author/Dewar
"I want to see a movie, but there is nothing to see." When chatting with my little sister last Friday, she suddenly said this.
Watching movies has been one of our entertainment activities on weekends since we were students, but now it is difficult to choose one if we want to see a movie.
Recently, there are few new films, and there are no large films released after the Spring Festival. After setting a new record of breaking through 10 billion box office at the fastest this year, the box office hit a new low since the resumption of work and fell to 17.033 million last week.
In the following week, there are finally several imported films to be released, and 10 new films are scheduled for Tomb-Sweeping Day. However, Omicron is threatening, and cinemas in Shanghai, Changchun and Shenzhen have closed one after another. Although cinemas in many cities are open, there is no box office output, and the box office market is not optimistic.
The audience who lack interest meets the epidemic situation that the trend is not optimistic. Can we wait for the box office savior?
After a month and a half of famine, how was the cinema?
The cinema has been short of bitter films for a long time.
"The audience is abandoning movies" is a common argument recently. Although it is frustrating, it makes sense. We discuss the impact of short videos and the internal and external troubles of the epidemic on the film, but we can’t ignore the most direct factor: the film is cut off.
As far as yesterday’s market is concerned, the first few contracts are still "Changjin Lake Watergate Bridge", "This killer is not too cold" and "Miracle Stupid Child" … Time seems to be frozen in the Spring Festival.
It’s exactly one month since Valentine’s Day, and only 14 new films have been released this month. The pace of work of friends who make film announcements has obviously slowed down. Last time I met her friends, she was racing against time at dinner time and had to arrange films in the theater battle. Recently, she also started to take a vacation, and the circle of friends started the mode of taking a baby.
Two of these 14 new films broke through the 100 million mark at the box office or were special offerings for Valentine’s Day files a month ago. As a youth film with assured light, "Ten Years of One Product as Warm as Words" was not ideal, with only 167 million.
But this controversial Valentine’s Day file has been the peak of recent popularity. There aren’t many choices for the audience. Although "A Rainy Day in New York" is Woody Allen’s first film released in mainland China, it is an old film in 2019 after all.
"The Massacre on the Nile" looks like a bluff, but gerga Duo’s role appeal after leaving wonder woman is limited, and the new word-of-mouth crash also weakens the movie’s appeal.
Breaking Through, which was supposed to meet the audience on the first day of the Lunar New Year, was finally released a week after the Winter Olympics. The scrawled publicity and the leading role with a great decline in popularity finally made its box office fall to 6.16 million.
Most of the remaining films are more niche literary films. The film "If One Day I Will Leave You" directed by Li Gen has gained a good reputation in the early screening, but the big ticket warehouse cities have closed cinemas one after another, and its box office probability will stop at 4 million, which will have a drop in the bucket.
Compared with the same period in previous years, Black Panther, which was released after the Spring Festival in 2018, took in 660 million box office, and Three Billboards Outside Ebbing, Missouri, a story of water, two well-matched popular films that rushed to the Olympics.
In 2019, there were Alita: Fighting Angel, Dragon Trainer 3 and Captain Surprise in Green Book, which were rich in genre elements. Last year, there were not many new films, but at least Avatar ghosted and contributed 375 million box office.
This year’s new films are highly similar in genre-romantic films and literary films have limited audiences, and it is difficult to incite a huge audience.
Under such a difficult situation, some movies were lucky enough to take the last bus before the outbreak, such as "Bouquet Edition of Love". This film was released in Japan almost at the same time last year, and many viewers have seen it once.
Japanese live-action movies have never been a box office success. Aragaki Yui has been considered the top among all the Japanese stars, and her Love Swirl has only sold 18 million. So far, only Thieves’ Family and Silver Soul have exceeded 80 million at the box office.
The Thieves’ Family won the Cannes Prize that year. The Silver Soul has an animation foundation and an all-star lineup. By contrast, the configuration of Bouquet-like Love is not excellent.
At the beginning of its release, its predicted box office was only 24 million, and its word-of-mouth was of course the primary productive force, but it also benefited from the timing of its release. No large number of films became strong opponents, and they took the lead in winning the screenings far beyond expectations, and then further fermented by word-of-mouth. Now its box office has exceeded 80 million, which is about to surpass Silver Soul.
However, although Bouquet is good, its genre theme determines the ceiling of the box office. Although it has created its own box office miracle, it is difficult to continue to break through and reach the level of commercial films. We need such an accidental surprise, but we also need a blockbuster movie.
Warner and Qingming file, who is the savior of the cinema?
The positive signal is that many new films have finally been released this week, with breakthroughs in genre and theme.
The movie "Mysterious Sea" starring Dutch brother is released today. From the point of view of completion, the quality of "Mysterious Sea" is mediocre, and it is not brilliant as a game adaptation film, but it is better to seize the opportunity in the schedule and save the February film shortage in overseas markets.
This time in China, it is the same idea. Although Monday is not a common release day, it can perfectly avoid the weekend’s "New Batman".
