With the arrival of the New Year's Day holiday, 2023 will usher in the last popular period. According to Maoyan Professional Edition, as of December 30, the box office on the first day of New Year's Day exceeded 469 million yuan, and the movies "Twinkle, Twinkle," "Goldfinger" and "Stealth" became the top three single-day box office. Among them, the movie "Twinkle" The first-day box office of "One Shining Star" was approximately 228 million yuan, the first-day box office of "Goldfinger" was approximately 64.6691 million yuan, and the first-day box office of "Stealth" was approximately 61.7096 million yuan.
's movie "Twinkle Twinkle Star" not only topped the box office on the first day, but also led the entire schedule. According to Maoyan Professional Edition, the total box office (including pre-sales) of new films released on New Year’s Day exceeded 935 million yuan on December 30. The total box office of the movie "Twinkle Twinkle Star" reached 463 million yuan, while the second-placed "Annual Party Can't Stop" and the third-placed "Stealth" currently have box office of 151 million yuan and 129 million yuan respectively.
"Twinkle Twinkle Star" not only leads the New Year's Day slot at the box office, but is also extremely popular. According to Maoyan Professional Edition, about 5.184 million people watched the film on its first day of release. For comparison, "Goldfinger", which ranked second at the box office in a single day, and "Stealth," which ranked third, had approximately 1.599 million and 1.508 million moviegoers on their first day, respectively. "Twinkle Twinkle Star" is adapted from the web series of the same name that was broadcast in 2022. The line at the end of the series "Zhang Wansen, it's snowing" helped the movie get out of the circle in the early stages of pre-sales. The film started pre-sales on December 5, and it was announced that 1,314 "snowing spots" will be opened in 1,314 theaters across the country at 13:14 on that day. Subsequently, the box office of "Twinkle Twinkle Star" exceeded 70 million on the first day of pre-sale, breaking the record of 59.55 million yuan on the first day of pre-sale of "Detective Chinatown 3", becoming the Chinese film with the highest box office on the first day of pre-sale.
However, the extremely high popularity has also led to widespread negative reviews for the film. Topics such as "ugly" and "awkward in the snow field" have appeared on Weibo hot searches.
The theater produced too much artificial snow. The picture comes from the Internet
On the one hand, for the emotional fans of the series, the movie is not an extension of the story of the series as they expected. The characters’ personalities and behavioral logic in the movie deviate from the series, making the movie It’s more like a “fanfic” with the same characters and similar settings as the series. And if we break away from the background and character relationships of the series, since the movie does not describe in detail the process of the creation and deepening of the emotions of the male and female protagonists, the affection and sacrifice that the movie wants to show are not enough to convince and move audiences who have not seen the movie.
On the other hand, the audience who were attracted by the "snow field" and walked into the theater did not get a good viewing experience. The amount of artificial snow produced by some theaters is too large, and the artificial snow falling on the audience not only causes discomfort to the audience, but also makes cleaning difficult for the cleaning lady. Therefore, many viewers use "local blizzard" and "avalanche" to describe the bad experience of "snowfield".
It is worth mentioning that before it caused widespread ridicule, the special event marketing of "Snow Field" once became the target of imitation for other New Year's Day films. For example, "The Annual Meeting Can't Stop" officially announced a "beer field" that will give away Tsingtao Beer, and "Taylor Swift: Era Tour" announced that more than 130 movie theaters across the country will open at 21:17 on December 31. At the "New Year's Sing" performance, audience members who purchase tickets will receive official customized peripherals.
Special event marketing is a type of ritual marketing. Earlier, the movie "The Last Night on Earth" also received more than 260 million first impressions on December 31, 2018 due to the ritual sense created by "a New Year's Kiss". However, the box office on the day after its release dropped to 11.23 million yuan due to a plot that did not match the marketing and declining reputation. In any case, marketing is just the icing on the cake, and a film that does not live up to its reputation will inevitably lead to a wider backlash. Using marketing methods to attract the first batch of "crab-eating" audiences is not the end of the film's value. The film's box office is ultimately determined by the quality of the film.
The impact of the declining reputation on the box office trend of "Twinkle Twinkle Star" may not be concluded until after the New Year's Day release. The answer is that the annual box office in 2023 may exceed 55 billion yuan. As of December 30, the 2023 box office reached 54.534 billion yuan. The 2023 Lunar New Year period (November 24-December 31) including pre-sale box office exceeded 4.1 billion, and the box office on December 31 exceeded 344 million yuan.There will also be a new movie "Taylor Swift: The Age of Concert Tour" released on the 31st. The word-of-mouth fermentation brought by the movie "The Party Can't Stop" on Douban with a score of 8.0 may help the film's box office counterattack. On December 31st The box office is expected to be similar to that on the 30th.
