{"id":252016,"date":"2023-04-29T21:03:04","date_gmt":"2023-04-29T19:03:04","guid":{"rendered":"https:\/\/welovecinema.be\/?p=252016"},"modified":"2023-05-01T12:03:20","modified_gmt":"2023-05-01T10:03:20","slug":"toy-stories","status":"publish","type":"post","link":"https:\/\/welovecinema.be\/fr\/toy-stories\/","title":{"rendered":"Toy Stories\u2026"},"content":{"rendered":"<p><strong>Au rayon des films inspir\u00e9s de joujous, on connaissait d\u00e9j\u00e0 Transformers, Lego, Playmobil ou G.I. Joe. Et vont d\u00e9barquer <em>Transformers: Rise of the beasts<\/em>, <em>Barbie<\/em> et autres <em>Hot Wheels<\/em>. Mais pourquoi tant d\u2019adaptations ?<\/strong><\/p>\n<p><iframe loading=\"lazy\" title=\"TRANSFORMERS : RISE OF THE BEASTS Bande Annonce VF (Nouvelle, 2023) \u1d34\u1d30\" width=\"618\" height=\"348\" src=\"https:\/\/www.youtube.com\/embed\/kifKqR3LX_U?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>La r\u00e9ponse \u00e0 la question tiendrait en deux aspects: \u00ab\u00a0<em>Cultiver le nostalgie\u00a0<\/em>\u00bb, bien entendu. Mais aussi \u00ab\u00a0<em>redonner ses lettres de gloire au jouet<\/em>\u00a0\u00bb, entre autres malmen\u00e9 par les jeux vid\u00e9o ces derni\u00e8res ann\u00e9es. Il s\u2019agira donc de faire cohabiter au cin\u00e9ma jouets et jeux vid\u00e9o, histoire que les deux genres r\u00e9coltent chacun des succ\u00e8s identiques.<\/p>\n<p>Concernant l\u2019aspect \u00ab\u00a0nostalgique\u00a0\u00bb, c\u2019est assez \u00e9vident\u00a0! Le cin\u00e9ma vise ce que les Am\u00e9ricains appellent les <em>Kidults<\/em>, contraction de \u00ab kids \u00bb et \u00ab adults \u00bb. C\u2019est-\u00e0-dire que le septi\u00e8me art et les fabricants ont bien vu que les jeunes adultes \u00e9taient pr\u00eats \u00e0 d\u00e9penser assez bien d\u2019argent pour acheter des jouets qu\u2019ils n\u2019avaient pas pu acqu\u00e9rir \u00e9tant petits. Et pour les inciter \u00e0 passer \u00e0 l\u2019achat, rien de tel qu\u2019un film o\u00f9 ces joujous prennent vie (Ce qui n\u2019emp\u00eache pas un bon film.).<\/p>\n<p><em>\u00ab\u00a0La d\u00e9finition de l\u2019\u00e2ge adulte a d\u00e9finitivement \u00e9volu\u00e9. Auparavant, on se devait d\u2019\u00eatre un membre tr\u00e8s droit et s\u00e9rieux de la soci\u00e9t\u00e9. Et on devait le d\u00e9montrer de toutes les fa\u00e7ons possibles, que ce soit intellectuellement ou \u00e9motionnellement parlant. Aujourd\u2019hui les m\u0153urs ont chang\u00e9, on se sent beaucoup plus libres d\u2019assumer que notre \u00ab\u00a0fandom\u00a0\u00bb fasse partie int\u00e9grante de notre vie d\u2019adulte \u00bb<\/em>, expliquait Jeremy Padawer, responsable aupr\u00e8s de la soci\u00e9t\u00e9 de jouets Jazwares, au site fran\u00e7ais Slate. Et c\u2019est pr\u00e9cis\u00e9ment pour parler \u00e0 ces \u00ab\u00a0Kidults\u00a0\u00bb et \u00e0 leurs enfants que des films comme <em>Barbie<\/em>, qui sort ce 19 juillet, pratiqueront un \u00e9quilibre tr\u00e8s stable entre deux niveaux de lecture: un second degr\u00e9 r\u00e9serv\u00e9 aux grands et des sc\u00e8nes plus f\u00e9\u00e9riques \u00e0 destination des plus jeunes.