At noon on May 5, the movie "There is No Thing That Can't Be Solved by a Hot Pot" (hereinafter referred to as "Hot Pot") was officially announced.
The withdrawal copy is intriguing, and the reason given for the withdrawal is "due to various environmental factors, the film has not met with more audiences." "I was vague about the reason for the withdrawal, because there are a lot of things that I really can't say. The movie was officially withdrawn on May 6, and then it will be released "at a later date". At the end of the article, the company seal was not stamped, and the payment was "producer".
This means that it was not the director but the filmmaker who made the decision to withdraw "Hot Pot". In recent years, there have been some new ways to play film distribution, and some films that sell well will sign a guarantee agreement with the distribution company, which determines that the power of life and death of the film is in the hands of the distribution company. There is no such controversy about "Hot Pot", after all, the producer and distributor of the film are both Oriental Beauty.
The withdrawal of "Hot Pot" made people sigh. Although this film does not have exciting action scenes like "Kowloon Walled City", it is at the forefront of this May Day in terms of script creativity, bridge conception, and shooting level, at least much better than "Peacekeeping Anti-riot Team" and "Spending Money at the End of the Road". But I still have to regret to say that the two endings of "Hot Pot" have long been doomed.
The first ending is the official announcement of the withdrawal this time, although it is sudden, but it is not unexpected.
Movies have their own particularities, but from the market level, they can still be measured by product logic. Therefore, the film must not only have a good designer (director), excellent workers to ensure the yield rate (actors), a mature assembly line (the tacit cooperation of lighting, photography, art and other departments), but also an excellent product manager (producer, planning) and a strong sales (distribution and marketing team).
After all, the market is so big, and products (movies) tend to be saturated, especially during big schedules such as May Day, Eleventh Day, and Spring Festival, movies are released together, and the competition is more intense.
Looking at this year's May Day file from this dimension, you will find that the encounter of "Hot Pot" is the same as that of "Mr. Red Carpet" during the Spring Festival. The two movies are very special in the schedule, with their own unique tones, full of ingenuity in content and narrative, and the fundamental reason for the withdrawal of the two films is that they can't get the film schedule after the release, and the theater is even less confident after the box office can't go up, so the film schedule is gradually shrinking, and after falling into such a vicious circle, they can only choose to withdraw the file and release it on a later date.
Looking at the release curve of "Hot Pot", the proportion of films scheduled on the first day of release was squeezed to only 7.9%, and the chance of survival is very small, after all, the competition in the same period is the main Huang Jingyu, Wang Yibo's "Peacekeeping Anti-riot Team" and the hilarious comedy "The End of the Road", which has always had an audience base, for theaters and audiences, it doesn't matter whether the movie is good or not on the first day of release, the most important thing is the appearance.
After that, due to the poor box office performance, the schedule of "Hot Pot" from the 2nd to the 5th was 5.4%, 4.2%, 3.7% and 3.5% respectively, which was even lower than the animated movie "Pig Man", and the cinema was too much!
In addition to the vicious circle between the box office and the proportion of films, many people may have discovered that "Hot Pot" and "Mr. Red Carpet" have one thing in common is that the proportion of films scheduled on the first day of release is very low. In addition to the appearance of the film, the distribution company's distribution ability is very important in the big schedule, which is much like the "general agent" in the product market, and the distribution company decides how many theaters and how many screenings the film can be "sold" to.
The distribution company of "Mr. Red Carpet" is Ning Hao's own lion, which is relatively weak during the Spring Festival, and Dongfang Meizhi, the distribution company of "Hot Pot", is also in the same dilemma.
If you don't believe it, take a look, the current proportion of film scheduling and single-day box office are counterattacking the first "Crazy Money at the End of the Road", the production and distribution are Maoyan, as we all know, Maoyan and Taopiao Piao have dominated the entire terminal ticket purchase, and it is difficult for traditional companies to compete with it in the production and distribution.
"Peacekeeping Anti-riot Team" is the same, the production and distribution have Taobao tickets, and the two films have almost locked in the victory from before their release.
In "Kowloon Walled City", which is struggling to survive in the cracks, the two distributors are China Film and Lianrui, one is the boss of the Chinese character, and the other is the leader of the traditional distribution company, just like that, it is obvious that it is losing and retreating in the competition with the "Maotao" two, but fortunately, "Kowloon Walled City" has a good reputation and hard quality, so there is a glimmer of life, and the proportion of film scheduling has also increased from less than 10% on the first day of release to nearly 15% at present.
In such a situation, it is too difficult for "Hot Pot" to break through at the box office, so it is not surprising that it is withdrawn.
The second ending, even if "Hot Pot" is re-released, it is unlikely that the box office will rise significantly.
Still taking "Mr. Red Carpet" as an example, it was announced that it would be withdrawn a week after its release on February 16, and the box office was about 80 million at that time, and then it was rescheduled for March 15, but the final box office was 94.22 million, but it sold 14 million more.
The same example is "Chinese Ping Pong", "Let's Shake the Sun Together" is a special case, and the box office has increased a lot after the re-release, but the premise is that the quality of the movie is really hard enough.
In terms of quality, "Hot Pot" and "Mr. Red Carpet" are not comparable, with a Douban score of 6.3, and the advantages and disadvantages of the movie are relatively obvious. Without word-of-mouth support, in fact, the significance of withdrawing and re-re-re-release is not very large, after all, each schedule is very crowded, when it is re-released, the audience who has seen it will not watch it again, and the audience who has not watched it will give priority to other movies, rather than the word-of-mouth "Hot Pot", and the theater will not give too much proportion to the film schedule based on the box office performance of the previous release, so there is no suspense in the ending of the re-release of "Hot Pot", and it is unlikely that the box office will rise sharply.
Finally, I want to say that there are rumors that the total production cost of "Hot Pot" is as high as 30 million, so the box office will not be able to recover until it is at least above 90 million, and there is still a gap of almost 40 million. I hope the re-screening can create a miracle and get more box office!
After all, as mentioned above, among the several live-action movies in the May 1st file, "Hot Pot" is still worth watching, with good quality and sincere creation.