Good quality is the biggest anti-fall weapon, but there are resistance and fall, after all, no one is immune from the epidemic.

Editor’s note: This article is from WeChat public account “Poison Milk Movie” (ID: yingshihulianwang) , author: toxic milk movie.

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文 | 南 如 珉

“Magic of 1/2”, as the name suggests, because of the “magic” of the epidemic, the box office was only “half” the original.

How big is the epidemic? Pixar's new animated box office crash

For Disney, there is good news and bad news. Even if it is good news, it is only relative, that is, with the end of the premiere of “Mulan”, no accidental good word of mouth began to overwhelm, and was praised by many media and film critics as the best Disney live adaptation. For action The design and Liu Yifei’s performance gave strong praise.

How big is the epidemic? Pixar's new animated box office crash

The bad news is undoubtedly the 2020 original masterpiece “Magic 1/2” created by Disney & Pixar has completely collapsed. In any case, the Pixar crash is a big event and a very small probability event. The first weekend in North America only scored 39.12 million US dollars, even worse than Pixar’s worst work “Dinosaur Head”, becoming Pixar’s worst film since the new millennium. There are both natural and human calamities.

Under the influence of the epidemic, the world ’s lowest box office or Pixar history

Forefoot has just analyzed that “Mulan” is expected to have a 20% market impact under the impact of the epidemic (” Don’t change the file, Disney’s “Mulan” may lose 20% of the global box office ). But with its extremely competitive quality, the next challenge may be met There are new variables, or there will be more than expected performance. Although it will still be affected by the epidemic, it still gives a lot of confidence. But Disney’s “Magic 1/2” is really an immortal and can’t save it.

How big is the epidemic? Pixar's new animated box office crash

What does the word Pixar mean? It is a symbol of quality and a symbol of Oscars. After more than 20 years of ups and downs, there are only small fluctuations, most of which are phenomenal explosions. The latest two works, “Superman Story 2” and “Toy Story 4”, both broke through the $ 1 billion mark. But “1/2 of Magic” did not continue this momentum.

How big is the epidemic? Pixar's new animated box office crash p>

One or two can be seen from the institutional forecasts over and over again. The data has been continuously adjusted downwards, and finally adjusted from $ 50 million to $ 47 million. The final result has stopped at $ 39.12 million, repeatedly lowering the lower limit of Pixar. Break. It is different from other Pixar works. Those who hope to stay in the game and come to a long-term battle to eventually break through the US $ 300 million in North America, want to say that the dream should wake up.

As more and more states in the United States begin to enter a state of emergency, the next upgrade of the alert is inevitable, and the situation will only become more serious in the short term. Whether it is based on current quality or the general environment, it is obviously impossible to count on. “1/2 of Magic” staying strong. Even if the spring break in the United States is about to follow, it is difficult to reverse the situation. In the end, there is still doubt as to whether the North American market can hit $ 150 million.

How big is the epidemic? Pixar's new animated box office crash

(Part of the “Magic of 1/2” performance in overseas markets)

What’s even more shocking is undoubtedly the overseas market. After the results of several big markets were released, they were shocked. This is Pixar, it has a stable basic disk, the upper limit is not comparable to other IP. But at present, the 47 overseas markets in the world have only captured 28 million US dollars. This can no longer be described by decline, but directly cut.

The United Kingdom has only issued 4.4 million US dollars, becoming the region with the best performance in overseas markets, followed by France with US $ 3.85 million, Germany with US $ 1.9 million, and Spain with US $ 1.9 million. It can be said that the European market fell directly. Given that the original type of “1/2 of Magic” is similar to “Looking for a Dream”, a big gap will be found in comparison. It is expected that the entire European market will only reach less than one-half the level of the latter, and the impact of the epidemic is not small.

How big is the epidemic? Pixar's new animation box office crash

In other regions, Mexico ’s US $ 3 million, Russia ’s US $ 2.1 million, and Brazil ’s US $ 1.1 million are also far behind Pixar ’s previous works. Looking at the $ 28 million in the entire overseas market, it cannot be linked to Pixar. Next, the issuance of issues in Australia, Turkey, Hong Kong, New Zealand and other regions is still underway, and it is already inevitable to encounter different degrees of injury.

