Word of mouth box office upside down, is the movie market fully responsible?
Editor’s note: This article is from WeChat public account “麻辣 娱乐 投” ( ID: malayutou001), by Wendy.
In 2019, in the winter of film and television, the domestic film market is very difficult. Yu Dong once said at the Shanghai Film Festival that “this year must exceed even one million box office last year.”
It turns out that the audience in 2019 is very powerful.
In 2019, many high-quality films such as “Nazi’s Witch Child”, “Wandering Earth”, “China Captain” and “My Motherland” appeared in the Chinese movie market, and the audience did not disappoint these good movies. In the overall box office list of Chinese movies, there are 5 new films in 2019.
The convergence rate of box office and word of mouth is getting higher, and the audience’s viewing form is gradually maturing.
Convergence of word-of-mouth at the box office has become higher, and audiences have matured their viewing patterns
As of now, the top ten movies in the 2019 annual box office list have an average Douban score of 7.45. This is the highest average Douban score of the top ten movies in five years.
There are four films with top 8 scores in 2019 at the box office, with 8.5 points for “Nazi’s Witch Child”, 8.5 points for “Avengers 4”, and 8.4 points for “Youth”. “My My Country” 8 points. Douban scores three works between 6 and 7 points, which are the fifth to seventh box office results of “Crazy Aliens”, “Speeding Life” and “Heroes of Fire”. Their Douban scores are 6.4, 6.9, and 6.6 points.
The viewing form of domestic film audiences is gradually maturing.
What is the mature form of viewing is the high trend of box office and word of mouth.with. The audience pays for the quality of the movie, not for the dazzling star lineup, the publicity of the visual effects and the false high-profile topic created by marketing. The market has entered a virtuous circle.
However, in the past few years, the domestic film market has not been like this. The box office and word-of-mouth have not only moved inconsistently, but they are often in an upside down state. For example, 2016 was a year when the box office and word of mouth were frequently upside down.
![The movies below 6 points missed the box office TOP10, and the box office reputation rate has increased]()
In 2016, Fang Li knelt down for seeking a movie for “Hundred Birds”, Zhang Yimou, Xu Ke, Li An and many other filmmakers collectively voiced for “Hundred Birds”. That year, “Hundred Birds and Phoenix” was miserable, but the overall movie market was not bad. The money was not made less, but the reputation of the movie was a little bit worse.
In 2016, in the top ten list of box office results, the first, second and third place were “Crazy Animal City”, “Warcraft” and “Captain America 3”.
Unfortunately, none of them are domestic movies.
And among the domestic movies crowded into the top ten box office, “Mekong Action” with a Douban score of 8 points, has become a top ten box office reputation. For other works, Douban scores are all below 6 points, among which the box office ranked fifth in the “Journey to the West: Sun Wukong Three dozen White Bone Essence” Douban score of 5.6. , 4.9.
At that time, “upside down” was a common vocabulary used in movie review manuscripts to refer to the situation of word of mouth and box office.
The frequency of the term “upside down” has decreased significantly recently. Because there are fewer pre-cooled works at the box office and fewer films at the box office. This is a major manifestation of audience maturity.
The maturity of audience viewing has shown a certain development momentum since 2017. 2019 is the year with the most rapid development of this trend.
In the 2017 box office TOP10 list, the works with a relatively low Douban score are 5 points for “Kung Fu Yoga” and 5.6 points for “Journey to the West”.
The biggest progress this year is that works with a score below 5 have finally been put off the box office TOP10 list.
In 2019, Douban’s 6-point movie also began to lose box office competitiveness.
Today, each of the TOP10 works at the annual box office is a good harvest of word-of-mouth and box office, and the single-box box office is on the rise.
In the overall box office list of Chinese movies, there are 5 new films on the list in 2019, and more importantly, 5 new films on the list. Douban scores are all above 7 points. The five high-scoring works on the list directly increased the Douban points of the top 10 works in the mainland film history box office list to 7.77 points.
However, this good momentum showed some small fluctuations in November.
The word-of-mouth box office is upside down. Is the movie market fully responsible?
The movie market in November was bleak. Not only did the overall market remain sluggish, word of mouth and box office upside-down phenomena reappeared. Two benign works of “Beneficiary” and “Chang’an Road” were not pre-cooled.
