When everyone was amazed that the performance of this film exceeded expectations, its box office fell sharply from the next day, and the box office exceeded 300 million yuan on the fifth day after the release.
Editor’s note: This article is from WeChat public account “Puffin Video Files” (ID: htysda), author Deng Yingxi.
“Countdown 4 days!
Starting work on Monday, the theater manager will start the series on a large scale!
4 days! Decisive battle 93 hours! !
At the moment, the whole body attention is focused on the pre-sale information! Actively participate in pre-sales! “
Forty days before the release of “Zhu Xian I”, fans of one of the main characters, Xiao Zhan, made this passage on Weibo. At that time, the film did not attract much attention from the outside world. However, on the day of the premiere, it became the box office champion of the Mid-Autumn Festival with a box office score of more than 143 million yuan, and entered the public eye.
When everyone was amazed that the performance of this film exceeded expectations, its box office fell sharply from the next day, and the box office exceeded $300 million on the fifth day after the release.
We can see from Xiao Wei’s Weibo, until now they are still making a wide-ranging movie package. How much can the effect of this movie starring in the fan package on the film box office? Will the producer continue to select the traffic star as the starring role in the future?
Traffic video fires for three days
The film recently participated by the traffic star has “Shanghai Fortress” in addition to “Zhu Xian I”. The former cost only 50 million yuan, while the latter costs 360 million yuan. However, the former box office performance is better than the latter. By. It can be said that “Zhu Xian I” achieved the success of the box office, while “Shanghai Fortress” suffered heavy losses.
“Shanghai Fortress” actually started preparations six years ago, and the producers chose the top domestic traffic star Lu Han as the starring star. Now, although from the star rankings of Weibo’s super-speaking, Luhan has fallen to the 20th place, but its 4.388 million fans are still significantly higher than other stars.
After the release of “Shanghai Fortress”, from the tweet of Luhan fans’ Weibo _LuhanBar, a total of 32 clubs will be included in the film and will continue until the tenth day of the film release.
However, the performance of the film was not satisfactory. The box office on the day of the premiere was 70.9111 million yuan, and the next day it was suddenly reduced to 205.42 million yuan, a drop of 72.28%. The film’s Douban score is only 2.9 points. For this reason, director Teng Huatao secretly blamed the film’s failure on the micro-blog for the male starring Lu Han, causing a round of controversy in social media.
Visible, even the top traffic star Luhan, who used to rely on a single Weibo fan to get over 100 million comments, has to jump out of the idol market after joining the movie as an actor. In line with the rules of the film market, movie viewers will not pay for them, and the quality of the film is the key.
However, after a lapse of one month, the outstanding first-day box office performance of “Zhu Xian I” starring Xiao Zhan, Meng Meizhen, Li Wei and Tang Yizhen in the Mid-Autumn Festival made us have to re-make this proposition. After the star of the traffic star, how big is the impact on the box office of the movie?
According to the star rankings of Weibo’s super-speaking, in its platform, the influence of Xiaozhan ranked third, and Meng Meijun’s influence was ranked seventh, and “Zhu Xian I” was assembled in a movie. Two popular traffic stars. However, before the film was released, it did not make much publicity until it became the top of the Mid-Autumn Festival, and then let the public pay attention to this film.
Someone said that Luhan closed the door to the flow movie, and “Zhu Xian 1” was opened again. “Flower powder pull-up film, the original powder stabilized the market, where is the 200 million yuan box office of “Zhu Xian 1”?” In the article, we mentioned that the war-torn behavior of Xiao Fan fans is raised. The screening of the initial box office not only rushed to the first day of the box office, but also affected the theater manager’s judgment on the film and improved the film’s arrangement.
But from the trend of the box office, the influence of the fans did not really play a role. Like the “Shanghai Fortress”, the box office dropped sharply from the second day, and then there was no more momentum.
The Douban score of the film also dropped to 5.3 points, less than the passing line. If the fans all give the film a five-star rating, it only accounts for 11.7%, which is far less than 25.5% of the star. It can be seen that the traffic fans are in front of the movie audience.
What is the impact of actor fans on the box office of the movie? In the future, will the film still need to continue to star in the traffic star with lack of performance experience?
Fans are the most effective in the pre-sale period of the movie
When the pufferfish video file (id:htysda) opened Xiaobo’s Weibo and saw the tweets they sent, they couldn’t help but sigh that they were comparable to Xuanfa’s professional strategy and organization.
“Zhu Xian 1” did not make a dot, so four days before the film was released, they called on fans to buy movie tickets during the pre-sale period on Weibo. “Can buy pre-sales and buy pre-sales, pre-sale purchases should not be too concentrated, 15-20 is up to standard” is one of their strategies.
Not only that, they also proposed the “golden field> non-golden field; super hall> hall> small hall> vip hall; the city’s top10 theater> crowd small theater” package principle. Through these two methods, the film has excellent box office performance before the release, which can increase the cinema’s expectations of the film and improve the film.
The first day of the film release, the film of “Zhu Xian 1” is higher than the film.The long-awaited “Little Wishes” and “Detective Conan: The Boxing of the Fist” with well-known IP reached 29.1%, and the box office share also accounted for 39.41%.
However, the effect of the fan package did not last long. The box office on the second day of the film dropped 40.84% from the previous day, and the box office share dropped to 31.21%.
Until today, fans of Xiao Zhan have been enrolled in 31 cities across the country, and the package activities are still in progress. According to Weibo’s public information statistics, today’s Xiaozhan fans are still in the Shanghai, Dalian, Dongguan, Fuzhou and other cities, even in 214 in Wuhan. However, the film only received a box office of 971,860 yuan today, which shows that the package has not had much impact on the box office.
It can be seen that for the movie box office, the role of the fans is only the most effective in the pre-sale phase of the film, because at that time, no viewers have seen the film, and in the absence of word of mouth as a basis, the pre-sale box office pushed up by the fans It can greatly affect the theater’s prediction of the film, thus improving the film.
But once the film is released, non-fans’ viewers walk into the theater, and the quality of the film is evaluated. And this part of the audience is far greater than the fan community, they can decide the word of the film. When word of mouth is onceIt is said that the follow-up behavior of the fans has lost its effect.
Moreover, even if there is a top traffic star with more than 4.38 million fans on Weibo like Luhan, if every fan enters the video to watch a video, the average fare of 35 yuan will be seen, and the box office will contribute. Only about 154 million yuan in box office, obviously not enough for the cost of 360 million yuan.
So, it is impossible to push the box office by traffic star. It is necessary to pass the quality of the film first. It has a good reputation among non-fan audiences. The traffic star can’t do the best in the snow. Secondly, in the promotion strategy, “Zhu Xian 1” let us see the positive influence of the fans on the film in the absence of the film, which is worth learning from the film producers in the future.