1905 Movie Network Special Article "It's a record breaker again, Sister Mold!"
At the end of the New Year's Eve, "Taylor Swift: Times Tour" set a new record with a box office of 50.21 million+ in 2 days, topping the box office champion of music documentaries in Chinese film history, successfully benchmarking the previous results of "the world's highest-grossing concert movie", once again confirming the strength of "Moldy" out of the circle.
As of press time, the box office of the film has exceeded 54 million, and the data and popularity are still increasing. This is not the first time that concert movies have hit the big screen, why was Taylor Swift able to achieve a breakthrough? Movie theaters "exploded" KTV, who is the audience of "Taylor Swift: The Times Tour"? For this reason, we had a dialogue with theaters, fans, and audiences.
01
Is there a "threshold for fans to watch movies"?
At the beginning of the film's finalization, the industry's expectations for "Taylor Swift: The Times Tour" were more inclined to the "internal carnival" of fans. However, its volume and achievements before and after the New Year's Eve file obviously showed a certain momentum of breaking through the circle.
In order to have a more intuitive understanding of the audience of the film, we participated in the viewing activities of fans and ordinary venues after the release of "Taylor's Concert". Although everyone gave positive feedback after the show, the atmosphere of watching the movie during the process can be described as very different.
"Taylor Swift: The Times Tour" is divided into multiple chapters based on Taylor's album tracks, and the fan field almost sang from the second track "Cruel Summer" at the beginning, and by the time the next chapter of "War Song" "Fearess" was turned on in front of the screen.
The atmosphere in the regular venue was much more "calm", and the audience enjoyed the whole show in the state of watching the concert, and only sporadically "strayed" fans stood up and briefly sang along when the hit single appeared.
Zhizhi is one of the most hilarious audience in the fan field, and as a European and American music lover, Moldy's concert movies have an absolute attraction to her. The friends who watched the movie together that day joined the ranks of "Hi Singing" under the drive of Zhizhi. Although they are not fans of Taylor Swift, they said that the atmosphere given by the number of screenings is very important, and if they decide to watch the movie, it is obviously better to choose the "fan support field".
This view was also widely shared in the interview. Fan Jojo sang along for 3 hours during the whole movie, "It's worth it, the only drawback is that there are no English subtitles, and it's a bit difficult to memorize the lyrics"; As an i-person, she has been looking forward to having "shared fans" sing together during the movie, "I want to sing, this kind of viewing experience is better." ”
So is there a threshold for watching this movie for "passers-by audiences"?
Xiao Jia, who came to participate in the fan show, is currently a student, he believes that there are still certain limitations in the concert film circle, and the classmates around him are generally not very receptive to watching a performance in the cinema; Xiao Zhang's boyfriend bought tickets with her, but he bluntly said that if he didn't watch it with his girlfriend, he might not rashly try to watch a concert movie.
As an ordinary audience who is not a fan, Miss Zhou felt that it was worth the ticket price after watching the movie "Taylor Swift: The Times Tour": "Although I can't sing along, I am still very involved in the process of watching it, and purely for appreciation, it is also worth it to watch a singer of this level perform with a movie ticket." Ms. Qin watched the movie with her fans and friends, and she was also very happy to watch it: "The stage design and Taylor himself are very infectious, the dress and typhoon are very stylish, but the three-hour duration is really a bit stressful." ”
02
Can concert movies "replicate success"?
Before "Taylor Swift: Times Tour" created the "box office of music documentaries in Chinese film history", there were also concerts by some singers and groups in China that were put on the big screen, but the effect was obviously not out of the circle.
Audience member Miss Zhou once watched the "Mayday Life Unlimited Company" concert movie. Although Mayday is much more "familiar" to her than Mildew, in her impression, the movie is more "fan-oriented" and has a higher threshold for viewing: "It may have something to do with the style and rhythm of domestic singers' concerts." ”
Fan Xiao Li bluntly said that the topic of the "Moldy" concert movie is difficult to be replicated by other works of the same type: "Because she is indeed very popular in the world, and the production of all aspects of this tour is already very mature." At the same time, many fans said that because Taylor Swift has not yet come to Chinese mainland for a solo concert, this movie pure version has further raised the experience and expectations.
The popularity and level of the "top stream" in Europe and the United States are exceptional, but it does not mean that the experience of "moldy movies" cannot be summarized and replicated. During our visit to the theater, some of the people in charge of the cinema revealed that the "special screening" of "Taylor Swift: Times Tour" has achieved quite good market feedback.
Ms. Cen, marketing manager of Beijing Sparkle Roll Jackie Chan Cinema Wukesong Store, introduced that during the New Year's Eve period, the Dolby Cinema with the best sound effect in the cinema set up a number of all-inclusive and half-package shows for fans, and almost all of them were full. And in the following weekend, the studio has also confirmed that it will continue to open such a "fan support field".
"On the one hand, the fact that this movie can achieve such good results must be the personal charm of Mildew himself, and on the other hand, there is also the support of fans. There are fewer opportunities for foreign stars to hold concerts in China, and being able to be immersive on the big screen is a new experience for fans. Ms. Shum said.
Mr. Chen, the manager of another cinema, said that "Taylor Swift: Times Tour" matches the needs of the New Year's Eve audience, attracting more audiences besides some fans.
In addition to offline support, the online activity of "Moldy" fans also contributed many topics to the promotion of the film. For example, there are no English subtitles, fans sing along in the cinema and turn into an "English morning reading class", the audience's mental state is so beautiful, and the movie theater has been changed to KTV, etc., which have been on the hot search.
Taylor Swift once said of the reason for the creation of the concert movie, "This film is important to my fans, and even more important to those who can't be there, and I want them to be part of the Times Tour." ”
How to make fans truly "a part" may be the key to the record-setting of "Taylor Swift: The Times Tour".