As the bell at the end of the year is approaching, the war drums of the New Year stalls are already beating in full swing. However, the audience was not greeted by a grand gathering of good films, and the dismal performance of many films at the advance box office became the focus of the industry. As a high-profile sequel blockbuster, "Aquaman 2" performed particularly unsatisfactory on the box office battlefield, which also seems to reveal the trend that the threshold of the 100 million club in the current domestic film market is becoming more and more difficult to cross.
Compared with the bleakness of "Aquaman 2", the competition for 13 new films can be described as extremely hot. Among them, the remake of childhood memories "Twinkle Twinkle Twinkle Star" lived up to expectations, leading the blockbusters with a box office pre-sale result of 288 million, and the pre-sale performance of this film, which aroused the emotional resonance of many post-80s and 90s, can be called a highlight of the domestic film market. On the other hand, although the pre-sale box office of "Annual Meeting Can't Stop!" was only 31.42 million, it attracted a large number of audiences to enter the venue in advance because of the large-scale early screening activities, and this marketing method also shows the film's keen grasp of the current market trend.
The literary film "Taylor: Times Tour" with its focused music theme and precise target audience, the pre-sale performance is also eye-catching, exceeding 11.64 million in less than a day, surpassing other types of blockbusters and becoming a box office dark horse.
"Stealth" and "Goldfinger", two films with domestic veteran superstars Andy Lau and Tony Leung as selling points, are differentiated. Although the pre-sale box office of the former's "Stealth" is 9.65 million, it is only a medium level, but considering its reputation and genre, it may need to be gradually fermented after the actual release, and it still has the power to fight. The latter's "Goldfinger" only had a pre-sale of 7.06 million, far lower than market expectations, which may be related to Tony Leung's declining reputation in the mainland market in recent years, including factors such as the unstable quality of his works and the controversy caused by his personal behavior, which also reflects the lack of enthusiasm for renewal in the Hong Kong film industry for many years and its over-reliance on the star effect of the old era.
However, it is worth mentioning that the romantic comedy "Do Not Disturb 3" only has 1.45 million pre-sale box office, which is undoubtedly a huge blow to the series that has achieved great results with the first two works, which also implies that single-theme films are facing greater challenges in the current market with increasingly diverse and personalized needs.
All in all, this year's Lunar New Year film market is clearly polarized, with some films having hot pre-sales and others being unusually cold. The strong force of "Twinkle Twinkle Twinkle Star" and the unsatisfactory performance of "Aquaman 2" seem to remind filmmakers that whether it is the production level or the publicity strategy, they need to keep up with the pulse of the times and continue to innovate and break through in order to be invincible in the market.
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