This year's Spring Festival file, once known as the "most crowded Spring Festival file", came with 8 films.
But soon after, 4 more were withdrawn.
The May 1st file is the same, and there are 11 fixed files, which is rumored to be "the most crowded May 1st file in history".
But in fact, there are 8 films, and "There is No Thing That Can't Be Solved by a Hot Pot" was withdrawn after 5 days.
Ungear.
is becoming a delaying tactic for domestic films.
Once it encounters unfavorable film scheduling and squeezing popular blockbusters, it chooses to avoid its edge and fight again in the future.
Does it really work?
That's a bit redundant
Escape, although "shameful" but useful. Otherwise, why do domestic films operate like this again and again, and there is still a trend of normalized development.
What we should talk about today is.
How much can be saved by withdrawing the file, and what will it mean for fans.
01
From the accident to the basic
At one time, what we called "withdrawal" was that after the film was finalized, it did not come as scheduled, and it was released on another date.
Some are adjusted to the release plan, and some are trimmed and cut for theme problems to ensure that nothing goes wrong.
"Eight Hundred", "I Am Not Pan Jinlian" and "Fanghua" have all been experienced.
But today, it is not uncommon for domestic films to "skip tickets", and until the last day, you are not 100% sure that the movie will be released.
Today's "withdrawal" refers to movies that have been released and are urgently withdrawn.
In 2017, three days after the release of "Dream Showbiz", it was withdrawn with a box office of 2.34 million, and finally received a low score of 2.2 on Douban, which inspired a carnival of complaints.
In 2018, "Asura", which had a big lineup but was shoddy in the final product, was withdrawn in three days.
It is claimed that it is to improve the special effects and re-meet the audience.
But since it disappeared, the box office of this blockbuster, which is rumored to cost 750 million, was finally fixed at 49.84 million.
Many viewers are accustomed to withdrawing = bad movies.
But some movies are withdrawn just because they are forced to do so.
In 2023, "Chinese Ping Pong: The Jedi Strikes Back", which created a precedent for the withdrawal of the Spring Festival file, was originally scheduled to be released on the first day of the Lunar New Year, but due to force majeure, the movie was temporarily modified before the release, and finally missed the first time, so it could only be selected on the third day of the new year.
In the Spring Festival stalls that race against time, it was not released on the first day of the Lunar New Year, just like falling at the starting line in a 100-meter race, and it was useless to chase it when you got up.
The scheduling and discussion of "Ping Pong" were suppressed all the way, and it was finally announced on January 25 that it would be withdrawn.
And when it comes to this year's Spring Festival, it can be described as a "big year for withdrawal".
Sir's favorite "Mr. Red Carpet" only received 84.45 million during the Spring Festival, and it only increased by 9.97 million after its re-release.
"Let's Shake the Sun Together", which may be the one with the best reputation during the Spring Festival, is the only film that has passed 8 points.
But because the story is relatively niche and the tonality is not completely in line with the Spring Festival file, the word-of-mouth effect is not obvious.
After all, the length of the Spring Festival holiday is limited, and slow heat is destined to be a disadvantage; Moreover, there are too many topics during the Spring Festival, and there is also a lack of word-of-mouth fermentation environment.
Later, "Shaking the Sun" was re-screened in the "Qingming file", and it gained a long tail slightly, with a box office increase of 180 million, and the total box office reached 275 million yuan.
To be honest, 275 million is really not an eye-catching number for a Spring Festival file.
But withdrawing is to know the current affairs, and you can also look forward to a turnaround.
Stronger than a road to the dark.
So by the time "Hot Pot" was withdrawn this year, the audience was no longer surprised.
But the withdrawal is never too good news for the movie.
It feels like half of the Chinese New Year's Eve meal of the Chinese New Year's Eve is eaten, and the rest is frozen in the refrigerator, the first, second, and third years of junior high school...... Continue eating.
Your curiosity and patience have been almost exhausted.
In the new situation, the film that sticks to its position and never retreats has almost become a "lonely brave".
This year's May Day box office trapped romance film "Journey Through the Moon", the producer simultaneously sent a signal of "never withdraw, never sell badly".
Director Lu Chuan also said to these two declarations, "Understand me".
02
"Environment" doesn't work?
From "Red Carpet" and "Shaking the Sun" in the Spring Festival to "Hot Pot" in the May Day file, all the films with relatively niche themes and small and medium-sized investments were withdrawn.
Audiences just want to watch blockbusters?
The deeper level is:
What the audience chooses to watch, they are also "chosen".
First of all, the May 1st film shows a trend of almost monopolization by the two distributors of Maoyan and Taobao.
"Peacekeeping Anti-riot Team", "Spy Playing Home" and "Journey Through the Moon" belong to the issuance of Taobao tickets.
And "Spending Money at the End of the Road" and "Howl's Moving Castle" belong to Cat's Eye.
