The people watching the movie in the 3rd, 4th and 5th tier cities became the new force in the box office of Special Operations.
Editor’s note: This article is from WeChat public account “Entertainment observation” (ID: Yiyuguancha), text / Dewey, edit / essay yang .
The summer season to the final stage, Hollywood’s large-scale “Speed and Passion: Special Action” (hereinafter referred to as “Special Action”), the strong box office power of the first weekend is unpredictable, so that it is a stepping foot , filled the gap between the 2019 summer file box office and last year.
▲ “Speed and Passion: Special Action” poster
The “Special Action” was released on August 23 in China. On the premiere day, 53% of the chips were used to make a box office of 246 million yuan, and the box office for the third day was 770 million yuan. As of press time, the film has won a total of 744 million yuan at the box office.
With the ultra-high box office results of Special Operations, the 2019 overall summer box office market reached 16.818 billion yuan, which was narrowed to 560 million yuan from the box office of 17.377 billion yuan in the same period of 2018. According to the current box office potential of Special Operations, it may not be difficult to go over last year.
Before the release of “Special Action”, the industry generally believed that the film could set off a wave of watching movies, but its strong box office harvesting ability surprised everyone. The 707 million yuan box office in the first weekend has been associated with “The Magic Boy” In the same period, the 718 million yuan box office was comparable.
A senior film industry observer told Entertainment (ID:yiyuguancha), There was a missing Hollywood block in the past month. Not much is the market reason why Special Operations has gained such strong box office potential.
In addition, Entertainment Review also noted that Special Action has done a better job of sinking in the city than the 2019 other Hollywood blockbusters. With the help of big IP and strong sense of action, “Special Action” won the favor of the audience of the 3, 4 and 5 lines.
With the above market background, “Special Action” became the fifth billion-volume film in the summer, and even the position of the summer box office runner-up is not impossible.
Overview of the overall Chinese film market in recent years, the concept of “little town youth” around the city of the third, fourth and fifth tiers has been widely emphasized.
“Catch the Demon” Stills
The film and television marketing and publicity of the city area are increasingly being valued by the large-scale domestic production. In recent years, the data of the ticket warehouses in the third- and fourth-tier cities has gradually attracted Hollywood blockbusters that were originally dominated by first- and second-line “elite” users.
Special Action for third- and fourth-line viewers?
“Special Action” took the lead in the North American market as early as August 2, and also performed well in the first weekend. It won a super high painting score of 60 million US dollars, ranking first in the same period, and it is the “speed and passion” series. The best record.
The negative word-of-mouth spread, and the film’s freshness in rotten tomatoes is 67%, which is only a passing score.
Affected by the domestic film protection month in the Chinese market, “Special Action” landed in the Chinese market 21 days later than North America. During this period, negative word of mouth also followed the ocean.
The Douban score of the first- and second-tier cities is only 6.4, which is the worst result of the “Speed and Passion” series.. “It has nothing to do with the true biography, and the hollow and endless fighting is boring.” Such comments became the main argument on Douban.
After receiving a large number of negative word-of-mouth influences, the film should have gathered in the first- and second-tier urban users and began to lose.
And as mentioned above, in the first weekend of the “Special Action” harvested 707 million yuan, and achieved the same score as the 4 billion volume of “Where is the devil of the world”, behind this, three The four-line city viewing crowd has become a new force supporting the box office.
Because of the negative reputation of the plot and theme, “Special Action” lost a large number of users in first- and second-tier cities, and attracted a large number of “little town youth” audiences due to a large number of exciting action scenes. The Taobao ticket and cat’s eye platform, which are mainly based on the 3, 4 and 5 line users, scored 8.6 points on the film.
Show according to the art data As of press time, the “Special Action” city ticket warehouse data. The first- and second-tier cities totaled 429.4 million yuan, accounting for 59.9%, and the third- and fourth-tier cities totaled 280 million yuan/40.1%. This data is closer to the market data of the Chinese film market in the first half of 2019. In the first half of this year, box office in first- and second-tier cities accounted for 58%, and cities in the third- and fourth-tier cities accounted for 42%.
And for the sinking of the city, Special Operations is not exactly “naturally fermented” like other Hollywood blockbusters. Prior to this, the first two works of Special Action have laid the foundation for the sinking of the “Speed and Passion” series of cities.
In 2015, “Speed and Passion 7” was influenced by the death of the actor “Paul Walker”. Chinese audiences have stepped into the cinema and nostalgic. The film created a box office myth of 2.426 billion yuan in China.
▲ “Speed and Passion 7” stills
At that time, the proportion of film city ticket warehouses was mainly in first- and second-tier cities, accounting for 64.9%, and only 25.1% in the third- and fifth-tier cities.