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周五论坛——让中国社交与数字领域最热门的话题碰撞出思维火花

Why did the movie Mulan receive so weak response in China?
电影《花木兰》为何在中国反响平平?

Ivy Wang
Associate Account Manager / We Are Social

坦白说,这个电影我还没看,但是我可以分享一下可能的原因。首先是从情感层面,作为一个中国古代文学的作品,中国的观众肯定是希望把中国的文化、精神带给观众乃至世界。其次是内容,可能是因为这个故事的流传时间比较久,在人们心中的印象已经很固有化了,外加前期的大肆宣传,给人们的期望值抬得很高,导致最终故事情节和电影的改编上所有出入,没能满足人们心中的期望值。这些都是比较主要的原因。

I haven't seen this movie yet, but I can share some reasons why I think it got a bad reception. 

Firstly, emotionally as a work of ancient Chinese literature, Chinese audiences certainly hope to bring Chinese culture and spirit to the audience and even the world, which the movie seems to have failed in.

The plot is another reason. It may be because the story has been circulated for a long time, and the impression in people's minds have been very inherent. Thirdly, the hype before the release has resulted in the difference between the story plot and the adaptation of the film failed to meet people's expectations.

Leeya Liu
Copywriter / We Are Social

从选角、服化、情节上来说,这都是迪士尼流水线商业片一个必然的结局。
首先,刘亦菲是有口碑,但她不符合传统花木兰甚至动画片花木兰的形象;
其次,对中国古代的考据服化完全跑偏,既不严谨还丑得离奇;
最后,外国制片方以为这种情节还能再骗骗中国观众,但中国垃圾片早就把这种套路用腻了。
总的来说,外国制片方对中国传统文化缺乏敬畏之心,以傲慢的态度来做必然翻车。

From the actors, costumes, makeup, and even the drama, this is a typical product and inevitable outcome of Disney’s commercial strategy.

Firstly, although the actress Crystal Liu is a well-established name in the Chinese box office, she does not convey the traditional image of Mulan or even the animated Mulan. Secondly, the team of Hollywood completely deviated from the study of ancient China, which is both bizarre and non-precise. Thirdly, producers thought that this kind of plot could cheat the Chinese audience again, but the audience has long been tired of this routine from Chinese junk films.

To sum up, the arrogance of Hollywood producers' lack of respect for traditional Chinese culture, thus, inevitably failed.

Reece Xiang
Account Executive / We Are Social

《花木兰》的扑街我觉得主要是因为文化偏差所带来的冲突。主创团队试图以西方人的思维诠释早期中国传统文化的故事,但却缺乏对男尊女卑的时代背景以及忠孝仁义文化根基的感同身受,因此剧情和人物塑造在中国观众看来显得有些不伦不类。
除此之外,为了讨好中国观众,影片中强行融入了各种中国元素,但是片方却没有耐心去了解中国,例如木兰所居住的土楼本是宋元时期的产物,而木兰的故事大约发生在南北朝时代,前后差了500年,对于这样一个中国IP,迪士尼显得有些诚意不足。

I think the main reason for Mulan's planking is the cultural deviation portrayed in the movie. The team tried to interpret the stories of early Chinese traditional culture in a Western way, who lacked understanding of the background of the times in which men are superior to women and the cultural foundation of China, such as loyalty, filial piety, benevolence, and righteousness. Therefore, the drama and characters seem to be quite ridiculous to the Chinese audience.

Moreover, to cater to the Chinese audience, various Chinese elements are forcibly integrated into the film which showcases the producers’ lack of understanding of China. For example, the Tulou where Mulan lived is from the Song and Yuan Dynasties, but the story of Mulan happened in the Southern and Northern Dynasties, which was about 500 years earlier. Disney seems to lack sincerity for such a Chinese IP.

Summer Xia
Account Executive / We Are Social

首先,中西方文化差异:电影对中国的刻板描述,是大多数中国人无法接受的。其次,电影对木兰精神的传递不完整:除了英勇的女战士之外,木兰故事应该更多传递忠诚与孝顺。最后,似乎中国的媒体对《花木兰》并不看好,微博#迪士尼花木兰#话题的消失,就是一个很好的例子。

First of all, the cultural differences between China and the West make it difficult to depict China in the stereotypical manner Hollywood movies often end up doing. Secondly, the essence of the original story about Mulan is incomplete in the movie. Mulan stories should convey more loyalty and filial piety, in addition to a heroic female soldier. Finally, it seems that the Chinese media are not optimistic about Mulan. The disappearance of Disney Mulan on Weibo’s Hotspot section is evidence of it.

Angel Wu
Account Executive / We Are Social

电影《花木兰》在中国收获了不太好的评价,我认为有以下几个原因:
制作方不了解花木兰的故事背景,把木兰塑造成一个超级英雄和女权的形象。
对中国文化也缺乏了解,以至于电影的场面很难有带入感,所以不管是做电影还是做广告 都应该深入了解文化背景以及品牌背景。

I think there are several reasons the film Mulan has not received a good evaluation in China. The producer does not understand the background of Mulan's story and portrays Mulan as a superhero/Mary Sue and feminist figure. There is also a lack of understanding of Chinese culture that makes it difficult for the film to be accepted. Therefore, whether it's a film or an advertisement, the producer should have a deep understanding of the cultural and brand background when reaching out to the Chinese.