<\/p>\n<p><iframe loading=\"lazy\" title=\"BARBIE Bande Annonce VF (Nouvelle, 2023) Margot Robbie, Ryan Gosling\" width=\"618\" height=\"348\" src=\"https:\/\/www.youtube.com\/embed\/76LYe958Va0?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>Et puis, il s\u2019agit de redonner la foi dans le jouet en tant que tel. Car, comme l\u2019explique Christophe Drevet, Directeur G\u00e9n\u00e9ral de la F\u00e9d\u00e9ration fran\u00e7aise des industries jouet-pu\u00e9riculture au site \u00ab\u00a0LSA Conso\u00a0\u00bb: \u00ab <em>Le march\u00e9 est tr\u00e8s r\u00e9actif aux licences.<\/em> <em>Chaque sortie de film est b\u00e9n\u00e9fique \u00e0 l\u2019ensemble du secteur du jouet. Et apr\u00e8s deux ans de crise sanitaire, o\u00f9 la prime avait \u00e9t\u00e9 donn\u00e9e aux licences les plus \u00e9tablies, l\u2019arriv\u00e9e de nouveaut\u00e9s va probablement rebattre les cartes. <\/em>\u00bb C\u2019est dans cette optique qu\u2019arriveront aussi, au cin\u00e9ma, les <em>Hot Wheels<\/em> made in Mattel (tout comme <em>Barbie<\/em>, d\u2019ailleurs.) dans un film \u00ab\u00a0live action\u00a0\u00bb r\u00e9alis\u00e9 par JJ Abrams (<em>Star Wars<\/em>, <em>Mission: Impossible<\/em>, <em>Cloverfield<\/em> etc\u2026).<\/p>\n<p>\u00ab <em>Plusieurs facteurs \u00adexpliquent la croissance de la licence, comme l\u2019\u00e9norme boom de la VOD et de YouTube durant la crise sanitaire. Aujourd\u2019hui, tous les cr\u00e9ateurs de contenus ont mis en place des strat\u00e9gies de diffusion multisupports. La forte actualit\u00e9 cin\u00e9matographique ajoute une couche suppl\u00e9mentaire de visibilit\u00e9 dont on sait qu\u2019elle va ensuite se d\u00e9cliner en cascade via la chronologie des m\u00e9dias<\/em> \u00bb, d\u00e9veloppe Camille Thorneycroft, Directrice de Lego.<\/p>\n<p>Mattel a d\u2019ailleurs carr\u00e9ment annonc\u00e9 la cr\u00e9ation d\u2019une division qui a l\u2019ordre de plancher sur les prochaines adaptations au cin\u00e9ma de jouets de sa gamme. Et ce n\u2019est bien entendu pas un hasard\u2026<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Au rayon des films inspir\u00e9s de joujous, on connaissait d\u00e9j\u00e0 Transformers, Lego, Playmobil ou G.I. Joe. Et vont d\u00e9barquer Transformers: Rise of the beasts, Barbie et autres Hot Wheels. Mais pourquoi tant d\u2019adaptations ? La r\u00e9ponse \u00e0 la question tiendrait en deux aspects: \u00ab\u00a0Cultiver le nostalgie\u00a0\u00bb, bien entendu. Mais aussi \u00ab\u00a0redonner ses lettres de gloire &hellip;<\/p>\n","protected":false},"author":358,"featured_media":252018,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[7135,7],"tags":[],"class_list":["post-252016","post","type-post","status-publish","format-standard","has-post-thumbnail","","category-we-love-worldwide","category-actualites"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Toy Stories\u2026 - We Love Cinema<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/welovecinema.be\/fr\/toy-stories\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Toy Stories\u2026 - We Love Cinema\" \/>\n<meta property=\"og:description\" content=\"Au rayon des films inspir\u00e9s de joujous, on connaissait d\u00e9j\u00e0 Transformers, Lego, Playmobil ou G.I. 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