Halfway through the summer, "Disappearing Her" will not be the only hit

Last Sunday, the domestic animation "Chang'an 30,000 Li" suddenly began to occupy the box office position of the film market market after a week of release, "In the Octagon Cage" took a back seat, and the key of "Disappearing Her" was postponed, continuing the long-term screening after 3.3 billion to harvest the box office. In the lively atmosphere of domestic films, before you know it, the summer file is halfway through.

The summer file in the traditional sense of data statistics began in June and lasted until the end of August, and the box office of this year's current schedule has exceeded 9 billion, much higher than the same period data under the influence of the epidemic in the past three years. Although the highest box office record in the summer of 2019 is 17.778 billion, it is not unimaginable to surpass this number from the performance of the first half of this year and the lineup of films expected to be released.

Perhaps those highlights that used to consist of "Wolf Warrior 2", "I Am Not the God of Medicine" and "Nezha: The Devil Child Descends" will have a new way of writing this summer. Standing at a new starting point after the epidemic, everything is not so far away.

"Wolf Warrior 2", "I Am Not the God of Medicine", "Nezha: The Demon Child Descends"

Thank you for "Disappearing Her"

Just like the strongest in history in 2019, the Hollywood blockbuster "X-Men: Dark Phoenix" released in early June did not continue the high reputation and popularity of the previous work, and the box office fell to more than 10 million in a single day 4 days after its release; Affected by this, there have been many cases in June where the single-day box office is less than 50 million; It was not until the release of "Spirited Away" and "Spider-Man: Far From Home" in the latter month, with the help of domestic films such as "Chasing the Dragon 2" and "The Best of Us", that the June market successfully exceeded 4 billion

This year is no exception. In early June, the highly anticipated "Spider-Man: Universe" was released, but the film's box office performance of more than 300 million was really mediocre, less than the 427 million of the previous work of the series "Spider-Man: Across the Universe"; followed by the release of "Transformers: The Rise of the Power Warriors", which improved the situation to a certain extent, and got nearly 600 million box office in June, ranking second in the month; But the good times did not last long, and the two films with high expectations "The Flash" and "Crazy Element City" combined only got less than 300 million at the box office in June - the power of imported blockbusters did not show in the first month of the summer file.

"Spider-Man: Across the Universe", "Transformers: The Rise of the Power Warriors", "The Flash", "Mad Elemental City"

Domestic films "came forward" at this time. "Disappearing Her" was released on June 22 and began to grab the box office, until the end of the month, it got more than 1.7 billion at the box office in 8 days. As a suspense genre film, its own audience is huge; And behind the topics such as "Watching the disappeared her love brain cured" and "Girlfriends broke up with the object after watching the disappeared", it is the female audience that is contributing to the box office of this film - the two jointly promoted the box office of "Disappearing Her" all the way up, and successfully won the first month of the summer box office championship.

As a result, the market closed at 4.133 billion in June, almost the highest point in June 2019, and "Disappearing Her" was one of them, accounting for more than 41%. Although Hollywood blockbusters are menacing, they can't add up to steal the limelight from domestic films, and the situation is very different from June 2019: the third-ranked films of the month at that time were "Godzilla 2: King of the Monsters" (769 million), "Spider-Man: Far From Home" (677 million) and "X-Men: Dark Phoenix".

Box office comparison between 2023 and June 2019

That is to say, originally the first month of the summer file when imported blockbusters dominated the top, this time there is finally fresh blood, unlike the "law" that most domestic films broke out in mid-July, June can also be the birthplace of explosive domestic movies.

And the most important function of "Disappearing Her" is not just to give the big market good-looking box office results. At the beginning of this year, everyone is looking forward to what speed the film market will recover after the epidemic, after all, in the past three years, theaters have been closed at every turn, new films have been withdrawn, and the audience's continuous viewing habits have been largely destroyed, and the way to regain the audience can only be a few blockbusters igniting the mood of watching movies after relying on a long-term stable supply of high-quality films, in this regard, "Disappearing Her" "fired the first shot of the summer file", which is indispensable.

The first phenomenal film of the summer file appeared, and the audience suddenly found a reason to watch the movie, and began to pay attention to other new film dynamics in the film market.

"Disappearing Her"

It has to be a domestic film

When the summer file is halfway through, the more obvious signal is that between big IP imported films and domestic films, the audience still chooses the latter.

First of all, "Disappearing Her" continued to dominate the screen, from July 1 to 7, it was the single-day box office champion, and "In the Octagon Cage" directed by Chen Sicheng's good brother won the Japanese crown on July 8. It is worth noting that on July 8, "Chang'an 30,000 Li" was released, although the single-day box office was only more than 80 million, which was no match for "Disappearing Her" and "In the Octagon Cage", but this domestic animated film that took many years had already laid the foreshadowing for a sudden rise at that time.

