2021-02-25

The Spring Festival stalls, two families are happy and five families are sorrowful. Why can’t the good time be a good box office?

By yqqlm yqqlm

Chinanews client, Beijing, February 26th (Reporter Yuan Xiuyue) 7.822 billion gross box office, 160 million total movie viewers… Judging from the numbers, the Chinese film Spring Festival file in 2021 has received a beautiful report card .

But behind the “most cattle Chinese New Year stall”, there are two happy and five sorrows. “Detective Chinatown 3” and “Hello, Li Huanying” contributed 80% of the box office, but several other movie studios have “seeking a row.”

The “Matthew effect” is obvious in the large-scale period, and the audience has no movies to watch in the small-scale period. How to solve the problem of movie schedule selection?

The Spring Festival stalls, two families are happy and five families are sorrowful. Why can’t the good time be a good box office?

Lighthouse Research Institute Spring Festival file Report

The two films occupy 70% of the rows

“The Crowd” and the “Post-Spring Festival File” are exerting force

Seven films in the Spring Festival file of the Year of the Ox, from the pre- The sale has shown a different trend since the beginning. “Detective Chinatown 3” is far ahead, “Hello, Li Huanying” and “Assassination of Novelists” ranked second and third, followed by “Samurai God Order”, “Bear Infested Wild Continent” and “New God List: Nezha” “Rebirth”, “The Crowd” came last.

According to the data of the Beacon Professional Edition, on the first day of the Spring Festival, “Detective Chinatown 3” and “Hello, Li Huanying” accounted for more than 50% of the lineup, and “Detective Chinatown 3” was a top box office dust. On the fourth day, “Hello Li Huanying” counterattacked with word-of-mouth, and the single-day box office exceeded “Chinatown Detective 3”. With the popularity of “Hello, Li Huanying”, the filming on the fifth day has formed a trend of overtaking, reaching 39.1%, and the filming for 5 consecutive days accounted for more than 40%.

The Spring Festival stalls, two families are happy and five families are sorrowful. Why can’t the good time be a good box office?(1)

On the other side, because of ” “Detective Chinatown 3” still has a certain market, and its film schedule has not shrunk significantly. The resulting situation is that the total proportion of the two films’ schedule is increased, and the space of other films is further “squeezed”. The two films together accounted for 71.8% of the day, and the other five movies shared about 30% of the total.

The Spring Festival stalls, two families are happy and five families are sorrowful. Why can’t the good time be a good box office?(2)

In these five movies Among them, “Assassination of Novelists” had the highest box office on the first day, accounting for 13% of the films, followed by “Samurai God Order” and “Bear Infestation”. “Crowded” has the lowest box office, and its share of the second day’s lineup dropped to 3.9%. As a result, on February 13, Rao Xiaozhi, director of “Surprising Crowd”, asked for a film on Weibo. He stated in the article that although using the word “begging” would be said to be selling miserables and begging for glory, but honestly facing the current situation, “begging” is one of the few choices he can make even if it is not so decent.

The Spring Festival stalls, two families are happy and five families are sorrowful. Why can’t the good time be a good box office?(3)

However, after Rao Xiaozhi spoke , “The Crowd” did not rise until the fifth day. It is worth noting that in the “post-Spring Festival stalls” after the Spring Festival holiday, “The Crowd” has gradually exerted its strength. On the 13th day of its release, the proportion of films in the row reached 11.8%, surpassing “Assassination of Novelists” and its single-day box office Also became the third place among the seven films in the Spring Festival file.

The Spring Festival stalls, two families are happy and five families are sorrowful. Why can’t the good time be a good box office?(4)

The popular schedule may not be Good schedule

The case of “Rushing Crowds” seems to remind us of the importance of choosing the right schedule. Popular schedules may not be good schedules.

In 2018, the film “The Unknown” directed by Rao Xiaozhi was released in the unpopular period on November 16, and was featured in two foreign blockbusters “Venom: Deadly Guardian” and “Fantastic Beasts: Grindelwald” “The Crime” became a dark horse under the attack, and finally won nearly 800 million box office.

