The Chinese New Year in the Year of the Dragon has just passed, and the cumulative box office of domestic movie theaters has exceeded 8 billion yuan, which is undoubtedly exciting for both filmmakers and audiences. Looking overseas, there is news that the movie "Fengshen Part 1" has "conquered" French audiences - "I enjoyed this movie very much from beginning to end" "We all think it is better than Marvel movies" "The action Scenes, adventure stories, fairy spells, fantasy epics, this movie has it all."... The grand vision of "Chinese Story" on the big screen is now becoming reality.
"Fengshen Part 1: Chao Ge Fengyun" French version poster
Recently, The Paper reporter conducted an exclusive interview with Luo Shanshan, the producer of "The Trilogy of the Gods". She is mainly responsible for the overseas promotion and distribution of this Chinese mythological epic since its domestic release last summer. Specifically, "Fengshen Part 1" hit the Paris Spring Festival schedule this time. Chen Xinglu, the founder of Heylight Pictures, which is responsible for French distribution, made corresponding analysis, supplement and introduction. Both interviewees believed that first of all, the core of the story of "Feng Shen" is global. "Although there are many Chinese elements, the core is the growth of the young hero and the choice between father and son, family and country. This theme and values can be placed anywhere People love to hear it.”
"The second is production and pictures. French audiences have very high taste in watching movies, but for many years Hollywood has still occupied half of the film market here. Young people have high recognition and pursuit of Hollywood special effects scenes and magical themes. For " The evaluation given by the French mainstream media for the movie "Apotheosis of the Gods" is between that of "Lord of the Rings" and "Game of Thrones", which greatly lowers the threshold for viewing. Finally, I must say that we have chosen a good schedule. , many French people have a very vivid understanding of the Spring Festival, and there are rich cultural and entertainment activities during the Spring Festival every year. In addition, this year is the Year of the Dragon, and there are many dragon elements in movies. Many people bring this sense of ritual to the Spring Festival. After entering the cinema, they all chose this opportunity to watch a Chinese movie."
The Paris theater manager expressed his affirmation of the popularity of "Fengshen Part 1". Image provides interviewees with video screenshots
"Fengshen Part 1" must first penetrate the domestic market
As the producer of the movie "The Trilogy of the Gods", Luo Shanshan was originally an actor. After filming the TV series "Our Youth Has Nowhere to Place" in 2006, she stopped filming due to health reasons. She then switched to cultural finance and gradually came into contact with many overseas filmmakers. "It happened to be during these ten years that I witnessed the real rise and development of domestic films. Even today, the Chinese film market is still the most dynamic in the world."
The trilogy is a huge project, and it is shot three consecutive times. This is an unprecedented attempt in the history of Chinese film, and it is so big that no reference can be found. Luo Shanshan also took on a lot of pressure after becoming the producer of the crew. The production team has several members, and each person has different specific responsibilities. Luo Shanshan is mainly responsible for the post-production, publicity, promotion and distribution of the film.
Producer Luo Shanshan (right), director Wu Ershan (middle), and producer Jiang Zhiqiang attended the premiere of "Fengshen Part 1" in Hong Kong, China
In Luo Shanshan's view, even before "Fengshen Part 1" is officially released on July 20, 2023, it still faces some uncertainties. "Many people are worried about the domestic market's acceptance of such a super blockbuster. After watching the finished film, I am still very confident. At that time, I sent a message to many friends in the industry: Take this as proof, 'Feng Shen' 'It's a treasure. I don't say this to boast, but from the perspective of ordinary viewers, I recognize the production level and the values presented in this movie. There is a line from Jiang Ziya in it, 'Only when you have compassion can you see the common people.' I think this is also the case. The voices of all the creators. We have put so much effort into it, and we will definitely find an audience who likes it."
"Fengshen Part 1" only received the Dragon Award in May of the year it was released. Luo Shanshan admitted that if she wanted to achieve the best box office results in the world, it would have to be released simultaneously around the world. "But a lot of work needs to be done in advance for global simultaneous distribution. To give an example that everyone can understand, just dubbing dialogue in local languages and translations requires a lot of time. In addition, precise foreign media public relations work is required. Conduct audience preference surveys in the market to identify promotional points that can attract local audiences, and cooperate with localized online and offline promotions in each country and region. Big data must also be used for promotion and placement to increase attention. Booking suitable theater locations in each city, etc., so our first consideration is to do domestic distribution."
