Everyone is eating meat, only "Drug Sweep 3" is being beaten

Rhino Entertainment Original

Text|Nam Rumin Editor|Park Fang

It was expected that the summer file would be polarized, but it was still somewhat unexpected to divide so much.

"Disappearing Her", which has been the leader since the Dragon Boat Festival, has become the king of the annual topic, and has now bombarded a volume of 3 billion +, completely breaking the upper limit of pure suspense movies; Immediately after that, "In the Octagonal Cage" directed by Wang Baoqiang finally began to "come out of the cage", and the current word-of-mouth fermentation is particularly obvious, at least 1.5 billion + will be locked. The two films are expected to win a total of 5.3 billion levels, which completely ignited the summer file.

Some people are happy and some are worried, and the same period of "Drug Sweep 3" has undoubtedly become the first project to hit the street in the summer.

With a 70% decline, such a crash is rare

As one of the most blockbuster Hong Kong films of the year, "Drug Sweep 3" has too many advantages and selling points. Judging from the development and market performance of Hong Kong films in recent years, its ceiling is also clearly visible. Since the 2018 National Day file "Matchless" won 1.27 billion in one fell swoop, Hong Kong films seem to be on the hook, greatly refreshing the record, and also creating a ceiling of 1 billion+ Hong Kong films.

It is also very strange to say that since then, the ceiling of Hong Kong films has been surprisingly consistent, and its purchasing power has basically remained at the same level. The subsequent "Anti-Drug 2" won 1.312 billion; "Bomb Disposal Expert 2" got 1.314 billion; and then the summer file "Angry Case" cut 1.329 billion. It can be seen that these works are basically by Qiu Litao, Chen Musheng and others.

("Anti-Drug" series market, quality performance)

Therefore, for "Drug Sweep 3", whether it is the industry or from the perspective of the audience, there is a basic judgment and foresight for it, because this kind of top IP Hong Kong film, the basic plate is too stable. But in such a clear situation, "Drug Sweep 3" overturned, not only far from reaching the level of 1.3 billion + in the previous work, but even only falling at about 300 million in the end.

This is not just a waist chop, it is basically at the level of a knee chop. Looking at the entire mainland box office history, the current sharp regression of Hollywood can be described as everywhere, the current "Transformers 7" in theaters is only 600 million +, you must know that in 2011 it has reached 2 billion volume; Including Marvel's "Black Panther 2", "Ant-Man 3" and so on, almost all of them have declined from 60-80%.

It is already an irreversible fact that some types of dividends are slowly declining, but for domestic films, it has not been greatly affected. In the history of domestic films, there are not many cases of sequels going backwards, and such a sharp decline is the first case, and with the current situation, "Drug Sweep 3" is eventually expected to decline by 70-75%, which also makes the series completely end.

As mentioned earlier, Hong Kong films are a relatively more stable type direction, as long as the three axes of police and bandits, car chases, and explosions are there, they can basically be maintained at a high level. But in the face of "Ten Years of Drug Sweeping, the Strongest War" "Drug Sweep 3", in the face of the strong alliance of Liu Qingyun, Guo Fucheng, and Gu Tianle, why there has been such a huge decline, this is undoubtedly worth pondering.

You must know that this is the hottest moment of the summer file, the weekend market is stable at 400 million +, even if there is a stable output of 200 million + on weekdays, in the face of the previous "Disappearing Her" and "Octagonal Cage" each exploded, the differentiated "Anti-Poison 3" in the genre should add a fire. In this way, it fell behind early, and was completely suppressed by several old films, and the speed of falling behind is still accelerating.

Any blockbuster crash

It all starts with content

Hong Kong films have dominated the summer file several times. In 2019, "Drug Sweep 2" taken over by Qiu Litao hit 1.3 billion+ in one fell swoop; Later, Chen Musheng's "Angry Case" continued to set a record. But all the foundations of these Hong Kong film explosions are not only the police and bandits, car chases, and explosions, but also the real foundation and story content, which can support the entire structure.

Therefore, the problem of "Drug Sweep 3" is becoming more and more obvious. Now that Qiu Litao is gaining momentum, it is rumored that he can shoot 5-6 plays a year, so the time and energy left for each film are relatively limited. Perhaps for Kuaishou's Qiu Litao, these can still be handled, but more importantly, in the creation of "Drug Sweep 3", the lack of Qiu Litao's royal screenwriter Li Min is undoubtedly the key reason for the collapse of "Drug Sweep 3".

From the previous project, whether it is "Drug Sweep 2" or "Bomb Disposal Expert 2", both can break through 1.3 billion, are inseparable from the blessing of screenwriter Li Min, and now in "Drug Sweep 3", there is only Qiu Litao in the screenwriter's column, and the control of the text has begun to get a little out of control. Qiu Litao, who has strong on-site ability and execution ability, obviously has certain shortcomings in the play.

As for some people's analysis, they think that "In the Octagon Cage" has seized the opportunity to put "Drug Sweep 3" in a dangerous situation, which is obviously unprofessional and does not understand the market. Looking back at the screening strategy of "In the Octagon Cage", it is actually very wise, the type of fighting theme is relatively niche, and the fermentation period will be very long, but it is obviously impossible to say that its screening has affected "Drug Sweep 3".

Screening is first of all the recognition of its own quality by the film side, and then the strategy adopted. In other words, "Drug Sweep 3" can also be screened if you have confidence. The rules of the game in this industry are in the hands of the audience, not who can kill anyone, if it really is, then "Drug Sweep 3" is too fragile. There is a truth in the film market that is obvious: your success does not overshadow the success of others; Your failure comes entirely from yourself.

Speaking of two films released on the same day, the reality + inspirational "In the Octagon" and the police + action "Drug Sweep 3" have nothing to do with the audience, nor do they put the audience in the situation of choosing one of the two. The constantly screened "In the Octagon Cage" has also suffered great pressure, always crushed by the strong topic of "Disappearing Her", and now finally began to turn the page and won the single-day box office championship, which is enough to prove that as long as there is quality, everyone can win-win.

And "Anti-Poison 3" has long lost its competitiveness, except for its own content problems, no one will suppress. The audience is a very balanced existence, and the fermentation of word-of-mouth will be very objectively radiated. And the so-called basic plate is not a safety plate, or only quality is the real basic disk, once the quality is lost, the basic plate of Hong Kong films will collapse in an instant.

Nothing in the industry is set in stone, no star is a real standing box office guarantee, and no IP is the uncrowned king of the world. Those successes are the most glamorous actors, directors and IP, the most neglected is the content itself, and once the content is lost, everything that remains has become a castle in the air, and the appeal of stars and the brand degree of IP are gone.

There are also a series of Hong Kong film projects behind, of course, there are more domestic head projects, I hope that the industry is more from the text, starting from the basics, which is the fundamental to protect the appeal of stars and protect IP. The failure of "Drug Sweep 3" is tragic, it tells us that no one is stable at all, and we look forward to the comeback of Hong Kong films and creating more classics.