li, Jokes produced by other movie roles played by Donnie Yen and Jet Li, such as Mrs. Hua and Qiuxiang (Zheng Peipei, Gong Li). The fan UGC content produced by the public with a ridiculous mentality is kind, behind it is the public's expectation and love for this movie.

Liu Yifei’s live-action version of “Mulan“ is hotly searched, starting from the “princess economy“ behind Disney

The public allows a portion People discuss the shortcomings of this film in a deliberate manner, and express dissatisfaction, and it will not prevent another group of people from expressing their love for this film.

In essence, "Mulan" is a real-life Disney commercial film. Someone commented on Weibo, “Regardless of whether we think that sincerity is enough and respectful enough, the analogy will inevitably be "Black Panther" or even "The Great Wall", and definitely not "The Last Emperor" or "Red Cliff." Satisfied or dissatisfied, care about everyone’s evaluation criteria.

From "Mulan" to "Maleficent 2," Disney's "Princess Economy"

The reason why "Mulan" has attracted such widespread attention is undoubtedly the "princess effect" of Disney.

For all women in the world, who has never imagined that they can one day become a princess in a fairy tale when they grow up? Disney saw business opportunities in this dream 20 years ago.

Beginning in the early 21st century, "Disney Princess" has become one of the important trademarks of Disney Kingdom. 2000 years ago, Disney commodity consultant Andy Menney saw the economic possibilities of princesses in girl costumes, and planned to register various fictional female protagonists of Disney’s works as trademarks, and announced that the company would implement "Disney Princess" The legal right to operate trademarks, this plan was initially opposed by some personnel, but it eventually became an important path for Disney's entertainment consumption.

Liu Yifei’s live-action version of “Mulan“ is hotly searched, starting from the “princess economy“ behind Disney

Data show that in 2001 the "Disney Princess" trademark exceeded Revenue of 300 million US dollars. By 2012, the operating income of this trademark exceeded 3 billion US dollars. In 2018, the "princess dress" worn by Anna and Aisha in "Frozen" sold for 300 in a year in the United States Ten thousand pieces (each price is 149.95 US dollars), gains more than 400 million US dollars.

not to mention the consumption attractiveness and the consumption attraction and Content monetization ability. According to official information, there are 12 princesses officially certified by Disney, but according to the statistics of the princesses featured in "Invincible Destruction King 2: Internet of Brains", Disney has a total of 14 princesses (including Anna and Anna in "Frozen" Aisha).

Liu Yifei’s live-action version of “Mulan“ is hotly searched, starting from the “princess economy“ behind Disney

And after 2014 Disney started its fairy tale movie live-action layout, the princesses’ "economic "Ability" is more than just "selling skirts". The princess IP at the box office has begun to exude new vitality. As of 2019, Disney has a total of Princess Aurora ("Sleeping Beauty"/Live Action Movie" Maleficent 1/2"), Sindorilla ("Grey GuThe four princesses, including "The Mother" live-action version), Belle ("Beauty and the Beast"), and Princess Jasmine ("Aladdin"), have been realized (including Universal Pictures' "Snow White and the Hunter" and "Bai Xue "Princess Mirror Mirror" is not included).

Liu Yifei’s live-action version of “Mulan“ is hotly searched, starting from the “princess economy“ behind Disney

The results achieved by the real princesses are very gratifying. "Maleficent 1" cost 180 million US dollars, and the global box office reached 758 million US dollars. "Cinderella" The US$95 million cost was exchanged for US$543 million in the global box office. In 2017, the live-action version of "Beauty and the Beast" became an annual hit, and the global box office reached US$1.263 billion. "Aladdin", released this year, currently has a global box office of 922 million U.S. dollars. It is a matter of time before it breaks 1 billion U.S. dollars. It is worth mentioning that after the announcement of the "Mulan" trailer, Disney also announced the "Maleficent 2" trailer, the movie announced October 18th in North America .

Liu Yifei’s live-action version of “Mulan“ is hotly searched, starting from the “princess economy“ behind Disney

Real-life princesses help Disney not only at the box office, but also continuing the vitality of IP. Turn the princesses in fairy tales and animated movies in the last century into real characters, princessesIP is further transformed into video. With the rise of global feminism, Disney’s IP halo and the feminist color of the princesses also make every actress selected to become a Disney princess feel much honor.

"Mulan" is the only Chinese princess in the Disney princess team, and its animated movies have a wide range of recognition in China After the live action, Mulan was finally played by a domestic actress. The shell of Hollywood and Disney, but the core is a traditional Chinese story, which makes this movie even more special among domestic fans. The public may not like "Black Panther" in the black audience, but when the "gift" is delivered to their own hands, everyone will still happily accept it.

Liu Yifei’s live-action version of “Mulan“ is hotly searched, starting from the “princess economy“ behind Disney

"Mulan" A preview of the movie has caused a lot of discussion in China. It is not difficult to imagine how the movie will react if it is successfully released in China. Although the industry has always criticized Disney’s live-action movies for being unacceptable in China, Disney has clearly succeeded in the global trend.IP glows with new vitality and box office value. Before next year's "Mulan", there will be a live-action version of "The Lion King" in this year's domestic summer archives. Nuoda's Disney, there is always an IP that you can't escape.