More and more people are driven crazy and confused by the rebellious "Nezha 2".
Before the release, some people on Douban who were not optimistic about "Nezha 2" posted: If the box office can break 4 billion, the live broadcast will be eaten!
Now netizens have left messages asking what platform they will start broadcasting on.
In 2023, Wang Changtian, chairman of Guangguang Media (the main producer and distributor of "Nezha 2"), once said: I hope that "Nezha 2" can drive the Chinese film box office into the era of 7 billion.
Netizens said that he was crazy about money, after all, the box office of the box office champion in Chinese film history at that time was only 5.6 billion.
Now Wang Changtian is not crazy, the major ticketing platforms are crazy, and the final box office prediction given has soared to 11 billion!
The director of "Nezha 2" Dumpling is also crazy. Every time the box office broke 100 million before, he would hand-draw a picture to celebrate, but then the rise was too fierce, even if he was as busy as Nezha.
People are still urging dumplings to make "Nezha 3", and even the founder of Lao Xiang Chicken has come to the comment area to join in the fun.
The crazy energy of the theater is even more than that, and once sold standing tickets and aisle tickets.
"Rough shopping malls, hardcover theaters" are also eye-opening.
But when it comes to madness, no one can compare to those who keep going on blind dates during the Spring Festival, because they are about to vomit.
But the national madness set off by "Nezha 2" is only halfway through.
The unprecedented "Nezha 2" has stunned the AI
Cinema employees across the country spent the most tiring Spring Festival in history.
I went to the theater at 7 o'clock in the morning to check the equipment, and I was busy until two or three o'clock in the morning, so busy that I didn't have time to eat, which is the Spring Festival life of many theater employees from the first day of the Lunar New Year to the seventh day of the Lunar New Year.
Audiences also experienced what is probably the most chaotic movie-going experience.
Some big theaters, like train stations experiencing the Spring Festival, have just come out of the theater, and the next group of people have already lined up in a long line, waiting to enter.
Entering the theater, the audience may see a messy theater because the schedule is too dense and there is no time to clean it properly. According to media reports, some cleaners were so tired that they asked for an increase in money for three times their salary, and later even the theater management had to participate in cleaning every day.
All of this is largely thanks to "Nezha 2".
At 12:13 on February 6, the box office of "Nezha 2" surpassed "Changjin Lake" and topped the box office in Chinese film history.
This is an unprecedented first.
It has an extremely perverted speed.
"Nezha 2" won the first place, and it only took more than 8 days. In contrast, it took 57 days for "Changjin Lake" to reach the top box office in film history from its release.
Yesterday, "Nezha 2" also became "the first film in the history of the world to cross the $1 billion box office mark in a single film and a single area".
The popularity of "Nezha 2" is even more perverted.
In the past Spring Festival stalls, there were generally 3 head films to support the market market.
"Nezha 2" went crazy and staged "one dozen five". The data shows that "Nezha 2" dominates the Spring Festival file with a box office contribution of 51%, and the box office contribution of the champion film of the schedule has exceeded half for the first time in nearly ten years.
Only 12 days after its release, the number of viewers of "Nezha 2" has reached 155 million, second only to the 160 million of "Wolf Warrior 2", and it is only a matter of time before it surpasses.
It is precisely because of the unprecedented and impossible reference that the AI box office predictions of major ticketing platforms have been completely confused.
Before its release, AI predicted that the total box office of "Nezha 2" would be more than 4 billion. After its release, the number changed almost every day, and there was a big change — from more than 4 billion to 6 billion, 7 billion, 9 billion, until 11 billion.
Therefore, for Wang Changtian, who originally said that "Nezha 2" could win a box office of 7 billion, people's evaluation changed from "Wang Changtian broke away from the masses and made a big statement" to "Wang Changtian joined hands with Dana to make accurate predictions", and finally became "Wang Changtian's intention to sing Nezha's heart".
The reason why AI predictions will be so bad has something to do with the unprecedented madness of theaters.
In order to hug the thighs of "Nezha 2", many theaters across the country are crazy about scheduling films. Some activated all theaters and screened nearly 100 times a day; In order to arrange a few more shows, some cut out all the advertisements before the release of the movie, and directly turned off the lights and turned on the dragon logo.
The old theater with a sense of age, as well as the theater in the Henan Provincial People's Hall, which has more than 2,400 seats, have also been put into use, dreaming back to the 90s.
Theaters certainly don't go crazy for no reason. It's crazy, all driven by a crazier audience.
The spiritual shareholder of "Nezha 2",
Collectively suffered from sequelae
Since the release of "Nezha 2", some viewers have suffered from sequelae.
The superficial manifestation of the sequelae is to be taken on by Nezha in the movie.
For example, when you go to the mall, you point to the nose of a kapibala (they are actually supposed to be looking for a marmot) doll and say a line from the movie: "Eat again, I'm here for you..."
The more serious sequelae is the incarnation of spiritual shareholders.
They open their eyes twice a day, open the ticketing platform APP as soon as possible, and look at the daily box office forecast, total box office forecast, film schedule, box office proportion, attendance rate and other data changes of "Nezha 2".
In order to strive for more films, during the Spring Festival, many people ran to Weibo to shout to Wang Changtian, telling the 60-year-old man not to rest, and hurry up to the line to tear up more films, 60 years old is the time to break through.
Spiritual shareholders care more about the box office than real shareholders.
