The dressed British gentleman style, coupled with a British accent of "Bond, James Bond", the classic image of "007" instantly appeared in front of the eyes. Now, the new film "007" series "007: No Time to Die" will be on the domestic big screen on October 29. According to the Lighthouse Professional Edition, as of 18:15 on October 28, the on-demand screening and pre-sale box office of "007: No Time to Die" was 16.67 million yuan, which made people start to wonder, has "played" the old IP for nearly 60 years, and still has the strength to continue to play a hot trend?
The new film pre-sold more than 8 million on the first day
On October 29, "007: No Time to Die" will be officially released in China, and the pre-sale has also entered the final node.
According to the Lighthouse Professional Edition, as of 18:15 on October 28, the on-demand screening and pre-sale box office of "007: No Time to Die" was 16.67 million yuan, of which the pre-sale box office on the first day of release was 8.759 million yuan, and the number of rehearsals was 106,000, accounting for 40.1%.
Although from the data point of view, "007: No Time to Die" is currently at the top of all released films, whether it is pre-sale box office or scheduling, it is not eye-catching if it is placed in the pre-sale box office performance of films released in the domestic film market over the years.
In fact, in recent years, although the box office of the "007" series of films in China has reached a scale of 100 million yuan, it is difficult to call it a hit, such as the previous film "007: Ghost Party" released in 2015, and the final domestic cumulative box office was 542 million yuan, and the domestic cumulative box office of "007: Breaking the Sky" released in 2013 was 376 million yuan, although in the market environment at that time, this box office performance was not bad, but it also failed to enter the top of the list.
It is worth noting that although the global box office of "007: No Time to Die" has exceeded 500 million US dollars so far, becoming the current box office champion in many overseas markets, some markets have performed slightly lower than the industry's previous expectations. Taking the North American market as an example, "007: No Time to Die" earned a total of $6.3 million in advance, higher than "007: Skybreaker" and "007: Ghost Party", which the industry had predicted that the film's North American premiere weekend box office or between $60 million and $70 million, but after the release of the film, the actual closing price was $56 million.
Six "Bond" 25 films continue the old IP
Regardless of the box office performance of "007: No Time to Die", it is undeniable that the "007" series, as a classic old IP, has a strong popularity in the world.
According to public information, since the first film in the "007" series was released in 1962, as of the launch of "007: No Time to Die", a total of 25 film works have been launched in the past 60 years, and the actors who play the role of "James Bond" have also changed six times.
And this "007: No Time to Die" also has greater significance for the "007" series, in addition to being a new work released after six years, it is also the final chapter of the sixth "James Bond" Daniel Craig, which means the end of a phase of the "007" series, in addition, "007: No Time to Die" is also the first "007" series of films shot using IMAX film cameras, the director of the film Kerry Furyong once revealed in an interview with the media, The film features over 40 minutes of important scenes in an exclusive IMAX format, offering 26% more graphic content than the average cinema.
Director Huang Zhiyong analyzed that from the perspective of IP, the "007" series has accumulated a large number of fans and fans around the world, but decades of development also means that the IP needs to dock more young audiences, and the choice of shooting technology of "007: No Time to Die" may also be to dock the market. And the North American market has also had analysis data, nearly 60% of the first weekend moviegoers are over the age of 35, and young audiences are an important force in the film market is beyond doubt, if the lack of young audiences, the continuation of IP will face challenges, which may also be one of the reasons why the box office of the film is lower than expected.
Obsessed with the movie "007"
With the release of "007: No Time to Die" and the departure of the sixth "James Bond", it means that the "007" series will also usher in the seventh "James Bond" in the future, and thus enter a new cycle, making all parties pay attention to the future direction of the IP.
However, unlike the current development of various types of IP, which often chooses to cover more categories, thus covering a larger market and further enhancing the content value and influence of IP, although many fans have proposed that "007" take advantage of the development trend of streaming media to shoot other types of works such as derivative dramas, but the IP seems to be more fond of the big screen.
According to public reports, the producers of the "007" series have previously been interviewed by the media to ask whether they oppose the filming of spin-offs, and the producer responded: "Yes." We only make movies, we make movies only for cinemas, and that's what we do, and we've been against that call for 60 years. ”
For how the layout will be in the later stage, the Beijing Business Daily reporter contacted the film side, and as of press time, there was no response. In Huang Zhiyong's view, there is no unified development path for the development of IP, and it is necessary to combine the characteristics of IP itself and the company's market positioning of IP to carry out a layout according to local conditions. If "007" is obsessed with cinema movies, the results brought about by it are not necessarily successful and unsuccessful, the key is whether the content can capture the audience, especially whether it can continue to capture the hearts of a new generation of young people, so that IP can continue to continue.
Beijing Business Daily reporter Zheng Rui