Author: Dewey, Head Figure from: Vision China

27.73 million, 26.54 million, 25.05 million, 24.83 million…Last Monday to Thursday (November 16 to 19), the box office numbers of “reversing” on weekdays stimulated the nerves of the industry. The box office totaled only 104 million yuan a day, which was the coldest working day period since the release of “Eight Hundred”. Although Friday’s new film “De-violence” turned the tide, winning 200 million yuan in three days, allowing the weekly box office to break the 400 million mark, but it is still difficult to prevent the overall decline in November.

On November 23, China’s theaters resumed work on the one hundred and twenty-seventh day, and the annual box office exceeded 15.972 billion yuan, struggling towards the goal of 20 billion yuan. As of the 22nd, in November, only 1.326 billion yuan of box office was collected, which is a gap of more than 2 billion yuan from the 3.596 billion in November last year, and even 1.1 billion yuan from November 2014, the coldest 11 in the past seven years. The month is about to be born.

If this week’s new film “One Second” and “Crazy Primitives 2” no longer have outstanding results (a box office of more than 500 million yuan in a single week), it will be difficult for the box office to exceed 2 billion yuan in November, and it will be in November this year. It has become the lowest single-month box office since 2015 (since January 2015, the shutdown period is not counted, and no single-month box office is less than 2 billion).

“One Second” stills

After entering November, especially the performance in the past two weeks, the bleak state is close to the level of the resumption of work in July (last week’s box office lost to July’s resumption of work weekend box office). But the current number of theaters nationwide has resumed work and operating costs have already been several times that of the time. Throughout November, theaters across the country were again strangling their belts to live their lives, and the operating mechanism of most theaters also changed accordingly.

“I learned that the studioAt the same time, a number of imported films are also contributing to a single month’s box office of 3.6 billion yuan.

The dazzling performance for two consecutive years has gradually created vitality in November, and formed the unique schedule charm of “steady output of Hollywood blockbusters + continuous outbreak of high-reputation domestic dark horse films”.

“The performance in November in the past two years really gave us a level of anticipation for November, but we also know that this year is different. Hollywood blockbusters are gone, and no domestic blockbusters have been finalized. I haven’t updated it either. In fact, I have already prepared for it, but now I am surprised that I have nothing to say about the effect.” A studio manager in a second-tier city said to Yiyu.

What needs to be explained is that the number of new films released in November is not a lot. According to the lighthouse release calendar, 51 films will be released in November, which is higher than September (49) and October (38) this year. And compared with September, domestic films have more themes, more numbers, and more attractive appearances.

Looking at the overall ticket distribution in November, 40% of the box office was supported by the 400 million yuan of “King Kong River” and 130 million yuan of “Me and My Hometown” at the end of October. There were only new films in November. Last weekend’s “De-violence” broke through 100 million yuan at the box office.

This also resulted in the national theaters producing only 876 million box office in the first half of November, a sharp drop of 55% from last year, the worst performance in the same period since 2013. In the second week (the 45th week of the year), the weekly box office of 360 million yuan was also the last single-week performance in the past five years. On November 19, the market fell below 25 million, a new low since the release of “Eight Hundred”……

The lack of Hollywood blockbusters was an important reason for the box office fiasco in November this year. Due to the severe epidemic in North America, major blockbusters such as “Wonder Woman 1984” and “Black Widow” have evaded files. In this case, North America introduced the film “Hell The Baron: The Rise of the Blood Queen, “The Call of the Wild” and the Japanese film “Digimon: The Last Evolution” became the top three imported films of the month. The total of the three films is only 188 million yuan, and the market does not have much expectations.


“Digimon: The Last Evolution” stills

The more important reason is that domestically produced films with high reputation potential and potential to become dark horses, such as “The Wind and the Waves”, “The Hot Blood Choir”, and “De-violence” have all encountered word-of-mouth crisis, and have not formed the potential of word-of-mouth. This may be closely related to the fact that young directors collectively take root in crime themes but have no innovative content. Without the bonus of early themes, it is more difficult to become a dark horse work with high reputation in the eyes of the increasingly fatigued audience. Although the box office results of the above-mentioned films may not be at a loss compared to their own investment, they cannot become a warm market.

The successful model failed in November of previous years. Even though the industry has repeatedly called for the “unpopular period” to be emphasized, domestic blockbusters still have no “airborne surprises.” In addition, the number of new films released in November is not large, which also leads to classic re-releases not appearing to warm the market.

Traditionally speaking, the box office of weekday movies in the cold season is above 50 million yuan, and the weekend stays above 150 million yuan. Without the blessing of the above-mentioned Hollywood blockbuses and high-reputation domestic films, the working day will fall to 3000 Ten thousand yuan, maintained at 100 million yuan over the weekend.

In November of this year, it has already fallen below 30 million yuan on weekdays, and only hovering at 100 million yuan on weekends for many weeks, thus forming a super unpopular period as a whole. It is no exaggeration to say that the coldest November in the past seven years and the coldest single month in the past five years will be born soon.

In addition to the above reasons, there was another major obstacle to the film market in November this year, which was the repeated impact of the epidemic. From time to time, news of cases in a certain area appear on the hot search, which is also stimulating the nerves of the audience.

Then, whether the crisis of the epidemic is directly related to the number of moviegoers entering the theaters. During the coldest November schedule, theaters struggled to survive. When the performance of ticket warehouses in the early stage of resumption of work was regressed, theater practitioners were again What kind of mentality?


The mentality of theater practitioners tends to be peaceful

As the coldest November is about to be born, in addition to the coldest box office, the overall number of movie viewers in November has also dropped to a freezing point. As of the 22nd, there were only 37.24 million movie viewers, which was nearly half of the number in 2014. about.

No Hollywood blockbusters, no domestic blockbusters, remaining domestic films without word of mouth, and no classic re-releases are of course the main reasons, but at the same time environmental factors caused by the epidemic must also