And since the platform gave a box office prediction of 10 billion, they even threatened: "Once "Nezha 2" reaches 9 billion, the Chinese people will start a subsidy plan of 10 billion yuan and make it whole." ”
In the final analysis, many people are afraid that "Nezha 2" will not make enough money, which will affect the production investment and production cycle of "Nezha 3".
So not only at the box office, but also began to praise companies and products related to "Nezha 2".
The first to catch fire is, of course, the light media that has eaten the most dividends.
Guangguang Media is full of confidence in "Nezha 2". Wang Changtian not only said before that he hoped that "Nezha 2" would win 7 billion box office, but also said to the outside world: "I can confidently say that "Nezha 2" surpasses "Nezha 1" in all aspects. ”
Because of this, Weibo invested in five other Spring Festival movies this year, but did not invest in "Nezha 2", which was ridiculed by netizens. However, practitioners judge that it is more likely that it is because Guangguang Media is optimistic about "Nezha 2", does not let outsiders vote, and is ready to eat alone.
I have to say that the eyes are vicious.
Secondly, what they are popular with is the derivatives and peripherals that cooperate with "Nezha 2".
For truly well-known movie IPs, box office revenue is sometimes only a fraction of its commercial value.
The Star Wars franchise generated $42.2 billion in licensed merchandise, four times the box office revenue; The "Frozen" series generated $11.3 billion in revenue in 6 years, of which $9.575 billion came from derivatives, accounting for 85%.
In this regard, "Nezha 2" is a trench and a wisdom.
When "Nezha 1" was released, peripheral products were not launched simultaneously, and the best opportunity to generate revenue was missed.
This year, "Nezha 2" launched all kinds of peripherals in a timely manner, and almost all of them were snatched up.
For example, in the official flagship store of Sunnysendi, the anchor said that more than 300,000 sets of blind box ornaments were sold in three days. The anchor also declared: "All employees were arranged to be shipped to the factory, and after the filming, it was hard to wait for a few days before it could be shipped." ”
The related blind boxes of Bubble Mart were sold out immediately after they were launched, and the sales exceeded 10 million within 8 days of being launched.
In addition to these, "Nezha 2" also cooperated with other brands to launch plush dolls, collectible cards, keychains, canvas bags, pinching music, gacha, badges......
According to relevant reports, the derivatives of "Nezha 2" sold for 320 million yuan in the first week.
The madness of the spiritual shareholders not only pushed up the box office, but also pushed up the popularity and peripheral income of "Nezha 2".
But their madness is understandable.
"A score of 600 in the college entrance examination is stronger than a score of 300 in the college entrance examination"
After "Nezha 2" became popular, there was a saying circulating on the Internet: 600 points in the college entrance examination is better than 300 points in the college entrance examination.
Dumplings, graduated from West China College of Pharmacy, Sichuan University; Guo Fan, the director of "The Wandering Earth", has a bachelor's degree from the Law School of Hainan University; Xin Shuang, director of "The Hidden Corner" and "The Long Season", graduated from China University of Political Science and Law with a major in international economic law.
These "wild road" directors who were born out of nowhere, in turn, taught a lesson to the so-called directors who went to college as art students and came from professional classes.
So seeing the explosion of "Nezha 2", the most crazy people are probably the colleagues who are still living in their own world.
Last year, the Chinese film market only had a total box office of 42.5 billion, which was less than 10 years ago, and they called it the "film and television winter". Statistics from Lighthouse Pro show that from 2016 to 2024, the audience's interest in movies will continue to decline, and the proportion of viewers who "only go once" to the cinema once a year has increased from 48% to 57%.
However, why is there a "film and television winter", they did not reflect on themselves, but blamed the audience and the market. In the past, there was a thunderous statement that "there are too many garbage audiences, there will be garbage movies", and then there was the violent theory that "the audience's aesthetics have been poisoned by short videos".
Now it has been proved that Chinese films have always had problems on the production side, but the situation on the consumer side is very good.
Those senior directors are about to be swollen in their faces.
In this regard, the audience who finally ate the chaff was very happy, and concluded: Those who engage in culture still have to be educated. The director is cultured, and the audience is not guilty.
There are also people who seriously analyze the advantages of excellent writers who change careers to make movies, such as their sober minds and clear logic, so the plot of the movie is more reasonable. More importantly, he can distinguish the contradictions between primary and secondary, can spend money on the blade, and pursue perfection more in his bones.
Although these are jokes, they are not unreasonable, at least they are confirmed by the dumplings.
In the birth process of the "Nezha" series of movies, the craziest person is dumplings. Sharpen a sword for five years, and grind it until its temples are white; The one-minute fight scene of the Battle of Chentangguan took half a year to draw the art concept alone; For a 10-second S-class shot, I forced the special effects company to do it for a year.
These days, the related companies involved in the production of "Nezha 2" have also come out of the circle. A person in charge of the production of special effects complained and showed off, "one-third of my hair is gray, and I have gained more than ten pounds" and "I have changed my hempness".
The 138 animation special effects companies that appeared at the end of "Nezha 2", some of them also did their best at a loss, so that the crazy idea of dumplings landed.
Now all the madness inside and outside the theater is also a direct or indirect response to the madness of dumplings in the past 5 years.
If you don't go crazy, you won't survive.
But a person who is crazy can only change himself at most, and a group of people who are crazy together can change the pattern.
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