Although February 26th is a closed saturday, the mainland film market is still deserted due to the lack of strong new film support
As of 20:00 on the 26th, the total box office of the mainland film market was 106 million, compared with the box office of 205 million on Saturday in the same period, and the box office of 320 million last Saturday, the downward trend is very obvious, the main reason is that the performance of the 6 new films that have been released this week is very weak, and the Spring Festival film has entered the end of the box office, and the ability to attract audiences has been greatly reduced
As the new films cannot support the film market, the spring festival of "Watergate Bridge", "This Killer is not too calm", "Bear Haunting 8", "Miracle", "Sniper" five movies have been announced to postpone the release of a month, mainland audiences want to see a more heavy new film, I am afraid that they will have to wait until the release of Hollywood blockbusters such as "Uncharted Sea" in mid-March
"My Heart Is Flying" is less than expected, and Xu Zheng may create the biggest box office tragedy of the year in 2022
In this week's new film, Xu Zheng's "My Heart Is Flying" is undoubtedly the heaviest, and Xu Zheng supervises the production, claiming a cost of 200 million. Originally the first film scheduled for the first day of the Chinese New Year in 2022, coupled with the gimmicks of the Winter Olympics itself, it can be said that "My Heart Is Flying" was once a big hit for the box office champion of this year's Spring Festival
Unfortunately, the movie was withdrawn from the Spring Festival file to become an ordinary file on February 25, and it was almost zero publicity
As of 20:00 on February 26th, the second day of the film's release, the single-day box office fell to 1.2 million, accounting for 6.8% of the scheduled films, and the box office accounted for only 1.1%! It can be seen how outrageous the box office output ratio of the film is. The cumulative box office in the 2 days of release has just exceeded 4 million
Coupled with the publicity cost of the previous Spring Festival file, it can be said that Xu Zheng's film cost has been adrift
The box office failure of "My Heart Is Flying" is certainly not a problem of the theater
The film's first day of scheduling accounted for 17%, only lower than the 17.9% of "Watergate Bridge", and it was the runner-up of the 25th row. But it grossed less than 3 million on the first day. The box office accounted for only 4%, as a new film attendance rate is not as good as the Spring Festival stall "old movie", even so the day after the release of the theater still gave a good scheduling rate, it can be seen that this time is really the audience does not buy it
Is that quality?
To be honest, "My Heart Is Flying" is really not very good, but it is also a passing genre film
In terms of actors, Xia Yu is a plus, and the emotions are full of explosiveness
As a sports theme movie, "My Heart Is Flying" has a good sense of rhythm, and the action scenes are also professionally completed by doubles, and the atmosphere is quite burning. The plot is interspersed with some laughs, coupled with a strong positive energy feeling, "My Heart Is Flying" is not bad overall
So what's the problem? Overestimated the appeal of traffic stars
Starring Meng Meiqi's last film was 2019's "Xue Xian", which had a bad reputation, but sold 405 million at the box office. At that time, the traffic star has been criticized by many audiences, but the cost of "Xue Xian" is not high, and the box office is not low. There are still arguments that cause traffic stars to have a certain appeal
But this is formed under the interaction of traffic stars and gimmick marketing, or many ordinary audiences are framed into the cinema
This time ,"My Heart Is Flying" due to the controversy of Meng Meiqi, do not dare to do more publicity, ordinary audiences do not even know that the movie has been released, then the box office is really to pay for fans! Meng Meiqi has 27 million fans on a certain wave social platform
According to the current trend, whether the final box office of "My Heart Is Flying" can break through 10 million is a problem, so where are the fans?
If the cost of the film is really 200 million, Xu Zheng, as the main producer of the film, is afraid to create the biggest box office tragedy in 2022!
The new film is not powerful, and the box office of the "Chosin Lake" series is expected to break through 10 billion
This week's new film did not perform well at the box office, and the biggest beneficiary is undoubtedly "Watergate Bridge"
As of the 26th day of the release of "Watergate Bridge" at 20:00 on February 26, the proportion of films in the row rose to 18.4%, the daily box office broke through 24.58 million, and the cumulative box office exceeded 3.822 billion! Originally, "Watergate Bridge" was limited by high ticket prices, and the explosive power in the Spring Festival slot was insufficient. Ticket-buying websites' predictions for "Watergate Bridge" have fallen below 4 billion at the box office
However, the new films in the half a month after the Spring Festival were pounced, resulting in the release of "Watergate Bridge" for 26 days, and only lost the daily box office champion for one day
Judging from the new film finalization, after the defeat of "My Heart Flying" this week, it was not until March 14 that new films with high attention such as "Uncharted Sea" and "New Batman" were released
Coupled with the fact that "Watergate Bridge" has announced that it will be postponed to March 31, the film's final box office is very promising to break 4 billion
Before the release of "Watergate Bridge", the producer had a wish that the two works of the "Chosin Lake" series broke the box office of tens of billions, which will be a new record in the history of Chinese films. "Chosin Lake" box office is 5.775 billion, while "Chosin Lake's Water Gate Bridge" is 3.822 billion, the cumulative is 9.597 billion, 400 million away from the target of 10 billion, before "Chosin Lake" was postponed twice, a total of three months of release period
If "Watergate Bridge" also follows this standard, it is really expected that the series will break through 10 billion at the box office