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1997年末,冯小刚的第一部贺岁片《甲方乙方》亮相京城,全国票房3600万元人民币,北京票房1100万人民币,打败了当年成龙的《我是谁》700万人民币的北京票房,给长久低迷的中国内地电影市场注入了活力。随后的1998年末,冯导再度推出贺岁片《不见不散》,1999年末第三部贺岁片《没完没了》, 票房收入一直飘红,甚至超过了当年的好莱坞进口大片,这样的成绩让所有业内外人士称奇,似乎看到了重振国产影片雄风的希望。自此也掀起了中国内地贺岁片的一股热潮, 各路导演纷纷效仿,每年岁末争相推出了一批贺岁片,甚至张艺谋也审时度势地推出了《幸福时光》,但所有这些贺岁片却没有一部超过冯导的票房。然而此时的冯导却似乎准备“见好就收”,千禧年的贺岁电影由于少了他而有些冷清。在思索贺岁之路的方向之后,冯导02年的《大腕》一出手就以4500万的票房重建威名,去年的《手机》更是带来了不小的震动,随着5000万票房的入账,更是引来了各方关注和争议,也引发了我们的思考:冯氏贺岁片究竟有什么魅力能把久违的观众拉回到电影院?他的贺岁片又有什么独特之处?他票房成功的秘诀是什么?
At the end of 1997, Feng Xiaogang's first New Year's film “Party A and Party B” appeared in the capital. The national box office was 36 million yuan and the Beijing box office 11 million yuan. It defeated Jackie Chan's “Who Am I” box office of 7 million yuan for a long time Downturn in mainland China movie market has injected vitality. At the end of 1998, Feng introduced the New Year film again and again. At the end of 1999, the third New Year film was “endless”. The box office income has been rosy and even surpassed that year's Hollywood imported blockbusters. This achievement has made all industries Surprising outsiders, it seems to see the hope of reviving the glory of domestic films. Since then there has been a boom in the Chinese New Year films. Directors from all walks of life have followed suit and launched a series of New Year films at the end of each year. Even Zhang Yimou launched the “Happy Times” when judging the situation. However, all these New Year films No one more than Feng's box office. However, at this time, however, Feng dynasty seems to be prepared to “get good” and the New Year's movie of the millennium is somewhat deserted due to less him. After thinking of the direction of the Lunar New Year, Feng guide the “biggest names” in 2002 on a 45 million at the box office to rebuild the name last year's “mobile” is brought no small shock, with 50 million at the box office accounted for , But also attracted the attention and controversy of all parties, but also triggered our thinking: What is the charm of Lunar New Year Fung film can pull back the long-lost audience back to the cinema? His New Year film What is unique? His box office What is the secret of success?