Rhino Entertainment Original
Text|Nan Rumin Editor|Xia Tian
A film seems to have brought the whole industry together, and everyone hopes that it will sell well, that is, "Keep You Safe".
The film has experienced many twists and turns, and successive changes have even made the audience despise it for a while, but with the official release of the film, all doubts about word of mouth and quality have disappeared. "Keep You Safe" will undoubtedly be the most important film in the whole of March. And the whole industry hopes that it can drive the recovery of the broader market, and then it will be officially handed over to the market and audience.
A work of sublimation
It has been 8 years since Dapeng's first work "Pancake Man", and these 4 films directed by Dapeng are obviously better than one if viewed from the quality level. Looking at the entire industry, directors who can continue to improve are very rare, and Dapeng can climb step by step, whether it is the ability to create, select topics or complete films, and is gradually becoming stable and mature.
(Dapeng 4 films)
Judging from the list, Dapeng's 4 works have a very dramatic situation. The first film "Pancake Man" had the best box office but the worst reputation. The first one made a good start, unexpectedly got an amazing result of 1.1 billion+, the film has a large number of stars participating in cameos, plus a passing level of drama, and finally achieved good market results. But the word of mouth is obviously general, which has repeatedly dragged down the wind reviews behind Dapeng.
The second installment, "The Sewing Machine Band", has obviously made huge strides in quality, so much so that many viewers who complained about "Pancake Man" reversed. Ironically, the film's box office not only did not surpass "Pancake Man", but even only 400 million+ results, obviously this box office does not match its quality.
After experiencing "Sewing Machine Band", the later "Auspicious Ruyi" is not a commercial film, to be precise, it is a pseudo-documentary, the film is not for commercial purposes, but it has made another breakthrough in quality, Douban has reached 7.7 points, has entered the excellent category. After this battle, Dapeng once again received praise and further consolidated its position.
Finally, 6 years after "Sewing Machine Band" in 2017, Dapeng finally launched its third commercial film - "Keep You Safe". In the past 6 years, Dapeng has both positive gains, but also still being dragged down by "Pancake Man". Then "Keep You Safe" is very critical, whether it is poor quality, deep in the vortex of bad films, or rising and making a breakthrough again, which will determine the next trend of Dapeng.
Maoyan 9.5 points, Taobao ticket 9.6 points, Douban 7.8 points, almost a 998 quality, this is the reputation of the third commercial film, which is not only the best work of Dapeng's career, but also entered the category of top domestic commercial films. Perhaps after this time, he really conquered the audience with his works and reversed the negative impression of some audiences.
In the face of such an excellent work, the whole industry seems to have reached a consensus, if the box office of "Keep You Safe" is not good, it will be a major regret, must not live up to a good film, let alone let the cold schedule environment bury a good film, so you can see the industry's large-scale charter to support. This is not only a support for good films, but also hopes that "Keep You Safe" will lead the market out of the downturn.
With the support and solidarity of so many people, it is possible to unite the entire industry, and I believe that Dapeng and the whole team are very warm at this moment. But the popularity of "Keep You Safe" before the screening was very low, especially the support at the audience level was still very small. At present, the film has been officially released, and its next box office results, whether to continue to be sluggish or reverse the reversal, will be the focus of the next entire March.
Optimistic about the long-term reversal of "Keep You Safe"
It is puzzling that almost 8 years have passed since Dapeng's debut "Pancake Man", but there are still people who mention that this is a bad film, and even forced this impression on Dapeng, it seems that it is very difficult to break the prejudice. Now Dapeng has long been promoted to the category of mature commercial film directors, but there are still people who look at it blindly.
At present, this "Keep You Safe" is far less popular than the director's previous commercial films, even if the main creative team has carried out a large-scale roadshow, several consecutive screening activities, the popularity still cannot be improved, implemented in the specific box office pre-sales, its first day of pre-sales are very slow. As if the high-quality word-of-mouth spread by these roadshows and screenings has no impact and cannot stimulate the audience.
Admittedly, on the one hand, good word of mouth continues to emerge, and the publicity action has not stopped, but on the other hand, the pre-sale of the film is tortuous, and the two have formed a very screwed situation. There are no more than two reasons for this.
The first is the unprecedented cold period. March has been very cold in previous years, and this coldness is more related to the empty purchasing power of the post-Spring Festival stall. After the epidemic was released, the Spring Festival stall was hot, but soon it was followed by a sharp correction. Including the Marvel film "Ant-Man 3" only 200 million +, the dark horse "Poison Tongue Lawyer" even did not have 200 million, the coldness of the market, the withdrawal of the audience, is an important reason for the current film's poor performance, "Keep You Safe" is the same.
Secondly, the packaging of the film itself makes the audience worry. Now the audience is already very smart, from the packaging of the film can subjectively judge the film, especially with a number of comedy films with a similar lineup released one after another, constantly overdrawing the audience's confidence, so "Keep You Safe" will be identified by some audiences as a bad film, this suspicion is that there are still people who leave the impression of Dapeng in "Pancake Man".
In any case, the pre-sale of the film could not be started, and regardless of how the people who watched it spread their reputation, many people still stood still and could not enter the venue to buy tickets. In the end, there was a very dramatic situation, a good film, put in an extreme cold schedule, resulting in the popularity and pre-sale of "Keep You Safe" never rising. And its next market trend will also break all previous experiences and expectations.
It seems that the film's pre-sale and first-day box office are relatively low-key, at least it does not match its 998 word of mouth. But there is no need to panic at all, the environment in the next March schedule is still very friendly, and "Keep You Safe" has a potential long-term space. Perhaps the film is destined to lack explosiveness, but the trend will always be stable, and the second and third weeks will have a very resistant performance.
According to the previous references, such as "Zootopia" 22.4 million on the first day, and finally 1.53 billion; "Wrestle! Dad" 15.8 million on the first day, 1.3 billion in the end. This kind of long-term trend that belongs to the ceiling level in the market, "Keep You Safe" is difficult to match. Look at the domestic film "Rise to Fame", 11.8 million on the first day, and 930 million in the end, including the previous "Nameless", etc., which may be close to the box office curve of the next "Keep You Safe".
Of course, it is not ruled out that "Keep You Safe" has not been able to withstand the impact of the cold schedule after all, and finally failed to get a good box office performance, which not only hurts the film itself, but also has a big impact on the industry, and the concept of the cold schedule in the future will be feared by everyone. Now, everyone's blessings have arrived, believe in the content, believe in the audience, and see if "Keep You Safe" can create miracles.