Is 520 gears necessary?
Editor’s note: This article is from the WeChat public account “Entertainment Unicorn” (ID: yuledujiaoshou), author: Mia.
“On May 20, did you find the person who accompanied you to the theater to watch the romance movie?”
It’s another year of 520, and the sweetness is everywhere, and this sweetness is also passed on to the movie market. Specifically, “I Want Us Together” accounted for as much as 33.2% of the movies that day, ranking first. After 22 years of re-screening, many fans said that “Love Letters” that “owed a movie ticket” accounted for 20.4%, ranking second.
As of press time, the total box office of 520 in a single day exceeded 200 million. “I Want Us Together” won the throne of daily tickets with more than 90 million. However, the pre-sale box office of “Fast and Passion 9” exceeded 100 million on this day. At the zero-point field, it contributed 21.1% of the votes to the real estate, ranking runner-up. The next day, the remaining pieces were crushed with 63.5%.
This year and 2019, the box office of 520 files of 80.604 million that fell on Monday working days has increased a lot. The only romance film released that day was “True Love Is Not Late”, and the same period films include “Detective Pikachu” and “Why Home “And so on, the single-day box office champion was won by the cute pet movie “A Dog’s Mission 2” that was released for 4 days. Valentine’s Day is no longer confined to romance films. When the “Internet Festival” with only one day meets the day before the weekend, how much blessing is the schedule effect for a particular type?
Escape and Persevere:Is it a cannon fodder or a dark horse behind “Speedy 9”?
Since “Your Wedding”, which was originally scheduled to be released on May 20, was raised on May 1st, it has triggered a series of chain reactions. A batch of small and medium-sized domestic romance films squeezed into 520 files, with the intention of filling “Your Wedding”. The blank left by “The Wedding”.
This batch of visitors plus the original eight re-screened “Love Letters”, some of which were produced by lesser-known companies, and the rush to fix and withdraw files is also slightly less confident, more like “One Day trip paddling”. This can also be seen from the intensity of the publicity: “The Love I Haven’t Ended Talking about” and so on did not even release any promotional materials, almost “naked hair.”
But maybe afraid of the next day’s “Fast and Furious 9” (hereinafter referred to as “Speed 9”), “YesA Little Intrigue, “Chasing the Ball”, “The Love I Haven’t Ended Talking about”, “Goodbye Wang Xiansen”, and “Deep Love”, etc. have been withdrawn. Only “I Want Us Together”, “Love Letters” and “White Snake: Love” are left. The question is, will these films that stick to 520 will be completely crushed by the long-awaited Hollywood commercial action blockbuster, and the deep fan base of the first 8 “Rank 9”, and become cannon fodder?
Under the slack, classic re-screening has gradually become a trend. The box office of “Sea Pianist” exceeded 143 million, and the introduction of “Paradise Cinema” has also been announced. Iwai Shunji’s “Love Letter”, who has the blessing of sentimental Buff, chose the schedule ingeniously. As the TOP250 of Douban, 740,000 people scored. Maoyan wanted to see more than 140,000 people. It has a large fan base and triggered “tap water” from pre-sale It looks promising to achieve good results, but its relatively slow literary rhythm determines that it is not the most popular mainstream type in the current market.
Another “White Snake: Love”, as an unpopular opera movie, has a very limited audience, and the box office may fall in the millions.
Chen Guofu is the producer, and “I Want Us Together” produced by Gongfu Pictures and Ali Pictures is perhaps the most seeded player among them. The film is adapted from a long tear-jerker post published by Douban in 2013. “My girlfriend who ran a long-distance race with me is going to marry tomorrow”, which focuses on emotional and topical issues. In the past, the same type of emotional catharsis “crying film” dark horses frequently appeared, and it has been repeatedly proven to be able to stimulate the young women’s market.
From the perspective of the release time, “I Want Us Together” also has the ultimate sense of ceremony: it will be released at 13:14 on May 20. But this kind of “chick film” has a lot to do with the popularity of the male protagonist. For example, Xu Guanghan, who was once a “national husband”, has a box office appeal to “Your Wedding”, and the previous negative news of the star Qu Chuxiao will be To a certain extent affect the market performance of the film.
The other 51 videos continue to show their heat. “On the Cliff”, which was released for 21 days, relied on word of mouth, and the filming rate still reached 13.3%, going straight to 1 billion. The positioning of “Xu Guanghan + Youth Romance” in “Your Wedding” is clearly tailored to the female market. Although its “PPT-style shooting” has been criticized, it also won the box office of 713 million in the 51st stall. The film recently released the “Thank You Special” and 520 posters, and increased publicity to target 520. With the festive atmosphere of the day, “Your Wedding” may become the choice of some viewers.
The score of nearly 90 million on the first day is quite impressive. Folded back and forth, will “I Want Us Together” become a cannon fodder or a dark horse breakout? PastFilms such as “A Story More Sad Than Sad”, “If the Voice Doesn’t Remember”, “I’m Waiting for You at the End of Time” and other films have achieved good box office, but they are facing a discontinuous decline in word-of-mouth. Whether a romance film headed by “I Want Us Together” can make a long run and break through dangerously, the key still depends on its quality and the degree of word-of-mouth fermentation. Director Desert, with Douban’s 8.7 points “Hello, Old Times”, seems to have brought a certain degree of guarantee to the quality of the film. But the final color remains to be seen.