"In the release of the first part, our focus is to thoroughly penetrate the domestic market. The subsequent plan is to release the second or third part simultaneously globally. This goal will definitely be achieved. The director said The original intention of this series of movies is to use the most international language to tell a most national story. At the same time, the young hero in the movie shows Chinese benevolence, justice, propriety, wisdom and trust, which is different from the previous image of Hollywood heroes. "
The Paris audience is immersed in the plot of "Fengshen Part 1". The picture provides video screenshots for the interviewees.
"Fengshen Part 1" finally achieved a box office of 2.634 billion yuan in China. In Luo Shanshan's opinion, in addition to the movie itself, it is also because of the amateur actors in the film who the director believes are the most suitable, showing their unique talents. charm. "This is also one of the main points we focused on last summer. Summer vacation is the graduation season and employment season for young audiences. So many young audiences spontaneously watched "Fengshen" after watching the movie. It is precisely after seeing those people that He is an amateur actor who was previously unknown. As long as he works hard, he really has a chance to succeed. What touches us is that the emergence of "Tap Water" has made "Feng Shen" a phenomenon-level movie. This has given everyone a positive signal and is very touching. It is in line with today’s young people’s vision for the future.”
"Of course, we internally feel that the box office results of the first film did not fully meet expectations, and there should be more room for exploration. However, the film has received widespread public attention, and the related second creation and cultural archeology It has become a hot topic, which undoubtedly laid a good foundation for the release of the second and third parts." Luo Shanshan said that "Fengshen Part 2" is still in the intense post-production stage. "The second part will have more special effects scenes and be more exciting. The director will give a detailed introduction when it is released. We will strive to keep improving and live up to the audience's expectations."
Going overseas, Italian audiences will speak "business slang"
According to reports, since the release of "Fengshen Part 1", in addition to being released in mainland China, it has been released in Australia, New Zealand, Papua New Guinea, the United States, the United Kingdom, Canada, Ireland, Hong Kong, Singapore, Malaysia, Brunei , Cambodia, Spain, Laos, South Korea, France, Poland and other countries and regions, and there are plans to release it in Africa, Japan, Germany, Russia and other countries and regions. It has also been specially screened at film festivals in Venice, Dubai, Tokyo, Osaka, Buenos Aires, Bangkok, the Philippines and other places. Currently, the film has been released in more than 500 theaters overseas.
"When it comes to overseas distribution, we can roughly divide it into three regions: North America, Europe, and Asia and Australia. The Hong Kong region is handed over to Mr. Jiang Zhiqiang, the producer of the "Fengshen" film, who has previously distributed "Crouching Tiger, Hidden Dragon" , very experienced. Wellgo USA is responsible for North American distribution, CineAsia is responsible for British distribution, and Heylight and Trinity are responsible for French distribution. In addition, Huashi is responsible for distribution in Australia and New Zealand, and we handle distribution in Southeast Asia. I gave it to MM2," Luo Shanshan said.
After the premiere of "Apotheosis of the Gods Part 1" in Hong Kong, China, director Wu Ershan, producer Luo Shanshan, and actors took photos with the audience in Zisha
"Director Wu Ershan was very cooperative in overseas promotion activities. He compared it to the movie's 'global road show', which is a must-do. We don't have the intention of winning awards, we just try our best to do it. Participate in screenings and post-screenings, and interact more with local audiences." Luo Shanshan recalled that the film premiered in Hong Kong, China on September 22 last year. "We invited many principals and scholars from universities, primary and secondary schools to the scene. The director interacted with everyone on the stage, and a ten-year-old Hong Kong child took the initiative to chat with me backstage. She also asked me two questions: Ji Chang has Why are the two biological sons called Ji Fa and Boyikao respectively? Why are there many ancient bronze beasts during the sacrifice, but Taotie is sent to chase Ji Fa? I was shocked at the time. It turns out that the second creation of the movie and trivial knowledge are not just topics in the mainland."
Producer Luo Shanshan and starring Fei Xiang at the Venice International Film Festival
When it comes to participating in overseas film festivals, Luo Shanshan particularly remembers her first appearance at the 80th Venice International Film Festival. "At that time, I participated in the internal screening of the film festival and also had a post-screening forum exchange. Fei Xiang and I arrived on the first day, and the director did not arrive until the third day. When he walked in the cinema, there were many foreign audiences and staff He shouted "Fengshen" in Chinese, which made him particularly excited. Fei Xiang could communicate directly with the locals. One Italian audience even spoke "Business Yin" to him, which is the saying, "What a horse sees is decided by people." '. After asking, I found out that this viewer had watched the movie three times in a row. He felt that this sentence was very similar to a Western proverb and could be applied to many situations."
