Zheng Rui Yang Ya / Wen
On the evening of November 6, the official Sina Movies Weibo announced that 7 films have been officially announced for the 2020 Spring Festival, and they will all be released on January 25 (New Year's Day). Including "Chinatown Detective 3", "囧Ma", "Emergency Rescue", "Pioneer", "Chinese Women's Volleyball", "Bear Infested Wild Continent", "Jiang Ziya". In addition, the data of the professional version of Maoyan shows that the movies "Golden Chan Conquer the Devil", "Big Red Packet" and the re-released movie "Rainbow" are also included in the Spring Festival file "competition". The number did not fluctuate much from the previous year.
But different from previous years, the 2020 Spring Festival film shows a trend of serialization. Among the 7 officially announced films, 5 are serial works. "Detective Chinatown 3" is the third part of the Chinatown detective series. It is still directed by Chen Sicheng, with Wang Baoqiang and Liu Haoran co-starring; "囧 Mom" is the "囧 series" film directed by Xu Zheng again after five years; "Bear "Haunting" series of animated films are guaranteed to be output stably every year. The new work "Bears Haunted Wild Continent" is the seventh film in the series; "Emergency Rescue" follows the same production team as "Operation Red Sea" and "Operation Mekong", and focuses on the sea for the first time Rescue theme; "Jiang Ziya" is another masterpiece of god theme produced by Guangguang Caitiaowu after "Nezha". According to Liu Deliang, the founder of Xinyuan Wenzhi, creating series and extraterrestrials on the basis of successful works is the usual creative method and commercialization model of a film and television project. If domestic films can develop a strong sustainability in the future IP, it will form this serialized development. Comedy-themed series movies often appear in the Spring Festival archives, because they are in line with the happy atmosphere of the Spring Festival family, but this trend of serialization does not only occur during the Spring Festival.
As the needs of the audience are stratifying, the diversification of viewing has led to the diversification of the themes of movies in the same period. Sorting out the box office champions of the Spring Festival stalls from 2013 to the present, we can find that from "Journey to the West: Conquering the Demons" (1.246 billion yuan), "Journey to the West: Harassment in Heaven" (1.044 billion yuan), "Macau 2" (968 million yuan) to "Mermaid "(3.386 billion yuan), "Kung Fu Yoga" (1.748 billion yuan), and then to "Red Sea Action" (3.65 billion yuan) and "Wandering Earth" (4.654 billion yuan). The types of Spring Festival stalls are more diverse and comedies are no longer Is the only winner of the Spring Festival stall. For example, the mythical animated film "Jiang Ziya" and the sports theme "Chinese Women's Volleyball", as well as the action film "Pioneer" starring Jackie Chan, also added fresh "blood" to the 2020 Spring Festival movie genre.
In addition to the increasing variety of movie themes and the increasing trend of serialization, advance filing and promotion have also become the trend of the 2020 Spring Festival. Public information shows that, in addition to the official announcement of "Bear Infested Wild Continent" on November 6, the other 6 films had been officially announced for publicity as early as around the National Day file. For example, the official announcement of "Jiang Ziya" and "Vanguard" on September 25, the official announcement of "囧 Ma" on October 14; "Chinatown Detective 3" not only officially announced the file on October 17 Time, and made a patch promotion in front of the three popular films in the National Day file.
Wei Pengju, Dean of the Institute of Cultural Economics of Central University of Finance and Economics, said that it is normal for movies to be promoted 2-3 months before the release, but this year is a bit premature. The reason is that the film market is becoming increasingly fierce. At the same time, this year's National Day festival is extremely hot and has brought confidence to the Spring Festival film, and the official announcement in advance hopes to take advantage of the opportunity to win more attention. "Although various publicity activities have been carried out for the Spring Festival films, there is still a period of time before the film is officially released. There are still various variables in the film. As for who can stand out in the end, it is still up to the audience to judge."