Although the director of the beneficiary’s bid for the Olympic Games shortly after the release, he carefully reviewed the problems in the film, but it was also a sincere work. Douban scored 6.7, and the cumulative box office score of 212 million, can only be said to be unsatisfactory.
Compared with the 198 million box office results of “Beneficiaries”, the adaptation of Haiyan’s novels, “Chang’an Road” starring Fan Wei, Song Yang, Chen Shu, Jiao Junyan and so on, is even worse. It was released for more than a week, Douban scored 6.6, but the box office Only 21 million.
“Chang’an Road” is a word-of-mouth work in commercial movies of about 20 million box office in 2019, but it is also a miserable box office in the Douban 6.6-rated commercial film lineup.
A list of about 20 million box office movies in 2019
Actually, “Chang’an Road” is a movie very similar to “Youth of Youth”. Killing is just a result. In the process of going to the result, the world is warm and cold, and the good and evil in human nature are more attractive.
The characters in “Chang’an Road” are subtle, with a slight sense of ambiguous Zhao Hongyu (Jiao Junyan) and Shao Kuancheng (Song Yang), masked couple Lin Baiyu (Chen Shu) and Professor Wan (Fan Wei) ), Lin Baiyu and Lin Tao who flew on their way …
Every character is wrapped in a real, natural, strong atmosphere of life, full of thinking space. His daughter Zhao Hongyu seemed to hate his father very much, but he actually tried hard to pull his father out of the abyss. His father, Professor Wan, seemed to love his daughter very much, but in the presence of his daughter and his own reputation, he chose to defend his reputation Sacrifice her daughter.
![The movies below 6 points missed the box office TOP10, and the box office reputation rate increased.]()
In another protagonist, Shao Kuancheng, we will see that his situation is highly similar to a classic argument in “The Legend of Qiu Qiu”: Which one does the job with high salary dislike and basic salary like?
And along this line of thought, we found that in the movie “Chang’an Road”, the actions of almost every character can become a debate in “The Legend of the Wonderful”.
I am a police officer. One day I suddenly discovered that my father was a thief. What would you do?
At the moment of life and death, can you die for your partner?
What do you do if you find that your stepmother and boss are cheating?
…
“Chang’an Road” is a multiple-choice question of life, and this means that the characters in this movie are real, full and diverse. The four starring performances of Chen Shu, Fan Wei, Song Yang, and Jiao Junyan are worthy of this good story, as well as these lively characters.
Unfortunately, the market and theater have failed to give this movie more life. A big V directly said that because “Chang’an Road” was once again disappointed with the Chinese film market.
Of course, we cannot deny the maturity of the overall viewing form in 2019 because of the sporadic pre-cooling of the two films of Chang’an Road and Beneficiary. Although Li Jun, director of Chang’an Road, did not plan for himself as he did in the bid for the Olympic Games, the problem with this movie is also obvious. The pre-cooling of “Chang’an Road” is not the market’s full responsibility.
In the type introduction of Baidu’s “Chang’an Road”, the words suspense and crime are written, but in fact, if these four words are officially recognized as the type positioning, it is indeed a little “hanging sheep’s head to sell dog meat” “, Easy to misunderstand the audience.
An outstanding suspense and crime work generally has a clear mind, an innovative approach to crime, and a strict logic. This is not the case with Chang’an Road. This film is placed under the suspense and crime type films. Really not a good work.
The wrong type of positioning makes “Chang’an Road” fail to find its target audience. As we mentioned above, “Chang’an Road” is a movie very similar to “Youth of Youth”, and “Youth of Youth” has been emphasizing the feelings of the two teenagers throughout the entire dissemination process, and Non-crime and crime-solving. This makes the entire movie expand the audience base and easily resonate with the audience.
In addition, the announcement by Chang Yu, the publisher of the third language, Gu Yu, and the marketing department ’s Buddhist announcement, is also an important reason for the poor box office performance of this movie. Many netizens and big Vs also analyzed this movie and also They all believed that their failure was related to the announcement.
In Baidu Post Bar, there is even a staff member who claims to be the head of publicity for “Chang’an Road” asking who should I contact if I want to do a roadshow in the school hall? And posted it, ordinary netizens answered: Contact the school youth league committee. It can be seen that this movie advertises the business capabilities of the team.
Conclusion
Although the two films of “Changan Road” and “Beneficiary” played in November,
The movie market in November was bleak. Not only did the overall market remain sluggish, word of mouth and box office upside-down phenomena reappeared. Two benign works of “Beneficiary” and “Chang’an Road” were not pre-cooled.
