 Producer Wang Zhongjun retorted that viewers' approval is of the utmost importance and rejected the Golden Rooster as an award that has "not a single bit of commercial driving force".On the other hand, the official Huabiao Awards gave out an unprecedented special award to "Cell Phone" for its achievements in "market development", signifying official recognition of the market forces and taste of the masses.Television presenter Cui Yongyuan was reported to be unhappy by the film, claiming that director Feng Xiaogang wanted to make a film about a retiring television host based on him.