At the Dragon Boat Stall, the disappeared audience returned

Rhino Entertainment Original

Text|Nam Rumin Editor|Park Fang

The Dragon Boat Stall, the front battle of the summer stall, was won.

In fact, Rhino Entertainment has long had a good expectation, but it still exceeds expectations, and even this year's Dragon Boat Show almost broke the box office record, and finally lost to 912 million in 2018 with 908 million, you must know that there was a giant "Jurassic World 3" sitting in that year. Today's new film of the Dragon Boat Festival is a full Chinese class, and it really supports the entire market, which is another market high after the Spring Festival.

900 million in three days

The film market is finally back at its peak

In the previous preview of the Dragon Boat Festival, Rhino Entertainment thought that "Disappearing Her" and "I Love You! They all have strong qualities and are expected to be able to run out during the holidays, and judging from the current results, they are still far beyond expectations. Especially compared with the performance of the film market in the first half of the year, from the Qingming file to the May 1st file, hitting the street and not being as expected are very important words, and this time the Dragon Boat stall has a feeling of shame.

(Market performance of Dragon Boat stall over the years)

In horizontal comparison, 2023, which is a pure domestic film, will also be able to leave a name in history. In the past three years of the epidemic, the market is in a trough, especially last year, after continuous withdrawal, the Dragon Boat stall was almost nothing to see, and the last three days were only 170 million +. And this year has completed such a huge rebound performance.

In fact, as a Dragon Boat stall, it has always been a medium-sized schedule, just connecting the May 1st file and the summer file, which is relatively a bit chicken for the film side, and the reason why this year can get such amazing results is precisely because of this contempt, without the support of volume, the Dragon Boat stall really attracted some quality projects, and completed a wave of unimaginable outbreaks in silence.

After three years of the epidemic, I originally thought that this year would be after recovery, but under the continuous encouragement of policies, while the number of new films continued to increase, it was only mediocrity. Especially after the visible decline of Hollywood blockbusters, it has seriously affected the basic market of the stock market, and how to find new growth points and how to maintain the vitality of the film market has become a difficult problem.

And the Dragon Boat stall gave the correct answer, still have to rely on the ultimate type, rely on enough excellent quality, these are the basis that can never be changed, it tells the industry that the audience has not decreased at all, they are always there, but there are not enough excellent projects, there is no match for their products. The stunning performance of this Dragon Boat stall undoubtedly gave the industry a huge confidence, and also laid the foundation for the next heavier summer stall.

"Disappearing Her"

The disappeared box office was recovered

Looking at the market performance of the entire Dragon Boat Stall, the suspense love movie "Disappearing Her" is a topic that cannot be avoided at all, and even it has contributed more than 80% of the topics and popularity of the Dragon Boat Show with its own strength, of course, it has also obtained nearly 60% of the box office volume, which is the original driving force for the large-scale recovery of the Dragon Boat Show this year. The market always needs this kind of explosive model to blow up the market and drive the incremental market.

(Market performance of various films in the Dragon Boat Show)

Looking at the market performance of the Dragon Boat stall this year, it has once again proved that the market really needs the rescue of word-of-mouth explosive models, and the simple 300 million and 500 million are simply insignificant. As the long-known "Disappearing Her", its outbreak begins with the topic, starting from the various heat brought after leaving the scene, which is the key to its breaking the circle. And the key is that the quality can support the fermentation of the topic, and "Disappearing Her" did it.

Judging from the current market trend, the film can be described as a flat horse, and eventually goes straight to 2 billion, which will once again break the box office record of a pure suspense film set by "Manslaughter" (the "Detective Chinatown" series is more of a comedy label). This kind of long-lost post-screening discussion and heated discussion is really exciting, and the film market needs this atmosphere, and needs films with such strong topics to revitalize.

And the latter projects are not far behind. Dare to challenge the theme of the elderly, "I Love You" directed by Han Yan! has won, the film has already obtained a volume of 150 million +, and will eventually fall to the level of nearly 300 million, which is enough to ensure the return of the capital. The three-day long holiday of the Dragon Boat Festival has exceeded the 100 million mark in total, becoming an indispensable part of the market.

In terms of word of mouth, "I love you! In the opening stage, it once reached the feat of 9.6 points for Maoyan and Taoqiao tickets, and 8 points for Douban, and the current score has been slightly retraced, but it is still a masterpiece and has become the word-of-mouth responsibility of the Dragon Boat Festival. More importantly, Han Yan proved with practical actions that the theme of the elderly can be done, broadening the selection of topics and ideas in the industry.

Although "Transformers 7" has a very obvious decline compared with its predecessor, it can still harvest the audience during the holidays, after all, as a Hollywood blockbuster, it still has a strong demand for watching movies. As a film that has been released for half a month, it can still get a piece of the Dragon Boat Festival, which proves that this IP still has certain strength. The words "Transformers" can still sell out.

"In the Octagonal Cage" directed by Wang Baoqiang dared to be screened at the Dragon Boat Festival, which proved that it must be powerful, you must know that the real release of the film was on July 6. The large-scale screening of the film also helped the entire Dragon Boat Show a lot. The film has received 20 million + in three days of screening, and the word of mouth has also been released to a certain extent, the current Maoyan 9.6, Taobao ticket 9.4, I believe that it can accumulate energy for the next release.

The latter "The Flash" is somewhat unsatisfactory, the various praise before the screening is no longer meaningless, and DC's dilemma continues. The film got more than 30 million box office in three days in the Dragon Boat Festival, and the cumulative box office still failed to break through the 200 million mark, the aesthetic fatigue of this superhero movie is already very obvious, if the content quality is not improved, I am afraid that it will continue to decline. Including the new Dragon Boat Show "Don't Call Me "God of Gamblers"", "Crazy Element City", "Spider-Man: Across the Universe", etc., there are certain market gains.

Throughout the Dragon Boat Festival, three domestic films "Disappearing Her" and "I Love You!" ""In the Octagonal Cage" has accumulated three-quarters of the box office, and Maoyan and Taoqiao tickets all start at 9.4 points, which is really a victory for domestic films, and this Dragon Boat stall is completely a domestic film. Suspense, love, realistic themes, many genres have achieved solid and progress, and the audience has also given very positive feedback.

Under the leadership of "Disappearing Her", the film market has set off a round of counterattack war, how long this fire can last, whether it can be directly burned to the summer file, depends on the quality of the next few films. In short, the biggest role of the Dragon Boat stall is that it proves that the audience is still there, the purchasing power is still there, and it proves how amazing the upper limit of excellent genre films is. I believe that the outbreak of the Dragon Boat stall is just the beginning, and the summer stall will have a greater surprise.