"Teacher Fei Xiang loves 'Feng Shen' very much. During the screening in Venice, the film was also preparing for release in North America, so he volunteered to take over the translation and proofreading of the English subtitles. Not only did he translate it all night himself, but he also did the proofreading afterwards. I worked for more than a week. At the post-screening forum in Venice, Jiao Pingxiong, as the host, asked the local audience if they knew what a proton was? Fei Xiang used a Western classic opera as a comparison, and the audience immediately understood. In terms of his understanding of the role of Daji, Fei Xiang interpreted her as a 'pet' that ignited the monarch's ambition, rather than the stereotype that beauty is a disaster," said Luo Shanshan.
At the 2023 Los Angeles Stars Asian International Film Festival, "Fengshen Part 1" won the "Best Film Award"
In addition to the positive feedback from ordinary overseas audiences, the reviews from film peers undoubtedly gave Luo Shanshan more confidence. In mid-November last year, she, Wu Ershan and other main creators attended the Stars Asian International Film Festival in Los Angeles. "Fengshen Part 1: Chaoge Fengyun" was screened as the closing film of the film festival and won the best film and best director. awards. At the "Fengshen" themed forum after the screening, discussions were held around the theme of how to use modern film technology to create Chinese mythological stories.
“The Chinese Consul General in Los Angeles Guo Shaochun and his wife, as well as Cultural Counselor Wang Taiyu and his wife, all attended the closing ceremony of the film festival and had cordial exchanges with our Fengshen crew, expressing their affirmation of Fengshen and hoping that there will be more in the future. Chinese films were screened in the United States. Not only that, Paula Wagner, the producer of the "Mission: Impossible" series, was also one of the judges of the film festival. She said to me, wow, this is a film A mythical epic, so amazing! She also mentioned that the scene at the end of the film where Ji Fa rides a snow dragon pony over mountains and ridges and flies beside a large wheat field in the morning sun is very impressive. Anthony McCarten, the screenwriter of "Darkest Hour" (Anthony McCarten) told me that he completely understood the story and was looking forward to the second part. He was full of praise for the scene where Yin Shou of Longde Palace forced the protons to kill their biological father, the four princes, and thought this scene was well shot. Thrilling." Luo Shanshan said.
For February 10th and 11th this year (the first and second day of the Lunar New Year in the Year of the Dragon), "Fengshen Part 1" was simultaneously released in more than 140 theaters in France, with a total of more than 400 screenings, and gained a good reputation. Luo Shanshan summarized the following reasons: First, the choice of schedule. The French have a strong understanding of the Chinese Spring Festival and are willing to choose a Chinese movie to watch during the Spring Festival; second, the translation is in place, the publicity is well prepared, and the Chinese language The media and foreign media have given strong support, and have endorsed and paved the way for distribution in other regions. Luo Shanshan also said that this year marks the 60th anniversary of the establishment of diplomatic relations between China and France. "We also attach great importance to the French market. During the two days of screenings in France, most of the visitors were local audiences. Tickets for French theaters do not specify specific seats. Many Parisians came to the theater an hour in advance, which shows their love for this movie. .”
French Spring Festival screenings, focusing on the local mainstream market
Chen Xinglu, the founder of Heylight Pictures, which is responsible for the French distribution of "Fengshen Part 1", told The Paper that all movies must obtain a visa and complete a series of administrative procedures before being released in France. "The reason why we can catch up with the Spring Festival this time and do large-scale screenings on the first and second days of the Lunar New Year is thanks to the French government's new cultural policy '2-day visa'. It is a movie that is officially released in public Before, it can be shown in theaters for two days, with no more than 500 screenings. The specific box office data of this screening is still being calculated. Since the screenings in other parts of Europe are mainly for the Chinese community, ours this time is mainly for the local French. It’s targeting the mainstream market, so it’s temporarily leading the box office.”
"Foreign movies released in France generally have two types: original subtitles (VOSTF) and French dubbing (VF), which will be marked on the cinema's ticket purchase website." Chen Xingluo said, "Generally speaking, big cities such as Paris prefer movies with original soundtracks. , other small cities, due to differences in audience groups, more people watch dubbed movies. Because this screening is in time for the Spring Festival, there is no French dubbing, and the distribution scale is limited to 146 cinemas. Otherwise, we can distribute at least 300 theaters. Recently, we were responsible for the joint promotion and distribution of "Deep Sea". Because it has dubbing, the distribution scale is larger. "Fengshen" is currently in the dubbing stage. After the dubbing work is completed, if it is officially released, there will definitely be more Big screening size.”
