The coming summer will have big surprises

Rhino Entertainment Original

Text|Nan Rumin Editor|Xia Tian

Throughout the first half of the summer file, it seems to be in 2015, it is simply a fairy fight, you sing and I appear, so that July's constant heat and heat, now breaking the July box office record is already a certainty. However, this miraculous summer file still did not stop, and the next two seeds "Feng Shen" and "Super Family" appeared together, and there were even bigger surprises behind.

The surprises of the summer stall are far from over

In fact, even 2015 was not as lively as this year. "Disappearing Her" took the lead in breaking the game, unprecedented topics and popularity, so that the film completely enjoyed the topic dividend, and slammed down 3 billion + in one fell swoop; Just when everyone thought that "In the Octagon Cage" would live in the shadow of "Disappearing Her", the film suddenly ushered in a wave of terrible counterattacks, quickly surpassed "Disappearing Her" at the single-day box office, and then went straight to 2 billion.

The same case continues to happen, the chasing animation "Chang'an 30,000 Li" did not move much when it was screened, and was even considered lengthy and dull for a while, but with the release of the film, its topic and quality slowly fermented, and finally let it complete the ultimate counterattack, and "In the Octagon Cage" was cut off again. Judging from the current market trend, the film is expected to eventually break into the top 4 ranks of the mainland animation box office history.

After entering June, the whole market has changed dramatically, and it is a world away from the previous half of the year. The industry has finally seen the age-old truth that "only explosive models can save the market". Driven by the annual topical masterpiece "Disappearing Her", it finally got an astonishing box office of 4.133 billion in June alone, almost breaking the historical record.

The current hot July is even worse, as of July 18, the box office in a single month has easily exceeded the 5 billion mark, according to the data deduction, it is expected to eventually exceed the 8 billion mark, thus greatly refreshing the record of 6.966 billion created by July 2018. The film market has finally turned around, and the hot market has made everyone extremely excited.

The current hot market is basically supported by the explosive Big Three "Disappearing Her", "Octagonal Cage" and "Chang'an 30,000 Li", of which the Hollywood blockbuster "Mission Impossible 7" and the little dark horse "Tea Ah Erzhong" play a role in embellishment. And the next market, undoubtedly more suspense and highlights, this week's double god showdown, "Feng Shen" and "Super Family" are bound to greatly support the market, and the blessing of the head seed is very strong.

But these are not the focus of Rhino Jun today. The upcoming second half of the summer season undoubtedly has more surprises, not even losing to the Big Three in the first half, and breaking the record again in August is just around the corner. Earlier Rhino Jun mentioned that there will be a blockbuster coming out next, yes, it is "Warm"!

With the help of strong word-of-mouth, the summer vacation will be ignited again

In fact, the summer film "Warm" has long had signs of a super dark horse, as the closing film of this year's Shanghai Film Festival, directly set off a huge wave, the viewers were all emotional, and at the end of the thousands of people collectively applauded three times, such a level of quality has not been seen for many years. The dozens of Douban comments left that night had a score of 9.4 points.

This is the first large-scale viewing of "Heat". The second time is the strong linkage with Universal Studios Beijing, not only held a movie viewing in the IMAX Hall of Universal City Avenue, but also participated in a grand event in the evening, which is also the first time that a movie has been held in Universal, you must know that even Hollywood movies have never been held. This time the media viewing was once again a one-sided praise.

With a series of out-of-the-loop marketing and viewing of "Warm", the current popularity has intensified, and the Beijing premiere has undoubtedly entered a climax, and the praise is completely dizzying. Among them, the number of people who want to see Maoyan has exceeded the 500,000 mark, and the Taoqiao ticket is close to 700,000, ranking second in the entire summer stall in the following summer. Enough popularity and volume to allow the film to occupy the volume advantage at the opening stage.

Next, the film will be held to the theater managers of 40 cities to watch the film, such a large-scale internal business to watch the film, has not been seen for many years, which is enough to prove that the film has absolute confidence. As director Dapeng himself said, this is the best of his five directorial works. The next film is bound to kill all sides and create a new miracle in the summer file.

"Heat" will be the summer champion

If Rhino Jun has a market expectation for "Heat", its lower limit is the box office champion of the summer file, of course, it has greater possibilities and opportunities to challenge more things, and the upper limit is even expected to hit the mainland box office record. After all, this level of commercial film level has not been seen for a long time, and it is very suitable for summer movie viewing, which can cater to student groups and family audiences to the greatest extent, so no matter how high it can be rushed, it will not be surprising.

Of course, the judgment of the film market requires complex calculations and deductions, but behind the data, there are more sincere feelings. What supports the long-term of the box office is three dimensions, the desire to recommend, the desire to share, and the desire to brush the second. There are three kinds of correspondence between the three desires, and the top good movies often have all three. When you have seen a film and have a strong desire to recommend, it is undoubtedly a good movie, such as "I Am Not the God of Medicine" and so on.

And the desire to share not only comes from the quality level, but also because the film has natural topic attributes, and "Disappearing Her" is undoubtedly the most typical case; If the desire to recommend is to share good things with friends, then the last second brush desire is to treat yourself again, a movie that wants to make a second brush is undoubtedly a good movie that you are extremely sure of, like "Wolf Warrior 2" and "Nezha".

But the three are often difficult to get together. Even "I Am Not the God of Medicine" will lack the desire to brush because of the depressing elements of sadness. But the next "Heat" is a relatively rare film without shortcomings, whether it is the quality of the film, the smoothness of the rhythm, the entertainment, the S-level plot, and the strong sense of exit, almost all of them have reached a balanced level, with all the elements of a blockbuster movie.

It is expected that the film Douban will have a opening strength of 8.5 points+, and Maoyan and Taobao will naturally have a level of 9.6 points. As a competitive + inspirational genre, "Heat" is basically a dimensionality reduction blow when looking at mainland movies, even if it is a comedy entertainment genre, it is also a masterpiece, with the foundation and strength of national moviegoing.

In terms of schedules, the film is a week behind "Fengshen" and "Super Family", and can take over the banner of the summer file, and the only "Megalodon 2" and "All or Nothing" behind are projects of different types and do not belong to competing relationships. Therefore, "Warm" has the opportunity to go big and long-term, and has a great chance to become a real phenomenal hit this summer.

Judging from the current number of moviegoers in the mainland market, the first is the 159 million people of "Wolf Warrior 2" and the second is the 140 million people of "Nezha", both of which are in the summer season at the end of July. It's clear that "Heat" has the same strength. After three years of the epidemic, the summer file has completely recovered, and it is time for the third blockbuster project to appear.