Rhino Entertainment Original
Text|Nam Rumin Editor|Park Fang
While the mainland film market is calm, a super blockbuster that has swept the world is quietly being released.
"Super Mario Bros." from Nintendo, not only has no popularity in the mainland market, but has not even left the slightest trace, and has still not broken through the 100 million mark. But in stark contrast, the film has begun to sweep the global market, completely detonated, approaching $400 million in just one week of release. This contrast with the mainland market is rare and worth playing.
Super Mario Bros.
This year's face punch
Not only ordinary audiences did not expect it, but also North American film critics and forecasting agencies were slapped in the face by "Super Mario Bros." It is true that whether you can pay for feelings is not easy to predict, especially if the film is still a game adaptation, and its chances of winning are even smaller. Perhaps Super Mario Bros. was born to punch the face and get a series of staggering numbers.
(Super Mario Bros. Rotten Tomatoes results)
To know that the reputation of the film has not reached the top, only 56% of North American Rotten Tomatoes, look at this situation must be rotten, after all, game adaptations are almost always this ending. However, the popcorn index of the film is as high as 96%, the audience's reputation CS is also A, and the domestic Douban is maintained at 8.1, which undoubtedly guarantees the advantages of the film in the market and is also the basis for its excellent results.
North America's pre-screening forecast is $150 million in the first week, which is already very high-profile, but the film unexpectedly opened a shocking result of $200 million+, of which $204.6 million in the first week broke the game adaptation record set by "Sonic the Hedgehog 2" in 2022; broke the 5-day box office record set by "Transformers 2" in 2009, and also broke the animation opening record of "The Incredibles 2" in 2018.
At the global market level, forecasting agencies have also been slapped in the face. The first-week result of $377.5 million significantly exceeded the previous forecast of $225 million. It not only set the best opening result of 2023, but also broke the animation history opening record of "Frozen 2" in 2019. In a word, the records that should be refreshed and should not be refreshed have been refreshed by this stupid Mario.
In terms of global market segments, Mexico has become the largest overseas market, opening a record of 27.4 million US dollars, breaking the historical record for animated films; The UK opened $19.6 million, ranking second in the history of lighting animation; The German opening of $14 million is the best opening of a Universal Movie; The French opening of 10.4 million US dollars is the best opening of the game reform movie; Spain's opening painting of 8.6 million US dollars ranked as the best lighting animation; At $7.9 million, it was the second highest opening for lighting animation.
The Hong Kong market opened an astonishing result of 20 million Hong Kong dollars in the first week; Colombia received 1.13 million person-times, the highest animation since the epidemic; Australia $12.17 million; 6.9 million in Mexico; 1.59 million in Brazil. In the end, it opened more than 1 million pictures in five days in the Central American market, the second highest number of paintings in film history, second only to "Avengers 4". In addition, the global IMAX box office opened 21.6 million US dollars, breaking the global IMAX box office opening record held by "Frozen 2".
This series of numbers, behind is an incredible, to know that this IP is actually very old, and is a Japanese IP, now can still be in the global fire, but also proves that the real top IP, is able to cross the cycle, this strong feeling can penetrate the market. But there are always exceptions, and the previous box office records one by one seem to have shortcomings. That's right, it's the mainland market.
Mainland market
Decoupling from the global market?
At present, the film has blossomed all over the world, and the scary thing is that its home base is not yet released in the Japanese market. According to the current market trend of "Super Mario Bros.", North America will hit $500 million, and the world will hit $1 billion. In the face of such a phenomenal blockbuster, an animated film that can hit $1 billion, but there is little movement in the mainland market, this extreme contrast is very rare.
So far, the film has still failed to break through the 100 million mark in the mainland, and it is expected to be only a little over 100 million in the end. As if movies that are all over the world are not related to us, at what level is this wrong? Maybe it still has to return to the IP itself, maybe China only knows the "Super Marie" who ate mushrooms back then, which is only the memories of the 80s, and today's 90s and 00s have no feelings at all.
In fact, this kind of global sales, the general situation in the mainland, has been more than once, especially after the epidemic, the enthusiasm of domestic audiences for imported films has declined sharply, and even the naked eye can see the slash. If you take 2019 as the dividing line in the timeline, you will find that there are very obvious gaps and changes. Perhaps this powerful trend is irreversible.
Before 2019, the usual proportion of Hollywood blockbusters was 30% in North American base camps and 70% overseas, of which the mainland market averaged about 15%, and even the mainland market of many films exceeded 20% or 25%, and even the mainland box office caught up with the North American market, which was not seen in 2016-2018, and Hollywood's attention to the mainland market has also reached an unprecedented level.
(Share distribution of Hollywood movies this year)
Even at the very least, the mainland market has to win the championship in the overseas market, which is a bottom line, a bottom line that has never been broken. Looking at this year's report card, the "decoupling" between the mainland market and the global market is already very obvious. The purchasing power of Hollywood in the mainland market is gone, and the dominance of 20% or even 30% of the world is gone.
Looking at several key Hollywood blockbusters this year, "Ant-Man 3" only won 272 million in the mainland, a direct plunge of 67% compared with "Ant-Man 2", this figure is completely abnormal, the mainland box office only accounts for 8.3% of the global box office, but this is already the best situation. The later "Thunder Shazam 2" is only a little over 40 million, directly plummeting 86% from the previous work, accounting for only 4.7% of the world.
Looking back, the situation of "Black Panther 2" is more special, postponed for half a year, the mainland is only a little over 100 million, down 84% from the previous work, and the global proportion is only 1.8%. If we look at the 1.8% share, the mainland market has really reached a dispensable situation, and the sense of dependence on the mainland market is plummeting.
Starting from a 60% plunge from the previous move, or even 80%+, this is no longer a simple slash. Along with this, the share of the mainland market in the global market is also declining at the speed of light. The same is true of the aforementioned super hit "Super Mario Bros.", it can be found that this time the mainland market has not only completely lost the position of overseas champion, but even reached the fourth position.
Is it that Hollywood blockbusters suddenly don't work? Or did the domestic audience suddenly change their minds? In short, the enigmatic mainland market is no longer Hollywood's backyard, and it can no longer give Hollywood a back-up. The next "Fast and Furious 10" and "Mission Impossible 7" will be a key, and see if this S-rated blockbuster can win back a city.