"In the Octagonal Cage" and "Chang'an 30,000 Li"

In the days that followed, Wang Baoqiang's audience popularity continued to play a role, until July 11, he was still the champion of the single-day box office, although there was "Drug Sweep 3: People in the World" released in the middle, but still could not shake the existing pattern, but "Chang'an 30,000 Li" silently climbed to the second position at the single-day box office on this day; On July 14, "Mission Impossible 7: Fatal Reckoning (Part I)" (hereinafter referred to as "Mission Impossible 7") was released, squeezing out "Disappearing Her", forming the pattern of "Octagonal Cage" first, domestic animation second, and imported blockbusters third.

Originally, many people would have thought that the classic IP "Mission Impossible", which focuses on "Tom is desperate again", can play strongly in this summer under the situation of a Douban score of 8 points and a good reputation, but "Chang'an 30,000 Li" did not give a chance: on July 16 (last Sunday), "In the Octagon Cage" has been released for 11 days, and the box office power is not as powerful as before, "Chang'an 30,000 Li" finally climbed the box office crown throne.

Mission Impossible 7: Fatal Reckoning (Part I)

Everything is traceable. According to the data of Lighthouse Professional Edition, female audiences accounted for 56.7% of the user portraits of "Octagonal Cage", 10 percentage points less than "Chang'an 30,000 Li"; At the same time, the proportion of young people and 20-24 years old viewers of the former is much lower than that of the latter. This means that the audience of "Chang'an 30,000 Li" is younger, and in a big schedule such as the summer file, young audiences are originally the main force of watching movies, and the audience of "Chang'an 30,000 Li" determines its potential.

What's more, "Chang'an 30,000 Li" with keywords such as traditional Chinese culture, ancient poems and Li Bai itself has no audience threshold, and even out of a sense of cultural identity, the audience is naturally much better, which is the part that "Mission Impossible 7" cannot have - compared with overseas imported blockbusters, Chinese naturally pay more for domestic animation and national culture.

"Chang'an 30,000 Li"

At present, the box office of "Chang'an 30,000 Li" is moving towards the 1 billion mark, which has long exceeded the forecast of about 500 million before the screening, although it is still much weaker than the limelight of "Nezha: The Demon Child Descends" that summer, but at least its appearance gives different choices for different age groups - more audiences enter, and the film market has the opportunity to really bloom.

The pattern is undecided, and there are still great opportunities for the summer file

Now it seems that although this summer file has been supported by domestic suspense explosions, domestic animation, realistic themes and imported blockbusters, the situation is good, but the real "good show" does not seem to be fully staged.

This week alone, there are already "Fengshen Part 1" and "Super Family" finalized, the former is a mythical epic that has been brewing for many years and has a huge investment, and the latter is a happy twist new work that has laid the audience foundation by years of comedy.

Judging from the media who have watched the film and the word of mouth of the audience, the quality of "The First Part of Fengshen " is still good, and most of the pre-screening box office predictions are around 1.8 billion. Although the audience has accumulated too many negative impressions of costume fantasy movies before the screening, it is not a bad thing to enter with low expectations, the lower the pre-screening expectations, the higher the probability of turning over in the case of good quality of the film.

"Fengshen Part 1" and "Super Family"

Poison eyes also have high expectations for the box office of "The First Part of Fengshen "after watching the film, once it becomes a hit, the total box office of this summer file is expected to break the record, more importantly, once this film really becomes "Wolf Warrior", "Nezha" and "Medicine God", what can be verified is the ability of a relatively new genre for the domestic film market - not relying on emotions and social topics, only relying on the film itself to become a big hit, which is rare before.

And "Super Family" no matter how much "content", pure comedy as a relatively scarce type in this schedule, the audience is also quite large, even if there is a certain controversy after the screening, it is also the schedule "just needed", the box office will not be too bad.

Coupled with the upcoming "Warm" at the end of this month, in addition to the fan base to ensure the audience base, Wang Yibo, who returns to the "old line" of dancing, may also win some popularity; In August, there was also the imported blockbuster "Megalodon 2: The Abyss" ready to go - these 3 films with high expectations before the screening together to get a box office of about 3 billion, it is not difficult to achieve.

"Heat" "Megalodon 2: The Abyss"

In general, to achieve a box office breakthrough in the summer file, it takes 1-2 super blockbusters and multiple films of more than one billion to work together, and from the current fixed pattern, everything is worth imagining. In addition to the box office dimension, more importantly, the Chinese film market, which has been dormant for too long, should also have a new and hot summer.

Let's look forward to this new cycle.