Chapter 75
Even many years later, when Qiao Yiqiao thinks about how his "Nuo" and "Six Masks" became popular abroad, and how he brought Nuo culture to the world stage, he still finds it a little outrageous.
It all started with just an ordinary short video.
Ever since Nuo culture flourished in China, there are tens of thousands of videos uploaded on TK with the tag #Nuo# every day. No one would have thought that this video would lead a trend.
This is a cross-dressing video.
The background music was the Nuo opera music from the rooftop scene in "Nuo", and the beauty blogger first casually painted two strokes on her face following the drum beats, until the cymbals sounded, accompanied by the sound of a bell, and "swish" she was transformed into a full set of Nuo opera equipment.
It was such a simple video, but it went viral on the same day.
This attracted numerous bloggers to imitate it, and their Nuo opera costumes became various.
In Nuo opera, facial makeup is an extremely important element, and this blogger directly applied the facial makeup on his face, creating a more lively effect.
Many imitators have also drawn various styles of Nuo opera masks.
This video first became popular in the country, and then became popular abroad through the TK international version.
Many foreigners were attracted by this lively and strange art form, and since it has become a challenge in the beauty field, they all started to learn it.
However, foreign bloggers do not know what the masks they painted belong to, so many domestic netizens have given them some popular science. For example, the one you painted is "Meng Jiangnu", who comes from a classic love story in China; the one you painted is Taibai Xingjun, who is mainly in charge of war and is somewhat similar to Ares in Western culture.
Among them, the most popular is Wenchang Emperor.
Because he is the god in charge of financial affairs, and they share the same world and dream, many foreigners also like him very much.
These netizens not only teach foreigners the meanings of the characters in these masks (masks), but also teach them about China's ghost and god system, the history of the entire development of Nuo opera, and so on...
This kind of supernatural subculture is not only popular among young people in China, but also widely accepted by young people abroad.
After all, this knowledge has a strong mystical color and also has the function of praying for blessings. Many foreigners believe that this mysterious oriental magic can bring them good luck.
Many bloggers who previously did popular science about Nuo Opera in the country also
The video was uploaded to the Internet, allowing foreigners who are interested in Nuo opera to easily find information related to Nuo opera.
In this way, foreigners who just want to watch Nuo opera for fun can also have something to play, and foreigners who want to learn more about Nuo opera can also have content to view.
And it was with this favorable trend that "Light and Shadow 7" was released globally along with many compilation films from other countries.
European and American audiences are very confident in their own films, and inevitably look down on films and television works from other countries, especially those from Asia.
The European and American regions are the two largest voting bases in the world.
It can be said that this is a battleground for all compilation movies, and the fighting is extremely brutal.
Countries have spent a lot of money on advertising in these two regions.
Especially the three countries from Asia, K, J and China.
The three countries are all vying for the right to speak in global culture, and the competition is at its most intense.
The Three Kingdoms' □□men obviously regard this compilation movie as a top priority.
However, in recent years, K country's film works have gained some attention in the European and American circles thanks to the development of online film and television, and the bold subject matter. In addition, their unique pop music culture has some audiences among young people, so their films have also attracted some audiences.
In the first week, K country's compilation films had the highest box office in both Europe and the United States.
The films from Asia's J country have also gained considerable attention due to their unique style, especially their achievements in the field of horror films.
In the two major regions of Europe and the United States, the box office is second only to Country K, currently ranking second.
Until the Chinese work "Light and Shadow 7" broke through in the second week.
Among them, the most talked-about short film is "Nuo".
Although horror films are considered a niche genre in China, they are a very classic genre in Europe and the United States.
Especially after European and American audiences have become accustomed to bloody and violent horror movies, a little bit of mystery from the East can easily attract their attention.
Of course, the works they favor first are from Country J.
The horror movies in the J-country movie compilation adhere to their usual themes, relying on a female ghost who kills anyone who stands in her way. Although professional film critics look down on this type of movie and the critics' rating on Rotten Tomatoes is very low, ordinary audiences still like it and the index is still good.
The only flaw is,
This short film alludes to some social problems unique to Japan, and there are also a lot of language jokes in the lines, which create a considerable obstacle to watching the movie. Even though the subtitle team has translated it carefully, European and American audiences still cannot fully get the profound meaning that the director wants to convey.
So there wasn't much discussion after everyone watched it.
The quality of K country's film compilations is hard to describe.
They seem to want to output some culture too much, but their culture is a bit thin, and the piling up of various elements makes people feel that they can't grasp the key points. Therefore, although they sell the best overall, their scores are the lowest.