And "Hot Pot" and "Kowloon Walled City" belong to Oriental Beauty and Lianrui respectively.
"Kowloon Walled City", which has the strongest reputation on May 1st, was scheduled for 9.4% on the first day of release, although there was more and more tap water, but it was not until May 6 - the holiday has passed - that the daily box office surpassed the first place for the first time.
△ Data source: Maoyan Professional Edition
For "Hot Pot", the box office rebound is even weaker.
According to fan feedback, the release of "Hot Pot" occupies fewer prime time, mostly scheduled after 9 am and 10 pm.
Of course, the most important thing is that it failed to reach the effective point in the publicity, and the final content could not break the circle.
Behind the competition for film scheduling is that a large number of movies are seizing the long holiday schedule.
Throughout April, cinema films were relatively silent, and genre action films, romance films, and suspense films were all launched on May 1st.
Although the total box office of the final May Day stall was 1.527 billion, it was similar to last year's 1.521 billion and inferior to 1.673 billion in 2021.
But in fact, the total number of screenings hit a new high, but the overall number of moviegoers did not change much.
△ Data source: Maoyan Professional Edition
According to the statistics of Maoyan Professional Edition, the proportion of young people in the movie has declined, and the taste difference between first-tier cities and third- and fourth-tier cities is increasing.
In the past, the fan group was lost, and more sinking markets entered the theater chain.
The lack of "Big Mac" in the May 1st gear is almost "copying homework" from last year.
"Peacekeeping Anti-riot Team" corresponds to "King of the Sky", the main theme + idols.
And "Spending Money at the End of the Road" corresponds to "Unfamiliar with Life", a domestic comedy with a walk-through style of about 6 minutes.
Regular, too conventional.
So much so that in the entire schedule, there was no movie that broke the circle, and there was no discussion about the movie on social platforms.
In the colder schedule, there are still popular models like "Zhou Place", and His Holiness has been repeatedly played by netizens.
If the competition is too fierce, it is understandable that large films will gather and be withdrawn.
But the current "intense" is essentially inefficient involution
In the case that everyone is not top-notch, unless they rely on the platform, there is little hope of relying on their own reputation.
03
You say yours, I say mine
When "Mr. Red Carpet" was withdrawn this year, the filmmaker's words were, "We sincerely hope to communicate sincerely with more audiences."
The wish was good, but the result was not satisfactory.
Back to "There Is No Thing That Can't Be Solved by a Hot Pot", its off-screen is full of embarrassment that the needs of the filmmaker and the audience do not match, and the withdrawal is just a concentrated outbreak of conflict.
The most discussed movie on Douyin in the early stage was Yang Mi's nail art, until the film was withdrawn, and when the director responded live broadcast, the audience also missed the opportunity to better understand the content of the movie itself.
Later, Director Ding Sheng and Director Xie Fei had a conversation, and Director Xie Fei proposed that the film was "unclear in type, unclear in suspense, unfocused in sensationalism, and unfocused in laughter", which led to the lack of a force point for publicity.
Ding Sheng believes that the main reason for the withdrawal of the film is: "First, it is difficult to publicize and distribute, and second, there is a threshold, which is not particularly easy to watch." Some viewers can't calm down, playing with their mobile phones for a while and coming late for a while, so they won't be able to understand the film. ”
But if you want to push the dilemma of movies to mobile phones and short videos.
That's actually the problem with all movies.
And what movie creators should really think about is:
What is a movie that can make the audience put down their phones.
What a higher-class, more powerful entertainment experience should look like.
Similar script-killing genre movies, in recent years, the box office has been more successful "Rise to Fame" and "Man Jianghong".
Although they are all in a specific historical situation, they all resonate with reality
One is the female dilemma and redemption.
One is national sentiment and patriotism.
And "Hot Pot" is not without various modern hot spots: corruption, affairs, demolition, ...... In fact, they should all dig deeper, but they all hurriedly got a bite of "hot pot", making it difficult for the audience to pick up chopsticks.
If the really hot plots in the movie can be unfolded, propaganda can focus on the "absurd reality" points in these directions.
Why not enlarge Yang Mi's manicure.
When the box office of a movie does not match expectations, today's creators often express: miserable.
"Hot Pot" director Ding Sheng cried live broadcast.
Chen Xiaoyu, director of "Going by Boat", poured milk live, and said in the comments that black is also a kind of popularity.
Maybe that's it.
Selling miserably is also a kind of propaganda, which is better than no publicity.
Even if it sells badly today, it is becoming less and less recognized by the audience, but there seems to be no better publicity point in addition.
The movie can't find an audience.
Audiences also can't find the movie they want to see.
Untied, or gave a thought:
"We'll see you next time."
But we don't know when the passion for movies in the past will return.
The picture in this article comes from the Internet
Editorial Assistant: It's Tu Yile
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