Comparing the data of “The Unnamed” and “The Crowd”, in fact, 8 days before the release, the difference in the box office of the two in a single day is not much, but the former has more films than the latter. At that time, the film competition was not fierce at the time, the first day of “The Unknown” was over 10%, and the highest was 28.7%. Therefore, in the 7 days before the release, the average number of people per game for “Rushing” was also higher than that of “The Unknown”. This is the biggest advantage of the Spring Festival stalls, and the flow of people is much higher than during the unpopular stalls.

The Spring Festival stalls, two families are happy and five families are sorrowful. Why can’t the good time be a good box office?(5)

On the 9th day of the screening On and the 10th day, the box office of the two films respectively ushered in an explosive peak. “The Unknown” exceeded 70 million, while “The Crowd” was only 35.468 million. At this time, the latter’s lineup was less than 10%.

The dark horse film should counterattack, in addition to the quality of the film, the most important thing is to arrange the film, otherwise there is no room for explosion. In recent days, with the counterattack of “Surge in Crowd”, its box office has also maintained steady growth. According to the forecast of Maoyan Professional Edition, its total box office may reach 570 million yuan.

In contrast, “Samurai God Order” and “New God List: Nezha Rebirth” are not so lucky. “Samurai God Order” has Zhou Xun, Chen Kun, and the big IP of Onmyoji, but the current box office is only 248 million. “New God List: Nezha Rebirth” has a box office of over 300 million, but according to director Zhao Ji, it is far from enough.

The Spring Festival stalls, two families are happy and five families are sorrowful. Why can’t the good time be a good box office?(6)

“New God List: “Nezha Rebirth” poster

The Spring Festival file has a “scale effect”, but there is also a “Matthew effect”. There are not many scenes of heroes contending for hegemony. It is more common that the stronger is stronger and the weaker is weaker. When the film is set, it should study the audience’s preferences and observe the market rules more than the superstitious period.

The “best Spring Festival stall” has brought unprecedented vitality to the domestic film market. According to media reports, some theaters even relied on the box office of the Spring Festival stalls in the previous 7 days to get out of the loss of the past year. .

However, for the Chinese film industry, there may be a “cold wave” after the Spring Festival. After the Spring Festival holiday, only 7 new movies were released in February, and the more appealing one was “Cat and Mouse”. Currently, its first-day pre-sale box office has exceeded 5 million.

The Spring Festival stalls, two families are happy and five families are sorrowful. Why can’t the good time be a good box office?(7)

The cooler ones will be The next March and April. This schedule is usually the off-season of the domestic film market. The Spring Festival has just ended, and the audience’s desire to watch movies is not so strong. As for heavyweight movies, they may be more inclined to be shown in the lively summer files.

Compared with previous years, there are fewer films in March and April this year. Currently, there are 18 films scheduled in March and 14 in April. In the same period of 2019, more than 40 films were scheduled for these two months.

Why has the number of videos halved? Among them are the reasons for the epidemic, and many domestic films are more cautious about the schedule. Due to the difficulty of the recovery of the Hollywood film industry due to the epidemic, many blockbusters have been postponed and the number of imported films has decreased. Previously, many foreign blockbuster films such as “Avengers 4”, “Raging Behemoth”, “Captain Marvel”, and “Green Book” have achieved good box office results in the off-season in March and April.

The Spring Festival stalls, two families are happy and five families are sorrowful. Why can’t the good time be a good box office?(8)

On the video, this The two-month release includes “The Eleventh” directed by Chen Jianbin and starring Zhou Xun and Dapeng, the animated film “Legend of the Dragon” created by the “Frozen” team, and “Meet Nara Again” produced by Jia Zhangke and Naomi Kawase. “My Sister” starring Zhang Zifeng and Xiao Yang, “All Come” starring Liao Fan, Tong Liya, and Qiao Shan, “Beijing Love Illustrated Book” starring Chen Bolin, Guo Caijie and Xia Hou Yunshan, starring Zhong Chuxi and Tan Songyun “August Weiyang”, and “Antique Bureau Intermediate Game” starring Lei Jiayin and Li Xian.

There are all types of love, animation, adventure, and suspense, but to boost the movie market, more film producers need to abandon the “schedule superstition”, carefully verify and set the files boldly. (End)