And "Light and Shadow 7" came to the fore under such circumstances.
Because Nuo culture had become a hot topic on the TK platform, many young viewers went to watch "Nuo", but they were soon attracted by other short films.
It is often said in the film and television industry that "good content will take off on its own."
This also applies globally.
Of course, as films from Asian countries, even European and American audiences cannot help but criticize them.
"I think overall, among this compilation of movies, the quality of China's movies is the highest, even better than our Country A's!"
"Yes, especially the historical drama. Through this character, I almost saw a magnificent era, which is not seen in other countries!"
"Speaking of historical themes, I have to mention countries K and J. Their films don't seem to have any grandiose colors at all. Instead, they are about romance in the guise of historical themes!"
"I was also impressed by both the comedy and the romance. I haven't seen such pure films in a long time."
"Of course, I still like Nuo the best. There are no ghosts or blood in the whole process, but it is still very scary!"
"Yes, not only are they scary, but the images are also very beautiful and eerie!"
"I was completely brainwashed by the Nuo opera in the movie. I kept humming the melody when I got home!"
"Yes, me too...but I heard from the Chinese that humming this is also quite auspicious."
"I have bought a lot of Chinese Nuo opera products. I hope my luck will improve soon, lol~"
When Qiao Yi Qiao saw everyone’s comments, he also breathed a sigh of relief.
When "Light and Shadow 7" was released in China, his "Nuo" received a lot of publicity. Unexpectedly, it directly benefited the audience abroad and made the entire compilation movie popular.
He can be said to have completed his mission.
A week later,
The box office of "Light and Shadow 7" ranked first among imported films in Europe and the United States.
Moreover, as word of mouth continues to spread, the box office gap is getting bigger and bigger, and the momentum is good.
At the same time, Nuo culture has also entered everyone's vision as a subculture abroad.
Qiao Yiqiao and Williams have also agreed to release "Six Masks" in Europe and the United States.
However, as a film about Nuo culture and history, it is very difficult to promote it in Europe and the United States.
Although Nuo culture itself can attract some audiences, it is not enough.
Fortunately, Qiao Yi Qiao still thought of a unconventional way to break the deadlock.
The first issue is the positioning of "Six Masks".
Whether it is positioned as a historical film or a musical, the problems faced are the same.
Not so many European and American audiences like to watch historical/musical films from China.
This is so uncool.
In Europe and the United States, there is a type of movie that is very popular among a small number of young people.
CULT.
The original meaning of this word is "cult", and in the film industry it is extended to mean "cult" movie.
It refers to films with niche themes, unique shooting techniques, extreme stylization, and the ability to be popular among niche enthusiasts.
It can be understood that fans of this kind of film are very weird and non-mainstream.
Qiao Yiqiao feels that "Six Masks" fits this genre perfectly.
Many movies of this type are different from other types when watched.
Mainstream film genres emphasize that the audience remain quiet and fully engaged while watching.
CULT films do not have this limitation.
Take the most famous CULT film "The Rocky Horror Show" as an example. It is a work that includes multiple elements such as singing and dancing, science fiction, and sex.
When watching movies offline, many people will wear the classic golden shorts of the protagonist in the play, put on smoky makeup, and have a permed hair. If it is your first time watching a movie, you will even draw a big "V" (standing for Virgin) on your head with lipstick.
After the movie starts, the audience will start scattering rice everywhere. When there are rain scenes in the movie, the theater will also sprinkle water, and everyone has to use newspapers to cover their heads. When the heroine appears, the whole audience will shout "slut" together.
As the film progresses, the audience will whistle, throw playing cards, etc. along with the plot.
In short, rather than watching a movie, the screening of this kind of movie is more of a gathering of a group of niche enthusiasts.
Naturally there aren't that many rules.
And "Six Masks" takes this route.
Qiao Yi Qiao knew that only by stabilizing a small number of fans first could he radiate outwards and surround the city from the countryside.
Therefore, during the promotion, the following rules were put on certain specific shows: "Please wear a mask, please clap along with the drums during the first dance, please exchange masks with the person next to you during a certain scene, etc...."
To this end, they also produced a large number of derivative products and provided them directly to these theaters.
Of course, not all matches are like this. Most of the matches are calm, stable and normal.
In the third week of "Light and Shadow 7"'s overseas release, "Six Masks" was finally released.
Qiao Yiqiao anxiously awaited Williams' feedback.
Soon, he sent an email:
"The premiere of "Six Masks" had 70 CULT screenings, and they were all sold out."!
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