According to Maoyan Professional Edition data, as of 22:39 on February 14, the total single-day box office of the three Spring Festival slots exceeded 1.3 billion yuan, and the cumulative box office of the three days exceeded 4.5 billion. "Detective Chinatown 3" continued to lead the way in seven films, earning 2.541 billion yuan in three days, accounting for 56.5% of the total box office of the Spring Festival. The single film box office also exceeded the billion mark, and the second "Hello, Li Huanying", which currently has a box office of 1.025 billion. "Assassination of a Novelist" came in third place with a box office of 310 million.
The box office of "Detective Chinatown 3" continued to rise all the way, exceeding 500 million in a single day for three consecutive days. However, the film's Douban score and box office went in the opposite direction, from the first score of 6.8 to the current 5.9, becoming the lowest Douban rating of all the films in the current Spring Festival file, and it is also the only Spring Festival movie with a Douban score of "failing".
On the contrary, Jia Ling's directorial debut "Hello, Li Huanying" was left behind by "Detective Chinatown 3" at the three-day total box office, but the film's Douban score was stable at more than 8 points. More than 80% of netizens gave four stars and above reviews, making it the highest-scoring film in the seven films in the current Spring Festival file.
The content and word-of-mouth of the two films also became the focus of discussion on social media. There is constant debate about the plot of "Detective Chinatown 3" and the character design of the protagonist, in addition to the hot searches such as #Chen Sicheng's ambition to build the Tang Detective universe ##Tang Detective Easter Egg#, controversial topics such as #Tang Detective 3 Douban Score ##唐仁 Human Design# have also appeared on the hot search list. "Detective Chinatown 3" was postponed from the Spring Festival in 2020 to this year's release, and many viewers were satisfied with their appetites and had great expectations for the film, but the quality of the film itself did not meet the expectations of the audience. At present, the audience's doubts mainly focus on the lack of reasoning plot, the vulgarity of the protagonist's personality and the boring comedy plot.
Contrary to the word-of-mouth crisis faced by "Detective Chinatown 3", the reputation of "Hello, Li Huanying" continues to ferment. On the morning of February 13, 6 of the top ten weibo hot searches were related to the movie content of "Hello, Li Huanying". As a film used by Jia Ling to commemorate her mother, "Hello, Li Huanying" tells the story of her daughter's journey through time and space to meet her mother when she was young. There are tears after laughter, the plot of mother and daughter meeting echoes with the background of "Local New Year", the thought of relatives is very easy to resonate with the audience, and the sincere and simple feelings in the film evoke the nostalgia of many viewers who have not been reunited with their relatives.
At the same time as word of mouth, the daily box office volume, attendance rate and scheduling ratio of the two head films have changed. According to Maoyan Professional Edition data, from the first to the third day of the first grade, the daily box office of "Detective Chinatown 3" decreased day by day, from 1.015 billion on the first day to 710 million on the third day. The daily box office of "Hello, Li Huanying" has increased day by day, from 290 million in the first year of the first year to 430 million in the third year of the first year, and the box office still has growth potential.
In terms of attendance, the attendance rate of "Detective Chinatown 3" fell from 69.7% in the first year of the first year to 51.9% in the second year of the first year, and further fell to 46.1% in the third year of the first year, while the attendance rate of "Hello, Li Huanying" rose from 53.5% of the first year to about 60% of the second and third grades of the first year. This means that on the second day of the release of the Spring Festival films, the attendance rate of "Hello, Li Huanying" has surpassed that of "Detective Chinatown 3".
In terms of the proportion of films, on February 13 (the second day of the first year), the proportion of "Detective Chinatown 3" reached 45.2%, and the proportion of "Hello, Li Huanying" was about 21%. As of press time, on the third day of the first three days, the proportion of "Detective Chinatown 3" dropped to 42.6%, the number of films was still the first of the seven films, and the proportion of "Hello, Li Huanying" increased to 27%, ranking second.
The two head films compete for supremacy, occupying the largest part of the box office and the number of films, and other films can only compete for the margin of the film. In the first year of the first year, the schedule of "Detective Chinatown 3" and "Hello, Li Huanying" accounted for 57.5% of the total schedule; and by the third year of the first year, the schedule of the two films accounted for nearly 70% of the total row. Coupled with the fact that "Assassination of a Novelist" is basically stable at about 10%, the proportion of the remaining 4 films is only more than 20%. This trend is similar to the situation in the Spring Festival in 2018 and 2019: the top three or top four at the box office monopolize nearly 80% of the scheduled films, and the top three at the box office monopolize nearly 80% of the box office.
Even so, in some cities, the head film is still hard to find. The enthusiasm of spring festival moviegoers is unprecedentedly high, with the total number of tickets issued on the first day of the first year reaching 34.281 million, and the total number of tickets issued on the second and third days of the first two days of the first year reaching more than 27 million, which is expected to set a new record for the box office of the Chinese film market in the same period.
It is also worth noting that the pre-sale box office of "Detective Chinatown 3", "Hello, Lee Huanying" and "Assassination of a Novelist" is the top three, and the number of films scheduled at the beginning of the release is also in the forefront. The large number of films means that there are more audiences and more people discussing the film, and the wider the communication effect, the more audiences will continue to be attracted.
On the contrary, for the final film, the pre-sale performance is not good, the number of films scheduled at the beginning of the release is small, the audience is small, and the communication effect is poor. If the initial disadvantage is not reversed by word of mouth as in 2018's "Red Sea Action", then the investors in the final film can only let the Matthew effect become more and more obvious.
In the case of the total number of films remaining basically unchanged, the theater line can only reduce the number of screenings of other films to obtain more profits. This is undoubtedly to make the final film that did not have a hit.
In the five films other than "Detective Chinatown 3" and "Hello, Li Huanying", compared with the scheduling of the first grade, except for the slight increase in the proportion of the animation "Bear Haunting Wild Continent", the number of films in the other four films has more or less declined. Among them, the proportion of "Surging Crowds" plummeted from 8.5% in the first year of the first year to 2.8% in the third year of the first year, which is the film with the largest reduction in the number of films. Among the seven films in the Spring Festival file, except for "Surging Crowds", the box office of the other six films has exceeded 100 million.
On the evening of February 13 (the second day of the first year), Rao Xiaozhi, director of "Surging Crowds", spoke out on Weibo, asking the theater to increase the number of films: "I hope that the theater line can give some more opportunities to squeeze one or two golden fields for us on the existing number of games, or not to completely cut off our number of games... Little by little, maybe we can have some feedback to the theater. ”
As early as February 12 (the first day of the first year), Rao Xiaozhi had already sent a number of microblogs to say that he admitted that the pre-sale of "Surging Crowds" was not good, saying that "the worst is just that" and "the mourning soldiers will win". The poor pre-sale performance of "Surging Crowds" has not been able to attract the first audience of the Spring Festival slot, and the film has not yet been able to "attract more people into the theater with word of mouth" as the director expected. However, although the number of films in the film is not ideal, the attendance rate of "Surging Crowds" has risen from about 20% in the first and second grades of the first and second grades to more than 30%.
In addition to the seven films, the comedy romance film "Don't Mr. and Good Lady" and the youth song and dance film "I Applaud you" landed in theaters today, but the box office and scheduling volume cannot be compared with the seven films in the Spring Festival file.