You don’t understand the two-dimensional world： quickly understand ＂100,000 cold jokes＂
Why is it so popular?
Wulitou+Japanese tucao+heavy taste+parody+good story = super popularity
"100,000 Cold Jokes" was originally a cartoon drawn by cartoonist Han Wu. Since June, 2010, it has been serialized on a sinister website, and its popularity has exploded, with a total of 1.5 billion network hits and 73 million readings. In July 2012, the cartoon was turned into an animated series, which was serialized and played on the video website. It was clicked more than 10 million times in three days. By the end of the first season, the number of online clicks reached 1 billion, and the average number of single episodes was over 90 million times. Whether you have a concept or not, these figures mean that they are very popular. So, how does it do it?
Almost all the main characters in 100,000 Cold Jokes are taken from other classic works.
This is first attributed to its nonsense style. Every episode of "Ten Lengs" cartoon is a spoof of other classic film and television works or popular elements on the Internet. Its main chapters are Hulu, Nezha, Pinocchio and Journey to the West, etc. The stories are closely related to the classic works involved in the title, or directly taken from them. Like the first episode of the first season, it tells the story of Nezha’s birth in the list of gods: Li Jing’s wife was pregnant for three years and gave birth to Nezha. Unexpectedly, he was born with an adult figure and was ugly. The author’s brain is wide open, which makes Li Jing redesign Nezha’s appearance like playing a computer game, so the latter becomes a monster with a face and a voice like a little girl, but with a huge figure and a very uncoordinated head and body.
Secondly, the success of "Ten Lengs" is also inseparable from its Japanese-style spit throughout the whole article. The main characters spit almost all the time. They complain about the illogical behavior of other characters and even the unreasonable plot design of the creator with exaggerated tone and extremely fast speech speed, which makes the lines become a kind of self-mockery of the creator, and self-mockery is a kind of advanced humor. Its source of nutrition is the Japanese cartoon "Funny Comics Day and Peace" which is popular on the Internet, and the latter draws on the talents known as Japanese cross talk. This form of comedy is usually performed by two people, one is responsible for playing the fool and the other is responsible for finding fault with anger. Although it is imitation, the content of Ten Lengs is original, and it is closely related to the growth experience and cultural background of young audiences in China, so it has regained its vitality.
Bad customs are also one of the reasons for the popularity of this series. Still taking the first episode of the first season as an example, after hearing the good news, Li Jing rushed into the delivery room and found that his wife had put a huge ball at the bedside, thinking it was a fetus. He was so angry that he was about to split the ball in half, but his wife stopped him, saying that it was just a nose excrement that she had been boring for more than three years. Another example is "Superman" in the first episode of the second season. The hero in the film is called "Shit Superman", and he can only become a superhero after shit. This evil custom is not limited to shit, but also the reproductive system: in the second episode of the second season, the protagonist must attack the weak position of dinosaurs to defeat them, and this weak position refers to the dinosaur’s "Little Tintin".
The film is also full of references, parody or ridicule to other media, including computer games, movies, TV dramas, advertisements, news programs and works of art … … Excavate is set to be 100% empty-handed, and every time he raises his sword and cuts people, he is always caught by others inexplicably. This refers to computer games. The stool superman can’t change because of constipation, so the creator immediately inserted an advertisement of "Jushuang brand" Kaisailu here; The key parts of the dinosaur are mosaiced, which is undoubtedly a "tribute" AV film. We might as well think that each episode of "100,000 Cold Jokes" is completed by quoting and piecing together, and there are not many purely original plots and characters in this work.
But this does not mean that "100,000 Cold Jokes" does not pay attention to stories. In fact, the reason why it can make people never tire of watching it depends on the story conflict hidden under the fancy packaging. Although an episode lasts only five minutes, it also follows the theory of Hollywood classic plays, putting the characters in a difficult position and letting them come out through their own efforts: Li Jing’s dilemma is that his wife gave birth to a monster; The dilemma of shit superman is that it can’t be pulled out. In the process of getting rid of the predicament, the protagonist will conflict with the external environment and other roles again and again. Conflict is the root of the story’s vitality and the key to shaping the characters.
Cold Dance, Li Shujie andHenry Lu
Who created 100,000 Cold Jokes?
Low-key original author+couple director+new company = high-profile works
At the movie premiere on December 28th, Han Wu, a cartoonist who has always kept a low profile and never appeared in public, quietly appeared and answered his long-puzzled fans’ gender questions. Judging only from his appearance and voice, this young man is tall and thin, and he is more shy than Lu Hengyu and Li Shujie, directors of dramas and movies. "100,000 Cold Jokes" was originally just his work, but the serialization of "Hulupian" stopped. Unexpectedly, after the serialization of "The End of the World" resumed, it gained a lot of popularity. There is an evil spirit and the idea of making it into a series cartoon.