Although the director of the beneficiary’s bid for the Olympic Games shortly after the release, he carefully reviewed the problems in the film, but it was also a sincere work. Douban scored 6.7, and the cumulative box office score of 212 million, can only be said to be unsatisfactory.
Compared with the 198 million box office results of “Beneficiaries”, the adaptation of Haiyan’s novels, “Chang’an Road” starring Fan Wei, Song Yang, Chen Shu, Jiao Junyan and so on, is even worse. It was released for more than a week, Douban scored 6.6, but the box office Only 21 million.
“Chang’an Road” is a word-of-mouth work in commercial movies of about 20 million box office in 2019, but it is also a miserable box office in the Douban 6.6-rated commercial film lineup.
A list of about 20 million box office movies in 2019
Actually, “Chang’an Road” is a movie very similar to “Youth of Youth”. Killing is just a result. In the process of going to the result, the world is warm and cold, and the good and evil in human nature are more attractive.
The characters in “Chang’an Road” are subtle, with a slight sense of ambiguous Zhao Hongyu (Jiao Junyan) and Shao Kuancheng (Song Yang), masked couple Lin Baiyu (Chen Shu) and Professor Wan (Fan Wei) ), Lin Baiyu and Lin Tao who flew on their way …
Every character is wrapped in a real, natural, strong atmosphere of life, full of thinking space. His daughter Zhao Hongyu seemed to hate his father very much, but he actually tried hard to pull his father out of the abyss. His father, Professor Wan, seemed to love his daughter very much, but in the presence of his daughter and his own reputation, he chose to defend his reputation Sacrifice her daughter.
In another protagonist, Shao Kuancheng, we will see that his situation is highly similar to a classic argument in “The Legend of Qiu Qiu”: Which one does the job with high salary dislike and basic salary like?
And along this line of thought, we found that in the movie “Chang’an Road”, the actions of almost every character can become a debate in “The Legend of the Wonderful”.
I am a police officer. One day I suddenly discovered that my father was a thief. What would you do?
At the moment of life and death, can you die for your partner?
What do you do if you find that your stepmother and boss are cheating?
…
“Chang’an Road” is a multiple-choice question of life, and this means that the characters in this movie are real, full and diverse. The four starring performances of Chen Shu, Fan Wei, Song Yang, and Jiao Junyan are worthy of this good story, as well as these lively characters.
Unfortunately, the market and theater have failed to give this movie more life. A big V directly said that because “Chang’an Road” was once again disappointed with the Chinese film market.
Of course, we cannot deny the maturity of the overall viewing form in 2019 because of the sporadic pre-cooling of the two films of Chang’an Road and Beneficiary. Although Li Jun, director of Chang’an Road, did not plan for himself as he did in the bid for the Olympic Games, the problem with this movie is also obvious. The pre-cooling of “Chang’an Road” is not the market’s full responsibility.
In the type introduction of Baidu’s “Chang’an Road”, the words suspense and crime are written, but in fact, if these four words are officially recognized as the type positioning, it is indeed a little “hanging sheep’s head to sell dog meat” “, Easy to misunderstand the audience.
An outstanding suspense and crime work generally has a clear mind, an innovative approach to crime, and a strict logic. This is not the case with Chang’an Road. This film is placed under the suspense and crime type films. Really not a good work.
The wrong type of positioning makes “Chang’an Road” fail to find its target audience. As we mentioned above, “Chang’an Road” is a movie very similar to “Youth of Youth”, and “Youth of Youth” has been emphasizing the feelings of the two teenagers throughout the entire dissemination process, and Non-crime and crime-solving. This makes the entire movie expand the audience base and easily resonate with the audience.
In addition, the announcement by Chang Yu, the publisher of the third language, Gu Yu, and the marketing department ’s Buddhist announcement, is also an important reason for the poor box office performance of this movie. Many netizens and big Vs also analyzed this movie and also They all believed that their failure was related to the announcement.
In Baidu Post Bar, there is even a staff member who claims to be the head of publicity for “Chang’an Road” asking who should I contact if I want to do a roadshow in the school hall? And posted it, ordinary netizens answered: Contact the school youth league committee. It can be seen that this movie advertises the business capabilities of the team.
Conclusion
Although the two films of “Changan Road” and “Beneficiary” played in November,