How big is the epidemic? Pixar's new animation box office crash

(Comparison of Pixar’s two overseas films)

Next, the Asian region will be even more slumped. It will land in South Korea and Japan in mid-April. Originally, these were the two super ticket warehouses. “Looking for Dreams” got 72.27 million dollars in the two major ticket warehouses. Even a two-fold discount. At this point, almost all the big markets around the world have started painting, or one after another, there will be no more “magic” in “Magic 1/2” and no reversal.

The mainland market was originally the one with the most high hopes. The style and emotion of “1/2 of Magic” are universally supposed to have a chance to impress domestic audiences.The Record generally works wonders. At present, this miracle is nowhere in the future, and whether it can be returned is still a miracle. A big question mark is required. After all, once such animated films are postponed, they will inevitably be submerged by the dense sea of ​​films, and it is difficult to seize the opportunity.

How big is the epidemic? Pixar's new animated box office crash

Originally hoped that “The Magic of 1/2” copied the “Looking for a Dream” and went out of the way, and as the epidemic spread, it went to waste. In the end, the global market is expected to be in a hurry of $ 350 million, or will only have a performance of over $ 300 million. This result is lower than the “Toy Story” of the 1990s, and lower than Pixar’s worst “Dinosaur Head”, which may hit a new record low for Pixar. In this case, it seems that the impact of the epidemic is already close to 40%.

In addition to natural disasters, also has human disasters

According to Pixar’s budget tradition, the cost of “1/2 of Magic” will be between $ 175 million and $ 200 million, and the box office of more than $ 300 million will undoubtedly have a large loss. In 2015, “Dinosaur Masters” only had a result of $ 332 million, and eventually lost about $ 85 million. And “1/2 of the Magic” is likely to become Pixar’s second loss-making movie, or even the biggest loss.

How big is the epidemic? Pixar ’s new animated box office crash

Of course, you ca n’t push all the pots to the epidemic situation. The epidemic situation ca n’t bear it. Someone has to share it. Natural disasters and human calamities always come at the same time, and the creative stagnation of “1/2 Magic” has caused some audiences to begin to have esthetic fatigue on Pixar.

How big is the epidemic? Pixar's new animated box office crash

(Results of Pixar’s recent works)

It’s said that John Lasseter left PixarIt’s as if Hayao Miyazaki left Ghibli. But “1/2 of Magic” is the real first work of the Pixar’s chief creative officer after he left, and the impact can still be seen. Many people say that Pixar without Lasseter has begun to become more and more Disney. This is somewhat reasonable. Disney, however, was influenced by Pixar, and began to appear frequently, even creating such a masterpiece as “Crazy Animal City”.

In fact, it can be seen from the various information of “Magic of 1/2” that it is difficult to reach the normal level of Pixar. Director Dan Scanlon’s resume is perhaps the worst of many Pixar directors. There is only one “Monster University”, and this work is clearly below Pixar’s average.

How big is the epidemic? Pixar's new animated box office crash

As far as word of mouth is concerned, it ’s not so bad. The rotten tomato is 86%. The audience ’s word-of-mouth CS is A-. The domestic Douban remains at 8.2. It belongs to Pixar ’s mid-range works. Last year’s “Toy Story 4” still has a big gap. As an original work, viewers expect more from Pixar.

From the review of the film, the plot is mediocre, the plot design is too thin, and the image design of the two protagonists is also criticized, which means that it not only loses the box office, it is also difficult to make a difference in peripheral products. The most important thing is the lack of imagination. Pixar’s winning stone will always be imagination. It requires the “mind agent” style to burst subversive creativity, but “1/2 of Magic” does not do this.

How big is the epidemic? Pixar's new animated box office crash

“Magic of 1/2” has begun to become Disney. What’s more, it also says that it is dream factory. These are not derogatory. It will be more family-friendly, but this is not the Pixar label. Audiences need to see it Stunning plots, amazing brain holes, clever twists. Therefore, after seeing such a young comedy like “1/2 Magic”, there will naturally be some sense of failure.

In addition, Pixar’s careful thinking can be seen from the distribution of the dates. Since 2015, Pixar has had a total of three experiences with two works a year. 2015’s “Mind Agents” and “Dinosaurs”