Yaoqi is a comic sharing website launched in October 2009. Its full name is Yaoqi original comic DreamWorks, which belongs to Beijing April Star Network Technology Co., Ltd., which is a subsidiary of Shanda Network. Since its establishment, Yaoqi has always positioned itself as an Internet company. There is no comic book author in the company. It mainly obtains works through manuscripts and netizens’ contributions, and provides readers with all kinds of original comics such as fans, teenagers and girls. Cold Dance began to serialize comics in a sinister way by submitting a manuscript, and became the most popular star author of this website because of "100,000 Cold Jokes".
In 2012, the demon found Lu Hengyu and Li Shujie, whose animation works have been published. Both directors were born in 1980s, and graduated from the Central Academy of Fine Arts and the Animation Department of Shaanxi University of Science and Technology respectively. In 2006, Lu Hengyu made his feature film debut "Days in the Clouds" and met Li Shujie. They have worked in Chengdu Zhongxuan Digital, Beijing Huazang Guangming and Chengdu Katu Animation. In 2009, they collaborated on a series of short films "The City of Ivory", with Li Shujie as the director and Lu Hengyu as the screenwriter and producer. In 2012, Lu Hengyu and Li Shujie Studio was formally established to undertake the production of the drama version of 100,000 Cold Jokes, one episode per month, with the two co-writers and directors.
At present, the business of Lu Hengyu and Li Shujie Studios has been greatly expanded, no matter whether it is evil or not. There is a demon spirit that began to move to the mobile animation market, providing content to the animation bases of operators such as mobile and telecommunications, and launching APP applications. At the same time, it also made a further breakthrough in the adaptation of animation film and television drama, produced another animated drama series "Duannao", and plans to turn it into a movie. In addition, it also paid attention to the development of peripheral products, launched shirts, business cards, etc. around the brand of "100,000 jokes", and cooperated with the publishing house to publish comic books of "100,000 jokes". At the end of 2012, Lu Hengyu and Li Shujie cooperated with Tencent to launch the 50-episode animated film "Brother Dead" based on the comic book of the same name.
Big movie producers, second from right and third from right are crowdfunding project investors.
How are big movies made?
Crowdfunding+tripartite investment+advertising placement+resource replacement =0 cost
100,000 Cold Jokes is still directed by Lu Hengyu and Li Shujie, and it has been widely discussed since its preparation. This aspect is related to the large number of fans accumulated in comics and dramas, but it also benefits from its unique fund-raising method: crowdfunding. The so-called crowdfunding is to raise funds for the public. In March 2013, the crowdfunding project "100,000 Cold Jokes" was launched in roll call time, a professional crowdfunding website, becoming the first film crowdfunding project in China. By August of that year, the project had raised 1.37 million yuan from 5,533 people, and the production work started smoothly. Crowdfunding has also become a hot topic in the film industry that year.
However, more than 1 million yuan is far from enough to make a movie. Some media said that the production and publicity cost of this film was more than 30 million. Chen Hongwei, the producer of the film and Wanda Pictures, also revealed that crowdfunding is more like a marketing move for the film. Judging from the attention of its harvest, this marketing can be said to be successful. In fact, before the crowdfunding project was launched, Wanda Pictures, Yaoqi and Xuandong Communication had already raised funds. Through crowdfunding, they not only expanded the audience of the film, but also learned about the possible reaction of the market in advance. In addition, they also took the opportunity to convey such a message to the outside world: "Ten Lengs" is trendy, and even its financing methods are at the forefront of the times.
Advertising placement also brings a lot of money to the film. Suning.cn, Xiaomi Technology and China Merchants Bank all placed advertisements in the film. Compared with other films, the explicit degree of implanted advertisements in this film is staggering. In addition to showing the sponsoring brands in turn at the beginning of the film, the producer directly designed Xiaomi mobile phone and China Merchants Bank Card as the key props of the film, and the protagonist relied on them to save the world. In the course of the story, an advertisement for Suning Tesco was also unprecedented on the big screen. Like the drama version, the advertisement has become a funny stalk of this film. It is abrupt, but it makes sense, so it is easily accepted by the audience.
With the replacement of resources, "Ten Lengs" has also received publicity and ticketing support from Sina, Guevara, Blueport and other media platforms. Suning.cn also put advertisements in more than 50 office buildings in Beijing for this cooperation. Coupled with the high-priced new media copyright, the big movie "100,000 Cold Jokes" has already recovered its cost before it was released. With Wanda’s powerful distribution system, it is not a problem for the film to make a profit on New Year’s Day. The producer’s box office expectation is 100 million yuan, which is obviously a very pragmatic goal in this era when the box office is over 100 million yuan. However, for this small-budget production, it already means a rich profit return.