Opportunities are not entirely non-existent. “I Want Us Together”, which accounts for about 75% of female audiences, is clearly distinguished from “Speedy 9”, which accounts for more than half of male audiences. The target audiences do not overlap. In the case of circumstance, dislocation competition may be formed. In addition, the latter progresses to the ninth part, and the lack of new ideas in the content is also more prominent. It is not ruled out that some audiences will turn to the former and adjust their tastes.
“Man-made 520”, Is it a “pseudo date”?
The “520” in the homophonic Chinese “I love you” has become an online festival, which can be traced back to the “520” in the singer Fan Xiaoxuan’s “Digital Love”, which was referred to as “I love you”, and the online song of the musician Wu Yulong “Internet Lover”, with the popularization of online culture, this day has gradually changed from “confession day” to “marriage registration day” for couples to get together, and brand promotion day, as well as small and medium-sized romance films that failed to squeeze into Valentine’s Day and Tanabata The alternative after the file is forced to create a consumption peak in the cold period between the last 51 file and the previous summer file.
520, as a man-made schedule, began to gain attention, perhaps dating back to 2018, the single-day box office of “Overtime Cohabitation” exceeded 100 million yuan, and the total box office exceeded 900 million yuan. The same can be compared to “Singles’ Day” which has been gradually cultivated into a stage. And Father’s Day and Mother’s Day, which focus on family affection.
Of course, 520 on Thursday, as a working day, has brought blessings to the film compared to other working days, making the market that hovered between 30 million and 40 million finally broke through 200 million again, but there are only 3 new films, only One day’s schedule does not have long-lasting battery life. Whether it can be regarded as a mature schedule is a question mark.
Fortunately, the advantage of 520 this year is that the next day is Friday, which is equivalent to drawing a day in advance, leaving time for fermentation on the weekend. From the statistics of relevant data, Valentine’s Day, Tanabata, and Christmas files, which are also positioned for the festive atmosphere of couples, and even the “New Year’s Eve files” created after the “Last Night on Earth”, have an average box office performance. It is quite related to whether the holidays are superimposed.
The previous 8 films of 520 files were gathered together, and practitioners couldn’t help but reflect: Is it to eat meat during the unpopular period or to drink soup during the popular period? Back in time to 2019, the “involution” has not yet been so serious. Only one romance film “True Love Is Not Late” was released in 520 that year. Behind this year’s small and medium-sized romance films that have gathered 520 files, is the increasingly serious “unevenness of hot and cold” in the market and the “schedule superstition” caused by this. Tuopu data statistics show that this year’s New Year’s Day, Spring Festival, Qingming, and May 1 box office have all set new highs, compared with the second high-end period of the historical box office, an increase of 2.5%, 32.8%, 17.7%, and 9.7%.
The intensification of “uneven hot and cold” during and outside the schedule has a lot to do with the epidemic. In the past, unpopular periods outside the four major periods were usually filled by overseas films. From last year to this year, many Hollywood blockbusters announced the suspension of filming, postponement, and even switched to streaming media. The film shortage continued. Even the 51st gear was flooded with mid-waist films. The film market has not fully recovered, and the audience has insufficient motivation to watch movies. Scheduled output declined, and blockbuster films were released intensively on schedule, and small and medium-sized films followed suit. As a result, the “28th effect” became more and more obvious.
Market superstitions are over a long period of time. This year, in terms of the subject matter and volume, it is not suitable for the “Crowd Crowd” of the Spring Festival stalls. I chose “The Tail of the Crane” in the hottest period, and ranked first. Although it is difficult to counterattack with word of mouth, it is still a certainty. File lessons. Prior to this, 13 films had gathered in 51 files, and most of the mid-waist films were reduced to cannon fodder. Among them, less than 1% of the films in “Searching for Han” with Li Baotian and other dramas.
But this may not be a completely healthy phenomenon. Blindly relying on schedules lacks market rationality and presents a situation of disorderly competition. Behind the new box office record highs at the 51st box office is the hidden worry of “lack of structured growth”. As the global epidemic situation slows, more and more imported films are influx, and high-quality domestic films increase, alleviating the shortage from the source of content supply. Perhaps this “uneven hot and cold” and “excessive concentration, time-scheduled superstition” phenomenon will be improved.
In fact, romance films don’t need to be released during the couple’s festival to get good results.. And couples may not necessarily choose to watch romance films, but they give a sense of special festival rituals by watching them together. For example, in the Valentine’s Day file in the Spring Festival file in 2019, romance films such as “One Kiss” and “Blue Life and Death” did not receive too many schedule bonuses. The popular choice is still “Wandering Earth” and “Crazy Outside”. Star”. Until “I’m Waiting for You at the End of Time”, the curse of no-breaking romance films in the Tanabata file was broken.
The box office performance of a movie is related to many factors such as its own quality, public opinion, and rivals’ competitiveness in the same period. The schedule is not the only decisive factor. The resulting thinking is whether it is necessary to create a 520 file between the Valentine’s Day file and the Tanabata file. Is this a “false schedule”? And is it irrational to “squeeze in when you see the schedule”? The answer may differ.
After “Speedy 9”, the next short period will be the Dragon Boat Festival. There will be “Quickly Take My 2 Brothers Away” and a batch of cartoons targeting the low- and young market. There will be several “Dads” in the Father’s Day file. “Related movies. Will the Dragon Boat Festival with more than a dozen films become the next “cannon fodder schedule”?