It is also a great challenge for Robert Pattinson to play Batman, the popular king in the history of American romance. Before that, he let go of his malicious words, and if the film fell, he would go to the sea to make a small movie.
The word-of-mouth box office of "The New Batman" has soared after its overseas release, and it has entered the TOP250 of IMDB, and the box office also exceeded 400 million US dollars this Saturday. Robert Pattinson’s plan to go to sea may have to be put on hold for a while.
Recently, co-branded coffee with manner has also been launched in designated stores in Shanghai, Beijing and Shenzhen. Although these cities are still fighting the epidemic, the effect is definitely not as good as expected, but it is finally a bit of a big atmosphere, especially when most of the film promotion is close to static. This co-branded coffee is still a surprise.
The Cloister Pavilion, which has been officially cancelled, is a female suspense theme starring Ren Suxi and Liu Mintao, and it is the hot type in the past two years.
Director Lai Mukuan is one of the four young directors of the online drama detective chinatown. Although he is a little later than Sam Quah and Daimo, he finally has his own cinema works.
In addition, before Tomb-Sweeping Day, only a part of Moonfall and an approved film "Indian Girl" received little attention, and most of the others should be digested before the Qingming Festival.
Up to now, there are 10 films released in Tomb-Sweeping Day. Last year, only My Sister, Tomorrow will be Better, The Eleventh Chapter and The Demon King were more competitive. This year, there are as many as seven films, which is too crowded for a three-day holiday.
"Life Events" is directed by Liu Jiangjiang and supervised by Han Yan. At present, the number of people who want to see the cat’s eye has exceeded 136,000, leading the Qingming file.
Last year’s box office champion My Sister was also produced by Lianrui. Life Events is a topic of life and family that producer Han Yan is good at. Mo Sanmei, who plays the leading role of Zhu Yilong, is a mortician. It seems that Lianrui has found the correct way to open the Qingming file.
A Week’s Friends, which followed closely, also caught up with a good opportunity. Angel, the leading actor, experienced a great popularity after the beginning, and Lin Yi has been exposed in variety TV series recently. Director Lin Xiaoqian is very good at emotional matting, and The Story More Sad than Sadness created white day’s painting.
However, at present, the material produced by Friends of the Week looks little different from other youth campus films, and there is no special memory.
"You are My Spring" is a typical patchwork unit story. Wanda found several directors to co-direct, among which Yu-sheng Tian and Rao Xiaozhi are the most famous.
There are many stars brushing their faces, which determines that its box office will not be too low, but the loose structure also determines the box office ceiling. According to past experience, platters are most likely to be uneven, and it will be much better to lower expectations and identify the director’s experience.
Among the three suspense films, The Victim, The Last Truth and Detective Wars, Detective Wars produced by the Emperor still retains the elegance of Hong Kong films, while the other two films are badly hit.
I’m going to bet on The Last Truth in advance. This film was booked as early as last year, and Fang Matt, the producer, has a rapid momentum in the past two years, and his eyes are sharp in the excavation of young directors. It’s just that the audience has always been picky about suspense crime films, and the quality will have to wait for the film to see.
If all this doesn’t suit you, there is also an animated film "Elf Hostel 4: The Great Adventure of Transformation" which will be released during Tomb-Sweeping Day, followed by "Fantastic Animals: The Mystery of Dumbledore".
Last year, three Marvel Comics blockbusters were absent from the mainland’s big screen. This year, Warner Bros.’ new films were released one after another. The new Batman was only delayed for two weeks, and The Mystery of Dumbledore was even released one week earlier than that of North America, which has been a long time since the carnival of simultaneous release of blockbusters.
However, even so, it can’t be immediately asserted that the cinema is successful, and the audience’s confidence in the cinema can’t be rebuilt by one schedule.
The rise of the past few major archives symbolizes that China movies have entered a new stage, the market is constantly expanding, and the number of people watching movies is increasing year by year. Summer archives, National Day archives and Spring Festival archives have become the leading factors to drive the box office results throughout the year.
One box office myth was born in it, and it is difficult for the film side not to look to the big schedule. After the epidemic, the schedule differentiation became more and more serious, and the film was greeted by more cautious filmmakers and audiences.
In the past year, the industry has been discussing the disadvantages of schedule differentiation, encouraging films to migrate to unpopular files, but with little effect, it has recently evolved into a large market with less than 20 million for two consecutive days, which is even more bleak than the 1.454 billion in 2022.
In order to expand the "schedule" of the birth of the market, it also pushed the market out of order. The new film released in concentration has given birth to a new box office record and overdrawn the daily life of the cinema.
Finally, a new film is released. Omicron has just entered the initial growth stage in the Mainland, and the situation is not clear. What will the cinema that will always take the lead in the epidemic prevention process look like in Tomb-Sweeping Day after half a month? The hope is that the epidemic will fade, the cinema will open, the order will be gradually restored, and the audience and the cinema will get back together.
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