Although the French screening this time is the original subtitled version, the translation of the subtitles still needs to be refined. "The issue of translation is indeed a key point in cross-cultural communication. The translation of the French subtitles was completed by a Chinese-French couple and their relatives and friends. Those who helped with the proofreading and revision were French primary school teachers and historians. ." In Chen Xinglu's view, "Fengshen Part 1" has mixed dialogue and fast-paced plot. How to retain the original meaning without distracting the audience's attention from the plot and characters is a major difficulty. "We changed the subtitles 12 times before and after. During the screening at the media venue, we specially invited several French experts to give specific opinions, so we changed it once a week before the release."
“Since the focus of our previous announcements was young French people, and considering the media environment they are now exposed to, such as short videos, Twitter, etc., we have greatly simplified the subtitles related to history and culture, and do not want to Audiences who are not familiar with the Chinese mythology system create too much knowledge burden; on the other hand, in terms of character relationships, titles that are not originally included in the dialogue are added to the French subtitles in order to help everyone clarify the character relationships." How to read in French The subtitle translation was "faithful and elegant", and Chen Xinglu gave examples in turn.
The movie involves many characters, and the Chinese pinyin of names is a very high threshold for French people. "The feedback we received the most is that it is difficult to remember the relationship between characters in a short period of time, so we must use subtitles to enhance the audience's understanding of complex character relationships. For example, the Chinese dialogue, 'Have you forgotten Su Quanxiao under the city of Jizhou?' 'French translation is 'Have you forgotten your brother Su Quanxiao under Jizhou City?'"
"Fengshen Part 1" French subtitles
Secondly, for the Chinese idioms in the dialogue, try to find similar expressions that already exist in French. "It's not so much a translation as a pairing. As long as the meaning is similar, try to use fixed expressions that already exist in French and are well-known to everyone. For example, the Chinese dialogue is 'Like father, like son.' The French translation is 'There is. Such a father has such a son'."
"Fengshen Part 1" French Translation
The third is some puns about something deeper. "Careful netizens have discovered it and spread it on social networks immediately. We think this is actually the essence of the entire movie's dialogue, so we tried to reproduce the Chinese pun in French. Ji Fa returns to Xiqi In the scene where he meets his father, the puns in the picture are 'huan' and 'huan'. Teacher Li Xuejian is holding the jade ring in his hand that symbolizes the love between father and son. When translating into French, we used boucle and bouclée, this pair There are two words with almost the same spelling, one means jade ring boucle and the other means going home bouclée. This scene appears at the end of the film and is a climax of the whole play. I noticed at the scene that the French audience could understand it based on the scene and context. You could say the French translation was the finishing touch.”
"Fengshen Part 1" French subtitles
"The translation of movie subtitles strives to be short and powerful. The core difficulty of this kind of translation is not only to express the meaning accurately, but also to convey the appropriate amount of information within a limited time. This requires the translator not only to have a solid language skills, but also to To understand the rhythm of movies, they must have watched enough movies to better control the rhythm and length of subtitles. Of course, it is not just short and powerful. The core of translation localization is to find existing expressions in the native language to enhance understanding. Only in this way can the charm of the movie dialogue itself be conveyed, so that the two can complement each other," said Chen Xinglu.
Talking about the company vision of Heylight Pictures, Chen Xinglu said that the main business before was to assist domestic distributors in purchasing overseas content. "This is still one of the company's main businesses. We hope to enhance the development of China and other countries through our own efforts." Cross-cultural exchanges in the region enrich cultural diversity.”
He also gave an example that the previous "The Wandering Earth 2" was distributed offline by Heylight Pictures in more than a dozen cities in France. At that time, the theater strategy was still focused on the Chinese community, because "The Wandering Earth 2" will be released on TV stations and streaming media. and localization for the DVD market. "We hope to make some breakthroughs this time with "Fengshen Part 1" and boldly tried a two-day special screening format at the theater level. So far, this is the only movie in France that is only released on weekends. It’s just in time for the Spring Festival. I believe that as a game-breaker, not only in terms of content, but also in terms of distribution models, we will always find innovative breakthrough points.”
